While outlet stores offer a high degree of flexibility in their strategies, they also faced the challenge of identifying appropriate measures from a vast array of options and accelerating the improvement cycle.

However, a system relying solely on instructions from headquarters couldn't keep pace with the speed of operations on the ground, resulting in a lack of proactive, store-led strategy development.

Furthermore, there was no system in place to visualize the results of strategies using data and create a "collective intelligence" shared by headquarters and stores.