Testing, learning and pivoting haven’t necessarily been retailers’ strong points. Right before COVID-19 hit, many businesses were still struggling with legacy infrastructures and disjointed processes. These legacy qualities inhibited them from responding swiftly to new consumer behaviors and competitive forces. That is why Elizabeth Elliott, who is a managing partner at Columbus Consulting, believes that retailers shouldn’t rush to return to the status-quo. Instead, they should strive for continuous transformation, and adopt new ways of communicated and collaborating that have emerged as new realities as a result of the pandemic.

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