Why Poor Communication Kills Supermarket DIFOT

Late trucks. Shorted deliveries. Angry buyers.

Most of it stems from one root cause: communication failure—not operational failure.

DIFOT (Delivery In Full On Time) is the supermarket scorecard that keeps sales teams awake at night. But behind every missed DIFOT target is usually a misstep in communication. Whether it’s a late forecast change, an unclear promotion brief, or silence between supplier and 3PL—communication gaps compound fast and hit the shelf harder than you think.

Try using the following framework to strengthen cross-functional visibility:

Clarify what’s needed: Don't assume Ops or Logistics knows promo intent—brief it.
Align with internal teams early: Bring planners and 3PLs in before final orders drop.
Share exception risk: Missed MOQ? Strike risk? Don’t hide it—flag early.
Track feedback loops: Build post-mortem reviews into your cycle and act on the learnings.
Poor DIFOT isn’t just a supply chain issue—it’s a leadership communication issue.

If DIFOT is falling apart in your business, start by auditing the conversations, not just the data.

What part of your supply chain communication needs tightening most?

About us:

At sc3sixty, we specialise in helping FMCG brands grow with confidence through end-to-end Fractional Services tailored to the Australian and New Zealand retail environment. Our flexible support spans everything from Vendor Replenishment Planner (VRP) and Integrated Supply Planner (ISP) solutions to full Fractional Supply Chain Management and Fractional Data & Reporting Support.

By embedding directly into your team, we transform complexity into clarity—improving forecasting, streamlining reporting, and unlocking performance from warehouse to shelf.