The concept of “managing demand ” is fairly new to retail: the idea that demand is something more than what a retailer must respond to – that it is something a retailer shapes and influences. Some might argue retailers do shape demand through promotions and other offers to consumers, but more often than not such offers are a reaction to over-supply: retailers tend to be good at managing supply, but usually only as a reaction to demand.In RSR’s inaugural research on retail demand forecasting, we examine the current state of retail demand forecasting. Between the proliferation of channels that are driving a need for greater forecast granularity and flexibility, and continued recovery from the economic downturn and its’ wrenching shift on consumer behavior, retailers report that demand forecasting has never been more critical to their enterprise.

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