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The Hidden Crisis in Retail Media: Why Your Ads Are Selling Products That Aren’t on Shelves | Ask An Expert · Omni Talk Retail

• 0:00
  Foreign.
• 0:08
  Hello.
• 0:08
  Welcome
• 0:09
  to
• 0:09
  another
• 0:10
  exciting
• 0:10
  and
• 0:10
  elucidating
• 0:11
  episode
• 0:11
  of
• 0:11
  the
• 0:12
  Omnitalk
• 0:12
  Ask
• 0:12
  An
• 0:13
  Expert
• 0:13
  series.
• 0:14
  I'm
• 0:14
  one
• 0:14
  of
• 0:14
  your
• 0:14
  co
• 0:14
  hosts
• 0:15
  for
• 0:15
  today's
• 0:16
  interview,
• 0:16
  Anne
• 0:16
  Mazinga.
• 0:17
  And
• 0:18
  I'm
• 0:18
  Chris
• 0:18
  Walton
• 0:19
  and
• 0:19
  we
• 0:19
  are.
• 0:19
  The
• 0:19
  founders
• 0:20
  of
• 0:20
  omnitalk,
• 0:20
  the
• 0:20
  fast
• 0:21
  growing
• 0:21
  retail
• 0:21
  media
• 0:22
  organization
• 0:22
  that
• 0:22
  is
• 0:23
  all
• 0:23
  about
• 0:23
  the
• 0:23
  companies,
• 0:24
  the
• 0:24
  technologies
• 0:24
  and
• 0:25
  the
• 0:25
  people
• 0:25
  that
• 0:25
  are
• 0:25
  coming
• 0:26
  together
• 0:26
  to
• 0:26
  shape
• 0:26
  the
• 0:27
  future
• 0:27
  of
• 0:27
  retail.
• 0:28
  And
• 0:28
  now,
• 0:28
  Chris,
• 0:29
  I
• 0:29
  was
• 0:29
  really,
• 0:30
  really
• 0:30
  excited
• 0:31
  when
• 0:31
  our
• 0:32
  partners
• 0:32
  for
• 0:32
  this
• 0:32
  told
• 0:33
  me
• 0:33
  about
• 0:33
  the
• 0:33
  topic
• 0:34
  that
• 0:34
  we're
• 0:34
  going
• 0:34
  to
• 0:34
  be
• 0:34
  covering
• 0:35
  today.
• 0:35
  Because
• 0:36
  retail
• 0:37
  media,
• 0:37
  as
• 0:38
  we
• 0:38
  know,
• 0:38
  is
• 0:38
  the
• 0:39
  darling
• 0:39
  of
• 0:40
  the
• 0:40
  retail
• 0:40
  world
• 0:40
  right
• 0:41
  now.
• 0:41
  Would
• 0:41
  you
• 0:41
  agree?
• 0:42
  Would
• 0:42
  you
• 0:42
  agree,
• 0:42
  Chris?
• 0:43
  Yeah,
• 0:43
  I
• 0:44
  think
• 0:44
  so.
• 0:44
  It's
• 0:44
  pretty
• 0:45
  top
• 0:45
  of
• 0:45
  mind
• 0:45
  for
• 0:45
  most
• 0:46
  retailers
• 0:46
  and
• 0:47
  the
• 0:47
  talk
• 0:47
  of
• 0:47
  the
• 0:47
  town
• 0:47
  at
• 0:48
  most
• 0:48
  industry
• 0:48
  conferences
• 0:48
  we
• 0:49
  attend.
• 0:49
  And
• 0:49
  yes,
• 0:49
  I
• 0:50
  would
• 0:50
  agree
• 0:50
  with
• 0:50
  that.
• 0:50
  Yes,
• 0:50
  a
• 0:51
  hundred
• 0:51
  percent.
• 0:51
  Well,
• 0:52
  so
• 0:52
  obviously
• 0:53
  we
• 0:53
  know
• 0:53
  the
• 0:53
  revenue
• 0:53
  that
• 0:54
  retailers
• 0:54
  are
• 0:54
  generating
• 0:55
  from
• 0:55
  retail
• 0:55
  media
• 0:55
  networks
• 0:56
  are
• 0:56
  feeling
• 0:57
  all
• 0:57
  kinds
• 0:57
  of
• 0:57
  new
• 0:57
  innovation
• 0:58
  and
• 0:58
  brand
• 0:59
  partnerships.
• 1:00
  But
• 1:00
  what
• 1:00
  we
• 1:01
  learned
• 1:01
  from
• 1:01
  this
• 1:02
  partner
• 1:02
  is
• 1:02
  that
• 1:02
  there's
• 1:03
  a
• 1:03
  major
• 1:03
  bottleneck
• 1:04
  that's
• 1:04
  just
• 1:05
  starting
• 1:05
  to
• 1:05
  emerge
• 1:06
  and
• 1:06
  it's
• 1:06
  threatening
• 1:07
  the
• 1:07
  future
• 1:08
  success
• 1:08
  of
• 1:09
  those
• 1:09
  retail
• 1:10
  media
• 1:10
  programs.
• 1:11
  Retail
• 1:11
  media,
• 1:12
  Chris,
• 1:12
  is
• 1:12
  being
• 1:13
  sold
• 1:13
  to
• 1:13
  brands,
• 1:14
  but
• 1:14
  as
• 1:14
  of
• 1:14
  late,
• 1:15
  and
• 1:15
  most
• 1:16
  importantly,
• 1:17
  brands
• 1:17
  haven't
• 1:18
  been
• 1:18
  able
• 1:18
  to
• 1:18
  keep
• 1:18
  up
• 1:18
  with
• 1:19
  the
• 1:19
  demand,
• 1:19
  leaving
• 1:20
  store
• 1:21
  shelves
• 1:21
  empty,
• 1:22
  customers
• 1:23
  disappointed,
• 1:24
  and
• 1:24
  all
• 1:24
  of
• 1:25
  that
• 1:25
  investment
• 1:25
  in
• 1:26
  retail
• 1:26
  media
• 1:26
  networks
• 1:27
  wasted.
• 1:28
  So
• 1:29
  we've
• 1:29
  called
• 1:29
  in
• 1:30
  the
• 1:30
  experts.
• 1:30
  We're
• 1:31
  going
• 1:31
  to
• 1:31
  dive
• 1:31
  deep
• 1:31
  on
• 1:31
  this
• 1:31
  topic
• 1:32
  with
• 1:32
  Director
• 1:32
  of
• 1:33
  Customer
• 1:33
  Success
• 1:33
  Joy
• 1:34
  Spiotta
• 1:35
  and
• 1:35
  Senior
• 1:36
  Product
• 1:36
  Marketing
• 1:36
  Manager
• 1:37
  Jenya
• 1:37
  Lawson
• 1:38
  of
• 1:38
  SPS
• 1:39
  Commerce
• 1:39
  onto
• 1:40
  the
• 1:40
  show
• 1:40
  today.
• 1:40
  Joy,
• 1:41
  Jenya,
• 1:42
  welcome
• 1:42
  to
• 1:42
  the
• 1:43
  show.
• 1:44
  Joy,
• 1:44
  how
• 1:44
  are
• 1:45
  you
• 1:45
  feeling
• 1:45
  about
• 1:46
  being
• 1:46
  on
• 1:47
  your
• 1:47
  first
• 1:47
  Ask
• 1:48
  An
• 1:48
  Expert
• 1:48
  series
• 1:48
  here
• 1:49
  with
• 1:49
  Omnichannel?
• 1:50
  I'm
• 1:50
  super
• 1:50
  excited.
• 1:51
  I'm
• 1:52
  happy
• 1:52
  to
• 1:52
  be
• 1:52
  here
• 1:53
  and
• 1:53
  excited
• 1:53
  to
• 1:53
  talk
• 1:54
  about
• 1:54
  the
• 1:54
  topic.
• 1:54
  So
• 1:55
  thanks
• 1:55
  for
• 1:55
  having
• 1:55
  us.
• 1:56
  Yes.
• 1:56
  And
• 1:57
  Jenya,
• 1:57
  welcome.
• 1:58
  Thanks
• 1:59
  for
• 1:59
  having
• 1:59
  us.
• 2:00
  Yes,
• 2:02
  we're
• 2:02
  really
• 2:03
  excited
• 2:03
  to
• 2:03
  have
• 2:03
  you.
• 2:04
  Big,
• 2:04
  big
• 2:04
  topic,
• 2:05
  as
• 2:05
  we
• 2:05
  mentioned
• 2:06
  earlier
• 2:06
  in
• 2:06
  the
• 2:07
  intro,
• 2:08
  on
• 2:08
  the
• 2:08
  minds
• 2:08
  of
• 2:08
  a
• 2:08
  lot
• 2:08
  of
• 2:09
  retailers
• 2:09
  and
• 2:09
  brands
• 2:09
  listening
• 2:10
  right
• 2:10
  now.
• 2:11
  Yeah.
• 2:11
  And
• 2:11
  I
• 2:12
  mean,
• 2:12
  I
• 2:12
  really
• 2:12
  had
• 2:12
  no
• 2:12
  idea
• 2:12
  that
• 2:13
  that
• 2:13
  was
• 2:13
  a
• 2:13
  thing
• 2:13
  that
• 2:13
  was
• 2:14
  happening
• 2:14
  here,
• 2:14
  that
• 2:15
  the
• 2:15
  brands
• 2:15
  weren't
• 2:16
  able
• 2:16
  to
• 2:16
  keep
• 2:16
  up
• 2:16
  with
• 2:16
  the
• 2:17
  pace
• 2:17
  of
• 2:17
  the
• 2:17
  demand
• 2:17
  with
• 2:17
  the
• 2:18
  retail
• 2:18
  media
• 2:18
  network.
• 2:18
  So.
• 2:19
  But
• 2:19
  before
• 2:19
  we
• 2:19
  get
• 2:19
  started,
• 2:20
  just
• 2:20
  a
• 2:21
  quick
• 2:21
  reminder
• 2:22
  for
• 2:22
  those
• 2:22
  watching
• 2:22
  live
• 2:22
  on
• 2:23
  LinkedIn,
• 2:23
  please
• 2:23
  ask
• 2:24
  your
• 2:24
  questions
• 2:24
  of
• 2:24
  Joy
• 2:25
  and
• 2:25
  Jenya
• 2:25
  at
• 2:26
  any
• 2:26
  time
• 2:26
  via
• 2:27
  the
• 2:27
  chat
• 2:27
  session
• 2:28
  window
• 2:28
  in
• 2:28
  LinkedIn
• 2:29
  on
• 2:29
  the
• 2:29
  right
• 2:30
  hand
• 2:30
  side
• 2:31
  of
• 2:31
  your
• 2:31
  screen.
• 2:31
  All
• 2:31
  right,
• 2:32
  Joy
• 2:32
  and
• 2:32
  Jenya,
• 2:33
  before
• 2:33
  we
• 2:33
  get
• 2:33
  to
• 2:33
  the
• 2:34
  questions,
• 2:34
  I'd
• 2:34
  love
• 2:34
  for
• 2:34
  each
• 2:35
  of
• 2:35
  you
• 2:35
  to
• 2:35
  Share
• 2:35
  a
• 2:36
  little
• 2:36
  bit
• 2:36
  about
• 2:36
  your
• 2:36
  career
• 2:37
  backgrounds
• 2:37
  and
• 2:38
  what
• 2:38
  you
• 2:38
  both
• 2:38
  oversee
• 2:39
  in
• 2:39
  your
• 2:40
  roles
• 2:40
  at
• 2:40
  SPS
• 2:40
  Commerce.
• 2:41
  Jenya,
• 2:41
  let's
• 2:41
  start
• 2:41
  with
• 2:42
  you.
• 2:43
  Sure,
• 2:43
  Chris.
• 2:43
  So
• 2:44
  I
• 2:44
  actually
• 2:44
  started
• 2:45
  in
• 2:45
  kind
• 2:45
  of
• 2:45
  a
• 2:45
  unique
• 2:46
  industry.
• 2:46
  So
• 2:47
  I
• 2:47
  started
• 2:47
  out
• 2:47
  in
• 2:47
  restaurant
• 2:48
  marketing
• 2:48
  working
• 2:48
  for
• 2:49
  Parasoli.
• 2:49
  So
• 2:50
  you
• 2:50
  guys
• 2:50
  might
• 2:50
  know
• 2:51
  locals
• 2:51
  for
• 2:52
  the
• 2:52
  Twin
• 2:52
  Cities
• 2:52
  might
• 2:52
  know
• 2:53
  like
• 2:53
  Filio,
• 2:53
  Chino,
• 2:53
  Latino
• 2:54
  Manny's,
• 2:54
  which
• 2:54
  is
• 2:55
  still
• 2:55
  around.
• 2:56
  I
• 2:56
  spent
• 2:57
  some
• 2:57
  time
• 2:57
  working
• 2:57
  in
• 2:57
  advertising.
• 2:58
  Shortly
• 2:59
  after
• 2:59
  that
• 2:59
  I
• 2:59
  actually
• 2:59
  took
• 3:00
  a
• 3:00
  an
• 3:00
  opportunity
• 3:01
  at
• 3:01
  Target
• 3:02
  in
• 3:02
  their
• 3:02
  media
• 3:02
  department.
• 3:03
  So
• 3:03
  that
• 3:03
  comes
• 3:04
  in
• 3:04
  pretty
• 3:04
  well
• 3:04
  here.
• 3:06
  So
• 3:06
  they
• 3:06
  are,
• 3:06
  they
• 3:07
  were
• 3:07
  known
• 3:07
  as
• 3:07
  Target
• 3:08
  Media
• 3:08
  Network.
• 3:08
  Later
• 3:09
  they
• 3:09
  had
• 3:09
  rebranded
• 3:10
  and
• 3:10
  currently
• 3:10
  they're
• 3:10
  called
• 3:11
  Roundel.
• 3:12
  And
• 3:12
  so
• 3:13
  that
• 3:13
  was
• 3:13
  my
• 3:13
  first
• 3:14
  hand
• 3:15
  look
• 3:15
  at
• 3:15
  how
• 3:15
  media
• 3:16
  and
• 3:16
  supply
• 3:16
  chain
• 3:16
  should
• 3:17
  actually
• 3:17
  work
• 3:17
  together,
• 3:17
  but
• 3:18
  they
• 3:18
  often
• 3:18
  don't.
• 3:18
  So
• 3:19
  I
• 3:19
  worked
• 3:19
  on
• 3:19
  the
• 3:19
  account
• 3:19
  management
• 3:20
  side,
• 3:21
  focusing
• 3:21
  more
• 3:21
  on
• 3:22
  the
• 3:22
  creative.
• 3:23
  So
• 3:23
  between
• 3:23
  Target
• 3:23
  and
• 3:24
  brands
• 3:24
  like
• 3:24
  Lego,
• 3:25
  Google,
• 3:27
  and
• 3:27
  then
• 3:27
  ended
• 3:28
  up
• 3:28
  in
• 3:28
  sps.
• 3:29
  How
• 3:29
  about
• 3:29
  you,
• 3:29
  Joy?
• 3:30
  What's
• 3:30
  your
• 3:30
  background
• 3:31
  and
• 3:31
  what
• 3:31
  do
• 3:32
  you
• 3:32
  oversee?
• 3:32
  I
• 3:32
  came
• 3:33
  to
• 3:33
  SPS
• 3:33
  about
• 3:34
  eight
• 3:34
  years
• 3:34
  ago
• 3:34
  now,
• 3:35
  but
• 3:35
  prior
• 3:36
  to
• 3:36
  joining
• 3:36
  SPS,
• 3:37
  I
• 3:38
  worked
• 3:38
  in
• 3:39
  retail
• 3:40
  for
• 3:40
  20
• 3:40
  plus
• 3:41
  years.
• 3:41
  So
• 3:42
  my
• 3:42
  background
• 3:42
  is
• 3:43
  pretty
• 3:45
  merchandise
• 3:45
  planning
• 3:46
  and
• 3:46
  supply
• 3:47
  chain
• 3:47
  focused.
• 3:48
  I
• 3:48
  started
• 3:49
  at
• 3:49
  Lohman's
• 3:50
  and
• 3:51
  then
• 3:51
  worked
• 3:52
  for
• 3:52
  J.
• 3:52
  Crew,
• 3:53
  Bloomingdale's,
• 3:55
  the
• 3:55
  Children's
• 3:55
  Place.
• 3:56
  And
• 3:56
  then
• 3:57
  my
• 3:57
  last
• 3:58
  stint
• 3:58
  in
• 3:58
  retail
• 3:59
  was
• 3:59
  at
• 3:59
  Toys
• 3:59
  R
• 4:00
  Us
• 4:00
  in
• 4:00
  the
• 4:01
  Babies
• 4:01
  R
• 4:01
  Us
• 4:01
  divisions.
• 4:02
  So
• 4:03
  heavy
• 4:03
  merchandise
• 4:04
  planning
• 4:04
  and
• 4:04
  supply
• 4:05
  chain
• 4:05
  background
• 4:06
  there.
• 4:08
  And
• 4:08
  then
• 4:08
  I
• 4:08
  joined
• 4:09
  SPS
• 4:09
  eight
• 4:10
  years
• 4:10
  ago,
• 4:10
  which
• 4:10
  was
• 4:10
  really
• 4:11
  a
• 4:11
  wonderful
• 4:12
  transition
• 4:12
  for
• 4:13
  me.
• 4:13
  But
• 4:14
  one
• 4:14
  of
• 4:14
  the
• 4:14
  things
• 4:15
  that's
• 4:15
  super
• 4:15
  cool
• 4:15
  is
• 4:16
  that
• 4:16
  my
• 4:16
  team
• 4:16
  spends
• 4:17
  a
• 4:17
  lot
• 4:17
  of
• 4:17
  time
• 4:17
  working
• 4:17
  with
• 4:18
  customers
• 4:18
  who
• 4:18
  did
• 4:19
  what
• 4:19
  I
• 4:19
  did
• 4:19
  for
• 4:19
  most
• 4:20
  of
• 4:20
  my
• 4:20
  career.
• 4:21
  Right.
• 4:21
  So
• 4:21
  we're
• 4:21
  really
• 4:22
  working
• 4:22
  with
• 4:22
  those
• 4:22
  customers
• 4:23
  to
• 4:23
  understand
• 4:23
  sales
• 4:23
  and
• 4:24
  inventory
• 4:24
  data
• 4:25
  that
• 4:25
  the
• 4:25
  retailers
• 4:26
  provide
• 4:26
  suppliers
• 4:27
  and
• 4:28
  helping
• 4:28
  them
• 4:29
  use
• 4:29
  it
• 4:29
  a
• 4:29
  bit
• 4:29
  more
• 4:30
  effectively.
• 4:30
  Right.
• 4:31
  So
• 4:31
  turning
• 4:31
  those
• 4:31
  insights
• 4:32
  into
• 4:32
  action,
• 4:34
  making
• 4:34
  smarter,
• 4:35
  faster
• 4:35
  decisions.
• 4:36
  So
• 4:36
  I'm
• 4:36
  in
• 4:36
  customer
• 4:37
  success,
• 4:37
  but
• 4:37
  on
• 4:38
  our
• 4:38
  POS
• 4:38
  analytics
• 4:39
  side.
• 4:40
  Wow.
• 4:40
  I
• 4:40
  imagine
• 4:40
  we
• 4:41
  have
• 4:41
  a
• 4:41
  lot
• 4:41
  of
• 4:41
  friends
• 4:41
  in
• 4:42
  common
• 4:42
  when
• 4:42
  you
• 4:42
  look
• 4:42
  at
• 4:43
  your
• 4:43
  resume
• 4:43
  and
• 4:43
  where
• 4:44
  you've
• 4:44
  worked.
• 4:44
  And
• 4:44
  so
• 4:44
  after
• 4:45
  the,
• 4:45
  after
• 4:45
  we
• 4:45
  get
• 4:45
  done
• 4:45
  with
• 4:45
  this
• 4:46
  interview,
• 4:46
  I'm
• 4:46
  going
• 4:46
  to
• 4:46
  play
• 4:46
  the
• 4:46
  name
• 4:46
  game
• 4:47
  with
• 4:47
  you
• 4:47
  for
• 4:47
  a
• 4:47
  few.
• 4:47
  Yeah,
• 4:48
  that
• 4:48
  would
• 4:48
  be
• 4:48
  awesome.
• 4:49
  That'd
• 4:49
  be
• 4:49
  great.
• 4:50
  I'd
• 4:50
  love
• 4:50
  it.
• 4:51
  Well,
• 4:51
  and
• 4:51
  Jenya,
• 4:52
  I'd
• 4:53
  love
• 4:53
  for
• 4:53
  you
• 4:53
  to
• 4:53
  dive
• 4:54
  into,
• 4:54
  just
• 4:54
  really
• 4:55
  quickly,
• 4:55
  kind
• 4:56
  of
• 4:56
  set
• 4:56
  the
• 4:56
  table
• 4:56
  for
• 4:56
  us.
• 4:57
  Who
• 4:57
  does
• 4:58
  SPS
• 4:58
  Commerce
• 4:59
  typically
• 4:59
  work
• 4:59
  for?
• 5:00
  What
• 5:00
  do
• 5:00
  you
• 5:00
  do
• 5:01
  with
• 5:01
  them?
• 5:01
  Joy
• 5:01
  kind
• 5:02
  of
• 5:02
  started
• 5:02
  to
• 5:02
  tease
• 5:03
  that
• 5:03
  a
• 5:03
  little
• 5:03
  bit.
• 5:04
  And
• 5:04
  why
• 5:05
  is
• 5:05
  this
• 5:05
  a
• 5:06
  topic
• 5:06
  that's
• 5:07
  near
• 5:07
  and
• 5:07
  dear
• 5:07
  to
• 5:07
  the
• 5:08
  hearts
• 5:08
  and
• 5:08
  minds?
• 5:09
  Of
• 5:09
  you
• 5:09
  and
• 5:10
  of
• 5:10
  your
• 5:10
  customers.
• 5:11
  When
• 5:11
  you're
• 5:12
  actually
• 5:12
  ordering
• 5:12
  something
• 5:13
  online
• 5:13
  or,
• 5:14
  you
• 5:15
  know,
• 5:15
  it
• 5:15
  just
• 5:15
  shows
• 5:15
  up
• 5:15
  at
• 5:16
  your.
• 5:16
  At
• 5:16
  your
• 5:16
  house,
• 5:17
  right?
• 5:17
  So
• 5:17
  there's
• 5:17
  actually
• 5:18
  a
• 5:18
  lot
• 5:18
  of
• 5:18
  coordination
• 5:18
  that's
• 5:19
  happening
• 5:19
  behind
• 5:20
  the
• 5:20
  scenes
• 5:20
  with
• 5:21
  different
• 5:21
  retailers,
• 5:22
  suppliers,
• 5:23
  warehouses,
• 5:23
  three
• 5:23
  PLs,
• 5:24
  you
• 5:24
  name
• 5:24
  them.
• 5:25
  All
• 5:25
  of
• 5:25
  these
• 5:25
  different
• 5:26
  companies
• 5:26
  are
• 5:27
  trying
• 5:27
  to
• 5:27
  coordinate.
• 5:27
  And
• 5:28
  so
• 5:28
  we're
• 5:28
  basically
• 5:28
  the
• 5:29
  ones
• 5:29
  here
• 5:29
  at
• 5:29
  SPS
• 5:30
  that
• 5:30
  help
• 5:30
  all
• 5:30
  of
• 5:30
  these
• 5:31
  companies
• 5:32
  talk
• 5:32
  to
• 5:32
  each
• 5:32
  other.
• 5:33
  So
• 5:33
  instead
• 5:33
  of
• 5:34
  everyone
• 5:34
  using
• 5:34
  different
• 5:35
  systems,
• 5:35
  constantly
• 5:36
  miscommunicating,
• 5:37
  because
• 5:37
  every
• 5:37
  company
• 5:38
  has
• 5:38
  their
• 5:38
  own
• 5:38
  way
• 5:38
  of
• 5:39
  doing
• 5:39
  things,
• 5:39
  right.
• 5:40
  We're
• 5:40
  the
• 5:41
  ones
• 5:41
  that
• 5:41
  are
• 5:41
  helping
• 5:41
  them
• 5:42
  stay
• 5:42
  in
• 5:42
  sync
• 5:42
  with
• 5:42
  each
• 5:43
  other.
• 5:43
  So
• 5:43
  if
• 5:44
  you're
• 5:44
  Target
• 5:44
  keeping
• 5:45
  the
• 5:46
  shelves
• 5:46
  stacked,
• 5:47
  or
• 5:47
  you're
• 5:47
  the
• 5:47
  brand
• 5:47
  making
• 5:48
  the
• 5:48
  things
• 5:48
  that
• 5:48
  Target
• 5:49
  is
• 5:49
  selling,
• 5:50
  or
• 5:50
  you're
• 5:50
  even
• 5:50
  moving
• 5:51
  things
• 5:51
  around,
• 5:51
  we're
• 5:52
  the
• 5:52
  ones
• 5:52
  that
• 5:53
  are
• 5:53
  helping
• 5:54
  you
• 5:54
  to
• 5:54
  make
• 5:54
  sure
• 5:54
  that
• 5:54
  they're
• 5:55
  getting
• 5:55
  where
• 5:55
  they
• 5:56
  need
• 5:56
  to
• 5:56
  be.
• 5:56
  So
• 5:57
  pretty
• 5:57
  much
• 5:57
  we
• 5:57
  help
• 5:57
  the
• 5:58
  whole
• 5:58
  retail
• 5:58
  supply
• 5:59
  chain
• 5:59
  act
• 5:59
  together
• 6:00
  instead
• 6:00
  of
• 6:00
  against
• 6:01
  each
• 6:01
  other,
• 6:02
  which
• 6:02
  is
• 6:02
  why
• 6:02
  that's.
• 6:03
  So
• 6:03
  helpful
• 6:03
  when
• 6:04
  it
• 6:04
  comes
• 6:04
  to
• 6:04
  retail
• 6:05
  media
• 6:05
  and
• 6:06
  making
• 6:06
  sure
• 6:06
  that
• 6:06
  the
• 6:07
  stock,
• 6:07
  the
• 6:07
  stores
• 6:08
  are
• 6:08
  stocked
• 6:09
  and
• 6:09
  things
• 6:09
  are
• 6:09
  on
• 6:09
  the
• 6:10
  shelves.
• 6:10
  Definitely,
• 6:12
  yeah.
• 6:12
  So
• 6:12
  why
• 6:12
  is
• 6:12
  it.
• 6:13
  Why?
• 6:13
  So
• 6:13
  I
• 6:13
  mean,
• 6:13
  and
• 6:14
  you
• 6:14
  mentioned
• 6:14
  that
• 6:14
  at
• 6:14
  the
• 6:14
  outset,
• 6:15
  so
• 6:15
  I'm
• 6:15
  curious,
• 6:15
  Jenny,
• 6:16
  why
• 6:16
  is
• 6:16
  that?
• 6:16
  Why
• 6:16
  is
• 6:16
  there
• 6:16
  a
• 6:17
  big
• 6:17
  bottleneck
• 6:18
  between,
• 6:18
  you
• 6:18
  know,
• 6:19
  the
• 6:19
  suppliers
• 6:19
  and
• 6:19
  retailers
• 6:20
  when
• 6:20
  it
• 6:20
  comes
• 6:20
  to
• 6:20
  retail
• 6:21
  media?
• 6:22
  So
• 6:22
  it's.
• 6:22
  I'm
• 6:23
  glad
• 6:23
  that
• 6:23
  you're
• 6:23
  asking
• 6:23
  this
• 6:24
  question.
• 6:24
  It's
• 6:24
  such
• 6:25
  a
• 6:25
  messy
• 6:26
  question
• 6:26
  to
• 6:27
  ask.
• 6:27
  But
• 6:27
  picture
• 6:28
  this
• 6:28
  like
• 6:28
  you're
• 6:28
  scrolling
• 6:29
  through
• 6:29
  your
• 6:29
  phone,
• 6:30
  you
• 6:30
  see
• 6:31
  an
• 6:31
  ad
• 6:31
  for
• 6:31
  something,
• 6:31
  right,
• 6:32
  that
• 6:32
  you
• 6:32
  actually
• 6:33
  want.
• 6:33
  And
• 6:34
  then
• 6:34
  you
• 6:34
  think,
• 6:34
  great,
• 6:34
  I'm
• 6:35
  just
• 6:35
  going
• 6:35
  to
• 6:35
  grab
• 6:35
  it
• 6:35
  this
• 6:35
  weekend
• 6:36
  or
• 6:36
  maybe
• 6:36
  I'll
• 6:36
  just
• 6:36
  add
• 6:36
  it
• 6:37
  to
• 6:37
  my
• 6:37
  cart
• 6:37
  right
• 6:37
  this
• 6:38
  second.
• 6:39
  And,
• 6:40
  you
• 6:40
  know,
• 6:40
  you
• 6:40
  do
• 6:40
  that,
• 6:41
  but
• 6:41
  all
• 6:41
  of
• 6:41
  a
• 6:41
  sudden
• 6:41
  you
• 6:42
  get
• 6:42
  to
• 6:42
  the
• 6:42
  store
• 6:42
  and
• 6:42
  it's
• 6:42
  an
• 6:43
  empty
• 6:43
  shelf
• 6:43
  or,
• 6:43
  you
• 6:44
  know,
• 6:44
  it's
• 6:44
  out
• 6:44
  of
• 6:44
  stock
• 6:45
  online.
• 6:45
  And
• 6:46
  so
• 6:46
  that
• 6:46
  creates
• 6:46
  an
• 6:47
  awful
• 6:47
  experience
• 6:48
  for
• 6:48
  customers.
• 6:49
  So
• 6:49
  you're
• 6:49
  on
• 6:49
  the
• 6:49
  website,
• 6:50
  you
• 6:50
  see
• 6:50
  that
• 6:50
  it's
• 6:50
  out
• 6:51
  of
• 6:51
  stock.
• 6:51
  And
• 6:52
  the
• 6:52
  thing
• 6:52
  is,
• 6:53
  you
• 6:53
  literally
• 6:53
  just
• 6:53
  saw
• 6:54
  it
• 6:54
  advertised,
• 6:55
  but
• 6:55
  it's
• 6:55
  no
• 6:55
  longer
• 6:56
  there.
• 6:56
  So
• 6:56
  this
• 6:57
  is
• 6:57
  happening
• 6:57
  just
• 6:58
  between
• 6:58
  suppliers,
• 6:59
  retailers
• 7:00
  everywhere.
• 7:01
  And
• 7:01
  retailers
• 7:01
  are
• 7:02
  out
• 7:02
  here
• 7:02
  building
• 7:03
  huge
• 7:03
  media
• 7:04
  businesses.
• 7:04
  So
• 7:04
  they're
• 7:05
  selling
• 7:05
  the
• 7:05
  ad
• 7:05
  space
• 7:06
  to
• 7:06
  brands,
• 7:07
  everyone's
• 7:07
  making
• 7:07
  money
• 7:08
  on
• 7:08
  the
• 7:08
  front
• 7:08
  end,
• 7:09
  but
• 7:09
  then
• 7:09
  the
• 7:09
  customers
• 7:10
  shows
• 7:10
  up
• 7:10
  to
• 7:10
  either
• 7:11
  the
• 7:11
  store
• 7:11
  or
• 7:11
  maybe
• 7:12
  like
• 7:12
  through
• 7:12
  the
• 7:12
  e
• 7:12
  commerce
• 7:13
  website,
• 7:14
  and
• 7:14
  they
• 7:14
  can't
• 7:14
  actually
• 7:14
  buy
• 7:15
  anything.
• 7:15
  And
• 7:16
  so
• 7:16
  it's
• 7:16
  a.
• 7:16
  It
• 7:16
  creates
• 7:17
  such
• 7:17
  a
• 7:17
  frustrating
• 7:18
  experience.
• 7:18
  And
• 7:19
  I
• 7:19
  mean,
• 7:19
  think
• 7:19
  about
• 7:19
  it
• 7:20
  from
• 7:20
  the
• 7:20
  brand's
• 7:20
  perspective,
• 7:21
  right?
• 7:21
  So
• 7:21
  they're
• 7:22
  paying
• 7:22
  for
• 7:22
  these
• 7:22
  ads
• 7:23
  that
• 7:23
  basically
• 7:23
  can't
• 7:24
  convert
• 7:24
  because
• 7:25
  the
• 7:25
  product
• 7:25
  isn't
• 7:26
  even
• 7:26
  available.
• 7:27
  And,
• 7:27
  you
• 7:28
  know,
• 7:28
  another
• 7:28
  thing
• 7:28
  that's
• 7:29
  really
• 7:29
  wild
• 7:29
  is
• 7:29
  that
• 7:30
  it's
• 7:30
  not
• 7:30
  that
• 7:31
  people
• 7:31
  are
• 7:31
  bad
• 7:32
  at
• 7:32
  their
• 7:32
  jobs
• 7:32
  between
• 7:33
  the
• 7:33
  agencies
• 7:33
  or
• 7:34
  the
• 7:34
  suppliers,
• 7:34
  it's
• 7:35
  that
• 7:35
  really
• 7:35
  nobody's
• 7:36
  actually
• 7:36
  talking
• 7:37
  to
• 7:37
  each
• 7:37
  other.
• 7:38
  So
• 7:38
  the
• 7:38
  media
• 7:39
  team
• 7:39
  is
• 7:39
  over
• 7:39
  here,
• 7:40
  like,
• 7:40
  hey,
• 7:40
  we
• 7:40
  sold
• 7:40
  this
• 7:41
  campaign.
• 7:41
  It's
• 7:41
  a
• 7:42
  huge
• 7:42
  win.
• 7:42
  It's
• 7:42
  going
• 7:42
  to
• 7:42
  go
• 7:43
  live
• 7:43
  next
• 7:43
  week.
• 7:44
  Meanwhile,
• 7:45
  the
• 7:45
  supply
• 7:45
  chain
• 7:45
  team
• 7:45
  within
• 7:46
  the
• 7:46
  retailer
• 7:47
  isn't,
• 7:48
  you
• 7:48
  know,
• 7:48
  aware
• 7:48
  that
• 7:48
  there's
• 7:49
  going
• 7:49
  to
• 7:49
  be
• 7:49
  a
• 7:49
  surge
• 7:49
  in
• 7:49
  demand
• 7:50
  or
• 7:50
  even
• 7:50
  the
• 7:50
  merchandising
• 7:51
  team.
• 7:52
  So
• 7:52
  they're
• 7:52
  doing
• 7:52
  their
• 7:53
  own
• 7:53
  thing,
• 7:53
  really
• 7:53
  trying
• 7:54
  to
• 7:54
  secure
• 7:54
  inventory
• 7:55
  with
• 7:55
  different
• 7:56
  brands
• 7:56
  and
• 7:57
  then
• 7:57
  making
• 7:57
  sure
• 7:57
  that
• 7:58
  they'll
• 7:58
  have
• 7:58
  inventory
• 7:59
  is
• 7:59
  very
• 7:59
  challenging.
• 8:00
  So
• 8:00
  that's
• 8:01
  when
• 8:01
  things
• 8:01
  really
• 8:01
  do
• 8:02
  fall
• 8:02
  apart.
• 8:03
  Everyone's
• 8:03
  pointing
• 8:03
  fingers.
• 8:04
  Media
• 8:04
  says,
• 8:04
  you
• 8:04
  know,
• 8:05
  merchandising
• 8:05
  is
• 8:06
  saying,
• 8:06
  hey,
• 8:06
  it's
• 8:06
  not
• 8:06
  in
• 8:06
  our
• 8:07
  product
• 8:07
  mix.
• 8:07
  Or
• 8:07
  supply
• 8:08
  chain
• 8:08
  is
• 8:08
  saying,
• 8:08
  like,
• 8:08
  hey,
• 8:09
  we
• 8:09
  actually
• 8:09
  were
• 8:09
  not
• 8:10
  told
• 8:10
  about
• 8:10
  this
• 8:11
  campaign.
• 8:12
  So
• 8:13
  the
• 8:13
  thing
• 8:13
  is,
• 8:14
  when
• 8:14
  I
• 8:14
  was
• 8:14
  at
• 8:14
  Target,
• 8:14
  they
• 8:15
  were
• 8:15
  actually
• 8:15
  really,
• 8:16
  really
• 8:16
  great
• 8:17
  about
• 8:17
  this
• 8:17
  and
• 8:17
  they
• 8:18
  got
• 8:18
  it
• 8:18
  right.
• 8:19
  So
• 8:19
  they
• 8:19
  understand
• 8:19
  that
• 8:20
  you
• 8:20
  can't
• 8:20
  really
• 8:20
  separate
• 8:21
  media
• 8:21
  strategy
• 8:22
  from
• 8:22
  your
• 8:22
  ability
• 8:22
  to
• 8:23
  actually
• 8:23
  deliver
• 8:23
  the
• 8:23
  product.
• 8:24
  So
• 8:25
  your
• 8:25
  inventory
• 8:26
  is
• 8:26
  your
• 8:26
  media
• 8:27
  strategy.
• 8:27
  You
• 8:27
  can't
• 8:28
  really
• 8:28
  promise
• 8:28
  something
• 8:28
  in
• 8:29
  an
• 8:29
  ad
• 8:29
  if
• 8:29
  you
• 8:30
  can't
• 8:30
  put
• 8:30
  it
• 8:30
  on
• 8:30
  the
• 8:31
  shelf.
• 8:31
  So
• 8:32
  unfortunately,
• 8:32
  there's
• 8:33
  still
• 8:33
  plenty
• 8:34
  of
• 8:34
  retailers
• 8:34
  out
• 8:35
  there
• 8:36
  that
• 8:36
  are
• 8:36
  not
• 8:37
  really
• 8:37
  getting
• 8:37
  this,
• 8:38
  clearly,
• 8:39
  and
• 8:40
  they're
• 8:40
  treating
• 8:40
  it
• 8:40
  as
• 8:41
  really
• 8:41
  separate
• 8:41
  businesses
• 8:42
  and
• 8:42
  it's
• 8:42
  creating
• 8:43
  awful
• 8:44
  customer
• 8:44
  experience
• 8:44
  across
• 8:45
  the
• 8:45
  board.
• 8:46
  Got
• 8:47
  you.
• 8:47
  So
• 8:47
  you
• 8:47
  said.
• 8:47
  So
• 8:47
  basically,
• 8:48
  I
• 8:48
  take
• 8:48
  away
• 8:48
  a
• 8:48
  couple
• 8:49
  of
• 8:49
  things
• 8:49
  from
• 8:49
  what
• 8:49
  you
• 8:49
  said.
• 8:50
  So
• 8:50
  the
• 8:50
  first
• 8:50
  thing
• 8:51
  is
• 8:51
  there's
• 8:51
  a
• 8:51
  push
• 8:51
  that
• 8:52
  there's
• 8:52
  an
• 8:52
  actual
• 8:52
  push
• 8:53
  towards
• 8:53
  retail
• 8:53
  media
• 8:54
  in
• 8:54
  general,
• 8:54
  which
• 8:54
  is
• 8:54
  getting
• 8:55
  advertisers
• 8:55
  to,
• 8:56
  you
• 8:56
  know,
• 8:56
  sell
• 8:57
  ads
• 8:57
  and
• 8:57
  place
• 8:58
  ads
• 8:58
  throughout
• 8:58
  the
• 8:58
  network.
• 8:59
  And
• 8:59
  that's.
• 9:00
  That's
• 9:00
  fueling
• 9:00
  the
• 9:00
  demand
• 9:01
  for
• 9:01
  products,
• 9:01
  which
• 9:01
  is
• 9:01
  creating
• 9:02
  out
• 9:02
  of
• 9:02
  stocks.
• 9:03
  And
• 9:03
  then
• 9:03
  there's
• 9:03
  this,
• 9:04
  the
• 9:04
  lack.
• 9:04
  The
• 9:04
  second
• 9:04
  part
• 9:05
  is
• 9:05
  there's
• 9:05
  a
• 9:05
  lack
• 9:05
  of
• 9:05
  communication
• 9:06
  between
• 9:06
  the
• 9:06
  merchandising
• 9:07
  groups
• 9:07
  and
• 9:07
  the
• 9:07
  advertising
• 9:08
  teams
• 9:08
  inside
• 9:09
  these
• 9:09
  retail
• 9:09
  organizations,
• 9:11
  which
• 9:11
  is
• 9:11
  also
• 9:11
  leading
• 9:11
  to
• 9:12
  ads
• 9:12
  being
• 9:12
  placed
• 9:12
  on
• 9:13
  items
• 9:13
  that
• 9:13
  potentially
• 9:14
  shouldn't
• 9:14
  be
• 9:14
  placed
• 9:15
  because
• 9:15
  the
• 9:15
  inventory
• 9:15
  stock
• 9:16
  isn't
• 9:16
  there.
• 9:17
  So
• 9:17
  those
• 9:17
  are
• 9:17
  the.
• 9:17
  Those
• 9:18
  are
• 9:18
  the
• 9:18
  two
• 9:18
  points
• 9:18
  I
• 9:18
  take
• 9:18
  away.
• 9:19
  The
• 9:19
  interesting
• 9:19
  thing
• 9:19
  for
• 9:20
  me
• 9:20
  is,
• 9:20
  like,
• 9:20
  I
• 9:20
  can
• 9:20
  remember
• 9:21
  just
• 9:21
  this
• 9:21
  past
• 9:21
  weekend,
• 9:22
  I
• 9:22
  was
• 9:22
  having
• 9:23
  a
• 9:23
  conversation
• 9:23
  with
• 9:23
  my
• 9:23
  old
• 9:24
  boss
• 9:24
  at
• 9:24
  a
• 9:24
  retailer
• 9:24
  who
• 9:25
  will
• 9:25
  remain
• 9:25
  nameless,
• 9:26
  but
• 9:26
  you
• 9:26
  could
• 9:26
  probably
• 9:26
  guess
• 9:27
  from
• 9:27
  my
• 9:27
  background,
• 9:27
  and
• 9:27
  all
• 9:28
  of
• 9:28
  our
• 9:28
  loyal
• 9:28
  album
• 9:28
  tech
• 9:28
  fans
• 9:29
  will
• 9:29
  know,
• 9:29
  they
• 9:29
  were
• 9:29
  like,
• 9:30
  they
• 9:30
  Got
• 9:30
  served
• 9:30
  up
• 9:30
  an
• 9:30
  ad
• 9:31
  and
• 9:31
  they
• 9:31
  were
• 9:31
  like,
• 9:32
  I
• 9:32
  thought
• 9:32
  we
• 9:32
  solved
• 9:32
  this
• 9:33
  problem
• 9:33
  a
• 9:33
  few
• 9:33
  years
• 9:33
  ago.
• 9:34
  So
• 9:34
  it
• 9:34
  makes
• 9:34
  me
• 9:35
  think
• 9:35
  that
• 9:35
  you're
• 9:36
  like,
• 9:36
  yes,
• 9:37
  there's
• 9:37
  something
• 9:37
  here.
• 9:37
  There's
• 9:38
  some
• 9:38
  meat
• 9:38
  on
• 9:38
  this
• 9:38
  bone
• 9:38
  of
• 9:39
  like
• 9:39
  the
• 9:39
  fact
• 9:39
  that
• 9:39
  everyone's
• 9:40
  rushing
• 9:40
  towards
• 9:40
  retail
• 9:41
  media
• 9:42
  without
• 9:42
  knowing
• 9:42
  the
• 9:43
  downstream
• 9:43
  implications
• 9:44
  on
• 9:44
  the
• 9:44
  customer
• 9:45
  who's
• 9:45
  clicking
• 9:45
  or
• 9:46
  going
• 9:46
  into
• 9:46
  the
• 9:46
  store
• 9:47
  to
• 9:47
  buy.
• 9:48
  Am
• 9:48
  I
• 9:48
  summing
• 9:48
  that
• 9:49
  up
• 9:49
  correctly
• 9:49
  or
• 9:50
  is
• 9:50
  there
• 9:50
  anything
• 9:50
  else
• 9:50
  you'd
• 9:50
  add
• 9:51
  there?
• 9:51
  Totally,
• 9:52
  I
• 9:52
  would
• 9:52
  say
• 9:52
  there's,
• 9:53
  there's
• 9:53
  huge
• 9:54
  implications
• 9:54
  when
• 9:54
  it
• 9:55
  comes
• 9:55
  to
• 9:55
  planning
• 9:55
  and
• 9:56
  just
• 9:56
  making
• 9:56
  sure
• 9:57
  that
• 9:57
  you
• 9:57
  also
• 9:57
  have
• 9:58
  as
• 9:58
  many
• 9:58
  of
• 9:59
  your,
• 9:59
  you
• 9:59
  know,
• 10:00
  teams
• 10:01
  involved
• 10:01
  in
• 10:01
  that
• 10:02
  planning
• 10:02
  process.
• 10:02
  And
• 10:03
  then
• 10:03
  as
• 10:03
  a
• 10:03
  supplier,
• 10:04
  a
• 10:04
  brand,
• 10:05
  you're
• 10:05
  keeping
• 10:06
  in
• 10:06
  touch
• 10:06
  with
• 10:06
  all
• 10:07
  of
• 10:07
  those
• 10:07
  different
• 10:07
  contacts
• 10:08
  within
• 10:08
  the
• 10:08
  retailer.
• 10:09
  I
• 10:09
  think
• 10:09
  that's
• 10:09
  what's
• 10:09
  really
• 10:10
  going
• 10:10
  to
• 10:10
  be
• 10:10
  point
• 10:11
  to
• 10:11
  having
• 10:11
  a
• 10:11
  successful
• 10:12
  retail
• 10:12
  media
• 10:13
  campaign.
• 10:15
  Jenna,
• 10:15
  let
• 10:15
  me
• 10:16
  ask
• 10:16
  you
• 10:16
  a
• 10:16
  follow
• 10:16
  up
• 10:16
  question
• 10:16
  on
• 10:16
  that
• 10:16
  too.
• 10:16
  Like
• 10:17
  in
• 10:17
  some
• 10:17
  degrees,
• 10:18
  like,
• 10:18
  how
• 10:18
  hard
• 10:18
  is
• 10:19
  this?
• 10:19
  Because
• 10:19
  like,
• 10:19
  couldn't
• 10:19
  you
• 10:20
  just
• 10:20
  flip
• 10:20
  a
• 10:20
  flag
• 10:20
  to
• 10:21
  say
• 10:21
  like,
• 10:21
  don't
• 10:21
  run
• 10:21
  an
• 10:22
  ad
• 10:22
  if
• 10:22
  the
• 10:22
  item's
• 10:23
  not
• 10:23
  in
• 10:23
  stock?
• 10:23
  Like,
• 10:24
  is
• 10:24
  it,
• 10:24
  is
• 10:24
  it
• 10:25
  that
• 10:25
  simple
• 10:25
  or
• 10:25
  is
• 10:26
  there
• 10:26
  like
• 10:26
  a
• 10:26
  connection
• 10:27
  point
• 10:27
  that
• 10:27
  I'm
• 10:27
  missing
• 10:28
  here?
• 10:29
  I
• 10:29
  think,
• 10:29
  you
• 10:29
  know,
• 10:29
  the
• 10:30
  fact
• 10:30
  that
• 10:30
  there's
• 10:30
  so
• 10:31
  many
• 10:31
  different
• 10:31
  systems
• 10:32
  within
• 10:32
  a
• 10:32
  retailer
• 10:33
  that
• 10:33
  they
• 10:33
  use
• 10:34
  so
• 10:34
  many
• 10:34
  different
• 10:35
  dashboards,
• 10:36
  all
• 10:36
  of
• 10:36
  that
• 10:36
  kind
• 10:36
  of
• 10:36
  stuff
• 10:37
  that
• 10:37
  they're
• 10:37
  managing,
• 10:38
  that's
• 10:39
  where
• 10:39
  that
• 10:39
  disconnect
• 10:40
  happens.
• 10:40
  And
• 10:40
  then
• 10:41
  every
• 10:41
  single
• 10:41
  retailer
• 10:42
  could
• 10:42
  either
• 10:43
  be
• 10:43
  purchasing
• 10:44
  a
• 10:44
  product
• 10:44
  that
• 10:44
  they
• 10:44
  run
• 10:44
  all
• 10:45
  of
• 10:45
  their,
• 10:45
  you
• 10:45
  know,
• 10:45
  get
• 10:46
  all
• 10:46
  of
• 10:46
  the
• 10:46
  insights
• 10:46
  on,
• 10:47
  like
• 10:47
  how
• 10:47
  much
• 10:47
  inventory
• 10:48
  of
• 10:48
  something
• 10:48
  that
• 10:48
  do
• 10:48
  I
• 10:49
  actually
• 10:49
  have
• 10:49
  in
• 10:49
  stock.
• 10:50
  Some
• 10:50
  retailers
• 10:51
  are
• 10:51
  so
• 10:51
  advanced
• 10:51
  that
• 10:52
  they
• 10:52
  actually
• 10:52
  have
• 10:52
  their
• 10:52
  own
• 10:53
  systems
• 10:53
  that
• 10:53
  they've
• 10:54
  built.
• 10:54
  Right.
• 10:54
  So
• 10:55
  you,
• 10:55
  you
• 10:56
  can't
• 10:56
  have
• 10:56
  access
• 10:56
  to
• 10:57
  that.
• 10:57
  Like
• 10:57
  me
• 10:57
  as
• 10:57
  a
• 10:58
  supplier,
• 10:58
  I
• 10:58
  would
• 10:58
  not
• 10:59
  have
• 10:59
  access
• 10:59
  to
• 10:59
  that
• 11:00
  proprietary
• 11:00
  information.
• 11:01
  Others,
• 11:02
  you
• 11:02
  know,
• 11:02
  they're
• 11:03
  still
• 11:03
  a
• 11:03
  little
• 11:03
  bit
• 11:03
  behind
• 11:04
  the
• 11:04
  times
• 11:04
  with
• 11:05
  connecting
• 11:06
  all
• 11:06
  of
• 11:06
  that
• 11:06
  and
• 11:06
  being
• 11:06
  able
• 11:07
  to
• 11:07
  provide
• 11:07
  that
• 11:08
  information
• 11:08
  to
• 11:09
  their
• 11:09
  brands
• 11:10
  that
• 11:10
  they're
• 11:10
  working
• 11:10
  with.
• 11:11
  Well,
• 11:12
  and
• 11:12
  I,
• 11:13
  I'm
• 11:13
  wondering
• 11:13
  the
• 11:13
  same
• 11:14
  thing.
• 11:14
  And
• 11:14
  Joy,
• 11:14
  I'd
• 11:14
  love
• 11:15
  for
• 11:15
  you
• 11:15
  to
• 11:15
  just
• 11:15
  break
• 11:16
  this
• 11:16
  down
• 11:16
  for
• 11:16
  us.
• 11:16
  Like
• 11:17
  Jenya
• 11:18
  mentioned
• 11:18
  a
• 11:18
  couple
• 11:18
  things,
• 11:18
  but
• 11:19
  what
• 11:19
  are
• 11:19
  some
• 11:19
  of
• 11:20
  the
• 11:20
  tactics
• 11:20
  that
• 11:20
  retailers
• 11:21
  and
• 11:21
  brands
• 11:22
  right
• 11:22
  now
• 11:22
  are
• 11:22
  deploying
• 11:23
  and
• 11:24
  what's
• 11:24
  actually
• 11:24
  working?
• 11:25
  I
• 11:25
  mean
• 11:25
  there,
• 11:26
  there
• 11:26
  are
• 11:26
  some
• 11:26
  stop
• 11:27
  gaps
• 11:27
  it
• 11:27
  sounds
• 11:27
  like
• 11:27
  that
• 11:28
  they're
• 11:28
  able
• 11:28
  to
• 11:28
  do,
• 11:28
  but
• 11:29
  like
• 11:29
  Jenya
• 11:29
  said,
• 11:29
  not,
• 11:30
  not
• 11:30
  all
• 11:30
  the
• 11:30
  suppliers
• 11:31
  might
• 11:31
  have
• 11:31
  access
• 11:32
  to
• 11:32
  that.
• 11:33
  They,
• 11:33
  they
• 11:33
  don't
• 11:33
  know
• 11:34
  how
• 11:34
  to
• 11:34
  work
• 11:34
  within
• 11:34
  those
• 11:35
  confines
• 11:35
  of,
• 11:36
  of
• 11:36
  a
• 11:36
  system
• 11:36
  that's
• 11:37
  built
• 11:37
  to
• 11:37
  just,
• 11:37
  you
• 11:38
  know,
• 11:38
  put
• 11:39
  a
• 11:39
  Put
• 11:39
  a
• 11:39
  finger
• 11:40
  in
• 11:40
  the
• 11:40
  dam.
• 11:41
  What
• 11:41
  are
• 11:41
  you
• 11:42
  seeing
• 11:43
  that's
• 11:43
  working?
• 11:44
  You
• 11:44
  have
• 11:45
  to
• 11:45
  be
• 11:45
  in
• 11:45
  stock,
• 11:45
  right.
• 11:46
  And
• 11:46
  you
• 11:46
  have
• 11:46
  to
• 11:46
  have
• 11:46
  that
• 11:47
  optimal
• 11:47
  inventory
• 11:47
  to
• 11:48
  support
• 11:48
  whatever
• 11:48
  is
• 11:49
  on
• 11:49
  ad.
• 11:50
  And
• 11:50
  then
• 11:50
  with
• 11:51
  that,
• 11:51
  how
• 11:51
  do
• 11:51
  you
• 11:52
  know
• 11:52
  how
• 11:53
  much
• 11:53
  you
• 11:53
  are
• 11:53
  going
• 11:53
  to
• 11:53
  sell?
• 11:54
  You
• 11:54
  need
• 11:54
  the
• 11:54
  historical
• 11:55
  data
• 11:55
  to
• 11:56
  really
• 11:56
  be
• 11:56
  able
• 11:56
  to
• 11:57
  plan
• 11:57
  for
• 11:57
  that
• 11:58
  demand.
• 11:58
  And
• 11:59
  that
• 11:59
  can
• 11:59
  be
• 11:59
  challenging,
• 11:59
  especially
• 12:00
  if
• 12:00
  the
• 12:00
  ad
• 12:00
  is
• 12:01
  on
• 12:01
  multiple
• 12:02
  places
• 12:03
  or
• 12:05
  you
• 12:05
  know,
• 12:05
  there's
• 12:05
  not
• 12:05
  clarity
• 12:06
  around
• 12:07
  the
• 12:07
  ad.
• 12:09
  Sorry,
• 12:09
  Joy,
• 12:09
  just
• 12:10
  a
• 12:10
  quick
• 12:10
  question
• 12:10
  because.
• 12:11
  Because
• 12:11
  the
• 12:11
  historical
• 12:12
  data
• 12:12
  could
• 12:12
  be
• 12:12
  like
• 12:13
  when
• 12:13
  you're
• 12:13
  running
• 12:13
  an
• 12:14
  ad
• 12:14
  in
• 12:14
  a
• 12:14
  weekly
• 12:15
  circular
• 12:15
  or
• 12:15
  you're
• 12:16
  running
• 12:16
  an
• 12:16
  ad
• 12:17
  on
• 12:17
  a
• 12:17
  T,
• 12:17
  like
• 12:17
  a
• 12:18
  TV
• 12:18
  ad.
• 12:18
  It's
• 12:18
  not
• 12:18
  going
• 12:19
  to
• 12:19
  be
• 12:19
  apples
• 12:19
  to
• 12:19
  apples
• 12:21
  across
• 12:21
  all
• 12:21
  the
• 12:22
  digital
• 12:22
  media.
• 12:23
  Okay.
• 12:23
  Right.
• 12:24
  It
• 12:24
  most
• 12:24
  likely
• 12:25
  the
• 12:25
  historical
• 12:25
  data
• 12:25
  will
• 12:26
  give
• 12:26
  you
• 12:26
  some
• 12:26
  guidance,
• 12:27
  but
• 12:27
  you're
• 12:27
  going
• 12:27
  to
• 12:27
  have
• 12:27
  to
• 12:28
  use
• 12:28
  your
• 12:28
  intuition
• 12:29
  to
• 12:29
  figure
• 12:29
  out
• 12:30
  the
• 12:30
  differences
• 12:30
  between
• 12:31
  what's
• 12:31
  actually
• 12:31
  happening
• 12:32
  or
• 12:32
  what
• 12:32
  you're
• 12:33
  planning
• 12:33
  on
• 12:34
  and
• 12:34
  what
• 12:34
  happened
• 12:34
  historically.
• 12:35
  Right.
• 12:35
  So
• 12:35
  you
• 12:36
  can
• 12:36
  only
• 12:36
  use
• 12:36
  that
• 12:36
  as
• 12:36
  guidance.
• 12:37
  So
• 12:38
  you're
• 12:38
  planning
• 12:38
  your
• 12:38
  demand
• 12:39
  based
• 12:39
  on
• 12:39
  this
• 12:39
  little
• 12:40
  bit
• 12:40
  historical
• 12:40
  information
• 12:41
  that
• 12:41
  hopefully
• 12:42
  you
• 12:42
  have.
• 12:43
  And
• 12:43
  then
• 12:43
  from
• 12:44
  there
• 12:44
  you
• 12:44
  want
• 12:44
  to
• 12:45
  be
• 12:45
  in
• 12:45
  stock.
• 12:46
  So
• 12:46
  you
• 12:46
  have
• 12:46
  to
• 12:46
  plan
• 12:46
  your
• 12:47
  optimal
• 12:47
  inventory
• 12:48
  level
• 12:48
  with
• 12:49
  all
• 12:49
  of
• 12:49
  that.
• 12:50
  You
• 12:50
  want
• 12:50
  to
• 12:50
  make
• 12:50
  sure
• 12:50
  that
• 12:51
  the
• 12:51
  retail
• 12:51
  and
• 12:51
  the
• 12:52
  supplier,
• 12:52
  the
• 12:52
  brand
• 12:53
  are
• 12:53
  aligned
• 12:54
  on
• 12:54
  all
• 12:54
  of
• 12:54
  that.
• 12:54
  Right.
• 12:55
  So
• 12:55
  what's
• 12:55
  the
• 12:55
  demand
• 12:55
  going
• 12:56
  to
• 12:56
  be?
• 12:56
  What's
• 12:57
  the.
• 12:57
  How
• 12:57
  does
• 12:57
  the
• 12:57
  inventory
• 12:58
  need
• 12:58
  to
• 12:58
  be
• 12:58
  planned?
• 12:59
  And
• 12:59
  not
• 12:59
  just
• 12:59
  inventory
• 13:00
  in
• 13:00
  total,
• 13:00
  but
• 13:01
  in
• 13:01
  different
• 13:01
  distribution
• 13:03
  centers.
• 13:04
  Right.
• 13:04
  So
• 13:05
  from
• 13:05
  there
• 13:05
  you
• 13:05
  want
• 13:05
  to
• 13:05
  make
• 13:06
  sure
• 13:06
  that
• 13:06
  the
• 13:06
  product
• 13:06
  is
• 13:07
  shipped
• 13:07
  on
• 13:07
  time
• 13:08
  and
• 13:08
  in
• 13:08
  full.
• 13:08
  Right.
• 13:09
  So
• 13:09
  you
• 13:09
  know
• 13:09
  the
• 13:09
  quantity
• 13:10
  that
• 13:10
  you
• 13:10
  think
• 13:10
  you're
• 13:11
  going
• 13:11
  to
• 13:11
  sell,
• 13:11
  the
• 13:11
  inventory
• 13:12
  that
• 13:12
  you
• 13:12
  need
• 13:12
  to
• 13:13
  support
• 13:13
  that.
• 13:13
  And
• 13:14
  then
• 13:14
  you
• 13:14
  have
• 13:14
  to
• 13:14
  make
• 13:14
  sure
• 13:15
  that
• 13:15
  it's
• 13:15
  shipped
• 13:15
  on
• 13:16
  time
• 13:16
  and
• 13:16
  in
• 13:16
  full.
• 13:17
  And
• 13:17
  that's
• 13:17
  where
• 13:18
  that
• 13:18
  scorecarding
• 13:19
  can
• 13:19
  really
• 13:19
  help
• 13:20
  to
• 13:20
  really
• 13:20
  make
• 13:20
  sure
• 13:21
  that
• 13:21
  you're
• 13:21
  understanding
• 13:22
  not
• 13:22
  only
• 13:23
  did
• 13:23
  I
• 13:23
  plan
• 13:23
  for
• 13:23
  this
• 13:24
  appropriately,
• 13:24
  then
• 13:24
  I
• 13:25
  received
• 13:25
  it
• 13:25
  appropriately.
• 13:27
  You
• 13:27
  know,
• 13:27
  there
• 13:27
  could
• 13:27
  be
• 13:28
  additional
• 13:28
  factors,
• 13:29
  Right.
• 13:29
  Because
• 13:29
  it's
• 13:29
  advertised
• 13:30
  in
• 13:30
  one
• 13:31
  retailer,
• 13:32
  the
• 13:32
  demand
• 13:32
  could
• 13:33
  go
• 13:33
  up
• 13:33
  in
• 13:33
  other
• 13:33
  retailers
• 13:34
  for
• 13:34
  that.
• 13:34
  And
• 13:35
  so
• 13:35
  you
• 13:35
  have
• 13:35
  to
• 13:35
  kind
• 13:36
  of
• 13:36
  be
• 13:36
  really
• 13:36
  creative
• 13:37
  about
• 13:38
  those
• 13:38
  plans
• 13:38
  that
• 13:39
  I
• 13:39
  talked
• 13:39
  about,
• 13:39
  those
• 13:39
  demand
• 13:40
  plans
• 13:40
  as
• 13:40
  well
• 13:40
  as
• 13:41
  the
• 13:41
  inventory
• 13:41
  plans.
• 13:42
  So
• 13:42
  you
• 13:43
  have
• 13:43
  to
• 13:43
  have
• 13:43
  the
• 13:43
  right
• 13:43
  data
• 13:43
  and
• 13:44
  you
• 13:44
  have
• 13:44
  to
• 13:44
  have
• 13:44
  the
• 13:44
  right
• 13:45
  tools
• 13:45
  in
• 13:45
  order
• 13:45
  to
• 13:46
  kind
• 13:46
  of
• 13:46
  figure
• 13:46
  out
• 13:47
  what
• 13:47
  is
• 13:48
  your
• 13:48
  best
• 13:48
  guess
• 13:48
  at
• 13:49
  what's
• 13:49
  going
• 13:49
  to
• 13:49
  happen
• 13:50
  so
• 13:50
  you
• 13:50
  can
• 13:50
  support
• 13:50
  it
• 13:51
  with
• 13:51
  the
• 13:51
  inventory.
• 13:52
  Joy,
• 13:52
  are
• 13:53
  there
• 13:53
  any
• 13:53
  like
• 13:54
  crazy
• 13:54
  stories
• 13:55
  that
• 13:55
  you're
• 13:55
  hearing
• 13:55
  because
• 13:56
  the,
• 13:56
  the
• 13:56
  virality
• 13:57
  or
• 13:57
  the
• 13:57
  interest
• 13:58
  of
• 13:58
  in
• 13:58
  some
• 13:58
  of
• 13:59
  these
• 13:59
  products,
• 13:59
  like
• 13:59
  it's,
• 14:00
  it
• 14:00
  what
• 14:01
  you
• 14:01
  just
• 14:01
  talked
• 14:01
  about
• 14:01
  makes
• 14:02
  sense,
• 14:02
  but
• 14:02
  it
• 14:02
  seems
• 14:03
  like
• 14:03
  it's
• 14:03
  moving
• 14:03
  so
• 14:03
  much
• 14:04
  faster
• 14:04
  than
• 14:04
  that.
• 14:04
  Like,
• 14:05
  do
• 14:05
  you
• 14:05
  ever
• 14:05
  see
• 14:06
  retailers
• 14:06
  that
• 14:07
  are
• 14:07
  trying
• 14:07
  to
• 14:07
  shift
• 14:08
  inventory
• 14:08
  back
• 14:08
  and
• 14:09
  forth?
• 14:09
  Or
• 14:09
  like,
• 14:09
  how
• 14:10
  are
• 14:10
  they,
• 14:11
  what
• 14:11
  are
• 14:11
  like
• 14:11
  the
• 14:12
  temporary
• 14:13
  solutions
• 14:14
  that
• 14:14
  they've
• 14:14
  come
• 14:14
  up
• 14:14
  with
• 14:14
  to
• 14:15
  try
• 14:15
  to
• 14:15
  do
• 14:15
  this
• 14:16
  and
• 14:16
  where
• 14:16
  are
• 14:16
  the
• 14:17
  issues
• 14:17
  with
• 14:17
  that?
• 14:18
  I
• 14:19
  mean,
• 14:19
  I
• 14:20
  think
• 14:20
  that
• 14:20
  there's
• 14:20
  probably
• 14:22
  always
• 14:23
  some
• 14:23
  sort
• 14:24
  of
• 14:24
  an
• 14:24
  issue.
• 14:24
  Right.
• 14:25
  You're
• 14:25
  not
• 14:25
  going
• 14:25
  to
• 14:25
  be
• 14:25
  100%.
• 14:26
  Right.
• 14:26
  And
• 14:26
  so
• 14:27
  there
• 14:27
  has
• 14:27
  to
• 14:27
  be
• 14:27
  flexibility.
• 14:28
  You
• 14:28
  have
• 14:28
  to
• 14:28
  hedge
• 14:29
  your
• 14:29
  bets
• 14:29
  a
• 14:30
  bit.
• 14:30
  And
• 14:31
  then
• 14:31
  there's
• 14:31
  things
• 14:31
  that
• 14:31
  you
• 14:32
  can't
• 14:32
  plan
• 14:32
  for.
• 14:32
  Right.
• 14:33
  There
• 14:33
  are
• 14:33
  things
• 14:33
  that
• 14:33
  go
• 14:34
  viral
• 14:34
  and
• 14:34
  you
• 14:35
  have
• 14:35
  no
• 14:35
  idea.
• 14:36
  And
• 14:36
  you
• 14:36
  could
• 14:37
  have
• 14:37
  never,
• 14:37
  with
• 14:37
  all
• 14:38
  of
• 14:38
  the
• 14:38
  historical
• 14:38
  data
• 14:39
  that
• 14:39
  I
• 14:39
  spoke
• 14:39
  about,
• 14:40
  you
• 14:40
  could
• 14:40
  have
• 14:40
  never,
• 14:42
  ever
• 14:42
  predicted
• 14:43
  it.
• 14:43
  And
• 14:43
  then
• 14:43
  you
• 14:43
  just
• 14:44
  have
• 14:44
  to
• 14:44
  react
• 14:44
  as
• 14:44
  best
• 14:45
  as
• 14:45
  you
• 14:45
  can
• 14:46
  and
• 14:46
  use
• 14:46
  your
• 14:47
  resources
• 14:47
  to
• 14:47
  try
• 14:47
  and
• 14:48
  figure
• 14:48
  out
• 14:48
  how
• 14:48
  you
• 14:48
  can
• 14:49
  fill
• 14:49
  that
• 14:49
  demand.
• 14:50
  Actually,
• 14:51
  Jenny
• 14:51
  and
• 14:51
  I
• 14:51
  were
• 14:51
  talking
• 14:52
  about
• 14:52
  an
• 14:52
  example
• 14:52
  that
• 14:53
  I
• 14:53
  had
• 14:53
  from
• 14:54
  when
• 14:54
  I
• 14:54
  worked
• 14:55
  at
• 14:55
  a
• 14:55
  department
• 14:55
  store
• 14:56
  a
• 14:56
  long
• 14:56
  time
• 14:56
  ago
• 14:57
  and
• 14:58
  Sex
• 14:58
  and
• 14:58
  the
• 14:58
  City,
• 14:59
  Carrie
• 14:59
  Bradshaw
• 15:00
  wore
• 15:01
  pearl
• 15:01
  necklace.
• 15:02
  Like,
• 15:02
  I
• 15:02
  think
• 15:02
  it
• 15:03
  was
• 15:03
  a
• 15:03
  three
• 15:03
  strand,
• 15:03
  it
• 15:03
  was
• 15:04
  a
• 15:04
  multi
• 15:04
  strand.
• 15:05
  And
• 15:05
  I
• 15:05
  was
• 15:05
  watching
• 15:06
  it
• 15:06
  on
• 15:06
  tv.
• 15:07
  And
• 15:07
  then
• 15:07
  the
• 15:07
  next
• 15:08
  day
• 15:09
  we
• 15:09
  sold
• 15:09
  out
• 15:09
  everywhere.
• 15:10
  And
• 15:10
  I
• 15:10
  was
• 15:10
  the
• 15:10
  planner
• 15:11
  for
• 15:11
  that
• 15:11
  area.
• 15:11
  And
• 15:12
  I'm
• 15:12
  trying
• 15:12
  to
• 15:12
  figure
• 15:13
  out
• 15:13
  how
• 15:13
  do
• 15:13
  I
• 15:13
  get
• 15:13
  more
• 15:13
  inventory,
• 15:14
  how
• 15:14
  do
• 15:14
  I
• 15:14
  stay
• 15:14
  on
• 15:15
  top
• 15:15
  of
• 15:15
  it?
• 15:15
  It's
• 15:16
  wonderful
• 15:16
  because
• 15:16
  you
• 15:16
  sold
• 15:17
  all
• 15:17
  of
• 15:17
  your
• 15:17
  inventory.
• 15:18
  Right.
• 15:18
  So
• 15:18
  that's
• 15:18
  kind
• 15:19
  of
• 15:19
  what
• 15:20
  you
• 15:20
  want
• 15:20
  to
• 15:20
  do.
• 15:20
  But
• 15:20
  there
• 15:20
  was
• 15:21
  so
• 15:21
  much
• 15:21
  more
• 15:21
  demand
• 15:21
  that
• 15:22
  we
• 15:22
  wanted
• 15:22
  to
• 15:22
  fill
• 15:23
  that
• 15:23
  we
• 15:23
  did
• 15:24
  eventually.
• 15:24
  But
• 15:25
  there
• 15:25
  are
• 15:25
  certain
• 15:25
  trends
• 15:26
  like
• 15:26
  that
• 15:26
  that
• 15:26
  you
• 15:26
  just,
• 15:27
  no
• 15:27
  matter
• 15:27
  how
• 15:27
  hard
• 15:28
  you
• 15:28
  try,
• 15:28
  you
• 15:28
  can
• 15:28
  only
• 15:28
  chase
• 15:29
  it
• 15:29
  so
• 15:29
  much.
• 15:30
  And
• 15:30
  that
• 15:30
  stresses,
• 15:31
  I
• 15:31
  imagine,
• 15:31
  the
• 15:31
  importance
• 15:32
  of
• 15:32
  getting
• 15:33
  back
• 15:33
  to,
• 15:33
  you
• 15:34
  know,
• 15:34
  everybody
• 15:34
  kind
• 15:34
  of
• 15:35
  working
• 15:35
  from
• 15:36
  the
• 15:36
  same
• 15:36
  database,
• 15:37
  understanding
• 15:38
  in
• 15:38
  real
• 15:38
  time
• 15:39
  where
• 15:39
  products
• 15:39
  are,
• 15:40
  what
• 15:40
  kind
• 15:40
  of
• 15:41
  availability
• 15:42
  they
• 15:42
  have
• 15:43
  based
• 15:43
  on,
• 15:43
  you
• 15:44
  know,
• 15:44
  how
• 15:44
  quickly
• 15:45
  they're
• 15:45
  going
• 15:45
  to
• 15:45
  need
• 15:45
  to
• 15:45
  respond.
• 15:46
  Jenya,
• 15:46
  anything
• 15:47
  that
• 15:47
  you'd
• 15:47
  throw
• 15:48
  in
• 15:48
  here
• 15:48
  based
• 15:48
  on
• 15:48
  what
• 15:49
  Joy
• 15:49
  just
• 15:49
  said?
• 15:50
  Yeah,
• 15:50
  I
• 15:50
  mean,
• 15:51
  back
• 15:51
  in
• 15:51
  my
• 15:52
  time,
• 15:52
  you
• 15:52
  know,
• 15:52
  working
• 15:53
  in
• 15:53
  retail
• 15:53
  media,
• 15:54
  there's
• 15:54
  for
• 15:54
  sure
• 15:55
  opportunity
• 15:56
  to
• 15:56
  like
• 15:57
  really
• 15:57
  tackle
• 15:58
  some
• 15:58
  of
• 15:58
  those
• 15:58
  contingency
• 15:59
  plans.
• 16:00
  That's
• 16:00
  a
• 16:00
  big
• 16:01
  thing
• 16:01
  that
• 16:01
  we
• 16:01
  would
• 16:02
  always
• 16:02
  bring
• 16:02
  up
• 16:03
  in
• 16:03
  terms
• 16:03
  of,
• 16:03
  you
• 16:04
  know,
• 16:04
  the,
• 16:04
  from
• 16:05
  the
• 16:05
  retail
• 16:05
  side
• 16:05
  with
• 16:06
  our
• 16:06
  brands
• 16:06
  is,
• 16:07
  hey,
• 16:07
  what
• 16:07
  are
• 16:07
  you
• 16:07
  going
• 16:07
  to
• 16:07
  do
• 16:08
  if
• 16:08
  there's
• 16:08
  the
• 16:08
  product
• 16:09
  that's
• 16:09
  going
• 16:09
  to
• 16:09
  go
• 16:09
  out
• 16:09
  of
• 16:10
  stock?
• 16:10
  Do
• 16:10
  you
• 16:10
  have
• 16:10
  a
• 16:10
  plan
• 16:11
  for
• 16:11
  that?
• 16:11
  Being
• 16:12
  proactive
• 16:12
  about
• 16:12
  those
• 16:13
  types
• 16:13
  of
• 16:13
  conversations,
• 16:14
  I
• 16:14
  think
• 16:14
  is
• 16:14
  so
• 16:15
  important.
• 16:15
  And
• 16:15
  that's
• 16:15
  really
• 16:16
  going
• 16:16
  to
• 16:16
  set
• 16:16
  you
• 16:16
  apart
• 16:17
  both
• 16:17
  as
• 16:17
  the
• 16:17
  Retailer
• 16:18
  and
• 16:18
  as
• 16:19
  the
• 16:19
  brand
• 16:19
  that's
• 16:20
  wanting
• 16:20
  to
• 16:20
  advertise
• 16:21
  and
• 16:21
  participate
• 16:22
  in
• 16:22
  media
• 16:22
  campaigns,
• 16:24
  thinking
• 16:24
  about
• 16:24
  how
• 16:24
  do
• 16:25
  you
• 16:25
  share
• 16:25
  the
• 16:25
  information
• 16:26
  with
• 16:26
  them,
• 16:26
  how
• 16:26
  do
• 16:26
  you
• 16:26
  get
• 16:27
  everyone
• 16:27
  on
• 16:27
  the
• 16:27
  same
• 16:27
  dashboards
• 16:28
  or
• 16:28
  on
• 16:28
  the
• 16:28
  same
• 16:28
  reporting
• 16:29
  tools
• 16:29
  so
• 16:30
  that
• 16:30
  everybody
• 16:31
  can
• 16:31
  actually
• 16:31
  proactively
• 16:32
  see
• 16:32
  all
• 16:33
  of
• 16:33
  those
• 16:33
  different
• 16:33
  inventory
• 16:34
  lines
• 16:34
  levels,
• 16:35
  the
• 16:35
  supply
• 16:36
  chain
• 16:36
  performance
• 16:36
  that's
• 16:37
  happening,
• 16:37
  merchandising
• 16:38
  can
• 16:38
  actually
• 16:38
  see
• 16:38
  those
• 16:39
  demand
• 16:39
  spikes
• 16:40
  and
• 16:40
  actually
• 16:41
  see
• 16:41
  that
• 16:41
  in
• 16:41
  real
• 16:42
  time.
• 16:42
  And
• 16:42
  that's,
• 16:42
  it's
• 16:43
  a
• 16:43
  challenge,
• 16:43
  but
• 16:44
  that's
• 16:44
  definitely
• 16:44
  a
• 16:45
  huge
• 16:45
  opportunity
• 16:46
  that
• 16:46
  I
• 16:46
  see
• 16:46
  today.
• 16:47
  There's
• 16:47
  two
• 16:47
  issues
• 16:48
  here.
• 16:48
  There's
• 16:49
  the,
• 16:49
  the
• 16:49
  store
• 16:50
  side
• 16:50
  inventory
• 16:51
  levels,
• 16:51
  which
• 16:51
  is
• 16:51
  all
• 16:52
  about
• 16:52
  planning
• 16:52
  and
• 16:53
  collaboration.
• 16:54
  And
• 16:54
  then
• 16:55
  I
• 16:55
  remember
• 16:55
  if
• 16:56
  Jenny
• 16:56
  or
• 16:56
  Joy,
• 16:56
  you
• 16:56
  mentioned,
• 16:57
  or
• 16:57
  maybe
• 16:57
  you
• 16:57
  both
• 16:57
  did
• 16:57
  that,
• 16:58
  then
• 16:58
  there's
• 16:58
  the
• 16:58
  real
• 16:59
  time
• 16:59
  nature
• 16:59
  of
• 16:59
  the
• 17:00
  retail
• 17:00
  media
• 17:00
  network
• 17:01
  too,
• 17:01
  and
• 17:01
  digital,
• 17:02
  where
• 17:02
  those
• 17:02
  ads
• 17:03
  are
• 17:03
  just
• 17:03
  coming
• 17:03
  at
• 17:03
  you
• 17:04
  in
• 17:04
  real
• 17:05
  time,
• 17:05
  they're
• 17:05
  getting
• 17:05
  placed
• 17:06
  and
• 17:07
  there
• 17:07
  has
• 17:07
  to
• 17:07
  be
• 17:07
  a
• 17:07
  coordination
• 17:08
  of
• 17:08
  the
• 17:08
  inventory
• 17:09
  on
• 17:09
  that
• 17:09
  in
• 17:10
  those
• 17:10
  particularly
• 17:11
  because
• 17:11
  you
• 17:11
  never
• 17:11
  want
• 17:11
  to
• 17:11
  advertise
• 17:12
  something
• 17:12
  that's
• 17:12
  out
• 17:13
  of
• 17:13
  stock.
• 17:13
  That's
• 17:13
  just,
• 17:13
  that's
• 17:14
  just
• 17:14
  not
• 17:14
  a
• 17:14
  good
• 17:15
  thing
• 17:15
  to
• 17:15
  do.
• 17:16
  So
• 17:16
  I'm
• 17:17
  curious,
• 17:17
  Joy,
• 17:17
  like,
• 17:18
  how
• 17:18
  do
• 17:18
  you
• 17:19
  think
• 17:19
  about
• 17:19
  that
• 17:19
  difference
• 17:20
  and
• 17:20
  what
• 17:20
  are
• 17:20
  the
• 17:21
  things
• 17:21
  SPS
• 17:21
  is
• 17:22
  working
• 17:22
  on
• 17:22
  with
• 17:22
  their
• 17:23
  clients
• 17:23
  to,
• 17:24
  you
• 17:24
  know,
• 17:24
  help
• 17:25
  improve
• 17:25
  the
• 17:25
  dynamics
• 17:26
  across
• 17:26
  those
• 17:27
  two
• 17:27
  dimensions?
• 17:29
  I
• 17:29
  mean,
• 17:29
  I'd
• 17:29
  say,
• 17:30
  you
• 17:30
  know,
• 17:30
  working
• 17:30
  with
• 17:31
  customers
• 17:31
  to
• 17:31
  be
• 17:31
  that
• 17:32
  trusted
• 17:32
  advisor.
• 17:33
  Right.
• 17:33
  Like
• 17:34
  the
• 17:34
  collaboration
• 17:35
  that
• 17:35
  we
• 17:35
  talked
• 17:36
  about
• 17:36
  a
• 17:36
  bunch
• 17:37
  today
• 17:38
  already,
• 17:39
  that
• 17:39
  really
• 17:40
  starts,
• 17:40
  in
• 17:40
  my
• 17:41
  opinion,
• 17:41
  with
• 17:42
  data
• 17:42
  and
• 17:42
  building
• 17:43
  a
• 17:43
  relationship
• 17:43
  between
• 17:44
  the
• 17:45
  brand
• 17:45
  and
• 17:45
  the
• 17:46
  retailer
• 17:47
  so
• 17:47
  that
• 17:48
  it's
• 17:48
  a
• 17:48
  partnership
• 17:49
  between
• 17:49
  them.
• 17:50
  They're
• 17:50
  balancing
• 17:51
  each
• 17:51
  other
• 17:51
  to
• 17:52
  make
• 17:52
  this
• 17:52
  work,
• 17:52
  it's
• 17:53
  profitable
• 17:53
  and
• 17:53
  it's
• 17:54
  the
• 17:54
  best
• 17:55
  case
• 17:55
  scenario
• 17:56
  for
• 17:56
  both
• 17:57
  of
• 17:57
  them.
• 17:58
  And
• 17:58
  so
• 17:58
  for
• 17:58
  me,
• 17:59
  that
• 17:59
  that
• 17:59
  really
• 17:59
  starts
• 18:00
  with
• 18:01
  a
• 18:01
  supplier
• 18:01
  or
• 18:02
  brand
• 18:03
  becoming
• 18:03
  that
• 18:04
  trusted
• 18:04
  resource
• 18:05
  for
• 18:05
  retailer
• 18:06
  and
• 18:06
  then
• 18:06
  for
• 18:07
  the
• 18:07
  retail,
• 18:08
  I
• 18:08
  kind
• 18:08
  of
• 18:08
  think
• 18:08
  of
• 18:08
  it
• 18:09
  as
• 18:09
  them
• 18:09
  being,
• 18:10
  you
• 18:10
  know,
• 18:11
  communicative
• 18:12
  as
• 18:12
  possible
• 18:13
  and
• 18:14
  allowing
• 18:15
  the
• 18:16
  brands
• 18:17
  or
• 18:17
  the
• 18:17
  suppliers
• 18:18
  to
• 18:18
  really
• 18:19
  help
• 18:19
  in
• 18:19
  terms
• 18:20
  of
• 18:20
  managing
• 18:20
  the
• 18:20
  business.
• 18:22
  That
• 18:22
  would
• 18:22
  be
• 18:23
  probably
• 18:24
  the
• 18:24
  best
• 18:24
  case
• 18:24
  scenario
• 18:25
  in
• 18:25
  terms
• 18:25
  of
• 18:25
  really
• 18:26
  being
• 18:26
  able
• 18:26
  to
• 18:26
  support
• 18:27
  how
• 18:27
  these
• 18:27
  ads
• 18:28
  can
• 18:28
  fluctuate.
• 18:29
  But
• 18:30
  go
• 18:30
  deeper
• 18:30
  for
• 18:30
  me
• 18:30
  on
• 18:31
  that,
• 18:31
  because
• 18:31
  in
• 18:31
  the
• 18:31
  digital
• 18:31
  space,
• 18:32
  one
• 18:32
  thing
• 18:32
  that's
• 18:32
  particularly,
• 18:34
  you
• 18:34
  know,
• 18:34
  a
• 18:35
  part
• 18:35
  of
• 18:35
  that
• 18:35
  space
• 18:36
  or
• 18:36
  operating
• 18:36
  retail
• 18:37
  in
• 18:37
  that
• 18:37
  space
• 18:37
  is
• 18:37
  that
• 18:38
  there's
• 18:38
  only
• 18:38
  so
• 18:38
  much
• 18:39
  you
• 18:39
  can
• 18:39
  communicate.
• 18:39
  A
• 18:39
  lot
• 18:40
  of
• 18:40
  it's
• 18:40
  happening
• 18:40
  behind
• 18:41
  the
• 18:41
  scenes
• 18:41
  through
• 18:41
  automation
• 18:42
  and
• 18:42
  different
• 18:43
  technological
• 18:44
  systems.
• 18:45
  So
• 18:45
  what
• 18:45
  are
• 18:45
  the
• 18:45
  things
• 18:46
  that
• 18:46
  you
• 18:46
  found
• 18:46
  work,
• 18:47
  well,
• 18:48
  you
• 18:48
  know,
• 18:48
  in
• 18:48
  your,
• 18:49
  in
• 18:49
  your
• 18:49
  coaching
• 18:50
  or
• 18:50
  your
• 18:50
  tutelage
• 18:50
  of
• 18:51
  the
• 18:51
  retailers
• 18:51
  and
• 18:51
  the
• 18:52
  brands
• 18:52
  working
• 18:52
  together
• 18:53
  that
• 18:53
  you
• 18:53
  think
• 18:54
  helps
• 18:54
  Them
• 18:54
  kind
• 18:55
  of
• 18:55
  manage
• 18:55
  it,
• 18:56
  you
• 18:56
  know,
• 18:56
  without
• 18:57
  the
• 18:57
  human
• 18:57
  intervention
• 18:58
  as
• 18:58
  well.
• 19:00
  Well,
• 19:00
  I
• 19:01
  mean,
• 19:02
  if
• 19:02
  you
• 19:03
  are
• 19:03
  planful
• 19:04
  in
• 19:04
  terms
• 19:04
  of
• 19:05
  knowing
• 19:05
  that
• 19:05
  these
• 19:06
  ads
• 19:06
  are
• 19:07
  happening,
• 19:07
  right.
• 19:08
  And
• 19:08
  we
• 19:08
  know
• 19:08
  that
• 19:08
  there's
• 19:09
  going
• 19:09
  to
• 19:09
  be
• 19:09
  some
• 19:09
  fluctuation,
• 19:10
  I
• 19:10
  would
• 19:10
  say
• 19:10
  one
• 19:11
  thing
• 19:11
  would
• 19:11
  be
• 19:11
  having
• 19:12
  the
• 19:12
  reporting
• 19:13
  and
• 19:13
  dashboarding
• 19:14
  available
• 19:15
  to
• 19:15
  you
• 19:15
  so
• 19:15
  that
• 19:16
  you
• 19:16
  can
• 19:17
  quickly
• 19:17
  see
• 19:18
  what's
• 19:18
  happening
• 19:18
  within
• 19:18
  the
• 19:19
  business.
• 19:19
  You're
• 19:20
  not
• 19:20
  spending
• 19:20
  time
• 19:21
  trying
• 19:21
  to
• 19:21
  pull
• 19:21
  reports
• 19:22
  and
• 19:22
  wonder
• 19:23
  what's
• 19:24
  happening.
• 19:24
  You're
• 19:25
  seeing
• 19:25
  the
• 19:25
  trends
• 19:26
  so
• 19:26
  that
• 19:27
  you
• 19:27
  can
• 19:27
  react
• 19:27
  as
• 19:27
  soon
• 19:28
  as
• 19:28
  possible.
• 19:28
  Right.
• 19:29
  And
• 19:29
  that
• 19:29
  really
• 19:29
  takes
• 19:31
  being
• 19:31
  planful
• 19:32
  about
• 19:32
  how
• 19:32
  you
• 19:32
  want
• 19:32
  to
• 19:33
  look
• 19:33
  at
• 19:33
  your
• 19:33
  business
• 19:33
  and
• 19:34
  how
• 19:34
  you
• 19:34
  want
• 19:34
  to
• 19:35
  read
• 19:35
  this
• 19:35
  ad
• 19:35
  and
• 19:36
  see
• 19:36
  how
• 19:36
  it's
• 19:37
  doing
• 19:37
  so
• 19:37
  that
• 19:37
  you
• 19:37
  don't
• 19:38
  have
• 19:38
  to
• 19:38
  do
• 19:38
  that
• 19:38
  real
• 19:39
  time,
• 19:39
  you
• 19:39
  can
• 19:39
  do
• 19:39
  that
• 19:39
  in
• 19:40
  advance
• 19:40
  and
• 19:40
  then
• 19:41
  real
• 19:41
  time,
• 19:41
  you
• 19:41
  can
• 19:41
  react.
• 19:42
  So
• 19:42
  that
• 19:43
  would
• 19:43
  be
• 19:43
  one
• 19:43
  way
• 19:44
  and
• 19:44
  that's
• 19:44
  more
• 19:45
  related
• 19:45
  to,
• 19:46
  you
• 19:46
  know,
• 19:46
  the
• 19:46
  sales
• 19:47
  that
• 19:47
  are
• 19:48
  coming
• 19:48
  in
• 19:48
  from
• 19:48
  an
• 19:48
  ad.
• 19:49
  And
• 19:49
  then
• 19:49
  I
• 19:49
  think
• 19:50
  the
• 19:50
  second
• 19:50
  way
• 19:50
  would
• 19:51
  be
• 19:51
  the
• 19:51
  scorecarding.
• 19:52
  Right.
• 19:52
  Really
• 19:53
  understanding
• 19:54
  what
• 19:55
  from
• 19:55
  a
• 19:55
  supply
• 19:56
  chain
• 19:56
  perspective
• 19:56
  you
• 19:57
  have
• 19:57
  coming
• 19:57
  in,
• 19:57
  where
• 19:58
  it
• 19:58
  is
• 19:58
  in
• 19:58
  your
• 19:58
  supply
• 19:59
  chain,
• 19:59
  how
• 20:00
  quickly
• 20:00
  you
• 20:00
  can
• 20:00
  get
• 20:01
  something.
• 20:01
  And
• 20:02
  all,
• 20:02
  all
• 20:02
  of
• 20:02
  that
• 20:02
  could
• 20:03
  be
• 20:03
  available
• 20:03
  within
• 20:04
  some
• 20:04
  supply
• 20:05
  chain
• 20:05
  metrics
• 20:05
  that
• 20:06
  help
• 20:06
  you
• 20:06
  understand
• 20:06
  how
• 20:07
  to
• 20:07
  react,
• 20:08
  where
• 20:08
  your
• 20:08
  inventory
• 20:09
  is
• 20:09
  positioned
• 20:10
  across
• 20:10
  distribution
• 20:11
  centers
• 20:12
  or
• 20:12
  other
• 20:12
  places
• 20:13
  so
• 20:13
  that
• 20:13
  you
• 20:13
  can
• 20:14
  pull
• 20:14
  in
• 20:14
  inventory
• 20:15
  if
• 20:15
  needed
• 20:15
  to
• 20:16
  support
• 20:16
  where
• 20:16
  you
• 20:17
  might
• 20:17
  see
• 20:17
  so
• 20:17
  you
• 20:18
  can
• 20:18
  react
• 20:18
  better.
• 20:19
  Because
• 20:20
  as
• 20:20
  planful
• 20:20
  as
• 20:20
  you
• 20:21
  want
• 20:21
  to
• 20:21
  be,
• 20:21
  you're
• 20:21
  going
• 20:21
  to
• 20:22
  have
• 20:22
  to
• 20:22
  react.
• 20:22
  Right.
• 20:23
  We
• 20:23
  know
• 20:23
  that
• 20:23
  that's
• 20:23
  there.
• 20:24
  So
• 20:24
  if
• 20:24
  you
• 20:24
  have
• 20:24
  the
• 20:24
  tools
• 20:25
  in
• 20:25
  place
• 20:25
  to
• 20:25
  do
• 20:25
  that,
• 20:26
  it
• 20:26
  makes
• 20:27
  it
• 20:27
  easier
• 20:28
  for
• 20:28
  you
• 20:28
  to
• 20:28
  be
• 20:28
  able
• 20:28
  to
• 20:28
  react
• 20:30
  well.
• 20:30
  And
• 20:30
  Jenya,
• 20:31
  I'm
• 20:31
  curious
• 20:31
  because
• 20:32
  you've
• 20:32
  been
• 20:32
  on
• 20:32
  both
• 20:33
  sides,
• 20:33
  the
• 20:33
  client
• 20:34
  side
• 20:34
  and
• 20:34
  now
• 20:35
  you're
• 20:35
  on
• 20:35
  the
• 20:36
  support
• 20:36
  side
• 20:37
  from
• 20:37
  sps.
• 20:39
  There
• 20:40
  has
• 20:40
  to
• 20:40
  be
• 20:41
  data
• 20:41
  that's
• 20:42
  coming
• 20:42
  back
• 20:42
  after
• 20:43
  the
• 20:43
  brands
• 20:43
  have
• 20:43
  made
• 20:44
  this
• 20:44
  invest
• 20:44
  this
• 20:44
  retail
• 20:45
  media
• 20:45
  investment
• 20:46
  that's
• 20:46
  showing
• 20:46
  like
• 20:47
  we
• 20:47
  put
• 20:47
  this
• 20:47
  much
• 20:48
  money
• 20:48
  in,
• 20:48
  but
• 20:48
  what
• 20:49
  was
• 20:49
  the
• 20:49
  uplift
• 20:49
  in
• 20:50
  sales?
• 20:50
  It
• 20:50
  wasn't
• 20:50
  what
• 20:51
  we
• 20:51
  expected
• 20:51
  or
• 20:52
  whatever.
• 20:52
  Like
• 20:52
  how
• 20:53
  is
• 20:53
  what
• 20:53
  Joy's
• 20:54
  talking
• 20:54
  about
• 20:54
  being
• 20:55
  processed
• 20:55
  and
• 20:56
  how
• 20:56
  are
• 20:56
  things
• 20:57
  being
• 20:57
  changed
• 20:58
  on
• 20:58
  the
• 20:58
  retailer
• 20:58
  and
• 20:59
  brand
• 20:59
  sides
• 21:00
  accordingly
• 21:00
  in
• 21:01
  order
• 21:01
  to
• 21:01
  kind
• 21:01
  of
• 21:02
  make
• 21:02
  this
• 21:03
  work
• 21:03
  better
• 21:04
  and
• 21:04
  avoid
• 21:05
  these
• 21:05
  kinds
• 21:05
  of
• 21:05
  problems.
• 21:07
  Yeah,
• 21:07
  I
• 21:07
  think
• 21:08
  transparency
• 21:08
  is
• 21:09
  like
• 21:09
  a
• 21:09
  huge
• 21:09
  thing
• 21:10
  and
• 21:10
  understanding
• 21:11
  different
• 21:11
  ways
• 21:12
  of
• 21:12
  reporting.
• 21:13
  So
• 21:14
  retailers
• 21:14
  will
• 21:15
  have
• 21:15
  their
• 21:15
  own
• 21:15
  ways
• 21:16
  of
• 21:16
  saying
• 21:16
  that
• 21:17
  this,
• 21:18
  you
• 21:18
  know,
• 21:19
  this
• 21:19
  ad
• 21:19
  was
• 21:20
  really,
• 21:20
  really
• 21:21
  performed
• 21:21
  really
• 21:21
  well
• 21:22
  for
• 21:22
  us.
• 21:22
  Yeah.
• 21:23
  So
• 21:23
  many
• 21:23
  impressions.
• 21:24
  Yeah,
• 21:24
  yeah.
• 21:25
  It
• 21:25
  gets
• 21:25
  so
• 21:25
  many
• 21:26
  impressions.
• 21:26
  You
• 21:26
  know,
• 21:27
  like
• 21:27
  we
• 21:27
  saw
• 21:27
  this
• 21:27
  much
• 21:28
  sell
• 21:28
  through
• 21:28
  or
• 21:28
  whatever
• 21:29
  it
• 21:29
  might
• 21:29
  be.
• 21:30
  But
• 21:30
  for
• 21:30
  me,
• 21:30
  as
• 21:31
  A
• 21:31
  brand,
• 21:31
  like,
• 21:32
  I
• 21:32
  need
• 21:32
  to
• 21:32
  be
• 21:32
  prepared
• 21:32
  for
• 21:33
  that.
• 21:33
  Like,
• 21:33
  to
• 21:33
  me,
• 21:33
  it's
• 21:34
  like,
• 21:34
  I
• 21:34
  spent
• 21:34
  all
• 21:34
  of
• 21:35
  this
• 21:35
  money
• 21:35
  and,
• 21:35
  like,
• 21:36
  did
• 21:36
  it
• 21:36
  actually,
• 21:37
  you
• 21:37
  know,
• 21:37
  it's,
• 21:38
  it's
• 21:38
  just
• 21:38
  one
• 21:38
  product.
• 21:39
  Why
• 21:39
  can't
• 21:39
  I
• 21:39
  have
• 21:39
  more
• 21:40
  of
• 21:40
  a
• 21:40
  product
• 21:40
  assortment
• 21:41
  that
• 21:41
  I
• 21:41
  can,
• 21:41
  like,
• 21:41
  feature
• 21:42
  and
• 21:42
  like,
• 21:42
  how
• 21:42
  can
• 21:42
  I
• 21:43
  actually
• 21:43
  be
• 21:44
  a
• 21:45
  proprietary,
• 21:46
  you
• 21:46
  know,
• 21:46
  vendor
• 21:47
  potentially
• 21:47
  at
• 21:47
  this
• 21:48
  retailer?
• 21:48
  So
• 21:49
  there's
• 21:49
  a
• 21:49
  lot
• 21:49
  of
• 21:49
  education
• 21:50
  that
• 21:50
  has
• 21:50
  to
• 21:51
  happen,
• 21:51
  and
• 21:51
  I
• 21:52
  think
• 21:52
  having
• 21:52
  transparency
• 21:53
  and
• 21:54
  just
• 21:54
  like,
• 21:54
  very,
• 21:55
  very
• 21:56
  strong
• 21:56
  reporting
• 21:57
  capabilities
• 21:57
  is
• 21:58
  going
• 21:58
  to
• 21:58
  be
• 21:59
  the,
• 21:59
  the
• 21:59
  way
• 22:00
  that
• 22:00
  retail
• 22:00
  media
• 22:01
  can
• 22:02
  actually
• 22:02
  move
• 22:03
  the
• 22:03
  needle
• 22:03
  forward
• 22:04
  and
• 22:04
  create
• 22:04
  these
• 22:05
  partnerships
• 22:06
  that
• 22:06
  are
• 22:07
  strong
• 22:07
  partnerships
• 22:08
  with
• 22:08
  their
• 22:08
  vendors,
• 22:08
  which
• 22:09
  will
• 22:09
  have
• 22:09
  these
• 22:10
  vendors
• 22:10
  or
• 22:10
  these
• 22:10
  brand
• 22:11
  suppliers
• 22:11
  coming
• 22:12
  back
• 22:12
  and
• 22:12
  wanting
• 22:12
  to
• 22:13
  purchase.
• 22:13
  So
• 22:14
  you
• 22:14
  have
• 22:14
  to
• 22:14
  invest
• 22:15
  in
• 22:15
  these
• 22:15
  different
• 22:16
  partnerships
• 22:16
  with
• 22:16
  your
• 22:17
  retailers
• 22:17
  because,
• 22:18
  you
• 22:18
  know,
• 22:18
  they
• 22:19
  kind
• 22:19
  of
• 22:19
  expect
• 22:19
  you
• 22:19
  to.
• 22:20
  But
• 22:20
  at
• 22:20
  the
• 22:20
  same
• 22:21
  time,
• 22:21
  like,
• 22:21
  you
• 22:21
  want
• 22:22
  to
• 22:23
  separate
• 22:24
  those
• 22:24
  marketing
• 22:24
  dollars
• 22:25
  to
• 22:25
  become
• 22:25
  a
• 22:26
  trusted
• 22:26
  vendor
• 22:27
  and
• 22:27
  partner
• 22:27
  so
• 22:27
  that
• 22:28
  you
• 22:28
  can
• 22:28
  start
• 22:28
  seeing,
• 22:29
  you
• 22:29
  know,
• 22:30
  your
• 22:30
  investments
• 22:31
  grow
• 22:31
  in
• 22:31
  your
• 22:32
  product
• 22:32
  and
• 22:32
  become
• 22:33
  that,
• 22:33
  you
• 22:33
  know,
• 22:34
  professional
• 22:35
  there,
• 22:35
  you
• 22:35
  know,
• 22:36
  like,
• 22:36
  with
• 22:36
  this
• 22:36
  brand
• 22:38
  to
• 22:38
  actually
• 22:39
  be
• 22:39
  able
• 22:40
  to
• 22:40
  sell
• 22:40
  good
• 22:40
  product
• 22:41
  at
• 22:41
  these
• 22:41
  retailers
• 22:42
  and
• 22:42
  then,
• 22:42
  you
• 22:42
  know,
• 22:42
  participate
• 22:43
  in
• 22:43
  other
• 22:44
  retailers
• 22:44
  potentially.
• 22:45
  So
• 22:46
  hopefully
• 22:46
  that
• 22:47
  kind
• 22:47
  of
• 22:47
  makes
• 22:47
  sense
• 22:48
  a
• 22:48
  little
• 22:48
  bit
• 22:48
  more.
• 22:49
  But,
• 22:49
  you
• 22:49
  know,
• 22:49
  if
• 22:49
  I'm,
• 22:50
  if
• 22:50
  I'm
• 22:50
  successful
• 22:51
  with
• 22:51
  Walmart,
• 22:51
  you
• 22:52
  know,
• 22:52
  I
• 22:52
  might
• 22:52
  be
• 22:52
  successful
• 22:52
  with
• 22:53
  Target
• 22:53
  and
• 22:53
  any
• 22:53
  other,
• 22:54
  you
• 22:54
  know,
• 22:55
  retailer
• 22:55
  that's
• 22:56
  out
• 22:56
  there
• 22:56
  as
• 22:56
  well.
• 22:57
  Right.
• 22:57
  Well,
• 22:58
  just,
• 22:58
  it
• 22:58
  makes
• 22:58
  sense
• 22:59
  then
• 22:59
  to
• 23:00
  get
• 23:00
  your,
• 23:00
  kind
• 23:01
  of
• 23:01
  get
• 23:01
  your
• 23:01
  house
• 23:01
  in
• 23:01
  order
• 23:02
  so
• 23:02
  that
• 23:02
  you're
• 23:02
  ready
• 23:02
  to
• 23:03
  adapt
• 23:03
  regardless
• 23:04
  of
• 23:04
  who
• 23:04
  the
• 23:05
  retailer
• 23:05
  is
• 23:05
  that
• 23:05
  you're
• 23:06
  partnering
• 23:06
  with.
• 23:06
  You
• 23:06
  know,
• 23:07
  if
• 23:07
  you're
• 23:07
  one
• 23:07
  of
• 23:07
  those
• 23:07
  brands,
• 23:08
  and
• 23:08
  oftentimes
• 23:09
  you
• 23:09
  don't
• 23:10
  get
• 23:10
  the
• 23:10
  choice
• 23:10
  as
• 23:11
  to
• 23:11
  whether
• 23:11
  or
• 23:11
  not
• 23:11
  you're
• 23:12
  going
• 23:12
  to
• 23:12
  be
• 23:12
  investing
• 23:13
  in
• 23:13
  those
• 23:13
  retail
• 23:13
  media
• 23:14
  programs
• 23:14
  either.
• 23:15
  It's
• 23:15
  kind
• 23:15
  of
• 23:15
  like,
• 23:15
  if
• 23:16
  you
• 23:16
  want
• 23:16
  this,
• 23:17
  you're
• 23:17
  gonna
• 23:17
  have
• 23:17
  to
• 23:17
  invest
• 23:18
  this
• 23:18
  much
• 23:18
  money
• 23:19
  in
• 23:19
  retail
• 23:19
  media,
• 23:20
  so
• 23:20
  it
• 23:21
  makes
• 23:21
  sense
• 23:21
  to
• 23:21
  invest
• 23:22
  in
• 23:22
  that.
• 23:23
  What,
• 23:24
  what
• 23:24
  can
• 23:25
  retailers
• 23:25
  and
• 23:25
  brands
• 23:26
  and
• 23:26
  the
• 23:26
  people
• 23:26
  in
• 23:26
  our
• 23:26
  audience
• 23:27
  listening
• 23:28
  right
• 23:28
  now,
• 23:29
  what
• 23:29
  can
• 23:29
  they
• 23:29
  do
• 23:30
  today
• 23:30
  that
• 23:31
  can
• 23:31
  start
• 23:31
  to
• 23:32
  help
• 23:32
  them
• 23:33
  get
• 23:33
  their
• 23:33
  house
• 23:33
  in
• 23:34
  order?
• 23:34
  That
• 23:34
  can
• 23:34
  help
• 23:34
  them
• 23:35
  kind
• 23:35
  of
• 23:35
  make
• 23:35
  sure
• 23:35
  that
• 23:36
  their
• 23:36
  products
• 23:36
  are
• 23:37
  ready
• 23:38
  or
• 23:38
  that
• 23:38
  they
• 23:38
  are,
• 23:39
  are
• 23:39
  in
• 23:39
  a
• 23:40
  process
• 23:40
  to
• 23:40
  start
• 23:41
  working
• 23:41
  off
• 23:41
  of
• 23:42
  the
• 23:42
  same
• 23:42
  databases
• 23:43
  as
• 23:44
  both
• 23:44
  brands
• 23:45
  and
• 23:45
  retailers?
• 23:46
  Yeah,
• 23:47
  I
• 23:47
  think
• 23:47
  having
• 23:47
  the
• 23:48
  conversations
• 23:49
  between,
• 23:49
  you
• 23:50
  know,
• 23:50
  the
• 23:50
  retailers
• 23:51
  and
• 23:51
  all
• 23:51
  of
• 23:51
  the
• 23:52
  individuals
• 23:53
  that
• 23:53
  are
• 23:53
  at
• 23:53
  those
• 23:53
  retailers
• 23:54
  is
• 23:54
  going
• 23:54
  to
• 23:54
  be
• 23:54
  the
• 23:54
  key,
• 23:55
  providing
• 23:55
  that
• 23:55
  education
• 23:56
  so
• 23:57
  retailers
• 23:57
  can
• 23:58
  really
• 23:58
  support
• 23:58
  the
• 23:58
  brands
• 23:59
  and
• 23:59
  collaborate
• 23:59
  with
• 24:00
  them
• 24:00
  by
• 24:00
  coaching
• 24:00
  them
• 24:01
  and
• 24:01
  providing
• 24:01
  that
• 24:01
  transparency
• 24:03
  and
• 24:03
  guarantee
• 24:04
  that
• 24:04
  the
• 24:04
  product
• 24:04
  will
• 24:05
  be
• 24:05
  there,
• 24:05
  you
• 24:05
  know,
• 24:05
  when
• 24:06
  the
• 24:06
  ads
• 24:06
  get
• 24:07
  served.
• 24:07
  So
• 24:08
  that's
• 24:08
  super
• 24:08
  important
• 24:08
  to
• 24:09
  do.
• 24:09
  And
• 24:09
  then
• 24:10
  for
• 24:10
  suppliers,
• 24:10
  it's
• 24:11
  really
• 24:11
  to
• 24:11
  stop
• 24:11
  treating
• 24:12
  supply
• 24:12
  chain
• 24:13
  and
• 24:13
  marketing
• 24:13
  as
• 24:13
  very
• 24:14
  separate
• 24:14
  problems,
• 24:15
  but
• 24:15
  really
• 24:15
  seeing
• 24:16
  that
• 24:16
  as
• 24:16
  more
• 24:17
  of
• 24:17
  like
• 24:17
  a
• 24:17
  holistic
• 24:18
  strategy,
• 24:18
  just
• 24:19
  end
• 24:19
  to
• 24:19
  end
• 24:19
  for
• 24:19
  your
• 24:20
  business.
• 24:20
  It
• 24:21
  has
• 24:21
  to
• 24:21
  be
• 24:21
  part
• 24:21
  of
• 24:21
  those
• 24:21
  conversations
• 24:22
  regardless.
• 24:23
  And
• 24:24
  so
• 24:24
  that's
• 24:24
  actually
• 24:24
  where
• 24:25
  SPS
• 24:25
  Commerce
• 24:26
  has
• 24:26
  a
• 24:26
  lot
• 24:26
  of
• 24:26
  great
• 24:26
  individuals
• 24:27
  who've
• 24:27
  seen
• 24:28
  like
• 24:28
  so
• 24:28
  many
• 24:28
  of
• 24:28
  these
• 24:29
  different
• 24:29
  problems
• 24:29
  play
• 24:30
  out
• 24:30
  from
• 24:31
  inventory
• 24:31
  planning
• 24:32
  that
• 24:32
  doesn't
• 24:32
  sync
• 24:33
  up
• 24:33
  or
• 24:33
  you
• 24:33
  know,
• 24:34
  with
• 24:34
  the
• 24:34
  media
• 24:34
  calendars,
• 24:35
  to
• 24:36
  suppliers
• 24:36
  that
• 24:36
  actually
• 24:37
  have
• 24:37
  great
• 24:37
  products
• 24:38
  but
• 24:38
  maybe
• 24:38
  poor
• 24:39
  forecasting.
• 24:40
  So
• 24:40
  it's
• 24:41
  having
• 24:41
  those
• 24:41
  conversations
• 24:42
  and
• 24:42
  just
• 24:43
  being
• 24:43
  prepared
• 24:43
  and
• 24:44
  having
• 24:44
  a
• 24:44
  lot
• 24:45
  of
• 24:45
  education
• 24:45
  around
• 24:45
  this
• 24:46
  topic
• 24:46
  and
• 24:46
  not
• 24:46
  being
• 24:46
  really
• 24:47
  afraid
• 24:47
  of
• 24:48
  tackling
• 24:48
  it
• 24:48
  with
• 24:48
  your.
• 24:49
  Retailers
• 24:51
  that
• 24:51
  that
• 24:51
  makes
• 24:51
  sense.
• 24:52
  And
• 24:52
  Joy,
• 24:53
  I'm
• 24:53
  curious
• 24:53
  from
• 24:53
  your
• 24:54
  perspective,
• 24:54
  what
• 24:54
  you'd
• 24:55
  add
• 24:55
  in
• 24:55
  there.
• 24:55
  But
• 24:56
  then
• 24:56
  also
• 24:57
  the
• 24:57
  con,
• 24:58
  having
• 24:58
  the
• 24:58
  conversations,
• 24:59
  the
• 24:59
  transparency,
• 24:59
  it
• 25:00
  all
• 25:00
  makes
• 25:00
  sense.
• 25:01
  Is
• 25:01
  there
• 25:02
  data
• 25:02
  that
• 25:02
  you're
• 25:03
  bringing
• 25:03
  to
• 25:03
  that
• 25:03
  conversation
• 25:04
  that
• 25:05
  you
• 25:05
  know
• 25:05
  you're
• 25:05
  pulling
• 25:06
  out
• 25:06
  or
• 25:06
  how
• 25:06
  are
• 25:07
  they,
• 25:07
  how
• 25:07
  are
• 25:07
  the,
• 25:08
  the
• 25:08
  customers
• 25:09
  of
• 25:09
  SPS
• 25:09
  kind
• 25:10
  of
• 25:10
  leveraging
• 25:10
  that
• 25:11
  database
• 25:11
  to,
• 25:11
  to
• 25:12
  have
• 25:12
  those
• 25:12
  conversations?
• 25:13
  What
• 25:13
  kind
• 25:14
  of
• 25:14
  information
• 25:14
  are
• 25:14
  they
• 25:15
  pulling
• 25:15
  in
• 25:16
  so
• 25:16
  that
• 25:16
  everybody
• 25:16
  can
• 25:17
  quickly
• 25:17
  kind
• 25:17
  of
• 25:18
  grasp
• 25:18
  where
• 25:18
  we're
• 25:18
  at
• 25:19
  and
• 25:19
  what
• 25:19
  needs
• 25:20
  to
• 25:20
  change?
• 25:21
  Yeah,
• 25:21
  I
• 25:22
  mean,
• 25:22
  I
• 25:22
  think
• 25:22
  it's,
• 25:22
  it's
• 25:23
  a
• 25:23
  little
• 25:23
  bit
• 25:23
  of,
• 25:23
  of
• 25:23
  what
• 25:24
  I
• 25:24
  mentioned
• 25:25
  earlier,
• 25:25
  which
• 25:25
  is
• 25:25
  like
• 25:26
  having
• 25:26
  that
• 25:26
  historical
• 25:27
  data,
• 25:27
  which
• 25:28
  we
• 25:28
  know
• 25:28
  is
• 25:28
  not
• 25:28
  going
• 25:29
  to
• 25:29
  be
• 25:29
  apples
• 25:29
  to
• 25:29
  apples
• 25:30
  like
• 25:30
  we
• 25:30
  talked
• 25:30
  about,
• 25:31
  but
• 25:31
  utilizing
• 25:32
  that
• 25:32
  along
• 25:32
  with
• 25:33
  what
• 25:35
  is
• 25:35
  the
• 25:35
  expertise
• 25:36
  of
• 25:36
  the
• 25:36
  retailer
• 25:37
  and
• 25:37
  the
• 25:37
  brand,
• 25:38
  right?
• 25:38
  To
• 25:39
  say,
• 25:39
  what
• 25:39
  do
• 25:39
  we
• 25:40
  think
• 25:40
  is
• 25:40
  going
• 25:41
  to
• 25:41
  happen
• 25:41
  based
• 25:41
  on
• 25:42
  this
• 25:42
  historical
• 25:42
  and
• 25:43
  based
• 25:43
  on
• 25:43
  what
• 25:43
  we
• 25:43
  know
• 25:44
  and
• 25:44
  then
• 25:45
  being
• 25:45
  as
• 25:45
  planful
• 25:46
  as
• 25:46
  possible
• 25:47
  about
• 25:47
  and
• 25:47
  having
• 25:48
  the
• 25:48
  data
• 25:49
  available
• 25:50
  ahead
• 25:51
  of
• 25:51
  time.
• 25:51
  So
• 25:51
  preseason,
• 25:52
  right,
• 25:52
  to
• 25:52
  plan
• 25:53
  for
• 25:53
  it,
• 25:53
  but
• 25:53
  then
• 25:54
  in
• 25:54
  season
• 25:55
  or
• 25:55
  while
• 25:55
  the
• 25:55
  ads
• 25:56
  going
• 25:56
  on,
• 25:56
  not
• 25:56
  really
• 25:57
  in
• 25:57
  season,
• 25:58
  having
• 25:58
  the
• 25:59
  tools
• 25:59
  available
• 25:59
  to
• 26:00
  know
• 26:00
  exactly
• 26:01
  how
• 26:02
  it's
• 26:02
  performing
• 26:03
  and
• 26:03
  what
• 26:03
  your
• 26:03
  levers
• 26:04
  are
• 26:04
  so
• 26:04
  that
• 26:04
  you
• 26:05
  can
• 26:05
  react.
• 26:06
  Right?
• 26:06
  Having
• 26:06
  a
• 26:07
  plan
• 26:07
  in
• 26:07
  place
• 26:07
  for
• 26:08
  being
• 26:08
  able
• 26:08
  to
• 26:09
  react.
• 26:09
  How
• 26:09
  do
• 26:09
  I
• 26:09
  get
• 26:09
  more
• 26:10
  inventory?
• 26:10
  How
• 26:10
  quickly
• 26:11
  can
• 26:11
  I
• 26:11
  get
• 26:11
  more
• 26:11
  inventory?
• 26:12
  What
• 26:12
  are
• 26:12
  my
• 26:12
  supply
• 26:12
  chain
• 26:13
  metrics
• 26:13
  and
• 26:13
  do
• 26:14
  I
• 26:14
  know
• 26:14
  how
• 26:14
  long
• 26:15
  things
• 26:15
  take
• 26:15
  and,
• 26:16
  and
• 26:16
  where
• 26:16
  I
• 26:16
  can
• 26:16
  get
• 26:17
  them
• 26:17
  from
• 26:17
  and
• 26:17
  all
• 26:18
  of
• 26:18
  that.
• 26:19
  So
• 26:19
  it's
• 26:20
  a
• 26:20
  plan
• 26:20
  to
• 26:20
  go
• 26:21
  in,
• 26:21
  but
• 26:21
  then
• 26:21
  it's
• 26:22
  also
• 26:22
  a
• 26:22
  plan
• 26:22
  that
• 26:23
  you
• 26:23
  can
• 26:23
  react
• 26:24
  to
• 26:24
  so
• 26:24
  that
• 26:24
  you
• 26:25
  can
• 26:25
  try
• 26:25
  to
• 26:26
  catch
• 26:26
  as
• 26:27
  much
• 26:27
  of
• 26:27
  the
• 26:27
  demand
• 26:27
  as
• 26:27
  you
• 26:28
  possibly
• 26:28
  can
• 26:30
  enjoy.
• 26:30
  Is
• 26:31
  that,
• 26:31
  is
• 26:31
  that
• 26:31
  a,
• 26:32
  is
• 26:32
  that
• 26:32
  a
• 26:32
  plan
• 26:32
  that's
• 26:33
  collaborative
• 26:33
  for
• 26:33
  the
• 26:34
  most
• 26:34
  part
• 26:34
  in,
• 26:34
  I'm
• 26:35
  curious,
• 26:35
  in
• 26:35
  practice,
• 26:35
  like,
• 26:36
  is
• 26:36
  it
• 26:36
  collaborative
• 26:36
  or
• 26:37
  is
• 26:37
  it,
• 26:37
  you
• 26:38
  know,
• 26:38
  something
• 26:38
  that
• 26:38
  the
• 26:38
  Retailer
• 26:39
  basically
• 26:40
  takes
• 26:40
  onus
• 26:40
  on
• 26:40
  to
• 26:40
  say,
• 26:41
  like,
• 26:41
  look,
• 26:41
  you
• 26:42
  know,
• 26:42
  if
• 26:42
  the
• 26:42
  ads
• 26:42
  in
• 26:42
  stock,
• 26:43
  we're
• 26:43
  going
• 26:43
  to
• 26:43
  pull
• 26:43
  it,
• 26:43
  or
• 26:44
  if
• 26:44
  the
• 26:44
  product's
• 26:44
  out
• 26:45
  of
• 26:45
  stock,
• 26:45
  we're
• 26:45
  going
• 26:45
  to
• 26:45
  pull
• 26:45
  it
• 26:45
  from
• 26:46
  all
• 26:46
  online
• 26:46
  ads,
• 26:47
  as
• 26:47
  an
• 26:47
  example.
• 26:47
  Or,
• 26:48
  or,
• 26:48
  you
• 26:48
  know,
• 26:48
  there
• 26:49
  are
• 26:49
  probably
• 26:49
  other
• 26:49
  parameters
• 26:50
  that
• 26:51
  the
• 26:51
  retailer
• 26:51
  is
• 26:52
  probably
• 26:52
  saying,
• 26:52
  you
• 26:52
  know,
• 26:52
  if
• 26:53
  it's
• 26:53
  not
• 26:53
  going
• 26:53
  to
• 26:53
  meet
• 26:53
  these
• 26:53
  conditions,
• 26:54
  we're
• 26:54
  not
• 26:54
  going
• 26:54
  to
• 26:54
  advertise
• 26:55
  it.
• 26:55
  Like
• 26:55
  is.
• 26:56
  Is
• 26:56
  who.
• 26:56
  Who's
• 26:57
  leading
• 26:57
  that
• 26:57
  conversation,
• 26:58
  really,
• 26:59
  at
• 26:59
  the
• 26:59
  end
• 26:59
  of
• 26:59
  the
• 26:59
  day,
• 26:59
  it's
• 27:00
  got
• 27:00
  to
• 27:00
  be
• 27:00
  the
• 27:00
  retailer,
• 27:01
  right?
• 27:01
  It
• 27:01
  of.
• 27:02
  Yes,
• 27:02
  it
• 27:02
  is
• 27:03
  absolutely
• 27:03
  the
• 27:03
  retailer
• 27:04
  who
• 27:04
  is
• 27:04
  leading
• 27:04
  that
• 27:04
  conversation.
• 27:05
  But
• 27:05
  I
• 27:06
  think
• 27:06
  that
• 27:06
  where
• 27:06
  there's
• 27:07
  collaboration
• 27:07
  between
• 27:08
  the
• 27:08
  two
• 27:09
  is
• 27:09
  best
• 27:10
  case
• 27:10
  scenario.
• 27:10
  Right.
• 27:11
  Because
• 27:11
  then
• 27:11
  the
• 27:11
  things
• 27:12
  like
• 27:12
  we're
• 27:12
  pulling
• 27:13
  this
• 27:13
  ad
• 27:13
  don't
• 27:14
  have
• 27:14
  to
• 27:14
  happen,
• 27:14
  hopefully,
• 27:15
  because
• 27:16
  there
• 27:16
  was
• 27:16
  enough
• 27:16
  collaboration
• 27:17
  and
• 27:17
  communication
• 27:18
  up
• 27:18
  front
• 27:18
  to
• 27:19
  make
• 27:19
  sure
• 27:20
  that
• 27:20
  what
• 27:20
  is
• 27:21
  being
• 27:21
  advertised
• 27:22
  is
• 27:22
  the
• 27:22
  right
• 27:22
  product,
• 27:23
  is
• 27:23
  what
• 27:23
  the
• 27:23
  customer
• 27:24
  wants,
• 27:25
  but
• 27:25
  it's
• 27:25
  also
• 27:25
  where
• 27:26
  we
• 27:26
  can
• 27:26
  fill
• 27:26
  the
• 27:27
  demand.
• 27:28
  Yeah,
• 27:28
  but
• 27:28
  in
• 27:28
  the
• 27:29
  digital
• 27:29
  world,
• 27:29
  like,
• 27:29
  it's
• 27:29
  almost
• 27:30
  impossible
• 27:30
  to
• 27:30
  make
• 27:30
  that
• 27:31
  happen.
• 27:31
  Like
• 27:31
  you're
• 27:31
  going
• 27:31
  to
• 27:32
  be
• 27:32
  running
• 27:32
  ads
• 27:32
  where
• 27:32
  things
• 27:33
  are
• 27:33
  out
• 27:33
  of
• 27:33
  stock
• 27:33
  and
• 27:33
  so
• 27:33
  you've
• 27:34
  got
• 27:34
  to
• 27:34
  be
• 27:34
  able
• 27:34
  to
• 27:34
  have
• 27:34
  that
• 27:35
  connection
• 27:35
  ahead
• 27:35
  of
• 27:35
  time.
• 27:35
  Jenna,
• 27:36
  were
• 27:36
  you
• 27:36
  going
• 27:36
  to
• 27:36
  add
• 27:36
  something
• 27:36
  there?
• 27:37
  Yeah,
• 27:37
  I
• 27:37
  was
• 27:37
  going
• 27:38
  to
• 27:38
  say
• 27:38
  when
• 27:39
  I
• 27:39
  was
• 27:39
  at
• 27:39
  Target,
• 27:39
  we
• 27:39
  would
• 27:40
  always
• 27:40
  have
• 27:40
  the
• 27:41
  option
• 27:41
  to
• 27:42
  have
• 27:42
  a
• 27:42
  second
• 27:42
  version
• 27:43
  of
• 27:43
  an
• 27:43
  ad
• 27:43
  run.
• 27:44
  So
• 27:44
  it
• 27:44
  would
• 27:44
  be.
• 27:44
  That's
• 27:45
  part
• 27:45
  of
• 27:45
  those
• 27:45
  contingency
• 27:46
  plans,
• 27:46
  especially
• 27:47
  seasons,
• 27:48
  like
• 27:48
  holidays.
• 27:49
  Right.
• 27:49
  Like
• 27:49
  Christmas.
• 27:50
  You
• 27:50
  have
• 27:51
  to
• 27:51
  be
• 27:51
  so
• 27:51
  ready
• 27:52
  for
• 27:52
  that.
• 27:54
  It
• 27:54
  was,
• 27:55
  you
• 27:55
  know,
• 27:55
  like
• 27:55
  alerts
• 27:56
  would
• 27:56
  get
• 27:56
  set
• 27:56
  up
• 27:57
  too.
• 27:57
  So
• 27:57
  like
• 27:57
  Target
• 27:58
  had
• 27:58
  their
• 27:58
  own
• 27:58
  ways
• 27:59
  of
• 27:59
  seeing
• 27:59
  that
• 28:00
  if
• 28:00
  something
• 28:00
  goes
• 28:01
  out
• 28:01
  of
• 28:01
  stock.
• 28:02
  The
• 28:03
  other
• 28:03
  thing
• 28:03
  that
• 28:03
  is
• 28:04
  really,
• 28:04
  really
• 28:04
  cool
• 28:05
  that
• 28:05
  Target
• 28:06
  actually
• 28:06
  does,
• 28:06
  and
• 28:07
  I'm
• 28:07
  sure
• 28:07
  other
• 28:07
  retailers
• 28:08
  do
• 28:08
  this
• 28:08
  too,
• 28:08
  is
• 28:09
  on
• 28:09
  their
• 28:09
  actual
• 28:10
  E
• 28:10
  commerce
• 28:11
  pages,
• 28:11
  on
• 28:12
  their
• 28:12
  website
• 28:12
  sites,
• 28:12
  they
• 28:13
  will
• 28:13
  hide
• 28:13
  products
• 28:13
  that
• 28:14
  are
• 28:14
  out
• 28:14
  of
• 28:14
  stock
• 28:15
  to
• 28:15
  avoid
• 28:15
  creating
• 28:16
  those
• 28:16
  bad
• 28:16
  experiences
• 28:17
  for
• 28:17
  their
• 28:17
  customers.
• 28:18
  So
• 28:19
  I'm
• 28:19
  sure
• 28:19
  other
• 28:19
  retailers
• 28:20
  do
• 28:20
  something
• 28:21
  similar
• 28:21
  to
• 28:21
  that,
• 28:21
  you
• 28:22
  know,
• 28:22
  or
• 28:22
  they'll,
• 28:23
  they'll
• 28:23
  provide
• 28:23
  a
• 28:24
  different,
• 28:24
  you
• 28:24
  know,
• 28:24
  substitute
• 28:25
  or
• 28:25
  something
• 28:25
  like
• 28:25
  that.
• 28:26
  So
• 28:26
  just
• 28:27
  making
• 28:27
  sure
• 28:27
  that
• 28:27
  you're
• 28:27
  always
• 28:28
  putting
• 28:28
  that
• 28:28
  customer
• 28:29
  first
• 28:29
  and
• 28:29
  thinking
• 28:30
  about
• 28:30
  that
• 28:30
  full
• 28:31
  customer
• 28:31
  experience
• 28:32
  is
• 28:32
  super
• 28:32
  important,
• 28:33
  both
• 28:33
  from
• 28:34
  a
• 28:34
  retailer's
• 28:35
  perspective
• 28:35
  to
• 28:35
  have
• 28:35
  those
• 28:36
  customers
• 28:36
  coming
• 28:36
  back
• 28:37
  as
• 28:37
  well
• 28:37
  as
• 28:37
  the
• 28:37
  suppliers,
• 28:38
  you
• 28:38
  know,
• 28:38
  making
• 28:38
  sure
• 28:39
  that
• 28:39
  they
• 28:39
  have
• 28:39
  that
• 28:39
  trusted
• 28:40
  relationship
• 28:40
  there.
• 28:41
  Right,
• 28:42
  yeah,
• 28:42
  that's
• 28:42
  good
• 28:42
  clarification
• 28:43
  because
• 28:43
  that's
• 28:43
  how
• 28:43
  I
• 28:43
  was
• 28:43
  thinking,
• 28:43
  like
• 28:43
  you
• 28:44
  almost
• 28:44
  have
• 28:44
  to
• 28:44
  have
• 28:44
  that
• 28:44
  approach
• 28:45
  in
• 28:45
  the
• 28:45
  digital
• 28:45
  space
• 28:46
  because
• 28:46
  the
• 28:46
  digital
• 28:46
  space
• 28:47
  just
• 28:47
  moves
• 28:47
  so
• 28:47
  quickly.
• 28:48
  All
• 28:48
  right,
• 28:48
  well,
• 28:49
  well,
• 28:49
  thank
• 28:49
  you
• 28:49
  Both,
• 28:49
  thank
• 28:50
  you
• 28:50
  so
• 28:50
  much
• 28:50
  for
• 28:50
  joining
• 28:51
  us
• 28:51
  today.
• 28:52
  If
• 28:52
  people
• 28:52
  want
• 28:53
  to
• 28:53
  get
• 28:53
  in
• 28:53
  touch
• 28:53
  with
• 28:53
  you
• 28:54
  and,
• 28:54
  you
• 28:54
  know,
• 28:54
  learn
• 28:55
  more
• 28:55
  about
• 28:55
  SPS
• 28:56
  commerce,
• 28:56
  to
• 28:56
  potentially
• 28:56
  have
• 28:57
  them
• 28:57
  help
• 28:57
  you
• 28:57
  out
• 28:57
  in
• 28:58
  this
• 28:58
  conversation
• 28:58
  around
• 28:59
  retail
• 28:59
  media,
• 29:00
  what's
• 29:01
  the
• 29:01
  best
• 29:01
  way
• 29:01
  for
• 29:01
  them
• 29:01
  to
• 29:01
  do
• 29:01
  that?
• 29:02
  Joy,
• 29:02
  what's
• 29:02
  the
• 29:02
  best
• 29:02
  way
• 29:02
  for
• 29:03
  people
• 29:03
  to
• 29:03
  get
• 29:03
  in
• 29:03
  touch
• 29:03
  with
• 29:03
  you
• 29:03
  first?
• 29:04
  Probably
• 29:04
  LinkedIn
• 29:05
  is
• 29:05
  the
• 29:05
  best
• 29:05
  way.
• 29:06
  So
• 29:06
  just
• 29:06
  Joy
• 29:07
  Dash
• 29:07
  Spioto
• 29:08
  would
• 29:08
  be
• 29:08
  awesome.
• 29:08
  Send
• 29:09
  me
• 29:09
  a
• 29:09
  message
• 29:09
  and
• 29:09
  I'm
• 29:09
  happy
• 29:10
  to
• 29:10
  connect
• 29:10
  you
• 29:10
  to
• 29:10
  the
• 29:10
  right
• 29:11
  person
• 29:11
  to
• 29:11
  SPS
• 29:12
  or
• 29:12
  just
• 29:12
  chat
• 29:12
  about
• 29:13
  this
• 29:13
  topic
• 29:14
  or
• 29:14
  any
• 29:14
  other
• 29:14
  retail
• 29:15
  topic.
• 29:16
  Awesome,
• 29:16
  awesome.
• 29:17
  And
• 29:17
  we
• 29:17
  happen
• 29:17
  to
• 29:17
  be
• 29:17
  on
• 29:18
  LinkedIn,
• 29:18
  so
• 29:18
  that
• 29:18
  works
• 29:18
  great.
• 29:19
  Jenna,
• 29:19
  there
• 29:19
  you
• 29:19
  go.
• 29:21
  Same
• 29:21
  here.
• 29:21
  So,
• 29:21
  Jenniel
• 29:22
  Lawson
• 29:22
  on
• 29:22
  LinkedIn,
• 29:23
  and
• 29:23
  I'm
• 29:23
  happy
• 29:23
  to
• 29:23
  connect
• 29:24
  you
• 29:24
  with
• 29:24
  any
• 29:24
  of
• 29:24
  the
• 29:25
  retail
• 29:25
  pros
• 29:25
  that
• 29:25
  I
• 29:26
  used
• 29:26
  to
• 29:26
  work
• 29:26
  with
• 29:26
  too.
• 29:27
  So.
• 29:27
  Yeah,
• 29:27
  right.
• 29:28
  You
• 29:28
  know
• 29:28
  a
• 29:28
  lot
• 29:28
  of
• 29:28
  folks,
• 29:29
  you
• 29:29
  know
• 29:29
  a
• 29:29
  lot
• 29:29
  of
• 29:29
  folks
• 29:29
  in
• 29:29
  the
• 29:29
  space,
• 29:30
  both
• 29:30
  on
• 29:30
  the
• 29:30
  supply
• 29:30
  chain
• 29:31
  and
• 29:31
  the
• 29:31
  retail
• 29:31
  media
• 29:31
  side,
• 29:32
  as
• 29:32
  you
• 29:32
  said
• 29:32
  at
• 29:32
  the
• 29:32
  outset.
• 29:33
  So.
• 29:33
  All
• 29:33
  right,
• 29:33
  well,
• 29:33
  that
• 29:33
  wraps
• 29:34
  us
• 29:34
  up.
• 29:34
  Up.
• 29:34
  Thanks
• 29:35
  to
• 29:35
  everyone
• 29:35
  for
• 29:35
  submitting
• 29:36
  your
• 29:36
  questions
• 29:36
  live
• 29:37
  and
• 29:37
  especially
• 29:37
  to
• 29:38
  Jenya
• 29:38
  and
• 29:38
  Joy
• 29:38
  for
• 29:39
  of
• 29:39
  SPS
• 29:39
  Commerce,
• 29:40
  for
• 29:40
  sitting
• 29:40
  down
• 29:40
  with
• 29:40
  us
• 29:41
  today
• 29:41
  to
• 29:41
  answer
• 29:42
  all
• 29:42
  the
• 29:42
  questions
• 29:43
  that
• 29:43
  you
• 29:43
  pose
• 29:43
  to
• 29:44
  them.
• 29:44
  And
• 29:44
  as
• 29:44
  always,
• 29:45
  on
• 29:45
  behalf
• 29:45
  of
• 29:45
  all
• 29:46
  of
• 29:46
  us
• 29:46
  here
• 29:46
  at
• 29:46
  omnitalk,
• 29:47
  be
• 29:47
  careful
• 29:48
  out
• 29:48
  there.