To multiply points of entry and exit with standardized customer tracking.
No extra line management – Supply Chain in its unadulterated state.
The customer can order via whichever order-taking medium he choses, choose his preferred means of delivery (home delivery, collection etc.) and then be physically delivered to in the most advantageous manner from the point of view of commercial analysis and Supply Chain.
For example, the implementation of “Click and Collect” (placing an order over the Internet with collection from a physical sales outlet) necessitates implementation of a porosity between traditional distribution channels and e-commerce channels.