Stock out happens when your store doesn´t have a product in inventory. That has a huge impact in consumer loyalty and behaviour.
The first time that a shopper doesn´t find a product in your store, 70%* of then will tend to look for a susbtitute brand in the same store, while 30% will look for the same brand in a store of the competence.
The second time that the shopper doesn't find the product in your store, only 50% will look for a susbtitute product, while 50% will go to a store of the competence.
If things get worse and the shopper doesn´t find the product he or she is looking for the third time, then there is 70% probabilities that you lose the whole sale and that the consumer never returns again to your store.
True that. ;)
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