How Click-Frenzy can help you win the rest of the retail year
Click Frenzy may only last 96 hours, but the insights it reveals can shape retail performance for months to come. More than a sales spike, it serves as a stress test for operations, logistics, and customer experience.
As the first big sales event of the year, Click Frenzy is your chance to pressure-test your logistics, fulfilment and customer experience, and to fix what's broken - and double down on what did work - before peak season
So how did your business perform under pressure? And what should you take from Click Frenzy to improve your peak season playbook?
Delivery is still the dealbreaker
If you weren't able to meet your delivery promises during Click Frenzy, now is the time to understand why. Afterall, delivery remains the third most influential factor in shaping where consumers choose to shop. In fact, research from Shippit and Jarden shows that two in three (up from 62% in 2024 to 64% in 2025) would be unlikely to shop with a brand again if they had a bad delivery experience. If your orders arrived later than expected, was it a carrier issue, a fulfilment delay, or something else entirely?
Conversely, if your deliveries arrived well ahead of schedule, your delivery timeframes might be too conservative, costing you customers. Our State of Shipping report shows that while the actual average delivery time is just 2.2 days, many retailers still advertise five days or more, potentially driving customers elsewhere in search of speed. Getting this right can make all the difference, especially as acquisition costs continue to rise. Clear and accurate delivery promises directly influence checkout conversion, particularly during time-sensitive sales events where speed is a deciding factor.
As more customers hold out for peak sales events to make their purchases, it's crucial they remember who, figuratively and literally, delivered when it mattered most. A standout delivery experience during Click Frenzy can leave a lasting impression, increasing the likelihood that shoppers will return during the next big sales events.
Treat Click Frenzy like a rehearsal – not just a rush
Just like athletes review game footage after a big match, retailers should review their Click Frenzy performance with a critical eye: Where were the majority of your customers located? Could smarter inventory placement reduce delivery times and costs? Were there location-based opportunities to fulfil orders faster - or delivery bottlenecks that slowed you down?
A tactic more retailers are adopting is micro-fulfilment hubs – smaller, decentralised centres near customer hotspots. Click Frenzy is the perfect lens to spot where they'll have the most impact. If most orders came from one region, staging inventory nearby can cut delivery times, lower last-mile costs, and reduce surcharges, turning fulfilment agility into a competitive edge.
Sales period data is a goldmine for spotting operational inefficients. Yet many retailers can't answer these questions confidently – over a third of retailers struggle with a lack of centralised data and reporting. Investing in a multi-carrier shipping platform can help retailers gather granular data from high-pressure periods like Click Frenzy, enabling smarter decision-making, network agility, and a more resilient supply chain heading into peak season later in the year.
Turning data into a better customer experience
Having the right data is only half the equation – what you do with it matters just as much. One of the clearest signals that something's gone wrong in your delivery process is when customers start reaching out. "Where is my order?" (WISMO) queries are often a symptom of deeper operational issues such as gaps in communication, delayed fulfilment, or a lack of visibility.
Left unaddressed, these costly WISMO enquiries can quickly snowball. Our data reveals over a third of retailers find themselves frequently responding to WISMO queries – draining valuable team hours, driving up support costs, and diverting focus from high-value tasks.
Even if your WISMO volumes were low, now is the perfect time to examine your post-purchase experience. Can your customers track their deliveries in real time? If not, this is an easy win. Providing live tracking – whether through your carrier, a multi-carrier platform, or your own system – helps reduce customer anxiety, improves transparency, and builds the kind of trust and loyalty that keeps shoppers coming back when the next big sale rolls around.
The real ROI of Click Frenzy is what you do next
Click Frenzy may have just concluded, but the real opportunity lies in what comes next. Treat it as a diagnostic. Your ability to reflect, respond, and retool now will determine how well you perform when the stakes are even higher later this year.
Whether it's optimising inventory placement, reducing WISMO enquiries, or investing in a multi-carrier platform, small shifts now can unlock significant value later. Peak season will be here before you know it – the retailers who learn from Click Frenzy will be the ones who win it.
