Consumer Behavior

Out of stock experience big factor in abandoned online carts

Photo: Adobe Stock

December 20, 2024

Two-thirds of consumers will leave an e-commerce site or store and shop from another retailer when an item they are looking to purchase is out of stock.

That's a key finding of the AlixPartners 2024 Consumer Sentiment Index, a study that polled 9,000 fashion consumers.

Respondents were asked to rank companies based on how well they perform across five key shopping pillars: product, price, access, service and experience, according to a press release on the study.

"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, 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."

The study revealed millennial consumers' expectations are driving the retail agenda.

"The millennial generation largely entered adulthood during an economically challenging period and, as their incomes have steadily risen, so, too, have their expectations across all five major shopping pillars," said Lapinsky in the release.

Additional findings include:

• Department store customers have high expectations, shopping off-price if those expectations are unmet: Consistent fit/sizing (91%), product/price alignment (90%) and the best deal (90%) ranked as department store shoppers' top purchase considerations. This indicates investments in price-optimization capabilities are necessary to prevent migration from department stores into the off-price sector. Survey respondents ranked Macy's, Kohl's and JCPenney as the top department store retailers.
• 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.