The retail industry has seen an unprecedented shift in strategy from product-centric to customer-centric over the last ten years. That strategic shift has weathered recent economic uncertainty, and we have seen it grow in both scope and complexity as retailers look to tackle localization and customer service that increasingly crosses channels. This is imperative for customer-facing organizations, but what does customer centricity mean for the product parts of a retailer’s organization? The simple answer is it means big change is coming.

This report explores the extent to which retailers are shifting their supply chains to be more customer-centric – and defines what that means to them to begin with.