Why Scurri predicts a spartan Black Friday

Can you tell us a little bit about Scurri and what it offers as a platform? 

Scurri is a cloud-based delivery management platform that connects and optimises online ordering, shipping and delivery. We like to call what we do ‘connecting commerce’, because we help retailers get their parcels into the hands of customers in the most efficient way, from checkout to the front door. 

In developing a technology that connects delivery companies with retailers sending deliveries, Scurri found a gap in the market. Currently, 61% of our revenue comes from the UK market, and our clients include major retailers like eBay, Bulk Powders, Vision Direct, and Gousto. 

As online retail booms, Scurri is perfectly placed as it helps select the most effective delivery option, creates accurate labels, tracks packages and also provides analytics for merchants.

What are your day-to-day duties in your role as chief revenue officer? 

At Scurri, I am responsible for sales revenue. Everyday can be different – from supporting and coaching members of the sales team, attending industry events and meeting with customers, to presenting our solution to prospective new customers. Speed is the default setting in the ecommerce industry and we like to move fast at Scurri!

Do you think the upcoming Black Friday will be different from previous years? If so, why?

There are a few new obstacles for retailers as we approach Black Friday 2022, aside from the continuing supply chain crisis. With the World Cup taking place over peak season, and England playing the USA at the TV- friendly time of 7pm on Black Friday, what impact will it have on retailers? Without wishing to ratchet up the cringe level too much, it could be a game of two halves!

On one hand, it could be a massive distraction that takes huge numbers of shoppers out of the loop. On the other, it could be an opportunity to target your campaigns and offers to take advantage of a captive audience. Regardless of where you stand, it’s clear that the World Cup will have some impact on Black Friday this year. 

Additionally, the Royal Mail Strikes will be a challenge for retailers across the UK. What’s of obvious concern is that the Royal Mail strikes, 19 days of walkouts, single strikes and rolling action, will coincide with this year’s peak trading period, including Black Friday and Cyber Monday. This has understandably sparked fear for online retailers and logistic providers throughout the UK. Given the general difficulty of making predictions about Black Friday shopping habits, it’s fairly safe to say that we can expect the unexpected.

How do you think the current supply chain crisis will impact customers and their shopping experience in the run-up to Christmas? 

We have been dealing with supply chain challenges for the last few Christmases due to a variety of issues each year. What customers should know by now, as well as retailers, is to expect the unexpected. For customers, the best advice is to buy earlier but also to be prepared for what we are going to see. 

There will be inevitable stock shortages, delays and price increases across food and material goods. Retailers can expect panic and bulk-buying but customers should restrain from doing so; there will not be no choice, only less.

What do you predict the landscape will look like for both online retailers and consumers in the next three months? 

The landscapes are looking challenging for both; the supply chain issues won’t wane any time soon, and the Royal Mail Strikes have posed more obstacles for retailers, as well as increased the possibility of delayed packages for customers. 

There will be less choice and more delay, which can be a major inconvenience for retailers and consumers alike. When customer orders are delayed, the negative implications for retailers are serious – from reputational damage, to a huge increase in customer support issues, and even the potential for refunds and compensation for delayed and lost items. We know that 41% of customers would not buy again from a retailer who had provided them with a poor delivery service. The next three months will be competitive, and no mistakes can be made. 

Unfortunately, with so much uncertainty at present, it is hard to say what the exact challenges will be. Additionally, there is no permanent solution at present, but it is also not a permanent problem. We all just have to hold tight a bit longer. 

How do you think online retailers are currently performing as inflation rises across the UK and Europe? 

It is hard to say; some sectors are performing better than others, but not only are people spending less money, the costs of running businesses are increasing. The online retailers who will be performing best at this challenging time are those who are agile and can adapt to the difficulties at hand. 

Additionally, communication with your customer base in the run-up to Black Friday is crucial. It is important for retailers to be mindful that money may not be as readily available this year, and that usual sales tactics may be redundant. Empathy is needed by both parties at this difficult time.

In your opinion, what can retailers do to best perform in the current macro environment?

Expanding sales windows is a great supply chain planning tactic to spread the demand over a more manageable timeframe. This can allow retailers to have the tools to tackle the Black Friday rush in place and tested, knowing what should be altered before it is too late to do so. More and more online shopping sites release their sales several weeks in advance, and retailers must ensure they have a solid supply chain in place to deal with not only Black Friday, but the entire month of November moving into December. The key to surviving this period is full preparation and the use of transparent logistic tools that limit any confusion as operations become increasingly busy. 

Additionally, in this time of uncertainty, adding alternative carriers and creating shipping rules that can choose the optimal service, gives control to the retailer. Having control over how your goods are delivered and building resilience in your logistics infrastructure, is the best way to reduce the risks. 

Adding additional carriers without the unnecessary cost and additional complexity, is one of the wisest choices an ecommerce company can make at present. Prevention is better than cure when it comes to ecommerce challenges, particularly at this time of the year.