Manufacturers across categories should ensure they are well-versed with in-store and online capabilities for their customers and prioritize opportunities with retailers looking to drive omnichannel growth. Our retail market research indicates that Walmart has appeared incrementally focused on broadening assortment across its 3P marketplace and scaling micro-fulfillment centers (MFCs) over time to improve inventory availability, reduce order substitutions, and lessen aisle congestion for in-store shoppers. Given Target’s focus on Drive Up/Pick Up, suppliers have developed strategies to communicate flex fulfillment capabilities in banner ads and in PDP content.