Inventory management is the way to avoid shortages

All retailers can learn a valuable lesson from the news that Marks & Spencer was hit by a stock shortage after failing to order enough women’s knitwear during the cold winter months (MWlinks/MSimprove).

The weather seems to have contributed to a surge in demand for such products, which highlights the need for all retailers to ensure a well-planned strategy is in place.

Stock control is a fundamental element of this strategy and it is critical that retailers use the right data and tools to analyse inventory activity. Planning effectively for the year ahead allows retailers to not only factor in seasonal events such as Christmas, but also fluctuating weather conditions.

A thorough analysis of the environment and prior trading years will help retailers align inventory against current trends and opportunities more accurately.

Inventory management has become more important than ever to ensure stock is accurately reported across all channels. Smart technology that simplifies these tasks can ensure retailers avoid any unnecessary stock shortages, saving on time and resource.

By leveraging important information from other channels, retailers can also make informed decisions and predictions regarding future strategy.

Keith Bird CEO, eSellerPro

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here