This session zooms in on the flow of products. Ways to improve forecasts by quantifying lost sales due to stock ruptures are explored, as ignoring these "missing sales" leads to historical mistakes being repeated. A good grip on this can greatly improve purchasing decisions, as well as the allocation of products to stores. This includes the complex challenge of getting to good forecasts on the level of individual sizes and channels. Analytical approaches to identify and reduce problematic return behavior are also covered in depth.