42244

econsultancy_xml

Most of the top e-commerce sites now seem to broadly follow this practice, though this was not the case when shopping online with <a href="https://www.topshop.com/webapp/wcs/stores/servlet/TopCategoriesDisplay?storeId=12556&catalogId=19551">TopShop</a> recently. After going through the checkout, ordering the item, and entering credit card details, I was sent an email confirming the purchase... all fine so far. However, the next day I received an email telling me that my order had been cancelled as the item was now out of stock. Rubbish. This is definitely not the best way to deal with the issue, and certainly the most frustrating way for customers, especially if they needed the item to be delivered in time for a birthday, for instance. How best to deal with out of stock items then? Here are a few options: <ul> <li> Don't display unavailable items in the first place - this prevents the frustration of customers reaching the checkout only to find that they cannot order them. </li> <li> Offer alternative, similar items - customers may be happy with a similar product, so give them the option. </li> <li> Offer to email customers when the item is in stock - at least this way, customers will become aware that you do normally stock the product they are looking for and, as well as keeping the customer from shopping elsewhere, it gives a retailer a chance to keep communicating with an interested shopper. </li> <li> Refer customers offline - If the item is unavailable online, point customers to the nearest store where they can collect the item. </li> </ul> Retailers may differ on the best way to handle the issue, but allowing people to order a product when it is out of stock is definitely something to be avoided. Related research: <a href="http://econsultancy.com/reports/online-retail-2007-checkout-special">Online Retail 2007: Checkout Special</a> <a href="http://econsultancy.com/reports/web-design-best-practice-guide">Web Design Best Practice Guide </a> Related stories: <a href="/blog/2327-how-to-handle-out-of-stock-items">How to handle out of stock items</a> <a href="/blog/1997-top-10-most-common-e-commerce-mistakes">Top 10 most common e-commerce mistakes</a>

<FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph>Most of the top e-commerce sites now seem to broadly follow this practice, though this was not the case when shopping online with <Link URL="https://www.topshop.com/webapp/wcs/stores/servlet/TopCategoriesDisplay?storeId=12556&catalogId=19551" Window="Self">TopShop</Link> recently.</Paragraph> <Paragraph>After going through the checkout, ordering the item, and entering credit card details, I was sent an email confirming the purchase... all fine so far. </Paragraph> <Paragraph>However, the next day I received an email telling me that <Emphasis>my order had been cancelled </Emphasis>as the item was now out of stock. Rubbish.</Paragraph> <Paragraph>This is definitely not the best way to deal with the issue, and certainly the most frustrating way for customers, especially if they needed the item to be delivered in time for a birthday, for instance. </Paragraph> <Paragraph>How best to deal with out of stock items then? Here are a few options:</Paragraph> <List Type="Disc"> <ListItem> <Emphasis>Don't display unavailable items in the first place</Emphasis> - this prevents the frustration of customers reaching the checkout only to find that they cannot order them. <LineBreak /><LineBreak /></ListItem> <ListItem> <Emphasis>Offer alternative, similar items -</Emphasis> customers may be happy with a similar product, so give them the option. <LineBreak /><LineBreak /></ListItem> <ListItem> <Emphasis>Offer to email customers when the item is in stock</Emphasis> - at least this way, customers will become aware that you do normally stock the product they are looking for and, as well as keeping the customer from shopping elsewhere, it gives a retailer a chance to keep communicating with an interested shopper. <LineBreak /><LineBreak /></ListItem> <ListItem> <Emphasis>Refer customers offline</Emphasis> - If the item is unavailable online, point customers to the nearest store where they can collect the item. </ListItem> </List> <Paragraph>Retailers may differ on the best way to handle the issue, but allowing people to order a product when it is out of stock is <Quote>definitely </Quote>something to be avoided. </Paragraph> <Paragraph> <Emphasis>Related research:<LineBreak /></Emphasis> <Link URL="http://econsultancy.com/reports/online-retail-2007-checkout-special" Window="Self">Online Retail 2007: Checkout Special</Link> <LineBreak /><Link URL="http://econsultancy.com/reports/web-design-best-practice-guide" Window="Self">Web Design Best Practice Guide </Link> </Paragraph> <Paragraph> <Emphasis>Related stories:</Emphasis> <LineBreak /> <Link URL="/blog/2327-how-to-handle-out-of-stock-items" Window="Self">How to handle out of stock items</Link> <LineBreak /> <Link URL="/blog/1997-top-10-most-common-e-commerce-mistakes" Window="Self">Top 10 most common e-commerce mistakes</Link> </Paragraph> </FormattedContent>

2008-04-24T17:26:00+01:00

econsultancy_xml

There are a number of ways for etailers to handle the problem of unavailable items, from not displaying the products at all, or offering customers alternatives. In last year's <a href="http://econsultancy.com/reports/online-retail-2007-checkout-special">Online Retail 2007: Checkout Special</a> report, we advised that customers should not be allowed to begin to purchase items that are out of stock, as this can frustate customers.

<FormattedContent xmlns="http://www.e-consultancy.com/schema/formattedContent/"> <Paragraph> <Emphasis>There are a number of ways for etailers to handle the problem of unavailable items, from not displaying the products at all, or offering customers alternatives.</Emphasis> </Paragraph> <Paragraph>In last year's <Link URL="http://econsultancy.com/reports/online-retail-2007-checkout-special" Window="Self">Online Retail 2007: Checkout Special</Link> report, we advised that customers should not be allowed to begin to purchase items that are out of stock, as this can frustate customers. </Paragraph> </FormattedContent>

false 2389

Refer also to Econsultancy's <a href="http://econsultancy.com/reports/user-experience-buyers-guide">User Experience Buyer's Guide</a> and <a href="http://econsultancy.com/reports/effective-web-design-best-practice-guide">Effective Web Design Guide</a> for more information about best practice in these areas.

365512

How NOT to handle out of stock items false

2008-05-01T15:42:00+01:00

how-not-to-handle-out-of-stock-items

2009-04-28T23:08:52+01:00

2009-10-13T09:37:29+01:00

258