'Delivered in two weeks', for some of it
Your best-selling sofa is held in stock in two fabrics and three sizes. Every other fabric is made to order by the maker. The product page says 'Delivery in 2 to 3 weeks' because that is true for the stock versions. A customer chooses the green velvet, which is made to order and takes much longer. She pays, expecting delivery in three weeks. The order confirmation, written by a different system, says ten to twelve weeks. She rings to complain, and she is right.
Other customers see 'made to order, 10 to 12 weeks' on a product that is actually in stock in the grey they wanted, and buy elsewhere because they needed it sooner.
Why lead times are shown wrongly
- The website holds one lead time per product, not per option.
- Stock levels and made-to-order lead times are in different systems.
- Makers change their lead times, and the website is not updated.
- Incoming stock on order is not shown, so 'out of stock' looks worse than it is.
- Different pages and emails show different lead times.
What wrong lead times cost
| Mistake | Cost |
|---|---|
| Too short | Complaints, cancellations and disputes |
| Too long | Customers buy elsewhere |
| Inconsistent | Customers ring to ask, and do not trust the answer |
| Out of date | Promises based on last season's maker lead times |
How we calculate lead times per option
- Each product's stock versions are read from your retail system: which sizes and fabrics are in the warehouse now.
- Incoming stock on purchase orders is read with its expected arrival date, and any quantity already allocated to customers is taken off.
- Each maker's current lead time for made-to-order items is held per range, and updated when the maker tells you it has changed.
- When a customer chooses a size and fabric on the product page, the lead time shown is calculated for that exact choice: in stock now, in stock soon from an incoming order, or made to order.
- The same calculation is used in the basket, the checkout, the order confirmation and the showroom tablet, so every place says the same thing.
- A daily check flags products where the maker's lead time has not been confirmed recently, so the buying team can ask.
Lead times are shown as ranges, and your delivery booking time is added on top, so customers see a realistic window rather than an optimistic date.
A customer choosing options afterwards
The customer picks the three-seater. The page says 'In stock in grey and oatmeal, delivery usually within 2 to 3 weeks'. She clicks the green velvet, and the lead time changes to 'Made to order, usually 10 to 12 weeks'. She can see that the grey is sooner. She picks the green anyway, knowing what to expect. Her order confirmation says the same thing. She does not ring to complain, because nothing surprised her.
When makers change their lead times
Makers' lead times vary through the year, and busy seasons can add weeks. When the buying team updates a maker's lead time, every product and option from that maker follows. Customers who have already ordered are not affected by a change on the website, but the customer update system can tell them if their own order's date moves. Search engines and marketplaces that show delivery times can be fed the same data.
Stock versions need care as they sell. When the last grey three-seater is allocated to a customer, the page moves to showing the incoming order's date, or the made-to-order time if nothing is on the way. Nobody has to remember to change the text.
Signs your lead times need this
- Product pages show one lead time for every option.
- Customers complain the delivery time was different to the website.
- Incoming stock is not reflected in lead times.
- Maker lead time changes are not carried through to the website.
- Order confirmations and product pages disagree.