Latest / Let's talk Marketplace / Is Black Week Still Worth It? A number-crunching deep-dive #LTM135

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Is Black Week Still Worth It? A number-crunching deep-dive #LTM135 · Let's talk Marketplace

• 0:00
  How
• 0:00
  can
• 0:00
  I
• 0:00
  make
• 0:00
  sure
• 0:01
  my
• 0:01
  deal
• 0:01
  finds
• 0:02
  additional
• 0:02
  traffic
• 0:02
  or
• 0:03
  customers?
• 0:03
  There's
• 0:04
  only
• 0:04
  one
• 0:04
  right
• 0:04
  answer.
• 0:05
  It
• 0:05
  works
• 0:05
  every
• 0:06
  time.
• 0:06
  You
• 0:06
  take
• 0:06
  your
• 0:06
  greatest
• 0:07
  products
• 0:07
  and
• 0:07
  you
• 0:08
  give
• 0:08
  them
• 0:08
  a
• 0:08
  very
• 0:08
  good
• 0:09
  discount.
• 0:09
  It's
• 0:09
  as
• 0:09
  easy
• 0:10
  as
• 0:10
  that.
• 0:15
  Let's
• 0:15
  Talk
• 0:15
  Marketplace
• 0:16
  the
• 0:16
  Marketplace
• 0:17
  Podcast
• 0:17
  with
• 0:18
  Ingrid
• 0:18
  Lohmer
• 0:19
  and
• 0:19
  Van
• 0:19
  Vridichte.
• 0:23
  Hi
• 0:24
  everyone
• 0:24
  and
• 0:24
  welcome
• 0:25
  back.
• 0:25
  We
• 0:25
  are
• 0:26
  again
• 0:26
  at
• 0:26
  let's
• 0:26
  Talk
• 0:27
  Marketplace.
• 0:27
  Ingrid,
• 0:28
  behind
• 0:28
  the
• 0:28
  mic
• 0:29
  today,
• 0:29
  keeping
• 0:29
  your
• 0:30
  favorite
• 0:30
  podcast
• 0:30
  running
• 0:31
  while
• 0:31
  Valerie
• 0:31
  is
• 0:31
  on
• 0:32
  her
• 0:32
  maternity
• 0:32
  break.
• 0:33
  And
• 0:33
  I
• 0:33
  can
• 0:33
  rightfully
• 0:34
  say
• 0:34
  your
• 0:35
  favorite
• 0:35
  podcast,
• 0:35
  by
• 0:36
  the
• 0:36
  way,
• 0:36
  because
• 0:36
  several
• 0:36
  people
• 0:37
  in
• 0:37
  my
• 0:37
  network
• 0:37
  posted
• 0:38
  their
• 0:38
  yearly
• 0:39
  Spotify
• 0:39
  recap
• 0:40
  on
• 0:40
  LinkedIn
• 0:40
  last
• 0:41
  week.
• 0:41
  And
• 0:41
  let's
• 0:42
  Talk
• 0:42
  Marketplace
• 0:42
  featured
• 0:43
  in
• 0:43
  quite
• 0:43
  a
• 0:43
  lot
• 0:43
  of
• 0:43
  those
• 0:43
  posts.
• 0:44
  So,
• 0:44
  yeah,
• 0:44
  thank
• 0:45
  you
• 0:45
  very
• 0:45
  much
• 0:45
  for
• 0:45
  the
• 0:45
  appreciation.
• 0:47
  That's
• 0:47
  what
• 0:47
  makes
• 0:47
  a
• 0:47
  podcast
• 0:48
  host
• 0:48
  happy.
• 0:49
  Yeah,
• 0:49
  that
• 0:50
  and
• 0:50
  your
• 0:50
  likes
• 0:50
  and
• 0:50
  comments,
• 0:50
  of
• 0:51
  course.
• 0:51
  Yeah,
• 0:51
  so
• 0:52
  keep
• 0:52
  doing
• 0:52
  that,
• 0:52
  please.
• 0:53
  But
• 0:53
  anyway,
• 0:54
  I
• 0:54
  guess
• 0:54
  I
• 0:54
  have
• 0:55
  a
• 0:55
  lot
• 0:55
  of
• 0:55
  expectations
• 0:56
  to
• 0:56
  live
• 0:56
  up
• 0:56
  to
• 0:57
  and
• 0:57
  I
• 0:57
  better
• 0:57
  get
• 0:58
  started.
• 0:58
  Started.
• 0:59
  And
• 0:59
  I've
• 0:59
  got
• 0:59
  a
• 0:59
  good
• 1:00
  feeling
• 1:00
  that
• 1:00
  today's
• 1:01
  episode
• 1:01
  might
• 1:02
  meet
• 1:02
  your
• 1:02
  standards
• 1:03
  because
• 1:04
  I'd
• 1:04
  like
• 1:04
  to
• 1:04
  take
• 1:05
  a
• 1:05
  look
• 1:05
  back
• 1:05
  at
• 1:06
  Black
• 1:06
  Week
• 1:07
  and
• 1:07
  find
• 1:07
  out,
• 1:08
  was
• 1:08
  it
• 1:08
  any
• 1:08
  good,
• 1:09
  Was
• 1:10
  it
• 1:10
  worth
• 1:10
  it?
• 1:11
  How
• 1:11
  many
• 1:11
  friends
• 1:12
  participated
• 1:13
  and
• 1:13
  were
• 1:13
  they
• 1:13
  happy
• 1:14
  with
• 1:14
  the
• 1:14
  results?
• 1:15
  Or
• 1:16
  maybe
• 1:16
  to
• 1:16
  use
• 1:17
  a
• 1:17
  German
• 1:17
  saying,
• 1:17
  is
• 1:17
  it
• 1:17
  art?
• 1:18
  Can
• 1:18
  it
• 1:18
  go?
• 1:20
  And
• 1:20
  as
• 1:20
  I
• 1:20
  like
• 1:21
  to
• 1:21
  keep
• 1:21
  it
• 1:21
  practical
• 1:22
  and
• 1:22
  fact
• 1:22
  based
• 1:23
  on
• 1:23
  this
• 1:23
  channel,
• 1:23
  I
• 1:24
  invited
• 1:24
  myself
• 1:24
  a
• 1:25
  great
• 1:25
  guest
• 1:25
  and
• 1:25
  his
• 1:26
  bag
• 1:26
  full
• 1:26
  of
• 1:26
  Black
• 1:27
  Week
• 1:27
  stats
• 1:27
  for
• 1:28
  this
• 1:28
  recap.
• 1:29
  So.
• 1:29
  So
• 1:29
  welcome
• 1:29
  to
• 1:30
  Benjamin
• 1:30
  Weyrich,
• 1:31
  Managing
• 1:32
  Director,
• 1:32
  Catapult
• 1:33
  and
• 1:33
  Business
• 1:33
  Intelligence
• 1:34
  at
• 1:34
  the
• 1:34
  Marketplace
• 1:35
  Agency,
• 1:35
  Front
• 1:35
  Row.
• 1:36
  Hi
• 1:36
  Benjamin,
• 1:37
  it's
• 1:37
  great
• 1:37
  to
• 1:37
  have
• 1:37
  you.
• 1:37
  Hi
• 1:38
  Ingrid.
• 1:38
  Thank
• 1:38
  you
• 1:38
  for
• 1:38
  having
• 1:39
  me.
• 1:40
  Yeah,
• 1:40
  it's
• 1:40
  really
• 1:41
  cool
• 1:41
  that
• 1:41
  I
• 1:41
  have
• 1:41
  you
• 1:41
  on
• 1:41
  the
• 1:42
  show
• 1:42
  because
• 1:42
  when
• 1:42
  I
• 1:43
  decided
• 1:44
  that
• 1:44
  I
• 1:44
  wanted
• 1:44
  to
• 1:44
  cover
• 1:45
  Black
• 1:45
  Week
• 1:45
  on
• 1:45
  the
• 1:46
  show,
• 1:46
  I
• 1:46
  quickly
• 1:46
  thought
• 1:47
  about
• 1:47
  inviting
• 1:48
  you
• 1:48
  because
• 1:48
  I
• 1:48
  do
• 1:49
  know
• 1:49
  that
• 1:49
  you've
• 1:49
  got
• 1:50
  lots
• 1:50
  of
• 1:50
  nice
• 1:50
  and
• 1:50
  juicy
• 1:51
  facts
• 1:51
  and
• 1:51
  figures
• 1:51
  from
• 1:52
  your
• 1:52
  great
• 1:52
  customer
• 1:53
  base.
• 1:54
  So
• 1:54
  why
• 1:55
  don't
• 1:55
  you
• 1:55
  tell
• 1:55
  us
• 1:55
  a
• 1:55
  little
• 1:56
  bit
• 1:56
  about
• 1:56
  Front
• 1:56
  Row
• 1:57
  first
• 1:57
  and
• 1:57
  about
• 1:57
  your
• 1:57
  customers
• 1:58
  so
• 1:58
  that
• 1:58
  people
• 1:58
  know
• 1:59
  why
• 1:59
  I
• 1:59
  invited
• 1:59
  you
• 2:00
  for
• 2:00
  today's
• 2:01
  episode.
• 2:02
  Yeah,
• 2:03
  happy
• 2:03
  to
• 2:03
  do
• 2:03
  so.
• 2:04
  Yeah.
• 2:04
  We
• 2:04
  are
• 2:04
  Front
• 2:04
  Row
• 2:05
  Europe
• 2:06
  here,
• 2:06
  part
• 2:06
  of
• 2:06
  the
• 2:07
  Front
• 2:07
  Row
• 2:07
  Group.
• 2:08
  We're
• 2:08
  an
• 2:08
  e
• 2:09
  commerce
• 2:09
  agency,
• 2:11
  one
• 2:11
  of
• 2:12
  the
• 2:12
  leading
• 2:12
  ones
• 2:12
  in
• 2:13
  Europe.
• 2:13
  We
• 2:13
  help
• 2:14
  mid
• 2:14
  size
• 2:15
  to
• 2:16
  enterprise
• 2:17
  sized
• 2:18
  clients
• 2:18
  in
• 2:18
  the
• 2:18
  e
• 2:18
  commerce
• 2:19
  journey,
• 2:20
  all
• 2:20
  the
• 2:20
  way
• 2:20
  from
• 2:21
  performance
• 2:21
  marketing,
• 2:22
  content
• 2:23
  creation,
• 2:23
  marketplace
• 2:24
  management,
• 2:25
  all
• 2:25
  from
• 2:25
  an
• 2:26
  operational
• 2:26
  perspective,
• 2:27
  but
• 2:27
  also
• 2:27
  from
• 2:27
  a
• 2:27
  strategic
• 2:28
  perspective.
• 2:29
  And
• 2:30
  those
• 2:30
  topics
• 2:31
  are
• 2:31
  then
• 2:31
  supported
• 2:32
  through
• 2:32
  data
• 2:33
  analytics
• 2:33
  and
• 2:34
  our
• 2:34
  own
• 2:34
  SaaS
• 2:35
  platform,
• 2:35
  Catapult.
• 2:37
  And
• 2:38
  maybe
• 2:38
  name
• 2:38
  a
• 2:39
  few
• 2:39
  of
• 2:39
  those
• 2:39
  customers
• 2:39
  that
• 2:40
  you're
• 2:40
  working
• 2:40
  with.
• 2:40
  So
• 2:40
  that
• 2:40
  we
• 2:41
  know
• 2:41
  which
• 2:42
  brands
• 2:42
  we
• 2:42
  are
• 2:42
  talking
• 2:43
  about.
• 2:43
  So
• 2:43
  we
• 2:44
  work
• 2:44
  from
• 2:44
  brands
• 2:45
  from
• 2:45
  all
• 2:45
  types
• 2:45
  of
• 2:46
  industries.
• 2:46
  For
• 2:46
  example,
• 2:47
  with
• 2:47
  the
• 2:48
  Quality
• 2:48
  Group,
• 2:48
  with
• 2:49
  Fackelmann,
• 2:50
  with
• 2:50
  Severin,
• 2:50
  with
• 2:51
  Gustav
• 2:51
  Albert,
• 2:52
  and
• 2:53
  then
• 2:53
  up
• 2:53
  to
• 2:54
  enterprise
• 2:54
  clients
• 2:55
  like
• 2:55
  Tesa,
• 2:56
  like
• 2:57
  Bosch.
• 2:58
  So
• 2:58
  it's
• 2:58
  quite
• 2:59
  a
• 2:59
  broad
• 2:59
  spectrum.
• 3:01
  We
• 3:01
  manage
• 3:02
  a
• 3:02
  few
• 3:03
  hundred
• 3:03
  different
• 3:04
  brands.
• 3:05
  And
• 3:06
  your
• 3:06
  main
• 3:06
  focus
• 3:06
  is
• 3:06
  with
• 3:07
  Amazon?
• 3:07
  Correct.
• 3:09
  We
• 3:09
  do
• 3:10
  connected
• 3:10
  commerce
• 3:11
  holistically.
• 3:12
  That
• 3:12
  means
• 3:13
  all
• 3:13
  online
• 3:13
  touchpoints
• 3:14
  for
• 3:14
  our
• 3:14
  clients.
• 3:16
  We
• 3:16
  have
• 3:16
  to
• 3:16
  say
• 3:17
  though
• 3:17
  that
• 3:17
  Amazon,
• 3:18
  even
• 3:18
  though
• 3:18
  we're
• 3:18
  not
• 3:20
  only
• 3:20
  doing
• 3:20
  Amazon,
• 3:21
  is
• 3:21
  our
• 3:21
  most
• 3:21
  important
• 3:22
  business.
• 3:23
  And
• 3:23
  why?
• 3:23
  Because
• 3:24
  it's
• 3:24
  the
• 3:24
  most
• 3:24
  important
• 3:25
  business
• 3:25
  for
• 3:25
  our
• 3:26
  clients.
• 3:28
  Yeah,
• 3:28
  absolutely.
• 3:29
  So
• 3:29
  we
• 3:30
  will
• 3:30
  be
• 3:30
  talking
• 3:30
  a
• 3:30
  lot
• 3:31
  about
• 3:31
  Blackwick
• 3:32
  on
• 3:32
  Amazon
• 3:32
  on
• 3:33
  this
• 3:33
  episode,
• 3:33
  but
• 3:33
  also
• 3:34
  touch
• 3:34
  upon
• 3:35
  the
• 3:35
  other
• 3:35
  channels
• 3:36
  as
• 3:36
  well
• 3:36
  a
• 3:36
  little
• 3:37
  bit.
• 3:38
  But
• 3:38
  before
• 3:38
  we
• 3:39
  go
• 3:39
  into
• 3:39
  this,
• 3:39
  maybe
• 3:40
  a
• 3:40
  bit
• 3:40
  about
• 3:40
  you.
• 3:41
  So
• 3:41
  who
• 3:41
  are
• 3:41
  you
• 3:42
  personally,
• 3:42
  Benjamin?
• 3:43
  What
• 3:43
  is
• 3:43
  your
• 3:44
  USP
• 3:44
  in
• 3:44
  the
• 3:45
  marketplace
• 3:45
  world?
• 3:46
  Yeah,
• 3:47
  yeah,
• 3:47
  like
• 3:48
  I
• 3:48
  said,
• 3:48
  I'm
• 3:48
  Benjamin.
• 3:49
  I've
• 3:49
  been
• 3:49
  with
• 3:49
  front
• 3:49
  row
• 3:49
  for
• 3:50
  seven
• 3:50
  years.
• 3:50
  I'm
• 3:50
  one
• 3:50
  of
• 3:51
  the
• 3:51
  managing
• 3:51
  directors
• 3:52
  here.
• 3:52
  My
• 3:52
  specialty,
• 3:54
  I
• 3:54
  think
• 3:54
  is
• 3:55
  connecting
• 3:56
  the
• 3:56
  dots
• 3:56
  between
• 3:57
  the
• 3:57
  different
• 3:58
  functions
• 4:00
  that
• 4:00
  brands
• 4:01
  need
• 4:01
  to
• 4:01
  manage
• 4:01
  well
• 4:01
  to
• 4:02
  be
• 4:02
  successful
• 4:02
  in
• 4:02
  E
• 4:02
  commerce.
• 4:03
  So
• 4:03
  connecting
• 4:03
  the
• 4:04
  dots
• 4:04
  of
• 4:04
  how
• 4:04
  does,
• 4:05
  for
• 4:05
  example,
• 4:06
  content
• 4:06
  impact
• 4:07
  CPCS
• 4:08
  in
• 4:08
  the
• 4:08
  performance
• 4:08
  marketing
• 4:09
  side,
• 4:10
  from
• 4:10
  the
• 4:10
  performance
• 4:11
  marketing,
• 4:11
  how
• 4:12
  is
• 4:12
  it
• 4:13
  correlating
• 4:14
  to
• 4:15
  retail
• 4:16
  factors
• 4:16
  such
• 4:16
  as
• 4:16
  conversion,
• 4:17
  rate
• 4:17
  optimization,
• 4:18
  stock
• 4:18
  availability
• 4:20
  and
• 4:20
  so
• 4:20
  on.
• 4:22
  And
• 4:23
  my,
• 4:23
  of
• 4:24
  course,
• 4:25
  big
• 4:25
  focus
• 4:26
  is
• 4:26
  on
• 4:26
  everything
• 4:26
  data
• 4:27
  and
• 4:27
  analytics
• 4:27
  related.
• 4:29
  So
• 4:29
  I
• 4:31
  love
• 4:31
  facts
• 4:32
  and
• 4:32
  I
• 4:32
  love
• 4:32
  data.
• 4:33
  At
• 4:34
  the
• 4:34
  same
• 4:34
  time,
• 4:34
  I'm
• 4:34
  also
• 4:34
  sometimes
• 4:35
  a
• 4:35
  big
• 4:35
  fan
• 4:35
  of
• 4:36
  doing,
• 4:36
  you
• 4:36
  know,
• 4:36
  gut
• 4:37
  feeling
• 4:37
  decisions.
• 4:37
  I
• 4:38
  think,
• 4:38
  you
• 4:38
  know,
• 4:38
  data
• 4:39
  isn't
• 4:39
  always
• 4:40
  right
• 4:40
  just
• 4:40
  because,
• 4:41
  you
• 4:41
  know,
• 4:41
  it's
• 4:41
  difficult
• 4:42
  to
• 4:42
  capture
• 4:42
  data,
• 4:43
  the
• 4:43
  world
• 4:43
  perfectly
• 4:43
  in
• 4:44
  data.
• 4:45
  So
• 4:45
  yeah,
• 4:46
  that's
• 4:46
  about
• 4:47
  me.
• 4:48
  Yeah,
• 4:48
  and
• 4:48
  that's
• 4:48
  why
• 4:48
  you're
• 4:49
  here
• 4:49
  on
• 4:49
  the
• 4:49
  show
• 4:49
  today,
• 4:49
  because
• 4:50
  that's
• 4:50
  what
• 4:50
  I
• 4:50
  like.
• 4:50
  Facts
• 4:51
  and
• 4:51
  figures
• 4:51
  and
• 4:51
  a
• 4:51
  bit
• 4:52
  of
• 4:52
  gut
• 4:52
  feeling
• 4:53
  as
• 4:53
  well.
• 4:54
  So
• 4:54
  maybe
• 4:55
  to
• 4:55
  wrap
• 4:56
  this
• 4:56
  up,
• 4:56
  a
• 4:56
  little
• 4:56
  fun
• 4:57
  fact
• 4:57
  about
• 4:57
  yourself,
• 4:58
  can
• 4:59
  we
• 4:59
  post
• 4:59
  one
• 4:59
  as
• 4:59
  well?
• 5:00
  A
• 5:01
  fun
• 5:01
  fact
• 5:01
  about
• 5:01
  myself
• 5:02
  is
• 5:02
  I
• 5:02
  do
• 5:02
  have
• 5:02
  a
• 5:02
  twin
• 5:03
  brother.
• 5:03
  We're
• 5:04
  not
• 5:04
  identical,
• 5:05
  but
• 5:05
  we
• 5:05
  are
• 5:06
  decently
• 5:06
  similar
• 5:07
  looking.
• 5:07
  He
• 5:07
  works
• 5:07
  in
• 5:08
  a
• 5:08
  completely
• 5:08
  different
• 5:08
  industry
• 5:09
  in
• 5:09
  a
• 5:10
  different
• 5:10
  part
• 5:10
  of
• 5:10
  Germany.
• 5:11
  And
• 5:12
  it
• 5:12
  happens
• 5:12
  every
• 5:12
  few
• 5:13
  months
• 5:13
  or
• 5:13
  so
• 5:13
  that
• 5:13
  someone
• 5:14
  mistakes
• 5:14
  us
• 5:14
  for
• 5:15
  each
• 5:15
  other.
• 5:15
  So
• 5:16
  someone
• 5:16
  that
• 5:16
  works
• 5:17
  with
• 5:17
  him
• 5:17
  would
• 5:17
  come
• 5:18
  up
• 5:18
  to
• 5:18
  me
• 5:18
  and
• 5:18
  be
• 5:18
  like,
• 5:18
  hey,
• 5:19
  Gary,
• 5:19
  how
• 5:19
  are
• 5:19
  you
• 5:19
  doing?
• 5:19
  I'm
• 5:20
  like,
• 5:20
  who
• 5:20
  are
• 5:20
  you?
• 5:21
  The
• 5:21
  same
• 5:21
  thing
• 5:21
  would
• 5:22
  happen
• 5:22
  that
• 5:22
  the
• 5:22
  same
• 5:23
  thing
• 5:23
  happens
• 5:23
  to
• 5:23
  him.
• 5:23
  And
• 5:24
  it's
• 5:24
  always
• 5:24
  a
• 5:24
  little
• 5:24
  bit
• 5:24
  awkward
• 5:25
  in
• 5:25
  the
• 5:25
  beginning
• 5:25
  because
• 5:26
  that's
• 5:26
  not
• 5:26
  something
• 5:26
  I
• 5:26
  have
• 5:27
  on
• 5:27
  my
• 5:27
  mind
• 5:27
  when
• 5:27
  someone
• 5:27
  approaches
• 5:28
  me
• 5:28
  that
• 5:28
  they
• 5:28
  might
• 5:29
  confuse
• 5:29
  me
• 5:29
  for
• 5:29
  my
• 5:29
  twin
• 5:30
  brother,
• 5:30
  but
• 5:30
  it
• 5:31
  always
• 5:31
  ends
• 5:31
  up
• 5:31
  in
• 5:31
  a
• 5:32
  selfie,
• 5:32
  a
• 5:32
  good
• 5:32
  laugh
• 5:33
  and
• 5:33
  a
• 5:33
  quick
• 5:33
  text
• 5:33
  message.
• 5:34
  That's
• 5:35
  nice.
• 5:36
  Well
• 5:36
  then,
• 5:36
  greetings
• 5:36
  to
• 5:37
  your
• 5:37
  brother
• 5:37
  from
• 5:37
  this
• 5:38
  channel
• 5:38
  he
• 5:39
  might
• 5:39
  not
• 5:39
  be
• 5:39
  listening
• 5:40
  to
• 5:40
  because
• 5:40
  he
• 5:40
  is
• 5:40
  in
• 5:40
  a
• 5:41
  very
• 5:41
  different
• 5:41
  branch,
• 5:42
  but
• 5:42
  still,
• 5:43
  nice
• 5:43
  to
• 5:43
  hear
• 5:43
  about
• 5:43
  that,
• 5:44
  right?
• 5:45
  Okay
• 5:45
  then,
• 5:46
  I
• 5:46
  guess
• 5:46
  we're
• 5:46
  set.
• 5:47
  We
• 5:47
  know
• 5:47
  about
• 5:48
  Front
• 5:48
  Row,
• 5:48
  we
• 5:48
  know
• 5:48
  about
• 5:49
  you,
• 5:49
  and
• 5:49
  we
• 5:49
  can
• 5:50
  go
• 5:50
  into
• 5:50
  some
• 5:51
  Black
• 5:51
  Week
• 5:51
  figures
• 5:52
  after
• 5:53
  a
• 5:53
  very
• 5:53
  short
• 5:54
  advertising
• 5:54
  break,
• 5:55
  in
• 5:55
  which
• 5:55
  I'd
• 5:55
  like
• 5:55
  to
• 5:56
  take
• 5:56
  a
• 5:56
  look
• 5:56
  at.
• 5:56
  Our
• 5:56
  partner
• 5:57
  ebay.
• 6:03
  Ebay
• 6:03
  is
• 6:04
  pushing
• 6:04
  live
• 6:04
  shopping
• 6:05
  in
• 6:05
  Germany
• 6:05
  at
• 6:05
  the
• 6:06
  moment.
• 6:06
  Just
• 6:06
  a
• 6:06
  few
• 6:06
  days
• 6:07
  ago,
• 6:07
  they
• 6:07
  launched
• 6:08
  ebay
• 6:08
  Life
• 6:08
  at
• 6:09
  the
• 6:09
  Comic
• 6:09
  Con
• 6:09
  in
• 6:09
  Stuttgart.
• 6:10
  With
• 6:10
  ebay,
• 6:11
  live
• 6:11
  sellers
• 6:11
  can
• 6:11
  present
• 6:12
  the
• 6:12
  product
• 6:12
  in
• 6:13
  real
• 6:13
  time,
• 6:14
  engage
• 6:14
  with
• 6:14
  the
• 6:15
  community,
• 6:15
  and
• 6:15
  sell
• 6:16
  directly,
• 6:16
  all
• 6:17
  in
• 6:17
  the
• 6:17
  exciting
• 6:17
  auction
• 6:18
  format
• 6:19
  that
• 6:19
  has
• 6:19
  made
• 6:19
  ebay
• 6:20
  legendary.
• 6:21
  During
• 6:21
  live
• 6:21
  shows,
• 6:22
  sellers
• 6:22
  can
• 6:22
  offer
• 6:23
  both
• 6:23
  immediate
• 6:24
  purchases
• 6:25
  and
• 6:25
  auctions,
• 6:26
  making
• 6:26
  the
• 6:26
  selling
• 6:27
  experience
• 6:27
  even
• 6:27
  more
• 6:28
  flexible.
• 6:28
  The
• 6:29
  bid
• 6:29
  extension
• 6:29
  Soft
• 6:30
  Close
• 6:30
  ensures
• 6:31
  that
• 6:31
  bidders
• 6:32
  still
• 6:32
  have
• 6:32
  the
• 6:32
  chance
• 6:33
  to
• 6:33
  place
• 6:33
  a
• 6:34
  bid
• 6:34
  right
• 6:35
  before
• 6:35
  the
• 6:35
  end
• 6:36
  without
• 6:36
  the
• 6:36
  stress
• 6:37
  of
• 6:37
  unfair
• 6:38
  time
• 6:38
  limits.
• 6:38
  And
• 6:39
  all
• 6:39
  of
• 6:39
  this
• 6:39
  is
• 6:39
  supported
• 6:39
  by
• 6:40
  ebay's
• 6:40
  buyer
• 6:40
  protection
• 6:41
  and
• 6:41
  transparent
• 6:42
  policies.
• 6:43
  Ebay
• 6:43
  is
• 6:43
  opening
• 6:44
  up
• 6:44
  new
• 6:44
  opportunities
• 6:45
  for
• 6:45
  sellers
• 6:45
  to
• 6:46
  authentically
• 6:46
  and
• 6:46
  emotionally
• 6:47
  present
• 6:47
  their
• 6:48
  brand.
• 6:48
  Interactive
• 6:49
  live
• 6:49
  moments
• 6:50
  build
• 6:50
  trust,
• 6:51
  boost
• 6:51
  customer
• 6:52
  loyalty,
• 6:53
  and
• 6:53
  help
• 6:53
  you
• 6:53
  reach
• 6:54
  new
• 6:54
  audiences.
• 6:55
  Like
• 6:55
  Jen
• 6:55
  said
• 6:56
  and
• 6:56
  Millennials.
• 6:57
  So
• 6:58
  if
• 6:58
  you're
• 6:58
  curious
• 6:58
  to
• 6:58
  take
• 6:59
  part
• 6:59
  in
• 6:59
  this
• 6:59
  new
• 6:59
  video
• 7:00
  shopping
• 7:00
  experience,
• 7:01
  you
• 7:01
  can
• 7:01
  find
• 7:02
  more
• 7:02
  information
• 7:02
  on
• 7:02
  it
• 7:03
  in
• 7:03
  our
• 7:03
  blog
• 7:04
  post.
• 7:04
  We'll
• 7:04
  link
• 7:04
  it
• 7:04
  in
• 7:05
  the
• 7:05
  show
• 7:05
  notes.
• 7:11
  Okay,
• 7:12
  then
• 7:12
  I
• 7:12
  guess
• 7:13
  we
• 7:13
  can
• 7:14
  dive
• 7:14
  a
• 7:14
  little
• 7:14
  deeper
• 7:15
  into
• 7:15
  the
• 7:15
  figures
• 7:16
  from
• 7:16
  Black
• 7:17
  Season.
• 7:17
  As
• 7:17
  always,
• 7:18
  in
• 7:18
  preparation
• 7:19
  for
• 7:19
  a
• 7:19
  podcast,
• 7:20
  I
• 7:20
  did
• 7:20
  a
• 7:20
  little
• 7:20
  bit
• 7:20
  of
• 7:21
  digging.
• 7:21
  And
• 7:22
  as
• 7:22
  it
• 7:22
  is
• 7:23
  always
• 7:23
  the
• 7:23
  case
• 7:23
  with
• 7:24
  figures
• 7:25
  just
• 7:25
  after
• 7:25
  the
• 7:25
  Black
• 7:26
  week,
• 7:27
  it's
• 7:27
  not
• 7:27
  that
• 7:27
  easy
• 7:28
  to
• 7:29
  get
• 7:29
  some
• 7:29
  figures
• 7:30
  because
• 7:30
  they're
• 7:31
  normally.
• 7:31
  How
• 7:32
  can
• 7:32
  I
• 7:32
  put
• 7:32
  this?
• 7:33
  Only
• 7:33
  companies
• 7:34
  that
• 7:34
  are
• 7:34
  happy
• 7:35
  with
• 7:35
  their
• 7:35
  figures
• 7:36
  will
• 7:36
  go
• 7:36
  out
• 7:36
  with
• 7:36
  a
• 7:37
  press
• 7:37
  release
• 7:37
  on
• 7:37
  it.
• 7:39
  So
• 7:39
  you
• 7:39
  only
• 7:40
  get
• 7:40
  half
• 7:40
  of
• 7:41
  the
• 7:41
  story
• 7:41
  normally.
• 7:42
  And
• 7:43
  then
• 7:43
  there's
• 7:43
  a
• 7:43
  difference
• 7:44
  between
• 7:44
  the
• 7:44
  story
• 7:45
  you
• 7:45
  get
• 7:45
  from
• 7:46
  global
• 7:46
  figures
• 7:47
  or
• 7:47
  from
• 7:47
  U.S.
• 7:48
  figures.
• 7:48
  And
• 7:48
  it's
• 7:49
  very
• 7:49
  hard
• 7:50
  to
• 7:50
  get
• 7:50
  a
• 7:51
  European
• 7:51
  story
• 7:52
  sometimes
• 7:53
  because
• 7:53
  those
• 7:54
  don't
• 7:54
  always
• 7:54
  align.
• 7:57
  Maybe
• 7:57
  I'll
• 7:57
  give
• 7:57
  you
• 7:57
  some
• 7:58
  of
• 7:58
  a
• 7:59
  look
• 7:59
  over
• 8:00
  what
• 8:00
  I
• 8:00
  found
• 8:00
  for
• 8:00
  the
• 8:00
  global
• 8:01
  numbers
• 8:01
  and
• 8:01
  then
• 8:02
  Benjamin,
• 8:02
  you
• 8:02
  can
• 8:02
  have
• 8:03
  a
• 8:03
  look
• 8:03
  at
• 8:03
  it
• 8:03
  and
• 8:03
  tell
• 8:04
  me
• 8:04
  if
• 8:05
  that
• 8:05
  confirms
• 8:06
  with
• 8:06
  what
• 8:07
  you
• 8:07
  found
• 8:08
  from
• 8:08
  your
• 8:08
  customers
• 8:09
  or
• 8:09
  not.
• 8:10
  So
• 8:10
  from
• 8:11
  what
• 8:11
  I
• 8:11
  read
• 8:12
  from
• 8:12
  the
• 8:12
  US
• 8:13
  side,
• 8:14
  it
• 8:14
  seems
• 8:14
  to
• 8:14
  have
• 8:15
  been
• 8:15
  an
• 8:15
  okay
• 8:16
  ish
• 8:16
  Black
• 8:17
  week.
• 8:18
  I
• 8:18
  read
• 8:19
  something
• 8:19
  about
• 8:20
  1
• 8:21
  digit
• 8:21
  growth
• 8:22
  figures
• 8:23
  +
• 8:24
  6%
• 8:24
  Salesforce
• 8:25
  said
• 8:25
  or
• 8:26
  +
• 8:26
  9%
• 8:27
  I
• 8:27
  heard
• 8:28
  from
• 8:28
  Shopify
• 8:29
  and
• 8:30
  stuff
• 8:30
  like
• 8:31
  that.
• 8:31
  So
• 8:32
  it
• 8:32
  seems
• 8:32
  to
• 8:33
  have
• 8:33
  been
• 8:33
  a
• 8:33
  decent
• 8:34
  black
• 8:34
  season
• 8:35
  in
• 8:35
  a
• 8:35
  way.
• 8:37
  But
• 8:38
  I
• 8:38
  did
• 8:38
  hear
• 8:38
  some
• 8:39
  hangover
• 8:40
  news,
• 8:40
  so
• 8:40
  to
• 8:40
  say,
• 8:41
  for
• 8:41
  example,
• 8:42
  from
• 8:42
  Germany,
• 8:43
  where
• 8:43
  the
• 8:43
  German
• 8:44
  trade
• 8:44
  association
• 8:45
  Hadi
• 8:46
  said,
• 8:46
  yeah,
• 8:46
  it
• 8:46
  was
• 8:47
  okay.
• 8:48
  Ish,
• 8:48
  but,
• 8:49
  well,
• 8:49
  no
• 8:50
  growth
• 8:50
  if
• 8:50
  you
• 8:51
  compare
• 8:51
  it
• 8:51
  to
• 8:51
  last
• 8:51
  year.
• 8:53
  So
• 8:54
  it's,
• 8:55
  it's
• 8:55
  hard
• 8:55
  to
• 8:56
  get
• 8:56
  a,
• 8:56
  a
• 8:56
  read
• 8:56
  on
• 8:57
  it,
• 8:57
  I
• 8:57
  think.
• 8:57
  Is
• 8:58
  that
• 8:58
  something
• 8:58
  that
• 8:58
  you
• 8:59
  also
• 8:59
  found?
• 9:01
  Yeah,
• 9:01
  we,
• 9:01
  we
• 9:02
  see
• 9:02
  similar
• 9:02
  things.
• 9:02
  So
• 9:03
  50%
• 9:03
  of
• 9:03
  our
• 9:04
  business
• 9:04
  is
• 9:04
  in
• 9:04
  North
• 9:04
  America.
• 9:05
  The
• 9:05
  other
• 9:05
  50%
• 9:06
  is
• 9:06
  in
• 9:06
  Europe.
• 9:07
  So
• 9:07
  what
• 9:08
  you
• 9:08
  just
• 9:08
  mentioned
• 9:09
  also
• 9:10
  kind
• 9:10
  of
• 9:10
  reflects
• 9:10
  our
• 9:11
  numbers.
• 9:11
  Overall,
• 9:12
  the
• 9:12
  event
• 9:13
  did
• 9:14
  perform
• 9:14
  better
• 9:15
  in
• 9:15
  North
• 9:15
  America
• 9:16
  compared
• 9:16
  to
• 9:17
  Europe.
• 9:18
  I
• 9:18
  think
• 9:19
  in.
• 9:20
  That's
• 9:20
  just
• 9:21
  on
• 9:21
  a
• 9:21
  general
• 9:21
  level,
• 9:22
  in
• 9:22
  detail,
• 9:22
  it
• 9:23
  is
• 9:23
  very
• 9:23
  nuanced.
• 9:24
  Not
• 9:24
  every
• 9:24
  country
• 9:24
  in
• 9:25
  Europe
• 9:25
  is,
• 9:26
  you
• 9:26
  know,
• 9:26
  performing
• 9:27
  similar.
• 9:27
  Not
• 9:27
  every
• 9:27
  category
• 9:28
  is
• 9:28
  performing
• 9:29
  the
• 9:29
  same.
• 9:30
  So
• 9:31
  when
• 9:32
  we
• 9:32
  talk
• 9:32
  about
• 9:33
  this
• 9:33
  in
• 9:33
  now,
• 9:34
  I
• 9:34
  think,
• 9:35
  you
• 9:35
  know,
• 9:35
  there's
• 9:36
  always
• 9:36
  going
• 9:36
  to
• 9:36
  be
• 9:36
  the
• 9:36
  exception.
• 9:37
  I'm
• 9:37
  trying
• 9:37
  to
• 9:38
  make
• 9:38
  like,
• 9:38
  you
• 9:38
  know,
• 9:38
  generalize
• 9:39
  points,
• 9:40
  but
• 9:40
  they
• 9:40
  will
• 9:40
  always
• 9:40
  be
• 9:41
  the
• 9:41
  one
• 9:41
  brand,
• 9:41
  you
• 9:42
  know,
• 9:42
  that
• 9:42
  beat
• 9:42
  them
• 9:42
  all
• 9:43
  or
• 9:43
  that
• 9:43
  even
• 9:43
  though
• 9:43
  they're
• 9:44
  in
• 9:44
  a
• 9:44
  category
• 9:44
  that's
• 9:45
  technically
• 9:45
  winning,
• 9:45
  that
• 9:46
  didn't
• 9:46
  win.
• 9:47
  And
• 9:47
  we
• 9:47
  can
• 9:48
  get
• 9:48
  into
• 9:48
  some
• 9:48
  of
• 9:48
  the
• 9:48
  details
• 9:49
  as
• 9:49
  well
• 9:49
  on
• 9:49
  why
• 9:50
  or
• 9:50
  what
• 9:50
  our
• 9:50
  gut
• 9:51
  feeling
• 9:51
  is
• 9:51
  and
• 9:51
  also
• 9:51
  some
• 9:52
  of
• 9:52
  our
• 9:52
  data
• 9:52
  on
• 9:53
  why
• 9:53
  this
• 9:53
  is
• 9:54
  and,
• 9:54
  you
• 9:54
  know,
• 9:54
  what's
• 9:54
  the
• 9:55
  reason
• 9:55
  between
• 9:55
  winning
• 9:56
  brands
• 9:56
  and
• 9:56
  losing
• 9:57
  brands.
• 9:59
  Okay,
• 10:00
  so
• 10:01
  what
• 10:01
  would
• 10:01
  you
• 10:01
  say
• 10:01
  if
• 10:02
  you
• 10:02
  look
• 10:02
  over
• 10:03
  Europe
• 10:03
  is
• 10:03
  there,
• 10:04
  what
• 10:04
  are
• 10:04
  the
• 10:04
  winning
• 10:05
  countries?
• 10:06
  Yeah,
• 10:07
  so
• 10:08
  we
• 10:08
  see
• 10:08
  that
• 10:09
  the
• 10:10
  major
• 10:11
  countries,
• 10:11
  Germany,
• 10:12
  uk,
• 10:12
  France,
• 10:13
  Italy,
• 10:13
  Spain
• 10:15
  are
• 10:15
  the
• 10:15
  ones
• 10:16
  where
• 10:16
  there's
• 10:16
  just
• 10:16
  most
• 10:17
  of
• 10:17
  the
• 10:17
  volume
• 10:18
  to
• 10:18
  be
• 10:18
  captured.
• 10:18
  And
• 10:19
  also
• 10:19
  traditionally
• 10:20
  where
• 10:20
  most
• 10:20
  like
• 10:21
  European
• 10:21
  brands
• 10:22
  have
• 10:22
  their,
• 10:22
  you
• 10:23
  know,
• 10:23
  strongest
• 10:24
  brand
• 10:24
  awareness.
• 10:25
  So
• 10:25
  I
• 10:25
  want
• 10:25
  to
• 10:25
  focus
• 10:25
  on
• 10:26
  those
• 10:26
  a
• 10:26
  little
• 10:26
  bit
• 10:28
  because
• 10:28
  like
• 10:28
  the
• 10:29
  most
• 10:29
  year
• 10:29
  on
• 10:29
  year
• 10:29
  increase
• 10:30
  we
• 10:30
  see
• 10:30
  from
• 10:31
  like
• 10:31
  Belgium,
• 10:31
  Netherlands,
• 10:32
  some
• 10:32
  of
• 10:32
  the
• 10:32
  newer
• 10:33
  Amazon
• 10:33
  countries,
• 10:34
  but
• 10:34
  they're
• 10:34
  just
• 10:35
  so
• 10:35
  small
• 10:35
  that
• 10:36
  overall
• 10:37
  it
• 10:37
  has
• 10:37
  very
• 10:37
  little
• 10:38
  impact
• 10:38
  on
• 10:38
  what
• 10:38
  we
• 10:39
  would
• 10:39
  call
• 10:39
  the
• 10:39
  overall
• 10:40
  success
• 10:41
  of
• 10:41
  this
• 10:41
  tentpole
• 10:42
  event.
• 10:43
  I
• 10:43
  think
• 10:44
  when
• 10:44
  we
• 10:44
  look
• 10:44
  at
• 10:45
  what
• 10:45
  are
• 10:45
  the
• 10:45
  categories
• 10:46
  that
• 10:47
  are
• 10:47
  winning,
• 10:48
  we
• 10:49
  see
• 10:49
  that
• 10:50
  the
• 10:51
  traditional
• 10:51
  brands
• 10:51
  like
• 10:52
  consumer
• 10:52
  electronics,
• 10:53
  household,
• 10:54
  they're
• 10:55
  of
• 10:55
  course
• 10:55
  always
• 10:55
  the
• 10:56
  one
• 10:56
  where
• 10:56
  these
• 10:57
  events
• 10:57
  make
• 10:57
  up
• 10:57
  a
• 10:58
  big
• 10:58
  part
• 10:58
  of
• 10:58
  their
• 10:59
  even
• 11:00
  yearly
• 11:00
  success
• 11:01
  of
• 11:01
  the
• 11:01
  business.
• 11:02
  I
• 11:03
  think
• 11:03
  an
• 11:03
  interesting
• 11:03
  one
• 11:04
  is
• 11:04
  beauty.
• 11:05
  So
• 11:05
  beauty
• 11:05
  currently
• 11:06
  is
• 11:06
  becoming
• 11:07
  more
• 11:07
  and
• 11:08
  more
• 11:08
  relevant
• 11:08
  on
• 11:09
  Amazon,
• 11:09
  especially
• 11:10
  in
• 11:10
  the
• 11:10
  beauty
• 11:11
  premium
• 11:11
  sector
• 11:12
  because
• 11:12
  those
• 11:13
  brands
• 11:13
  also
• 11:15
  start
• 11:15
  to
• 11:15
  understand
• 11:16
  the
• 11:16
  power
• 11:16
  and
• 11:16
  the
• 11:17
  sales
• 11:17
  channel
• 11:18
  that
• 11:18
  is
• 11:18
  Amazon.
• 11:19
  And
• 11:19
  with
• 11:19
  Amazon
• 11:20
  becoming
• 11:20
  more
• 11:20
  brand
• 11:21
  friendly
• 11:21
  through
• 11:22
  protecting
• 11:23
  ad
• 11:23
  placement
• 11:25
  and
• 11:25
  prime
• 11:26
  TV
• 11:26
  advertisement
• 11:27
  and
• 11:27
  so
• 11:27
  on,
• 11:27
  more
• 11:28
  and
• 11:28
  more
• 11:28
  of
• 11:28
  those
• 11:28
  beauty
• 11:29
  and
• 11:29
  High
• 11:29
  priced
• 11:31
  brands
• 11:32
  are
• 11:32
  also
• 11:32
  starting
• 11:33
  to
• 11:33
  participate
• 11:34
  on
• 11:34
  the
• 11:35
  deal
• 11:35
  events
• 11:35
  and
• 11:35
  because
• 11:36
  they
• 11:36
  haven't
• 11:36
  done
• 11:36
  so
• 11:36
  in
• 11:37
  the
• 11:37
  prior
• 11:37
  year,
• 11:38
  they
• 11:38
  a
• 11:38
  lot
• 11:38
  of
• 11:39
  the
• 11:39
  time
• 11:39
  see
• 11:39
  significant
• 11:40
  growth.
• 11:41
  Where
• 11:42
  we
• 11:42
  see
• 11:42
  a
• 11:42
  decline
• 11:43
  is
• 11:44
  for
• 11:44
  example
• 11:44
  in
• 11:44
  fmcg.
• 11:46
  One
• 11:46
  of
• 11:46
  the
• 11:46
  reasons
• 11:47
  being
• 11:47
  if
• 11:47
  we
• 11:47
  look
• 11:47
  at
• 11:49
  brand,
• 11:49
  there
• 11:49
  are
• 11:49
  some
• 11:50
  brands
• 11:50
  in
• 11:50
  FMCGC
• 11:51
  sector
• 11:52
  that
• 11:52
  decided
• 11:53
  to
• 11:53
  no
• 11:53
  longer
• 11:54
  participate
• 11:55
  simply
• 11:55
  because
• 11:55
  FMCG
• 11:56
  in
• 11:57
  E
• 11:57
  commerce
• 11:58
  is
• 11:58
  a
• 11:58
  difficult
• 11:59
  business
• 11:59
  already.
• 12:00
  A
• 12:00
  lot
• 12:00
  of
• 12:01
  the
• 12:01
  products,
• 12:01
  a
• 12:01
  lot
• 12:01
  of
• 12:02
  the
• 12:02
  brands
• 12:02
  are
• 12:02
  low
• 12:03
  price
• 12:03
  point
• 12:04
  which
• 12:04
  doesn't
• 12:05
  really
• 12:05
  allow
• 12:06
  for
• 12:07
  like
• 12:07
  high
• 12:07
  discounts
• 12:08
  for
• 12:08
  example
• 12:08
  which
• 12:09
  of
• 12:10
  course
• 12:10
  increases
• 12:11
  the
• 12:12
  number
• 12:12
  of
• 12:12
  sold
• 12:13
  units
• 12:13
  but
• 12:13
  it
• 12:13
  does
• 12:13
  put
• 12:14
  additional
• 12:15
  pressure
• 12:15
  on
• 12:15
  the
• 12:16
  profit
• 12:16
  margin.
• 12:17
  So
• 12:17
  we
• 12:17
  see
• 12:17
  a
• 12:17
  lot
• 12:17
  of
• 12:18
  FMCG
• 12:18
  brands
• 12:19
  reducing
• 12:19
  their
• 12:20
  participation
• 12:20
  for
• 12:21
  example.
• 12:22
  That's
• 12:22
  interesting.
• 12:24
  Let's
• 12:25
  keep
• 12:25
  at
• 12:25
  that
• 12:25
  for
• 12:25
  a
• 12:25
  while
• 12:26
  because
• 12:26
  when
• 12:27
  I
• 12:28
  read
• 12:29
  up
• 12:29
  on
• 12:30
  Black
• 12:30
  Week
• 12:31
  beforehand
• 12:31
  of
• 12:31
  this
• 12:31
  podcast
• 12:32
  and
• 12:33
  I
• 12:33
  planned
• 12:33
  on
• 12:34
  doing
• 12:34
  that
• 12:34
  before
• 12:34
  blackwheat
• 12:35
  even
• 12:35
  started
• 12:36
  so
• 12:37
  I
• 12:37
  took
• 12:37
  a
• 12:37
  look
• 12:38
  at
• 12:38
  what
• 12:38
  people
• 12:38
  wrote
• 12:38
  about
• 12:39
  how
• 12:40
  they
• 12:40
  will
• 12:40
  be
• 12:40
  dealing
• 12:41
  with
• 12:41
  the
• 12:41
  Black
• 12:41
  Week
• 12:42
  and
• 12:42
  maybe
• 12:43
  it
• 12:43
  was
• 12:43
  just
• 12:43
  my
• 12:44
  network,
• 12:44
  but
• 12:44
  I
• 12:45
  heard
• 12:45
  and
• 12:45
  read
• 12:46
  a
• 12:46
  lot
• 12:46
  of
• 12:46
  people
• 12:47
  saying
• 12:48
  that
• 12:48
  yeah,
• 12:48
  we
• 12:48
  won't
• 12:49
  take
• 12:49
  part,
• 12:49
  we,
• 12:50
  we
• 12:50
  cannot
• 12:51
  afford
• 12:51
  it.
• 12:51
  We
• 12:51
  have
• 12:52
  been
• 12:52
  giving
• 12:53
  out
• 12:53
  discounts
• 12:54
  the
• 12:54
  whole
• 12:54
  year
• 12:54
  because
• 12:54
  it
• 12:55
  has
• 12:55
  been
• 12:55
  such
• 12:56
  a,
• 12:56
  such
• 12:57
  a
• 12:57
  difficult
• 12:57
  and
• 12:57
  demanding
• 12:58
  year
• 12:58
  anyways
• 12:59
  and
• 12:59
  now
• 12:59
  we've
• 12:59
  got
• 12:59
  nothing
• 13:00
  else
• 13:00
  to
• 13:00
  give.
• 13:01
  So
• 13:02
  was
• 13:02
  that
• 13:02
  just
• 13:03
  my
• 13:03
  network
• 13:03
  or
• 13:03
  is
• 13:04
  that
• 13:04
  a
• 13:05
  general
• 13:06
  thing
• 13:06
  that
• 13:06
  happened?
• 13:09
  I
• 13:09
  think
• 13:10
  there
• 13:10
  are
• 13:10
  certain
• 13:11
  like
• 13:11
  brands
• 13:11
  that
• 13:12
  over
• 13:13
  discount
• 13:13
  their
• 13:14
  products
• 13:14
  and
• 13:14
  have
• 13:14
  done
• 13:15
  throughout
• 13:15
  the
• 13:15
  year
• 13:15
  just
• 13:16
  to
• 13:16
  hit
• 13:17
  their
• 13:17
  original
• 13:18
  revenue
• 13:19
  projections
• 13:20
  and
• 13:21
  a
• 13:21
  lot
• 13:21
  of
• 13:21
  them
• 13:22
  start
• 13:22
  like
• 13:22
  stop
• 13:23
  or
• 13:23
  they
• 13:24
  hope
• 13:24
  that
• 13:24
  even
• 13:25
  without
• 13:25
  discounts
• 13:26
  for
• 13:26
  example
• 13:26
  they
• 13:26
  would
• 13:27
  participate
• 13:27
  from
• 13:27
  the
• 13:28
  additional
• 13:28
  traffic
• 13:28
  for
• 13:29
  example
• 13:29
  on
• 13:29
  those
• 13:29
  10
• 13:30
  pole
• 13:30
  events.
• 13:31
  And
• 13:31
  this
• 13:31
  is
• 13:31
  a
• 13:31
  thing
• 13:32
  that
• 13:32
  we
• 13:32
  can
• 13:32
  clearly
• 13:33
  deny
• 13:33
  with
• 13:33
  data
• 13:34
  we
• 13:34
  see
• 13:34
  with
• 13:35
  our
• 13:35
  data.
• 13:35
  Every
• 13:36
  client
• 13:36
  that
• 13:36
  doesn't
• 13:37
  participate
• 13:37
  in
• 13:37
  deals
• 13:38
  will
• 13:38
  not
• 13:38
  see
• 13:39
  significant
• 13:39
  uplift.
• 13:40
  And
• 13:40
  again
• 13:40
  there's
• 13:41
  going
• 13:41
  to
• 13:41
  be
• 13:41
  this
• 13:41
  one
• 13:42
  listener
• 13:42
  working
• 13:42
  for
• 13:43
  a
• 13:43
  brand
• 13:43
  where
• 13:43
  this
• 13:43
  was
• 13:44
  the
• 13:44
  case.
• 13:44
  But
• 13:45
  across
• 13:45
  hundreds
• 13:45
  of
• 13:45
  brands
• 13:46
  this
• 13:46
  is
• 13:46
  really
• 13:46
  not
• 13:46
  the
• 13:47
  case.
• 13:47
  And
• 13:47
  I
• 13:47
  think
• 13:48
  if
• 13:48
  we
• 13:48
  think
• 13:48
  about
• 13:48
  back
• 13:48
  and
• 13:49
  going
• 13:49
  to
• 13:49
  gut
• 13:49
  feeling
• 13:49
  now
• 13:50
  instead
• 13:50
  of
• 13:50
  data
• 13:50
  everyone
• 13:51
  is
• 13:51
  hunting
• 13:51
  for
• 13:51
  a
• 13:51
  deal.
• 13:52
  If
• 13:52
  I
• 13:53
  look
• 13:53
  at
• 13:53
  myself,
• 13:53
  I
• 13:53
  bought
• 13:54
  I
• 13:54
  think
• 13:54
  like
• 13:54
  10
• 13:54
  different
• 13:55
  things
• 13:55
  ranging
• 13:55
  from
• 13:56
  like
• 13:56
  5
• 13:56
  to
• 13:56
  maybe
• 13:57
  €50
• 13:58
  in
• 13:58
  price
• 13:58
  point.
• 13:59
  One
• 14:00
  of
• 14:00
  those
• 14:00
  I
• 14:00
  bought
• 14:01
  that
• 14:01
  wasn't
• 14:01
  in
• 14:02
  a
• 14:02
  deal
• 14:02
  and
• 14:02
  it
• 14:02
  was,
• 14:03
  it
• 14:03
  was
• 14:03
  towels.
• 14:04
  You
• 14:04
  know,
• 14:04
  it's
• 14:04
  like
• 14:05
  I
• 14:05
  didn't
• 14:06
  really
• 14:06
  care
• 14:06
  if
• 14:06
  it's
• 14:06
  six
• 14:07
  or
• 14:07
  seven
• 14:07
  euro.
• 14:08
  But
• 14:09
  so
• 14:09
  generally
• 14:09
  speaking
• 14:10
  those
• 14:10
  that
• 14:11
  don't
• 14:11
  participate
• 14:11
  won't
• 14:12
  see
• 14:13
  revenue
• 14:13
  uplift.
• 14:14
  And
• 14:14
  then.
• 14:14
  Interesting
• 14:15
  point.
• 14:15
  Sorry,
• 14:15
  I
• 14:15
  have
• 14:16
  to
• 14:16
  interrupt
• 14:16
  you
• 14:16
  here
• 14:16
  because
• 14:17
  this
• 14:17
  is
• 14:17
  one
• 14:17
  of
• 14:17
  the
• 14:17
  things
• 14:18
  that
• 14:18
  you
• 14:18
  always
• 14:19
  hear
• 14:19
  like
• 14:19
  you
• 14:19
  will
• 14:20
  anyway
• 14:21
  participate,
• 14:22
  you
• 14:22
  will
• 14:22
  anyway
• 14:23
  profit
• 14:23
  from
• 14:24
  Black
• 14:24
  Friday
• 14:25
  and
• 14:26
  Cyber
• 14:26
  Monday.
• 14:27
  So
• 14:27
  you
• 14:27
  say
• 14:28
  that
• 14:28
  this
• 14:28
  is
• 14:28
  actually
• 14:29
  not
• 14:29
  the
• 14:29
  case
• 14:29
  and
• 14:30
  it
• 14:30
  has
• 14:30
  not
• 14:30
  been
• 14:30
  for
• 14:31
  last
• 14:31
  year.
• 14:31
  So
• 14:31
  where,
• 14:32
  where
• 14:32
  does
• 14:32
  that
• 14:32
  rumor
• 14:33
  come
• 14:33
  from?
• 14:34
  I
• 14:34
  think
• 14:35
  what
• 14:35
  happens
• 14:35
  is
• 14:36
  a
• 14:36
  brand
• 14:36
  will
• 14:37
  not
• 14:37
  participate
• 14:38
  and
• 14:38
  then
• 14:38
  they
• 14:38
  see
• 14:39
  10%
• 14:39
  more
• 14:40
  revenue,
• 14:40
  20%
• 14:41
  more
• 14:41
  revenue
• 14:41
  on
• 14:42
  those
• 14:42
  days,
• 14:43
  which,
• 14:43
  yeah,
• 14:44
  you
• 14:44
  could
• 14:44
  argue
• 14:44
  saying
• 14:45
  you
• 14:45
  get
• 14:45
  more
• 14:45
  traffic.
• 14:46
  But
• 14:46
  if
• 14:46
  we
• 14:46
  look
• 14:46
  at
• 14:46
  the
• 14:47
  brands
• 14:47
  that
• 14:47
  participate,
• 14:48
  they
• 14:49
  don't
• 14:49
  see
• 14:49
  20%
• 14:50
  more
• 14:50
  revenue.
• 14:51
  They
• 14:51
  see
• 14:52
  10,
• 14:52
  20
• 14:53
  times
• 14:53
  more
• 14:53
  revenue
• 14:54
  compared
• 14:54
  to
• 14:54
  like
• 14:54
  an
• 14:54
  average
• 14:55
  selling
• 14:55
  day.
• 14:56
  So
• 14:57
  this
• 14:57
  is
• 14:57
  where
• 14:57
  I
• 14:57
  think
• 14:57
  a
• 14:57
  lot
• 14:58
  of
• 14:58
  the
• 14:58
  essentially
• 14:59
  confusion
• 14:59
  comes
• 15:00
  in.
• 15:01
  And
• 15:01
  I
• 15:01
  think
• 15:01
  it's
• 15:01
  a
• 15:01
  story
• 15:02
  some
• 15:02
  people
• 15:02
  just
• 15:03
  like
• 15:03
  to
• 15:03
  hear
• 15:03
  or
• 15:03
  like
• 15:04
  to
• 15:04
  say,
• 15:04
  you
• 15:04
  know,
• 15:05
  it's
• 15:05
  controversial.
• 15:06
  You
• 15:06
  get
• 15:06
  a
• 15:06
  lot
• 15:06
  of
• 15:06
  reach
• 15:07
  on
• 15:07
  social
• 15:07
  media,
• 15:08
  say,
• 15:08
  you
• 15:08
  know,
• 15:09
  we
• 15:09
  grew
• 15:10
  double
• 15:10
  digits
• 15:10
  on
• 15:10
  prime
• 15:11
  day
• 15:11
  without
• 15:11
  discounts.
• 15:12
  So
• 15:13
  I
• 15:13
  think
• 15:14
  that's
• 15:14
  really
• 15:14
  where
• 15:15
  it's,
• 15:15
  where
• 15:15
  it's
• 15:15
  coming
• 15:15
  from.
• 15:16
  Also
• 15:16
  when
• 15:17
  we
• 15:17
  look
• 15:17
  at
• 15:17
  brands,
• 15:18
  I
• 15:18
  like
• 15:18
  to
• 15:18
  categorize
• 15:19
  them
• 15:19
  in
• 15:20
  like
• 15:20
  two,
• 15:21
  two,
• 15:22
  two
• 15:22
  groups.
• 15:23
  There
• 15:23
  is
• 15:23
  brands
• 15:24
  that
• 15:24
  have
• 15:25
  participated
• 15:26
  on
• 15:27
  these
• 15:27
  Steedle
• 15:27
  events
• 15:28
  many
• 15:28
  times
• 15:29
  before
• 15:29
  and
• 15:29
  have
• 15:30
  really
• 15:30
  mastered
• 15:30
  the
• 15:31
  game,
• 15:31
  right.
• 15:32
  They
• 15:32
  understood
• 15:33
  since
• 15:33
  many
• 15:33
  years
• 15:34
  how
• 15:34
  much
• 15:34
  revenue
• 15:35
  there
• 15:35
  is
• 15:35
  to
• 15:35
  make
• 15:36
  on
• 15:36
  those
• 15:36
  deal
• 15:36
  events
• 15:37
  and
• 15:37
  they've
• 15:37
  really
• 15:37
  like
• 15:38
  perfected
• 15:38
  their
• 15:38
  game.
• 15:40
  Those
• 15:41
  are
• 15:41
  seeing
• 15:42
  not
• 15:42
  so
• 15:42
  much
• 15:43
  growth
• 15:43
  anymore
• 15:43
  because
• 15:44
  they're
• 15:45
  already
• 15:45
  getting
• 15:45
  most
• 15:46
  out
• 15:46
  of
• 15:46
  the
• 15:46
  deal
• 15:46
  events.
• 15:47
  On
• 15:47
  the
• 15:48
  other
• 15:48
  hand,
• 15:48
  when
• 15:48
  we
• 15:48
  start
• 15:49
  working
• 15:49
  with
• 15:49
  brands,
• 15:50
  maybe
• 15:50
  that
• 15:50
  joined
• 15:51
  us
• 15:51
  just
• 15:51
  this
• 15:52
  year
• 15:52
  and
• 15:52
  they
• 15:53
  didn't
• 15:53
  have
• 15:53
  such
• 15:53
  professional
• 15:54
  setups
• 15:55
  before,
• 15:55
  they
• 15:56
  will
• 15:56
  have
• 15:56
  their
• 15:56
  most
• 15:56
  successful,
• 15:57
  you
• 15:57
  know,
• 15:59
  Black
• 15:59
  Week
• 15:59
  of
• 15:59
  all
• 15:59
  times.
• 16:00
  And
• 16:01
  that's
• 16:01
  just
• 16:01
  because
• 16:01
  prior
• 16:02
  to
• 16:02
  it
• 16:03
  they
• 16:03
  didn't
• 16:03
  really
• 16:04
  run
• 16:04
  proficient
• 16:05
  professional
• 16:05
  setups.
• 16:06
  They
• 16:06
  didn't,
• 16:07
  you
• 16:07
  know,
• 16:07
  maybe
• 16:07
  they
• 16:07
  just
• 16:08
  ran
• 16:08
  some
• 16:08
  initial
• 16:10
  discounts,
• 16:10
  but
• 16:10
  they
• 16:11
  didn't
• 16:11
  encompass
• 16:12
  it
• 16:12
  with
• 16:12
  like
• 16:13
  CRM
• 16:13
  activities
• 16:14
  or
• 16:14
  off
• 16:14
  Amazon
• 16:15
  marketing
• 16:15
  activities.
• 16:16
  So
• 16:17
  there's
• 16:17
  especially
• 16:17
  those
• 16:18
  brands
• 16:18
  that
• 16:19
  can
• 16:19
  still,
• 16:19
  you
• 16:20
  know,
• 16:20
  win
• 16:20
  a
• 16:21
  lot,
• 16:21
  especially
• 16:21
  from
• 16:21
  just
• 16:22
  a
• 16:22
  year
• 16:22
  on
• 16:22
  year
• 16:23
  growth
• 16:24
  perspective.
• 16:25
  Mm,
• 16:25
  interesting.
• 16:27
  So
• 16:27
  there
• 16:28
  was
• 16:28
  also
• 16:28
  a
• 16:28
  lot
• 16:28
  of
• 16:29
  talk,
• 16:29
  especially
• 16:30
  in
• 16:30
  the
• 16:30
  beginning
• 16:30
  of
• 16:30
  November
• 16:31
  and
• 16:31
  there
• 16:31
  were
• 16:31
  some
• 16:32
  studies
• 16:32
  too
• 16:32
  that
• 16:33
  indicated
• 16:33
  that
• 16:34
  consumers
• 16:34
  themselves
• 16:35
  would
• 16:35
  be
• 16:35
  weary
• 16:36
  and
• 16:36
  suspicious
• 16:37
  of
• 16:37
  Black
• 16:37
  Friday,
• 16:38
  that
• 16:38
  they
• 16:39
  didn't
• 16:39
  trust
• 16:39
  the
• 16:39
  discounts
• 16:40
  anymore
• 16:40
  and
• 16:40
  so
• 16:41
  they
• 16:41
  were
• 16:41
  not
• 16:41
  really
• 16:42
  planning
• 16:42
  to,
• 16:42
  you
• 16:43
  know,
• 16:43
  go
• 16:43
  on
• 16:43
  the
• 16:43
  lookout
• 16:44
  for
• 16:45
  good
• 16:46
  deals
• 16:46
  and
• 16:46
  good
• 16:47
  offers.
• 16:48
  Was
• 16:48
  that
• 16:48
  noticeable
• 16:49
  at
• 16:50
  all?
• 16:52
  We
• 16:52
  do
• 16:52
  see
• 16:52
  it
• 16:53
  to
• 16:53
  some
• 16:53
  extent.
• 16:54
  So
• 16:55
  I
• 16:56
  think
• 16:56
  after
• 16:56
  every
• 16:57
  deal
• 16:57
  event
• 16:57
  there's
• 16:57
  always
• 16:58
  again
• 16:58
  popular
• 16:58
  posts
• 16:59
  around
• 16:59
  like
• 16:59
  fake
• 16:59
  discounts
• 17:00
  here,
• 17:00
  fake
• 17:00
  discounts
• 17:01
  there.
• 17:02
  But
• 17:03
  I
• 17:03
  think
• 17:03
  the
• 17:03
  reality
• 17:04
  shows
• 17:05
  that
• 17:05
  still
• 17:05
  Black
• 17:06
  Friday,
• 17:06
  at
• 17:07
  least
• 17:07
  on
• 17:07
  year,
• 17:07
  on
• 17:07
  year
• 17:07
  in
• 17:08
  Europe,
• 17:08
  must
• 17:08
  be
• 17:08
  around
• 17:09
  even
• 17:09
  or
• 17:09
  slightly
• 17:10
  in
• 17:10
  the
• 17:10
  plus,
• 17:10
  which
• 17:11
  means
• 17:11
  there's
• 17:11
  as
• 17:11
  many
• 17:12
  customers
• 17:12
  buying
• 17:12
  this
• 17:13
  year
• 17:13
  than
• 17:13
  they
• 17:13
  did
• 17:13
  last
• 17:14
  year.
• 17:14
  Yeah.
• 17:15
  From
• 17:15
  a
• 17:15
  year
• 17:15
  on
• 17:15
  year
• 17:15
  growth
• 17:16
  perspective,
• 17:16
  it's
• 17:16
  not
• 17:16
  so
• 17:17
  attractive
• 17:17
  anymore,
• 17:17
  but
• 17:17
  it's
• 17:18
  still
• 17:18
  the
• 17:18
  same
• 17:18
  amount
• 17:18
  of
• 17:19
  customers.
• 17:20
  I
• 17:21
  think
• 17:21
  more
• 17:22
  interestingly,
• 17:23
  when
• 17:23
  we
• 17:23
  compare
• 17:24
  Amazon
• 17:25
  only
• 17:25
  deal
• 17:25
  events
• 17:26
  to
• 17:27
  deal
• 17:27
  events
• 17:27
  like
• 17:28
  Black
• 17:29
  Friday
• 17:29
  Cyber
• 17:30
  Monday,
• 17:31
  we
• 17:31
  see
• 17:31
  that
• 17:32
  the
• 17:32
  Amazon
• 17:32
  only
• 17:33
  events
• 17:33
  tend
• 17:34
  to
• 17:34
  suffer
• 17:34
  more
• 17:34
  currently.
• 17:36
  So
• 17:36
  Prime
• 17:36
  Day,
• 17:37
  for
• 17:37
  example,
• 17:37
  was
• 17:37
  not
• 17:38
  as
• 17:38
  successful
• 17:38
  for
• 17:39
  most
• 17:39
  brands
• 17:39
  or
• 17:40
  they
• 17:40
  did
• 17:40
  higher,
• 17:41
  they
• 17:41
  had
• 17:41
  higher
• 17:42
  expectations
• 17:42
  towards
• 17:43
  how
• 17:43
  well
• 17:43
  Prime
• 17:44
  Day
• 17:44
  would
• 17:44
  go.
• 17:45
  And
• 17:45
  I
• 17:45
  think
• 17:45
  at
• 17:45
  least
• 17:46
  from
• 17:46
  the
• 17:46
  brands
• 17:47
  we
• 17:47
  work
• 17:47
  with,
• 17:48
  this
• 17:48
  Prime
• 17:49
  Day,
• 17:49
  that
• 17:49
  was
• 17:50
  a
• 17:50
  few
• 17:51
  months
• 17:51
  ago,
• 17:52
  they
• 17:52
  had
• 17:52
  this
• 17:52
  experience
• 17:53
  in
• 17:53
  their
• 17:53
  head
• 17:54
  going
• 17:54
  into
• 17:54
  Black
• 17:55
  Friday
• 17:55
  Cyber
• 17:55
  Week,
• 17:56
  you
• 17:56
  know,
• 17:56
  already
• 17:56
  going
• 17:57
  in
• 17:57
  with
• 17:57
  a
• 17:57
  negative
• 17:58
  expectation,
• 17:59
  it's
• 17:59
  going
• 17:59
  to
• 17:59
  not
• 17:59
  perform
• 18:00
  as
• 18:00
  well,
• 18:00
  but
• 18:00
  then
• 18:01
  it
• 18:01
  performed
• 18:01
  just
• 18:01
  as
• 18:01
  well
• 18:02
  as
• 18:02
  last
• 18:02
  year.
• 18:03
  So
• 18:03
  again,
• 18:03
  it
• 18:03
  just
• 18:04
  depends
• 18:04
  on
• 18:04
  what's
• 18:05
  your
• 18:05
  attitude
• 18:05
  going
• 18:05
  in.
• 18:06
  So
• 18:06
  we
• 18:06
  saw
• 18:07
  a
• 18:07
  lot
• 18:07
  of
• 18:07
  our
• 18:07
  brands
• 18:08
  just
• 18:08
  being
• 18:08
  super
• 18:08
  happy
• 18:09
  with
• 18:09
  the
• 18:09
  fact
• 18:10
  that
• 18:10
  it's
• 18:10
  year
• 18:10
  and
• 18:10
  year
• 18:11
  of
• 18:11
  roughly
• 18:11
  the
• 18:12
  same
• 18:12
  or
• 18:12
  a
• 18:12
  little
• 18:12
  bit
• 18:12
  of
• 18:14
  growth
• 18:14
  there.
• 18:17
  Interesting.
• 18:18
  So
• 18:18
  if
• 18:18
  we
• 18:19
  go
• 18:19
  on
• 18:20
  defining
• 18:21
  successful
• 18:22
  Black
• 18:22
  Week,
• 18:23
  what
• 18:24
  KPIs
• 18:25
  would
• 18:25
  you
• 18:25
  normally
• 18:25
  use?
• 18:26
  Because
• 18:26
  you've
• 18:26
  been
• 18:26
  talking
• 18:27
  a
• 18:27
  lot
• 18:27
  about
• 18:28
  growth
• 18:28
  and
• 18:28
  turnover,
• 18:29
  but
• 18:29
  growth
• 18:29
  and
• 18:29
  turnover
• 18:30
  just
• 18:30
  is
• 18:30
  like
• 18:31
  one
• 18:31
  KPI.
• 18:31
  Of
• 18:31
  course,
• 18:32
  I
• 18:33
  heard
• 18:33
  a
• 18:33
  lot
• 18:33
  about
• 18:34
  how
• 18:34
  you
• 18:34
  have
• 18:35
  to
• 18:35
  spend
• 18:35
  a
• 18:35
  lot
• 18:35
  more
• 18:36
  money
• 18:36
  and
• 18:37
  a
• 18:37
  lot
• 18:37
  more
• 18:37
  on
• 18:38
  your
• 18:38
  discounts,
• 18:39
  on
• 18:39
  your
• 18:39
  ad
• 18:40
  spend
• 18:41
  to
• 18:41
  make
• 18:42
  it
• 18:42
  work.
• 18:42
  So
• 18:42
  in
• 18:43
  the
• 18:43
  end,
• 18:43
  profits
• 18:44
  might
• 18:44
  be
• 18:44
  much
• 18:45
  lower
• 18:45
  than
• 18:45
  they
• 18:45
  were
• 18:45
  before.
• 18:46
  Question
• 18:46
  mark.
• 18:47
  Or
• 18:47
  was
• 18:47
  that
• 18:47
  not
• 18:48
  the
• 18:48
  case?
• 18:49
  Yeah,
• 18:49
  that
• 18:50
  is,
• 18:50
  that
• 18:50
  is
• 18:50
  the
• 18:51
  case.
• 18:52
  I'm
• 18:52
  going
• 18:52
  to
• 18:52
  say
• 18:52
  something,
• 18:53
  I
• 18:53
  say,
• 18:53
  every
• 18:53
  single
• 18:54
  year,
• 18:54
  after
• 18:54
  every
• 18:54
  single
• 18:55
  event,
• 18:55
  this
• 18:55
  is
• 18:55
  going
• 18:56
  to
• 18:56
  be
• 18:56
  the
• 18:56
  most
• 18:56
  profitable
• 18:57
  deal
• 18:57
  event
• 18:58
  of
• 18:59
  the
• 18:59
  future.
• 18:59
  Okay.
• 19:00
  Every
• 19:01
  single
• 19:01
  year
• 19:01
  profitability
• 19:02
  gets
• 19:02
  worse.
• 19:03
  Yeah.
• 19:03
  Okay,
• 19:04
  you
• 19:04
  can
• 19:04
  look
• 19:04
  at
• 19:04
  this.
• 19:05
  It
• 19:05
  was
• 19:05
  true
• 19:05
  last
• 19:06
  year
• 19:06
  because
• 19:06
  last
• 19:06
  year
• 19:07
  was
• 19:07
  worse
• 19:07
  than
• 19:07
  the
• 19:07
  day
• 19:08
  the
• 19:08
  year
• 19:08
  before
• 19:08
  and
• 19:08
  this
• 19:09
  year
• 19:09
  is
• 19:09
  worse
• 19:09
  than
• 19:09
  last
• 19:10
  year.
• 19:12
  But
• 19:12
  I
• 19:13
  think
• 19:13
  that
• 19:13
  shouldn't
• 19:13
  stop
• 19:14
  brands.
• 19:14
  I
• 19:14
  think
• 19:14
  it
• 19:15
  just
• 19:15
  increases
• 19:17
  the
• 19:18
  urgency
• 19:19
  of
• 19:20
  looking
• 19:20
  at
• 19:20
  data
• 19:21
  and
• 19:21
  looking
• 19:21
  at
• 19:22
  profitability.
• 19:24
  And
• 19:24
  not
• 19:24
  making
• 19:25
  gut
• 19:26
  feeling
• 19:26
  decisions
• 19:27
  here
• 19:27
  on,
• 19:27
  you
• 19:27
  know,
• 19:27
  what's
• 19:28
  the
• 19:28
  ideal
• 19:28
  price
• 19:28
  point
• 19:29
  I
• 19:29
  could
• 19:29
  offer?
• 19:30
  Because
• 19:31
  yes,
• 19:31
  margins
• 19:32
  are
• 19:32
  under
• 19:32
  pressure.
• 19:33
  And
• 19:34
  when
• 19:34
  we
• 19:35
  look
• 19:35
  at
• 19:35
  the
• 19:35
  media
• 19:36
  side,
• 19:36
  for
• 19:36
  example,
• 19:37
  on
• 19:37
  some
• 19:37
  of
• 19:38
  the
• 19:38
  categories,
• 19:39
  you
• 19:39
  know,
• 19:39
  the
• 19:40
  CPCS
• 19:41
  increase
• 19:41
  like
• 19:41
  10%
• 19:42
  year
• 19:43
  on
• 19:43
  year.
• 19:43
  So
• 19:44
  you
• 19:44
  do
• 19:44
  need
• 19:44
  10%
• 19:45
  more
• 19:45
  money
• 19:45
  to
• 19:45
  acquire
• 19:46
  the
• 19:46
  same
• 19:46
  amount
• 19:46
  of
• 19:47
  revenue
• 19:48
  profit,
• 19:48
  which
• 19:49
  then
• 19:49
  of
• 19:49
  course
• 19:49
  puts
• 19:50
  again
• 19:50
  margin
• 19:50
  under
• 19:50
  pressure
• 19:53
  at
• 19:53
  the
• 19:53
  same
• 19:53
  time,
• 19:54
  I
• 19:54
  think.
• 19:55
  And
• 19:55
  this
• 19:55
  is
• 19:55
  where
• 19:55
  Amazon
• 19:56
  wins
• 19:56
  against
• 19:56
  Some
• 19:56
  of
• 19:57
  the
• 19:57
  other
• 19:57
  channels,
• 19:58
  you
• 19:58
  know,
• 19:58
  measuring
• 19:59
  your
• 20:00
  customer
• 20:00
  and
• 20:00
  the
• 20:00
  person
• 20:01
  that
• 20:01
  bought
• 20:01
  is
• 20:01
  becoming
• 20:03
  easier
• 20:03
  and
• 20:03
  easier
• 20:04
  or
• 20:04
  there's
• 20:04
  going
• 20:04
  to
• 20:05
  be
• 20:05
  more
• 20:05
  transparency.
• 20:05
  For
• 20:06
  example,
• 20:07
  what
• 20:08
  Amazon
• 20:08
  has
• 20:08
  done
• 20:08
  with
• 20:08
  the
• 20:09
  Amazon
• 20:09
  marketing
• 20:10
  cloud,
• 20:10
  which
• 20:10
  I'll
• 20:11
  just
• 20:11
  describe
• 20:12
  in
• 20:12
  a
• 20:12
  few
• 20:12
  words,
• 20:13
  because
• 20:13
  this
• 20:13
  tends
• 20:14
  to
• 20:14
  be
• 20:14
  more
• 20:14
  a
• 20:14
  marketing
• 20:15
  topic,
• 20:16
  is
• 20:16
  they
• 20:17
  essentially
• 20:17
  give
• 20:18
  manufacturers
• 20:20
  full
• 20:20
  access
• 20:21
  to
• 20:21
  their
• 20:21
  first
• 20:21
  party
• 20:22
  data
• 20:23
  of
• 20:23
  their
• 20:23
  customers.
• 20:24
  So
• 20:25
  for
• 20:25
  the
• 20:25
  first
• 20:25
  time,
• 20:25
  manufacturers
• 20:26
  that
• 20:27
  never
• 20:27
  had
• 20:27
  access
• 20:27
  to
• 20:28
  anything
• 20:29
  even
• 20:29
  remotely
• 20:30
  close
• 20:30
  to
• 20:30
  customer
• 20:31
  lifetime
• 20:31
  value
• 20:33
  can
• 20:33
  now
• 20:33
  use
• 20:34
  the
• 20:34
  AMC
• 20:34
  to
• 20:35
  determine
• 20:35
  this
• 20:35
  customer
• 20:36
  that
• 20:36
  I
• 20:36
  just
• 20:36
  acquired.
• 20:37
  Maybe
• 20:38
  the
• 20:38
  initial
• 20:38
  purchase
• 20:39
  wasn't
• 20:39
  profitable,
• 20:40
  but
• 20:42
  they're
• 20:42
  a
• 20:42
  new
• 20:43
  customer.
• 20:43
  Previously
• 20:44
  they
• 20:44
  bought
• 20:44
  different
• 20:44
  brands
• 20:45
  and
• 20:46
  they're
• 20:46
  gonna
• 20:46
  buy
• 20:47
  like
• 20:47
  two
• 20:47
  more
• 20:48
  times
• 20:48
  within
• 20:48
  the
• 20:49
  year.
• 20:49
  So.
• 20:50
  And
• 20:50
  then
• 20:50
  they
• 20:50
  can
• 20:51
  also
• 20:51
  compare
• 20:51
  this
• 20:51
  more
• 20:52
  towards
• 20:52
  like
• 20:52
  D2C
• 20:53
  channels.
• 20:54
  Right,
• 20:54
  because
• 20:54
  in
• 20:55
  a
• 20:55
  D2C
• 20:55
  channel
• 20:56
  you
• 20:56
  typically
• 20:56
  make
• 20:56
  the
• 20:56
  argument,
• 20:57
  I
• 20:57
  have
• 20:57
  high
• 20:57
  customer
• 20:58
  lifetime
• 20:58
  value
• 20:59
  on
• 20:59
  Amazon,
• 20:59
  I
• 20:59
  don't.
• 21:00
  And
• 21:00
  we
• 21:01
  see
• 21:01
  this
• 21:01
  switch
• 21:02
  the
• 21:02
  conversation.
• 21:02
  A
• 21:03
  lot
• 21:03
  of
• 21:03
  times
• 21:03
  what
• 21:03
  brands
• 21:04
  now
• 21:04
  find
• 21:04
  is
• 21:05
  that
• 21:06
  the
• 21:06
  customers
• 21:07
  they
• 21:07
  have
• 21:07
  on
• 21:07
  Amazon
• 21:08
  actually
• 21:08
  provide
• 21:09
  very
• 21:09
  high
• 21:09
  customer
• 21:10
  lifetime
• 21:10
  value.
• 21:11
  And
• 21:11
  if
• 21:11
  we
• 21:11
  specifically
• 21:12
  look
• 21:12
  at
• 21:13
  customers
• 21:14
  now
• 21:14
  purchasing
• 21:15
  during
• 21:15
  deal
• 21:15
  events,
• 21:16
  one
• 21:17
  of
• 21:17
  the
• 21:17
  interesting
• 21:17
  things
• 21:17
  we
• 21:18
  find,
• 21:18
  or
• 21:18
  one
• 21:18
  of
• 21:18
  the,
• 21:19
  you
• 21:19
  know,
• 21:19
  like
• 21:20
  concerns
• 21:21
  that
• 21:21
  some
• 21:21
  of
• 21:21
  the
• 21:21
  brands
• 21:21
  have
• 21:22
  is
• 21:22
  saying,
• 21:22
  oh,
• 21:23
  they
• 21:23
  will
• 21:23
  only
• 21:23
  purchase
• 21:24
  during
• 21:24
  deal
• 21:24
  events,
• 21:24
  you
• 21:25
  know,
• 21:25
  that
• 21:25
  like
• 21:25
  the
• 21:25
  cheap
• 21:25
  customers,
• 21:26
  I
• 21:26
  don't
• 21:26
  really
• 21:26
  want
• 21:27
  them.
• 21:28
  And
• 21:28
  this
• 21:28
  turns
• 21:29
  out
• 21:29
  to
• 21:29
  be
• 21:30
  somewhat
• 21:30
  true,
• 21:31
  somewhat
• 21:31
  not.
• 21:32
  So
• 21:32
  what
• 21:33
  an
• 21:33
  interesting
• 21:33
  analysis
• 21:34
  we
• 21:34
  did
• 21:34
  with
• 21:35
  comparing
• 21:35
  this
• 21:36
  year's
• 21:36
  Black
• 21:36
  Friday
• 21:37
  to
• 21:37
  last
• 21:37
  year
• 21:37
  and
• 21:37
  the
• 21:38
  prior
• 21:38
  year
• 21:38
  is
• 21:39
  that
• 21:39
  we
• 21:39
  do
• 21:39
  see
• 21:40
  that
• 21:40
  the
• 21:40
  customers
• 21:41
  that
• 21:41
  are
• 21:41
  acquired
• 21:41
  through
• 21:42
  tentpole
• 21:42
  events
• 21:43
  tend
• 21:43
  to
• 21:44
  repurchase
• 21:44
  again
• 21:45
  during
• 21:45
  tentpole
• 21:46
  events.
• 21:47
  So
• 21:47
  it
• 21:47
  is
• 21:47
  true
• 21:48
  that
• 21:48
  those
• 21:48
  customers,
• 21:49
  the
• 21:49
  new
• 21:49
  ones
• 21:49
  you're
• 21:50
  acquiring,
• 21:51
  are
• 21:52
  deal
• 21:52
  hunters.
• 21:53
  At
• 21:53
  the
• 21:53
  same
• 21:54
  time,
• 21:55
  we
• 21:55
  also
• 21:55
  see,
• 21:56
  because
• 21:56
  they
• 21:56
  regularly
• 21:57
  buy
• 21:57
  during
• 21:57
  tentpole
• 21:58
  events,
• 21:59
  you
• 21:59
  just
• 21:59
  have
• 21:59
  more
• 22:00
  orders
• 22:00
  per
• 22:00
  customer,
• 22:01
  which
• 22:01
  at
• 22:01
  the
• 22:02
  same
• 22:02
  time
• 22:02
  increases
• 22:03
  customer
• 22:03
  lifetime
• 22:03
  value.
• 22:05
  For
• 22:05
  example,
• 22:06
  this
• 22:06
  is
• 22:06
  an
• 22:06
  analysis
• 22:07
  that's
• 22:07
  only
• 22:07
  possible
• 22:08
  as
• 22:08
  of
• 22:08
  recently,
• 22:09
  and
• 22:09
  it
• 22:09
  helps
• 22:10
  a
• 22:10
  lot
• 22:10
  of
• 22:10
  brands
• 22:11
  find
• 22:11
  profitability
• 22:12
  because
• 22:12
  instead
• 22:13
  of
• 22:13
  looking
• 22:13
  at
• 22:13
  the
• 22:13
  initial
• 22:13
  purchase
• 22:14
  and
• 22:14
  the
• 22:14
  profit
• 22:15
  margin
• 22:15
  of
• 22:15
  a
• 22:15
  single
• 22:16
  product,
• 22:16
  they
• 22:17
  can
• 22:17
  now
• 22:17
  look
• 22:17
  at
• 22:17
  the
• 22:17
  profit
• 22:18
  margin
• 22:19
  essentially
• 22:19
  of
• 22:19
  their
• 22:19
  customer
• 22:20
  along
• 22:21
  multiple
• 22:21
  years
• 22:21
  of
• 22:22
  their
• 22:22
  journey
• 22:22
  on
• 22:22
  Amazon.
• 22:23
  Okay,
• 22:24
  so
• 22:24
  to
• 22:24
  make
• 22:25
  that
• 22:25
  a
• 22:25
  bit
• 22:25
  more
• 22:26
  graspable,
• 22:28
  we
• 22:28
  would
• 22:28
  have
• 22:28
  a
• 22:29
  deal
• 22:29
  hunter
• 22:29
  customer
• 22:30
  who
• 22:30
  would
• 22:31
  maybe,
• 22:31
  for
• 22:31
  example,
• 22:32
  discover
• 22:32
  a
• 22:32
  brand
• 22:33
  in
• 22:33
  one
• 22:34
  year
• 22:34
  and
• 22:34
  maybe
• 22:35
  buy
• 22:35
  a
• 22:35
  hoodie
• 22:35
  and
• 22:35
  next
• 22:36
  year
• 22:36
  he
• 22:36
  goes
• 22:36
  to
• 22:37
  the
• 22:37
  same
• 22:37
  brand
• 22:37
  and
• 22:37
  says,
• 22:37
  oh,
• 22:38
  I
• 22:38
  remember,
• 22:38
  that
• 22:38
  was
• 22:38
  a
• 22:39
  nice
• 22:39
  hoodie.
• 22:39
  I
• 22:39
  buy
• 22:39
  that
• 22:40
  one.
• 22:40
  And
• 22:40
  their
• 22:41
  jeans
• 22:41
  as
• 22:41
  well.
• 22:42
  Is
• 22:42
  that
• 22:42
  something
• 22:42
  that
• 22:43
  happens?
• 22:43
  Exactly.
• 22:44
  So
• 22:44
  when
• 22:44
  we
• 22:45
  look
• 22:45
  at
• 22:45
  customers
• 22:46
  and
• 22:46
  we
• 22:46
  look
• 22:46
  at
• 22:47
  did
• 22:47
  they
• 22:48
  buy
• 22:48
  your
• 22:48
  brand
• 22:48
  for
• 22:48
  the
• 22:49
  first
• 22:49
  time
• 22:49
  or
• 22:50
  was
• 22:50
  it
• 22:50
  a
• 22:50
  repeat
• 22:51
  purchase?
• 22:51
  Therefore
• 22:52
  not
• 22:52
  being
• 22:52
  a
• 22:53
  new
• 22:53
  to
• 22:53
  brand
• 22:53
  customer,
• 22:54
  we
• 22:54
  see
• 22:54
  that
• 22:55
  during
• 22:55
  deal
• 22:56
  events
• 22:57
  the
• 22:57
  most
• 22:58
  of
• 22:58
  the
• 22:58
  customers
• 22:59
  are
• 22:59
  new
• 22:59
  to
• 22:59
  brand
• 22:59
  customers,
• 23:00
  much
• 23:00
  more
• 23:01
  so
• 23:01
  than
• 23:01
  during
• 23:01
  regular
• 23:02
  weeks
• 23:02
  within
• 23:03
  the
• 23:03
  year.
• 23:03
  So
• 23:03
  it's
• 23:03
  actually
• 23:04
  a
• 23:04
  great
• 23:04
  way
• 23:05
  to
• 23:05
  find
• 23:05
  new
• 23:06
  customers.
• 23:07
  Again,
• 23:07
  my
• 23:07
  gut
• 23:07
  feeling
• 23:08
  on
• 23:08
  why
• 23:08
  this
• 23:08
  is,
• 23:09
  it's
• 23:10
  because
• 23:10
  we
• 23:10
  tend,
• 23:11
  you
• 23:11
  know,
• 23:11
  to
• 23:11
  explore
• 23:12
  on
• 23:13
  those
• 23:13
  events
• 23:13
  things
• 23:14
  are
• 23:14
  a
• 23:14
  bit
• 23:14
  cheaper.
• 23:15
  Maybe
• 23:15
  we
• 23:15
  buy
• 23:16
  a
• 23:16
  brand
• 23:16
  we
• 23:16
  haven't
• 23:16
  bought
• 23:17
  before,
• 23:17
  maybe
• 23:17
  it's
• 23:17
  a
• 23:18
  slightly
• 23:18
  more
• 23:18
  expensive
• 23:18
  brand
• 23:19
  I
• 23:19
  haven't
• 23:19
  bought
• 23:19
  before.
• 23:20
  Or
• 23:20
  I
• 23:21
  buy
• 23:21
  things
• 23:21
  I
• 23:22
  didn't
• 23:22
  really
• 23:22
  need,
• 23:23
  which
• 23:24
  from
• 23:24
  a
• 23:24
  brand
• 23:25
  perspective
• 23:25
  does
• 23:25
  increase
• 23:26
  customer
• 23:26
  lifetime
• 23:27
  value,
• 23:27
  of
• 23:27
  course.
• 23:28
  So
• 23:28
  I
• 23:28
  think
• 23:28
  this
• 23:28
  is
• 23:28
  a
• 23:29
  little
• 23:29
  bit
• 23:29
  on
• 23:29
  where
• 23:29
  it's
• 23:29
  coming
• 23:30
  from.
• 23:33
  So
• 23:33
  can
• 23:34
  you
• 23:34
  also
• 23:35
  say
• 23:35
  from
• 23:35
  your
• 23:35
  numbers
• 23:36
  for
• 23:36
  which
• 23:37
  categories?
• 23:37
  This
• 23:37
  is
• 23:38
  mostly
• 23:39
  true.
• 23:39
  So
• 23:39
  in
• 23:40
  which
• 23:40
  categories
• 23:40
  might
• 23:41
  it
• 23:41
  be
• 23:42
  even
• 23:43
  more
• 23:43
  important
• 23:44
  to
• 23:44
  consider
• 23:45
  customer
• 23:46
  lifetime
• 23:47
  value
• 23:48
  than
• 23:48
  just
• 23:49
  the
• 23:49
  profitability
• 23:49
  of
• 23:50
  one
• 23:50
  sales
• 23:51
  event?
• 23:52
  Yeah,
• 23:52
  I
• 23:52
  think
• 23:53
  in
• 23:54
  it's
• 23:54
  all
• 23:54
  the
• 23:55
  categories
• 23:55
  where
• 23:56
  repeat
• 23:56
  purchase
• 23:57
  is.
• 23:58
  It's
• 23:58
  like
• 23:58
  a
• 23:59
  consumer,
• 23:59
  it's
• 24:00
  a
• 24:00
  consumable
• 24:00
  product.
• 24:01
  Could
• 24:02
  be
• 24:02
  anything
• 24:02
  from
• 24:02
  like,
• 24:03
  you
• 24:03
  know,
• 24:03
  deodorants
• 24:04
  to,
• 24:04
  to
• 24:05
  beauty.
• 24:08
  To
• 24:08
  food,
• 24:09
  where
• 24:09
  customers
• 24:10
  are
• 24:10
  coming
• 24:10
  over
• 24:11
  and
• 24:11
  over
• 24:11
  again
• 24:11
  because
• 24:12
  maybe
• 24:12
  they
• 24:12
  need
• 24:12
  your
• 24:13
  product
• 24:13
  on
• 24:13
  a
• 24:13
  monthly
• 24:14
  basis,
• 24:14
  on
• 24:14
  a
• 24:14
  quarter
• 24:15
  quarterly
• 24:16
  base
• 24:17
  at
• 24:17
  the
• 24:18
  same
• 24:18
  time.
• 24:18
  These
• 24:18
  are
• 24:19
  also
• 24:19
  the
• 24:19
  brands
• 24:19
  that
• 24:20
  have
• 24:20
  traditionally
• 24:21
  already
• 24:21
  worked
• 24:22
  with
• 24:22
  customer
• 24:22
  lifetime
• 24:23
  value
• 24:24
  because
• 24:24
  it's
• 24:24
  so
• 24:25
  important
• 24:25
  to
• 24:25
  the
• 24:25
  business
• 24:25
  model.
• 24:26
  Where
• 24:27
  I
• 24:27
  think
• 24:27
  there's
• 24:27
  a
• 24:28
  lot
• 24:28
  of
• 24:28
  opportunities
• 24:29
  is
• 24:29
  brands
• 24:29
  even
• 24:30
  in
• 24:30
  household
• 24:30
  appliance,
• 24:31
  for
• 24:31
  example,
• 24:32
  or
• 24:32
  consumer
• 24:32
  electronics
• 24:34
  now
• 24:34
  being
• 24:34
  able
• 24:35
  to
• 24:35
  analyze
• 24:36
  their
• 24:36
  customer.
• 24:37
  One
• 24:38
  great
• 24:38
  analysis
• 24:38
  we
• 24:39
  do
• 24:39
  for
• 24:39
  a
• 24:39
  lot
• 24:39
  of
• 24:39
  our
• 24:39
  customers
• 24:40
  is
• 24:40
  to
• 24:40
  identify
• 24:42
  what
• 24:42
  we
• 24:42
  call
• 24:42
  like
• 24:43
  the
• 24:43
  gatekeeper
• 24:43
  products.
• 24:44
  It
• 24:44
  essentially
• 24:45
  says
• 24:45
  what's
• 24:45
  your
• 24:46
  product
• 24:46
  that
• 24:46
  makes
• 24:46
  a
• 24:47
  shopper
• 24:47
  fall
• 24:47
  in
• 24:48
  love
• 24:48
  with
• 24:48
  your
• 24:48
  brand.
• 24:49
  Because
• 24:50
  falling
• 24:50
  in
• 24:50
  love
• 24:50
  with
• 24:50
  your
• 24:50
  brand
• 24:51
  is
• 24:51
  the
• 24:51
  reason
• 24:51
  why
• 24:52
  they
• 24:52
  keep
• 24:52
  repurchasing.
• 24:54
  And
• 24:55
  at
• 24:55
  the
• 24:55
  same
• 24:55
  time
• 24:55
  every,
• 24:56
  I
• 24:56
  tell
• 24:57
  this
• 24:57
  to
• 24:57
  every
• 24:57
  brand
• 24:58
  that
• 24:58
  we
• 24:58
  work
• 24:58
  with.
• 24:58
  Like
• 24:59
  straight
• 24:59
  up,
• 25:00
  I
• 25:00
  tell
• 25:00
  you
• 25:00
  you
• 25:00
  have
• 25:01
  products
• 25:01
  that
• 25:01
  every
• 25:01
  that
• 25:02
  your
• 25:02
  customers
• 25:02
  love.
• 25:03
  These
• 25:03
  are
• 25:03
  the
• 25:03
  products
• 25:04
  like
• 25:04
  the
• 25:04
  customers
• 25:05
  associate
• 25:05
  with
• 25:05
  your
• 25:06
  brands.
• 25:06
  And
• 25:07
  then
• 25:07
  you
• 25:07
  just
• 25:07
  have
• 25:07
  shitty
• 25:08
  products
• 25:08
  too.
• 25:09
  Every
• 25:09
  brand
• 25:09
  has
• 25:10
  products
• 25:10
  that
• 25:10
  are
• 25:10
  horrible.
• 25:11
  And
• 25:11
  now
• 25:12
  in
• 25:12
  the
• 25:12
  data
• 25:12
  we
• 25:13
  can
• 25:13
  prove
• 25:13
  that
• 25:14
  you
• 25:14
  really
• 25:14
  shouldn't
• 25:14
  be
• 25:14
  selling
• 25:15
  the
• 25:15
  horrible
• 25:15
  products.
• 25:16
  Because
• 25:16
  once
• 25:17
  a
• 25:17
  customer
• 25:18
  comes
• 25:18
  by
• 25:18
  those
• 25:19
  products,
• 25:19
  maybe
• 25:20
  because
• 25:20
  initially
• 25:20
  they
• 25:20
  bought
• 25:21
  the
• 25:21
  product
• 25:21
  they
• 25:21
  really
• 25:21
  love,
• 25:22
  they
• 25:23
  then
• 25:23
  never
• 25:23
  go
• 25:23
  back
• 25:23
  to
• 25:24
  your
• 25:24
  brand
• 25:24
  again
• 25:24
  or
• 25:24
  it's
• 25:25
  really
• 25:25
  hard
• 25:25
  to
• 25:25
  win
• 25:25
  them
• 25:26
  over
• 25:26
  because
• 25:26
  they
• 25:26
  had
• 25:26
  such
• 25:26
  a
• 25:27
  negative
• 25:27
  experience.
• 25:29
  So
• 25:29
  I
• 25:29
  do
• 25:29
  think
• 25:30
  that
• 25:31
  again
• 25:31
  the
• 25:32
  brands
• 25:32
  in
• 25:32
  electronics,
• 25:33
  household
• 25:34
  appliances
• 25:35
  can
• 25:36
  use
• 25:36
  this
• 25:36
  data
• 25:37
  because
• 25:37
  most
• 25:37
  of
• 25:37
  the
• 25:38
  competitors
• 25:38
  today
• 25:39
  won't
• 25:39
  yet
• 25:39
  be
• 25:40
  using
• 25:40
  it.
• 25:41
  Oh,
• 25:41
  that's
• 25:41
  an
• 25:42
  interesting
• 25:42
  point
• 25:42
  because
• 25:43
  after
• 25:43
  all,
• 25:44
  Black
• 25:44
  week
• 25:44
  and
• 25:45
  also
• 25:45
  other
• 25:45
  sales
• 25:46
  events
• 25:46
  are
• 25:46
  often
• 25:47
  used
• 25:47
  by
• 25:47
  brands
• 25:48
  to
• 25:49
  sell
• 25:49
  off
• 25:50
  the
• 25:50
  stock
• 25:50
  that
• 25:50
  won't
• 25:51
  sell.
• 25:53
  Now
• 25:54
  you're
• 25:54
  actually
• 25:54
  telling
• 25:55
  me,
• 25:55
  yeah,
• 25:56
  that's
• 25:56
  the
• 25:56
  wrong
• 25:56
  thing
• 25:57
  to
• 25:57
  do
• 25:57
  because
• 25:57
  if
• 25:57
  you
• 25:58
  sell
• 25:58
  out
• 25:58
  your
• 25:58
  crap
• 25:59
  then
• 25:59
  people
• 25:59
  won't
• 26:00
  come
• 26:00
  back
• 26:00
  to
• 26:01
  you.
• 26:01
  But
• 26:01
  if
• 26:01
  you
• 26:02
  really
• 26:03
  go
• 26:03
  in
• 26:03
  and
• 26:03
  give.
• 26:06
  Some
• 26:06
  good
• 26:06
  deals
• 26:07
  on
• 26:07
  your
• 26:07
  high
• 26:07
  quality
• 26:08
  products
• 26:08
  or
• 26:08
  your
• 26:09
  love
• 26:09
  products,
• 26:09
  as
• 26:10
  you
• 26:10
  said
• 26:10
  before,
• 26:11
  then
• 26:11
  that
• 26:11
  might
• 26:12
  turn
• 26:13
  customers
• 26:13
  one
• 26:13
  time
• 26:14
  customers
• 26:14
  into
• 26:14
  two
• 26:15
  fans.
• 26:16
  It's
• 26:16
  an
• 26:16
  interesting
• 26:17
  point.
• 26:17
  You
• 26:17
  mention
• 26:18
  this
• 26:18
  like
• 26:19
  I
• 26:19
  want
• 26:19
  to
• 26:20
  sell
• 26:20
  overstock
• 26:20
  during
• 26:21
  deal
• 26:21
  events.
• 26:23
  The
• 26:23
  question
• 26:23
  we
• 26:24
  get
• 26:24
  quite
• 26:24
  a
• 26:24
  lot
• 26:24
  and
• 26:25
  before
• 26:25
  every
• 26:25
  deal
• 26:25
  event
• 26:26
  is
• 26:26
  like,
• 26:26
  how
• 26:26
  can
• 26:27
  I
• 26:27
  make
• 26:27
  sure
• 26:27
  my
• 26:28
  deal
• 26:28
  is,
• 26:29
  you
• 26:29
  know,
• 26:29
  finds
• 26:30
  additional
• 26:30
  traffic
• 26:31
  or
• 26:31
  customers?
• 26:32
  And
• 26:34
  there's,
• 26:35
  there's
• 26:36
  only
• 26:36
  one
• 26:36
  right
• 26:36
  answer.
• 26:37
  And
• 26:38
  it
• 26:38
  works
• 26:38
  every
• 26:38
  time.
• 26:39
  You
• 26:39
  take
• 26:39
  your
• 26:39
  greatest
• 26:40
  products
• 26:40
  and
• 26:40
  you
• 26:40
  give
• 26:41
  them
• 26:41
  a
• 26:41
  very
• 26:41
  good
• 26:41
  discount.
• 26:42
  It's
• 26:42
  as
• 26:42
  easy
• 26:43
  as
• 26:43
  that.
• 26:43
  And
• 26:43
  there's
• 26:44
  a
• 26:44
  good
• 26:44
  reason
• 26:44
  for
• 26:44
  it
• 26:45
  too.
• 26:45
  And
• 26:46
  you
• 26:46
  can
• 26:46
  prove
• 26:46
  this
• 26:46
  with
• 26:46
  data
• 26:47
  too.
• 26:48
  The
• 26:49
  reason
• 26:50
  or
• 26:50
  what
• 26:51
  differentiates
• 26:51
  a
• 26:52
  deal
• 26:53
  where
• 26:53
  you
• 26:53
  maybe
• 26:54
  sell
• 26:54
  10%
• 26:54
  more
• 26:55
  units
• 26:55
  from
• 26:55
  10
• 26:55
  times
• 26:56
  as
• 26:56
  many
• 26:56
  units.
• 26:57
  And
• 26:57
  the
• 26:57
  answer
• 26:58
  is
• 26:58
  you
• 26:58
  want
• 26:58
  to
• 26:58
  be
• 26:59
  the
• 26:59
  featured
• 27:00
  offer
• 27:00
  on
• 27:00
  the
• 27:00
  deal
• 27:01
  page
• 27:01
  on
• 27:01
  Amazon.
• 27:03
  The
• 27:03
  deal
• 27:03
  page
• 27:03
  on
• 27:03
  Amazon
• 27:04
  on
• 27:04
  every
• 27:04
  given
• 27:04
  day
• 27:05
  is
• 27:05
  the
• 27:05
  second
• 27:05
  most
• 27:06
  visited
• 27:06
  website.
• 27:07
  Like
• 27:08
  essentially
• 27:08
  part
• 27:08
  of
• 27:09
  Amazon
• 27:09
  after
• 27:09
  the
• 27:09
  homepage.
• 27:11
  But
• 27:11
  especially
• 27:11
  on
• 27:11
  deal
• 27:12
  events,
• 27:13
  it
• 27:13
  is
• 27:13
  the
• 27:14
  most
• 27:14
  visited
• 27:15
  website.
• 27:15
  Of
• 27:15
  course
• 27:15
  everyone
• 27:16
  is
• 27:16
  there
• 27:16
  looking
• 27:17
  at
• 27:17
  deals
• 27:18
  of
• 27:18
  the
• 27:18
  day.
• 27:20
  I
• 27:20
  think
• 27:20
  they
• 27:21
  completely
• 27:21
  reworked
• 27:21
  it
• 27:22
  this
• 27:22
  year,
• 27:22
  looked
• 27:23
  very
• 27:23
  cool
• 27:23
  now.
• 27:25
  And
• 27:25
  you
• 27:25
  want
• 27:25
  to
• 27:25
  be
• 27:26
  a
• 27:26
  top
• 27:26
  feature
• 27:26
  deal
• 27:27
  and
• 27:28
  you
• 27:28
  can
• 27:28
  see
• 27:28
  this
• 27:28
  in
• 27:28
  your
• 27:29
  data
• 27:29
  because
• 27:29
  your
• 27:30
  products
• 27:30
  all
• 27:30
  of
• 27:30
  a
• 27:30
  sudden
• 27:31
  are
• 27:31
  exposed
• 27:32
  to
• 27:33
  50
• 27:33
  times
• 27:34
  more
• 27:34
  traffic
• 27:34
  and
• 27:35
  we
• 27:35
  can
• 27:35
  measure
• 27:35
  this.
• 27:37
  And
• 27:37
  now
• 27:37
  is
• 27:37
  the
• 27:37
  question
• 27:38
  like
• 27:38
  how
• 27:38
  do
• 27:38
  I
• 27:38
  get
• 27:38
  there?
• 27:39
  Well,
• 27:39
  if
• 27:40
  we
• 27:40
  think
• 27:40
  about
• 27:40
  Amazon
• 27:41
  has
• 27:42
  one
• 27:42
  goal
• 27:42
  in
• 27:42
  mind.
• 27:43
  They
• 27:43
  want
• 27:44
  to
• 27:44
  show
• 27:44
  their
• 27:44
  customer
• 27:45
  the
• 27:45
  most
• 27:46
  relevant
• 27:46
  product.
• 27:47
  And
• 27:47
  it's
• 27:47
  really
• 27:48
  about
• 27:48
  relevancy.
• 27:49
  So
• 27:49
  relevancy
• 27:49
  is.
• 27:49
  You
• 27:50
  can
• 27:50
  calculate
• 27:51
  too.
• 27:51
  But
• 27:52
  to
• 27:52
  make
• 27:52
  it
• 27:52
  simple,
• 27:53
  it's
• 27:53
  determined
• 27:53
  by
• 27:54
  how
• 27:54
  likely
• 27:54
  is
• 27:55
  the
• 27:55
  shopper
• 27:55
  that's
• 27:56
  currently
• 27:56
  on
• 27:56
  Amazon
• 27:57
  likely
• 27:57
  to
• 27:57
  buy
• 27:57
  this
• 27:58
  product.
• 27:59
  And
• 28:00
  when
• 28:00
  Amazon
• 28:01
  now
• 28:01
  gets,
• 28:02
  let's
• 28:02
  make
• 28:03
  up
• 28:03
  a
• 28:03
  brand.
• 28:03
  I'm
• 28:03
  a
• 28:03
  household
• 28:04
  appliance
• 28:04
  brand.
• 28:05
  I
• 28:05
  sell
• 28:05
  pots,
• 28:06
  you
• 28:06
  know,
• 28:06
  cooking
• 28:06
  pots.
• 28:07
  And
• 28:07
  I
• 28:08
  have
• 28:08
  a
• 28:08
  different
• 28:08
  range.
• 28:08
  I
• 28:09
  have
• 28:09
  50
• 28:09
  different
• 28:09
  sets
• 28:10
  and
• 28:10
  you
• 28:10
  know,
• 28:10
  most
• 28:11
  of
• 28:11
  them
• 28:11
  are
• 28:11
  horrible
• 28:11
  and
• 28:12
  have
• 28:12
  bad
• 28:12
  reviews
• 28:12
  and
• 28:12
  five
• 28:13
  of
• 28:13
  them
• 28:13
  are
• 28:13
  really
• 28:13
  good
• 28:13
  and
• 28:14
  have
• 28:14
  a
• 28:14
  good
• 28:14
  price
• 28:14
  point.
• 28:15
  Which
• 28:15
  one
• 28:15
  is
• 28:15
  Amazon
• 28:16
  going
• 28:16
  to
• 28:16
  show
• 28:17
  on
• 28:17
  the
• 28:17
  featured
• 28:18
  page
• 28:18
  is
• 28:18
  going
• 28:18
  to
• 28:18
  be
• 28:19
  your
• 28:19
  best
• 28:19
  selling
• 28:19
  product,
• 28:21
  the
• 28:21
  one
• 28:21
  that
• 28:21
  loves
• 28:22
  that
• 28:22
  the
• 28:22
  brands
• 28:23
  or
• 28:23
  the
• 28:23
  shoppers
• 28:23
  already
• 28:23
  love
• 28:24
  the
• 28:24
  most.
• 28:25
  So
• 28:25
  it's
• 28:25
  really
• 28:25
  about
• 28:26
  again,
• 28:26
  taking
• 28:27
  your
• 28:27
  best
• 28:27
  products,
• 28:28
  which
• 28:28
  are
• 28:28
  typically
• 28:29
  again
• 28:29
  the
• 28:30
  ones
• 28:30
  that
• 28:30
  make
• 28:30
  your
• 28:30
  customers
• 28:31
  fall
• 28:31
  in
• 28:31
  love
• 28:31
  with
• 28:31
  your
• 28:32
  brand,
• 28:32
  giving
• 28:33
  them
• 28:33
  a
• 28:33
  decent
• 28:34
  discount.
• 28:36
  And
• 28:36
  that's
• 28:37
  how
• 28:37
  you
• 28:37
  acquire
• 28:37
  a
• 28:38
  customer
• 28:38
  that
• 28:39
  falls
• 28:39
  in
• 28:39
  love
• 28:39
  with
• 28:39
  your
• 28:40
  brand
• 28:40
  and
• 28:40
  therefore
• 28:40
  keeps
• 28:41
  repurchasing
• 28:41
  afterwards.
• 28:42
  And
• 28:43
  again,
• 28:43
  with
• 28:43
  Amazon
• 28:44
  Marketing
• 28:44
  Cloud
• 28:44
  we
• 28:45
  can
• 28:45
  now
• 28:45
  make
• 28:45
  this
• 28:45
  measurable
• 28:46
  too,
• 28:47
  which
• 28:47
  just
• 28:47
  simply
• 28:48
  wasn't
• 28:48
  possible
• 28:49
  like
• 28:49
  a
• 28:49
  year
• 28:49
  ago
• 28:49
  or
• 28:50
  two
• 28:50
  years
• 28:50
  ago
• 28:50
  even.
• 28:52
  Yeah,
• 28:52
  that's
• 28:52
  really
• 28:53
  a
• 28:53
  very
• 28:53
  nice
• 28:54
  source
• 28:54
  of
• 28:54
  data
• 28:55
  that
• 28:55
  has
• 28:55
  been
• 28:56
  opening
• 28:56
  up
• 28:56
  over
• 28:56
  the
• 28:56
  last
• 28:57
  year.
• 28:58
  I
• 28:58
  did
• 28:59
  want
• 28:59
  to
• 29:00
  touch
• 29:00
  upon
• 29:01
  different
• 29:01
  sales
• 29:02
  channels
• 29:02
  with
• 29:02
  you
• 29:02
  as
• 29:02
  well,
• 29:03
  and
• 29:03
  so
• 29:03
  I
• 29:04
  think
• 29:04
  I'll
• 29:04
  close
• 29:04
  down
• 29:04
  the
• 29:05
  Amazon
• 29:05
  topic
• 29:05
  here,
• 29:06
  even
• 29:06
  though
• 29:07
  I
• 29:07
  think
• 29:07
  there's
• 29:07
  lots
• 29:08
  more
• 29:08
  to
• 29:08
  say.
• 29:09
  We
• 29:09
  should
• 29:10
  just
• 29:10
  meet
• 29:10
  up
• 29:10
  again
• 29:10
  with
• 29:11
  your
• 29:11
  numbers
• 29:11
  on
• 29:12
  Amazon,
• 29:12
  you
• 29:12
  know.
• 29:13
  But
• 29:14
  we
• 29:15
  should
• 29:15
  turn
• 29:15
  now
• 29:16
  to
• 29:16
  other
• 29:16
  marketplaces
• 29:17
  after
• 29:17
  another
• 29:18
  quick
• 29:18
  short
• 29:18
  break
• 29:19
  in
• 29:19
  which
• 29:19
  I'd
• 29:19
  like
• 29:19
  to
• 29:20
  look
• 29:20
  at
• 29:20
  Bool,
• 29:21
  which
• 29:21
  is
• 29:21
  another
• 29:21
  great
• 29:21
  marketplace
• 29:22
  place
• 29:22
  by
• 29:22
  the
• 29:22
  way.
• 29:27
  As
• 29:27
  we're
• 29:27
  talking
• 29:28
  about
• 29:28
  deals
• 29:29
  at
• 29:29
  the
• 29:29
  moment.
• 29:29
  January
• 29:30
  might
• 29:30
  feel
• 29:31
  like
• 29:31
  a
• 29:31
  slow
• 29:31
  month
• 29:32
  to
• 29:32
  you
• 29:32
  in
• 29:32
  many
• 29:33
  markets.
• 29:33
  That's
• 29:33
  true.
• 29:34
  No
• 29:34
  deals
• 29:34
  anywhere
• 29:35
  there,
• 29:35
  but
• 29:36
  that's
• 29:36
  not
• 29:36
  the
• 29:36
  case
• 29:37
  in
• 29:37
  the
• 29:37
  Netherlands
• 29:37
  and
• 29:38
  in
• 29:38
  Belgium.
• 29:39
  There,
• 29:39
  the
• 29:39
  Sale,
• 29:40
  or
• 29:40
  Solden
• 29:41
  as
• 29:41
  it's
• 29:41
  called
• 29:41
  in
• 29:42
  Dutch
• 29:42
  weeks
• 29:43
  kick
• 29:43
  off
• 29:43
  the
• 29:43
  year
• 29:44
  with
• 29:44
  a
• 29:44
  real
• 29:44
  momentum
• 29:45
  boost
• 29:45
  for
• 29:45
  brands
• 29:45
  and
• 29:45
  sellers.
• 29:46
  And
• 29:46
  it
• 29:47
  is
• 29:48
  a
• 29:48
  good
• 29:48
  idea
• 29:48
  to
• 29:49
  take
• 29:49
  part
• 29:49
  in
• 29:49
  this
• 29:49
  if
• 29:50
  you're
• 29:50
  active
• 29:50
  on
• 29:50
  Boel,
• 29:51
  because
• 29:52
  Boel
• 29:52
  plays
• 29:53
  a
• 29:53
  very
• 29:53
  central
• 29:54
  role
• 29:54
  in
• 29:54
  this
• 29:54
  seasonal
• 29:55
  spike.
• 29:55
  We
• 29:55
  took
• 29:56
  a
• 29:56
  closer
• 29:56
  look
• 29:56
  at
• 29:56
  what
• 29:56
  actually
• 29:57
  happens
• 29:57
  in
• 29:57
  January
• 29:58
  in
• 29:58
  our
• 29:58
  neighboring
• 29:59
  countries
• 30:00
  and
• 30:00
  why
• 30:00
  this
• 30:01
  is
• 30:01
  a
• 30:01
  period
• 30:02
  of
• 30:02
  such
• 30:02
  exceptional
• 30:03
  growth
• 30:04
  for
• 30:04
  international
• 30:05
  sellers
• 30:05
  too.
• 30:05
  In
• 30:06
  our
• 30:06
  new
• 30:06
  blog
• 30:06
  post,
• 30:07
  we
• 30:07
  break
• 30:07
  down
• 30:07
  the
• 30:07
  mechanics
• 30:08
  behind
• 30:08
  the
• 30:08
  January
• 30:09
  effect,
• 30:09
  why
• 30:09
  demand
• 30:10
  is
• 30:10
  so
• 30:10
  high,
• 30:11
  how
• 30:11
  Bol's
• 30:12
  campaign
• 30:12
  structure
• 30:13
  amplifies
• 30:14
  visibility,
• 30:15
  and
• 30:15
  why
• 30:15
  stable
• 30:16
  logistics
• 30:16
  after
• 30:17
  Q4
• 30:17
  can
• 30:17
  give
• 30:18
  you
• 30:18
  a
• 30:18
  real
• 30:18
  competitive
• 30:19
  edge
• 30:19
  in
• 30:20
  this
• 30:20
  very
• 30:20
  special
• 30:21
  time
• 30:21
  of
• 30:21
  the
• 30:21
  year.
• 30:22
  Plus,
• 30:22
  we
• 30:22
  outline
• 30:23
  the
• 30:23
  five
• 30:23
  steps
• 30:24
  that
• 30:24
  help
• 30:24
  you
• 30:24
  make
• 30:24
  the
• 30:24
  most
• 30:25
  of
• 30:25
  January
• 30:25
  sale
• 30:26
  from
• 30:26
  localization
• 30:27
  and
• 30:27
  assortment
• 30:28
  strategy
• 30:28
  to
• 30:28
  timing
• 30:29
  your
• 30:29
  campaigns
• 30:29
  and
• 30:30
  positioning
• 30:31
  your
• 30:31
  brand
• 30:31
  for
• 30:32
  the
• 30:32
  Netherlands
• 30:33
  and
• 30:33
  Belgium.
• 30:34
  And
• 30:34
  we
• 30:34
  highlight
• 30:35
  why
• 30:35
  German
• 30:35
  brands
• 30:35
  in
• 30:36
  particular
• 30:36
  perform
• 30:36
  so
• 30:37
  well
• 30:37
  during
• 30:37
  this
• 30:38
  period.
• 30:38
  If
• 30:38
  you're
• 30:39
  planning
• 30:39
  to
• 30:39
  grow
• 30:39
  on
• 30:39
  Bole
• 30:40
  or
• 30:40
  you
• 30:40
  want
• 30:41
  to
• 30:41
  understand
• 30:41
  how
• 30:41
  to
• 30:42
  Prepare
• 30:42
  for
• 30:42
  the
• 30:42
  January
• 30:43
  2026
• 30:43
  window,
• 30:44
  this
• 30:44
  deep
• 30:44
  dive
• 30:45
  is
• 30:45
  for
• 30:45
  you.
• 30:46
  You'
• 30:47
  link
• 30:47
  to
• 30:47
  the
• 30:47
  full
• 30:47
  blog
• 30:48
  post
• 30:48
  in
• 30:48
  our
• 30:48
  show
• 30:49
  Notes.
• 30:49
  Take
• 30:49
  a
• 30:49
  look
• 30:49
  and
• 30:50
  get
• 30:50
  ready
• 30:50
  for
• 30:50
  one
• 30:50
  of
• 30:50
  the
• 30:51
  most
• 30:51
  underestimated
• 30:52
  growth
• 30:52
  moments
• 30:53
  of
• 30:53
  the
• 30:53
  year.
• 31:01
  Okay,
• 31:02
  so
• 31:02
  as
• 31:02
  I
• 31:02
  said,
• 31:03
  let's
• 31:04
  look
• 31:05
  at
• 31:05
  the
• 31:05
  other
• 31:05
  marketplaces
• 31:06
  and
• 31:06
  the
• 31:06
  other
• 31:06
  platforms
• 31:07
  because
• 31:07
  there's
• 31:08
  lots
• 31:08
  more
• 31:08
  sales
• 31:09
  channels
• 31:09
  in
• 31:10
  Black
• 31:10
  Week
• 31:10
  and
• 31:10
  also
• 31:11
  involved
• 31:11
  in
• 31:11
  Black
• 31:11
  Week.
• 31:12
  Aside
• 31:12
  from
• 31:13
  Amazon,
• 31:15
  what
• 31:15
  are
• 31:15
  your
• 31:15
  insights
• 31:16
  there?
• 31:16
  What
• 31:17
  platforms
• 31:18
  could
• 31:18
  you
• 31:18
  look
• 31:18
  at?
• 31:19
  How
• 31:19
  did
• 31:19
  your
• 31:20
  customers
• 31:20
  do
• 31:20
  there?
• 31:21
  Was
• 31:21
  it
• 31:21
  even
• 31:21
  relevant?
• 31:23
  Yes.
• 31:24
  So
• 31:25
  other
• 31:25
  platforms
• 31:26
  off
• 31:26
  Amazon
• 31:26
  are
• 31:27
  interesting
• 31:28
  because
• 31:29
  there
• 31:29
  is
• 31:29
  a
• 31:29
  lot
• 31:29
  less
• 31:30
  competition
• 31:31
  on
• 31:31
  them.
• 31:32
  So
• 31:32
  they're
• 31:32
  interesting
• 31:33
  not
• 31:33
  because
• 31:33
  there's
• 31:33
  a
• 31:34
  lot
• 31:34
  of
• 31:34
  revenue
• 31:34
  to
• 31:34
  gain,
• 31:35
  it
• 31:35
  is
• 31:36
  because
• 31:36
  Amazon
• 31:37
  tends
• 31:37
  to
• 31:37
  win
• 31:38
  more
• 31:38
  and
• 31:38
  more
• 31:38
  market
• 31:38
  share.
• 31:40
  But
• 31:40
  on
• 31:40
  those
• 31:40
  platforms
• 31:41
  there's
• 31:41
  very
• 31:41
  little
• 31:41
  competition.
• 31:42
  And
• 31:42
  it
• 31:43
  could
• 31:43
  be
• 31:43
  the
• 31:43
  one
• 31:43
  you
• 31:44
  mentioned,
• 31:44
  it
• 31:44
  could
• 31:44
  be
• 31:44
  traditional
• 31:45
  wholesaler
• 31:46
  that
• 31:46
  now
• 31:46
  has
• 31:46
  a
• 31:47
  webfront
• 31:48
  as
• 31:48
  well.
• 31:49
  And
• 31:50
  the
• 31:50
  lack
• 31:50
  of
• 31:51
  competition
• 31:51
  is
• 31:51
  especially
• 31:52
  coming
• 31:53
  from
• 31:53
  like
• 31:53
  the
• 31:53
  lack
• 31:54
  of
• 31:54
  Asian
• 31:54
  brand
• 31:54
  markets,
• 31:55
  which
• 31:55
  are
• 31:55
  now
• 31:56
  pulling
• 31:56
  more
• 31:56
  and
• 31:56
  more
• 31:56
  into
• 31:57
  Europe,
• 31:57
  for
• 31:57
  example,
• 31:57
  and
• 31:58
  making
• 31:58
  life
• 31:58
  also
• 31:58
  difficult
• 31:59
  on
• 32:00
  Amazon.
• 32:00
  So
• 32:01
  what
• 32:01
  we
• 32:01
  see
• 32:01
  is
• 32:01
  that
• 32:03
  those
• 32:03
  other
• 32:04
  players
• 32:04
  can
• 32:05
  be
• 32:05
  very
• 32:06
  profitable
• 32:06
  for
• 32:06
  brands.
• 32:08
  So
• 32:08
  it
• 32:09
  is
• 32:09
  definitely
• 32:09
  worth
• 32:10
  not
• 32:10
  ignoring
• 32:11
  them
• 32:11
  and
• 32:11
  actively
• 32:11
  participating
• 32:13
  at
• 32:13
  the
• 32:14
  same
• 32:14
  time
• 32:14
  because
• 32:14
  the
• 32:15
  traffic
• 32:15
  tends
• 32:15
  to
• 32:16
  be
• 32:16
  very
• 32:16
  limited
• 32:17
  compared
• 32:17
  to
• 32:17
  maybe
• 32:17
  what
• 32:18
  they're
• 32:18
  used
• 32:18
  to.
• 32:18
  Because
• 32:18
  most
• 32:19
  of
• 32:19
  these
• 32:19
  other
• 32:20
  marketplaces
• 32:20
  only
• 32:21
  exist
• 32:21
  in
• 32:21
  one
• 32:22
  country
• 32:22
  or
• 32:22
  maybe
• 32:23
  two.
• 32:23
  And
• 32:24
  even
• 32:24
  then
• 32:24
  they
• 32:25
  have
• 32:25
  a
• 32:26
  small
• 32:26
  segment
• 32:26
  which
• 32:27
  in
• 32:27
  their
• 32:27
  like
• 32:28
  known
• 32:28
  for.
• 32:29
  So
• 32:30
  there's
• 32:30
  not
• 32:30
  so
• 32:30
  much
• 32:31
  total
• 32:31
  upside
• 32:32
  to
• 32:32
  be
• 32:32
  gained
• 32:33
  at
• 32:34
  the
• 32:34
  same
• 32:34
  time.
• 32:35
  Something
• 32:35
  we
• 32:35
  noticed
• 32:37
  with
• 32:37
  our,
• 32:37
  a
• 32:37
  lot
• 32:38
  of
• 32:38
  our
• 32:38
  brands
• 32:38
  that
• 32:38
  we
• 32:39
  work
• 32:39
  with
• 32:39
  is
• 32:40
  about
• 32:40
  like
• 32:41
  last
• 32:41
  year,
• 32:42
  many
• 32:42
  brands
• 32:42
  still
• 32:43
  had
• 32:43
  the
• 32:43
  focus
• 32:44
  on
• 32:44
  after
• 32:44
  Amazon.
• 32:45
  I
• 32:45
  want
• 32:45
  to
• 32:45
  capture
• 32:46
  more
• 32:46
  and
• 32:46
  more
• 32:46
  other
• 32:46
  marketplaces
• 32:47
  and
• 32:47
  retailers
• 32:48
  and
• 32:49
  they
• 32:49
  pretty
• 32:49
  quickly
• 32:49
  again
• 32:50
  realized
• 32:50
  there's
• 32:51
  only
• 32:51
  so
• 32:51
  much
• 32:51
  you
• 32:51
  can
• 32:51
  do.
• 32:52
  There's
• 32:52
  not
• 32:52
  so
• 32:52
  many
• 32:52
  buttons
• 32:53
  you
• 32:53
  can
• 32:53
  click.
• 32:53
  You
• 32:53
  cannot
• 32:54
  just
• 32:54
  give
• 32:54
  them
• 32:54
  10
• 32:55
  times
• 32:55
  the
• 32:55
  money
• 32:55
  to
• 32:55
  make
• 32:55
  10
• 32:56
  times
• 32:56
  the
• 32:56
  revenue.
• 32:56
  So
• 32:57
  maybe
• 32:57
  your
• 32:57
  first
• 32:57
  €10,000
• 32:59
  you
• 32:59
  can
• 32:59
  invest
• 33:00
  quite
• 33:00
  profitably.
• 33:01
  But
• 33:01
  it
• 33:01
  has
• 33:01
  a,
• 33:03
  the,
• 33:03
  the
• 33:04
  incremental
• 33:05
  ROI
• 33:05
  goes
• 33:06
  down
• 33:06
  pretty
• 33:06
  quickly
• 33:07
  afterwards.
• 33:09
  So
• 33:09
  we
• 33:10
  do
• 33:10
  have
• 33:10
  again
• 33:11
  a
• 33:11
  few
• 33:11
  brands
• 33:11
  where
• 33:11
  they
• 33:12
  had
• 33:12
  very
• 33:12
  successful
• 33:12
  events
• 33:13
  outside
• 33:14
  it
• 33:14
  is,
• 33:14
  I,
• 33:14
  I
• 33:15
  think
• 33:15
  it's
• 33:15
  not
• 33:15
  a
• 33:15
  winning
• 33:16
  strategy
• 33:16
  though.
• 33:17
  It
• 33:17
  might
• 33:17
  protect
• 33:18
  market
• 33:18
  share
• 33:18
  and
• 33:18
  profit
• 33:19
  for
• 33:19
  a
• 33:19
  little
• 33:19
  bit.
• 33:20
  But
• 33:20
  I
• 33:20
  think
• 33:20
  going
• 33:20
  forward,
• 33:21
  if
• 33:21
  brands
• 33:21
  think
• 33:22
  about,
• 33:22
  you
• 33:22
  know,
• 33:23
  what
• 33:23
  should
• 33:23
  they
• 33:23
  be
• 33:23
  doing
• 33:24
  to
• 33:24
  be
• 33:24
  successful
• 33:24
  in
• 33:25
  five
• 33:25
  years,
• 33:26
  that
• 33:26
  is
• 33:26
  not
• 33:27
  the
• 33:27
  winning
• 33:27
  strategy.
• 33:28
  I
• 33:28
  think
• 33:28
  the
• 33:29
  winning
• 33:29
  strategy
• 33:29
  is
• 33:30
  going
• 33:30
  to
• 33:31
  involve
• 33:31
  a
• 33:32
  lot
• 33:32
  more
• 33:32
  brand
• 33:32
  building,
• 33:33
  especially
• 33:33
  on
• 33:33
  the
• 33:34
  traditional
• 33:34
  manufacturer
• 33:35
  side.
• 33:35
  So
• 33:35
  a
• 33:35
  lot
• 33:35
  of
• 33:36
  the
• 33:36
  traditional
• 33:36
  manufacturers,
• 33:37
  historically
• 33:38
  speaking,
• 33:38
  they
• 33:39
  identified
• 33:39
  themselves
• 33:40
  through
• 33:40
  great.
• 33:42
  Manufacturing.
• 33:44
  They
• 33:44
  say,
• 33:44
  I
• 33:44
  have
• 33:44
  a
• 33:45
  product
• 33:45
  that
• 33:45
  no
• 33:45
  one
• 33:45
  else
• 33:46
  can
• 33:46
  buy.
• 33:46
  I
• 33:47
  have
• 33:47
  a
• 33:47
  true
• 33:47
  USP
• 33:47
  in
• 33:48
  the
• 33:48
  quality
• 33:48
  of
• 33:48
  my
• 33:48
  product.
• 33:49
  Let's
• 33:50
  be
• 33:50
  honest,
• 33:50
  almost
• 33:51
  everyone
• 33:51
  produces
• 33:52
  now
• 33:52
  in
• 33:52
  China.
• 33:53
  It
• 33:54
  creates
• 33:55
  this
• 33:55
  environment
• 33:55
  where
• 33:56
  manufacturing
• 33:56
  becomes
• 33:57
  commodity.
• 33:58
  And
• 33:58
  if
• 33:58
  we
• 33:58
  look
• 33:59
  at
• 33:59
  other
• 33:59
  markets
• 34:00
  that
• 34:00
  have
• 34:00
  been
• 34:00
  commodity
• 34:01
  for
• 34:01
  a
• 34:01
  really
• 34:01
  long
• 34:01
  time
• 34:02
  already
• 34:02
  what
• 34:03
  we
• 34:03
  were.
• 34:03
  For
• 34:03
  example,
• 34:04
  water.
• 34:04
  It's
• 34:04
  the
• 34:04
  most
• 34:05
  commoditized
• 34:05
  product.
• 34:06
  Everyone
• 34:07
  has
• 34:07
  water
• 34:07
  at
• 34:07
  their
• 34:08
  taps
• 34:08
  at
• 34:08
  home.
• 34:08
  In
• 34:08
  most
• 34:09
  countries,
• 34:09
  you
• 34:09
  can
• 34:09
  drink
• 34:09
  it.
• 34:10
  Yet
• 34:12
  water
• 34:13
  brands
• 34:13
  pour
• 34:14
  billions
• 34:14
  of
• 34:14
  dollars
• 34:15
  into
• 34:15
  creating
• 34:15
  the
• 34:16
  brand.
• 34:16
  And
• 34:16
  it's
• 34:17
  very
• 34:17
  simple.
• 34:17
  The
• 34:18
  more
• 34:18
  commoditized
• 34:18
  a
• 34:19
  product
• 34:19
  is,
• 34:19
  the
• 34:19
  more
• 34:19
  you
• 34:19
  need
• 34:20
  to
• 34:20
  invest
• 34:20
  into
• 34:20
  brand.
• 34:21
  Because
• 34:21
  if
• 34:22
  your
• 34:22
  product
• 34:22
  had
• 34:22
  a
• 34:22
  true
• 34:23
  usp,
• 34:23
  you
• 34:23
  wouldn't
• 34:24
  have
• 34:24
  to
• 34:24
  do
• 34:24
  it
• 34:24
  anymore.
• 34:25
  And
• 34:25
  now
• 34:26
  this
• 34:26
  is
• 34:26
  happening
• 34:26
  to
• 34:26
  a
• 34:27
  lot
• 34:27
  of
• 34:27
  industries
• 34:28
  where
• 34:28
  this
• 34:28
  was
• 34:28
  previously
• 34:29
  not
• 34:29
  the
• 34:29
  case.
• 34:30
  So
• 34:30
  manufacturing
• 34:31
  is
• 34:31
  becoming
• 34:31
  a
• 34:31
  commodity,
• 34:32
  especially
• 34:32
  like
• 34:33
  in
• 34:33
  household
• 34:33
  appliance.
• 34:34
  Let's
• 34:34
  just
• 34:34
  stick
• 34:34
  to
• 34:35
  this
• 34:35
  example.
• 34:37
  So
• 34:38
  what
• 34:38
  we
• 34:38
  find
• 34:39
  is
• 34:39
  that
• 34:39
  the
• 34:40
  manufacturers
• 34:40
  that
• 34:41
  realize
• 34:41
  it's
• 34:41
  no
• 34:41
  longer
• 34:42
  about
• 34:42
  manufacturing,
• 34:42
  it's
• 34:43
  about
• 34:43
  creating
• 34:43
  a
• 34:43
  brand,
• 34:44
  are
• 34:44
  the
• 34:44
  ones
• 34:44
  that
• 34:45
  are
• 34:45
  winning.
• 34:45
  Because
• 34:46
  on
• 34:46
  all
• 34:46
  of
• 34:46
  those
• 34:47
  marketplaces,
• 34:47
  the
• 34:48
  number
• 34:48
  of
• 34:49
  generic
• 34:49
  searches
• 34:50
  is
• 34:50
  decreasing.
• 34:50
  More
• 34:51
  and
• 34:51
  more
• 34:51
  shoppers
• 34:52
  are
• 34:52
  starting
• 34:52
  their
• 34:52
  search
• 34:53
  with
• 34:53
  a
• 34:53
  brand
• 34:54
  in
• 34:54
  mind
• 34:54
  already.
• 34:56
  So
• 34:57
  this
• 34:57
  is
• 34:57
  really
• 34:57
  the
• 34:57
  market
• 34:57
  you
• 34:58
  want
• 34:58
  to
• 34:58
  capture.
• 34:58
  If
• 34:59
  you're
• 34:59
  not
• 34:59
  playing
• 34:59
  in
• 35:00
  the
• 35:00
  brand
• 35:00
  game,
• 35:00
  you're
• 35:01
  only
• 35:01
  competing
• 35:01
  for
• 35:01
  like
• 35:02
  20%
• 35:02
  of
• 35:02
  the
• 35:03
  people
• 35:03
  that
• 35:03
  you
• 35:03
  know
• 35:03
  look
• 35:03
  for
• 35:04
  generic,
• 35:04
  or
• 35:04
  maybe
• 35:04
  in
• 35:05
  some
• 35:05
  categories,
• 35:05
  it's
• 35:05
  30%
• 35:06
  that
• 35:07
  look
• 35:07
  for
• 35:08
  generic
• 35:09
  solutions.
• 35:10
  At
• 35:10
  the
• 35:10
  same
• 35:11
  time,
• 35:11
  it
• 35:11
  offers
• 35:12
  brands
• 35:12
  a
• 35:13
  clear
• 35:13
  path
• 35:14
  to
• 35:14
  growth.
• 35:15
  Because
• 35:16
  it's.
• 35:17
  Once
• 35:17
  you
• 35:18
  start
• 35:19
  building
• 35:19
  a
• 35:19
  brand,
• 35:20
  you
• 35:20
  can
• 35:20
  launch
• 35:21
  a
• 35:21
  lot
• 35:21
  of
• 35:22
  adjacent
• 35:22
  categories
• 35:23
  to
• 35:23
  the
• 35:23
  one
• 35:23
  you're
• 35:24
  traditionally
• 35:24
  in,
• 35:25
  because
• 35:26
  the
• 35:26
  customer
• 35:26
  all
• 35:26
  of
• 35:26
  a
• 35:27
  sudden
• 35:27
  doesn't
• 35:27
  think
• 35:27
  of
• 35:27
  you
• 35:27
  as
• 35:28
  a
• 35:28
  brand
• 35:29
  that
• 35:29
  produces,
• 35:30
  you
• 35:30
  know,
• 35:30
  pots.
• 35:31
  You
• 35:31
  know,
• 35:32
  they
• 35:32
  start
• 35:32
  associating
• 35:33
  you
• 35:33
  with,
• 35:33
  you
• 35:33
  know,
• 35:34
  like
• 35:34
  all
• 35:34
  types
• 35:35
  of
• 35:35
  motion
• 35:35
  things
• 35:36
  you
• 35:36
  load
• 35:36
  the
• 35:36
  brand
• 35:36
  with,
• 35:37
  which
• 35:37
  allows
• 35:37
  you
• 35:37
  then
• 35:38
  go
• 35:38
  from,
• 35:38
  you
• 35:38
  know,
• 35:38
  from,
• 35:39
  from
• 35:40
  pots
• 35:40
  into
• 35:40
  the
• 35:41
  next
• 35:41
  thing
• 35:41
  that's
• 35:41
  close
• 35:41
  to
• 35:42
  it
• 35:42
  in
• 35:42
  the
• 35:42
  kitchen,
• 35:42
  for
• 35:42
  example.
• 35:43
  So
• 35:43
  one
• 35:43
  of
• 35:43
  the
• 35:43
  strategy
• 35:44
  we
• 35:44
  see
• 35:45
  working
• 35:46
  really
• 35:46
  well
• 35:46
  for
• 35:46
  a
• 35:46
  lot
• 35:47
  of
• 35:47
  the
• 35:47
  brands
• 35:47
  is
• 35:48
  essentially,
• 35:49
  you
• 35:49
  know,
• 35:49
  realizing
• 35:50
  they're
• 35:51
  not
• 35:51
  a
• 35:51
  manufacturer
• 35:51
  anymore,
• 35:52
  they're
• 35:52
  a
• 35:52
  brand
• 35:53
  and
• 35:53
  acting
• 35:53
  as
• 35:53
  a
• 35:53
  brand.
• 35:54
  Which,
• 35:54
  for
• 35:54
  example,
• 35:55
  includes
• 35:55
  launching
• 35:55
  a
• 35:56
  lot
• 35:56
  of
• 35:56
  new
• 35:56
  categories,
• 35:57
  which
• 35:57
  there's
• 35:57
  growth
• 35:58
  there
• 35:58
  just
• 35:58
  by
• 35:58
  entering
• 35:59
  new
• 35:59
  categories.
• 36:01
  Interesting.
• 36:03
  I
• 36:03
  have
• 36:03
  to
• 36:03
  look
• 36:03
  a
• 36:03
  bit
• 36:03
  at
• 36:04
  the
• 36:04
  time,
• 36:04
  but
• 36:04
  I
• 36:04
  wanted
• 36:04
  to
• 36:05
  raise
• 36:05
  one
• 36:05
  question
• 36:06
  that
• 36:07
  we
• 36:08
  haven't
• 36:08
  talked
• 36:08
  about
• 36:08
  before.
• 36:09
  But
• 36:09
  it
• 36:10
  just
• 36:10
  came
• 36:10
  up
• 36:10
  to
• 36:11
  me
• 36:11
  when
• 36:11
  I
• 36:11
  did
• 36:11
  my
• 36:11
  research
• 36:12
  for
• 36:12
  today's
• 36:13
  episode
• 36:13
  and
• 36:13
  I
• 36:14
  found
• 36:14
  a
• 36:14
  study
• 36:14
  saying
• 36:15
  that
• 36:15
  by
• 36:15
  Fox
• 36:16
  Intelligence,
• 36:16
  I
• 36:16
  think
• 36:17
  that
• 36:17
  reported
• 36:18
  some
• 36:19
  800
• 36:20
  plus
• 36:21
  increase
• 36:21
  in
• 36:22
  traffic
• 36:23
  during
• 36:24
  black
• 36:24
  week
• 36:24
  driven
• 36:25
  by
• 36:25
  AI
• 36:26
  recommendations.
• 36:28
  And
• 36:28
  I
• 36:28
  find
• 36:29
  that
• 36:29
  one
• 36:29
  interesting
• 36:29
  because
• 36:30
  at
• 36:30
  the
• 36:30
  moment,
• 36:30
  at
• 36:31
  least,
• 36:31
  if
• 36:31
  I'm
• 36:32
  not
• 36:32
  mistaken,
• 36:32
  Amazon
• 36:33
  is
• 36:33
  shutting
• 36:33
  out
• 36:33
  AI
• 36:34
  agents,
• 36:35
  so
• 36:36
  it's
• 36:36
  not
• 36:36
  possible
• 36:37
  to
• 36:37
  use
• 36:38
  ChatGPT
• 36:38
  whatever
• 36:39
  to
• 36:39
  really
• 36:40
  go
• 36:40
  through
• 36:40
  the
• 36:40
  Amazon
• 36:41
  listings.
• 36:42
  So
• 36:42
  is
• 36:42
  that
• 36:42
  something
• 36:43
  that
• 36:43
  you
• 36:43
  think
• 36:44
  might
• 36:45
  change
• 36:45
  in
• 36:45
  the
• 36:45
  future
• 36:46
  or
• 36:46
  might
• 36:47
  affect
• 36:48
  how
• 36:48
  Amazon
• 36:49
  is
• 36:49
  working?
• 36:51
  I
• 36:51
  do
• 36:51
  believe
• 36:52
  it
• 36:52
  will
• 36:52
  have
• 36:52
  an
• 36:52
  impact,
• 36:53
  but
• 36:54
  not
• 36:54
  for.
• 36:57
  Different
• 36:57
  reasons.
• 36:58
  So
• 36:58
  when
• 36:58
  we
• 36:58
  look
• 36:58
  at
• 36:58
  these
• 36:59
  year
• 36:59
  on
• 36:59
  year
• 36:59
  numbers
• 37:00
  like
• 37:00
  800%.
• 37:03
  The
• 37:03
  math
• 37:03
  piece
• 37:04
  of
• 37:04
  my
• 37:04
  head
• 37:05
  says,
• 37:05
  well,
• 37:05
  the
• 37:05
  base
• 37:06
  is
• 37:06
  very
• 37:06
  low.
• 37:07
  800
• 37:07
  means
• 37:08
  nothing
• 37:08
  if
• 37:08
  your
• 37:09
  base
• 37:09
  is
• 37:09
  one
• 37:09
  person.
• 37:10
  And
• 37:10
  if
• 37:10
  we
• 37:10
  look
• 37:10
  at
• 37:11
  Rufus
• 37:11
  last
• 37:11
  year
• 37:11
  on
• 37:12
  Amazon,
• 37:12
  for
• 37:12
  example,
• 37:14
  it
• 37:14
  didn't
• 37:14
  exist
• 37:14
  yet.
• 37:15
  And
• 37:15
  ChatGPT,
• 37:16
  yes,
• 37:16
  it
• 37:16
  did
• 37:17
  exist
• 37:17
  at
• 37:17
  the
• 37:17
  time,
• 37:17
  but
• 37:18
  no
• 37:18
  one
• 37:18
  was
• 37:18
  really
• 37:18
  using
• 37:19
  it
• 37:19
  for
• 37:19
  shopping
• 37:20
  because
• 37:20
  it
• 37:21
  just
• 37:21
  launched
• 37:21
  like
• 37:21
  the
• 37:21
  online
• 37:22
  research
• 37:22
  feature.
• 37:23
  So
• 37:24
  in
• 37:24
  my
• 37:24
  mind,
• 37:24
  800%
• 37:25
  increase
• 37:26
  from
• 37:26
  nothing
• 37:27
  is
• 37:27
  very
• 37:27
  little.
• 37:27
  I
• 37:28
  would
• 37:28
  have
• 37:28
  expected
• 37:28
  like
• 37:29
  10,000%
• 37:29
  increase
• 37:30
  just
• 37:30
  because
• 37:31
  the
• 37:31
  base
• 37:31
  is
• 37:31
  so
• 37:31
  low.
• 37:33
  And
• 37:33
  again,
• 37:33
  I
• 37:34
  think
• 37:35
  to
• 37:35
  the
• 37:35
  point
• 37:35
  that
• 37:36
  you
• 37:36
  mentioned
• 37:36
  in
• 37:36
  the
• 37:36
  beginning,
• 37:37
  all
• 37:37
  of
• 37:37
  these
• 37:37
  AI
• 37:38
  companies
• 37:39
  want
• 37:40
  to
• 37:40
  make
• 37:40
  it
• 37:41
  look
• 37:41
  very
• 37:41
  positive
• 37:42
  at
• 37:42
  the
• 37:42
  moment,
• 37:42
  so
• 37:43
  they
• 37:43
  will
• 37:43
  always
• 37:43
  overinflate.
• 37:44
  These
• 37:44
  numbers
• 37:45
  will
• 37:45
  never
• 37:45
  be
• 37:45
  lowballed.
• 37:46
  I
• 37:46
  think
• 37:46
  the
• 37:47
  only
• 37:47
  company
• 37:47
  that's
• 37:47
  lowballing
• 37:48
  the
• 37:48
  AI
• 37:48
  numbers
• 37:49
  is
• 37:49
  Google.
• 37:50
  Yes,
• 37:51
  I
• 37:51
  think
• 37:51
  so.
• 37:51
  Yeah.
• 37:52
  So.
• 37:54
  I
• 37:54
  think
• 37:55
  if
• 37:55
  we
• 37:55
  look
• 37:56
  at
• 37:56
  ChatGPT,
• 37:56
  for
• 37:57
  example,
• 37:57
  it's
• 37:57
  still
• 37:58
  very
• 37:58
  early
• 37:58
  adopter.
• 37:59
  I
• 37:59
  think
• 37:59
  there's
• 37:59
  a,
• 38:00
  there
• 38:00
  is
• 38:00
  value
• 38:01
  in,
• 38:01
  you
• 38:01
  know,
• 38:02
  spending
• 38:02
  time
• 38:03
  on
• 38:03
  understanding
• 38:03
  how
• 38:04
  it
• 38:04
  works
• 38:04
  and
• 38:04
  how
• 38:04
  you
• 38:04
  could
• 38:05
  make
• 38:05
  sure
• 38:05
  your
• 38:05
  products
• 38:06
  are
• 38:06
  Rufus
• 38:06
  optimized
• 38:07
  or,
• 38:08
  you
• 38:08
  know,
• 38:08
  gen
• 38:09
  AI
• 38:09
  optimized
• 38:10
  to
• 38:10
  some
• 38:10
  extent.
• 38:11
  I
• 38:11
  think
• 38:11
  those
• 38:12
  that
• 38:12
  do
• 38:12
  will
• 38:12
  also
• 38:12
  realize
• 38:13
  pretty
• 38:13
  quickly
• 38:14
  that
• 38:14
  it's
• 38:14
  not
• 38:14
  that
• 38:14
  different
• 38:15
  from
• 38:15
  traditional
• 38:16
  SEO.
• 38:16
  So
• 38:16
  you
• 38:16
  don't
• 38:17
  have
• 38:17
  to
• 38:17
  reinvent
• 38:17
  the
• 38:18
  entire
• 38:18
  wheel.
• 38:18
  There
• 38:19
  are
• 38:19
  some
• 38:19
  things
• 38:19
  you
• 38:19
  might
• 38:20
  want
• 38:20
  to
• 38:20
  change
• 38:20
  in
• 38:20
  the
• 38:20
  content,
• 38:21
  but
• 38:21
  you
• 38:21
  don't
• 38:22
  have
• 38:22
  to
• 38:22
  reinvent
• 38:22
  the
• 38:23
  entire
• 38:23
  wheel.
• 38:24
  That's
• 38:24
  a
• 38:24
  very
• 38:25
  good
• 38:25
  point.
• 38:26
  Maybe
• 38:27
  as
• 38:27
  a
• 38:27
  wrap
• 38:27
  up
• 38:27
  question,
• 38:28
  because
• 38:28
  you
• 38:28
  said
• 38:28
  before
• 38:29
  that
• 38:30
  each.
• 38:32
  Deal
• 38:32
  event
• 38:32
  that
• 38:33
  just
• 38:33
  happened
• 38:34
  has
• 38:34
  been
• 38:34
  the
• 38:35
  most
• 38:35
  profitable
• 38:36
  deal
• 38:36
  event
• 38:36
  forever,
• 38:37
  so
• 38:38
  everything
• 38:38
  that
• 38:38
  comes
• 38:38
  later
• 38:39
  on
• 38:39
  will
• 38:39
  be
• 38:39
  less
• 38:40
  profitable.
• 38:41
  So
• 38:41
  how
• 38:41
  long
• 38:42
  can
• 38:42
  we
• 38:42
  do
• 38:42
  this?
• 38:43
  I
• 38:43
  mean,
• 38:44
  where
• 38:44
  are
• 38:45
  sales
• 38:45
  events
• 38:46
  going
• 38:47
  with
• 38:47
  this
• 38:48
  constant
• 38:48
  decline
• 38:49
  in
• 38:49
  profitability?
• 38:52
  That
• 38:52
  is
• 38:52
  a
• 38:52
  good
• 38:52
  question.
• 38:55
  I
• 38:55
  can't
• 38:55
  predict
• 38:56
  the
• 38:56
  exact
• 38:56
  year
• 38:56
  this
• 38:57
  will
• 38:57
  happen
• 38:57
  in,
• 38:58
  but
• 38:59
  I
• 38:59
  think.
• 39:02
  There'S
• 39:02
  going
• 39:02
  to
• 39:02
  be.
• 39:04
  Brands
• 39:04
  will
• 39:05
  have
• 39:05
  to
• 39:05
  become
• 39:06
  smarter
• 39:06
  because
• 39:06
  I
• 39:07
  think
• 39:07
  the
• 39:08
  importance
• 39:08
  of
• 39:08
  deal
• 39:08
  events
• 39:09
  from
• 39:09
  a
• 39:09
  shopper
• 39:09
  perspective
• 39:10
  are
• 39:10
  just
• 39:11
  increasing
• 39:12
  for
• 39:13
  brands.
• 39:13
  It's
• 39:14
  again
• 39:14
  going
• 39:14
  to
• 39:14
  become
• 39:15
  more
• 39:15
  and
• 39:15
  more
• 39:15
  difficult
• 39:16
  to
• 39:16
  maintain
• 39:16
  margin,
• 39:17
  so
• 39:17
  they
• 39:18
  would
• 39:18
  just
• 39:18
  have
• 39:18
  to
• 39:18
  become
• 39:19
  smarter.
• 39:20
  And
• 39:20
  we
• 39:20
  see
• 39:20
  some
• 39:20
  brands
• 39:21
  that
• 39:22
  went
• 39:22
  into
• 39:22
  this
• 39:22
  year
• 39:23
  with
• 39:23
  a
• 39:23
  much
• 39:23
  smarter
• 39:24
  profitability
• 39:24
  strategy.
• 39:25
  Maybe
• 39:26
  compared
• 39:26
  to
• 39:26
  previous
• 39:27
  year,
• 39:27
  they
• 39:28
  only
• 39:28
  achieved
• 39:29
  90%
• 39:29
  of
• 39:29
  the
• 39:30
  revenue
• 39:30
  from
• 39:30
  last
• 39:30
  year,
• 39:31
  which
• 39:31
  is
• 39:31
  still
• 39:31
  up
• 39:32
  a
• 39:32
  lot.
• 39:32
  But
• 39:32
  Their
• 39:33
  Profitability
• 39:33
  was
• 39:34
  like
• 39:34
  30%
• 39:34
  better
• 39:35
  than
• 39:35
  last
• 39:35
  year.
• 39:35
  So
• 39:36
  I
• 39:36
  think
• 39:37
  this
• 39:37
  is
• 39:37
  important
• 39:37
  as
• 39:38
  something
• 39:38
  every
• 39:38
  brand
• 39:38
  essentially
• 39:39
  has
• 39:39
  to
• 39:39
  figure
• 39:39
  out
• 39:40
  for
• 39:40
  themselves.
• 39:42
  But
• 39:42
  it's
• 39:42
  difficult
• 39:43
  to
• 39:43
  predict.
• 39:43
  I
• 39:44
  have
• 39:44
  the
• 39:44
  fear
• 39:44
  that
• 39:44
  it
• 39:44
  will
• 39:45
  never
• 39:45
  stop.
• 39:45
  As
• 39:45
  long
• 39:46
  as
• 39:46
  there
• 39:46
  are
• 39:46
  shoppers,
• 39:46
  there
• 39:47
  will
• 39:47
  be
• 39:47
  brands
• 39:47
  offering
• 39:48
  discounts.
• 39:49
  Well,
• 39:50
  there
• 39:50
  have
• 39:51
  been.
• 39:52
  I
• 39:52
  think
• 39:52
  when
• 39:52
  the
• 39:53
  first
• 39:53
  store
• 39:53
  opened
• 39:54
  somewhere
• 39:55
  some
• 39:55
  half
• 39:56
  year
• 39:56
  later,
• 39:56
  we
• 39:56
  had
• 39:56
  the
• 39:56
  first
• 39:57
  sale
• 39:57
  event.
• 39:57
  I
• 39:58
  would
• 39:58
  like
• 39:58
  to
• 39:58
  have
• 39:58
  one
• 39:59
  last
• 39:59
  number
• 40:00
  I
• 40:00
  think
• 40:00
  that
• 40:01
  every
• 40:01
  brand
• 40:01
  should
• 40:01
  take
• 40:02
  away
• 40:02
  and
• 40:03
  that's
• 40:04
  around
• 40:04
  this
• 40:05
  increasing
• 40:05
  length
• 40:05
  of
• 40:06
  deal
• 40:06
  events.
• 40:07
  So
• 40:07
  Black
• 40:08
  Friday,
• 40:08
  Black
• 40:09
  Week,
• 40:09
  Cyber
• 40:09
  Monday,
• 40:10
  forgot
• 40:10
  the
• 40:11
  exact
• 40:11
  number.
• 40:11
  It's
• 40:11
  like
• 40:11
  10,
• 40:12
  11,
• 40:12
  12
• 40:12
  days
• 40:13
  now,
• 40:13
  depending
• 40:13
  on,
• 40:13
  you
• 40:13
  know,
• 40:14
  what
• 40:14
  days
• 40:14
  you
• 40:14
  count
• 40:15
  into
• 40:15
  the
• 40:15
  deal
• 40:15
  event.
• 40:16
  And
• 40:17
  a
• 40:17
  lot
• 40:17
  of
• 40:17
  brands.
• 40:18
  There's
• 40:19
  two
• 40:19
  types
• 40:19
  of
• 40:19
  brands.
• 40:19
  There's
• 40:20
  the
• 40:20
  one
• 40:20
  that
• 40:20
  say
• 40:20
  you
• 40:20
  should
• 40:20
  do
• 40:20
  everything
• 40:21
  in
• 40:21
  the
• 40:21
  beginning.
• 40:21
  You
• 40:22
  want
• 40:22
  to
• 40:22
  be
• 40:22
  one
• 40:23
  week
• 40:23
  ahead
• 40:23
  of
• 40:23
  Black
• 40:23
  Friday
• 40:24
  with
• 40:24
  your
• 40:24
  deals.
• 40:25
  And
• 40:25
  then
• 40:25
  there's
• 40:25
  others
• 40:25
  that
• 40:25
  say
• 40:26
  I
• 40:26
  run
• 40:26
  my
• 40:26
  deals
• 40:27
  on
• 40:27
  Black
• 40:27
  Friday
• 40:27
  or
• 40:28
  on
• 40:28
  Cyber
• 40:28
  Monday.
• 40:29
  And
• 40:30
  with
• 40:30
  this
• 40:30
  year,
• 40:31
  we
• 40:31
  have
• 40:31
  pretty
• 40:32
  clear
• 40:32
  data
• 40:32
  on
• 40:32
  this
• 40:33
  too.
• 40:33
  And
• 40:33
  it's
• 40:34
  like
• 40:34
  this.
• 40:35
  The
• 40:35
  deal
• 40:35
  event
• 40:36
  revenue
• 40:36
  per
• 40:36
  day
• 40:36
  is
• 40:37
  like
• 40:37
  a
• 40:37
  U
• 40:37
  shape.
• 40:38
  You
• 40:38
  have
• 40:38
  most
• 40:38
  of
• 40:38
  the
• 40:38
  revenue
• 40:39
  in
• 40:39
  the
• 40:39
  beginning
• 40:40
  and
• 40:40
  then
• 40:40
  most
• 40:40
  of
• 40:41
  the
• 40:41
  revenue
• 40:41
  in
• 40:41
  the
• 40:41
  end.
• 40:42
  The
• 40:42
  difference
• 40:43
  is
• 40:43
  though
• 40:43
  that
• 40:43
  at
• 40:44
  the
• 40:44
  end,
• 40:44
  so
• 40:44
  Black
• 40:44
  Friday
• 40:45
  Cyber
• 40:45
  Week
• 40:45
  is
• 40:45
  a
• 40:46
  Cyber
• 40:46
  Monday.
• 40:46
  It's
• 40:47
  much
• 40:47
  lower
• 40:47
  than
• 40:47
  the
• 40:47
  initial
• 40:48
  day.
• 40:48
  So
• 40:49
  what
• 40:49
  we
• 40:49
  found
• 40:49
  is
• 40:50
  that
• 40:50
  most
• 40:50
  of
• 40:50
  the
• 40:50
  brands
• 40:51
  that
• 40:51
  had
• 40:51
  an
• 40:52
  amazing
• 40:53
  Black
• 40:53
  Week,
• 40:54
  they
• 40:55
  participated
• 40:55
  with
• 40:56
  their
• 40:56
  deals
• 40:56
  straight
• 40:57
  from
• 40:57
  the
• 40:57
  beginning.
• 40:58
  We
• 40:58
  had
• 40:59
  some
• 40:59
  brands
• 41:00
  noticeably
• 41:01
  large
• 41:01
  that
• 41:02
  made
• 41:02
  70%
• 41:03
  of
• 41:03
  their
• 41:03
  entire
• 41:04
  revenue
• 41:05
  on
• 41:05
  the
• 41:05
  first
• 41:05
  day.
• 41:07
  Because
• 41:08
  again,
• 41:08
  if
• 41:08
  you
• 41:08
  think
• 41:08
  about
• 41:09
  it,
• 41:09
  a
• 41:09
  lot
• 41:09
  of
• 41:09
  the
• 41:09
  products
• 41:09
  are
• 41:10
  commoditized
• 41:11
  now.
• 41:11
  You
• 41:11
  just
• 41:12
  can.
• 41:12
  You're
• 41:12
  buying
• 41:13
  the.
• 41:13
  If
• 41:13
  you
• 41:13
  see
• 41:14
  the
• 41:14
  product
• 41:15
  you
• 41:15
  want
• 41:15
  on
• 41:15
  the
• 41:15
  first
• 41:16
  day,
• 41:16
  you're
• 41:16
  buying
• 41:16
  it
• 41:17
  on
• 41:17
  the
• 41:17
  first
• 41:17
  day.
• 41:18
  And
• 41:18
  then
• 41:18
  all
• 41:18
  of
• 41:18
  the
• 41:18
  deals
• 41:19
  that
• 41:19
  came
• 41:19
  later
• 41:19
  are
• 41:20
  lost,
• 41:21
  no
• 41:21
  matter
• 41:21
  how
• 41:21
  good
• 41:21
  the
• 41:21
  deal
• 41:22
  is
• 41:22
  because
• 41:22
  the
• 41:22
  shopper
• 41:23
  already
• 41:23
  purchased
• 41:23
  a
• 41:24
  product.
• 41:25
  So
• 41:25
  for
• 41:25
  those
• 41:26
  brands
• 41:26
  that
• 41:26
  are
• 41:26
  thinking
• 41:27
  about
• 41:27
  should
• 41:27
  I
• 41:27
  participate
• 41:28
  in
• 41:28
  the
• 41:29
  full
• 41:29
  length,
• 41:29
  should
• 41:30
  I
• 41:30
  only
• 41:30
  stick
• 41:31
  to
• 41:31
  the
• 41:31
  last
• 41:31
  days
• 41:32
  clear
• 41:32
  recommendation,
• 41:35
  Participate
• 41:35
  in
• 41:35
  the
• 41:35
  first
• 41:36
  days
• 41:36
  of
• 41:36
  the
• 41:36
  deal
• 41:36
  event.
• 41:37
  This
• 41:37
  is
• 41:37
  where
• 41:37
  most
• 41:37
  of
• 41:37
  the
• 41:38
  revenue
• 41:38
  these
• 41:38
  days
• 41:38
  is
• 41:39
  made.
• 41:40
  That's
• 41:41
  an
• 41:41
  interesting
• 41:41
  figure,
• 41:42
  especially
• 41:42
  if
• 41:42
  we
• 41:43
  consider
• 41:43
  how
• 41:44
  the
• 41:44
  deal
• 41:44
  length,
• 41:45
  as
• 41:45
  you
• 41:45
  said
• 41:45
  before,
• 41:46
  has
• 41:46
  been
• 41:46
  increasing
• 41:47
  and
• 41:47
  increasing
• 41:47
  over
• 41:48
  the
• 41:48
  last
• 41:48
  years.
• 41:48
  And
• 41:49
  I
• 41:49
  think
• 41:49
  we
• 41:50
  are
• 41:50
  not
• 41:50
  far
• 41:50
  away
• 41:50
  from
• 41:51
  Black
• 41:51
  Month
• 41:52
  basically,
• 41:52
  so
• 41:53
  not
• 41:53
  just
• 41:53
  from
• 41:53
  Black
• 41:53
  Week.
• 41:54
  So
• 41:55
  let's
• 41:56
  see
• 41:56
  where
• 41:57
  you
• 41:57
  can
• 41:57
  place
• 41:58
  your
• 41:58
  deals
• 41:58
  next
• 41:59
  year.
• 41:59
  But
• 42:00
  anyway,
• 42:00
  for
• 42:00
  this
• 42:01
  time,
• 42:01
  thank
• 42:01
  you
• 42:02
  very
• 42:02
  much
• 42:02
  for
• 42:02
  your
• 42:02
  insights
• 42:03
  and
• 42:03
  your
• 42:03
  thoughts,
• 42:04
  your
• 42:04
  great
• 42:04
  figures.
• 42:04
  Benjamin.
• 42:05
  It
• 42:05
  was
• 42:05
  a
• 42:05
  pleasure
• 42:06
  having
• 42:06
  you.
• 42:06
  Thank
• 42:07
  you
• 42:07
  for
• 42:07
  having
• 42:07
  me.
• 42:09
  Right.
• 42:09
  I
• 42:10
  hope
• 42:10
  you
• 42:10
  also
• 42:11
  took
• 42:11
  away
• 42:11
  a
• 42:12
  lot
• 42:12
  of
• 42:12
  interesting
• 42:12
  information
• 42:13
  for
• 42:13
  the
• 42:13
  next
• 42:13
  deal
• 42:14
  event
• 42:14
  to
• 42:14
  come.
• 42:15
  And
• 42:16
  next
• 42:16
  week
• 42:16
  you
• 42:16
  can
• 42:16
  listen
• 42:17
  to
• 42:17
  the
• 42:17
  final
• 42:17
  episode
• 42:18
  of
• 42:18
  let's
• 42:18
  Talk
• 42:18
  Marketplace
• 42:19
  for
• 42:19
  this
• 42:19
  year
• 42:19
  at
• 42:20
  least.
• 42:20
  And
• 42:20
  it's
• 42:21
  also
• 42:21
  the
• 42:21
  final
• 42:21
  episode
• 42:22
  for
• 42:22
  a
• 42:22
  few
• 42:22
  months
• 42:23
  in
• 42:23
  which
• 42:23
  you
• 42:23
  can
• 42:23
  listen
• 42:24
  to
• 42:24
  Valerie
• 42:24
  because
• 42:25
  her
• 42:25
  and
• 42:25
  me,
• 42:25
  we
• 42:26
  pre
• 42:26
  recorded
• 42:26
  our
• 42:27
  own
• 42:27
  recap
• 42:28
  of
• 42:28
  2025
• 42:29
  just
• 42:29
  before
• 42:30
  she
• 42:30
  went
• 42:30
  to
• 42:30
  maternity
• 42:31
  leave.
• 42:31
  And
• 42:32
  we
• 42:32
  covered
• 42:32
  the
• 42:32
  and
• 42:33
  exciting
• 42:33
  Marketplace
• 42:34
  year
• 42:34
  and
• 42:35
  reveal
• 42:35
  some
• 42:36
  figures
• 42:36
  about
• 42:36
  the
• 42:36
  year
• 42:37
  we
• 42:37
  had
• 42:37
  at
• 42:37
  Marketplace
• 42:38
  Universe.
• 42:38
  And
• 42:39
  also
• 42:39
  turn
• 42:40
  to
• 42:40
  a
• 42:40
  very
• 42:40
  personal
• 42:41
  recap
• 42:41
  of
• 42:42
  two
• 42:42
  female
• 42:42
  co
• 42:42
  founders
• 42:43
  and
• 42:43
  how
• 42:44
  they
• 42:44
  deal
• 42:44
  with
• 42:44
  major
• 42:45
  changes
• 42:46
  such
• 42:46
  as
• 42:47
  a
• 42:47
  pregnancy,
• 42:48
  basically.
• 42:49
  So
• 42:49
  lots
• 42:49
  to
• 42:49
  unpack
• 42:50
  and
• 42:50
  make
• 42:51
  sure
• 42:51
  to
• 42:51
  tune
• 42:51
  in
• 42:52
  again
• 42:52
  on
• 42:52
  next
• 42:52
  Thursday.
• 42:53
  And
• 42:53
  for
• 42:53
  daily,
• 42:54
  thank
• 42:54
  you
• 42:54
  for
• 42:55
  joining
• 42:55
  us.
• 42:55
  Bye
• 42:56
  bye.
• 43:00
  You
• 43:00
  listened
• 43:01
  to
• 43:01
  let's
• 43:02
  Talk
• 43:02
  Marketplace,
• 43:03
  the
• 43:03
  Marketplace
• 43:04
  podcast
• 43:04
  with
• 43:04
  Ingrid
• 43:05
  Lommer
• 43:05
  and
• 43:05
  Valerie
• 43:06
  Dichtel.