Supply chain breakdown: Marketoon of the Week
Fishburne’s take: As “Shipageddon” roils the best laid marketing plans, marketers will have to work even closer with their supply chain colleagues so they can communicate the right messages about the right items at the right time. Holiday messaging will start earlier than in year’s past and consumers will expect higher degrees of transparency. A recent Oracle survey found that 91% of consumers will consider the supply chain in their purchase decisions, up from 45% before 2020.
Why we care: Transparency, in this case, means not making promises that you can’t deliver on. It might not be enough to simply include disclaimers that orders possibly could be shipped later than estimated due to supply chain delays. Many businesses have pivoted to e-commerce over the last year and a half, so they need to get their stories straight now and keep their messaging realistic. All of these shipping-related communications with the customer relate back to experience, and customers will flee or hang tough as a result of this experience.