--- title: Letting Go Of Legacy with Cynthia Hollen description: Hear Cynthia Hollen discuss replacing legacy retail thinking and connecting online and offline shopping experiences. Listen now. image: https://www.hotwax.co/hubfs/podcast-cover-cynthia-hollen-letting-go-of-legacy.jpg --- [![HotWax Commerce](https://www.hotwax.co/hs-fs/hubfs/hotwax-logo.png?width=200&height=63&name=hotwax-logo.png)](https://www.hotwax.co/) [![HotWax Commerce](https://www.hotwax.co/hs-fs/hubfs/Common%20assets/Logos/HotWax/HWCLogoDarkMode.png?width=200&height=63&name=HWCLogoDarkMode.png)](https://www.hotwax.co/) ☰ - Product - Overview - [Order Management System](https://www.hotwax.co/product/omnichannel-order-management-system/) - [Store Inventory Management](https://www.hotwax.co/solution/store-inventory-management) - [Omnichannel Suite](https://www.hotwax.co/product/omnichannel-order-management-system-for-shopify/) - [OMS Architecture](https://www.hotwax.co/product/technology/oms-architecture) - [MCP Server](https://www.hotwax.co/product/technology/mcp-server) - [AI Powered Order Routing](https://www.hotwax.co/product/technology/ai-powered-order-routing) - [FAQs](https://www.hotwax.co/frequently-asked-questions) - [Product Updates](https://www.hotwax.co/product-updates) - [Knowledge Base](https://www.hotwax.co/hotwax-commerce-documentation) - Integrations - [Shopify](https://www.hotwax.co/shopify-order-management-integration) - [NetSuite](https://www.hotwax.co/hotwax-netsuite-integration) - [All Integrations](https://www.hotwax.co/all-integrations/) - Use Cases - By Business Benefits - [Prevent Overselling](https://www.hotwax.co/use-cases/prevent-overselling) - [Unified Inventory](https://www.hotwax.co/solution/unified-inventory/) - [Order Routing](https://www.hotwax.co/solution/configurable-order-routing) - [Ship From Store](https://www.hotwax.co/solution/ship-from-store-software) - [Buy Online Pick-Up In Store](https://www.hotwax.co/solution/buy-online-pick-up-in-store-bopis-software/) - [Pre-Orders](https://www.hotwax.co/solution/pre-orders/) - [Inventory Transfers](https://www.hotwax.co/inventory-transfers) - [Cycle Counts](https://www.hotwax.co/cycle-count) - [Return In Store](https://www.hotwax.co/solution/buy-online-return-in-store-boris-software) - [Retail Sales Audit](https://www.hotwax.co/product/omnichannel-retail-sales-audit-oresa/) - By Business Model - [Footwear](https://www.hotwax.co/industries/footwear) - [Jewelry](https://www.hotwax.co/industries/jewelry) - [Fashion & Apparel](https://www.hotwax.co/industries/apparel-and-fashion) - [Beauty](https://www.hotwax.co/industries/beauty-and-personal-care) - [Travel](https://www.hotwax.co/industries/travel-and-bags) - Resources - [Blog](https://www.hotwax.co/blog) - [Podcast](https://www.hotwax.co/podcast) - [Whitepaper](https://www.hotwax.co/whitepaper) - [Luxury Order Management](https://www.hotwax.co/order-management-system-for-luxury-brands) - [Comparing Order Management Capabilities B/W Shopify and HotWax](https://www.hotwax.co/comparing-order-management-capabilities-between-shopify-and-hotwax) - [How To Do By Online Pick-Up In Store Right](https://www.hotwax.co/how-to-do-buy-online-pick-up-in-store-right) - [Solution Briefs](https://www.hotwax.co/solution-briefs) - [Demo Videos](https://www.hotwax.co/demo-videos/) - [Sample BI Reports](https://www.hotwax.co/business-intelligence-bi-reports) - Company - [Our Story](https://www.hotwax.co/about-us/our-story/) - [Team](https://www.hotwax.co/about-us/) - [Partners](https://www.hotwax.co/become-a-partner) - [Customers](https://www.hotwax.co/customers) - [Pressroom](https://www.hotwax.co/hotwax-commerce-pressroom) - [Social Impact](https://www.hotwax.co/social-impact-hotwax-commerce) - [Events](https://www.hotwax.co/events-and-conferences) - [Security](https://www.hotwax.co/privacy-and-security) [Book a demo](https://cta-na2.hubspot.com/web-interactives/public/v1/track/click?encryptedPayload=AVxigLISXXGkcOtRysPKfjcriLyodY4rudkc50veKlKDe8q2B1%2FRWGeLxDhbY%2BkohRU8XspED5h92umpu7OkRZM1bllkBJKAFAlbNGEnCRAQX7O752HQT17G9v%2FBCweH%2FXvHlZ5%2FUC0MRPtKYCn5XoGb8TpxbLxvKbLalLOZcHeqoaHicFtr15mZOUkn2Y06IxHVsa5b0g%3D%3D&portalId=6357099) # Letting Go Of Legacy with Cynthia Hollen ![Episode date](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-List/Calander_icon.svg) February 25, 2021   ### Summary Our special guest, Cynthia Hollen, brings over 20 years of experience in retail to talk about the importance of merging online and offline shopping experiences. Why are retail leaders so unwilling to innovate? Should brick-and-mortar traditionalists be fearing their digitally native counterparts? Is mall-based shopping on its way out? - We ask these questions and more of our special guest, Cynthia Hollen, CEO of Omnitail Strategies. Cynthia has over 20 years of experience working with the world’s top retailers, brands, and wholesalers, and has launched several successful companies herself, including one of the first eCommerce consultancies. - In this podcast, she walks us through the challenges and many benefits associated with achieving “omnitailing” (a term she coined). ## Conversation Rundown **\[ 2:40-3:48 \] Why new and smart DTC brands became household names during a pandemic** When the pandemic first hit, the smart brands acted instead of stepping back. They recognized that they had an audience sitting at home and browsing online. A lot of the direct-to-consumer brands that had not been well-known at all rose to prominence. Surprisingly, the retailers with more funds and a stronger brand were the ones that froze, waiting to see what was next instead of responding immediately. In retail, waiting is never an option. **\[ 4:23-5:17 \] Retailers need to let the ideas in the innovations.** Retailers need to get off airplanes and get in-store. For some reason, retailers still think all of the innovation happens in a boardroom. The truth is that it happens when you have a chance to observe your own store operations. We all know what a good customer experience looks and feels like. We've all been on the receiving end of a terrible customer experience. It's time for executives to get off Zoom calls and experience their brand first-hand. Only then can they drive real change. **\[ 12:15-15:05 \] What are the technologies retailers are embracing** 20 years ago, we were separating catalog customers in a different database. We're still doing that by keeping online and offline departments separate.eCommerce and brick-and-mortar professionals don't communicate as they should. They sit in different rooms, on opposite ends of the building, and they generally connect on marketing initiatives. Retailers need to start thinking in terms of one PNL. The customer is the same, whether they like to touch and feel the product or they prefer to order online. **\[ 19:31-22:26 \] Bricks are not hurdles to innovation, but your legacy thinking is** Your stores are not your problem. The "bricks" in brick-and-mortar are not your problem. The problem is you still think of yourself as a legacy brand, and you still behave in a legacy way. **\[ 26:03-26:52 \] Treat your eCommerce as an integrated part of your stores.** Treat eCommerce as an integrated part of your business. Stop treating the online sphere as a separate department. You're selling to the same person through different channels. ## Meet the Experts Founded and manage Omnitail Strategies in 2001, a high-end provider of strategy, technology/eCommerce and operations consulting and contract CxO services for emerging and Fortune 500 global retailers, industrial wholesalers, and CPG brands. Expert in both brick-and-mortar and digital channel innovations to maximize profitability, efficiency, market share, and brand exposure in highly competitive global marketplaces. ## Retail Tips & Tweetables For a transformation, the pull comes from the consumers but the push has to come from the innovators. Your hurdles to being innovative are not the bricks, nor the existing technologies you have in place, but your thinking of yourself as a legacy brand instead of thinking of yourself as an innovator is. Whether you're DTC or you’re two months in business, or 200 years in business, pay attention to your customers and get out of your own way in your head to be creative. Take advantage of your legacy-ness and your power. All the things that should be your assets should not be your liabilities. B&M stores are not just the traditional walk-in, pack-a-package, swipe-a-credit-card, walk-out to a place that they used to be. They have a lot more roles to play now. ## Listen Now: [![Apple Podcasts](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-List/Podcasts%20(1).svg) Apple Podcasts](https://podcasts.apple.com/dk/podcast/letting-go-of-legacy-with-cynthia-hollen/id1546669275?i=1000510650291) [![Google Podcasts](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-List/google-podcasts%20(1).svg) Google Podcasts](https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy5idXp6c3Byb3V0LmNvbS8xNDY4NzExLnJzcw/episode/QnV6enNwcm91dC04MDI2NjI2?sa=X&ved=0CAQQkfYCahcKEwjQsJiF64LwAhUAAAAAHQAAAAAQCQ) [![Spotify](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-List/Spotify_logo.svg) Spotify](https://open.spotify.com/episode/2dimzqxStRfbS8x7DQ6g0u?si=jW4FuaWjRn2FByQ_kGSuqQ&nd=1) [![YouTube](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-List/YouTube%20(1).svg) Youtube](https://www.youtube.com/watch?v=kraU52IW3z8&list=PLtfKjEZGfU0MyOC4nAqVHKq-NR4RFzreO&index=6) ## Share This - *share* - [*share*](https://twitter.com/intent/tweet?url=https://www.hotwax.co/podcast/letting-go-of-legacy-with-cynthia-hollen) - *share* - [![Share on Email](https://static.hubspot.com/final/img/common/icons/social/email-24x24.png?width=24)](mailto:?subject=Check%20out%20https://www.hotwax.co/podcast/letting-go-of-legacy-with-cynthia-hollen) ## Recent Episodes [![Customer Centric Retailing podcast cover with Joseph Sharplin, Head of eCommerce at AS Colour, on building customer-centric experiences across B2B and D2C](https://www.hotwax.co/hs-fs/hubfs/podcast/building-customer-centric-experiences-across-b2b-d2c-with-jo/S3E3%20Joseph-Sharplin-CCR-Podcast.jpg?width=539&height=539&name=S3E3%20Joseph-Sharplin-CCR-Podcast.jpg)](https://www.hotwax.co/podcast/building-customer-centric-experiences-across-b2b-d2c-with-joseph-sharplin) [Building Customer-Centric Experiences Across B2B & D2C with Joseph Sharplin](https://www.hotwax.co/podcast/building-customer-centric-experiences-across-b2b-d2c-with-joseph-sharplin) March 10, 2026 [![Play episode](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-home/Play.png) Listen Now | 31:41](https://www.hotwax.co/podcast/building-customer-centric-experiences-across-b2b-d2c-with-joseph-sharplin) [![Customer Centric Retailing podcast cover with Mitch Dodd, President of Kintec Footwear + Orthotics, on how a custom orthotics and performance footwear brand approaches CX](https://www.hotwax.co/hs-fs/hubfs/podcast/custom-orthotics-performance-footwear-brands-approach-to-cus/S3E2%20Mitch%20Dodd.jpg?width=539&height=539&name=S3E2%20Mitch%20Dodd.jpg)](https://www.hotwax.co/podcast/custom-orthotics-performance-footwear-brands-approach-to-customer-experience) [Custom Orthotics & Performance Footwear Brand's Approach to Customer Experience](https://www.hotwax.co/podcast/custom-orthotics-performance-footwear-brands-approach-to-customer-experience) October 31, 2025 [![Play episode](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-home/Play.png) Listen Now | 31:41](https://www.hotwax.co/podcast/custom-orthotics-performance-footwear-brands-approach-to-customer-experience) [![Customer Centric Retailing podcast cover with Sid Arigapudi, VP, Head of Technology at 5.11 Tactical, on the AI playbook for retail leaders](https://www.hotwax.co/hs-fs/hubfs/podcast/the-ai-playbook-for-retail-leaders-with-sid-arigapudi-ccr-po/S3E1%20Sid%20Arigapudi.png?width=539&height=539&name=S3E1%20Sid%20Arigapudi.png)](https://www.hotwax.co/podcast/the-ai-playbook-for-retail-leaders-with-sid-arigapudi-ccr-podcast) [The AI Playbook for Retail Leaders with Sid Arigapudi](https://www.hotwax.co/podcast/the-ai-playbook-for-retail-leaders-with-sid-arigapudi-ccr-podcast) October 8, 2025 [![Play episode](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-home/Play.png) Listen Now | 31:41](https://www.hotwax.co/podcast/the-ai-playbook-for-retail-leaders-with-sid-arigapudi-ccr-podcast) [Building Customer-Centric Experiences Across B2B & D2C with Joseph Sharplin](https://www.hotwax.co/podcast/building-customer-centric-experiences-across-b2b-d2c-with-joseph-sharplin) March 10, 2026 [![Play episode](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-home/Play.png) Listen Now | 31:41](https://www.hotwax.co/podcast/building-customer-centric-experiences-across-b2b-d2c-with-joseph-sharplin) [Custom Orthotics & Performance Footwear Brand's Approach to Customer Experience](https://www.hotwax.co/podcast/custom-orthotics-performance-footwear-brands-approach-to-customer-experience) October 31, 2025 [![Play episode](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-home/Play.png) Listen Now | 31:41](https://www.hotwax.co/podcast/custom-orthotics-performance-footwear-brands-approach-to-customer-experience) [The AI Playbook for Retail Leaders with Sid Arigapudi](https://www.hotwax.co/podcast/the-ai-playbook-for-retail-leaders-with-sid-arigapudi-ccr-podcast) October 8, 2025 [![Play episode](https://www.hotwax.co/hubfs/Hotwax-2021/Podcast-home/Play.png) Listen Now | 31:41](https://www.hotwax.co/podcast/the-ai-playbook-for-retail-leaders-with-sid-arigapudi-ccr-podcast) [![HotWax Commerce](https://www.hotwax.co/hubfs/Hotwax-2021/HotWax_February2020/Images%20Icons,%20Apparel%20background,%20Hexagon/logo-hotwax-dark.svg)](https://www.hotwax.co/) ### Connect ### Headquarters 175 S Main St Suite 1310, Salt Lake City, UT 84111 - Product - [Omnichannel Order Management](https://www.hotwax.co/product/omnichannel-order-management-system/) - [FAQ](https://www.hotwax.co/frequently-asked-questions) - [Product Updates](https://www.hotwax.co/product-update) - [Documentation](https://www.hotwax.co/hotwax-commerce-documentation) - Use cases - [Buy Online Pick-Up In Store](https://www.hotwax.co/solution/buy-online-pick-up-in-store-bopis-software/) - [Configurable Order Routing](https://www.hotwax.co/solution/configurable-order-routing) - [Ship From Store](https://www.hotwax.co/solution/ship-from-store-software) - [Unified Inventory](https://www.hotwax.co/solution/unified-inventory/) - [Pre-Orders](https://www.hotwax.co/solution/pre-orders/) - [Buy Online Return In Store](https://www.hotwax.co/solution/buy-online-return-in-store-boris-software) - [Store Inventory Management](https://www.hotwax.co/solution/store-inventory-management) - Solutions - [Omnichannel OMS for Shopify](https://www.hotwax.co/product/omnichannel-order-management-system-for-shopify/) - [Omnichannel Retail Sales Audit](https://www.hotwax.co/product/omnichannel-retail-sales-audit-oresa/) © 2026 HotWax Commerce ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Sample HubSpot User", "url" : "https://www.hotwax.co/podcast/author/sample-hubspot-user" }, "dateModified" : "2026-08-21T04:21:49.642Z", "datePublished" : "2021-02-25T14:30:00.000Z", "headline" : "Letting Go Of Legacy with Cynthia Hollen", "image" : [ "https://www.hotwax.co/hubfs/podcast-cover-cynthia-hollen-letting-go-of-legacy.jpg" ], "mainEntityOfPage" : { "@id" : "https://www.hotwax.co/podcast/letting-go-of-legacy-with-cynthia-hollen", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.hotwax.co/hubfs/hotwax-logo.png" }, "name" : "HotWax Commerce" } } ```