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This is part of a case series. Case B presents the choices the company made and the execution issues it confronted. It shows that the CEO put online revenue growth at the center of the strategy. He also used 'test and learn' budgeting process to avoid investing too much in stores. The case enables participants to see how the CEO reorganized parts of the organization to drive strategy execution. This case clearly shows how strategic decisions are crafted, executed and modified. It demonstrates the execution challenges a firm might face when transforming in a competitive marketplace and shows the dramatic transformation and improvement in the firm's financials. It also shows the rare success of a retail digital transformation.