Traditional supply chains in retail revolved around “selling products” to customers. Companies tended to focus on product quality, cost, and channel dominance to reach a broader audience and to increase sales. However, this strategy relied heavily on there being fewer choices for consumers to buy.

The internet has toppled it all by acting as a channel that gives consumers access to a large number of manufacturers and retailers. Consumers today not only have more choices of what to buy, but they also have access to information that can help them decide which retailer to buy from. The decentralized nature of the internet, and a considerable reduction in entry barriers, has made product-based channel dominance a strategy of the past.

Download this whitepaper to understand how experimentation can help retailers to build a customer-centric value chain.


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