The continued growth of e-Commerce has switched the roles of "supply" and "demand" within retail. Brands must now pursue consumers via every available digital touch point. Moreover, retailers need to drive a large audience, but also the right audience, to their sites.
“The retail business model we lived with our entire lives and for generations before that assumed that the customers who represent demand would physically go to the store where supply was,” said Brian Kilcourse, Managing Partner at RSR Research. “Now we live in a world where supply must go to demand. It’s exactly the opposite direction. It upsets the apple cart in virtually any operational aspect you care to discuss. So the question is, how can a retailer set up an environment where supply can go to demand?”