How would you manage a scenario where a promotional item is out of stock during a promotion and customers are frustrated?

• A. Offer substitutes, check other stores, backorder, communicate ETA, sign
• B. Cancel the promotion and apologize
• C. Increase prices on substitutes
• D. Do nothing and let customers leave

Answer: (A)

When a promotion runs and the item is out of stock, the focus is on preserving the customer’s experience by offering usable alternatives and clear pathways to fulfillment. Providing substitutes that closely match the value and purpose of the promotion helps customers feel they still got a good deal, rather than a missed opportunity. Checking other stores broadens the chance the item is available nearby, so the sale can still be completed rather than lost. If immediate fulfillment isn’t possible, backordering with a firm, communicated ETA shows the store is committed to honoring the promotion and completing the sale, instead of leaving the customer uncertain. Posting a sign or sharing the ETA at the point of contact sets clear expectations and reduces frustration. This approach protects the promotion’s value, keeps trust intact, and maintains sales flow, whereas canceling the promotion, raising prices on substitutes, or doing nothing would likely disappoint customers and erode loyalty.