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Retail is evolving rapidly, driven by diversified shopping journeys, increased logistics flows, and consumers who are better informed and more attentive to the quality of their shopping experience.
However, product unavailability remains a major barrier to conversion, potentially accounting for up to 20% of lost revenue in sectors like apparel. To address this challenge, stock unification combined with an omnichannel sales strategy emerges as a powerful growth lever, capable of turning logistical constraints into competitive advantages.
Unifying inventory and multiplying touchpoints to streamline the shopping experience
Stock unification is based on a simple yet transformative principle: making all available products across the network—whether in-store, in warehouses, or on logistics platforms—visible and accessible in real time. This approach enables a seamless shopping experience, where every channel becomes a gateway to the full product offering.
With this model, retailers can activate several complementary sales methods:
Click & Collect (either from the current store or another location), product reservation for later purchase, or home delivery from a warehouse or another store via Ship-from-Store.
These options, integrated into a coherent omnichannel strategy, address a wide range of use cases while reinforcing the brand promise.
Providing a solution for every customer need
A key goal of this approach is to never leave a customer without a solution. When a product is unavailable locally, reserving or delivering it from another stock point ensures the sale is maintained. At the same time, these mechanisms drive in-store traffic—especially through reservations, which act as a drive-to-store lever.
They also help reduce unsold inventory by facilitating the circulation of stock between points of sale, while streamlining the customer experience through tools like Order In-Store, which enables in-store ordering, or Queue busting.
Tangible results
This flexibility- and responsiveness-focused approach has proven effective for many retailers. Figures from Q1 2025 confirm the growing impact of these strategies on revenue growth and margin improvement.
Revenue from Click & Collect (including pickups from the current or other stores) rose by 7%, now accounting for 37% of digital sales year-to-date. In total, 39% of orders are picked up via Click & Collect, contributing to in-store stock turnover.
Strengthening commercial momentum
Stock unification drastically reduces losses, especially during high-demand periods (such as sales and private events), by ensuring optimal stock rotation. It also helps optimise margins on end-of-season items by limiting markdowns.
Additionally, reservation and in-store pickup journeys generate extra foot traffic, often accompanied by additional purchases, thereby increasing average basket value.
Key success factors
To fully capitalise on these levers, it’s essential to approach the strategy through the lens of synergy between digital and physical channels.
- Engaging all departments at every level of the organisation is crucial for a fully integrated omnichannel strategy.
- A solid operational framework is also key: managing flows, synchronising inventory, and training teams on new practices.
- Relying on robust, proven technological tools is essential to ensure real-time visibility, a reliable customer promise, and smooth execution.
These results demonstrate that when supported by a strong technological foundation, stock unification becomes a true growth engine. By leveraging Unified Commerce solutions, retailers can not only meet consumer expectations but also turn every interaction into a sustainable and profitable sales opportunity.
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