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Retailers often struggle with trying to discern why a particular market approach is not driving more traffic and sales into their online and brick-and-mortar stores. Often, the search for answers involves looking at incentives/promotions, pricing, product mix, availability, and the like. They may also look into their branding and messaging. Yet, rarely do they step back from all the details to assess the situation from a different perspective - one that includes the role of the supply chain in determining success. Kanbay Research Institute (KRI) published a study to provide this perspective. First executed in 2005 then updated in 2006, this study was undertaken to identify the emerging needs and desires of retail consumers and measure how well today's market is delivering against them.
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