The holy month of Ramadan, which is observed by nearly 1.9 billion Muslims across the globe from 10 March through to 9th April this year, traditionally marks a time for fasting, prayer and reflection.
In the midst of this all-important month on the Islamic calendar, which leads to Eid al Fitr, retailers and e-commerce brands which engage in cross-border sales experience a major hike in demand as Muslim populations spend more time online and purchase gifts, clothing, and other essentials for celebrations.
Throughout the Islamic holy month, shorter working hours and lesser business activity in Muslim countries comes at a time where an appetite for online shopping increases, resulting in a greater pressure on a retailers’ ability to keep goods flowing seamlessly..
With customs brokerages, shipping companies,and freight forwarders also working on reduced operating times in countries that observe Ramadan, the need for a network, infrastructure and personnel to ensure their clients are able to meet demand during Ramadan is ever-growing.
Aramex UK, a global provider of comprehensive logistics and transportation solutions, is often at the forefront of this all-important month, having helped businesses traverse one of retail’s most challenging and lucrative periods since 1986.
Through leveraging their extensive contacts in the Middle East, in which they boast a heavy presence, Aramex UK help clients navigate the complexities surrounding shipping internationally to countries which observe Ramadan.
Speaking on some of the challenges Aramex UK has contended with this year, Umar Butt, Regional CEO of Aramex UK & Europe commented: “While it may not be a mainstream seasonal peak for retail and online shopping, Ramadan is fast becoming one of the busiest periods in the retail calendar as Muslim consumers look swap regular working hours with time spent online and in shopping malls.
“However, as lucrative as the holy month can be for the industry, Ramadan also presents a unique challenge comparative to other spikes in the retail calendar on the basis that brands and global logistics providers have to contend reduced working hours alongside high volumes. Therefore, a significant amount of planning has to go into the shipping process prior to Ramadan as if brands leave it too late, they’re exposing themselves to delays, surcharges, lack of inventory and higher shipping costs – all of which leads to lost revenue.
“Fundamentally, retail brands need to prepare for Ramadan as they would Christmas or Black Friday – with a strategy in place – and this is what we’ve done to help ensure our clients’ operations run as smoothly as possible during this especially hectic month.”
Butt continued: “Shipping before time is crucial to prevent any possibilities of running into roadblocks throughout Ramadan and Eid. Freight rates, especially for air cargo, will likely be higher due to increased demand and limited capacity, reduced working hours means less personnel available at ports or customs offices in countries which observe Ramadan, and business closures during the three days of Eid Al Fitr for those which celebrate the holiday are just a handful of the considerations brands will need to factor into their shipping strategy into Muslim countries to ensure their goods arrive on time, as there will inevitably be sizeable disruption to the shipping process once fasting begins.
“Thanks to our network in the Middle East and our experience over the decades in helping to facilitate the flow of goods to countries that observe Ramadan, we are able to create a robust plan to ensure that our clients’ goods remain in transit and are delivered on time that is built on thoroughly prepared forecasts and on-the-ground support from our extensive network.”