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Business case The client is one of the largest multi-channel retailers in the world and has a global presence in over a dozen countries. The online subsidiary is among the top 4 e-commerce players in China. The site analytics group is responsible for monitoring and improving the overall conversion rate. A large number of items are found out-of-stock when visitors come to the website. These therefore lead to lost sales/customers. Site conversion is affected when visitors do not have an opportunity to purchase due to OOS. At present, • 1 in 4 product views are OOS Item • 30% less Product Conversion Rate is observed from visitors viewed an OOS item • 1/4th of OOS rate comes from Top 500 OOS items The client would like to know how to mitigate the losses due to OOS and improve conversion as well as customer retention 1 | Page

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Page 1: Case study

Business caseThe client is one of the largest multi-channel retailers in the world and has a global presence in over a dozen countries. The online subsidiary is among the top 4 e-commerce players in China. The site analytics group is responsible for monitoring and improving the overall conversion rate.

A large number of items are found out-of-stock when visitors come to the website. These therefore lead to lost sales/customers. Site conversion is affected when visitors do not have an opportunity to purchase due to OOS. At present,

• 1 in 4 product views are OOS Item

• 30% less Product Conversion Rate is observed from visitors viewed an OOS item

• 1/4th of OOS rate comes from Top 500 OOS items

The client would like to know how to mitigate the losses due to OOS and improve conversion as well as customer retention

1 | P a g e

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