Research Paper No. 2. Regularities in aggregated consumer behaviour and prevention of stock-outs in retailing, presented at the International Retailing Conference 2005 of the Academy of Marketing Science in Reims, France

摘要

In retailing supply-side stock-outs (empty inventories) and demand-side stock-outs (empty shelves)have to be discerned, because both can occur independently from each other. They entail differentkinds of damages and call for different kinds of countermeasures. The aim of this paper is to presentone such countermeasure, a method that, based on a permanent analysis of incoming scanner data(e. g. market basket data), generates hints at shelves that might be empty. For this purpose sellingprobabilities for specific time periods are uses. The method is discussed theoretically and triedempirically with real market basket data provided by a German retailer.