Latest / Omni Talk Retail / AI, Search & The Future of Retail Marketing | Beyond’s VP Rick Egan at eTail West

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AI, Search & The Future of Retail Marketing | Beyond’s VP Rick Egan at eTail West · Omni Talk Retail

• 0:00
  Hello
• 0:00
  everyone,
• 0:01
  this
• 0:01
  is
• 0:01
  Omnitalk
• 0:02
  Retail.
• 0:02
  I'm
• 0:02
  Anne
• 0:02
  Mazinga
• 0:03
  coming
• 0:03
  to
• 0:03
  you
• 0:04
  live
• 0:04
  from
• 0:04
  the
• 0:04
  Etail
• 0:05
  West
• 0:05
  Conference
• 0:06
  in
• 0:06
  Palm
• 0:06
  Springs.
• 0:08
  Before
• 0:08
  we
• 0:08
  get
• 0:09
  started
• 0:09
  here
• 0:09
  with
• 0:09
  my
• 0:10
  final
• 0:10
  guest
• 0:10
  of
• 0:11
  today,
• 0:11
  I
• 0:11
  want
• 0:12
  to
• 0:12
  give
• 0:12
  a
• 0:12
  big
• 0:12
  shout
• 0:12
  out
• 0:12
  to
• 0:13
  Net
• 0:13
  Elixir
• 0:14
  who
• 0:14
  is
• 0:15
  helping
• 0:15
  us
• 0:15
  bring
• 0:16
  you
• 0:16
  all
• 0:16
  of
• 0:16
  the
• 0:16
  coverage,
• 0:17
  all
• 0:17
  the
• 0:17
  interviews
• 0:18
  from
• 0:18
  the
• 0:18
  conference
• 0:19
  for
• 0:19
  the
• 0:19
  rest
• 0:20
  of
• 0:20
  the
• 0:20
  week.
• 0:20
  So
• 0:20
  stop
• 0:20
  by
• 0:21
  and
• 0:21
  see
• 0:21
  them
• 0:21
  at
• 0:21
  booth
• 0:22
  501
• 0:22
  if
• 0:22
  you're
• 0:22
  at
• 0:23
  the
• 0:23
  show
• 0:23
  or
• 0:23
  head
• 0:24
  to
• 0:24
  netelixir.com
• 0:26
  all
• 0:26
  right,
• 0:27
  next
• 0:27
  joining
• 0:28
  me
• 0:28
  I
• 0:28
  have
• 0:28
  Rick
• 0:28
  Egan,
• 0:29
  who
• 0:29
  is
• 0:29
  the
• 0:29
  VP
• 0:30
  of
• 0:30
  performance
• 0:31
  marketing
• 0:31
  at
• 0:32
  Beyond.
• 0:32
  Rick,
• 0:32
  welcome.
• 0:33
  Thank
• 0:34
  you.
• 0:35
  I
• 0:35
  gotta
• 0:36
  hear
• 0:36
  a
• 0:36
  little
• 0:36
  bit
• 0:36
  about
• 0:36
  your
• 0:37
  background.
• 0:37
  How
• 0:37
  long
• 0:37
  have
• 0:37
  you
• 0:38
  been
• 0:38
  at
• 0:38
  Beyond?
• 0:39
  What
• 0:39
  did
• 0:39
  you
• 0:39
  do
• 0:40
  before
• 0:40
  that?
• 0:40
  Like
• 0:41
  introduce
• 0:42
  yourself
• 0:42
  to
• 0:42
  the
• 0:42
  audience
• 0:43
  if
• 0:43
  you
• 0:43
  will.
• 0:44
  Sure.
• 0:44
  Thanks
• 0:44
  for
• 0:44
  that.
• 0:45
  I've
• 0:45
  been
• 0:45
  at
• 0:46
  beyond
• 0:46
  for
• 0:47
  three
• 0:47
  years.
• 0:47
  Okay.
• 0:48
  So
• 0:49
  we
• 0:49
  are,
• 0:49
  we're
• 0:50
  kind
• 0:50
  of
• 0:50
  a
• 0:50
  family
• 0:50
  of
• 0:51
  brands
• 0:51
  company
• 0:52
  with,
• 0:53
  with
• 0:53
  a
• 0:53
  couple
• 0:54
  key
• 0:54
  brands
• 0:54
  being
• 0:55
  Bed
• 0:55
  Bath
• 0:55
  and
• 0:55
  Beyond
• 0:56
  and
• 0:56
  Overstock.com,
• 0:58
  two
• 0:58
  old
• 0:58
  legacy
• 0:59
  brands
• 0:59
  that
• 1:00
  we're
• 1:01
  trying
• 1:01
  to
• 1:01
  do
• 1:01
  some
• 1:01
  really
• 1:02
  fun
• 1:02
  new
• 1:02
  things
• 1:02
  with.
• 1:03
  Excellent.
• 1:03
  And
• 1:04
  how
• 1:04
  long
• 1:04
  have
• 1:04
  you
• 1:04
  been
• 1:04
  there
• 1:05
  total,
• 1:05
  you
• 1:05
  said?
• 1:06
  I've
• 1:06
  been
• 1:06
  there
• 1:06
  for
• 1:06
  three
• 1:06
  years.
• 1:07
  Three
• 1:07
  years,
• 1:07
  okay.
• 1:08
  But
• 1:08
  I've
• 1:08
  been
• 1:08
  in
• 1:08
  kind
• 1:08
  of
• 1:09
  E
• 1:09
  commerce,
• 1:09
  digital
• 1:10
  marketing
• 1:11
  really
• 1:11
  since
• 1:11
  like
• 1:11
  the
• 1:12
  early
• 1:12
  2000s.
• 1:13
  How
• 1:13
  did
• 1:13
  you
• 1:13
  get
• 1:13
  into
• 1:13
  it?
• 1:13
  What
• 1:14
  was
• 1:14
  like
• 1:14
  your
• 1:14
  first
• 1:15
  foray
• 1:15
  into
• 1:16
  E
• 1:16
  commerce?
• 1:17
  So
• 1:18
  my
• 1:18
  first
• 1:18
  four,
• 1:18
  my
• 1:19
  4A
• 1:19
  was
• 1:19
  actually
• 1:20
  in
• 1:20
  2000.
• 1:21
  I
• 1:22
  was
• 1:22
  in
• 1:22
  business
• 1:22
  school
• 1:23
  at
• 1:23
  the
• 1:23
  time
• 1:24
  and
• 1:25
  a
• 1:25
  friend
• 1:26
  or
• 1:26
  a
• 1:27
  friend
• 1:27
  of
• 1:27
  mine
• 1:27
  that
• 1:27
  I
• 1:27
  was
• 1:27
  going
• 1:28
  to
• 1:28
  school
• 1:28
  with,
• 1:29
  she
• 1:30
  and
• 1:30
  I
• 1:30
  wanted
• 1:30
  to
• 1:31
  try
• 1:31
  to
• 1:31
  do
• 1:31
  something
• 1:32
  with
• 1:32
  the
• 1:32
  dot
• 1:33
  com
• 1:33
  boom,
• 1:34
  which
• 1:34
  was
• 1:34
  at
• 1:34
  that
• 1:34
  time.
• 1:35
  And
• 1:35
  so
• 1:36
  we
• 1:36
  ended
• 1:36
  up
• 1:37
  developing
• 1:37
  a
• 1:37
  website
• 1:38
  for
• 1:39
  kind
• 1:40
  of
• 1:40
  new
• 1:40
  and
• 1:40
  expectant
• 1:41
  parents
• 1:41
  to
• 1:41
  be
• 1:41
  able
• 1:42
  to
• 1:42
  find
• 1:43
  daycare
• 1:43
  listings.
• 1:44
  Because
• 1:44
  I
• 1:44
  had
• 1:45
  a
• 1:45
  small
• 1:45
  child
• 1:45
  at
• 1:45
  the
• 1:45
  time
• 1:46
  and
• 1:46
  that
• 1:46
  was
• 1:46
  a
• 1:47
  problem
• 1:47
  that
• 1:47
  seemed
• 1:47
  to
• 1:47
  be
• 1:48
  needed
• 1:48
  to
• 1:48
  be
• 1:48
  solved.
• 1:49
  So
• 1:49
  we
• 1:49
  did
• 1:49
  that
• 1:50
  and
• 1:50
  that
• 1:50
  was
• 1:51
  great.
• 1:51
  And
• 1:51
  we
• 1:51
  had
• 1:52
  a
• 1:52
  lot
• 1:52
  of
• 1:52
  fun
• 1:52
  at
• 1:52
  first
• 1:52
  and
• 1:52
  then
• 1:53
  we
• 1:53
  figured
• 1:53
  out
• 1:53
  we
• 1:53
  actually
• 1:53
  had
• 1:53
  to
• 1:54
  make
• 1:54
  money
• 1:54
  doing
• 1:54
  this,
• 1:55
  that
• 1:55
  you
• 1:55
  didn't
• 1:56
  just
• 1:56
  get
• 1:56
  the
• 1:56
  downside.
• 1:57
  Downside.
• 1:59
  So
• 1:59
  then
• 2:00
  I
• 2:01
  ended
• 2:01
  up
• 2:01
  building
• 2:02
  a
• 2:02
  e
• 2:02
  commerce
• 2:03
  store.
• 2:03
  Okay.
• 2:04
  Built
• 2:04
  my
• 2:04
  own
• 2:05
  shopping
• 2:05
  engine
• 2:06
  and
• 2:06
  kind
• 2:06
  of
• 2:07
  all
• 2:07
  that.
• 2:07
  We
• 2:07
  were
• 2:07
  a
• 2:08
  drop
• 2:08
  ship
• 2:08
  retailer.
• 2:09
  So
• 2:10
  that
• 2:10
  was,
• 2:11
  that
• 2:11
  was
• 2:11
  the
• 2:11
  beginning.
• 2:12
  So
• 2:12
  that
• 2:12
  was
• 2:12
  before
• 2:13
  search
• 2:14
  marketing
• 2:14
  or
• 2:14
  anything
• 2:14
  like
• 2:15
  that.
• 2:15
  So
• 2:15
  our
• 2:15
  marketing
• 2:16
  was
• 2:17
  how
• 2:17
  do
• 2:17
  we
• 2:17
  place
• 2:17
  higher
• 2:17
  in
• 2:18
  the
• 2:18
  Yahoo
• 2:18
  Directory?
• 2:19
  In
• 2:19
  the
• 2:19
  Yahoo
• 2:20
  Directory.
• 2:21
  I
• 2:21
  love
• 2:21
  it.
• 2:21
  That's
• 2:22
  how
• 2:22
  far
• 2:22
  I
• 2:22
  go
• 2:22
  back.
• 2:23
  The
• 2:23
  gray
• 2:23
  hairs
• 2:23
  are
• 2:24
  not.
• 2:24
  Oh
• 2:24
  my
• 2:24
  God,
• 2:25
  that's
• 2:26
  amazing.
• 2:26
  That's
• 2:27
  amazing.
• 2:27
  Well,
• 2:28
  what
• 2:29
  all
• 2:29
  now
• 2:29
  do
• 2:29
  you
• 2:30
  oversee
• 2:30
  in
• 2:30
  your
• 2:31
  role
• 2:31
  at
• 2:31
  beyond
• 2:32
  and
• 2:32
  kind
• 2:32
  of
• 2:33
  how
• 2:33
  has
• 2:33
  that
• 2:33
  evolved
• 2:33
  over
• 2:34
  the
• 2:34
  last
• 2:34
  three
• 2:34
  years?
• 2:35
  Well,
• 2:35
  so
• 2:36
  my
• 2:37
  role
• 2:37
  is
• 2:37
  to
• 2:37
  really
• 2:38
  focus
• 2:38
  on
• 2:39
  acquisition,
• 2:40
  how
• 2:40
  we,
• 2:40
  how
• 2:40
  we
• 2:40
  really
• 2:41
  acquire
• 2:41
  new
• 2:42
  customers.
• 2:43
  And
• 2:43
  you
• 2:43
  know,
• 2:44
  and
• 2:44
  the
• 2:44
  pressure
• 2:44
  is
• 2:44
  always
• 2:45
  how
• 2:45
  can
• 2:45
  we
• 2:45
  acquire
• 2:46
  more
• 2:46
  and
• 2:46
  cheaper?
• 2:47
  And
• 2:48
  so,
• 2:48
  you
• 2:49
  know,
• 2:49
  that's
• 2:49
  really
• 2:49
  always
• 2:50
  my
• 2:50
  focus
• 2:50
  is
• 2:51
  how
• 2:51
  we
• 2:51
  can
• 2:51
  get
• 2:51
  the
• 2:51
  most
• 2:51
  out
• 2:52
  of
• 2:52
  the
• 2:52
  dollars
• 2:52
  that
• 2:52
  we
• 2:53
  spend.
• 2:53
  And
• 2:54
  you
• 2:54
  know,
• 2:54
  and
• 2:54
  I
• 2:54
  think
• 2:54
  that
• 2:55
  I
• 2:55
  always
• 2:55
  try
• 2:55
  to
• 2:55
  think
• 2:56
  about
• 2:56
  it
• 2:56
  that
• 2:56
  you
• 2:57
  know,
• 2:57
  it's
• 2:57
  both
• 2:57
  the
• 2:58
  acquisition
• 2:58
  side
• 2:58
  off
• 2:59
  site,
• 2:59
  but
• 2:59
  once
• 2:59
  you
• 2:59
  get
• 3:00
  on
• 3:00
  site,
• 3:00
  your
• 3:00
  job
• 3:01
  doesn't
• 3:01
  end
• 3:01
  just
• 3:02
  because
• 3:02
  you
• 3:02
  delivered
• 3:02
  the
• 3:03
  visit.
• 3:03
  Right.
• 3:03
  So
• 3:03
  you
• 3:03
  have
• 3:04
  to
• 3:04
  look
• 3:04
  for
• 3:04
  other
• 3:04
  solutions
• 3:05
  that
• 3:05
  you
• 3:05
  can
• 3:06
  to
• 3:06
  continue
• 3:07
  to,
• 3:07
  you
• 3:08
  know,
• 3:08
  get
• 3:08
  better
• 3:08
  efficiencies.
• 3:09
  Are
• 3:09
  there
• 3:10
  particular
• 3:10
  things
• 3:10
  that
• 3:11
  you're
• 3:11
  interested
• 3:12
  in?
• 3:12
  I
• 3:12
  mean,
• 3:12
  especially
• 3:13
  being
• 3:13
  here
• 3:13
  at
• 3:13
  E
• 3:13
  tail,
• 3:14
  there's
• 3:14
  a
• 3:14
  lot
• 3:14
  of
• 3:14
  solutions
• 3:15
  out
• 3:15
  there.
• 3:16
  Is
• 3:16
  there
• 3:16
  anything
• 3:16
  that
• 3:17
  you're
• 3:17
  really
• 3:17
  kind
• 3:17
  of
• 3:18
  focused
• 3:18
  on
• 3:18
  exploring
• 3:19
  or
• 3:19
  looking
• 3:19
  more
• 3:20
  into
• 3:21
  now
• 3:21
  in
• 3:22
  2025
• 3:23
  as
• 3:23
  you
• 3:23
  kind
• 3:23
  of
• 3:23
  try
• 3:23
  to
• 3:23
  solve
• 3:24
  for
• 3:24
  that?
• 3:25
  I
• 3:25
  mean,
• 3:25
  I
• 3:25
  think
• 3:25
  the,
• 3:26
  you
• 3:26
  know,
• 3:26
  the,
• 3:27
  I
• 3:27
  think
• 3:27
  the
• 3:27
  thing
• 3:27
  that
• 3:27
  I've
• 3:28
  been
• 3:28
  kind
• 3:28
  of
• 3:28
  looking
• 3:29
  at
• 3:29
  and
• 3:29
  this
• 3:29
  really,
• 3:30
  not
• 3:30
  just
• 3:30
  this
• 3:30
  year,
• 3:30
  but
• 3:30
  the
• 3:31
  last
• 3:31
  couple
• 3:31
  years
• 3:32
  is
• 3:34
  how
• 3:34
  you
• 3:34
  can
• 3:34
  really
• 3:35
  better
• 3:35
  use
• 3:35
  first
• 3:35
  party
• 3:36
  data.
• 3:36
  Okay.
• 3:37
  So,
• 3:37
  you
• 3:38
  know,
• 3:38
  with,
• 3:38
  with
• 3:39
  the
• 3:39
  kind
• 3:39
  of
• 3:39
  the
• 3:39
  rise
• 3:40
  of
• 3:40
  the
• 3:41
  black
• 3:41
  box,
• 3:42
  you
• 3:42
  know,
• 3:42
  AI
• 3:43
  algorithms
• 3:44
  with
• 3:45
  Google
• 3:45
  and
• 3:45
  Meta
• 3:46
  and
• 3:46
  everybody
• 3:46
  else
• 3:46
  seems
• 3:47
  to
• 3:47
  be
• 3:47
  having
• 3:47
  their
• 3:47
  own
• 3:47
  one
• 3:48
  that
• 3:48
  pop
• 3:48
  up,
• 3:49
  you
• 3:50
  know,
• 3:50
  it's
• 3:50
  great
• 3:50
  to
• 3:51
  throw
• 3:51
  the
• 3:51
  acronym
• 3:52
  AI
• 3:52
  in
• 3:52
  there
• 3:52
  and
• 3:53
  say
• 3:53
  it's
• 3:53
  better,
• 3:53
  but
• 3:54
  it
• 3:54
  also
• 3:55
  kind
• 3:55
  of
• 3:55
  ends
• 3:55
  up
• 3:55
  being
• 3:55
  a
• 3:56
  black
• 3:56
  box.
• 3:56
  Yeah.
• 3:57
  You
• 3:57
  know,
• 3:57
  so
• 3:58
  I
• 3:58
  really
• 3:58
  look
• 3:58
  at,
• 3:59
  you
• 3:59
  know,
• 3:59
  and
• 3:59
  that's
• 3:59
  one,
• 3:59
  I've
• 4:00
  had
• 4:00
  a
• 4:00
  couple
• 4:00
  good
• 4:00
  conversations
• 4:01
  here
• 4:01
  with
• 4:01
  a
• 4:01
  few
• 4:01
  different
• 4:02
  potential
• 4:03
  partners
• 4:03
  to
• 4:04
  work
• 4:04
  with.
• 4:04
  But
• 4:05
  it's
• 4:05
  really,
• 4:06
  how
• 4:06
  can
• 4:06
  you
• 4:06
  best
• 4:07
  use
• 4:07
  first
• 4:08
  party
• 4:08
  data
• 4:08
  and
• 4:08
  use
• 4:09
  it
• 4:09
  at
• 4:09
  scale?
• 4:10
  Right.
• 4:10
  You
• 4:11
  know,
• 4:11
  with
• 4:12
  we
• 4:12
  have
• 4:13
  a
• 4:13
  CRM
• 4:14
  of,
• 4:14
  you
• 4:15
  know,
• 4:15
  150
• 4:15
  million
• 4:16
  records,
• 4:16
  so
• 4:17
  we
• 4:18
  don't
• 4:18
  necessarily
• 4:18
  need
• 4:19
  to
• 4:19
  think
• 4:19
  about
• 4:19
  third
• 4:19
  party
• 4:20
  data
• 4:21
  which,
• 4:21
  you
• 4:21
  know,
• 4:21
  which
• 4:22
  is
• 4:22
  kind
• 4:22
  of
• 4:22
  going
• 4:22
  away.
• 4:22
  We
• 4:23
  can
• 4:23
  really
• 4:23
  think
• 4:23
  about
• 4:23
  first
• 4:24
  party
• 4:24
  data,
• 4:24
  how
• 4:25
  we
• 4:25
  can
• 4:25
  best
• 4:25
  use
• 4:25
  that.
• 4:26
  How
• 4:26
  can
• 4:26
  we
• 4:26
  better
• 4:27
  know
• 4:27
  who
• 4:28
  somebody
• 4:28
  is
• 4:28
  and
• 4:29
  who
• 4:29
  is,
• 4:30
  who
• 4:30
  is
• 4:30
  like
• 4:30
  our
• 4:30
  best
• 4:31
  customer
• 4:31
  and
• 4:31
  bring
• 4:31
  those
• 4:32
  people
• 4:32
  in.
• 4:32
  Right.
• 4:33
  And
• 4:33
  how
• 4:33
  do
• 4:33
  you
• 4:33
  continue
• 4:34
  to
• 4:34
  keep
• 4:34
  them
• 4:34
  coming
• 4:35
  back,
• 4:35
  making
• 4:35
  those
• 4:35
  same
• 4:36
  purchases
• 4:37
  and
• 4:38
  going
• 4:38
  to
• 4:38
  you
• 4:38
  first
• 4:38
  when
• 4:39
  it
• 4:39
  comes
• 4:39
  to
• 4:39
  search
• 4:39
  for
• 4:40
  those
• 4:40
  types
• 4:40
  of
• 4:40
  things
• 4:40
  too,
• 4:41
  I
• 4:41
  imagine.
• 4:42
  Well,
• 4:42
  let's
• 4:42
  talk
• 4:42
  about
• 4:42
  your
• 4:43
  session.
• 4:43
  What
• 4:43
  were
• 4:43
  you
• 4:43
  talking
• 4:44
  about
• 4:44
  on
• 4:44
  stage
• 4:44
  today?
• 4:46
  Well,
• 4:46
  it's
• 4:46
  Bed
• 4:46
  Bath
• 4:46
  and
• 4:47
  Beyond,
• 4:47
  so
• 4:47
  we
• 4:47
  were
• 4:47
  talking
• 4:47
  about
• 4:47
  coupons.
• 4:48
  Oh
• 4:49
  boy.
• 4:49
  I
• 4:49
  know
• 4:49
  I
• 4:50
  saw
• 4:50
  somebody
• 4:50
  in
• 4:50
  the
• 4:51
  expo
• 4:51
  hall
• 4:51
  they're
• 4:52
  like
• 4:52
  luring
• 4:52
  us
• 4:52
  all
• 4:53
  with
• 4:53
  a
• 4:53
  20%
• 4:54
  off
• 4:54
  coupons
• 4:54
  of
• 4:55
  old.
• 4:55
  It
• 4:55
  was
• 4:55
  like,
• 4:55
  I
• 4:56
  love
• 4:56
  that.
• 4:56
  All
• 4:56
  right,
• 4:57
  okay,
• 4:57
  so
• 4:57
  what
• 4:58
  were
• 4:58
  you,
• 4:58
  what
• 4:58
  was
• 4:58
  the
• 4:58
  focus
• 4:59
  of
• 4:59
  the
• 4:59
  conversation?
• 5:00
  So
• 5:00
  it
• 5:00
  was
• 5:01
  one
• 5:02
  partner
• 5:02
  that
• 5:02
  we
• 5:02
  have
• 5:03
  that
• 5:03
  we
• 5:03
  work
• 5:03
  with,
• 5:04
  a
• 5:04
  company
• 5:04
  called
• 5:04
  Session
• 5:04
  AI
• 5:06
  and
• 5:06
  they
• 5:07
  offer
• 5:08
  kind
• 5:08
  of
• 5:08
  a
• 5:09
  behavioral,
• 5:10
  you
• 5:10
  know,
• 5:11
  or
• 5:11
  it's
• 5:11
  really
• 5:11
  called
• 5:11
  real
• 5:12
  time
• 5:12
  offers.
• 5:12
  So
• 5:12
  a
• 5:12
  real
• 5:13
  time
• 5:13
  coupon
• 5:13
  offer.
• 5:14
  Okay.
• 5:14
  Where
• 5:15
  you
• 5:15
  can
• 5:15
  really
• 5:16
  look
• 5:16
  at
• 5:17
  the
• 5:17
  session
• 5:17
  and
• 5:18
  what
• 5:18
  the
• 5:18
  customer
• 5:18
  journey
• 5:19
  is
• 5:19
  and
• 5:19
  then
• 5:20
  model
• 5:20
  that
• 5:21
  out
• 5:21
  and
• 5:21
  then
• 5:21
  determine,
• 5:22
  okay,
• 5:22
  if
• 5:22
  you
• 5:22
  do,
• 5:23
  you
• 5:23
  know,
• 5:23
  kind
• 5:23
  of
• 5:24
  do
• 5:24
  certain
• 5:25
  behaviors,
• 5:26
  your
• 5:26
  likelihood
• 5:27
  of
• 5:27
  converting
• 5:27
  is,
• 5:28
  you
• 5:28
  know,
• 5:28
  is
• 5:29
  really
• 5:29
  good.
• 5:29
  So
• 5:29
  therefore
• 5:30
  maybe
• 5:30
  don't
• 5:31
  give
• 5:31
  them
• 5:31
  a
• 5:31
  coupon.
• 5:32
  Oh,
• 5:32
  take
• 5:32
  some
• 5:33
  savings.
• 5:33
  And
• 5:34
  then
• 5:34
  other
• 5:34
  people,
• 5:35
  they
• 5:35
  can
• 5:35
  go,
• 5:35
  well,
• 5:36
  I'm
• 5:36
  not
• 5:36
  so
• 5:36
  sure
• 5:36
  about
• 5:37
  this
• 5:37
  conversion.
• 5:38
  Maybe
• 5:38
  give
• 5:38
  that
• 5:39
  person
• 5:39
  a
• 5:39
  coupon
• 5:39
  and
• 5:40
  then
• 5:40
  they
• 5:40
  convert
• 5:40
  at
• 5:40
  a
• 5:41
  higher
• 5:41
  rate.
• 5:41
  So
• 5:43
  both
• 5:43
  of
• 5:43
  those
• 5:44
  things,
• 5:44
  because
• 5:44
  both
• 5:45
  really,
• 5:45
  you
• 5:46
  know,
• 5:46
  are
• 5:46
  important
• 5:47
  metrics
• 5:47
  to
• 5:47
  both,
• 5:48
  you
• 5:48
  know,
• 5:48
  kind
• 5:48
  of
• 5:48
  improve
• 5:49
  conversion.
• 5:50
  Right.
• 5:50
  Improve
• 5:50
  sales,
• 5:51
  gain
• 5:51
  some
• 5:51
  efficiencies,
• 5:52
  but
• 5:52
  also
• 5:52
  to
• 5:52
  improve
• 5:52
  your
• 5:52
  bottom
• 5:53
  line
• 5:53
  and
• 5:53
  margins.
• 5:54
  I
• 5:54
  love
• 5:54
  the
• 5:54
  idea
• 5:55
  of
• 5:55
  not
• 5:55
  couponing.
• 5:56
  I
• 5:56
  feel
• 5:56
  like
• 5:57
  we
• 5:57
  don't
• 5:57
  talk
• 5:57
  about
• 5:57
  that
• 5:57
  enough.
• 5:58
  It
• 5:58
  seems
• 5:58
  like
• 5:58
  it's
• 5:59
  like,
• 5:59
  how
• 5:59
  do
• 5:59
  you
• 6:00
  find
• 6:00
  the
• 6:00
  right
• 6:00
  trigger
• 6:01
  points
• 6:01
  to
• 6:01
  give
• 6:01
  these
• 6:02
  people
• 6:02
  deals
• 6:03
  and
• 6:03
  offers?
• 6:03
  But
• 6:04
  you're
• 6:04
  totally
• 6:04
  right.
• 6:04
  I
• 6:05
  mean,
• 6:05
  there's
• 6:05
  some
• 6:05
  advantage
• 6:06
  in
• 6:06
  understanding
• 6:07
  what
• 6:08
  their
• 6:08
  propensity
• 6:08
  might
• 6:09
  be
• 6:09
  online.
• 6:09
  You
• 6:10
  have
• 6:10
  to
• 6:10
  look
• 6:10
  at
• 6:10
  that.
• 6:11
  And
• 6:11
  I
• 6:11
  think
• 6:11
  we
• 6:12
  all,
• 6:12
  if
• 6:13
  we're
• 6:13
  doing
• 6:13
  our,
• 6:14
  if
• 6:15
  we're
• 6:15
  true
• 6:15
  leaders
• 6:15
  and
• 6:15
  we're
• 6:16
  doing
• 6:16
  our
• 6:16
  part,
• 6:16
  then
• 6:16
  we're
• 6:17
  looking
• 6:17
  at.
• 6:17
  And
• 6:18
  not
• 6:18
  we're
• 6:18
  looking
• 6:18
  at,
• 6:19
  we're
• 6:19
  doing
• 6:19
  the
• 6:20
  harder
• 6:20
  work
• 6:20
  and
• 6:21
  finding
• 6:22
  intelligent
• 6:22
  solutions
• 6:23
  and
• 6:23
  not
• 6:23
  just
• 6:23
  going,
• 6:24
  not
• 6:24
  just
• 6:24
  following
• 6:25
  to,
• 6:26
  hey,
• 6:26
  if
• 6:26
  we
• 6:26
  just
• 6:26
  increase
• 6:27
  the
• 6:27
  coupon
• 6:27
  5%,
• 6:28
  we'll
• 6:28
  make
• 6:28
  more
• 6:28
  sales
• 6:28
  tomorrow.
• 6:29
  Right,
• 6:29
  Exactly.
• 6:30
  So
• 6:30
  race
• 6:30
  to
• 6:31
  the
• 6:31
  bottom.
• 6:31
  I
• 6:31
  mean,
• 6:31
  you
• 6:32
  just,
• 6:32
  you
• 6:32
  lose,
• 6:32
  I
• 6:33
  think
• 6:33
  brand
• 6:33
  equity
• 6:34
  sometimes
• 6:34
  in
• 6:34
  that
• 6:35
  sense.
• 6:35
  Or
• 6:35
  the,
• 6:36
  you
• 6:36
  lose
• 6:36
  a
• 6:37
  customer
• 6:37
  who's
• 6:37
  willing
• 6:37
  to
• 6:38
  pay
• 6:38
  full
• 6:38
  price,
• 6:38
  you
• 6:39
  know,
• 6:39
  that
• 6:39
  point
• 6:39
  in
• 6:40
  time.
• 6:41
  So
• 6:41
  is
• 6:41
  that
• 6:41
  what
• 6:42
  you
• 6:42
  would
• 6:42
  describe
• 6:43
  as
• 6:43
  behavioral
• 6:44
  AI,
• 6:44
  Rick?
• 6:44
  I
• 6:45
  saw
• 6:45
  that
• 6:45
  in
• 6:45
  the
• 6:45
  description.
• 6:46
  So
• 6:47
  yeah,
• 6:47
  I
• 6:48
  mean,
• 6:48
  cause
• 6:48
  what.
• 6:49
  Or
• 6:49
  is
• 6:49
  it
• 6:49
  deeper
• 6:50
  than
• 6:50
  that?
• 6:51
  It's
• 6:51
  really.
• 6:51
  So
• 6:52
  it's,
• 6:52
  you
• 6:52
  know,
• 6:53
  succession
• 6:53
  AI
• 6:53
  is
• 6:54
  basically
• 6:55
  scoring
• 6:55
  based
• 6:56
  on
• 6:56
  a
• 6:56
  click
• 6:56
  based
• 6:57
  model
• 6:58
  scoring
• 6:59
  a
• 6:59
  customer
• 7:00
  behavior.
• 7:01
  And
• 7:01
  then,
• 7:01
  so
• 7:02
  when
• 7:02
  you're,
• 7:02
  when
• 7:03
  you
• 7:03
  see
• 7:03
  those
• 7:03
  behaviors
• 7:04
  repeated,
• 7:05
  then
• 7:05
  you
• 7:05
  can
• 7:06
  kind
• 7:06
  of
• 7:06
  model
• 7:06
  out
• 7:07
  and
• 7:07
  say,
• 7:07
  okay,
• 7:07
  with
• 7:07
  a
• 7:08
  certain
• 7:08
  level
• 7:08
  of
• 7:08
  confidence,
• 7:09
  if
• 7:09
  you
• 7:09
  do
• 7:10
  these
• 7:10
  things,
• 7:10
  you're
• 7:10
  more
• 7:11
  likely
• 7:11
  to
• 7:12
  make
• 7:12
  a
• 7:12
  purchase
• 7:13
  or
• 7:13
  less
• 7:14
  likely
• 7:14
  to
• 7:14
  make
• 7:14
  a
• 7:14
  purchase.
• 7:14
  So
• 7:15
  we're
• 7:15
  able
• 7:15
  to
• 7:15
  apply
• 7:16
  a
• 7:16
  scoring
• 7:17
  model
• 7:17
  that
• 7:18
  from
• 7:18
  A
• 7:19
  predictive
• 7:19
  standpoint
• 7:20
  is
• 7:20
  highly
• 7:21
  accurate.
• 7:22
  Well,
• 7:22
  I
• 7:23
  want
• 7:23
  to
• 7:23
  close
• 7:23
  out
• 7:23
  with
• 7:24
  maybe
• 7:24
  some
• 7:25
  predictions
• 7:25
  from
• 7:26
  you.
• 7:27
  As
• 7:27
  you
• 7:27
  kind
• 7:27
  of
• 7:27
  look
• 7:28
  into
• 7:28
  the
• 7:29
  coming
• 7:29
  year,
• 7:30
  what
• 7:30
  do
• 7:30
  you
• 7:30
  think
• 7:31
  is
• 7:31
  going
• 7:31
  to
• 7:31
  become
• 7:32
  more
• 7:33
  prevalent
• 7:33
  in
• 7:34
  the
• 7:34
  world
• 7:34
  of
• 7:35
  acquiring
• 7:36
  new
• 7:36
  customers
• 7:37
  online,
• 7:38
  Getting
• 7:39
  customers
• 7:39
  maybe
• 7:40
  to
• 7:40
  visit
• 7:41
  a
• 7:41
  location
• 7:42
  or
• 7:43
  to
• 7:43
  visit
• 7:44
  a
• 7:44
  store
• 7:44
  in
• 7:44
  person?
• 7:45
  You're
• 7:45
  kind
• 7:46
  of
• 7:46
  starting
• 7:46
  to
• 7:46
  explore
• 7:47
  that
• 7:47
  with
• 7:47
  the
• 7:48
  beyond
• 7:48
  brand,
• 7:49
  working
• 7:50
  with
• 7:50
  outside
• 7:51
  licensees
• 7:52
  and
• 7:52
  that
• 7:52
  kind
• 7:52
  of
• 7:52
  thing.
• 7:53
  How
• 7:53
  do
• 7:53
  you
• 7:53
  think
• 7:54
  that's
• 7:54
  going
• 7:54
  to
• 7:54
  evolve
• 7:55
  and
• 7:55
  what
• 7:55
  things
• 7:55
  are
• 7:56
  going
• 7:56
  to
• 7:56
  be
• 7:56
  top
• 7:56
  of
• 7:57
  your
• 7:57
  list
• 7:57
  of
• 7:58
  priorities
• 7:58
  as
• 7:58
  you
• 7:59
  head
• 7:59
  into
• 7:59
  this
• 7:59
  year?
• 8:00
  Well,
• 8:00
  I
• 8:01
  think,
• 8:01
  you
• 8:01
  know
• 8:02
  what
• 8:02
  will
• 8:03
  continue.
• 8:03
  I
• 8:03
  think
• 8:04
  what
• 8:04
  will
• 8:04
  continue
• 8:05
  to
• 8:05
  be
• 8:05
  the
• 8:05
  most
• 8:05
  important
• 8:06
  thing
• 8:06
  is
• 8:06
  the
• 8:06
  customer
• 8:06
  experience.
• 8:07
  Okay.
• 8:08
  And
• 8:09
  if
• 8:09
  you
• 8:09
  have
• 8:09
  a
• 8:09
  good
• 8:10
  product
• 8:10
  and
• 8:11
  you
• 8:11
  deliver
• 8:11
  a
• 8:11
  good
• 8:12
  experience,
• 8:13
  then
• 8:13
  you'll
• 8:13
  delight
• 8:14
  the
• 8:14
  customer
• 8:14
  and
• 8:14
  they
• 8:15
  will
• 8:15
  reward
• 8:15
  you.
• 8:16
  Yes.
• 8:16
  And
• 8:17
  I
• 8:17
  think,
• 8:17
  you
• 8:17
  know,
• 8:17
  in
• 8:18
  just
• 8:18
  the
• 8:18
  competitive
• 8:19
  world
• 8:19
  that
• 8:20
  we,
• 8:20
  that
• 8:20
  we
• 8:20
  are
• 8:20
  in
• 8:21
  today,
• 8:21
  some
• 8:22
  people
• 8:22
  can
• 8:22
  take
• 8:23
  easy
• 8:23
  pass
• 8:23
  and
• 8:23
  just
• 8:24
  lower
• 8:24
  your
• 8:24
  prices
• 8:24
  and
• 8:25
  add
• 8:25
  bigger
• 8:25
  discounts
• 8:26
  and
• 8:26
  do
• 8:26
  things
• 8:26
  like
• 8:26
  that.
• 8:27
  But
• 8:27
  I
• 8:27
  think
• 8:27
  it's
• 8:28
  the
• 8:28
  harder
• 8:28
  work
• 8:29
  of,
• 8:29
  you
• 8:30
  know,
• 8:30
  how
• 8:30
  can
• 8:30
  we
• 8:30
  deliver,
• 8:31
  you
• 8:31
  know,
• 8:31
  the
• 8:32
  right
• 8:32
  product
• 8:32
  at
• 8:32
  the
• 8:32
  right
• 8:33
  time
• 8:34
  for
• 8:34
  the,
• 8:34
  for
• 8:35
  the
• 8:35
  customer?
• 8:36
  That's
• 8:36
  the
• 8:36
  most
• 8:36
  important.
• 8:37
  And
• 8:37
  I
• 8:37
  might
• 8:37
  be
• 8:37
  leading
• 8:38
  the
• 8:38
  witness
• 8:38
  a
• 8:38
  little
• 8:38
  bit
• 8:38
  here,
• 8:39
  but
• 8:39
  what
• 8:39
  do
• 8:40
  you
• 8:40
  think
• 8:40
  about
• 8:40
  search
• 8:41
  and
• 8:41
  how
• 8:41
  search
• 8:42
  is
• 8:42
  changing
• 8:43
  kind
• 8:43
  of
• 8:43
  what
• 8:43
  customers
• 8:44
  expectations
• 8:44
  are
• 8:45
  as
• 8:45
  we
• 8:45
  see
• 8:45
  some
• 8:45
  retailers
• 8:46
  starting
• 8:46
  to
• 8:46
  explore
• 8:47
  like
• 8:47
  gen
• 8:48
  AI
• 8:48
  based
• 8:48
  or
• 8:49
  language
• 8:49
  based
• 8:49
  search,
• 8:50
  how
• 8:51
  do
• 8:51
  you
• 8:51
  think
• 8:51
  that
• 8:51
  will
• 8:52
  impact.
• 8:52
  Do
• 8:52
  you
• 8:52
  think
• 8:52
  that
• 8:53
  we're
• 8:53
  still
• 8:53
  far
• 8:53
  away
• 8:54
  from
• 8:54
  that
• 8:54
  or
• 8:54
  do
• 8:54
  you
• 8:55
  think
• 8:55
  that's,
• 8:55
  that's
• 8:55
  going
• 8:55
  to
• 8:56
  come
• 8:56
  sooner
• 8:56
  than.
• 8:57
  It'll
• 8:57
  come
• 8:57
  sooner
• 8:58
  than
• 8:58
  people.
• 8:58
  Yeah,
• 8:59
  I
• 8:59
  mean,
• 8:59
  I
• 8:59
  don't
• 8:59
  think
• 8:59
  it's
• 8:59
  going
• 8:59
  to
• 9:00
  happen
• 9:00
  tomorrow,
• 9:00
  but
• 9:01
  I
• 9:01
  do
• 9:01
  think
• 9:02
  it
• 9:02
  will
• 9:02
  happen
• 9:02
  in
• 9:02
  the
• 9:02
  next
• 9:03
  few,
• 9:03
  few
• 9:03
  years.
• 9:03
  Okay.
• 9:04
  You
• 9:05
  know,
• 9:05
  and
• 9:05
  you're
• 9:05
  already
• 9:06
  starting
• 9:06
  to
• 9:06
  see
• 9:07
  that,
• 9:07
  that,
• 9:07
  you
• 9:07
  know,
• 9:08
  with
• 9:08
  like
• 9:08
  the
• 9:08
  traditional
• 9:09
  site
• 9:09
  search
• 9:09
  experience.
• 9:10
  Yeah.
• 9:10
  That
• 9:11
  people
• 9:11
  are
• 9:12
  augmenting
• 9:12
  that
• 9:12
  with
• 9:13
  voice
• 9:14
  search
• 9:15
  and
• 9:15
  you
• 9:15
  know,
• 9:16
  in
• 9:16
  different
• 9:16
  types
• 9:17
  of,
• 9:17
  you
• 9:17
  know,
• 9:18
  more
• 9:18
  AI
• 9:18
  led
• 9:19
  types
• 9:19
  of
• 9:19
  search
• 9:19
  patterns.
• 9:20
  And
• 9:20
  then
• 9:21
  while
• 9:21
  people
• 9:21
  are
• 9:22
  not
• 9:22
  necessarily
• 9:22
  going,
• 9:23
  you
• 9:23
  know,
• 9:23
  on
• 9:23
  a
• 9:24
  transactional
• 9:24
  rate,
• 9:24
  going
• 9:25
  to
• 9:25
  things
• 9:25
  like
• 9:26
  Perplexity
• 9:26
  and
• 9:27
  chatgpt.
• 9:27
  Yeah.
• 9:29
  You
• 9:29
  know,
• 9:30
  as
• 9:30
  that
• 9:30
  comfort
• 9:30
  level
• 9:31
  grows
• 9:31
  with
• 9:31
  people
• 9:32
  doing
• 9:32
  those
• 9:32
  things,
• 9:33
  they
• 9:33
  will
• 9:34
  naturally
• 9:34
  start
• 9:34
  navigating
• 9:35
  to
• 9:35
  that
• 9:35
  more
• 9:35
  and
• 9:36
  more.
• 9:36
  Right,
• 9:36
  right.
• 9:37
  Excellent.
• 9:38
  And
• 9:38
  then,
• 9:38
  you
• 9:38
  know,
• 9:38
  it's
• 9:39
  just
• 9:39
  as
• 9:39
  the
• 9:40
  snowball
• 9:40
  builds,
• 9:41
  it
• 9:41
  hits
• 9:41
  a
• 9:41
  point
• 9:41
  where
• 9:42
  then
• 9:42
  it
• 9:42
  really
• 9:42
  becomes
• 9:43
  very
• 9:43
  big.
• 9:43
  Right.
• 9:44
  What
• 9:44
  about
• 9:45
  visual
• 9:45
  based
• 9:45
  search?
• 9:46
  Are
• 9:46
  you
• 9:46
  guys
• 9:47
  looking
• 9:47
  at
• 9:47
  that
• 9:47
  or
• 9:47
  do
• 9:47
  you
• 9:48
  consider
• 9:48
  like,
• 9:48
  do
• 9:48
  you
• 9:48
  think
• 9:49
  we're
• 9:49
  still
• 9:49
  off
• 9:50
  like
• 9:50
  as
• 9:50
  far
• 9:50
  as
• 9:51
  that's
• 9:51
  concerned
• 9:51
  and
• 9:52
  people
• 9:52
  using
• 9:53
  Lens
• 9:53
  or
• 9:54
  another.
• 9:56
  I
• 9:56
  don't
• 9:56
  know
• 9:56
  about
• 9:56
  channel
• 9:57
  search.
• 9:57
  I
• 9:57
  mean,
• 9:58
  things
• 9:58
  like
• 9:58
  Lens
• 9:59
  I
• 9:59
  think
• 9:59
  are
• 9:59
  interesting,
• 10:00
  but
• 10:01
  like
• 10:01
  those.
• 10:02
  I'm
• 10:02
  gonna
• 10:02
  snap
• 10:03
  a
• 10:03
  photo
• 10:03
  and,
• 10:03
  you
• 10:04
  know,
• 10:04
  do
• 10:04
  a
• 10:04
  search.
• 10:05
  Just
• 10:05
  hasn't
• 10:05
  really.
• 10:06
  The
• 10:06
  technology
• 10:07
  has
• 10:07
  been
• 10:07
  around
• 10:07
  for
• 10:08
  a
• 10:08
  while
• 10:08
  and
• 10:08
  really
• 10:09
  taken
• 10:09
  off.
• 10:09
  Yeah.
• 10:09
  Amazon's
• 10:10
  had
• 10:10
  it
• 10:10
  for
• 10:11
  however
• 10:11
  long.
• 10:11
  Yeah.
• 10:12
  I
• 10:12
  still
• 10:12
  think
• 10:12
  with
• 10:12
  those
• 10:13
  things,
• 10:13
  maybe
• 10:13
  there's
• 10:13
  a
• 10:13
  time
• 10:14
  that,
• 10:14
  you
• 10:14
  know,
• 10:14
  it
• 10:14
  suddenly
• 10:15
  takes
• 10:15
  off,
• 10:15
  but
• 10:15
  a
• 10:16
  lot
• 10:16
  of
• 10:16
  it,
• 10:16
  you
• 10:17
  know,
• 10:17
  maybe
• 10:17
  it
• 10:17
  was
• 10:17
  built
• 10:17
  way
• 10:18
  too
• 10:18
  soon,
• 10:18
  but
• 10:18
  maybe
• 10:18
  it
• 10:19
  was
• 10:19
  just.
• 10:19
  That
• 10:19
  wasn't
• 10:19
  what
• 10:20
  people
• 10:20
  wanted.
• 10:20
  All
• 10:21
  right,
• 10:21
  well,
• 10:22
  I
• 10:22
  appreciate
• 10:22
  you
• 10:22
  putting
• 10:23
  your
• 10:23
  Nostradamus
• 10:24
  hat
• 10:24
  on
• 10:24
  for
• 10:24
  us.
• 10:25
  Rick
• 10:26
  Egan
• 10:26
  here
• 10:27
  from
• 10:27
  beyond,
• 10:28
  giving
• 10:28
  us
• 10:29
  all
• 10:29
  of
• 10:29
  his
• 10:29
  experience,
• 10:30
  from
• 10:30
  daycare
• 10:31
  site
• 10:31
  finders
• 10:32
  in
• 10:32
  the
• 10:32
  early
• 10:32
  days
• 10:32
  of
• 10:33
  Ecom
• 10:33
  all
• 10:34
  the
• 10:34
  way
• 10:34
  to
• 10:34
  his
• 10:34
  current
• 10:34
  role
• 10:35
  now.
• 10:36
  Thank
• 10:36
  you
• 10:36
  so
• 10:36
  much,
• 10:36
  Rick,
• 10:37
  for
• 10:37
  spending
• 10:37
  time
• 10:38
  with
• 10:38
  us.
• 10:38
  And
• 10:38
  thanks
• 10:39
  again
• 10:39
  to
• 10:39
  Net
• 10:39
  Elixir
• 10:40
  for
• 10:41
  all
• 10:41
  of
• 10:41
  our
• 10:41
  coverage
• 10:42
  being
• 10:42
  made
• 10:42
  possible
• 10:43
  here
• 10:43
  at
• 10:43
  Etail.
• 10:44
  And
• 10:44
  until
• 10:45
  tomorrow,
• 10:45
  be
• 10:46
  careful
• 10:46
  out
• 10:46
  there.