In order to meet the dynamics of evolving customer expectations, smart companies must enhance business processes throughout the customer-facing value chain. According to a new report by Aberdeen Group, a leading IT market analysis and consulting firm, companies are increasingly employing distributed order management, e-commerce, demand management and related supply chain execution applications. These innovations are increasingly necessary to compete in today’s changing marketplace.

“Many consumer product companies and retailers talk about customer-first strategies, but only the leaders are deploying the execution-oriented solutions required to flip the value chain away from product-centric go-to-market strategies,” said Kent Allen, Aberdeen Group research director for multichannel planning and execution applications and author of the report, “Converging on a Successful Multichannel Retail Model.” “Smart retailers must leverage the customer empowerment construct by embracing the customer’s channel of choice, regardless of whether the channel is in store or off store.”

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