There’s nothing quite like the excitement of launching a new product. Whether it’s your first big release or the latest addition to your range, a product drop brings a mix of anticipation, buzz, and, let’s face it, a fair amount of pressure. You’ve put in the hard work to design, manufacture, and market your product – now all that stands between your customer and their purchase is the fulfilment process.
Unfortunately, this final stage is often where things go wrong. Delayed shipments, incorrect orders, or simply being overwhelmed by demand can all take the shine off your launch. That’s why having a reliable fulfilment strategy in place is absolutely crucial. Here’s how to make sure your next big drop goes off without a hitch.
Prepare Early and Forecast Demand
One of the most common pitfalls in product launches is underestimating demand. If you’re promoting a new product heavily or building anticipation through pre-orders or influencer campaigns, make sure your fulfilment partner is in the loop early. Share your launch date, expected order volume, and any promotional plans. This helps the fulfilment team prepare staffing, stock allocation, and packaging in advance.
A good fulfilment provider will also help with forecasting, using previous sales data and industry insights to guide inventory levels. The more they know, the better they can support your launch.
Pre-Kit and Package Where Possible
If your new product involves multiple components – for example, a gift set or subscription box – it can be more efficient to pre-kit items ahead of time. Your fulfilment partner can assemble the kits in advance, so that when orders come in, they’re ready to go. This saves time during peak order periods and ensures consistency in packaging.
Even if you’re launching a single item, working with your fulfilment centre to design packaging that’s quick to assemble and aligns with your brand can streamline the process. Branded packaging can also enhance the unboxing experience and leave a strong first impression.
Automate Your Order Flow
In the rush of a launch, manual processes are your enemy. Automating your order flow between your eCommerce platform and your fulfilment provider helps eliminate delays and errors. Orders should flow directly from your site to the warehouse system, where pick and pack teams can start working immediately.
Your fulfilment provider should offer integrations with popular platforms like Shopify, WooCommerce, or BigCommerce, as well as real-time tracking updates for your customers.
Plan for Scalability
You might have a rough idea of how many units you expect to sell, but viral moments and influencer shoutouts can cause unexpected spikes. Your fulfilment partner should be prepared to scale with you. Ask how they handle surges in order volume, and whether they have flexible staffing and extended working hours during peak periods.
A scalable fulfilment solution means you won’t be left scrambling to meet demand if your launch exceeds expectations.
Keep Communication Clear and Consistent
During a launch, communication is everything. You need to know where your inventory is, how many orders have been processed, and whether there are any delays. Choose a fulfilment partner who offers a dedicated account manager or clear lines of communication, especially during critical times.
Real-time dashboards, regular updates, and proactive problem-solving are key to keeping things running smoothly.
Think Beyond the Launch
A successful product drop is just the beginning. After the initial wave of orders, you’ll want to keep customers happy with prompt delivery and easy returns. Your fulfilment provider should be ready to handle ongoing orders and help you manage stock levels moving forward.
If the launch was a success, you might also be considering restocks or new product variations. Working with a fulfilment partner who understands your long-term goals means they can support your growth journey, not just your launch day.
