The
big omnichannel story is only beginning to unfold—CPG manufacturers.
Store closings and bankruptcies are forcing them off the sidelines in selling
their products. They need to take control and develop e-commerce
capabilities. Two keys to the change are the reality of Direct To
Consumer (DTC) and the new supply chain. The Supply Chain, both as to
design and operation, for e-commerce is very different from the standard
manufacturing supply chain. Supply Chain Management is a support for manufacturing/factories.
SCM is central to and a key part of strategy for e-commerce. These role
and responsibility differences underlie important issues with manufacturer
omnichannel—TRANSFORMATION, CHANGE, AND SUSTAINING THE CHANGE.
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