As the seasons change and the weather starts to warm up, I found myself on the hunt for a new summer outfit – ideally a lightweight blouse paired with a matching skirt. While the merchandise I’m looking to buy isn’t necessarily relevant, the situation I found myself in is.
It’s the kind of situation consumers experience waaay too frequently and, frankly, a large reason why providing a stellar customer experience while improving sell-through is such a challenge for many retailers today.
The story goes like this:
I came across THE perfect blouse/skirt on a retailer’s e-commerce page. Sizing is always a potential issue so instead of making an online order, I resort to a brick-and-mortar visit.
As I make my way to this retailer’s store, ready and willing to spend, I ultimately find:
- The blouse isn’t available at that particular location
- The skirt isn’t available in the size or color I wanted
- The sales associate was super unhelpful (irrelevant to the point I’m trying to make – but argh—still worth noting)
Okay, fine. It happens. How was the retailer to know I was going to waltz into their Newbury location looking for product A and product B?
The thing is, businesses “doing retail right” do know – and plan their assortment accordingly. Successful retailers know when it comes to finalizing their assortment plan for the upcoming season, they must rely on truly localized demand to ensure they stock the right product at the right location (and in this particular instance, in the right color and size).