GLOBAL BRANDS LOOKING FOR UNIFIED FULFILMENT
Edition 002 | September 2025
You're reading IF/Then by IFGlobal, the monthly newsletter for brands who don't compromise. For every what if, there's a then. If you're building your brand, then we're building with you. If you want scale, then you need strategy. If you're ready to grow, then this is where it starts.
Peak season is make-or-break for customer loyalty
When brands think about Peak season, the spotlight usually falls on one metric: sales volume. But if you’re only measuring success by how much you sell across Black Friday, Cyber Monday, and December, you’re missing the bigger - and more profitable - picture.
Yes, Peak is about moving orders out of the door, but it’s not just a sprint to clear as many baskets as possible. That mindset sells Peak short. This is also the moment where customer loyalty gets either sealed or shattered.
Peak matters far beyond revenue. Driving short-term sales is only half the story; what happens afterwards is where brands either sustain growth or lose ground. And it’s fulfilment and logistics that play the starring role in shaping whether customers trust you... or turn to a competitor.
Every delivery is an audition for loyalty
For many shoppers, December may be their first-ever interaction with your brand. And just like a first meeting in person, that first delivery experience carries huge weight. The way you deliver during Peak sets the tone. Will they buy again in Q1, or disappear?
And the research backs this up. 90% of consumers say seamless delivery makes them more likely to shop again, while 66% say the delivery experience directly impacts loyalty. Fast, accurate fulfilment builds trust, and trust drives repeat purchase behaviour. But one delayed package or missing item can unravel that trust overnight.
It’s also simply better business. HBR research shows acquiring a new customer can cost 5–25x more than retaining an existing one. What's more exciting is a mere 5% increase in customer retention can increase a company’s profitability by 75%. In Peak, retention through experience is both a smart investment, and essential.
Smart fulfilment is a loyalty builder
Forward-thinking brands don’t treat Peak as chaos management. They see it as a strategic moment to reinforce trust. The days of “we’ll just get it shipped” are thankfully long gone. Today’s ecommerce and retail leaders are investing in smart fulfilment software, infrastructure, and partnerships because they know fulfilment isn’t moving boxes; it’s moving customers closer to choosing your brand again.
That said, Peak volume has a way of exposing the cracks in any operation. Surges amplify mistakes, expectations rise, and resilience is tested.
- Visibility matters. 83% of consumers expect regular updates on their orders. Silence isn’t neutral, and ghosting isn't a vibe... it erodes trust fast.
- Scalability is non-negotiable. Whether you’re scaling internal operations, partnering with a 3PL, or building a hybrid model, capacity must flex without compromising service.
- Speed isn’t enough. Speed plus consistency wins loyalty. Meeting the promise you made at checkout is what earns customers back.
“Fulfilment shouldn’t be seen as a back-office cost centre,” explains Jane Derbyshire, Commercial and Sales Director at IFGlobal. “For customers, it’s the moment of truth. Every order that arrives on time, beautifully packaged, and easy to return isn’t just your warehouse speaking, it’s your brand. The businesses that thrive at Peak are the ones that treat fulfilment as a customer experience investment. Done right, it builds loyalty, trust and repeat revenue.”
Returns management is a loyalty moment
Once the unboxing is done and the wrapping paper cleared away, returns management takes centre stage. Many brands view returns as the end of the journey, but in reality it’s another crucial loyalty moment. According to Shopify, 92% of customers say a smooth returns process makes them more likely to buy again.
In 2024, returns cost US retailers an estimated $890 billion - 17% of total retail sales. With ecommerce return rates averaging 15–20%, and spiking even higher during the holidays, the way you handle this process matters.
Making returns easy, transparent, and swift tells customers, “We value you, even when things don’t go perfectly.” That’s a powerful loyalty signal, and at Peak, when returns naturally surge, it’s the brands who master this stage that win Q1.
🆕 Read our latest article, how to manage post-peak returns without losing momentum.
When loyalty gets personal
Peak is also a chance to surprise and delight customers, not just get the order right. Fulfilment can be the 'final mile of brand and marketing', deepening connection when you treat it as more than logistics. These touches don’t just add to the customer experience, they accelerate loyalty.
- Personalisation, including inserts or handwritten-style notes (100% open rate, 4x conversion vs email, 6–10x ROI, proven by IFGlobal clients)
- Engraving, embroidery, and monogramming
- Bespoke packaging
- Premium packing upgrades
- Gift wrapping
- Sampling
- Reworking and bundling
The takeaway is that Peak is your loyalty accelerator
Peak will always bring pressure, but it also brings opportunity. Brands that view it only as a sales surge risk burning out their teams and disappointing customers. The ones that win are those who see Peak as a loyalty accelerator, backed by technology, frictionless returns, and value-added fulfilment.
“Loyalty isn’t won in January planning sessions. That’s too late,” says Matthew Davies , Senior Account Manager at IFGlobal. “It’s won or lost during Peak. The brands that treat fulfilment as a loyalty strategy rather than a sales scramble won’t just win in December, they’ll carry growth all year long.”
More from IFGlobal
Avoid the Freakout – Prep for Peak with Confidence. Join our upcoming webinar where we’ll uncover the five traps that break brands during Peak, share practical ways to scale fulfilment without losing control, and give you real-world strategies to keep your brand out of the Peak Freakout zone. We’ll wrap up with a live Q&A, so you leave with answers you can put straight into action.
Peak Freakout Survival Guide. Our no-nonsense, fulfilment-first playbook for navigating Q4 with confidence, clarity and control. Full of real-world insights from the fulfilment trenches - the kind that protects your margin and your reputation.
10 steps to prepare your ecommerce store for peak season success. In this guest article, Adam K., Founder of Real Agency, a leading ecommerce design and development studio based in Bournemouth, UK, shares a proven, data-strategy to help online retailers prepare for the busiest shopping months of the year. His approach focuses on managing traffic spikes, optimising conversions, and ensuring a seamless customer experience.
IFGlobal in focus: Maggie Colon. We sat down with Maggie Colon CIPD, our Head of People, to chat about how her role puts her at the heart of our culture and growth, from shaping HR strategy to supporting colleagues across the business.
Loyalty shouldn’t be left to chance, especially during Peak. If you’re gearing up for growth, we’ll help you turn fulfilment into your biggest customer experience advantage. Talk to us about how IFGlobal can help you scale smoothly through Peak, without the compromise.
