It is not news that we live in an ultra-connected world, but for supply chain operators, the rapid technological advance in communications has brought a perhaps unexpected impact: the importance of social networks in the Supply Chain routine .
In the age of networks, inventories need to be prepared for sudden demand for an item that, by chance, may go viral due to a social media action. Similarly, networks can be the catalyst for consumer complaints about delays in e-commerce deliveries and demands for positioning by the brand and/or suppliers.
The change in social and technological behavior brings the need to map the opportunities and risks that social networks represent for the supply chain.
Marketing actions must be aligned with the supply chain
It is very common for marketing teams to work with the aim of generating viral content to increase consumer interest in a product or service. However, the planning of these actions should preferably be developed in a coordinated manner with the organization’s supply sector.
Ultimately, even if all marketing efforts are designed to be successful, they will be ineffective if they increase interest in a product that does not exist or whose inventory is not sufficient to meet the increase in demand.
Therefore, ideally, an organization’s supply chain should be present alongside the marketing team, discussing possibilities, solutions and potential obstacles to sales actions. This increases the chances of success in implementing strategies and reduces the possibility that an action is successful on the networks but fails in sales.
How should the supply chain be prepared?
In addition to good communication with marketing teams, internally, the supply chain must also be prepared to respond quickly and effectively to demands in times of social media.
Some measures that can strengthen the supply chain’s response capacity are:
Social media has already proven its power to move the retail sector, so creating a safety stock is a practice to consider. Of course, this depends on the nature of the product that each company sells, as some items, such as food, may not benefit from a long storage period. However, in sectors where storage is possible, this creates a safety margin for the operation.