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Bath & Body Works Plans Amazon Launch | Fast Five Shorts · Omni Talk Retail

• 0:00
  Bath
• 0:00
  and
• 0:00
  Body
• 0:00
  Works
• 0:01
  is
• 0:01
  planning
• 0:01
  to
• 0:01
  launch
• 0:01
  on
• 0:02
  Amazon
• 0:02
  early
• 0:03
  next
• 0:03
  year.
• 0:04
  We've
• 0:04
  had
• 0:04
  Bath
• 0:05
  and
• 0:05
  Body
• 0:05
  Works
• 0:05
  in
• 0:05
  the
• 0:05
  show
• 0:06
  more
• 0:06
  this
• 0:06
  year.
• 0:07
  I
• 0:07
  know,
• 0:07
  I
• 0:07
  think
• 0:08
  we
• 0:08
  have
• 0:08
  ever.
• 0:10
  According
• 0:10
  to
• 0:10
  retail
• 0:11
  dive,
• 0:11
  Bath
• 0:11
  and
• 0:11
  Body
• 0:12
  Works
• 0:12
  will
• 0:12
  start
• 0:12
  with
• 0:12
  a
• 0:13
  small
• 0:13
  assortment
• 0:13
  of
• 0:13
  its
• 0:13
  evergreen
• 0:14
  products
• 0:14
  on
• 0:14
  Amazon
• 0:15
  in
• 0:16
  order
• 0:16
  to
• 0:16
  quote,
• 0:16
  test
• 0:17
  and
• 0:17
  learn
• 0:17
  and
• 0:18
  quote
• 0:18
  and
• 0:18
  build
• 0:18
  ratings
• 0:19
  and
• 0:19
  reviews,
• 0:19
  according
• 0:20
  to
• 0:20
  CEO
• 0:20
  Daniel
• 0:21
  Heath.
• 0:22
  Heath
• 0:23
  also
• 0:23
  said
• 0:24
  that
• 0:24
  Bath
• 0:24
  and
• 0:24
  Body
• 0:25
  believes
• 0:25
  somewhere
• 0:25
  between
• 0:26
  six
• 0:26
  sixty
• 0:26
  to
• 0:27
  eighty
• 0:27
  million
• 0:27
  dollars
• 0:28
  of
• 0:28
  gray
• 0:28
  market
• 0:28
  sales
• 0:29
  are
• 0:29
  already
• 0:29
  happening
• 0:30
  via
• 0:30
  Amazon
• 0:31
  and
• 0:31
  that
• 0:31
  such
• 0:31
  sales
• 0:32
  are
• 0:32
  both
• 0:32
  brand
• 0:33
  dilutive
• 0:33
  and
• 0:34
  product
• 0:34
  dilutive.
• 0:35
  Chris,
• 0:36
  this
• 0:36
  is
• 0:36
  also
• 0:36
  the
• 0:37
  A
• 0:37
  and
• 0:37
  M
• 0:37
  put
• 0:37
  you
• 0:37
  on
• 0:38
  the
• 0:38
  spot
• 0:38
  question.
• 0:39
  Yeah,
• 0:40
  A
• 0:40
  and
• 0:40
  M
• 0:41
  would
• 0:41
  like
• 0:41
  to
• 0:41
  know.
• 0:41
  More
• 0:42
  and
• 0:42
  more
• 0:42
  brands
• 0:42
  are
• 0:43
  opening
• 0:43
  up
• 0:43
  curated
• 0:44
  assortments
• 0:44
  on
• 0:44
  marketplaces
• 0:45
  like
• 0:45
  Amazon.
• 0:46
  On
• 0:46
  one
• 0:46
  hand
• 0:47
  it's
• 0:47
  a
• 0:47
  chance
• 0:47
  to
• 0:47
  meet
• 0:48
  consumers
• 0:48
  where
• 0:49
  they
• 0:49
  are
• 0:49
  already.
• 0:50
  Sorry,
• 0:50
  where
• 0:50
  they
• 0:51
  already
• 0:51
  shop.
• 0:51
  But
• 0:52
  on
• 0:52
  the
• 0:52
  other
• 0:52
  it
• 0:52
  raises
• 0:53
  questions
• 0:53
  about
• 0:54
  brand
• 0:54
  control,
• 0:54
  margins
• 0:55
  and
• 0:55
  what
• 0:55
  happens
• 0:56
  to
• 0:56
  the
• 0:56
  in
• 0:56
  store
• 0:57
  magic.
• 0:58
  How
• 0:58
  should
• 0:58
  companies
• 0:59
  be
• 0:59
  thinking
• 1:00
  about
• 1:00
  this
• 1:00
  trade
• 1:00
  off?
• 1:01
  I
• 1:01
  think
• 1:01
  this
• 1:01
  topic's
• 1:02
  really
• 1:02
  interesting.
• 1:02
  It
• 1:02
  is,
• 1:03
  you're
• 1:03
  right.
• 1:03
  It's
• 1:03
  interesting
• 1:03
  to
• 1:03
  see
• 1:04
  Bath
• 1:04
  and
• 1:04
  Body
• 1:04
  Works
• 1:05
  in
• 1:05
  the
• 1:05
  headlines
• 1:06
  again.
• 1:06
  I
• 1:07
  think
• 1:07
  the
• 1:07
  AI
• 1:08
  discussion
• 1:08
  that
• 1:08
  we
• 1:08
  had
• 1:09
  earlier
• 1:09
  changes
• 1:10
  the
• 1:11
  calculus
• 1:11
  on
• 1:11
  this
• 1:11
  a
• 1:12
  little
• 1:12
  bit.
• 1:14
  And
• 1:14
  so
• 1:15
  for
• 1:15
  that
• 1:15
  reason
• 1:16
  actually,
• 1:16
  and
• 1:16
  I've
• 1:17
  actually
• 1:17
  was
• 1:18
  going
• 1:18
  a
• 1:18
  different
• 1:18
  direction
• 1:19
  when
• 1:19
  I
• 1:19
  first
• 1:19
  started
• 1:19
  thinking
• 1:20
  about
• 1:20
  this
• 1:20
  headline
• 1:20
  and
• 1:21
  then
• 1:21
  I
• 1:21
  was
• 1:21
  like,
• 1:21
  okay.
• 1:21
  From
• 1:21
  a
• 1:22
  consistency
• 1:22
  standpoint
• 1:23
  though,
• 1:23
  I
• 1:23
  think
• 1:24
  I
• 1:24
  changed
• 1:24
  my
• 1:24
  mind.
• 1:24
  And
• 1:25
  actually
• 1:25
  I
• 1:25
  don't
• 1:26
  like
• 1:26
  this
• 1:26
  move,
• 1:27
  I
• 1:27
  don't
• 1:27
  like
• 1:27
  this
• 1:27
  move
• 1:28
  to
• 1:28
  integrate
• 1:28
  with
• 1:28
  Amazon
• 1:29
  because
• 1:30
  and
• 1:30
  I
• 1:30
  would,
• 1:30
  you
• 1:31
  know,
• 1:31
  I
• 1:31
  would
• 1:31
  say
• 1:31
  the
• 1:31
  same
• 1:31
  thing
• 1:31
  potentially
• 1:32
  about
• 1:32
  Bath
• 1:32
  and
• 1:32
  Body
• 1:33
  Works
• 1:33
  integrating
• 1:33
  with
• 1:34
  Walmart
• 1:34
  because
• 1:35
  they're
• 1:35
  both
• 1:35
  retailers
• 1:36
  and
• 1:36
  they're
• 1:36
  formidable
• 1:37
  ones
• 1:37
  at
• 1:37
  that.
• 1:38
  I
• 1:38
  would
• 1:39
  be,
• 1:39
  given
• 1:39
  that
• 1:39
  AI
• 1:40
  is
• 1:40
  on
• 1:40
  the
• 1:40
  scene
• 1:40
  here,
• 1:41
  I
• 1:41
  would
• 1:41
  be
• 1:41
  biding
• 1:42
  my
• 1:42
  time,
• 1:43
  investing
• 1:43
  in
• 1:43
  my
• 1:44
  stores
• 1:44
  as
• 1:44
  we've
• 1:44
  talked
• 1:45
  about
• 1:45
  a
• 1:45
  lot.
• 1:46
  And
• 1:46
  I
• 1:46
  would
• 1:46
  follow
• 1:46
  the
• 1:47
  steps
• 1:47
  that
• 1:47
  I
• 1:47
  outlined
• 1:48
  above,
• 1:48
  like,
• 1:48
  you
• 1:48
  know
• 1:49
  what,
• 1:49
  ready
• 1:49
  your
• 1:49
  site
• 1:49
  for
• 1:50
  LLM
• 1:50
  search
• 1:51
  first
• 1:51
  because
• 1:51
  you're
• 1:51
  going
• 1:52
  to
• 1:52
  have
• 1:52
  to
• 1:52
  be
• 1:52
  able
• 1:52
  to
• 1:53
  do
• 1:53
  that
• 1:53
  and
• 1:53
  make
• 1:53
  sure
• 1:53
  it
• 1:54
  works.
• 1:54
  And
• 1:55
  then
• 1:55
  you
• 1:55
  partner
• 1:56
  with
• 1:56
  the
• 1:56
  right
• 1:56
  LLM
• 1:57
  search
• 1:57
  engine,
• 1:57
  you
• 1:58
  know,
• 1:58
  and
• 1:58
  you
• 1:58
  can
• 1:59
  take
• 1:59
  your
• 1:59
  time
• 1:59
  to
• 1:59
  decide
• 2:00
  what
• 2:00
  that
• 2:00
  is.
• 2:01
  But
• 2:01
  you
• 2:01
  find
• 2:02
  distribution
• 2:02
  that
• 2:03
  way,
• 2:03
  I
• 2:03
  think
• 2:03
  first
• 2:04
  and
• 2:04
  foremost
• 2:04
  because
• 2:04
  if
• 2:05
  the
• 2:05
  industry
• 2:05
  as
• 2:06
  a
• 2:06
  whole,
• 2:06
  if
• 2:07
  the
• 2:07
  industry
• 2:08
  executives
• 2:08
  listening
• 2:09
  as
• 2:09
  a
• 2:09
  whole
• 2:09
  take
• 2:09
  that
• 2:10
  approach,
• 2:10
  the
• 2:10
  really
• 2:11
  interesting
• 2:11
  thing
• 2:11
  about
• 2:11
  that
• 2:12
  and
• 2:12
  to
• 2:12
  me
• 2:13
  is
• 2:13
  that
• 2:13
  Amazon
• 2:14
  is
• 2:14
  going
• 2:15
  to
• 2:15
  lose
• 2:15
  its
• 2:15
  dominance.
• 2:17
  So
• 2:17
  if
• 2:17
  you
• 2:17
  start
• 2:17
  selling
• 2:18
  on
• 2:18
  Amazon,
• 2:18
  why
• 2:18
  start
• 2:19
  selling
• 2:19
  on
• 2:19
  Amazon
• 2:20
  now,
• 2:20
  wait
• 2:20
  a
• 2:21
  few
• 2:21
  years,
• 2:22
  clean
• 2:23
  the
• 2:23
  decks,
• 2:23
  scrub
• 2:24
  the
• 2:24
  decks,
• 2:24
  get
• 2:24
  everything
• 2:25
  right
• 2:25
  and
• 2:25
  then
• 2:25
  decide
• 2:26
  what
• 2:26
  you
• 2:26
  want
• 2:26
  to
• 2:27
  do
• 2:27
  and
• 2:27
  how
• 2:27
  you
• 2:27
  want
• 2:27
  to
• 2:27
  play
• 2:28
  in
• 2:28
  this
• 2:28
  new
• 2:28
  AI
• 2:28
  landscape.
• 2:29
  Because
• 2:29
  if
• 2:29
  you
• 2:29
  think
• 2:29
  about
• 2:30
  it
• 2:30
  the
• 2:30
  right
• 2:30
  way,
• 2:30
  you
• 2:31
  can
• 2:31
  still
• 2:31
  go
• 2:31
  to
• 2:31
  Amazon
• 2:32
  later,
• 2:33
  but
• 2:33
  you
• 2:33
  could
• 2:34
  also
• 2:34
  hurt
• 2:34
  them
• 2:34
  in
• 2:34
  the
• 2:34
  long
• 2:35
  run.
• 2:35
  And
• 2:35
  so
• 2:35
  I
• 2:35
  think
• 2:35
  that's
• 2:36
  important
• 2:36
  thing
• 2:36
  to
• 2:36
  think
• 2:37
  about
• 2:37
  here.
• 2:38
  So,
• 2:38
  you
• 2:38
  know,
• 2:38
  are
• 2:38
  you
• 2:38
  thinking
• 2:39
  short
• 2:39
  term,
• 2:39
  are
• 2:40
  you
• 2:40
  thinking
• 2:40
  long
• 2:40
  term?
• 2:40
  And
• 2:41
  I
• 2:41
  think
• 2:41
  in
• 2:41
  this
• 2:41
  case,
• 2:42
  Bath
• 2:42
  and
• 2:42
  Body
• 2:42
  Works
• 2:43
  seems
• 2:43
  like
• 2:43
  it's
• 2:43
  thinking
• 2:43
  short
• 2:43
  term
• 2:44
  to
• 2:44
  me.
• 2:45
  I,
• 2:46
  I
• 2:46
  think
• 2:46
  I
• 2:47
  am
• 2:47
  thinking
• 2:47
  about
• 2:47
  this
• 2:47
  another
• 2:48
  way
• 2:48
  for
• 2:48
  the
• 2:48
  same
• 2:49
  reason,
• 2:49
  and
• 2:50
  that
• 2:50
  is
• 2:50
  I
• 2:51
  think
• 2:51
  it
• 2:51
  gets
• 2:51
  a
• 2:51
  product
• 2:52
  that
• 2:52
  requires
• 2:54
  a
• 2:54
  beauty
• 2:54
  product,
• 2:55
  a
• 2:55
  fragrance
• 2:55
  product
• 2:56
  that's
• 2:56
  very
• 2:56
  hard
• 2:56
  to
• 2:57
  buy.
• 2:57
  It
• 2:57
  gets
• 2:57
  it
• 2:57
  into
• 2:58
  the
• 2:58
  hands
• 2:58
  of
• 2:58
  consumers
• 3:00
  without
• 3:01
  the
• 3:01
  concern
• 3:01
  of
• 3:02
  if
• 3:02
  I
• 3:02
  buy
• 3:02
  this
• 3:03
  and
• 3:03
  I'm
• 3:03
  paying
• 3:04
  for
• 3:04
  it
• 3:04
  on
• 3:05
  the
• 3:05
  Bath
• 3:05
  and
• 3:05
  Body
• 3:05
  Works
• 3:06
  site
• 3:06
  because
• 3:06
  they
• 3:06
  have
• 3:06
  an
• 3:06
  order
• 3:07
  minimum
• 3:07
  of
• 3:07
  $35,
• 3:09
  I'm
• 3:09
  not
• 3:09
  going
• 3:09
  to
• 3:09
  go
• 3:09
  through
• 3:10
  with
• 3:10
  that
• 3:10
  transaction
• 3:11
  because
• 3:11
  I
• 3:11
  don't
• 3:12
  have
• 3:12
  any
• 3:12
  security
• 3:13
  blanket.
• 3:13
  And
• 3:13
  I
• 3:14
  actually
• 3:14
  think
• 3:14
  because
• 3:15
  of
• 3:15
  LLM
• 3:16
  search,
• 3:16
  I
• 3:16
  think
• 3:17
  you
• 3:17
  have
• 3:17
  to
• 3:17
  be
• 3:17
  on
• 3:18
  as
• 3:18
  many
• 3:18
  platforms
• 3:19
  as
• 3:19
  you
• 3:19
  can.
• 3:20
  And
• 3:20
  I
• 3:20
  compare
• 3:20
  it
• 3:21
  almost
• 3:21
  to
• 3:21
  like
• 3:21
  when
• 3:21
  you're
• 3:22
  going
• 3:22
  to
• 3:22
  watch
• 3:22
  a
• 3:22
  movie
• 3:23
  on
• 3:23
  your
• 3:23
  streaming
• 3:24
  tv,
• 3:24
  right?
• 3:24
  Like,
• 3:25
  you
• 3:25
  go
• 3:25
  there,
• 3:25
  you
• 3:26
  type
• 3:26
  in
• 3:26
  the
• 3:26
  name
• 3:26
  of
• 3:26
  the
• 3:27
  movie.
• 3:27
  You
• 3:27
  don't,
• 3:28
  you
• 3:28
  just
• 3:28
  don't
• 3:28
  want
• 3:28
  to
• 3:28
  pay
• 3:29
  for
• 3:29
  the
• 3:29
  movie.
• 3:29
  So
• 3:29
  what's
• 3:30
  the
• 3:30
  easiest
• 3:30
  way
• 3:30
  that
• 3:30
  I
• 3:30
  can
• 3:31
  see
• 3:31
  that
• 3:31
  movie,
• 3:31
  that
• 3:31
  I
• 3:32
  can
• 3:32
  get
• 3:32
  that
• 3:32
  movie?
• 3:32
  And
• 3:33
  if
• 3:33
  I
• 3:33
  have
• 3:33
  a
• 3:33
  Walmart
• 3:34
  plus
• 3:34
  membership
• 3:35
  or
• 3:35
  I
• 3:35
  have
• 3:35
  a
• 3:36
  Prime
• 3:36
  membership
• 3:37
  and
• 3:37
  I
• 3:37
  can
• 3:38
  get
• 3:38
  that
• 3:38
  Bath
• 3:38
  and
• 3:38
  Body
• 3:38
  Works
• 3:39
  product
• 3:39
  delivered
• 3:40
  to
• 3:40
  me
• 3:40
  for
• 3:40
  free
• 3:40
  and
• 3:41
  I
• 3:41
  can
• 3:41
  return
• 3:41
  it
• 3:41
  for
• 3:42
  free,
• 3:42
  like
• 3:42
  that
• 3:43
  makes
• 3:43
  me
• 3:43
  pull
• 3:43
  the
• 3:43
  trigger
• 3:44
  on
• 3:44
  a
• 3:44
  product
• 3:44
  that
• 3:45
  if
• 3:45
  I
• 3:45
  had
• 3:45
  to
• 3:45
  pay
• 3:46
  or
• 3:46
  pay
• 3:46
  a
• 3:46
  restocking
• 3:47
  fee
• 3:47
  when
• 3:47
  I
• 3:47
  sent
• 3:47
  it
• 3:48
  back
• 3:48
  or
• 3:48
  go
• 3:48
  to
• 3:49
  a
• 3:49
  mall
• 3:49
  to
• 3:49
  return
• 3:50
  it
• 3:50
  to
• 3:50
  a
• 3:50
  Bath
• 3:50
  and
• 3:50
  Body
• 3:50
  Works
• 3:51
  store,
• 3:51
  like
• 3:51
  that
• 3:52
  to
• 3:52
  me
• 3:52
  is
• 3:52
  limiting
• 3:53
  on
• 3:53
  whether
• 3:53
  or
• 3:53
  not
• 3:54
  I'm
• 3:54
  going
• 3:54
  to
• 3:54
  go
• 3:54
  through
• 3:55
  with
• 3:55
  that
• 3:56
  search.
• 3:56
  When
• 3:56
  I'm
• 3:57
  typing
• 3:57
  in,
• 3:57
  you
• 3:57
  know
• 3:57
  what's
• 3:58
  a
• 3:58
  great
• 3:58
  fragrance
• 3:58
  for
• 3:59
  holiday
• 3:59
  for
• 3:59
  me,
• 3:59
  you
• 4:00
  know,
• 4:00
  and
• 4:00
  tell
• 4:01
  me
• 4:01
  what
• 4:01
  all
• 4:01
  the
• 4:01
  products
• 4:02
  are,
• 4:02
  what's
• 4:02
  the
• 4:02
  highest
• 4:03
  rated,
• 4:03
  that
• 4:03
  kind
• 4:03
  of
• 4:03
  thing.
• 4:04
  You
• 4:04
  know,
• 4:04
  if
• 4:05
  Bath
• 4:05
  and
• 4:05
  Body
• 4:05
  Works
• 4:05
  comes
• 4:06
  up
• 4:06
  and
• 4:06
  I
• 4:06
  get
• 4:06
  that
• 4:06
  listing
• 4:07
  next
• 4:07
  to
• 4:07
  it
• 4:07
  of
• 4:07
  here
• 4:07
  are
• 4:08
  all
• 4:08
  the
• 4:08
  places
• 4:08
  you
• 4:08
  can
• 4:08
  buy,
• 4:09
  here
• 4:09
  are
• 4:09
  the,
• 4:10
  the
• 4:10
  deals
• 4:10
  that
• 4:11
  you
• 4:11
  uniquely
• 4:12
  qualify
• 4:12
  for
• 4:13
  based
• 4:13
  on
• 4:14
  your
• 4:14
  loyalty
• 4:14
  programs
• 4:15
  in
• 4:15
  each
• 4:15
  one
• 4:15
  of
• 4:15
  these
• 4:15
  segments.
• 4:16
  Like
• 4:16
  that
• 4:17
  to
• 4:17
  me
• 4:17
  is
• 4:17
  what's
• 4:18
  going
• 4:18
  to
• 4:18
  drive
• 4:18
  purchase.
• 4:19
  Whereas
• 4:20
  I
• 4:20
  think
• 4:20
  if
• 4:20
  you're
• 4:20
  just
• 4:21
  focusing
• 4:21
  on
• 4:21
  your
• 4:22
  own
• 4:22
  site
• 4:22
  and
• 4:23
  your
• 4:23
  own
• 4:23
  traffic,
• 4:24
  I
• 4:24
  think
• 4:25
  you
• 4:25
  might
• 4:25
  lose
• 4:26
  some
• 4:26
  of
• 4:26
  those
• 4:26
  customers.
• 4:27
  So
• 4:27
  that,
• 4:27
  that's
• 4:28
  my
• 4:28
  perspective
• 4:28
  on
• 4:29
  it.
• 4:30
  But
• 4:30
  I
• 4:30
  think
• 4:31
  it's
• 4:31
  also
• 4:31
  a
• 4:31
  test.
• 4:32
  Right.
• 4:32
  Like
• 4:32
  they're
• 4:32
  just
• 4:32
  trying
• 4:33
  this
• 4:33
  with
• 4:33
  a
• 4:33
  few
• 4:33
  products.
• 4:34
  What
• 4:34
  does
• 4:34
  it
• 4:35
  hurt
• 4:35
  you
• 4:35
  to
• 4:35
  just
• 4:36
  test
• 4:36
  and
• 4:36
  learn
• 4:36
  on
• 4:37
  this?
• 4:37
  Like
• 4:37
  not,
• 4:38
  not
• 4:38
  a
• 4:38
  lot
• 4:38
  of,
• 4:39
  of
• 4:39
  of
• 4:39
  lift,
• 4:40
  I
• 4:40
  think
• 4:40
  from
• 4:40
  Bath
• 4:41
  and
• 4:41
  Body
• 4:41
  Works.
• 4:42
  Yeah.
• 4:42
  And
• 4:42
  the
• 4:42
  great
• 4:42
  goods
• 4:43
  number
• 4:43
  is
• 4:43
  pretty
• 4:43
  telling
• 4:44
  too.
• 4:44
  And
• 4:44
  I'm
• 4:44
  sure
• 4:44
  that's
• 4:44
  happening.
• 4:45
  No
• 4:45
  doubt.
• 4:45
  Yeah.
• 4:45
  I
• 4:45
  think
• 4:46
  the
• 4:46
  big
• 4:46
  difference
• 4:46
  here
• 4:46
  is
• 4:47
  I
• 4:47
  just
• 4:47
  think
• 4:47
  the,
• 4:48
  the
• 4:48
  adopt,
• 4:49
  you
• 4:49
  know,
• 4:49
  the
• 4:49
  big
• 4:49
  question
• 4:50
  is
• 4:50
  how
• 4:50
  quick
• 4:50
  is
• 4:51
  the
• 4:51
  adoption
• 4:51
  curve
• 4:52
  really?
• 4:52
  Like
• 4:52
  it's
• 4:53
  fun
• 4:53
  to
• 4:53
  talk
• 4:53
  about,
• 4:54
  but
• 4:54
  how
• 4:55
  quick
• 4:55
  is
• 4:55
  the
• 4:55
  adoption
• 4:56
  curve
• 4:56
  and
• 4:56
  how
• 4:56
  much,
• 4:57
  how
• 4:57
  many
• 4:57
  product
• 4:58
  sales
• 4:58
  are
• 4:58
  actually
• 4:58
  going
• 4:58
  to
• 4:58
  go
• 4:59
  through
• 4:59
  the
• 4:59
  LLMs
• 5:00
  is
• 5:00
  the
• 5:00
  big
• 5:00
  crux
• 5:01
  of
• 5:01
  this
• 5:01
  argument
• 5:01
  here,
• 5:02
  I
• 5:02
  think.
• 5:02
  You
• 5:02
  know,
• 5:02
  I
• 5:02
  think
• 5:03
  that's
• 5:03
  where
• 5:03
  you
• 5:03
  and
• 5:03
  I
• 5:03
  are
• 5:03
  probably
• 5:04
  differing
• 5:04
  here
• 5:04
  is
• 5:04
  like,
• 5:05
  I
• 5:05
  just
• 5:05
  think
• 5:05
  you've
• 5:05
  got
• 5:05
  time
• 5:06
  to
• 5:06
  think
• 5:06
  this
• 5:06
  out
• 5:06
  and
• 5:07
  be
• 5:07
  a
• 5:07
  little
• 5:07
  more
• 5:07
  thoughtful
• 5:08
  and
• 5:08
  strategic
• 5:08
  before
• 5:09
  you
• 5:09
  start
• 5:09
  making
• 5:09
  some
• 5:10
  of
• 5:10
  these
• 5:10
  moves.
• 5:11
  Yeah,
• 5:11
  I
• 5:11
  mean,
• 5:11
  I
• 5:11
  think,
• 5:12
  I
• 5:12
  think
• 5:12
  you
• 5:12
  can
• 5:12
  do
• 5:12
  both.
• 5:13
  I
• 5:13
  think
• 5:13
  you
• 5:13
  have
• 5:13
  to
• 5:13
  parallel
• 5:14
  path
• 5:14
  this.
• 5:14
  I
• 5:14
  think
• 5:15
  you
• 5:15
  have
• 5:15
  to
• 5:15
  be
• 5:15
  thinking
• 5:15
  about
• 5:16
  it
• 5:16
  on
• 5:16
  your
• 5:16
  own.
• 5:16
  Like
• 5:17
  one
• 5:17
  serves
• 5:17
  the
• 5:18
  other.
• 5:18
  So
• 5:18
  if
• 5:18
  you're
• 5:18
  thinking
• 5:19
  about
• 5:19
  how
• 5:19
  your
• 5:20
  products
• 5:20
  are
• 5:20
  showing
• 5:20
  up
• 5:20
  on
• 5:21
  your
• 5:21
  own
• 5:21
  site,
• 5:21
  you,
• 5:22
  you
• 5:22
  can
• 5:22
  simultaneously
• 5:23
  be
• 5:23
  thinking
• 5:23
  about,
• 5:24
  you
• 5:24
  know,
• 5:24
  it's
• 5:24
  just
• 5:25
  like
• 5:25
  when,
• 5:25
  again
• 5:25
  when
• 5:26
  E
• 5:26
  commerce
• 5:26
  came
• 5:26
  online,
• 5:27
  like
• 5:27
  we
• 5:27
  had
• 5:27
  to
• 5:27
  think
• 5:28
  about
• 5:28
  all
• 5:28
  of
• 5:28
  the
• 5:28
  customer
• 5:29
  journeys
• 5:29
  to
• 5:30
  get
• 5:30
  to
• 5:30
  that
• 5:30
  product
• 5:31
  to
• 5:31
  get
• 5:31
  to
• 5:31
  your
• 5:31
  store,
• 5:32
  whether
• 5:32
  it
• 5:33
  was
• 5:33
  online,
• 5:33
  offline,
• 5:34
  curbside
• 5:34
  pickup,
• 5:35
  delivery,
• 5:35
  all
• 5:35
  of
• 5:35
  these
• 5:36
  things.
• 5:36
  Like
• 5:36
  we're
• 5:36
  in
• 5:36
  an
• 5:37
  entirely
• 5:37
  new
• 5:37
  phase
• 5:38
  of
• 5:38
  that.
• 5:38
  And
• 5:38
  so
• 5:38
  I
• 5:38
  think
• 5:39
  that
• 5:39
  that
• 5:39
  is
• 5:40
  to
• 5:40
  your
• 5:40
  point,
• 5:40
  dependent
• 5:41
  on
• 5:41
  each
• 5:41
  retailer
• 5:42
  and
• 5:42
  what
• 5:42
  their
• 5:42
  customer
• 5:43
  strategy
• 5:43
  is
• 5:43
  going
• 5:44
  to
• 5:44
  be.
• 5:44
  But
• 5:44
  I
• 5:44
  do
• 5:44
  think
• 5:45
  that
• 5:45
  it's
• 5:45
  possible
• 5:45
  to
• 5:46
  be
• 5:46
  doing
• 5:46
  this
• 5:46
  at
• 5:46
  the
• 5:47
  same
• 5:47
  time
• 5:47
  and
• 5:48
  actually
• 5:48
  very
• 5:48
  necessary
• 5:49
  if
• 5:49
  you're
• 5:49
  a
• 5:50
  retailer
• 5:50
  that
• 5:50
  wants
• 5:50
  to,
• 5:51
  to
• 5:51
  stay
• 5:51
  relevant
• 5:52
  in
• 5:53
  the
• 5:53
  next
• 5:53
  era
• 5:54
  of,
• 5:54
  of
• 5:54
  shopping
• 5:55
  in
• 5:55
  this
• 5:55
  LLM
• 5:56
  based
• 5:56
  search
• 5:57
  way.
• 5:58
  Yeah.
• 5:58
  And
• 5:58
  the
• 5:58
  way
• 5:58
  I
• 5:59
  think
• 5:59
  about
• 5:59
  it
• 5:59
  from,
• 5:59
  from
• 6:00
  the
• 6:00
  way.
• 6:00
  Sorry.
• 6:00
  And
• 6:00
  the
• 6:00
  way
• 6:00
  I
• 6:01
  think
• 6:01
  about
• 6:01
  that
• 6:01
  from
• 6:01
  executive
• 6:01
  perspective
• 6:02
  is
• 6:02
  like
• 6:02
  in
• 6:02
  the
• 6:02
  Monday
• 6:03
  morning
• 6:03
  meeting
• 6:03
  I'd
• 6:03
  be
• 6:04
  looking
• 6:04
  at
• 6:04
  like
• 6:04
  where
• 6:04
  are
• 6:04
  my
• 6:05
  traffic
• 6:05
  sources
• 6:05
  now?
• 6:06
  Like
• 6:06
  am
• 6:06
  I
• 6:06
  seeing
• 6:07
  the
• 6:07
  tick
• 6:07
  up
• 6:07
  in
• 6:07
  chatgpt
• 6:08
  traffic
• 6:09
  that
• 6:09
  I
• 6:09
  think
• 6:09
  I
• 6:09
  should
• 6:09
  be
• 6:10
  seeing
• 6:10
  or
• 6:10
  not?
• 6:10
  And
• 6:11
  that's
• 6:11
  how
• 6:11
  I'd
• 6:11
  be
• 6:11
  using
• 6:11
  that
• 6:11
  to
• 6:12
  gut,
• 6:12
  to
• 6:12
  gauge,
• 6:13
  you
• 6:13
  know,
• 6:13
  at
• 6:13
  what
• 6:13
  pace
• 6:14
  am
• 6:14
  I
• 6:14
  trying
• 6:15
  to
• 6:15
  do
• 6:15
  this,
• 6:16
  you
• 6:16
  know,
• 6:16
  versus
• 6:16
  like,
• 6:17
  you
• 6:17
  know,
• 6:17
  is
• 6:17
  the
• 6:18
  majority
• 6:18
  of
• 6:18
  my
• 6:18
  sales
• 6:18
  still
• 6:19
  come
• 6:19
  like
• 6:19
  you
• 6:19
  had?
• 6:19
  We
• 6:20
  had
• 6:20
  was
• 6:20
  it
• 6:20
  constructor
• 6:21
  on?
• 6:21
  Right.
• 6:22
  The,
• 6:23
  the
• 6:23
  conversion
• 6:24
  gains
• 6:24
  that
• 6:24
  they're
• 6:24
  seeing
• 6:25
  from
• 6:25
  just
• 6:25
  improving
• 6:26
  your
• 6:26
  own
• 6:26
  site
• 6:27
  traffic
• 6:27
  flow
• 6:28
  through
• 6:28
  LLMs
• 6:29
  is
• 6:29
  pretty
• 6:30
  staggering
• 6:30
  and,
• 6:31
  and
• 6:31
  from
• 6:31
  their
• 6:32
  standpoint,
• 6:33
  far
• 6:33
  more
• 6:33
  worth
• 6:33
  the
• 6:34
  investment
• 6:34
  than
• 6:34
  trying
• 6:35
  to
• 6:35
  plug
• 6:35
  in
• 6:36
  to
• 6:36
  chat
• 6:37
  GPTs
• 6:37
  as
• 6:38
  an
• 6:38
  example.
• 6:38
  So
• 6:38
  that's
• 6:38
  where
• 6:39
  I'm
• 6:39
  like,
• 6:39
  okay,
• 6:39
  I'd
• 6:39
  be
• 6:39
  watching
• 6:40
  those,
• 6:40
  you
• 6:40
  know,
• 6:41
  in
• 6:41
  my
• 6:41
  morning
• 6:41
  meeting
• 6:41
  and
• 6:42
  then
• 6:42
  saying,
• 6:42
  okay,
• 6:42
  like,
• 6:43
  let's,
• 6:43
  let's
• 6:43
  decide
• 6:44
  here
• 6:44
  where
• 6:44
  we're
• 6:44
  pushing
• 6:45
  our
• 6:45
  bets
• 6:45
  because
• 6:45
  we
• 6:45
  can't
• 6:45
  do
• 6:46
  everything
• 6:46
  as
• 6:47
  retail
• 6:47
  executives,
• 6:48
  we
• 6:48
  have
• 6:48
  to
• 6:48
  make
• 6:48
  decisions
• 6:49
  on
• 6:49
  where
• 6:49
  to
• 6:49
  place
• 6:49
  our
• 6:50
  resources
• 6:50
  and.
• 6:51
  Right.
• 6:51
  Yeah.
• 6:51
  And
• 6:51
  I
• 6:52
  just
• 6:52
  don't
• 6:52
  know
• 6:52
  that
• 6:52
  that's
• 6:53
  mutually
• 6:53
  exclusive.
• 6:54
  I
• 6:54
  think
• 6:54
  that,
• 6:54
  yes,
• 6:55
  you
• 6:55
  have
• 6:55
  to
• 6:55
  be
• 6:55
  focused
• 6:56
  on
• 6:56
  the
• 6:57
  bringing
• 6:57
  in
• 6:58
  the
• 6:58
  right
• 6:58
  partners,
• 6:58
  like
• 6:58
  a
• 6:59
  constructor
• 6:59
  to
• 6:59
  help
• 7:00
  supplement
• 7:01
  what
• 7:01
  that
• 7:01
  experience
• 7:02
  is
• 7:02
  going
• 7:02
  to
• 7:02
  be
• 7:02
  on
• 7:03
  your
• 7:03
  own
• 7:03
  site.
• 7:03
  But
• 7:04
  I
• 7:04
  also
• 7:04
  think
• 7:04
  that
• 7:04
  that
• 7:05
  work
• 7:05
  is
• 7:05
  going
• 7:05
  to
• 7:05
  feed
• 7:06
  the
• 7:06
  other
• 7:06
  work
• 7:06
  that
• 7:06
  you're
• 7:07
  doing
• 7:07
  to
• 7:07
  serve
• 7:07
  your
• 7:08
  content
• 7:08
  up
• 7:08
  correctly
• 7:09
  to
• 7:09
  the
• 7:09
  other
• 7:09
  LLMs,
• 7:10
  knowing
• 7:10
  what
• 7:11
  you
• 7:11
  know
• 7:11
  about
• 7:11
  consumers
• 7:12
  and
• 7:12
  how
• 7:12
  they're
• 7:12
  shopping
• 7:12
  on
• 7:13
  your
• 7:13
  site,
• 7:13
  too.