Retailers need to take the following strategic actions against supply chain disruptions if they want to keep up with online and in-store consumer demands in the holiday season. 1, Critically think about pricing and promotion timings. 2, Increase prices to an extent that fulfills the logistics cost and minimally disturbs consumers’ price range. 3, Act upon supply chain triage—stocking the products that are high in demand among consumers. 4, Control the threats of the supply chain by taking some of the shipping issues into own hands instead of relying on third party organizations like Costco, Home Depot, Target and Ikea. 5, Fulfill the omnichannel operations by innovatively adapting to consumers changing behaviours.
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