The fact that Amazon was considering drones as a delivery channel highlights how important that giant considers retail supply chain management to be. That particular innovation focused on only one aspect of the process – speed of delivery to customers (at as low a cost as possible). Optimising the supply chain is not just about reducing costs. It also enhances competitiveness by making your proposition more attractive and winning market share. In the fiercely competitive retail and eCommerce space, winning often equates to faster and cheaper delivery. How well those costs are absorbed into product pricing depends on smart and proactive supply chain management.