Consumer Behavior

Most consumers will jump to another retailer when inventory is out of stock

Photo: Adobe Stock

January 6, 2025

Two-thirds of consumers will log off an e-commerce retail site or leave a physical retail store when an item they want to buy is out of stock.

That's a prime finding of an AlixPartners study that polled 9,000 fashion consumers regarding purchasing decisions.

The AlixPartners' "2024 Consumer Sentiment Index" analyzes which shopping factors consumers value most, according to a press release. Respondents were asked to rank companies based on how well they perform across five key shopping pillars: product, price, access, service and experience.

"Consumers may be shopping digital channels first, but they are back in stores and incredibly frustrated when pricing is inconsistent or they can't find in-store what they saw online—they are tired of doing the work," Sonia Lapinsky, partner and managing director and leader of fashion retail at AlixPartners, a consulting firm, said in the release. "Retailers need to reallocate resources to what matters for consumers—nailing the seamless experience and getting the right product in the right place. It's crucial for retailers to hit the mark this season, or consumers will take their dollars elsewhere."

Additional findings include:

• Consumers across all demographics rank recycling programs, "Buy Now Pay Later" offerings, social-media shopping and non-shopping experiences (like classes, styling sessions and customizations) as their least-important shopping consideration, with 40% saying these services impact their decisions.
• Consumers strongly value price consistency and transparency, with 85% wanting to see the same prices online and in stores. Retailers must offer a cohesive omnichannel experience with consistent pricing and the products consumers expect. Today, only about 10% of retailers' online assortments are available in-store, while 82% of consumers expect to find the same product across channels.
• Less than a third of consumers think fashion retailers' loyalty programs are effective: While 80% of consumers think it's important for retailers to offer an attractive rewards program, only 32% say existing programs make them feel like the brand understands them and 36% say the programs incentivize them to shop more often from the retailer.