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Dead Stock - Why Carry Products That Don’t Sell?

One of the most frequent excuses we hear from retailers who carry too much dead stock is that they need to carry a wide range so that they have credibility with their customers. They believe that if they removed the unpopular and slow-selling products from their range this would slow down the sales of all products because customers would not be so attracted to the smaller range on display.

The Biggest Challenges In Stores

The latest survey from Retail Systems Research on the “state of the store” will be released next week. This sneak preview of results shows that retail Winners (firms that are experiencing above average sales growth) recognize that their employees need help to be able to deliver the best customer experience.

Dead Stock - Don’t be Fooled by the Exceptions

In a discussion with a pharmacist today I was challenged about the RPM Retail rule that says that all products that have been in stock for 180 days without a sale are “dead”.  He claimed that he needs to hold items that sell as infrequently as once a year, so that when one of these occasional customers arrives in his store he doesn’t miss the sale. He backed his claim up by pointing out that he is located in a tourist town and open 7 days, and when a customer wants a particular product – they need it there and then. There is no opportunity to order goods in for them the next day.

Dead Stock - Can it Come Back to Life?

Once a product is dead it should not be considered alive again just because one item sold.  In most cases the sale of one dead item will have occurred as a result of a reducing the price or motivating the staff to move it ahead of more active products. The last thing you want is for clearance sales to trigger a re-order of the same product -  so make sure the product is marked “Don’t reorder” in your POS system.

Dead Stock - Taking the Right Action

Every store has some dead stock. In RPM Retail, we’ve defined this as products that have had no sales for 180 days. Because we’ve made it easy to identify dead products a staff member can take action to deal with them on a regular basis. Here’s our suggestions:

1. Flag the item as “Don’t Reorder” in your POS system.
2. Remove the dead products from the store shelves and re-merchandise the remaining products to fill the space.
3. Mark down the price and move the dead stock to a clearance area (or store it for the next clearance sale).

You may have some alternative techniques for step 3. such as holding direct products for a credit from the supplier or bundling the dead products with a better seller.
Retailers fear that by removing very slow moving products from their range they risk disappointing an occasional customer. A much better solution for very infrequent product requests is to implement a “Special Order” for these customers to fill their request. When done well, this service will enhance customer loyalty to your store and does not waste your valuable capital and shelf space on unprofitable lines.

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Instead of being overwhelmed with the challenges of running their business, our members are excited by the easy solutions provided by RPM Retail on a daily basis. Regular, digestible, incremental steps towards excellence – that’s how you eat an elephant!
Dianne McAteer, C.E.O, Office Products Depot

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