Weather disruptors, such as the storms impacting Spain and North Africa, and the resulting food shortages are becoming increasingly commonplace. Sellers, makers and movers find themselves forced to change the way they do business, or empty shelves will become the norm.

When shoppers are greeted with empty shelves, businesses risk losing not only customer’s that day but also their long-term brand loyalty. The availability and delivery of goods is an essential part of the customer experience. Shortages or long wait times can negatively impact a brand’s reputation.

Moving forwards, investment into end-to-end supply chain management platforms will be critical to mitigate the impact extreme weather has on stock. Companies that utilise modern, connected technology solutions for planning and logistics will fare best in an ever-changing environment; and when bottlenecks arise, they can maintain brand reputation for providing the best service possible.