Consumer expectations have changed. The development of e-business and the growth of omnichannel strategies
have had a definite impact on this evolution. Customers can now compare brands easily, and their level of demand has
logically increased. To stand out, retailers must make a promise that is proactive and transparent, and, above all, they
must keep it. On a Supply Chain level, challenges are numerous while consumers are usually not very willing to pay
logistics fees at their proper value.