Gartner Research

Digital Demand and Omnichannel: The Move Toward the Middle

Published: 15 January 2014

ID: G00352274

Analyst(s): Geraint John

Summary

Adding differentiated service to basic product offerings and building customer-focused capabilities are digital demand and omnichannel initiatives. But they create a tug of war across channels and between cost and service. This report argues that supply chains will have to move toward the middle.

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