Geerlings & Wade - Cutting Through the Vines (2,787 words)

But the biggest challenge for the company is inventory management. Once Geerlings & Wade has purchased product from a licensed wholesaler and inventoried it into its retail, that product cannot be moved to any other inventory and must be sold to retail customers.

"So when we send out a mailing to market 10,000 cases of a certain wine, we must accurately forecast the demand by state. We carefully determine how many people we're marketing to in that state, and what their expected response rates and average order value will be so we don't end up in an overstock position," Pearce explains.