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You know, they say data is is oil, but
it's also toxic waste.
>> Data is something that sounds like it
should be simple, but it's not. And it
can have lots of interpretations for
where its value lies, who should own it,
and how it should be used. Danny
Phillips and I have got some very strong
aligned views on data in e-commerce. He
built Omnio, a platform that enables
retailers to own, control, and leverage
their customer data.
I'm a bit earlier in the journey, but
I've built Product Pelican to let
retailers own, control, and leverage
their product catalogs. It's a simple
principle. Your data is your biggest
asset. And if you don't own it, or if it
lives in multiple different places, it's
harder to know what to do with it. And
worst of all, it means you could have
have it taken away from you at any
moment, too.
Thanks to the support here as for
supporting this episode and supporting
Shopify apps all over the world. And
thanks to you for listening. We've got a
small but loyal audience, and your
likes, subscribe, shares, they're all
super valuable. And if you've enjoyed
this episode, a cheeky share on your
social feeds really wouldn't go astray.
Danny's one of the smartest guys I know
in the e-commerce world, so let's get
straight into the chat. All right,
Danny, thanks for joining the Shopify
app show from down in sunny Torquay
there. We've already um yeah, talked
about how amazing your backdrop looks
there for us.
I wish the weather was as nice as
For a winter in Melbourne.
But speaking of sunny, we're talking
about a a very shiny topic today in
yeah, data. Data is something we're both
passionate about, and I guess always
sort of more owned data is the term I'm
sort of I've I've put in my notes for
it. I don't know if that's the right
term, but yeah, want to talk about I
guess Omnio and your platform has been
big on this for a long time, and as
we've seen the rise of yeah, things like
your your social platforms that turn
into ad platforms, and yeah, different
SaaS tools, all of that sort of stuff,
your data can end up all over the over
the shop, and yeah, you with Omnio, you
essentially created that central point
for customer data. And so, yeah, I'd
love to just hear your definition of
owned data and what that means, and
yeah, why Omnio matters in that regard.
>> Yeah, I think we could sort of come up
with this early when we were inventing
um a new take on what loyalty programs
were and what it meant to be known in
store and online.
Um and even just the term being known
sort of means so many different things
to different people. What does it mean?
Am I opted in to marketing? Am I um do I
have an account? Have I created a
password for shopping online? So, all
these things, depending on who you ask,
will mean different things. Yeah, is it
our CDP? Is it our CRM? Is it our CXP?
All these different sort of acronyms
that get thrown around. Um you'll also
hear terms like first-party data and
third-party data.
Uh we think about this as the idea of a
we call it zero-party data. So, it's
basically, if you think if you don't
think about all of your customers being
one big group, but just think about one
customer. So, just Martin. Um so, Martin
is who Martin thinks he is with respect
to these brands. Um and all the data
that we save as what we call zero-party
data is all the things that Martin
wouldn't be surprised that we're saving
about his interactions with our brand.
So, does he visit our store? Now, if he
visits our store, it's only if he tracks
that he's visiting our store, if he
checks into the store, or adds some
things to his wish list wise in store or
online. Um
if I log into the website, then I'm not
surprised that the web the brand knows
who I am and that I visited their
website 2 weeks ago. So, it's all this
idea of not creepy, um but more of a
convenience and of that known customer
experience. And then our job is to say,
well, why would someone bother doing
that? So, why would the brand bother to
ask who you are
other than at the checkout? And why
would a customer choose to tell you who
I am um
other than at the checkout when I when
you might ask me, "Are you part of our
marketing database or loyalty program?"
which I think is the probably worst way
to ask that question.
So, to solve all of that, you need a
platform to store all of that
information should you ask and should
they tell you. Um and you need to come
up with all the reasons why it's worth
telling you. So, what what's in it for
me? What's in it for the staff member?
What's in it for the brands? And it's
got nothing to do with the the brands'
products and what they sell and their
merchandising and their promotions. It's
got nothing to do with that yet. We'll
get to that later, but really right now
it's just why be known. What what about
shopping with this brand is better for
me if I do it as someone who's known and
I if I do it early as soon as I I
arrive, not just when I check out.
That's how we sort of think about all of
that stuff.
>> Yeah. Yeah, and so I'm I'm going to jump
a couple of steps forward actually and
just say So, what what are the outcomes
of that? Like from a customer
perspective and a brand perspective,
what what what does Yeah, having that
I'm I'm going to call it Utopia. I know
some people are close to it as but what
do what does what are the outcomes of of
that?
>> There's sort of two lines that I I sort
of want to go back to. The one is the
what helps me shop. Like why is it
easier for me to do that? So, the
outcome would be a pick up where I left
off experience. So, anything I do today,
if I look at some products, if I maybe
add them to a cart, or if I try them on,
I go and think about uh omni-channel
brands. If I go into a store and try
some clothes on or decide what my ring
size is if I'm a jewelry retailer, like
that's in that's like in really
important information and if you're
saying we're not going to save that
unless you buy something and the only
possible way for us to know what size
you are is by looking at your purchase
history,
then I think well, that's a really big
missed opportunity. I gave you my time.
Um so,
one way to sum all this up would be what
if we could always give our customers a
receipt for their time.
>> Mhm.
>> So, if I walked out the door and this is
what new information was saved about
your shopping experience with us. And
that receipt for our for your time is
something that I'd get as a customer,
but as a brands, you can imagine just
like your transaction data in aggregate
is really valuable, your intention data,
your interaction data, all of those
things that you do, which are probably
buried deep down in sort of different
tools at the moment. If that was just on
my profile for my benefit and for your
benefit as a collective in the brands,
that's a huge amount of information.
Like the number of brands I see that try
to infer size information or intention
or all this other stuff, and you sort of
go, well, if you just ask me, I'll tell
you what my size is. I'm Any time in
this changing room, I'm doing these
things. Why don't you just save it for
me?
>> Yeah. Yeah, and like I guess like also
like you get someone's data at the
checkout, you then like you beg them for
their email address or try and do
whatever you do to get that data, and
then you send them a $10 discount code
for their next purchase, but it's
actually so much more valuable, isn't
it, to say, "Hey, next time you come in
to buy a pair of shoes, we know you're a
size 10 and 1/2, so
we'll just from now on, we're just going
to email you with shoes that are
available in size 10 and 1/2, or we'll
let you know, when we get some new shoes
in 10 and 1/2." Like it's it's actually
that simple, isn't it, really?
>> Well, it is, and I and I think also too,
and we and what sort of tripped our sort
of conversation earlier was this idea. I
mean, you mentioned the product within a
brand, so the product data and the
product information so important,
whereas I think that the customer is
equally it's the other side of the same
coin, and I think you can infer a lot
about the products that you're choosing
to merchandise and sell and put on sale
and all these other things by the
customers who buy them, but if they're
if the only thing you know about the
customers who buy them is that they
bought them and maybe their email
address, there's not much you can do
with that. Whereas if you've got a
richer profile, you can start inferring
a lot of insight onto your products,
just like you can infer a lot of insight
onto your customers based on the
products,
not just the ones they buy. And I mean,
if you're a vertically integrated brand
where I you know, the the logo on the
label's the same as on the door on the
website, and most people buy for
themselves, then you know, it's a pretty
simple thing, and some off-the-shelf
apps will get you a fair way, but if
you're the sort of brand where
a lot of people are buying for gifts for
other people,
you can't start making assumptions about
well, the size of things that I buy are
for me. So, you have Danny's buying size
one rings, that's probably not going to
fit his fat fingers, but it might fit
the the fingers of his wife. So, like
who is that and what role does she play
in your purchasing journey and how can
we help you buy for her not only this
time, but you know, when is your
anniversary? When is her birthday? How
can we help you shop? I think when you
talk about the promotions just before,
too,
everyone thinks that we need all this
data so that when we need to drive
sales, we can use that data to drive
behavior.
And sort of the way I visualize that is
people like brands are going, "Here's
all these customers out in the world
that we've we've we know them fair and
square, but they're not shopping with us
today. So, we need to
wake them up and push them put their
hands in in their back and push them
into store. Yet, there's a whole, you
know, 50, 100, 1,000 customers actually
in our store today and we don't
care We don't care about them. We don't
give them any tools to make them a
better shopper. We don't plant anything
into their into their profiles for next
time. It's like, "Oh, the job's done
there." I said, "Well, that's that's
that's where the job starts. That's the
start of the next transaction." And the
more time you spend on that cohort, you
might find
we don't need to drive I don't need to
send offers and discounts. I mean,
bribes
or loyalty mechanics or, you know, the
the discounts and the offers, that's
kind of they're the easy mechanics to
use and that's your last resort. What
are all the shopping experience
mechanics that are that make you go,
"You know what? If I have a choice to
buy
you know, t-shirts, I'm going to pick
this brand because they know me and I
don't have to go to the changing room
anymore and and they know my size and I
know what I like." That's the place I'm
going to go back to, not because it's
got the the biggest discount of the day.
>> What's the moment a Shopify app realizes
they can't keep doing support tickets
themselves?
>> When an app realizes that they need the
help, it's already a little bit too
late. And all of a sudden, you start
getting 15, 20, 30 queries a day. You
look at the inbox and it just keeps
piling up. You sit down to build and
there's just no time. That's when most
app developers realize that they're a
little bit in trouble.
>> The Support [music] Heroes,
round-the-clock support for your Shopify
apps. Visit the supportheroes.com today.
[music]
>> I'm just thinking back to like, yeah,
what the in-store experiences to to
replace, almost like you go on to a
website, you've got the newsletter
pop-up or the loyalty pop-up or whatever
it is. When you when you go on to a
website, like what's the what's the
in-store equivalent of that where you
can and yeah, how how does that look?
>> Yeah, I hate to call it in-store
subscriber pop-up because I hate those
things so much, but um yeah, the fact is
that they they do if they if they're
presented at the right time when that
value can be shown to me. Uh so, we have
a thing called profile portal, which is
a an Omneo, one of our Omneo
experiences. It's a localized QR code
for every store. When you scan that QR
code, it goes, "Hi there, what's your
email address?"
Um you pop you you know, auto-complete
email address on your own phone because
you're on your own phone. Um and if we
know you, it says, "Welcome back." And
you can pick up where you left off. And
if we don't know you, it goes, "Well,
let's get to know you. Here's the basic
information we need to get you over the
line." And yes, we can offer you
something as well, but I'd like to offer
you a set of utilities that make the
shopping experience better today. Um and
it's different to just sending people to
the website because the website's going
to try website you. It's going to try
convert you cuz that's what it's
optimized to do. And it'll probably show
you a subscriber pop-up. Um so, the
profile portal's job is to say, "Well,
what would a my account page or a
loyalty card look like if I was only
using it in store?" And and that's what
it's sort of designed to do. Um and
then, yeah, scan some products into my
own wish list. And also, we see from a
data and data privacy point of view,
which is a pretty big topic that a lot
of brands are starting to take more
seriously here Australia. Other markets
obviously take it seriously straight out
of the gate. Um
but the idea of me reading out my mobile
number and email address out loud for
you to try to type down over the counter
is probably not where we're going to end
up in the long run. So, if I can say to
you, look, scan this QR code and just
quickly put your email address in on
your phone and then it's going to pop up
on my screen and I as a staff member
don't even really need to see your
mobile number or email address. I
probably shouldn't see it. So, now one
click on your phone, now I can add this
sale to your account and we're good to
go. So, you can't Some of that flow
might not work if you do it just at the
point where they got some cash ready to
give you. So, it's really important to
go, well, let's get that QR code further
back into the store experience. Let's
put it on our sales team's badges so
that we can do it while we're on the
floor and sort of sell that reason to be
known earlier at the start of the visit.
So, there's a a lot of cultural change
um both on the shopper side and the
staff side to sort of achieve that
utopia, but we think it's worth it.
>> Yeah, absolutely. You see like I think
of Uniqlo as an example where they've
kind of got some really interesting
touch points there, don't they? Like you
go to the You go to the checkout there
and like even just like the physical
change of like they don't even scan a
barcode anymore. You put all the
products in like a sort of a bucket
thing and it it just picks up the chips
on them all and then you scan your app
and your payment's stored on there and
so the behavior's definitely changing
and yeah, there's just so much great
opportunity to try new things and and
explore more different stuff with the
way you you get that [snorts] data, but
also yeah, turn it back into something
that makes that customer experience
better.
>> I think if you were to ask a question to
yourself as a brand, it's like, well,
what I mean, we there's this default
assumption that we we cannot know who
they are until they're ready to buy
something. That's just the rules. Like
we we don't ask who they are and we
cannot know. Shop advice changing that.
Like they're really leaning into the
whole login with Shop, not just check
out with Shop. They've got bit right,
which is just amazing. But now they're
doing login with Shop. So, the whole
idea is when you're on this site, tell
us who you are. Let's Let's Ah, welcome
back, Martin. Let's Let's pick up where
you left off. And brands that are
building
pick up where you left off experiences
into their websites. So, now we know
it's Martin, let's change the website to
be a little bit more Martin specific.
Martin Let's narrow it all the way down.
I think sometimes you can go too far. We
still We don't know what you might like
to discover or if you're buying for
someone else.
But this website
was 100% brand and 0% me. So, imagine if
I logged in and it went to sort of 80%
brand, 20% me. And what would the home
page look like if it was more of a let's
pick up where you left off, Martin, home
page as opposed to this is what we need
to sell this week, Martin. I I hope you
can help us because we need to sell it.
Don't really care who you are and what
you need. This is the stuff I've got to
sell. So, I just balancing that out a
little bit would sort of radically
change how you think about the
experience. And same for stores. What
would the store experience be if we
could know who you were when you walked
in? What would that look like? What
would that script change to if we could
if we could know that?
>> Yeah. Yeah, absolutely. Like it's like
it buy it again is like the most obvious
one, isn't it? Where you don't need the
algorithm to surface the product someone
buys every 2 months on the on the home
page to you if they buy it if it's a
a serum that they purchase on a
beauty store or a t-shirt or socks that
they always just buy in the same way.
Like just surfacing that stuff and then
stuff that's similar to it is not
actually There's There's no Yeah,
there's no rocket science behind it, is
there? It's just a
>> But I think the other thing, too, we
talk a lot about recommendations and AI
about recommendations and all this great
There's you know, there's any number of
platforms really willing to take your
money if you want a recommendations
engine out there. But if I spend time in
a store, I mean, you think about it, for
most omni-channel retailers, their
online sales is 15 to 20% of all sales.
So, 80% of sales coming from the store
experience.
Conversion rate in store is 15 to 20%.
So, there's a lot of people that's more
intentional, but there's still a lot of
people just spending time in store that
aren't shopping.
>> Yeah.
>> Um
if if I said to you I that you visit one
of our stores as part of that
experience, we can very easily scan the
products that you didn't buy today, but
we that you told us you were interested
in as a human to a human this in real
life experience.
I save that to your profile as a and
then when you left the door left the
store, I as a staff member went, "You
know what? I reckon you'd also like
these things now I think about it." Um
I'm going to attach these other things
to him and send a little message. Now,
yes that could go as an email, but I
don't open my emails from brands. So, I
go back to the website shop log in the
shop and I'm back in. Welcome back,
Danny. And it's gone, "Here's a little
message from um
Martin that served you last week. Here's
some products that he also thought you
might like." So, yes here's the buy
again the shirt that I bought off Martin
2 weeks ago. Yeah. It's buy it again, no
worries in another color, but also
here's some other ideas that he
personally thought. Now,
an AI recommendation probably scales a
lot better, but they're a diamond dozen,
but to know that someone's been time
putting those three items in a little,
you know, lookbook for me or something
that I might follow up with,
I just have a feeling that that's
probably going to probably resonate with
me a little bit more and that home page
of your brand for me,
you know, as curated by Martin that
served me last week it's going to feel a
lot better. I mean, it depends on the
price point of the brand, how long
people dwell. You know, some high you
know, high volume high sort of speed
stores can probably can't get away with
that sort of level of service, but there
are plenty of brands that are now trying
to justify
premium store experiences, this is how
you do that.
>> Yeah. Yeah, absolutely. And yeah, it
gets me thinking as well like beyond the
um like
it's not that hard to present it to a
customer that does purchase regularly.
How do you um how do you then reflect
that across I guess firstly like a
customer who doesn't purchase that
regularly? Like how do you make the most
out of the data of a customer who's just
come into the store for the first time.
You want to turn them you want to move
them from the the outer rings of your
atmosphere right into the core. How do
you Yeah,
what can you do to sort of Yeah, use
that data to the best?
>> Yeah, look I think you know the the one
and done customer is like the number of
brands. I mean they often focus on the
return customer rate and they'll see
some you know customers who do return
return often that 80/20 rule, but they
just the sheer number of people that
only ever shop once is mind-boggling for
a lot of brands. Um
and it's because generally the better
their the paid advertising is they're
sort of just in the moment Instagram ad
that just I Whatever that brand is I
don't care about that product I'll have
that now and the algorithm served it up
exactly at the moment that I'm in the
market for that particular thing. Um but
I'm not a brand member and you'll
accidentally get my email address I'll
accidentally you know opt in and you'll
you'll send me a thousand emails, but
none of it's going to cut through cuz I
won't even open them.
So our our
sort of way of thinking is in store or
online once I make that first purchase
what's in the packaging? Like I think
there's an old analogy there's a
restaurant I can't remember what it's
called like it's the red napkin theory
go and look that Google it for for
restaurants where if it's your first
time here we put the red napkin down and
we're going to give you a special level
of service. That first delivery is going
to be a bit different. The way we uh put
things in a bag if it's in store it's
going to be a little bit different.
We're going to put a special offer in in
there that's a good offer a really good
offer but a short time to get you to
shop a second time.
Cuz once you get that Yeah, and I think
people talk about frequency and all this
other stuff, but I'd just be going who's
my one and dones?
How many of those are converting to a
second shop and then to a third shop?
And once you get to third shop onwards
then we're talking about loyalty program
stuff, but that one to two two to three
you should have a whole team dedicated
to to making to optimizing that
conversion funnel. It's not a conversion
funnel of a visit to a purchase. It's a
purchase to the next purchase. So, it's
a it's a longer time frame.
Um but yeah, good offers, um
you know, loyalty, bounce backs, you
know,
if you throw 50% off or, you know, some
20% off voucher to sign up in the first
place to get that first voucher, then
I'm probably not going to bite on
anything less than that for a second
purchase. So, you
a lot of people are acquiring the wrong
kind of bottom feeder discount customers
in the first place. So, yeah, you sort
of want to focus on
what what what are also going to capture
during that store experience that's not
price related. So, a size, if it's a if
it's a apparel brands, just saying you
bought something in store, is that for
you? Is that for your size?
While you're in the change room, why
don't you put on a top or some pants as
well, even though you're not going to
buy them, so that I can say that's now
on your profile ready for next time.
Yeah, you should shop with us again
because this is a better experience.
>> Yeah, absolutely. Like Amazon's a good
example there, aren't they? Like you but
make your first purchase with Amazon,
they give you Prime for free, they
express post it for free, they Yeah, I'm
sure they're not they're they're
probably not making money on the first
purchase or two that you make or
somewhere, but yeah, you're you're in
their web. And obviously their web's
much bigger than a than a single brand
retailer, but but yeah, that's it. It's
getting that that they know the things
to do to get that second purchase and
and it's and it's not what they want to
do
>> [clears throat]
>> either, is it?
>> And a lot of brands probably, rightly or
wrongly, they'll they'll really focus on
that acquisition, that first purchase.
They'll give away all their margin on
the discount that got you through the
door in the first place, so they can't
afford to give you the the better
follow-up experience cuz they've already
blown it all on the acquisition in the
first place.
Um I would rather It's a, you know, it
takes a bit of guts to do it. The brands
should be dialing all that back and
going, "I can give you $10 to join or
give you $20 on your next shop. Which
would you prefer?" So, I'd say if if
going from one to the other strategy
reduces the acquisition by half. I'm all
for that if the number of people that
return is higher. I think the the longer
even longer term I'm not talking
multi-year. I'm just talking even the
first 6 months or 12 month revenue from
that cohort would be so much more on the
margin and the profit would be so much
more
than this sort of vanity metric
acquisition based strategies that a lot
of brands are taking.
>> Yeah, absolutely. And that's it. That
like that to me that's one of the most
like it's a perfect example of just
moving the needle a little bit. You
still see $20 when you pop up on the
site and see when you place an order you
get $20 store credit or a $20 voucher.
But yeah, if it if that's something you
can use on your second order then yeah,
you're not losing the margin off those
one-off purchases. Like yeah, like you
or I probably go and shop for Mother's
Day and go to a shop that we're not
going to go to again ever or worse not
until Christmas or next Mother's Day. So
why give us a $10 discount off our first
order? Give that
>> Yeah, we we we did need that
but as part of that process let me when
I when the gift arrives or send me a
separate email that says why don't you
register your mom's birth date with us
and then next year we'll come back to
you and remind you well in advance that
we've got a great new gift for her
that's won't let you don't you
accidentally buy the same thing you
bought her last year. But
yeah, you know,
there's some really interesting sort of
help me shop mechanics. I think that's
if I was to sum it all up help me shop.
Don't help yourselves. I help me shop.
So what what mechanics can you put that
would do that?
>> Yeah, yeah, absolutely. And um we've
actually got about 15 more questions I
want to ask you actually out of this
conversation. And I said I was going to
try and keep it to about 25 minutes. So
I'm going to try and um fire off with a
couple of different topics just to get a
quick take from you. But um I'd love to
just not like the the other thing with
data is just the messiness of it. Like
it's almost and I say like you
when I used to do platform migrations
for people to Shopify, like I always
said to the clients like you your best
opportunity to have clean data is day
one because if it's not clean on day
one, it's going to be shot in 3 years
time when you get to your next
re-platform or rebuild journey. So,
yeah, how do you navigate people like
who've got all this rich data and have
yeah, third-party sources like you
you're still going to have marketing
platforms that are doing stuff for you
and your e-com platform and POS system,
whatever. Like how how do you help
people navigate that and what can they
do to actually keep their database to be
what they
want their data to be. Yeah.
>> Look, I think plugging in a lot of
little best-of-breed tools sometimes can
be it can help with achieve a strategy
but can create a lot of noise and mess
as you probably know.
And yeah, the the prevalence of
especially in Shopify ecosystem of
little apps that all create a new
customer experience is sort of great
solution to some problems but it creates
other problems.
I would like the one tip I would give is
make the customer part of the solution.
>> Mhm.
>> Like I I think we spend so much time
trying to stitch together identities and
do all this work in secret without
including the customer. So, my
>> Yeah.
>> my biggest thing is log in, who are you?
This is what we know about you, is it
right? Do you want to keep any of this?
Do you like what don't you care about?
And if you don't engage then
they say data is is oil but it's also
toxic waste. So, you got to be careful
on what you keep. So, we have some
brands that if you don't if you opted
out and you haven't bought for a few
years, just delete the whole all
account. We keep the
the depersonalized history so you got
some metrics.
But if the customer comes back and joins
again, they join fresh and that's you
know, they haven't touched the brand for
two or three years, don't keep them for
the sake of it. So,
whereas we find if I as a customer can
see all of my transaction history, yeah,
maybe for decades for some of the brands
we work with we've got 17 years of
history for some of the brands.
Then I as a customer, it's my asset.
Like that's my profile like and that's
my home address and it's not correct.
It's in my interest to keep it all
up-to-date. So make it in my interest to
look and keep my profile clean and great
all my
relatives birth dates because it's a
gifting type brand or whatever else or
my size information.
If you If it's in my interest to keep
the data clean, then I will. And then
for brands for customers that don't care
to keep their data clean, then don't
worry about cleaning their data. Don't
Don't blow a whole lot of your time and
money and effort trying to clean data
that doesn't matter anyway. So you sort
of focus on what matters cuz you know,
resources are are finite. So that's the
So you can Here's our good golden
records that we can trust and the
customers are engaged with and can see
them looking at it and they go, "Yep,
that's me."
Then that's what I'd focus on and then
don't worry too much about the sort of
long tail of scrappy data. Just let it
sort of dissolve and disappear and prune
it off quickly.
>> Yeah, data is oil but it's also toxic
waste. I've just written that down as
that's going to be the headlines of this
episode. I like that. Um
>> Yeah, it goes without saying as these
privacy laws change, I think everyone's
going to start thinking carefully about
the data they choose to keep.
>> Yeah, no, absolutely. And um and the
last topic I wanted to hit you up on was
loyalty cuz I think that's a space that
I think um has Yeah, it's become pretty
stale, I think. And people starting to
do new stuff and trying new stuff but
like I I see just like the points-based
loyalty system is kind of it it's it's
struggling and even the ones that have
been the the beacons of hope, the
Quantases and stuff and and Virgin and
airlines like they're the ones that have
had those programs that have been so
compelling for so long that people are
starting to even lose faith in those
now. So So what does Yeah, what is a
good loyalty program look like now?
>> Yeah, look, I I'd use the whole help us
sell help them shop mentality. Like is
this program all about helping us sell
or is it about helping them shop? So
just check yourself on those things
first. The The sets of mechanics are
your points, tiers, achievements,
rewards, benefits, statuses. They're all
the sort of common mechanics that we
see. I'd be really careful as a brand if
you are I call it this sort of continuum
of grudge purchases versus discretionary
or enjoyment purchases. So, if I'm a
fashion retail brand, I'm sort of down
here. If I'm everyday wear, you know,
sort of I'm probably in the middle. And
if I'm a airline or Telco, I don't want
to
buy my I have to have a phone. I need to
fly to Sydney. I don't want to.
But I have to, so that's grudge
purchase. So, a lot of the mechanics
that work really well down in grudge
purchase
don't work up here. We have a lot of
brands go, you know, the CEO loves
flying, loves being a platinum plus
member on, you know, Velocity. So, he
wants to bring all those mechanics over
to his fashion brand. It's like, well,
that doesn't They don't translate very
well. So, that's one trap I'd avoid
really quickly.
The other one is just attention span.
Like, when I go to buy um from a uh
a jewelry brands, I don't I really don't
want to join your loyalty program, no
matter how pretty and beautifully
designed it is. I really don't. I will
if I if I have to,
but I'm here to buy some jewelry for
someone I care about. Or I'm here to,
you know, put some clothes on my back
because the other stuff's looking old
and worn. So, help me do those things.
And if if as a result of that there's
some benefits that I can start
discovering over time, then I'll happily
engage with those things. So, the the
best way to to really get this short is
that there's status, access, power, and
stuff.
Right? So, most brands just focus on
stuff,
but think about status, access, and
power. And if you can combine mechanics
that give me status, give me access to
things that I normally wouldn't have
access to, so exclusive drops,
pre-ordering, all those other things.
The power, so I've earned a reward, but
I can't use it. But Martin, you're a
nice guy, so I'm going to give you my
reward that I've earned to you. So, it's
not a refer a friend. It's like, I've
earned a reward fair and square. It's as
good as money. I'm going to give it to
you. And the whole, you know, that's a
very different mechanic now. Loss
aversion bias for yourself and myself
kicks in. Yeah, it's a better way of
thinking about those incentives.
And then stuff, yes, the discount of the
points or whatever else.
That should be a last resort. They're
just there table stakes stuff to catch
some of the scraps at the edges, but the
status access and power. And then also
realize that your customers fall on a
continuum of casual, I'm just here to
buy some stuff and if I happen to
discover some mechanics, then so be it.
And you've got your fanatics and
prosumers. So prosumers and then
fanatics, the people who do enjoy
engaging with some interesting
gamification mechanics or other things.
So you still need to cater for them cuz
they're often the
the the thin edge of the wedge that
generate a lot of revenue. Um
just be realistic about how many people
will actively engage with those
mechanics. It'll generally be
you know, 5, 10, 15% of your audience,
but they might generate 50%, 60% of your
revenue. So it's worth it's worth doing
it. And the last little tip I'd give
there is just be careful of
uh just ask yourself when you whenever
you're going to like a a pet shop and
they go, "Oh, it says you've got $7
here. Would you like to redeem it?" Oh,
okay.
Did I didn't I totally forgotten about
that, but I'll use it. That's marginal.
Like if I didn't come back in to use it,
then you're really just giving it away
for no reason. It might keep me loyal in
that grudge territory end,
but just be careful of the discover at
checkout benefits because I'm already
there at that point. You should have I
should have been there to redeem. Yeah.
And then long liabilities, that's the
last one. So just be careful of those.
Points mechanics have this really nasty
liability effect that can build up. So
just talk to your accountants and just
make sure that the mechanics that you're
choosing don't
bite you in the butt when it comes to
long-term liabilities.
>> Yeah, absolutely. Yeah, that the point
on like the the giving people rewards
that they don't even know about is is so
valid cuz also it can also then lead to
like to piss that customer off too. Like
if you go into the store one time and
they say, "Oh, you've got $7 on your
account." You you then become addicted
to those discounts and the next time you
go in you don't get $7 off you're kind
of a bit annoyed and when you've you've
kind of given someone something and
ended up actually not increasing their
their satisfaction and loyalty, have
you? So, it's yeah, it's actually just
not not over engineering. That's the the
key thing.
>> of brands, again, if you're vertically
if you're vertically integrated, you've
got some choices, but if you're a a
house of brands, so like a pet food shop
or a department store, you what you find
and what you can probably smell a mile
away, maybe consumers can't, but uh so
this whole program is not about it's
becoming a retail media program as
opposed to a loyalty program. So, we're
saying so when I go to some like a pet
food store and I see I can get double
points on this but not on the one that I
buy, it's because that that particular
brand is funding that offer. So, all of
a sudden it becomes a
you know, it's more about a a set of
mechanics to sell to upstream to the
suppliers
um and sell my customers to them as
opposed to looking after my customers.
So, I think that retail media
the idea that you know what, I'm not
interested in making my customers' lives
any better, I'm interested in monetizing
my customers' attention to the people
that you know, maybe would buy retail
media space or or or you know, fund the
discounts so I don't have to fund them
myself. I think once you get really deep
in it's it's appealing and you probably
have to do it
mechanically, you probably have to, but
I just feel like if that's the guts of
your loyalty program, then yeah, it's
it's pretty soulless from a customer
experience point of view.
>> Yeah, no, absolutely and yeah, you've
got to keep it fresh, keep it engaged,
keep it yeah, simple for people to
understand and then it's also simple for
the marketing team to then keep
innovating and doing new stuff, isn't
it?
>> Yeah, well, they can they I mean, they
still have their targets to hit. So, I
get that they need tools that say if I
need to hit a sales target or if I need
to move some stock or whatever, like
they they need to have access to the
customers to pull them in to solve these
problems, but my thesis is if you just
help them shop, just like they will turn
up enough and then all of a sudden all
those big problems you're trying to fix
and those targets, maybe they'll just
look after themselves more because
you've got an army of people that will
choose you first always and choose you
sooner because you've you go and you
know what? Don't wait 3 weeks to buy it,
buy it now. Like come in now. Why wait?
There's so many brands right now, I
won't name them, but you you probably
can name them yourselves, that I think
to myself, oh, I need to get that you
know, cushion or some some tableware or
something. I go,
you know I need to wait because I know
that on usually three times a year they
go on this particular spend
I'm not going to say the name of the
campaign, but they'll go on a particular
campaign and that's when I shop cuz as a
one of their loyal customers, I would be
stupid to buy it outside of their
promotional calendar. So I need to wait.
And Black Friday's the same. I'm not
someone that would buy on sale, but
we're getting now to July, August.
Everyone stop buying and we all just
wait, right? All those big purchases, we
stop buying now and we wait. And like
what a
what a crazy thing the industry's done
to train us um
into all waiting for this particular
sale period.
>> Yeah, it's a race it's a race to the
bottom. That was going to actually be
the next thing I asked you about anyway
was the Black Friday. Like where are we
heading with that this year because it
gets earlier and earlier, longer and
longer, the discounts have to be bigger
and bigger to get customers' attention.
Like what's a I I if I was a retailer,
I'd actually be really struggling to
think of an innovative strategy for it
this year.
>> Oh, look like personally, I just
I don't want to
There's so many people throwing so much
attention at it. I just don't want to be
any part of that solution. I'll I'll
give you customers as part of our
platform that you can weaponize and beat
over the head with all your offers as
soon as you want to run them. Whatever.
That's got nothing to do with me. My job
is to make sure that all of those
customers that you're about to beat over
the head, I'm hoping that I can give
them enough reasons to want to shop with
you every single day that they're like
when I've got a problem to solve that
involves your product.
>> Yeah.
>> I will choose you and I'll choose you
now because I have a great experience.
I'll pick up where I left off. They'll
know me.
It'll I'll get some sort of incentive to
make it feel like I'm not just paying
full price. Like I I feel like I'm
getting value, but really work on the
word value, not a deal.
And give me that value and then I won't
need to worry about you know, for that
other brands, definitely not waiting for
them for Black Friday, but for you, I
need it now and having 3 months of
enjoyment of that product, I'm actually
going to really appreciate that. So I'm
just going to come and shop with you.
>> Um that's the sort of stuff that I'm So
I'm trying to build an alternative.
>> Yeah.
>> I'm never going to win. Like I can't
It's the force of gravity on Black
Friday is just too huge, but there are
some brands out Patagonia, there's some
brands out there that don't participate
in that. And you know, they're not part
of the sort of blood in the water sort
of experience, but their sales are
pretty consistent all the way through
and they and their margins are much
higher. So they just get to hold the
line and not get caught up in all of
that.
>> Yeah. Yeah, absolutely. And I think like
all the stuff we've talked about today
to me is stuff too that like you you get
a lot of first time customers around
that time of year or on one-off
customers. And you've there's 4 weeks
between Black Friday and Christmas,
which
>> Yeah.
>> there's still people have to do
Christmas shopping and I think the thing
I've seen is I think people there's a
lot of fatigue where I think people they
to try and go earlier and harder and
faster with Black Friday, I see like
across the e-commerce industry and on
the same I I kind of want to put the cue
in the rack after Black Friday and have
that
last few weeks doing long lunches before
Christmas, but that that's actually
there's a lot of opportunity in that
window to use all that customer growth
you've had over that period to to
re-engage while while there's
>> still an iron in the fire there. So
>> As long as you give yourself some room
to to use it though. I think I think
they just the brands use up all their
oxygen too, right? So they go, "I've got
nothing left. I've got no I've got no
offers to give you. I've like I gave you
literally everything. I've lost money on
the sale. How can I possibly give you a
better follow-up experience cuz I'm
already and all those returns that are
now flowing back in in in late November,
December, like man, like once that whole
quarter gets finished
like a whole lot of activity, but who
actually made some money, right? So,
what you do with those customers though
and
don't be disheartened when most of them
don't come back cuz they won't cuz
they're not your type of customer.
They're not part of your tribe. They're
just people who look for a deal in that
product that you just happen to sell
that happened to have your brand logo on
it. Um so, yeah, I I did so you just got
to
filter out all the the ones that are in
amongst that that were really good and
try to get them on the train so that
next year hopefully they won't be the
ones
that chew up that that sort of low
margin activity. You sort of want your
best customers not to be part of that.
>> Yeah. No, absolutely. And look, Danny,
I'm I'm going to wrap it up there. Like
I said, but I've got about 15 other
questions I can could ask you, but
I always when it Maybe we do. Yeah, I
think and um I I think every time we
chat like I think the thing you can take
away is that there's
have good quality data.
Understand your customers and do
practical stuff with it. Like there's
always something you can be doing and I
think putting the putting yourself in
the perspective of the customers and
creating a better experience for them
with the data. It's it's win-win for all
the metrics that people have if they're
running a business. So, yeah, everything
you've shared there I think's got to be
useful for someone and um yeah, there's
a there's a really good playbook I'll do
one of my playbook articles to come out
of this one too, I think cuz there
there's so much stuff people can take
away and use across whether it's Black
Friday or their slowest part of the year
or Mother's Day what whatever it is. So,
no, thank you so much for sharing it and
all of the sharing you do through
through what you do at Omnia. So,
um yeah, I look forward to [music]
sharing this and yeah, we'll definitely
have to do a part two soon.
>> Excellent. Oh, thanks for having me.
>> Cheers, Danny.
See you.
원문 자막 펼치기
WEBVTT Kind: captions Language: en 00:00:00.000 --> 00:00:02.070 align:start position:0% You<00:00:00.200><c> know,</c><00:00:00.440><c> they</c><00:00:00.560><c> say</c><00:00:00.760><c> data</c><00:00:01.240><c> is</c><00:00:01.520><c> is</c><00:00:01.640><c> oil,</c><00:00:01.960><c> but</c> 00:00:02.070 --> 00:00:02.080 align:start position:0% You know, they say data is is oil, but 00:00:02.080 --> 00:00:03.350 align:start position:0% You know, they say data is is oil, but it's<00:00:02.240><c> also</c><00:00:02.480><c> toxic</c><00:00:02.840><c> waste.</c> 00:00:03.350 --> 00:00:03.360 align:start position:0% it's also toxic waste. 00:00:03.360 --> 00:00:04.950 align:start position:0% it's also toxic waste. >> Data<00:00:03.680><c> is</c><00:00:03.840><c> something</c><00:00:04.200><c> that</c><00:00:04.360><c> sounds</c><00:00:04.680><c> like</c><00:00:04.840><c> it</c> 00:00:04.950 --> 00:00:04.960 align:start position:0% >> Data is something that sounds like it 00:00:04.960 --> 00:00:07.230 align:start position:0% >> Data is something that sounds like it should<00:00:05.120><c> be</c><00:00:05.240><c> simple,</c><00:00:05.840><c> but</c><00:00:05.960><c> it's</c><00:00:06.080><c> not.</c><00:00:06.960><c> And</c><00:00:07.120><c> it</c> 00:00:07.230 --> 00:00:07.240 align:start position:0% should be simple, but it's not. And it 00:00:07.240 --> 00:00:09.230 align:start position:0% should be simple, but it's not. And it can<00:00:07.360><c> have</c><00:00:07.600><c> lots</c><00:00:07.960><c> of</c><00:00:08.080><c> interpretations</c><00:00:09.120><c> for</c> 00:00:09.230 --> 00:00:09.240 align:start position:0% can have lots of interpretations for 00:00:09.240 --> 00:00:11.590 align:start position:0% can have lots of interpretations for where<00:00:09.400><c> its</c><00:00:09.560><c> value</c><00:00:09.960><c> lies,</c><00:00:10.680><c> who</c><00:00:10.880><c> should</c><00:00:11.120><c> own</c><00:00:11.320><c> it,</c> 00:00:11.590 --> 00:00:11.600 align:start position:0% where its value lies, who should own it, 00:00:11.600 --> 00:00:13.390 align:start position:0% where its value lies, who should own it, and<00:00:11.760><c> how</c><00:00:11.960><c> it</c><00:00:12.080><c> should</c><00:00:12.240><c> be</c><00:00:12.400><c> used.</c><00:00:13.120><c> Danny</c> 00:00:13.390 --> 00:00:13.400 align:start position:0% and how it should be used. Danny 00:00:13.400 --> 00:00:15.670 align:start position:0% and how it should be used. Danny Phillips<00:00:13.760><c> and</c><00:00:13.920><c> I</c><00:00:14.160><c> have</c><00:00:14.360><c> got</c><00:00:14.560><c> some</c><00:00:14.760><c> very</c><00:00:15.240><c> strong</c> 00:00:15.670 --> 00:00:15.680 align:start position:0% Phillips and I have got some very strong 00:00:15.680 --> 00:00:18.430 align:start position:0% Phillips and I have got some very strong aligned<00:00:16.160><c> views</c><00:00:16.520><c> on</c><00:00:16.680><c> data</c><00:00:17.080><c> in</c><00:00:17.280><c> e-commerce.</c><00:00:18.280><c> He</c> 00:00:18.430 --> 00:00:18.440 align:start position:0% aligned views on data in e-commerce. He 00:00:18.440 --> 00:00:20.910 align:start position:0% aligned views on data in e-commerce. He built<00:00:18.760><c> Omnio,</c><00:00:19.440><c> a</c><00:00:19.520><c> platform</c><00:00:20.280><c> that</c><00:00:20.440><c> enables</c> 00:00:20.910 --> 00:00:20.920 align:start position:0% built Omnio, a platform that enables 00:00:20.920 --> 00:00:23.470 align:start position:0% built Omnio, a platform that enables retailers<00:00:21.520><c> to</c><00:00:21.680><c> own,</c><00:00:22.200><c> control,</c><00:00:22.880><c> and</c><00:00:23.040><c> leverage</c> 00:00:23.470 --> 00:00:23.480 align:start position:0% retailers to own, control, and leverage 00:00:23.480 --> 00:00:25.030 align:start position:0% retailers to own, control, and leverage their<00:00:23.600><c> customer</c><00:00:24.040><c> data.</c> 00:00:25.030 --> 00:00:25.040 align:start position:0% their customer data. 00:00:25.040 --> 00:00:26.750 align:start position:0% their customer data. I'm<00:00:25.200><c> a</c><00:00:25.240><c> bit</c><00:00:25.480><c> earlier</c><00:00:25.840><c> in</c><00:00:25.920><c> the</c><00:00:26.040><c> journey,</c><00:00:26.600><c> but</c> 00:00:26.750 --> 00:00:26.760 align:start position:0% I'm a bit earlier in the journey, but 00:00:26.760 --> 00:00:28.430 align:start position:0% I'm a bit earlier in the journey, but I've<00:00:26.920><c> built</c><00:00:27.200><c> Product</c><00:00:27.560><c> Pelican</c><00:00:28.120><c> to</c><00:00:28.240><c> let</c> 00:00:28.430 --> 00:00:28.440 align:start position:0% I've built Product Pelican to let 00:00:28.440 --> 00:00:30.710 align:start position:0% I've built Product Pelican to let retailers<00:00:29.080><c> own,</c><00:00:29.560><c> control,</c><00:00:30.120><c> and</c><00:00:30.240><c> leverage</c> 00:00:30.710 --> 00:00:30.720 align:start position:0% retailers own, control, and leverage 00:00:30.720 --> 00:00:32.950 align:start position:0% retailers own, control, and leverage their<00:00:30.840><c> product</c><00:00:31.200><c> catalogs.</c><00:00:32.240><c> It's</c><00:00:32.439><c> a</c><00:00:32.520><c> simple</c> 00:00:32.950 --> 00:00:32.960 align:start position:0% their product catalogs. It's a simple 00:00:32.960 --> 00:00:35.390 align:start position:0% their product catalogs. It's a simple principle.<00:00:33.960><c> Your</c><00:00:34.120><c> data</c><00:00:34.680><c> is</c><00:00:34.840><c> your</c><00:00:35.000><c> biggest</c> 00:00:35.390 --> 00:00:35.400 align:start position:0% principle. Your data is your biggest 00:00:35.400 --> 00:00:37.830 align:start position:0% principle. Your data is your biggest asset.<00:00:36.160><c> And</c><00:00:36.280><c> if</c><00:00:36.400><c> you</c><00:00:36.480><c> don't</c><00:00:36.840><c> own</c><00:00:37.080><c> it,</c><00:00:37.440><c> or</c><00:00:37.600><c> if</c><00:00:37.720><c> it</c> 00:00:37.830 --> 00:00:37.840 align:start position:0% asset. And if you don't own it, or if it 00:00:37.840 --> 00:00:40.030 align:start position:0% asset. And if you don't own it, or if it lives<00:00:38.040><c> in</c><00:00:38.160><c> multiple</c><00:00:38.600><c> different</c><00:00:39.000><c> places,</c><00:00:39.840><c> it's</c> 00:00:40.030 --> 00:00:40.040 align:start position:0% lives in multiple different places, it's 00:00:40.040 --> 00:00:41.830 align:start position:0% lives in multiple different places, it's harder<00:00:40.400><c> to</c><00:00:40.520><c> know</c><00:00:40.720><c> what</c><00:00:40.880><c> to</c><00:00:41.000><c> do</c><00:00:41.160><c> with</c><00:00:41.320><c> it.</c><00:00:41.640><c> And</c> 00:00:41.830 --> 00:00:41.840 align:start position:0% harder to know what to do with it. And 00:00:41.840 --> 00:00:43.670 align:start position:0% harder to know what to do with it. And worst<00:00:42.120><c> of</c><00:00:42.240><c> all,</c><00:00:42.680><c> it</c><00:00:42.840><c> means</c><00:00:43.120><c> you</c><00:00:43.240><c> could</c><00:00:43.480><c> have</c> 00:00:43.670 --> 00:00:43.680 align:start position:0% worst of all, it means you could have 00:00:43.680 --> 00:00:45.110 align:start position:0% worst of all, it means you could have have<00:00:43.880><c> it</c><00:00:43.960><c> taken</c><00:00:44.280><c> away</c><00:00:44.520><c> from</c><00:00:44.760><c> you</c><00:00:44.880><c> at</c><00:00:44.960><c> any</c> 00:00:45.110 --> 00:00:45.120 align:start position:0% have it taken away from you at any 00:00:45.120 --> 00:00:47.150 align:start position:0% have it taken away from you at any moment,<00:00:45.560><c> too.</c> 00:00:47.150 --> 00:00:47.160 align:start position:0% moment, too. 00:00:47.160 --> 00:00:48.470 align:start position:0% moment, too. Thanks<00:00:47.440><c> to</c><00:00:47.520><c> the</c><00:00:47.640><c> support</c><00:00:48.040><c> here</c><00:00:48.200><c> as</c><00:00:48.360><c> for</c> 00:00:48.470 --> 00:00:48.480 align:start position:0% Thanks to the support here as for 00:00:48.480 --> 00:00:50.310 align:start position:0% Thanks to the support here as for supporting<00:00:49.000><c> this</c><00:00:49.160><c> episode</c><00:00:49.680><c> and</c><00:00:49.800><c> supporting</c> 00:00:50.310 --> 00:00:50.320 align:start position:0% supporting this episode and supporting 00:00:50.320 --> 00:00:52.750 align:start position:0% supporting this episode and supporting Shopify<00:00:50.840><c> apps</c><00:00:51.200><c> all</c><00:00:51.440><c> over</c><00:00:51.600><c> the</c><00:00:51.680><c> world.</c><00:00:52.640><c> And</c> 00:00:52.750 --> 00:00:52.760 align:start position:0% Shopify apps all over the world. And 00:00:52.760 --> 00:00:54.470 align:start position:0% Shopify apps all over the world. And thanks<00:00:53.000><c> to</c><00:00:53.120><c> you</c><00:00:53.360><c> for</c><00:00:53.480><c> listening.</c><00:00:54.120><c> We've</c><00:00:54.280><c> got</c><00:00:54.400><c> a</c> 00:00:54.470 --> 00:00:54.480 align:start position:0% thanks to you for listening. We've got a 00:00:54.480 --> 00:00:56.270 align:start position:0% thanks to you for listening. We've got a small<00:00:54.840><c> but</c><00:00:55.040><c> loyal</c><00:00:55.400><c> audience,</c><00:00:56.000><c> and</c><00:00:56.120><c> your</c> 00:00:56.270 --> 00:00:56.280 align:start position:0% small but loyal audience, and your 00:00:56.280 --> 00:00:58.350 align:start position:0% small but loyal audience, and your likes,<00:00:56.840><c> subscribe,</c><00:00:57.520><c> shares,</c><00:00:58.040><c> they're</c><00:00:58.240><c> all</c> 00:00:58.350 --> 00:00:58.360 align:start position:0% likes, subscribe, shares, they're all 00:00:58.360 --> 00:01:00.030 align:start position:0% likes, subscribe, shares, they're all super<00:00:58.680><c> valuable.</c><00:00:59.320><c> And</c><00:00:59.440><c> if</c><00:00:59.560><c> you've</c><00:00:59.680><c> enjoyed</c> 00:01:00.030 --> 00:01:00.040 align:start position:0% super valuable. And if you've enjoyed 00:01:00.040 --> 00:01:01.910 align:start position:0% super valuable. And if you've enjoyed this<00:01:00.240><c> episode,</c><00:01:00.920><c> a</c><00:01:01.000><c> cheeky</c><00:01:01.360><c> share</c><00:01:01.720><c> on</c><00:01:01.800><c> your</c> 00:01:01.910 --> 00:01:01.920 align:start position:0% this episode, a cheeky share on your 00:01:01.920 --> 00:01:04.590 align:start position:0% this episode, a cheeky share on your social<00:01:02.320><c> feeds</c><00:01:02.720><c> really</c><00:01:03.080><c> wouldn't</c><00:01:03.280><c> go</c><00:01:03.400><c> astray.</c> 00:01:04.590 --> 00:01:04.600 align:start position:0% social feeds really wouldn't go astray. 00:01:04.600 --> 00:01:06.190 align:start position:0% social feeds really wouldn't go astray. Danny's<00:01:04.960><c> one</c><00:01:05.080><c> of</c><00:01:05.160><c> the</c><00:01:05.239><c> smartest</c><00:01:05.720><c> guys</c><00:01:06.000><c> I</c><00:01:06.040><c> know</c> 00:01:06.190 --> 00:01:06.200 align:start position:0% Danny's one of the smartest guys I know 00:01:06.200 --> 00:01:07.670 align:start position:0% Danny's one of the smartest guys I know in<00:01:06.320><c> the</c><00:01:06.440><c> e-commerce</c><00:01:06.920><c> world,</c><00:01:07.200><c> so</c><00:01:07.280><c> let's</c><00:01:07.480><c> get</c> 00:01:07.670 --> 00:01:07.680 align:start position:0% in the e-commerce world, so let's get 00:01:07.680 --> 00:01:09.310 align:start position:0% in the e-commerce world, so let's get straight<00:01:08.040><c> into</c><00:01:08.240><c> the</c><00:01:08.360><c> chat.</c><00:01:09.040><c> All</c><00:01:09.120><c> right,</c> 00:01:09.310 --> 00:01:09.320 align:start position:0% straight into the chat. All right, 00:01:09.320 --> 00:01:12.030 align:start position:0% straight into the chat. All right, Danny,<00:01:09.600><c> thanks</c><00:01:09.920><c> for</c><00:01:10.160><c> joining</c><00:01:10.800><c> the</c><00:01:11.240><c> Shopify</c> 00:01:12.030 --> 00:01:12.040 align:start position:0% Danny, thanks for joining the Shopify 00:01:12.040 --> 00:01:14.710 align:start position:0% Danny, thanks for joining the Shopify app<00:01:12.280><c> show</c><00:01:12.640><c> from</c><00:01:13.000><c> down</c><00:01:13.280><c> in</c><00:01:13.520><c> sunny</c><00:01:14.000><c> Torquay</c> 00:01:14.710 --> 00:01:14.720 align:start position:0% app show from down in sunny Torquay 00:01:14.720 --> 00:01:16.390 align:start position:0% app show from down in sunny Torquay there.<00:01:15.080><c> We've</c><00:01:15.240><c> already</c><00:01:15.720><c> um</c><00:01:15.920><c> yeah,</c><00:01:16.080><c> talked</c> 00:01:16.390 --> 00:01:16.400 align:start position:0% there. We've already um yeah, talked 00:01:16.400 --> 00:01:18.670 align:start position:0% there. We've already um yeah, talked about<00:01:16.720><c> how</c><00:01:17.360><c> amazing</c><00:01:17.880><c> your</c><00:01:18.000><c> backdrop</c><00:01:18.440><c> looks</c> 00:01:18.670 --> 00:01:18.680 align:start position:0% about how amazing your backdrop looks 00:01:18.680 --> 00:01:20.270 align:start position:0% about how amazing your backdrop looks there<00:01:18.840><c> for</c><00:01:19.120><c> us.</c> 00:01:20.270 --> 00:01:20.280 align:start position:0% there for us. 00:01:20.280 --> 00:01:22.070 align:start position:0% there for us. I<00:01:20.360><c> wish</c><00:01:20.520><c> the</c><00:01:20.600><c> weather</c><00:01:20.840><c> was</c><00:01:21.000><c> as</c><00:01:21.080><c> nice</c><00:01:21.280><c> as</c> 00:01:22.070 --> 00:01:22.080 align:start position:0% I wish the weather was as nice as 00:01:22.080 --> 00:01:24.910 align:start position:0% I wish the weather was as nice as For<00:01:22.200><c> a</c><00:01:22.240><c> winter</c><00:01:22.600><c> in</c><00:01:22.720><c> Melbourne.</c> 00:01:24.910 --> 00:01:24.920 align:start position:0% For a winter in Melbourne. 00:01:24.920 --> 00:01:26.790 align:start position:0% For a winter in Melbourne. But<00:01:25.200><c> speaking</c><00:01:25.640><c> of</c><00:01:25.800><c> sunny,</c><00:01:26.240><c> we're</c><00:01:26.400><c> talking</c> 00:01:26.790 --> 00:01:26.800 align:start position:0% But speaking of sunny, we're talking 00:01:26.800 --> 00:01:29.550 align:start position:0% But speaking of sunny, we're talking about<00:01:27.160><c> a</c><00:01:27.440><c> a</c><00:01:27.520><c> very</c><00:01:27.920><c> shiny</c><00:01:28.360><c> topic</c><00:01:28.720><c> today</c><00:01:29.120><c> in</c> 00:01:29.550 --> 00:01:29.560 align:start position:0% about a a very shiny topic today in 00:01:29.560 --> 00:01:31.630 align:start position:0% about a a very shiny topic today in yeah,<00:01:29.760><c> data.</c><00:01:30.000><c> Data</c><00:01:30.320><c> is</c><00:01:30.480><c> something</c><00:01:30.800><c> we're</c><00:01:30.920><c> both</c> 00:01:31.630 --> 00:01:31.640 align:start position:0% yeah, data. Data is something we're both 00:01:31.640 --> 00:01:33.670 align:start position:0% yeah, data. Data is something we're both passionate<00:01:32.120><c> about,</c><00:01:32.560><c> and</c><00:01:33.040><c> I</c><00:01:33.120><c> guess</c><00:01:33.320><c> always</c> 00:01:33.670 --> 00:01:33.680 align:start position:0% passionate about, and I guess always 00:01:33.680 --> 00:01:36.150 align:start position:0% passionate about, and I guess always sort<00:01:33.920><c> of</c><00:01:34.000><c> more</c><00:01:34.360><c> owned</c><00:01:34.800><c> data</c><00:01:35.400><c> is</c><00:01:35.560><c> the</c><00:01:35.680><c> term</c><00:01:36.040><c> I'm</c> 00:01:36.150 --> 00:01:36.160 align:start position:0% sort of more owned data is the term I'm 00:01:36.160 --> 00:01:38.270 align:start position:0% sort of more owned data is the term I'm sort<00:01:36.360><c> of</c><00:01:36.600><c> I've</c><00:01:36.720><c> I've</c><00:01:37.400><c> put</c><00:01:37.520><c> in</c><00:01:37.600><c> my</c><00:01:37.720><c> notes</c><00:01:38.080><c> for</c> 00:01:38.270 --> 00:01:38.280 align:start position:0% sort of I've I've put in my notes for 00:01:38.280 --> 00:01:39.150 align:start position:0% sort of I've I've put in my notes for it.<00:01:38.360><c> I</c><00:01:38.400><c> don't</c><00:01:38.520><c> know</c><00:01:38.560><c> if</c><00:01:38.640><c> that's</c><00:01:38.880><c> the</c><00:01:38.920><c> right</c> 00:01:39.150 --> 00:01:39.160 align:start position:0% it. I don't know if that's the right 00:01:39.160 --> 00:01:41.910 align:start position:0% it. I don't know if that's the right term,<00:01:39.480><c> but</c><00:01:40.040><c> yeah,</c><00:01:40.200><c> want</c><00:01:40.360><c> to</c><00:01:40.440><c> talk</c><00:01:40.800><c> about</c><00:01:41.760><c> I</c> 00:01:41.910 --> 00:01:41.920 align:start position:0% term, but yeah, want to talk about I 00:01:41.920 --> 00:01:43.670 align:start position:0% term, but yeah, want to talk about I guess<00:01:42.160><c> Omnio</c><00:01:42.560><c> and</c><00:01:42.680><c> your</c><00:01:42.800><c> platform</c><00:01:43.320><c> has</c><00:01:43.440><c> been</c> 00:01:43.670 --> 00:01:43.680 align:start position:0% guess Omnio and your platform has been 00:01:43.680 --> 00:01:45.390 align:start position:0% guess Omnio and your platform has been big<00:01:43.880><c> on</c><00:01:44.000><c> this</c><00:01:44.200><c> for</c><00:01:44.320><c> a</c><00:01:44.360><c> long</c><00:01:44.680><c> time,</c><00:01:45.120><c> and</c><00:01:45.240><c> as</c> 00:01:45.390 --> 00:01:45.400 align:start position:0% big on this for a long time, and as 00:01:45.400 --> 00:01:48.110 align:start position:0% big on this for a long time, and as we've<00:01:45.560><c> seen</c><00:01:45.800><c> the</c><00:01:45.920><c> rise</c><00:01:46.520><c> of</c><00:01:47.280><c> yeah,</c><00:01:47.520><c> things</c><00:01:47.880><c> like</c> 00:01:48.110 --> 00:01:48.120 align:start position:0% we've seen the rise of yeah, things like 00:01:48.120 --> 00:01:50.150 align:start position:0% we've seen the rise of yeah, things like your<00:01:48.600><c> your</c><00:01:48.720><c> social</c><00:01:49.160><c> platforms</c><00:01:49.800><c> that</c><00:01:49.920><c> turn</c> 00:01:50.150 --> 00:01:50.160 align:start position:0% your your social platforms that turn 00:01:50.160 --> 00:01:53.950 align:start position:0% your your social platforms that turn into<00:01:50.400><c> ad</c><00:01:50.640><c> platforms,</c><00:01:51.880><c> and</c><00:01:52.720><c> yeah,</c><00:01:53.240><c> different</c> 00:01:53.950 --> 00:01:53.960 align:start position:0% into ad platforms, and yeah, different 00:01:53.960 --> 00:01:55.670 align:start position:0% into ad platforms, and yeah, different SaaS<00:01:54.360><c> tools,</c><00:01:54.760><c> all</c><00:01:54.920><c> of</c><00:01:54.960><c> that</c><00:01:55.160><c> sort</c><00:01:55.280><c> of</c><00:01:55.360><c> stuff,</c> 00:01:55.670 --> 00:01:55.680 align:start position:0% SaaS tools, all of that sort of stuff, 00:01:55.680 --> 00:01:57.910 align:start position:0% SaaS tools, all of that sort of stuff, your<00:01:55.800><c> data</c><00:01:56.200><c> can</c><00:01:56.360><c> end</c><00:01:56.520><c> up</c><00:01:56.720><c> all</c><00:01:57.000><c> over</c><00:01:57.240><c> the</c><00:01:57.600><c> over</c> 00:01:57.910 --> 00:01:57.920 align:start position:0% your data can end up all over the over 00:01:57.920 --> 00:02:00.750 align:start position:0% your data can end up all over the over the<00:01:58.040><c> shop,</c><00:01:58.360><c> and</c><00:01:58.920><c> yeah,</c><00:01:59.120><c> you</c><00:01:59.520><c> with</c><00:01:59.720><c> Omnio,</c><00:02:00.160><c> you</c> 00:02:00.750 --> 00:02:00.760 align:start position:0% the shop, and yeah, you with Omnio, you 00:02:00.760 --> 00:02:02.510 align:start position:0% the shop, and yeah, you with Omnio, you essentially<00:02:01.160><c> created</c><00:02:01.560><c> that</c><00:02:01.800><c> central</c><00:02:02.200><c> point</c> 00:02:02.510 --> 00:02:02.520 align:start position:0% essentially created that central point 00:02:02.520 --> 00:02:05.150 align:start position:0% essentially created that central point for<00:02:02.640><c> customer</c><00:02:03.200><c> data.</c><00:02:04.080><c> And</c><00:02:04.479><c> so,</c><00:02:04.880><c> yeah,</c><00:02:05.040><c> I'd</c> 00:02:05.150 --> 00:02:05.160 align:start position:0% for customer data. And so, yeah, I'd 00:02:05.160 --> 00:02:07.510 align:start position:0% for customer data. And so, yeah, I'd love<00:02:05.360><c> to</c><00:02:05.479><c> just</c><00:02:05.720><c> hear</c><00:02:06.000><c> your</c><00:02:06.640><c> definition</c><00:02:07.240><c> of</c> 00:02:07.510 --> 00:02:07.520 align:start position:0% love to just hear your definition of 00:02:07.520 --> 00:02:09.630 align:start position:0% love to just hear your definition of owned<00:02:07.920><c> data</c><00:02:08.280><c> and</c><00:02:08.399><c> what</c><00:02:08.600><c> that</c><00:02:08.759><c> means,</c><00:02:09.200><c> and</c> 00:02:09.630 --> 00:02:09.640 align:start position:0% owned data and what that means, and 00:02:09.640 --> 00:02:12.870 align:start position:0% owned data and what that means, and yeah,<00:02:09.840><c> why</c><00:02:10.520><c> Omnio</c><00:02:11.000><c> matters</c><00:02:11.360><c> in</c><00:02:11.480><c> that</c><00:02:11.640><c> regard.</c> 00:02:12.870 --> 00:02:12.880 align:start position:0% yeah, why Omnio matters in that regard. 00:02:12.880 --> 00:02:13.790 align:start position:0% yeah, why Omnio matters in that regard. >> Yeah,<00:02:13.040><c> I</c><00:02:13.080><c> think</c><00:02:13.240><c> we</c><00:02:13.320><c> could</c><00:02:13.440><c> sort</c><00:02:13.560><c> of</c><00:02:13.640><c> come</c><00:02:13.720><c> up</c> 00:02:13.790 --> 00:02:13.800 align:start position:0% >> Yeah, I think we could sort of come up 00:02:13.800 --> 00:02:15.750 align:start position:0% >> Yeah, I think we could sort of come up with<00:02:13.880><c> this</c><00:02:14.000><c> early</c><00:02:14.280><c> when</c><00:02:14.440><c> we</c><00:02:14.520><c> were</c><00:02:14.640><c> inventing</c> 00:02:15.750 --> 00:02:15.760 align:start position:0% with this early when we were inventing 00:02:15.760 --> 00:02:17.670 align:start position:0% with this early when we were inventing um<00:02:16.160><c> a</c><00:02:16.200><c> new</c><00:02:16.400><c> take</c><00:02:16.640><c> on</c><00:02:16.720><c> what</c><00:02:16.880><c> loyalty</c><00:02:17.200><c> programs</c> 00:02:17.670 --> 00:02:17.680 align:start position:0% um a new take on what loyalty programs 00:02:17.680 --> 00:02:19.590 align:start position:0% um a new take on what loyalty programs were<00:02:17.880><c> and</c><00:02:18.000><c> what</c><00:02:18.120><c> it</c><00:02:18.240><c> meant</c><00:02:18.600><c> to</c><00:02:18.720><c> be</c><00:02:19.120><c> known</c><00:02:19.440><c> in</c> 00:02:19.590 --> 00:02:19.600 align:start position:0% were and what it meant to be known in 00:02:19.600 --> 00:02:21.070 align:start position:0% were and what it meant to be known in store<00:02:19.920><c> and</c><00:02:20.000><c> online.</c> 00:02:21.070 --> 00:02:21.080 align:start position:0% store and online. 00:02:21.080 --> 00:02:22.830 align:start position:0% store and online. Um<00:02:21.280><c> and</c><00:02:21.400><c> even</c><00:02:21.560><c> just</c><00:02:21.720><c> the</c><00:02:21.800><c> term</c><00:02:22.080><c> being</c><00:02:22.320><c> known</c> 00:02:22.830 --> 00:02:22.840 align:start position:0% Um and even just the term being known 00:02:22.840 --> 00:02:23.870 align:start position:0% Um and even just the term being known sort<00:02:23.000><c> of</c><00:02:23.080><c> means</c><00:02:23.320><c> so</c><00:02:23.400><c> many</c><00:02:23.520><c> different</c><00:02:23.720><c> things</c> 00:02:23.870 --> 00:02:23.880 align:start position:0% sort of means so many different things 00:02:23.880 --> 00:02:25.590 align:start position:0% sort of means so many different things to<00:02:23.959><c> different</c><00:02:24.200><c> people.</c><00:02:24.480><c> What</c><00:02:24.560><c> does</c><00:02:24.680><c> it</c><00:02:24.760><c> mean?</c> 00:02:25.590 --> 00:02:25.600 align:start position:0% to different people. What does it mean? 00:02:25.600 --> 00:02:28.470 align:start position:0% to different people. What does it mean? Am<00:02:25.720><c> I</c><00:02:25.840><c> opted</c><00:02:26.200><c> in</c><00:02:26.360><c> to</c><00:02:26.480><c> marketing?</c><00:02:27.200><c> Am</c><00:02:27.560><c> I</c><00:02:28.200><c> um</c><00:02:28.320><c> do</c><00:02:28.440><c> I</c> 00:02:28.470 --> 00:02:28.480 align:start position:0% Am I opted in to marketing? Am I um do I 00:02:28.480 --> 00:02:29.670 align:start position:0% Am I opted in to marketing? Am I um do I have<00:02:28.600><c> an</c><00:02:28.720><c> account?</c><00:02:29.120><c> Have</c><00:02:29.280><c> I</c><00:02:29.320><c> created</c><00:02:29.640><c> a</c> 00:02:29.670 --> 00:02:29.680 align:start position:0% have an account? Have I created a 00:02:29.680 --> 00:02:31.590 align:start position:0% have an account? Have I created a password<00:02:30.240><c> for</c><00:02:30.360><c> shopping</c><00:02:30.640><c> online?</c><00:02:31.400><c> So,</c><00:02:31.520><c> all</c> 00:02:31.590 --> 00:02:31.600 align:start position:0% password for shopping online? So, all 00:02:31.600 --> 00:02:33.030 align:start position:0% password for shopping online? So, all these<00:02:31.840><c> things,</c><00:02:32.120><c> depending</c><00:02:32.400><c> on</c><00:02:32.480><c> who</c><00:02:32.600><c> you</c><00:02:32.720><c> ask,</c> 00:02:33.030 --> 00:02:33.040 align:start position:0% these things, depending on who you ask, 00:02:33.040 --> 00:02:34.270 align:start position:0% these things, depending on who you ask, will<00:02:33.160><c> mean</c><00:02:33.320><c> different</c><00:02:33.600><c> things.</c><00:02:33.880><c> Yeah,</c><00:02:34.000><c> is</c><00:02:34.160><c> it</c> 00:02:34.270 --> 00:02:34.280 align:start position:0% will mean different things. Yeah, is it 00:02:34.280 --> 00:02:37.590 align:start position:0% will mean different things. Yeah, is it our<00:02:34.400><c> CDP?</c><00:02:35.040><c> Is</c><00:02:35.160><c> it</c><00:02:35.280><c> our</c><00:02:35.800><c> CRM?</c><00:02:36.440><c> Is</c><00:02:36.600><c> it</c><00:02:36.840><c> our</c><00:02:36.959><c> CXP?</c> 00:02:37.590 --> 00:02:37.600 align:start position:0% our CDP? Is it our CRM? Is it our CXP? 00:02:37.600 --> 00:02:38.949 align:start position:0% our CDP? Is it our CRM? Is it our CXP? All<00:02:37.720><c> these</c><00:02:37.880><c> different</c><00:02:38.320><c> sort</c><00:02:38.480><c> of</c><00:02:38.600><c> acronyms</c> 00:02:38.949 --> 00:02:38.959 align:start position:0% All these different sort of acronyms 00:02:38.959 --> 00:02:41.190 align:start position:0% All these different sort of acronyms that<00:02:39.040><c> get</c><00:02:39.200><c> thrown</c><00:02:39.400><c> around.</c><00:02:40.400><c> Um</c><00:02:40.800><c> you'll</c><00:02:40.959><c> also</c> 00:02:41.190 --> 00:02:41.200 align:start position:0% that get thrown around. Um you'll also 00:02:41.200 --> 00:02:42.910 align:start position:0% that get thrown around. Um you'll also hear<00:02:41.360><c> terms</c><00:02:41.720><c> like</c><00:02:41.880><c> first-party</c><00:02:42.440><c> data</c><00:02:42.760><c> and</c> 00:02:42.910 --> 00:02:42.920 align:start position:0% hear terms like first-party data and 00:02:42.920 --> 00:02:44.430 align:start position:0% hear terms like first-party data and third-party<00:02:43.440><c> data.</c> 00:02:44.430 --> 00:02:44.440 align:start position:0% third-party data. 00:02:44.440 --> 00:02:47.270 align:start position:0% third-party data. Uh<00:02:44.720><c> we</c><00:02:44.920><c> think</c><00:02:45.120><c> about</c><00:02:45.320><c> this</c><00:02:45.520><c> as</c><00:02:46.080><c> the</c><00:02:46.280><c> idea</c><00:02:46.560><c> of</c><00:02:46.720><c> a</c> 00:02:47.270 --> 00:02:47.280 align:start position:0% Uh we think about this as the idea of a 00:02:47.280 --> 00:02:48.830 align:start position:0% Uh we think about this as the idea of a we<00:02:47.400><c> call</c><00:02:47.600><c> it</c><00:02:47.680><c> zero-party</c><00:02:48.200><c> data.</c><00:02:48.520><c> So,</c><00:02:48.680><c> it's</c> 00:02:48.830 --> 00:02:48.840 align:start position:0% we call it zero-party data. So, it's 00:02:48.840 --> 00:02:50.830 align:start position:0% we call it zero-party data. So, it's basically,<00:02:49.880><c> if</c><00:02:49.959><c> you</c><00:02:50.040><c> think</c><00:02:50.360><c> if</c><00:02:50.480><c> you</c><00:02:50.560><c> don't</c> 00:02:50.830 --> 00:02:50.840 align:start position:0% basically, if you think if you don't 00:02:50.840 --> 00:02:52.550 align:start position:0% basically, if you think if you don't think<00:02:51.000><c> about</c><00:02:51.400><c> all</c><00:02:51.640><c> of</c><00:02:51.680><c> your</c><00:02:51.800><c> customers</c><00:02:52.280><c> being</c> 00:02:52.550 --> 00:02:52.560 align:start position:0% think about all of your customers being 00:02:52.560 --> 00:02:53.990 align:start position:0% think about all of your customers being one<00:02:52.760><c> big</c><00:02:52.959><c> group,</c><00:02:53.280><c> but</c><00:02:53.400><c> just</c><00:02:53.520><c> think</c><00:02:53.640><c> about</c><00:02:53.840><c> one</c> 00:02:53.990 --> 00:02:54.000 align:start position:0% one big group, but just think about one 00:02:54.000 --> 00:02:57.510 align:start position:0% one big group, but just think about one customer.<00:02:54.680><c> So,</c><00:02:54.920><c> just</c><00:02:55.120><c> Martin.</c><00:02:55.760><c> Um</c><00:02:56.240><c> so,</c><00:02:56.520><c> Martin</c> 00:02:57.510 --> 00:02:57.520 align:start position:0% customer. So, just Martin. Um so, Martin 00:02:57.520 --> 00:02:59.390 align:start position:0% customer. So, just Martin. Um so, Martin is<00:02:57.840><c> who</c><00:02:58.000><c> Martin</c><00:02:58.320><c> thinks</c><00:02:58.520><c> he</c><00:02:58.680><c> is</c><00:02:58.840><c> with</c><00:02:59.080><c> respect</c> 00:02:59.390 --> 00:02:59.400 align:start position:0% is who Martin thinks he is with respect 00:02:59.400 --> 00:03:01.550 align:start position:0% is who Martin thinks he is with respect to<00:02:59.480><c> these</c><00:02:59.680><c> brands.</c><00:03:00.600><c> Um</c><00:03:00.920><c> and</c><00:03:01.080><c> all</c><00:03:01.200><c> the</c><00:03:01.280><c> data</c> 00:03:01.550 --> 00:03:01.560 align:start position:0% to these brands. Um and all the data 00:03:01.560 --> 00:03:03.750 align:start position:0% to these brands. Um and all the data that<00:03:01.680><c> we</c><00:03:01.800><c> save</c><00:03:02.680><c> as</c><00:03:02.840><c> what</c><00:03:02.959><c> we</c><00:03:03.080><c> call</c><00:03:03.239><c> zero-party</c> 00:03:03.750 --> 00:03:03.760 align:start position:0% that we save as what we call zero-party 00:03:03.760 --> 00:03:05.229 align:start position:0% that we save as what we call zero-party data<00:03:04.040><c> is</c><00:03:04.200><c> all</c><00:03:04.360><c> the</c><00:03:04.440><c> things</c><00:03:04.720><c> that</c><00:03:04.840><c> Martin</c> 00:03:05.229 --> 00:03:05.239 align:start position:0% data is all the things that Martin 00:03:05.239 --> 00:03:07.229 align:start position:0% data is all the things that Martin wouldn't<00:03:05.440><c> be</c><00:03:05.560><c> surprised</c><00:03:06.560><c> that</c><00:03:06.720><c> we're</c><00:03:06.840><c> saving</c> 00:03:07.229 --> 00:03:07.239 align:start position:0% wouldn't be surprised that we're saving 00:03:07.239 --> 00:03:09.470 align:start position:0% wouldn't be surprised that we're saving about<00:03:07.840><c> his</c><00:03:08.080><c> interactions</c><00:03:08.640><c> with</c><00:03:08.800><c> our</c><00:03:08.920><c> brand.</c> 00:03:09.470 --> 00:03:09.480 align:start position:0% about his interactions with our brand. 00:03:09.480 --> 00:03:11.670 align:start position:0% about his interactions with our brand. So,<00:03:09.760><c> does</c><00:03:09.959><c> he</c><00:03:10.040><c> visit</c><00:03:10.320><c> our</c><00:03:10.440><c> store?</c><00:03:11.400><c> Now,</c><00:03:11.480><c> if</c><00:03:11.560><c> he</c> 00:03:11.670 --> 00:03:11.680 align:start position:0% So, does he visit our store? Now, if he 00:03:11.680 --> 00:03:13.470 align:start position:0% So, does he visit our store? Now, if he visits<00:03:11.959><c> our</c><00:03:12.080><c> store,</c><00:03:12.400><c> it's</c><00:03:12.560><c> only</c><00:03:12.800><c> if</c><00:03:12.920><c> he</c><00:03:13.080><c> tracks</c> 00:03:13.470 --> 00:03:13.480 align:start position:0% visits our store, it's only if he tracks 00:03:13.480 --> 00:03:14.509 align:start position:0% visits our store, it's only if he tracks that<00:03:13.560><c> he's</c><00:03:13.680><c> visiting</c><00:03:14.000><c> our</c><00:03:14.080><c> store,</c><00:03:14.320><c> if</c><00:03:14.440><c> he</c> 00:03:14.509 --> 00:03:14.519 align:start position:0% that he's visiting our store, if he 00:03:14.519 --> 00:03:16.190 align:start position:0% that he's visiting our store, if he checks<00:03:14.800><c> into</c><00:03:15.000><c> the</c><00:03:15.080><c> store,</c><00:03:15.560><c> or</c><00:03:15.880><c> adds</c><00:03:16.080><c> some</c> 00:03:16.190 --> 00:03:16.200 align:start position:0% checks into the store, or adds some 00:03:16.200 --> 00:03:18.350 align:start position:0% checks into the store, or adds some things<00:03:16.440><c> to</c><00:03:16.519><c> his</c><00:03:16.840><c> wish</c><00:03:17.000><c> list</c><00:03:17.239><c> wise</c><00:03:17.560><c> in</c><00:03:17.680><c> store</c><00:03:18.160><c> or</c> 00:03:18.350 --> 00:03:18.360 align:start position:0% things to his wish list wise in store or 00:03:18.360 --> 00:03:20.470 align:start position:0% things to his wish list wise in store or online.<00:03:19.400><c> Um</c> 00:03:20.470 --> 00:03:20.480 align:start position:0% online. Um 00:03:20.480 --> 00:03:22.990 align:start position:0% online. Um if<00:03:20.920><c> I</c><00:03:21.120><c> log</c><00:03:21.440><c> into</c><00:03:21.640><c> the</c><00:03:21.720><c> website,</c><00:03:22.400><c> then</c><00:03:22.720><c> I'm</c><00:03:22.840><c> not</c> 00:03:22.990 --> 00:03:23.000 align:start position:0% if I log into the website, then I'm not 00:03:23.000 --> 00:03:24.990 align:start position:0% if I log into the website, then I'm not surprised<00:03:23.480><c> that</c><00:03:23.600><c> the</c><00:03:23.720><c> web</c><00:03:23.920><c> the</c><00:03:24.000><c> brand</c><00:03:24.320><c> knows</c> 00:03:24.990 --> 00:03:25.000 align:start position:0% surprised that the web the brand knows 00:03:25.000 --> 00:03:26.350 align:start position:0% surprised that the web the brand knows who<00:03:25.239><c> I</c><00:03:25.360><c> am</c><00:03:25.600><c> and</c><00:03:25.720><c> that</c><00:03:25.840><c> I</c><00:03:25.880><c> visited</c><00:03:26.239><c> their</c> 00:03:26.350 --> 00:03:26.360 align:start position:0% who I am and that I visited their 00:03:26.360 --> 00:03:28.070 align:start position:0% who I am and that I visited their website<00:03:26.840><c> 2</c><00:03:26.959><c> weeks</c><00:03:27.160><c> ago.</c><00:03:27.480><c> So,</c><00:03:27.640><c> it's</c><00:03:27.760><c> all</c><00:03:27.880><c> this</c> 00:03:28.070 --> 00:03:28.080 align:start position:0% website 2 weeks ago. So, it's all this 00:03:28.080 --> 00:03:30.990 align:start position:0% website 2 weeks ago. So, it's all this idea<00:03:28.480><c> of</c><00:03:29.239><c> not</c><00:03:29.440><c> creepy,</c><00:03:30.400><c> um</c><00:03:30.600><c> but</c><00:03:30.720><c> more</c><00:03:30.880><c> of</c><00:03:30.959><c> a</c> 00:03:30.990 --> 00:03:31.000 align:start position:0% idea of not creepy, um but more of a 00:03:31.000 --> 00:03:33.509 align:start position:0% idea of not creepy, um but more of a convenience<00:03:31.600><c> and</c><00:03:32.040><c> of</c><00:03:32.320><c> that</c><00:03:32.640><c> known</c><00:03:33.080><c> customer</c> 00:03:33.509 --> 00:03:33.519 align:start position:0% convenience and of that known customer 00:03:33.519 --> 00:03:35.229 align:start position:0% convenience and of that known customer experience.<00:03:34.040><c> And</c><00:03:34.120><c> then</c><00:03:34.280><c> our</c><00:03:34.440><c> job</c><00:03:34.760><c> is</c><00:03:34.920><c> to</c><00:03:35.040><c> say,</c> 00:03:35.229 --> 00:03:35.239 align:start position:0% experience. And then our job is to say, 00:03:35.239 --> 00:03:37.630 align:start position:0% experience. And then our job is to say, well,<00:03:36.000><c> why</c><00:03:36.400><c> would</c><00:03:36.680><c> someone</c><00:03:37.080><c> bother</c><00:03:37.320><c> doing</c> 00:03:37.630 --> 00:03:37.640 align:start position:0% well, why would someone bother doing 00:03:37.640 --> 00:03:39.190 align:start position:0% well, why would someone bother doing that?<00:03:37.880><c> So,</c><00:03:38.000><c> why</c><00:03:38.120><c> would</c><00:03:38.280><c> the</c><00:03:38.360><c> brand</c><00:03:38.800><c> bother</c><00:03:39.080><c> to</c> 00:03:39.190 --> 00:03:39.200 align:start position:0% that? So, why would the brand bother to 00:03:39.200 --> 00:03:40.670 align:start position:0% that? So, why would the brand bother to ask<00:03:39.480><c> who</c><00:03:39.600><c> you</c><00:03:39.800><c> are</c> 00:03:40.670 --> 00:03:40.680 align:start position:0% ask who you are 00:03:40.680 --> 00:03:42.310 align:start position:0% ask who you are other<00:03:40.920><c> than</c><00:03:41.080><c> at</c><00:03:41.200><c> the</c><00:03:41.239><c> checkout?</c><00:03:41.920><c> And</c><00:03:42.160><c> why</c> 00:03:42.310 --> 00:03:42.320 align:start position:0% other than at the checkout? And why 00:03:42.320 --> 00:03:43.910 align:start position:0% other than at the checkout? And why would<00:03:42.480><c> a</c><00:03:42.519><c> customer</c><00:03:42.959><c> choose</c><00:03:43.239><c> to</c><00:03:43.360><c> tell</c><00:03:43.600><c> you</c><00:03:43.720><c> who</c> 00:03:43.910 --> 00:03:43.920 align:start position:0% would a customer choose to tell you who 00:03:43.920 --> 00:03:45.550 align:start position:0% would a customer choose to tell you who I<00:03:44.040><c> am</c><00:03:44.840><c> um</c> 00:03:45.550 --> 00:03:45.560 align:start position:0% I am um 00:03:45.560 --> 00:03:47.550 align:start position:0% I am um other<00:03:45.800><c> than</c><00:03:46.239><c> at</c><00:03:46.360><c> the</c><00:03:46.480><c> checkout</c><00:03:47.120><c> when</c><00:03:47.320><c> I</c><00:03:47.360><c> when</c> 00:03:47.550 --> 00:03:47.560 align:start position:0% other than at the checkout when I when 00:03:47.560 --> 00:03:48.910 align:start position:0% other than at the checkout when I when you<00:03:47.640><c> might</c><00:03:47.880><c> ask</c><00:03:48.080><c> me,</c><00:03:48.239><c> "Are</c><00:03:48.360><c> you</c><00:03:48.440><c> part</c><00:03:48.640><c> of</c><00:03:48.760><c> our</c> 00:03:48.910 --> 00:03:48.920 align:start position:0% you might ask me, "Are you part of our 00:03:48.920 --> 00:03:50.870 align:start position:0% you might ask me, "Are you part of our marketing<00:03:49.400><c> database</c><00:03:49.959><c> or</c><00:03:50.080><c> loyalty</c><00:03:50.480><c> program?"</c> 00:03:50.870 --> 00:03:50.880 align:start position:0% marketing database or loyalty program?" 00:03:50.880 --> 00:03:52.590 align:start position:0% marketing database or loyalty program?" which<00:03:51.040><c> I</c><00:03:51.120><c> think</c><00:03:51.280><c> is</c><00:03:51.400><c> the</c><00:03:51.519><c> probably</c><00:03:52.160><c> worst</c><00:03:52.480><c> way</c> 00:03:52.590 --> 00:03:52.600 align:start position:0% which I think is the probably worst way 00:03:52.600 --> 00:03:54.150 align:start position:0% which I think is the probably worst way to<00:03:52.720><c> ask</c><00:03:52.920><c> that</c><00:03:53.080><c> question.</c> 00:03:54.150 --> 00:03:54.160 align:start position:0% to ask that question. 00:03:54.160 --> 00:03:55.590 align:start position:0% to ask that question. So,<00:03:54.400><c> to</c><00:03:54.520><c> solve</c><00:03:54.800><c> all</c><00:03:54.920><c> of</c><00:03:55.000><c> that,</c><00:03:55.240><c> you</c><00:03:55.320><c> need</c><00:03:55.560><c> a</c> 00:03:55.590 --> 00:03:55.600 align:start position:0% So, to solve all of that, you need a 00:03:55.600 --> 00:03:57.070 align:start position:0% So, to solve all of that, you need a platform<00:03:56.000><c> to</c><00:03:56.120><c> store</c><00:03:56.760><c> all</c><00:03:56.880><c> of</c><00:03:56.960><c> that</c> 00:03:57.070 --> 00:03:57.080 align:start position:0% platform to store all of that 00:03:57.080 --> 00:03:58.550 align:start position:0% platform to store all of that information<00:03:57.600><c> should</c><00:03:57.840><c> you</c><00:03:58.000><c> ask</c><00:03:58.320><c> and</c><00:03:58.400><c> should</c> 00:03:58.550 --> 00:03:58.560 align:start position:0% information should you ask and should 00:03:58.560 --> 00:04:00.510 align:start position:0% information should you ask and should they<00:03:58.680><c> tell</c><00:03:58.920><c> you.</c><00:03:59.680><c> Um</c><00:04:00.040><c> and</c><00:04:00.160><c> you</c><00:04:00.240><c> need</c><00:04:00.400><c> to</c><00:04:00.440><c> come</c> 00:04:00.510 --> 00:04:00.520 align:start position:0% they tell you. Um and you need to come 00:04:00.520 --> 00:04:02.710 align:start position:0% they tell you. Um and you need to come up<00:04:00.600><c> with</c><00:04:00.680><c> all</c><00:04:00.760><c> the</c><00:04:00.880><c> reasons</c><00:04:01.320><c> why</c><00:04:01.520><c> it's</c><00:04:01.720><c> worth</c> 00:04:02.710 --> 00:04:02.720 align:start position:0% up with all the reasons why it's worth 00:04:02.720 --> 00:04:04.470 align:start position:0% up with all the reasons why it's worth telling<00:04:02.960><c> you.</c><00:04:03.320><c> So,</c><00:04:03.760><c> what</c><00:04:04.000><c> what's</c><00:04:04.160><c> in</c><00:04:04.280><c> it</c><00:04:04.360><c> for</c> 00:04:04.470 --> 00:04:04.480 align:start position:0% telling you. So, what what's in it for 00:04:04.480 --> 00:04:05.790 align:start position:0% telling you. So, what what's in it for me?<00:04:04.680><c> What's</c><00:04:04.920><c> in</c><00:04:05.000><c> it</c><00:04:05.040><c> for</c><00:04:05.160><c> the</c><00:04:05.240><c> staff</c><00:04:05.560><c> member?</c> 00:04:05.790 --> 00:04:05.800 align:start position:0% me? What's in it for the staff member? 00:04:05.800 --> 00:04:07.630 align:start position:0% me? What's in it for the staff member? What's<00:04:06.000><c> in</c><00:04:06.080><c> it</c><00:04:06.160><c> for</c><00:04:06.280><c> the</c><00:04:06.360><c> brands?</c><00:04:07.480><c> And</c><00:04:07.560><c> it's</c> 00:04:07.630 --> 00:04:07.640 align:start position:0% What's in it for the brands? And it's 00:04:07.640 --> 00:04:09.790 align:start position:0% What's in it for the brands? And it's got<00:04:07.760><c> nothing</c><00:04:08.000><c> to</c><00:04:08.080><c> do</c><00:04:08.160><c> with</c><00:04:08.360><c> the</c><00:04:08.800><c> the</c><00:04:08.920><c> brands'</c> 00:04:09.790 --> 00:04:09.800 align:start position:0% got nothing to do with the the brands' 00:04:09.800 --> 00:04:11.550 align:start position:0% got nothing to do with the the brands' products<00:04:10.400><c> and</c><00:04:10.480><c> what</c><00:04:10.600><c> they</c><00:04:10.760><c> sell</c><00:04:11.280><c> and</c><00:04:11.440><c> their</c> 00:04:11.550 --> 00:04:11.560 align:start position:0% products and what they sell and their 00:04:11.560 --> 00:04:13.070 align:start position:0% products and what they sell and their merchandising<00:04:12.240><c> and</c><00:04:12.320><c> their</c><00:04:12.400><c> promotions.</c><00:04:12.959><c> It's</c> 00:04:13.070 --> 00:04:13.080 align:start position:0% merchandising and their promotions. It's 00:04:13.080 --> 00:04:14.390 align:start position:0% merchandising and their promotions. It's got<00:04:13.160><c> nothing</c><00:04:13.360><c> to</c><00:04:13.440><c> do</c><00:04:13.560><c> with</c><00:04:13.680><c> that</c><00:04:13.920><c> yet.</c><00:04:14.240><c> We'll</c> 00:04:14.390 --> 00:04:14.400 align:start position:0% got nothing to do with that yet. We'll 00:04:14.400 --> 00:04:16.830 align:start position:0% got nothing to do with that yet. We'll get<00:04:14.600><c> to</c><00:04:14.680><c> that</c><00:04:15.040><c> later,</c><00:04:15.400><c> but</c><00:04:16.160><c> really</c><00:04:16.400><c> right</c><00:04:16.640><c> now</c> 00:04:16.830 --> 00:04:16.840 align:start position:0% get to that later, but really right now 00:04:16.840 --> 00:04:18.910 align:start position:0% get to that later, but really right now it's<00:04:17.040><c> just</c><00:04:17.320><c> why</c><00:04:17.560><c> be</c><00:04:17.760><c> known.</c><00:04:18.160><c> What</c><00:04:18.560><c> what</c><00:04:18.680><c> about</c> 00:04:18.910 --> 00:04:18.920 align:start position:0% it's just why be known. What what about 00:04:18.920 --> 00:04:21.470 align:start position:0% it's just why be known. What what about shopping<00:04:19.280><c> with</c><00:04:19.400><c> this</c><00:04:19.640><c> brand</c><00:04:20.200><c> is</c><00:04:21.040><c> better</c><00:04:21.320><c> for</c> 00:04:21.470 --> 00:04:21.480 align:start position:0% shopping with this brand is better for 00:04:21.480 --> 00:04:24.110 align:start position:0% shopping with this brand is better for me<00:04:22.280><c> if</c><00:04:22.520><c> I</c><00:04:22.600><c> do</c><00:04:22.800><c> it</c><00:04:22.919><c> as</c><00:04:23.080><c> someone</c><00:04:23.400><c> who's</c><00:04:23.600><c> known</c><00:04:24.000><c> and</c> 00:04:24.110 --> 00:04:24.120 align:start position:0% me if I do it as someone who's known and 00:04:24.120 --> 00:04:25.990 align:start position:0% me if I do it as someone who's known and I<00:04:24.280><c> if</c><00:04:24.480><c> I</c><00:04:24.560><c> do</c><00:04:24.680><c> it</c><00:04:24.840><c> early</c><00:04:25.240><c> as</c><00:04:25.360><c> soon</c><00:04:25.560><c> as</c><00:04:25.680><c> I</c><00:04:25.880><c> I</c> 00:04:25.990 --> 00:04:26.000 align:start position:0% I if I do it early as soon as I I 00:04:26.000 --> 00:04:27.830 align:start position:0% I if I do it early as soon as I I arrive,<00:04:26.640><c> not</c><00:04:26.880><c> just</c><00:04:27.160><c> when</c><00:04:27.320><c> I</c><00:04:27.360><c> check</c><00:04:27.680><c> out.</c> 00:04:27.830 --> 00:04:27.840 align:start position:0% arrive, not just when I check out. 00:04:27.840 --> 00:04:29.030 align:start position:0% arrive, not just when I check out. That's<00:04:28.040><c> how</c><00:04:28.160><c> we</c><00:04:28.240><c> sort</c><00:04:28.400><c> of</c><00:04:28.480><c> think</c><00:04:28.640><c> about</c><00:04:28.880><c> all</c><00:04:28.960><c> of</c> 00:04:29.030 --> 00:04:29.040 align:start position:0% That's how we sort of think about all of 00:04:29.040 --> 00:04:30.190 align:start position:0% That's how we sort of think about all of that<00:04:29.160><c> stuff.</c> 00:04:30.190 --> 00:04:30.200 align:start position:0% that stuff. 00:04:30.200 --> 00:04:31.950 align:start position:0% that stuff. >> Yeah.<00:04:30.400><c> Yeah,</c><00:04:30.600><c> and</c><00:04:30.760><c> so</c><00:04:31.120><c> I'm</c><00:04:31.440><c> I'm</c><00:04:31.520><c> going</c><00:04:31.640><c> to</c><00:04:31.720><c> jump</c> 00:04:31.950 --> 00:04:31.960 align:start position:0% >> Yeah. Yeah, and so I'm I'm going to jump 00:04:31.960 --> 00:04:33.510 align:start position:0% >> Yeah. Yeah, and so I'm I'm going to jump a<00:04:32.000><c> couple</c><00:04:32.280><c> of</c><00:04:32.400><c> steps</c><00:04:32.680><c> forward</c><00:04:33.040><c> actually</c><00:04:33.320><c> and</c> 00:04:33.510 --> 00:04:33.520 align:start position:0% a couple of steps forward actually and 00:04:33.520 --> 00:04:35.630 align:start position:0% a couple of steps forward actually and just<00:04:33.760><c> say</c><00:04:34.080><c> So,</c><00:04:34.280><c> what</c><00:04:34.640><c> what</c><00:04:34.800><c> are</c><00:04:34.880><c> the</c><00:04:35.080><c> outcomes</c> 00:04:35.630 --> 00:04:35.640 align:start position:0% just say So, what what are the outcomes 00:04:35.640 --> 00:04:36.950 align:start position:0% just say So, what what are the outcomes of<00:04:35.720><c> that?</c><00:04:35.960><c> Like</c><00:04:36.160><c> from</c><00:04:36.360><c> a</c><00:04:36.400><c> customer</c> 00:04:36.950 --> 00:04:36.960 align:start position:0% of that? Like from a customer 00:04:36.960 --> 00:04:38.630 align:start position:0% of that? Like from a customer perspective<00:04:37.520><c> and</c><00:04:37.640><c> a</c><00:04:37.680><c> brand</c><00:04:38.000><c> perspective,</c> 00:04:38.630 --> 00:04:38.640 align:start position:0% perspective and a brand perspective, 00:04:38.640 --> 00:04:41.470 align:start position:0% perspective and a brand perspective, what<00:04:39.200><c> what</c><00:04:39.480><c> what</c><00:04:39.720><c> does</c><00:04:40.320><c> Yeah,</c><00:04:40.560><c> having</c><00:04:40.840><c> that</c> 00:04:41.470 --> 00:04:41.480 align:start position:0% what what what does Yeah, having that 00:04:41.480 --> 00:04:42.909 align:start position:0% what what what does Yeah, having that I'm<00:04:41.680><c> I'm</c><00:04:41.760><c> going</c><00:04:41.880><c> to</c><00:04:41.960><c> call</c><00:04:42.160><c> it</c><00:04:42.240><c> Utopia.</c><00:04:42.640><c> I</c><00:04:42.680><c> know</c> 00:04:42.909 --> 00:04:42.919 align:start position:0% I'm I'm going to call it Utopia. I know 00:04:42.919 --> 00:04:44.630 align:start position:0% I'm I'm going to call it Utopia. I know some<00:04:43.120><c> people</c><00:04:43.360><c> are</c><00:04:43.440><c> close</c><00:04:43.720><c> to</c><00:04:43.919><c> it</c><00:04:44.000><c> as</c><00:04:44.280><c> but</c><00:04:44.440><c> what</c> 00:04:44.630 --> 00:04:44.640 align:start position:0% some people are close to it as but what 00:04:44.640 --> 00:04:46.950 align:start position:0% some people are close to it as but what do<00:04:44.760><c> what</c><00:04:45.000><c> does</c><00:04:45.360><c> what</c><00:04:45.520><c> are</c><00:04:45.560><c> the</c><00:04:45.720><c> outcomes</c><00:04:46.320><c> of</c><00:04:46.600><c> of</c> 00:04:46.950 --> 00:04:46.960 align:start position:0% do what does what are the outcomes of of 00:04:46.960 --> 00:04:48.150 align:start position:0% do what does what are the outcomes of of that? 00:04:48.150 --> 00:04:48.160 align:start position:0% that? 00:04:48.160 --> 00:04:49.670 align:start position:0% that? >> There's<00:04:48.280><c> sort</c><00:04:48.440><c> of</c><00:04:48.520><c> two</c><00:04:48.680><c> lines</c><00:04:48.919><c> that</c><00:04:49.040><c> I</c><00:04:49.320><c> I</c><00:04:49.480><c> sort</c> 00:04:49.670 --> 00:04:49.680 align:start position:0% >> There's sort of two lines that I I sort 00:04:49.680 --> 00:04:51.670 align:start position:0% >> There's sort of two lines that I I sort of<00:04:49.760><c> want</c><00:04:49.919><c> to</c><00:04:50.080><c> go</c><00:04:50.120><c> back</c><00:04:50.360><c> to.</c><00:04:50.600><c> The</c><00:04:50.680><c> one</c><00:04:50.880><c> is</c><00:04:51.080><c> the</c> 00:04:51.670 --> 00:04:51.680 align:start position:0% of want to go back to. The one is the 00:04:51.680 --> 00:04:54.630 align:start position:0% of want to go back to. The one is the what<00:04:51.880><c> helps</c><00:04:52.120><c> me</c><00:04:52.240><c> shop.</c><00:04:53.080><c> Like</c><00:04:53.440><c> why</c><00:04:54.320><c> is</c><00:04:54.480><c> it</c> 00:04:54.630 --> 00:04:54.640 align:start position:0% what helps me shop. Like why is it 00:04:54.640 --> 00:04:55.750 align:start position:0% what helps me shop. Like why is it easier<00:04:55.000><c> for</c><00:04:55.080><c> me</c><00:04:55.200><c> to</c><00:04:55.280><c> do</c><00:04:55.400><c> that?</c><00:04:55.560><c> So,</c><00:04:55.640><c> the</c> 00:04:55.750 --> 00:04:55.760 align:start position:0% easier for me to do that? So, the 00:04:55.760 --> 00:04:57.830 align:start position:0% easier for me to do that? So, the outcome<00:04:56.000><c> would</c><00:04:56.160><c> be</c><00:04:56.840><c> a</c><00:04:56.919><c> pick</c><00:04:57.200><c> up</c><00:04:57.320><c> where</c><00:04:57.520><c> I</c><00:04:57.560><c> left</c> 00:04:57.830 --> 00:04:57.840 align:start position:0% outcome would be a pick up where I left 00:04:57.840 --> 00:05:00.630 align:start position:0% outcome would be a pick up where I left off<00:04:58.000><c> experience.</c><00:04:59.080><c> So,</c><00:04:59.280><c> anything</c><00:04:59.720><c> I</c><00:04:59.800><c> do</c><00:05:00.000><c> today,</c> 00:05:00.630 --> 00:05:00.640 align:start position:0% off experience. So, anything I do today, 00:05:00.640 --> 00:05:03.230 align:start position:0% off experience. So, anything I do today, if<00:05:00.919><c> I</c><00:05:01.520><c> look</c><00:05:01.760><c> at</c><00:05:01.840><c> some</c><00:05:02.000><c> products,</c><00:05:02.480><c> if</c><00:05:02.600><c> I</c><00:05:02.680><c> maybe</c> 00:05:03.230 --> 00:05:03.240 align:start position:0% if I look at some products, if I maybe 00:05:03.240 --> 00:05:05.670 align:start position:0% if I look at some products, if I maybe add<00:05:03.400><c> them</c><00:05:03.520><c> to</c><00:05:03.680><c> a</c><00:05:03.720><c> cart,</c><00:05:04.160><c> or</c><00:05:04.240><c> if</c><00:05:04.360><c> I</c><00:05:04.400><c> try</c><00:05:04.760><c> them</c><00:05:04.919><c> on,</c> 00:05:05.670 --> 00:05:05.680 align:start position:0% add them to a cart, or if I try them on, 00:05:05.680 --> 00:05:07.750 align:start position:0% add them to a cart, or if I try them on, I<00:05:05.720><c> go</c><00:05:05.880><c> and</c><00:05:06.080><c> think</c><00:05:06.240><c> about</c><00:05:07.040><c> uh</c><00:05:07.280><c> omni-channel</c> 00:05:07.750 --> 00:05:07.760 align:start position:0% I go and think about uh omni-channel 00:05:07.760 --> 00:05:09.190 align:start position:0% I go and think about uh omni-channel brands.<00:05:08.000><c> If</c><00:05:08.080><c> I</c><00:05:08.120><c> go</c><00:05:08.320><c> into</c><00:05:08.520><c> a</c><00:05:08.560><c> store</c><00:05:08.880><c> and</c><00:05:08.960><c> try</c> 00:05:09.190 --> 00:05:09.200 align:start position:0% brands. If I go into a store and try 00:05:09.200 --> 00:05:11.390 align:start position:0% brands. If I go into a store and try some<00:05:09.360><c> clothes</c><00:05:09.760><c> on</c><00:05:09.960><c> or</c><00:05:10.080><c> decide</c><00:05:10.960><c> what</c><00:05:11.040><c> my</c><00:05:11.160><c> ring</c> 00:05:11.390 --> 00:05:11.400 align:start position:0% some clothes on or decide what my ring 00:05:11.400 --> 00:05:13.550 align:start position:0% some clothes on or decide what my ring size<00:05:11.720><c> is</c><00:05:11.880><c> if</c><00:05:12.000><c> I'm</c><00:05:12.080><c> a</c><00:05:12.160><c> jewelry</c><00:05:12.440><c> retailer,</c><00:05:13.480><c> like</c> 00:05:13.550 --> 00:05:13.560 align:start position:0% size is if I'm a jewelry retailer, like 00:05:13.560 --> 00:05:15.350 align:start position:0% size is if I'm a jewelry retailer, like that's<00:05:14.120><c> in</c><00:05:14.440><c> that's</c><00:05:14.680><c> like</c><00:05:14.880><c> in</c><00:05:15.080><c> really</c> 00:05:15.350 --> 00:05:15.360 align:start position:0% that's in that's like in really 00:05:15.360 --> 00:05:16.710 align:start position:0% that's in that's like in really important<00:05:15.800><c> information</c><00:05:16.360><c> and</c><00:05:16.480><c> if</c><00:05:16.560><c> you're</c> 00:05:16.710 --> 00:05:16.720 align:start position:0% important information and if you're 00:05:16.720 --> 00:05:18.150 align:start position:0% important information and if you're saying<00:05:17.280><c> we're</c><00:05:17.400><c> not</c><00:05:17.520><c> going</c><00:05:17.640><c> to</c><00:05:17.720><c> save</c><00:05:18.000><c> that</c> 00:05:18.150 --> 00:05:18.160 align:start position:0% saying we're not going to save that 00:05:18.160 --> 00:05:19.590 align:start position:0% saying we're not going to save that unless<00:05:18.440><c> you</c><00:05:18.560><c> buy</c><00:05:18.800><c> something</c><00:05:19.200><c> and</c><00:05:19.320><c> the</c><00:05:19.400><c> only</c> 00:05:19.590 --> 00:05:19.600 align:start position:0% unless you buy something and the only 00:05:19.600 --> 00:05:21.390 align:start position:0% unless you buy something and the only possible<00:05:20.040><c> way</c><00:05:20.280><c> for</c><00:05:20.440><c> us</c><00:05:20.560><c> to</c><00:05:20.680><c> know</c><00:05:20.840><c> what</c><00:05:21.080><c> size</c> 00:05:21.390 --> 00:05:21.400 align:start position:0% possible way for us to know what size 00:05:21.400 --> 00:05:23.270 align:start position:0% possible way for us to know what size you<00:05:21.560><c> are</c><00:05:22.280><c> is</c><00:05:22.360><c> by</c><00:05:22.480><c> looking</c><00:05:22.720><c> at</c><00:05:22.800><c> your</c><00:05:22.880><c> purchase</c> 00:05:23.270 --> 00:05:23.280 align:start position:0% you are is by looking at your purchase 00:05:23.280 --> 00:05:24.390 align:start position:0% you are is by looking at your purchase history, 00:05:24.390 --> 00:05:24.400 align:start position:0% history, 00:05:24.400 --> 00:05:25.510 align:start position:0% history, then<00:05:24.520><c> I</c><00:05:24.560><c> think</c><00:05:24.800><c> well,</c><00:05:24.880><c> that's</c><00:05:25.080><c> a</c><00:05:25.120><c> really</c><00:05:25.400><c> big</c> 00:05:25.510 --> 00:05:25.520 align:start position:0% then I think well, that's a really big 00:05:25.520 --> 00:05:27.909 align:start position:0% then I think well, that's a really big missed<00:05:25.720><c> opportunity.</c><00:05:26.240><c> I</c><00:05:26.320><c> gave</c><00:05:26.600><c> you</c><00:05:26.680><c> my</c><00:05:26.840><c> time.</c> 00:05:27.909 --> 00:05:27.919 align:start position:0% missed opportunity. I gave you my time. 00:05:27.919 --> 00:05:29.190 align:start position:0% missed opportunity. I gave you my time. Um<00:05:28.160><c> so,</c> 00:05:29.190 --> 00:05:29.200 align:start position:0% Um so, 00:05:29.200 --> 00:05:30.750 align:start position:0% Um so, one<00:05:29.400><c> way</c><00:05:29.520><c> to</c><00:05:29.640><c> sum</c><00:05:29.800><c> all</c><00:05:29.919><c> this</c><00:05:30.120><c> up</c><00:05:30.240><c> would</c><00:05:30.400><c> be</c><00:05:30.560><c> what</c> 00:05:30.750 --> 00:05:30.760 align:start position:0% one way to sum all this up would be what 00:05:30.760 --> 00:05:32.510 align:start position:0% one way to sum all this up would be what if<00:05:30.919><c> we</c><00:05:31.040><c> could</c><00:05:31.200><c> always</c><00:05:31.560><c> give</c><00:05:31.800><c> our</c><00:05:32.000><c> customers</c><00:05:32.480><c> a</c> 00:05:32.510 --> 00:05:32.520 align:start position:0% if we could always give our customers a 00:05:32.520 --> 00:05:34.270 align:start position:0% if we could always give our customers a receipt<00:05:32.960><c> for</c><00:05:33.120><c> their</c><00:05:33.280><c> time.</c> 00:05:34.270 --> 00:05:34.280 align:start position:0% receipt for their time. 00:05:34.280 --> 00:05:34.470 align:start position:0% receipt for their time. >> Mhm. 00:05:34.470 --> 00:05:34.480 align:start position:0% >> Mhm. 00:05:34.480 --> 00:05:36.550 align:start position:0% >> Mhm. >> So,<00:05:35.040><c> if</c><00:05:35.200><c> I</c><00:05:35.280><c> walked</c><00:05:35.600><c> out</c><00:05:35.760><c> the</c><00:05:35.840><c> door</c><00:05:36.120><c> and</c><00:05:36.240><c> this</c><00:05:36.400><c> is</c> 00:05:36.550 --> 00:05:36.560 align:start position:0% >> So, if I walked out the door and this is 00:05:36.560 --> 00:05:39.430 align:start position:0% >> So, if I walked out the door and this is what<00:05:37.000><c> new</c><00:05:37.200><c> information</c><00:05:38.440><c> was</c><00:05:38.680><c> saved</c><00:05:39.120><c> about</c> 00:05:39.430 --> 00:05:39.440 align:start position:0% what new information was saved about 00:05:39.440 --> 00:05:41.510 align:start position:0% what new information was saved about your<00:05:39.640><c> shopping</c><00:05:40.000><c> experience</c><00:05:40.520><c> with</c><00:05:40.720><c> us.</c><00:05:41.440><c> And</c> 00:05:41.510 --> 00:05:41.520 align:start position:0% your shopping experience with us. And 00:05:41.520 --> 00:05:43.230 align:start position:0% your shopping experience with us. And that<00:05:41.680><c> receipt</c><00:05:42.040><c> for</c><00:05:42.200><c> our</c><00:05:42.400><c> for</c><00:05:42.560><c> your</c><00:05:42.760><c> time</c><00:05:43.160><c> is</c> 00:05:43.230 --> 00:05:43.240 align:start position:0% that receipt for our for your time is 00:05:43.240 --> 00:05:44.550 align:start position:0% that receipt for our for your time is something<00:05:43.480><c> that</c><00:05:43.640><c> I'd</c><00:05:43.800><c> get</c><00:05:43.960><c> as</c><00:05:44.080><c> a</c><00:05:44.120><c> customer,</c> 00:05:44.550 --> 00:05:44.560 align:start position:0% something that I'd get as a customer, 00:05:44.560 --> 00:05:46.870 align:start position:0% something that I'd get as a customer, but<00:05:44.760><c> as</c><00:05:44.919><c> a</c><00:05:44.960><c> brands,</c><00:05:46.000><c> you</c><00:05:46.120><c> can</c><00:05:46.280><c> imagine</c><00:05:46.680><c> just</c> 00:05:46.870 --> 00:05:46.880 align:start position:0% but as a brands, you can imagine just 00:05:46.880 --> 00:05:48.630 align:start position:0% but as a brands, you can imagine just like<00:05:47.040><c> your</c><00:05:47.240><c> transaction</c><00:05:47.840><c> data</c><00:05:48.160><c> in</c><00:05:48.240><c> aggregate</c> 00:05:48.630 --> 00:05:48.640 align:start position:0% like your transaction data in aggregate 00:05:48.640 --> 00:05:51.910 align:start position:0% like your transaction data in aggregate is<00:05:48.800><c> really</c><00:05:49.040><c> valuable,</c><00:05:50.120><c> your</c><00:05:51.120><c> intention</c><00:05:51.640><c> data,</c> 00:05:51.910 --> 00:05:51.920 align:start position:0% is really valuable, your intention data, 00:05:51.920 --> 00:05:53.550 align:start position:0% is really valuable, your intention data, your<00:05:52.080><c> interaction</c><00:05:52.680><c> data,</c><00:05:53.040><c> all</c><00:05:53.240><c> of</c><00:05:53.320><c> those</c> 00:05:53.550 --> 00:05:53.560 align:start position:0% your interaction data, all of those 00:05:53.560 --> 00:05:55.030 align:start position:0% your interaction data, all of those things<00:05:53.840><c> that</c><00:05:53.960><c> you</c><00:05:54.080><c> do,</c><00:05:54.600><c> which</c><00:05:54.720><c> are</c><00:05:54.800><c> probably</c> 00:05:55.030 --> 00:05:55.040 align:start position:0% things that you do, which are probably 00:05:55.040 --> 00:05:56.790 align:start position:0% things that you do, which are probably buried<00:05:55.440><c> deep</c><00:05:55.720><c> down</c><00:05:55.960><c> in</c><00:05:56.280><c> sort</c><00:05:56.440><c> of</c><00:05:56.520><c> different</c> 00:05:56.790 --> 00:05:56.800 align:start position:0% buried deep down in sort of different 00:05:56.800 --> 00:05:59.110 align:start position:0% buried deep down in sort of different tools<00:05:57.160><c> at</c><00:05:57.280><c> the</c><00:05:57.360><c> moment.</c><00:05:58.280><c> If</c><00:05:58.400><c> that</c><00:05:58.560><c> was</c><00:05:58.720><c> just</c><00:05:58.960><c> on</c> 00:05:59.110 --> 00:05:59.120 align:start position:0% tools at the moment. If that was just on 00:05:59.120 --> 00:06:01.110 align:start position:0% tools at the moment. If that was just on my<00:05:59.280><c> profile</c><00:05:59.720><c> for</c><00:05:59.840><c> my</c><00:06:00.080><c> benefit</c><00:06:00.560><c> and</c><00:06:00.760><c> for</c><00:06:00.880><c> your</c> 00:06:01.110 --> 00:06:01.120 align:start position:0% my profile for my benefit and for your 00:06:01.120 --> 00:06:02.990 align:start position:0% my profile for my benefit and for your benefit<00:06:01.720><c> as</c><00:06:01.920><c> a</c><00:06:01.960><c> collective</c><00:06:02.400><c> in</c><00:06:02.520><c> the</c><00:06:02.600><c> brands,</c> 00:06:02.990 --> 00:06:03.000 align:start position:0% benefit as a collective in the brands, 00:06:03.000 --> 00:06:05.030 align:start position:0% benefit as a collective in the brands, that's<00:06:03.720><c> a</c><00:06:03.800><c> huge</c><00:06:04.200><c> amount</c><00:06:04.440><c> of</c><00:06:04.520><c> information.</c> 00:06:05.030 --> 00:06:05.040 align:start position:0% that's a huge amount of information. 00:06:05.040 --> 00:06:06.590 align:start position:0% that's a huge amount of information. Like<00:06:05.200><c> the</c><00:06:05.280><c> number</c><00:06:05.480><c> of</c><00:06:05.560><c> brands</c><00:06:05.880><c> I</c><00:06:05.960><c> see</c><00:06:06.160><c> that</c><00:06:06.360><c> try</c> 00:06:06.590 --> 00:06:06.600 align:start position:0% Like the number of brands I see that try 00:06:06.600 --> 00:06:09.910 align:start position:0% Like the number of brands I see that try to<00:06:06.800><c> infer</c><00:06:08.000><c> size</c><00:06:08.360><c> information</c><00:06:09.040><c> or</c><00:06:09.200><c> intention</c> 00:06:09.910 --> 00:06:09.920 align:start position:0% to infer size information or intention 00:06:09.920 --> 00:06:11.950 align:start position:0% to infer size information or intention or<00:06:10.040><c> all</c><00:06:10.120><c> this</c><00:06:10.280><c> other</c><00:06:10.440><c> stuff,</c><00:06:11.400><c> and</c><00:06:11.640><c> you</c><00:06:11.720><c> sort</c><00:06:11.880><c> of</c> 00:06:11.950 --> 00:06:11.960 align:start position:0% or all this other stuff, and you sort of 00:06:11.960 --> 00:06:13.510 align:start position:0% or all this other stuff, and you sort of go,<00:06:12.080><c> well,</c><00:06:12.440><c> if</c><00:06:12.600><c> you</c><00:06:12.640><c> just</c><00:06:12.840><c> ask</c><00:06:13.080><c> me,</c><00:06:13.160><c> I'll</c><00:06:13.280><c> tell</c> 00:06:13.510 --> 00:06:13.520 align:start position:0% go, well, if you just ask me, I'll tell 00:06:13.520 --> 00:06:15.470 align:start position:0% go, well, if you just ask me, I'll tell you<00:06:13.760><c> what</c><00:06:13.960><c> my</c><00:06:14.120><c> size</c><00:06:14.440><c> is.</c><00:06:14.600><c> I'm</c><00:06:15.000><c> Any</c><00:06:15.200><c> time</c><00:06:15.400><c> in</c> 00:06:15.470 --> 00:06:15.480 align:start position:0% you what my size is. I'm Any time in 00:06:15.480 --> 00:06:16.550 align:start position:0% you what my size is. I'm Any time in this<00:06:15.600><c> changing</c><00:06:15.960><c> room,</c><00:06:16.080><c> I'm</c><00:06:16.160><c> doing</c><00:06:16.360><c> these</c> 00:06:16.550 --> 00:06:16.560 align:start position:0% this changing room, I'm doing these 00:06:16.560 --> 00:06:18.030 align:start position:0% this changing room, I'm doing these things.<00:06:16.880><c> Why</c><00:06:17.040><c> don't</c><00:06:17.240><c> you</c><00:06:17.360><c> just</c><00:06:17.520><c> save</c><00:06:17.760><c> it</c><00:06:17.880><c> for</c> 00:06:18.030 --> 00:06:18.040 align:start position:0% things. Why don't you just save it for 00:06:18.040 --> 00:06:18.790 align:start position:0% things. Why don't you just save it for me? 00:06:18.790 --> 00:06:18.800 align:start position:0% me? 00:06:18.800 --> 00:06:20.670 align:start position:0% me? >> Yeah.<00:06:19.280><c> Yeah,</c><00:06:19.440><c> and</c><00:06:19.640><c> like</c><00:06:19.840><c> I</c><00:06:19.919><c> guess</c><00:06:20.160><c> like</c><00:06:20.400><c> also</c> 00:06:20.670 --> 00:06:20.680 align:start position:0% >> Yeah. Yeah, and like I guess like also 00:06:20.680 --> 00:06:22.230 align:start position:0% >> Yeah. Yeah, and like I guess like also like<00:06:20.919><c> you</c><00:06:21.120><c> get</c><00:06:21.360><c> someone's</c><00:06:21.680><c> data</c><00:06:22.080><c> at</c><00:06:22.160><c> the</c> 00:06:22.230 --> 00:06:22.240 align:start position:0% like you get someone's data at the 00:06:22.240 --> 00:06:24.590 align:start position:0% like you get someone's data at the checkout,<00:06:22.840><c> you</c><00:06:23.040><c> then</c><00:06:23.320><c> like</c><00:06:23.560><c> you</c><00:06:24.120><c> beg</c><00:06:24.360><c> them</c><00:06:24.480><c> for</c> 00:06:24.590 --> 00:06:24.600 align:start position:0% checkout, you then like you beg them for 00:06:24.600 --> 00:06:26.550 align:start position:0% checkout, you then like you beg them for their<00:06:24.840><c> email</c><00:06:25.120><c> address</c><00:06:25.560><c> or</c><00:06:25.840><c> try</c><00:06:26.200><c> and</c><00:06:26.440><c> do</c> 00:06:26.550 --> 00:06:26.560 align:start position:0% their email address or try and do 00:06:26.560 --> 00:06:28.030 align:start position:0% their email address or try and do whatever<00:06:26.800><c> you</c><00:06:26.880><c> do</c><00:06:27.040><c> to</c><00:06:27.160><c> get</c><00:06:27.320><c> that</c><00:06:27.520><c> data,</c><00:06:27.919><c> and</c> 00:06:28.030 --> 00:06:28.040 align:start position:0% whatever you do to get that data, and 00:06:28.040 --> 00:06:30.470 align:start position:0% whatever you do to get that data, and then<00:06:28.280><c> you</c><00:06:28.600><c> send</c><00:06:28.880><c> them</c><00:06:29.000><c> a</c><00:06:29.040><c> $10</c><00:06:29.560><c> discount</c><00:06:30.160><c> code</c> 00:06:30.470 --> 00:06:30.480 align:start position:0% then you send them a $10 discount code 00:06:30.480 --> 00:06:32.150 align:start position:0% then you send them a $10 discount code for<00:06:30.600><c> their</c><00:06:30.720><c> next</c><00:06:31.000><c> purchase,</c><00:06:31.560><c> but</c><00:06:32.000><c> it's</c> 00:06:32.150 --> 00:06:32.160 align:start position:0% for their next purchase, but it's 00:06:32.160 --> 00:06:33.950 align:start position:0% for their next purchase, but it's actually<00:06:32.520><c> so</c><00:06:32.800><c> much</c><00:06:33.080><c> more</c><00:06:33.280><c> valuable,</c><00:06:33.760><c> isn't</c> 00:06:33.950 --> 00:06:33.960 align:start position:0% actually so much more valuable, isn't 00:06:33.960 --> 00:06:35.990 align:start position:0% actually so much more valuable, isn't it,<00:06:34.040><c> to</c><00:06:34.080><c> say,</c><00:06:34.320><c> "Hey,</c><00:06:35.040><c> next</c><00:06:35.320><c> time</c><00:06:35.560><c> you</c><00:06:35.680><c> come</c><00:06:35.919><c> in</c> 00:06:35.990 --> 00:06:36.000 align:start position:0% it, to say, "Hey, next time you come in 00:06:36.000 --> 00:06:37.470 align:start position:0% it, to say, "Hey, next time you come in to<00:06:36.080><c> buy</c><00:06:36.320><c> a</c><00:06:36.360><c> pair</c><00:06:36.600><c> of</c><00:06:36.680><c> shoes,</c><00:06:36.960><c> we</c><00:06:37.080><c> know</c><00:06:37.280><c> you're</c><00:06:37.440><c> a</c> 00:06:37.470 --> 00:06:37.480 align:start position:0% to buy a pair of shoes, we know you're a 00:06:37.480 --> 00:06:39.550 align:start position:0% to buy a pair of shoes, we know you're a size<00:06:37.840><c> 10</c><00:06:38.080><c> and</c><00:06:38.160><c> 1/2,</c><00:06:38.680><c> so</c> 00:06:39.550 --> 00:06:39.560 align:start position:0% size 10 and 1/2, so 00:06:39.560 --> 00:06:41.510 align:start position:0% size 10 and 1/2, so we'll<00:06:39.840><c> just</c><00:06:40.480><c> from</c><00:06:40.680><c> now</c><00:06:40.919><c> on,</c><00:06:41.080><c> we're</c><00:06:41.240><c> just</c><00:06:41.400><c> going</c> 00:06:41.510 --> 00:06:41.520 align:start position:0% we'll just from now on, we're just going 00:06:41.520 --> 00:06:42.790 align:start position:0% we'll just from now on, we're just going to<00:06:41.680><c> email</c><00:06:42.000><c> you</c><00:06:42.080><c> with</c><00:06:42.240><c> shoes</c><00:06:42.560><c> that</c><00:06:42.680><c> are</c> 00:06:42.790 --> 00:06:42.800 align:start position:0% to email you with shoes that are 00:06:42.800 --> 00:06:44.750 align:start position:0% to email you with shoes that are available<00:06:43.280><c> in</c><00:06:43.400><c> size</c><00:06:43.760><c> 10</c><00:06:43.919><c> and</c><00:06:44.040><c> 1/2,</c><00:06:44.480><c> or</c><00:06:44.600><c> we'll</c> 00:06:44.750 --> 00:06:44.760 align:start position:0% available in size 10 and 1/2, or we'll 00:06:44.760 --> 00:06:47.550 align:start position:0% available in size 10 and 1/2, or we'll let<00:06:45.080><c> you</c><00:06:45.080><c> know,</c><00:06:45.320><c> when</c><00:06:45.880><c> we</c><00:06:46.000><c> get</c><00:06:46.200><c> some</c><00:06:46.360><c> new</c><00:06:47.160><c> shoes</c> 00:06:47.550 --> 00:06:47.560 align:start position:0% let you know, when we get some new shoes 00:06:47.560 --> 00:06:49.790 align:start position:0% let you know, when we get some new shoes in<00:06:47.720><c> 10</c><00:06:47.919><c> and</c><00:06:48.040><c> 1/2."</c><00:06:48.520><c> Like</c><00:06:48.680><c> it's</c><00:06:48.840><c> it's</c><00:06:49.000><c> actually</c> 00:06:49.790 --> 00:06:49.800 align:start position:0% in 10 and 1/2." Like it's it's actually 00:06:49.800 --> 00:06:51.510 align:start position:0% in 10 and 1/2." Like it's it's actually that<00:06:50.080><c> simple,</c><00:06:50.560><c> isn't</c><00:06:50.800><c> it,</c><00:06:50.960><c> really?</c> 00:06:51.510 --> 00:06:51.520 align:start position:0% that simple, isn't it, really? 00:06:51.520 --> 00:06:53.510 align:start position:0% that simple, isn't it, really? >> Well,<00:06:52.080><c> it</c><00:06:52.200><c> is,</c><00:06:52.360><c> and</c><00:06:52.480><c> I</c><00:06:52.520><c> and</c><00:06:52.640><c> I</c><00:06:52.680><c> think</c><00:06:52.840><c> also</c><00:06:53.080><c> too,</c> 00:06:53.510 --> 00:06:53.520 align:start position:0% >> Well, it is, and I and I think also too, 00:06:53.520 --> 00:06:55.190 align:start position:0% >> Well, it is, and I and I think also too, and<00:06:53.640><c> we</c><00:06:53.880><c> and</c><00:06:54.120><c> what</c><00:06:54.280><c> sort</c><00:06:54.440><c> of</c><00:06:54.520><c> tripped</c><00:06:54.880><c> our</c><00:06:55.040><c> sort</c> 00:06:55.190 --> 00:06:55.200 align:start position:0% and we and what sort of tripped our sort 00:06:55.200 --> 00:06:56.909 align:start position:0% and we and what sort of tripped our sort of<00:06:55.240><c> conversation</c><00:06:55.840><c> earlier</c><00:06:56.080><c> was</c><00:06:56.200><c> this</c><00:06:56.400><c> idea.</c><00:06:56.880><c> I</c> 00:06:56.909 --> 00:06:56.919 align:start position:0% of conversation earlier was this idea. I 00:06:56.919 --> 00:06:58.750 align:start position:0% of conversation earlier was this idea. I mean,<00:06:57.080><c> you</c><00:06:57.160><c> mentioned</c><00:06:57.480><c> the</c><00:06:57.560><c> product</c><00:06:58.440><c> within</c><00:06:58.680><c> a</c> 00:06:58.750 --> 00:06:58.760 align:start position:0% mean, you mentioned the product within a 00:06:58.760 --> 00:07:00.150 align:start position:0% mean, you mentioned the product within a brand,<00:06:59.160><c> so</c><00:06:59.280><c> the</c><00:06:59.400><c> product</c><00:06:59.760><c> data</c><00:07:00.040><c> and</c><00:07:00.120><c> the</c> 00:07:00.150 --> 00:07:00.160 align:start position:0% brand, so the product data and the 00:07:00.160 --> 00:07:01.550 align:start position:0% brand, so the product data and the product<00:07:00.400><c> information</c><00:07:00.880><c> so</c><00:07:01.040><c> important,</c> 00:07:01.550 --> 00:07:01.560 align:start position:0% product information so important, 00:07:01.560 --> 00:07:03.190 align:start position:0% product information so important, whereas<00:07:01.760><c> I</c><00:07:01.840><c> think</c><00:07:02.120><c> that</c><00:07:02.320><c> the</c><00:07:02.400><c> customer</c><00:07:02.840><c> is</c> 00:07:03.190 --> 00:07:03.200 align:start position:0% whereas I think that the customer is 00:07:03.200 --> 00:07:04.790 align:start position:0% whereas I think that the customer is equally<00:07:03.640><c> it's</c><00:07:03.720><c> the</c><00:07:03.840><c> other</c><00:07:04.000><c> side</c><00:07:04.320><c> of</c><00:07:04.400><c> the</c><00:07:04.480><c> same</c> 00:07:04.790 --> 00:07:04.800 align:start position:0% equally it's the other side of the same 00:07:04.800 --> 00:07:06.790 align:start position:0% equally it's the other side of the same coin,<00:07:05.160><c> and</c><00:07:05.240><c> I</c><00:07:05.320><c> think</c><00:07:05.480><c> you</c><00:07:05.560><c> can</c><00:07:05.680><c> infer</c><00:07:06.280><c> a</c><00:07:06.400><c> lot</c> 00:07:06.790 --> 00:07:06.800 align:start position:0% coin, and I think you can infer a lot 00:07:06.800 --> 00:07:09.270 align:start position:0% coin, and I think you can infer a lot about<00:07:07.680><c> the</c><00:07:07.840><c> products</c><00:07:08.320><c> that</c><00:07:08.440><c> you're</c><00:07:08.960><c> choosing</c> 00:07:09.270 --> 00:07:09.280 align:start position:0% about the products that you're choosing 00:07:09.280 --> 00:07:11.270 align:start position:0% about the products that you're choosing to<00:07:09.400><c> merchandise</c><00:07:10.000><c> and</c><00:07:10.120><c> sell</c><00:07:10.440><c> and</c><00:07:10.600><c> put</c><00:07:10.760><c> on</c><00:07:10.880><c> sale</c> 00:07:11.270 --> 00:07:11.280 align:start position:0% to merchandise and sell and put on sale 00:07:11.280 --> 00:07:12.270 align:start position:0% to merchandise and sell and put on sale and<00:07:11.360><c> all</c><00:07:11.400><c> these</c><00:07:11.520><c> other</c><00:07:11.680><c> things</c><00:07:11.960><c> by</c><00:07:12.160><c> the</c> 00:07:12.270 --> 00:07:12.280 align:start position:0% and all these other things by the 00:07:12.280 --> 00:07:14.390 align:start position:0% and all these other things by the customers<00:07:12.800><c> who</c><00:07:12.919><c> buy</c><00:07:13.160><c> them,</c><00:07:13.360><c> but</c><00:07:13.480><c> if</c><00:07:13.600><c> they're</c> 00:07:14.390 --> 00:07:14.400 align:start position:0% customers who buy them, but if they're 00:07:14.400 --> 00:07:15.550 align:start position:0% customers who buy them, but if they're if<00:07:14.600><c> the</c><00:07:14.720><c> only</c><00:07:14.840><c> thing</c><00:07:15.000><c> you</c><00:07:15.120><c> know</c><00:07:15.280><c> about</c><00:07:15.480><c> the</c> 00:07:15.550 --> 00:07:15.560 align:start position:0% if the only thing you know about the 00:07:15.560 --> 00:07:17.030 align:start position:0% if the only thing you know about the customers<00:07:15.960><c> who</c><00:07:16.040><c> buy</c><00:07:16.240><c> them</c><00:07:16.600><c> is</c><00:07:16.760><c> that</c><00:07:16.880><c> they</c> 00:07:17.030 --> 00:07:17.040 align:start position:0% customers who buy them is that they 00:07:17.040 --> 00:07:18.750 align:start position:0% customers who buy them is that they bought<00:07:17.280><c> them</c><00:07:18.040><c> and</c><00:07:18.160><c> maybe</c><00:07:18.360><c> their</c><00:07:18.520><c> email</c> 00:07:18.750 --> 00:07:18.760 align:start position:0% bought them and maybe their email 00:07:18.760 --> 00:07:19.670 align:start position:0% bought them and maybe their email address,<00:07:19.000><c> there's</c><00:07:19.120><c> not</c><00:07:19.200><c> much</c><00:07:19.360><c> you</c><00:07:19.400><c> can</c><00:07:19.520><c> do</c> 00:07:19.670 --> 00:07:19.680 align:start position:0% address, there's not much you can do 00:07:19.680 --> 00:07:20.750 align:start position:0% address, there's not much you can do with<00:07:19.840><c> that.</c><00:07:20.080><c> Whereas</c><00:07:20.320><c> if</c><00:07:20.440><c> you've</c><00:07:20.520><c> got</c><00:07:20.680><c> a</c> 00:07:20.750 --> 00:07:20.760 align:start position:0% with that. Whereas if you've got a 00:07:20.760 --> 00:07:23.350 align:start position:0% with that. Whereas if you've got a richer<00:07:21.040><c> profile,</c><00:07:22.080><c> you</c><00:07:22.160><c> can</c><00:07:22.280><c> start</c><00:07:22.800><c> inferring</c> 00:07:23.350 --> 00:07:23.360 align:start position:0% richer profile, you can start inferring 00:07:23.360 --> 00:07:25.310 align:start position:0% richer profile, you can start inferring a<00:07:23.440><c> lot</c><00:07:23.680><c> of</c><00:07:23.919><c> insight</c><00:07:24.440><c> onto</c><00:07:24.680><c> your</c><00:07:24.800><c> products,</c> 00:07:25.310 --> 00:07:25.320 align:start position:0% a lot of insight onto your products, 00:07:25.320 --> 00:07:26.990 align:start position:0% a lot of insight onto your products, just<00:07:25.600><c> like</c><00:07:25.800><c> you</c><00:07:25.880><c> can</c><00:07:26.000><c> infer</c><00:07:26.360><c> a</c><00:07:26.400><c> lot</c><00:07:26.600><c> of</c><00:07:26.680><c> insight</c> 00:07:26.990 --> 00:07:27.000 align:start position:0% just like you can infer a lot of insight 00:07:27.000 --> 00:07:28.150 align:start position:0% just like you can infer a lot of insight onto<00:07:27.160><c> your</c><00:07:27.240><c> customers</c><00:07:27.680><c> based</c><00:07:28.000><c> on</c><00:07:28.080><c> the</c> 00:07:28.150 --> 00:07:28.160 align:start position:0% onto your customers based on the 00:07:28.160 --> 00:07:29.310 align:start position:0% onto your customers based on the products, 00:07:29.310 --> 00:07:29.320 align:start position:0% products, 00:07:29.320 --> 00:07:31.270 align:start position:0% products, not<00:07:29.560><c> just</c><00:07:29.680><c> the</c><00:07:29.760><c> ones</c><00:07:29.919><c> they</c><00:07:30.040><c> buy.</c><00:07:30.480><c> And</c><00:07:30.600><c> I</c><00:07:30.640><c> mean,</c> 00:07:31.270 --> 00:07:31.280 align:start position:0% not just the ones they buy. And I mean, 00:07:31.280 --> 00:07:32.870 align:start position:0% not just the ones they buy. And I mean, if<00:07:31.400><c> you're</c><00:07:31.560><c> a</c><00:07:31.640><c> vertically</c><00:07:32.040><c> integrated</c><00:07:32.440><c> brand</c> 00:07:32.870 --> 00:07:32.880 align:start position:0% if you're a vertically integrated brand 00:07:32.880 --> 00:07:35.430 align:start position:0% if you're a vertically integrated brand where<00:07:33.720><c> I</c><00:07:34.000><c> you</c><00:07:34.080><c> know,</c><00:07:34.320><c> the</c><00:07:34.720><c> the</c><00:07:34.919><c> logo</c><00:07:35.280><c> on</c><00:07:35.360><c> the</c> 00:07:35.430 --> 00:07:35.440 align:start position:0% where I you know, the the logo on the 00:07:35.440 --> 00:07:36.950 align:start position:0% where I you know, the the logo on the label's<00:07:35.840><c> the</c><00:07:35.919><c> same</c><00:07:36.160><c> as</c><00:07:36.320><c> on</c><00:07:36.440><c> the</c><00:07:36.520><c> door</c><00:07:36.800><c> on</c><00:07:36.880><c> the</c> 00:07:36.950 --> 00:07:36.960 align:start position:0% label's the same as on the door on the 00:07:36.960 --> 00:07:38.630 align:start position:0% label's the same as on the door on the website,<00:07:37.560><c> and</c><00:07:37.760><c> most</c><00:07:38.000><c> people</c><00:07:38.200><c> buy</c><00:07:38.440><c> for</c> 00:07:38.630 --> 00:07:38.640 align:start position:0% website, and most people buy for 00:07:38.640 --> 00:07:40.630 align:start position:0% website, and most people buy for themselves,<00:07:39.760><c> then</c><00:07:40.040><c> you</c><00:07:40.160><c> know,</c><00:07:40.240><c> it's</c><00:07:40.360><c> a</c><00:07:40.400><c> pretty</c> 00:07:40.630 --> 00:07:40.640 align:start position:0% themselves, then you know, it's a pretty 00:07:40.640 --> 00:07:41.909 align:start position:0% themselves, then you know, it's a pretty simple<00:07:40.960><c> thing,</c><00:07:41.160><c> and</c><00:07:41.280><c> some</c><00:07:41.440><c> off-the-shelf</c> 00:07:41.909 --> 00:07:41.919 align:start position:0% simple thing, and some off-the-shelf 00:07:41.919 --> 00:07:43.590 align:start position:0% simple thing, and some off-the-shelf apps<00:07:42.120><c> will</c><00:07:42.200><c> get</c><00:07:42.520><c> you</c><00:07:42.760><c> a</c><00:07:42.880><c> fair</c><00:07:43.160><c> way,</c><00:07:43.360><c> but</c><00:07:43.480><c> if</c> 00:07:43.590 --> 00:07:43.600 align:start position:0% apps will get you a fair way, but if 00:07:43.600 --> 00:07:45.430 align:start position:0% apps will get you a fair way, but if you're<00:07:43.760><c> the</c><00:07:43.880><c> sort</c><00:07:44.080><c> of</c><00:07:44.160><c> brand</c><00:07:44.520><c> where</c> 00:07:45.430 --> 00:07:45.440 align:start position:0% you're the sort of brand where 00:07:45.440 --> 00:07:46.750 align:start position:0% you're the sort of brand where a<00:07:45.480><c> lot</c><00:07:45.600><c> of</c><00:07:45.680><c> people</c><00:07:45.840><c> are</c><00:07:45.880><c> buying</c><00:07:46.160><c> for</c><00:07:46.320><c> gifts</c><00:07:46.640><c> for</c> 00:07:46.750 --> 00:07:46.760 align:start position:0% a lot of people are buying for gifts for 00:07:46.760 --> 00:07:47.990 align:start position:0% a lot of people are buying for gifts for other<00:07:46.920><c> people,</c> 00:07:47.990 --> 00:07:48.000 align:start position:0% other people, 00:07:48.000 --> 00:07:49.750 align:start position:0% other people, you<00:07:48.120><c> can't</c><00:07:48.440><c> start</c><00:07:48.720><c> making</c><00:07:48.960><c> assumptions</c><00:07:49.440><c> about</c> 00:07:49.750 --> 00:07:49.760 align:start position:0% you can't start making assumptions about 00:07:49.760 --> 00:07:51.390 align:start position:0% you can't start making assumptions about well,<00:07:49.920><c> the</c><00:07:50.040><c> size</c><00:07:50.400><c> of</c><00:07:50.480><c> things</c><00:07:50.720><c> that</c><00:07:50.880><c> I</c><00:07:50.960><c> buy</c><00:07:51.240><c> are</c> 00:07:51.390 --> 00:07:51.400 align:start position:0% well, the size of things that I buy are 00:07:51.400 --> 00:07:53.790 align:start position:0% well, the size of things that I buy are for<00:07:51.560><c> me.</c><00:07:51.840><c> So,</c><00:07:52.120><c> you</c><00:07:52.200><c> have</c><00:07:52.320><c> Danny's</c><00:07:52.680><c> buying</c><00:07:53.480><c> size</c> 00:07:53.790 --> 00:07:53.800 align:start position:0% for me. So, you have Danny's buying size 00:07:53.800 --> 00:07:55.270 align:start position:0% for me. So, you have Danny's buying size one<00:07:54.240><c> rings,</c><00:07:54.600><c> that's</c><00:07:54.760><c> probably</c><00:07:55.000><c> not</c><00:07:55.120><c> going</c><00:07:55.240><c> to</c> 00:07:55.270 --> 00:07:55.280 align:start position:0% one rings, that's probably not going to 00:07:55.280 --> 00:07:57.030 align:start position:0% one rings, that's probably not going to fit<00:07:55.440><c> his</c><00:07:55.680><c> fat</c><00:07:55.880><c> fingers,</c><00:07:56.280><c> but</c><00:07:56.440><c> it</c><00:07:56.520><c> might</c><00:07:56.800><c> fit</c> 00:07:57.030 --> 00:07:57.040 align:start position:0% fit his fat fingers, but it might fit 00:07:57.040 --> 00:07:58.910 align:start position:0% fit his fat fingers, but it might fit the<00:07:57.360><c> the</c><00:07:57.440><c> fingers</c><00:07:57.720><c> of</c><00:07:57.800><c> his</c><00:07:57.920><c> wife.</c><00:07:58.240><c> So,</c><00:07:58.400><c> like</c> 00:07:58.910 --> 00:07:58.920 align:start position:0% the the fingers of his wife. So, like 00:07:58.920 --> 00:08:00.750 align:start position:0% the the fingers of his wife. So, like who<00:07:59.080><c> is</c><00:07:59.240><c> that</c><00:07:59.520><c> and</c><00:07:59.760><c> what</c><00:08:00.000><c> role</c><00:08:00.160><c> does</c><00:08:00.320><c> she</c><00:08:00.480><c> play</c> 00:08:00.750 --> 00:08:00.760 align:start position:0% who is that and what role does she play 00:08:00.760 --> 00:08:02.230 align:start position:0% who is that and what role does she play in<00:08:00.880><c> your</c><00:08:01.000><c> purchasing</c><00:08:01.520><c> journey</c><00:08:01.840><c> and</c><00:08:01.960><c> how</c><00:08:02.080><c> can</c> 00:08:02.230 --> 00:08:02.240 align:start position:0% in your purchasing journey and how can 00:08:02.240 --> 00:08:04.510 align:start position:0% in your purchasing journey and how can we<00:08:02.360><c> help</c><00:08:03.240><c> you</c><00:08:03.400><c> buy</c><00:08:03.640><c> for</c><00:08:03.800><c> her</c><00:08:03.960><c> not</c><00:08:04.200><c> only</c><00:08:04.320><c> this</c> 00:08:04.510 --> 00:08:04.520 align:start position:0% we help you buy for her not only this 00:08:04.520 --> 00:08:05.710 align:start position:0% we help you buy for her not only this time,<00:08:04.840><c> but</c><00:08:05.120><c> you</c><00:08:05.200><c> know,</c><00:08:05.320><c> when</c><00:08:05.480><c> is</c><00:08:05.600><c> your</c> 00:08:05.710 --> 00:08:05.720 align:start position:0% time, but you know, when is your 00:08:05.720 --> 00:08:07.310 align:start position:0% time, but you know, when is your anniversary?<00:08:06.280><c> When</c><00:08:06.480><c> is</c><00:08:06.560><c> her</c><00:08:06.680><c> birthday?</c><00:08:07.160><c> How</c> 00:08:07.310 --> 00:08:07.320 align:start position:0% anniversary? When is her birthday? How 00:08:07.320 --> 00:08:09.590 align:start position:0% anniversary? When is her birthday? How can<00:08:07.440><c> we</c><00:08:07.600><c> help</c><00:08:07.920><c> you</c><00:08:08.080><c> shop?</c><00:08:09.080><c> I</c><00:08:09.120><c> think</c><00:08:09.400><c> when</c><00:08:09.520><c> you</c> 00:08:09.590 --> 00:08:09.600 align:start position:0% can we help you shop? I think when you 00:08:09.600 --> 00:08:11.350 align:start position:0% can we help you shop? I think when you talk<00:08:09.720><c> about</c><00:08:09.920><c> the</c><00:08:10.000><c> promotions</c><00:08:10.760><c> just</c><00:08:11.000><c> before,</c> 00:08:11.350 --> 00:08:11.360 align:start position:0% talk about the promotions just before, 00:08:11.360 --> 00:08:12.310 align:start position:0% talk about the promotions just before, too, 00:08:12.310 --> 00:08:12.320 align:start position:0% too, 00:08:12.320 --> 00:08:14.230 align:start position:0% too, everyone<00:08:12.800><c> thinks</c><00:08:13.080><c> that</c><00:08:13.560><c> we</c><00:08:13.760><c> need</c><00:08:13.960><c> all</c><00:08:14.040><c> this</c> 00:08:14.230 --> 00:08:14.240 align:start position:0% everyone thinks that we need all this 00:08:14.240 --> 00:08:16.230 align:start position:0% everyone thinks that we need all this data<00:08:14.800><c> so</c><00:08:14.960><c> that</c><00:08:15.080><c> when</c><00:08:15.360><c> we</c><00:08:15.600><c> need</c><00:08:15.800><c> to</c><00:08:15.919><c> drive</c> 00:08:16.230 --> 00:08:16.240 align:start position:0% data so that when we need to drive 00:08:16.240 --> 00:08:19.110 align:start position:0% data so that when we need to drive sales,<00:08:17.400><c> we</c><00:08:17.600><c> can</c><00:08:17.760><c> use</c><00:08:17.960><c> that</c><00:08:18.160><c> data</c><00:08:18.480><c> to</c><00:08:18.640><c> drive</c> 00:08:19.110 --> 00:08:19.120 align:start position:0% sales, we can use that data to drive 00:08:19.120 --> 00:08:20.310 align:start position:0% sales, we can use that data to drive behavior. 00:08:20.310 --> 00:08:20.320 align:start position:0% behavior. 00:08:20.320 --> 00:08:22.470 align:start position:0% behavior. And<00:08:20.600><c> sort</c><00:08:20.760><c> of</c><00:08:21.240><c> the</c><00:08:21.400><c> way</c><00:08:21.600><c> I</c><00:08:21.680><c> visualize</c><00:08:22.280><c> that</c><00:08:22.400><c> is</c> 00:08:22.470 --> 00:08:22.480 align:start position:0% And sort of the way I visualize that is 00:08:22.480 --> 00:08:23.950 align:start position:0% And sort of the way I visualize that is people<00:08:22.919><c> like</c><00:08:23.040><c> brands</c><00:08:23.320><c> are</c><00:08:23.400><c> going,</c><00:08:23.720><c> "Here's</c> 00:08:23.950 --> 00:08:23.960 align:start position:0% people like brands are going, "Here's 00:08:23.960 --> 00:08:25.550 align:start position:0% people like brands are going, "Here's all<00:08:24.040><c> these</c><00:08:24.200><c> customers</c><00:08:24.640><c> out</c><00:08:24.760><c> in</c><00:08:24.840><c> the</c><00:08:24.919><c> world</c> 00:08:25.550 --> 00:08:25.560 align:start position:0% all these customers out in the world 00:08:25.560 --> 00:08:27.350 align:start position:0% all these customers out in the world that<00:08:25.680><c> we've</c><00:08:26.080><c> we've</c><00:08:26.480><c> we</c><00:08:26.600><c> know</c><00:08:26.800><c> them</c><00:08:27.000><c> fair</c><00:08:27.240><c> and</c> 00:08:27.350 --> 00:08:27.360 align:start position:0% that we've we've we know them fair and 00:08:27.360 --> 00:08:28.870 align:start position:0% that we've we've we know them fair and square,<00:08:27.760><c> but</c><00:08:27.960><c> they're</c><00:08:28.080><c> not</c><00:08:28.360><c> shopping</c><00:08:28.640><c> with</c><00:08:28.760><c> us</c> 00:08:28.870 --> 00:08:28.880 align:start position:0% square, but they're not shopping with us 00:08:28.880 --> 00:08:30.630 align:start position:0% square, but they're not shopping with us today.<00:08:29.200><c> So,</c><00:08:29.360><c> we</c><00:08:29.480><c> need</c><00:08:29.760><c> to</c> 00:08:30.630 --> 00:08:30.640 align:start position:0% today. So, we need to 00:08:30.640 --> 00:08:32.270 align:start position:0% today. So, we need to wake<00:08:30.840><c> them</c><00:08:31.000><c> up</c><00:08:31.200><c> and</c><00:08:31.480><c> push</c><00:08:31.760><c> them</c><00:08:32.000><c> put</c><00:08:32.159><c> their</c> 00:08:32.270 --> 00:08:32.280 align:start position:0% wake them up and push them put their 00:08:32.280 --> 00:08:33.790 align:start position:0% wake them up and push them put their hands<00:08:32.599><c> in</c><00:08:32.760><c> in</c><00:08:32.919><c> their</c><00:08:33.080><c> back</c><00:08:33.280><c> and</c><00:08:33.400><c> push</c><00:08:33.640><c> them</c> 00:08:33.790 --> 00:08:33.800 align:start position:0% hands in in their back and push them 00:08:33.800 --> 00:08:35.990 align:start position:0% hands in in their back and push them into<00:08:34.000><c> store.</c><00:08:34.960><c> Yet,</c><00:08:35.159><c> there's</c><00:08:35.320><c> a</c><00:08:35.400><c> whole,</c><00:08:35.960><c> you</c> 00:08:35.990 --> 00:08:36.000 align:start position:0% into store. Yet, there's a whole, you 00:08:36.000 --> 00:08:38.270 align:start position:0% into store. Yet, there's a whole, you know,<00:08:36.120><c> 50,</c><00:08:36.440><c> 100,</c><00:08:36.960><c> 1,000</c><00:08:37.440><c> customers</c><00:08:37.880><c> actually</c> 00:08:38.270 --> 00:08:38.280 align:start position:0% know, 50, 100, 1,000 customers actually 00:08:38.280 --> 00:08:40.709 align:start position:0% know, 50, 100, 1,000 customers actually in<00:08:38.479><c> our</c><00:08:38.599><c> store</c><00:08:38.840><c> today</c><00:08:39.680><c> and</c><00:08:39.800><c> we</c><00:08:39.880><c> don't</c> 00:08:40.709 --> 00:08:40.719 align:start position:0% in our store today and we don't 00:08:40.719 --> 00:08:42.110 align:start position:0% in our store today and we don't care<00:08:41.120><c> We</c><00:08:41.159><c> don't</c><00:08:41.280><c> care</c><00:08:41.520><c> about</c><00:08:41.760><c> them.</c><00:08:41.919><c> We</c><00:08:42.000><c> don't</c> 00:08:42.110 --> 00:08:42.120 align:start position:0% care We don't care about them. We don't 00:08:42.120 --> 00:08:43.510 align:start position:0% care We don't care about them. We don't give<00:08:42.280><c> them</c><00:08:42.440><c> any</c><00:08:42.599><c> tools</c><00:08:42.960><c> to</c><00:08:43.039><c> make</c><00:08:43.240><c> them</c><00:08:43.440><c> a</c> 00:08:43.510 --> 00:08:43.520 align:start position:0% give them any tools to make them a 00:08:43.520 --> 00:08:45.550 align:start position:0% give them any tools to make them a better<00:08:43.800><c> shopper.</c><00:08:44.560><c> We</c><00:08:44.640><c> don't</c><00:08:44.880><c> plant</c><00:08:45.200><c> anything</c> 00:08:45.550 --> 00:08:45.560 align:start position:0% better shopper. We don't plant anything 00:08:45.560 --> 00:08:47.430 align:start position:0% better shopper. We don't plant anything into<00:08:45.760><c> their</c><00:08:46.160><c> into</c><00:08:46.360><c> their</c><00:08:46.520><c> profiles</c><00:08:47.000><c> for</c><00:08:47.120><c> next</c> 00:08:47.430 --> 00:08:47.440 align:start position:0% into their into their profiles for next 00:08:47.440 --> 00:08:48.990 align:start position:0% into their into their profiles for next time.<00:08:47.800><c> It's</c><00:08:47.880><c> like,</c><00:08:48.040><c> "Oh,</c><00:08:48.120><c> the</c><00:08:48.360><c> job's</c><00:08:48.720><c> done</c> 00:08:48.990 --> 00:08:49.000 align:start position:0% time. It's like, "Oh, the job's done 00:08:49.000 --> 00:08:50.150 align:start position:0% time. It's like, "Oh, the job's done there."<00:08:49.200><c> I</c><00:08:49.240><c> said,</c><00:08:49.400><c> "Well,</c><00:08:49.480><c> that's</c><00:08:49.920><c> that's</c> 00:08:50.150 --> 00:08:50.160 align:start position:0% there." I said, "Well, that's that's 00:08:50.160 --> 00:08:52.070 align:start position:0% there." I said, "Well, that's that's that's<00:08:50.440><c> where</c><00:08:50.560><c> the</c><00:08:50.640><c> job</c><00:08:50.839><c> starts.</c><00:08:51.800><c> That's</c><00:08:52.000><c> the</c> 00:08:52.070 --> 00:08:52.080 align:start position:0% that's where the job starts. That's the 00:08:52.080 --> 00:08:53.590 align:start position:0% that's where the job starts. That's the start<00:08:52.440><c> of</c><00:08:52.520><c> the</c><00:08:52.600><c> next</c><00:08:52.839><c> transaction."</c><00:08:53.440><c> And</c><00:08:53.520><c> the</c> 00:08:53.590 --> 00:08:53.600 align:start position:0% start of the next transaction." And the 00:08:53.600 --> 00:08:55.990 align:start position:0% start of the next transaction." And the more<00:08:53.920><c> time</c><00:08:54.160><c> you</c><00:08:54.240><c> spend</c><00:08:54.520><c> on</c><00:08:54.640><c> that</c><00:08:54.839><c> cohort,</c><00:08:55.920><c> you</c> 00:08:55.990 --> 00:08:56.000 align:start position:0% more time you spend on that cohort, you 00:08:56.000 --> 00:08:57.390 align:start position:0% more time you spend on that cohort, you might<00:08:56.240><c> find</c> 00:08:57.390 --> 00:08:57.400 align:start position:0% might find 00:08:57.400 --> 00:09:00.110 align:start position:0% might find we<00:08:57.480><c> don't</c><00:08:57.720><c> need</c><00:08:58.240><c> to</c><00:08:58.360><c> drive</c><00:08:59.560><c> I</c><00:08:59.600><c> don't</c><00:08:59.760><c> need</c><00:09:00.040><c> to</c> 00:09:00.110 --> 00:09:00.120 align:start position:0% we don't need to drive I don't need to 00:09:00.120 --> 00:09:02.230 align:start position:0% we don't need to drive I don't need to send<00:09:00.360><c> offers</c><00:09:00.760><c> and</c><00:09:00.880><c> discounts.</c><00:09:01.480><c> I</c><00:09:01.520><c> mean,</c> 00:09:02.230 --> 00:09:02.240 align:start position:0% send offers and discounts. I mean, 00:09:02.240 --> 00:09:03.430 align:start position:0% send offers and discounts. I mean, bribes 00:09:03.430 --> 00:09:03.440 align:start position:0% bribes 00:09:03.440 --> 00:09:06.070 align:start position:0% bribes or<00:09:03.720><c> loyalty</c><00:09:04.200><c> mechanics</c><00:09:04.800><c> or,</c><00:09:05.280><c> you</c><00:09:05.360><c> know,</c><00:09:05.839><c> the</c> 00:09:06.070 --> 00:09:06.080 align:start position:0% or loyalty mechanics or, you know, the 00:09:06.080 --> 00:09:07.470 align:start position:0% or loyalty mechanics or, you know, the the<00:09:06.200><c> discounts</c><00:09:06.680><c> and</c><00:09:06.760><c> the</c><00:09:06.839><c> offers,</c><00:09:07.200><c> that's</c> 00:09:07.470 --> 00:09:07.480 align:start position:0% the discounts and the offers, that's 00:09:07.480 --> 00:09:10.150 align:start position:0% the discounts and the offers, that's kind<00:09:07.720><c> of</c><00:09:08.240><c> they're</c><00:09:08.360><c> the</c><00:09:08.640><c> easy</c><00:09:09.480><c> mechanics</c><00:09:10.040><c> to</c> 00:09:10.150 --> 00:09:10.160 align:start position:0% kind of they're the easy mechanics to 00:09:10.160 --> 00:09:12.350 align:start position:0% kind of they're the easy mechanics to use<00:09:10.560><c> and</c><00:09:10.680><c> that's</c><00:09:11.280><c> your</c><00:09:11.400><c> last</c><00:09:11.720><c> resort.</c><00:09:12.200><c> What</c> 00:09:12.350 --> 00:09:12.360 align:start position:0% use and that's your last resort. What 00:09:12.360 --> 00:09:13.630 align:start position:0% use and that's your last resort. What are<00:09:12.480><c> all</c><00:09:12.640><c> the</c><00:09:12.800><c> shopping</c><00:09:13.160><c> experience</c> 00:09:13.630 --> 00:09:13.640 align:start position:0% are all the shopping experience 00:09:13.640 --> 00:09:15.590 align:start position:0% are all the shopping experience mechanics<00:09:14.080><c> that</c><00:09:14.200><c> are</c><00:09:14.520><c> that</c><00:09:15.120><c> make</c><00:09:15.440><c> you</c><00:09:15.520><c> go,</c> 00:09:15.590 --> 00:09:15.600 align:start position:0% mechanics that are that make you go, 00:09:15.600 --> 00:09:16.790 align:start position:0% mechanics that are that make you go, "You<00:09:15.680><c> know</c><00:09:15.800><c> what?</c><00:09:15.960><c> If</c><00:09:16.120><c> I</c><00:09:16.160><c> have</c><00:09:16.280><c> a</c><00:09:16.320><c> choice</c><00:09:16.680><c> to</c> 00:09:16.790 --> 00:09:16.800 align:start position:0% "You know what? If I have a choice to 00:09:16.800 --> 00:09:18.070 align:start position:0% "You know what? If I have a choice to buy 00:09:18.070 --> 00:09:18.080 align:start position:0% buy 00:09:18.080 --> 00:09:19.430 align:start position:0% buy you<00:09:18.160><c> know,</c><00:09:18.240><c> t-shirts,</c><00:09:18.960><c> I'm</c><00:09:19.080><c> going</c><00:09:19.200><c> to</c><00:09:19.240><c> pick</c> 00:09:19.430 --> 00:09:19.440 align:start position:0% you know, t-shirts, I'm going to pick 00:09:19.440 --> 00:09:21.230 align:start position:0% you know, t-shirts, I'm going to pick this<00:09:19.600><c> brand</c><00:09:19.920><c> because</c><00:09:20.240><c> they</c><00:09:20.360><c> know</c><00:09:20.600><c> me</c><00:09:21.080><c> and</c><00:09:21.200><c> I</c> 00:09:21.230 --> 00:09:21.240 align:start position:0% this brand because they know me and I 00:09:21.240 --> 00:09:22.390 align:start position:0% this brand because they know me and I don't<00:09:21.480><c> have</c><00:09:21.600><c> to</c><00:09:21.680><c> go</c><00:09:21.800><c> to</c><00:09:21.880><c> the</c><00:09:21.960><c> changing</c><00:09:22.280><c> room</c> 00:09:22.390 --> 00:09:22.400 align:start position:0% don't have to go to the changing room 00:09:22.400 --> 00:09:24.470 align:start position:0% don't have to go to the changing room anymore<00:09:22.839><c> and</c><00:09:23.200><c> and</c><00:09:23.560><c> they</c><00:09:23.720><c> know</c><00:09:23.880><c> my</c><00:09:24.000><c> size</c><00:09:24.360><c> and</c><00:09:24.440><c> I</c> 00:09:24.470 --> 00:09:24.480 align:start position:0% anymore and and they know my size and I 00:09:24.480 --> 00:09:26.230 align:start position:0% anymore and and they know my size and I know<00:09:24.560><c> what</c><00:09:24.720><c> I</c><00:09:24.760><c> like."</c><00:09:25.560><c> That's</c><00:09:25.800><c> the</c><00:09:25.880><c> place</c><00:09:26.160><c> I'm</c> 00:09:26.230 --> 00:09:26.240 align:start position:0% know what I like." That's the place I'm 00:09:26.240 --> 00:09:27.990 align:start position:0% know what I like." That's the place I'm going<00:09:26.360><c> to</c><00:09:26.440><c> go</c><00:09:26.560><c> back</c><00:09:26.800><c> to,</c><00:09:27.000><c> not</c><00:09:27.200><c> because</c><00:09:27.800><c> it's</c> 00:09:27.990 --> 00:09:28.000 align:start position:0% going to go back to, not because it's 00:09:28.000 --> 00:09:30.550 align:start position:0% going to go back to, not because it's got<00:09:28.200><c> the</c><00:09:28.680><c> the</c><00:09:28.760><c> biggest</c><00:09:29.040><c> discount</c><00:09:29.480><c> of</c><00:09:29.560><c> the</c><00:09:29.640><c> day.</c> 00:09:30.550 --> 00:09:30.560 align:start position:0% got the the biggest discount of the day. 00:09:30.560 --> 00:09:32.630 align:start position:0% got the the biggest discount of the day. >> What's<00:09:30.760><c> the</c><00:09:30.839><c> moment</c><00:09:31.200><c> a</c><00:09:31.240><c> Shopify</c><00:09:31.839><c> app</c><00:09:32.000><c> realizes</c> 00:09:32.630 --> 00:09:32.640 align:start position:0% >> What's the moment a Shopify app realizes 00:09:32.640 --> 00:09:34.310 align:start position:0% >> What's the moment a Shopify app realizes they<00:09:32.760><c> can't</c><00:09:33.080><c> keep</c><00:09:33.240><c> doing</c><00:09:33.520><c> support</c><00:09:34.040><c> tickets</c> 00:09:34.310 --> 00:09:34.320 align:start position:0% they can't keep doing support tickets 00:09:34.320 --> 00:09:35.030 align:start position:0% they can't keep doing support tickets themselves? 00:09:35.030 --> 00:09:35.040 align:start position:0% themselves? 00:09:35.040 --> 00:09:38.030 align:start position:0% themselves? >> When<00:09:35.839><c> an</c><00:09:36.000><c> app</c><00:09:36.160><c> realizes</c><00:09:36.800><c> that</c><00:09:37.280><c> they</c><00:09:37.600><c> need</c><00:09:37.920><c> the</c> 00:09:38.030 --> 00:09:38.040 align:start position:0% >> When an app realizes that they need the 00:09:38.040 --> 00:09:40.350 align:start position:0% >> When an app realizes that they need the help,<00:09:38.520><c> it's</c><00:09:38.920><c> already</c><00:09:39.560><c> a</c><00:09:39.640><c> little</c><00:09:39.880><c> bit</c><00:09:40.160><c> too</c> 00:09:40.350 --> 00:09:40.360 align:start position:0% help, it's already a little bit too 00:09:40.360 --> 00:09:42.150 align:start position:0% help, it's already a little bit too late.<00:09:40.800><c> And</c><00:09:40.880><c> all</c><00:09:40.960><c> of</c><00:09:41.040><c> a</c><00:09:41.080><c> sudden,</c><00:09:41.800><c> you</c><00:09:41.880><c> start</c> 00:09:42.150 --> 00:09:42.160 align:start position:0% late. And all of a sudden, you start 00:09:42.160 --> 00:09:44.950 align:start position:0% late. And all of a sudden, you start getting<00:09:42.520><c> 15,</c><00:09:43.120><c> 20,</c><00:09:43.480><c> 30</c><00:09:43.840><c> queries</c><00:09:44.160><c> a</c><00:09:44.240><c> day.</c><00:09:44.720><c> You</c> 00:09:44.950 --> 00:09:44.960 align:start position:0% getting 15, 20, 30 queries a day. You 00:09:44.960 --> 00:09:46.590 align:start position:0% getting 15, 20, 30 queries a day. You look<00:09:45.160><c> at</c><00:09:45.240><c> the</c><00:09:45.360><c> inbox</c><00:09:45.880><c> and</c><00:09:46.120><c> it</c><00:09:46.240><c> just</c><00:09:46.400><c> keeps</c> 00:09:46.590 --> 00:09:46.600 align:start position:0% look at the inbox and it just keeps 00:09:46.600 --> 00:09:48.750 align:start position:0% look at the inbox and it just keeps piling<00:09:47.000><c> up.</c><00:09:47.320><c> You</c><00:09:47.440><c> sit</c><00:09:47.600><c> down</c><00:09:47.800><c> to</c><00:09:47.920><c> build</c><00:09:48.320><c> and</c> 00:09:48.750 --> 00:09:48.760 align:start position:0% piling up. You sit down to build and 00:09:48.760 --> 00:09:50.670 align:start position:0% piling up. You sit down to build and there's<00:09:48.920><c> just</c><00:09:49.080><c> no</c><00:09:49.240><c> time.</c><00:09:49.640><c> That's</c><00:09:49.960><c> when</c><00:09:50.360><c> most</c> 00:09:50.670 --> 00:09:50.680 align:start position:0% there's just no time. That's when most 00:09:50.680 --> 00:09:52.350 align:start position:0% there's just no time. That's when most app<00:09:50.800><c> developers</c><00:09:51.320><c> realize</c><00:09:51.760><c> that</c><00:09:52.080><c> they're</c><00:09:52.280><c> a</c> 00:09:52.350 --> 00:09:52.360 align:start position:0% app developers realize that they're a 00:09:52.360 --> 00:09:55.070 align:start position:0% app developers realize that they're a little<00:09:52.560><c> bit</c><00:09:52.720><c> in</c><00:09:52.800><c> trouble.</c> 00:09:55.070 --> 00:09:55.080 align:start position:0% little bit in trouble. 00:09:55.080 --> 00:09:56.470 align:start position:0% little bit in trouble. >> The<00:09:55.360><c> Support</c><00:09:55.401><c> [music]</c><00:09:55.800><c> Heroes,</c> 00:09:56.470 --> 00:09:56.480 align:start position:0% >> The Support [music] Heroes, 00:09:56.480 --> 00:09:58.630 align:start position:0% >> The Support [music] Heroes, round-the-clock<00:09:57.240><c> support</c><00:09:57.760><c> for</c><00:09:57.880><c> your</c><00:09:58.120><c> Shopify</c> 00:09:58.630 --> 00:09:58.640 align:start position:0% round-the-clock support for your Shopify 00:09:58.640 --> 00:10:01.286 align:start position:0% round-the-clock support for your Shopify apps.<00:09:59.320><c> Visit</c><00:09:59.600><c> the</c><00:09:59.680><c> supportheroes.com</c><00:10:01.040><c> today.</c> 00:10:01.286 --> 00:10:01.296 align:start position:0% apps. Visit the supportheroes.com today. 00:10:01.296 --> 00:10:02.750 align:start position:0% apps. Visit the supportheroes.com today. [music] 00:10:02.750 --> 00:10:02.760 align:start position:0% [music] 00:10:02.760 --> 00:10:04.590 align:start position:0% [music] >> I'm<00:10:02.920><c> just</c><00:10:03.120><c> thinking</c><00:10:03.400><c> back</c><00:10:03.640><c> to</c><00:10:03.760><c> like,</c><00:10:04.440><c> yeah,</c> 00:10:04.590 --> 00:10:04.600 align:start position:0% >> I'm just thinking back to like, yeah, 00:10:04.600 --> 00:10:07.030 align:start position:0% >> I'm just thinking back to like, yeah, what<00:10:04.800><c> the</c><00:10:05.040><c> in-store</c><00:10:05.680><c> experiences</c><00:10:06.480><c> to</c><00:10:06.880><c> to</c> 00:10:07.030 --> 00:10:07.040 align:start position:0% what the in-store experiences to to 00:10:07.040 --> 00:10:08.990 align:start position:0% what the in-store experiences to to replace,<00:10:07.720><c> almost</c><00:10:08.120><c> like</c><00:10:08.520><c> you</c><00:10:08.640><c> go</c><00:10:08.760><c> on</c><00:10:08.840><c> to</c><00:10:08.960><c> a</c> 00:10:08.990 --> 00:10:09.000 align:start position:0% replace, almost like you go on to a 00:10:09.000 --> 00:10:10.270 align:start position:0% replace, almost like you go on to a website,<00:10:09.480><c> you've</c><00:10:09.560><c> got</c><00:10:09.720><c> the</c><00:10:09.840><c> newsletter</c> 00:10:10.270 --> 00:10:10.280 align:start position:0% website, you've got the newsletter 00:10:10.280 --> 00:10:12.430 align:start position:0% website, you've got the newsletter pop-up<00:10:10.800><c> or</c><00:10:10.920><c> the</c><00:10:11.040><c> loyalty</c><00:10:11.480><c> pop-up</c><00:10:11.920><c> or</c><00:10:12.120><c> whatever</c> 00:10:12.430 --> 00:10:12.440 align:start position:0% pop-up or the loyalty pop-up or whatever 00:10:12.440 --> 00:10:13.950 align:start position:0% pop-up or the loyalty pop-up or whatever it<00:10:12.560><c> is.</c><00:10:12.800><c> When</c><00:10:12.960><c> you</c><00:10:13.160><c> when</c><00:10:13.320><c> you</c><00:10:13.440><c> go</c><00:10:13.640><c> on</c><00:10:13.760><c> to</c><00:10:13.880><c> a</c> 00:10:13.950 --> 00:10:13.960 align:start position:0% it is. When you when you go on to a 00:10:13.960 --> 00:10:16.710 align:start position:0% it is. When you when you go on to a website,<00:10:14.880><c> like</c><00:10:15.080><c> what's</c><00:10:15.440><c> the</c><00:10:16.280><c> what's</c><00:10:16.520><c> the</c> 00:10:16.710 --> 00:10:16.720 align:start position:0% website, like what's the what's the 00:10:16.720 --> 00:10:18.910 align:start position:0% website, like what's the what's the in-store<00:10:17.440><c> equivalent</c><00:10:18.120><c> of</c><00:10:18.240><c> that</c><00:10:18.600><c> where</c><00:10:18.800><c> you</c> 00:10:18.910 --> 00:10:18.920 align:start position:0% in-store equivalent of that where you 00:10:18.920 --> 00:10:22.190 align:start position:0% in-store equivalent of that where you can<00:10:19.720><c> and</c><00:10:20.280><c> yeah,</c><00:10:20.520><c> how</c><00:10:20.720><c> how</c><00:10:20.880><c> does</c><00:10:21.000><c> that</c><00:10:21.200><c> look?</c> 00:10:22.190 --> 00:10:22.200 align:start position:0% can and yeah, how how does that look? 00:10:22.200 --> 00:10:23.590 align:start position:0% can and yeah, how how does that look? >> Yeah,<00:10:22.480><c> I</c><00:10:22.560><c> hate</c><00:10:22.800><c> to</c><00:10:22.880><c> call</c><00:10:23.080><c> it</c><00:10:23.200><c> in-store</c> 00:10:23.590 --> 00:10:23.600 align:start position:0% >> Yeah, I hate to call it in-store 00:10:23.600 --> 00:10:25.790 align:start position:0% >> Yeah, I hate to call it in-store subscriber<00:10:24.080><c> pop-up</c><00:10:24.440><c> because</c><00:10:25.400><c> I</c><00:10:25.440><c> hate</c><00:10:25.640><c> those</c> 00:10:25.790 --> 00:10:25.800 align:start position:0% subscriber pop-up because I hate those 00:10:25.800 --> 00:10:28.110 align:start position:0% subscriber pop-up because I hate those things<00:10:26.040><c> so</c><00:10:26.160><c> much,</c><00:10:26.440><c> but</c><00:10:27.080><c> um</c><00:10:27.480><c> yeah,</c><00:10:27.640><c> the</c><00:10:27.720><c> fact</c><00:10:27.960><c> is</c> 00:10:28.110 --> 00:10:28.120 align:start position:0% things so much, but um yeah, the fact is 00:10:28.120 --> 00:10:30.630 align:start position:0% things so much, but um yeah, the fact is that<00:10:28.280><c> they</c><00:10:28.720><c> they</c><00:10:28.880><c> do</c><00:10:29.720><c> if</c><00:10:30.160><c> they</c><00:10:30.400><c> if</c><00:10:30.520><c> they're</c> 00:10:30.630 --> 00:10:30.640 align:start position:0% that they they do if they if they're 00:10:30.640 --> 00:10:32.230 align:start position:0% that they they do if they if they're presented<00:10:31.080><c> at</c><00:10:31.160><c> the</c><00:10:31.280><c> right</c><00:10:31.560><c> time</c><00:10:31.920><c> when</c><00:10:32.040><c> that</c> 00:10:32.230 --> 00:10:32.240 align:start position:0% presented at the right time when that 00:10:32.240 --> 00:10:34.110 align:start position:0% presented at the right time when that value<00:10:32.560><c> can</c><00:10:32.720><c> be</c><00:10:32.840><c> shown</c><00:10:33.160><c> to</c><00:10:33.280><c> me.</c><00:10:33.760><c> Uh</c><00:10:33.880><c> so,</c><00:10:33.960><c> we</c><00:10:34.000><c> have</c> 00:10:34.110 --> 00:10:34.120 align:start position:0% value can be shown to me. Uh so, we have 00:10:34.120 --> 00:10:35.630 align:start position:0% value can be shown to me. Uh so, we have a<00:10:34.160><c> thing</c><00:10:34.320><c> called</c><00:10:34.520><c> profile</c><00:10:34.920><c> portal,</c><00:10:35.240><c> which</c><00:10:35.440><c> is</c> 00:10:35.630 --> 00:10:35.640 align:start position:0% a thing called profile portal, which is 00:10:35.640 --> 00:10:37.030 align:start position:0% a thing called profile portal, which is a<00:10:35.800><c> an</c><00:10:35.920><c> Omneo,</c><00:10:36.480><c> one</c><00:10:36.600><c> of</c><00:10:36.680><c> our</c><00:10:36.760><c> Omneo</c> 00:10:37.030 --> 00:10:37.040 align:start position:0% a an Omneo, one of our Omneo 00:10:37.040 --> 00:10:39.150 align:start position:0% a an Omneo, one of our Omneo experiences.<00:10:37.680><c> It's</c><00:10:37.880><c> a</c><00:10:37.960><c> localized</c><00:10:38.520><c> QR</c><00:10:38.840><c> code</c> 00:10:39.150 --> 00:10:39.160 align:start position:0% experiences. It's a localized QR code 00:10:39.160 --> 00:10:41.190 align:start position:0% experiences. It's a localized QR code for<00:10:39.280><c> every</c><00:10:39.400><c> store.</c><00:10:40.200><c> When</c><00:10:40.360><c> you</c><00:10:40.440><c> scan</c><00:10:40.720><c> that</c><00:10:40.920><c> QR</c> 00:10:41.190 --> 00:10:41.200 align:start position:0% for every store. When you scan that QR 00:10:41.200 --> 00:10:42.990 align:start position:0% for every store. When you scan that QR code,<00:10:41.640><c> it</c><00:10:41.720><c> goes,</c><00:10:42.320><c> "Hi</c><00:10:42.480><c> there,</c><00:10:42.720><c> what's</c><00:10:42.920><c> your</c> 00:10:42.990 --> 00:10:43.000 align:start position:0% code, it goes, "Hi there, what's your 00:10:43.000 --> 00:10:44.230 align:start position:0% code, it goes, "Hi there, what's your email<00:10:43.280><c> address?"</c> 00:10:44.230 --> 00:10:44.240 align:start position:0% email address?" 00:10:44.240 --> 00:10:45.990 align:start position:0% email address?" Um<00:10:44.440><c> you</c><00:10:44.520><c> pop</c><00:10:44.800><c> you</c><00:10:45.120><c> you</c><00:10:45.200><c> know,</c><00:10:45.360><c> auto-complete</c> 00:10:45.990 --> 00:10:46.000 align:start position:0% Um you pop you you know, auto-complete 00:10:46.000 --> 00:10:47.470 align:start position:0% Um you pop you you know, auto-complete email<00:10:46.280><c> address</c><00:10:46.560><c> on</c><00:10:46.640><c> your</c><00:10:46.800><c> own</c><00:10:46.920><c> phone</c><00:10:47.240><c> because</c> 00:10:47.470 --> 00:10:47.480 align:start position:0% email address on your own phone because 00:10:47.480 --> 00:10:49.270 align:start position:0% email address on your own phone because you're<00:10:47.600><c> on</c><00:10:47.680><c> your</c><00:10:47.800><c> own</c><00:10:47.920><c> phone.</c><00:10:48.600><c> Um</c><00:10:48.960><c> and</c><00:10:49.080><c> if</c><00:10:49.200><c> we</c> 00:10:49.270 --> 00:10:49.280 align:start position:0% you're on your own phone. Um and if we 00:10:49.280 --> 00:10:50.870 align:start position:0% you're on your own phone. Um and if we know<00:10:49.480><c> you,</c><00:10:49.680><c> it</c><00:10:49.760><c> says,</c><00:10:49.960><c> "Welcome</c><00:10:50.240><c> back."</c><00:10:50.760><c> And</c> 00:10:50.870 --> 00:10:50.880 align:start position:0% know you, it says, "Welcome back." And 00:10:50.880 --> 00:10:52.390 align:start position:0% know you, it says, "Welcome back." And you<00:10:50.960><c> can</c><00:10:51.080><c> pick</c><00:10:51.200><c> up</c><00:10:51.320><c> where</c><00:10:51.400><c> you</c><00:10:51.440><c> left</c><00:10:51.680><c> off.</c><00:10:52.320><c> And</c> 00:10:52.390 --> 00:10:52.400 align:start position:0% you can pick up where you left off. And 00:10:52.400 --> 00:10:53.470 align:start position:0% you can pick up where you left off. And if<00:10:52.480><c> we</c><00:10:52.520><c> don't</c><00:10:52.720><c> know</c><00:10:52.880><c> you,</c><00:10:53.040><c> it</c><00:10:53.120><c> goes,</c><00:10:53.400><c> "Well,</c> 00:10:53.470 --> 00:10:53.480 align:start position:0% if we don't know you, it goes, "Well, 00:10:53.480 --> 00:10:54.870 align:start position:0% if we don't know you, it goes, "Well, let's<00:10:53.680><c> get</c><00:10:53.880><c> to</c><00:10:53.960><c> know</c><00:10:54.120><c> you.</c><00:10:54.280><c> Here's</c><00:10:54.520><c> the</c><00:10:54.600><c> basic</c> 00:10:54.870 --> 00:10:54.880 align:start position:0% let's get to know you. Here's the basic 00:10:54.880 --> 00:10:56.230 align:start position:0% let's get to know you. Here's the basic information<00:10:55.320><c> we</c><00:10:55.400><c> need</c><00:10:55.640><c> to</c><00:10:55.720><c> get</c><00:10:55.880><c> you</c><00:10:56.000><c> over</c><00:10:56.160><c> the</c> 00:10:56.230 --> 00:10:56.240 align:start position:0% information we need to get you over the 00:10:56.240 --> 00:10:57.829 align:start position:0% information we need to get you over the line."<00:10:56.560><c> And</c><00:10:56.760><c> yes,</c><00:10:57.240><c> we</c><00:10:57.360><c> can</c><00:10:57.480><c> offer</c><00:10:57.720><c> you</c> 00:10:57.829 --> 00:10:57.839 align:start position:0% line." And yes, we can offer you 00:10:57.839 --> 00:11:00.230 align:start position:0% line." And yes, we can offer you something<00:10:58.560><c> as</c><00:10:58.760><c> well,</c><00:10:59.000><c> but</c><00:10:59.640><c> I'd</c><00:10:59.800><c> like</c><00:10:59.960><c> to</c><00:11:00.040><c> offer</c> 00:11:00.230 --> 00:11:00.240 align:start position:0% something as well, but I'd like to offer 00:11:00.240 --> 00:11:01.630 align:start position:0% something as well, but I'd like to offer you<00:11:00.320><c> a</c><00:11:00.400><c> set</c><00:11:00.560><c> of</c><00:11:00.640><c> utilities</c><00:11:01.200><c> that</c><00:11:01.320><c> make</c><00:11:01.520><c> the</c> 00:11:01.630 --> 00:11:01.640 align:start position:0% you a set of utilities that make the 00:11:01.640 --> 00:11:03.590 align:start position:0% you a set of utilities that make the shopping<00:11:01.920><c> experience</c><00:11:02.320><c> better</c><00:11:02.560><c> today.</c><00:11:03.240><c> Um</c><00:11:03.480><c> and</c> 00:11:03.590 --> 00:11:03.600 align:start position:0% shopping experience better today. Um and 00:11:03.600 --> 00:11:05.710 align:start position:0% shopping experience better today. Um and it's<00:11:03.720><c> different</c><00:11:04.120><c> to</c><00:11:04.800><c> just</c><00:11:05.040><c> sending</c><00:11:05.360><c> people</c><00:11:05.600><c> to</c> 00:11:05.710 --> 00:11:05.720 align:start position:0% it's different to just sending people to 00:11:05.720 --> 00:11:07.070 align:start position:0% it's different to just sending people to the<00:11:05.800><c> website</c><00:11:06.280><c> because</c><00:11:06.480><c> the</c><00:11:06.560><c> website's</c><00:11:06.960><c> going</c> 00:11:07.070 --> 00:11:07.080 align:start position:0% the website because the website's going 00:11:07.080 --> 00:11:08.910 align:start position:0% the website because the website's going to<00:11:07.160><c> try</c><00:11:07.480><c> website</c><00:11:08.000><c> you.</c><00:11:08.120><c> It's</c><00:11:08.240><c> going</c><00:11:08.360><c> to</c><00:11:08.440><c> try</c> 00:11:08.910 --> 00:11:08.920 align:start position:0% to try website you. It's going to try 00:11:08.920 --> 00:11:10.350 align:start position:0% to try website you. It's going to try convert<00:11:09.400><c> you</c><00:11:09.520><c> cuz</c><00:11:09.640><c> that's</c><00:11:09.839><c> what</c><00:11:10.080><c> it's</c> 00:11:10.350 --> 00:11:10.360 align:start position:0% convert you cuz that's what it's 00:11:10.360 --> 00:11:12.510 align:start position:0% convert you cuz that's what it's optimized<00:11:10.920><c> to</c><00:11:11.040><c> do.</c><00:11:11.839><c> And</c><00:11:12.000><c> it'll</c><00:11:12.120><c> probably</c><00:11:12.360><c> show</c> 00:11:12.510 --> 00:11:12.520 align:start position:0% optimized to do. And it'll probably show 00:11:12.520 --> 00:11:14.350 align:start position:0% optimized to do. And it'll probably show you<00:11:12.600><c> a</c><00:11:12.640><c> subscriber</c><00:11:13.040><c> pop-up.</c><00:11:13.760><c> Um</c><00:11:14.080><c> so,</c><00:11:14.280><c> the</c> 00:11:14.350 --> 00:11:14.360 align:start position:0% you a subscriber pop-up. Um so, the 00:11:14.360 --> 00:11:15.990 align:start position:0% you a subscriber pop-up. Um so, the profile<00:11:14.720><c> portal's</c><00:11:15.280><c> job</c><00:11:15.520><c> is</c><00:11:15.640><c> to</c><00:11:15.720><c> say,</c><00:11:15.880><c> "Well,</c> 00:11:15.990 --> 00:11:16.000 align:start position:0% profile portal's job is to say, "Well, 00:11:16.000 --> 00:11:17.590 align:start position:0% profile portal's job is to say, "Well, what<00:11:16.200><c> would</c><00:11:16.320><c> a</c><00:11:16.360><c> my</c><00:11:16.560><c> account</c><00:11:16.920><c> page</c><00:11:17.360><c> or</c><00:11:17.520><c> a</c> 00:11:17.590 --> 00:11:17.600 align:start position:0% what would a my account page or a 00:11:17.600 --> 00:11:20.150 align:start position:0% what would a my account page or a loyalty<00:11:18.000><c> card</c><00:11:18.400><c> look</c><00:11:18.600><c> like</c><00:11:19.360><c> if</c><00:11:19.560><c> I</c><00:11:19.600><c> was</c><00:11:19.880><c> only</c> 00:11:20.150 --> 00:11:20.160 align:start position:0% loyalty card look like if I was only 00:11:20.160 --> 00:11:21.910 align:start position:0% loyalty card look like if I was only using<00:11:20.440><c> it</c><00:11:20.520><c> in</c><00:11:20.640><c> store?"</c><00:11:21.160><c> And</c><00:11:21.360><c> and</c><00:11:21.520><c> that's</c><00:11:21.800><c> what</c> 00:11:21.910 --> 00:11:21.920 align:start position:0% using it in store?" And and that's what 00:11:21.920 --> 00:11:24.350 align:start position:0% using it in store?" And and that's what it's<00:11:22.080><c> sort</c><00:11:22.240><c> of</c><00:11:22.560><c> designed</c><00:11:23.080><c> to</c><00:11:23.200><c> do.</c><00:11:23.960><c> Um</c><00:11:24.240><c> and</c> 00:11:24.350 --> 00:11:24.360 align:start position:0% it's sort of designed to do. Um and 00:11:24.360 --> 00:11:26.030 align:start position:0% it's sort of designed to do. Um and then,<00:11:24.600><c> yeah,</c><00:11:24.839><c> scan</c><00:11:25.280><c> some</c><00:11:25.400><c> products</c><00:11:25.720><c> into</c><00:11:25.880><c> my</c> 00:11:26.030 --> 00:11:26.040 align:start position:0% then, yeah, scan some products into my 00:11:26.040 --> 00:11:28.470 align:start position:0% then, yeah, scan some products into my own<00:11:26.160><c> wish</c><00:11:26.400><c> list.</c><00:11:27.080><c> And</c><00:11:27.200><c> also,</c><00:11:27.800><c> we</c><00:11:27.920><c> see</c><00:11:28.280><c> from</c><00:11:28.440><c> a</c> 00:11:28.470 --> 00:11:28.480 align:start position:0% own wish list. And also, we see from a 00:11:28.480 --> 00:11:29.950 align:start position:0% own wish list. And also, we see from a data<00:11:28.800><c> and</c><00:11:28.920><c> data</c><00:11:29.120><c> privacy</c><00:11:29.560><c> point</c><00:11:29.800><c> of</c><00:11:29.839><c> view,</c> 00:11:29.950 --> 00:11:29.960 align:start position:0% data and data privacy point of view, 00:11:29.960 --> 00:11:31.270 align:start position:0% data and data privacy point of view, which<00:11:30.120><c> is</c><00:11:30.200><c> a</c><00:11:30.240><c> pretty</c><00:11:30.400><c> big</c><00:11:30.520><c> topic</c><00:11:31.000><c> that</c><00:11:31.120><c> a</c><00:11:31.160><c> lot</c> 00:11:31.270 --> 00:11:31.280 align:start position:0% which is a pretty big topic that a lot 00:11:31.280 --> 00:11:32.630 align:start position:0% which is a pretty big topic that a lot of<00:11:31.360><c> brands</c><00:11:31.680><c> are</c><00:11:31.760><c> starting</c><00:11:32.200><c> to</c><00:11:32.320><c> take</c><00:11:32.480><c> more</c> 00:11:32.630 --> 00:11:32.640 align:start position:0% of brands are starting to take more 00:11:32.640 --> 00:11:34.670 align:start position:0% of brands are starting to take more seriously<00:11:33.200><c> here</c><00:11:33.400><c> Australia.</c><00:11:34.120><c> Other</c><00:11:34.320><c> markets</c> 00:11:34.670 --> 00:11:34.680 align:start position:0% seriously here Australia. Other markets 00:11:34.680 --> 00:11:36.030 align:start position:0% seriously here Australia. Other markets obviously<00:11:34.920><c> take</c><00:11:35.080><c> it</c><00:11:35.200><c> seriously</c><00:11:35.680><c> straight</c><00:11:35.960><c> out</c> 00:11:36.030 --> 00:11:36.040 align:start position:0% obviously take it seriously straight out 00:11:36.040 --> 00:11:38.030 align:start position:0% obviously take it seriously straight out of<00:11:36.080><c> the</c><00:11:36.160><c> gate.</c><00:11:36.960><c> Um</c> 00:11:38.030 --> 00:11:38.040 align:start position:0% of the gate. Um 00:11:38.040 --> 00:11:40.230 align:start position:0% of the gate. Um but<00:11:38.320><c> the</c><00:11:38.480><c> idea</c><00:11:38.800><c> of</c><00:11:38.920><c> me</c><00:11:39.160><c> reading</c><00:11:39.560><c> out</c><00:11:39.720><c> my</c><00:11:39.880><c> mobile</c> 00:11:40.230 --> 00:11:40.240 align:start position:0% but the idea of me reading out my mobile 00:11:40.240 --> 00:11:41.830 align:start position:0% but the idea of me reading out my mobile number<00:11:40.480><c> and</c><00:11:40.600><c> email</c><00:11:40.800><c> address</c><00:11:41.160><c> out</c><00:11:41.400><c> loud</c><00:11:41.680><c> for</c> 00:11:41.830 --> 00:11:41.840 align:start position:0% number and email address out loud for 00:11:41.840 --> 00:11:43.790 align:start position:0% number and email address out loud for you<00:11:41.960><c> to</c><00:11:42.080><c> try</c><00:11:42.280><c> to</c><00:11:42.400><c> type</c><00:11:42.640><c> down</c><00:11:43.120><c> over</c><00:11:43.320><c> the</c><00:11:43.440><c> counter</c> 00:11:43.790 --> 00:11:43.800 align:start position:0% you to try to type down over the counter 00:11:43.800 --> 00:11:45.230 align:start position:0% you to try to type down over the counter is<00:11:43.920><c> probably</c><00:11:44.160><c> not</c><00:11:44.520><c> where</c><00:11:44.720><c> we're</c><00:11:44.840><c> going</c><00:11:44.960><c> to</c><00:11:45.040><c> end</c> 00:11:45.230 --> 00:11:45.240 align:start position:0% is probably not where we're going to end 00:11:45.240 --> 00:11:47.150 align:start position:0% is probably not where we're going to end up<00:11:45.400><c> in</c><00:11:45.480><c> the</c><00:11:45.560><c> long</c><00:11:45.760><c> run.</c><00:11:46.480><c> So,</c><00:11:46.600><c> if</c><00:11:46.720><c> I</c><00:11:46.800><c> can</c><00:11:46.920><c> say</c><00:11:47.080><c> to</c> 00:11:47.150 --> 00:11:47.160 align:start position:0% up in the long run. So, if I can say to 00:11:47.160 --> 00:11:49.470 align:start position:0% up in the long run. So, if I can say to you,<00:11:47.560><c> look,</c><00:11:47.720><c> scan</c><00:11:47.960><c> this</c><00:11:48.080><c> QR</c><00:11:48.360><c> code</c><00:11:48.680><c> and</c><00:11:48.920><c> just</c> 00:11:49.470 --> 00:11:49.480 align:start position:0% you, look, scan this QR code and just 00:11:49.480 --> 00:11:50.830 align:start position:0% you, look, scan this QR code and just quickly<00:11:49.800><c> put</c><00:11:49.920><c> your</c><00:11:50.040><c> email</c><00:11:50.280><c> address</c><00:11:50.560><c> in</c><00:11:50.680><c> on</c> 00:11:50.830 --> 00:11:50.840 align:start position:0% quickly put your email address in on 00:11:50.840 --> 00:11:52.230 align:start position:0% quickly put your email address in on your<00:11:51.040><c> phone</c><00:11:51.360><c> and</c><00:11:51.480><c> then</c><00:11:51.680><c> it's</c><00:11:51.800><c> going</c><00:11:51.920><c> to</c><00:11:51.960><c> pop</c><00:11:52.120><c> up</c> 00:11:52.230 --> 00:11:52.240 align:start position:0% your phone and then it's going to pop up 00:11:52.240 --> 00:11:53.910 align:start position:0% your phone and then it's going to pop up on<00:11:52.360><c> my</c><00:11:52.560><c> screen</c><00:11:53.120><c> and</c><00:11:53.280><c> I</c><00:11:53.360><c> as</c><00:11:53.440><c> a</c><00:11:53.480><c> staff</c><00:11:53.720><c> member</c> 00:11:53.910 --> 00:11:53.920 align:start position:0% on my screen and I as a staff member 00:11:53.920 --> 00:11:55.310 align:start position:0% on my screen and I as a staff member don't<00:11:54.080><c> even</c><00:11:54.240><c> really</c><00:11:54.440><c> need</c><00:11:54.600><c> to</c><00:11:54.720><c> see</c><00:11:54.920><c> your</c> 00:11:55.310 --> 00:11:55.320 align:start position:0% don't even really need to see your 00:11:55.320 --> 00:11:56.830 align:start position:0% don't even really need to see your mobile<00:11:55.600><c> number</c><00:11:55.960><c> or</c><00:11:56.200><c> email</c><00:11:56.520><c> address.</c><00:11:56.800><c> I</c> 00:11:56.830 --> 00:11:56.840 align:start position:0% mobile number or email address. I 00:11:56.840 --> 00:11:59.350 align:start position:0% mobile number or email address. I probably<00:11:57.120><c> shouldn't</c><00:11:57.400><c> see</c><00:11:57.560><c> it.</c><00:11:58.280><c> So,</c><00:11:58.400><c> now</c><00:11:59.160><c> one</c> 00:11:59.350 --> 00:11:59.360 align:start position:0% probably shouldn't see it. So, now one 00:11:59.360 --> 00:12:01.270 align:start position:0% probably shouldn't see it. So, now one click<00:11:59.600><c> on</c><00:11:59.760><c> your</c><00:12:00.040><c> phone,</c><00:12:00.520><c> now</c><00:12:00.760><c> I</c><00:12:00.800><c> can</c><00:12:00.960><c> add</c><00:12:01.120><c> this</c> 00:12:01.270 --> 00:12:01.280 align:start position:0% click on your phone, now I can add this 00:12:01.280 --> 00:12:02.870 align:start position:0% click on your phone, now I can add this sale<00:12:01.520><c> to</c><00:12:01.640><c> your</c><00:12:01.800><c> account</c><00:12:02.360><c> and</c><00:12:02.480><c> we're</c><00:12:02.600><c> good</c><00:12:02.800><c> to</c> 00:12:02.870 --> 00:12:02.880 align:start position:0% sale to your account and we're good to 00:12:02.880 --> 00:12:05.790 align:start position:0% sale to your account and we're good to go.<00:12:03.320><c> So,</c><00:12:04.080><c> you</c><00:12:04.200><c> can't</c><00:12:04.960><c> Some</c><00:12:05.160><c> of</c><00:12:05.200><c> that</c><00:12:05.480><c> flow</c> 00:12:05.790 --> 00:12:05.800 align:start position:0% go. So, you can't Some of that flow 00:12:05.800 --> 00:12:08.030 align:start position:0% go. So, you can't Some of that flow might<00:12:06.120><c> not</c><00:12:06.400><c> work</c><00:12:06.720><c> if</c><00:12:06.960><c> you</c><00:12:07.160><c> do</c><00:12:07.320><c> it</c><00:12:07.560><c> just</c><00:12:07.880><c> at</c><00:12:07.960><c> the</c> 00:12:08.030 --> 00:12:08.040 align:start position:0% might not work if you do it just at the 00:12:08.040 --> 00:12:09.390 align:start position:0% might not work if you do it just at the point<00:12:08.280><c> where</c><00:12:08.360><c> they</c><00:12:08.440><c> got</c><00:12:08.640><c> some</c><00:12:08.760><c> cash</c><00:12:09.080><c> ready</c><00:12:09.280><c> to</c> 00:12:09.390 --> 00:12:09.400 align:start position:0% point where they got some cash ready to 00:12:09.400 --> 00:12:10.830 align:start position:0% point where they got some cash ready to give<00:12:09.560><c> you.</c><00:12:09.720><c> So,</c><00:12:09.880><c> it's</c><00:12:10.040><c> really</c><00:12:10.320><c> important</c><00:12:10.760><c> to</c> 00:12:10.830 --> 00:12:10.840 align:start position:0% give you. So, it's really important to 00:12:10.840 --> 00:12:13.150 align:start position:0% give you. So, it's really important to go,<00:12:11.040><c> well,</c><00:12:11.640><c> let's</c><00:12:11.840><c> get</c><00:12:11.960><c> that</c><00:12:12.160><c> QR</c><00:12:12.440><c> code</c><00:12:12.800><c> further</c> 00:12:13.150 --> 00:12:13.160 align:start position:0% go, well, let's get that QR code further 00:12:13.160 --> 00:12:15.110 align:start position:0% go, well, let's get that QR code further back<00:12:13.400><c> into</c><00:12:13.600><c> the</c><00:12:13.680><c> store</c><00:12:14.000><c> experience.</c><00:12:14.960><c> Let's</c> 00:12:15.110 --> 00:12:15.120 align:start position:0% back into the store experience. Let's 00:12:15.120 --> 00:12:17.310 align:start position:0% back into the store experience. Let's put<00:12:15.240><c> it</c><00:12:15.360><c> on</c><00:12:15.480><c> our</c><00:12:16.160><c> sales</c><00:12:16.520><c> team's</c><00:12:16.800><c> badges</c><00:12:17.200><c> so</c> 00:12:17.310 --> 00:12:17.320 align:start position:0% put it on our sales team's badges so 00:12:17.320 --> 00:12:18.270 align:start position:0% put it on our sales team's badges so that<00:12:17.400><c> we</c><00:12:17.480><c> can</c><00:12:17.600><c> do</c><00:12:17.720><c> it</c><00:12:17.840><c> while</c><00:12:18.000><c> we're</c><00:12:18.080><c> on</c><00:12:18.160><c> the</c> 00:12:18.270 --> 00:12:18.280 align:start position:0% that we can do it while we're on the 00:12:18.280 --> 00:12:20.070 align:start position:0% that we can do it while we're on the floor<00:12:18.640><c> and</c><00:12:18.760><c> sort</c><00:12:18.880><c> of</c><00:12:19.000><c> sell</c><00:12:19.240><c> that</c><00:12:19.480><c> reason</c><00:12:19.840><c> to</c><00:12:19.960><c> be</c> 00:12:20.070 --> 00:12:20.080 align:start position:0% floor and sort of sell that reason to be 00:12:20.080 --> 00:12:22.550 align:start position:0% floor and sort of sell that reason to be known<00:12:20.520><c> earlier</c><00:12:21.080><c> at</c><00:12:21.160><c> the</c><00:12:21.280><c> start</c><00:12:21.600><c> of</c><00:12:21.680><c> the</c><00:12:21.760><c> visit.</c> 00:12:22.550 --> 00:12:22.560 align:start position:0% known earlier at the start of the visit. 00:12:22.560 --> 00:12:24.750 align:start position:0% known earlier at the start of the visit. So,<00:12:22.680><c> there's</c><00:12:22.800><c> a</c><00:12:22.920><c> a</c><00:12:22.960><c> lot</c><00:12:23.160><c> of</c><00:12:23.360><c> cultural</c><00:12:23.800><c> change</c> 00:12:24.750 --> 00:12:24.760 align:start position:0% So, there's a a lot of cultural change 00:12:24.760 --> 00:12:26.030 align:start position:0% So, there's a a lot of cultural change um<00:12:24.880><c> both</c><00:12:25.120><c> on</c><00:12:25.200><c> the</c><00:12:25.280><c> shopper</c><00:12:25.560><c> side</c><00:12:25.880><c> and</c><00:12:25.960><c> the</c> 00:12:26.030 --> 00:12:26.040 align:start position:0% um both on the shopper side and the 00:12:26.040 --> 00:12:27.830 align:start position:0% um both on the shopper side and the staff<00:12:26.360><c> side</c><00:12:26.680><c> to</c><00:12:26.960><c> sort</c><00:12:27.120><c> of</c><00:12:27.240><c> achieve</c><00:12:27.680><c> that</c> 00:12:27.830 --> 00:12:27.840 align:start position:0% staff side to sort of achieve that 00:12:27.840 --> 00:12:30.070 align:start position:0% staff side to sort of achieve that utopia,<00:12:28.440><c> but</c><00:12:28.640><c> we</c><00:12:28.720><c> think</c><00:12:28.880><c> it's</c><00:12:29.000><c> worth</c><00:12:29.240><c> it.</c> 00:12:30.070 --> 00:12:30.080 align:start position:0% utopia, but we think it's worth it. 00:12:30.080 --> 00:12:31.510 align:start position:0% utopia, but we think it's worth it. >> Yeah,<00:12:30.320><c> absolutely.</c><00:12:30.840><c> You</c><00:12:30.920><c> see</c><00:12:31.080><c> like</c><00:12:31.280><c> I</c><00:12:31.360><c> think</c> 00:12:31.510 --> 00:12:31.520 align:start position:0% >> Yeah, absolutely. You see like I think 00:12:31.520 --> 00:12:33.310 align:start position:0% >> Yeah, absolutely. You see like I think of<00:12:31.640><c> Uniqlo</c><00:12:32.080><c> as</c><00:12:32.240><c> an</c><00:12:32.320><c> example</c><00:12:32.880><c> where</c><00:12:33.080><c> they've</c> 00:12:33.310 --> 00:12:33.320 align:start position:0% of Uniqlo as an example where they've 00:12:33.320 --> 00:12:35.150 align:start position:0% of Uniqlo as an example where they've kind<00:12:33.600><c> of</c><00:12:33.760><c> got</c><00:12:34.000><c> some</c><00:12:34.320><c> really</c><00:12:34.680><c> interesting</c> 00:12:35.150 --> 00:12:35.160 align:start position:0% kind of got some really interesting 00:12:35.160 --> 00:12:37.510 align:start position:0% kind of got some really interesting touch<00:12:35.520><c> points</c><00:12:35.880><c> there,</c><00:12:36.160><c> don't</c><00:12:36.480><c> they?</c><00:12:36.640><c> Like</c><00:12:37.000><c> you</c> 00:12:37.510 --> 00:12:37.520 align:start position:0% touch points there, don't they? Like you 00:12:37.520 --> 00:12:39.630 align:start position:0% touch points there, don't they? Like you go<00:12:37.760><c> to</c><00:12:38.120><c> the</c><00:12:38.480><c> You</c><00:12:38.600><c> go</c><00:12:38.720><c> to</c><00:12:38.800><c> the</c><00:12:38.920><c> checkout</c><00:12:39.440><c> there</c> 00:12:39.630 --> 00:12:39.640 align:start position:0% go to the You go to the checkout there 00:12:39.640 --> 00:12:41.470 align:start position:0% go to the You go to the checkout there and<00:12:39.720><c> like</c><00:12:40.200><c> even</c><00:12:40.480><c> just</c><00:12:40.680><c> like</c><00:12:40.880><c> the</c><00:12:41.000><c> physical</c> 00:12:41.470 --> 00:12:41.480 align:start position:0% and like even just like the physical 00:12:41.480 --> 00:12:43.150 align:start position:0% and like even just like the physical change<00:12:41.880><c> of</c><00:12:42.000><c> like</c><00:12:42.400><c> they</c><00:12:42.480><c> don't</c><00:12:42.640><c> even</c><00:12:42.800><c> scan</c><00:12:43.120><c> a</c> 00:12:43.150 --> 00:12:43.160 align:start position:0% change of like they don't even scan a 00:12:43.160 --> 00:12:44.430 align:start position:0% change of like they don't even scan a barcode<00:12:43.640><c> anymore.</c><00:12:43.960><c> You</c><00:12:44.080><c> put</c><00:12:44.240><c> all</c><00:12:44.320><c> the</c> 00:12:44.430 --> 00:12:44.440 align:start position:0% barcode anymore. You put all the 00:12:44.440 --> 00:12:46.150 align:start position:0% barcode anymore. You put all the products<00:12:44.839><c> in</c><00:12:44.920><c> like</c><00:12:45.080><c> a</c><00:12:45.200><c> sort</c><00:12:45.440><c> of</c><00:12:45.520><c> a</c><00:12:45.720><c> bucket</c> 00:12:46.150 --> 00:12:46.160 align:start position:0% products in like a sort of a bucket 00:12:46.160 --> 00:12:48.710 align:start position:0% products in like a sort of a bucket thing<00:12:46.400><c> and</c><00:12:46.520><c> it</c><00:12:46.920><c> it</c><00:12:47.480><c> just</c><00:12:47.880><c> picks</c><00:12:48.160><c> up</c><00:12:48.280><c> the</c><00:12:48.400><c> chips</c> 00:12:48.710 --> 00:12:48.720 align:start position:0% thing and it it just picks up the chips 00:12:48.720 --> 00:12:50.710 align:start position:0% thing and it it just picks up the chips on<00:12:48.839><c> them</c><00:12:49.000><c> all</c><00:12:49.240><c> and</c><00:12:49.680><c> then</c><00:12:49.839><c> you</c><00:12:49.960><c> scan</c><00:12:50.360><c> your</c><00:12:50.520><c> app</c> 00:12:50.710 --> 00:12:50.720 align:start position:0% on them all and then you scan your app 00:12:50.720 --> 00:12:52.470 align:start position:0% on them all and then you scan your app and<00:12:50.839><c> your</c><00:12:50.960><c> payment's</c><00:12:51.440><c> stored</c><00:12:51.800><c> on</c><00:12:51.920><c> there</c><00:12:52.320><c> and</c> 00:12:52.470 --> 00:12:52.480 align:start position:0% and your payment's stored on there and 00:12:52.480 --> 00:12:55.030 align:start position:0% and your payment's stored on there and so<00:12:52.920><c> the</c><00:12:53.040><c> behavior's</c><00:12:53.520><c> definitely</c><00:12:54.000><c> changing</c> 00:12:55.030 --> 00:12:55.040 align:start position:0% so the behavior's definitely changing 00:12:55.040 --> 00:12:57.310 align:start position:0% so the behavior's definitely changing and<00:12:55.880><c> yeah,</c><00:12:56.080><c> there's</c><00:12:56.320><c> just</c><00:12:56.560><c> so</c><00:12:56.760><c> much</c><00:12:57.000><c> great</c> 00:12:57.310 --> 00:12:57.320 align:start position:0% and yeah, there's just so much great 00:12:57.320 --> 00:12:59.510 align:start position:0% and yeah, there's just so much great opportunity<00:12:57.920><c> to</c><00:12:58.080><c> try</c><00:12:58.400><c> new</c><00:12:58.680><c> things</c><00:12:59.120><c> and</c><00:12:59.400><c> and</c> 00:12:59.510 --> 00:12:59.520 align:start position:0% opportunity to try new things and and 00:12:59.520 --> 00:13:01.030 align:start position:0% opportunity to try new things and and explore<00:13:00.000><c> more</c><00:13:00.120><c> different</c><00:13:00.480><c> stuff</c><00:13:00.760><c> with</c><00:13:00.920><c> the</c> 00:13:01.030 --> 00:13:01.040 align:start position:0% explore more different stuff with the 00:13:01.040 --> 00:13:03.550 align:start position:0% explore more different stuff with the way<00:13:01.240><c> you</c><00:13:01.600><c> you</c><00:13:02.520><c> get</c><00:13:02.680><c> that</c><00:13:02.733><c> [snorts]</c><00:13:02.920><c> data,</c><00:13:03.360><c> but</c> 00:13:03.550 --> 00:13:03.560 align:start position:0% way you you get that [snorts] data, but 00:13:03.560 --> 00:13:05.510 align:start position:0% way you you get that [snorts] data, but also<00:13:03.880><c> yeah,</c><00:13:04.240><c> turn</c><00:13:04.560><c> it</c><00:13:04.680><c> back</c><00:13:04.920><c> into</c><00:13:05.160><c> something</c> 00:13:05.510 --> 00:13:05.520 align:start position:0% also yeah, turn it back into something 00:13:05.520 --> 00:13:07.270 align:start position:0% also yeah, turn it back into something that<00:13:05.720><c> makes</c><00:13:06.040><c> that</c><00:13:06.240><c> customer</c><00:13:06.640><c> experience</c> 00:13:07.270 --> 00:13:07.280 align:start position:0% that makes that customer experience 00:13:07.280 --> 00:13:08.430 align:start position:0% that makes that customer experience better. 00:13:08.430 --> 00:13:08.440 align:start position:0% better. 00:13:08.440 --> 00:13:09.750 align:start position:0% better. >> I<00:13:08.480><c> think</c><00:13:08.640><c> if</c><00:13:08.720><c> you</c><00:13:08.800><c> were</c><00:13:08.880><c> to</c><00:13:08.960><c> ask</c><00:13:09.200><c> a</c><00:13:09.240><c> question</c><00:13:09.640><c> to</c> 00:13:09.750 --> 00:13:09.760 align:start position:0% >> I think if you were to ask a question to 00:13:09.760 --> 00:13:11.710 align:start position:0% >> I think if you were to ask a question to yourself<00:13:10.360><c> as</c><00:13:10.480><c> a</c><00:13:10.560><c> brand,</c><00:13:11.000><c> it's</c><00:13:11.120><c> like,</c><00:13:11.320><c> well,</c> 00:13:11.710 --> 00:13:11.720 align:start position:0% yourself as a brand, it's like, well, 00:13:11.720 --> 00:13:13.990 align:start position:0% yourself as a brand, it's like, well, what<00:13:12.200><c> I</c><00:13:12.240><c> mean,</c><00:13:12.400><c> we</c><00:13:13.200><c> there's</c><00:13:13.360><c> this</c><00:13:13.560><c> default</c> 00:13:13.990 --> 00:13:14.000 align:start position:0% what I mean, we there's this default 00:13:14.000 --> 00:13:15.990 align:start position:0% what I mean, we there's this default assumption<00:13:14.520><c> that</c><00:13:14.800><c> we</c><00:13:15.040><c> we</c><00:13:15.200><c> cannot</c><00:13:15.600><c> know</c><00:13:15.800><c> who</c> 00:13:15.990 --> 00:13:16.000 align:start position:0% assumption that we we cannot know who 00:13:16.000 --> 00:13:17.310 align:start position:0% assumption that we we cannot know who they<00:13:16.200><c> are</c><00:13:16.400><c> until</c><00:13:16.680><c> they're</c><00:13:16.800><c> ready</c><00:13:17.000><c> to</c><00:13:17.120><c> buy</c> 00:13:17.310 --> 00:13:17.320 align:start position:0% they are until they're ready to buy 00:13:17.320 --> 00:13:19.590 align:start position:0% they are until they're ready to buy something.<00:13:17.920><c> That's</c><00:13:18.200><c> just</c><00:13:18.440><c> the</c><00:13:18.560><c> rules.</c><00:13:19.440><c> Like</c> 00:13:19.590 --> 00:13:19.600 align:start position:0% something. That's just the rules. Like 00:13:19.600 --> 00:13:21.190 align:start position:0% something. That's just the rules. Like we<00:13:19.760><c> we</c><00:13:19.880><c> don't</c><00:13:20.200><c> ask</c><00:13:20.400><c> who</c><00:13:20.520><c> they</c><00:13:20.720><c> are</c><00:13:20.960><c> and</c><00:13:21.080><c> we</c> 00:13:21.190 --> 00:13:21.200 align:start position:0% we we don't ask who they are and we 00:13:21.200 --> 00:13:23.270 align:start position:0% we we don't ask who they are and we cannot<00:13:21.560><c> know.</c><00:13:22.360><c> Shop</c><00:13:22.520><c> advice</c><00:13:22.800><c> changing</c><00:13:23.120><c> that.</c> 00:13:23.270 --> 00:13:23.280 align:start position:0% cannot know. Shop advice changing that. 00:13:23.280 --> 00:13:24.670 align:start position:0% cannot know. Shop advice changing that. Like<00:13:23.480><c> they're</c><00:13:23.720><c> really</c><00:13:24.080><c> leaning</c><00:13:24.400><c> into</c><00:13:24.600><c> the</c> 00:13:24.670 --> 00:13:24.680 align:start position:0% Like they're really leaning into the 00:13:24.680 --> 00:13:26.270 align:start position:0% Like they're really leaning into the whole<00:13:24.960><c> login</c><00:13:25.280><c> with</c><00:13:25.400><c> Shop,</c><00:13:25.680><c> not</c><00:13:25.880><c> just</c><00:13:26.040><c> check</c> 00:13:26.270 --> 00:13:26.280 align:start position:0% whole login with Shop, not just check 00:13:26.280 --> 00:13:27.790 align:start position:0% whole login with Shop, not just check out<00:13:26.400><c> with</c><00:13:26.520><c> Shop.</c><00:13:26.839><c> They've</c><00:13:27.000><c> got</c><00:13:27.360><c> bit</c><00:13:27.560><c> right,</c> 00:13:27.790 --> 00:13:27.800 align:start position:0% out with Shop. They've got bit right, 00:13:27.800 --> 00:13:29.590 align:start position:0% out with Shop. They've got bit right, which<00:13:27.960><c> is</c><00:13:28.040><c> just</c><00:13:28.200><c> amazing.</c><00:13:29.160><c> But</c><00:13:29.320><c> now</c><00:13:29.480><c> they're</c> 00:13:29.590 --> 00:13:29.600 align:start position:0% which is just amazing. But now they're 00:13:29.600 --> 00:13:31.110 align:start position:0% which is just amazing. But now they're doing<00:13:29.840><c> login</c><00:13:30.120><c> with</c><00:13:30.280><c> Shop.</c><00:13:30.600><c> So,</c><00:13:30.800><c> the</c><00:13:30.920><c> whole</c> 00:13:31.110 --> 00:13:31.120 align:start position:0% doing login with Shop. So, the whole 00:13:31.120 --> 00:13:32.910 align:start position:0% doing login with Shop. So, the whole idea<00:13:31.440><c> is</c><00:13:32.000><c> when</c><00:13:32.160><c> you're</c><00:13:32.240><c> on</c><00:13:32.320><c> this</c><00:13:32.480><c> site,</c><00:13:32.760><c> tell</c> 00:13:32.910 --> 00:13:32.920 align:start position:0% idea is when you're on this site, tell 00:13:32.920 --> 00:13:35.110 align:start position:0% idea is when you're on this site, tell us<00:13:33.000><c> who</c><00:13:33.120><c> you</c><00:13:33.280><c> are.</c><00:13:33.480><c> Let's</c><00:13:33.880><c> Let's</c><00:13:34.560><c> Ah,</c><00:13:34.840><c> welcome</c> 00:13:35.110 --> 00:13:35.120 align:start position:0% us who you are. Let's Let's Ah, welcome 00:13:35.120 --> 00:13:36.830 align:start position:0% us who you are. Let's Let's Ah, welcome back,<00:13:35.680><c> Martin.</c><00:13:35.960><c> Let's</c><00:13:36.160><c> Let's</c><00:13:36.360><c> pick</c><00:13:36.560><c> up</c><00:13:36.720><c> where</c> 00:13:36.830 --> 00:13:36.840 align:start position:0% back, Martin. Let's Let's pick up where 00:13:36.840 --> 00:13:38.190 align:start position:0% back, Martin. Let's Let's pick up where you<00:13:36.960><c> left</c><00:13:37.240><c> off.</c><00:13:37.440><c> And</c><00:13:37.600><c> brands</c><00:13:38.000><c> that</c><00:13:38.120><c> are</c> 00:13:38.190 --> 00:13:38.200 align:start position:0% you left off. And brands that are 00:13:38.200 --> 00:13:39.350 align:start position:0% you left off. And brands that are building 00:13:39.350 --> 00:13:39.360 align:start position:0% building 00:13:39.360 --> 00:13:40.830 align:start position:0% building pick<00:13:39.480><c> up</c><00:13:39.600><c> where</c><00:13:39.680><c> you</c><00:13:39.760><c> left</c><00:13:39.960><c> off</c><00:13:40.120><c> experiences</c> 00:13:40.830 --> 00:13:40.840 align:start position:0% pick up where you left off experiences 00:13:40.840 --> 00:13:43.870 align:start position:0% pick up where you left off experiences into<00:13:41.080><c> their</c><00:13:41.680><c> websites.</c><00:13:42.720><c> So,</c><00:13:43.400><c> now</c><00:13:43.600><c> we</c><00:13:43.720><c> know</c> 00:13:43.870 --> 00:13:43.880 align:start position:0% into their websites. So, now we know 00:13:43.880 --> 00:13:45.670 align:start position:0% into their websites. So, now we know it's<00:13:44.080><c> Martin,</c><00:13:44.520><c> let's</c><00:13:44.760><c> change</c><00:13:45.120><c> the</c><00:13:45.200><c> website</c><00:13:45.600><c> to</c> 00:13:45.670 --> 00:13:45.680 align:start position:0% it's Martin, let's change the website to 00:13:45.680 --> 00:13:47.630 align:start position:0% it's Martin, let's change the website to be<00:13:45.760><c> a</c><00:13:45.800><c> little</c><00:13:45.960><c> bit</c><00:13:46.080><c> more</c><00:13:46.240><c> Martin</c><00:13:46.560><c> specific.</c> 00:13:47.630 --> 00:13:47.640 align:start position:0% be a little bit more Martin specific. 00:13:47.640 --> 00:13:49.310 align:start position:0% be a little bit more Martin specific. Martin<00:13:48.000><c> Let's</c><00:13:48.120><c> narrow</c><00:13:48.360><c> it</c><00:13:48.480><c> all</c><00:13:48.680><c> the</c><00:13:48.760><c> way</c><00:13:48.960><c> down.</c> 00:13:49.310 --> 00:13:49.320 align:start position:0% Martin Let's narrow it all the way down. 00:13:49.320 --> 00:13:50.910 align:start position:0% Martin Let's narrow it all the way down. I<00:13:49.360><c> think</c><00:13:49.520><c> sometimes</c><00:13:49.920><c> you</c><00:13:50.000><c> can</c><00:13:50.080><c> go</c><00:13:50.240><c> too</c><00:13:50.520><c> far.</c><00:13:50.800><c> We</c> 00:13:50.910 --> 00:13:50.920 align:start position:0% I think sometimes you can go too far. We 00:13:50.920 --> 00:13:52.430 align:start position:0% I think sometimes you can go too far. We still<00:13:51.320><c> We</c><00:13:51.440><c> don't</c><00:13:51.600><c> know</c><00:13:51.760><c> what</c><00:13:51.920><c> you</c><00:13:52.040><c> might</c><00:13:52.240><c> like</c> 00:13:52.430 --> 00:13:52.440 align:start position:0% still We don't know what you might like 00:13:52.440 --> 00:13:53.590 align:start position:0% still We don't know what you might like to<00:13:52.520><c> discover</c><00:13:52.920><c> or</c><00:13:53.040><c> if</c><00:13:53.120><c> you're</c><00:13:53.240><c> buying</c><00:13:53.480><c> for</c> 00:13:53.590 --> 00:13:53.600 align:start position:0% to discover or if you're buying for 00:13:53.600 --> 00:13:54.830 align:start position:0% to discover or if you're buying for someone<00:13:53.880><c> else.</c> 00:13:54.830 --> 00:13:54.840 align:start position:0% someone else. 00:13:54.840 --> 00:13:56.950 align:start position:0% someone else. But<00:13:55.560><c> this</c><00:13:55.720><c> website</c> 00:13:56.950 --> 00:13:56.960 align:start position:0% But this website 00:13:56.960 --> 00:13:59.950 align:start position:0% But this website was<00:13:57.080><c> 100%</c><00:13:57.720><c> brand</c><00:13:58.040><c> and</c><00:13:58.120><c> 0%</c><00:13:58.680><c> me.</c><00:13:59.400><c> So,</c><00:13:59.520><c> imagine</c><00:13:59.840><c> if</c> 00:13:59.950 --> 00:13:59.960 align:start position:0% was 100% brand and 0% me. So, imagine if 00:13:59.960 --> 00:14:01.510 align:start position:0% was 100% brand and 0% me. So, imagine if I<00:14:00.040><c> logged</c><00:14:00.320><c> in</c><00:14:00.400><c> and</c><00:14:00.480><c> it</c><00:14:00.520><c> went</c><00:14:00.720><c> to</c><00:14:00.800><c> sort</c><00:14:00.960><c> of</c><00:14:01.040><c> 80%</c> 00:14:01.510 --> 00:14:01.520 align:start position:0% I logged in and it went to sort of 80% 00:14:01.520 --> 00:14:03.670 align:start position:0% I logged in and it went to sort of 80% brand,<00:14:01.840><c> 20%</c><00:14:02.440><c> me.</c><00:14:03.000><c> And</c><00:14:03.120><c> what</c><00:14:03.240><c> would</c><00:14:03.320><c> the</c><00:14:03.400><c> home</c> 00:14:03.670 --> 00:14:03.680 align:start position:0% brand, 20% me. And what would the home 00:14:03.680 --> 00:14:06.110 align:start position:0% brand, 20% me. And what would the home page<00:14:03.920><c> look</c><00:14:04.120><c> like</c><00:14:04.760><c> if</c><00:14:04.920><c> it</c><00:14:05.000><c> was</c><00:14:05.120><c> more</c><00:14:05.280><c> of</c><00:14:05.400><c> a</c><00:14:05.960><c> let's</c> 00:14:06.110 --> 00:14:06.120 align:start position:0% page look like if it was more of a let's 00:14:06.120 --> 00:14:07.510 align:start position:0% page look like if it was more of a let's pick<00:14:06.280><c> up</c><00:14:06.400><c> where</c><00:14:06.480><c> you</c><00:14:06.560><c> left</c><00:14:06.800><c> off,</c><00:14:06.920><c> Martin,</c><00:14:07.280><c> home</c> 00:14:07.510 --> 00:14:07.520 align:start position:0% pick up where you left off, Martin, home 00:14:07.520 --> 00:14:09.510 align:start position:0% pick up where you left off, Martin, home page<00:14:07.800><c> as</c><00:14:07.880><c> opposed</c><00:14:08.240><c> to</c><00:14:08.400><c> this</c><00:14:08.600><c> is</c><00:14:08.760><c> what</c><00:14:09.120><c> we</c><00:14:09.280><c> need</c> 00:14:09.510 --> 00:14:09.520 align:start position:0% page as opposed to this is what we need 00:14:09.520 --> 00:14:11.470 align:start position:0% page as opposed to this is what we need to<00:14:09.600><c> sell</c><00:14:09.840><c> this</c><00:14:10.080><c> week,</c><00:14:10.400><c> Martin.</c><00:14:11.000><c> I</c><00:14:11.120><c> I</c><00:14:11.160><c> hope</c><00:14:11.400><c> you</c> 00:14:11.470 --> 00:14:11.480 align:start position:0% to sell this week, Martin. I I hope you 00:14:11.480 --> 00:14:13.510 align:start position:0% to sell this week, Martin. I I hope you can<00:14:11.600><c> help</c><00:14:11.840><c> us</c><00:14:12.000><c> because</c><00:14:12.240><c> we</c><00:14:12.360><c> need</c><00:14:12.520><c> to</c><00:14:12.600><c> sell</c><00:14:12.840><c> it.</c> 00:14:13.510 --> 00:14:13.520 align:start position:0% can help us because we need to sell it. 00:14:13.520 --> 00:14:14.710 align:start position:0% can help us because we need to sell it. Don't<00:14:13.640><c> really</c><00:14:13.800><c> care</c><00:14:14.040><c> who</c><00:14:14.160><c> you</c><00:14:14.360><c> are</c><00:14:14.440><c> and</c><00:14:14.560><c> what</c> 00:14:14.710 --> 00:14:14.720 align:start position:0% Don't really care who you are and what 00:14:14.720 --> 00:14:16.030 align:start position:0% Don't really care who you are and what you<00:14:14.840><c> need.</c><00:14:15.120><c> This</c><00:14:15.280><c> is</c><00:14:15.400><c> the</c><00:14:15.480><c> stuff</c><00:14:15.720><c> I've</c><00:14:15.840><c> got</c><00:14:15.960><c> to</c> 00:14:16.030 --> 00:14:16.040 align:start position:0% you need. This is the stuff I've got to 00:14:16.040 --> 00:14:18.710 align:start position:0% you need. This is the stuff I've got to sell.<00:14:16.760><c> So,</c><00:14:17.560><c> I</c><00:14:17.680><c> just</c><00:14:17.920><c> balancing</c><00:14:18.360><c> that</c><00:14:18.560><c> out</c><00:14:18.680><c> a</c> 00:14:18.710 --> 00:14:18.720 align:start position:0% sell. So, I just balancing that out a 00:14:18.720 --> 00:14:20.230 align:start position:0% sell. So, I just balancing that out a little<00:14:18.920><c> bit</c><00:14:19.120><c> would</c><00:14:19.360><c> sort</c><00:14:19.520><c> of</c><00:14:19.760><c> radically</c> 00:14:20.230 --> 00:14:20.240 align:start position:0% little bit would sort of radically 00:14:20.240 --> 00:14:21.310 align:start position:0% little bit would sort of radically change<00:14:20.560><c> how</c><00:14:20.640><c> you</c><00:14:20.760><c> think</c><00:14:21.000><c> about</c><00:14:21.240><c> the</c> 00:14:21.310 --> 00:14:21.320 align:start position:0% change how you think about the 00:14:21.320 --> 00:14:22.590 align:start position:0% change how you think about the experience.<00:14:21.640><c> And</c><00:14:21.760><c> same</c><00:14:21.920><c> for</c><00:14:22.040><c> stores.</c><00:14:22.400><c> What</c> 00:14:22.590 --> 00:14:22.600 align:start position:0% experience. And same for stores. What 00:14:22.600 --> 00:14:24.670 align:start position:0% experience. And same for stores. What would<00:14:22.720><c> the</c><00:14:22.800><c> store</c><00:14:23.040><c> experience</c><00:14:23.440><c> be</c><00:14:24.280><c> if</c><00:14:24.520><c> we</c> 00:14:24.670 --> 00:14:24.680 align:start position:0% would the store experience be if we 00:14:24.680 --> 00:14:26.430 align:start position:0% would the store experience be if we could<00:14:25.080><c> know</c><00:14:25.360><c> who</c><00:14:25.520><c> you</c><00:14:25.680><c> were</c><00:14:25.880><c> when</c><00:14:26.040><c> you</c><00:14:26.120><c> walked</c> 00:14:26.430 --> 00:14:26.440 align:start position:0% could know who you were when you walked 00:14:26.440 --> 00:14:27.710 align:start position:0% could know who you were when you walked in?<00:14:26.680><c> What</c><00:14:26.800><c> would</c><00:14:26.880><c> that</c><00:14:27.160><c> look</c><00:14:27.400><c> like?</c><00:14:27.640><c> What</c> 00:14:27.710 --> 00:14:27.720 align:start position:0% in? What would that look like? What 00:14:27.720 --> 00:14:29.550 align:start position:0% in? What would that look like? What would<00:14:27.840><c> that</c><00:14:28.000><c> script</c><00:14:28.440><c> change</c><00:14:28.880><c> to</c><00:14:29.040><c> if</c><00:14:29.160><c> we</c><00:14:29.240><c> could</c> 00:14:29.550 --> 00:14:29.560 align:start position:0% would that script change to if we could 00:14:29.560 --> 00:14:31.190 align:start position:0% would that script change to if we could if<00:14:29.720><c> we</c><00:14:29.800><c> could</c><00:14:30.040><c> know</c><00:14:30.160><c> that?</c> 00:14:31.190 --> 00:14:31.200 align:start position:0% if we could know that? 00:14:31.200 --> 00:14:32.950 align:start position:0% if we could know that? >> Yeah.<00:14:31.560><c> Yeah,</c><00:14:31.760><c> absolutely.</c><00:14:32.240><c> Like</c><00:14:32.480><c> it's</c><00:14:32.720><c> like</c> 00:14:32.950 --> 00:14:32.960 align:start position:0% >> Yeah. Yeah, absolutely. Like it's like 00:14:32.960 --> 00:14:35.230 align:start position:0% >> Yeah. Yeah, absolutely. Like it's like it<00:14:33.200><c> buy</c><00:14:33.560><c> it</c><00:14:33.680><c> again</c><00:14:34.040><c> is</c><00:14:34.240><c> like</c><00:14:34.440><c> the</c><00:14:34.520><c> most</c><00:14:34.839><c> obvious</c> 00:14:35.230 --> 00:14:35.240 align:start position:0% it buy it again is like the most obvious 00:14:35.240 --> 00:14:36.470 align:start position:0% it buy it again is like the most obvious one,<00:14:35.440><c> isn't</c><00:14:35.680><c> it?</c><00:14:35.760><c> Where</c><00:14:35.880><c> you</c><00:14:36.000><c> don't</c><00:14:36.240><c> need</c><00:14:36.400><c> the</c> 00:14:36.470 --> 00:14:36.480 align:start position:0% one, isn't it? Where you don't need the 00:14:36.480 --> 00:14:38.470 align:start position:0% one, isn't it? Where you don't need the algorithm<00:14:37.080><c> to</c><00:14:37.200><c> surface</c><00:14:37.640><c> the</c><00:14:37.760><c> product</c><00:14:38.120><c> someone</c> 00:14:38.470 --> 00:14:38.480 align:start position:0% algorithm to surface the product someone 00:14:38.480 --> 00:14:40.950 align:start position:0% algorithm to surface the product someone buys<00:14:38.880><c> every</c><00:14:39.080><c> 2</c><00:14:39.280><c> months</c><00:14:39.800><c> on</c><00:14:39.960><c> the</c><00:14:40.360><c> on</c><00:14:40.520><c> the</c><00:14:40.680><c> home</c> 00:14:40.950 --> 00:14:40.960 align:start position:0% buys every 2 months on the on the home 00:14:40.960 --> 00:14:43.910 align:start position:0% buys every 2 months on the on the home page<00:14:41.280><c> to</c><00:14:41.440><c> you</c><00:14:41.520><c> if</c><00:14:41.640><c> they</c><00:14:41.800><c> buy</c><00:14:42.200><c> it</c><00:14:42.360><c> if</c><00:14:42.480><c> it's</c><00:14:42.640><c> a</c> 00:14:43.910 --> 00:14:43.920 align:start position:0% page to you if they buy it if it's a 00:14:43.920 --> 00:14:46.910 align:start position:0% page to you if they buy it if it's a a<00:14:44.040><c> serum</c><00:14:44.520><c> that</c><00:14:44.680><c> they</c><00:14:44.800><c> purchase</c><00:14:45.960><c> on</c><00:14:46.120><c> a</c> 00:14:46.910 --> 00:14:46.920 align:start position:0% a serum that they purchase on a 00:14:46.920 --> 00:14:49.430 align:start position:0% a serum that they purchase on a beauty<00:14:47.200><c> store</c><00:14:47.680><c> or</c><00:14:47.920><c> a</c><00:14:48.200><c> t-shirt</c><00:14:48.800><c> or</c><00:14:48.920><c> socks</c><00:14:49.320><c> that</c> 00:14:49.430 --> 00:14:49.440 align:start position:0% beauty store or a t-shirt or socks that 00:14:49.440 --> 00:14:50.829 align:start position:0% beauty store or a t-shirt or socks that they<00:14:49.560><c> always</c><00:14:49.880><c> just</c><00:14:50.040><c> buy</c><00:14:50.280><c> in</c><00:14:50.360><c> the</c><00:14:50.480><c> same</c><00:14:50.760><c> way.</c> 00:14:50.829 --> 00:14:50.839 align:start position:0% they always just buy in the same way. 00:14:50.839 --> 00:14:52.710 align:start position:0% they always just buy in the same way. Like<00:14:50.960><c> just</c><00:14:51.200><c> surfacing</c><00:14:51.760><c> that</c><00:14:51.960><c> stuff</c><00:14:52.360><c> and</c><00:14:52.480><c> then</c> 00:14:52.710 --> 00:14:52.720 align:start position:0% Like just surfacing that stuff and then 00:14:52.720 --> 00:14:54.590 align:start position:0% Like just surfacing that stuff and then stuff<00:14:53.000><c> that's</c><00:14:53.240><c> similar</c><00:14:53.600><c> to</c><00:14:53.760><c> it</c><00:14:54.200><c> is</c><00:14:54.360><c> not</c> 00:14:54.590 --> 00:14:54.600 align:start position:0% stuff that's similar to it is not 00:14:54.600 --> 00:14:56.750 align:start position:0% stuff that's similar to it is not actually<00:14:55.200><c> There's</c><00:14:55.440><c> There's</c><00:14:55.680><c> no</c><00:14:56.560><c> Yeah,</c> 00:14:56.750 --> 00:14:56.760 align:start position:0% actually There's There's no Yeah, 00:14:56.760 --> 00:14:58.630 align:start position:0% actually There's There's no Yeah, there's<00:14:56.960><c> no</c><00:14:57.120><c> rocket</c><00:14:57.440><c> science</c><00:14:57.760><c> behind</c><00:14:58.360><c> it,</c><00:14:58.480><c> is</c> 00:14:58.630 --> 00:14:58.640 align:start position:0% there's no rocket science behind it, is 00:14:58.640 --> 00:15:00.510 align:start position:0% there's no rocket science behind it, is there?<00:14:58.920><c> It's</c><00:14:59.080><c> just</c><00:14:59.480><c> a</c> 00:15:00.510 --> 00:15:00.520 align:start position:0% there? It's just a 00:15:00.520 --> 00:15:01.470 align:start position:0% there? It's just a >> But<00:15:00.640><c> I</c><00:15:00.720><c> think</c><00:15:00.920><c> the</c><00:15:00.960><c> other</c><00:15:01.080><c> thing,</c><00:15:01.240><c> too,</c><00:15:01.400><c> we</c> 00:15:01.470 --> 00:15:01.480 align:start position:0% >> But I think the other thing, too, we 00:15:01.480 --> 00:15:03.150 align:start position:0% >> But I think the other thing, too, we talk<00:15:01.640><c> a</c><00:15:01.680><c> lot</c><00:15:01.839><c> about</c><00:15:02.000><c> recommendations</c><00:15:02.760><c> and</c><00:15:02.960><c> AI</c> 00:15:03.150 --> 00:15:03.160 align:start position:0% talk a lot about recommendations and AI 00:15:03.160 --> 00:15:04.670 align:start position:0% talk a lot about recommendations and AI about<00:15:03.360><c> recommendations</c><00:15:04.040><c> and</c><00:15:04.120><c> all</c><00:15:04.200><c> this</c><00:15:04.360><c> great</c> 00:15:04.670 --> 00:15:04.680 align:start position:0% about recommendations and all this great 00:15:04.680 --> 00:15:06.710 align:start position:0% about recommendations and all this great There's<00:15:05.120><c> you</c><00:15:05.240><c> know,</c><00:15:05.680><c> there's</c><00:15:05.920><c> any</c><00:15:06.120><c> number</c><00:15:06.520><c> of</c> 00:15:06.710 --> 00:15:06.720 align:start position:0% There's you know, there's any number of 00:15:06.720 --> 00:15:08.510 align:start position:0% There's you know, there's any number of platforms<00:15:07.240><c> really</c><00:15:07.920><c> willing</c><00:15:08.160><c> to</c><00:15:08.240><c> take</c><00:15:08.440><c> your</c> 00:15:08.510 --> 00:15:08.520 align:start position:0% platforms really willing to take your 00:15:08.520 --> 00:15:09.829 align:start position:0% platforms really willing to take your money<00:15:08.720><c> if</c><00:15:08.880><c> you</c><00:15:09.000><c> want</c><00:15:09.120><c> a</c><00:15:09.160><c> recommendations</c> 00:15:09.829 --> 00:15:09.839 align:start position:0% money if you want a recommendations 00:15:09.839 --> 00:15:12.190 align:start position:0% money if you want a recommendations engine<00:15:10.080><c> out</c><00:15:10.240><c> there.</c><00:15:11.000><c> But</c><00:15:11.400><c> if</c><00:15:11.600><c> I</c><00:15:11.680><c> spend</c><00:15:11.920><c> time</c><00:15:12.120><c> in</c> 00:15:12.190 --> 00:15:12.200 align:start position:0% engine out there. But if I spend time in 00:15:12.200 --> 00:15:13.510 align:start position:0% engine out there. But if I spend time in a<00:15:12.240><c> store,</c><00:15:12.680><c> I</c><00:15:12.720><c> mean,</c><00:15:12.880><c> you</c><00:15:12.920><c> think</c><00:15:13.080><c> about</c><00:15:13.320><c> it,</c><00:15:13.440><c> for</c> 00:15:13.510 --> 00:15:13.520 align:start position:0% a store, I mean, you think about it, for 00:15:13.520 --> 00:15:14.790 align:start position:0% a store, I mean, you think about it, for most<00:15:13.720><c> omni-channel</c><00:15:14.120><c> retailers,</c><00:15:14.640><c> their</c> 00:15:14.790 --> 00:15:14.800 align:start position:0% most omni-channel retailers, their 00:15:14.800 --> 00:15:16.950 align:start position:0% most omni-channel retailers, their online<00:15:15.160><c> sales</c><00:15:15.480><c> is</c><00:15:15.560><c> 15</c><00:15:15.839><c> to</c><00:15:15.920><c> 20%</c><00:15:16.400><c> of</c><00:15:16.480><c> all</c><00:15:16.600><c> sales.</c> 00:15:16.950 --> 00:15:16.960 align:start position:0% online sales is 15 to 20% of all sales. 00:15:16.960 --> 00:15:18.670 align:start position:0% online sales is 15 to 20% of all sales. So,<00:15:17.200><c> 80%</c><00:15:17.680><c> of</c><00:15:17.720><c> sales</c><00:15:18.000><c> coming</c><00:15:18.200><c> from</c><00:15:18.320><c> the</c><00:15:18.400><c> store</c> 00:15:18.670 --> 00:15:18.680 align:start position:0% So, 80% of sales coming from the store 00:15:18.680 --> 00:15:19.870 align:start position:0% So, 80% of sales coming from the store experience. 00:15:19.870 --> 00:15:19.880 align:start position:0% experience. 00:15:19.880 --> 00:15:21.829 align:start position:0% experience. Conversion<00:15:20.240><c> rate</c><00:15:20.400><c> in</c><00:15:20.480><c> store</c><00:15:20.680><c> is</c><00:15:20.800><c> 15</c><00:15:21.080><c> to</c><00:15:21.160><c> 20%.</c> 00:15:21.829 --> 00:15:21.839 align:start position:0% Conversion rate in store is 15 to 20%. 00:15:21.839 --> 00:15:22.870 align:start position:0% Conversion rate in store is 15 to 20%. So,<00:15:21.920><c> there's</c><00:15:22.040><c> a</c><00:15:22.080><c> lot</c><00:15:22.160><c> of</c><00:15:22.200><c> people</c><00:15:22.440><c> that's</c><00:15:22.720><c> more</c> 00:15:22.870 --> 00:15:22.880 align:start position:0% So, there's a lot of people that's more 00:15:22.880 --> 00:15:24.230 align:start position:0% So, there's a lot of people that's more intentional,<00:15:23.720><c> but</c><00:15:23.800><c> there's</c><00:15:23.880><c> still</c><00:15:24.040><c> a</c><00:15:24.080><c> lot</c><00:15:24.160><c> of</c> 00:15:24.230 --> 00:15:24.240 align:start position:0% intentional, but there's still a lot of 00:15:24.240 --> 00:15:25.510 align:start position:0% intentional, but there's still a lot of people<00:15:24.400><c> just</c><00:15:24.560><c> spending</c><00:15:24.880><c> time</c><00:15:25.120><c> in</c><00:15:25.200><c> store</c><00:15:25.400><c> that</c> 00:15:25.510 --> 00:15:25.520 align:start position:0% people just spending time in store that 00:15:25.520 --> 00:15:26.630 align:start position:0% people just spending time in store that aren't<00:15:25.680><c> shopping.</c> 00:15:26.630 --> 00:15:26.640 align:start position:0% aren't shopping. 00:15:26.640 --> 00:15:26.870 align:start position:0% aren't shopping. >> Yeah. 00:15:26.870 --> 00:15:26.880 align:start position:0% >> Yeah. 00:15:26.880 --> 00:15:27.670 align:start position:0% >> Yeah. >> Um 00:15:27.670 --> 00:15:27.680 align:start position:0% >> Um 00:15:27.680 --> 00:15:30.630 align:start position:0% >> Um if<00:15:28.080><c> if</c><00:15:28.320><c> I</c><00:15:28.680><c> said</c><00:15:28.960><c> to</c><00:15:29.080><c> you</c><00:15:29.320><c> I</c><00:15:29.840><c> that</c><00:15:30.160><c> you</c><00:15:30.280><c> visit</c><00:15:30.520><c> one</c> 00:15:30.630 --> 00:15:30.640 align:start position:0% if if I said to you I that you visit one 00:15:30.640 --> 00:15:31.950 align:start position:0% if if I said to you I that you visit one of<00:15:30.720><c> our</c><00:15:30.840><c> stores</c><00:15:31.400><c> as</c><00:15:31.560><c> part</c><00:15:31.800><c> of</c><00:15:31.880><c> that</c> 00:15:31.950 --> 00:15:31.960 align:start position:0% of our stores as part of that 00:15:31.960 --> 00:15:34.270 align:start position:0% of our stores as part of that experience,<00:15:32.480><c> we</c><00:15:32.600><c> can</c><00:15:32.800><c> very</c><00:15:33.120><c> easily</c><00:15:33.720><c> scan</c><00:15:34.200><c> the</c> 00:15:34.270 --> 00:15:34.280 align:start position:0% experience, we can very easily scan the 00:15:34.280 --> 00:15:35.990 align:start position:0% experience, we can very easily scan the products<00:15:34.640><c> that</c><00:15:34.760><c> you</c><00:15:34.880><c> didn't</c><00:15:35.240><c> buy</c><00:15:35.440><c> today,</c><00:15:35.840><c> but</c> 00:15:35.990 --> 00:15:36.000 align:start position:0% products that you didn't buy today, but 00:15:36.000 --> 00:15:38.110 align:start position:0% products that you didn't buy today, but we<00:15:36.560><c> that</c><00:15:36.720><c> you</c><00:15:36.920><c> told</c><00:15:37.280><c> us</c><00:15:37.480><c> you</c><00:15:37.600><c> were</c><00:15:37.680><c> interested</c> 00:15:38.110 --> 00:15:38.120 align:start position:0% we that you told us you were interested 00:15:38.120 --> 00:15:40.150 align:start position:0% we that you told us you were interested in<00:15:38.240><c> as</c><00:15:38.400><c> a</c><00:15:38.440><c> human</c><00:15:38.800><c> to</c><00:15:38.960><c> a</c><00:15:39.040><c> human</c><00:15:39.560><c> this</c><00:15:39.720><c> in</c><00:15:39.960><c> real</c> 00:15:40.150 --> 00:15:40.160 align:start position:0% in as a human to a human this in real 00:15:40.160 --> 00:15:41.670 align:start position:0% in as a human to a human this in real life<00:15:40.400><c> experience.</c> 00:15:41.670 --> 00:15:41.680 align:start position:0% life experience. 00:15:41.680 --> 00:15:43.990 align:start position:0% life experience. I<00:15:41.800><c> save</c><00:15:42.120><c> that</c><00:15:42.280><c> to</c><00:15:42.360><c> your</c><00:15:42.480><c> profile</c><00:15:43.320><c> as</c><00:15:43.560><c> a</c><00:15:43.880><c> and</c> 00:15:43.990 --> 00:15:44.000 align:start position:0% I save that to your profile as a and 00:15:44.000 --> 00:15:45.350 align:start position:0% I save that to your profile as a and then<00:15:44.120><c> when</c><00:15:44.240><c> you</c><00:15:44.320><c> left</c><00:15:44.560><c> the</c><00:15:44.640><c> door</c><00:15:45.040><c> left</c><00:15:45.280><c> the</c> 00:15:45.350 --> 00:15:45.360 align:start position:0% then when you left the door left the 00:15:45.360 --> 00:15:46.750 align:start position:0% then when you left the door left the store,<00:15:45.840><c> I</c><00:15:45.960><c> as</c><00:15:46.080><c> a</c><00:15:46.120><c> staff</c><00:15:46.320><c> member</c><00:15:46.520><c> went,</c><00:15:46.680><c> "You</c> 00:15:46.750 --> 00:15:46.760 align:start position:0% store, I as a staff member went, "You 00:15:46.760 --> 00:15:48.230 align:start position:0% store, I as a staff member went, "You know<00:15:46.880><c> what?</c><00:15:47.480><c> I</c><00:15:47.520><c> reckon</c><00:15:47.720><c> you'd</c><00:15:47.840><c> also</c><00:15:48.040><c> like</c> 00:15:48.230 --> 00:15:48.240 align:start position:0% know what? I reckon you'd also like 00:15:48.240 --> 00:15:49.910 align:start position:0% know what? I reckon you'd also like these<00:15:48.440><c> things</c><00:15:48.600><c> now</c><00:15:48.720><c> I</c><00:15:48.800><c> think</c><00:15:49.000><c> about</c><00:15:49.280><c> it."</c><00:15:49.680><c> Um</c> 00:15:49.910 --> 00:15:49.920 align:start position:0% these things now I think about it." Um 00:15:49.920 --> 00:15:51.110 align:start position:0% these things now I think about it." Um I'm<00:15:50.000><c> going</c><00:15:50.120><c> to</c><00:15:50.200><c> attach</c><00:15:50.520><c> these</c><00:15:50.720><c> other</c><00:15:50.880><c> things</c> 00:15:51.110 --> 00:15:51.120 align:start position:0% I'm going to attach these other things 00:15:51.120 --> 00:15:52.870 align:start position:0% I'm going to attach these other things to<00:15:51.240><c> him</c><00:15:51.360><c> and</c><00:15:51.440><c> send</c><00:15:51.600><c> a</c><00:15:51.640><c> little</c><00:15:51.760><c> message.</c><00:15:52.720><c> Now,</c> 00:15:52.870 --> 00:15:52.880 align:start position:0% to him and send a little message. Now, 00:15:52.880 --> 00:15:54.310 align:start position:0% to him and send a little message. Now, yes<00:15:53.160><c> that</c><00:15:53.320><c> could</c><00:15:53.440><c> go</c><00:15:53.600><c> as</c><00:15:53.720><c> an</c><00:15:53.800><c> email,</c><00:15:54.120><c> but</c><00:15:54.280><c> I</c> 00:15:54.310 --> 00:15:54.320 align:start position:0% yes that could go as an email, but I 00:15:54.320 --> 00:15:56.190 align:start position:0% yes that could go as an email, but I don't<00:15:54.480><c> open</c><00:15:54.680><c> my</c><00:15:54.800><c> emails</c><00:15:55.160><c> from</c><00:15:55.280><c> brands.</c><00:15:55.960><c> So,</c><00:15:56.120><c> I</c> 00:15:56.190 --> 00:15:56.200 align:start position:0% don't open my emails from brands. So, I 00:15:56.200 --> 00:15:58.110 align:start position:0% don't open my emails from brands. So, I go<00:15:56.360><c> back</c><00:15:56.560><c> to</c><00:15:56.640><c> the</c><00:15:56.720><c> website</c><00:15:57.400><c> shop</c><00:15:57.720><c> log</c><00:15:57.920><c> in</c><00:15:58.000><c> the</c> 00:15:58.110 --> 00:15:58.120 align:start position:0% go back to the website shop log in the 00:15:58.120 --> 00:15:59.710 align:start position:0% go back to the website shop log in the shop<00:15:58.400><c> and</c><00:15:58.520><c> I'm</c><00:15:58.640><c> back</c><00:15:58.880><c> in.</c><00:15:59.240><c> Welcome</c><00:15:59.520><c> back,</c> 00:15:59.710 --> 00:15:59.720 align:start position:0% shop and I'm back in. Welcome back, 00:15:59.720 --> 00:16:01.310 align:start position:0% shop and I'm back in. Welcome back, Danny.<00:16:00.480><c> And</c><00:16:00.600><c> it's</c><00:16:00.720><c> gone,</c><00:16:00.920><c> "Here's</c><00:16:01.080><c> a</c><00:16:01.120><c> little</c> 00:16:01.310 --> 00:16:01.320 align:start position:0% Danny. And it's gone, "Here's a little 00:16:01.320 --> 00:16:03.110 align:start position:0% Danny. And it's gone, "Here's a little message<00:16:01.680><c> from</c><00:16:02.400><c> um</c> 00:16:03.110 --> 00:16:03.120 align:start position:0% message from um 00:16:03.120 --> 00:16:04.750 align:start position:0% message from um Martin<00:16:03.480><c> that</c><00:16:03.600><c> served</c><00:16:03.880><c> you</c><00:16:04.000><c> last</c><00:16:04.280><c> week.</c><00:16:04.560><c> Here's</c> 00:16:04.750 --> 00:16:04.760 align:start position:0% Martin that served you last week. Here's 00:16:04.760 --> 00:16:06.070 align:start position:0% Martin that served you last week. Here's some<00:16:04.880><c> products</c><00:16:05.240><c> that</c><00:16:05.360><c> he</c><00:16:05.440><c> also</c><00:16:05.720><c> thought</c><00:16:06.000><c> you</c> 00:16:06.070 --> 00:16:06.080 align:start position:0% some products that he also thought you 00:16:06.080 --> 00:16:07.670 align:start position:0% some products that he also thought you might<00:16:06.320><c> like."</c><00:16:06.640><c> So,</c><00:16:06.800><c> yes</c><00:16:07.080><c> here's</c><00:16:07.320><c> the</c><00:16:07.440><c> buy</c> 00:16:07.670 --> 00:16:07.680 align:start position:0% might like." So, yes here's the buy 00:16:07.680 --> 00:16:09.630 align:start position:0% might like." So, yes here's the buy again<00:16:08.000><c> the</c><00:16:08.080><c> shirt</c><00:16:08.320><c> that</c><00:16:08.480><c> I</c><00:16:08.520><c> bought</c><00:16:08.800><c> off</c><00:16:09.080><c> Martin</c> 00:16:09.630 --> 00:16:09.640 align:start position:0% again the shirt that I bought off Martin 00:16:09.640 --> 00:16:11.430 align:start position:0% again the shirt that I bought off Martin 2<00:16:09.760><c> weeks</c><00:16:10.000><c> ago.</c><00:16:10.560><c> Yeah.</c><00:16:10.640><c> It's</c><00:16:10.720><c> buy</c><00:16:10.880><c> it</c><00:16:10.960><c> again,</c><00:16:11.280><c> no</c> 00:16:11.430 --> 00:16:11.440 align:start position:0% 2 weeks ago. Yeah. It's buy it again, no 00:16:11.440 --> 00:16:13.030 align:start position:0% 2 weeks ago. Yeah. It's buy it again, no worries<00:16:11.720><c> in</c><00:16:11.800><c> another</c><00:16:12.040><c> color,</c><00:16:12.680><c> but</c><00:16:12.800><c> also</c> 00:16:13.030 --> 00:16:13.040 align:start position:0% worries in another color, but also 00:16:13.040 --> 00:16:14.190 align:start position:0% worries in another color, but also here's<00:16:13.200><c> some</c><00:16:13.320><c> other</c><00:16:13.560><c> ideas</c><00:16:13.880><c> that</c><00:16:14.000><c> he</c> 00:16:14.190 --> 00:16:14.200 align:start position:0% here's some other ideas that he 00:16:14.200 --> 00:16:16.230 align:start position:0% here's some other ideas that he personally<00:16:14.720><c> thought.</c><00:16:15.360><c> Now,</c> 00:16:16.230 --> 00:16:16.240 align:start position:0% personally thought. Now, 00:16:16.240 --> 00:16:17.870 align:start position:0% personally thought. Now, an<00:16:16.320><c> AI</c><00:16:16.480><c> recommendation</c><00:16:17.200><c> probably</c><00:16:17.440><c> scales</c><00:16:17.840><c> a</c> 00:16:17.870 --> 00:16:17.880 align:start position:0% an AI recommendation probably scales a 00:16:17.880 --> 00:16:20.110 align:start position:0% an AI recommendation probably scales a lot<00:16:18.040><c> better,</c><00:16:18.520><c> but</c><00:16:19.280><c> they're</c><00:16:19.400><c> a</c><00:16:19.440><c> diamond</c><00:16:19.800><c> dozen,</c> 00:16:20.110 --> 00:16:20.120 align:start position:0% lot better, but they're a diamond dozen, 00:16:20.120 --> 00:16:21.590 align:start position:0% lot better, but they're a diamond dozen, but<00:16:20.280><c> to</c><00:16:20.400><c> know</c><00:16:20.560><c> that</c><00:16:20.760><c> someone's</c><00:16:21.160><c> been</c><00:16:21.320><c> time</c> 00:16:21.590 --> 00:16:21.600 align:start position:0% but to know that someone's been time 00:16:21.600 --> 00:16:23.390 align:start position:0% but to know that someone's been time putting<00:16:21.880><c> those</c><00:16:22.080><c> three</c><00:16:22.280><c> items</c><00:16:22.600><c> in</c><00:16:22.680><c> a</c><00:16:22.720><c> little,</c> 00:16:23.390 --> 00:16:23.400 align:start position:0% putting those three items in a little, 00:16:23.400 --> 00:16:24.910 align:start position:0% putting those three items in a little, you<00:16:23.480><c> know,</c><00:16:23.760><c> lookbook</c><00:16:24.160><c> for</c><00:16:24.360><c> me</c><00:16:24.520><c> or</c><00:16:24.680><c> something</c> 00:16:24.910 --> 00:16:24.920 align:start position:0% you know, lookbook for me or something 00:16:24.920 --> 00:16:26.710 align:start position:0% you know, lookbook for me or something that<00:16:25.040><c> I</c><00:16:25.120><c> might</c><00:16:25.360><c> follow</c><00:16:25.600><c> up</c><00:16:25.760><c> with,</c> 00:16:26.710 --> 00:16:26.720 align:start position:0% that I might follow up with, 00:16:26.720 --> 00:16:28.070 align:start position:0% that I might follow up with, I<00:16:26.800><c> just</c><00:16:27.080><c> have</c><00:16:27.240><c> a</c><00:16:27.320><c> feeling</c><00:16:27.760><c> that</c><00:16:27.880><c> that's</c> 00:16:28.070 --> 00:16:28.080 align:start position:0% I just have a feeling that that's 00:16:28.080 --> 00:16:29.950 align:start position:0% I just have a feeling that that's probably<00:16:28.360><c> going</c><00:16:28.640><c> to</c><00:16:29.120><c> probably</c><00:16:29.400><c> resonate</c><00:16:29.800><c> with</c> 00:16:29.950 --> 00:16:29.960 align:start position:0% probably going to probably resonate with 00:16:29.960 --> 00:16:32.230 align:start position:0% probably going to probably resonate with me<00:16:30.080><c> a</c><00:16:30.120><c> little</c><00:16:30.320><c> bit</c><00:16:30.520><c> more</c><00:16:31.040><c> and</c><00:16:31.200><c> that</c><00:16:31.360><c> home</c><00:16:31.640><c> page</c> 00:16:32.230 --> 00:16:32.240 align:start position:0% me a little bit more and that home page 00:16:32.240 --> 00:16:34.510 align:start position:0% me a little bit more and that home page of<00:16:32.440><c> your</c><00:16:32.640><c> brand</c><00:16:33.280><c> for</c><00:16:33.560><c> me,</c> 00:16:34.510 --> 00:16:34.520 align:start position:0% of your brand for me, 00:16:34.520 --> 00:16:36.150 align:start position:0% of your brand for me, you<00:16:34.560><c> know,</c><00:16:34.880><c> as</c><00:16:35.080><c> curated</c><00:16:35.600><c> by</c><00:16:35.720><c> Martin</c><00:16:36.080><c> that</c> 00:16:36.150 --> 00:16:36.160 align:start position:0% you know, as curated by Martin that 00:16:36.160 --> 00:16:37.670 align:start position:0% you know, as curated by Martin that served<00:16:36.440><c> me</c><00:16:36.560><c> last</c><00:16:36.880><c> week</c><00:16:37.040><c> it's</c><00:16:37.160><c> going</c><00:16:37.280><c> to</c><00:16:37.360><c> feel</c><00:16:37.600><c> a</c> 00:16:37.670 --> 00:16:37.680 align:start position:0% served me last week it's going to feel a 00:16:37.680 --> 00:16:39.110 align:start position:0% served me last week it's going to feel a lot<00:16:37.880><c> better.</c><00:16:38.320><c> I</c><00:16:38.360><c> mean,</c><00:16:38.480><c> it</c><00:16:38.520><c> depends</c><00:16:38.880><c> on</c><00:16:39.000><c> the</c> 00:16:39.110 --> 00:16:39.120 align:start position:0% lot better. I mean, it depends on the 00:16:39.120 --> 00:16:40.670 align:start position:0% lot better. I mean, it depends on the price<00:16:39.480><c> point</c><00:16:39.720><c> of</c><00:16:39.760><c> the</c><00:16:39.839><c> brand,</c><00:16:40.200><c> how</c><00:16:40.360><c> long</c> 00:16:40.670 --> 00:16:40.680 align:start position:0% price point of the brand, how long 00:16:40.680 --> 00:16:43.470 align:start position:0% price point of the brand, how long people<00:16:40.920><c> dwell.</c><00:16:41.800><c> You</c><00:16:41.880><c> know,</c><00:16:42.320><c> some</c><00:16:42.920><c> high</c><00:16:43.400><c> you</c> 00:16:43.470 --> 00:16:43.480 align:start position:0% people dwell. You know, some high you 00:16:43.480 --> 00:16:46.430 align:start position:0% people dwell. You know, some high you know,<00:16:43.880><c> high</c><00:16:44.160><c> volume</c><00:16:45.080><c> high</c><00:16:45.680><c> sort</c><00:16:45.839><c> of</c><00:16:45.960><c> speed</c> 00:16:46.430 --> 00:16:46.440 align:start position:0% know, high volume high sort of speed 00:16:46.440 --> 00:16:47.870 align:start position:0% know, high volume high sort of speed stores<00:16:46.720><c> can</c><00:16:46.839><c> probably</c><00:16:47.160><c> can't</c><00:16:47.400><c> get</c><00:16:47.520><c> away</c><00:16:47.760><c> with</c> 00:16:47.870 --> 00:16:47.880 align:start position:0% stores can probably can't get away with 00:16:47.880 --> 00:16:49.150 align:start position:0% stores can probably can't get away with that<00:16:48.080><c> sort</c><00:16:48.200><c> of</c><00:16:48.280><c> level</c><00:16:48.520><c> of</c><00:16:48.600><c> service,</c><00:16:48.960><c> but</c><00:16:49.080><c> there</c> 00:16:49.150 --> 00:16:49.160 align:start position:0% that sort of level of service, but there 00:16:49.160 --> 00:16:50.350 align:start position:0% that sort of level of service, but there are<00:16:49.200><c> plenty</c><00:16:49.480><c> of</c><00:16:49.520><c> brands</c><00:16:49.839><c> that</c><00:16:49.920><c> are</c><00:16:49.960><c> now</c><00:16:50.160><c> trying</c> 00:16:50.350 --> 00:16:50.360 align:start position:0% are plenty of brands that are now trying 00:16:50.360 --> 00:16:51.910 align:start position:0% are plenty of brands that are now trying to<00:16:50.480><c> justify</c> 00:16:51.910 --> 00:16:51.920 align:start position:0% to justify 00:16:51.920 --> 00:16:54.190 align:start position:0% to justify premium<00:16:52.400><c> store</c><00:16:52.680><c> experiences,</c><00:16:53.720><c> this</c><00:16:53.920><c> is</c><00:16:54.040><c> how</c> 00:16:54.190 --> 00:16:54.200 align:start position:0% premium store experiences, this is how 00:16:54.200 --> 00:16:55.430 align:start position:0% premium store experiences, this is how you<00:16:54.320><c> do</c><00:16:54.480><c> that.</c> 00:16:55.430 --> 00:16:55.440 align:start position:0% you do that. 00:16:55.440 --> 00:16:57.590 align:start position:0% you do that. >> Yeah.<00:16:55.680><c> Yeah,</c><00:16:55.880><c> absolutely.</c><00:16:56.920><c> And</c><00:16:57.200><c> yeah,</c><00:16:57.400><c> it</c> 00:16:57.590 --> 00:16:57.600 align:start position:0% >> Yeah. Yeah, absolutely. And yeah, it 00:16:57.600 --> 00:17:00.230 align:start position:0% >> Yeah. Yeah, absolutely. And yeah, it gets<00:16:57.800><c> me</c><00:16:57.960><c> thinking</c><00:16:58.360><c> as</c><00:16:58.520><c> well</c><00:16:58.800><c> like</c><00:16:59.120><c> beyond</c><00:16:59.680><c> the</c> 00:17:00.230 --> 00:17:00.240 align:start position:0% gets me thinking as well like beyond the 00:17:00.240 --> 00:17:01.590 align:start position:0% gets me thinking as well like beyond the um<00:17:00.720><c> like</c> 00:17:01.590 --> 00:17:01.600 align:start position:0% um like 00:17:01.600 --> 00:17:03.510 align:start position:0% um like it's<00:17:01.800><c> not</c><00:17:02.000><c> that</c><00:17:02.240><c> hard</c><00:17:02.560><c> to</c><00:17:02.640><c> present</c><00:17:03.120><c> it</c><00:17:03.320><c> to</c><00:17:03.440><c> a</c> 00:17:03.510 --> 00:17:03.520 align:start position:0% it's not that hard to present it to a 00:17:03.520 --> 00:17:06.189 align:start position:0% it's not that hard to present it to a customer<00:17:04.120><c> that</c><00:17:04.400><c> does</c><00:17:04.720><c> purchase</c><00:17:05.280><c> regularly.</c> 00:17:06.189 --> 00:17:06.199 align:start position:0% customer that does purchase regularly. 00:17:06.199 --> 00:17:09.710 align:start position:0% customer that does purchase regularly. How<00:17:06.360><c> do</c><00:17:06.480><c> you</c><00:17:06.920><c> um</c><00:17:07.880><c> how</c><00:17:08.120><c> do</c><00:17:08.280><c> you</c><00:17:08.480><c> then</c><00:17:09.199><c> reflect</c> 00:17:09.710 --> 00:17:09.720 align:start position:0% How do you um how do you then reflect 00:17:09.720 --> 00:17:11.790 align:start position:0% How do you um how do you then reflect that<00:17:09.920><c> across</c><00:17:10.400><c> I</c><00:17:10.520><c> guess</c><00:17:11.079><c> firstly</c><00:17:11.560><c> like</c><00:17:11.760><c> a</c> 00:17:11.790 --> 00:17:11.800 align:start position:0% that across I guess firstly like a 00:17:11.800 --> 00:17:13.590 align:start position:0% that across I guess firstly like a customer<00:17:12.319><c> who</c><00:17:12.439><c> doesn't</c><00:17:12.880><c> purchase</c><00:17:13.360><c> that</c> 00:17:13.590 --> 00:17:13.600 align:start position:0% customer who doesn't purchase that 00:17:13.600 --> 00:17:15.670 align:start position:0% customer who doesn't purchase that regularly?<00:17:14.000><c> Like</c><00:17:14.280><c> how</c><00:17:14.480><c> do</c><00:17:14.640><c> you</c><00:17:15.040><c> make</c><00:17:15.240><c> the</c><00:17:15.319><c> most</c> 00:17:15.670 --> 00:17:15.680 align:start position:0% regularly? Like how do you make the most 00:17:15.680 --> 00:17:17.670 align:start position:0% regularly? Like how do you make the most out<00:17:15.800><c> of</c><00:17:15.880><c> the</c><00:17:15.959><c> data</c><00:17:16.319><c> of</c><00:17:16.400><c> a</c><00:17:16.439><c> customer</c><00:17:17.000><c> who's</c><00:17:17.400><c> just</c> 00:17:17.670 --> 00:17:17.680 align:start position:0% out of the data of a customer who's just 00:17:17.680 --> 00:17:19.670 align:start position:0% out of the data of a customer who's just come<00:17:17.920><c> into</c><00:17:18.079><c> the</c><00:17:18.160><c> store</c><00:17:18.480><c> for</c><00:17:18.600><c> the</c><00:17:18.720><c> first</c><00:17:19.040><c> time.</c> 00:17:19.670 --> 00:17:19.680 align:start position:0% come into the store for the first time. 00:17:19.680 --> 00:17:21.270 align:start position:0% come into the store for the first time. You<00:17:19.839><c> want</c><00:17:20.000><c> to</c><00:17:20.120><c> turn</c><00:17:20.480><c> them</c><00:17:20.760><c> you</c><00:17:20.880><c> want</c><00:17:21.000><c> to</c><00:17:21.040><c> move</c> 00:17:21.270 --> 00:17:21.280 align:start position:0% You want to turn them you want to move 00:17:21.280 --> 00:17:23.550 align:start position:0% You want to turn them you want to move them<00:17:21.520><c> from</c><00:17:21.720><c> the</c><00:17:22.280><c> the</c><00:17:22.720><c> outer</c><00:17:23.040><c> rings</c><00:17:23.319><c> of</c><00:17:23.439><c> your</c> 00:17:23.550 --> 00:17:23.560 align:start position:0% them from the the outer rings of your 00:17:23.560 --> 00:17:25.829 align:start position:0% them from the the outer rings of your atmosphere<00:17:24.120><c> right</c><00:17:24.400><c> into</c><00:17:24.640><c> the</c><00:17:24.760><c> core.</c><00:17:25.480><c> How</c><00:17:25.680><c> do</c> 00:17:25.829 --> 00:17:25.839 align:start position:0% atmosphere right into the core. How do 00:17:25.839 --> 00:17:27.630 align:start position:0% atmosphere right into the core. How do you<00:17:26.480><c> Yeah,</c> 00:17:27.630 --> 00:17:27.640 align:start position:0% you Yeah, 00:17:27.640 --> 00:17:29.670 align:start position:0% you Yeah, what<00:17:27.839><c> can</c><00:17:28.000><c> you</c><00:17:28.120><c> do</c><00:17:28.400><c> to</c><00:17:28.560><c> sort</c><00:17:28.760><c> of</c><00:17:29.120><c> Yeah,</c><00:17:29.360><c> use</c> 00:17:29.670 --> 00:17:29.680 align:start position:0% what can you do to sort of Yeah, use 00:17:29.680 --> 00:17:31.390 align:start position:0% what can you do to sort of Yeah, use that<00:17:29.960><c> data</c><00:17:30.280><c> to</c><00:17:30.360><c> the</c><00:17:30.440><c> best?</c> 00:17:31.390 --> 00:17:31.400 align:start position:0% that data to the best? 00:17:31.400 --> 00:17:33.350 align:start position:0% that data to the best? >> Yeah,<00:17:31.720><c> look</c><00:17:31.920><c> I</c><00:17:32.080><c> think</c><00:17:32.560><c> you</c><00:17:32.640><c> know</c><00:17:32.720><c> the</c><00:17:33.000><c> the</c><00:17:33.120><c> one</c> 00:17:33.350 --> 00:17:33.360 align:start position:0% >> Yeah, look I think you know the the one 00:17:33.360 --> 00:17:36.230 align:start position:0% >> Yeah, look I think you know the the one and<00:17:33.480><c> done</c><00:17:33.720><c> customer</c><00:17:34.360><c> is</c><00:17:35.120><c> like</c><00:17:35.560><c> the</c><00:17:35.680><c> number</c><00:17:36.120><c> of</c> 00:17:36.230 --> 00:17:36.240 align:start position:0% and done customer is like the number of 00:17:36.240 --> 00:17:37.830 align:start position:0% and done customer is like the number of brands.<00:17:36.840><c> I</c><00:17:36.880><c> mean</c><00:17:37.000><c> they</c><00:17:37.080><c> often</c><00:17:37.400><c> focus</c><00:17:37.680><c> on</c><00:17:37.760><c> the</c> 00:17:37.830 --> 00:17:37.840 align:start position:0% brands. I mean they often focus on the 00:17:37.840 --> 00:17:39.350 align:start position:0% brands. I mean they often focus on the return<00:17:38.160><c> customer</c><00:17:38.560><c> rate</c><00:17:38.840><c> and</c><00:17:38.960><c> they'll</c><00:17:39.120><c> see</c> 00:17:39.350 --> 00:17:39.360 align:start position:0% return customer rate and they'll see 00:17:39.360 --> 00:17:41.550 align:start position:0% return customer rate and they'll see some<00:17:39.720><c> you</c><00:17:39.800><c> know</c><00:17:40.320><c> customers</c><00:17:40.800><c> who</c><00:17:40.920><c> do</c><00:17:41.080><c> return</c> 00:17:41.550 --> 00:17:41.560 align:start position:0% some you know customers who do return 00:17:41.560 --> 00:17:43.830 align:start position:0% some you know customers who do return return<00:17:41.960><c> often</c><00:17:42.680><c> that</c><00:17:42.880><c> 80/20</c><00:17:43.320><c> rule,</c><00:17:43.560><c> but</c><00:17:43.720><c> they</c> 00:17:43.830 --> 00:17:43.840 align:start position:0% return often that 80/20 rule, but they 00:17:43.840 --> 00:17:45.710 align:start position:0% return often that 80/20 rule, but they just<00:17:44.280><c> the</c><00:17:44.400><c> sheer</c><00:17:44.840><c> number</c><00:17:45.160><c> of</c><00:17:45.240><c> people</c><00:17:45.560><c> that</c> 00:17:45.710 --> 00:17:45.720 align:start position:0% just the sheer number of people that 00:17:45.720 --> 00:17:49.110 align:start position:0% just the sheer number of people that only<00:17:46.000><c> ever</c><00:17:46.160><c> shop</c><00:17:46.400><c> once</c><00:17:47.360><c> is</c><00:17:48.160><c> mind-boggling</c><00:17:48.960><c> for</c> 00:17:49.110 --> 00:17:49.120 align:start position:0% only ever shop once is mind-boggling for 00:17:49.120 --> 00:17:50.910 align:start position:0% only ever shop once is mind-boggling for a<00:17:49.160><c> lot</c><00:17:49.360><c> of</c><00:17:49.440><c> brands.</c><00:17:50.240><c> Um</c> 00:17:50.910 --> 00:17:50.920 align:start position:0% a lot of brands. Um 00:17:50.920 --> 00:17:53.270 align:start position:0% a lot of brands. Um and<00:17:51.000><c> it's</c><00:17:51.120><c> because</c><00:17:51.560><c> generally</c><00:17:52.000><c> the</c><00:17:52.200><c> better</c> 00:17:53.270 --> 00:17:53.280 align:start position:0% and it's because generally the better 00:17:53.280 --> 00:17:55.990 align:start position:0% and it's because generally the better their<00:17:54.080><c> the</c><00:17:54.200><c> paid</c><00:17:54.560><c> advertising</c><00:17:55.160><c> is</c><00:17:55.840><c> they're</c> 00:17:55.990 --> 00:17:56.000 align:start position:0% their the paid advertising is they're 00:17:56.000 --> 00:17:57.950 align:start position:0% their the paid advertising is they're sort<00:17:56.200><c> of</c><00:17:56.320><c> just</c><00:17:56.600><c> in</c><00:17:56.720><c> the</c><00:17:56.800><c> moment</c><00:17:57.200><c> Instagram</c><00:17:57.760><c> ad</c> 00:17:57.950 --> 00:17:57.960 align:start position:0% sort of just in the moment Instagram ad 00:17:57.960 --> 00:17:59.710 align:start position:0% sort of just in the moment Instagram ad that<00:17:58.120><c> just</c><00:17:58.360><c> I</c><00:17:58.800><c> Whatever</c><00:17:59.080><c> that</c><00:17:59.240><c> brand</c><00:17:59.560><c> is</c><00:17:59.680><c> I</c> 00:17:59.710 --> 00:17:59.720 align:start position:0% that just I Whatever that brand is I 00:17:59.720 --> 00:18:01.070 align:start position:0% that just I Whatever that brand is I don't<00:17:59.880><c> care</c><00:18:00.120><c> about</c><00:18:00.240><c> that</c><00:18:00.400><c> product</c><00:18:00.760><c> I'll</c><00:18:00.920><c> have</c> 00:18:01.070 --> 00:18:01.080 align:start position:0% don't care about that product I'll have 00:18:01.080 --> 00:18:02.990 align:start position:0% don't care about that product I'll have that<00:18:01.280><c> now</c><00:18:01.520><c> and</c><00:18:01.600><c> the</c><00:18:01.680><c> algorithm</c><00:18:02.160><c> served</c><00:18:02.520><c> it</c><00:18:02.600><c> up</c> 00:18:02.990 --> 00:18:03.000 align:start position:0% that now and the algorithm served it up 00:18:03.000 --> 00:18:04.150 align:start position:0% that now and the algorithm served it up exactly<00:18:03.400><c> at</c><00:18:03.480><c> the</c><00:18:03.560><c> moment</c><00:18:03.800><c> that</c><00:18:03.920><c> I'm</c><00:18:04.000><c> in</c><00:18:04.080><c> the</c> 00:18:04.150 --> 00:18:04.160 align:start position:0% exactly at the moment that I'm in the 00:18:04.160 --> 00:18:06.910 align:start position:0% exactly at the moment that I'm in the market<00:18:04.600><c> for</c><00:18:04.720><c> that</c><00:18:04.880><c> particular</c><00:18:05.400><c> thing.</c><00:18:06.160><c> Um</c><00:18:06.800><c> but</c> 00:18:06.910 --> 00:18:06.920 align:start position:0% market for that particular thing. Um but 00:18:06.920 --> 00:18:08.270 align:start position:0% market for that particular thing. Um but I'm<00:18:07.000><c> not</c><00:18:07.120><c> a</c><00:18:07.160><c> brand</c><00:18:07.640><c> member</c><00:18:08.080><c> and</c><00:18:08.160><c> you'll</c> 00:18:08.270 --> 00:18:08.280 align:start position:0% I'm not a brand member and you'll 00:18:08.280 --> 00:18:09.870 align:start position:0% I'm not a brand member and you'll accidentally<00:18:08.760><c> get</c><00:18:08.880><c> my</c><00:18:09.040><c> email</c><00:18:09.360><c> address</c><00:18:09.680><c> I'll</c> 00:18:09.870 --> 00:18:09.880 align:start position:0% accidentally get my email address I'll 00:18:09.880 --> 00:18:11.910 align:start position:0% accidentally get my email address I'll accidentally<00:18:10.640><c> you</c><00:18:10.720><c> know</c><00:18:10.880><c> opt</c><00:18:11.200><c> in</c><00:18:11.360><c> and</c><00:18:11.480><c> you'll</c> 00:18:11.910 --> 00:18:11.920 align:start position:0% accidentally you know opt in and you'll 00:18:11.920 --> 00:18:14.030 align:start position:0% accidentally you know opt in and you'll you'll<00:18:12.120><c> send</c><00:18:12.440><c> me</c><00:18:12.600><c> a</c><00:18:12.680><c> thousand</c><00:18:13.280><c> emails,</c><00:18:13.840><c> but</c> 00:18:14.030 --> 00:18:14.040 align:start position:0% you'll send me a thousand emails, but 00:18:14.040 --> 00:18:15.830 align:start position:0% you'll send me a thousand emails, but none<00:18:14.200><c> of</c><00:18:14.320><c> it's</c><00:18:14.440><c> going</c><00:18:14.560><c> to</c><00:18:15.040><c> cut</c><00:18:15.440><c> through</c><00:18:15.720><c> cuz</c><00:18:15.800><c> I</c> 00:18:15.830 --> 00:18:15.840 align:start position:0% none of it's going to cut through cuz I 00:18:15.840 --> 00:18:17.350 align:start position:0% none of it's going to cut through cuz I won't<00:18:16.040><c> even</c><00:18:16.240><c> open</c><00:18:16.480><c> them.</c> 00:18:17.350 --> 00:18:17.360 align:start position:0% won't even open them. 00:18:17.360 --> 00:18:19.150 align:start position:0% won't even open them. So<00:18:17.480><c> our</c><00:18:18.280><c> our</c> 00:18:19.150 --> 00:18:19.160 align:start position:0% So our our 00:18:19.160 --> 00:18:21.030 align:start position:0% So our our sort<00:18:19.360><c> of</c><00:18:19.440><c> way</c><00:18:19.600><c> of</c><00:18:19.680><c> thinking</c><00:18:20.040><c> is</c><00:18:20.240><c> in</c><00:18:20.440><c> store</c><00:18:20.880><c> or</c> 00:18:21.030 --> 00:18:21.040 align:start position:0% sort of way of thinking is in store or 00:18:21.040 --> 00:18:24.230 align:start position:0% sort of way of thinking is in store or online<00:18:22.120><c> once</c><00:18:22.440><c> I</c><00:18:22.480><c> make</c><00:18:22.680><c> that</c><00:18:22.880><c> first</c><00:18:23.200><c> purchase</c> 00:18:24.230 --> 00:18:24.240 align:start position:0% online once I make that first purchase 00:18:24.240 --> 00:18:25.990 align:start position:0% online once I make that first purchase what's<00:18:24.480><c> in</c><00:18:24.920><c> the</c><00:18:25.040><c> packaging?</c><00:18:25.680><c> Like</c><00:18:25.840><c> I</c><00:18:25.880><c> think</c> 00:18:25.990 --> 00:18:26.000 align:start position:0% what's in the packaging? Like I think 00:18:26.000 --> 00:18:27.190 align:start position:0% what's in the packaging? Like I think there's<00:18:26.160><c> an</c><00:18:26.280><c> old</c><00:18:26.520><c> analogy</c><00:18:26.960><c> there's</c><00:18:27.160><c> a</c> 00:18:27.190 --> 00:18:27.200 align:start position:0% there's an old analogy there's a 00:18:27.200 --> 00:18:28.110 align:start position:0% there's an old analogy there's a restaurant<00:18:27.600><c> I</c><00:18:27.640><c> can't</c><00:18:27.800><c> remember</c><00:18:27.960><c> what</c><00:18:28.040><c> it's</c> 00:18:28.110 --> 00:18:28.120 align:start position:0% restaurant I can't remember what it's 00:18:28.120 --> 00:18:30.670 align:start position:0% restaurant I can't remember what it's called<00:18:28.320><c> like</c><00:18:28.480><c> it's</c><00:18:28.600><c> the</c><00:18:28.720><c> red</c><00:18:29.440><c> napkin</c><00:18:30.200><c> theory</c> 00:18:30.670 --> 00:18:30.680 align:start position:0% called like it's the red napkin theory 00:18:30.680 --> 00:18:32.270 align:start position:0% called like it's the red napkin theory go<00:18:30.840><c> and</c><00:18:30.920><c> look</c><00:18:31.080><c> that</c><00:18:31.240><c> Google</c><00:18:31.560><c> it</c><00:18:31.720><c> for</c><00:18:32.200><c> for</c> 00:18:32.270 --> 00:18:32.280 align:start position:0% go and look that Google it for for 00:18:32.280 --> 00:18:33.870 align:start position:0% go and look that Google it for for restaurants<00:18:32.840><c> where</c><00:18:33.120><c> if</c><00:18:33.280><c> it's</c><00:18:33.400><c> your</c><00:18:33.520><c> first</c> 00:18:33.870 --> 00:18:33.880 align:start position:0% restaurants where if it's your first 00:18:33.880 --> 00:18:36.190 align:start position:0% restaurants where if it's your first time<00:18:34.200><c> here</c><00:18:34.920><c> we</c><00:18:35.000><c> put</c><00:18:35.160><c> the</c><00:18:35.240><c> red</c><00:18:35.400><c> napkin</c><00:18:35.800><c> down</c><00:18:36.080><c> and</c> 00:18:36.190 --> 00:18:36.200 align:start position:0% time here we put the red napkin down and 00:18:36.200 --> 00:18:37.350 align:start position:0% time here we put the red napkin down and we're<00:18:36.280><c> going</c><00:18:36.400><c> to</c><00:18:36.440><c> give</c><00:18:36.560><c> you</c><00:18:36.680><c> a</c><00:18:36.720><c> special</c><00:18:37.120><c> level</c> 00:18:37.350 --> 00:18:37.360 align:start position:0% we're going to give you a special level 00:18:37.360 --> 00:18:38.910 align:start position:0% we're going to give you a special level of<00:18:37.480><c> service.</c><00:18:37.920><c> That</c><00:18:38.080><c> first</c><00:18:38.400><c> delivery</c><00:18:38.720><c> is</c><00:18:38.800><c> going</c> 00:18:38.910 --> 00:18:38.920 align:start position:0% of service. That first delivery is going 00:18:38.920 --> 00:18:41.030 align:start position:0% of service. That first delivery is going to<00:18:38.960><c> be</c><00:18:39.080><c> a</c><00:18:39.120><c> bit</c><00:18:39.280><c> different.</c><00:18:40.080><c> The</c><00:18:40.200><c> way</c><00:18:40.360><c> we</c><00:18:40.840><c> uh</c><00:18:40.880><c> put</c> 00:18:41.030 --> 00:18:41.040 align:start position:0% to be a bit different. The way we uh put 00:18:41.040 --> 00:18:42.270 align:start position:0% to be a bit different. The way we uh put things<00:18:41.240><c> in</c><00:18:41.320><c> a</c><00:18:41.360><c> bag</c><00:18:41.680><c> if</c><00:18:41.760><c> it's</c><00:18:41.920><c> in</c><00:18:42.000><c> store</c><00:18:42.200><c> it's</c> 00:18:42.270 --> 00:18:42.280 align:start position:0% things in a bag if it's in store it's 00:18:42.280 --> 00:18:43.350 align:start position:0% things in a bag if it's in store it's going<00:18:42.400><c> to</c><00:18:42.480><c> be</c><00:18:42.560><c> a</c><00:18:42.600><c> little</c><00:18:42.760><c> bit</c><00:18:42.880><c> different.</c> 00:18:43.350 --> 00:18:43.360 align:start position:0% going to be a little bit different. 00:18:43.360 --> 00:18:44.910 align:start position:0% going to be a little bit different. We're<00:18:43.440><c> going</c><00:18:43.560><c> to</c><00:18:43.680><c> put</c><00:18:43.840><c> a</c><00:18:43.880><c> special</c><00:18:44.320><c> offer</c><00:18:44.520><c> in</c><00:18:44.720><c> in</c> 00:18:44.910 --> 00:18:44.920 align:start position:0% We're going to put a special offer in in 00:18:44.920 --> 00:18:46.710 align:start position:0% We're going to put a special offer in in there<00:18:45.120><c> that's</c><00:18:45.360><c> a</c><00:18:45.720><c> good</c><00:18:46.000><c> offer</c><00:18:46.280><c> a</c><00:18:46.320><c> really</c><00:18:46.560><c> good</c> 00:18:46.710 --> 00:18:46.720 align:start position:0% there that's a good offer a really good 00:18:46.720 --> 00:18:48.110 align:start position:0% there that's a good offer a really good offer<00:18:46.880><c> but</c><00:18:47.000><c> a</c><00:18:47.040><c> short</c><00:18:47.400><c> time</c><00:18:47.640><c> to</c><00:18:47.760><c> get</c><00:18:47.920><c> you</c><00:18:48.000><c> to</c> 00:18:48.110 --> 00:18:48.120 align:start position:0% offer but a short time to get you to 00:18:48.120 --> 00:18:49.790 align:start position:0% offer but a short time to get you to shop<00:18:48.320><c> a</c><00:18:48.360><c> second</c><00:18:48.720><c> time.</c> 00:18:49.790 --> 00:18:49.800 align:start position:0% shop a second time. 00:18:49.800 --> 00:18:51.590 align:start position:0% shop a second time. Cuz<00:18:50.040><c> once</c><00:18:50.240><c> you</c><00:18:50.280><c> get</c><00:18:50.800><c> that</c><00:18:51.080><c> Yeah,</c><00:18:51.200><c> and</c><00:18:51.320><c> I</c><00:18:51.360><c> think</c> 00:18:51.590 --> 00:18:51.600 align:start position:0% Cuz once you get that Yeah, and I think 00:18:51.600 --> 00:18:52.950 align:start position:0% Cuz once you get that Yeah, and I think people<00:18:51.840><c> talk</c><00:18:51.960><c> about</c><00:18:52.160><c> frequency</c><00:18:52.680><c> and</c><00:18:52.760><c> all</c><00:18:52.840><c> this</c> 00:18:52.950 --> 00:18:52.960 align:start position:0% people talk about frequency and all this 00:18:52.960 --> 00:18:54.350 align:start position:0% people talk about frequency and all this other<00:18:53.080><c> stuff,</c><00:18:53.320><c> but</c><00:18:53.480><c> I'd</c><00:18:53.600><c> just</c><00:18:53.720><c> be</c><00:18:53.800><c> going</c><00:18:54.080><c> who's</c> 00:18:54.350 --> 00:18:54.360 align:start position:0% other stuff, but I'd just be going who's 00:18:54.360 --> 00:18:55.950 align:start position:0% other stuff, but I'd just be going who's my<00:18:54.520><c> one</c><00:18:54.720><c> and</c><00:18:54.800><c> dones?</c> 00:18:55.950 --> 00:18:55.960 align:start position:0% my one and dones? 00:18:55.960 --> 00:18:57.510 align:start position:0% my one and dones? How<00:18:56.280><c> many</c><00:18:56.440><c> of</c><00:18:56.520><c> those</c><00:18:56.840><c> are</c><00:18:56.880><c> converting</c><00:18:57.360><c> to</c><00:18:57.480><c> a</c> 00:18:57.510 --> 00:18:57.520 align:start position:0% How many of those are converting to a 00:18:57.520 --> 00:18:59.190 align:start position:0% How many of those are converting to a second<00:18:57.880><c> shop</c><00:18:58.120><c> and</c><00:18:58.240><c> then</c><00:18:58.440><c> to</c><00:18:58.560><c> a</c><00:18:58.640><c> third</c><00:18:59.000><c> shop?</c> 00:18:59.190 --> 00:18:59.200 align:start position:0% second shop and then to a third shop? 00:18:59.200 --> 00:19:00.470 align:start position:0% second shop and then to a third shop? And<00:18:59.320><c> once</c><00:18:59.440><c> you</c><00:18:59.520><c> get</c><00:18:59.600><c> to</c><00:18:59.680><c> third</c><00:19:00.000><c> shop</c><00:19:00.160><c> onwards</c> 00:19:00.470 --> 00:19:00.480 align:start position:0% And once you get to third shop onwards 00:19:00.480 --> 00:19:01.950 align:start position:0% And once you get to third shop onwards then<00:19:00.640><c> we're</c><00:19:00.760><c> talking</c><00:19:01.040><c> about</c><00:19:01.280><c> loyalty</c><00:19:01.560><c> program</c> 00:19:01.950 --> 00:19:01.960 align:start position:0% then we're talking about loyalty program 00:19:01.960 --> 00:19:05.630 align:start position:0% then we're talking about loyalty program stuff,<00:19:02.280><c> but</c><00:19:02.440><c> that</c><00:19:03.040><c> one</c><00:19:03.240><c> to</c><00:19:03.360><c> two</c><00:19:03.840><c> two</c><00:19:04.040><c> to</c><00:19:04.120><c> three</c> 00:19:05.630 --> 00:19:05.640 align:start position:0% stuff, but that one to two two to three 00:19:05.640 --> 00:19:07.830 align:start position:0% stuff, but that one to two two to three you<00:19:05.960><c> should</c><00:19:06.080><c> have</c><00:19:06.200><c> a</c><00:19:06.280><c> whole</c><00:19:06.480><c> team</c><00:19:07.160><c> dedicated</c> 00:19:07.830 --> 00:19:07.840 align:start position:0% you should have a whole team dedicated 00:19:07.840 --> 00:19:10.110 align:start position:0% you should have a whole team dedicated to<00:19:08.320><c> to</c><00:19:08.480><c> making</c><00:19:08.920><c> to</c><00:19:09.080><c> optimizing</c><00:19:09.920><c> that</c> 00:19:10.110 --> 00:19:10.120 align:start position:0% to to making to optimizing that 00:19:10.120 --> 00:19:11.790 align:start position:0% to to making to optimizing that conversion<00:19:10.680><c> funnel.</c><00:19:11.080><c> It's</c><00:19:11.200><c> not</c><00:19:11.320><c> a</c><00:19:11.360><c> conversion</c> 00:19:11.790 --> 00:19:11.800 align:start position:0% conversion funnel. It's not a conversion 00:19:11.800 --> 00:19:13.950 align:start position:0% conversion funnel. It's not a conversion funnel<00:19:12.040><c> of</c><00:19:12.160><c> a</c><00:19:12.240><c> visit</c><00:19:12.560><c> to</c><00:19:12.680><c> a</c><00:19:12.720><c> purchase.</c><00:19:13.800><c> It's</c><00:19:13.920><c> a</c> 00:19:13.950 --> 00:19:13.960 align:start position:0% funnel of a visit to a purchase. It's a 00:19:13.960 --> 00:19:15.710 align:start position:0% funnel of a visit to a purchase. It's a purchase<00:19:14.360><c> to</c><00:19:14.480><c> the</c><00:19:14.560><c> next</c><00:19:14.800><c> purchase.</c><00:19:15.440><c> So,</c><00:19:15.600><c> it's</c> 00:19:15.710 --> 00:19:15.720 align:start position:0% purchase to the next purchase. So, it's 00:19:15.720 --> 00:19:17.710 align:start position:0% purchase to the next purchase. So, it's a<00:19:15.840><c> it's</c><00:19:15.960><c> a</c><00:19:16.040><c> longer</c><00:19:16.440><c> time</c><00:19:16.720><c> frame.</c> 00:19:17.710 --> 00:19:17.720 align:start position:0% a it's a longer time frame. 00:19:17.720 --> 00:19:20.110 align:start position:0% a it's a longer time frame. Um<00:19:17.800><c> but</c><00:19:17.920><c> yeah,</c><00:19:18.360><c> good</c><00:19:18.520><c> offers,</c><00:19:19.320><c> um</c> 00:19:20.110 --> 00:19:20.120 align:start position:0% Um but yeah, good offers, um 00:19:20.120 --> 00:19:22.110 align:start position:0% Um but yeah, good offers, um you<00:19:20.160><c> know,</c><00:19:20.280><c> loyalty,</c><00:19:20.840><c> bounce</c><00:19:21.200><c> backs,</c><00:19:22.080><c> you</c> 00:19:22.110 --> 00:19:22.120 align:start position:0% you know, loyalty, bounce backs, you 00:19:22.120 --> 00:19:23.150 align:start position:0% you know, loyalty, bounce backs, you know, 00:19:23.150 --> 00:19:23.160 align:start position:0% know, 00:19:23.160 --> 00:19:25.030 align:start position:0% know, if<00:19:23.320><c> you</c><00:19:23.400><c> throw</c><00:19:23.560><c> 50%</c><00:19:24.120><c> off</c><00:19:24.480><c> or,</c><00:19:24.720><c> you</c><00:19:24.800><c> know,</c><00:19:24.880><c> some</c> 00:19:25.030 --> 00:19:25.040 align:start position:0% if you throw 50% off or, you know, some 00:19:25.040 --> 00:19:27.190 align:start position:0% if you throw 50% off or, you know, some 20%<00:19:25.640><c> off</c><00:19:25.760><c> voucher</c><00:19:26.120><c> to</c><00:19:26.280><c> sign</c><00:19:26.520><c> up</c><00:19:26.640><c> in</c><00:19:26.720><c> the</c><00:19:26.840><c> first</c> 00:19:27.190 --> 00:19:27.200 align:start position:0% 20% off voucher to sign up in the first 00:19:27.200 --> 00:19:28.990 align:start position:0% 20% off voucher to sign up in the first place<00:19:27.360><c> to</c><00:19:27.480><c> get</c><00:19:27.600><c> that</c><00:19:27.760><c> first</c><00:19:28.040><c> voucher,</c><00:19:28.800><c> then</c> 00:19:28.990 --> 00:19:29.000 align:start position:0% place to get that first voucher, then 00:19:29.000 --> 00:19:30.070 align:start position:0% place to get that first voucher, then I'm<00:19:29.080><c> probably</c><00:19:29.320><c> not</c><00:19:29.440><c> going</c><00:19:29.560><c> to</c><00:19:29.640><c> bite</c><00:19:29.960><c> on</c> 00:19:30.070 --> 00:19:30.080 align:start position:0% I'm probably not going to bite on 00:19:30.080 --> 00:19:31.510 align:start position:0% I'm probably not going to bite on anything<00:19:30.480><c> less</c><00:19:30.680><c> than</c><00:19:30.840><c> that</c><00:19:31.000><c> for</c><00:19:31.120><c> a</c><00:19:31.200><c> second</c> 00:19:31.510 --> 00:19:31.520 align:start position:0% anything less than that for a second 00:19:31.520 --> 00:19:32.830 align:start position:0% anything less than that for a second purchase.<00:19:31.920><c> So,</c><00:19:32.040><c> you</c> 00:19:32.830 --> 00:19:32.840 align:start position:0% purchase. So, you 00:19:32.840 --> 00:19:34.790 align:start position:0% purchase. So, you a<00:19:32.880><c> lot</c><00:19:33.080><c> of</c><00:19:33.160><c> people</c><00:19:33.480><c> are</c><00:19:33.640><c> acquiring</c><00:19:34.240><c> the</c><00:19:34.360><c> wrong</c> 00:19:34.790 --> 00:19:34.800 align:start position:0% a lot of people are acquiring the wrong 00:19:34.800 --> 00:19:37.750 align:start position:0% a lot of people are acquiring the wrong kind<00:19:35.120><c> of</c><00:19:35.240><c> bottom</c><00:19:35.560><c> feeder</c><00:19:36.240><c> discount</c><00:19:36.800><c> customers</c> 00:19:37.750 --> 00:19:37.760 align:start position:0% kind of bottom feeder discount customers 00:19:37.760 --> 00:19:40.030 align:start position:0% kind of bottom feeder discount customers in<00:19:37.880><c> the</c><00:19:37.960><c> first</c><00:19:38.280><c> place.</c><00:19:38.720><c> So,</c><00:19:39.560><c> yeah,</c><00:19:39.800><c> you</c><00:19:39.920><c> sort</c> 00:19:40.030 --> 00:19:40.040 align:start position:0% in the first place. So, yeah, you sort 00:19:40.040 --> 00:19:42.670 align:start position:0% in the first place. So, yeah, you sort of<00:19:40.120><c> want</c><00:19:40.240><c> to</c><00:19:40.320><c> focus</c><00:19:40.680><c> on</c> 00:19:42.670 --> 00:19:42.680 align:start position:0% of want to focus on 00:19:42.680 --> 00:19:44.470 align:start position:0% of want to focus on what<00:19:43.080><c> what</c><00:19:43.360><c> what</c><00:19:43.520><c> are</c><00:19:43.600><c> also</c><00:19:43.920><c> going</c><00:19:44.040><c> to</c><00:19:44.120><c> capture</c> 00:19:44.470 --> 00:19:44.480 align:start position:0% what what what are also going to capture 00:19:44.480 --> 00:19:46.190 align:start position:0% what what what are also going to capture during<00:19:44.720><c> that</c><00:19:44.840><c> store</c><00:19:45.120><c> experience</c><00:19:45.640><c> that's</c><00:19:45.880><c> not</c> 00:19:46.190 --> 00:19:46.200 align:start position:0% during that store experience that's not 00:19:46.200 --> 00:19:49.190 align:start position:0% during that store experience that's not price<00:19:46.600><c> related.</c><00:19:47.680><c> So,</c><00:19:47.800><c> a</c><00:19:47.840><c> size,</c><00:19:48.720><c> if</c><00:19:48.840><c> it's</c><00:19:49.000><c> a</c><00:19:49.040><c> if</c> 00:19:49.190 --> 00:19:49.200 align:start position:0% price related. So, a size, if it's a if 00:19:49.200 --> 00:19:51.030 align:start position:0% price related. So, a size, if it's a if it's<00:19:49.320><c> a</c><00:19:49.600><c> apparel</c><00:19:50.000><c> brands,</c><00:19:50.440><c> just</c><00:19:50.600><c> saying</c><00:19:50.920><c> you</c> 00:19:51.030 --> 00:19:51.040 align:start position:0% it's a apparel brands, just saying you 00:19:51.040 --> 00:19:52.230 align:start position:0% it's a apparel brands, just saying you bought<00:19:51.240><c> something</c><00:19:51.480><c> in</c><00:19:51.560><c> store,</c><00:19:51.800><c> is</c><00:19:51.880><c> that</c><00:19:52.080><c> for</c> 00:19:52.230 --> 00:19:52.240 align:start position:0% bought something in store, is that for 00:19:52.240 --> 00:19:54.070 align:start position:0% bought something in store, is that for you?<00:19:52.440><c> Is</c><00:19:52.520><c> that</c><00:19:52.640><c> for</c><00:19:52.760><c> your</c><00:19:52.920><c> size?</c> 00:19:54.070 --> 00:19:54.080 align:start position:0% you? Is that for your size? 00:19:54.080 --> 00:19:55.070 align:start position:0% you? Is that for your size? While<00:19:54.280><c> you're</c><00:19:54.400><c> in</c><00:19:54.440><c> the</c><00:19:54.520><c> change</c><00:19:54.840><c> room,</c><00:19:54.960><c> why</c> 00:19:55.070 --> 00:19:55.080 align:start position:0% While you're in the change room, why 00:19:55.080 --> 00:19:56.470 align:start position:0% While you're in the change room, why don't<00:19:55.200><c> you</c><00:19:55.280><c> put</c><00:19:55.440><c> on</c><00:19:55.520><c> a</c><00:19:55.560><c> top</c><00:19:55.800><c> or</c><00:19:55.920><c> some</c><00:19:56.040><c> pants</c><00:19:56.360><c> as</c> 00:19:56.470 --> 00:19:56.480 align:start position:0% don't you put on a top or some pants as 00:19:56.480 --> 00:19:57.230 align:start position:0% don't you put on a top or some pants as well,<00:19:56.680><c> even</c><00:19:56.800><c> though</c><00:19:56.880><c> you're</c><00:19:56.960><c> not</c><00:19:57.080><c> going</c><00:19:57.200><c> to</c> 00:19:57.230 --> 00:19:57.240 align:start position:0% well, even though you're not going to 00:19:57.240 --> 00:19:59.110 align:start position:0% well, even though you're not going to buy<00:19:57.520><c> them,</c><00:19:58.000><c> so</c><00:19:58.120><c> that</c><00:19:58.320><c> I</c><00:19:58.400><c> can</c><00:19:58.560><c> say</c><00:19:58.680><c> that's</c><00:19:58.920><c> now</c> 00:19:59.110 --> 00:19:59.120 align:start position:0% buy them, so that I can say that's now 00:19:59.120 --> 00:20:01.270 align:start position:0% buy them, so that I can say that's now on<00:19:59.240><c> your</c><00:19:59.360><c> profile</c><00:19:59.800><c> ready</c><00:20:00.040><c> for</c><00:20:00.160><c> next</c><00:20:00.440><c> time.</c> 00:20:01.270 --> 00:20:01.280 align:start position:0% on your profile ready for next time. 00:20:01.280 --> 00:20:02.670 align:start position:0% on your profile ready for next time. Yeah,<00:20:01.520><c> you</c><00:20:01.640><c> should</c><00:20:01.840><c> shop</c><00:20:02.040><c> with</c><00:20:02.200><c> us</c><00:20:02.320><c> again</c> 00:20:02.670 --> 00:20:02.680 align:start position:0% Yeah, you should shop with us again 00:20:02.680 --> 00:20:05.710 align:start position:0% Yeah, you should shop with us again because<00:20:03.440><c> this</c><00:20:03.640><c> is</c><00:20:03.760><c> a</c><00:20:03.800><c> better</c><00:20:04.040><c> experience.</c> 00:20:05.710 --> 00:20:05.720 align:start position:0% because this is a better experience. 00:20:05.720 --> 00:20:07.430 align:start position:0% because this is a better experience. >> Yeah,<00:20:06.000><c> absolutely.</c><00:20:06.440><c> Like</c><00:20:06.720><c> Amazon's</c><00:20:07.200><c> a</c><00:20:07.280><c> good</c> 00:20:07.430 --> 00:20:07.440 align:start position:0% >> Yeah, absolutely. Like Amazon's a good 00:20:07.440 --> 00:20:09.390 align:start position:0% >> Yeah, absolutely. Like Amazon's a good example<00:20:07.920><c> there,</c><00:20:08.200><c> aren't</c><00:20:08.360><c> they?</c><00:20:08.520><c> Like</c><00:20:08.840><c> you</c><00:20:09.200><c> but</c> 00:20:09.390 --> 00:20:09.400 align:start position:0% example there, aren't they? Like you but 00:20:09.400 --> 00:20:11.190 align:start position:0% example there, aren't they? Like you but make<00:20:09.600><c> your</c><00:20:09.720><c> first</c><00:20:10.080><c> purchase</c><00:20:10.560><c> with</c><00:20:10.760><c> Amazon,</c> 00:20:11.190 --> 00:20:11.200 align:start position:0% make your first purchase with Amazon, 00:20:11.200 --> 00:20:12.950 align:start position:0% make your first purchase with Amazon, they<00:20:11.320><c> give</c><00:20:11.560><c> you</c><00:20:11.680><c> Prime</c><00:20:12.120><c> for</c><00:20:12.280><c> free,</c><00:20:12.800><c> they</c> 00:20:12.950 --> 00:20:12.960 align:start position:0% they give you Prime for free, they 00:20:12.960 --> 00:20:15.750 align:start position:0% they give you Prime for free, they express<00:20:13.640><c> post</c><00:20:14.000><c> it</c><00:20:14.120><c> for</c><00:20:14.240><c> free,</c><00:20:14.720><c> they</c><00:20:15.560><c> Yeah,</c><00:20:15.640><c> I'm</c> 00:20:15.750 --> 00:20:15.760 align:start position:0% express post it for free, they Yeah, I'm 00:20:15.760 --> 00:20:16.590 align:start position:0% express post it for free, they Yeah, I'm sure<00:20:15.920><c> they're</c><00:20:16.040><c> not</c><00:20:16.280><c> they're</c><00:20:16.400><c> they're</c> 00:20:16.590 --> 00:20:16.600 align:start position:0% sure they're not they're they're 00:20:16.600 --> 00:20:18.310 align:start position:0% sure they're not they're they're probably<00:20:16.840><c> not</c><00:20:16.960><c> making</c><00:20:17.280><c> money</c><00:20:17.560><c> on</c><00:20:17.840><c> the</c><00:20:17.960><c> first</c> 00:20:18.310 --> 00:20:18.320 align:start position:0% probably not making money on the first 00:20:18.320 --> 00:20:19.750 align:start position:0% probably not making money on the first purchase<00:20:18.840><c> or</c><00:20:18.960><c> two</c><00:20:19.200><c> that</c><00:20:19.320><c> you</c><00:20:19.400><c> make</c><00:20:19.640><c> or</c> 00:20:19.750 --> 00:20:19.760 align:start position:0% purchase or two that you make or 00:20:19.760 --> 00:20:21.670 align:start position:0% purchase or two that you make or somewhere,<00:20:20.200><c> but</c><00:20:20.760><c> yeah,</c><00:20:20.960><c> you're</c><00:20:21.280><c> you're</c><00:20:21.520><c> in</c> 00:20:21.670 --> 00:20:21.680 align:start position:0% somewhere, but yeah, you're you're in 00:20:21.680 --> 00:20:23.790 align:start position:0% somewhere, but yeah, you're you're in their<00:20:21.920><c> web.</c><00:20:22.200><c> And</c><00:20:22.320><c> obviously</c><00:20:22.640><c> their</c><00:20:22.920><c> web's</c> 00:20:23.790 --> 00:20:23.800 align:start position:0% their web. And obviously their web's 00:20:23.800 --> 00:20:26.230 align:start position:0% their web. And obviously their web's much<00:20:24.120><c> bigger</c><00:20:24.440><c> than</c><00:20:24.680><c> a</c><00:20:25.240><c> than</c><00:20:25.440><c> a</c><00:20:25.520><c> single</c><00:20:25.880><c> brand</c> 00:20:26.230 --> 00:20:26.240 align:start position:0% much bigger than a than a single brand 00:20:26.240 --> 00:20:28.430 align:start position:0% much bigger than a than a single brand retailer,<00:20:26.880><c> but</c><00:20:27.480><c> but</c><00:20:27.680><c> yeah,</c><00:20:27.880><c> that's</c><00:20:28.120><c> it.</c><00:20:28.240><c> It's</c> 00:20:28.430 --> 00:20:28.440 align:start position:0% retailer, but but yeah, that's it. It's 00:20:28.440 --> 00:20:30.310 align:start position:0% retailer, but but yeah, that's it. It's getting<00:20:28.720><c> that</c><00:20:28.880><c> that</c><00:20:29.120><c> they</c><00:20:29.280><c> know</c><00:20:29.760><c> the</c><00:20:29.960><c> things</c> 00:20:30.310 --> 00:20:30.320 align:start position:0% getting that that they know the things 00:20:30.320 --> 00:20:32.950 align:start position:0% getting that that they know the things to<00:20:30.440><c> do</c><00:20:30.560><c> to</c><00:20:30.680><c> get</c><00:20:30.880><c> that</c><00:20:31.080><c> second</c><00:20:31.480><c> purchase</c><00:20:32.120><c> and</c> 00:20:32.950 --> 00:20:32.960 align:start position:0% to do to get that second purchase and 00:20:32.960 --> 00:20:34.630 align:start position:0% to do to get that second purchase and and<00:20:33.120><c> it's</c><00:20:33.520><c> and</c><00:20:33.640><c> it's</c><00:20:33.800><c> not</c><00:20:34.160><c> what</c><00:20:34.280><c> they</c><00:20:34.360><c> want</c><00:20:34.600><c> to</c> 00:20:34.630 --> 00:20:34.640 align:start position:0% and it's and it's not what they want to 00:20:34.640 --> 00:20:34.679 align:start position:0% and it's and it's not what they want to do 00:20:34.679 --> 00:20:34.689 align:start position:0% do 00:20:34.689 --> 00:20:35.110 align:start position:0% do >> [clears throat] 00:20:35.110 --> 00:20:35.120 align:start position:0% >> [clears throat] 00:20:35.120 --> 00:20:36.230 align:start position:0% >> [clears throat] >> either,<00:20:35.360><c> is</c><00:20:35.480><c> it?</c> 00:20:36.230 --> 00:20:36.240 align:start position:0% >> either, is it? 00:20:36.240 --> 00:20:38.110 align:start position:0% >> either, is it? >> And<00:20:36.360><c> a</c><00:20:36.400><c> lot</c><00:20:36.600><c> of</c><00:20:36.680><c> brands</c><00:20:36.960><c> probably,</c><00:20:37.640><c> rightly</c><00:20:38.000><c> or</c> 00:20:38.110 --> 00:20:38.120 align:start position:0% >> And a lot of brands probably, rightly or 00:20:38.120 --> 00:20:40.230 align:start position:0% >> And a lot of brands probably, rightly or wrongly,<00:20:38.680><c> they'll</c><00:20:39.280><c> they'll</c><00:20:39.520><c> really</c><00:20:39.840><c> focus</c><00:20:40.160><c> on</c> 00:20:40.230 --> 00:20:40.240 align:start position:0% wrongly, they'll they'll really focus on 00:20:40.240 --> 00:20:41.950 align:start position:0% wrongly, they'll they'll really focus on that<00:20:40.400><c> acquisition,</c><00:20:40.920><c> that</c><00:20:41.120><c> first</c><00:20:41.440><c> purchase.</c> 00:20:41.950 --> 00:20:41.960 align:start position:0% that acquisition, that first purchase. 00:20:41.960 --> 00:20:43.390 align:start position:0% that acquisition, that first purchase. They'll<00:20:42.200><c> give</c><00:20:42.360><c> away</c><00:20:42.560><c> all</c><00:20:42.720><c> their</c><00:20:42.840><c> margin</c><00:20:43.280><c> on</c> 00:20:43.390 --> 00:20:43.400 align:start position:0% They'll give away all their margin on 00:20:43.400 --> 00:20:44.670 align:start position:0% They'll give away all their margin on the<00:20:43.480><c> discount</c><00:20:44.000><c> that</c><00:20:44.120><c> got</c><00:20:44.320><c> you</c><00:20:44.400><c> through</c><00:20:44.600><c> the</c> 00:20:44.670 --> 00:20:44.680 align:start position:0% the discount that got you through the 00:20:44.680 --> 00:20:46.110 align:start position:0% the discount that got you through the door<00:20:44.960><c> in</c><00:20:45.000><c> the</c><00:20:45.080><c> first</c><00:20:45.440><c> place,</c><00:20:45.720><c> so</c><00:20:45.800><c> they</c><00:20:45.880><c> can't</c> 00:20:46.110 --> 00:20:46.120 align:start position:0% door in the first place, so they can't 00:20:46.120 --> 00:20:47.670 align:start position:0% door in the first place, so they can't afford<00:20:46.520><c> to</c><00:20:46.600><c> give</c><00:20:46.760><c> you</c><00:20:46.840><c> the</c><00:20:47.200><c> the</c><00:20:47.360><c> better</c> 00:20:47.670 --> 00:20:47.680 align:start position:0% afford to give you the the better 00:20:47.680 --> 00:20:49.190 align:start position:0% afford to give you the the better follow-up<00:20:48.160><c> experience</c><00:20:48.720><c> cuz</c><00:20:48.840><c> they've</c><00:20:48.960><c> already</c> 00:20:49.190 --> 00:20:49.200 align:start position:0% follow-up experience cuz they've already 00:20:49.200 --> 00:20:50.510 align:start position:0% follow-up experience cuz they've already blown<00:20:49.440><c> it</c><00:20:49.560><c> all</c><00:20:49.720><c> on</c><00:20:49.840><c> the</c><00:20:49.920><c> acquisition</c><00:20:50.360><c> in</c><00:20:50.440><c> the</c> 00:20:50.510 --> 00:20:50.520 align:start position:0% blown it all on the acquisition in the 00:20:50.520 --> 00:20:51.710 align:start position:0% blown it all on the acquisition in the first<00:20:50.800><c> place.</c> 00:20:51.710 --> 00:20:51.720 align:start position:0% first place. 00:20:51.720 --> 00:20:54.070 align:start position:0% first place. Um<00:20:52.320><c> I</c><00:20:52.440><c> would</c><00:20:52.680><c> rather</c><00:20:53.360><c> It's</c><00:20:53.520><c> a,</c><00:20:53.760><c> you</c><00:20:53.840><c> know,</c><00:20:53.960><c> it</c> 00:20:54.070 --> 00:20:54.080 align:start position:0% Um I would rather It's a, you know, it 00:20:54.080 --> 00:20:56.030 align:start position:0% Um I would rather It's a, you know, it takes<00:20:54.360><c> a</c><00:20:54.400><c> bit</c><00:20:54.560><c> of</c><00:20:54.880><c> guts</c><00:20:55.240><c> to</c><00:20:55.320><c> do</c><00:20:55.440><c> it.</c><00:20:55.520><c> The</c><00:20:55.640><c> brands</c> 00:20:56.030 --> 00:20:56.040 align:start position:0% takes a bit of guts to do it. The brands 00:20:56.040 --> 00:20:57.510 align:start position:0% takes a bit of guts to do it. The brands should<00:20:56.200><c> be</c><00:20:56.320><c> dialing</c><00:20:56.760><c> all</c><00:20:56.880><c> that</c><00:20:57.080><c> back</c><00:20:57.400><c> and</c> 00:20:57.510 --> 00:20:57.520 align:start position:0% should be dialing all that back and 00:20:57.520 --> 00:21:00.150 align:start position:0% should be dialing all that back and going,<00:20:58.240><c> "I</c><00:20:58.320><c> can</c><00:20:58.400><c> give</c><00:20:58.560><c> you</c><00:20:58.640><c> $10</c><00:20:59.080><c> to</c><00:20:59.200><c> join</c><00:21:00.040><c> or</c> 00:21:00.150 --> 00:21:00.160 align:start position:0% going, "I can give you $10 to join or 00:21:00.160 --> 00:21:01.870 align:start position:0% going, "I can give you $10 to join or give<00:21:00.320><c> you</c><00:21:00.400><c> $20</c><00:21:00.880><c> on</c><00:21:01.000><c> your</c><00:21:01.080><c> next</c><00:21:01.280><c> shop.</c><00:21:01.720><c> Which</c> 00:21:01.870 --> 00:21:01.880 align:start position:0% give you $20 on your next shop. Which 00:21:01.880 --> 00:21:05.190 align:start position:0% give you $20 on your next shop. Which would<00:21:02.000><c> you</c><00:21:02.080><c> prefer?"</c><00:21:03.000><c> So,</c><00:21:03.440><c> I'd</c><00:21:03.720><c> say</c><00:21:04.400><c> if</c><00:21:04.680><c> if</c> 00:21:05.190 --> 00:21:05.200 align:start position:0% would you prefer?" So, I'd say if if 00:21:05.200 --> 00:21:06.910 align:start position:0% would you prefer?" So, I'd say if if going<00:21:05.480><c> from</c><00:21:05.640><c> one</c><00:21:05.840><c> to</c><00:21:05.920><c> the</c><00:21:06.040><c> other</c><00:21:06.200><c> strategy</c> 00:21:06.910 --> 00:21:06.920 align:start position:0% going from one to the other strategy 00:21:06.920 --> 00:21:09.350 align:start position:0% going from one to the other strategy reduces<00:21:07.520><c> the</c><00:21:07.640><c> acquisition</c><00:21:08.160><c> by</c><00:21:08.360><c> half.</c><00:21:09.040><c> I'm</c><00:21:09.200><c> all</c> 00:21:09.350 --> 00:21:09.360 align:start position:0% reduces the acquisition by half. I'm all 00:21:09.360 --> 00:21:10.870 align:start position:0% reduces the acquisition by half. I'm all for<00:21:09.480><c> that</c><00:21:09.880><c> if</c><00:21:10.120><c> the</c><00:21:10.240><c> number</c><00:21:10.480><c> of</c><00:21:10.520><c> people</c><00:21:10.760><c> that</c> 00:21:10.870 --> 00:21:10.880 align:start position:0% for that if the number of people that 00:21:10.880 --> 00:21:14.230 align:start position:0% for that if the number of people that return<00:21:11.880><c> is</c><00:21:12.040><c> higher.</c><00:21:12.360><c> I</c><00:21:12.440><c> think</c><00:21:12.760><c> the</c><00:21:13.200><c> the</c><00:21:13.320><c> longer</c> 00:21:14.230 --> 00:21:14.240 align:start position:0% return is higher. I think the the longer 00:21:14.240 --> 00:21:15.510 align:start position:0% return is higher. I think the the longer even<00:21:14.440><c> longer</c><00:21:14.680><c> term</c><00:21:14.880><c> I'm</c><00:21:14.960><c> not</c><00:21:15.280><c> talking</c> 00:21:15.510 --> 00:21:15.520 align:start position:0% even longer term I'm not talking 00:21:15.520 --> 00:21:16.870 align:start position:0% even longer term I'm not talking multi-year.<00:21:16.120><c> I'm</c><00:21:16.200><c> just</c><00:21:16.400><c> talking</c><00:21:16.640><c> even</c><00:21:16.800><c> the</c> 00:21:16.870 --> 00:21:16.880 align:start position:0% multi-year. I'm just talking even the 00:21:16.880 --> 00:21:19.110 align:start position:0% multi-year. I'm just talking even the first<00:21:17.160><c> 6</c><00:21:17.360><c> months</c><00:21:18.160><c> or</c><00:21:18.280><c> 12</c><00:21:18.480><c> month</c><00:21:18.640><c> revenue</c><00:21:19.000><c> from</c> 00:21:19.110 --> 00:21:19.120 align:start position:0% first 6 months or 12 month revenue from 00:21:19.120 --> 00:21:21.110 align:start position:0% first 6 months or 12 month revenue from that<00:21:19.280><c> cohort</c><00:21:19.800><c> would</c><00:21:19.920><c> be</c><00:21:20.160><c> so</c><00:21:20.440><c> much</c><00:21:20.720><c> more</c><00:21:20.920><c> on</c><00:21:21.000><c> the</c> 00:21:21.110 --> 00:21:21.120 align:start position:0% that cohort would be so much more on the 00:21:21.120 --> 00:21:22.670 align:start position:0% that cohort would be so much more on the margin<00:21:21.520><c> and</c><00:21:21.640><c> the</c><00:21:21.680><c> profit</c><00:21:22.040><c> would</c><00:21:22.160><c> be</c><00:21:22.240><c> so</c><00:21:22.400><c> much</c> 00:21:22.670 --> 00:21:22.680 align:start position:0% margin and the profit would be so much 00:21:22.680 --> 00:21:23.630 align:start position:0% margin and the profit would be so much more 00:21:23.630 --> 00:21:23.640 align:start position:0% more 00:21:23.640 --> 00:21:26.030 align:start position:0% more than<00:21:24.200><c> this</c><00:21:24.440><c> sort</c><00:21:24.640><c> of</c><00:21:25.000><c> vanity</c><00:21:25.400><c> metric</c> 00:21:26.030 --> 00:21:26.040 align:start position:0% than this sort of vanity metric 00:21:26.040 --> 00:21:27.750 align:start position:0% than this sort of vanity metric acquisition<00:21:26.720><c> based</c><00:21:27.000><c> strategies</c><00:21:27.480><c> that</c><00:21:27.600><c> a</c><00:21:27.640><c> lot</c> 00:21:27.750 --> 00:21:27.760 align:start position:0% acquisition based strategies that a lot 00:21:27.760 --> 00:21:29.110 align:start position:0% acquisition based strategies that a lot of<00:21:27.840><c> brands</c><00:21:28.080><c> are</c><00:21:28.120><c> taking.</c> 00:21:29.110 --> 00:21:29.120 align:start position:0% of brands are taking. 00:21:29.120 --> 00:21:30.870 align:start position:0% of brands are taking. >> Yeah,<00:21:29.560><c> absolutely.</c><00:21:30.160><c> And</c><00:21:30.280><c> that's</c><00:21:30.480><c> it.</c><00:21:30.600><c> That</c> 00:21:30.870 --> 00:21:30.880 align:start position:0% >> Yeah, absolutely. And that's it. That 00:21:30.880 --> 00:21:32.550 align:start position:0% >> Yeah, absolutely. And that's it. That like<00:21:31.080><c> that</c><00:21:31.240><c> to</c><00:21:31.320><c> me</c><00:21:31.440><c> that's</c><00:21:31.640><c> one</c><00:21:31.760><c> of</c><00:21:31.840><c> the</c><00:21:31.920><c> most</c> 00:21:32.550 --> 00:21:32.560 align:start position:0% like that to me that's one of the most 00:21:32.560 --> 00:21:34.030 align:start position:0% like that to me that's one of the most like<00:21:32.720><c> it's</c><00:21:32.840><c> a</c><00:21:32.920><c> perfect</c><00:21:33.320><c> example</c><00:21:33.800><c> of</c><00:21:33.840><c> just</c> 00:21:34.030 --> 00:21:34.040 align:start position:0% like it's a perfect example of just 00:21:34.040 --> 00:21:36.190 align:start position:0% like it's a perfect example of just moving<00:21:34.400><c> the</c><00:21:34.520><c> needle</c><00:21:34.960><c> a</c><00:21:35.000><c> little</c><00:21:35.240><c> bit.</c><00:21:35.960><c> You</c> 00:21:36.190 --> 00:21:36.200 align:start position:0% moving the needle a little bit. You 00:21:36.200 --> 00:21:38.750 align:start position:0% moving the needle a little bit. You still<00:21:36.400><c> see</c><00:21:36.600><c> $20</c><00:21:37.680><c> when</c><00:21:37.920><c> you</c><00:21:38.160><c> pop</c><00:21:38.400><c> up</c><00:21:38.560><c> on</c><00:21:38.640><c> the</c> 00:21:38.750 --> 00:21:38.760 align:start position:0% still see $20 when you pop up on the 00:21:38.760 --> 00:21:40.870 align:start position:0% still see $20 when you pop up on the site<00:21:39.160><c> and</c><00:21:39.360><c> see</c><00:21:39.920><c> when</c><00:21:40.120><c> you</c><00:21:40.200><c> place</c><00:21:40.480><c> an</c><00:21:40.560><c> order</c><00:21:40.800><c> you</c> 00:21:40.870 --> 00:21:40.880 align:start position:0% site and see when you place an order you 00:21:40.880 --> 00:21:43.870 align:start position:0% site and see when you place an order you get<00:21:41.080><c> $20</c><00:21:41.680><c> store</c><00:21:41.960><c> credit</c><00:21:42.360><c> or</c><00:21:42.480><c> a</c><00:21:42.520><c> $20</c><00:21:43.000><c> voucher.</c> 00:21:43.870 --> 00:21:43.880 align:start position:0% get $20 store credit or a $20 voucher. 00:21:43.880 --> 00:21:46.590 align:start position:0% get $20 store credit or a $20 voucher. But<00:21:44.360><c> yeah,</c><00:21:44.640><c> if</c><00:21:44.840><c> it</c><00:21:45.000><c> if</c><00:21:45.160><c> that's</c><00:21:45.920><c> something</c><00:21:46.520><c> you</c> 00:21:46.590 --> 00:21:46.600 align:start position:0% But yeah, if it if that's something you 00:21:46.600 --> 00:21:48.750 align:start position:0% But yeah, if it if that's something you can<00:21:46.760><c> use</c><00:21:47.000><c> on</c><00:21:47.120><c> your</c><00:21:47.240><c> second</c><00:21:47.600><c> order</c><00:21:47.920><c> then</c><00:21:48.560><c> yeah,</c> 00:21:48.750 --> 00:21:48.760 align:start position:0% can use on your second order then yeah, 00:21:48.760 --> 00:21:50.430 align:start position:0% can use on your second order then yeah, you're<00:21:48.880><c> not</c><00:21:49.080><c> losing</c><00:21:49.440><c> the</c><00:21:49.520><c> margin</c><00:21:49.960><c> off</c><00:21:50.080><c> those</c> 00:21:50.430 --> 00:21:50.440 align:start position:0% you're not losing the margin off those 00:21:50.440 --> 00:21:53.310 align:start position:0% you're not losing the margin off those one-off<00:21:50.840><c> purchases.</c><00:21:51.560><c> Like</c><00:21:52.120><c> yeah,</c><00:21:52.400><c> like</c><00:21:53.000><c> you</c> 00:21:53.310 --> 00:21:53.320 align:start position:0% one-off purchases. Like yeah, like you 00:21:53.320 --> 00:21:55.270 align:start position:0% one-off purchases. Like yeah, like you or<00:21:53.480><c> I</c><00:21:53.560><c> probably</c><00:21:54.280><c> go</c><00:21:54.480><c> and</c><00:21:54.640><c> shop</c><00:21:54.840><c> for</c><00:21:54.920><c> Mother's</c> 00:21:55.270 --> 00:21:55.280 align:start position:0% or I probably go and shop for Mother's 00:21:55.280 --> 00:21:56.990 align:start position:0% or I probably go and shop for Mother's Day<00:21:55.760><c> and</c><00:21:56.000><c> go</c><00:21:56.120><c> to</c><00:21:56.280><c> a</c><00:21:56.360><c> shop</c><00:21:56.600><c> that</c><00:21:56.720><c> we're</c><00:21:56.840><c> not</c> 00:21:56.990 --> 00:21:57.000 align:start position:0% Day and go to a shop that we're not 00:21:57.000 --> 00:21:59.830 align:start position:0% Day and go to a shop that we're not going<00:21:57.120><c> to</c><00:21:57.360><c> go</c><00:21:57.640><c> to</c><00:21:57.760><c> again</c><00:21:58.280><c> ever</c><00:21:58.800><c> or</c><00:21:59.360><c> worse</c><00:21:59.680><c> not</c> 00:21:59.830 --> 00:21:59.840 align:start position:0% going to go to again ever or worse not 00:21:59.840 --> 00:22:01.910 align:start position:0% going to go to again ever or worse not until<00:22:00.080><c> Christmas</c><00:22:00.480><c> or</c><00:22:00.600><c> next</c><00:22:00.840><c> Mother's</c><00:22:01.160><c> Day.</c><00:22:01.760><c> So</c> 00:22:01.910 --> 00:22:01.920 align:start position:0% until Christmas or next Mother's Day. So 00:22:01.920 --> 00:22:04.470 align:start position:0% until Christmas or next Mother's Day. So why<00:22:02.120><c> give</c><00:22:02.360><c> us</c><00:22:02.560><c> a</c><00:22:02.720><c> $10</c><00:22:03.280><c> discount</c><00:22:03.800><c> off</c><00:22:03.960><c> our</c><00:22:04.120><c> first</c> 00:22:04.470 --> 00:22:04.480 align:start position:0% why give us a $10 discount off our first 00:22:04.480 --> 00:22:05.270 align:start position:0% why give us a $10 discount off our first order?<00:22:04.760><c> Give</c><00:22:05.000><c> that</c> 00:22:05.270 --> 00:22:05.280 align:start position:0% order? Give that 00:22:05.280 --> 00:22:07.150 align:start position:0% order? Give that >> Yeah,<00:22:05.640><c> we</c><00:22:05.720><c> we</c><00:22:05.800><c> we</c><00:22:05.920><c> did</c><00:22:06.120><c> need</c><00:22:06.280><c> that</c> 00:22:07.150 --> 00:22:07.160 align:start position:0% >> Yeah, we we we did need that 00:22:07.160 --> 00:22:09.550 align:start position:0% >> Yeah, we we we did need that but<00:22:07.720><c> as</c><00:22:07.840><c> part</c><00:22:08.040><c> of</c><00:22:08.080><c> that</c><00:22:08.240><c> process</c><00:22:08.760><c> let</c><00:22:08.960><c> me</c><00:22:09.440><c> when</c> 00:22:09.550 --> 00:22:09.560 align:start position:0% but as part of that process let me when 00:22:09.560 --> 00:22:11.750 align:start position:0% but as part of that process let me when I<00:22:09.600><c> when</c><00:22:09.720><c> the</c><00:22:09.880><c> gift</c><00:22:10.320><c> arrives</c><00:22:10.920><c> or</c><00:22:11.240><c> send</c><00:22:11.560><c> me</c><00:22:11.720><c> a</c> 00:22:11.750 --> 00:22:11.760 align:start position:0% I when the gift arrives or send me a 00:22:11.760 --> 00:22:13.590 align:start position:0% I when the gift arrives or send me a separate<00:22:12.320><c> email</c><00:22:12.760><c> that</c><00:22:12.920><c> says</c><00:22:13.280><c> why</c><00:22:13.400><c> don't</c><00:22:13.520><c> you</c> 00:22:13.590 --> 00:22:13.600 align:start position:0% separate email that says why don't you 00:22:13.600 --> 00:22:16.510 align:start position:0% separate email that says why don't you register<00:22:14.000><c> your</c><00:22:14.120><c> mom's</c><00:22:14.400><c> birth</c><00:22:14.640><c> date</c><00:22:15.440><c> with</c><00:22:15.600><c> us</c> 00:22:16.510 --> 00:22:16.520 align:start position:0% register your mom's birth date with us 00:22:16.520 --> 00:22:17.950 align:start position:0% register your mom's birth date with us and<00:22:16.640><c> then</c><00:22:16.800><c> next</c><00:22:17.120><c> year</c><00:22:17.320><c> we'll</c><00:22:17.440><c> come</c><00:22:17.640><c> back</c><00:22:17.840><c> to</c> 00:22:17.950 --> 00:22:17.960 align:start position:0% and then next year we'll come back to 00:22:17.960 --> 00:22:19.870 align:start position:0% and then next year we'll come back to you<00:22:18.080><c> and</c><00:22:18.200><c> remind</c><00:22:18.600><c> you</c><00:22:18.920><c> well</c><00:22:19.160><c> in</c><00:22:19.240><c> advance</c><00:22:19.720><c> that</c> 00:22:19.870 --> 00:22:19.880 align:start position:0% you and remind you well in advance that 00:22:19.880 --> 00:22:21.150 align:start position:0% you and remind you well in advance that we've<00:22:20.040><c> got</c><00:22:20.200><c> a</c><00:22:20.240><c> great</c><00:22:20.520><c> new</c><00:22:20.640><c> gift</c><00:22:20.880><c> for</c><00:22:21.080><c> her</c> 00:22:21.150 --> 00:22:21.160 align:start position:0% we've got a great new gift for her 00:22:21.160 --> 00:22:23.030 align:start position:0% we've got a great new gift for her that's<00:22:21.520><c> won't</c><00:22:21.760><c> let</c><00:22:21.880><c> you</c><00:22:22.560><c> don't</c><00:22:22.760><c> you</c> 00:22:23.030 --> 00:22:23.040 align:start position:0% that's won't let you don't you 00:22:23.040 --> 00:22:24.270 align:start position:0% that's won't let you don't you accidentally<00:22:23.520><c> buy</c><00:22:23.680><c> the</c><00:22:23.760><c> same</c><00:22:24.000><c> thing</c><00:22:24.200><c> you</c> 00:22:24.270 --> 00:22:24.280 align:start position:0% accidentally buy the same thing you 00:22:24.280 --> 00:22:26.110 align:start position:0% accidentally buy the same thing you bought<00:22:24.480><c> her</c><00:22:24.560><c> last</c><00:22:24.880><c> year.</c><00:22:25.000><c> But</c> 00:22:26.110 --> 00:22:26.120 align:start position:0% bought her last year. But 00:22:26.120 --> 00:22:27.110 align:start position:0% bought her last year. But yeah,<00:22:26.320><c> you</c><00:22:26.400><c> know,</c> 00:22:27.110 --> 00:22:27.120 align:start position:0% yeah, you know, 00:22:27.120 --> 00:22:28.750 align:start position:0% yeah, you know, there's<00:22:27.280><c> some</c><00:22:27.440><c> really</c><00:22:27.720><c> interesting</c><00:22:28.400><c> sort</c><00:22:28.560><c> of</c> 00:22:28.750 --> 00:22:28.760 align:start position:0% there's some really interesting sort of 00:22:28.760 --> 00:22:31.230 align:start position:0% there's some really interesting sort of help<00:22:29.120><c> me</c><00:22:29.320><c> shop</c><00:22:29.720><c> mechanics.</c><00:22:30.440><c> I</c><00:22:30.520><c> think</c><00:22:30.640><c> that's</c> 00:22:31.230 --> 00:22:31.240 align:start position:0% help me shop mechanics. I think that's 00:22:31.240 --> 00:22:32.990 align:start position:0% help me shop mechanics. I think that's if<00:22:31.320><c> I</c><00:22:31.360><c> was</c><00:22:31.440><c> to</c><00:22:31.520><c> sum</c><00:22:31.680><c> it</c><00:22:31.760><c> all</c><00:22:31.880><c> up</c><00:22:32.080><c> help</c><00:22:32.320><c> me</c><00:22:32.440><c> shop.</c> 00:22:32.990 --> 00:22:33.000 align:start position:0% if I was to sum it all up help me shop. 00:22:33.000 --> 00:22:35.110 align:start position:0% if I was to sum it all up help me shop. Don't<00:22:33.600><c> help</c><00:22:33.880><c> yourselves.</c><00:22:34.440><c> I</c><00:22:34.480><c> help</c><00:22:34.680><c> me</c><00:22:34.800><c> shop.</c> 00:22:35.110 --> 00:22:35.120 align:start position:0% Don't help yourselves. I help me shop. 00:22:35.120 --> 00:22:36.630 align:start position:0% Don't help yourselves. I help me shop. So<00:22:35.280><c> what</c><00:22:35.520><c> what</c><00:22:35.680><c> mechanics</c><00:22:36.040><c> can</c><00:22:36.240><c> you</c><00:22:36.320><c> put</c><00:22:36.520><c> that</c> 00:22:36.630 --> 00:22:36.640 align:start position:0% So what what mechanics can you put that 00:22:36.640 --> 00:22:38.070 align:start position:0% So what what mechanics can you put that would<00:22:36.760><c> do</c><00:22:36.960><c> that?</c> 00:22:38.070 --> 00:22:38.080 align:start position:0% would do that? 00:22:38.080 --> 00:22:41.070 align:start position:0% would do that? >> Yeah,<00:22:38.440><c> yeah,</c><00:22:38.720><c> absolutely.</c><00:22:39.480><c> And</c><00:22:40.240><c> um</c><00:22:40.960><c> we've</c> 00:22:41.070 --> 00:22:41.080 align:start position:0% >> Yeah, yeah, absolutely. And um we've 00:22:41.080 --> 00:22:42.670 align:start position:0% >> Yeah, yeah, absolutely. And um we've actually<00:22:41.280><c> got</c><00:22:41.360><c> about</c><00:22:41.520><c> 15</c><00:22:42.040><c> more</c><00:22:42.200><c> questions</c><00:22:42.640><c> I</c> 00:22:42.670 --> 00:22:42.680 align:start position:0% actually got about 15 more questions I 00:22:42.680 --> 00:22:44.110 align:start position:0% actually got about 15 more questions I want<00:22:42.840><c> to</c><00:22:42.920><c> ask</c><00:22:43.240><c> you</c><00:22:43.360><c> actually</c><00:22:43.760><c> out</c><00:22:43.880><c> of</c><00:22:43.960><c> this</c> 00:22:44.110 --> 00:22:44.120 align:start position:0% want to ask you actually out of this 00:22:44.120 --> 00:22:45.990 align:start position:0% want to ask you actually out of this conversation.<00:22:45.200><c> And</c><00:22:45.320><c> I</c><00:22:45.400><c> said</c><00:22:45.680><c> I</c><00:22:45.720><c> was</c><00:22:45.840><c> going</c><00:22:45.960><c> to</c> 00:22:45.990 --> 00:22:46.000 align:start position:0% conversation. And I said I was going to 00:22:46.000 --> 00:22:47.990 align:start position:0% conversation. And I said I was going to try<00:22:46.200><c> and</c><00:22:46.320><c> keep</c><00:22:46.560><c> it</c><00:22:46.680><c> to</c><00:22:46.720><c> about</c><00:22:46.960><c> 25</c><00:22:47.560><c> minutes.</c><00:22:47.880><c> So</c> 00:22:47.990 --> 00:22:48.000 align:start position:0% try and keep it to about 25 minutes. So 00:22:48.000 --> 00:22:49.870 align:start position:0% try and keep it to about 25 minutes. So I'm<00:22:48.120><c> going</c><00:22:48.240><c> to</c><00:22:48.320><c> try</c><00:22:48.680><c> and</c><00:22:48.920><c> um</c><00:22:49.320><c> fire</c><00:22:49.600><c> off</c><00:22:49.720><c> with</c><00:22:49.840><c> a</c> 00:22:49.870 --> 00:22:49.880 align:start position:0% I'm going to try and um fire off with a 00:22:49.880 --> 00:22:51.470 align:start position:0% I'm going to try and um fire off with a couple<00:22:50.240><c> of</c><00:22:50.320><c> different</c><00:22:50.640><c> topics</c><00:22:51.000><c> just</c><00:22:51.200><c> to</c><00:22:51.280><c> get</c><00:22:51.400><c> a</c> 00:22:51.470 --> 00:22:51.480 align:start position:0% couple of different topics just to get a 00:22:51.480 --> 00:22:54.150 align:start position:0% couple of different topics just to get a quick<00:22:51.760><c> take</c><00:22:52.080><c> from</c><00:22:52.320><c> you.</c><00:22:52.840><c> But</c><00:22:53.200><c> um</c><00:22:53.720><c> I'd</c><00:22:53.840><c> love</c><00:22:54.040><c> to</c> 00:22:54.150 --> 00:22:54.160 align:start position:0% quick take from you. But um I'd love to 00:22:54.160 --> 00:22:55.910 align:start position:0% quick take from you. But um I'd love to just<00:22:54.560><c> not</c><00:22:54.760><c> like</c><00:22:54.960><c> the</c><00:22:55.200><c> the</c><00:22:55.320><c> other</c><00:22:55.520><c> thing</c><00:22:55.720><c> with</c> 00:22:55.910 --> 00:22:55.920 align:start position:0% just not like the the other thing with 00:22:55.920 --> 00:22:59.110 align:start position:0% just not like the the other thing with data<00:22:56.440><c> is</c><00:22:56.960><c> just</c><00:22:57.360><c> the</c><00:22:57.520><c> messiness</c><00:22:58.200><c> of</c><00:22:58.400><c> it.</c><00:22:58.600><c> Like</c> 00:22:59.110 --> 00:22:59.120 align:start position:0% data is just the messiness of it. Like 00:22:59.120 --> 00:23:02.190 align:start position:0% data is just the messiness of it. Like it's<00:22:59.560><c> almost</c><00:23:00.040><c> and</c><00:23:00.760><c> I</c><00:23:00.840><c> say</c><00:23:01.080><c> like</c><00:23:01.320><c> you</c> 00:23:02.190 --> 00:23:02.200 align:start position:0% it's almost and I say like you 00:23:02.200 --> 00:23:03.990 align:start position:0% it's almost and I say like you when<00:23:02.360><c> I</c><00:23:02.520><c> used</c><00:23:02.680><c> to</c><00:23:02.760><c> do</c><00:23:02.880><c> platform</c><00:23:03.360><c> migrations</c> 00:23:03.990 --> 00:23:04.000 align:start position:0% when I used to do platform migrations 00:23:04.000 --> 00:23:05.470 align:start position:0% when I used to do platform migrations for<00:23:04.120><c> people</c><00:23:04.400><c> to</c><00:23:04.480><c> Shopify,</c><00:23:04.960><c> like</c><00:23:05.200><c> I</c><00:23:05.240><c> always</c> 00:23:05.470 --> 00:23:05.480 align:start position:0% for people to Shopify, like I always 00:23:05.480 --> 00:23:07.630 align:start position:0% for people to Shopify, like I always said<00:23:05.680><c> to</c><00:23:05.760><c> the</c><00:23:05.880><c> clients</c><00:23:06.360><c> like</c><00:23:06.600><c> you</c><00:23:07.160><c> your</c><00:23:07.320><c> best</c> 00:23:07.630 --> 00:23:07.640 align:start position:0% said to the clients like you your best 00:23:07.640 --> 00:23:09.870 align:start position:0% said to the clients like you your best opportunity<00:23:08.360><c> to</c><00:23:08.560><c> have</c><00:23:08.760><c> clean</c><00:23:09.080><c> data</c><00:23:09.480><c> is</c><00:23:09.640><c> day</c> 00:23:09.870 --> 00:23:09.880 align:start position:0% opportunity to have clean data is day 00:23:09.880 --> 00:23:12.030 align:start position:0% opportunity to have clean data is day one<00:23:10.400><c> because</c><00:23:10.960><c> if</c><00:23:11.120><c> it's</c><00:23:11.240><c> not</c><00:23:11.440><c> clean</c><00:23:11.680><c> on</c><00:23:11.800><c> day</c> 00:23:12.030 --> 00:23:12.040 align:start position:0% one because if it's not clean on day 00:23:12.040 --> 00:23:14.230 align:start position:0% one because if it's not clean on day one,<00:23:12.560><c> it's</c><00:23:12.720><c> going</c><00:23:12.880><c> to</c><00:23:12.960><c> be</c><00:23:13.120><c> shot</c><00:23:13.560><c> in</c><00:23:13.720><c> 3</c><00:23:14.000><c> years</c> 00:23:14.230 --> 00:23:14.240 align:start position:0% one, it's going to be shot in 3 years 00:23:14.240 --> 00:23:16.270 align:start position:0% one, it's going to be shot in 3 years time<00:23:14.560><c> when</c><00:23:14.760><c> you</c><00:23:14.880><c> get</c><00:23:15.080><c> to</c><00:23:15.160><c> your</c><00:23:15.280><c> next</c> 00:23:16.270 --> 00:23:16.280 align:start position:0% time when you get to your next 00:23:16.280 --> 00:23:18.630 align:start position:0% time when you get to your next re-platform<00:23:16.960><c> or</c><00:23:17.080><c> rebuild</c><00:23:17.560><c> journey.</c><00:23:18.040><c> So,</c> 00:23:18.630 --> 00:23:18.640 align:start position:0% re-platform or rebuild journey. So, 00:23:18.640 --> 00:23:20.430 align:start position:0% re-platform or rebuild journey. So, yeah,<00:23:18.840><c> how</c><00:23:19.040><c> do</c><00:23:19.160><c> you</c><00:23:19.280><c> navigate</c><00:23:19.840><c> people</c><00:23:20.240><c> like</c> 00:23:20.430 --> 00:23:20.440 align:start position:0% yeah, how do you navigate people like 00:23:20.440 --> 00:23:23.270 align:start position:0% yeah, how do you navigate people like who've<00:23:20.640><c> got</c><00:23:20.960><c> all</c><00:23:21.120><c> this</c><00:23:21.400><c> rich</c><00:23:21.760><c> data</c><00:23:22.520><c> and</c><00:23:22.920><c> have</c> 00:23:23.270 --> 00:23:23.280 align:start position:0% who've got all this rich data and have 00:23:23.280 --> 00:23:25.470 align:start position:0% who've got all this rich data and have yeah,<00:23:23.480><c> third-party</c><00:23:24.240><c> sources</c><00:23:24.840><c> like</c><00:23:25.040><c> you</c> 00:23:25.470 --> 00:23:25.480 align:start position:0% yeah, third-party sources like you 00:23:25.480 --> 00:23:26.510 align:start position:0% yeah, third-party sources like you you're<00:23:25.560><c> still</c><00:23:25.760><c> going</c><00:23:25.880><c> to</c><00:23:25.960><c> have</c><00:23:26.040><c> marketing</c> 00:23:26.510 --> 00:23:26.520 align:start position:0% you're still going to have marketing 00:23:26.520 --> 00:23:28.390 align:start position:0% you're still going to have marketing platforms<00:23:27.160><c> that</c><00:23:27.280><c> are</c><00:23:27.400><c> doing</c><00:23:27.720><c> stuff</c><00:23:28.000><c> for</c><00:23:28.240><c> you</c> 00:23:28.390 --> 00:23:28.400 align:start position:0% platforms that are doing stuff for you 00:23:28.400 --> 00:23:30.470 align:start position:0% platforms that are doing stuff for you and<00:23:28.600><c> your</c><00:23:28.840><c> e-com</c><00:23:29.240><c> platform</c><00:23:29.760><c> and</c><00:23:29.960><c> POS</c><00:23:30.160><c> system,</c> 00:23:30.470 --> 00:23:30.480 align:start position:0% and your e-com platform and POS system, 00:23:30.480 --> 00:23:32.270 align:start position:0% and your e-com platform and POS system, whatever.<00:23:31.240><c> Like</c><00:23:31.400><c> how</c><00:23:31.640><c> how</c><00:23:31.840><c> do</c><00:23:31.960><c> you</c><00:23:32.040><c> help</c> 00:23:32.270 --> 00:23:32.280 align:start position:0% whatever. Like how how do you help 00:23:32.280 --> 00:23:33.750 align:start position:0% whatever. Like how how do you help people<00:23:32.560><c> navigate</c><00:23:33.080><c> that</c><00:23:33.240><c> and</c><00:23:33.360><c> what</c><00:23:33.480><c> can</c><00:23:33.600><c> they</c> 00:23:33.750 --> 00:23:33.760 align:start position:0% people navigate that and what can they 00:23:33.760 --> 00:23:37.030 align:start position:0% people navigate that and what can they do<00:23:33.960><c> to</c><00:23:34.080><c> actually</c><00:23:35.000><c> keep</c><00:23:35.400><c> their</c><00:23:35.560><c> database</c><00:23:36.200><c> to</c><00:23:36.320><c> be</c> 00:23:37.030 --> 00:23:37.040 align:start position:0% do to actually keep their database to be 00:23:37.040 --> 00:23:38.110 align:start position:0% do to actually keep their database to be what<00:23:37.280><c> they</c> 00:23:38.110 --> 00:23:38.120 align:start position:0% what they 00:23:38.120 --> 00:23:40.150 align:start position:0% what they want<00:23:38.360><c> their</c><00:23:38.480><c> data</c><00:23:38.920><c> to</c><00:23:39.000><c> be.</c><00:23:39.440><c> Yeah.</c> 00:23:40.150 --> 00:23:40.160 align:start position:0% want their data to be. Yeah. 00:23:40.160 --> 00:23:41.870 align:start position:0% want their data to be. Yeah. >> Look,<00:23:40.360><c> I</c><00:23:40.520><c> think</c><00:23:41.000><c> plugging</c><00:23:41.320><c> in</c><00:23:41.400><c> a</c><00:23:41.440><c> lot</c><00:23:41.680><c> of</c> 00:23:41.870 --> 00:23:41.880 align:start position:0% >> Look, I think plugging in a lot of 00:23:41.880 --> 00:23:43.670 align:start position:0% >> Look, I think plugging in a lot of little<00:23:42.120><c> best-of-breed</c><00:23:42.720><c> tools</c><00:23:43.000><c> sometimes</c><00:23:43.520><c> can</c> 00:23:43.670 --> 00:23:43.680 align:start position:0% little best-of-breed tools sometimes can 00:23:43.680 --> 00:23:45.590 align:start position:0% little best-of-breed tools sometimes can be<00:23:44.240><c> it</c><00:23:44.320><c> can</c><00:23:44.440><c> help</c><00:23:44.680><c> with</c><00:23:44.880><c> achieve</c><00:23:45.160><c> a</c><00:23:45.200><c> strategy</c> 00:23:45.590 --> 00:23:45.600 align:start position:0% be it can help with achieve a strategy 00:23:45.600 --> 00:23:47.470 align:start position:0% be it can help with achieve a strategy but<00:23:45.760><c> can</c><00:23:45.920><c> create</c><00:23:46.120><c> a</c><00:23:46.160><c> lot</c><00:23:46.320><c> of</c><00:23:46.400><c> noise</c><00:23:46.720><c> and</c><00:23:46.840><c> mess</c> 00:23:47.470 --> 00:23:47.480 align:start position:0% but can create a lot of noise and mess 00:23:47.480 --> 00:23:48.990 align:start position:0% but can create a lot of noise and mess as<00:23:47.600><c> you</c><00:23:47.680><c> probably</c><00:23:47.960><c> know.</c> 00:23:48.990 --> 00:23:49.000 align:start position:0% as you probably know. 00:23:49.000 --> 00:23:52.070 align:start position:0% as you probably know. And<00:23:49.720><c> yeah,</c><00:23:50.160><c> the</c><00:23:50.760><c> the</c><00:23:50.920><c> prevalence</c><00:23:51.360><c> of</c> 00:23:52.070 --> 00:23:52.080 align:start position:0% And yeah, the the prevalence of 00:23:52.080 --> 00:23:53.510 align:start position:0% And yeah, the the prevalence of especially<00:23:52.400><c> in</c><00:23:52.480><c> Shopify</c><00:23:52.880><c> ecosystem</c><00:23:53.400><c> of</c> 00:23:53.510 --> 00:23:53.520 align:start position:0% especially in Shopify ecosystem of 00:23:53.520 --> 00:23:54.750 align:start position:0% especially in Shopify ecosystem of little<00:23:53.760><c> apps</c><00:23:54.040><c> that</c><00:23:54.200><c> all</c><00:23:54.360><c> create</c><00:23:54.600><c> a</c><00:23:54.640><c> new</c> 00:23:54.750 --> 00:23:54.760 align:start position:0% little apps that all create a new 00:23:54.760 --> 00:23:57.550 align:start position:0% little apps that all create a new customer<00:23:55.120><c> experience</c><00:23:56.160><c> is</c><00:23:56.320><c> sort</c><00:23:56.520><c> of</c><00:23:57.280><c> great</c> 00:23:57.550 --> 00:23:57.560 align:start position:0% customer experience is sort of great 00:23:57.560 --> 00:23:59.070 align:start position:0% customer experience is sort of great solution<00:23:57.960><c> to</c><00:23:58.040><c> some</c><00:23:58.240><c> problems</c><00:23:58.560><c> but</c><00:23:58.680><c> it</c><00:23:58.760><c> creates</c> 00:23:59.070 --> 00:23:59.080 align:start position:0% solution to some problems but it creates 00:23:59.080 --> 00:24:00.710 align:start position:0% solution to some problems but it creates other<00:23:59.200><c> problems.</c> 00:24:00.710 --> 00:24:00.720 align:start position:0% other problems. 00:24:00.720 --> 00:24:02.430 align:start position:0% other problems. I<00:24:00.840><c> would</c><00:24:01.120><c> like</c><00:24:01.280><c> the</c><00:24:01.400><c> one</c><00:24:01.640><c> tip</c><00:24:01.880><c> I</c><00:24:01.920><c> would</c><00:24:02.080><c> give</c><00:24:02.280><c> is</c> 00:24:02.430 --> 00:24:02.440 align:start position:0% I would like the one tip I would give is 00:24:02.440 --> 00:24:05.550 align:start position:0% I would like the one tip I would give is make<00:24:02.800><c> the</c><00:24:02.920><c> customer</c><00:24:03.440><c> part</c><00:24:04.200><c> of</c><00:24:04.360><c> the</c><00:24:04.440><c> solution.</c> 00:24:05.550 --> 00:24:05.560 align:start position:0% make the customer part of the solution. 00:24:05.560 --> 00:24:06.110 align:start position:0% make the customer part of the solution. >> Mhm. 00:24:06.110 --> 00:24:06.120 align:start position:0% >> Mhm. 00:24:06.120 --> 00:24:08.510 align:start position:0% >> Mhm. >> Like<00:24:06.600><c> I</c><00:24:06.760><c> I</c><00:24:06.800><c> think</c><00:24:07.000><c> we</c><00:24:07.080><c> spend</c><00:24:07.400><c> so</c><00:24:07.680><c> much</c><00:24:07.920><c> time</c> 00:24:08.510 --> 00:24:08.520 align:start position:0% >> Like I I think we spend so much time 00:24:08.520 --> 00:24:10.790 align:start position:0% >> Like I I think we spend so much time trying<00:24:08.840><c> to</c><00:24:09.320><c> stitch</c><00:24:09.600><c> together</c><00:24:09.960><c> identities</c><00:24:10.680><c> and</c> 00:24:10.790 --> 00:24:10.800 align:start position:0% trying to stitch together identities and 00:24:10.800 --> 00:24:13.110 align:start position:0% trying to stitch together identities and do<00:24:10.920><c> all</c><00:24:11.040><c> this</c><00:24:11.240><c> work</c><00:24:11.800><c> in</c><00:24:12.120><c> secret</c><00:24:12.720><c> without</c> 00:24:13.110 --> 00:24:13.120 align:start position:0% do all this work in secret without 00:24:13.120 --> 00:24:15.030 align:start position:0% do all this work in secret without including<00:24:13.600><c> the</c><00:24:13.680><c> customer.</c><00:24:14.320><c> So,</c><00:24:14.520><c> my</c> 00:24:15.030 --> 00:24:15.040 align:start position:0% including the customer. So, my 00:24:15.040 --> 00:24:15.510 align:start position:0% including the customer. So, my >> Yeah. 00:24:15.510 --> 00:24:15.520 align:start position:0% >> Yeah. 00:24:15.520 --> 00:24:17.390 align:start position:0% >> Yeah. >> my<00:24:15.800><c> biggest</c><00:24:16.120><c> thing</c><00:24:16.280><c> is</c><00:24:16.480><c> log</c><00:24:16.720><c> in,</c><00:24:16.840><c> who</c><00:24:17.040><c> are</c><00:24:17.160><c> you?</c> 00:24:17.390 --> 00:24:17.400 align:start position:0% >> my biggest thing is log in, who are you? 00:24:17.400 --> 00:24:18.710 align:start position:0% >> my biggest thing is log in, who are you? This<00:24:17.600><c> is</c><00:24:17.640><c> what</c><00:24:17.760><c> we</c><00:24:17.840><c> know</c><00:24:18.000><c> about</c><00:24:18.240><c> you,</c><00:24:18.360><c> is</c><00:24:18.480><c> it</c> 00:24:18.710 --> 00:24:18.720 align:start position:0% This is what we know about you, is it 00:24:18.720 --> 00:24:20.190 align:start position:0% This is what we know about you, is it right?<00:24:19.080><c> Do</c><00:24:19.160><c> you</c><00:24:19.240><c> want</c><00:24:19.360><c> to</c><00:24:19.440><c> keep</c><00:24:19.680><c> any</c><00:24:19.880><c> of</c><00:24:19.920><c> this?</c> 00:24:20.190 --> 00:24:20.200 align:start position:0% right? Do you want to keep any of this? 00:24:20.200 --> 00:24:22.190 align:start position:0% right? Do you want to keep any of this? Do<00:24:20.360><c> you</c><00:24:20.480><c> like</c><00:24:20.760><c> what</c><00:24:20.920><c> don't</c><00:24:21.120><c> you</c><00:24:21.200><c> care</c><00:24:21.480><c> about?</c> 00:24:22.190 --> 00:24:22.200 align:start position:0% Do you like what don't you care about? 00:24:22.200 --> 00:24:24.310 align:start position:0% Do you like what don't you care about? And<00:24:22.280><c> if</c><00:24:22.360><c> you</c><00:24:22.400><c> don't</c><00:24:22.600><c> engage</c><00:24:23.040><c> then</c> 00:24:24.310 --> 00:24:24.320 align:start position:0% And if you don't engage then 00:24:24.320 --> 00:24:26.830 align:start position:0% And if you don't engage then they<00:24:24.520><c> say</c><00:24:24.720><c> data</c><00:24:25.160><c> is</c><00:24:25.800><c> is</c><00:24:26.000><c> oil</c><00:24:26.320><c> but</c><00:24:26.440><c> it's</c><00:24:26.560><c> also</c> 00:24:26.830 --> 00:24:26.840 align:start position:0% they say data is is oil but it's also 00:24:26.840 --> 00:24:28.470 align:start position:0% they say data is is oil but it's also toxic<00:24:27.200><c> waste.</c><00:24:27.600><c> So,</c><00:24:27.760><c> you</c><00:24:27.800><c> got</c><00:24:27.880><c> to</c><00:24:27.960><c> be</c><00:24:28.040><c> careful</c> 00:24:28.470 --> 00:24:28.480 align:start position:0% toxic waste. So, you got to be careful 00:24:28.480 --> 00:24:30.470 align:start position:0% toxic waste. So, you got to be careful on<00:24:28.520><c> what</c><00:24:28.680><c> you</c><00:24:28.760><c> keep.</c><00:24:29.120><c> So,</c><00:24:30.040><c> we</c><00:24:30.160><c> have</c><00:24:30.320><c> some</c> 00:24:30.470 --> 00:24:30.480 align:start position:0% on what you keep. So, we have some 00:24:30.480 --> 00:24:32.390 align:start position:0% on what you keep. So, we have some brands<00:24:30.800><c> that</c><00:24:30.920><c> if</c><00:24:31.040><c> you</c><00:24:31.120><c> don't</c><00:24:31.840><c> if</c><00:24:31.960><c> you</c><00:24:32.080><c> opted</c> 00:24:32.390 --> 00:24:32.400 align:start position:0% brands that if you don't if you opted 00:24:32.400 --> 00:24:33.550 align:start position:0% brands that if you don't if you opted out<00:24:32.560><c> and</c><00:24:32.640><c> you</c><00:24:32.720><c> haven't</c><00:24:32.960><c> bought</c><00:24:33.160><c> for</c><00:24:33.280><c> a</c><00:24:33.320><c> few</c> 00:24:33.550 --> 00:24:33.560 align:start position:0% out and you haven't bought for a few 00:24:33.560 --> 00:24:35.110 align:start position:0% out and you haven't bought for a few years,<00:24:34.040><c> just</c><00:24:34.240><c> delete</c><00:24:34.520><c> the</c><00:24:34.640><c> whole</c><00:24:34.920><c> all</c> 00:24:35.110 --> 00:24:35.120 align:start position:0% years, just delete the whole all 00:24:35.120 --> 00:24:36.590 align:start position:0% years, just delete the whole all account.<00:24:35.480><c> We</c><00:24:35.560><c> keep</c><00:24:35.800><c> the</c> 00:24:36.590 --> 00:24:36.600 align:start position:0% account. We keep the 00:24:36.600 --> 00:24:38.390 align:start position:0% account. We keep the the<00:24:36.760><c> depersonalized</c><00:24:37.560><c> history</c><00:24:38.000><c> so</c><00:24:38.160><c> you</c><00:24:38.240><c> got</c> 00:24:38.390 --> 00:24:38.400 align:start position:0% the depersonalized history so you got 00:24:38.400 --> 00:24:39.710 align:start position:0% the depersonalized history so you got some<00:24:38.560><c> metrics.</c> 00:24:39.710 --> 00:24:39.720 align:start position:0% some metrics. 00:24:39.720 --> 00:24:40.990 align:start position:0% some metrics. But<00:24:39.800><c> if</c><00:24:39.880><c> the</c><00:24:39.920><c> customer</c><00:24:40.240><c> comes</c><00:24:40.480><c> back</c><00:24:40.640><c> and</c><00:24:40.760><c> joins</c> 00:24:40.990 --> 00:24:41.000 align:start position:0% But if the customer comes back and joins 00:24:41.000 --> 00:24:43.190 align:start position:0% But if the customer comes back and joins again,<00:24:41.240><c> they</c><00:24:41.360><c> join</c><00:24:41.640><c> fresh</c><00:24:42.200><c> and</c><00:24:42.400><c> that's</c><00:24:43.120><c> you</c> 00:24:43.190 --> 00:24:43.200 align:start position:0% again, they join fresh and that's you 00:24:43.200 --> 00:24:44.550 align:start position:0% again, they join fresh and that's you know,<00:24:43.320><c> they</c><00:24:43.600><c> haven't</c><00:24:43.880><c> touched</c><00:24:44.080><c> the</c><00:24:44.160><c> brand</c><00:24:44.480><c> for</c> 00:24:44.550 --> 00:24:44.560 align:start position:0% know, they haven't touched the brand for 00:24:44.560 --> 00:24:46.670 align:start position:0% know, they haven't touched the brand for two<00:24:44.720><c> or</c><00:24:44.800><c> three</c><00:24:45.080><c> years,</c><00:24:45.440><c> don't</c><00:24:45.680><c> keep</c><00:24:45.920><c> them</c><00:24:46.560><c> for</c> 00:24:46.670 --> 00:24:46.680 align:start position:0% two or three years, don't keep them for 00:24:46.680 --> 00:24:48.510 align:start position:0% two or three years, don't keep them for the<00:24:46.760><c> sake</c><00:24:47.040><c> of</c><00:24:47.160><c> it.</c><00:24:47.400><c> So,</c> 00:24:48.510 --> 00:24:48.520 align:start position:0% the sake of it. So, 00:24:48.520 --> 00:24:50.550 align:start position:0% the sake of it. So, whereas<00:24:48.840><c> we</c><00:24:49.000><c> find</c><00:24:49.480><c> if</c><00:24:49.680><c> I</c><00:24:49.800><c> as</c><00:24:49.920><c> a</c><00:24:49.960><c> customer</c><00:24:50.400><c> can</c> 00:24:50.550 --> 00:24:50.560 align:start position:0% whereas we find if I as a customer can 00:24:50.560 --> 00:24:52.590 align:start position:0% whereas we find if I as a customer can see<00:24:50.800><c> all</c><00:24:51.040><c> of</c><00:24:51.120><c> my</c><00:24:51.240><c> transaction</c><00:24:51.840><c> history,</c><00:24:52.360><c> yeah,</c> 00:24:52.590 --> 00:24:52.600 align:start position:0% see all of my transaction history, yeah, 00:24:52.600 --> 00:24:54.190 align:start position:0% see all of my transaction history, yeah, maybe<00:24:52.880><c> for</c><00:24:53.040><c> decades</c><00:24:53.600><c> for</c><00:24:53.680><c> some</c><00:24:53.800><c> of</c><00:24:53.880><c> the</c><00:24:53.920><c> brands</c> 00:24:54.190 --> 00:24:54.200 align:start position:0% maybe for decades for some of the brands 00:24:54.200 --> 00:24:55.750 align:start position:0% maybe for decades for some of the brands we<00:24:54.360><c> work</c><00:24:54.560><c> with</c><00:24:54.680><c> we've</c><00:24:54.760><c> got</c><00:24:55.040><c> 17</c><00:24:55.520><c> years</c><00:24:55.680><c> of</c> 00:24:55.750 --> 00:24:55.760 align:start position:0% we work with we've got 17 years of 00:24:55.760 --> 00:24:57.590 align:start position:0% we work with we've got 17 years of history<00:24:56.080><c> for</c><00:24:56.200><c> some</c><00:24:56.400><c> of</c><00:24:56.440><c> the</c><00:24:56.520><c> brands.</c> 00:24:57.590 --> 00:24:57.600 align:start position:0% history for some of the brands. 00:24:57.600 --> 00:24:59.790 align:start position:0% history for some of the brands. Then<00:24:58.040><c> I</c><00:24:58.200><c> as</c><00:24:58.280><c> a</c><00:24:58.360><c> customer,</c><00:24:58.880><c> it's</c><00:24:59.040><c> my</c><00:24:59.280><c> asset.</c> 00:24:59.790 --> 00:24:59.800 align:start position:0% Then I as a customer, it's my asset. 00:24:59.800 --> 00:25:02.190 align:start position:0% Then I as a customer, it's my asset. Like<00:24:59.960><c> that's</c><00:25:00.120><c> my</c><00:25:00.280><c> profile</c><00:25:01.120><c> like</c><00:25:01.520><c> and</c><00:25:01.960><c> that's</c> 00:25:02.190 --> 00:25:02.200 align:start position:0% Like that's my profile like and that's 00:25:02.200 --> 00:25:03.670 align:start position:0% Like that's my profile like and that's my<00:25:02.440><c> home</c><00:25:02.640><c> address</c><00:25:03.000><c> and</c><00:25:03.080><c> it's</c><00:25:03.160><c> not</c><00:25:03.320><c> correct.</c> 00:25:03.670 --> 00:25:03.680 align:start position:0% my home address and it's not correct. 00:25:03.680 --> 00:25:05.190 align:start position:0% my home address and it's not correct. It's<00:25:03.840><c> in</c><00:25:03.960><c> my</c><00:25:04.160><c> interest</c><00:25:04.560><c> to</c><00:25:04.680><c> keep</c><00:25:04.920><c> it</c><00:25:05.040><c> all</c> 00:25:05.190 --> 00:25:05.200 align:start position:0% It's in my interest to keep it all 00:25:05.200 --> 00:25:08.630 align:start position:0% It's in my interest to keep it all up-to-date.<00:25:06.240><c> So</c><00:25:06.440><c> make</c><00:25:06.760><c> it</c><00:25:07.040><c> in</c><00:25:07.200><c> my</c><00:25:07.480><c> interest</c><00:25:08.440><c> to</c> 00:25:08.630 --> 00:25:08.640 align:start position:0% up-to-date. So make it in my interest to 00:25:08.640 --> 00:25:10.950 align:start position:0% up-to-date. So make it in my interest to look<00:25:09.040><c> and</c><00:25:09.200><c> keep</c><00:25:09.400><c> my</c><00:25:09.560><c> profile</c><00:25:10.000><c> clean</c><00:25:10.400><c> and</c><00:25:10.600><c> great</c> 00:25:10.950 --> 00:25:10.960 align:start position:0% look and keep my profile clean and great 00:25:10.960 --> 00:25:11.910 align:start position:0% look and keep my profile clean and great all<00:25:11.080><c> my</c> 00:25:11.910 --> 00:25:11.920 align:start position:0% all my 00:25:11.920 --> 00:25:13.510 align:start position:0% all my relatives<00:25:12.480><c> birth</c><00:25:12.760><c> dates</c><00:25:13.040><c> because</c><00:25:13.320><c> it's</c><00:25:13.440><c> a</c> 00:25:13.510 --> 00:25:13.520 align:start position:0% relatives birth dates because it's a 00:25:13.520 --> 00:25:15.150 align:start position:0% relatives birth dates because it's a gifting<00:25:13.880><c> type</c><00:25:14.120><c> brand</c><00:25:14.480><c> or</c><00:25:14.520><c> whatever</c><00:25:14.840><c> else</c><00:25:15.040><c> or</c> 00:25:15.150 --> 00:25:15.160 align:start position:0% gifting type brand or whatever else or 00:25:15.160 --> 00:25:16.990 align:start position:0% gifting type brand or whatever else or my<00:25:15.320><c> size</c><00:25:15.680><c> information.</c> 00:25:16.990 --> 00:25:17.000 align:start position:0% my size information. 00:25:17.000 --> 00:25:18.430 align:start position:0% my size information. If<00:25:17.200><c> you</c><00:25:17.320><c> If</c><00:25:17.440><c> it's</c><00:25:17.600><c> in</c><00:25:17.720><c> my</c><00:25:17.880><c> interest</c><00:25:18.200><c> to</c><00:25:18.280><c> keep</c> 00:25:18.430 --> 00:25:18.440 align:start position:0% If you If it's in my interest to keep 00:25:18.440 --> 00:25:21.190 align:start position:0% If you If it's in my interest to keep the<00:25:18.520><c> data</c><00:25:19.360><c> clean,</c><00:25:20.120><c> then</c><00:25:20.320><c> I</c><00:25:20.400><c> will.</c><00:25:20.880><c> And</c><00:25:21.040><c> then</c> 00:25:21.190 --> 00:25:21.200 align:start position:0% the data clean, then I will. And then 00:25:21.200 --> 00:25:23.070 align:start position:0% the data clean, then I will. And then for<00:25:21.320><c> brands</c><00:25:21.760><c> for</c><00:25:21.920><c> customers</c><00:25:22.320><c> that</c><00:25:22.440><c> don't</c><00:25:22.760><c> care</c> 00:25:23.070 --> 00:25:23.080 align:start position:0% for brands for customers that don't care 00:25:23.080 --> 00:25:24.430 align:start position:0% for brands for customers that don't care to<00:25:23.200><c> keep</c><00:25:23.400><c> their</c><00:25:23.520><c> data</c><00:25:23.800><c> clean,</c><00:25:24.080><c> then</c><00:25:24.200><c> don't</c> 00:25:24.430 --> 00:25:24.440 align:start position:0% to keep their data clean, then don't 00:25:24.440 --> 00:25:26.110 align:start position:0% to keep their data clean, then don't worry<00:25:24.640><c> about</c><00:25:24.880><c> cleaning</c><00:25:25.200><c> their</c><00:25:25.360><c> data.</c><00:25:25.680><c> Don't</c> 00:25:26.110 --> 00:25:26.120 align:start position:0% worry about cleaning their data. Don't 00:25:26.120 --> 00:25:28.030 align:start position:0% worry about cleaning their data. Don't Don't<00:25:26.800><c> blow</c><00:25:27.080><c> a</c><00:25:27.120><c> whole</c><00:25:27.320><c> lot</c><00:25:27.440><c> of</c><00:25:27.560><c> your</c><00:25:27.680><c> time</c><00:25:27.920><c> and</c> 00:25:28.030 --> 00:25:28.040 align:start position:0% Don't blow a whole lot of your time and 00:25:28.040 --> 00:25:29.390 align:start position:0% Don't blow a whole lot of your time and money<00:25:28.280><c> and</c><00:25:28.400><c> effort</c><00:25:28.640><c> trying</c><00:25:28.840><c> to</c><00:25:28.880><c> clean</c><00:25:29.160><c> data</c> 00:25:29.390 --> 00:25:29.400 align:start position:0% money and effort trying to clean data 00:25:29.400 --> 00:25:31.150 align:start position:0% money and effort trying to clean data that<00:25:29.520><c> doesn't</c><00:25:29.800><c> matter</c><00:25:30.080><c> anyway.</c><00:25:30.520><c> So</c><00:25:30.840><c> you</c><00:25:30.960><c> sort</c> 00:25:31.150 --> 00:25:31.160 align:start position:0% that doesn't matter anyway. So you sort 00:25:31.160 --> 00:25:33.430 align:start position:0% that doesn't matter anyway. So you sort of<00:25:31.240><c> focus</c><00:25:31.600><c> on</c><00:25:31.720><c> what</c><00:25:31.880><c> matters</c><00:25:32.960><c> cuz</c><00:25:33.240><c> you</c><00:25:33.320><c> know,</c> 00:25:33.430 --> 00:25:33.440 align:start position:0% of focus on what matters cuz you know, 00:25:33.440 --> 00:25:35.750 align:start position:0% of focus on what matters cuz you know, resources<00:25:34.040><c> are</c><00:25:34.320><c> are</c><00:25:34.400><c> finite.</c><00:25:35.040><c> So</c><00:25:35.120><c> that's</c><00:25:35.320><c> the</c> 00:25:35.750 --> 00:25:35.760 align:start position:0% resources are are finite. So that's the 00:25:35.760 --> 00:25:37.710 align:start position:0% resources are are finite. So that's the So<00:25:35.920><c> you</c><00:25:36.040><c> can</c><00:25:36.720><c> Here's</c><00:25:36.960><c> our</c><00:25:37.080><c> good</c><00:25:37.360><c> golden</c> 00:25:37.710 --> 00:25:37.720 align:start position:0% So you can Here's our good golden 00:25:37.720 --> 00:25:39.270 align:start position:0% So you can Here's our good golden records<00:25:38.080><c> that</c><00:25:38.200><c> we</c><00:25:38.280><c> can</c><00:25:38.400><c> trust</c><00:25:39.040><c> and</c><00:25:39.120><c> the</c> 00:25:39.270 --> 00:25:39.280 align:start position:0% records that we can trust and the 00:25:39.280 --> 00:25:40.830 align:start position:0% records that we can trust and the customers<00:25:39.720><c> are</c><00:25:39.800><c> engaged</c><00:25:40.200><c> with</c><00:25:40.400><c> and</c><00:25:40.480><c> can</c><00:25:40.600><c> see</c> 00:25:40.830 --> 00:25:40.840 align:start position:0% customers are engaged with and can see 00:25:40.840 --> 00:25:42.270 align:start position:0% customers are engaged with and can see them<00:25:41.040><c> looking</c><00:25:41.320><c> at</c><00:25:41.440><c> it</c><00:25:41.640><c> and</c><00:25:41.720><c> they</c><00:25:41.800><c> go,</c><00:25:41.960><c> "Yep,</c> 00:25:42.270 --> 00:25:42.280 align:start position:0% them looking at it and they go, "Yep, 00:25:42.280 --> 00:25:43.750 align:start position:0% them looking at it and they go, "Yep, that's<00:25:42.520><c> me."</c> 00:25:43.750 --> 00:25:43.760 align:start position:0% that's me." 00:25:43.760 --> 00:25:45.270 align:start position:0% that's me." Then<00:25:43.920><c> that's</c><00:25:44.240><c> what</c><00:25:44.400><c> I'd</c><00:25:44.520><c> focus</c><00:25:44.880><c> on</c><00:25:45.080><c> and</c><00:25:45.200><c> then</c> 00:25:45.270 --> 00:25:45.280 align:start position:0% Then that's what I'd focus on and then 00:25:45.280 --> 00:25:47.510 align:start position:0% Then that's what I'd focus on and then don't<00:25:45.520><c> worry</c><00:25:45.800><c> too</c><00:25:46.120><c> much</c><00:25:46.360><c> about</c><00:25:47.040><c> the</c><00:25:47.280><c> sort</c><00:25:47.440><c> of</c> 00:25:47.510 --> 00:25:47.520 align:start position:0% don't worry too much about the sort of 00:25:47.520 --> 00:25:49.590 align:start position:0% don't worry too much about the sort of long<00:25:47.800><c> tail</c><00:25:48.120><c> of</c><00:25:48.200><c> scrappy</c><00:25:48.560><c> data.</c><00:25:48.880><c> Just</c><00:25:49.080><c> let</c><00:25:49.240><c> it</c> 00:25:49.590 --> 00:25:49.600 align:start position:0% long tail of scrappy data. Just let it 00:25:49.600 --> 00:25:51.750 align:start position:0% long tail of scrappy data. Just let it sort<00:25:49.800><c> of</c><00:25:49.880><c> dissolve</c><00:25:50.360><c> and</c><00:25:50.480><c> disappear</c><00:25:51.280><c> and</c><00:25:51.440><c> prune</c> 00:25:51.750 --> 00:25:51.760 align:start position:0% sort of dissolve and disappear and prune 00:25:51.760 --> 00:25:53.150 align:start position:0% sort of dissolve and disappear and prune it<00:25:51.880><c> off</c><00:25:52.040><c> quickly.</c> 00:25:53.150 --> 00:25:53.160 align:start position:0% it off quickly. 00:25:53.160 --> 00:25:55.350 align:start position:0% it off quickly. >> Yeah,<00:25:53.560><c> data</c><00:25:53.920><c> is</c><00:25:54.080><c> oil</c><00:25:54.320><c> but</c><00:25:54.440><c> it's</c><00:25:54.600><c> also</c><00:25:54.920><c> toxic</c> 00:25:55.350 --> 00:25:55.360 align:start position:0% >> Yeah, data is oil but it's also toxic 00:25:55.360 --> 00:25:56.710 align:start position:0% >> Yeah, data is oil but it's also toxic waste.<00:25:55.600><c> I've</c><00:25:55.720><c> just</c><00:25:55.960><c> written</c><00:25:56.200><c> that</c><00:25:56.360><c> down</c><00:25:56.600><c> as</c> 00:25:56.710 --> 00:25:56.720 align:start position:0% waste. I've just written that down as 00:25:56.720 --> 00:25:58.030 align:start position:0% waste. I've just written that down as that's<00:25:56.960><c> going</c><00:25:57.080><c> to</c><00:25:57.160><c> be</c><00:25:57.200><c> the</c><00:25:57.280><c> headlines</c><00:25:57.840><c> of</c><00:25:57.920><c> this</c> 00:25:58.030 --> 00:25:58.040 align:start position:0% that's going to be the headlines of this 00:25:58.040 --> 00:25:59.710 align:start position:0% that's going to be the headlines of this episode.<00:25:58.520><c> I</c><00:25:58.560><c> like</c><00:25:58.800><c> that.</c><00:25:59.360><c> Um</c> 00:25:59.710 --> 00:25:59.720 align:start position:0% episode. I like that. Um 00:25:59.720 --> 00:26:00.670 align:start position:0% episode. I like that. Um >> Yeah,<00:25:59.920><c> it</c><00:26:00.000><c> goes</c><00:26:00.120><c> without</c><00:26:00.320><c> saying</c><00:26:00.440><c> as</c><00:26:00.520><c> these</c> 00:26:00.670 --> 00:26:00.680 align:start position:0% >> Yeah, it goes without saying as these 00:26:00.680 --> 00:26:02.310 align:start position:0% >> Yeah, it goes without saying as these privacy<00:26:01.040><c> laws</c><00:26:01.240><c> change,</c><00:26:01.600><c> I</c><00:26:01.640><c> think</c><00:26:01.960><c> everyone's</c> 00:26:02.310 --> 00:26:02.320 align:start position:0% privacy laws change, I think everyone's 00:26:02.320 --> 00:26:04.190 align:start position:0% privacy laws change, I think everyone's going<00:26:02.440><c> to</c><00:26:02.520><c> start</c><00:26:03.120><c> thinking</c><00:26:03.560><c> carefully</c><00:26:03.960><c> about</c> 00:26:04.190 --> 00:26:04.200 align:start position:0% going to start thinking carefully about 00:26:04.200 --> 00:26:05.910 align:start position:0% going to start thinking carefully about the<00:26:04.320><c> data</c><00:26:04.560><c> they</c><00:26:04.680><c> choose</c><00:26:04.920><c> to</c><00:26:05.040><c> keep.</c> 00:26:05.910 --> 00:26:05.920 align:start position:0% the data they choose to keep. 00:26:05.920 --> 00:26:08.270 align:start position:0% the data they choose to keep. >> Yeah,<00:26:06.280><c> no,</c><00:26:06.520><c> absolutely.</c><00:26:07.320><c> And</c><00:26:07.520><c> um</c><00:26:08.040><c> and</c><00:26:08.160><c> the</c> 00:26:08.270 --> 00:26:08.280 align:start position:0% >> Yeah, no, absolutely. And um and the 00:26:08.280 --> 00:26:10.550 align:start position:0% >> Yeah, no, absolutely. And um and the last<00:26:08.600><c> topic</c><00:26:08.880><c> I</c><00:26:08.920><c> wanted</c><00:26:09.200><c> to</c><00:26:09.320><c> hit</c><00:26:09.520><c> you</c><00:26:09.640><c> up</c><00:26:09.800><c> on</c><00:26:10.160><c> was</c> 00:26:10.550 --> 00:26:10.560 align:start position:0% last topic I wanted to hit you up on was 00:26:10.560 --> 00:26:12.630 align:start position:0% last topic I wanted to hit you up on was loyalty<00:26:11.120><c> cuz</c><00:26:11.320><c> I</c><00:26:11.360><c> think</c><00:26:11.600><c> that's</c><00:26:11.880><c> a</c><00:26:11.920><c> space</c><00:26:12.480><c> that</c> 00:26:12.630 --> 00:26:12.640 align:start position:0% loyalty cuz I think that's a space that 00:26:12.640 --> 00:26:15.550 align:start position:0% loyalty cuz I think that's a space that I<00:26:12.680><c> think</c><00:26:13.440><c> um</c><00:26:13.680><c> has</c><00:26:14.320><c> Yeah,</c><00:26:14.760><c> it's</c><00:26:14.920><c> become</c><00:26:15.320><c> pretty</c> 00:26:15.550 --> 00:26:15.560 align:start position:0% I think um has Yeah, it's become pretty 00:26:15.560 --> 00:26:17.230 align:start position:0% I think um has Yeah, it's become pretty stale,<00:26:16.080><c> I</c><00:26:16.120><c> think.</c><00:26:16.400><c> And</c><00:26:16.480><c> people</c><00:26:16.800><c> starting</c><00:26:17.120><c> to</c> 00:26:17.230 --> 00:26:17.240 align:start position:0% stale, I think. And people starting to 00:26:17.240 --> 00:26:18.830 align:start position:0% stale, I think. And people starting to do<00:26:17.320><c> new</c><00:26:17.520><c> stuff</c><00:26:17.840><c> and</c><00:26:17.920><c> trying</c><00:26:18.280><c> new</c><00:26:18.440><c> stuff</c><00:26:18.720><c> but</c> 00:26:18.830 --> 00:26:18.840 align:start position:0% do new stuff and trying new stuff but 00:26:18.840 --> 00:26:20.790 align:start position:0% do new stuff and trying new stuff but like<00:26:19.040><c> I</c><00:26:19.240><c> I</c><00:26:19.320><c> see</c><00:26:19.560><c> just</c><00:26:19.760><c> like</c><00:26:19.880><c> the</c><00:26:20.000><c> points-based</c> 00:26:20.790 --> 00:26:20.800 align:start position:0% like I I see just like the points-based 00:26:20.800 --> 00:26:24.310 align:start position:0% like I I see just like the points-based loyalty<00:26:21.280><c> system</c><00:26:22.240><c> is</c><00:26:22.440><c> kind</c><00:26:22.800><c> of</c><00:26:23.320><c> it</c><00:26:23.520><c> it's</c><00:26:24.120><c> it's</c> 00:26:24.310 --> 00:26:24.320 align:start position:0% loyalty system is kind of it it's it's 00:26:24.320 --> 00:26:26.750 align:start position:0% loyalty system is kind of it it's it's struggling<00:26:24.920><c> and</c><00:26:25.280><c> even</c><00:26:25.600><c> the</c><00:26:25.680><c> ones</c><00:26:26.000><c> that</c><00:26:26.440><c> have</c> 00:26:26.750 --> 00:26:26.760 align:start position:0% struggling and even the ones that have 00:26:26.760 --> 00:26:28.710 align:start position:0% struggling and even the ones that have been<00:26:27.240><c> the</c><00:26:27.480><c> the</c><00:26:27.640><c> beacons</c><00:26:28.120><c> of</c><00:26:28.240><c> hope,</c><00:26:28.520><c> the</c> 00:26:28.710 --> 00:26:28.720 align:start position:0% been the the beacons of hope, the 00:26:28.720 --> 00:26:31.350 align:start position:0% been the the beacons of hope, the Quantases<00:26:29.400><c> and</c><00:26:29.560><c> stuff</c><00:26:29.920><c> and</c><00:26:30.520><c> and</c><00:26:30.800><c> Virgin</c><00:26:31.240><c> and</c> 00:26:31.350 --> 00:26:31.360 align:start position:0% Quantases and stuff and and Virgin and 00:26:31.360 --> 00:26:33.190 align:start position:0% Quantases and stuff and and Virgin and airlines<00:26:31.880><c> like</c><00:26:32.000><c> they're</c><00:26:32.200><c> the</c><00:26:32.280><c> ones</c><00:26:32.480><c> that</c><00:26:32.600><c> have</c> 00:26:33.190 --> 00:26:33.200 align:start position:0% airlines like they're the ones that have 00:26:33.200 --> 00:26:34.750 align:start position:0% airlines like they're the ones that have had<00:26:33.440><c> those</c><00:26:33.680><c> programs</c><00:26:34.160><c> that</c><00:26:34.240><c> have</c><00:26:34.320><c> been</c><00:26:34.560><c> so</c> 00:26:34.750 --> 00:26:34.760 align:start position:0% had those programs that have been so 00:26:34.760 --> 00:26:36.470 align:start position:0% had those programs that have been so compelling<00:26:35.320><c> for</c><00:26:35.440><c> so</c><00:26:35.640><c> long</c><00:26:35.960><c> that</c><00:26:36.120><c> people</c><00:26:36.400><c> are</c> 00:26:36.470 --> 00:26:36.480 align:start position:0% compelling for so long that people are 00:26:36.480 --> 00:26:38.190 align:start position:0% compelling for so long that people are starting<00:26:36.840><c> to</c><00:26:36.960><c> even</c><00:26:37.200><c> lose</c><00:26:37.480><c> faith</c><00:26:37.760><c> in</c><00:26:37.880><c> those</c> 00:26:38.190 --> 00:26:38.200 align:start position:0% starting to even lose faith in those 00:26:38.200 --> 00:26:40.870 align:start position:0% starting to even lose faith in those now.<00:26:38.560><c> So</c><00:26:39.240><c> So</c><00:26:39.400><c> what</c><00:26:39.600><c> does</c><00:26:40.120><c> Yeah,</c><00:26:40.320><c> what</c><00:26:40.720><c> is</c><00:26:40.800><c> a</c> 00:26:40.870 --> 00:26:40.880 align:start position:0% now. So So what does Yeah, what is a 00:26:40.880 --> 00:26:43.270 align:start position:0% now. So So what does Yeah, what is a good<00:26:41.040><c> loyalty</c><00:26:41.480><c> program</c><00:26:41.920><c> look</c><00:26:42.120><c> like</c><00:26:42.320><c> now?</c> 00:26:43.270 --> 00:26:43.280 align:start position:0% good loyalty program look like now? 00:26:43.280 --> 00:26:45.350 align:start position:0% good loyalty program look like now? >> Yeah,<00:26:43.480><c> look,</c><00:26:44.000><c> I</c><00:26:44.120><c> I'd</c><00:26:44.280><c> use</c><00:26:44.480><c> the</c><00:26:44.560><c> whole</c><00:26:44.960><c> help</c><00:26:45.200><c> us</c> 00:26:45.350 --> 00:26:45.360 align:start position:0% >> Yeah, look, I I'd use the whole help us 00:26:45.360 --> 00:26:47.510 align:start position:0% >> Yeah, look, I I'd use the whole help us sell<00:26:45.600><c> help</c><00:26:45.800><c> them</c><00:26:45.960><c> shop</c><00:26:46.520><c> mentality.</c><00:26:47.120><c> Like</c><00:26:47.400><c> is</c> 00:26:47.510 --> 00:26:47.520 align:start position:0% sell help them shop mentality. Like is 00:26:47.520 --> 00:26:49.070 align:start position:0% sell help them shop mentality. Like is this<00:26:47.720><c> program</c><00:26:48.040><c> all</c><00:26:48.200><c> about</c><00:26:48.400><c> helping</c><00:26:48.680><c> us</c><00:26:48.800><c> sell</c> 00:26:49.070 --> 00:26:49.080 align:start position:0% this program all about helping us sell 00:26:49.080 --> 00:26:50.430 align:start position:0% this program all about helping us sell or<00:26:49.200><c> is</c><00:26:49.280><c> it</c><00:26:49.360><c> about</c><00:26:49.520><c> helping</c><00:26:49.800><c> them</c><00:26:49.920><c> shop?</c><00:26:50.200><c> So</c> 00:26:50.430 --> 00:26:50.440 align:start position:0% or is it about helping them shop? So 00:26:50.440 --> 00:26:52.150 align:start position:0% or is it about helping them shop? So just<00:26:50.920><c> check</c><00:26:51.200><c> yourself</c><00:26:51.560><c> on</c><00:26:51.680><c> those</c><00:26:51.880><c> things</c> 00:26:52.150 --> 00:26:52.160 align:start position:0% just check yourself on those things 00:26:52.160 --> 00:26:54.350 align:start position:0% just check yourself on those things first.<00:26:53.040><c> The</c><00:26:53.320><c> The</c><00:26:53.440><c> sets</c><00:26:53.720><c> of</c><00:26:53.800><c> mechanics</c><00:26:54.280><c> are</c> 00:26:54.350 --> 00:26:54.360 align:start position:0% first. The The sets of mechanics are 00:26:54.360 --> 00:26:55.910 align:start position:0% first. The The sets of mechanics are your<00:26:54.520><c> points,</c><00:26:54.960><c> tiers,</c><00:26:55.400><c> achievements,</c> 00:26:55.910 --> 00:26:55.920 align:start position:0% your points, tiers, achievements, 00:26:55.920 --> 00:26:57.790 align:start position:0% your points, tiers, achievements, rewards,<00:26:56.400><c> benefits,</c><00:26:56.920><c> statuses.</c><00:26:57.560><c> They're</c><00:26:57.680><c> all</c> 00:26:57.790 --> 00:26:57.800 align:start position:0% rewards, benefits, statuses. They're all 00:26:57.800 --> 00:26:59.030 align:start position:0% rewards, benefits, statuses. They're all the<00:26:57.880><c> sort</c><00:26:58.040><c> of</c><00:26:58.120><c> common</c><00:26:58.360><c> mechanics</c><00:26:58.840><c> that</c><00:26:58.920><c> we</c> 00:26:59.030 --> 00:26:59.040 align:start position:0% the sort of common mechanics that we 00:26:59.040 --> 00:27:01.550 align:start position:0% the sort of common mechanics that we see.<00:26:59.800><c> I'd</c><00:26:59.920><c> be</c><00:27:00.040><c> really</c><00:27:00.280><c> careful</c><00:27:00.600><c> as</c><00:27:00.680><c> a</c><00:27:00.760><c> brand</c><00:27:01.320><c> if</c> 00:27:01.550 --> 00:27:01.560 align:start position:0% see. I'd be really careful as a brand if 00:27:01.560 --> 00:27:03.750 align:start position:0% see. I'd be really careful as a brand if you<00:27:01.760><c> are</c><00:27:02.440><c> I</c><00:27:02.520><c> call</c><00:27:02.760><c> it</c><00:27:02.920><c> this</c><00:27:03.080><c> sort</c><00:27:03.200><c> of</c><00:27:03.280><c> continuum</c> 00:27:03.750 --> 00:27:03.760 align:start position:0% you are I call it this sort of continuum 00:27:03.760 --> 00:27:06.070 align:start position:0% you are I call it this sort of continuum of<00:27:03.920><c> grudge</c><00:27:04.280><c> purchases</c><00:27:04.840><c> versus</c><00:27:05.480><c> discretionary</c> 00:27:06.070 --> 00:27:06.080 align:start position:0% of grudge purchases versus discretionary 00:27:06.080 --> 00:27:07.550 align:start position:0% of grudge purchases versus discretionary or<00:27:06.240><c> enjoyment</c><00:27:06.680><c> purchases.</c><00:27:07.240><c> So,</c><00:27:07.320><c> if</c><00:27:07.400><c> I'm</c><00:27:07.480><c> a</c> 00:27:07.550 --> 00:27:07.560 align:start position:0% or enjoyment purchases. So, if I'm a 00:27:07.560 --> 00:27:08.990 align:start position:0% or enjoyment purchases. So, if I'm a fashion<00:27:07.880><c> retail</c><00:27:08.160><c> brand,</c><00:27:08.480><c> I'm</c><00:27:08.560><c> sort</c><00:27:08.680><c> of</c><00:27:08.760><c> down</c> 00:27:08.990 --> 00:27:09.000 align:start position:0% fashion retail brand, I'm sort of down 00:27:09.000 --> 00:27:11.950 align:start position:0% fashion retail brand, I'm sort of down here.<00:27:09.840><c> If</c><00:27:10.080><c> I'm</c><00:27:10.360><c> everyday</c><00:27:10.800><c> wear,</c><00:27:11.680><c> you</c><00:27:11.760><c> know,</c> 00:27:11.950 --> 00:27:11.960 align:start position:0% here. If I'm everyday wear, you know, 00:27:11.960 --> 00:27:13.230 align:start position:0% here. If I'm everyday wear, you know, sort<00:27:12.200><c> of</c><00:27:12.400><c> I'm</c><00:27:12.520><c> probably</c><00:27:12.720><c> in</c><00:27:12.800><c> the</c><00:27:12.880><c> middle.</c><00:27:13.160><c> And</c> 00:27:13.230 --> 00:27:13.240 align:start position:0% sort of I'm probably in the middle. And 00:27:13.240 --> 00:27:15.230 align:start position:0% sort of I'm probably in the middle. And if<00:27:13.400><c> I'm</c><00:27:13.600><c> a</c><00:27:13.720><c> airline</c><00:27:14.200><c> or</c><00:27:14.280><c> Telco,</c><00:27:14.760><c> I</c><00:27:14.800><c> don't</c><00:27:15.040><c> want</c> 00:27:15.230 --> 00:27:15.240 align:start position:0% if I'm a airline or Telco, I don't want 00:27:15.240 --> 00:27:15.990 align:start position:0% if I'm a airline or Telco, I don't want to 00:27:15.990 --> 00:27:16.000 align:start position:0% to 00:27:16.000 --> 00:27:17.830 align:start position:0% to buy<00:27:16.200><c> my</c><00:27:16.560><c> I</c><00:27:16.680><c> have</c><00:27:16.880><c> to</c><00:27:16.920><c> have</c><00:27:17.040><c> a</c><00:27:17.080><c> phone.</c><00:27:17.400><c> I</c><00:27:17.440><c> need</c><00:27:17.760><c> to</c> 00:27:17.830 --> 00:27:17.840 align:start position:0% buy my I have to have a phone. I need to 00:27:17.840 --> 00:27:19.990 align:start position:0% buy my I have to have a phone. I need to fly<00:27:18.120><c> to</c><00:27:18.240><c> Sydney.</c><00:27:18.520><c> I</c><00:27:18.560><c> don't</c><00:27:18.800><c> want</c><00:27:19.040><c> to.</c> 00:27:19.990 --> 00:27:20.000 align:start position:0% fly to Sydney. I don't want to. 00:27:20.000 --> 00:27:21.230 align:start position:0% fly to Sydney. I don't want to. But<00:27:20.120><c> I</c><00:27:20.160><c> have</c><00:27:20.400><c> to,</c><00:27:20.640><c> so</c><00:27:20.760><c> that's</c><00:27:20.920><c> grudge</c> 00:27:21.230 --> 00:27:21.240 align:start position:0% But I have to, so that's grudge 00:27:21.240 --> 00:27:22.470 align:start position:0% But I have to, so that's grudge purchase.<00:27:21.640><c> So,</c><00:27:21.720><c> a</c><00:27:21.760><c> lot</c><00:27:21.880><c> of</c><00:27:21.960><c> the</c><00:27:22.000><c> mechanics</c> 00:27:22.470 --> 00:27:22.480 align:start position:0% purchase. So, a lot of the mechanics 00:27:22.480 --> 00:27:23.710 align:start position:0% purchase. So, a lot of the mechanics that<00:27:22.560><c> work</c><00:27:22.760><c> really</c><00:27:23.000><c> well</c><00:27:23.160><c> down</c><00:27:23.360><c> in</c><00:27:23.440><c> grudge</c> 00:27:23.710 --> 00:27:23.720 align:start position:0% that work really well down in grudge 00:27:23.720 --> 00:27:24.830 align:start position:0% that work really well down in grudge purchase 00:27:24.830 --> 00:27:24.840 align:start position:0% purchase 00:27:24.840 --> 00:27:26.350 align:start position:0% purchase don't<00:27:25.160><c> work</c><00:27:25.480><c> up</c><00:27:25.680><c> here.</c><00:27:25.920><c> We</c><00:27:26.000><c> have</c><00:27:26.120><c> a</c><00:27:26.160><c> lot</c><00:27:26.280><c> of</c> 00:27:26.350 --> 00:27:26.360 align:start position:0% don't work up here. We have a lot of 00:27:26.360 --> 00:27:28.430 align:start position:0% don't work up here. We have a lot of brands<00:27:26.680><c> go,</c><00:27:26.960><c> you</c><00:27:27.080><c> know,</c><00:27:27.480><c> the</c><00:27:27.600><c> CEO</c><00:27:28.120><c> loves</c> 00:27:28.430 --> 00:27:28.440 align:start position:0% brands go, you know, the CEO loves 00:27:28.440 --> 00:27:29.990 align:start position:0% brands go, you know, the CEO loves flying,<00:27:28.920><c> loves</c><00:27:29.120><c> being</c><00:27:29.320><c> a</c><00:27:29.400><c> platinum</c><00:27:29.760><c> plus</c> 00:27:29.990 --> 00:27:30.000 align:start position:0% flying, loves being a platinum plus 00:27:30.000 --> 00:27:32.110 align:start position:0% flying, loves being a platinum plus member<00:27:30.320><c> on,</c><00:27:30.720><c> you</c><00:27:30.800><c> know,</c><00:27:31.000><c> Velocity.</c><00:27:31.920><c> So,</c><00:27:32.080><c> he</c> 00:27:32.110 --> 00:27:32.120 align:start position:0% member on, you know, Velocity. So, he 00:27:32.120 --> 00:27:33.430 align:start position:0% member on, you know, Velocity. So, he wants<00:27:32.320><c> to</c><00:27:32.400><c> bring</c><00:27:32.560><c> all</c><00:27:32.640><c> those</c><00:27:32.840><c> mechanics</c><00:27:33.240><c> over</c> 00:27:33.430 --> 00:27:33.440 align:start position:0% wants to bring all those mechanics over 00:27:33.440 --> 00:27:34.750 align:start position:0% wants to bring all those mechanics over to<00:27:33.560><c> his</c><00:27:33.680><c> fashion</c><00:27:34.040><c> brand.</c><00:27:34.440><c> It's</c><00:27:34.560><c> like,</c><00:27:34.680><c> well,</c> 00:27:34.750 --> 00:27:34.760 align:start position:0% to his fashion brand. It's like, well, 00:27:34.760 --> 00:27:36.470 align:start position:0% to his fashion brand. It's like, well, that<00:27:34.920><c> doesn't</c><00:27:35.320><c> They</c><00:27:35.400><c> don't</c><00:27:35.640><c> translate</c><00:27:36.240><c> very</c> 00:27:36.470 --> 00:27:36.480 align:start position:0% that doesn't They don't translate very 00:27:36.480 --> 00:27:38.750 align:start position:0% that doesn't They don't translate very well.<00:27:36.760><c> So,</c><00:27:37.560><c> that's</c><00:27:37.800><c> one</c><00:27:38.000><c> trap</c><00:27:38.320><c> I'd</c><00:27:38.440><c> avoid</c> 00:27:38.750 --> 00:27:38.760 align:start position:0% well. So, that's one trap I'd avoid 00:27:38.760 --> 00:27:40.070 align:start position:0% well. So, that's one trap I'd avoid really<00:27:38.920><c> quickly.</c> 00:27:40.070 --> 00:27:40.080 align:start position:0% really quickly. 00:27:40.080 --> 00:27:41.790 align:start position:0% really quickly. The<00:27:40.200><c> other</c><00:27:40.360><c> one</c><00:27:40.480><c> is</c><00:27:40.600><c> just</c><00:27:40.760><c> attention</c><00:27:41.200><c> span.</c> 00:27:41.790 --> 00:27:41.800 align:start position:0% The other one is just attention span. 00:27:41.800 --> 00:27:45.670 align:start position:0% The other one is just attention span. Like,<00:27:42.520><c> when</c><00:27:42.680><c> I</c><00:27:42.760><c> go</c><00:27:42.920><c> to</c><00:27:43.040><c> buy</c><00:27:43.840><c> um</c><00:27:43.920><c> from</c><00:27:44.120><c> a</c><00:27:44.680><c> uh</c> 00:27:45.670 --> 00:27:45.680 align:start position:0% Like, when I go to buy um from a uh 00:27:45.680 --> 00:27:48.830 align:start position:0% Like, when I go to buy um from a uh a<00:27:45.760><c> jewelry</c><00:27:46.120><c> brands,</c><00:27:47.000><c> I</c><00:27:47.120><c> don't</c><00:27:48.080><c> I</c><00:27:48.160><c> really</c><00:27:48.480><c> don't</c> 00:27:48.830 --> 00:27:48.840 align:start position:0% a jewelry brands, I don't I really don't 00:27:48.840 --> 00:27:50.270 align:start position:0% a jewelry brands, I don't I really don't want<00:27:49.040><c> to</c><00:27:49.120><c> join</c><00:27:49.360><c> your</c><00:27:49.480><c> loyalty</c><00:27:49.800><c> program,</c><00:27:50.160><c> no</c> 00:27:50.270 --> 00:27:50.280 align:start position:0% want to join your loyalty program, no 00:27:50.280 --> 00:27:51.750 align:start position:0% want to join your loyalty program, no matter<00:27:50.520><c> how</c><00:27:50.680><c> pretty</c><00:27:51.160><c> and</c><00:27:51.360><c> beautifully</c> 00:27:51.750 --> 00:27:51.760 align:start position:0% matter how pretty and beautifully 00:27:51.760 --> 00:27:53.670 align:start position:0% matter how pretty and beautifully designed<00:27:52.200><c> it</c><00:27:52.320><c> is.</c><00:27:52.440><c> I</c><00:27:52.520><c> really</c><00:27:52.760><c> don't.</c><00:27:53.280><c> I</c><00:27:53.360><c> will</c> 00:27:53.670 --> 00:27:53.680 align:start position:0% designed it is. I really don't. I will 00:27:53.680 --> 00:27:55.510 align:start position:0% designed it is. I really don't. I will if<00:27:53.920><c> I</c><00:27:54.040><c> if</c><00:27:54.240><c> I</c><00:27:54.360><c> have</c><00:27:54.640><c> to,</c> 00:27:55.510 --> 00:27:55.520 align:start position:0% if I if I have to, 00:27:55.520 --> 00:27:57.190 align:start position:0% if I if I have to, but<00:27:55.840><c> I'm</c><00:27:56.000><c> here</c><00:27:56.120><c> to</c><00:27:56.240><c> buy</c><00:27:56.560><c> some</c><00:27:56.760><c> jewelry</c><00:27:57.080><c> for</c> 00:27:57.190 --> 00:27:57.200 align:start position:0% but I'm here to buy some jewelry for 00:27:57.200 --> 00:27:59.630 align:start position:0% but I'm here to buy some jewelry for someone<00:27:57.480><c> I</c><00:27:57.520><c> care</c><00:27:57.800><c> about.</c><00:27:58.360><c> Or</c><00:27:58.480><c> I'm</c><00:27:58.600><c> here</c><00:27:58.880><c> to,</c> 00:27:59.630 --> 00:27:59.640 align:start position:0% someone I care about. Or I'm here to, 00:27:59.640 --> 00:28:00.870 align:start position:0% someone I care about. Or I'm here to, you<00:27:59.720><c> know,</c><00:27:59.800><c> put</c><00:28:00.040><c> some</c><00:28:00.160><c> clothes</c><00:28:00.440><c> on</c><00:28:00.520><c> my</c><00:28:00.640><c> back</c> 00:28:00.870 --> 00:28:00.880 align:start position:0% you know, put some clothes on my back 00:28:00.880 --> 00:28:02.190 align:start position:0% you know, put some clothes on my back because<00:28:01.080><c> the</c><00:28:01.200><c> other</c><00:28:01.400><c> stuff's</c><00:28:01.680><c> looking</c><00:28:01.960><c> old</c> 00:28:02.190 --> 00:28:02.200 align:start position:0% because the other stuff's looking old 00:28:02.200 --> 00:28:05.270 align:start position:0% because the other stuff's looking old and<00:28:02.360><c> worn.</c><00:28:02.760><c> So,</c><00:28:03.560><c> help</c><00:28:03.840><c> me</c><00:28:04.000><c> do</c><00:28:04.200><c> those</c><00:28:04.480><c> things.</c> 00:28:05.270 --> 00:28:05.280 align:start position:0% and worn. So, help me do those things. 00:28:05.280 --> 00:28:07.150 align:start position:0% and worn. So, help me do those things. And<00:28:05.440><c> if</c><00:28:05.720><c> if</c><00:28:05.960><c> as</c><00:28:06.120><c> a</c><00:28:06.160><c> result</c><00:28:06.600><c> of</c><00:28:06.680><c> that</c><00:28:06.960><c> there's</c> 00:28:07.150 --> 00:28:07.160 align:start position:0% And if if as a result of that there's 00:28:07.160 --> 00:28:08.390 align:start position:0% And if if as a result of that there's some<00:28:07.320><c> benefits</c><00:28:07.800><c> that</c><00:28:07.920><c> I</c><00:28:07.960><c> can</c><00:28:08.120><c> start</c> 00:28:08.390 --> 00:28:08.400 align:start position:0% some benefits that I can start 00:28:08.400 --> 00:28:10.390 align:start position:0% some benefits that I can start discovering<00:28:08.920><c> over</c><00:28:09.120><c> time,</c><00:28:09.520><c> then</c><00:28:09.840><c> I'll</c><00:28:10.040><c> happily</c> 00:28:10.390 --> 00:28:10.400 align:start position:0% discovering over time, then I'll happily 00:28:10.400 --> 00:28:12.910 align:start position:0% discovering over time, then I'll happily engage<00:28:10.800><c> with</c><00:28:10.920><c> those</c><00:28:11.200><c> things.</c><00:28:12.200><c> So,</c><00:28:12.520><c> the</c><00:28:12.800><c> the</c> 00:28:12.910 --> 00:28:12.920 align:start position:0% engage with those things. So, the the 00:28:12.920 --> 00:28:15.270 align:start position:0% engage with those things. So, the the best<00:28:13.240><c> way</c><00:28:13.400><c> to</c><00:28:13.960><c> to</c><00:28:14.160><c> really</c><00:28:14.400><c> get</c><00:28:14.560><c> this</c><00:28:14.720><c> short</c><00:28:15.080><c> is</c> 00:28:15.270 --> 00:28:15.280 align:start position:0% best way to to really get this short is 00:28:15.280 --> 00:28:17.550 align:start position:0% best way to to really get this short is that<00:28:15.440><c> there's</c><00:28:15.840><c> status,</c><00:28:16.400><c> access,</c><00:28:16.880><c> power,</c><00:28:17.360><c> and</c> 00:28:17.550 --> 00:28:17.560 align:start position:0% that there's status, access, power, and 00:28:17.560 --> 00:28:18.830 align:start position:0% that there's status, access, power, and stuff. 00:28:18.830 --> 00:28:18.840 align:start position:0% stuff. 00:28:18.840 --> 00:28:20.270 align:start position:0% stuff. Right?<00:28:19.040><c> So,</c><00:28:19.160><c> most</c><00:28:19.440><c> brands</c><00:28:19.720><c> just</c><00:28:19.880><c> focus</c><00:28:20.160><c> on</c> 00:28:20.270 --> 00:28:20.280 align:start position:0% Right? So, most brands just focus on 00:28:20.280 --> 00:28:21.270 align:start position:0% Right? So, most brands just focus on stuff, 00:28:21.270 --> 00:28:21.280 align:start position:0% stuff, 00:28:21.280 --> 00:28:22.750 align:start position:0% stuff, but<00:28:21.440><c> think</c><00:28:21.600><c> about</c><00:28:21.880><c> status,</c><00:28:22.280><c> access,</c><00:28:22.640><c> and</c> 00:28:22.750 --> 00:28:22.760 align:start position:0% but think about status, access, and 00:28:22.760 --> 00:28:24.710 align:start position:0% but think about status, access, and power.<00:28:23.320><c> And</c><00:28:23.440><c> if</c><00:28:23.520><c> you</c><00:28:23.600><c> can</c><00:28:23.760><c> combine</c><00:28:24.200><c> mechanics</c> 00:28:24.710 --> 00:28:24.720 align:start position:0% power. And if you can combine mechanics 00:28:24.720 --> 00:28:26.590 align:start position:0% power. And if you can combine mechanics that<00:28:24.840><c> give</c><00:28:25.000><c> me</c><00:28:25.080><c> status,</c><00:28:25.880><c> give</c><00:28:26.040><c> me</c><00:28:26.160><c> access</c><00:28:26.480><c> to</c> 00:28:26.590 --> 00:28:26.600 align:start position:0% that give me status, give me access to 00:28:26.600 --> 00:28:28.630 align:start position:0% that give me status, give me access to things<00:28:27.000><c> that</c><00:28:27.320><c> I</c><00:28:27.480><c> normally</c><00:28:27.960><c> wouldn't</c><00:28:28.480><c> have</c> 00:28:28.630 --> 00:28:28.640 align:start position:0% things that I normally wouldn't have 00:28:28.640 --> 00:28:30.190 align:start position:0% things that I normally wouldn't have access<00:28:28.920><c> to,</c><00:28:29.080><c> so</c><00:28:29.240><c> exclusive</c><00:28:29.720><c> drops,</c> 00:28:30.190 --> 00:28:30.200 align:start position:0% access to, so exclusive drops, 00:28:30.200 --> 00:28:32.150 align:start position:0% access to, so exclusive drops, pre-ordering,<00:28:30.920><c> all</c><00:28:31.040><c> those</c><00:28:31.200><c> other</c><00:28:31.360><c> things.</c> 00:28:32.150 --> 00:28:32.160 align:start position:0% pre-ordering, all those other things. 00:28:32.160 --> 00:28:34.510 align:start position:0% pre-ordering, all those other things. The<00:28:32.280><c> power,</c><00:28:32.840><c> so</c><00:28:33.560><c> I've</c><00:28:33.720><c> earned</c><00:28:33.880><c> a</c><00:28:33.960><c> reward,</c><00:28:34.400><c> but</c> 00:28:34.510 --> 00:28:34.520 align:start position:0% The power, so I've earned a reward, but 00:28:34.520 --> 00:28:35.830 align:start position:0% The power, so I've earned a reward, but I<00:28:34.600><c> can't</c><00:28:34.920><c> use</c><00:28:35.080><c> it.</c><00:28:35.200><c> But</c><00:28:35.360><c> Martin,</c><00:28:35.680><c> you're</c><00:28:35.800><c> a</c> 00:28:35.830 --> 00:28:35.840 align:start position:0% I can't use it. But Martin, you're a 00:28:35.840 --> 00:28:37.230 align:start position:0% I can't use it. But Martin, you're a nice<00:28:36.080><c> guy,</c><00:28:36.360><c> so</c><00:28:36.520><c> I'm</c><00:28:36.600><c> going</c><00:28:36.720><c> to</c><00:28:36.800><c> give</c><00:28:36.920><c> you</c><00:28:37.040><c> my</c> 00:28:37.230 --> 00:28:37.240 align:start position:0% nice guy, so I'm going to give you my 00:28:37.240 --> 00:28:39.390 align:start position:0% nice guy, so I'm going to give you my reward<00:28:37.520><c> that</c><00:28:37.680><c> I've</c><00:28:37.880><c> earned</c><00:28:38.160><c> to</c><00:28:38.320><c> you.</c><00:28:39.240><c> So,</c><00:28:39.320><c> it's</c> 00:28:39.390 --> 00:28:39.400 align:start position:0% reward that I've earned to you. So, it's 00:28:39.400 --> 00:28:40.910 align:start position:0% reward that I've earned to you. So, it's not<00:28:39.520><c> a</c><00:28:39.560><c> refer</c><00:28:39.880><c> a</c><00:28:39.960><c> friend.</c><00:28:40.360><c> It's</c><00:28:40.520><c> like,</c><00:28:40.800><c> I've</c> 00:28:40.910 --> 00:28:40.920 align:start position:0% not a refer a friend. It's like, I've 00:28:40.920 --> 00:28:42.790 align:start position:0% not a refer a friend. It's like, I've earned<00:28:41.040><c> a</c><00:28:41.080><c> reward</c><00:28:41.560><c> fair</c><00:28:41.720><c> and</c><00:28:41.840><c> square.</c><00:28:42.640><c> It's</c><00:28:42.760><c> as</c> 00:28:42.790 --> 00:28:42.800 align:start position:0% earned a reward fair and square. It's as 00:28:42.800 --> 00:28:44.070 align:start position:0% earned a reward fair and square. It's as good<00:28:42.960><c> as</c><00:28:43.080><c> money.</c><00:28:43.440><c> I'm</c><00:28:43.520><c> going</c><00:28:43.640><c> to</c><00:28:43.720><c> give</c><00:28:43.840><c> it</c><00:28:43.960><c> to</c> 00:28:44.070 --> 00:28:44.080 align:start position:0% good as money. I'm going to give it to 00:28:44.080 --> 00:28:45.990 align:start position:0% good as money. I'm going to give it to you.<00:28:44.640><c> And</c><00:28:44.880><c> the</c><00:28:45.000><c> whole,</c><00:28:45.600><c> you</c><00:28:45.680><c> know,</c><00:28:45.760><c> that's</c><00:28:45.920><c> a</c> 00:28:45.990 --> 00:28:46.000 align:start position:0% you. And the whole, you know, that's a 00:28:46.000 --> 00:28:48.390 align:start position:0% you. And the whole, you know, that's a very<00:28:46.320><c> different</c><00:28:47.360><c> mechanic</c><00:28:47.880><c> now.</c><00:28:48.200><c> Loss</c> 00:28:48.390 --> 00:28:48.400 align:start position:0% very different mechanic now. Loss 00:28:48.400 --> 00:28:50.310 align:start position:0% very different mechanic now. Loss aversion<00:28:48.760><c> bias</c><00:28:49.080><c> for</c><00:28:49.200><c> yourself</c><00:28:49.600><c> and</c><00:28:49.920><c> myself</c> 00:28:50.310 --> 00:28:50.320 align:start position:0% aversion bias for yourself and myself 00:28:50.320 --> 00:28:52.110 align:start position:0% aversion bias for yourself and myself kicks<00:28:50.600><c> in.</c><00:28:51.120><c> Yeah,</c><00:28:51.280><c> it's</c><00:28:51.440><c> a</c><00:28:51.520><c> better</c><00:28:51.840><c> way</c><00:28:52.000><c> of</c> 00:28:52.110 --> 00:28:52.120 align:start position:0% kicks in. Yeah, it's a better way of 00:28:52.120 --> 00:28:54.790 align:start position:0% kicks in. Yeah, it's a better way of thinking<00:28:52.440><c> about</c><00:28:53.080><c> those</c><00:28:53.360><c> incentives.</c> 00:28:54.790 --> 00:28:54.800 align:start position:0% thinking about those incentives. 00:28:54.800 --> 00:28:56.830 align:start position:0% thinking about those incentives. And<00:28:54.920><c> then</c><00:28:55.040><c> stuff,</c><00:28:55.480><c> yes,</c><00:28:55.720><c> the</c><00:28:55.840><c> discount</c><00:28:56.280><c> of</c><00:28:56.400><c> the</c> 00:28:56.830 --> 00:28:56.840 align:start position:0% And then stuff, yes, the discount of the 00:28:56.840 --> 00:28:58.710 align:start position:0% And then stuff, yes, the discount of the points<00:28:57.240><c> or</c><00:28:57.320><c> whatever</c><00:28:57.640><c> else.</c> 00:28:58.710 --> 00:28:58.720 align:start position:0% points or whatever else. 00:28:58.720 --> 00:29:00.190 align:start position:0% points or whatever else. That<00:28:58.840><c> should</c><00:28:58.960><c> be</c><00:28:59.080><c> a</c><00:28:59.160><c> last</c><00:28:59.480><c> resort.</c><00:29:00.080><c> They're</c> 00:29:00.190 --> 00:29:00.200 align:start position:0% That should be a last resort. They're 00:29:00.200 --> 00:29:02.390 align:start position:0% That should be a last resort. They're just<00:29:00.440><c> there</c><00:29:01.080><c> table</c><00:29:01.360><c> stakes</c><00:29:01.720><c> stuff</c><00:29:02.000><c> to</c><00:29:02.080><c> catch</c> 00:29:02.390 --> 00:29:02.400 align:start position:0% just there table stakes stuff to catch 00:29:02.400 --> 00:29:03.750 align:start position:0% just there table stakes stuff to catch some<00:29:02.560><c> of</c><00:29:02.640><c> the</c><00:29:02.720><c> scraps</c><00:29:03.080><c> at</c><00:29:03.160><c> the</c><00:29:03.280><c> edges,</c><00:29:03.560><c> but</c><00:29:03.680><c> the</c> 00:29:03.750 --> 00:29:03.760 align:start position:0% some of the scraps at the edges, but the 00:29:03.760 --> 00:29:05.110 align:start position:0% some of the scraps at the edges, but the status<00:29:04.080><c> access</c><00:29:04.360><c> and</c><00:29:04.480><c> power.</c><00:29:04.720><c> And</c><00:29:04.800><c> then</c><00:29:04.920><c> also</c> 00:29:05.110 --> 00:29:05.120 align:start position:0% status access and power. And then also 00:29:05.120 --> 00:29:06.470 align:start position:0% status access and power. And then also realize<00:29:05.440><c> that</c><00:29:05.520><c> your</c><00:29:05.600><c> customers</c><00:29:06.080><c> fall</c><00:29:06.320><c> on</c><00:29:06.440><c> a</c> 00:29:06.470 --> 00:29:06.480 align:start position:0% realize that your customers fall on a 00:29:06.480 --> 00:29:09.070 align:start position:0% realize that your customers fall on a continuum<00:29:07.120><c> of</c><00:29:07.760><c> casual,</c><00:29:08.640><c> I'm</c><00:29:08.760><c> just</c><00:29:08.920><c> here</c><00:29:09.000><c> to</c> 00:29:09.070 --> 00:29:09.080 align:start position:0% continuum of casual, I'm just here to 00:29:09.080 --> 00:29:10.430 align:start position:0% continuum of casual, I'm just here to buy<00:29:09.240><c> some</c><00:29:09.400><c> stuff</c><00:29:09.720><c> and</c><00:29:09.840><c> if</c><00:29:09.960><c> I</c><00:29:10.040><c> happen</c><00:29:10.320><c> to</c> 00:29:10.430 --> 00:29:10.440 align:start position:0% buy some stuff and if I happen to 00:29:10.440 --> 00:29:12.910 align:start position:0% buy some stuff and if I happen to discover<00:29:10.800><c> some</c><00:29:11.040><c> mechanics,</c><00:29:11.520><c> then</c><00:29:11.840><c> so</c><00:29:12.040><c> be</c><00:29:12.200><c> it.</c> 00:29:12.910 --> 00:29:12.920 align:start position:0% discover some mechanics, then so be it. 00:29:12.920 --> 00:29:14.750 align:start position:0% discover some mechanics, then so be it. And<00:29:13.000><c> you've</c><00:29:13.120><c> got</c><00:29:13.280><c> your</c><00:29:14.120><c> fanatics</c><00:29:14.600><c> and</c> 00:29:14.750 --> 00:29:14.760 align:start position:0% And you've got your fanatics and 00:29:14.760 --> 00:29:16.470 align:start position:0% And you've got your fanatics and prosumers.<00:29:15.640><c> So</c><00:29:15.800><c> prosumers</c><00:29:16.280><c> and</c><00:29:16.360><c> then</c> 00:29:16.470 --> 00:29:16.480 align:start position:0% prosumers. So prosumers and then 00:29:16.480 --> 00:29:18.110 align:start position:0% prosumers. So prosumers and then fanatics,<00:29:16.920><c> the</c><00:29:17.000><c> people</c><00:29:17.200><c> who</c><00:29:17.280><c> do</c><00:29:17.560><c> enjoy</c> 00:29:18.110 --> 00:29:18.120 align:start position:0% fanatics, the people who do enjoy 00:29:18.120 --> 00:29:19.990 align:start position:0% fanatics, the people who do enjoy engaging<00:29:18.680><c> with</c><00:29:18.920><c> some</c><00:29:19.600><c> interesting</c> 00:29:19.990 --> 00:29:20.000 align:start position:0% engaging with some interesting 00:29:20.000 --> 00:29:21.830 align:start position:0% engaging with some interesting gamification<00:29:20.680><c> mechanics</c><00:29:21.160><c> or</c><00:29:21.280><c> other</c><00:29:21.440><c> things.</c> 00:29:21.830 --> 00:29:21.840 align:start position:0% gamification mechanics or other things. 00:29:21.840 --> 00:29:23.390 align:start position:0% gamification mechanics or other things. So<00:29:22.160><c> you</c><00:29:22.280><c> still</c><00:29:22.480><c> need</c><00:29:22.640><c> to</c><00:29:22.720><c> cater</c><00:29:23.000><c> for</c><00:29:23.080><c> them</c><00:29:23.280><c> cuz</c> 00:29:23.390 --> 00:29:23.400 align:start position:0% So you still need to cater for them cuz 00:29:23.400 --> 00:29:24.630 align:start position:0% So you still need to cater for them cuz they're<00:29:23.520><c> often</c><00:29:23.800><c> the</c> 00:29:24.630 --> 00:29:24.640 align:start position:0% they're often the 00:29:24.640 --> 00:29:25.790 align:start position:0% they're often the the<00:29:24.800><c> the</c><00:29:24.920><c> thin</c><00:29:25.160><c> edge</c><00:29:25.280><c> of</c><00:29:25.360><c> the</c><00:29:25.440><c> wedge</c><00:29:25.680><c> that</c> 00:29:25.790 --> 00:29:25.800 align:start position:0% the the thin edge of the wedge that 00:29:25.800 --> 00:29:28.150 align:start position:0% the the thin edge of the wedge that generate<00:29:26.080><c> a</c><00:29:26.160><c> lot</c><00:29:26.320><c> of</c><00:29:26.400><c> revenue.</c><00:29:27.240><c> Um</c> 00:29:28.150 --> 00:29:28.160 align:start position:0% generate a lot of revenue. Um 00:29:28.160 --> 00:29:29.950 align:start position:0% generate a lot of revenue. Um just<00:29:28.280><c> be</c><00:29:28.440><c> realistic</c><00:29:28.920><c> about</c><00:29:29.280><c> how</c><00:29:29.480><c> many</c><00:29:29.680><c> people</c> 00:29:29.950 --> 00:29:29.960 align:start position:0% just be realistic about how many people 00:29:29.960 --> 00:29:31.230 align:start position:0% just be realistic about how many people will<00:29:30.080><c> actively</c><00:29:30.480><c> engage</c><00:29:30.920><c> with</c><00:29:31.040><c> those</c> 00:29:31.230 --> 00:29:31.240 align:start position:0% will actively engage with those 00:29:31.240 --> 00:29:33.190 align:start position:0% will actively engage with those mechanics.<00:29:31.720><c> It'll</c><00:29:31.920><c> generally</c><00:29:32.320><c> be</c> 00:29:33.190 --> 00:29:33.200 align:start position:0% mechanics. It'll generally be 00:29:33.200 --> 00:29:35.070 align:start position:0% mechanics. It'll generally be you<00:29:33.280><c> know,</c><00:29:33.360><c> 5,</c><00:29:33.720><c> 10,</c><00:29:33.960><c> 15%</c><00:29:34.560><c> of</c><00:29:34.640><c> your</c><00:29:34.760><c> audience,</c> 00:29:35.070 --> 00:29:35.080 align:start position:0% you know, 5, 10, 15% of your audience, 00:29:35.080 --> 00:29:37.350 align:start position:0% you know, 5, 10, 15% of your audience, but<00:29:35.200><c> they</c><00:29:35.280><c> might</c><00:29:35.480><c> generate</c><00:29:35.840><c> 50%,</c><00:29:36.680><c> 60%</c><00:29:37.200><c> of</c><00:29:37.280><c> your</c> 00:29:37.350 --> 00:29:37.360 align:start position:0% but they might generate 50%, 60% of your 00:29:37.360 --> 00:29:39.790 align:start position:0% but they might generate 50%, 60% of your revenue.<00:29:37.920><c> So</c><00:29:38.160><c> it's</c><00:29:38.320><c> worth</c><00:29:39.160><c> it's</c><00:29:39.320><c> worth</c><00:29:39.560><c> doing</c> 00:29:39.790 --> 00:29:39.800 align:start position:0% revenue. So it's worth it's worth doing 00:29:39.800 --> 00:29:41.070 align:start position:0% revenue. So it's worth it's worth doing it.<00:29:39.960><c> And</c><00:29:40.040><c> the</c><00:29:40.120><c> last</c><00:29:40.400><c> little</c><00:29:40.560><c> tip</c><00:29:40.760><c> I'd</c><00:29:40.880><c> give</c> 00:29:41.070 --> 00:29:41.080 align:start position:0% it. And the last little tip I'd give 00:29:41.080 --> 00:29:44.030 align:start position:0% it. And the last little tip I'd give there<00:29:41.280><c> is</c><00:29:41.400><c> just</c><00:29:41.560><c> be</c><00:29:41.680><c> careful</c><00:29:42.280><c> of</c> 00:29:44.030 --> 00:29:44.040 align:start position:0% there is just be careful of 00:29:44.040 --> 00:29:45.670 align:start position:0% there is just be careful of uh<00:29:44.360><c> just</c><00:29:44.560><c> ask</c><00:29:44.800><c> yourself</c><00:29:45.120><c> when</c><00:29:45.280><c> you</c><00:29:45.440><c> whenever</c> 00:29:45.670 --> 00:29:45.680 align:start position:0% uh just ask yourself when you whenever 00:29:45.680 --> 00:29:47.230 align:start position:0% uh just ask yourself when you whenever you're<00:29:45.800><c> going</c><00:29:46.000><c> to</c><00:29:46.120><c> like</c><00:29:46.280><c> a</c><00:29:46.520><c> a</c><00:29:46.600><c> pet</c><00:29:46.920><c> shop</c><00:29:47.160><c> and</c> 00:29:47.230 --> 00:29:47.240 align:start position:0% you're going to like a a pet shop and 00:29:47.240 --> 00:29:48.710 align:start position:0% you're going to like a a pet shop and they<00:29:47.320><c> go,</c><00:29:47.440><c> "Oh,</c><00:29:47.520><c> it</c><00:29:47.680><c> says</c><00:29:47.960><c> you've</c><00:29:48.080><c> got</c><00:29:48.240><c> $7</c> 00:29:48.710 --> 00:29:48.720 align:start position:0% they go, "Oh, it says you've got $7 00:29:48.720 --> 00:29:50.110 align:start position:0% they go, "Oh, it says you've got $7 here.<00:29:48.880><c> Would</c><00:29:49.040><c> you</c><00:29:49.120><c> like</c><00:29:49.320><c> to</c><00:29:49.400><c> redeem</c><00:29:49.760><c> it?"</c><00:29:50.080><c> Oh,</c> 00:29:50.110 --> 00:29:50.120 align:start position:0% here. Would you like to redeem it?" Oh, 00:29:50.120 --> 00:29:51.150 align:start position:0% here. Would you like to redeem it?" Oh, okay. 00:29:51.150 --> 00:29:51.160 align:start position:0% okay. 00:29:51.160 --> 00:29:53.270 align:start position:0% okay. Did<00:29:51.720><c> I</c><00:29:51.800><c> didn't</c><00:29:52.280><c> I</c><00:29:52.360><c> totally</c><00:29:52.680><c> forgotten</c><00:29:53.000><c> about</c> 00:29:53.270 --> 00:29:53.280 align:start position:0% Did I didn't I totally forgotten about 00:29:53.280 --> 00:29:54.910 align:start position:0% Did I didn't I totally forgotten about that,<00:29:53.480><c> but</c><00:29:53.600><c> I'll</c><00:29:53.720><c> use</c><00:29:53.880><c> it.</c><00:29:53.960><c> That's</c><00:29:54.160><c> marginal.</c> 00:29:54.910 --> 00:29:54.920 align:start position:0% that, but I'll use it. That's marginal. 00:29:54.920 --> 00:29:57.310 align:start position:0% that, but I'll use it. That's marginal. Like<00:29:55.080><c> if</c><00:29:55.200><c> I</c><00:29:55.240><c> didn't</c><00:29:55.480><c> come</c><00:29:55.720><c> back</c><00:29:55.960><c> in</c><00:29:56.240><c> to</c><00:29:56.440><c> use</c><00:29:56.640><c> it,</c> 00:29:57.310 --> 00:29:57.320 align:start position:0% Like if I didn't come back in to use it, 00:29:57.320 --> 00:29:58.790 align:start position:0% Like if I didn't come back in to use it, then<00:29:57.480><c> you're</c><00:29:57.600><c> really</c><00:29:57.840><c> just</c><00:29:58.000><c> giving</c><00:29:58.160><c> it</c><00:29:58.280><c> away</c> 00:29:58.790 --> 00:29:58.800 align:start position:0% then you're really just giving it away 00:29:58.800 --> 00:30:00.910 align:start position:0% then you're really just giving it away for<00:29:58.920><c> no</c><00:29:59.120><c> reason.</c><00:29:59.480><c> It</c><00:29:59.560><c> might</c><00:29:59.800><c> keep</c><00:30:00.120><c> me</c><00:30:00.280><c> loyal</c><00:30:00.800><c> in</c> 00:30:00.910 --> 00:30:00.920 align:start position:0% for no reason. It might keep me loyal in 00:30:00.920 --> 00:30:03.150 align:start position:0% for no reason. It might keep me loyal in that<00:30:01.080><c> grudge</c><00:30:01.440><c> territory</c><00:30:02.280><c> end,</c> 00:30:03.150 --> 00:30:03.160 align:start position:0% that grudge territory end, 00:30:03.160 --> 00:30:05.350 align:start position:0% that grudge territory end, but<00:30:03.240><c> just</c><00:30:03.360><c> be</c><00:30:03.480><c> careful</c><00:30:03.920><c> of</c><00:30:04.080><c> the</c><00:30:04.640><c> discover</c><00:30:05.160><c> at</c> 00:30:05.350 --> 00:30:05.360 align:start position:0% but just be careful of the discover at 00:30:05.360 --> 00:30:07.950 align:start position:0% but just be careful of the discover at checkout<00:30:06.040><c> benefits</c><00:30:06.600><c> because</c><00:30:07.560><c> I'm</c><00:30:07.720><c> already</c> 00:30:07.950 --> 00:30:07.960 align:start position:0% checkout benefits because I'm already 00:30:07.960 --> 00:30:09.590 align:start position:0% checkout benefits because I'm already there<00:30:08.280><c> at</c><00:30:08.360><c> that</c><00:30:08.560><c> point.</c><00:30:08.920><c> You</c><00:30:09.040><c> should</c><00:30:09.200><c> have</c><00:30:09.520><c> I</c> 00:30:09.590 --> 00:30:09.600 align:start position:0% there at that point. You should have I 00:30:09.600 --> 00:30:12.030 align:start position:0% there at that point. You should have I should<00:30:09.800><c> have</c><00:30:09.920><c> been</c><00:30:10.160><c> there</c><00:30:10.360><c> to</c><00:30:10.480><c> redeem.</c><00:30:11.600><c> Yeah.</c> 00:30:12.030 --> 00:30:12.040 align:start position:0% should have been there to redeem. Yeah. 00:30:12.040 --> 00:30:13.150 align:start position:0% should have been there to redeem. Yeah. And<00:30:12.160><c> then</c><00:30:12.280><c> long</c><00:30:12.440><c> liabilities,</c><00:30:12.960><c> that's</c><00:30:13.080><c> the</c> 00:30:13.150 --> 00:30:13.160 align:start position:0% And then long liabilities, that's the 00:30:13.160 --> 00:30:15.190 align:start position:0% And then long liabilities, that's the last<00:30:13.400><c> one.</c><00:30:13.520><c> So</c><00:30:13.600><c> just</c><00:30:13.720><c> be</c><00:30:13.800><c> careful</c><00:30:14.160><c> of</c><00:30:14.240><c> those.</c> 00:30:15.190 --> 00:30:15.200 align:start position:0% last one. So just be careful of those. 00:30:15.200 --> 00:30:16.990 align:start position:0% last one. So just be careful of those. Points<00:30:15.600><c> mechanics</c><00:30:16.080><c> have</c><00:30:16.200><c> this</c><00:30:16.400><c> really</c><00:30:16.600><c> nasty</c> 00:30:16.990 --> 00:30:17.000 align:start position:0% Points mechanics have this really nasty 00:30:17.000 --> 00:30:18.630 align:start position:0% Points mechanics have this really nasty liability<00:30:17.560><c> effect</c><00:30:17.840><c> that</c><00:30:17.960><c> can</c><00:30:18.080><c> build</c><00:30:18.360><c> up.</c><00:30:18.520><c> So</c> 00:30:18.630 --> 00:30:18.640 align:start position:0% liability effect that can build up. So 00:30:18.640 --> 00:30:20.470 align:start position:0% liability effect that can build up. So just<00:30:19.400><c> talk</c><00:30:19.600><c> to</c><00:30:19.680><c> your</c><00:30:19.800><c> accountants</c><00:30:20.240><c> and</c><00:30:20.320><c> just</c> 00:30:20.470 --> 00:30:20.480 align:start position:0% just talk to your accountants and just 00:30:20.480 --> 00:30:21.510 align:start position:0% just talk to your accountants and just make<00:30:20.640><c> sure</c><00:30:20.760><c> that</c><00:30:20.880><c> the</c><00:30:20.960><c> mechanics</c><00:30:21.360><c> that</c><00:30:21.440><c> you're</c> 00:30:21.510 --> 00:30:21.520 align:start position:0% make sure that the mechanics that you're 00:30:21.520 --> 00:30:22.950 align:start position:0% make sure that the mechanics that you're choosing<00:30:21.880><c> don't</c> 00:30:22.950 --> 00:30:22.960 align:start position:0% choosing don't 00:30:22.960 --> 00:30:24.390 align:start position:0% choosing don't bite<00:30:23.160><c> you</c><00:30:23.240><c> in</c><00:30:23.320><c> the</c><00:30:23.400><c> butt</c><00:30:23.640><c> when</c><00:30:23.720><c> it</c><00:30:23.800><c> comes</c><00:30:24.080><c> to</c> 00:30:24.390 --> 00:30:24.400 align:start position:0% bite you in the butt when it comes to 00:30:24.400 --> 00:30:26.270 align:start position:0% bite you in the butt when it comes to long-term<00:30:24.880><c> liabilities.</c> 00:30:26.270 --> 00:30:26.280 align:start position:0% long-term liabilities. 00:30:26.280 --> 00:30:27.750 align:start position:0% long-term liabilities. >> Yeah,<00:30:26.480><c> absolutely.</c><00:30:27.040><c> Yeah,</c><00:30:27.160><c> that</c><00:30:27.320><c> the</c><00:30:27.440><c> point</c> 00:30:27.750 --> 00:30:27.760 align:start position:0% >> Yeah, absolutely. Yeah, that the point 00:30:27.760 --> 00:30:29.950 align:start position:0% >> Yeah, absolutely. Yeah, that the point on<00:30:27.880><c> like</c><00:30:28.120><c> the</c><00:30:28.320><c> the</c><00:30:28.480><c> giving</c><00:30:28.840><c> people</c><00:30:29.320><c> rewards</c> 00:30:29.950 --> 00:30:29.960 align:start position:0% on like the the giving people rewards 00:30:29.960 --> 00:30:31.990 align:start position:0% on like the the giving people rewards that<00:30:30.160><c> they</c><00:30:30.280><c> don't</c><00:30:30.520><c> even</c><00:30:30.680><c> know</c><00:30:30.840><c> about</c><00:30:31.280><c> is</c><00:30:31.560><c> is</c><00:30:31.800><c> so</c> 00:30:31.990 --> 00:30:32.000 align:start position:0% that they don't even know about is is so 00:30:32.000 --> 00:30:34.750 align:start position:0% that they don't even know about is is so valid<00:30:32.520><c> cuz</c><00:30:32.720><c> also</c><00:30:33.040><c> it</c><00:30:33.080><c> can</c><00:30:33.400><c> also</c><00:30:33.720><c> then</c><00:30:33.960><c> lead</c><00:30:34.240><c> to</c> 00:30:34.750 --> 00:30:34.760 align:start position:0% valid cuz also it can also then lead to 00:30:34.760 --> 00:30:36.670 align:start position:0% valid cuz also it can also then lead to like<00:30:35.000><c> to</c><00:30:35.120><c> piss</c><00:30:35.360><c> that</c><00:30:35.520><c> customer</c><00:30:36.000><c> off</c><00:30:36.200><c> too.</c><00:30:36.440><c> Like</c> 00:30:36.670 --> 00:30:36.680 align:start position:0% like to piss that customer off too. Like 00:30:36.680 --> 00:30:38.430 align:start position:0% like to piss that customer off too. Like if<00:30:36.800><c> you</c><00:30:37.000><c> go</c><00:30:37.280><c> into</c><00:30:37.520><c> the</c><00:30:37.600><c> store</c><00:30:37.880><c> one</c><00:30:38.080><c> time</c><00:30:38.360><c> and</c> 00:30:38.430 --> 00:30:38.440 align:start position:0% if you go into the store one time and 00:30:38.440 --> 00:30:40.110 align:start position:0% if you go into the store one time and they<00:30:38.560><c> say,</c><00:30:38.720><c> "Oh,</c><00:30:38.880><c> you've</c><00:30:39.040><c> got</c><00:30:39.240><c> $7</c><00:30:39.840><c> on</c><00:30:39.960><c> your</c> 00:30:40.110 --> 00:30:40.120 align:start position:0% they say, "Oh, you've got $7 on your 00:30:40.120 --> 00:30:43.110 align:start position:0% they say, "Oh, you've got $7 on your account."<00:30:40.920><c> You</c><00:30:41.160><c> you</c><00:30:41.320><c> then</c><00:30:41.640><c> become</c><00:30:42.560><c> addicted</c> 00:30:43.110 --> 00:30:43.120 align:start position:0% account." You you then become addicted 00:30:43.120 --> 00:30:44.790 align:start position:0% account." You you then become addicted to<00:30:43.200><c> those</c><00:30:43.440><c> discounts</c><00:30:44.120><c> and</c><00:30:44.200><c> the</c><00:30:44.280><c> next</c><00:30:44.520><c> time</c><00:30:44.720><c> you</c> 00:30:44.790 --> 00:30:44.800 align:start position:0% to those discounts and the next time you 00:30:44.800 --> 00:30:47.070 align:start position:0% to those discounts and the next time you go<00:30:45.000><c> in</c><00:30:45.200><c> you</c><00:30:45.280><c> don't</c><00:30:45.520><c> get</c><00:30:45.720><c> $7</c><00:30:46.400><c> off</c><00:30:46.640><c> you're</c><00:30:46.800><c> kind</c> 00:30:47.070 --> 00:30:47.080 align:start position:0% go in you don't get $7 off you're kind 00:30:47.080 --> 00:30:49.550 align:start position:0% go in you don't get $7 off you're kind of<00:30:47.120><c> a</c><00:30:47.200><c> bit</c><00:30:47.320><c> annoyed</c><00:30:47.920><c> and</c><00:30:48.680><c> when</c><00:30:49.080><c> you've</c><00:30:49.320><c> you've</c> 00:30:49.550 --> 00:30:49.560 align:start position:0% of a bit annoyed and when you've you've 00:30:49.560 --> 00:30:51.390 align:start position:0% of a bit annoyed and when you've you've kind<00:30:49.800><c> of</c><00:30:49.920><c> given</c><00:30:50.320><c> someone</c><00:30:50.720><c> something</c><00:30:51.120><c> and</c> 00:30:51.390 --> 00:30:51.400 align:start position:0% kind of given someone something and 00:30:51.400 --> 00:30:53.470 align:start position:0% kind of given someone something and ended<00:30:51.680><c> up</c><00:30:51.840><c> actually</c><00:30:52.120><c> not</c><00:30:52.400><c> increasing</c><00:30:52.960><c> their</c> 00:30:53.470 --> 00:30:53.480 align:start position:0% ended up actually not increasing their 00:30:53.480 --> 00:30:55.150 align:start position:0% ended up actually not increasing their their<00:30:53.640><c> satisfaction</c><00:30:54.320><c> and</c><00:30:54.440><c> loyalty,</c><00:30:54.920><c> have</c> 00:30:55.150 --> 00:30:55.160 align:start position:0% their satisfaction and loyalty, have 00:30:55.160 --> 00:30:57.910 align:start position:0% their satisfaction and loyalty, have you?<00:30:55.320><c> So,</c><00:30:55.960><c> it's</c><00:30:56.440><c> yeah,</c><00:30:57.040><c> it's</c><00:30:57.240><c> actually</c><00:30:57.640><c> just</c> 00:30:57.910 --> 00:30:57.920 align:start position:0% you? So, it's yeah, it's actually just 00:30:57.920 --> 00:31:00.030 align:start position:0% you? So, it's yeah, it's actually just not<00:30:58.240><c> not</c><00:30:58.440><c> over</c><00:30:58.680><c> engineering.</c><00:30:59.240><c> That's</c><00:30:59.560><c> the</c><00:30:59.920><c> the</c> 00:31:00.030 --> 00:31:00.040 align:start position:0% not not over engineering. That's the the 00:31:00.040 --> 00:31:00.470 align:start position:0% not not over engineering. That's the the key<00:31:00.360><c> thing.</c> 00:31:00.470 --> 00:31:00.480 align:start position:0% key thing. 00:31:00.480 --> 00:31:02.110 align:start position:0% key thing. >> of<00:31:00.560><c> brands,</c><00:31:00.960><c> again,</c><00:31:01.200><c> if</c><00:31:01.280><c> you're</c><00:31:01.400><c> vertically</c> 00:31:02.110 --> 00:31:02.120 align:start position:0% >> of brands, again, if you're vertically 00:31:02.120 --> 00:31:03.310 align:start position:0% >> of brands, again, if you're vertically if<00:31:02.240><c> you're</c><00:31:02.360><c> vertically</c><00:31:02.720><c> integrated,</c><00:31:03.240><c> you've</c> 00:31:03.310 --> 00:31:03.320 align:start position:0% if you're vertically integrated, you've 00:31:03.320 --> 00:31:04.750 align:start position:0% if you're vertically integrated, you've got<00:31:03.480><c> some</c><00:31:03.600><c> choices,</c><00:31:04.000><c> but</c><00:31:04.120><c> if</c><00:31:04.240><c> you're</c><00:31:04.440><c> a</c><00:31:04.680><c> a</c> 00:31:04.750 --> 00:31:04.760 align:start position:0% got some choices, but if you're a a 00:31:04.760 --> 00:31:06.590 align:start position:0% got some choices, but if you're a a house<00:31:05.000><c> of</c><00:31:05.160><c> brands,</c><00:31:05.680><c> so</c><00:31:05.760><c> like</c><00:31:05.920><c> a</c><00:31:05.960><c> pet</c><00:31:06.160><c> food</c><00:31:06.360><c> shop</c> 00:31:06.590 --> 00:31:06.600 align:start position:0% house of brands, so like a pet food shop 00:31:06.600 --> 00:31:08.910 align:start position:0% house of brands, so like a pet food shop or<00:31:06.680><c> a</c><00:31:06.720><c> department</c><00:31:07.160><c> store,</c><00:31:07.920><c> you</c><00:31:08.200><c> what</c><00:31:08.400><c> you</c><00:31:08.520><c> find</c> 00:31:08.910 --> 00:31:08.920 align:start position:0% or a department store, you what you find 00:31:08.920 --> 00:31:10.190 align:start position:0% or a department store, you what you find and<00:31:09.000><c> what</c><00:31:09.120><c> you</c><00:31:09.200><c> can</c><00:31:09.280><c> probably</c><00:31:09.520><c> smell</c><00:31:09.840><c> a</c><00:31:10.040><c> mile</c> 00:31:10.190 --> 00:31:10.200 align:start position:0% and what you can probably smell a mile 00:31:10.200 --> 00:31:13.110 align:start position:0% and what you can probably smell a mile away,<00:31:11.120><c> maybe</c><00:31:11.400><c> consumers</c><00:31:11.880><c> can't,</c><00:31:12.240><c> but</c><00:31:12.960><c> uh</c><00:31:13.000><c> so</c> 00:31:13.110 --> 00:31:13.120 align:start position:0% away, maybe consumers can't, but uh so 00:31:13.120 --> 00:31:15.150 align:start position:0% away, maybe consumers can't, but uh so this<00:31:13.320><c> whole</c><00:31:13.520><c> program</c><00:31:13.960><c> is</c><00:31:14.080><c> not</c><00:31:14.320><c> about</c><00:31:15.000><c> it's</c> 00:31:15.150 --> 00:31:15.160 align:start position:0% this whole program is not about it's 00:31:15.160 --> 00:31:16.910 align:start position:0% this whole program is not about it's becoming<00:31:15.520><c> a</c><00:31:15.600><c> retail</c><00:31:15.960><c> media</c><00:31:16.360><c> program</c><00:31:16.800><c> as</c> 00:31:16.910 --> 00:31:16.920 align:start position:0% becoming a retail media program as 00:31:16.920 --> 00:31:18.430 align:start position:0% becoming a retail media program as opposed<00:31:17.240><c> to</c><00:31:17.320><c> a</c><00:31:17.360><c> loyalty</c><00:31:17.720><c> program.</c><00:31:18.080><c> So,</c><00:31:18.240><c> we're</c> 00:31:18.430 --> 00:31:18.440 align:start position:0% opposed to a loyalty program. So, we're 00:31:18.440 --> 00:31:20.510 align:start position:0% opposed to a loyalty program. So, we're saying<00:31:19.160><c> so</c><00:31:19.280><c> when</c><00:31:19.400><c> I</c><00:31:19.440><c> go</c><00:31:19.560><c> to</c><00:31:19.640><c> some</c><00:31:20.120><c> like</c><00:31:20.280><c> a</c><00:31:20.320><c> pet</c> 00:31:20.510 --> 00:31:20.520 align:start position:0% saying so when I go to some like a pet 00:31:20.520 --> 00:31:22.590 align:start position:0% saying so when I go to some like a pet food<00:31:20.720><c> store</c><00:31:21.040><c> and</c><00:31:21.280><c> I</c><00:31:21.400><c> see</c><00:31:22.120><c> I</c><00:31:22.160><c> can</c><00:31:22.240><c> get</c><00:31:22.360><c> double</c> 00:31:22.590 --> 00:31:22.600 align:start position:0% food store and I see I can get double 00:31:22.600 --> 00:31:24.150 align:start position:0% food store and I see I can get double points<00:31:22.880><c> on</c><00:31:23.000><c> this</c><00:31:23.200><c> but</c><00:31:23.360><c> not</c><00:31:23.560><c> on</c><00:31:23.640><c> the</c><00:31:23.720><c> one</c><00:31:23.880><c> that</c><00:31:24.080><c> I</c> 00:31:24.150 --> 00:31:24.160 align:start position:0% points on this but not on the one that I 00:31:24.160 --> 00:31:26.870 align:start position:0% points on this but not on the one that I buy,<00:31:24.560><c> it's</c><00:31:24.760><c> because</c><00:31:25.480><c> that</c><00:31:26.320><c> that</c><00:31:26.480><c> particular</c> 00:31:26.870 --> 00:31:26.880 align:start position:0% buy, it's because that that particular 00:31:26.880 --> 00:31:28.870 align:start position:0% buy, it's because that that particular brand<00:31:27.240><c> is</c><00:31:27.400><c> funding</c><00:31:27.840><c> that</c><00:31:28.040><c> offer.</c><00:31:28.440><c> So,</c><00:31:28.640><c> all</c><00:31:28.800><c> of</c> 00:31:28.870 --> 00:31:28.880 align:start position:0% brand is funding that offer. So, all of 00:31:28.880 --> 00:31:30.510 align:start position:0% brand is funding that offer. So, all of a<00:31:28.920><c> sudden</c><00:31:29.160><c> it</c><00:31:29.200><c> becomes</c><00:31:29.680><c> a</c> 00:31:30.510 --> 00:31:30.520 align:start position:0% a sudden it becomes a 00:31:30.520 --> 00:31:32.030 align:start position:0% a sudden it becomes a you<00:31:30.560><c> know,</c><00:31:30.840><c> it's</c><00:31:31.000><c> more</c><00:31:31.200><c> about</c><00:31:31.560><c> a</c><00:31:31.720><c> a</c><00:31:31.760><c> set</c><00:31:31.960><c> of</c> 00:31:32.030 --> 00:31:32.040 align:start position:0% you know, it's more about a a set of 00:31:32.040 --> 00:31:34.910 align:start position:0% you know, it's more about a a set of mechanics<00:31:32.520><c> to</c><00:31:32.680><c> sell</c><00:31:33.720><c> to</c><00:31:34.200><c> upstream</c><00:31:34.640><c> to</c><00:31:34.760><c> the</c> 00:31:34.910 --> 00:31:34.920 align:start position:0% mechanics to sell to upstream to the 00:31:34.920 --> 00:31:36.310 align:start position:0% mechanics to sell to upstream to the suppliers 00:31:36.310 --> 00:31:36.320 align:start position:0% suppliers 00:31:36.320 --> 00:31:38.550 align:start position:0% suppliers um<00:31:36.600><c> and</c><00:31:36.760><c> sell</c><00:31:37.040><c> my</c><00:31:37.200><c> customers</c><00:31:37.720><c> to</c><00:31:37.880><c> them</c><00:31:38.400><c> as</c> 00:31:38.550 --> 00:31:38.560 align:start position:0% um and sell my customers to them as 00:31:38.560 --> 00:31:40.590 align:start position:0% um and sell my customers to them as opposed<00:31:39.000><c> to</c><00:31:39.160><c> looking</c><00:31:39.440><c> after</c><00:31:39.720><c> my</c><00:31:39.920><c> customers.</c> 00:31:40.590 --> 00:31:40.600 align:start position:0% opposed to looking after my customers. 00:31:40.600 --> 00:31:43.670 align:start position:0% opposed to looking after my customers. So,<00:31:41.240><c> I</c><00:31:41.320><c> think</c><00:31:41.480><c> that</c><00:31:42.000><c> retail</c><00:31:42.440><c> media</c> 00:31:43.670 --> 00:31:43.680 align:start position:0% So, I think that retail media 00:31:43.680 --> 00:31:44.790 align:start position:0% So, I think that retail media the<00:31:43.800><c> idea</c><00:31:44.080><c> that</c><00:31:44.200><c> you</c><00:31:44.280><c> know</c><00:31:44.400><c> what,</c><00:31:44.600><c> I'm</c><00:31:44.680><c> not</c> 00:31:44.790 --> 00:31:44.800 align:start position:0% the idea that you know what, I'm not 00:31:44.800 --> 00:31:46.630 align:start position:0% the idea that you know what, I'm not interested<00:31:45.120><c> in</c><00:31:45.480><c> making</c><00:31:45.800><c> my</c><00:31:45.920><c> customers'</c><00:31:46.360><c> lives</c> 00:31:46.630 --> 00:31:46.640 align:start position:0% interested in making my customers' lives 00:31:46.640 --> 00:31:48.790 align:start position:0% interested in making my customers' lives any<00:31:46.800><c> better,</c><00:31:47.040><c> I'm</c><00:31:47.120><c> interested</c><00:31:47.400><c> in</c><00:31:48.120><c> monetizing</c> 00:31:48.790 --> 00:31:48.800 align:start position:0% any better, I'm interested in monetizing 00:31:48.800 --> 00:31:51.670 align:start position:0% any better, I'm interested in monetizing my<00:31:49.040><c> customers'</c><00:31:49.520><c> attention</c><00:31:50.680><c> to</c><00:31:51.120><c> the</c><00:31:51.320><c> people</c> 00:31:51.670 --> 00:31:51.680 align:start position:0% my customers' attention to the people 00:31:51.680 --> 00:31:53.910 align:start position:0% my customers' attention to the people that<00:31:51.960><c> you</c><00:31:52.040><c> know,</c><00:31:52.120><c> maybe</c><00:31:52.800><c> would</c><00:31:53.360><c> buy</c><00:31:53.600><c> retail</c> 00:31:53.910 --> 00:31:53.920 align:start position:0% that you know, maybe would buy retail 00:31:53.920 --> 00:31:56.350 align:start position:0% that you know, maybe would buy retail media<00:31:54.240><c> space</c><00:31:54.640><c> or</c><00:31:55.360><c> or</c><00:31:55.680><c> or</c><00:31:55.800><c> you</c><00:31:55.880><c> know,</c><00:31:56.000><c> fund</c><00:31:56.320><c> the</c> 00:31:56.350 --> 00:31:56.360 align:start position:0% media space or or or you know, fund the 00:31:56.360 --> 00:31:57.630 align:start position:0% media space or or or you know, fund the discounts<00:31:56.920><c> so</c><00:31:57.000><c> I</c><00:31:57.040><c> don't</c><00:31:57.160><c> have</c><00:31:57.240><c> to</c><00:31:57.320><c> fund</c><00:31:57.520><c> them</c> 00:31:57.630 --> 00:31:57.640 align:start position:0% discounts so I don't have to fund them 00:31:57.640 --> 00:31:59.550 align:start position:0% discounts so I don't have to fund them myself.<00:31:58.200><c> I</c><00:31:58.240><c> think</c><00:31:58.440><c> once</c><00:31:58.640><c> you</c><00:31:58.800><c> get</c><00:31:59.120><c> really</c><00:31:59.320><c> deep</c> 00:31:59.550 --> 00:31:59.560 align:start position:0% myself. I think once you get really deep 00:31:59.560 --> 00:32:01.430 align:start position:0% myself. I think once you get really deep in<00:31:59.720><c> it's</c><00:32:00.240><c> it's</c><00:32:00.400><c> appealing</c><00:32:00.920><c> and</c><00:32:01.080><c> you</c><00:32:01.200><c> probably</c> 00:32:01.430 --> 00:32:01.440 align:start position:0% in it's it's appealing and you probably 00:32:01.440 --> 00:32:02.950 align:start position:0% in it's it's appealing and you probably have<00:32:01.640><c> to</c><00:32:01.760><c> do</c><00:32:01.920><c> it</c> 00:32:02.950 --> 00:32:02.960 align:start position:0% have to do it 00:32:02.960 --> 00:32:04.790 align:start position:0% have to do it mechanically,<00:32:03.680><c> you</c><00:32:03.760><c> probably</c><00:32:04.000><c> have</c><00:32:04.240><c> to,</c><00:32:04.480><c> but</c> 00:32:04.790 --> 00:32:04.800 align:start position:0% mechanically, you probably have to, but 00:32:04.800 --> 00:32:06.630 align:start position:0% mechanically, you probably have to, but I<00:32:04.880><c> just</c><00:32:05.200><c> feel</c><00:32:05.440><c> like</c><00:32:05.600><c> if</c><00:32:05.680><c> that's</c><00:32:05.920><c> the</c><00:32:06.280><c> guts</c><00:32:06.560><c> of</c> 00:32:06.630 --> 00:32:06.640 align:start position:0% I just feel like if that's the guts of 00:32:06.640 --> 00:32:08.470 align:start position:0% I just feel like if that's the guts of your<00:32:06.760><c> loyalty</c><00:32:07.040><c> program,</c><00:32:07.520><c> then</c><00:32:07.960><c> yeah,</c><00:32:08.240><c> it's</c> 00:32:08.470 --> 00:32:08.480 align:start position:0% your loyalty program, then yeah, it's 00:32:08.480 --> 00:32:09.750 align:start position:0% your loyalty program, then yeah, it's it's<00:32:08.680><c> pretty</c><00:32:08.880><c> soulless</c><00:32:09.280><c> from</c><00:32:09.400><c> a</c><00:32:09.440><c> customer</c> 00:32:09.750 --> 00:32:09.760 align:start position:0% it's pretty soulless from a customer 00:32:09.760 --> 00:32:11.390 align:start position:0% it's pretty soulless from a customer experience<00:32:10.160><c> point</c><00:32:10.320><c> of</c><00:32:10.400><c> view.</c> 00:32:11.390 --> 00:32:11.400 align:start position:0% experience point of view. 00:32:11.400 --> 00:32:13.310 align:start position:0% experience point of view. >> Yeah,<00:32:11.720><c> no,</c><00:32:12.120><c> absolutely</c><00:32:12.840><c> and</c><00:32:13.040><c> yeah,</c><00:32:13.200><c> you've</c> 00:32:13.310 --> 00:32:13.320 align:start position:0% >> Yeah, no, absolutely and yeah, you've 00:32:13.320 --> 00:32:15.430 align:start position:0% >> Yeah, no, absolutely and yeah, you've got<00:32:13.440><c> to</c><00:32:13.480><c> keep</c><00:32:13.760><c> it</c><00:32:13.880><c> fresh,</c><00:32:14.200><c> keep</c><00:32:14.440><c> it</c><00:32:14.520><c> engaged,</c> 00:32:15.430 --> 00:32:15.440 align:start position:0% got to keep it fresh, keep it engaged, 00:32:15.440 --> 00:32:17.470 align:start position:0% got to keep it fresh, keep it engaged, keep<00:32:15.720><c> it</c><00:32:16.280><c> yeah,</c><00:32:16.520><c> simple</c><00:32:16.920><c> for</c><00:32:17.080><c> people</c><00:32:17.360><c> to</c> 00:32:17.470 --> 00:32:17.480 align:start position:0% keep it yeah, simple for people to 00:32:17.480 --> 00:32:19.990 align:start position:0% keep it yeah, simple for people to understand<00:32:18.200><c> and</c><00:32:18.320><c> then</c><00:32:18.720><c> it's</c><00:32:19.200><c> also</c><00:32:19.520><c> simple</c><00:32:19.880><c> for</c> 00:32:19.990 --> 00:32:20.000 align:start position:0% understand and then it's also simple for 00:32:20.000 --> 00:32:21.710 align:start position:0% understand and then it's also simple for the<00:32:20.080><c> marketing</c><00:32:20.560><c> team</c><00:32:20.840><c> to</c><00:32:20.960><c> then</c><00:32:21.480><c> keep</c> 00:32:21.710 --> 00:32:21.720 align:start position:0% the marketing team to then keep 00:32:21.720 --> 00:32:23.350 align:start position:0% the marketing team to then keep innovating<00:32:22.200><c> and</c><00:32:22.320><c> doing</c><00:32:22.600><c> new</c><00:32:22.800><c> stuff,</c><00:32:23.120><c> isn't</c> 00:32:23.350 --> 00:32:23.360 align:start position:0% innovating and doing new stuff, isn't 00:32:23.360 --> 00:32:24.150 align:start position:0% innovating and doing new stuff, isn't it? 00:32:24.150 --> 00:32:24.160 align:start position:0% it? 00:32:24.160 --> 00:32:25.510 align:start position:0% it? >> Yeah,<00:32:24.320><c> well,</c><00:32:24.440><c> they</c><00:32:24.560><c> can</c><00:32:24.720><c> they</c><00:32:25.160><c> I</c><00:32:25.200><c> mean,</c><00:32:25.360><c> they</c> 00:32:25.510 --> 00:32:25.520 align:start position:0% >> Yeah, well, they can they I mean, they 00:32:25.520 --> 00:32:26.950 align:start position:0% >> Yeah, well, they can they I mean, they still<00:32:25.760><c> have</c><00:32:25.920><c> their</c><00:32:26.080><c> targets</c><00:32:26.480><c> to</c><00:32:26.600><c> hit.</c><00:32:26.800><c> So,</c><00:32:26.920><c> I</c> 00:32:26.950 --> 00:32:26.960 align:start position:0% still have their targets to hit. So, I 00:32:26.960 --> 00:32:29.030 align:start position:0% still have their targets to hit. So, I get<00:32:27.200><c> that</c><00:32:27.440><c> they</c><00:32:27.680><c> need</c><00:32:27.960><c> tools</c><00:32:28.360><c> that</c><00:32:28.600><c> say</c><00:32:28.800><c> if</c><00:32:28.960><c> I</c> 00:32:29.030 --> 00:32:29.040 align:start position:0% get that they need tools that say if I 00:32:29.040 --> 00:32:30.550 align:start position:0% get that they need tools that say if I need<00:32:29.200><c> to</c><00:32:29.400><c> hit</c><00:32:29.560><c> a</c><00:32:29.600><c> sales</c><00:32:29.960><c> target</c><00:32:30.240><c> or</c><00:32:30.320><c> if</c><00:32:30.400><c> I</c><00:32:30.440><c> need</c> 00:32:30.550 --> 00:32:30.560 align:start position:0% need to hit a sales target or if I need 00:32:30.560 --> 00:32:32.590 align:start position:0% need to hit a sales target or if I need to<00:32:30.600><c> move</c><00:32:31.040><c> some</c><00:32:31.200><c> stock</c><00:32:31.640><c> or</c><00:32:32.000><c> whatever,</c><00:32:32.400><c> like</c> 00:32:32.590 --> 00:32:32.600 align:start position:0% to move some stock or whatever, like 00:32:32.600 --> 00:32:34.710 align:start position:0% to move some stock or whatever, like they<00:32:33.120><c> they</c><00:32:33.280><c> need</c><00:32:33.600><c> to</c><00:32:34.000><c> have</c><00:32:34.240><c> access</c><00:32:34.520><c> to</c><00:32:34.640><c> the</c> 00:32:34.710 --> 00:32:34.720 align:start position:0% they they need to have access to the 00:32:34.720 --> 00:32:36.510 align:start position:0% they they need to have access to the customers<00:32:35.200><c> to</c><00:32:35.320><c> pull</c><00:32:35.640><c> them</c><00:32:35.800><c> in</c><00:32:35.960><c> to</c><00:32:36.080><c> solve</c><00:32:36.320><c> these</c> 00:32:36.510 --> 00:32:36.520 align:start position:0% customers to pull them in to solve these 00:32:36.520 --> 00:32:39.670 align:start position:0% customers to pull them in to solve these problems,<00:32:37.200><c> but</c><00:32:37.560><c> my</c><00:32:37.800><c> thesis</c><00:32:38.240><c> is</c><00:32:38.400><c> if</c><00:32:38.560><c> you</c><00:32:38.760><c> just</c> 00:32:39.670 --> 00:32:39.680 align:start position:0% problems, but my thesis is if you just 00:32:39.680 --> 00:32:41.990 align:start position:0% problems, but my thesis is if you just help<00:32:39.840><c> them</c><00:32:40.000><c> shop,</c><00:32:40.400><c> just</c><00:32:40.640><c> like</c><00:32:41.400><c> they</c><00:32:41.560><c> will</c><00:32:41.760><c> turn</c> 00:32:41.990 --> 00:32:42.000 align:start position:0% help them shop, just like they will turn 00:32:42.000 --> 00:32:43.470 align:start position:0% help them shop, just like they will turn up<00:32:42.120><c> enough</c><00:32:42.520><c> and</c><00:32:42.640><c> then</c><00:32:42.760><c> all</c><00:32:42.880><c> of</c><00:32:42.960><c> a</c><00:32:43.000><c> sudden</c><00:32:43.320><c> all</c> 00:32:43.470 --> 00:32:43.480 align:start position:0% up enough and then all of a sudden all 00:32:43.480 --> 00:32:45.390 align:start position:0% up enough and then all of a sudden all those<00:32:44.160><c> big</c><00:32:44.360><c> problems</c><00:32:44.760><c> you're</c><00:32:44.840><c> trying</c><00:32:45.080><c> to</c><00:32:45.160><c> fix</c> 00:32:45.390 --> 00:32:45.400 align:start position:0% those big problems you're trying to fix 00:32:45.400 --> 00:32:46.590 align:start position:0% those big problems you're trying to fix and<00:32:45.520><c> those</c><00:32:45.680><c> targets,</c><00:32:46.080><c> maybe</c><00:32:46.280><c> they'll</c><00:32:46.400><c> just</c> 00:32:46.590 --> 00:32:46.600 align:start position:0% and those targets, maybe they'll just 00:32:46.600 --> 00:32:48.150 align:start position:0% and those targets, maybe they'll just look<00:32:46.800><c> after</c><00:32:47.080><c> themselves</c><00:32:47.640><c> more</c><00:32:47.800><c> because</c> 00:32:48.150 --> 00:32:48.160 align:start position:0% look after themselves more because 00:32:48.160 --> 00:32:49.870 align:start position:0% look after themselves more because you've<00:32:48.480><c> got</c><00:32:48.680><c> an</c><00:32:48.840><c> army</c><00:32:49.120><c> of</c><00:32:49.240><c> people</c><00:32:49.600><c> that</c><00:32:49.760><c> will</c> 00:32:49.870 --> 00:32:49.880 align:start position:0% you've got an army of people that will 00:32:49.880 --> 00:32:52.470 align:start position:0% you've got an army of people that will choose<00:32:50.280><c> you</c><00:32:50.440><c> first</c><00:32:50.880><c> always</c><00:32:51.800><c> and</c><00:32:51.960><c> choose</c><00:32:52.320><c> you</c> 00:32:52.470 --> 00:32:52.480 align:start position:0% choose you first always and choose you 00:32:52.480 --> 00:32:54.590 align:start position:0% choose you first always and choose you sooner<00:32:53.200><c> because</c><00:32:53.600><c> you've</c><00:32:54.280><c> you</c><00:32:54.360><c> go</c><00:32:54.480><c> and</c><00:32:54.560><c> you</c> 00:32:54.590 --> 00:32:54.600 align:start position:0% sooner because you've you go and you 00:32:54.600 --> 00:32:56.430 align:start position:0% sooner because you've you go and you know<00:32:54.720><c> what?</c><00:32:54.840><c> Don't</c><00:32:55.040><c> wait</c><00:32:55.240><c> 3</c><00:32:55.440><c> weeks</c><00:32:55.720><c> to</c><00:32:56.120><c> buy</c><00:32:56.320><c> it,</c> 00:32:56.430 --> 00:32:56.440 align:start position:0% know what? Don't wait 3 weeks to buy it, 00:32:56.440 --> 00:32:58.990 align:start position:0% know what? Don't wait 3 weeks to buy it, buy<00:32:56.600><c> it</c><00:32:56.720><c> now.</c><00:32:57.200><c> Like</c><00:32:57.320><c> come</c><00:32:57.440><c> in</c><00:32:57.600><c> now.</c><00:32:58.000><c> Why</c><00:32:58.160><c> wait?</c> 00:32:58.990 --> 00:32:59.000 align:start position:0% buy it now. Like come in now. Why wait? 00:32:59.000 --> 00:33:00.230 align:start position:0% buy it now. Like come in now. Why wait? There's<00:32:59.080><c> so</c><00:32:59.200><c> many</c><00:32:59.400><c> brands</c><00:32:59.720><c> right</c><00:32:59.960><c> now,</c><00:33:00.200><c> I</c> 00:33:00.230 --> 00:33:00.240 align:start position:0% There's so many brands right now, I 00:33:00.240 --> 00:33:02.110 align:start position:0% There's so many brands right now, I won't<00:33:00.440><c> name</c><00:33:00.680><c> them,</c><00:33:00.840><c> but</c><00:33:01.440><c> you</c><00:33:01.680><c> you</c><00:33:01.800><c> probably</c> 00:33:02.110 --> 00:33:02.120 align:start position:0% won't name them, but you you probably 00:33:02.120 --> 00:33:05.190 align:start position:0% won't name them, but you you probably can<00:33:02.640><c> name</c><00:33:02.880><c> them</c><00:33:03.000><c> yourselves,</c><00:33:04.120><c> that</c><00:33:04.720><c> I</c><00:33:04.920><c> think</c> 00:33:05.190 --> 00:33:05.200 align:start position:0% can name them yourselves, that I think 00:33:05.200 --> 00:33:07.270 align:start position:0% can name them yourselves, that I think to<00:33:05.320><c> myself,</c><00:33:05.920><c> oh,</c><00:33:06.400><c> I</c><00:33:06.440><c> need</c><00:33:06.560><c> to</c><00:33:06.640><c> get</c><00:33:06.760><c> that</c><00:33:07.240><c> you</c> 00:33:07.270 --> 00:33:07.280 align:start position:0% to myself, oh, I need to get that you 00:33:07.280 --> 00:33:09.190 align:start position:0% to myself, oh, I need to get that you know,<00:33:07.440><c> cushion</c><00:33:07.840><c> or</c><00:33:08.080><c> some</c><00:33:08.360><c> some</c><00:33:08.600><c> tableware</c><00:33:09.120><c> or</c> 00:33:09.190 --> 00:33:09.200 align:start position:0% know, cushion or some some tableware or 00:33:09.200 --> 00:33:10.150 align:start position:0% know, cushion or some some tableware or something.<00:33:09.480><c> I</c><00:33:09.520><c> go,</c> 00:33:10.150 --> 00:33:10.160 align:start position:0% something. I go, 00:33:10.160 --> 00:33:12.230 align:start position:0% something. I go, you<00:33:10.200><c> know</c><00:33:10.760><c> I</c><00:33:10.880><c> need</c><00:33:11.040><c> to</c><00:33:11.160><c> wait</c><00:33:11.440><c> because</c><00:33:11.720><c> I</c><00:33:11.800><c> know</c> 00:33:12.230 --> 00:33:12.240 align:start position:0% you know I need to wait because I know 00:33:12.240 --> 00:33:14.590 align:start position:0% you know I need to wait because I know that<00:33:12.840><c> on</c><00:33:13.360><c> usually</c><00:33:13.680><c> three</c><00:33:13.920><c> times</c><00:33:14.200><c> a</c><00:33:14.240><c> year</c><00:33:14.440><c> they</c> 00:33:14.590 --> 00:33:14.600 align:start position:0% that on usually three times a year they 00:33:14.600 --> 00:33:16.990 align:start position:0% that on usually three times a year they go<00:33:14.840><c> on</c><00:33:14.920><c> this</c><00:33:15.080><c> particular</c><00:33:15.560><c> spend</c> 00:33:16.990 --> 00:33:17.000 align:start position:0% go on this particular spend 00:33:17.000 --> 00:33:17.790 align:start position:0% go on this particular spend I'm<00:33:17.040><c> not</c><00:33:17.120><c> going</c><00:33:17.240><c> to</c><00:33:17.280><c> say</c><00:33:17.400><c> the</c><00:33:17.480><c> name</c><00:33:17.680><c> of</c><00:33:17.720><c> the</c> 00:33:17.790 --> 00:33:17.800 align:start position:0% I'm not going to say the name of the 00:33:17.800 --> 00:33:19.390 align:start position:0% I'm not going to say the name of the campaign,<00:33:18.240><c> but</c><00:33:18.720><c> they'll</c><00:33:18.840><c> go</c><00:33:18.920><c> on</c><00:33:19.000><c> a</c><00:33:19.040><c> particular</c> 00:33:19.390 --> 00:33:19.400 align:start position:0% campaign, but they'll go on a particular 00:33:19.400 --> 00:33:21.310 align:start position:0% campaign, but they'll go on a particular campaign<00:33:20.040><c> and</c><00:33:20.200><c> that's</c><00:33:20.440><c> when</c><00:33:20.600><c> I</c><00:33:20.680><c> shop</c><00:33:20.960><c> cuz</c><00:33:21.080><c> as</c><00:33:21.240><c> a</c> 00:33:21.310 --> 00:33:21.320 align:start position:0% campaign and that's when I shop cuz as a 00:33:21.320 --> 00:33:23.430 align:start position:0% campaign and that's when I shop cuz as a one<00:33:21.480><c> of</c><00:33:21.560><c> their</c><00:33:21.680><c> loyal</c><00:33:22.040><c> customers,</c><00:33:23.040><c> I</c><00:33:23.160><c> would</c><00:33:23.320><c> be</c> 00:33:23.430 --> 00:33:23.440 align:start position:0% one of their loyal customers, I would be 00:33:23.440 --> 00:33:25.750 align:start position:0% one of their loyal customers, I would be stupid<00:33:24.240><c> to</c><00:33:24.360><c> buy</c><00:33:24.640><c> it</c><00:33:24.840><c> outside</c><00:33:25.360><c> of</c><00:33:25.520><c> their</c> 00:33:25.750 --> 00:33:25.760 align:start position:0% stupid to buy it outside of their 00:33:25.760 --> 00:33:28.230 align:start position:0% stupid to buy it outside of their promotional<00:33:26.280><c> calendar.</c><00:33:26.720><c> So</c><00:33:26.920><c> I</c><00:33:26.960><c> need</c><00:33:27.080><c> to</c><00:33:27.200><c> wait.</c> 00:33:28.230 --> 00:33:28.240 align:start position:0% promotional calendar. So I need to wait. 00:33:28.240 --> 00:33:29.630 align:start position:0% promotional calendar. So I need to wait. And<00:33:28.480><c> Black</c><00:33:28.720><c> Friday's</c><00:33:29.080><c> the</c><00:33:29.160><c> same.</c><00:33:29.400><c> I'm</c><00:33:29.480><c> not</c> 00:33:29.630 --> 00:33:29.640 align:start position:0% And Black Friday's the same. I'm not 00:33:29.640 --> 00:33:31.390 align:start position:0% And Black Friday's the same. I'm not someone<00:33:29.880><c> that</c><00:33:30.000><c> would</c><00:33:30.120><c> buy</c><00:33:30.320><c> on</c><00:33:30.440><c> sale,</c><00:33:30.840><c> but</c> 00:33:31.390 --> 00:33:31.400 align:start position:0% someone that would buy on sale, but 00:33:31.400 --> 00:33:33.470 align:start position:0% someone that would buy on sale, but we're<00:33:31.560><c> getting</c><00:33:31.840><c> now</c><00:33:32.040><c> to</c><00:33:32.160><c> July,</c><00:33:32.520><c> August.</c> 00:33:33.470 --> 00:33:33.480 align:start position:0% we're getting now to July, August. 00:33:33.480 --> 00:33:35.030 align:start position:0% we're getting now to July, August. Everyone<00:33:33.800><c> stop</c><00:33:34.040><c> buying</c><00:33:34.440><c> and</c><00:33:34.560><c> we</c><00:33:34.640><c> all</c><00:33:34.760><c> just</c> 00:33:35.030 --> 00:33:35.040 align:start position:0% Everyone stop buying and we all just 00:33:35.040 --> 00:33:36.470 align:start position:0% Everyone stop buying and we all just wait,<00:33:35.240><c> right?</c><00:33:35.400><c> All</c><00:33:35.480><c> those</c><00:33:35.640><c> big</c><00:33:35.800><c> purchases,</c><00:33:36.360><c> we</c> 00:33:36.470 --> 00:33:36.480 align:start position:0% wait, right? All those big purchases, we 00:33:36.480 --> 00:33:38.270 align:start position:0% wait, right? All those big purchases, we stop<00:33:36.800><c> buying</c><00:33:37.120><c> now</c><00:33:37.320><c> and</c><00:33:37.440><c> we</c><00:33:37.600><c> wait.</c><00:33:37.880><c> And</c><00:33:38.000><c> like</c> 00:33:38.270 --> 00:33:38.280 align:start position:0% stop buying now and we wait. And like 00:33:38.280 --> 00:33:39.190 align:start position:0% stop buying now and we wait. And like what<00:33:38.400><c> a</c> 00:33:39.190 --> 00:33:39.200 align:start position:0% what a 00:33:39.200 --> 00:33:40.670 align:start position:0% what a what<00:33:39.280><c> a</c><00:33:39.320><c> crazy</c><00:33:39.800><c> thing</c><00:33:39.960><c> the</c><00:33:40.040><c> industry's</c><00:33:40.440><c> done</c> 00:33:40.670 --> 00:33:40.680 align:start position:0% what a crazy thing the industry's done 00:33:40.680 --> 00:33:42.150 align:start position:0% what a crazy thing the industry's done to<00:33:40.800><c> train</c><00:33:41.120><c> us</c><00:33:41.600><c> um</c> 00:33:42.150 --> 00:33:42.160 align:start position:0% to train us um 00:33:42.160 --> 00:33:44.230 align:start position:0% to train us um into<00:33:42.520><c> all</c><00:33:42.720><c> waiting</c><00:33:43.440><c> for</c><00:33:43.680><c> this</c><00:33:43.840><c> particular</c> 00:33:44.230 --> 00:33:44.240 align:start position:0% into all waiting for this particular 00:33:44.240 --> 00:33:45.630 align:start position:0% into all waiting for this particular sale<00:33:44.520><c> period.</c> 00:33:45.630 --> 00:33:45.640 align:start position:0% sale period. 00:33:45.640 --> 00:33:47.790 align:start position:0% sale period. >> Yeah,<00:33:45.960><c> it's</c><00:33:46.200><c> a</c><00:33:46.320><c> race</c><00:33:47.120><c> it's</c><00:33:47.240><c> a</c><00:33:47.280><c> race</c><00:33:47.600><c> to</c><00:33:47.720><c> the</c> 00:33:47.790 --> 00:33:47.800 align:start position:0% >> Yeah, it's a race it's a race to the 00:33:47.800 --> 00:33:48.830 align:start position:0% >> Yeah, it's a race it's a race to the bottom.<00:33:48.120><c> That</c><00:33:48.200><c> was</c><00:33:48.360><c> going</c><00:33:48.480><c> to</c><00:33:48.560><c> actually</c><00:33:48.720><c> be</c> 00:33:48.830 --> 00:33:48.840 align:start position:0% bottom. That was going to actually be 00:33:48.840 --> 00:33:50.190 align:start position:0% bottom. That was going to actually be the<00:33:48.920><c> next</c><00:33:49.200><c> thing</c><00:33:49.360><c> I</c><00:33:49.400><c> asked</c><00:33:49.680><c> you</c><00:33:49.720><c> about</c><00:33:49.960><c> anyway</c> 00:33:50.190 --> 00:33:50.200 align:start position:0% the next thing I asked you about anyway 00:33:50.200 --> 00:33:51.710 align:start position:0% the next thing I asked you about anyway was<00:33:50.480><c> the</c><00:33:50.600><c> Black</c><00:33:50.880><c> Friday.</c><00:33:51.120><c> Like</c><00:33:51.280><c> where</c><00:33:51.480><c> are</c><00:33:51.560><c> we</c> 00:33:51.710 --> 00:33:51.720 align:start position:0% was the Black Friday. Like where are we 00:33:51.720 --> 00:33:53.950 align:start position:0% was the Black Friday. Like where are we heading<00:33:52.000><c> with</c><00:33:52.160><c> that</c><00:33:52.400><c> this</c><00:33:52.640><c> year</c><00:33:52.840><c> because</c><00:33:53.720><c> it</c> 00:33:53.950 --> 00:33:53.960 align:start position:0% heading with that this year because it 00:33:53.960 --> 00:33:55.750 align:start position:0% heading with that this year because it gets<00:33:54.280><c> earlier</c><00:33:54.720><c> and</c><00:33:54.840><c> earlier,</c><00:33:55.200><c> longer</c><00:33:55.640><c> and</c> 00:33:55.750 --> 00:33:55.760 align:start position:0% gets earlier and earlier, longer and 00:33:55.760 --> 00:33:58.070 align:start position:0% gets earlier and earlier, longer and longer,<00:33:56.160><c> the</c><00:33:56.280><c> discounts</c><00:33:57.040><c> have</c><00:33:57.240><c> to</c><00:33:57.360><c> be</c><00:33:57.680><c> bigger</c> 00:33:58.070 --> 00:33:58.080 align:start position:0% longer, the discounts have to be bigger 00:33:58.080 --> 00:34:00.190 align:start position:0% longer, the discounts have to be bigger and<00:33:58.240><c> bigger</c><00:33:58.560><c> to</c><00:33:58.680><c> get</c><00:33:58.960><c> customers'</c><00:33:59.480><c> attention.</c> 00:34:00.190 --> 00:34:00.200 align:start position:0% and bigger to get customers' attention. 00:34:00.200 --> 00:34:03.390 align:start position:0% and bigger to get customers' attention. Like<00:34:00.800><c> what's</c><00:34:01.080><c> a</c><00:34:01.480><c> I</c><00:34:01.560><c> I</c><00:34:02.040><c> if</c><00:34:02.360><c> I</c><00:34:02.520><c> was</c><00:34:02.720><c> a</c><00:34:02.800><c> retailer,</c> 00:34:03.390 --> 00:34:03.400 align:start position:0% Like what's a I I if I was a retailer, 00:34:03.400 --> 00:34:05.110 align:start position:0% Like what's a I I if I was a retailer, I'd<00:34:03.520><c> actually</c><00:34:03.920><c> be</c><00:34:04.160><c> really</c><00:34:04.520><c> struggling</c><00:34:05.000><c> to</c> 00:34:05.110 --> 00:34:05.120 align:start position:0% I'd actually be really struggling to 00:34:05.120 --> 00:34:07.350 align:start position:0% I'd actually be really struggling to think<00:34:05.320><c> of</c><00:34:05.440><c> an</c><00:34:05.800><c> innovative</c><00:34:06.320><c> strategy</c><00:34:06.960><c> for</c><00:34:07.280><c> it</c> 00:34:07.350 --> 00:34:07.360 align:start position:0% think of an innovative strategy for it 00:34:07.360 --> 00:34:07.870 align:start position:0% think of an innovative strategy for it this<00:34:07.600><c> year.</c> 00:34:07.870 --> 00:34:07.880 align:start position:0% this year. 00:34:07.880 --> 00:34:10.790 align:start position:0% this year. >> Oh,<00:34:07.960><c> look</c><00:34:08.800><c> like</c><00:34:09.120><c> personally,</c><00:34:09.800><c> I</c><00:34:09.919><c> just</c> 00:34:10.790 --> 00:34:10.800 align:start position:0% >> Oh, look like personally, I just 00:34:10.800 --> 00:34:11.710 align:start position:0% >> Oh, look like personally, I just I<00:34:10.840><c> don't</c><00:34:11.000><c> want</c><00:34:11.120><c> to</c> 00:34:11.710 --> 00:34:11.720 align:start position:0% I don't want to 00:34:11.720 --> 00:34:13.030 align:start position:0% I don't want to There's<00:34:11.960><c> so</c><00:34:12.120><c> many</c><00:34:12.280><c> people</c><00:34:12.480><c> throwing</c><00:34:12.760><c> so</c><00:34:12.879><c> much</c> 00:34:13.030 --> 00:34:13.040 align:start position:0% There's so many people throwing so much 00:34:13.040 --> 00:34:14.550 align:start position:0% There's so many people throwing so much attention<00:34:13.399><c> at</c><00:34:13.520><c> it.</c><00:34:13.639><c> I</c><00:34:13.800><c> just</c><00:34:14.080><c> don't</c><00:34:14.200><c> want</c><00:34:14.320><c> to</c><00:34:14.399><c> be</c> 00:34:14.550 --> 00:34:14.560 align:start position:0% attention at it. I just don't want to be 00:34:14.560 --> 00:34:16.909 align:start position:0% attention at it. I just don't want to be any<00:34:14.840><c> part</c><00:34:15.200><c> of</c><00:34:15.360><c> that</c><00:34:15.760><c> solution.</c><00:34:16.320><c> I'll</c><00:34:16.760><c> I'll</c> 00:34:16.909 --> 00:34:16.919 align:start position:0% any part of that solution. I'll I'll 00:34:16.919 --> 00:34:19.270 align:start position:0% any part of that solution. I'll I'll give<00:34:17.200><c> you</c><00:34:17.879><c> customers</c><00:34:18.720><c> as</c><00:34:18.879><c> part</c><00:34:19.080><c> of</c><00:34:19.159><c> our</c> 00:34:19.270 --> 00:34:19.280 align:start position:0% give you customers as part of our 00:34:19.280 --> 00:34:21.750 align:start position:0% give you customers as part of our platform<00:34:19.800><c> that</c><00:34:19.960><c> you</c><00:34:20.080><c> can</c><00:34:20.360><c> weaponize</c><00:34:20.960><c> and</c><00:34:21.520><c> beat</c> 00:34:21.750 --> 00:34:21.760 align:start position:0% platform that you can weaponize and beat 00:34:21.760 --> 00:34:22.990 align:start position:0% platform that you can weaponize and beat over<00:34:21.919><c> the</c><00:34:22.000><c> head</c><00:34:22.159><c> with</c><00:34:22.320><c> all</c><00:34:22.440><c> your</c><00:34:22.560><c> offers</c><00:34:22.879><c> as</c> 00:34:22.990 --> 00:34:23.000 align:start position:0% over the head with all your offers as 00:34:23.000 --> 00:34:24.510 align:start position:0% over the head with all your offers as soon<00:34:23.240><c> as</c><00:34:23.360><c> you</c><00:34:23.480><c> want</c><00:34:23.600><c> to</c><00:34:23.720><c> run</c><00:34:23.840><c> them.</c><00:34:24.159><c> Whatever.</c> 00:34:24.510 --> 00:34:24.520 align:start position:0% soon as you want to run them. Whatever. 00:34:24.520 --> 00:34:26.190 align:start position:0% soon as you want to run them. Whatever. That's<00:34:24.720><c> got</c><00:34:24.879><c> nothing</c><00:34:25.120><c> to</c><00:34:25.240><c> do</c><00:34:25.399><c> with</c><00:34:25.560><c> me.</c><00:34:25.720><c> My</c><00:34:26.000><c> job</c> 00:34:26.190 --> 00:34:26.200 align:start position:0% That's got nothing to do with me. My job 00:34:26.200 --> 00:34:27.430 align:start position:0% That's got nothing to do with me. My job is<00:34:26.320><c> to</c><00:34:26.399><c> make</c><00:34:26.600><c> sure</c><00:34:26.760><c> that</c><00:34:26.960><c> all</c><00:34:27.159><c> of</c><00:34:27.240><c> those</c> 00:34:27.430 --> 00:34:27.440 align:start position:0% is to make sure that all of those 00:34:27.440 --> 00:34:28.790 align:start position:0% is to make sure that all of those customers<00:34:27.879><c> that</c><00:34:28.000><c> you're</c><00:34:28.080><c> about</c><00:34:28.320><c> to</c><00:34:28.399><c> beat</c><00:34:28.639><c> over</c> 00:34:28.790 --> 00:34:28.800 align:start position:0% customers that you're about to beat over 00:34:28.800 --> 00:34:30.950 align:start position:0% customers that you're about to beat over the<00:34:28.879><c> head,</c><00:34:29.800><c> I'm</c><00:34:29.919><c> hoping</c><00:34:30.320><c> that</c><00:34:30.480><c> I</c><00:34:30.520><c> can</c><00:34:30.679><c> give</c> 00:34:30.950 --> 00:34:30.960 align:start position:0% the head, I'm hoping that I can give 00:34:30.960 --> 00:34:33.350 align:start position:0% the head, I'm hoping that I can give them<00:34:31.080><c> enough</c><00:34:31.520><c> reasons</c><00:34:32.399><c> to</c><00:34:32.560><c> want</c><00:34:32.800><c> to</c><00:34:32.879><c> shop</c><00:34:33.159><c> with</c> 00:34:33.350 --> 00:34:33.360 align:start position:0% them enough reasons to want to shop with 00:34:33.360 --> 00:34:35.590 align:start position:0% them enough reasons to want to shop with you<00:34:34.040><c> every</c><00:34:34.360><c> single</c><00:34:34.639><c> day</c><00:34:34.919><c> that</c><00:34:35.120><c> they're</c><00:34:35.360><c> like</c> 00:34:35.590 --> 00:34:35.600 align:start position:0% you every single day that they're like 00:34:35.600 --> 00:34:36.950 align:start position:0% you every single day that they're like when<00:34:35.760><c> I've</c><00:34:35.879><c> got</c><00:34:36.000><c> a</c><00:34:36.080><c> problem</c><00:34:36.360><c> to</c><00:34:36.440><c> solve</c><00:34:36.840><c> that</c> 00:34:36.950 --> 00:34:36.960 align:start position:0% when I've got a problem to solve that 00:34:36.960 --> 00:34:38.550 align:start position:0% when I've got a problem to solve that involves<00:34:37.360><c> your</c><00:34:37.520><c> product.</c> 00:34:38.550 --> 00:34:38.560 align:start position:0% involves your product. 00:34:38.560 --> 00:34:38.909 align:start position:0% involves your product. >> Yeah. 00:34:38.909 --> 00:34:38.919 align:start position:0% >> Yeah. 00:34:38.919 --> 00:34:40.270 align:start position:0% >> Yeah. >> I<00:34:38.960><c> will</c><00:34:39.120><c> choose</c><00:34:39.480><c> you</c><00:34:39.600><c> and</c><00:34:39.679><c> I'll</c><00:34:39.840><c> choose</c><00:34:40.159><c> you</c> 00:34:40.270 --> 00:34:40.280 align:start position:0% >> I will choose you and I'll choose you 00:34:40.280 --> 00:34:43.190 align:start position:0% >> I will choose you and I'll choose you now<00:34:41.240><c> because</c><00:34:41.960><c> I</c><00:34:42.000><c> have</c><00:34:42.120><c> a</c><00:34:42.200><c> great</c><00:34:42.399><c> experience.</c> 00:34:43.190 --> 00:34:43.200 align:start position:0% now because I have a great experience. 00:34:43.200 --> 00:34:44.389 align:start position:0% now because I have a great experience. I'll<00:34:43.320><c> pick</c><00:34:43.480><c> up</c><00:34:43.560><c> where</c><00:34:43.720><c> I</c><00:34:43.760><c> left</c><00:34:44.040><c> off.</c><00:34:44.240><c> They'll</c> 00:34:44.389 --> 00:34:44.399 align:start position:0% I'll pick up where I left off. They'll 00:34:44.399 --> 00:34:45.510 align:start position:0% I'll pick up where I left off. They'll know<00:34:44.600><c> me.</c> 00:34:45.510 --> 00:34:45.520 align:start position:0% know me. 00:34:45.520 --> 00:34:47.350 align:start position:0% know me. It'll<00:34:45.800><c> I'll</c><00:34:46.000><c> get</c><00:34:46.240><c> some</c><00:34:46.480><c> sort</c><00:34:46.679><c> of</c><00:34:46.760><c> incentive</c><00:34:47.240><c> to</c> 00:34:47.350 --> 00:34:47.360 align:start position:0% It'll I'll get some sort of incentive to 00:34:47.360 --> 00:34:48.869 align:start position:0% It'll I'll get some sort of incentive to make<00:34:47.520><c> it</c><00:34:47.720><c> feel</c><00:34:47.960><c> like</c><00:34:48.120><c> I'm</c><00:34:48.200><c> not</c><00:34:48.360><c> just</c><00:34:48.520><c> paying</c> 00:34:48.869 --> 00:34:48.879 align:start position:0% make it feel like I'm not just paying 00:34:48.879 --> 00:34:50.310 align:start position:0% make it feel like I'm not just paying full<00:34:49.080><c> price.</c><00:34:49.480><c> Like</c><00:34:49.639><c> I</c><00:34:49.800><c> I</c><00:34:49.879><c> feel</c><00:34:50.120><c> like</c><00:34:50.240><c> I'm</c> 00:34:50.310 --> 00:34:50.320 align:start position:0% full price. Like I I feel like I'm 00:34:50.320 --> 00:34:52.990 align:start position:0% full price. Like I I feel like I'm getting<00:34:50.960><c> value,</c><00:34:52.000><c> but</c><00:34:52.240><c> really</c><00:34:52.560><c> work</c><00:34:52.840><c> on</c><00:34:52.919><c> the</c> 00:34:52.990 --> 00:34:53.000 align:start position:0% getting value, but really work on the 00:34:53.000 --> 00:34:55.190 align:start position:0% getting value, but really work on the word<00:34:53.280><c> value,</c><00:34:53.639><c> not</c><00:34:53.840><c> a</c><00:34:53.879><c> deal.</c> 00:34:55.190 --> 00:34:55.200 align:start position:0% word value, not a deal. 00:34:55.200 --> 00:34:56.950 align:start position:0% word value, not a deal. And<00:34:55.399><c> give</c><00:34:55.520><c> me</c><00:34:55.600><c> that</c><00:34:55.800><c> value</c><00:34:56.280><c> and</c><00:34:56.440><c> then</c><00:34:56.600><c> I</c><00:34:56.639><c> won't</c> 00:34:56.950 --> 00:34:56.960 align:start position:0% And give me that value and then I won't 00:34:56.960 --> 00:34:58.630 align:start position:0% And give me that value and then I won't need<00:34:57.160><c> to</c><00:34:57.280><c> worry</c><00:34:57.520><c> about</c><00:34:58.240><c> you</c><00:34:58.320><c> know,</c><00:34:58.400><c> for</c><00:34:58.520><c> that</c> 00:34:58.630 --> 00:34:58.640 align:start position:0% need to worry about you know, for that 00:34:58.640 --> 00:35:00.750 align:start position:0% need to worry about you know, for that other<00:34:58.840><c> brands,</c><00:34:59.400><c> definitely</c><00:34:59.680><c> not</c><00:35:00.280><c> waiting</c><00:35:00.640><c> for</c> 00:35:00.750 --> 00:35:00.760 align:start position:0% other brands, definitely not waiting for 00:35:00.760 --> 00:35:02.870 align:start position:0% other brands, definitely not waiting for them<00:35:01.280><c> for</c><00:35:01.400><c> Black</c><00:35:01.640><c> Friday,</c><00:35:01.880><c> but</c><00:35:02.040><c> for</c><00:35:02.160><c> you,</c><00:35:02.840><c> I</c> 00:35:02.870 --> 00:35:02.880 align:start position:0% them for Black Friday, but for you, I 00:35:02.880 --> 00:35:04.350 align:start position:0% them for Black Friday, but for you, I need<00:35:03.080><c> it</c><00:35:03.200><c> now</c><00:35:03.480><c> and</c><00:35:03.600><c> having</c><00:35:03.840><c> 3</c><00:35:04.040><c> months</c><00:35:04.280><c> of</c> 00:35:04.350 --> 00:35:04.360 align:start position:0% need it now and having 3 months of 00:35:04.360 --> 00:35:05.590 align:start position:0% need it now and having 3 months of enjoyment<00:35:04.720><c> of</c><00:35:04.800><c> that</c><00:35:04.960><c> product,</c><00:35:05.280><c> I'm</c><00:35:05.360><c> actually</c> 00:35:05.590 --> 00:35:05.600 align:start position:0% enjoyment of that product, I'm actually 00:35:05.600 --> 00:35:06.710 align:start position:0% enjoyment of that product, I'm actually going<00:35:05.720><c> to</c><00:35:05.800><c> really</c><00:35:05.960><c> appreciate</c><00:35:06.440><c> that.</c><00:35:06.600><c> So</c><00:35:06.680><c> I'm</c> 00:35:06.710 --> 00:35:06.720 align:start position:0% going to really appreciate that. So I'm 00:35:06.720 --> 00:35:07.950 align:start position:0% going to really appreciate that. So I'm just<00:35:06.840><c> going</c><00:35:06.960><c> to</c><00:35:07.000><c> come</c><00:35:07.160><c> and</c><00:35:07.240><c> shop</c><00:35:07.400><c> with</c><00:35:07.560><c> you.</c> 00:35:07.950 --> 00:35:07.960 align:start position:0% just going to come and shop with you. 00:35:07.960 --> 00:35:09.910 align:start position:0% just going to come and shop with you. >> Um<00:35:08.360><c> that's</c><00:35:08.640><c> the</c><00:35:08.720><c> sort</c><00:35:08.920><c> of</c><00:35:08.960><c> stuff</c><00:35:09.160><c> that</c><00:35:09.320><c> I'm</c><00:35:09.840><c> So</c> 00:35:09.910 --> 00:35:09.920 align:start position:0% >> Um that's the sort of stuff that I'm So 00:35:09.920 --> 00:35:11.150 align:start position:0% >> Um that's the sort of stuff that I'm So I'm<00:35:10.040><c> trying</c><00:35:10.280><c> to</c><00:35:10.320><c> build</c><00:35:10.520><c> an</c><00:35:10.640><c> alternative.</c> 00:35:11.150 --> 00:35:11.160 align:start position:0% I'm trying to build an alternative. 00:35:11.160 --> 00:35:11.470 align:start position:0% I'm trying to build an alternative. >> Yeah. 00:35:11.470 --> 00:35:11.480 align:start position:0% >> Yeah. 00:35:11.480 --> 00:35:13.550 align:start position:0% >> Yeah. >> I'm<00:35:11.560><c> never</c><00:35:11.760><c> going</c><00:35:11.880><c> to</c><00:35:12.000><c> win.</c><00:35:12.360><c> Like</c><00:35:12.640><c> I</c><00:35:12.760><c> can't</c> 00:35:13.550 --> 00:35:13.560 align:start position:0% >> I'm never going to win. Like I can't 00:35:13.560 --> 00:35:15.110 align:start position:0% >> I'm never going to win. Like I can't It's<00:35:13.840><c> the</c><00:35:14.000><c> force</c><00:35:14.280><c> of</c><00:35:14.400><c> gravity</c><00:35:14.800><c> on</c><00:35:14.920><c> Black</c> 00:35:15.110 --> 00:35:15.120 align:start position:0% It's the force of gravity on Black 00:35:15.120 --> 00:35:17.070 align:start position:0% It's the force of gravity on Black Friday<00:35:15.440><c> is</c><00:35:15.520><c> just</c><00:35:15.720><c> too</c><00:35:15.880><c> huge,</c><00:35:16.760><c> but</c><00:35:16.880><c> there</c><00:35:17.000><c> are</c> 00:35:17.070 --> 00:35:17.080 align:start position:0% Friday is just too huge, but there are 00:35:17.080 --> 00:35:18.550 align:start position:0% Friday is just too huge, but there are some<00:35:17.280><c> brands</c><00:35:17.560><c> out</c><00:35:17.680><c> Patagonia,</c><00:35:18.280><c> there's</c><00:35:18.440><c> some</c> 00:35:18.550 --> 00:35:18.560 align:start position:0% some brands out Patagonia, there's some 00:35:18.560 --> 00:35:20.150 align:start position:0% some brands out Patagonia, there's some brands<00:35:18.840><c> out</c><00:35:18.960><c> there</c><00:35:19.120><c> that</c><00:35:19.280><c> don't</c><00:35:19.560><c> participate</c> 00:35:20.150 --> 00:35:20.160 align:start position:0% brands out there that don't participate 00:35:20.160 --> 00:35:22.390 align:start position:0% brands out there that don't participate in<00:35:20.240><c> that.</c><00:35:21.000><c> And</c><00:35:21.600><c> you</c><00:35:21.680><c> know,</c><00:35:21.800><c> they're</c><00:35:21.960><c> not</c><00:35:22.120><c> part</c> 00:35:22.390 --> 00:35:22.400 align:start position:0% in that. And you know, they're not part 00:35:22.400 --> 00:35:24.150 align:start position:0% in that. And you know, they're not part of<00:35:22.480><c> the</c><00:35:22.560><c> sort</c><00:35:22.680><c> of</c><00:35:22.760><c> blood</c><00:35:23.000><c> in</c><00:35:23.080><c> the</c><00:35:23.160><c> water</c><00:35:24.000><c> sort</c> 00:35:24.150 --> 00:35:24.160 align:start position:0% of the sort of blood in the water sort 00:35:24.160 --> 00:35:26.110 align:start position:0% of the sort of blood in the water sort of<00:35:24.240><c> experience,</c><00:35:24.880><c> but</c><00:35:25.320><c> their</c><00:35:25.520><c> sales</c><00:35:26.000><c> are</c> 00:35:26.110 --> 00:35:26.120 align:start position:0% of experience, but their sales are 00:35:26.120 --> 00:35:27.550 align:start position:0% of experience, but their sales are pretty<00:35:26.320><c> consistent</c><00:35:26.800><c> all</c><00:35:26.960><c> the</c><00:35:27.040><c> way</c><00:35:27.240><c> through</c> 00:35:27.550 --> 00:35:27.560 align:start position:0% pretty consistent all the way through 00:35:27.560 --> 00:35:29.270 align:start position:0% pretty consistent all the way through and<00:35:27.720><c> they</c><00:35:28.200><c> and</c><00:35:28.360><c> their</c><00:35:28.480><c> margins</c><00:35:28.960><c> are</c><00:35:29.040><c> much</c> 00:35:29.270 --> 00:35:29.280 align:start position:0% and they and their margins are much 00:35:29.280 --> 00:35:30.710 align:start position:0% and they and their margins are much higher.<00:35:29.640><c> So</c><00:35:29.800><c> they</c><00:35:29.960><c> just</c><00:35:30.160><c> get</c><00:35:30.320><c> to</c><00:35:30.400><c> hold</c><00:35:30.640><c> the</c> 00:35:30.710 --> 00:35:30.720 align:start position:0% higher. So they just get to hold the 00:35:30.720 --> 00:35:32.590 align:start position:0% higher. So they just get to hold the line<00:35:31.040><c> and</c><00:35:31.160><c> not</c><00:35:31.480><c> get</c><00:35:31.840><c> caught</c><00:35:32.160><c> up</c><00:35:32.280><c> in</c><00:35:32.400><c> all</c><00:35:32.520><c> of</c> 00:35:32.590 --> 00:35:32.600 align:start position:0% line and not get caught up in all of 00:35:32.600 --> 00:35:33.710 align:start position:0% line and not get caught up in all of that. 00:35:33.710 --> 00:35:33.720 align:start position:0% that. 00:35:33.720 --> 00:35:35.470 align:start position:0% that. >> Yeah.<00:35:33.920><c> Yeah,</c><00:35:34.160><c> absolutely.</c><00:35:34.800><c> And</c><00:35:35.000><c> I</c><00:35:35.080><c> think</c><00:35:35.320><c> like</c> 00:35:35.470 --> 00:35:35.480 align:start position:0% >> Yeah. Yeah, absolutely. And I think like 00:35:35.480 --> 00:35:37.150 align:start position:0% >> Yeah. Yeah, absolutely. And I think like all<00:35:35.640><c> the</c><00:35:35.760><c> stuff</c><00:35:36.000><c> we've</c><00:35:36.160><c> talked</c><00:35:36.520><c> about</c><00:35:36.800><c> today</c> 00:35:37.150 --> 00:35:37.160 align:start position:0% all the stuff we've talked about today 00:35:37.160 --> 00:35:39.230 align:start position:0% all the stuff we've talked about today to<00:35:37.320><c> me</c><00:35:37.480><c> is</c><00:35:37.640><c> stuff</c><00:35:37.920><c> too</c><00:35:38.160><c> that</c><00:35:38.280><c> like</c><00:35:38.680><c> you</c><00:35:38.960><c> you</c><00:35:39.080><c> get</c> 00:35:39.230 --> 00:35:39.240 align:start position:0% to me is stuff too that like you you get 00:35:39.240 --> 00:35:40.990 align:start position:0% to me is stuff too that like you you get a<00:35:39.280><c> lot</c><00:35:39.480><c> of</c><00:35:39.600><c> first</c><00:35:39.920><c> time</c><00:35:40.160><c> customers</c><00:35:40.720><c> around</c> 00:35:40.990 --> 00:35:41.000 align:start position:0% a lot of first time customers around 00:35:41.000 --> 00:35:42.110 align:start position:0% a lot of first time customers around that<00:35:41.160><c> time</c><00:35:41.360><c> of</c><00:35:41.440><c> year</c><00:35:41.600><c> or</c><00:35:41.720><c> on</c><00:35:41.800><c> one-off</c> 00:35:42.110 --> 00:35:42.120 align:start position:0% that time of year or on one-off 00:35:42.120 --> 00:35:45.110 align:start position:0% that time of year or on one-off customers.<00:35:43.200><c> And</c><00:35:43.800><c> you've</c><00:35:44.160><c> there's</c><00:35:44.400><c> 4</c><00:35:44.800><c> weeks</c> 00:35:45.110 --> 00:35:45.120 align:start position:0% customers. And you've there's 4 weeks 00:35:45.120 --> 00:35:47.590 align:start position:0% customers. And you've there's 4 weeks between<00:35:45.840><c> Black</c><00:35:46.160><c> Friday</c><00:35:46.600><c> and</c><00:35:47.000><c> Christmas,</c> 00:35:47.590 --> 00:35:47.600 align:start position:0% between Black Friday and Christmas, 00:35:47.600 --> 00:35:48.030 align:start position:0% between Black Friday and Christmas, which 00:35:48.030 --> 00:35:48.040 align:start position:0% which 00:35:48.040 --> 00:35:48.390 align:start position:0% which >> Yeah. 00:35:48.390 --> 00:35:48.400 align:start position:0% >> Yeah. 00:35:48.400 --> 00:35:49.550 align:start position:0% >> Yeah. >> there's<00:35:48.640><c> still</c><00:35:48.840><c> people</c><00:35:49.160><c> have</c><00:35:49.320><c> to</c><00:35:49.400><c> do</c> 00:35:49.550 --> 00:35:49.560 align:start position:0% >> there's still people have to do 00:35:49.560 --> 00:35:51.430 align:start position:0% >> there's still people have to do Christmas<00:35:49.960><c> shopping</c><00:35:50.320><c> and</c><00:35:50.440><c> I</c><00:35:50.480><c> think</c><00:35:51.120><c> the</c><00:35:51.240><c> thing</c> 00:35:51.430 --> 00:35:51.440 align:start position:0% Christmas shopping and I think the thing 00:35:51.440 --> 00:35:52.910 align:start position:0% Christmas shopping and I think the thing I've<00:35:51.600><c> seen</c><00:35:51.840><c> is</c><00:35:52.000><c> I</c><00:35:52.040><c> think</c><00:35:52.400><c> people</c><00:35:52.720><c> there's</c><00:35:52.880><c> a</c> 00:35:52.910 --> 00:35:52.920 align:start position:0% I've seen is I think people there's a 00:35:52.920 --> 00:35:55.310 align:start position:0% I've seen is I think people there's a lot<00:35:53.120><c> of</c><00:35:53.240><c> fatigue</c><00:35:53.840><c> where</c><00:35:54.000><c> I</c><00:35:54.080><c> think</c><00:35:54.320><c> people</c><00:35:55.000><c> they</c> 00:35:55.310 --> 00:35:55.320 align:start position:0% lot of fatigue where I think people they 00:35:55.320 --> 00:35:57.670 align:start position:0% lot of fatigue where I think people they to<00:35:55.520><c> try</c><00:35:55.800><c> and</c><00:35:56.040><c> go</c><00:35:56.440><c> earlier</c><00:35:56.920><c> and</c><00:35:57.080><c> harder</c><00:35:57.520><c> and</c> 00:35:57.670 --> 00:35:57.680 align:start position:0% to try and go earlier and harder and 00:35:57.680 --> 00:35:59.470 align:start position:0% to try and go earlier and harder and faster<00:35:58.080><c> with</c><00:35:58.240><c> Black</c><00:35:58.480><c> Friday,</c><00:35:58.920><c> I</c><00:35:59.000><c> see</c><00:35:59.280><c> like</c> 00:35:59.470 --> 00:35:59.480 align:start position:0% faster with Black Friday, I see like 00:35:59.480 --> 00:36:02.110 align:start position:0% faster with Black Friday, I see like across<00:35:59.840><c> the</c><00:36:00.000><c> e-commerce</c><00:36:01.000><c> industry</c><00:36:01.520><c> and</c><00:36:01.760><c> on</c> 00:36:02.110 --> 00:36:02.120 align:start position:0% across the e-commerce industry and on 00:36:02.120 --> 00:36:03.790 align:start position:0% across the e-commerce industry and on the<00:36:02.240><c> same</c><00:36:02.600><c> I</c><00:36:02.840><c> I</c><00:36:02.880><c> kind</c><00:36:03.160><c> of</c><00:36:03.200><c> want</c><00:36:03.320><c> to</c><00:36:03.400><c> put</c><00:36:03.520><c> the</c><00:36:03.600><c> cue</c> 00:36:03.790 --> 00:36:03.800 align:start position:0% the same I I kind of want to put the cue 00:36:03.800 --> 00:36:05.510 align:start position:0% the same I I kind of want to put the cue in<00:36:03.880><c> the</c><00:36:03.960><c> rack</c><00:36:04.200><c> after</c><00:36:04.480><c> Black</c><00:36:04.800><c> Friday</c><00:36:05.200><c> and</c><00:36:05.320><c> have</c> 00:36:05.510 --> 00:36:05.520 align:start position:0% in the rack after Black Friday and have 00:36:05.520 --> 00:36:06.270 align:start position:0% in the rack after Black Friday and have that 00:36:06.270 --> 00:36:06.280 align:start position:0% that 00:36:06.280 --> 00:36:08.470 align:start position:0% that last<00:36:06.600><c> few</c><00:36:06.760><c> weeks</c><00:36:07.040><c> doing</c><00:36:07.360><c> long</c><00:36:07.640><c> lunches</c><00:36:08.120><c> before</c> 00:36:08.470 --> 00:36:08.480 align:start position:0% last few weeks doing long lunches before 00:36:08.480 --> 00:36:10.390 align:start position:0% last few weeks doing long lunches before Christmas,<00:36:09.040><c> but</c><00:36:09.560><c> that</c><00:36:09.800><c> that's</c><00:36:10.040><c> actually</c> 00:36:10.390 --> 00:36:10.400 align:start position:0% Christmas, but that that's actually 00:36:10.400 --> 00:36:12.310 align:start position:0% Christmas, but that that's actually there's<00:36:10.800><c> a</c><00:36:10.880><c> lot</c><00:36:11.200><c> of</c><00:36:11.360><c> opportunity</c><00:36:11.960><c> in</c><00:36:12.120><c> that</c> 00:36:12.310 --> 00:36:12.320 align:start position:0% there's a lot of opportunity in that 00:36:12.320 --> 00:36:14.390 align:start position:0% there's a lot of opportunity in that window<00:36:12.760><c> to</c><00:36:12.960><c> use</c><00:36:13.280><c> all</c><00:36:13.400><c> that</c><00:36:13.640><c> customer</c><00:36:14.080><c> growth</c> 00:36:14.390 --> 00:36:14.400 align:start position:0% window to use all that customer growth 00:36:14.400 --> 00:36:16.350 align:start position:0% window to use all that customer growth you've<00:36:14.520><c> had</c><00:36:14.760><c> over</c><00:36:14.960><c> that</c><00:36:15.160><c> period</c><00:36:15.720><c> to</c><00:36:16.200><c> to</c> 00:36:16.350 --> 00:36:16.360 align:start position:0% you've had over that period to to 00:36:16.360 --> 00:36:18.950 align:start position:0% you've had over that period to to re-engage<00:36:17.280><c> while</c><00:36:17.720><c> while</c><00:36:18.360><c> there's</c> 00:36:18.950 --> 00:36:18.960 align:start position:0% re-engage while while there's 00:36:18.960 --> 00:36:21.670 align:start position:0% re-engage while while there's >> still<00:36:19.640><c> an</c><00:36:19.880><c> iron</c><00:36:20.120><c> in</c><00:36:20.200><c> the</c><00:36:20.280><c> fire</c><00:36:20.680><c> there.</c><00:36:20.960><c> So</c> 00:36:21.670 --> 00:36:21.680 align:start position:0% >> still an iron in the fire there. So 00:36:21.680 --> 00:36:22.990 align:start position:0% >> still an iron in the fire there. So >> As<00:36:21.760><c> long</c><00:36:21.880><c> as</c><00:36:21.960><c> you</c><00:36:22.040><c> give</c><00:36:22.160><c> yourself</c><00:36:22.600><c> some</c><00:36:22.760><c> room</c> 00:36:22.990 --> 00:36:23.000 align:start position:0% >> As long as you give yourself some room 00:36:23.000 --> 00:36:24.590 align:start position:0% >> As long as you give yourself some room to<00:36:23.320><c> to</c><00:36:23.440><c> use</c><00:36:23.680><c> it</c><00:36:23.800><c> though.</c><00:36:23.960><c> I</c><00:36:24.000><c> think</c><00:36:24.360><c> I</c><00:36:24.400><c> think</c> 00:36:24.590 --> 00:36:24.600 align:start position:0% to to use it though. I think I think 00:36:24.600 --> 00:36:26.310 align:start position:0% to to use it though. I think I think they<00:36:24.720><c> just</c><00:36:25.280><c> the</c><00:36:25.320><c> brands</c><00:36:25.720><c> use</c><00:36:25.880><c> up</c><00:36:26.000><c> all</c><00:36:26.120><c> their</c> 00:36:26.310 --> 00:36:26.320 align:start position:0% they just the brands use up all their 00:36:26.320 --> 00:36:27.910 align:start position:0% they just the brands use up all their oxygen<00:36:26.800><c> too,</c><00:36:27.000><c> right?</c><00:36:27.280><c> So</c><00:36:27.400><c> they</c><00:36:27.600><c> go,</c><00:36:27.720><c> "I've</c><00:36:27.800><c> got</c> 00:36:27.910 --> 00:36:27.920 align:start position:0% oxygen too, right? So they go, "I've got 00:36:27.920 --> 00:36:29.750 align:start position:0% oxygen too, right? So they go, "I've got nothing<00:36:28.240><c> left.</c><00:36:28.520><c> I've</c><00:36:28.600><c> got</c><00:36:28.760><c> no</c><00:36:29.400><c> I've</c><00:36:29.480><c> got</c><00:36:29.600><c> no</c> 00:36:29.750 --> 00:36:29.760 align:start position:0% nothing left. I've got no I've got no 00:36:29.760 --> 00:36:31.190 align:start position:0% nothing left. I've got no I've got no offers<00:36:30.080><c> to</c><00:36:30.200><c> give</c><00:36:30.440><c> you.</c><00:36:30.560><c> I've</c><00:36:30.800><c> like</c><00:36:30.960><c> I</c><00:36:31.000><c> gave</c><00:36:31.160><c> you</c> 00:36:31.190 --> 00:36:31.200 align:start position:0% offers to give you. I've like I gave you 00:36:31.200 --> 00:36:32.630 align:start position:0% offers to give you. I've like I gave you literally<00:36:31.560><c> everything.</c><00:36:31.920><c> I've</c><00:36:32.040><c> lost</c><00:36:32.280><c> money</c><00:36:32.520><c> on</c> 00:36:32.630 --> 00:36:32.640 align:start position:0% literally everything. I've lost money on 00:36:32.640 --> 00:36:34.110 align:start position:0% literally everything. I've lost money on the<00:36:32.760><c> sale.</c><00:36:33.040><c> How</c><00:36:33.160><c> can</c><00:36:33.280><c> I</c><00:36:33.360><c> possibly</c><00:36:33.800><c> give</c><00:36:33.960><c> you</c><00:36:34.080><c> a</c> 00:36:34.110 --> 00:36:34.120 align:start position:0% the sale. How can I possibly give you a 00:36:34.120 --> 00:36:35.470 align:start position:0% the sale. How can I possibly give you a better<00:36:34.360><c> follow-up</c><00:36:34.720><c> experience</c><00:36:35.200><c> cuz</c><00:36:35.360><c> I'm</c> 00:36:35.470 --> 00:36:35.480 align:start position:0% better follow-up experience cuz I'm 00:36:35.480 --> 00:36:37.390 align:start position:0% better follow-up experience cuz I'm already<00:36:36.280><c> and</c><00:36:36.480><c> all</c><00:36:36.600><c> those</c><00:36:36.800><c> returns</c><00:36:37.240><c> that</c><00:36:37.360><c> are</c> 00:36:37.390 --> 00:36:37.400 align:start position:0% already and all those returns that are 00:36:37.400 --> 00:36:39.590 align:start position:0% already and all those returns that are now<00:36:37.600><c> flowing</c><00:36:37.960><c> back</c><00:36:38.160><c> in</c><00:36:38.320><c> in</c><00:36:38.720><c> in</c><00:36:39.000><c> late</c><00:36:39.240><c> November,</c> 00:36:39.590 --> 00:36:39.600 align:start position:0% now flowing back in in in late November, 00:36:39.600 --> 00:36:41.910 align:start position:0% now flowing back in in in late November, December,<00:36:40.080><c> like</c><00:36:40.760><c> man,</c><00:36:41.240><c> like</c><00:36:41.440><c> once</c><00:36:41.600><c> that</c><00:36:41.760><c> whole</c> 00:36:41.910 --> 00:36:41.920 align:start position:0% December, like man, like once that whole 00:36:41.920 --> 00:36:44.590 align:start position:0% December, like man, like once that whole quarter<00:36:42.560><c> gets</c><00:36:42.960><c> finished</c> 00:36:44.590 --> 00:36:44.600 align:start position:0% quarter gets finished 00:36:44.600 --> 00:36:46.390 align:start position:0% quarter gets finished like<00:36:45.000><c> a</c><00:36:45.120><c> whole</c><00:36:45.360><c> lot</c><00:36:45.480><c> of</c><00:36:45.560><c> activity,</c><00:36:46.040><c> but</c><00:36:46.240><c> who</c> 00:36:46.390 --> 00:36:46.400 align:start position:0% like a whole lot of activity, but who 00:36:46.400 --> 00:36:48.270 align:start position:0% like a whole lot of activity, but who actually<00:36:46.640><c> made</c><00:36:46.840><c> some</c><00:36:46.960><c> money,</c><00:36:47.280><c> right?</c><00:36:47.600><c> So,</c> 00:36:48.270 --> 00:36:48.280 align:start position:0% actually made some money, right? So, 00:36:48.280 --> 00:36:49.990 align:start position:0% actually made some money, right? So, what<00:36:48.480><c> you</c><00:36:48.600><c> do</c><00:36:48.760><c> with</c><00:36:48.880><c> those</c><00:36:49.040><c> customers</c><00:36:49.600><c> though</c> 00:36:49.990 --> 00:36:50.000 align:start position:0% what you do with those customers though 00:36:50.000 --> 00:36:50.950 align:start position:0% what you do with those customers though and 00:36:50.950 --> 00:36:50.960 align:start position:0% and 00:36:50.960 --> 00:36:52.350 align:start position:0% and don't<00:36:51.160><c> be</c><00:36:51.240><c> disheartened</c><00:36:51.760><c> when</c><00:36:51.920><c> most</c><00:36:52.160><c> of</c><00:36:52.240><c> them</c> 00:36:52.350 --> 00:36:52.360 align:start position:0% don't be disheartened when most of them 00:36:52.360 --> 00:36:54.070 align:start position:0% don't be disheartened when most of them don't<00:36:52.600><c> come</c><00:36:52.800><c> back</c><00:36:53.120><c> cuz</c><00:36:53.320><c> they</c><00:36:53.440><c> won't</c><00:36:53.920><c> cuz</c> 00:36:54.070 --> 00:36:54.080 align:start position:0% don't come back cuz they won't cuz 00:36:54.080 --> 00:36:56.110 align:start position:0% don't come back cuz they won't cuz they're<00:36:54.480><c> not</c><00:36:55.120><c> your</c><00:36:55.320><c> type</c><00:36:55.600><c> of</c><00:36:55.680><c> customer.</c> 00:36:56.110 --> 00:36:56.120 align:start position:0% they're not your type of customer. 00:36:56.120 --> 00:36:58.070 align:start position:0% they're not your type of customer. They're<00:36:56.240><c> not</c><00:36:56.400><c> part</c><00:36:56.640><c> of</c><00:36:56.720><c> your</c><00:36:56.800><c> tribe.</c><00:36:57.400><c> They're</c> 00:36:58.070 --> 00:36:58.080 align:start position:0% They're not part of your tribe. They're 00:36:58.080 --> 00:36:59.830 align:start position:0% They're not part of your tribe. They're just<00:36:58.280><c> people</c><00:36:58.560><c> who</c><00:36:58.800><c> look</c><00:36:59.080><c> for</c><00:36:59.200><c> a</c><00:36:59.240><c> deal</c><00:36:59.560><c> in</c><00:36:59.680><c> that</c> 00:36:59.830 --> 00:36:59.840 align:start position:0% just people who look for a deal in that 00:36:59.840 --> 00:37:01.350 align:start position:0% just people who look for a deal in that product<00:37:00.160><c> that</c><00:37:00.360><c> you</c><00:37:00.480><c> just</c><00:37:00.720><c> happen</c><00:37:01.000><c> to</c><00:37:01.120><c> sell</c> 00:37:01.350 --> 00:37:01.360 align:start position:0% product that you just happen to sell 00:37:01.360 --> 00:37:03.190 align:start position:0% product that you just happen to sell that<00:37:01.520><c> happened</c><00:37:01.920><c> to</c><00:37:02.000><c> have</c><00:37:02.200><c> your</c><00:37:02.360><c> brand</c><00:37:02.720><c> logo</c><00:37:03.080><c> on</c> 00:37:03.190 --> 00:37:03.200 align:start position:0% that happened to have your brand logo on 00:37:03.200 --> 00:37:06.270 align:start position:0% that happened to have your brand logo on it.<00:37:03.920><c> Um</c><00:37:04.480><c> so,</c><00:37:04.840><c> yeah,</c><00:37:05.160><c> I</c><00:37:05.280><c> I</c><00:37:05.400><c> did</c><00:37:05.600><c> so</c><00:37:05.960><c> you</c><00:37:06.040><c> just</c><00:37:06.160><c> got</c> 00:37:06.270 --> 00:37:06.280 align:start position:0% it. Um so, yeah, I I did so you just got 00:37:06.280 --> 00:37:07.150 align:start position:0% it. Um so, yeah, I I did so you just got to 00:37:07.150 --> 00:37:07.160 align:start position:0% to 00:37:07.160 --> 00:37:09.110 align:start position:0% to filter<00:37:07.560><c> out</c><00:37:07.760><c> all</c><00:37:07.920><c> the</c><00:37:08.400><c> the</c><00:37:08.520><c> ones</c><00:37:08.800><c> that</c><00:37:08.920><c> are</c><00:37:09.000><c> in</c> 00:37:09.110 --> 00:37:09.120 align:start position:0% filter out all the the ones that are in 00:37:09.120 --> 00:37:10.550 align:start position:0% filter out all the the ones that are in amongst<00:37:09.400><c> that</c><00:37:09.560><c> that</c><00:37:09.680><c> were</c><00:37:09.800><c> really</c><00:37:10.080><c> good</c><00:37:10.440><c> and</c> 00:37:10.550 --> 00:37:10.560 align:start position:0% amongst that that were really good and 00:37:10.560 --> 00:37:11.790 align:start position:0% amongst that that were really good and try<00:37:10.680><c> to</c><00:37:10.800><c> get</c><00:37:10.960><c> them</c><00:37:11.080><c> on</c><00:37:11.200><c> the</c><00:37:11.240><c> train</c><00:37:11.600><c> so</c><00:37:11.680><c> that</c> 00:37:11.790 --> 00:37:11.800 align:start position:0% try to get them on the train so that 00:37:11.800 --> 00:37:13.630 align:start position:0% try to get them on the train so that next<00:37:12.200><c> year</c><00:37:12.360><c> hopefully</c><00:37:12.880><c> they</c><00:37:13.040><c> won't</c><00:37:13.400><c> be</c><00:37:13.520><c> the</c> 00:37:13.630 --> 00:37:13.640 align:start position:0% next year hopefully they won't be the 00:37:13.640 --> 00:37:14.750 align:start position:0% next year hopefully they won't be the ones 00:37:14.750 --> 00:37:14.760 align:start position:0% ones 00:37:14.760 --> 00:37:16.910 align:start position:0% ones that<00:37:15.000><c> chew</c><00:37:15.240><c> up</c><00:37:15.480><c> that</c><00:37:16.120><c> that</c><00:37:16.320><c> sort</c><00:37:16.440><c> of</c><00:37:16.680><c> low</c> 00:37:16.910 --> 00:37:16.920 align:start position:0% that chew up that that sort of low 00:37:16.920 --> 00:37:18.950 align:start position:0% that chew up that that sort of low margin<00:37:17.720><c> activity.</c><00:37:18.360><c> You</c><00:37:18.400><c> sort</c><00:37:18.560><c> of</c><00:37:18.640><c> want</c><00:37:18.880><c> your</c> 00:37:18.950 --> 00:37:18.960 align:start position:0% margin activity. You sort of want your 00:37:18.960 --> 00:37:21.110 align:start position:0% margin activity. You sort of want your best<00:37:19.160><c> customers</c><00:37:19.560><c> not</c><00:37:19.720><c> to</c><00:37:19.800><c> be</c><00:37:19.880><c> part</c><00:37:20.160><c> of</c><00:37:20.200><c> that.</c> 00:37:21.110 --> 00:37:21.120 align:start position:0% best customers not to be part of that. 00:37:21.120 --> 00:37:23.230 align:start position:0% best customers not to be part of that. >> Yeah.<00:37:21.800><c> No,</c><00:37:21.920><c> absolutely.</c><00:37:22.520><c> And</c><00:37:22.600><c> look,</c><00:37:22.880><c> Danny,</c> 00:37:23.230 --> 00:37:23.240 align:start position:0% >> Yeah. No, absolutely. And look, Danny, 00:37:23.240 --> 00:37:24.750 align:start position:0% >> Yeah. No, absolutely. And look, Danny, I'm<00:37:23.680><c> I'm</c><00:37:23.840><c> going</c><00:37:24.000><c> to</c><00:37:24.080><c> wrap</c><00:37:24.280><c> it</c><00:37:24.360><c> up</c><00:37:24.480><c> there.</c><00:37:24.600><c> Like</c> 00:37:24.750 --> 00:37:24.760 align:start position:0% I'm I'm going to wrap it up there. Like 00:37:24.760 --> 00:37:26.110 align:start position:0% I'm I'm going to wrap it up there. Like I<00:37:24.840><c> said,</c><00:37:25.040><c> but</c><00:37:25.120><c> I've</c><00:37:25.160><c> got</c><00:37:25.240><c> about</c><00:37:25.480><c> 15</c><00:37:25.920><c> other</c> 00:37:26.110 --> 00:37:26.120 align:start position:0% I said, but I've got about 15 other 00:37:26.120 --> 00:37:28.350 align:start position:0% I said, but I've got about 15 other questions<00:37:26.600><c> I</c><00:37:26.680><c> can</c><00:37:26.920><c> could</c><00:37:27.160><c> ask</c><00:37:27.480><c> you,</c><00:37:27.560><c> but</c> 00:37:28.350 --> 00:37:28.360 align:start position:0% questions I can could ask you, but 00:37:28.360 --> 00:37:30.270 align:start position:0% questions I can could ask you, but I<00:37:28.400><c> always</c><00:37:29.040><c> when</c><00:37:29.200><c> it</c><00:37:29.400><c> Maybe</c><00:37:29.640><c> we</c><00:37:29.760><c> do.</c><00:37:30.000><c> Yeah,</c><00:37:30.200><c> I</c> 00:37:30.270 --> 00:37:30.280 align:start position:0% I always when it Maybe we do. Yeah, I 00:37:30.280 --> 00:37:32.230 align:start position:0% I always when it Maybe we do. Yeah, I think<00:37:30.560><c> and</c><00:37:30.760><c> um</c><00:37:31.360><c> I</c><00:37:31.400><c> I</c><00:37:31.480><c> think</c><00:37:31.680><c> every</c><00:37:31.880><c> time</c><00:37:32.120><c> we</c> 00:37:32.230 --> 00:37:32.240 align:start position:0% think and um I I think every time we 00:37:32.240 --> 00:37:33.870 align:start position:0% think and um I I think every time we chat<00:37:32.560><c> like</c><00:37:32.760><c> I</c><00:37:32.800><c> think</c><00:37:33.040><c> the</c><00:37:33.120><c> thing</c><00:37:33.360><c> you</c><00:37:33.480><c> can</c><00:37:33.600><c> take</c> 00:37:33.870 --> 00:37:33.880 align:start position:0% chat like I think the thing you can take 00:37:33.880 --> 00:37:36.230 align:start position:0% chat like I think the thing you can take away<00:37:34.360><c> is</c><00:37:35.160><c> that</c><00:37:35.480><c> there's</c> 00:37:36.230 --> 00:37:36.240 align:start position:0% away is that there's 00:37:36.240 --> 00:37:38.510 align:start position:0% away is that there's have<00:37:36.520><c> good</c><00:37:36.760><c> quality</c><00:37:37.240><c> data.</c> 00:37:38.510 --> 00:37:38.520 align:start position:0% have good quality data. 00:37:38.520 --> 00:37:40.510 align:start position:0% have good quality data. Understand<00:37:39.200><c> your</c><00:37:39.280><c> customers</c><00:37:40.200><c> and</c><00:37:40.320><c> do</c> 00:37:40.510 --> 00:37:40.520 align:start position:0% Understand your customers and do 00:37:40.520 --> 00:37:42.230 align:start position:0% Understand your customers and do practical<00:37:41.040><c> stuff</c><00:37:41.320><c> with</c><00:37:41.480><c> it.</c><00:37:41.640><c> Like</c><00:37:42.000><c> there's</c> 00:37:42.230 --> 00:37:42.240 align:start position:0% practical stuff with it. Like there's 00:37:42.240 --> 00:37:43.950 align:start position:0% practical stuff with it. Like there's always<00:37:42.600><c> something</c><00:37:43.000><c> you</c><00:37:43.120><c> can</c><00:37:43.240><c> be</c><00:37:43.360><c> doing</c><00:37:43.680><c> and</c><00:37:43.920><c> I</c> 00:37:43.950 --> 00:37:43.960 align:start position:0% always something you can be doing and I 00:37:43.960 --> 00:37:45.870 align:start position:0% always something you can be doing and I think<00:37:44.400><c> putting</c><00:37:44.680><c> the</c><00:37:45.040><c> putting</c><00:37:45.320><c> yourself</c><00:37:45.800><c> in</c> 00:37:45.870 --> 00:37:45.880 align:start position:0% think putting the putting yourself in 00:37:45.880 --> 00:37:47.310 align:start position:0% think putting the putting yourself in the<00:37:46.000><c> perspective</c><00:37:46.560><c> of</c><00:37:46.640><c> the</c><00:37:46.720><c> customers</c><00:37:47.200><c> and</c> 00:37:47.310 --> 00:37:47.320 align:start position:0% the perspective of the customers and 00:37:47.320 --> 00:37:49.470 align:start position:0% the perspective of the customers and creating<00:37:47.760><c> a</c><00:37:47.840><c> better</c><00:37:48.480><c> experience</c><00:37:49.120><c> for</c><00:37:49.360><c> them</c> 00:37:49.470 --> 00:37:49.480 align:start position:0% creating a better experience for them 00:37:49.480 --> 00:37:51.910 align:start position:0% creating a better experience for them with<00:37:49.600><c> the</c><00:37:49.720><c> data.</c><00:37:50.120><c> It's</c><00:37:50.280><c> it's</c><00:37:50.480><c> win-win</c><00:37:51.080><c> for</c><00:37:51.760><c> all</c> 00:37:51.910 --> 00:37:51.920 align:start position:0% with the data. It's it's win-win for all 00:37:51.920 --> 00:37:53.870 align:start position:0% with the data. It's it's win-win for all the<00:37:52.040><c> metrics</c><00:37:52.640><c> that</c><00:37:53.040><c> people</c><00:37:53.440><c> have</c><00:37:53.600><c> if</c><00:37:53.720><c> they're</c> 00:37:53.870 --> 00:37:53.880 align:start position:0% the metrics that people have if they're 00:37:53.880 --> 00:37:55.790 align:start position:0% the metrics that people have if they're running<00:37:54.120><c> a</c><00:37:54.160><c> business.</c><00:37:54.680><c> So,</c><00:37:55.280><c> yeah,</c><00:37:55.400><c> everything</c> 00:37:55.790 --> 00:37:55.800 align:start position:0% running a business. So, yeah, everything 00:37:55.800 --> 00:37:57.550 align:start position:0% running a business. So, yeah, everything you've<00:37:55.960><c> shared</c><00:37:56.280><c> there</c><00:37:56.440><c> I</c><00:37:56.520><c> think's</c><00:37:57.200><c> got</c><00:37:57.360><c> to</c><00:37:57.440><c> be</c> 00:37:57.550 --> 00:37:57.560 align:start position:0% you've shared there I think's got to be 00:37:57.560 --> 00:38:00.710 align:start position:0% you've shared there I think's got to be useful<00:37:57.880><c> for</c><00:37:58.000><c> someone</c><00:37:58.480><c> and</c><00:37:59.400><c> um</c><00:37:59.920><c> yeah,</c><00:38:00.440><c> there's</c> 00:38:00.710 --> 00:38:00.720 align:start position:0% useful for someone and um yeah, there's 00:38:00.720 --> 00:38:02.350 align:start position:0% useful for someone and um yeah, there's a<00:38:00.840><c> there's</c><00:38:01.000><c> a</c><00:38:01.080><c> really</c><00:38:01.360><c> good</c><00:38:01.640><c> playbook</c><00:38:02.080><c> I'll</c><00:38:02.240><c> do</c> 00:38:02.350 --> 00:38:02.360 align:start position:0% a there's a really good playbook I'll do 00:38:02.360 --> 00:38:04.070 align:start position:0% a there's a really good playbook I'll do one<00:38:02.640><c> of</c><00:38:02.680><c> my</c><00:38:02.800><c> playbook</c><00:38:03.280><c> articles</c><00:38:03.640><c> to</c><00:38:03.760><c> come</c><00:38:03.960><c> out</c> 00:38:04.070 --> 00:38:04.080 align:start position:0% one of my playbook articles to come out 00:38:04.080 --> 00:38:05.470 align:start position:0% one of my playbook articles to come out of<00:38:04.160><c> this</c><00:38:04.320><c> one</c><00:38:04.480><c> too,</c><00:38:04.640><c> I</c><00:38:04.720><c> think</c><00:38:04.960><c> cuz</c><00:38:05.160><c> there</c> 00:38:05.470 --> 00:38:05.480 align:start position:0% of this one too, I think cuz there 00:38:05.480 --> 00:38:06.990 align:start position:0% of this one too, I think cuz there there's<00:38:05.720><c> so</c><00:38:05.880><c> much</c><00:38:06.120><c> stuff</c><00:38:06.360><c> people</c><00:38:06.640><c> can</c><00:38:06.760><c> take</c> 00:38:06.990 --> 00:38:07.000 align:start position:0% there's so much stuff people can take 00:38:07.000 --> 00:38:09.190 align:start position:0% there's so much stuff people can take away<00:38:07.360><c> and</c><00:38:07.920><c> use</c><00:38:08.160><c> across</c><00:38:08.560><c> whether</c><00:38:08.800><c> it's</c><00:38:08.920><c> Black</c> 00:38:09.190 --> 00:38:09.200 align:start position:0% away and use across whether it's Black 00:38:09.200 --> 00:38:11.150 align:start position:0% away and use across whether it's Black Friday<00:38:09.680><c> or</c><00:38:09.800><c> their</c><00:38:09.960><c> slowest</c><00:38:10.400><c> part</c><00:38:10.640><c> of</c><00:38:10.720><c> the</c><00:38:10.800><c> year</c> 00:38:11.150 --> 00:38:11.160 align:start position:0% Friday or their slowest part of the year 00:38:11.160 --> 00:38:13.270 align:start position:0% Friday or their slowest part of the year or<00:38:11.840><c> Mother's</c><00:38:12.160><c> Day</c><00:38:12.400><c> what</c><00:38:12.600><c> whatever</c><00:38:12.920><c> it</c><00:38:13.000><c> is.</c><00:38:13.160><c> So,</c> 00:38:13.270 --> 00:38:13.280 align:start position:0% or Mother's Day what whatever it is. So, 00:38:13.280 --> 00:38:15.150 align:start position:0% or Mother's Day what whatever it is. So, no,<00:38:13.480><c> thank</c><00:38:13.760><c> you</c><00:38:13.960><c> so</c><00:38:14.160><c> much</c><00:38:14.400><c> for</c><00:38:14.520><c> sharing</c><00:38:14.960><c> it</c><00:38:15.080><c> and</c> 00:38:15.150 --> 00:38:15.160 align:start position:0% no, thank you so much for sharing it and 00:38:15.160 --> 00:38:16.990 align:start position:0% no, thank you so much for sharing it and all<00:38:15.280><c> of</c><00:38:15.480><c> the</c><00:38:15.600><c> sharing</c><00:38:16.000><c> you</c><00:38:16.080><c> do</c><00:38:16.480><c> through</c> 00:38:16.990 --> 00:38:17.000 align:start position:0% all of the sharing you do through 00:38:17.000 --> 00:38:19.110 align:start position:0% all of the sharing you do through through<00:38:17.200><c> what</c><00:38:17.360><c> you</c><00:38:17.440><c> do</c><00:38:17.520><c> at</c><00:38:17.600><c> Omnia.</c><00:38:18.080><c> So,</c> 00:38:19.110 --> 00:38:19.120 align:start position:0% through what you do at Omnia. So, 00:38:19.120 --> 00:38:20.590 align:start position:0% through what you do at Omnia. So, um<00:38:19.440><c> yeah,</c><00:38:19.640><c> I</c><00:38:19.680><c> look</c><00:38:19.840><c> forward</c><00:38:20.120><c> to</c><00:38:20.386><c> [music]</c> 00:38:20.590 --> 00:38:20.600 align:start position:0% um yeah, I look forward to [music] 00:38:20.600 --> 00:38:21.790 align:start position:0% um yeah, I look forward to [music] sharing<00:38:21.000><c> this</c><00:38:21.160><c> and</c><00:38:21.280><c> yeah,</c><00:38:21.400><c> we'll</c><00:38:21.520><c> definitely</c> 00:38:21.790 --> 00:38:21.800 align:start position:0% sharing this and yeah, we'll definitely 00:38:21.800 --> 00:38:23.670 align:start position:0% sharing this and yeah, we'll definitely have<00:38:21.880><c> to</c><00:38:21.920><c> do</c><00:38:22.040><c> a</c><00:38:22.080><c> part</c><00:38:22.480><c> two</c><00:38:22.720><c> soon.</c> 00:38:23.670 --> 00:38:23.680 align:start position:0% have to do a part two soon. 00:38:23.680 --> 00:38:25.630 align:start position:0% have to do a part two soon. >> Excellent.<00:38:24.160><c> Oh,</c><00:38:24.280><c> thanks</c><00:38:24.480><c> for</c><00:38:24.560><c> having</c><00:38:24.720><c> me.</c> 00:38:25.630 --> 00:38:25.640 align:start position:0% >> Excellent. Oh, thanks for having me. 00:38:25.640 --> 00:38:26.910 align:start position:0% >> Excellent. Oh, thanks for having me. >> Cheers,<00:38:25.880><c> Danny.</c> 00:38:26.910 --> 00:38:26.920 align:start position:0% >> Cheers, Danny. 00:38:26.920 --> 00:38:29.120 align:start position:0% >> Cheers, Danny. See<00:38:27.040><c> you.</c>