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"Creating a business strategy which drives the focus of all departments towards fulfilment optimization is crucial to successful supply chain internationalization. The front of the business must be in constant communication with the back. It’s like the old three-legged races at school sports days – if both parties aren’t moving in the same direction with perfect harmony, they both end up falling flat on their faces. Ecommerce must be aligned to the same objective as Operations. It’s a cultural shift away from purely looking at revenue to focusing on profitability and long-term customer retention metrics.” – John Gallemore, COO, THG PLC

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