Reimagining Retail: Gigging Customers Into Supply Chain Partners

Analyst Insight: In the evolving landscape of retail and workforce management, a revolutionary approach is emerging, transforming customers from passive shoppers into active contributors to the supply chain. This innovative concept, dubbed “gigging the retail supply chain,” is more than just a cost-cutting strategy — it’s a radical reimagining of how businesses can create value, engage customers and address workforce challenges.

Retail companies face increasing pressure to transform their fixed costs into variable ones to better manage fluctuating demand. With advances in AI tools and a workforce increasingly drawn to remote and flexible arrangements, gig workers are poised to become an integral part of the supply chain, including retail operations.

Over the past century, businesses have maximized the utilization of fixed assets through strategies like outsourcing and offshorin…