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Merchandising and Supply Chain Efficiency A key goal of retailers is to run merchandising and supply chain functions as cost-effectively and efficiently as possible. This is understandable, given the expectations of shareholders and the competitive pressures retailers face. If retailers are to satisfy their target customers, they must make fundamental changes. They must build networks in which the various merchandising and supply chain functions are fully integrated and enable a more detailed understanding of the customers served. They must also tailor operations to suit different products, customer segments, markets and timeframes. Complete integration and optimization of the merchandising supply network is one of the key components of delivering a customercentric shopping experience.