Fashion retailers only have 63% of the items showcased online at any given time, a supply chain expert revealed at Drapers Digital Forum.
Speaking at the conference in east London, Andy Robson, supply chain solutions manager at GS1 UK, said one in three products online are not available for shoppers to buy.
“There is a real lack of certainty of where stock is and it is underselling the proposition of retailers. We need to have a single view of stock to maximise sales,” said Robson.
“Retailers need to stop thinking about SKUs, and start thinking about items and specific products and the management of them.”
Robson said the experience of shopping needs to be seamless across all channels.
“The what, where and when is what omnichannel is all about. Consumers don’t give a stuff about channels. Multichannel is just a modernisation of traditional retailing. They want to be serviced where, when and how they want to be.”
“Retailers need to connect channels, if they don’t they are in danger of not fulfilling that promise to consumers.”