We have all been there. We have visited an online store, browsed extensively through a catalogue and found the one item that exactly fits our needs only to find out that it is not available. It is very frustrating, and in the click of a button it can turn a great online experience into a very disappointing one. One that may encourage the shopper to move off and go and look elsewhere for what they need. It may not only lose you a sale that day but the experience that has been delivered can create a negative association that may linger on and reduce overall loyalty and additional visits well into the future.