Consumers and businesses all over the UK and Europe are feeling the effects of the volcanic ash cloud disrupting air travel. Not only are consumers on holiday being prevented from flying home, those who had planned to travel are faced with the decision to wait (for how long, no one knows) or cancel. Many consumers are choosing to rebook their trips for later in the year, according to travel marketers.Commercial cargo bound for North America is going by ship if it goes at all...hurting exporters who depend on timely shipments and payments. The delays also hurt just-in-time manufacturers who carefully time receipt of raw materials to avoid holding a lot of inventory. They also hurt marketers who had planned promotions around products that are coming out of Europe.
Asos, an online fashion retailer, has switched from air to train delivery for customers in Europe. For overseas delivery, the retailer's chief executive tells the London Evening Standard: "Our customers understand that they will just have to wait a bit longer for their clothes.”
At the same time, businesses outside Europe are looking at alternative sources of supply. Dutch orchids may be sitting in airport warehouses waiting for the first flight out, but New Zealand growers are seeing higher orders because they can get their flowers to Dubai or Detroit or other areas unaffected by the ban on air travel.
No one knows how long the volcano will continue to send up plumes of ash. That's why it makes sense to take a close look at your marketing plan and see whether the volcano is a threat or opportunity (or a bit of both).
