Retail is all about timing. A delivery that arrives late or incomplete disrupts more than your supply chain. It affects your store teams, your inventory, your customers and your sales.<\/p>\n
Say you have a promo scheduled. Posters are up, social posts are ready. But delivery is late. Your staff has to improvise and customers face empty racks. Result: missed sales, frustration on the floor and a brand that loses some luster.<\/p>\n
A high OTIF score guarantees peace of mind in your chain. Stores can plan. Your customer trusts availability. And you avoid the domino effect of mistakes. <\/p>\n<\/div>
OTIF vs Fill Rate: what’s the difference?<\/h2><\/div>Where OTIF looks at the whole (was the delivery correct, yes or no), Fill Rate goes deeper. That KPI measures exactly how much was delivered. Think percentages of the numbers ordered.<\/p>\n
Example: You order 100 pieces, you get 90 \u2192 Fill Rate: 90%. Your order arrives on time, but misses 1 box \u2192 No OTIF, but high Fill Rate. Why is that important? Because Fill Rate adds nuance to your OTIF figures. Do you have an OTIF of 85%, but a Fill Rate of 95%? Then you know: the problem is in timing rather than stock. Those who really want to improve OTIF use both metrics together: OTIF to measure, Fill Rate to understand. <\/p>\n<\/div>
What is a good OTIF score?<\/h2><\/div>The short answer: at least 95%.<\/p>\n
Why? Because only from that point on can your stores truly trust deliveries. And that trust translates into less safety stock, faster rotation, less ad hoc work and a better shopping experience.<\/p>\n
The benchmark varies by sector: <\/p>\n<\/div>
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Fashion retail: average 88-92%, top 96-98%<\/div><\/li>
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FMCG\/food: average 92-94%, top 97-99%<\/div><\/li>
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Non-food retail: average 85-90%, top 94-97%<\/div><\/li>
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E-commerce: average 90-93%, top 96-98%<\/div><\/li><\/ul><\/div><\/div><\/div><\/div>
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How do you improve your OTIF score?<\/h2><\/div>A good OTIF score does not arise by accident. It is the result of choices: in processes, agreements and technology.<\/p>\n
What really makes a difference: <\/b><\/p>\n<\/div><\/div><\/div>Clear delivery windows<\/h5><\/div>No vague “afternoon delivery,” but 2-hour windows. That makes expectations clear and measurable.<\/p>\n<\/div><\/div><\/div>
Strict cut-off times<\/h5><\/div>Orders that come in at 5 p.m. cannot be delivered as early as 7 a.m. the next morning. Good agreements ensure feasible schedules. <\/p>\n<\/div><\/div><\/div>
Real-time communication<\/h5><\/div>An SMS with “your delivery will arrive at 07:12” lowers stress AND increases confidence on the store floor.<\/p>\n<\/div><\/div><\/div>