Consequences of a poor supply strategy
For all these reasons, being prepared for the next few months can determine in a very abrupt way whether we come out of Q4 and early 2022 stronger with increased sales and stronger positioning, or lose a unique option to end the year with results close to or even better than 2020.
At this point, it is important to understand the economic impact that a lack of foresight in such an uncertain scenario can have. We are not only talking about lower revenue generation, we are talking about an enormous loss of positioning compared to the rest of the year.
Given that, as we have seen, November and December are the months when most of the year's searches, visits and purchases are concentrated, the fact of being "out of stock" in our top products, or not having a competitive marketing investment, generates negative consequences in addition to the loss of revenue.
The possibility of not attracting this excess consumer demand, and being able to position our product, generating a halo effect that will extend over the next few months, has a negative impact on our revenue generation well beyond those 2-3 peak months. Having the possibility of investing aggressively in attracting traffic to our website, or participating in the flash offers offered by the main marketplaces will enable us not only to increase sales but also to generate unprecedented visits that will trigger future sales.