Fire up the grill and break out the buns! From summer cookouts, to baseball games and beach days, Americans will consume 7 billion hot dogs between Memorial Day and Labor Day. That’s a lot even by Joey Chestnut’s standards! And before you know it, shoppers will be turning their attention from stocking up on barbeque staples and hitting the stores for Halloween candy and holiday décor.

For retailers and suppliers, especially businesses relying on Vendor Managed Inventory (VMI), seasonal swings offer tremendous growth opportunities. But seasonal fluctuations also introduce risk and volatility including:

• Slow reaction time to introducing the season’s hot new trends resulting in missed opportunities and potential new business for competitors
• Fears of overstocking or not purchasing enough inventory resulting in missed sales opportunities or excessive inventory post-season
• Lack of real-time visibility making it tough to adapt to demand changes quickly

The question isn’t whether to prepare for these swings, but how. Increasingly, the answer lies in the use of strategic digital tools that enable dynamic, data-driven inventory management. In an environment where consumer expectations move as fast as the seasons, legacy systems and manual forecasting models fall short. To compete, retail organizations must embrace innovation across the entire supply chain.

Here are five ways digital innovation can be leveraged to turn seasonal headaches into dollar signs.

1. Move Beyond Static Forecasting Models

Traditional forecasting relies heavily on year-over-year data and assumes that historical trends will repeat. But modern demand is shaped by real-time forces—digital campaigns, viral product moments, and shifting weather patterns can all upend expectations overnight.

Digital-first and artificial intelligence (AI)-powered forecasting models integrate real-time signals, enabling mid-season adjustments to demand projections based on actual sell-through, customer behavior, and regional trends. Executives should prioritize tools that not only predict but adapt—transforming forecasts into agile frameworks that evolve with the market.

2. Enable Real-Time Inventory Visibility Across Channels

Omnichannel success hinges on knowing exactly what’s available, where, and when. Executives investing in summer readiness must ensure that inventory data is not siloed between stores, warehouses, and digital channels. Instead, a unified, real-time view is critical to reallocating products dynamically and fulfilling demand wherever it arises.

When beachside stores run low on sunglasses, or an eCommerce flash sale drives unexpected traffic, inventory must move fast. Real-time visibility unlocks that flexibility and prevents lost sales.

3. Automate Replenishment with Intelligent Triggers

Manual ordering slows down operations and leaves room for error, particularly during peak seasons. Intelligent replenishment systems that use demand signals, historical velocity, and safety stock thresholds can automate restocking processes while remaining responsive to the current environment.

Automation isn’t just about efficiency—it’s about scale. For retail leaders aiming to handle larger volumes without increasing headcount, digitizing replenishment is a scalable solution that ensures consistency without constant manual oversight.

4. Localize Inventory Strategies with Regional Intelligence

Demand patterns during the summer season vary significantly by region. A cold front in the Northeast may stall demand for outdoor gear, while a heatwave in the Southwest accelerates the sell-through of cooling products. Retail executives should empower teams with tools that incorporate geographic, demographic, and environmental data to tailor inventory strategies by location.

Digitally-enabled localization increases sell-through, reduces markdown exposure, and aligns product availability with actual need, not just projected averages.

5. Strengthen Cross-Supply Chain Coordination with Digital Collaboration

Retail’s supply chain is only as agile as its weakest link. Digital collaboration platforms and shared dashboards can help synchronize efforts across suppliers, distributors, and internal teams. When everyone is aligned with real-time data and insights, decision-making accelerates, and alignment comes naturally.

This is particularly vital during compressed seasonal windows, when lost time equals lost revenue. Executives should view digital transparency across the supply chain not as an IT feature, but as a core component of modern merchandising strategy.

Seasonal Success Through Innovation

Seasonal inventory performance is not just a function of planning—it’s a test of agility. In the past, agility was achieved through hustle. Today, it’s driven by digital infrastructure.

Retail executives who prioritize real-time data, intelligent automation, and cross-functional visibility position their organizations to not just survive summer demand—but to outperform competitors with speed, accuracy, and customer satisfaction, now and in the months ahead.

The summer rush is no longer a guessing game. After all, who wants to be the store that runs out of hot dogs on July 4? With digital innovation at the helm, summer becomes a season of strategic growth.

About the author

As Chief Product Officer, Lee Kimball leads TrueCommerce’s global product strategy and shapes the vision and direction of the company’s solution portfolio. He joined TrueCommerce in 2023 as Senior Vice President and General Manager, overseeing the company’s subsidiary business units.