Latest / Omni Talk Retail / Fast Five Shorts | Pro Or Con: The Growth Of Digital Screens In Stores?

Transcript

Fast Five Shorts | Pro Or Con: The Growth Of Digital Screens In Stores? · Omni Talk Retail

• 0:00
  Shields
• 0:00
  is
• 0:00
  investing
• 0:01
  $11
• 0:01
  million
• 0:02
  in
• 0:02
  digital
• 0:03
  signage
• 0:03
  according
• 0:04
  to
• 0:04
  Chain
• 0:04
  Store
• 0:05
  Age.
• 0:05
  The
• 0:05
  employee
• 0:06
  owned
• 0:06
  sporting
• 0:06
  goods
• 0:07
  retailer
• 0:07
  known
• 0:07
  for
• 0:08
  its
• 0:08
  mega
• 0:08
  sized
• 0:09
  stores
• 0:09
  filled
• 0:09
  with
• 0:09
  all
• 0:10
  sorts
• 0:10
  of
• 0:10
  fun
• 0:10
  attractions
• 0:11
  has
• 0:12
  completed
• 0:13
  the
• 0:13
  digital
• 0:13
  signage
• 0:14
  initiative
• 0:15
  with
• 0:15
  Experiential
• 0:16
  media.
• 0:16
  Has
• 0:17
  completed
• 0:17
  its
• 0:18
  digital
• 0:18
  signage
• 0:19
  initiative
• 0:19
  with
• 0:20
  experiential
• 0:20
  media
• 0:21
  company
• 0:21
  Mood
• 0:22
  Media.
• 0:23
  The
• 0:23
  digital
• 0:23
  signage
• 0:24
  project
• 0:24
  which
• 0:24
  began
• 0:25
  in
• 0:25
  October
• 0:25
  of
• 0:25
  2023
• 0:26
  involved
• 0:27
  the
• 0:27
  installation
• 0:27
  of
• 0:27
  approximately
• 0:28
  460
• 0:30
  LED
• 0:30
  screens
• 0:30
  which
• 0:31
  is
• 0:31
  an
• 0:31
  appro
• 0:31
  currently
• 0:32
  13
• 0:32
  screens
• 0:33
  per
• 0:33
  store.
• 0:33
  And
• 0:33
  I
• 0:34
  did
• 0:34
  the
• 0:34
  math
• 0:35
  and
• 0:35
  they
• 0:35
  are
• 0:36
  placed
• 0:36
  through
• 0:37
  live
• 0:37
  strategic.
• 0:38
  Five
• 0:38
  strategic
• 0:39
  zones
• 0:40
  in
• 0:40
  each
• 0:40
  store
• 0:40
  including
• 0:41
  men's
• 0:41
  and
• 0:41
  women's
• 0:42
  shoe
• 0:42
  sections,
• 0:43
  store
• 0:44
  corners,
• 0:44
  structural
• 0:45
  columns
• 0:46
  and
• 0:46
  above
• 0:46
  the
• 0:47
  grand
• 0:47
  staircases.
• 0:48
  Wow,
• 0:48
  sounds
• 0:48
  cool.
• 0:49
  Skills
• 0:49
  can
• 0:49
  synchronize
• 0:50
  the
• 0:50
  display
• 0:51
  network
• 0:51
  for
• 0:51
  storewide
• 0:52
  takeover
• 0:52
  campaigns
• 0:53
  by
• 0:53
  brand
• 0:53
  partners
• 0:53
  such
• 0:54
  as
• 0:54
  Nike,
• 0:54
  Adidas
• 0:55
  and
• 0:56
  Lego.
• 0:56
  Interesting
• 0:57
  or
• 0:58
  segment
• 0:58
  promotional
• 0:59
  content
• 0:59
  for
• 0:59
  localized
• 1:00
  zone
• 1:00
  delivery.
• 1:01
  The
• 1:01
  initiative
• 1:02
  consolidates
• 1:03
  32
• 1:03
  individual
• 1:04
  store
• 1:04
  systems
• 1:04
  into
• 1:05
  a
• 1:05
  single
• 1:05
  unified
• 1:06
  application
• 1:06
  through
• 1:07
  Mood
• 1:07
  Media's
• 1:08
  Harmony
• 1:08
  platform
• 1:09
  which
• 1:09
  provides
• 1:10
  centralized
• 1:10
  management
• 1:11
  of
• 1:11
  the
• 1:11
  audio
• 1:12
  and
• 1:12
  visual
• 1:12
  experiences.
• 1:14
  David,
• 1:14
  want
• 1:15
  to
• 1:15
  start
• 1:15
  with
• 1:15
  you
• 1:15
  on
• 1:15
  this
• 1:16
  one
• 1:16
  too
• 1:16
  because
• 1:16
  I
• 1:16
  know
• 1:16
  you're
• 1:17
  interested
• 1:17
  to
• 1:17
  talk
• 1:18
  about
• 1:18
  it.
• 1:18
  Are
• 1:18
  you
• 1:18
  pro
• 1:19
  or
• 1:19
  con
• 1:20
  the
• 1:20
  growth
• 1:20
  of
• 1:20
  digital
• 1:21
  screens
• 1:21
  in
• 1:21
  store
• 1:22
  in
• 1:22
  general
• 1:23
  and
• 1:23
  is
• 1:23
  shields
• 1:24
  roughly
• 1:24
  13
• 1:24
  per
• 1:25
  store.
• 1:25
  Therefore
• 1:26
  too
• 1:26
  many
• 1:26
  or.
• 1:27
  Or
• 1:27
  too
• 1:27
  few.
• 1:28
  The
• 1:28
  floor
• 1:28
  is
• 1:29
  yours.
• 1:29
  Yeah,
• 1:30
  thank
• 1:30
  you,
• 1:30
  Chris.
• 1:31
  You
• 1:32
  know
• 1:32
  on
• 1:32
  this
• 1:32
  one
• 1:32
  I'm
• 1:32
  even
• 1:32
  stronger
• 1:33
  than
• 1:33
  on
• 1:34
  the
• 1:34
  last
• 1:35
  one.
• 1:35
  Really?
• 1:37
  I
• 1:37
  don't
• 1:38
  think
• 1:38
  kind
• 1:38
  of
• 1:38
  digital
• 1:38
  signage
• 1:39
  in
• 1:39
  every
• 1:40
  stores
• 1:40
  and
• 1:40
  tons
• 1:41
  of
• 1:41
  screens
• 1:41
  makes
• 1:41
  a
• 1:41
  ton
• 1:42
  of
• 1:42
  sense
• 1:42
  for
• 1:43
  shields
• 1:43
  though.
• 1:43
  I
• 1:43
  think
• 1:44
  it
• 1:44
  makes
• 1:44
  perfect
• 1:45
  sense,
• 1:45
  right?
• 1:46
  Yes.
• 1:46
  All
• 1:47
  the
• 1:47
  shields
• 1:48
  are
• 1:48
  experiential
• 1:49
  to
• 1:49
  begin
• 1:50
  with.
• 1:50
  Right.
• 1:50
  Whether
• 1:51
  you're
• 1:52
  shopping
• 1:52
  for
• 1:52
  new
• 1:53
  golf
• 1:53
  equipment
• 1:53
  and
• 1:54
  you
• 1:54
  hop
• 1:54
  in
• 1:54
  the
• 1:54
  simulator
• 1:55
  or
• 1:56
  like
• 1:56
  you
• 1:56
  want
• 1:56
  a
• 1:56
  pair
• 1:57
  of
• 1:57
  bowling
• 1:57
  shoes
• 1:57
  and
• 1:57
  you're
• 1:57
  on
• 1:58
  the.
• 1:58
  You
• 1:59
  know
• 1:59
  they
• 1:59
  have
• 1:59
  a
• 1:59
  bowling
• 2:00
  lane
• 2:00
  in
• 2:00
  mind.
• 2:01
  Like
• 2:01
  it's.
• 2:01
  I
• 2:02
  love
• 2:02
  going
• 2:02
  there.
• 2:02
  It's
• 2:02
  like
• 2:03
  you
• 2:03
  know
• 2:03
  my,
• 2:03
  my
• 2:03
  daughter
• 2:04
  ends
• 2:04
  up
• 2:04
  riding
• 2:04
  the
• 2:04
  Ferris
• 2:05
  wheel
• 2:05
  and
• 2:06
  you
• 2:06
  know
• 2:06
  you
• 2:06
  can
• 2:06
  go
• 2:07
  shooting.
• 2:07
  You
• 2:07
  can
• 2:07
  do
• 2:08
  all
• 2:08
  kinds
• 2:08
  of
• 2:08
  things.
• 2:10
  My
• 2:10
  bingo
• 2:10
  card.
• 2:11
  David
• 2:11
  too
• 2:11
  for
• 2:11
  pulling.
• 2:12
  She
• 2:12
  really
• 2:12
  is.
• 2:12
  I
• 2:12
  mean
• 2:13
  it's
• 2:13
  an
• 2:14
  incredibly
• 2:14
  well
• 2:15
  done
• 2:15
  store
• 2:16
  from
• 2:17
  all
• 2:17
  of
• 2:17
  the
• 2:17
  sections
• 2:18
  and
• 2:18
  all
• 2:18
  of
• 2:19
  the
• 2:19
  different
• 2:19
  experiences
• 2:20
  you
• 2:20
  can
• 2:20
  have
• 2:20
  and
• 2:21
  I
• 2:21
  think
• 2:21
  this
• 2:21
  just
• 2:22
  adds
• 2:22
  to
• 2:22
  it.
• 2:23
  I
• 2:23
  was
• 2:23
  actually
• 2:23
  in
• 2:24
  a
• 2:24
  Shields
• 2:24
  yesterday,
• 2:25
  saw
• 2:26
  some
• 2:26
  of
• 2:26
  the
• 2:26
  digital
• 2:27
  signage
• 2:27
  and
• 2:28
  they
• 2:29
  had
• 2:29
  a
• 2:29
  new
• 2:30
  Samba
• 2:30
  drop
• 2:31
  that
• 2:31
  I
• 2:31
  didn't
• 2:31
  know
• 2:31
  about
• 2:33
  and
• 2:33
  I
• 2:33
  actually
• 2:34
  went
• 2:34
  and
• 2:34
  bought
• 2:35
  a
• 2:35
  new
• 2:35
  beer
• 2:35
  Samba.
• 2:36
  So
• 2:36
  like
• 2:37
  it?
• 2:38
  Yeah,
• 2:38
  it
• 2:38
  works
• 2:40
  and
• 2:40
  I
• 2:40
  think
• 2:40
  it's
• 2:40
  perfectly
• 2:41
  placed
• 2:41
  in.
• 2:42
  In
• 2:42
  their
• 2:42
  stores.
• 2:44
  It
• 2:45
  builds
• 2:45
  on
• 2:45
  the
• 2:45
  experience
• 2:46
  that
• 2:46
  is
• 2:47
  already
• 2:47
  walking
• 2:48
  into
• 2:49
  the
• 2:50
  shields
• 2:50
  big
• 2:50
  box,
• 2:52
  you
• 2:52
  know
• 2:52
  that
• 2:52
  exists
• 2:53
  today.
• 2:53
  So
• 2:53
  it's
• 2:53
  it's
• 2:54
  right
• 2:55
  in
• 2:55
  line
• 2:55
  with
• 2:55
  their
• 2:55
  strategy.
• 2:56
  I
• 2:56
  love
• 2:56
  that,
• 2:57
  David.
• 2:57
  Yeah,
• 2:58
  I
• 2:58
  love
• 2:58
  that.
• 2:58
  David's
• 2:59
  setting
• 2:59
  us
• 2:59
  up
• 2:59
  to
• 2:59
  just
• 3:00
  take,
• 3:00
  like,
• 3:00
  retail
• 3:01
  safaris
• 3:01
  for
• 3:02
  every
• 3:02
  headline.
• 3:02
  First
• 3:03
  we're
• 3:03
  going
• 3:03
  to
• 3:03
  Milan,
• 3:04
  then
• 3:04
  we're
• 3:04
  gonna
• 3:04
  go
• 3:04
  buy
• 3:04
  sambas
• 3:05
  at
• 3:05
  Shields.
• 3:05
  I
• 3:06
  like.
• 3:06
  I
• 3:06
  like
• 3:06
  your
• 3:06
  style,
• 3:07
  David.
• 3:08
  I
• 3:08
  know,
• 3:08
  I
• 3:08
  know.
• 3:09
  I've
• 3:09
  got,
• 3:09
  like,
• 3:09
  five.
• 3:10
  Like,
• 3:11
  we're
• 3:11
  gonna
• 3:11
  get
• 3:11
  us
• 3:11
  on
• 3:11
  the
• 3:11
  road,
• 3:12
  right?
• 3:12
  Yeah,
• 3:13
  let's
• 3:13
  get
• 3:13
  us
• 3:13
  on
• 3:13
  the
• 3:13
  road.
• 3:13
  Yeah.
• 3:14
  Take.
• 3:14
  Take
• 3:14
  this
• 3:15
  podcast
• 3:15
  on
• 3:15
  the
• 3:15
  road.
• 3:15
  That's
• 3:16
  a
• 3:16
  great
• 3:16
  idea,
• 3:16
  David.
• 3:17
  All
• 3:17
  right.
• 3:17
  And.
• 3:18
  And
• 3:18
  I.
• 3:19
  I
• 3:19
  was
• 3:19
  talking
• 3:19
  about
• 3:19
  this
• 3:20
  a
• 3:20
  little
• 3:20
  bit
• 3:20
  with
• 3:20
  you
• 3:20
  yesterday,
• 3:21
  I
• 3:21
  think.
• 3:21
  So
• 3:22
  my
• 3:22
  question
• 3:22
  for
• 3:22
  you,
• 3:22
  coming
• 3:22
  off
• 3:23
  what
• 3:23
  David
• 3:23
  just
• 3:23
  said
• 3:23
  is,
• 3:24
  does
• 3:24
  the
• 3:25
  category
• 3:25
  matter
• 3:26
  in
• 3:26
  terms
• 3:26
  of,
• 3:27
  you
• 3:27
  know,
• 3:27
  the
• 3:27
  success
• 3:27
  of
• 3:28
  digital
• 3:28
  screens?
• 3:28
  What's
• 3:28
  your
• 3:29
  thoughts
• 3:29
  there?
• 3:30
  Yeah,
• 3:30
  I
• 3:30
  mean,
• 3:30
  I
• 3:30
  think
• 3:31
  Lisa's
• 3:31
  the
• 3:31
  best
• 3:31
  person
• 3:32
  we
• 3:32
  can
• 3:32
  ask
• 3:32
  about
• 3:32
  this,
• 3:33
  given
• 3:33
  her
• 3:33
  experience.
• 3:33
  But
• 3:34
  I.
• 3:34
  I
• 3:34
  do
• 3:34
  think,
• 3:35
  like,
• 3:35
  David's
• 3:35
  saying
• 3:35
  that
• 3:36
  this
• 3:36
  is
• 3:36
  one
• 3:36
  of
• 3:37
  the
• 3:37
  use
• 3:37
  cases
• 3:37
  where
• 3:38
  I
• 3:38
  do
• 3:38
  feel
• 3:38
  like
• 3:39
  digital
• 3:39
  screens
• 3:40
  make
• 3:40
  an
• 3:40
  impact.
• 3:40
  I
• 3:41
  think
• 3:41
  you
• 3:41
  have
• 3:41
  brands
• 3:42
  that
• 3:42
  are
• 3:42
  already
• 3:42
  creating
• 3:43
  really
• 3:44
  engaging
• 3:44
  content.
• 3:45
  A
• 3:46
  while
• 3:46
  back,
• 3:46
  we
• 3:47
  talked
• 3:47
  to
• 3:48
  Arianne,
• 3:49
  the
• 3:50
  Chief
• 3:51
  Digital
• 3:51
  officer,
• 3:52
  I
• 3:52
  think.
• 3:52
  Yeah.
• 3:52
  Parisi
• 3:53
  of
• 3:53
  JD
• 3:54
  Sports,
• 3:54
  and
• 3:54
  she
• 3:54
  was
• 3:54
  just
• 3:55
  talking
• 3:55
  about
• 3:55
  how,
• 3:55
  you
• 3:56
  know,
• 3:56
  they're
• 3:56
  using
• 3:56
  this
• 3:57
  content
• 3:57
  on
• 3:57
  their
• 3:57
  website,
• 3:58
  on
• 3:58
  the
• 3:58
  product
• 3:59
  detail
• 3:59
  pages,
• 3:59
  and
• 4:00
  then
• 4:00
  they're
• 4:00
  to
• 4:00
  be
• 4:00
  able
• 4:01
  to
• 4:01
  see
• 4:01
  that
• 4:01
  again
• 4:02
  in
• 4:02
  these
• 4:03
  large,
• 4:03
  multifaceted
• 4:04
  displays
• 4:05
  that
• 4:05
  you're
• 4:05
  seeing
• 4:05
  in.
• 4:05
  In
• 4:06
  a
• 4:06
  Shield,
• 4:06
  for
• 4:06
  example.
• 4:07
  I
• 4:07
  think
• 4:07
  it's
• 4:08
  great
• 4:08
  continuity
• 4:09
  for
• 4:09
  that
• 4:10
  brand
• 4:10
  to
• 4:10
  kind
• 4:10
  of
• 4:11
  be
• 4:11
  there
• 4:12
  and
• 4:12
  use
• 4:12
  their.
• 4:13
  Their,
• 4:13
  you
• 4:13
  know,
• 4:14
  their
• 4:14
  brand
• 4:14
  representation
• 4:15
  that
• 4:16
  they
• 4:16
  have
• 4:16
  with
• 4:16
  athletes
• 4:17
  and
• 4:17
  other
• 4:17
  things
• 4:18
  and
• 4:18
  all
• 4:18
  the
• 4:18
  content
• 4:19
  in
• 4:19
  another
• 4:19
  space.
• 4:20
  So
• 4:20
  I
• 4:20
  like
• 4:21
  it
• 4:21
  in
• 4:21
  this
• 4:22
  category
• 4:23
  with
• 4:23
  these
• 4:23
  big
• 4:24
  brands
• 4:24
  like
• 4:24
  Nike,
• 4:25
  Adidas,
• 4:26
  Lego,
• 4:26
  and
• 4:26
  some
• 4:26
  of
• 4:27
  the
• 4:27
  other
• 4:27
  big
• 4:27
  brands
• 4:27
  that
• 4:28
  Shields
• 4:28
  carries,
• 4:28
  too.
• 4:29
  So
• 4:29
  I
• 4:29
  think
• 4:29
  it
• 4:29
  makes
• 4:29
  sense
• 4:30
  here.
• 4:30
  I
• 4:31
  have
• 4:31
  a
• 4:31
  problem
• 4:32
  with
• 4:32
  it
• 4:33
  when
• 4:33
  we
• 4:33
  start
• 4:33
  to
• 4:34
  get
• 4:34
  into,
• 4:34
  you
• 4:34
  know,
• 4:35
  putting
• 4:35
  300
• 4:36
  of
• 4:36
  these
• 4:36
  in
• 4:36
  a
• 4:36
  grocery
• 4:37
  store,
• 4:37
  for
• 4:37
  example,
• 4:38
  to
• 4:38
  advertise
• 4:39
  cottage
• 4:39
  cheese.
• 4:40
  Like,
• 4:40
  I
• 4:40
  don't.
• 4:40
  I
• 4:40
  don't
• 4:41
  know
• 4:41
  that
• 4:41
  that's
• 4:41
  going
• 4:41
  to
• 4:41
  have
• 4:42
  the
• 4:42
  same
• 4:42
  allure
• 4:43
  here,
• 4:43
  but
• 4:43
  for
• 4:44
  this
• 4:44
  specific
• 4:44
  use
• 4:45
  case
• 4:45
  with
• 4:45
  these
• 4:45
  brands
• 4:46
  in
• 4:46
  the
• 4:46
  departments
• 4:47
  like
• 4:47
  footwear?
• 4:48
  I
• 4:48
  think
• 4:48
  it
• 4:48
  makes
• 4:48
  a
• 4:49
  ton
• 4:49
  of
• 4:49
  sense.
• 4:50
  Yeah.
• 4:50
  And
• 4:50
  the
• 4:50
  other
• 4:51
  question
• 4:51
  that
• 4:51
  brings
• 4:51
  up
• 4:51
  for
• 4:51
  me,
• 4:51
  too,
• 4:52
  and
• 4:52
  is
• 4:52
  it,
• 4:52
  are
• 4:52
  we
• 4:53
  liking
• 4:53
  this
• 4:53
  more
• 4:53
  because
• 4:53
  we're
• 4:54
  envisioning
• 4:54
  it
• 4:54
  more
• 4:54
  as
• 4:55
  a
• 4:55
  branding
• 4:55
  play
• 4:56
  and.
• 4:56
  And.
• 4:57
  Or
• 4:57
  is
• 4:57
  it
• 4:57
  more
• 4:57
  of
• 4:57
  a
• 4:58
  retail
• 4:58
  media
• 4:58
  play?
• 4:59
  So.
• 4:59
  So,
• 4:59
  Lisa,
• 5:00
  what.
• 5:00
  What's
• 5:00
  your
• 5:00
  take
• 5:01
  on
• 5:01
  this
• 5:01
  discussion?
• 5:02
  Well,
• 5:02
  it's
• 5:02
  funny
• 5:03
  because
• 5:03
  my
• 5:04
  take
• 5:04
  is
• 5:04
  a
• 5:04
  little
• 5:04
  bit
• 5:05
  different
• 5:05
  than
• 5:05
  the
• 5:05
  three
• 5:05
  of
• 5:06
  you.
• 5:07
  My
• 5:07
  initial
• 5:08
  reaction
• 5:08
  When
• 5:08
  I
• 5:08
  looked
• 5:09
  at
• 5:09
  it,
• 5:09
  that
• 5:09
  I
• 5:10
  think
• 5:10
  it
• 5:10
  was
• 5:10
  an
• 5:10
  overspend
• 5:12
  in
• 5:12
  the
• 5:12
  digital
• 5:13
  screen
• 5:13
  space.
• 5:14
  And
• 5:14
  the
• 5:15
  reason
• 5:15
  I
• 5:15
  say
• 5:15
  that,
• 5:15
  listen,
• 5:16
  consumers
• 5:17
  that
• 5:17
  are,
• 5:17
  are
• 5:18
  shopping,
• 5:19
  are
• 5:19
  shopping
• 5:19
  online
• 5:20
  first,
• 5:20
  that's
• 5:21
  their
• 5:21
  digital
• 5:21
  retail
• 5:22
  screen.
• 5:23
  So
• 5:23
  yes,
• 5:23
  they
• 5:24
  can
• 5:24
  link
• 5:24
  all
• 5:24
  those
• 5:24
  same
• 5:25
  assets
• 5:26
  from
• 5:26
  the
• 5:26
  brands
• 5:26
  that
• 5:27
  they
• 5:27
  do
• 5:27
  there.
• 5:28
  Because
• 5:28
  most
• 5:28
  people
• 5:29
  are
• 5:29
  shopping
• 5:29
  on
• 5:29
  their
• 5:30
  phone
• 5:30
  before
• 5:30
  they're
• 5:31
  going
• 5:31
  into
• 5:31
  a
• 5:31
  store.
• 5:32
  When
• 5:32
  they
• 5:32
  go
• 5:32
  into
• 5:33
  a
• 5:33
  store,
• 5:33
  they
• 5:33
  want
• 5:33
  physical
• 5:34
  touch,
• 5:35
  they
• 5:35
  want
• 5:35
  interaction
• 5:36
  from
• 5:36
  a
• 5:36
  sales
• 5:36
  associate,
• 5:37
  they
• 5:37
  want
• 5:38
  experiential,
• 5:39
  I'll
• 5:39
  give
• 5:39
  David
• 5:39
  that
• 5:40
  because
• 5:40
  I
• 5:40
  think
• 5:40
  Shields
• 5:41
  is
• 5:41
  great
• 5:41
  at
• 5:41
  that.
• 5:42
  But
• 5:42
  that
• 5:43
  means
• 5:43
  there's
• 5:43
  somebody
• 5:44
  in
• 5:44
  the
• 5:44
  store,
• 5:44
  whether
• 5:45
  it
• 5:45
  be
• 5:45
  a
• 5:45
  celebrity,
• 5:46
  an
• 5:46
  athlete,
• 5:47
  you
• 5:47
  know,
• 5:48
  some,
• 5:48
  you
• 5:48
  know,
• 5:49
  a
• 5:49
  consumer
• 5:49
  that
• 5:50
  can
• 5:50
  talk
• 5:50
  to
• 5:50
  the
• 5:50
  product,
• 5:51
  wear
• 5:52
  the
• 5:52
  product,
• 5:52
  display
• 5:53
  the
• 5:53
  product.
• 5:53
  I
• 5:53
  think
• 5:54
  real,
• 5:54
  live,
• 5:54
  interactive
• 5:55
  action
• 5:56
  is
• 5:56
  what
• 5:56
  people
• 5:56
  want
• 5:57
  to
• 5:57
  participate
• 5:58
  in
• 5:58
  when
• 5:58
  they
• 5:58
  go
• 5:59
  to
• 5:59
  the
• 5:59
  retail
• 5:59
  store
• 6:00
  because
• 6:01
  they
• 6:01
  could
• 6:01
  do
• 6:01
  all
• 6:01
  the
• 6:01
  other
• 6:02
  stuff
• 6:02
  online.
• 6:03
  So
• 6:04
  set
• 6:04
  another.
• 6:05
  Go
• 6:05
  ahead.
• 6:06
  That,
• 6:06
  no,
• 6:06
  that's
• 6:06
  really
• 6:07
  interesting.
• 6:07
  So
• 6:07
  said
• 6:07
  another
• 6:07
  way
• 6:08
  the
• 6:08
  $11
• 6:08
  million
• 6:09
  investment
• 6:09
  you
• 6:09
  think
• 6:09
  could
• 6:09
  be
• 6:10
  repurposed
• 6:10
  to
• 6:10
  do
• 6:11
  the
• 6:11
  things
• 6:11
  that
• 6:11
  you're
• 6:11
  talking
• 6:12
  about
• 6:12
  versus
• 6:12
  like
• 6:13
  putting
• 6:13
  digital
• 6:13
  screens
• 6:14
  to
• 6:14
  show
• 6:14
  the
• 6:14
  same
• 6:15
  content
• 6:15
  that
• 6:15
  people
• 6:15
  are
• 6:15
  going
• 6:15
  to
• 6:15
  see
• 6:16
  on
• 6:16
  their
• 6:16
  mobile
• 6:16
  phones
• 6:16
  via
• 6:17
  TikTok,
• 6:17
  Instagram
• 6:18
  and
• 6:18
  such.
• 6:18
  100%.
• 6:19
  I
• 6:19
  mean,
• 6:19
  I
• 6:20
  think
• 6:20
  it's
• 6:20
  a
• 6:20
  proven
• 6:20
  fact
• 6:21
  that
• 6:21
  consumers
• 6:21
  go
• 6:22
  to
• 6:22
  the
• 6:22
  store
• 6:22
  for
• 6:23
  an
• 6:23
  experience
• 6:23
  and
• 6:24
  a
• 6:24
  touch
• 6:24
  point,
• 6:25
  not
• 6:25
  more
• 6:26
  screen
• 6:26
  time.
• 6:27
  That's
• 6:27
  my
• 6:28
  perspective.
• 6:29
  I,
• 6:30
  I
• 6:30
  100
• 6:30
  agree
• 6:31
  with
• 6:31
  you,
• 6:31
  Lisa.
• 6:31
  So,
• 6:31
  yeah,
• 6:32
  actually
• 6:32
  I
• 6:33
  didn't
• 6:33
  know
• 6:33
  how
• 6:33
  I
• 6:33
  got
• 6:33
  lumped
• 6:34
  in
• 6:34
  with
• 6:34
  the,
• 6:34
  the
• 6:34
  other
• 6:35
  two
• 6:35
  because
• 6:35
  I'm
• 6:35
  on
• 6:35
  your
• 6:36
  page.
• 6:36
  I'm
• 6:36
  on
• 6:36
  your
• 6:36
  page.
• 6:37
  100.
• 6:37
  Yeah.
• 6:38
  I
• 6:38
  think
• 6:38
  that
• 6:39
  the
• 6:39
  only
• 6:39
  points
• 6:39
  I
• 6:39
  would
• 6:39
  make
• 6:40
  to
• 6:40
  kind
• 6:40
  of
• 6:40
  add
• 6:41
  on
• 6:41
  to
• 6:41
  what
• 6:41
  you
• 6:41
  said
• 6:41
  is
• 6:41
  I
• 6:42
  think,
• 6:42
  I
• 6:42
  think
• 6:42
  there's
• 6:43
  a
• 6:43
  lot
• 6:43
  of
• 6:43
  retailers
• 6:44
  and
• 6:44
  I
• 6:44
  don't
• 6:44
  know
• 6:44
  if
• 6:44
  Shields
• 6:45
  is
• 6:45
  one
• 6:45
  of
• 6:45
  them
• 6:45
  because,
• 6:46
  you
• 6:46
  know,
• 6:46
  they
• 6:46
  have
• 6:46
  pretty
• 6:47
  big
• 6:47
  stores,
• 6:47
  13
• 6:48
  screens
• 6:48
  per
• 6:48
  store.
• 6:48
  Maybe
• 6:49
  they
• 6:49
  can,
• 6:49
  they
• 6:49
  can
• 6:50
  do
• 6:50
  that.
• 6:50
  And
• 6:50
  David's
• 6:50
  seen
• 6:51
  it
• 6:51
  and
• 6:51
  says
• 6:51
  it
• 6:51
  looks
• 6:51
  pretty
• 6:52
  good.
• 6:52
  But
• 6:52
  I
• 6:52
  think
• 6:53
  there's
• 6:53
  going
• 6:53
  to
• 6:53
  be
• 6:53
  a
• 6:53
  lot
• 6:53
  of
• 6:53
  retailers
• 6:54
  that
• 6:54
  are
• 6:54
  ruining
• 6:55
  the
• 6:55
  day.
• 6:55
  They
• 6:55
  put
• 6:55
  all
• 6:55
  these
• 6:56
  digital
• 6:56
  screens
• 6:56
  in
• 6:56
  the
• 6:57
  store
• 6:57
  for
• 6:57
  the
• 6:57
  purpose
• 6:57
  of,
• 6:58
  quote,
• 6:58
  retail
• 6:58
  media,
• 6:59
  which
• 6:59
  is
• 6:59
  why
• 6:59
  I
• 7:00
  asked
• 7:00
  you
• 7:00
  that
• 7:00
  question
• 7:01
  because,
• 7:01
  you
• 7:02
  know,
• 7:02
  and
• 7:02
  there's
• 7:02
  a
• 7:02
  lot
• 7:02
  of
• 7:02
  reasons
• 7:03
  for
• 7:03
  that.
• 7:03
  One,
• 7:03
  like
• 7:04
  you
• 7:04
  just
• 7:04
  said,
• 7:04
  Lisa,
• 7:04
  they're
• 7:05
  expensive.
• 7:06
  And
• 7:06
  then
• 7:07
  to
• 7:08
  the
• 7:08
  tech,
• 7:08
  it's
• 7:08
  obsolete
• 7:09
  over
• 7:09
  time.
• 7:09
  Like
• 7:09
  what
• 7:10
  changes
• 7:10
  faster
• 7:10
  than
• 7:11
  a
• 7:11
  digital
• 7:11
  screen,
• 7:11
  like
• 7:11
  a
• 7:11
  digital
• 7:12
  television
• 7:12
  changes
• 7:13
  all
• 7:13
  the
• 7:13
  time.
• 7:14
  And
• 7:14
  then
• 7:14
  they're
• 7:15
  also
• 7:15
  really
• 7:15
  hard
• 7:15
  for
• 7:16
  the
• 7:16
  stores
• 7:16
  to
• 7:16
  manage.
• 7:17
  Like
• 7:17
  if
• 7:17
  they
• 7:17
  don't
• 7:17
  work,
• 7:18
  they
• 7:18
  break
• 7:18
  and
• 7:18
  then
• 7:19
  you
• 7:19
  get
• 7:19
  bad
• 7:19
  content
• 7:20
  going
• 7:20
  through
• 7:20
  them.
• 7:21
  So
• 7:21
  for
• 7:21
  my
• 7:21
  money,
• 7:22
  like,
• 7:22
  that's
• 7:22
  why
• 7:22
  I
• 7:22
  don't
• 7:22
  like
• 7:23
  them.
• 7:23
  And
• 7:23
  if
• 7:23
  to
• 7:24
  your
• 7:24
  point,
• 7:24
  Lisa,
• 7:24
  I
• 7:24
  would
• 7:25
  actually
• 7:25
  be
• 7:25
  experimenting
• 7:25
  with
• 7:26
  audio
• 7:26
  plays
• 7:27
  because
• 7:27
  audio
• 7:27
  plays
• 7:28
  are
• 7:28
  easier
• 7:28
  to
• 7:28
  manage
• 7:28
  in
• 7:28
  the
• 7:29
  store.
• 7:29
  You
• 7:29
  can
• 7:29
  promote
• 7:30
  the
• 7:30
  messages
• 7:30
  you
• 7:30
  want.
• 7:31
  It
• 7:31
  just
• 7:31
  seems
• 7:32
  like
• 7:32
  a
• 7:32
  simpler,
• 7:32
  easier
• 7:32
  way
• 7:32
  to
• 7:33
  go
• 7:33
  about
• 7:33
  this.
• 7:33
  But,
• 7:33
  Lisa,
• 7:33
  you
• 7:34
  have
• 7:34
  something
• 7:34
  else
• 7:34
  you
• 7:34
  want
• 7:34
  to
• 7:34
  add?
• 7:35
  I
• 7:35
  mean,
• 7:35
  I
• 7:35
  just
• 7:35
  want
• 7:35
  to
• 7:36
  add
• 7:36
  to
• 7:36
  you
• 7:36
  on
• 7:36
  the
• 7:36
  tech
• 7:37
  side.
• 7:37
  I
• 7:37
  can't
• 7:37
  tell
• 7:38
  you
• 7:38
  in
• 7:38
  the
• 7:39
  last
• 7:39
  20
• 7:39
  years
• 7:40
  how
• 7:40
  many
• 7:40
  stores
• 7:40
  I've
• 7:41
  gone
• 7:41
  into
• 7:42
  that
• 7:42
  have
• 7:42
  put
• 7:42
  what
• 7:43
  they'll
• 7:43
  call
• 7:43
  new
• 7:43
  tech
• 7:44
  in.
• 7:45
  And
• 7:45
  eight
• 7:45
  out
• 7:45
  of
• 7:46
  10
• 7:46
  times,
• 7:46
  it's
• 7:46
  broken
• 7:47
  and
• 7:47
  sales
• 7:48
  doesn't
• 7:49
  how
• 7:49
  to
• 7:49
  get
• 7:49
  it
• 7:49
  to
• 7:49
  work.
• 7:50
  And,
• 7:50
  you
• 7:51
  know,
• 7:51
  like,
• 7:51
  I
• 7:52
  know
• 7:52
  technology
• 7:52
  is
• 7:53
  getting
• 7:53
  better
• 7:53
  over
• 7:54
  time,
• 7:54
  but
• 7:54
  the
• 7:55
  maintenance,
• 7:55
  the,
• 7:56
  you
• 7:56
  know,
• 7:56
  you
• 7:56
  know,
• 7:57
  you
• 7:57
  know,
• 7:57
  the
• 7:57
  software
• 7:58
  updates
• 7:58
  that
• 7:59
  you've
• 7:59
  got
• 7:59
  to
• 7:59
  put
• 7:59
  in,
• 8:00
  Is
• 8:01
  it
• 8:01
  going
• 8:01
  to
• 8:01
  be
• 8:01
  a
• 8:01
  bad
• 8:02
  experience?
• 8:02
  Ultimately,
• 8:03
  that's
• 8:03
  the
• 8:03
  question,
• 8:04
  because
• 8:04
  you're
• 8:05
  turned
• 8:05
  off
• 8:05
  when
• 8:06
  you
• 8:06
  go
• 8:06
  in
• 8:06
  and
• 8:06
  want
• 8:06
  to
• 8:06
  experience,
• 8:07
  and
• 8:07
  it's
• 8:07
  not
• 8:07
  there
• 8:08
  as
• 8:08
  well.
• 8:10
  So.
• 8:10
  Yeah.
• 8:10
  So
• 8:11
  I.
• 8:11
  I'm
• 8:11
  with
• 8:11
  you
• 8:11
  100%.
• 8:12
  So.
• 8:12
  And
• 8:12
  David,
• 8:13
  did
• 8:13
  Lisa
• 8:14
  and
• 8:14
  I
• 8:14
  turn
• 8:14
  you
• 8:15
  to
• 8:15
  our
• 8:15
  side
• 8:15
  at
• 8:15
  all
• 8:15
  or
• 8:16
  what?
• 8:16
  What
• 8:16
  are
• 8:16
  you
• 8:16
  guys
• 8:16
  thinking?
• 8:16
  Are
• 8:17
  you
• 8:17
  still
• 8:17
  liking
• 8:17
  this?
• 8:18
  Not
• 8:18
  to
• 8:19
  lose
• 8:19
  instead
• 8:19
  of
• 8:19
  to
• 8:19
  win?
• 8:20
  Okay.
• 8:21
  All
• 8:21
  right.
• 8:22
  Wow.
• 8:23
  It's
• 8:23
  too
• 8:24
  hard.
• 8:24
  I
• 8:24
  don't
• 8:24
  want
• 8:25
  to
• 8:25
  do
• 8:25
  this.
• 8:25
  The
• 8:26
  maintenance
• 8:26
  is
• 8:27
  like,
• 8:27
  come
• 8:27
  on,
• 8:27
  guys.
• 8:28
  Like,
• 8:28
  this
• 8:28
  is.
• 8:29
  Yeah.
• 8:29
  Don't
• 8:29
  think
• 8:29
  it's
• 8:29
  gonna
• 8:30
  be
• 8:30
  the
• 8:30
  right
• 8:30
  strategy
• 8:32
  and
• 8:32
  works.
• 8:33
  I
• 8:33
  agree.
• 8:33
  It
• 8:33
  shouldn't
• 8:33
  be
• 8:33
  everywhere.
• 8:34
  And.
• 8:34
  And
• 8:35
  absolutely,
• 8:35
  I
• 8:35
  could
• 8:35
  care
• 8:36
  less
• 8:36
  about,
• 8:36
  you
• 8:37
  know,
• 8:37
  seeing
• 8:37
  cottage
• 8:37
  cheese
• 8:38
  on
• 8:38
  sale
• 8:38
  at
• 8:39
  my
• 8:39
  local
• 8:39
  grocer,
• 8:40
  but
• 8:40
  in
• 8:41
  the
• 8:41
  right
• 8:41
  environment,
• 8:42
  this
• 8:42
  works.
• 8:43
  Yeah,
• 8:43
  I
• 8:43
  like
• 8:43
  Lisa's
• 8:43
  play.
• 8:44
  I
• 8:44
  like
• 8:44
  Lisa's
• 8:44
  thing,
• 8:44
  though.
• 8:45
  We're
• 8:45
  all
• 8:45
  budget
• 8:45
  constrained.
• 8:45
  And
• 8:46
  is
• 8:46
  this
• 8:46
  the
• 8:46
  best
• 8:46
  use
• 8:46
  of
• 8:47
  $11
• 8:47
  million,
• 8:47
  or
• 8:48
  could
• 8:48
  you
• 8:48
  do
• 8:48
  that
• 8:48
  to
• 8:49
  augment
• 8:49
  the
• 8:49
  in
• 8:49
  store
• 8:50
  experience
• 8:50
  and
• 8:50
  why
• 8:51
  people
• 8:51
  go
• 8:51
  to
• 8:51
  the
• 8:51
  store
• 8:51
  to
• 8:52
  begin
• 8:52
  with?
• 8:52
  I
• 8:52
  think
• 8:52
  that's
• 8:53
  the
• 8:53
  interesting
• 8:53
  question
• 8:53
  here.
• 8:54
  But
• 8:54
  I
• 8:54
  think
• 8:54
  you're
• 8:55
  looking
• 8:55
  at
• 8:55
  a
• 8:55
  different
• 8:56
  retailer.
• 8:56
  This
• 8:56
  is
• 8:57
  Shields.
• 8:57
  This
• 8:57
  is
• 8:58
  not
• 8:58
  like,
• 8:58
  you
• 8:59
  know,
• 8:59
  XYZ
• 9:00
  retailer.
• 9:00
  This
• 9:01
  is
• 9:01
  a
• 9:01
  very
• 9:02
  experience
• 9:03
  is
• 9:03
  part
• 9:04
  of
• 9:04
  their
• 9:04
  brand
• 9:05
  ethos.
• 9:05
  Like,
• 9:06
  this
• 9:06
  is.
• 9:06
  You
• 9:07
  are
• 9:07
  looking
• 9:07
  for
• 9:07
  this
• 9:07
  kind
• 9:08
  of
• 9:08
  stuff.
• 9:08
  And
• 9:09
  the
• 9:09
  one
• 9:09
  thing
• 9:09
  that
• 9:09
  I
• 9:09
  would
• 9:10
  say
• 9:10
  to
• 9:10
  maybe
• 9:10
  challenge
• 9:11
  what
• 9:11
  Lisa
• 9:11
  was
• 9:11
  saying
• 9:12
  about,
• 9:12
  you
• 9:12
  know,
• 9:12
  having
• 9:13
  more
• 9:13
  people
• 9:13
  in
• 9:14
  the
• 9:14
  store.
• 9:15
  You
• 9:15
  can't
• 9:15
  get
• 9:16
  LeBron
• 9:16
  James
• 9:17
  to
• 9:17
  show
• 9:17
  up
• 9:17
  at
• 9:17
  every
• 9:18
  Shield
• 9:18
  store
• 9:18
  that
• 9:19
  doesn't
• 9:19
  scale,
• 9:19
  but
• 9:20
  you
• 9:20
  can
• 9:20
  get
• 9:20
  LeBron
• 9:21
  James
• 9:21
  to
• 9:21
  record
• 9:22
  something
• 9:22
  specifically
• 9:23
  for
• 9:23
  Shield's
• 9:24
  customers.
• 9:24
  Talking
• 9:24
  about
• 9:24
  a
• 9:25
  new
• 9:25
  shoe
• 9:25
  drop
• 9:25
  that's
• 9:25
  coming
• 9:26
  out
• 9:26
  this
• 9:26
  week
• 9:27
  that's
• 9:27
  going
• 9:27
  to
• 9:27
  go
• 9:27
  all
• 9:28
  over
• 9:28
  these
• 9:28
  stores.
• 9:28
  So
• 9:29
  I
• 9:29
  do
• 9:29
  think
• 9:29
  that,
• 9:29
  like,
• 9:30
  this
• 9:30
  is
• 9:30
  a
• 9:30
  very
• 9:31
  unique,
• 9:31
  unique
• 9:32
  case
• 9:32
  study
• 9:33
  where,
• 9:33
  yes,
• 9:34
  there
• 9:34
  is.
• 9:35
  There
• 9:35
  is
• 9:35
  a
• 9:35
  use
• 9:36
  case
• 9:36
  for
• 9:36
  it
• 9:36
  in
• 9:37
  these
• 9:37
  SHIELD
• 9:37
  Screens.
• 9:38
  The
• 9:38
  screens
• 9:38
  are
• 9:38
  bendable.
• 9:39
  Like,
• 9:39
  we
• 9:39
  don't.
• 9:40
  I
• 9:40
  haven't
• 9:40
  seen
• 9:41
  them.
• 9:41
  But,
• 9:41
  like,
• 9:41
  if
• 9:42
  it.
• 9:42
  If
• 9:42
  it's
• 9:42
  just
• 9:42
  shut
• 9:43
  off
• 9:43
  completely
• 9:43
  and
• 9:43
  it's
• 9:44
  black,
• 9:44
  does
• 9:45
  that
• 9:45
  detract
• 9:45
  for
• 9:45
  the.
• 9:46
  From
• 9:46
  the
• 9:46
  experience
• 9:46
  or
• 9:47
  do
• 9:47
  you
• 9:47
  just
• 9:47
  not
• 9:47
  see
• 9:48
  anything?
• 9:48
  And
• 9:48
  that's
• 9:48
  fine.
• 9:49
  Like,
• 9:49
  I.
• 9:49
  I
• 9:49
  think
• 9:50
  there's
• 9:50
  more
• 9:50
  that
• 9:50
  needs
• 9:51
  to
• 9:51
  be
• 9:51
  more
• 9:51
  research
• 9:52
  I
• 9:52
  need
• 9:52
  to
• 9:52
  do.
• 9:53
  I
• 9:53
  need
• 9:53
  a
• 9:53
  field
• 9:53
  trip.
• 9:54
  Like,
• 9:54
  yeah,
• 9:54
  we
• 9:54
  need
• 9:54
  to
• 9:54
  go
• 9:54
  to
• 9:55
  S.H.I.E.L.D.
• 9:55
  yeah.
• 9:55
  All
• 9:55
  right,
• 9:56
  let
• 9:56
  Lisa
• 9:57
  in
• 9:57
  here.
• 9:57
  Lisa
• 9:57
  wants
• 9:57
  to
• 9:57
  chime
• 9:58
  in
• 9:58
  again,
• 9:58
  and
• 9:58
  then
• 9:58
  we'll
• 9:59
  move
• 9:59
  on.
• 9:59
  But,
• 9:59
  but,
• 9:59
  Ann,
• 10:00
  I
• 10:00
  do
• 10:00
  think
• 10:00
  you
• 10:00
  could
• 10:00
  get
• 10:00
  Dick
• 10:01
  Weber
• 10:01
  to
• 10:01
  display
• 10:02
  his
• 10:02
  bowling
• 10:02
  shoes
• 10:03
  to
• 10:03
  David's
• 10:03
  point.
• 10:03
  But
• 10:04
  anyway,
• 10:04
  Lisa,
• 10:04
  go
• 10:04
  ahead.
• 10:05
  I
• 10:05
  mean,
• 10:05
  one
• 10:05
  thing.
• 10:06
  LeBron
• 10:06
  James
• 10:06
  can
• 10:07
  drop
• 10:07
  a
• 10:07
  personalized
• 10:08
  message
• 10:08
  to
• 10:08
  your
• 10:09
  email,
• 10:10
  you
• 10:10
  know,
• 10:11
  or
• 10:11
  your
• 10:11
  screen
• 10:13
  just
• 10:13
  as
• 10:14
  well.
• 10:14
  So
• 10:14
  I
• 10:15
  just
• 10:15
  challenge
• 10:16
  spend
• 10:16
  the
• 10:16
  money,
• 10:17
  go
• 10:17
  for
• 10:17
  driving
• 10:18
  different
• 10:18
  things.
• 10:19
  I
• 10:19
  just
• 10:19
  don't
• 10:20
  think
• 10:20
  it's
• 10:20
  in
• 10:20
  the
• 10:20
  sense
• 10:20
  of
• 10:21
  a
• 10:21
  screen.
• 10:22
  Yeah,
• 10:22
  that's
• 10:23
  great.
• 10:23
  I
• 10:23
  love
• 10:23
  this
• 10:24
  show
• 10:24
  already.
• 10:24
  This
• 10:24
  show
• 10:24
  is
• 10:25
  great.