In uncertain times, data-driven decisions are the new imperative for retail suppliers

Retail suppliers risk falling behind by relying on outdated data and processes, warns Doug Murless of KrunchBox.
Many suppliers still use Excel and traditional methods, creating a liability in a rapidly advancing industry.
Fear of automation and change slows data adoption, hindering efficiency and growth.

You have to find ways to leverage the data that is available because if you're not doing it, your competitors are.

Doug Murless

VP of North American POS Data Analytics, KrunchBox

Data is now the difference between growth and getting left behind. For retail suppliers facing constant change, relying on gut feel or outdated reports is a fast track to lost sales and missed opportunities.

Doug Murless, Vice President of North American POS Data Analytics at KrunchBox, says too many suppliers are still flying blind when it comes to data. Instead of reacting late, they need to see exactly what’s moving, where inventory is piling up, and how demand is shifting—so they can act quickly and plan with confidence.

Asleep in the sheets: "Suppliers are technology laggards. Some of them are still using Excel sheets and old traditional processes," Murless states. This slow tech uptake isn't just a quirk. It's a liability as the rest of the industry speeds ahead.

Change? Never heard of it: "The biggest challenge that I encounter is lack of change," Murless explains. Suppliers are hanging on to 15-year-old habits, even though the data landscape has transformed. "Yet, the supplier's way of managing that data has stayed the same," he says—a disconnect that’s hard to ignore.

You want to make sure that you're accurately forecasting what's going to happen in your supply chain so that you can best plan for your business. It's hard today because there's so many variables, but you have to really dig in.

Doug Murless

VP of North American POS Data Analytics, KrunchBox

Clinging to the clipboard: Some analysts still treat automation like the enemy, worried that smarter tools might make their roles obsolete. That fear creates drag, slowing down adoption and locking teams into time-wasting manual work. "Status quo is the biggest killer," says Murless. "It's like standing still."

Stiff competition: Relying on past shipment data is a risky bet in today's whiplash economy, especially with shifting consumer demand, retailer pressure, and tariff uncertainty muddying the waters. Murless urges suppliers to get sharper with their insights, using real-time sales and inventory data to stay ahead: "You have to find ways to leverage the data that is available because if you're not doing it, your competitors are."

Forecast or fall behind: Retailers now expect their suppliers to show up with insights, not guesses. "You want to make sure that you're accurately forecasting what's going to happen in your supply chain so that you can best plan for your business," says Murless. "It's hard today because there are so many variables, but you have to really dig in."