THE PERFECT STORM OF PEAK SEASON: HOW TO COME OUT WITH THE BOOTY

by Francesco Borsetto, Equity Partner & Chief Advisory Officer Black Pep

September, regardless of when a company closes its fiscal year, marks the beginning of a new one. And it’s a tough start because one of the first challenges after the summer break is how to tackle Peak Season. Yes, because just as you’re clearing your backlog of emails, that frenzy starts creeping in—a whirlwind of orders, clicks, and abandoned carts. To avoid having all your efforts tested to the limit and your stress levels shooting through the roof, it’s better to get ready in advance. And we’re doing it right now, while still fresh from the break, asking ourselves how we can once again help our clients boost revenue and customer loyalty this year.

The answer isn’t a mystical secret, but a well-orchestrated strategy. You don’t navigate blindly—you steer with a powerful compass: data. And you’ve got an extra engine pushing you toward the future: Artificial Intelligence.

The Italian B2C e-commerce market will exceed €62 billion in 2025, up +6% from 2024 (source: Borsa Italiana), with 32.5 million online consumers, 85% of whom make at least one purchase per month—especially peaking in the last quarter of the year.

Here are some areas to focus on to make the most of this season:

1. User Experience: your ticket to paradise

Think of your customer’s journey as a road. For every abandoned purchase, there’s a red light, a pothole, or a tricky intersection. The goal during Peak Season is to turn that road into a multi-lane highway, smooth and seamless.

• Master the experience. If your site isn’t smooth, or your copy fails to drive action because it’s missing or unclear, it’s like selling ice cream in summer with a “closed” sign. Experience optimization isn’t optional—it’s the foundation. Customers browse, search, and buy only if the experience satisfies them. Make their journey a pleasure, not a struggle.
• Stress-free checkout. Nothing’s worse than a customer ready to buy who gets blocked by a slow or complicated checkout. Think about yourself: do you want to fill endless fields or pay with one click? Offer multiple payment options, from digital wallets to local methods. And if you have physical stores, make the transition between online and offline seamless.
• Test-A-Test. Since Black Friday, Cyber Monday, and the Holiday/Gifting period are still ahead, test different UX variations now so you have time to implement the most effective ones before the hot season.
• Logistics transparency. Don’t hide behind vague promises. Be clear about delivery timelines and return policies. If you’ve chosen greener but slower shipping, or anticipate delays due to high demand, communicate it. An informed customer is a happy—and loyal—customer.
• Harmonize new channels (Live Shopping and TikTok Shop). Live shopping is already established, while since March 2025 TikTok Shop is live in Italy: 22.8 million users can now purchase directly through interactive videos and livestreams. Integrating these channels with your existing strategy creates more relevant touchpoints.

2. Data: your compass to stay on track

Without analysis, you’re stumbling in the dark—and your company’s departments won’t speak the same language (as we explained in this article). Data is your map: it shows you where you’ve been and where you should go.

• The past guiding the future. Revisit data from past Peak Seasons. What worked? What didn’t? Which products sold out? Which pages performed best? Use these insights to forecast demand and prepare both your team and inventory (online and offline).
• Every click counts. Track every single interaction on your site. You can’t improve what you don’t measure. Why are carts abandoned? Which pages convert best? These aren’t just numbers—they’re clues to fine-tune your strategy.
• Personalization isn’t magic. Don’t make the mistake of offering the same deal to everyone. Customer data tells you who they are, what they love, and how they behave. Use it to craft tailored recommendations and marketing messages that feel one-to-one.

3. RFM: not a radio, but your personalization radar

RFM analysis (Recency, Frequency, Monetary) stops you from treating all customers the same. It’s a radar that highlights your best clients, those at risk of churn, and those with growth potential.

• R – Recency: How long since their last purchase? Recent buyers are warmer, primed for the next move.
• F – Frequency: How often do they buy? These regulars are your backbone.
• M – Monetary: How much do they spend? Your “top spenders” deserve extra care.

AI here is your autopilot. It doesn’t just segment; it predicts. It can tell you who’s likely to churn, who might become a VIP, and then automatically launch targeted campaigns: a discount for lapsed buyers, an exclusive preview for loyal ones, or a small perk for newcomers.

4. AI: your (not-so-secret) superpower

Artificial Intelligence is reshaping business functions and daily tasks. By now, it’s becoming (or already is) the tool that makes the impossible manageable. Think of it as a team of superheroes working for you 24/7.

• Automate and optimize. Forget endless hours managing inventory—AI does it for you, freeing your team to focus on customers. AI chatbots and agents (properly trained) can handle hundreds of queries simultaneously, instantly resolving doubts. Compared to last year, these practices are up 42% YoY (source: Reuters).
• Tailored pricing and products. AI enables dynamic pricing based on demand and competition. More importantly, it delivers what each customer wants—even before they ask. Recommendation algorithms analyze behavior to suggest relevant products, exponentially growing cart value.
• Uncompromising security. AI is your personal bodyguard against fraud. Machine-learning payment systems analyze transactions in real time, blocking suspicious ones and protecting both you and your customers.

In the U.S., between November 1 and December 31, 2024, AI-influenced online sales hit $229 billion globally, while total U.S. online sales reached $282 billion (+4%, source: Reuters).

Final note

Peak Season is a symphony waiting to be conducted. And with the right score—data, user experience, AI, and personalization—success won’t be a coincidence but a well-earned victory.

📅 Want to build a tailored strategy and turn this season into a real competitive advantage? Book a slot directly with Francesco for a consultation and face the storm with the confidence of someone already steering the course.