From Gut Feeling to Data-Driven Reorders: Why Smart Data Makes the Difference
Data drives many decisions in retail today—yet for many retailers, it remains unclear how to use it effectively. Simply having numbers isn’t enough: only when data is intelligently processed and made accessible does it create real value. We spoke with Birte Schröder (formerly PVH Brands Germany), Head of Product for Smart Replenishment at Fashion Cloud, about how smart data is revolutionizing reordering—and why retailers shouldn’t be afraid of algorithms.
1. Data is everywhere in retail. But what actually makes data ‘smart’?
B.S.: In retail, product data is essential, but even more crucial are stock levels and sell-through data. At the same time, external factors are becoming increasingly important to detect market shifts early on. The key lies in merging brand and retailer data—across preorders and reorders—and leveraging it effectively. Only through this combination can we create a holistic perspective that delivers actionable insights and enables data-driven decisions.
2. Many retailers feel that data-driven systems are a black box. How do you address these concerns and ensure more transparency?
B.S.: Trust is built through transparency—that’s why we rely not only on smart technology but also on human expertise. We explain which data is processed and how it influences decisions, whether through clear documentation, training, or dedicated contact persons. Additionally, retailers remain in full control at all times: our tool provides complete visibility into orders, settings, and key performance indicators. This ensures that data-driven reordering is not a black box but rather a transparent and reliable process.
3. What common mistakes do you see when retailers plan their reorders without data-driven support?
B.S.: Without data-driven support, the risk of poor decisions increases—whether in demand forecasting, stock management, budget planning, supplier communication, market dynamics, or trend recognition. Making data accessible and using it strategically is key to avoiding these mistakes and optimizing inventory levels. In other words: smart data is essential for smart reordering.
4. Smart Replenishment combines data from retailers and brands. What does this mean for retailers in their daily operations?
B.S.: It’s about bridging the gap between retailers and brands to ensure the right product is available in the right quantity, at the right time, and in the right place. Smart Replenishment not only analyzes a retailer’s stock levels and sell-through data but also aligns this information with the supplier’s inventory. This creates an efficient and seamless reorder process. Looking ahead, this approach could evolve even further—why not redistribute inventory between different retailers to avoid shortages and rethink classic bestsellers vs. slow-sellers management in a more holistic way?
5. Many retailers already use ERP systems or Excel. Why is that often not enough—and how does Smart Replenishment complement these systems?
B.S.: Retail is faster-paced than ever. Consumer preferences shift rapidly, and competition from vertical players like Zara or disruptive models like Shein is fierce. Traditional ERP systems or Excel often provide only a static view of the data, while Smart Replenishment works with real-time sell-through figures and adapts dynamically to market changes. At the same time, many replenishment tools either follow a VMI (vendor-managed inventory) approach or rely exclusively on retailer-driven processes. We, however, aim for the sweet spot: by merging supplier and retailer data, we create a comprehensive perspective that benefits both sides—leading to increased sales, reduced overstock, and more efficient operations. This makes replenishment not only smarter but also future-proof.
"Thanks to Smart Replenishment and data exchange on Fashion Cloud, we finally have a much clearer overview of our inventory and collections at Reischmann.Working with our articles is now more structured, and our merchandise management team benefits enormously from having a direct connection to the products. The seamless data exchange between retailers and brands makes a huge difference: clear product images, a well-organized store overview, and data-driven integration with sales enable more efficient processes and better decision-making. For us, smart data is the key to optimized reordering—it significantly simplifies our work and improves the availability of our bestsellers." – Alexander Tsakalidis, Reischmann GmbH & Co. KGaA
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