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Hello {{first_name | there}},

I do a lot of work with Brightpearl and Inventory Planner - so I’m lucky to mainly get to hear about the brands that are awesome at getting marketing & merchandising working together.

And when I was brand-side (if anyone can remember that far back!) I was liaising with the buying and merch team on a daily (if not hourly) basis.

Which all makes hearing about brands getting it wrong really painful.

Here’s a live example I experienced recently (with identity redacted to hide the blushes), watch out for the twist at the end…

1️⃣ BIG bi-annual discount campaign on refills goes live.

20% off, been waiting for it, let's buy!

3 options:

Hell, it's 20% off, let's go for 32oz.

🛒 Checkout

2️⃣ No 32oz in stock 🚫

Really lovely email arrives less than an hour after placing the order... the product is out of stock, so they're sending 40oz instead.

Customer - "woo hoo extra 8oz for free!!!"

Owner of the P&L - "SHIT we just gave away 14.4oz of product for free 😢"

[the extra 8oz + the 20% discount]

A classic case of where merchandising should have been involved in the campaign planning, so that either...

✔️ delay until it's all in stock

✔️ change 32oz product to out of stock so no one can buy it

It doesn't take much effort, but it makes a HUGE impact on customer experience and business profits.

[Full disclosure... what actually arrived in the box was the 32oz... so clearly the email automations and customer service team should have been involved too so that the automated out of stock email got turned off first...]

This started as a LinkedIn post that was gathering some really interesting comments - so if you fancy reading them and joining the discussion, go here

Keep Optimising!

Chloe

Podcast Host, Author, and now... Chief Success Strategist @ Emetko Media

We want to learn a bit more about you and your eCommerce world - so welcome to our brand new “Poll time” section of the newsletter - just click to vote.

**last chance to vote in this one**

If nothing else, listen to hear me pronouncing “Myrqvist” correctly!

It’s a very cool men’s fashion brand doing 8-figures across retail and online, with stores in four countries.

All done with JUST EIGHT PEOPLE in head office - so of course we get into how they do that AND Douglas shares some super practical advice on getting AI to deliver the results for you.

Find the show on all the top podcast players including Apple Podcasts, Spotify, and YouTube.

You can also find the notes and listen on the website, just click here for this week's new episode.

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Have you read Chloe's book all about B2B eCommerce yet?

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One of the hardest things in email marketing is constantly finding something interesting to say.

So when Kate pitched an episode about how to identify endless great content ideas for your email marketing I just had to invite her on the show to chat about it…

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You can also find the notes and listen on the website.

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