As per the survey titled 'CEO Viewpoint: The Strategic Role of Supply Chain in an All-Channel World', 83 per cent of worldwide CEOs believe that their retail supply chains are currently not optimal for today's changing retail environment.
"Digitally-connected consumers have turned retail models upside down as omni-channel shopping has transformed supply chain from an important business concern to a mission critical one," the survey said.
The survey pointed out that 50 per cent of CEOs recognise that their supply chain can be a strategic differentiator.
However, as per the survey, only 34 per cent of CEOs consider the rise of omni-channel shopping to be an external threat while only 22 per cent said it will have a direct impact on their organisation.
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"Retailers who don't understand the strategic alignment of their supply chain with consumer expectations are in danger of becoming non-competitive," he added.
"These priorities highlight potential missed opportunities for more than two-thirds of CEOs who failed to consider enhancing distribution capacity and supply chain as a key contributor to drive profitable growth," the survey said.
CEOs think three fundamental risks will have the most impact on their organisation over the next three years: increasing competitive threats (41 per cent), margin erosion and cost reduction (39 per cent), and attracting and retaining customers (24 per cent), it added.