Why should I forecast shopper demand?
If you produce or distribute products that your target market buys through retail stores – including e-commerce retail sites – then you want to ensure that your target customers can purchase your product when they want to. Sure, your retailer customers are the immediate purchasers of your products, and you need to ensure that you can meet their demand, but ultimately they are only the pathway to your true target customers – those who will use or consume your products.
If you want to meet the needs of your end-users/consumers you must ensure that your retailer customers meet your needs.
