Supply chain breakdown: Marketoon of the Week

We hope your customer experience was seamless and delightful but we don’t know when we’ll deliver your order.

Fishburne’s take: As “Shipageddon” roils the best laid marketing plans, marketers will have to work even closer with their supply chain colleagues so they can communicate the right messages about the right items at the right time.  Holiday messaging will start earlier than in year’s past and consumers will expect higher degrees of transparency. A recent Oracle survey found that 91% of consumers will consider the supply chain in their purchase decisions, up from 45% before 2020.

Why we care: Transparency, in this case, means not making promises that you can’t deliver on. It might not be enough to simply include disclaimers that orders possibly could be shipped later than estimated due to supply chain delays. Many businesses have pivoted to e-commerce over the last year and a half, so they need to get their stories straight now and keep their messaging realistic. All of these shipping-related communications with the customer relate back to experience, and customers will flee or hang tough as a result of this experience.

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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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