But studies at University of California-Riverside and Nanjing University find an exception to this general rule for shoppers who have a certain sequence of attitudes during the transaction:
- They learn the desired item is OOS principally because of high demand for the item
- They come to believe others have more expertise than they do about important item features in that category
- They come to believe that the item is in high demand because of those features
Because these attitudes arise during the transaction, you might be able to influence them:
- If the item is OOS because you didn’t place a timely order, the supplier had production problems, or there were shipping delays, you could explain this as a failure to anticipate the high demand rather than as a logistical problem.
- By demonstrating your own expertise about your store’s products, you build the shopper’s trust that you know what the important features in the particular item category are.
- Loyal customers who encounter an OOS become more likely to come to your store promptly when sales on other high-demand items are announced. Coach your store staff to sincerely empathize with the shopper and tell the shopper when the next shipments are due.
- For consumers who purchase a particular item at regular intervals, encountering an OOS repeatedly will lead the consumer to reconsider item preferences. When an item is OOS in your store, use signage to suggest an alternative which you do currently have in stock.
- To lessen negative feelings, offer alternatives to an OOS item at a range of price points.
Click below for more:
Steer Shoppers Away from Settling
Turn Out-of-Stocks to Your Advantage