In a nutshell, this article in my estimation describes the key problem that many manufacturers and retailers have encountered: They’ve forgotten the shopper. How could that happen? Isn’t that why they are in business?
Here’s the trick – they are actually in business to make money, not to serve the shopper. That’s just a means to an end, same as squeezing the supply chain, lowering expenses, etc. There’s a difference between efficiency and effectiveness. You have to have a balance, and this article shows the benefits of finding that balance.