In a segmented, omni-channel world, available-to-promise (ATP) is seeing a renaissance. Omni-channel profitability for retailers and other value chain participants will increasingly depend on a matrix of available-to-promise possibilities across the various supply chain entities that make, move, and store inventory. As retailers evolve their omni-channel strategies, order promising, along with sophisticated demand shaping capabilities, will become central to profitable fulfillment decision making. Companies will have visibility to an increasing number of fulfillment options and their associated profitability profiles and provide on-the-spot offers to shape demand in a way that is advantageous to both the customer and the company. These…
