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Luxury Retail Is Won Before the Sale with Noble Panacea | RTS 2026 · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:01
  Welcome
• 0:01
  back.
• 0:02
  It
• 0:02
  is
• 0:02
  Omnitalk
• 0:03
  Retail.
• 0:03
  I
• 0:03
  am
• 0:03
  Chris
• 0:03
  Walton
• 0:04
  and
• 0:04
  we
• 0:04
  are
• 0:04
  coming
• 0:04
  to
• 0:04
  you
• 0:05
  live
• 0:05
  from
• 0:05
  the
• 0:05
  retail
• 0:06
  technology
• 0:07
  show
• 0:07
  in
• 0:08
  London
• 0:08
  from
• 0:09
  the
• 0:09
  Fusion
• 0:09
  podcast
• 0:10
  studio.
• 0:10
  And
• 0:10
  joining
• 0:11
  me
• 0:11
  now
• 0:11
  is
• 0:11
  Will
• 0:12
  Locky.
• 0:12
  Will
• 0:13
  is
• 0:13
  the
• 0:13
  global
• 0:13
  digital
• 0:14
  director
• 0:14
  of
• 0:15
  Noble
• 0:15
  Panacea.
• 0:16
  Will,
• 0:17
  welcome
• 0:17
  to
• 0:17
  omnitalk
• 0:18
  and
• 0:18
  start
• 0:18
  us
• 0:18
  off
• 0:19
  by
• 0:19
  telling
• 0:19
  us
• 0:19
  about
• 0:19
  yourself
• 0:20
  and
• 0:20
  also
• 0:20
  about
• 0:20
  Noble
• 0:21
  Panacea.
• 0:21
  Yeah,
• 0:21
  thank
• 0:22
  you
• 0:22
  very
• 0:22
  much.
• 0:22
  It's
• 0:23
  great
• 0:23
  to
• 0:23
  be
• 0:23
  here.
• 0:23
  It's
• 0:23
  great
• 0:23
  to
• 0:23
  be
• 0:24
  the
• 0:24
  show
• 0:24
  today.
• 0:24
  Super
• 0:25
  busy
• 0:25
  and
• 0:26
  loads
• 0:26
  going
• 0:26
  on.
• 0:26
  Yeah,
• 0:27
  there
• 0:27
  is,
• 0:27
  yeah,
• 0:28
  super
• 0:28
  brief
• 0:28
  about
• 0:28
  me
• 0:29
  yet.
• 0:29
  Digital
• 0:29
  director
• 0:30
  at
• 0:30
  Noble
• 0:30
  Panacea.
• 0:31
  We
• 0:31
  are
• 0:31
  a
• 0:31
  luxury
• 0:32
  skincare
• 0:32
  brand
• 0:34
  founded
• 0:34
  on
• 0:34
  pure
• 0:35
  science
• 0:35
  and
• 0:35
  technology.
• 0:36
  Actually,
• 0:38
  the
• 0:38
  technology
• 0:39
  is
• 0:39
  super
• 0:39
  interesting
• 0:40
  because
• 0:40
  it's
• 0:40
  all
• 0:40
  based
• 0:40
  around
• 0:41
  nanotechnology.
• 0:42
  Okay.
• 0:43
  So,
• 0:43
  you
• 0:43
  know,
• 0:43
  the
• 0:43
  themes
• 0:43
  of
• 0:44
  the
• 0:44
  show
• 0:44
  today
• 0:44
  have
• 0:44
  all
• 0:45
  been
• 0:45
  about
• 0:45
  facing
• 0:45
  towards
• 0:46
  the
• 0:46
  future.
• 0:46
  Right.
• 0:47
  And
• 0:47
  we're
• 0:48
  quite
• 0:48
  aligned
• 0:48
  to
• 0:48
  that.
• 0:49
  So
• 0:49
  that's
• 0:49
  super
• 0:49
  interesting
• 0:51
  for
• 0:51
  me.
• 0:51
  Really
• 0:52
  briefly.
• 0:52
  Wow.
• 0:53
  Like
• 0:53
  20
• 0:53
  years
• 0:53
  in.
• 0:54
  In
• 0:54
  commerce,
• 0:55
  retail,
• 0:55
  tech,
• 0:57
  product
• 0:57
  data
• 0:58
  and
• 0:58
  marketing.
• 0:59
  I've
• 1:00
  kind
• 1:00
  of
• 1:00
  my
• 1:00
  career
• 1:01
  spanned
• 1:01
  pretty
• 1:02
  much
• 1:02
  I've
• 1:02
  sold
• 1:02
  pretty
• 1:03
  much
• 1:03
  most
• 1:03
  things.
• 1:03
  You
• 1:04
  have?
• 1:04
  Yeah,
• 1:05
  it's
• 1:05
  pretty.
• 1:05
  It's
• 1:05
  pretty
• 1:05
  wild.
• 1:06
  I
• 1:06
  mean,
• 1:06
  like,
• 1:06
  yeah,
• 1:06
  you've
• 1:06
  got
• 1:06
  Adidas,
• 1:07
  Diageo,
• 1:08
  Porsche,
• 1:09
  all
• 1:09
  on
• 1:09
  your
• 1:09
  background,
• 1:10
  right?
• 1:10
  Yeah,
• 1:10
  I've
• 1:11
  worked
• 1:11
  agency
• 1:12
  side
• 1:12
  some
• 1:12
  of
• 1:12
  those
• 1:13
  brands.
• 1:13
  I've
• 1:13
  worked
• 1:13
  client
• 1:14
  side.
• 1:14
  The
• 1:15
  last
• 1:15
  few
• 1:15
  years
• 1:15
  in
• 1:15
  my
• 1:15
  career
• 1:16
  have
• 1:16
  been
• 1:16
  focused
• 1:16
  mainly
• 1:17
  on
• 1:17
  luxury
• 1:17
  brands
• 1:18
  and
• 1:18
  that's
• 1:18
  where
• 1:18
  I
• 1:19
  am
• 1:19
  now.
• 1:20
  What
• 1:20
  I
• 1:20
  really
• 1:21
  enjoy
• 1:21
  about
• 1:21
  that
• 1:22
  side
• 1:22
  of
• 1:23
  things
• 1:24
  is
• 1:24
  the
• 1:24
  challenges
• 1:26
  that
• 1:26
  come
• 1:26
  with
• 1:26
  selling.
• 1:27
  Basically
• 1:28
  goods
• 1:28
  that
• 1:29
  are
• 1:29
  more
• 1:29
  exclusive
• 1:30
  have
• 1:30
  a
• 1:30
  longer
• 1:31
  consideration
• 1:32
  cycle,
• 1:32
  they're
• 1:33
  harder
• 1:33
  to
• 1:33
  sell.
• 1:33
  So
• 1:34
  it's
• 1:34
  more
• 1:34
  of
• 1:34
  a
• 1:34
  challenge,
• 1:35
  basically.
• 1:36
  That's
• 1:36
  what
• 1:36
  I
• 1:36
  enjoy.
• 1:36
  It
• 1:37
  gives
• 1:37
  you
• 1:37
  something
• 1:37
  else.
• 1:37
  I
• 1:37
  think
• 1:38
  the
• 1:38
  other
• 1:38
  thing
• 1:38
  that's
• 1:38
  cool
• 1:38
  about
• 1:38
  it
• 1:39
  from.
• 1:39
  It
• 1:39
  gives
• 1:39
  you
• 1:39
  something
• 1:39
  else
• 1:40
  to
• 1:40
  like
• 1:40
  work
• 1:41
  towards
• 1:41
  or
• 1:41
  speak
• 1:42
  to
• 1:42
  your
• 1:42
  customer
• 1:42
  about
• 1:42
  other
• 1:43
  than
• 1:43
  price
• 1:43
  too.
• 1:44
  Right.
• 1:44
  So,
• 1:44
  yeah,
• 1:45
  100%.
• 1:45
  So
• 1:46
  what
• 1:46
  is
• 1:46
  fascinating
• 1:47
  and
• 1:47
  kind
• 1:48
  of
• 1:48
  one
• 1:48
  of
• 1:48
  the
• 1:48
  things
• 1:48
  I've
• 1:48
  learned
• 1:49
  most
• 1:49
  is
• 1:49
  in
• 1:49
  my
• 1:49
  career
• 1:50
  lately
• 1:52
  is
• 1:52
  when
• 1:53
  you're
• 1:53
  selling,
• 1:53
  when
• 1:53
  you're
• 1:54
  selling
• 1:54
  products
• 1:54
  that
• 1:54
  have
• 1:54
  like
• 1:55
  high
• 1:55
  consideration
• 1:56
  that
• 1:56
  might
• 1:56
  engender
• 1:57
  high
• 1:57
  loyalty,
• 1:59
  you
• 1:59
  have
• 1:59
  to
• 1:59
  sort
• 1:59
  of
• 2:00
  go
• 2:00
  the
• 2:00
  extra
• 2:00
  mile
• 2:01
  when
• 2:01
  it
• 2:02
  comes
• 2:02
  to
• 2:03
  discovery,
• 2:04
  education,
• 2:06
  building,
• 2:06
  desire,
• 2:07
  emotion.
• 2:09
  So
• 2:09
  all
• 2:09
  of
• 2:09
  the
• 2:09
  things
• 2:10
  that
• 2:10
  kind
• 2:10
  of
• 2:10
  like
• 2:10
  traditional
• 2:11
  retailers
• 2:12
  just
• 2:12
  go
• 2:12
  straight
• 2:12
  in
• 2:12
  for
• 2:13
  the
• 2:13
  sell,
• 2:14
  you
• 2:15
  have
• 2:15
  to
• 2:15
  focus
• 2:15
  on
• 2:15
  these
• 2:16
  things
• 2:16
  as
• 2:16
  well.
• 2:16
  And
• 2:16
  that's
• 2:17
  like
• 2:17
  where
• 2:17
  I
• 2:17
  think
• 2:17
  it's
• 2:18
  really
• 2:18
  interesting
• 2:18
  in
• 2:19
  terms
• 2:19
  of
• 2:20
  storytelling
• 2:22
  and
• 2:22
  the
• 2:22
  amount
• 2:22
  of
• 2:22
  effort
• 2:23
  that
• 2:23
  luxury
• 2:24
  brands
• 2:25
  put
• 2:25
  towards
• 2:26
  the
• 2:26
  sort
• 2:27
  of
• 2:27
  the
• 2:27
  upper
• 2:27
  funnel
• 2:28
  of
• 2:28
  the
• 2:28
  traditional
• 2:29
  journey
• 2:29
  is
• 2:30
  super
• 2:30
  interesting.
• 2:30
  Right?
• 2:30
  Yeah,
• 2:31
  yeah,
• 2:31
  that's
• 2:31
  A
• 2:31
  really
• 2:31
  good
• 2:32
  point,
• 2:32
  too,
• 2:32
  because,
• 2:32
  you
• 2:32
  know,
• 2:32
  then
• 2:32
  that's
• 2:33
  why
• 2:33
  the
• 2:33
  margins
• 2:33
  are
• 2:34
  the
• 2:34
  way
• 2:34
  they
• 2:34
  are
• 2:34
  in
• 2:34
  luxury,
• 2:34
  because
• 2:35
  it
• 2:35
  costs
• 2:35
  more
• 2:36
  to
• 2:36
  do
• 2:36
  those
• 2:36
  types
• 2:37
  of
• 2:37
  things
• 2:37
  to
• 2:37
  get
• 2:38
  the
• 2:38
  products
• 2:38
  into
• 2:38
  the
• 2:38
  hands
• 2:38
  of
• 2:39
  people.
• 2:40
  Yep,
• 2:40
  to
• 2:40
  a
• 2:40
  certain
• 2:40
  extent
• 2:41
  there's
• 2:41
  that.
• 2:42
  But
• 2:42
  then
• 2:42
  it's
• 2:42
  also
• 2:42
  the
• 2:43
  other
• 2:43
  interesting
• 2:43
  challenge
• 2:44
  is
• 2:44
  sort
• 2:44
  of
• 2:44
  like
• 2:44
  the.
• 2:46
  The
• 2:46
  price
• 2:47
  value
• 2:48
  sort
• 2:48
  of
• 2:48
  argument
• 2:49
  and
• 2:49
  how
• 2:49
  you
• 2:50
  as
• 2:50
  a
• 2:50
  brand,
• 2:51
  you
• 2:51
  know,
• 2:51
  express
• 2:52
  that.
• 2:53
  And
• 2:54
  that's
• 2:54
  also
• 2:54
  interesting
• 2:54
  how
• 2:55
  that
• 2:55
  comes
• 2:55
  across
• 2:55
  in
• 2:56
  your
• 2:56
  storytelling,
• 2:56
  your
• 2:56
  brand.
• 2:57
  So
• 2:58
  I've
• 2:58
  always
• 2:58
  really
• 2:58
  enjoyed
• 2:59
  that
• 2:59
  side
• 2:59
  of
• 2:59
  things,
• 3:00
  and
• 3:00
  I
• 3:00
  think
• 3:00
  that's
• 3:00
  why
• 3:00
  I'm
• 3:00
  more
• 3:00
  attracted
• 3:01
  to
• 3:02
  luxury
• 3:02
  brands.
• 3:03
  Yeah,
• 3:03
  spoken
• 3:03
  like
• 3:03
  a
• 3:04
  true
• 3:04
  retailer.
• 3:04
  Spoken
• 3:05
  like
• 3:05
  a
• 3:05
  true
• 3:05
  retailer.
• 3:06
  All
• 3:06
  right,
• 3:06
  so
• 3:06
  I'm
• 3:06
  curious,
• 3:07
  with
• 3:07
  all
• 3:07
  that
• 3:07
  in
• 3:07
  your
• 3:08
  background,
• 3:08
  you
• 3:08
  know,
• 3:08
  you
• 3:09
  know,
• 3:09
  specifically,
• 3:09
  like,
• 3:10
  you're
• 3:10
  enjoying
• 3:11
  luxury,
• 3:11
  I'm
• 3:11
  curious,
• 3:12
  is
• 3:12
  there
• 3:12
  anything
• 3:13
  that,
• 3:13
  you
• 3:13
  know,
• 3:13
  moving
• 3:14
  across
• 3:14
  all
• 3:15
  these
• 3:15
  different
• 3:15
  types
• 3:15
  of
• 3:16
  product
• 3:16
  categories
• 3:16
  in
• 3:16
  your
• 3:17
  career
• 3:17
  has
• 3:18
  taught
• 3:18
  you
• 3:18
  that,
• 3:19
  say,
• 3:19
  if
• 3:19
  you
• 3:19
  had
• 3:19
  stayed
• 3:20
  specialized
• 3:21
  in
• 3:21
  one
• 3:21
  area,
• 3:21
  particularly
• 3:22
  you
• 3:22
  think
• 3:22
  you
• 3:22
  would
• 3:23
  have
• 3:23
  missed
• 3:23
  as
• 3:23
  you
• 3:23
  look
• 3:23
  back
• 3:24
  on
• 3:24
  your
• 3:24
  career?
• 3:25
  I
• 3:26
  think
• 3:26
  what
• 3:26
  I've
• 3:27
  learned,
• 3:27
  I
• 3:27
  think
• 3:27
  this
• 3:27
  is
• 3:28
  an
• 3:28
  interesting
• 3:28
  topic
• 3:29
  because
• 3:30
  I
• 3:30
  think
• 3:33
  being
• 3:33
  curious
• 3:34
  around,
• 3:34
  like,
• 3:35
  what
• 3:35
  are
• 3:35
  the
• 3:35
  common
• 3:35
  ingredients?
• 3:36
  Like,
• 3:36
  what
• 3:37
  you're
• 3:37
  basically
• 3:37
  saying
• 3:37
  is,
• 3:38
  is
• 3:38
  there
• 3:38
  a
• 3:38
  common
• 3:38
  set
• 3:39
  of
• 3:39
  ingredients
• 3:39
  or
• 3:40
  a
• 3:40
  common
• 3:40
  set
• 3:40
  of
• 3:40
  learnings
• 3:41
  throughout
• 3:41
  the
• 3:41
  career?
• 3:42
  I
• 3:42
  think,
• 3:42
  yes,
• 3:42
  yes,
• 3:43
  there
• 3:43
  is.
• 3:43
  There
• 3:43
  is,
• 3:43
  100%.
• 3:44
  Because,
• 3:45
  like,
• 3:45
  there
• 3:45
  are
• 3:46
  common
• 3:46
  challenges
• 3:47
  that
• 3:48
  all
• 3:48
  businesses
• 3:49
  and
• 3:49
  brands
• 3:49
  face.
• 3:50
  We
• 3:50
  all
• 3:50
  face.
• 3:50
  And
• 3:51
  that's
• 3:51
  why
• 3:51
  shows
• 3:51
  like
• 3:51
  this
• 3:51
  are
• 3:52
  great,
• 3:52
  because
• 3:52
  we
• 3:52
  will
• 3:52
  come
• 3:53
  together
• 3:53
  and
• 3:53
  talk
• 3:53
  about
• 3:54
  them
• 3:54
  and
• 3:54
  learn.
• 3:55
  Right.
• 3:57
  But
• 3:57
  I
• 3:57
  think
• 3:58
  that,
• 3:59
  yes,
• 3:59
  there
• 3:59
  is
• 3:59
  a
• 4:00
  common
• 4:00
  set
• 4:00
  of
• 4:00
  ingredients
• 4:01
  around
• 4:02
  common
• 4:02
  challenges.
• 4:03
  But
• 4:04
  I
• 4:04
  think
• 4:06
  what's
• 4:06
  different
• 4:07
  is.
• 4:08
  And
• 4:08
  where
• 4:08
  it
• 4:08
  becomes
• 4:08
  interesting
• 4:09
  is
• 4:10
  every
• 4:10
  business
• 4:11
  brand
• 4:11
  has
• 4:12
  a
• 4:12
  different
• 4:12
  story
• 4:12
  to
• 4:12
  tell,
• 4:12
  has
• 4:13
  a
• 4:13
  different
• 4:13
  sort
• 4:13
  of,
• 4:13
  like,
• 4:14
  nuance
• 4:15
  to
• 4:15
  that
• 4:15
  set
• 4:15
  of
• 4:16
  ingredients.
• 4:17
  And
• 4:17
  it's
• 4:17
  often
• 4:17
  quite
• 4:18
  interesting
• 4:19
  and
• 4:19
  a
• 4:19
  challenge
• 4:20
  to
• 4:20
  figure
• 4:20
  out,
• 4:21
  okay,
• 4:21
  for
• 4:22
  a
• 4:22
  given
• 4:22
  brand,
• 4:23
  a
• 4:23
  given
• 4:23
  product
• 4:23
  in
• 4:24
  a
• 4:24
  given
• 4:24
  market,
• 4:26
  what
• 4:26
  are
• 4:26
  the
• 4:27
  specific
• 4:27
  things
• 4:28
  that
• 4:28
  are
• 4:28
  really
• 4:28
  going
• 4:29
  to
• 4:29
  sort
• 4:29
  of
• 4:29
  move
• 4:29
  the
• 4:30
  needle
• 4:30
  here?
• 4:30
  Because
• 4:31
  it
• 4:31
  won't
• 4:31
  be
• 4:31
  the
• 4:31
  same
• 4:32
  as
• 4:32
  the
• 4:32
  last
• 4:33
  business
• 4:33
  that
• 4:34
  I
• 4:34
  worked
• 4:34
  in,
• 4:34
  for
• 4:35
  example.
• 4:36
  Might
• 4:36
  not
• 4:36
  be
• 4:36
  the
• 4:36
  same
• 4:37
  as
• 4:37
  last
• 4:37
  year.
• 4:37
  No,
• 4:38
  exactly.
• 4:38
  And,
• 4:39
  yeah,
• 4:39
  and
• 4:39
  things
• 4:39
  move
• 4:40
  super,
• 4:40
  super
• 4:40
  quick.
• 4:40
  Yeah,
• 4:41
  I
• 4:41
  probably
• 4:42
  say
• 4:43
  a
• 4:44
  yes,
• 4:44
  common
• 4:45
  set
• 4:45
  of
• 4:45
  ingredients,
• 4:46
  like,
• 4:46
  always.
• 4:46
  Like
• 4:47
  a
• 4:47
  good
• 4:47
  principle
• 4:48
  I've
• 4:48
  always
• 4:48
  had
• 4:48
  is,
• 4:49
  like,
• 4:50
  really
• 4:50
  being
• 4:51
  brilliant
• 4:51
  at
• 4:51
  the
• 4:51
  basics.
• 4:52
  And
• 4:52
  what
• 4:52
  I
• 4:53
  mean
• 4:53
  by
• 4:53
  that
• 4:53
  is,
• 4:54
  you
• 4:54
  know,
• 4:54
  like,
• 4:55
  does
• 4:55
  this
• 4:55
  business
• 4:56
  have,
• 4:56
  like,
• 4:57
  strong
• 4:57
  org
• 4:57
  setup?
• 4:58
  Does
• 4:58
  it
• 4:59
  have
• 4:59
  strong
• 4:59
  trading,
• 5:00
  merchandising,
• 5:00
  strong
• 5:01
  product?
• 5:02
  Does
• 5:02
  it
• 5:02
  have
• 5:02
  a
• 5:02
  good
• 5:02
  understanding
• 5:03
  of
• 5:03
  unit
• 5:03
  economics?
• 5:04
  Does
• 5:05
  it
• 5:05
  have
• 5:05
  a
• 5:05
  strong
• 5:05
  brand
• 5:06
  that
• 5:06
  engenders
• 5:07
  Loyalty,
• 5:08
  does
• 5:08
  it
• 5:08
  have
• 5:08
  the
• 5:09
  content
• 5:09
  and
• 5:09
  storytelling?
• 5:10
  There's
• 5:11
  a
• 5:11
  bunch
• 5:11
  of
• 5:11
  things
• 5:12
  that
• 5:12
  I
• 5:12
  think
• 5:14
  would
• 5:14
  fall
• 5:14
  into
• 5:15
  the
• 5:15
  common
• 5:15
  ingredients
• 5:16
  category.
• 5:17
  But
• 5:17
  I
• 5:17
  often
• 5:18
  think,
• 5:19
  and
• 5:19
  often
• 5:19
  witness
• 5:21
  where
• 5:22
  it
• 5:22
  can,
• 5:23
  where
• 5:23
  work
• 5:23
  is
• 5:24
  most
• 5:24
  often
• 5:24
  required
• 5:25
  is
• 5:25
  in
• 5:25
  the
• 5:25
  execution
• 5:27
  because
• 5:27
  that's
• 5:28
  often
• 5:28
  where
• 5:28
  you
• 5:29
  see
• 5:29
  things.
• 5:30
  Because
• 5:30
  you
• 5:30
  can
• 5:31
  have
• 5:31
  a
• 5:31
  great
• 5:31
  plans,
• 5:32
  you
• 5:32
  can
• 5:32
  have
• 5:32
  a
• 5:32
  great
• 5:32
  brand,
• 5:33
  a
• 5:33
  great
• 5:33
  story
• 5:33
  to
• 5:33
  tell,
• 5:34
  but
• 5:35
  if
• 5:35
  you
• 5:35
  don't
• 5:35
  execute
• 5:36
  it
• 5:37
  perfectly
• 5:38
  in
• 5:38
  the
• 5:39
  customer's
• 5:39
  eyes,
• 5:39
  you
• 5:40
  can
• 5:40
  lose
• 5:40
  them,
• 5:41
  you
• 5:41
  could
• 5:41
  lose
• 5:41
  trust,
• 5:42
  you
• 5:42
  could
• 5:42
  get
• 5:42
  something
• 5:43
  wrong
• 5:43
  in
• 5:43
  that
• 5:44
  moment.
• 5:45
  And
• 5:45
  I
• 5:45
  think
• 5:45
  that's
• 5:45
  where
• 5:46
  it
• 5:46
  becomes
• 5:46
  interesting.
• 5:46
  Do
• 5:47
  you
• 5:47
  think
• 5:47
  that's
• 5:47
  particularly
• 5:48
  more
• 5:48
  important
• 5:49
  in
• 5:49
  the
• 5:49
  digital
• 5:50
  space
• 5:50
  too?
• 5:51
  In
• 5:51
  the
• 5:51
  digital
• 5:51
  sphere
• 5:51
  of
• 5:51
  retailing?
• 5:53
  I
• 5:53
  actually
• 5:54
  think
• 5:56
  you
• 5:56
  get
• 5:56
  more
• 5:56
  leeway
• 5:57
  in
• 5:57
  the
• 5:57
  digital
• 5:58
  space,
• 5:59
  a
• 5:59
  little
• 5:59
  bit
• 5:59
  more
• 6:00
  forgiving
• 6:00
  because
• 6:01
  you
• 6:01
  can
• 6:01
  basically
• 6:02
  test
• 6:03
  and
• 6:03
  experiment
• 6:04
  so
• 6:05
  much
• 6:05
  quicker.
• 6:05
  And
• 6:06
  that's
• 6:06
  the
• 6:07
  beauty
• 6:07
  of
• 6:07
  digital,
• 6:08
  is
• 6:08
  that
• 6:08
  we
• 6:08
  can
• 6:09
  endlessly
• 6:09
  test.
• 6:10
  That's
• 6:10
  great.
• 6:11
  That's
• 6:11
  harder
• 6:12
  to
• 6:12
  do
• 6:12
  in
• 6:12
  the
• 6:13
  physical
• 6:13
  retail
• 6:13
  environment,
• 6:14
  of
• 6:14
  course.
• 6:15
  So
• 6:16
  I
• 6:16
  think
• 6:16
  you
• 6:16
  do
• 6:16
  get
• 6:16
  a
• 6:16
  bit
• 6:17
  more,
• 6:18
  you
• 6:18
  can
• 6:18
  move
• 6:18
  quicker,
• 6:19
  so
• 6:19
  you
• 6:19
  can
• 6:19
  test
• 6:20
  more,
• 6:20
  you
• 6:20
  can
• 6:20
  move
• 6:21
  quicker,
• 6:21
  which
• 6:22
  means
• 6:22
  you
• 6:22
  could
• 6:22
  give,
• 6:23
  you
• 6:23
  could
• 6:23
  give
• 6:23
  you
• 6:24
  a
• 6:24
  slightly
• 6:24
  different
• 6:24
  experience
• 6:26
  but
• 6:26
  only
• 6:26
  show
• 6:27
  it
• 6:27
  to
• 6:27
  a
• 6:27
  smaller
• 6:28
  percentage
• 6:28
  of
• 6:28
  your
• 6:29
  customers,
• 6:29
  therefore
• 6:30
  less
• 6:30
  risk.
• 6:33
  So
• 6:33
  I
• 6:33
  think,
• 6:34
  yeah,
• 6:34
  that's
• 6:34
  one
• 6:34
  thing.
• 6:35
  To
• 6:35
  think
• 6:35
  about,
• 6:35
  more
• 6:35
  leeway
• 6:36
  in
• 6:36
  the
• 6:36
  digital
• 6:36
  sphere
• 6:37
  for
• 6:37
  those
• 6:37
  reasons.
• 6:37
  Yeah.
• 6:38
  All
• 6:38
  right.
• 6:38
  So
• 6:38
  you
• 6:39
  know,
• 6:39
  you
• 6:39
  got
• 6:39
  me
• 6:39
  thinking
• 6:40
  too.
• 6:40
  So
• 6:40
  you
• 6:40
  know,
• 6:40
  AI,
• 6:41
  we're
• 6:41
  at
• 6:41
  this,
• 6:41
  we're
• 6:42
  at
• 6:42
  this
• 6:42
  retail
• 6:43
  conference
• 6:43
  as
• 6:43
  well.
• 6:43
  Retail
• 6:44
  tech
• 6:44
  conference,
• 6:44
  talk
• 6:44
  of
• 6:44
  the
• 6:45
  town.
• 6:45
  For
• 6:45
  sure.
• 6:46
  You've
• 6:46
  described
• 6:47
  in
• 6:47
  the
• 6:47
  past
• 6:48
  luxury
• 6:48
  brands
• 6:49
  as
• 6:49
  potentially
• 6:50
  facing
• 6:51
  particularly
• 6:51
  challenges,
• 6:52
  particular
• 6:52
  challenges
• 6:53
  in
• 6:53
  the
• 6:53
  AI
• 6:54
  E
• 6:54
  commerce
• 6:55
  landscape.
• 6:55
  For
• 6:56
  sure.
• 6:57
  Noting
• 6:57
  that.
• 6:57
  And
• 6:58
  I
• 6:58
  think
• 6:58
  you
• 6:58
  said
• 6:58
  something
• 6:58
  to
• 6:59
  the
• 6:59
  effect
• 6:59
  of.
• 6:59
  As
• 6:59
  I
• 6:59
  was
• 6:59
  doing
• 7:00
  my
• 7:00
  research,
• 7:00
  brands
• 7:01
  should
• 7:01
  focus
• 7:01
  on
• 7:02
  audience
• 7:02
  led
• 7:03
  content
• 7:03
  that
• 7:03
  works
• 7:04
  across
• 7:04
  multiple
• 7:05
  challenges.
• 7:06
  What
• 7:06
  does
• 7:06
  that
• 7:06
  exactly
• 7:07
  mean
• 7:07
  when
• 7:07
  you
• 7:07
  said
• 7:07
  that?
• 7:08
  I
• 7:08
  think,
• 7:09
  I
• 7:09
  think
• 7:10
  that
• 7:10
  refers
• 7:11
  to,
• 7:11
  actually
• 7:11
  to
• 7:11
  the
• 7:11
  point
• 7:12
  I
• 7:12
  made
• 7:12
  earlier
• 7:12
  about
• 7:13
  like,
• 7:13
  think
• 7:13
  about
• 7:14
  like
• 7:14
  the
• 7:14
  discovery
• 7:15
  journey
• 7:15
  for
• 7:15
  a
• 7:16
  brand
• 7:17
  and
• 7:18
  think
• 7:18
  about
• 7:19
  high
• 7:19
  consideration
• 7:20
  purchases.
• 7:22
  And
• 7:22
  what
• 7:23
  I've
• 7:23
  learned
• 7:23
  is
• 7:24
  that
• 7:25
  yes,
• 7:26
  the
• 7:27
  amount
• 7:27
  of
• 7:27
  effort
• 7:28
  that
• 7:28
  you
• 7:28
  put
• 7:28
  into
• 7:28
  that
• 7:29
  discovery
• 7:29
  education
• 7:30
  piece
• 7:32
  needs
• 7:32
  to
• 7:32
  be
• 7:32
  very
• 7:33
  high.
• 7:34
  And
• 7:34
  I
• 7:34
  think
• 7:35
  that
• 7:35
  audience
• 7:35
  led
• 7:36
  means
• 7:36
  obviously
• 7:37
  putting
• 7:37
  out
• 7:37
  content
• 7:38
  that
• 7:38
  is
• 7:38
  relevant
• 7:39
  to
• 7:39
  your
• 7:39
  audience.
• 7:39
  Right.
• 7:40
  This
• 7:40
  is
• 7:40
  as
• 7:40
  simple
• 7:41
  as
• 7:41
  that.
• 7:42
  Where
• 7:43
  I
• 7:43
  think
• 7:43
  it's
• 7:43
  going
• 7:44
  and
• 7:44
  where
• 7:45
  I
• 7:45
  think
• 7:45
  we
• 7:46
  like
• 7:46
  and
• 7:46
  hear
• 7:47
  people
• 7:47
  talking
• 7:47
  at
• 7:47
  the
• 7:47
  show
• 7:48
  and
• 7:48
  brands
• 7:49
  and
• 7:49
  technology
• 7:50
  providers.
• 7:51
  Where
• 7:51
  I
• 7:51
  think
• 7:51
  it's
• 7:52
  going
• 7:52
  is
• 7:54
  updating
• 7:56
  in
• 7:56
  real
• 7:56
  time
• 7:57
  based
• 7:58
  on
• 7:58
  intent
• 7:59
  and
• 7:59
  a
• 7:59
  certain
• 8:00
  level
• 8:00
  of
• 8:00
  understanding
• 8:01
  about
• 8:01
  the
• 8:01
  customer
• 8:02
  and
• 8:02
  whether
• 8:02
  that's
• 8:03
  like
• 8:04
  in
• 8:04
  a
• 8:04
  physical
• 8:05
  store
• 8:05
  or
• 8:05
  in
• 8:06
  the
• 8:06
  Digital
• 8:06
  store.
• 8:08
  We
• 8:08
  just
• 8:08
  simply
• 8:09
  have
• 8:09
  to
• 8:09
  do
• 8:09
  a
• 8:09
  better
• 8:09
  job
• 8:10
  of
• 8:10
  understanding
• 8:11
  that
• 8:11
  intent
• 8:12
  in
• 8:13
  real
• 8:13
  time
• 8:14
  and
• 8:14
  then
• 8:14
  adapting
• 8:15
  the
• 8:15
  experience
• 8:16
  or
• 8:16
  content
• 8:17
  based
• 8:17
  on
• 8:17
  that.
• 8:17
  So,
• 8:17
  for
• 8:18
  example,
• 8:18
  I'll
• 8:18
  give
• 8:18
  you
• 8:18
  a
• 8:18
  really
• 8:20
  simple
• 8:21
  example.
• 8:22
  You're
• 8:22
  a
• 8:22
  brand
• 8:22
  new
• 8:23
  visitor
• 8:23
  to
• 8:24
  a
• 8:24
  store,
• 8:25
  and
• 8:25
  whether
• 8:25
  that's
• 8:25
  an
• 8:25
  online
• 8:26
  storefront
• 8:27
  or
• 8:27
  a
• 8:27
  physical
• 8:27
  storefront,
• 8:29
  we
• 8:29
  don't
• 8:30
  know
• 8:30
  you.
• 8:31
  Therefore,
• 8:32
  let's
• 8:32
  give
• 8:32
  you
• 8:32
  an
• 8:32
  experience
• 8:33
  which
• 8:33
  is
• 8:34
  a
• 8:34
  nice,
• 8:34
  easy
• 8:35
  introduction
• 8:35
  to
• 8:36
  the
• 8:36
  brand.
• 8:36
  Here's
• 8:36
  some
• 8:36
  content.
• 8:37
  This
• 8:37
  is
• 8:37
  who
• 8:38
  we
• 8:38
  are.
• 8:39
  But
• 8:39
  if
• 8:39
  we
• 8:39
  recognize
• 8:40
  you
• 8:40
  and
• 8:41
  you've
• 8:41
  given
• 8:41
  us
• 8:41
  permission
• 8:43
  to
• 8:44
  adapt
• 8:44
  the
• 8:44
  experience,
• 8:45
  because
• 8:46
  who
• 8:46
  wouldn't
• 8:47
  like
• 8:47
  that
• 8:47
  to
• 8:47
  be
• 8:47
  have
• 8:48
  a
• 8:48
  more
• 8:48
  personalized
• 8:48
  experience,
• 8:50
  then
• 8:50
  we
• 8:50
  should
• 8:50
  be
• 8:50
  adapting
• 8:51
  in
• 8:51
  real
• 8:51
  time
• 8:51
  and
• 8:52
  give
• 8:52
  you
• 8:52
  content
• 8:52
  that's
• 8:53
  more
• 8:53
  relevant
• 8:53
  to
• 8:53
  you
• 8:54
  or
• 8:54
  an
• 8:54
  experience
• 8:55
  in
• 8:55
  the
• 8:55
  store
• 8:56
  that's
• 8:56
  more
• 8:56
  relevant
• 8:57
  to
• 8:57
  you,
• 8:57
  which
• 8:57
  is
• 8:57
  obviously
• 8:58
  going
• 8:58
  to
• 8:58
  be.
• 8:58
  Welcome
• 8:59
  back,
• 8:59
  sir.
• 9:00
  How
• 9:00
  are
• 9:00
  you?
• 9:01
  Like,
• 9:01
  I
• 9:01
  can
• 9:01
  see
• 9:01
  you've
• 9:02
  been
• 9:02
  looking
• 9:02
  at
• 9:02
  this.
• 9:02
  Would
• 9:02
  you
• 9:03
  like
• 9:03
  to
• 9:03
  try
• 9:03
  this?
• 9:04
  How
• 9:05
  are
• 9:05
  you
• 9:05
  getting
• 9:05
  on
• 9:05
  with
• 9:05
  the
• 9:05
  last
• 9:06
  product?
• 9:06
  So
• 9:06
  it's
• 9:07
  very,
• 9:07
  very
• 9:07
  simple,
• 9:07
  but
• 9:08
  we're
• 9:08
  not
• 9:09
  there
• 9:09
  yet
• 9:10
  and
• 9:10
  we
• 9:10
  should
• 9:10
  be.
• 9:11
  Yeah.
• 9:11
  So.
• 9:11
  Well,
• 9:12
  I
• 9:12
  want
• 9:12
  to
• 9:12
  push
• 9:12
  on
• 9:12
  this
• 9:13
  topic
• 9:13
  a
• 9:13
  little
• 9:13
  bit
• 9:13
  more
• 9:13
  too.
• 9:13
  So
• 9:14
  like,
• 9:14
  you
• 9:14
  know,
• 9:15
  and
• 9:15
  I've
• 9:15
  never
• 9:15
  had
• 9:15
  a
• 9:15
  chance
• 9:15
  to
• 9:15
  ask
• 9:16
  somebody
• 9:16
  this,
• 9:16
  but,
• 9:16
  you
• 9:17
  know,
• 9:17
  when
• 9:17
  you
• 9:17
  think
• 9:17
  about
• 9:17
  luxury,
• 9:18
  you
• 9:19
  know,
• 9:19
  and
• 9:19
  you
• 9:19
  think
• 9:19
  about
• 9:20
  the
• 9:20
  premium
• 9:21
  position
• 9:21
  that
• 9:21
  goes
• 9:22
  along
• 9:22
  with
• 9:22
  it
• 9:23
  and
• 9:23
  everything
• 9:23
  you're
• 9:24
  talking
• 9:24
  about
• 9:24
  in
• 9:24
  the
• 9:24
  sphere,
• 9:24
  like
• 9:25
  the
• 9:25
  content
• 9:25
  that's
• 9:26
  associated
• 9:26
  with
• 9:26
  it,
• 9:27
  the
• 9:28
  provenance
• 9:29
  of
• 9:29
  the
• 9:29
  products
• 9:30
  themselves
• 9:31
  as
• 9:31
  an
• 9:31
  example,
• 9:33
  does
• 9:33
  luxury
• 9:34
  get
• 9:35
  adversely
• 9:36
  affected
• 9:37
  by
• 9:37
  the
• 9:37
  fact
• 9:37
  that
• 9:38
  more
• 9:38
  and
• 9:38
  more
• 9:38
  consumers
• 9:39
  will
• 9:39
  be
• 9:39
  interacting
• 9:39
  with
• 9:40
  chatbots
• 9:40
  to
• 9:41
  discover
• 9:41
  what
• 9:41
  it
• 9:41
  is
• 9:42
  they
• 9:42
  want,
• 9:42
  or
• 9:42
  will
• 9:42
  they
• 9:43
  actually
• 9:43
  be
• 9:43
  the
• 9:43
  beneficiaries
• 9:44
  of
• 9:44
  that
• 9:45
  activity
• 9:45
  in
• 9:45
  the
• 9:45
  long
• 9:46
  run?
• 9:47
  Because
• 9:47
  it
• 9:47
  has
• 9:47
  those
• 9:48
  things
• 9:48
  associated
• 9:48
  with
• 9:48
  it
• 9:49
  and
• 9:49
  tied
• 9:49
  to
• 9:49
  it
• 9:49
  already.
• 9:49
  Like,
• 9:50
  what's
• 9:50
  your
• 9:50
  take
• 9:50
  on
• 9:51
  that?
• 9:52
  Hmm,
• 9:52
  that's
• 9:53
  an
• 9:53
  interesting
• 9:53
  question.
• 9:54
  I
• 9:54
  don't
• 9:54
  think,
• 9:54
  I
• 9:55
  don't
• 9:55
  think
• 9:55
  luxury
• 9:55
  as
• 9:56
  a
• 9:56
  broad
• 9:56
  category
• 9:57
  is
• 9:57
  going
• 9:57
  to
• 9:57
  be
• 9:58
  very
• 9:59
  different
• 9:59
  to
• 10:00
  others
• 10:00
  in
• 10:01
  the
• 10:01
  sense
• 10:01
  that
• 10:01
  everybody
• 10:02
  needs
• 10:02
  to
• 10:02
  understand
• 10:03
  this
• 10:03
  is
• 10:04
  now
• 10:04
  a
• 10:04
  discovery,
• 10:06
  mechanism
• 10:06
  or
• 10:06
  method
• 10:07
  for
• 10:07
  customers,
• 10:08
  regardless
• 10:09
  of
• 10:09
  a
• 10:09
  new
• 10:09
  way.
• 10:09
  To
• 10:09
  educate
• 10:10
  yourself,
• 10:10
  find
• 10:10
  products.
• 10:11
  Right,
• 10:11
  exactly.
• 10:12
  So
• 10:12
  I
• 10:12
  don't
• 10:12
  think
• 10:12
  it
• 10:12
  necessarily
• 10:13
  will
• 10:13
  be
• 10:13
  treated
• 10:14
  any
• 10:14
  differently,
• 10:16
  but
• 10:16
  I
• 10:16
  do
• 10:17
  think
• 10:17
  there's
• 10:17
  a
• 10:17
  nuance
• 10:18
  in
• 10:22
  the
• 10:22
  depth
• 10:23
  and
• 10:24
  the
• 10:24
  experiences
• 10:24
  that
• 10:25
  you're
• 10:25
  going
• 10:25
  to
• 10:25
  provide.
• 10:27
  That
• 10:27
  might
• 10:27
  sound
• 10:28
  a
• 10:28
  bit
• 10:28
  vague.
• 10:28
  I
• 10:28
  mean,
• 10:28
  I'll
• 10:29
  give
• 10:29
  you
• 10:29
  a
• 10:29
  good
• 10:29
  example,
• 10:29
  like
• 10:31
  my
• 10:31
  best
• 10:31
  example
• 10:31
  at
• 10:32
  the
• 10:32
  moment
• 10:33
  that
• 10:33
  I
• 10:33
  saw
• 10:33
  recently,
• 10:34
  if
• 10:34
  you
• 10:35
  look
• 10:35
  at
• 10:35
  the
• 10:36
  new
• 10:36
  Brunello
• 10:37
  Cuccinelli
• 10:37
  website,
• 10:39
  fully
• 10:39
  adaptive
• 10:40
  immersive
• 10:41
  experience,
• 10:42
  which
• 10:42
  goes
• 10:43
  to
• 10:43
  you
• 10:43
  Know,
• 10:43
  it's
• 10:44
  endless,
• 10:44
  it's
• 10:44
  pageless,
• 10:45
  right.
• 10:45
  Endless
• 10:46
  pages,
• 10:46
  endless
• 10:47
  discovery.
• 10:47
  Right.
• 10:48
  And
• 10:48
  I
• 10:48
  think
• 10:48
  that's
• 10:49
  a
• 10:49
  really
• 10:49
  nice
• 10:49
  example
• 10:50
  and
• 10:50
  I
• 10:50
  think
• 10:50
  good
• 10:50
  on
• 10:51
  them
• 10:51
  for
• 10:51
  giving
• 10:52
  that
• 10:52
  a
• 10:52
  go
• 10:52
  because
• 10:53
  it's
• 10:53
  really
• 10:53
  brave,
• 10:53
  right?
• 10:54
  Really
• 10:54
  brave
• 10:54
  to
• 10:55
  do
• 10:55
  that,
• 10:56
  but
• 10:56
  it
• 10:56
  really
• 10:56
  gets
• 10:57
  across
• 10:57
  instantly.
• 10:58
  A
• 10:58
  feeling
• 10:59
  about
• 11:00
  this
• 11:00
  brand
• 11:01
  has
• 11:02
  incredible
• 11:02
  heritage,
• 11:03
  amazing
• 11:04
  design,
• 11:04
  amazing
• 11:05
  provenance,
• 11:05
  to
• 11:06
  use
• 11:06
  your
• 11:06
  words
• 11:07
  and,
• 11:07
  and
• 11:07
  a
• 11:07
  great
• 11:07
  story
• 11:07
  to
• 11:08
  tell.
• 11:08
  And
• 11:08
  I've
• 11:09
  only
• 11:09
  literally
• 11:09
  looked
• 11:09
  at
• 11:10
  the
• 11:10
  first
• 11:10
  page
• 11:10
  of
• 11:10
  the
• 11:10
  website
• 11:12
  and
• 11:12
  that's
• 11:13
  sort
• 11:13
  of
• 11:13
  like
• 11:14
  there
• 11:15
  what's
• 11:15
  happening
• 11:15
  is
• 11:17
  it
• 11:17
  sounds
• 11:17
  a
• 11:17
  bit
• 11:18
  fluffy
• 11:18
  and
• 11:18
  I
• 11:18
  was
• 11:18
  talking
• 11:18
  about
• 11:19
  this
• 11:19
  earlier,
• 11:19
  but
• 11:20
  there,
• 11:20
  the
• 11:20
  experience
• 11:22
  is
• 11:22
  becoming
• 11:22
  part
• 11:22
  of
• 11:22
  the
• 11:23
  product.
• 11:24
  And
• 11:24
  that's
• 11:24
  where,
• 11:25
  particularly
• 11:25
  luxury
• 11:26
  brands,
• 11:27
  if
• 11:27
  you
• 11:27
  look
• 11:27
  at
• 11:28
  luxury
• 11:28
  hospitality,
• 11:29
  for
• 11:29
  example,
• 11:29
  that's
• 11:29
  a
• 11:30
  great
• 11:30
  area
• 11:30
  to
• 11:30
  investigate
• 11:31
  around
• 11:31
  this.
• 11:32
  They
• 11:32
  go
• 11:32
  to
• 11:32
  enormous
• 11:33
  lengths
• 11:34
  to
• 11:34
  give
• 11:34
  you
• 11:34
  an
• 11:34
  amazing
• 11:35
  experience.
• 11:36
  And
• 11:36
  I
• 11:36
  often
• 11:37
  think,
• 11:37
  well,
• 11:38
  what
• 11:38
  if
• 11:38
  like
• 11:39
  retailers
• 11:40
  who
• 11:40
  aren't
• 11:41
  necessarily
• 11:41
  in
• 11:41
  luxury
• 11:41
  hospitality,
• 11:42
  what
• 11:42
  if
• 11:42
  they
• 11:42
  took
• 11:43
  some
• 11:43
  cues
• 11:44
  from
• 11:44
  the
• 11:44
  lengths
• 11:45
  the
• 11:47
  luxury
• 11:47
  hotels
• 11:48
  and
• 11:48
  resorts
• 11:48
  go
• 11:49
  to,
• 11:49
  to
• 11:50
  provide
• 11:50
  you
• 11:50
  amazing
• 11:51
  service
• 11:52
  in
• 11:52
  real
• 11:53
  time?
• 11:53
  Right?
• 11:54
  Yes.
• 11:54
  Yeah,
• 11:54
  that's
• 11:55
  an
• 11:55
  interesting
• 11:55
  topic.
• 11:55
  Yeah,
• 11:56
  that's,
• 11:56
  that's
• 11:56
  really,
• 11:56
  yeah,
• 11:57
  you
• 11:57
  got
• 11:57
  me
• 11:57
  thinking
• 11:57
  too,
• 11:57
  is
• 11:58
  like,
• 11:58
  you
• 11:58
  know,
• 11:58
  you
• 11:58
  know,
• 11:59
  with,
• 11:59
  in
• 11:59
  the
• 12:00
  luxury
• 12:00
  space
• 12:00
  particularly,
• 12:01
  you
• 12:01
  know,
• 12:01
  where
• 12:01
  they
• 12:01
  have
• 12:01
  such
• 12:01
  affinity
• 12:02
  with
• 12:02
  their
• 12:03
  consumers.
• 12:04
  You
• 12:04
  know,
• 12:04
  where
• 12:04
  do
• 12:04
  you,
• 12:05
  where
• 12:05
  do
• 12:05
  you
• 12:05
  invest
• 12:06
  your,
• 12:06
  you
• 12:07
  know,
• 12:07
  eggs
• 12:07
  in
• 12:07
  the
• 12:07
  AI
• 12:08
  basket,
• 12:08
  like
• 12:08
  you
• 12:08
  say,
• 12:09
  like
• 12:09
  in
• 12:09
  the
• 12:09
  example
• 12:09
  you
• 12:09
  gave,
• 12:10
  do
• 12:10
  you
• 12:10
  invest
• 12:10
  on
• 12:10
  it,
• 12:10
  you
• 12:11
  know,
• 12:11
  on
• 12:11
  your
• 12:11
  own
• 12:11
  website
• 12:12
  and
• 12:12
  your
• 12:12
  own
• 12:12
  apps
• 12:13
  to
• 12:13
  provide
• 12:13
  the
• 12:13
  same
• 12:14
  features
• 12:14
  and
• 12:14
  functionalities
• 12:15
  that
• 12:15
  you
• 12:15
  get
• 12:16
  through
• 12:16
  an
• 12:16
  LLM,
• 12:16
  let's
• 12:17
  say,
• 12:17
  and
• 12:17
  versus
• 12:18
  like
• 12:18
  going
• 12:19
  into
• 12:19
  the
• 12:19
  sphere
• 12:19
  of
• 12:20
  the
• 12:20
  LLM
• 12:20
  themselves
• 12:21
  and
• 12:21
  making
• 12:21
  sure
• 12:21
  that
• 12:21
  you're
• 12:22
  showing
• 12:22
  up
• 12:22
  there
• 12:22
  in
• 12:22
  the
• 12:23
  right
• 12:23
  way
• 12:23
  and
• 12:23
  you're
• 12:23
  doing
• 12:24
  research
• 12:24
  versus,
• 12:25
  you
• 12:25
  know,
• 12:25
  because
• 12:25
  then
• 12:26
  you're
• 12:26
  opening
• 12:26
  yourself
• 12:26
  up
• 12:26
  to
• 12:27
  competitive
• 12:27
  dynamics,
• 12:28
  right,
• 12:28
  in
• 12:28
  the
• 12:28
  search
• 12:29
  sphere.
• 12:29
  But,
• 12:29
  you
• 12:29
  know,
• 12:30
  if
• 12:30
  you're,
• 12:30
  you
• 12:30
  know,
• 12:30
  on
• 12:31
  your
• 12:31
  own
• 12:31
  site
• 12:31
  and
• 12:32
  they're
• 12:32
  searching
• 12:32
  that
• 12:33
  way
• 12:33
  or
• 12:33
  they're
• 12:33
  talking
• 12:34
  to
• 12:34
  you
• 12:34
  in
• 12:34
  a
• 12:34
  new
• 12:34
  way,
• 12:35
  new
• 12:35
  language
• 12:36
  that
• 12:36
  the
• 12:37
  LLMs
• 12:37
  provide,
• 12:38
  that's
• 12:38
  a
• 12:38
  different
• 12:39
  experience.
• 12:39
  And
• 12:39
  so
• 12:40
  you
• 12:40
  know,
• 12:40
  which
• 12:40
  of
• 12:40
  the,
• 12:40
  which
• 12:41
  of
• 12:41
  those
• 12:41
  two,
• 12:42
  you
• 12:42
  know,
• 12:42
  win
• 12:42
  out
• 12:43
  which
• 12:43
  of
• 12:43
  the
• 12:43
  two
• 12:43
  is
• 12:44
  the
• 12:44
  right
• 12:44
  way
• 12:44
  to
• 12:44
  invest?
• 12:45
  Those
• 12:45
  are
• 12:45
  the
• 12:46
  types
• 12:46
  of
• 12:46
  questions
• 12:46
  I
• 12:46
  think,
• 12:47
  you
• 12:47
  know,
• 12:47
  that
• 12:47
  would
• 12:47
  be
• 12:47
  on
• 12:48
  my
• 12:48
  mind.
• 12:48
  And
• 12:48
  I
• 12:48
  think
• 12:49
  about,
• 12:49
  I
• 12:49
  think
• 12:50
  on
• 12:50
  those
• 12:50
  two
• 12:51
  areas,
• 12:51
  right?
• 12:51
  So
• 12:51
  the,
• 12:52
  there's
• 12:52
  one
• 12:52
  which
• 12:52
  is
• 12:53
  your
• 12:53
  point
• 12:53
  around
• 12:54
  researching
• 12:55
  in
• 12:55
  LLMs.
• 12:56
  Right?
• 12:56
  Okay.
• 12:57
  The
• 12:57
  moment,
• 12:58
  all
• 12:58
  I
• 12:58
  see,
• 12:59
  you
• 12:59
  know,
• 12:59
  you
• 12:59
  see
• 12:59
  AEO
• 13:00
  answering,
• 13:01
  that's
• 13:01
  just
• 13:01
  SEO.
• 13:02
  I'm
• 13:02
  sorry,
• 13:03
  I'm
• 13:03
  sorry.
• 13:04
  Come
• 13:04
  on.
• 13:04
  That's
• 13:05
  vendor
• 13:07
  talk.
• 13:07
  It's
• 13:07
  just
• 13:08
  SEO.
• 13:08
  It's
• 13:08
  always
• 13:09
  has
• 13:09
  been
• 13:10
  create
• 13:10
  good
• 13:10
  content
• 13:11
  that
• 13:11
  would
• 13:11
  engage
• 13:12
  with
• 13:12
  your
• 13:12
  audience.
• 13:12
  Fine,
• 13:13
  do
• 13:13
  that.
• 13:14
  Where
• 13:14
  I
• 13:14
  would
• 13:15
  invest
• 13:15
  more
• 13:15
  effort
• 13:17
  to.
• 13:17
  Your
• 13:17
  second
• 13:17
  point
• 13:18
  is
• 13:18
  around
• 13:19
  figuring
• 13:19
  out
• 13:21
  how
• 13:21
  are
• 13:21
  we
• 13:22
  going
• 13:22
  to
• 13:22
  get
• 13:22
  this
• 13:23
  customer,
• 13:23
  whether
• 13:23
  it's
• 13:24
  in
• 13:24
  online
• 13:24
  or
• 13:25
  physical
• 13:25
  environment,
• 13:27
  give
• 13:27
  them
• 13:27
  a
• 13:27
  one
• 13:27
  to
• 13:28
  one
• 13:28
  personalized
• 13:29
  experience.
• 13:30
  If
• 13:30
  I
• 13:31
  have
• 13:31
  the
• 13:31
  necessary
• 13:31
  permissions.
• 13:33
  And
• 13:33
  there
• 13:34
  I
• 13:34
  think
• 13:34
  like
• 13:34
  in
• 13:34
  the
• 13:35
  physical
• 13:35
  environment,
• 13:36
  we're
• 13:36
  not
• 13:36
  too
• 13:36
  far
• 13:37
  away
• 13:37
  from
• 13:37
  the
• 13:37
  world
• 13:37
  where
• 13:38
  you
• 13:38
  check
• 13:38
  into
• 13:38
  a
• 13:38
  store,
• 13:39
  basically
• 13:39
  you
• 13:40
  check
• 13:40
  in,
• 13:40
  you
• 13:41
  give
• 13:41
  a
• 13:41
  bit
• 13:41
  like
• 13:41
  when
• 13:42
  you
• 13:42
  go
• 13:42
  on
• 13:42
  a
• 13:42
  website
• 13:42
  and
• 13:42
  you
• 13:43
  accept
• 13:43
  the
• 13:43
  cookie
• 13:43
  bottom
• 13:44
  box.
• 13:45
  I
• 13:45
  give
• 13:46
  you
• 13:46
  permission
• 13:46
  to
• 13:47
  basically
• 13:47
  track
• 13:47
  me,
• 13:49
  track
• 13:49
  me
• 13:49
  endlessly,
• 13:50
  everywhere.
• 13:51
  By
• 13:51
  the
• 13:52
  same
• 13:52
  token,
• 13:53
  I
• 13:53
  see
• 13:54
  a
• 13:54
  world
• 13:54
  where
• 13:54
  you
• 13:54
  check
• 13:55
  into
• 13:55
  the
• 13:55
  store.
• 13:56
  Okay.
• 13:56
  And
• 13:56
  then
• 13:57
  we
• 13:57
  know
• 13:57
  who
• 13:57
  you
• 13:58
  are,
• 13:58
  we
• 13:58
  know
• 13:58
  your
• 13:59
  history
• 13:59
  and
• 14:00
  maybe
• 14:00
  it's
• 14:00
  an
• 14:00
  earpiece,
• 14:01
  maybe
• 14:01
  it's
• 14:01
  a
• 14:01
  device.
• 14:02
  The
• 14:02
  colleague
• 14:03
  will
• 14:03
  know
• 14:05
  more
• 14:05
  about
• 14:05
  you
• 14:06
  in
• 14:06
  order
• 14:06
  to
• 14:06
  give
• 14:07
  you
• 14:07
  a
• 14:07
  better
• 14:07
  experience.
• 14:08
  It's
• 14:08
  fairly
• 14:09
  simple.
• 14:10
  But
• 14:10
  we're
• 14:10
  still
• 14:11
  not
• 14:11
  quite
• 14:12
  yet.
• 14:12
  We're
• 14:13
  getting
• 14:13
  closer.
• 14:13
  We
• 14:14
  are
• 14:14
  getting
• 14:14
  closer.
• 14:15
  There's
• 14:15
  a
• 14:16
  ton
• 14:16
  of
• 14:16
  clientelling.
• 14:17
  That
• 14:17
  whole
• 14:18
  area
• 14:18
  is
• 14:18
  super
• 14:18
  interesting.
• 14:19
  And
• 14:20
  I
• 14:20
  think
• 14:20
  once
• 14:20
  you've
• 14:20
  joined
• 14:21
  up
• 14:23
  sort
• 14:23
  of
• 14:23
  offline
• 14:24
  clientelling
• 14:25
  with
• 14:25
  online
• 14:26
  data,
• 14:27
  use
• 14:27
  agents
• 14:28
  basically
• 14:29
  to
• 14:29
  feed
• 14:30
  that
• 14:31
  data
• 14:31
  to
• 14:31
  the
• 14:31
  colleague
• 14:32
  in
• 14:32
  real
• 14:33
  time.
• 14:33
  And
• 14:34
  that's
• 14:34
  the
• 14:34
  key
• 14:34
  part,
• 14:35
  real
• 14:35
  time
• 14:36
  based
• 14:37
  on
• 14:37
  signals
• 14:37
  intent,
• 14:38
  whether
• 14:38
  that's
• 14:39
  signals
• 14:39
  from
• 14:39
  online
• 14:40
  or
• 14:41
  your
• 14:41
  behavior
• 14:41
  in
• 14:41
  the
• 14:42
  store,
• 14:42
  that's
• 14:43
  where
• 14:43
  it's
• 14:43
  going.
• 14:44
  And
• 14:44
  I
• 14:44
  think
• 14:45
  just
• 14:45
  adapting
• 14:46
  in
• 14:46
  real
• 14:46
  time
• 14:48
  your
• 14:48
  online
• 14:48
  experience,
• 14:49
  the
• 14:49
  offline
• 14:49
  experience
• 14:50
  and
• 14:50
  using
• 14:51
  agents
• 14:51
  to
• 14:52
  speed
• 14:53
  up
• 14:53
  and
• 14:53
  feed
• 14:54
  that
• 14:54
  information
• 14:54
  to
• 14:55
  the
• 14:55
  right
• 14:55
  person,
• 14:57
  that's
• 14:57
  where
• 14:57
  I
• 14:57
  see
• 14:58
  the
• 14:58
  wins.
• 14:59
  Because
• 15:00
  what
• 15:00
  I
• 15:00
  know
• 15:00
  is
• 15:01
  as
• 15:02
  soon
• 15:02
  as
• 15:02
  you
• 15:02
  can
• 15:02
  get
• 15:02
  into
• 15:03
  a
• 15:03
  one
• 15:03
  to
• 15:03
  one
• 15:03
  conversation
• 15:04
  with
• 15:04
  a
• 15:04
  customer,
• 15:05
  that's
• 15:06
  where
• 15:06
  sort
• 15:06
  of
• 15:07
  the
• 15:07
  magic
• 15:07
  happens.
• 15:08
  And
• 15:09
  I
• 15:09
  don't
• 15:09
  know,
• 15:10
  I
• 15:10
  mean
• 15:10
  my
• 15:10
  best
• 15:11
  example
• 15:11
  of
• 15:11
  that,
• 15:11
  what
• 15:12
  I've
• 15:12
  also
• 15:12
  learned
• 15:12
  in
• 15:12
  my
• 15:12
  career,
• 15:13
  I
• 15:13
  don't
• 15:13
  know
• 15:13
  if
• 15:13
  you've
• 15:13
  ever
• 15:14
  shopped
• 15:14
  in
• 15:14
  China,
• 15:14
  for
• 15:15
  example.
• 15:15
  I
• 15:15
  was
• 15:15
  going
• 15:15
  to
• 15:15
  ask
• 15:15
  you
• 15:16
  about
• 15:16
  that
• 15:16
  next.
• 15:17
  That
• 15:17
  was
• 15:17
  going
• 15:17
  to
• 15:17
  be
• 15:18
  my
• 15:18
  last
• 15:18
  question.
• 15:18
  I
• 15:19
  wanted
• 15:19
  to
• 15:19
  get
• 15:19
  your
• 15:19
  perspective
• 15:20
  on
• 15:20
  that.
• 15:20
  So
• 15:22
  when
• 15:22
  you
• 15:22
  go
• 15:22
  shopping
• 15:23
  in
• 15:23
  China,
• 15:25
  that's
• 15:25
  when
• 15:25
  you
• 15:26
  suddenly
• 15:26
  realize,
• 15:28
  you
• 15:28
  know
• 15:29
  what
• 15:29
  happens.
• 15:30
  The
• 15:30
  journey's
• 15:31
  vastly
• 15:31
  shortened.
• 15:32
  Everything's
• 15:33
  in
• 15:33
  app,
• 15:33
  right?
• 15:34
  So
• 15:34
  straight
• 15:35
  to
• 15:35
  mobile.
• 15:35
  You
• 15:36
  shop
• 15:36
  in
• 15:36
  a
• 15:36
  store
• 15:36
  in
• 15:36
  China,
• 15:37
  one
• 15:37
  scan,
• 15:38
  you're
• 15:39
  in
• 15:39
  the
• 15:39
  CRM,
• 15:40
  you've
• 15:40
  paid
• 15:40
  and
• 15:41
  now
• 15:41
  you're
• 15:41
  in
• 15:41
  a
• 15:41
  one
• 15:42
  to
• 15:42
  one
• 15:42
  WeChat
• 15:43
  with
• 15:44
  the
• 15:44
  sales
• 15:44
  assistant
• 15:45
  in
• 15:46
  the
• 15:46
  blink
• 15:46
  of
• 15:46
  an
• 15:46
  eye.
• 15:47
  And
• 15:48
  so
• 15:48
  I
• 15:48
  think
• 15:48
  of
• 15:48
  that
• 15:48
  model
• 15:49
  and
• 15:49
  I
• 15:49
  think
• 15:50
  why
• 15:51
  aren't
• 15:51
  we
• 15:51
  there?
• 15:51
  Why
• 15:51
  aren't
• 15:52
  we
• 15:52
  there
• 15:52
  yet?
• 15:53
  Why
• 15:53
  aren't
• 15:53
  we
• 15:53
  there?
• 15:53
  Yeah,
• 15:53
  and
• 15:54
  we
• 15:54
  probably
• 15:55
  are
• 15:55
  in
• 15:55
  some
• 15:55
  places,
• 15:56
  but
• 15:56
  I
• 15:56
  think
• 15:57
  that
• 15:57
  for
• 15:57
  me
• 15:57
  is
• 15:57
  a
• 15:58
  model
• 15:58
  because
• 15:58
  it's
• 15:58
  so
• 15:58
  fast,
• 15:59
  it's
• 16:00
  so
• 16:00
  consumer
• 16:00
  friendly.
• 16:02
  Now
• 16:03
  a
• 16:03
  couple
• 16:03
  of
• 16:04
  things
• 16:04
  there
• 16:04
  like
• 16:05
  data
• 16:05
  privacy.
• 16:06
  Right.
• 16:09
  So
• 16:10
  it's
• 16:10
  different
• 16:10
  in
• 16:11
  China.
• 16:11
  Right.
• 16:11
  So
• 16:12
  you
• 16:12
  have
• 16:12
  to
• 16:12
  understand
• 16:12
  that
• 16:13
  so
• 16:13
  they,
• 16:13
  so
• 16:13
  they
• 16:13
  can
• 16:14
  speed
• 16:14
  it
• 16:14
  up.
• 16:14
  But
• 16:15
  I
• 16:15
  still
• 16:15
  think
• 16:15
  as
• 16:15
  like
• 16:16
  a
• 16:16
  mental
• 16:16
  model
• 16:17
  for
• 16:18
  like
• 16:19
  just
• 16:19
  engaging
• 16:20
  directly
• 16:20
  one
• 16:20
  to
• 16:21
  one.
• 16:21
  That's
• 16:22
  my
• 16:22
  sort
• 16:22
  of,
• 16:22
  sort
• 16:22
  of
• 16:23
  North
• 16:23
  Star
• 16:23
  experience
• 16:24
  that
• 16:24
  I
• 16:25
  think,
• 16:25
  well,
• 16:26
  that's
• 16:26
  what
• 16:26
  brands
• 16:27
  should
• 16:27
  be
• 16:27
  aiming
• 16:27
  to
• 16:28
  do
• 16:29
  because
• 16:29
  every
• 16:30
  sales
• 16:30
  assistant
• 16:31
  out
• 16:31
  there
• 16:31
  in
• 16:32
  physical
• 16:32
  retail
• 16:33
  land
• 16:33
  will
• 16:33
  tell
• 16:33
  you
• 16:33
  as
• 16:34
  soon
• 16:34
  as
• 16:34
  you
• 16:34
  can
• 16:34
  get
• 16:34
  a
• 16:34
  customer
• 16:35
  into
• 16:35
  a
• 16:35
  one
• 16:35
  to
• 16:35
  one
• 16:36
  trusted
• 16:37
  relationship,
• 16:38
  they'll
• 16:38
  stick
• 16:39
  with
• 16:39
  you
• 16:39
  if
• 16:40
  you
• 16:40
  can
• 16:40
  provide
• 16:41
  them
• 16:41
  the
• 16:41
  right
• 16:41
  service.
• 16:42
  So
• 16:43
  I
• 16:43
  think
• 16:43
  that's
• 16:43
  interesting.
• 16:43
  Yeah,
• 16:44
  yeah,
• 16:44
  we
• 16:44
  had
• 16:44
  Harrods
• 16:45
  saying
• 16:45
  the
• 16:45
  same
• 16:45
  thing,
• 16:45
  you
• 16:46
  know,
• 16:46
  on
• 16:46
  the
• 16:46
  customer
• 16:47
  service
• 16:47
  side.
• 16:47
  So.
• 16:48
  Okay,
• 16:48
  so
• 16:48
  you
• 16:48
  know,
• 16:49
  let
• 16:49
  me
• 16:49
  get
• 16:50
  you
• 16:50
  out
• 16:50
  of
• 16:50
  here
• 16:50
  on
• 16:50
  this
• 16:50
  then.
• 16:50
  So
• 16:51
  I'm
• 16:51
  curious
• 16:51
  because,
• 16:52
  and
• 16:52
  it's
• 16:52
  just
• 16:53
  very
• 16:53
  unique
• 16:53
  for
• 16:53
  me
• 16:53
  because,
• 16:54
  you
• 16:54
  know,
• 16:54
  generally
• 16:54
  speaking
• 16:55
  I
• 16:55
  interview
• 16:55
  mostly
• 16:56
  US
• 16:56
  based
• 16:56
  retailers
• 16:57
  and
• 16:57
  oftentimes
• 16:58
  they
• 16:58
  don't
• 16:58
  have
• 16:58
  that
• 16:58
  much
• 16:59
  China
• 16:59
  experience.
• 17:00
  Okay.
• 17:00
  And
• 17:00
  so
• 17:00
  since
• 17:00
  you
• 17:01
  brought
• 17:01
  it
• 17:01
  up,
• 17:01
  I'm
• 17:01
  curious,
• 17:01
  is
• 17:03
  that
• 17:03
  your
• 17:03
  answer
• 17:04
  to,
• 17:04
  you
• 17:04
  know,
• 17:04
  what
• 17:05
  is
• 17:05
  the
• 17:05
  one
• 17:05
  thing
• 17:05
  that
• 17:06
  you
• 17:06
  think
• 17:06
  is
• 17:06
  most
• 17:06
  critical
• 17:07
  for
• 17:08
  brands
• 17:09
  going
• 17:09
  into
• 17:09
  China
• 17:10
  to
• 17:10
  understand
• 17:10
  or
• 17:11
  know
• 17:11
  to
• 17:11
  be
• 17:11
  successful?
• 17:12
  Like
• 17:12
  what
• 17:12
  is
• 17:12
  that?
• 17:13
  Is
• 17:13
  it
• 17:14
  that
• 17:14
  quickness
• 17:14
  of
• 17:14
  the
• 17:14
  relationship
• 17:15
  or
• 17:15
  is
• 17:15
  it
• 17:15
  something
• 17:16
  else?
• 17:17
  I
• 17:17
  think
• 17:17
  the
• 17:18
  interesting
• 17:18
  thing
• 17:19
  is
• 17:19
  to
• 17:20
  mentally
• 17:21
  undo
• 17:22
  all
• 17:22
  your
• 17:22
  learning
• 17:23
  that
• 17:23
  you've
• 17:23
  had
• 17:23
  from
• 17:24
  the
• 17:24
  west
• 17:25
  because
• 17:25
  those
• 17:26
  rules
• 17:26
  do
• 17:26
  not
• 17:27
  apply
• 17:27
  in
• 17:28
  China
• 17:28
  and
• 17:29
  you
• 17:29
  have
• 17:29
  to
• 17:30
  basically
• 17:30
  go
• 17:30
  in
• 17:31
  with
• 17:31
  an
• 17:31
  open
• 17:32
  mindset
• 17:32
  of
• 17:33
  what
• 17:34
  I
• 17:34
  know
• 17:34
  does
• 17:34
  not
• 17:35
  apply
• 17:35
  here.
• 17:36
  Therefore
• 17:36
  what
• 17:36
  I
• 17:36
  have
• 17:37
  to
• 17:37
  do
• 17:37
  is,
• 17:38
  is
• 17:38
  engage
• 17:39
  with
• 17:40
  the
• 17:40
  market,
• 17:41
  engage
• 17:41
  with
• 17:41
  the
• 17:41
  experts
• 17:42
  on
• 17:42
  the
• 17:42
  ground,
• 17:43
  people
• 17:43
  in
• 17:43
  the
• 17:43
  market
• 17:45
  and
• 17:45
  work
• 17:46
  the
• 17:47
  way
• 17:47
  that
• 17:47
  they
• 17:47
  do,
• 17:48
  which
• 17:48
  is
• 17:48
  completely
• 17:48
  different.
• 17:49
  And
• 17:49
  it's
• 17:49
  that
• 17:50
  kind
• 17:50
  of
• 17:50
  adjustment.
• 17:52
  The
• 17:52
  idea
• 17:53
  of
• 17:53
  building
• 17:54
  a
• 17:54
  website,
• 17:55
  getting
• 17:56
  a
• 17:56
  vendor
• 17:56
  to
• 17:56
  help
• 17:57
  build
• 17:57
  a
• 17:57
  website,
• 17:57
  then
• 17:58
  doing
• 17:58
  this
• 17:58
  and
• 17:59
  that's
• 17:59
  all
• 17:59
  gone,
• 18:00
  that
• 18:00
  doesn't
• 18:00
  exist.
• 18:00
  Everything's
• 18:01
  on
• 18:01
  a
• 18:01
  marketplace.
• 18:02
  Your
• 18:03
  e
• 18:03
  commerce
• 18:03
  agencies
• 18:04
  are
• 18:04
  helping
• 18:04
  you
• 18:04
  trade
• 18:05
  on
• 18:05
  marketplaces
• 18:06
  and
• 18:06
  that's
• 18:07
  where
• 18:07
  the
• 18:07
  effort
• 18:08
  goes
• 18:09
  on
• 18:09
  the
• 18:09
  online
• 18:09
  side
• 18:10
  of
• 18:10
  things,
• 18:10
  on
• 18:10
  the
• 18:10
  offline
• 18:11
  side
• 18:11
  of
• 18:11
  things,
• 18:12
  there
• 18:12
  is
• 18:12
  more
• 18:12
  similarities.
• 18:13
  But
• 18:13
  the
• 18:13
  journey
• 18:14
  that
• 18:14
  I
• 18:14
  just
• 18:14
  described,
• 18:16
  everything
• 18:16
  in
• 18:16
  app,
• 18:17
  payments,
• 18:18
  in
• 18:18
  app,
• 18:18
  they've
• 18:18
  gone
• 18:19
  straight
• 18:19
  to
• 18:19
  mobile
• 18:20
  wallet.
• 18:21
  So
• 18:21
  therefore
• 18:22
  at
• 18:22
  any
• 18:23
  given
• 18:23
  moment
• 18:24
  I
• 18:24
  know
• 18:25
  where
• 18:25
  you
• 18:25
  are,
• 18:25
  what
• 18:26
  you
• 18:26
  last
• 18:26
  bought,
• 18:27
  who
• 18:27
  you're
• 18:27
  chatting
• 18:28
  to.
• 18:28
  There's
• 18:28
  again
• 18:29
  data
• 18:29
  privacy,
• 18:31
  hypercharged.
• 18:32
  But
• 18:32
  I
• 18:32
  think,
• 18:32
  yeah,
• 18:33
  I
• 18:33
  think
• 18:33
  that's
• 18:33
  the
• 18:34
  most
• 18:34
  fascinating
• 18:35
  thing
• 18:35
  about
• 18:35
  that
• 18:35
  market
• 18:36
  is
• 18:36
  the
• 18:36
  consumer
• 18:37
  journey's
• 18:37
  massively
• 18:38
  shortened.
• 18:40
  The
• 18:40
  way
• 18:40
  that
• 18:40
  you
• 18:40
  operate
• 18:41
  in
• 18:41
  that
• 18:41
  market
• 18:41
  is
• 18:42
  completely
• 18:42
  different
• 18:42
  to
• 18:43
  the
• 18:43
  West.
• 18:45
  So
• 18:45
  you
• 18:45
  need
• 18:45
  to
• 18:47
  go
• 18:47
  and
• 18:47
  adapt
• 18:49
  your
• 18:49
  business
• 18:49
  model,
• 18:50
  whatever
• 18:50
  it
• 18:51
  is,
• 18:51
  your
• 18:52
  marketing,
• 18:52
  your
• 18:52
  operating
• 18:53
  model,
• 18:53
  whatever
• 18:53
  it
• 18:54
  is
• 18:55
  for
• 18:55
  that
• 18:55
  market.
• 18:55
  Yeah.
• 18:56
  Awesome.
• 18:57
  Awesome.
• 18:57
  Well,
• 18:57
  thank
• 18:57
  you.
• 18:58
  Thank
• 18:58
  you
• 18:58
  very
• 18:59
  much.
• 18:59
  It's
• 18:59
  a
• 18:59
  great
• 18:59
  conversation.
• 19:00
  Yeah.
• 19:00
  Very
• 19:00
  good.
• 19:01
  Fun.
• 19:01
  Just
• 19:01
  two
• 19:01
  guys
• 19:02
  chatting
• 19:02
  retail.
• 19:02
  It's
• 19:03
  great.
• 19:03
  That's
• 19:03
  why
• 19:03
  I
• 19:03
  love
• 19:03
  what
• 19:03
  I
• 19:04
  do.
• 19:04
  So
• 19:04
  will
• 19:05
  Locky,
• 19:05
  the
• 19:05
  global
• 19:06
  digital
• 19:06
  director
• 19:06
  of
• 19:07
  Noble
• 19:08
  Panacea.
• 19:08
  Thanks
• 19:09
  for
• 19:09
  joining
• 19:09
  us.
• 19:09
  It's
• 19:09
  been
• 19:10
  a
• 19:10
  pleasure.
• 19:10
  Yeah,
• 19:10
  thanks
• 19:11
  to
• 19:11
  the
• 19:11
  thanks
• 19:11
  to
• 19:12
  Vuzion
• 19:12
  and
• 19:12
  to
• 19:12
  the
• 19:12
  Retail
• 19:13
  Technology
• 19:14
  show
• 19:14
  for
• 19:14
  sponsoring
• 19:15
  our
• 19:15
  coverage
• 19:15
  of
• 19:16
  the
• 19:16
  conference
• 19:16
  all
• 19:16
  week
• 19:17
  long.
• 19:17
  And
• 19:17
  behalf
• 19:17
  on
• 19:18
  on
• 19:18
  behalf
• 19:18
  of
• 19:18
  all
• 19:19
  of
• 19:19
  us
• 19:19
  at
• 19:19
  omnitalk,
• 19:20
  as
• 19:20
  always,
• 19:21
  be
• 19:21
  careful
• 19:21
  out
• 19:22
  there.