There was a time, not so long ago, when distributors had one straightforward job: retail store fulfillment. Push the product out to stores, which sold it to customers with limited purchasing options.
That model has of course changed drastically – and quickly. Warehouses for companies that own brick-and-mortar stores still do store replenishment, but they also must juggle broken-case store picking, drop shipping on behalf of other online retailers, direct-to-consumer orders and more. Even though fulfilling orders for eCommerce and traditional retail operations are very different tasks, they are often running side-by-side, in the same warehouse.