Managing inventory is one of retailers’ biggest challenges and largest costs — no matter their size or sector. Striking the right stock levels and adjusting them to meet customer demand is vital to maintaining profitability and driving down cost, especially when the retail market is tight.
Here, we look at some of the ways that inventory management impacts the bottom line and offer solutions to the problem of having the right amount of stock in the right place at the right time.
Empty shelves vs buffers
Deciding how much stock to keep on hand can be tricky at the best of times, but when consumer spending falls it can be the difference between profit and loss. Medium-sized retailers without large warehousing facilities, in particular, often face an impossible choice — buy in more stock and risk having excess inventory or be cautious and potentially disappoint customers and miss out on sales.
Either way, you lose. Overstocking can tie up your working capital and see you paying for excess floor space, while also resulting in markdowns that can hurt your margins and limit your ability to invest precious resources in new products and innovations that give you a competitive edge. It can also expose you to losses from theft, fraud, spoilage or administrative lapses.
Meanwhile, understocking puts you at risk of not being able to complete sales and of losing revenue. Research shows that a third of in-store shoppers will go elsewhere if what they’re looking for is out of stock, while almost half would simply walk out and abandon the purchase altogether.
However you choose to connect with your customers, whether it be in-store or online, getting stock levels right is essential to delivering the kind of service that boosts sales and keeps customers coming back, while also containing the costs of doing business.
The curse of poor stock visibility
You can only avoid over- or understocking when you know what stock you have coming in, what is being sold and what you have on hand. When retailers struggle with the fundamentals of inventory control, such as stock taking, demand forecasting, planning and receipting, they set themselves up for botched sales and increased costs.
Incorrect inventory information can be a particular pain point for shoppers browsing online. A recent study found that 40% of retailers have to cancel at least one in ten customer orders, primarily due to inaccurate inventory data. What’s more, customers don’t just use webstores because they’re convenient — they use them to ensure that what they want to buy will be there when they walk into the store. If they come in only to find the items they want aren’t available, they will lose trust in you and think twice about coming back.
On the other hand, poor stock visibility can also lead retailers to remove items from the webstore so that they’re available for click-and-collect orders when, in reality, plenty of stock is on hand, once again resulting in disappointed customers and lost sales.
And poor inventory visibility doesn’t just lose sales and increase costs. Store and call centre employees have to deal with all the problems that arise, including upset shoppers, misplaced products and inaccuracies across different systems. That means inventory inconsistencies not only churn customers — they also churn staff.
Getting on top of inventory
The first step towards making better inventory decisions is ensuring you have high-quality data at your fingertips. This begins with the human factor, so that your staff are trained and supported to enter accurate information on time when completing essential tasks like stock taking and receipting.
As well as implementing good processes that are correctly followed, you can use a retail management system that maintains stock in a central location, so it can be actively managed for optimal results and without unnecessary and potentially inaccurate replication of effort. It should also easily and accurately receipt stock, with unders and overs seamlessly identified.
With a robust system in place, you can arm your staff with a single, real-time view of all stock across the business so they can make sure they are ordering what’s needed and that it’s available to meet demand in your physical or online stores. And by having visibility of items that have been allocated to customer orders, they can be sure they aren’t selling goods that are already committed.
Then, with unified inventory management across all locations and customer touch points, you can take an ‘endless aisle’ approach to fulfilment without the need for expensive warehousing or having to keep stock on hand just in case it’s needed at a particular store. Using this approach you can:
Reduce inventory costs by moving stock to the right location when it’s needed and cutting your overall stock requirements
Lower fulfilment costs by delivering direct to the customer using store-to-door, click-and-collect, kerbside pickup or optimised sourcing
Reduce overselling or underselling with real-time inventory updates that remove the issues of selling unavailable stock or having more stock than listed online
Offer more purchasing and fulfilment options to customers so they can locate items in-store, buy online, collect in-store, reserve online, receive the same day or at a time and location of their choice
Of course, implementing these changes also comes with costs, so it’s important to involve your CFO right at the start. Getting their buy-in and endorsement means assessing how the investment in a retail system that meets your inventory visibility needs helps to deliver cost savings and real value over its entire lifespan.
Create a budget by calculating how much the system will cost in terms of licences, implementation, training and maintenance. Then compare these costs to the benefits you expect to see from an accurate enterprise-wide view of inventory, including tangible and intangible returns, such as cost savings, increased revenue, improved decision-making, enhanced scalability or competitive advantage.
A cost-benefit analysis should show with absolute clarity how a new system can deliver a positive ROI.
Want help to achieve better inventory visibility?
If you’re struggling with inventory management and are looking at how to build a foundation for a seamless customer experience, talk to us about how to start with a real-time view of inventory.
