When online shoppers discover an item they are interested in is out-of-stock, they quickly move on to search somewhere else. But what if e-commerce retailers could not only save the sale, but reengage that shopper in the future by capturing their e-mail? This is the challenge Sportsman’s Warehouse set out to conquer.
"The exact missed demand is interesting to note," he says. "We know what is out-of-stock, but once it goes out-of-stock we don't historically see the missed demand. Now we have a very specific, quantitative number that we can see that is actual missed revenue. This really helps our assortment planning in terms of prioritization."
"If hundreds of people are asking for this we should definitely buy more, right?" he quips.
The retailer’s key merchandisers have a log-in to the MyAlerts dashboard and can use this information to optimize their inventory selection and ensure the right product is available at the right time and place. They are also using this information to help gauge the level of engagement with their site and the loyalty of their consumers to particular brands.