RETAILRETHINK [ INSIGHT ]
by Romain Fouache CEO, Akeneo akeneo@pancomm.com | +33 2 51 84 12 00 Avoiding the Seasonal Overstock Trap
Seasonal trends come earlier each year, with the latest being “Summerween” and “Black Friday in July,” meaning sales events start earlier as well. With many consumers completing half of their holiday shopping during major deal day events, brands need to ensure they have enough stock on hand, even if that means building inventory ahead of schedule.
shopping, structured product information helps suppliers understand not just what inventory they have and where it is, but how it can be repositioned—but only if those systems are interconnected. SAME SOURCE OF TRUTH With the amount of information flowing between customer-facing merchandising tools and supply chain operations, the two can’t function separately anymore to deliver strong insights. Independent systems turn seasonal planning into a one-way process, with suppliers executing a forecast only to find out later whether it worked or not. Shared information allows the two teams to merge, establishing feedback loops from sales, returns, reviews, and inventory levels to detect underperformance earlier and make faster adjustments. If retailers decide to pivot their strategies, accurate information is critical externally. Customers increasingly expect brands to proactively disclose how a product is made. Structured, accessible supplier information gives retailers the visibility they need to build credibility with shoppers. Retailers cannot predict when Summerween or early holiday rushes hit, but controlling supply chain operations builds stability. Seasonal market winners leverage supplier and customer data for smart, accurate demand forecasts.
needed rather than having shelves of items that aren’t doing as well as
As holiday promotions and sales creep up, retailers face the impossible task of predicting what may or may not turn into sustained demand. Overstocking may feel like the safest first line of defense, but it doesn’t have to be. To remain agile, retailers must have flexible supply chains that recognize shifting demand in real time, providing the information needed to adjust inventory levels as the season progresses. As signals are never definitive, it’s a mistake to treat early demand as confirmation that inventory should drastically increase. Instead, retailers should treat signals as one input in ongoing decision-making. Starting with smaller inventories may seem counterintuitive, but once sales begin, suppliers and retail leaders can evaluate sales velocity, and search behaviors, reviews, and market performance to better understand demand. Teams can also add defined checkpoints to reevaluate replenishment, allocation, promotions, and supplier orders, adjusting inventory levels as
forecasted. Monitoring these signals can help keep inventory aligned with demand, but retailers also need flexibility built into their broader strategy. Flexible inventory management depends on more than just knowing how many units are in a warehouse. There must be product information moving along with each unit to get a full picture of what’s on the shelves. When a seasonal product underperforms in its original channel, retailers may need to pivot their strategy, whether it’s moving inventory to a new region or positioning it for a new customer segment. Making this shift effectively hinges on strong product information. Having clear product specs gives suppliers the flexibility to reposition inventory as market needs change. If information is scattered across supplier files, ERP systems, and ecommerce platforms, it’s impossible to make an informed decision. As business needs shift during seasonal
28 Inbound Logistics • October 2026
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