TECHNOLOGY
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optimised channel mix. Ultimately, all
a specific brand, which is easier to
organisations across industries must
predict based on demographics, (for
rethink their supply chain strategies as
example, purchasing Nike sneakers),
the digital era continues moving towards
they will typically begin their shopping
the diversification of channels.
journey by searching online for certain
 What are some immediate steps that need to be taken in order for
attributes and features that they want (“stylish white sneakers�). Organisations need to tune their
companies to maximise profitability
supply chains to reflect this shift. Instead
in their supply chains?
of serving a target market based on
Buying behavior is moving towards more
demographics, supply chains must take
nebulous attribute-based purchases.
into account a larger market brought
Instead of consumers focusing on
about by the digital era. Supply chains
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