Prognozowanie w branży detalicznej i dóbr konsumpcyjnych: Zadbanie o to, aby 
w supermarketach nie zabrakło lodów  
[Forecasting in the retail and consumer packaged goods industry: Making sure 
there is enough ice cream at the supermarket]

Stephan Kolassa (Data Science Expert, SAP Switzerland AG; Honorary Researcher, 
Centre for Marketing Analytics and Forecasting, Lancaster University, UK)  


Retailers (supermarkets, drug stores, convenience stores, but also furniture 
and book stores etc.) and CPG manufacturers rely on forecasts for many 
processes, from operational replenishment at stores and distribution centers, 
across promotion planning, to store location decisions. We will discuss the 
challenges inherent in forecasting here, addressing business processes, data 
issues and - more importantly than one might think - "political" and 
communication topics. You will never look at the tomato racks at your 
supermarket in the same way again!