Sanderson: Maximising margins in the connected retail economy

In a multi-channel world, maximising margin has become an increasingly complex challenge.

When consumers can shop across any channel and order to any location, profitability can fluctuate greatly. How retailers market, transact and fulfil orders from the growing number of touchpoints available to shoppers forms part of a wider value chain; and each decision they make along the connected commerce journey can set off a ‘chain reaction’, which will either optimise or reduce the profit margin on every product sold.

This guide analyses the opportunities to increase margin at each stage of the customer purchasing journey.

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