RETAILRETHINK [ INSIGHT ]
by Mandar Rahatekar Senior Director, Research & Development, Manhattan Associates 678-597-6754 | www.manh.com
How to Conquer Seasonal Surges
Here are three actionable strategies that retailers can implement to help overcome peak season inventory challenges while building a more robust, agile, and profitable supply chain for the future.
with suppliers and partners, and internally across departments. Internal departmental silos hinder holistic planning and execution, while a lack of transparency and communication with external partners leads to missed opportunities for optimization. To help break down barriers, it is critical to collaborate and communicate—both internally and externally. Ensure that internal teams are aligned on strategies, promotions, and inventory needs and that they have all the relevant data, such as sales forecasts and contingency plans in the event of a surge or disruption. Engage external partners early and communicate with them regularly to prepare for potential disruptions and establish just-in- case relationships. For complex supply chains, collaborating with the right partners can provide value-added services, such as in-country assembly or specialized logistics. Retailers who want to stay competitive and build customer loyalty must have a supply chain that is robust and built for agility and resilience year-round instead of specific months. Retailers should assess their current capabilities and begin laying the groundwork to implement these strategies, especially as they head into the upcoming holiday season.
1. Decoding data’s DNA: The power of unified insights. A truly resilient inventory strategy demands a single, clean, real-time source of truth for all stakeholders, from planning to execution. Access to accurate data is crucial; without it, inventory integrity remains compromised. For instance, data that doesn’t accurately reflect the condition of goods (such as damaged or expired items) can lead to lost sales, increased warehousing costs, and customer dissatisfaction. Achieving data cleanliness doesn’t have to be an overwhelming task. The process begins with assigning clear ownership to specific data sets, fostering accountability and ensuring consistent updates. This is vital to ensure that everyone across the supply chain ecosystem is working from the same, reliable information to make informed decisions. 2. Embracing the inevitable: Plan for unexpected chaos. Today, retailers must recognize that unforeseen events— from overnight geopolitical shifts that impact global trade to celebrity social media posts that prompt instant demand
surges—have become more common. To react to these events at the same speed that they occur, retailers must embrace a dynamic, predictive and agile approach that can absorb sudden shocks and capitalize on unexpected opportunities. Contingency plans are helpful, but they must be designed with a plan-for- failure mindset, one that assumes that disruptions will happen and that they could present unprecedented challenges. It’s also a good idea to identify alternative suppliers and manufacturers beyond a single-source option, especially for overseas vendors with long lead times. Consider domestic suppliers as a backup go-to, even if the associated costs are higher. A hybrid approach, such as importing components and assembling in-country, could mitigate risks and shorten lead times. 3.Forging collaborative ecosystems: Strength in numbers. It’s crucial to establish and foster strong business relationships with suppliers to maximize the flexibility and support needed during challenging periods. A resilient supply chain requires deeper collaboration both externally
30 Inbound Logistics • November 2025
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