Connecting seasonal demand with inventory, intelligence and growth

The consulting work focused on the relationship between demand, stock and margin. We mapped where campaign spending was disconnected from product availability, identified the commercial role of seasonal capsules and established priorities for sell-through, conversion and acquisition efficiency across the changing assortment.

Search and Shopping were structured around live commercial priorities. Seasonal messages highlighted relevant collections, while product campaigns concentrated visibility on available hero items. The approach connected customer urgency with a curated landing experience, reducing the gap between the promise of the advertisement and the shopping journey.

An AI-assisted planning layer reviewed demand patterns, stock movement and campaign response to recommend products for closer attention. Automated feed checks identified availability issues before they affected active campaigns. Merchandising and marketing teams reviewed the signals together, with human approval governing changes to budgets and product priorities.

The programme achieved a 21% click-through rate and a 12% conversion rate. It also created a more coordinated operating rhythm between merchandising and marketing, helping the business react faster to seasonal opportunities without separating media performance from inventory economics.