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So Demand Management needs to really understand the product - demand for milk with POS data from the grocery retail level is vastly different than trying to determine what color jogging shorts will sell in what part of the country. Of course if Covid has taught us nothing else, wild swings in the demand for goods such as home toilet paper versus commercial paper products used in offices - well, it requires resiliency. We had a downtown ethnic restaurant survive by snapping up former fast food locations in the suburbs and creating meals-to-go from the downtown kitchen stocked in the suburb locations for a quick pick up from home. Try creating a demand curve for THAT.