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Agile supply chains help in brand building.
Agile supply chains focus on improving availability and freshness of products on the retail shelves. Competitors working with forecast-driven supply chains would frequently have their brands stocked out on the shelves, especially during demand surges. In such instances, consumers have to choose from other brands available at that time.
If our brand is in the consideration set of consumers, it has a great chance to leverage this opportunity and get new trials by these consumers. While brands take so many initiatives and spend substantial money on brand building, agile supply chains are uniquely positioned to help in their own way in getting these additional trials.
Empirical evidence clearly indicates that brand trials go up when brand availability improves on the retail shelves.
Let’s strive to improve product availability and freshness on a continuous basis to build the brand in an accelerated and sustainable manner.