The breakneck pace of digital advancement is upending industries worldwide, including retail, where e-commerce is experiencing strong double-digit growth and now represents about one-tenth of total sales. In an environment where every click matters and customer expectations are rapidly evolving, Lean management principles are a promising path to e-commerce success.
We live in an era where businesses thrive and fall faster than ever, when consumer’s desire for a wider variety of products at a competitive price is driving the markets and consumer’s expectations are increasing. Such a dynamic environment is a challenge to traditional marketing processes and drives the need for marketers that are fast-reacting and capable to quickly adapt marketing campaigns to the ever-changing consumer expectations.
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