Retail is facing major changes in consumers' attitudes in habits, sensitivity to safety, origin, quality and the environment as well as the search for new consumption styles. Meantime, traditional retailers face competition of the digital economy that offers the consumer an ever-wider range of references. Retail operators must adapt their capacity and responsiveness; they can do it through a new supply chain management which with XTAP has a prerequisite for collaboration with its product and logistics suppliers and focus on new experiences of consumption.