Bridging the gap between inventory and marketing in retail – Why communication, data, technology and omnichannel strategies make the difference

In the age of customer-centricity and omnichannel retailing, marketing and inventory management in retail need to work together more closely than ever. And yet there is often a considerable gap between these two central areas: While marketing plans creative campaigns, inventory is orientated towards day-to-day operations. The result: a lack of synchronisation, inefficient processes – and disappointed customers.

This article sheds light on the causes of this gap, highlights deeper consequences for organisations and offers concrete solutions on how retailers can increase efficiency and customer loyalty by integrating systems, data and teams – especially through the use of omnichannel systems. According to Number Analytics, retailers that integrate big data systems, including inventory, behavioural and marketing platforms, are seeing measurable improvements in campaign performance.

Although both marketing and merchandise management are geared towards the same market and ultimately the same customer target groups, the two areas often pursue very different objectives. While marketing is primarily aimed at reach, customer loyalty and sales, inventory and merchandise management focus on cost control, availability of goods and efficiency along the supply chain. In practice, these conflicting priorities regularly lead to conflicting objectives and operational friction. For example, marketing campaigns may be planned and launched without taking actual availability or regional stocks into account. Products are advertised that are in stock online but not available in bricks-and-mortar stores – or vice versa. In addition, returns are often not systematically reintegrated into the sales cycle, even though they could be used as available items. The result is inefficient communication between departments, which does not fulfil customer expectations and leaves sales potential untapped.

System integration through omnichannel systems

A BigCommerce trend report for 2025 states that PIM and ERP integration is now essential for B2B and B2C retailers who want to centralise product content and link inventory data across all customer-facing touchpoints. A modern omnichannel system connects sales, warehouse, marketing and customer data across all channels:

The human factor: why interdisciplinary collaboration is crucial

However, technology alone is not enough to permanently bridge the gap between inventory and marketing. What is needed is a new culture of collaboration within the company. Cross-functional teams in which employees from marketing, logistics, IT and purchasing work together on holistic planning play an important role here. This close integration creates a better understanding of the respective requirements and challenges of the individual areas. Transparent communication is equally essential to ensure that all departments are informed at an early stage about planned promotions, upcoming changes to the product range or current stock developments. Integrated omnichannel systems also support this cultural change by breaking down barriers: They provide everyone involved with the same data in real time, creating a reliable basis for coordinated decisions.

Real-world results from retailers bridging the gap

Many retailers have already achieved dramatic results by aligning their inventory management and marketing:

• BigCommerce reports that companies using PIM-ERP integrations have significantly reduced cart abandonment due to out-of-stock errors and have seen higher email conversion rates due to improved product availability in campaigns.
• EY’s Omnichannel Retail Report 2024 emphasises the importance of integrating inventory data with marketing and customer-facing systems across digital and physical channels. The report notes that retailers that achieve this level of coordination see improvements in campaign responsiveness and fewer customer service issues related to stock availability.
• Imaginaire discusses the importance of real-time inventory visibility in linking brick-and-mortar and online retail. By ensuring that customers only see accurate stock levels online, retailers can prevent order cancellations and build greater trust.

Omnichannel integration as the key to the future of retail

The disconnect between inventory and marketing is not just a technical or organisational issue – it’s a competitive disadvantage that modern retailers can no longer afford. In its 2025 Inventory Management Trends Report, Management One notes that more and more retailers are using AI and automation to synchronise marketing schedules with inventory availability, especially as supply chain volatility continues to be a challenge. The introduction of integrated omnichannel systems provides a powerful lever to standardise processes, break down silos and provide customers with a consistently positive shopping experience – regardless of channel.

Integrating the workflow not only increases efficiency, but also turns data, stock levels and campaigns into a powerful, cross-channel sales strategy.