Pressure from retailers and resellers to supply products at the right place and the right time is placing a great strain on manufacturers. Although it is not always possible to provide the products exactly according to demand, it is critical to set the right expectations. This naturally requires collaboration and communication. Retailers and resellers need the manufacturer to commit to firm delivery dates in order to avoid failed promotions or the huge cost of fulfilling rain checks. Similarly, retailers need a window in the fulfillment process so that there are no surprises. In addition to collaborative planning early on in the process, manufacturers and retailers must collaborate on demand fulfillment.