The situation
A multi outlet retail chain was ordering against last season's pattern and marketing to its entire base with the same message. Stock sat in the wrong stores while other outlets ran dry, and promotional spend was diluted across customers who were never going to convert.
What was done
Demand forecasting was rebuilt on transaction level history combined with local signals, and customer segmentation was derived from behaviour rather than demographics. Allocation decisions moved from a monthly cycle to a continuous one, with store managers given direct visibility of the recommendation and the reason behind it.
Reported outcome
The organisation reported a twenty per cent increase in sales within six months, attributed to better availability and to promotions reaching the customers most likely to respond.