Survey: Retailers still lag in stocking merchandise

Share this content:

E-commerce performance ratings have risen in the past year, with improvements in in-stock availability and merchandise quality, a survey from Millard Group Inc.'s Decision Direct Research claims.

More than 54 percent of consumer respondents gave an "excellent" rating to "merchandise in stock when I order," up 6 percentage points over last year. "High quality merchandise" got a 61 percent excellent score, up 5 points from 2005. Yet these scores should be higher, said Lilliane LeBel, vice president of Decision Direct Research, Peterborough, NH.

"The most important finding is that multichannel retailers still do not have merchandise in stock when a customer visits the Web site," she said. "These results are from the fall survey conducted in late October/early November. Companies should not be out of stock on merchandise at this early point in the season."

The quarterly survey analyzes responses from 47,000 online shoppers.

Ms. LeBel stressed keeping merchandise in stock this holiday season, both for catalogers and online retailers.

"What this means for marketers is that if someone goes to a Web site and finds the item that they want to be out of stock, they'll go somewhere else to find it," she said. "And chances are they'll continue going to that other site. You may have lost that customer forever."


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above