In this video, Editor-in-Chief Joe Keenan interviews Leif Sunderland, vice president of sales and marketing at TravisMathew, a men's apparel company based in Southern California focused on making premier apparel for work and play. Sunderland discusses the recent enhancements made to the brand's direct-to-consumer e-commerce site, why it was the right time to launch these upgrades, and why TravisMathew introduced a buy online, pick up in-store (BOPIS) fulfillment option as well as a loyalty program during the relaunch.