This issue is troubling for retailers, considering that their customers are already turning online, in many cases to Amazon, to find things they can’t or won’t look for in stores. And the problem is being exacerbated by retailers themselves as they boost omnichannel services like click-and-collect, which deplete shelves further and take up staff time.
Customers report many reasons to go to a store rather than online to meet their needs: They want or need something immediately, want to see or try something in person, want to avoid delivery charges or support their local stores, or they just find it easier to shop in person.
But, too often, physical retailers are losing the sale. Amazon Prime members, facing empty shelves, are 52% more likely than other consumers to take out their phones and buy what they need online, IHL’s research found. In fact, researchers believe that “upwards of 24% of Amazon’s current retail revenue comes from customers who first tried to buy the product in-store.” In all, some $36.3 billion is lost to brick-and-mortar competition and another $34.8 billion is lost to Amazon or another e-retailer, according to IHL. Sometimes shoppers just give up on the purchase, and that costs retailers another $26 billion.
The solution is to get a better handle on inventory and inventory control, according to the report. Rather than compensating vendors based on inventory turns and gross margins, retailers should use a combination of turns, margin and max sales, IHL said.
And technology plays a role, too. “Having a single enterprise order management system that supports inventory regardless of its location and channel for delivery is crucial in today’s retail environment,” IHL researchers wrote. “The enterprise order management solution needs to be smart enough to optimize the shipping for the greatest margin/sales opportunity. While one is more expensive on this sale, it avoids missing another sale by creating an out-of-stock.”
One key is using RFID. Categories tagged that way have seen same-store comps as much as 50% higher in limited inventory SKUs of stye and size because inventory counts once accomplished two or three times a year can be done weekly or even more often — which IHL deems table stakes, according to the report.
Another important solution could be working more closely with suppliers for drop shipments of online orders, which relieves stores of escaping inventory, IHL said.