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‘We always pull out all the stops for fulfilling Q4 orders’

Signature Gifts’ Kat Whittingham on why Christmas is a round the clock business.

It’s the most wonderful time of the year – and arguably the most important for the licensing business.

But what three words come to mind when thinking Q4 trading in 2018 and why? The Source asked some key names for their feedback.

Today: Kat Whittingham, trade marketing manager, Signature Gifts

Round the clock! We all know that, in retail, Q4 trading means only one thing: Christmas sales. With Christmas accounting for the majority of our annual revenue, we at Signature always pull out all the stops when it comes to fulfilling orders. Our licensed products are all popular children’s gifts (especially at Christmas time), and we keep our lead-times for producing each bespoke gift as short as possible, which means more shifts in our factory to keep it running round the clock.

Every festive season we ensure that our despatch timescale goes right up to the deadlines set by Royal Mail for guaranteed delivery by Christmas Eve, and we often upgrade customer’s delivery methods to safeguard this guarantee and assure gifts are there on time. Once the last few packages are out the door, we will all breathe a sigh of relief, share a Christmas drink (or five) before enjoying the holidays.

On December 27, however, our factory will be back up and running to see out the last few days of the quarter. It’s non-stop for Signature Gifts, but we’d have it no other way.”

This feature originally appeared in the autumn 2018 edition of Licensing Source Book. Click here to read the full publication.

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