While the Port Strike is Over, Uncertainty Brings Delays for Customers and Opportunities for Marketers

The recent U.S. dockworker strike has been resolved for now, but brands must remain vigilant against unexpected delays that can impact holiday deliveries. One thing that's certain is uncertainty. Factors such as natural disasters, labor disputes, transportation disruptions, customs delays, and global supply chain issues can all impact delivery timelines. The possibilities are endless.

This only highlights the importance of proactive communication for marketers. A myriad of issues could potentially disrupt delivery, making it crucial for brands to keep customers informed about delivery issues — and they need to be ready now.

By Halloween, about half of all consumers will have started their holiday shopping, according to an Optimove Insights report. While delays may frustrate customers, this moment presents marketers with a unique opportunity to build trust and foster long-term goodwill. By informing customers of potential delivery delays, brands can enhance customer loyalty. Those who have already made purchases may appreciate early communication about potential impacts on their orders.

To effectively communicate during this holiday period, marketers should be ready with the following strategies:

1. Targeted Messaging: Focus communications on customers who purchased specific products likely to be delayed. Utilize your CRM system to identify affected customers based on their purchase date and expected delivery date. This targeted approach ensures that those most likely impacted by unforeseen issues receive timely information.
2. Personalized Communications: Instead of sending out generic messages regarding any issue, leverage customer journey orchestration to create personalized messages. Tailoring communications to reflect individual purchase histories and specific products fosters trust and strengthens customer relationships.
3. Keep Customers Updated: Transparency is key during these times. As delays might extend, clearly communicate the status of orders and inform customers that re-routed shipments may result in longer delivery times, depending on logistics. Keeping customers informed minimizes uncertainty and builds confidence in your brand.
4. Set Realistic Expectations: When providing delivery estimates, avoid committing to specific time frames unless absolutely certain. Instead, offer a range of expected delivery dates, clearly indicating that these are approximate. This approach helps manage customer expectations and reduces frustration.
5. Offer Alternatives: Consider providing options for customers to modify their orders to products less likely to be delayed. Highlighting alternatives that can arrive in time for the holiday season shows a commitment to customer satisfaction and demonstrates flexibility.

Marketers can turn challenges into opportunities by enhancing their communication efforts during any difficult period. By informing customers and making them feel valued, brands can navigate shipping disruptions while maintaining strong relationships.

Post-Delivery Messaging

Once deliveries are completed, it's important to follow up. Consider these steps:

• Thank customers for their orders and acknowledge their patience.
• Apologize for any shipping delays, reiterating the reasons behind them and what measures were taken to address the situation.
• Encourage repeat business by offering incentives, such as rewards on future purchases or highlighting related products. If the delay exceeded expectations, consider providing a small reward as a gesture of goodwill.

Encouraging Early Shopping

As brands get ready for the unexpected, encourage consumers who have yet to shop to make their purchases sooner rather than later. Many shoppers are at different stages in their buying journey. Your customer journey orchestration should help guide them through the funnel, emphasizing the importance of shopping early to avoid potential delays.

In conclusion, by proactively communicating with customers during any challenging period and utilizing targeted messaging strategies, brands can enhance customer loyalty and trust, ultimately benefiting their bottom line.

Shai Frank is senior vice president of product and general manager of the Americas at Optimove, a customer-led marketing platform.