As a result of going online, 'click-and-mortar' retailers have altered the path of their supply chain policy. They store high volume products with constant demand in local warehouses, while low-volume products are stored up centrally for online buying. The low-volume products have extremely volatile demand levels and thus need high levels of safety stock. Combined stocking in this case effectively mitigates ambiguities by accumulating demand across geographical place and thus minimises inventory levels.
Wal-Mart, the world's biggest retailer, swimmingly email list includes this e-retailing in their supply chain through electronically empowered stock-refilling. This surpasses fill-rate and satisfies customers; these two things are essential in surviving today's uncertain market. It has been at the foreground of stock refilling, giving buyers more than a 98-per cent opportunity of finding a full range of selection. Wal-Mart uses Retail Link, a software system that gives vendors in-vogue gateway to point-of-sale price and bulk information;
moreover, emphasises Wal-Mart's inventory positions and predicts future requirements. Moreover, manufacturers and retailers prefer a direct course to consumers by closely examining individual customer's likings, habits, and buying patterns. Now retailers do not wait for consumers to come to their stores, but they (retailers) send consumers target e-mails and offer deals too good to refuse.