Reverse logistics is like cleaning up the morning after a big party -- a mess that no one really wants to face, resulting from things that are left over or ill-used from the day before. Transportation, as the last item in forward logistics, is generally the first step in what will become reverse logistics. Wilson Lester, SVP of supply chain for Rite Aid and a veteran supply chain professional, believes that reverse logistics is a perfect opportunity "for retailers to optimize their supply chains." Lester distilled the focus areas into three steps: 1. forensics, 2. recovery, and 3. risk mitigation. The bottom line: Leading-edge companies, and those aspiring to be leading-edge, need to understand that getting reverse logistics right is as vital to overall performance and profitability as forward logistics -- and that true end-to-end supply chain management is the key to long-term success.