Chapter 6
Working in an omni-channel world
Designing the optimal array of pathways to market
Introduction – reconsidering the routes to market
Brand manufacturers and retailers alike have, for different reasons, been forced to rethink how they wish to go to market. In both cases, pressure has come from users and consumers determined to find faster and more convenient ways to access products and services and from the new generation of businesses that have started with a clean sheet and trained consumers to expect those fast, easy solutions.
Thus, distribution channels have risen to be one of the most important strategic issues many businesses are facing in the rapidly changing operating environment. The key question to be answered is: ...
Get Transforming Supply Chains now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
