Express was a ubiquitous mall retailer, but it's now trying to become much more than that. CMO Sara Tervo gave some insight into this brand.

This week, on the Modern Retail Podcast, Tervo spoke about the Express's evolution. The apparel retailer first began in 1980, and was known as a mall mainstay. Now, Tervo has spent the last three years trying to refresh the retailer's image.

"When I joined the brand, we were needing a transformation," she said. Slowly but surely, that change has started to happen.

"What we really had to do was rebuild our approach to content, understand what was most relevant and connected across all the different platforms, rebuild our budgets and constantly iterate, learn and generate more content -- in an effort to connect and create conversation [as well as] to create a more relevant brand," Tervo said.

Much of this focus was about livening up the company's social presence, as well as figuring out the types of inventory that worked best with Express's customers. Additionally, Tervo realized the company couldn't be considered a retailer dependent on promotions.

"We needed to pull back and drive value in different ways than just discounting," she said.

So far, said Tervo, things have been going well. At its second-quarter earnings released last May, net sales increased 30% year-over-year to $450.8 million and e-commerce revenue grew 21%. Right now, said Tervo, the company is focused on growing its e-commerce revenue to over $1 billion. "We have bold goals for that channel," she said.

Beyond that, Tervo is laser-focused on figuring out customer acquisition in this wonky marketing environment. The big thing she's learned over the last few years is to be authentic -- even tapping store associates -- and to try out everything. "We're always curious about beta partnerships and different ways to test and try new ways to connect with customers," she said.

In the end, Tervo has unveiled a new Express -- one that's focused on digital and resonating with customers. Even so, Tervo doesn't think malls or in-store retail is dead. "I'm sure you've heard a lot of different people say that you can never replace an in-person experience. There's just absolute value in that," she said. "What's dying is probably bad in-store experiences or malls."