With customer demands and eCommerce sales continuing to grow at lightning speed day after day, the supply chain is taking on a different—and highly important—role in shaping the customer experience. A late delivery or laborious return process can cause enough dissatisfaction to drive a customer to the competition. In addition to fast shipping and low prices, retail giants like Amazon and Walmart place a heavy emphasis on the customer experience, a China-born concept that is now going global. Widely known as ‘New Retail,’ Alibaba defines its holistic approach as “the complete integration of online, offline, logistics, and technology for a single value chain.” According to Frost & Sullivan, by 2020, customer experience will exceed price and product as the key brand differentiator, further fueling the urgency for supply chain leaders to adapt to this burgeoning trend.