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Chapter 7. Transforming Customer Contact... > Case Studies in Selling-Chain Manage...

Case Studies in Selling-Chain Management

Custom Foot: Transforming Shoe Sales with Technology

Successfully addressing the technical issues surrounding selling-chain management does not guarantee an implementation's success. These implementations are extremely complicated. Custom Foot provides an excellent, and sobering, illustration of a company that attempted to completely reengineer its sales process by using selling-chain management technology.

The shoe industry's greatest business challenges are providing value to the customer in the form of quality, selection, and convenience at the right price while simultaneously minimizing its inventory-holding costs. Custom Foot, based in Westport, Connecticut, aimed to solve these customer value and inventory problems by implementing a selling-chain solution in which customers could have shoes made to their specifications in about 3 weeks—for prices starting at less than $100.


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