Ask Angie: How do stores determine what is sold online v. in stores?

nancylee

As someone who regularly shops online, I am often struck by the huge difference in inventory when I actually walk through bricks-and-mortar stores, as I did this past weekend in NYC. While I recognize some items from online, more often than not I see many (often really wonderful!) items that I've never seen online.

So, I'm wondering how retailers decide which items are offered in which locations. Is the online inventory considered more "general" while the b&m store inventory is more location/demographic specific? Or is it something else altogether?

You've probably discussed this before...maybe I missed it!

13 years ago

Shopping

9 replies

Latest reply was from Jewell

Angie

(website)

Fashion Stylist

They are actually a different set of buying teams (online vs. store) - for retailers like Nordstrom.

I am not sure how they determine what sells where, and the merchandise can be very different between the two "shops" so to speak - real and virtual. For example Macys sells SO MUCH more stuff in their stores than online. And then regional differences between stores complicate matters even further.

Retail is an art and science.

13 years ago

nancylee

Veteran

That is so interesting, Angie. I never imagined there would be totally different buying teams for online vs. stores.

Wow. Just more reason to leave no stone unturned! You never know what's out there unless you look.....

13 years ago

Suz

(website)

Veteran

Yes, and it is especially frustrating for those of us who don't live near good brick and mortar options. I think shopping trips are really important a couple of times a year!

Sveta was just marvelling that I found Theory at The Bay. They don't sell it at the branch stores (except possibly Vancouver) or online. Only in the flagship store.

13 years ago

krishnidoux

Veteran

Lots of American brands aren't available anywhere but at The Bay in Canada, for example Ralph Lauren, Jones New York...

13 years ago

Jenava

(website)

Veteran

Like Angie mentioned - it depends on how the buying offices are organized. Nordstrom actually is really working at being a true "multi-channel" retailer, and moving towards having the same or nearly the same assortment online and in stores, with more sizes, colors and styles available on the web. But there will also always be regional differences at stores - it just makes sense that some things sell better in one city and not another. It could be seasonal difference (i.e. timing of when coats come in) or color preferences that are regional (brights in the south vs. neutrals in the northeast).

13 years ago

Lisa

Veteran

Interesting. I always thought it was the same team.

13 years ago

christieanne

Veteran

Many companies offer much more online than you can find in stores - for example if you want to buy sports team apparel from a team across the country from your location. Or they pull inventory from brick and mortar to fulfill online orders. It just varies so much.
I think in hardlines it is not different buying teams but a different planning and fulfillment organization.
What amazes many people is that there are different buyers for petites, average and plus sizes. So even when it seems like items are exactly the same but in different size range, they may not go on sale or clearance at same time. That is frustrating to a lot of customers (and stores folks).

13 years ago

Sveta

(website)

Veteran

Suz: "Yes, and it is especially frustrating for those of us who don't live near good brick and mortar options. " - should we also add: "...and really dismal online shopping options"
I guess if you don't work in retail it is hard to grasp how it all works...

13 years ago

Jewell

Veteran

Very interesting...I'd never given it much thought despite observing firsthand that some stores offer far more online than in their brick and mortar shops and vice versa. I've also noticed differing inventories by location for the same retailer which is why I make a point to visit multiple store locations when I can. For example only certain JCP locations in my area carry the MNG by Mango line in store. However, the line is offered online.

13 years ago

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