Turning peaks and troughs into peaks and peaks


Climates and holidays
Spare a thought for the seasonal seller. They have to make hay while the sun shines or shift winter gear when it’s snowing. Then there’s holiday seasonality, as sellers prepare for the painfully short events like Valentines, Easter, Mother’s Day, Father’s Day, back to school, Hallowe’en and Christmas, to name but a few. Get it wrong and you could be sitting on paid-for stock quite a while.
Work your off-season
Use you expertise to branch into close categories during your off-season. You’re already comfortable with your target audience and perhaps a lot of the gear in your new cross-over industry. If you sell snowboarding and ice-skating gear for the European winter season, for example, it’s a small step to looking at surfing and roller-blading or –skating gear for the summer season.
Go international
Why not ship from your domestic base or trading from the overseas sites of marketplaces like Amazon and eBay, to increase the availability of your stock to other countries that share the same seasons as you. If you’re reliant on a particular holiday period, then you can also take advantage of the same holiday period and increase sales of the same products to other countries.
Work their on-season
Selling internationally allows you to open up markets in the other hemisphere that’s ‘on season’ when you’re off season. You can move your stock that didn’t sell during your domestic on season. You also get to target new markets and new repeat customers for your products. These might be in countries or regions not as well served and less competitive, helping your margins as well.
Let the data guide you
Good data is essential to managing your supply side so that you’re ordering the right amount of the right products at the right time. See where your best sellers are, who your best suppliers are and what your most successful marketplaces are, down to the individual SKU. With good data and analytics guiding you, you can forecast better and manage the flow of money through your business.
Overcoming seasonality
All is not lost, because Volo can help you make seasonality work for you by growing your multichannel, multi-region sales all year around and providing expert guidance. Volo customer The Board Basement has met seasonality head on and increased revenues 4-fold in 3 years. To discuss your challenges and how you can better manage your margins, why not book a call with one of our consultants. Good luck!