---
id: "quote-fulfillment-boring"
type: "quote"
source_timestamps: ["§ The Store as a Logistics Hub", "¶1"]
source_title: "The Comeback of the Physical Store—and What It Means for Your Business"
source_url: "https://hbr.org/2026/04/the-comeback-of-the-physical-store-and-what-it-means-for-your-business"
tags: ["operations", "logistics"]
related: ["concept-store-as-logistics-hub"]
speaker: "Anonymous Retail Executive"
speakers: ["Anonymous Retail Executive"]
sources: ["tail1"]
sourceVaultSlug: "hbr-seg-tail1"
originDay: 1
articleStem: "hbr-tail-114-comeback-physical-store"
sourceUrl: "https://hbr.org/2026/04/the-comeback-of-the-physical-store-and-what-it-means-for-your-business"
sourceTitle: "The Comeback of the Physical Store—and What It Means for Your Business"
---
# The importance of fulfillment processes

> "Order fulfillment processes are boring until you don't have the right ones."

— **Anonymous Retail Executive** (interviewed for the article)

Captures the thesis of [[concept-store-as-logistics-hub]]: fulfillment is invisible infrastructure until it fails, at which point the physical footprint's role in the omnichannel supply chain becomes decisive.