Consumers in today’s Now Economy expect retailers to respond to a dramatically expanded customer dial tone. It’s no longer enough to deliver the perfect pair of black sneakers to their doorstep in 24 hours — they may also want those sneakers to come from a company with a minimal carbon footprint, or one that supports certain social-justice causes or one whose products come from local artisans in their geographical area.

Meeting these evolving demands requires far more adaptability than a traditional wholesale model can provide. Read the full article from Rithum CMO Mark Grilli here.