How Hershey Direct manages seasonal order peaks to avoid a Christmastime meltdown

By Alicia Orr , Editor In Chief and Catalog Success

Key to Hershey Direct’s success in handling this seasonal volume is that it manufactures and assembles product prior to peak season, according to Bill Kuipers, principal of Spaide, Kuipers & Co., Haskell, NJ, a consulting firm that works with Hershey Direct.

Another way Hershey Direct tries to ease the seasonal rushes a bit, says Gill, is by encouraging more early-holiday orders from its customers. “We’re always testing ideas, and we roll out with any that work for us,” Gill says.