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Retail, Consumer Packaged Goods (CPG) and Logistics companies have been undergoing radical organizational and business process changes, commonly called Omnichannel, Industry 4.0, Smart Manufacturing or Digital Enterprise.
These changes have been driven by the digital economy where consumers are now armed with tremendous power – their smartphones and other digital devices, that significantly changes the “path to purchase.” Instead of manually flipping through colorful print catalogs or spending all their time shopping at retail stores, they are now using digital devices to research and make purchases. Articles like PWC’s December 2016 article “Online Shopping and ECommerce” indicate that “eight in ten Americans are online shoppers; 15% buy online on a weekly basis.”
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