With the acceleration of digital transformation that happened in 2020, buy online and pick up in store (BOPIS) and omnichannel offerings have become the norm rather than the exception. The best performers in this ultra-competitive market are those who persistently reinvent their business models and evolve their organizations as times change. They move from product focus to customer centricity, from siloed channelspecific focus to an agile organization designed to support seamless omnichannel customer experience, and from semi-functional CM programs to end-to-end data strategies which enable 360° customer insights.