Analysts and savvy retailers view demand-driven retailing as a critical business initiative. According to AMR Research, demand-driven retailing is a system of technologies and processes that capture consumer behavior at each point of interaction and then use this information to define products and services that shape customer demand, while facilitating a real-time, profitable response across a network of suppliers and channels to meet that demand. Retailers must take the same care in building the enabling infrastructure as they do in building their application platforms. Demand-driven retailing and the increasingly collaborative nature of doing business in the retail supply chain must not be constrained by limitations to retailers' network infrastructure.
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