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

By Alicia Orr , Editor In Chief and Catalog Success

First Things First: Making the Product

Each year, to prepare for the upcoming holiday season, Hershey’s actually begins making items in the low-volume, off-season. “We produce as much of the non-personalized product ahead of time as we can,” Gill explains.

In addition to selling boxes, baskets and towers of some of its ready-made products, such as bars and Hershey’s kisses, the catalog company does a big business in moulded personalized cards, both for consumers and the business-to-business market. These present a different challenge because they cannot be done ahead of time.