When Omnichannel Retailers Don’t Deliver: Why Inventory Accuracy Matters
When Omnichannel Retailers Don’t Deliver: Why Inventory Accuracy Matters
When Omnichannel Retailers Don’t Deliver: Why Inventory Accuracy Matters
In “When Omnichannel Retailers Don’t Deliver What Customers Ordered”, Pedro Amorim, Fredrik Eng‑Larsson, and Robert Rooderkerk dissect a growing problem: as more retailers fulfill online orders from physical stores, the frequency of missing items and substitutions is rising—and so are the long‑term consequences. Delivery failures may feel trivial, but they erode future customer engagement, delay repeat purchases, and reduce spend over time—even when substitutions are offered.
Order Failures Undermine Loyalty
When an order is incomplete, customers often wait longer before shopping again—on average a 7.22% delay in the next order—and spend less, particularly when promotional items are missing
Substitutions, while intended as mitigation, frequently compound dissatisfaction more than simply absorbing the loss.
Prevention Is Better Than Rescue
The authors argue: retailers should focus on preventing stockouts, not reactive substitutions. Ensuring product availability in omnichannel settings protects both customer trust and buyer behavior over time × financial health × loyalty.
The Future of Retail: Accuracy as the New Competitive Edge
The Future of Retail: Accuracy as the New Competitive Edge
1. Store‑based Fulfillment Will Grow—But So Will Risk
Large players like Walmart and Target now fulfill the majority of online orders through stores. It promises speed and efficiency—but only if systems can reliably reflect actual inventory availability.
2. Inventory Inaccuracy = Hidden Revenue Leaks
Ambiguous or wrong data doesn’t just frustrate customers—it leads to unfulfilled orders, lost loyalty, and long‑term revenue decline. Fredrik’s research suggests that tailored fulfillment and precision in timing generate up to ~9% more shipping revenue when executed well.
3. AI‑Driven Analytics Will Be Key
Tools like those offered by Akuret are poised to lead this transformation. By automatically auditing, alerting, and fixing inaccuracy, retailers can match the promise of omnichannel convenience with the reality of precise, trustworthy fulfillment.
Takeaways for Retail Leaders
Don't ignore delivery failures, even in small orders; they can suppress repeat purchase activity and spending over the long term.
Reevaluate substitution strategies—they might do more harm than good unless used with great care.
Invest in inventory accuracy infrastructure, particularly store‑level AI tools that can detect “invisible” mismatches.
Follow the work of experts like Fredrik Eng‑Larsson, who bring both academic rigor and operational innovation to this space.
Implementing AI-driven stock analysis will give you:
Faster anomaly detection – AI can instantly identify stock inconsistencies, reducing reliance on manual audits.
More accurate inventory tracking – Automated systems minimize human errors and prevent intentional stock misreporting.
This HBR article isn’t just a warning—it’s a call to action. And with contributors like Fredrik Eng‑Larsson, who co‑founded Akuret, there's a clear path forward—merge academic insight with AI‑powered accuracy to deliver on the promise of omnichannel retail.
Want help exploring how AI tools like Akuret’s can be evaluated or implemented? Just say the word—and I can break it down further.
Closing Thoughts
This HBR article isn’t just a warning—it’s a call to action. And with contributors like Fredrik Eng‑Larsson, who co‑founded Akuret, there's a clear path forward—merge academic insight with AI‑powered accuracy to deliver on the promise of omnichannel retail.
Want help exploring how AI tools like Akuret’s can be evaluated or implemented? Just say the word—and I can break it down further.
