OPINION: Don't suffer from seasonality

Spark Response's Peter Slee explains how to avoid a Christmas ordering headache.
Author:
Publish date:
Social count:
0

From one viewpoint, the toy industry is like any other. Brands and manufacturers need a great product, with an appealing message to catch the eye of retailers and consumers.

However the toy industry has one major difference: Christmas.

Without question, other retail sectors achieve vast growth at Christmas, but in our experience, nothing matches the seasonality felt in the toy sector.

Spark Response, part of the Spark eCommerce Group, provides order fulfilment to brands including Micro Scooters, and Toys R Us, and believe me when I say we understand the challenges of the Christmas period. We’ve just completed our busiest Christmas in our 30 year history.

Micro Scooters, fresh from another fantastic season, are now planning for Christmas 2014 and beyond. Spark was appointed to provide both eCommerce and trade order fulfilment to Micro Scooters in 2012. A key factor in the decision to appoint Spark was our ability to meet seasonal demand, whilst offering the flexibility in fulfilment out of season.

With Micro Scooters achieving such phenomenal growth over the past few years, and having outgrown their own warehouse, they also required a fulfilment partner who could provide a foundation for their ongoing growth.

Particularly in managing order fulfilment for their hundreds of independent retail and department store customers.

Managing trade order fulfilment efficiently presents unique challenges. Hugely diverse order quantities, specific labelling and product identifications, unique delivery processes, pallet dimensions, and other factors all apply. 

Couple this with the surge in demand leading up to Christmas, and often, you can have quite a headache. By outsourcing order fulfilment to an external provider, inevitably a brand will hand over control over their stock, and depending on the location, they may find themselves hundreds of miles from their inventory.

In Micro Scooters’ case, those concerns were soon diminished. With Spark providing both eCommerce and trade fulfilment, we’re able to utilise shared inventory, reducing the overall stock holding and removing the headaches felt.

By providing scalability and flexibility to brands, we’ve allowed them to concentrate on their core business, product development, sales, marketing, and planning for further growth.

With Christmas 2013 behind us, we look forward to seeing how successful 2014 will be for our friends at Micro Scooters.

Peter Slee can be contacted on 0191 495 9999 or email him by clicking on this link.

Related

5_Pocoyo.jpg

Early warning from Vtech

VTech is looking to set some sort of record, already warning retailers of potential shortages of its V.Smile Pocket handheld learning system for Christmas 2005...

From STEM to STEAM

Richard Heayes looks at why it remains vital for toys and games to encourage children to embrace art, alongside the sciences, to help fuel their creative thinking.

Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.

Liberty

UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.