Resource Center/Article • 11/20/2024
From Promises to Packages: Perfecting the Holiday Customer Experience
Discover actionable ways marketing and transportation teams can collaborate to make shipping a key differentiator in the holiday season shopping experience.
Rebecca Wyatt
Vice President, Marketing
Rebecca Wyatt is the Vice President of Marketing at Green Mountain, where she plays a pivotal role in steering the company toward increased market share and sustained growth. Her deep expertise in B2B, digital, and customer-centric marketing spans the logistics and home services industries including with brands like American Home Shield and Terminix. She holds […]
For marketers, the holiday season is a time to shine—launching campaigns, driving sales, and creating magic for customers. But let’s be real: all the glittering promises in the world can fall apart if the delivery experience doesn’t match. That’s why, as marketers, we must look beyond ads and emails and focus on the unsung hero of the holiday experience: shipping.
Shipping is the final step in fulfilling the promises we make. It’s the moment your brand touches the customer’s doorstep. And when it goes wrong—late deliveries, broken items, or missing packages—it’s your reputation on the line. Throughout my time at Green Mountain, I’ve seen how powerful it can be when marketing and transportation teams come together to deliver not just products but also excellent experiences.
The Holiday Pressure Is Real
Let’s face it, holiday peak season is no joke. Consumer demand skyrockets, carrier networks get overwhelmed, and costs balloon. In recent years, many shippers have faced unexpected surcharges or found themselves scrambling when carriers hit capacity limits. As marketers, it’s important that we understand these realities as they directly impact the promises we make in our campaigns.
How We Can Bridge the Gap
So, how can marketers and transportation teams work better together? It starts with communication and alignment. Here are a few ways to make it happen:
- Sync Campaigns with Capacity
Ever run a promotion that’s wildly successful, only to find out fulfillment can’t keep up? Avoid that stress by partnering with your transportation team early. They can help you understand what’s realistic and plan campaigns that are exciting for customers and operationally sound.
- Push for Early Shopping
Transportation teams hate last-minute surges, and customers hate delivery delays. Help spread out demand by running “early bird” campaigns or offering incentives for shopping before the crunch hits. Your transportation team will thank you, and your customers will too.
- Be Transparent with Customers
Nobody likes being blindsided by delays or missed delivery cutoffs. Use your marketing channels to communicate deadlines clearly and proactively. When companies set clear expectations, customers are (usually) more forgiving—even if things go wrong.
- Promote Alternatives Like BOPIS
Buy Online, Pickup In-Store (BOPIS) and curbside pickup aren’t just buzzwords—they’re gamechangers during peak season. They give customers faster options and ease pressure on shipping networks. Oh, and avoid all the peak season surcharges imposed by carriers.
- Think Beyond “Free Shipping”
Offering “free shipping” is an easy way to boost conversion, but it’s not always feasible (or profitable) during the holidays. Instead, collaborate on promotions that balance value for the customer and profitability for your business. Maybe it’s free shipping for early orders or for reaching a higher cart total—find what works for both sides.
Why This Partnership Matters
When marketing and transportation work in sync, it’s a win-win. You deliver on your brand promise, customers are happy, and your combined team avoids costly mistakes. At Green Mountain, we’ve seen how businesses that prioritize this collaboration not only survive the holiday rush but also come out stronger on the other side.
This season don’t leave the customer delivery experience to chance. Make it an intentional element of your holiday strategy. By working together, marketers and transportation teams can deliver a seamless experience that keeps customers coming back long after the holidays are over.
If you’re looking for strategies to navigate peak season challenges, let’s talk. See how we did just that for a major national retailer in this recent peak season case study.
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