U ntil recently, the supply chain operated behind the scenes and invisibly to most customers, and was often viewed as “boxes on trucks,” says Jess Dankert, vice president, supply chain with the Retail Industry Leaders Association. That’s no longer the case. “Supply chain plays a key role in the customer experience,” Dankert says, noting this encompasses both e-commerce and brick-and-mortar retail. “Ensuring the products people want are on the shelves is a big part of the customer experience,” she adds. Similarly, brand manufacturers selling directly to consumers “need to behave like retailers, as consumers want the same experience,” says Tom Enright, research vice president with Gartner’s consumer retail team. Facilitating seamless customer experiences does more than build loyalty, as important as that is. It also drives companies’ growth. “Supply chain has moved from being an enabler of growth to being integral for growth, especially in e-commerce and omnichannel,” says Sameer Anand, principal, Americas supply chain practice leader, with EY Parthenon. Providing a five-star customer experience is the name of the game for e-commerce and omnichannel retailers and brands. Here are some best practices to keep your customers coming back for more. By Karen Kroll
December 2022 • Inbound Logistics 39
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