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Is consumers’ purchase intention influenced by product freshness?
The answer seems obvious, but its implications are profound. Most analyses ignore it, and I don’t remember any supply chain optimization model which considers it explicitly. That could be the reason why product freshness doesn’t get as much attention from supply chain professionals as it deserves.
Since consumers prefer to buy fresher products from retailers, running a supply chain designed to deliver higher levels of product availability and freshness will surely attract more consumers and accelerate the business topline. That’s why moving a supply chain from forecast-driven to demand-driven often leads to exceeding the most ambitious improvement targets set for sales and profits. Teams often wonder why the business has started performing so well, beyond their expectations.
If you are looking to accelerate sales and profits, a key initiative should be to make the supply chain more consumer focused and demand driven. The results will surprise you!