How do shoppers react to out of stock?
Out of stock can have several effects on shopper behavior:
- The shopper buys another format, version or flavor of the product
- The shopper buys a competitor’s product instead of the one originally planned
- The shopper postpones the purchase or leaves the store to find the reference at another point of sale
Limiting the occurrence of OOS is key for FMCG manufacturers in order to avoid losing sales opportunities or generate frustration and unwanted behavior of the shopper.