If you aren't a retail brand forced to close down stores, you may well have experienced a COVID-bump this Spring.
And I get it, you worked REALLY hard to make this happen, given the awful reality of COVID. But now you have all these customers .... customers who didn't buy from you because of your carefully curated catalog or because of the magic of your personalization program. They bought from you because your merchandise solved a COVID-related problem.
Now, what are you going to do with all of those COVID-related customers?
The first thing you are going to do is block out all of the in-house noise.
Instead of focusing on the four people in your company who are not on your side, focus on the 1,004 people in your company who are on the side of the customer. There, you will find a path to the future. And the future includes managing all those COVID customers who will pay you back, with interest, in 2021 and beyond.