This is a great time to be a consumer. Ours is a world of total access and instant gratification. We are connected everywhere, all the time—whether in a store, on a laptop, watching TV with a tablet in your hands, or perhaps using the brand new Amazon Fire phone. Specifically designed for shopping, one can point the Fire’s camera at just about any product, and the phone will identify the item and sell it to the user almost instantly. With technologies such as this one, it’s no wonder that some industry experts believe mobile devices may become greater resources than salespeople.
Since e-commerce emerged in the mid 1990s, it has been increasing exponentially. Many companies serving this huge market are business-to-business (B2B) manufacturers that are being led toward multi-channel selling by their omnichannel customers. With a new customer expectation for seamless commerce, convenience, value, and personalization, the success of such organizations will be determined by how well they integrate their supply chains with their e-commerce businesses.
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