Being a successful retailer used to be a lot easier. Making sure customers had access to the right products at the right time was mainly an exercise in making sure stores were conveniently located and they were stocked with products appropriate for their markets. Widespread consumer adoption of digital shopping has dramatically changed the playing field. Consumers have access to a host of new retailers who don’t have a physical store close by; buying journeys often flow across physical and digital channels; and data-rich retailers are able to present more targeted product offers to specific customers even when the product is not stocked in a store near the customer. The notion of being at the right place at the right time with the right product has become much more complex and

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