Holiday Shipping 101: Assess Last Year's Performance
There is a great saying that goes, “The past is where you learned the lesson, the future is where you apply it.” Before you start planning for this year’s holiday season, do a thorough evaluation of how well, or poorly, your business performed during last year’s season and what the contributing factors were. Assess what worked; what didn’t and what had potential if given attention and time.
Try to begin your assessment of last year's performance in summer, as it provides ample time for planning before the start of the holiday season. However, if you were not able to begin assessing and planning in summer, it's still not too late to schedule a day or two to evaluate last year's data for insights. Remember to not only look at the "what" but also the "why". A good place to start understanding why is by looking at the relationships between different factors, such as the number of days for shipping and cart abandonment, as well as shipping costs and profit margin. Assessing last year’s data will keep you from repeating the same mistakes.
Get more tips on how to prepare for holiday shipping. Download our white paper, The Ultimate Holiday Shipping Guide for Businesses.
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