Gearing up for Peak is the most anticipated event of the year for fulfillment and operations teams. With a 950% increase in order intake on Black Friday in 2023, the set up for this year’s Cyber Weekend was more intense than ever.   

We sat down with Wynand Jansen, Group Operations Director, as we unbox the meticulous planning and teamwork behind THG Fulfil’s Cyber Weekend preparations. 

Can you describe your role as the Group Operations Director at THG Fulfil and what it entails?  

Wynand: The role entails all day-to-day management of our global fulfilment centres. Or in other words, everything that is THG Fulfil, that takes place within the four walls of our owned and 3PL global sites. It’s a very fulfilling job!

How does THG Fulfil gear up for the surge in orders during Black Friday and Cyber Weekend?  

Wynand: The plan starts in December, right after the previous Black Friday. We do a full Peak-post mortem. We look at past strategies: what went wrong, what was good, where do we want to be next year, and devise data backed strategies to improve. As we approach Black Friday, the time for theoretical tests is behind us, and we deploy physical stress tests on staffing, and system improvements.  

What are some key strategies and plans you put in place to ensure everything runs smoothly? 

Wynand: Test, re-test, and then test again! I’ve worked in Cyber for three years, but the team has been around much longer, with 20 years of data and learnings. It is all about trying to predict the unpredictable. By hitting our targets, but also not throwing resources at it blindly. There’s a very fine line between over- and under-planning. We lean heavily on Data Science, Engineers, and past experiences. Add to that the relentless pursuit of improving our automation, and I think we have a winning formula. 

How do you prepare the team during these peak periods?  

Wynand: Preparations are not just during these periods, but a team effort that starts eleven months before Cyber Weekend. By having weekly meetings from December onwards, the leadership is involved in all aspects of planning. They are involved in idea generation and brainstorms. It’s like exam preparation- you don’t prepare during the exam, but in the months leading up to it.   

Is there anything in particular that you enjoy or don’t enjoy about working during Peak? 

Wynand: The upsides are the buzz! The positive approach and attitude from the teams on the ground. We have some very strong characters globally who just deal with everything that peak throws at them. For the downsides, the lack of sleep, and staying motivated to clear the orders after the buzz of Black Friday and Cyber Monday has passed.  

How does Fulfil ensure a seamless customer experience from order placement to delivery during these peak times?  

Wynand: By executing the strategies. It is the culmination of multiple plans from multiple divisions and structures all coming together.  

Can you share any past successes or lessons learned from previous Black Friday and Cyber Weekend operations?  

Wynand: You are only as strong as your team. Stay positive, keep them positive, and celebrate success!   

How do you see the role of technology evolving in the logistics and fulfilment industry, especially during high demand times?  

Wynand: Machine learning and live adaptation to events in real time will play a larger role each year. The reality is computing power and data interpretation by AI is vastly superior to what we as humans are capable of. Resource allocation will be fluid without prior deliberation.   

The pressure on technology and automation as a service will grow. Spending on surplus capacity which is unutilised for 11 months to match the peak demand will become less favoured.  

There are many more specific aspects that is changing our landscape daily, and we have a very talented group within our business who is not just interrogating developments but also helping with the design of future tech improvements. Watch this space…  

I can’t think of a more exciting part of the business to be involved in at this moment than THG Fulfil.