If they don't add value, get rid of them. Use digital technology to recraft the buying, selling, and producing processes and relationships.
Customers have access to customized information, online searching, reviews, and ordering.
Keeping its indirect sales unit intact, the company eliminated its physical direct sales channels and built direct links to customers through Cyberspace. Orders are now placed via the Web, but soon sensors in customers' tanks will notify when to refuel, and the company has contracted with local transport companies to provide delivery. With no physical assets, this virtual model increases flexibility and efficiency. Internet ordering and automatic replenishment provide convenience to customers. Web presence and direct links expand the company's direct sales market.