Procter & Gamble was looking to improve its supply chain to better meet consumer demand. It discovered that being out of stock cost it one sale in nine and retailers lose 11% of sales due to out of stock. Procter & Gamble also found that perfection is not necessary and effective collaboration can happen even with imperfect systems. It recommended securing management support, simplifying applications, avoiding overhauling internal systems, and leveraging information technology to build a smarter supply chain.