The term shared at NRF was ‘Demand-Chain’. Ultimately, consumers go to a retailer to buy something. If the item they desire is not in stock this results in disappointment and the consumer reverting to another retailer and perhaps reducing brand loyalty. All things a retailer cannot afford. Having the right stock available, the means to get the right stock or even the ability to show when the stock will be in changes the experience from feeling let down to feeling looked after. Remember consumers are looking for that ultimate customer experience.