For many retailers, a shiny new online interface seems like a quick fix to reach modern consumers. But the fact is, if the back office and supply chain are not in sync, then the website is a door to nowhere. Take, for example Amazon’s one-click purchases. This simple innovation didn’t just reduce friction for customers considering a purchase. It allowed the customer to insert themselves directly into the supply chain process. The customer is given total autonomy and jurisdiction over their purchasing-destiny. This process, which once featured many steps, from the warehouse to the truck to the supermarket to your car and then finally, your home, has been modernized and re-structured. Simply taking brick and mortar stores and creating a website to match does not allow for any technological progression.