What’s Old is New Again: The Rebirth of Brick-and-Mortar

Omnichannel fulfillment provides a cushion for the impossibility of perfect demand forecast accuracy by opening all inventory to consumers everywhere. Suppose a fashion takes off on the East Coast, but never catches on west of the Mississippi. Instead of facing out-of-stocks on the Eastern Seaboard while West Coast stores drown in excess inventory, orders can automatically be fulfilled from the stores carrying the most stock.