Strategies for Increasing Demand: Scaling Warehouse Operations and Minimising Costs

End-of-year periods, such as Black Friday, St. Nicholas Day and the pre-Christmas season, typically experience significant sales growth. This is also a serious logistical challenge, for which manufacturers and retailers are already preparing in the summer. Given the rise in consumer expectations, delivery speed has emerged as a pivotal factor in determining customer choice of retailer. Research indicates that 60% of Polish consumers consider delivery time to be an important factor in their purchasing decisions. Companies that manage their supply chains properly are able to meet growing demand while minimising costs. What measures can businesses implement to optimise their operations during peak sales periods, with a focus on warehouse management, human resources and risk management?

In addition to being a key consumer expectation, fast delivery can also give a competitive business a significant advantage. According to Gemius data, over 60% of Polish consumers consider delivery time to be one of the key factors when shopping online. In today’s competitive market, order fulfilment speed is a crucial factor for both online stores and traditional shops that combine offline channels with e-commerce. Suppliers able to offer fast shipping can secure long-term customer loyalty.

Research by Deloitte confirms that during peak periods, such as the end-of-year shopping season, sales of products such as electronics, fashion and groceries can increase by 30–50 per cent. Companies that are able to organise their logistics properly are in a strong position to meet demand and differentiate themselves from the competition.

In the face of economic uncertainty, rising raw material costs and fluctuating demand, logistics has become a key tool in risk management. In the contemporary business world, effective inventory management is no longer sufficient for companies to thrive; they must also be able to adapt their operations to fluctuating demand during peak sales periods.

Flexibility in logistics also means being able to quickly modify operational strategies in response to sudden spikes in sales, which is crucial in the face of changing market conditions. Predictability and optimisation of delivery processes are pivotal for enabling companies not only to respond to changing demand but also to manage costs effectively.

During peak sales periods, multi-client platforms and coordinated activities are one of the most effective solutions, as they provide additional storage space when it is most needed. The sharing of resources, including warehouse space and personnel, enables optimisation of operations and faster adaptation to changing market conditions. Economies of scale also allow operating costs to be reduced while efficiency is increased.

Managing operations across various types of platforms, including multi-client ones, allows for dynamic resource allocation based on demand, which is crucial during periods of increased demand. Temporary workers can be deployed to areas where their assistance is most required. At the same time, the warehouse space is used in the most efficient manner, which helps to avoid bottlenecks and delays in order fulfilment.

Suitable storage space for winter sales peaks should be reserved well in advance. This usually happens during the summer months. Pre-planned logistics mean manufacturers can avoid unpleasant surprises during their busiest periods. These measures are contributing to ensuring the smooth fulfilment of orders and maintaining operational efficiency as the year draws to a close.

According to the report Logistics in Poland 2024, 30% of e-commerce companies are booking warehouse space for the pre-Christmas period in Q3. For those engaged in traditional trade, securing warehouse space for peak sales periods is becoming imperative to avoid issues related to space shortages and delays.