Latest / Omni Talk Retail / ChatGPT Wants Your Ad Dollars, DG Goes Full Funnel & Audible Opens A Bookless Bookstore | Fast Five

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ChatGPT Wants Your Ad Dollars, DG Goes Full Funnel & Audible Opens A Bookless Bookstore | Fast Five · Omni Talk Retail

• 0:00
  Foreign.
• 0:04
  I'm
• 0:04
  not
• 0:04
  impressed
• 0:05
  by
• 0:05
  this
• 0:05
  at
• 0:06
  all.
• 0:06
  This
• 0:06
  should
• 0:06
  have
• 0:06
  been
• 0:07
  done
• 0:07
  a
• 0:07
  long
• 0:08
  time
• 0:08
  ago.
• 0:08
  Listen,
• 0:09
  Chris,
• 0:09
  I
• 0:09
  think
• 0:09
  you're
• 0:09
  being
• 0:09
  a
• 0:10
  little
• 0:10
  harsh.
• 0:11
  Could
• 0:11
  advertisers
• 0:12
  come
• 0:12
  in,
• 0:13
  bid
• 0:13
  and
• 0:14
  force
• 0:14
  their
• 0:14
  way
• 0:15
  into
• 0:15
  the
• 0:15
  answer?
• 0:17
  It's
• 0:17
  going
• 0:17
  to
• 0:17
  hit
• 0:17
  the
• 0:18
  grocers
• 0:18
  on
• 0:18
  multiple
• 0:18
  fronts.
• 0:19
  It's
• 0:19
  going
• 0:19
  to
• 0:19
  hurt
• 0:19
  your
• 0:19
  number
• 0:19
  of
• 0:20
  trips
• 0:20
  to
• 0:20
  the
• 0:20
  grocery
• 0:21
  store
• 0:21
  and
• 0:21
  it's
• 0:21
  going
• 0:22
  to
• 0:22
  hurt
• 0:22
  your
• 0:22
  basket
• 0:22
  size.
• 0:23
  I'm
• 0:23
  a
• 0:23
  working
• 0:24
  mom.
• 0:24
  I'm
• 0:24
  ubering
• 0:25
  two
• 0:25
  kids
• 0:25
  around.
• 0:26
  I
• 0:26
  think
• 0:26
  I'm
• 0:27
  going
• 0:27
  to
• 0:27
  have
• 0:27
  to
• 0:27
  stick
• 0:27
  with
• 0:28
  listening
• 0:28
  to
• 0:28
  my
• 0:28
  audiobooks
• 0:29
  inside
• 0:29
  my
• 0:30
  car.
• 0:30
  People
• 0:31
  already
• 0:31
  listening
• 0:31
  to
• 0:31
  this
• 0:31
  are
• 0:31
  going
• 0:32
  be
• 0:32
  like,
• 0:32
  oh
• 0:32
  my
• 0:32
  God,
• 0:32
  when
• 0:33
  can
• 0:33
  she
• 0:33
  come
• 0:33
  back?
• 0:34
  Because
• 0:34
  she's
• 0:34
  telling
• 0:35
  Chris
• 0:35
  how
• 0:35
  she
• 0:35
  feels.
• 0:35
  This
• 0:36
  is
• 0:36
  great.
• 0:40
  Hello
• 0:40
  and
• 0:40
  welcome
• 0:40
  to
• 0:41
  The
• 0:41
  OmniTalk
• 0:41
  Retail
• 0:42
  Fast
• 0:43
  5.
• 0:44
  Retail
• 0:44
  Media.
• 0:45
  Retail
• 0:45
  media.
• 0:46
  Retail
• 0:47
  media.
• 0:47
  Friends,
• 0:47
  like
• 0:48
  Fletch
• 0:48
  used
• 0:48
  to
• 0:48
  say,
• 0:49
  it's
• 0:49
  all
• 0:49
  ball
• 0:50
  bearings
• 0:50
  these
• 0:50
  days.
• 0:51
  Well,
• 0:51
  the
• 0:51
  same
• 0:52
  could
• 0:52
  definitely
• 0:52
  be
• 0:53
  said
• 0:53
  for
• 0:53
  retail
• 0:54
  media.
• 0:54
  It's
• 0:55
  all
• 0:55
  retail
• 0:56
  media
• 0:56
  these
• 0:56
  days.
• 0:57
  This
• 0:57
  week's
• 0:58
  headlines
• 0:58
  took
• 0:58
  on
• 0:58
  a
• 0:59
  decided
• 0:59
  retail
• 1:00
  media
• 1:00
  and
• 1:00
  advertising
• 1:01
  Ben.
• 1:01
  So
• 1:01
  I
• 1:02
  said
• 1:02
  to
• 1:02
  myself,
• 1:03
  who?
• 1:03
  Who
• 1:04
  in
• 1:04
  my
• 1:04
  Rolodex
• 1:05
  is
• 1:05
  best
• 1:05
  equipped
• 1:06
  to
• 1:06
  help
• 1:07
  me
• 1:07
  make
• 1:07
  sense
• 1:07
  of
• 1:07
  it
• 1:07
  all?
• 1:08
  And
• 1:08
  so
• 1:08
  I
• 1:08
  asked
• 1:09
  Hyvee's
• 1:09
  former
• 1:10
  Chief
• 1:10
  Marketing
• 1:10
  Officer
• 1:11
  and
• 1:11
  President
• 1:11
  of
• 1:12
  Red
• 1:12
  Media,
• 1:12
  and
• 1:13
  now
• 1:13
  Barrow's
• 1:14
  newly
• 1:14
  crowned
• 1:15
  Chief
• 1:15
  Growth
• 1:15
  Officer,
• 1:16
  Catherine
• 1:17
  Maza,
• 1:17
  to
• 1:18
  help
• 1:18
  me
• 1:18
  sort
• 1:18
  through
• 1:18
  it
• 1:18
  all.
• 1:19
  You're
• 1:19
  going
• 1:19
  to
• 1:19
  want
• 1:19
  to
• 1:20
  hear
• 1:20
  what
• 1:20
  Catherine
• 1:20
  had
• 1:20
  to
• 1:20
  say
• 1:21
  right
• 1:21
  after
• 1:21
  we
• 1:21
  hear
• 1:22
  from
• 1:22
  all
• 1:22
  our
• 1:22
  wonderful
• 1:23
  sponsors
• 1:24
  who
• 1:24
  make
• 1:24
  this
• 1:24
  podcast
• 1:25
  possible
• 1:25
  each
• 1:26
  and
• 1:26
  every
• 1:26
  week.
• 1:28
  This
• 1:28
  episode
• 1:28
  of
• 1:28
  The
• 1:29
  OmniTalk
• 1:29
  Retail
• 1:29
  Fast
• 1:30
  5
• 1:30
  is
• 1:30
  brought
• 1:30
  to
• 1:30
  you
• 1:31
  by
• 1:31
  the
• 1:31
  A
• 1:31
  and
• 1:31
  M
• 1:32
  Consumer
• 1:32
  and
• 1:32
  Retail
• 1:32
  Group.
• 1:33
  The
• 1:33
  A
• 1:33
  and
• 1:33
  M
• 1:33
  Consumer
• 1:33
  and
• 1:33
  Retail
• 1:34
  Group
• 1:34
  is
• 1:34
  a
• 1:34
  management
• 1:35
  consulting
• 1:35
  firm
• 1:35
  that
• 1:36
  tackles
• 1:36
  the
• 1:36
  most
• 1:36
  complex
• 1:37
  challenges
• 1:37
  and
• 1:38
  advances
• 1:38
  its
• 1:38
  clients,
• 1:39
  people
• 1:39
  and
• 1:39
  communities
• 1:40
  toward
• 1:41
  their
• 1:41
  maximum
• 1:41
  potential.
• 1:42
  CRG
• 1:43
  brings
• 1:43
  the
• 1:43
  experience,
• 1:44
  tools
• 1:44
  and
• 1:44
  operator
• 1:45
  like
• 1:45
  pragmatism
• 1:46
  to
• 1:46
  help
• 1:46
  retailers
• 1:47
  and
• 1:47
  consumer
• 1:47
  products
• 1:48
  companies
• 1:48
  be
• 1:48
  on
• 1:49
  the
• 1:49
  right
• 1:49
  side
• 1:49
  of
• 1:50
  disruption
• 1:51
  and
• 1:51
  Miracle,
• 1:52
  the
• 1:52
  catalyst
• 1:52
  of
• 1:53
  Commerce.
• 1:53
  Over
• 1:54
  450
• 1:54
  retailers
• 1:55
  are
• 1:55
  opening
• 1:55
  new
• 1:56
  revenue
• 1:56
  streams
• 1:57
  with
• 1:57
  marketplaces,
• 1:57
  dropship
• 1:58
  and
• 1:58
  retail
• 1:59
  media.
• 1:59
  And
• 1:59
  succeeding
• 2:00
  with
• 2:00
  Miracle,
• 2:01
  you
• 2:01
  can
• 2:01
  unlock
• 2:01
  more
• 2:02
  products,
• 2:02
  more
• 2:02
  partners
• 2:03
  and
• 2:03
  more
• 2:03
  profits
• 2:04
  without
• 2:04
  the
• 2:04
  heavy
• 2:05
  lifting.
• 2:05
  So
• 2:05
  what's
• 2:05
  holding
• 2:06
  you
• 2:06
  back?
• 2:06
  Visit
• 2:07
  Miracle.com
• 2:07
  to
• 2:08
  learn
• 2:08
  more.
• 2:08
  That's
• 2:08
  M
• 2:09
  I
• 2:09
  R
• 2:09
  A
• 2:09
  K
• 2:10
  L.com
• 2:11
  and
• 2:12
  Corso.
• 2:12
  Your
• 2:13
  stores
• 2:13
  are
• 2:13
  full
• 2:14
  of
• 2:14
  data,
• 2:14
  but
• 2:14
  are
• 2:15
  your
• 2:15
  teams
• 2:15
  acting
• 2:15
  on
• 2:16
  it?
• 2:16
  Corso
• 2:17
  turns
• 2:17
  retail
• 2:17
  data
• 2:18
  into
• 2:18
  personalized
• 2:19
  daily
• 2:19
  to
• 2:19
  dos
• 2:19
  that
• 2:20
  drive
• 2:20
  sales,
• 2:20
  reduce
• 2:21
  waste
• 2:21
  and
• 2:21
  improve
• 2:22
  execution.
• 2:23
  No
• 2:23
  fluff,
• 2:24
  just
• 2:24
  action.
• 2:25
  Help
• 2:25
  your
• 2:25
  managers
• 2:26
  focus
• 2:26
  on
• 2:26
  what
• 2:26
  matters
• 2:27
  most.
• 2:27
  Visit
• 2:27
  corso.com
• 2:28
  to
• 2:29
  see
• 2:29
  Intelligent
• 2:29
  management
• 2:30
  in
• 2:30
  motion
• 2:31
  and
• 2:31
  Ocampo
• 2:32
  Capital.
• 2:32
  Ocampo
• 2:33
  Capital
• 2:33
  is
• 2:34
  a
• 2:34
  venture
• 2:34
  capital
• 2:34
  firm
• 2:35
  founded
• 2:35
  by
• 2:35
  retail
• 2:36
  executives
• 2:36
  with
• 2:37
  the
• 2:37
  aim
• 2:37
  of
• 2:37
  helping
• 2:37
  early
• 2:38
  stage
• 2:38
  consumer
• 2:38
  businesses
• 2:39
  succeed
• 2:40
  through
• 2:40
  investment
• 2:40
  and
• 2:41
  operational
• 2:41
  support.
• 2:42
  Learn
• 2:42
  more@ocampo
• 2:44
  capital.com
• 2:45
  and
• 2:46
  finally,
• 2:46
  Voloc
• 2:47
  Volock
• 2:47
  is
• 2:47
  a
• 2:47
  proven
• 2:48
  e
• 2:48
  grocery
• 2:48
  technology
• 2:49
  built
• 2:49
  by
• 2:49
  grocers
• 2:50
  for
• 2:50
  grocers.
• 2:51
  Exactly
• 2:52
  the
• 2:52
  type
• 2:52
  of
• 2:52
  technology
• 2:52
  we
• 2:53
  like
• 2:53
  here
• 2:53
  at
• 2:53
  Omnitalk.
• 2:54
  They
• 2:54
  unite
• 2:54
  proprietary
• 2:55
  software
• 2:55
  with
• 2:56
  right
• 2:56
  size
• 2:56
  automation
• 2:57
  to
• 2:57
  make
• 2:57
  same
• 2:58
  day
• 2:58
  delivery
• 2:58
  profitable.
• 2:59
  To
• 2:59
  learn
• 3:00
  more
• 3:00
  visit
• 3:00
  veloc.com
• 3:01
  that's
• 3:02
  V
• 3:02
  E
• 3:02
  L
• 3:02
  O
• 3:03
  q.com
• 3:05
  Catherine
• 3:06
  Maza
• 3:06
  how
• 3:06
  the
• 3:07
  heck
• 3:07
  are
• 3:07
  you?
• 3:07
  We
• 3:07
  actually
• 3:08
  made
• 3:08
  this
• 3:08
  happen.
• 3:09
  I'm
• 3:09
  so
• 3:09
  excited.
• 3:10
  I
• 3:10
  know,
• 3:10
  I'm
• 3:11
  so
• 3:11
  excited
• 3:11
  as
• 3:12
  well,
• 3:12
  Chris.
• 3:12
  I've
• 3:12
  been
• 3:12
  pumped
• 3:13
  about
• 3:13
  this
• 3:13
  all
• 3:13
  week.
• 3:13
  I'm
• 3:14
  doing,
• 3:14
  doing
• 3:14
  well.
• 3:14
  I'm
• 3:15
  doing
• 3:15
  well.
• 3:15
  Nice
• 3:15
  to
• 3:15
  see
• 3:16
  you.
• 3:16
  Yes.
• 3:17
  Yes.
• 3:17
  How?
• 3:17
  I'm
• 3:18
  like,
• 3:18
  where
• 3:18
  are
• 3:18
  you?
• 3:18
  Where,
• 3:19
  where
• 3:19
  are
• 3:19
  we?
• 3:20
  You've
• 3:20
  got
• 3:20
  this
• 3:20
  really
• 3:21
  strange
• 3:21
  picture
• 3:22
  of
• 3:22
  you.
• 3:22
  For
• 3:22
  those
• 3:22
  watching
• 3:23
  the
• 3:23
  video
• 3:23
  in
• 3:24
  your
• 3:24
  background,
• 3:24
  it's
• 3:25
  like
• 3:25
  half
• 3:25
  of
• 3:25
  a
• 3:25
  man's
• 3:26
  face.
• 3:26
  Where
• 3:26
  are
• 3:27
  you
• 3:27
  right
• 3:27
  now?
• 3:27
  Yeah.
• 3:28
  So,
• 3:28
  well,
• 3:28
  I'm
• 3:28
  in
• 3:28
  a
• 3:29
  little
• 3:29
  cubby
• 3:29
  right
• 3:29
  now
• 3:30
  in
• 3:30
  Tampa,
• 3:30
  Florida.
• 3:31
  So
• 3:31
  I
• 3:31
  came
• 3:31
  down
• 3:31
  to
• 3:31
  Tampa
• 3:32
  for
• 3:32
  three
• 3:32
  days
• 3:32
  to
• 3:32
  meet
• 3:33
  with
• 3:33
  my
• 3:33
  new
• 3:33
  wonderful
• 3:34
  US
• 3:34
  based
• 3:35
  Barrows
• 3:35
  team.
• 3:36
  So
• 3:36
  really
• 3:37
  excited.
• 3:37
  But
• 3:37
  as
• 3:37
  far
• 3:38
  as
• 3:38
  where
• 3:38
  I
• 3:38
  reside
• 3:38
  right
• 3:39
  now,
• 3:39
  I
• 3:39
  am
• 3:39
  still
• 3:39
  in
• 3:40
  Iowa.
• 3:41
  In
• 3:41
  Iowa.
• 3:41
  All
• 3:42
  right.
• 3:42
  My
• 3:43
  home
• 3:43
  state
• 3:43
  of
• 3:43
  Iowa.
• 3:44
  That's
• 3:44
  great.
• 3:44
  All
• 3:45
  right.
• 3:45
  Well,
• 3:45
  for
• 3:45
  those
• 3:45
  that
• 3:46
  don't
• 3:46
  know
• 3:46
  you,
• 3:46
  we've
• 3:46
  interviewed
• 3:47
  you
• 3:47
  a
• 3:47
  couple
• 3:47
  times
• 3:47
  on
• 3:47
  omnitalk,
• 3:48
  mostly
• 3:48
  at
• 3:48
  conferences
• 3:49
  as
• 3:49
  part
• 3:49
  of
• 3:49
  our
• 3:49
  conference
• 3:50
  coverage.
• 3:50
  So
• 3:51
  I'm
• 3:51
  sure
• 3:51
  there's
• 3:51
  some
• 3:51
  listeners
• 3:52
  who
• 3:52
  definitely
• 3:52
  know
• 3:52
  who
• 3:53
  you
• 3:53
  are
• 3:53
  and
• 3:53
  definitely
• 3:53
  know
• 3:53
  of
• 3:54
  you
• 3:54
  by
• 3:54
  reputation
• 3:55
  and
• 3:55
  your
• 3:55
  previous
• 3:56
  and
• 3:56
  your
• 3:57
  career.
• 3:57
  But
• 3:58
  tell
• 3:58
  our
• 3:58
  audience
• 3:58
  a
• 3:59
  little
• 3:59
  about
• 3:59
  a
• 3:59
  little
• 3:59
  bit
• 3:59
  about
• 4:00
  yourself
• 4:00
  and
• 4:00
  all
• 4:01
  that
• 4:01
  you've
• 4:01
  done.
• 4:02
  Yeah,
• 4:02
  thanks,
• 4:02
  Chris.
• 4:03
  So,
• 4:03
  I
• 4:03
  mean,
• 4:04
  I
• 4:04
  am
• 4:04
  a
• 4:04
  retailer
• 4:05
  through
• 4:06
  and
• 4:06
  through.
• 4:07
  I've
• 4:07
  worked
• 4:07
  in
• 4:07
  retail
• 4:08
  on
• 4:08
  the
• 4:08
  inside
• 4:09
  of
• 4:09
  retail
• 4:09
  for
• 4:09
  about
• 4:10
  22
• 4:10
  years.
• 4:11
  The
• 4:11
  majority
• 4:12
  of
• 4:12
  my
• 4:12
  career
• 4:12
  was
• 4:12
  spent
• 4:13
  at
• 4:13
  my
• 4:13
  beloved
• 4:13
  Dick's
• 4:14
  sporting
• 4:14
  goods.
• 4:15
  Almost
• 4:15
  19
• 4:16
  years
• 4:16
  I
• 4:16
  was
• 4:16
  there
• 4:17
  and
• 4:17
  led
• 4:17
  various
• 4:18
  areas
• 4:18
  in
• 4:18
  marketing,
• 4:19
  but
• 4:19
  then
• 4:20
  spent
• 4:20
  the
• 4:20
  last
• 4:20
  part
• 4:21
  of
• 4:21
  my
• 4:21
  career
• 4:21
  there.
• 4:21
  All
• 4:22
  things
• 4:22
  media.
• 4:24
  We
• 4:24
  were
• 4:24
  one
• 4:24
  of
• 4:24
  the
• 4:24
  early
• 4:25
  movers
• 4:26
  in
• 4:26
  retail
• 4:26
  media.
• 4:26
  We
• 4:27
  launched
• 4:27
  Dick's
• 4:27
  media
• 4:28
  Network
• 4:28
  in
• 4:28
  2022
• 4:29
  and
• 4:29
  then
• 4:29
  I
• 4:29
  also
• 4:30
  oversaw
• 4:30
  all
• 4:30
  of
• 4:31
  the
• 4:31
  enterprise
• 4:31
  media
• 4:32
  from
• 4:33
  there.
• 4:33
  What
• 4:34
  would
• 4:34
  a
• 4:34
  career
• 4:34
  in
• 4:35
  retail
• 4:35
  media
• 4:35
  be
• 4:36
  if
• 4:36
  you
• 4:36
  didn't
• 4:36
  go
• 4:36
  spend
• 4:37
  time
• 4:37
  with
• 4:37
  your
• 4:37
  CPG
• 4:38
  brands?
• 4:39
  So
• 4:39
  from
• 4:39
  there
• 4:39
  I
• 4:40
  went
• 4:40
  and
• 4:40
  worked
• 4:40
  for
• 4:41
  a
• 4:41
  super
• 4:41
  regional
• 4:42
  grocer,
• 4:42
  Hy
• 4:42
  Vee
• 4:43
  in
• 4:43
  Iowa
• 4:44
  and
• 4:44
  was
• 4:44
  there
• 4:44
  for
• 4:45
  a
• 4:45
  couple
• 4:45
  years
• 4:46
  leading
• 4:46
  their
• 4:47
  retail
• 4:47
  media
• 4:47
  efforts.
• 4:48
  And
• 4:48
  then
• 4:48
  was
• 4:48
  the
• 4:49
  chief
• 4:49
  marketing
• 4:49
  officer.
• 4:51
  Wow.
• 4:51
  And
• 4:51
  so,
• 4:51
  and
• 4:52
  so
• 4:52
  now,
• 4:53
  and
• 4:53
  so
• 4:53
  now
• 4:53
  you,
• 4:54
  you're.
• 4:54
  Now
• 4:54
  you're
• 4:55
  working
• 4:55
  for
• 4:55
  Barrows.
• 4:55
  Tell
• 4:55
  us
• 4:56
  about
• 4:56
  Barrows.
• 4:56
  What
• 4:56
  is
• 4:56
  Barrows?
• 4:57
  Yeah.
• 4:58
  So
• 4:58
  Barrows
• 4:59
  Connected
• 4:59
  Store
• 5:00
  has
• 5:01
  actually
• 5:01
  been
• 5:01
  around
• 5:01
  for
• 5:02
  close
• 5:02
  to
• 5:02
  20
• 5:02
  years
• 5:03
  and
• 5:03
  they
• 5:04
  are,
• 5:05
  in
• 5:05
  my,
• 5:05
  in
• 5:06
  my
• 5:06
  modest
• 5:06
  opinion,
• 5:07
  they
• 5:07
  are
• 5:07
  best
• 5:07
  in
• 5:07
  class
• 5:08
  when
• 5:08
  you
• 5:08
  think
• 5:08
  about
• 5:08
  in
• 5:09
  store
• 5:09
  retail
• 5:09
  media
• 5:10
  in
• 5:10
  really
• 5:11
  taking
• 5:11
  the
• 5:11
  customer
• 5:12
  journey
• 5:13
  and
• 5:13
  reaching
• 5:14
  them
• 5:14
  in
• 5:14
  a
• 5:14
  very
• 5:15
  customized
• 5:16
  curated
• 5:16
  way.
• 5:17
  So
• 5:17
  what
• 5:17
  Barrows
• 5:18
  Connected
• 5:18
  Store
• 5:19
  does,
• 5:19
  it
• 5:19
  helps
• 5:19
  retailers
• 5:20
  transform
• 5:20
  their
• 5:21
  store
• 5:21
  environments
• 5:22
  into
• 5:22
  connected
• 5:23
  media
• 5:23
  networks.
• 5:24
  So
• 5:24
  it's
• 5:25
  not
• 5:25
  just
• 5:25
  about
• 5:25
  going
• 5:26
  in
• 5:26
  and
• 5:26
  putting
• 5:27
  high
• 5:27
  quantities
• 5:27
  of
• 5:28
  screens
• 5:28
  in
• 5:28
  stores.
• 5:29
  It's
• 5:29
  about
• 5:29
  being
• 5:30
  very
• 5:30
  customized
• 5:31
  curated,
• 5:32
  very
• 5:33
  nicely
• 5:33
  aligned
• 5:34
  with
• 5:34
  the
• 5:34
  merchandise.
• 5:35
  And
• 5:35
  then
• 5:35
  on
• 5:35
  top
• 5:35
  of
• 5:36
  that,
• 5:36
  it's
• 5:36
  built
• 5:36
  on
• 5:37
  a
• 5:37
  technology
• 5:37
  platform
• 5:38
  that
• 5:38
  acts
• 5:38
  as
• 5:39
  a
• 5:39
  cms
• 5:39
  so
• 5:40
  server,
• 5:41
  an
• 5:41
  ad
• 5:41
  server,
• 5:42
  and
• 5:42
  then
• 5:42
  performance
• 5:43
  and
• 5:43
  analytics
• 5:44
  as
• 5:44
  well.
• 5:45
  Wow.
• 5:46
  Yeah.
• 5:46
  So,
• 5:46
  so
• 5:47
  you,
• 5:47
  you
• 5:47
  are,
• 5:47
  I
• 5:48
  mean,
• 5:48
  you're
• 5:48
  going
• 5:48
  to
• 5:48
  be
• 5:48
  humble,
• 5:49
  I
• 5:49
  know,
• 5:49
  because
• 5:49
  I
• 5:49
  know
• 5:49
  you
• 5:50
  well
• 5:50
  enough,
• 5:50
  but
• 5:50
  you
• 5:50
  are
• 5:50
  an
• 5:51
  expert
• 5:51
  on
• 5:51
  retail
• 5:51
  media.
• 5:52
  Like
• 5:52
  you,
• 5:52
  you
• 5:53
  are
• 5:53
  definitively
• 5:54
  an
• 5:54
  expert
• 5:54
  on
• 5:54
  retail
• 5:54
  media,
• 5:55
  are
• 5:55
  you
• 5:55
  not?
• 5:56
  I've
• 5:57
  been
• 5:57
  in
• 5:57
  the
• 5:57
  weeds
• 5:57
  of
• 5:58
  retail
• 5:58
  media
• 5:59
  for,
• 5:59
  for
• 5:59
  quite
• 6:00
  a
• 6:00
  long
• 6:00
  time.
• 6:01
  Specifically,
• 6:01
  you
• 6:02
  know,
• 6:02
  the
• 6:02
  last
• 6:02
  few
• 6:03
  years,
• 6:03
  you
• 6:03
  know
• 6:03
  this
• 6:03
  Chris,
• 6:04
  we've
• 6:04
  talked
• 6:04
  about,
• 6:04
  I've
• 6:05
  been
• 6:05
  all
• 6:05
  in
• 6:05
  on
• 6:06
  in
• 6:06
  store
• 6:06
  retail
• 6:07
  media.
• 6:07
  I've
• 6:08
  been
• 6:08
  saying
• 6:08
  for
• 6:09
  four
• 6:09
  years
• 6:10
  it
• 6:10
  is
• 6:10
  coming.
• 6:11
  The
• 6:11
  store
• 6:12
  journey
• 6:12
  is
• 6:12
  not
• 6:12
  going
• 6:13
  anywhere
• 6:13
  and
• 6:14
  now's
• 6:14
  my
• 6:14
  time
• 6:15
  to
• 6:15
  make
• 6:16
  it
• 6:16
  shine.
• 6:17
  Yeah,
• 6:17
  that's
• 6:17
  what
• 6:18
  I
• 6:18
  love
• 6:18
  about
• 6:18
  you
• 6:18
  actually
• 6:18
  because
• 6:19
  you
• 6:19
  know,
• 6:20
  you
• 6:20
  have
• 6:20
  the
• 6:20
  retail
• 6:21
  media
• 6:21
  experience
• 6:21
  from
• 6:21
  the
• 6:22
  digital
• 6:22
  side,
• 6:22
  but
• 6:22
  also
• 6:23
  you
• 6:23
  are
• 6:24
  an
• 6:24
  evangelist,
• 6:25
  a
• 6:25
  proponent
• 6:25
  of
• 6:26
  getting
• 6:26
  it
• 6:26
  to
• 6:26
  work
• 6:27
  in
• 6:27
  store.
• 6:27
  And
• 6:28
  you
• 6:28
  and
• 6:28
  I
• 6:28
  have
• 6:28
  had
• 6:28
  a
• 6:28
  number
• 6:28
  of
• 6:29
  conversations
• 6:29
  on
• 6:29
  this
• 6:29
  podcast
• 6:30
  and
• 6:30
  even
• 6:31
  more
• 6:31
  conversations
• 6:31
  via
• 6:32
  LinkedIn
• 6:32
  of
• 6:32
  like,
• 6:33
  hey,
• 6:33
  what
• 6:33
  do
• 6:33
  you
• 6:33
  think
• 6:34
  about
• 6:34
  this?
• 6:34
  Like,
• 6:34
  particularly
• 6:35
  in
• 6:35
  store
• 6:35
  audio
• 6:36
  comes
• 6:36
  to
• 6:36
  mind
• 6:36
  for
• 6:36
  me.
• 6:36
  You
• 6:36
  and
• 6:37
  I
• 6:37
  have
• 6:37
  talked
• 6:37
  about
• 6:37
  ad
• 6:38
  nauseam
• 6:38
  about
• 6:38
  that.
• 6:38
  I
• 6:39
  know
• 6:39
  you're
• 6:39
  a
• 6:39
  big
• 6:39
  proponent
• 6:40
  of
• 6:40
  that
• 6:40
  as
• 6:40
  well.
• 6:40
  Yes,
• 6:41
  for
• 6:41
  sure.
• 6:42
  All
• 6:43
  right,
• 6:43
  well
• 6:43
  Catherine,
• 6:44
  without
• 6:44
  further
• 6:44
  ado,
• 6:45
  I
• 6:45
  think
• 6:45
  we
• 6:45
  should
• 6:45
  get
• 6:46
  ready,
• 6:46
  get
• 6:46
  to
• 6:47
  this
• 6:47
  week's
• 6:47
  headlines.
• 6:47
  Are
• 6:48
  you
• 6:48
  ready
• 6:48
  to
• 6:48
  join
• 6:49
  me
• 6:49
  on
• 6:49
  your
• 6:50
  first
• 6:50
  maiden
• 6:50
  Fast
• 6:51
  five
• 6:51
  voyage?
• 6:52
  I'm
• 6:52
  so
• 6:52
  excited.
• 6:53
  Let's
• 6:53
  do
• 6:53
  it.
• 6:54
  All
• 6:54
  right.
• 6:55
  I
• 6:55
  have
• 6:55
  no
• 6:56
  idea.
• 6:56
  We're
• 6:56
  just
• 6:56
  gonna
• 6:57
  keep
• 6:57
  the
• 6:57
  minds
• 6:57
  open,
• 6:57
  agree
• 6:58
  and
• 6:58
  expand
• 6:58
  and
• 6:58
  see
• 6:58
  where
• 6:59
  this
• 6:59
  one
• 6:59
  goes
• 6:59
  today.
• 6:59
  All
• 7:00
  right,
• 7:00
  and
• 7:00
  this
• 7:01
  week's
• 7:01
  Fast
• 7:01
  five,
• 7:01
  we've
• 7:02
  got
• 7:02
  news
• 7:02
  on
• 7:02
  targets
• 7:03
  two
• 7:04
  brand
• 7:04
  new
• 7:04
  creator
• 7:05
  programs.
• 7:07
  Dollar
• 7:08
  General
• 7:08
  as
• 7:08
  a
• 7:08
  normal
• 7:09
  person
• 7:09
  might
• 7:09
  say,
• 7:10
  unifying
• 7:10
  its
• 7:11
  on
• 7:11
  site
• 7:11
  and
• 7:11
  off
• 7:11
  site
• 7:12
  retail
• 7:12
  media
• 7:12
  ad
• 7:13
  inventory
• 7:13
  for
• 7:13
  the
• 7:14
  very
• 7:14
  first
• 7:14
  time.
• 7:14
  Can't
• 7:15
  wait
• 7:15
  to
• 7:15
  get
• 7:15
  your
• 7:15
  opinion
• 7:16
  on
• 7:16
  that
• 7:16
  one.
• 7:16
  Audible
• 7:17
  Opening
• 7:17
  a
• 7:17
  bookless
• 7:18
  bookstore.
• 7:18
  Yes,
• 7:19
  you
• 7:19
  heard
• 7:19
  that
• 7:19
  right.
• 7:19
  A
• 7:20
  bookstore
• 7:20
  with
• 7:21
  absolutely
• 7:21
  no
• 7:22
  books.
• 7:22
  Yeah,
• 7:22
  go
• 7:23
  figure.
• 7:23
  In
• 7:23
  New
• 7:24
  York
• 7:24
  City,
• 7:24
  an
• 7:25
  Amazon
• 7:25
  pharmacy
• 7:26
  making
• 7:26
  same
• 7:26
  day
• 7:27
  delivery
• 7:27
  of
• 7:27
  the
• 7:27
  Ozempic
• 7:28
  pill
• 7:29
  available
• 7:29
  to
• 7:29
  nearly
• 7:30
  3,000
• 7:30
  thousand
• 7:31
  cities
• 7:31
  across
• 7:31
  the
• 7:32
  country.
• 7:32
  But
• 7:32
  we
• 7:33
  begin
• 7:33
  today
• 7:33
  with
• 7:33
  what
• 7:34
  could
• 7:34
  be
• 7:34
  a
• 7:34
  seismic
• 7:35
  shift
• 7:35
  in
• 7:36
  how
• 7:36
  retailers
• 7:37
  advertise.
• 7:37
  OpenAI
• 7:39
  has
• 7:39
  officially
• 7:39
  launched
• 7:40
  its
• 7:40
  ChatGPT
• 7:41
  ads
• 7:42
  manager.
• 7:43
  OpenAI
• 7:44
  has
• 7:44
  essentially
• 7:45
  launched
• 7:45
  a
• 7:45
  beta
• 7:46
  self
• 7:46
  serve
• 7:46
  ChatGPT
• 7:47
  ads
• 7:47
  manager,
• 7:48
  expanded
• 7:48
  its
• 7:49
  ad
• 7:49
  pilot
• 7:50
  to
• 7:50
  five
• 7:50
  new
• 7:50
  countries
• 7:51
  and
• 7:51
  introduced
• 7:52
  cost
• 7:52
  per
• 7:53
  click
• 7:53
  bidding
• 7:53
  and
• 7:53
  new
• 7:54
  measurement
• 7:54
  tools
• 7:55
  signaling
• 7:55
  its
• 7:56
  full
• 7:56
  throated
• 7:57
  ambition.
• 7:58
  Nice
• 7:58
  use
• 7:58
  of
• 7:58
  the
• 7:58
  word
• 7:59
  full
• 7:59
  throated
• 7:59
  there.
• 7:59
  Whoever
• 8:00
  put
• 8:00
  my
• 8:00
  notes
• 8:00
  together.
• 8:01
  Full
• 8:01
  throated
• 8:01
  ambition
• 8:02
  to
• 8:02
  become
• 8:02
  a
• 8:03
  major
• 8:03
  advertising
• 8:04
  platform
• 8:04
  that
• 8:05
  directly
• 8:05
  competes
• 8:06
  with
• 8:06
  Google
• 8:06
  and
• 8:06
  Meta.
• 8:07
  According
• 8:07
  to
• 8:08
  Marketing
• 8:08
  Dive,
• 8:08
  ChatGPT's
• 8:09
  ad
• 8:10
  pilot
• 8:10
  which
• 8:10
  began
• 8:10
  in
• 8:11
  February
• 8:11
  of
• 8:11
  2026
• 8:12
  is
• 8:12
  now
• 8:13
  expanding
• 8:13
  to
• 8:13
  the
• 8:13
  UK,
• 8:14
  Mexico,
• 8:14
  Japan,
• 8:15
  Brazil
• 8:15
  and
• 8:16
  South
• 8:16
  Korea.
• 8:16
  And
• 8:17
  OpenAI
• 8:17
  expects
• 8:18
  to
• 8:18
  generate
• 8:18
  two
• 8:18
  and
• 8:19
  a
• 8:19
  half
• 8:19
  billion
• 8:19
  dollars
• 8:19
  in
• 8:20
  ad
• 8:20
  revenue
• 8:20
  in
• 8:20
  just
• 8:21
  this
• 8:21
  year
• 8:22
  alone.
• 8:22
  Two
• 8:22
  and
• 8:22
  a
• 8:22
  half
• 8:22
  billion
• 8:23
  dollars?
• 8:23
  Catherine,
• 8:23
  that's
• 8:23
  insane.
• 8:24
  We.
• 8:24
  With
• 8:24
  longer
• 8:25
  term
• 8:25
  ambitions
• 8:26
  of
• 8:26
  100
• 8:27
  billion
• 8:27
  by
• 8:28
  2030.
• 8:28
  With
• 8:29
  the
• 8:29
  new
• 8:29
  ads
• 8:29
  manager,
• 8:30
  advertisers
• 8:30
  can
• 8:30
  set
• 8:31
  budgets,
• 8:31
  upload
• 8:32
  ads,
• 8:32
  launch
• 8:32
  and
• 8:33
  manage
• 8:33
  campaigns
• 8:33
  and
• 8:33
  view
• 8:34
  performance
• 8:34
  all
• 8:35
  through
• 8:35
  a
• 8:35
  single
• 8:35
  self
• 8:36
  serve
• 8:36
  portal.
• 8:37
  And
• 8:37
  OpenAI
• 8:38
  is
• 8:38
  also
• 8:38
  introducing
• 8:39
  cost
• 8:39
  per
• 8:39
  click
• 8:40
  bidding,
• 8:40
  joining
• 8:41
  existing
• 8:41
  CPM
• 8:42
  based
• 8:42
  buying
• 8:43
  so
• 8:43
  brands
• 8:43
  can
• 8:43
  align
• 8:44
  their
• 8:44
  spend
• 8:44
  more
• 8:44
  directly
• 8:45
  with
• 8:45
  the
• 8:45
  consumer
• 8:46
  actions
• 8:46
  that
• 8:47
  follow
• 8:47
  an
• 8:47
  ad
• 8:48
  impression.
• 8:49
  Katherine,
• 8:49
  I
• 8:49
  can
• 8:49
  think
• 8:50
  of
• 8:50
  no
• 8:50
  better
• 8:50
  person
• 8:51
  to
• 8:51
  start
• 8:51
  off
• 8:51
  today's
• 8:52
  show
• 8:52
  with,
• 8:52
  especially
• 8:53
  around
• 8:53
  this
• 8:53
  headline
• 8:54
  because
• 8:54
  as
• 8:54
  a
• 8:54
  former
• 8:55
  chief
• 8:55
  marketing
• 8:55
  officer
• 8:56
  and,
• 8:56
  and
• 8:56
  a
• 8:56
  veritable
• 8:57
  retail
• 8:57
  media
• 8:57
  guru,
• 8:58
  I
• 8:59
  have
• 8:59
  to
• 8:59
  ask
• 8:59
  you
• 9:00
  what
• 9:00
  advice
• 9:00
  you
• 9:01
  have
• 9:01
  for
• 9:01
  retail
• 9:01
  executives
• 9:02
  attempting
• 9:02
  to
• 9:03
  navigate
• 9:03
  through
• 9:03
  the
• 9:03
  news
• 9:04
  of
• 9:04
  ChatGPT
• 9:05
  going
• 9:05
  full
• 9:06
  on
• 9:06
  into
• 9:06
  advertising.
• 9:08
  Yeah,
• 9:08
  well,
• 9:08
  I
• 9:08
  mean
• 9:08
  Chris,
• 9:09
  who
• 9:09
  did
• 9:09
  not
• 9:09
  see
• 9:10
  this
• 9:10
  coming,
• 9:11
  I'm
• 9:11
  surprised
• 9:11
  it
• 9:12
  took
• 9:12
  this
• 9:12
  long.
• 9:12
  Right?
• 9:13
  Are
• 9:14
  you?
• 9:14
  Yeah.
• 9:15
  Wanting
• 9:16
  to
• 9:16
  now
• 9:16
  get
• 9:16
  in
• 9:16
  the
• 9:17
  business
• 9:17
  of
• 9:17
  being
• 9:17
  a
• 9:18
  publisher
• 9:18
  of
• 9:18
  ads
• 9:19
  in
• 9:19
  reaping
• 9:19
  that
• 9:20
  high
• 9:20
  margin
• 9:21
  revenue.
• 9:22
  Right.
• 9:22
  It's,
• 9:22
  it's
• 9:22
  a
• 9:22
  no
• 9:22
  brainer.
• 9:23
  You
• 9:23
  know
• 9:23
  what's
• 9:24
  interesting
• 9:24
  is
• 9:24
  I
• 9:24
  was
• 9:25
  actually
• 9:25
  on
• 9:25
  Chat
• 9:26
  GPT
• 9:26
  the
• 9:26
  other
• 9:26
  day
• 9:27
  looking
• 9:27
  up
• 9:27
  some
• 9:27
  things
• 9:27
  around
• 9:28
  process
• 9:28
  and
• 9:28
  Six
• 9:29
  Sigma
• 9:29
  and
• 9:29
  I
• 9:30
  got
• 9:30
  fed
• 9:30
  a
• 9:31
  couple
• 9:31
  of
• 9:31
  these
• 9:31
  new
• 9:32
  ads
• 9:32
  and
• 9:32
  I
• 9:32
  will
• 9:33
  say
• 9:33
  that,
• 9:33
  you
• 9:34
  know,
• 9:34
  they're
• 9:35
  in
• 9:35
  pilot
• 9:35
  mode
• 9:35
  right
• 9:35
  now,
• 9:36
  so
• 9:36
  the
• 9:36
  inventory
• 9:37
  is
• 9:37
  limited,
• 9:38
  but
• 9:38
  it
• 9:39
  was
• 9:39
  not
• 9:39
  particularly
• 9:40
  intrusive
• 9:41
  to
• 9:42
  me.
• 9:42
  It's
• 9:43
  contextual
• 9:43
  based
• 9:44
  so
• 9:44
  it
• 9:44
  was
• 9:44
  something
• 9:44
  that
• 9:45
  was
• 9:45
  related
• 9:46
  to
• 9:46
  what
• 9:46
  I
• 9:46
  was
• 9:46
  looking
• 9:47
  up.
• 9:48
  So
• 9:48
  it
• 9:48
  seems
• 9:48
  like
• 9:48
  they,
• 9:49
  they
• 9:49
  have
• 9:49
  an
• 9:50
  engine
• 9:50
  working
• 9:51
  at
• 9:51
  least
• 9:51
  appropriately
• 9:52
  from
• 9:52
  my
• 9:52
  point
• 9:52
  of
• 9:53
  view.
• 9:53
  If,
• 9:53
  if
• 9:53
  I'M
• 9:54
  Google.
• 9:54
  I'm
• 9:55
  definitely
• 9:55
  watching
• 9:56
  this,
• 9:56
  you
• 9:56
  know,
• 9:56
  closely
• 9:58
  and
• 9:58
  thinking
• 9:58
  about
• 9:58
  what
• 9:59
  our
• 9:59
  defense
• 9:59
  is.
• 9:59
  And
• 9:59
  I
• 10:00
  have
• 10:00
  no
• 10:00
  doubt
• 10:01
  that
• 10:01
  Google
• 10:01
  is.
• 10:01
  And
• 10:02
  they,
• 10:02
  you
• 10:02
  know,
• 10:02
  they
• 10:03
  have,
• 10:03
  they
• 10:03
  have
• 10:03
  their
• 10:03
  plans
• 10:04
  in
• 10:04
  place,
• 10:05
  but
• 10:05
  a
• 10:06
  lot
• 10:06
  of
• 10:06
  people
• 10:07
  are
• 10:07
  spending
• 10:07
  time
• 10:07
  on
• 10:08
  these
• 10:08
  platforms,
• 10:08
  right?
• 10:09
  I
• 10:09
  have
• 10:09
  a
• 10:09
  13
• 10:09
  and
• 10:10
  a
• 10:10
  15
• 10:10
  year
• 10:10
  old.
• 10:11
  They
• 10:11
  don't
• 10:11
  even
• 10:11
  use
• 10:12
  the
• 10:12
  term
• 10:12
  googling,
• 10:14
  right.
• 10:14
  It's
• 10:14
  just
• 10:14
  all
• 10:15
  chat
• 10:15
  GPT
• 10:16
  for
• 10:16
  them.
• 10:17
  My
• 10:18
  advice
• 10:18
  for
• 10:18
  executives
• 10:19
  is
• 10:19
  this.
• 10:20
  You
• 10:20
  know,
• 10:21
  I
• 10:21
  don't
• 10:22
  think
• 10:22
  there's
• 10:22
  any
• 10:22
  doubt,
• 10:22
  there's
• 10:23
  no
• 10:23
  doubt
• 10:23
  about
• 10:23
  it.
• 10:24
  People
• 10:24
  are
• 10:24
  spending
• 10:25
  time
• 10:25
  on
• 10:25
  this
• 10:25
  platform
• 10:26
  and
• 10:26
  it
• 10:26
  is
• 10:27
  an
• 10:27
  opportunity.
• 10:28
  That
• 10:28
  being
• 10:29
  said,
• 10:29
  it
• 10:29
  is
• 10:29
  in
• 10:29
  pilot
• 10:30
  mode.
• 10:30
  I
• 10:31
  have
• 10:31
  heard
• 10:31
  that
• 10:31
  CPMs
• 10:32
  are
• 10:32
  a
• 10:32
  bit
• 10:33
  inflated
• 10:33
  compared
• 10:34
  to
• 10:34
  Google
• 10:34
  and
• 10:35
  Meta.
• 10:35
  Now
• 10:36
  I
• 10:36
  think
• 10:36
  that
• 10:36
  will
• 10:36
  normalize
• 10:37
  once
• 10:37
  inventory
• 10:38
  raises
• 10:39
  on
• 10:39
  the
• 10:39
  platform
• 10:39
  and
• 10:40
  it
• 10:40
  starts
• 10:40
  to
• 10:40
  get
• 10:40
  its
• 10:41
  algorithm
• 10:42
  going
• 10:42
  and
• 10:43
  comes
• 10:43
  down
• 10:43
  to
• 10:43
  market
• 10:43
  rates.
• 10:44
  But
• 10:45
  it
• 10:45
  is
• 10:45
  pricey
• 10:46
  at
• 10:46
  the
• 10:46
  moment.
• 10:47
  My
• 10:47
  thought
• 10:47
  is,
• 10:47
  you
• 10:48
  know,
• 10:48
  as
• 10:48
  a
• 10:48
  chief
• 10:49
  marketing
• 10:49
  officer
• 10:49
  I
• 10:49
  always
• 10:50
  had,
• 10:50
  you
• 10:50
  know,
• 10:50
  a
• 10:50
  test
• 10:51
  and
• 10:51
  learn
• 10:51
  budget,
• 10:51
  a
• 10:52
  kitty
• 10:52
  of
• 10:52
  money
• 10:52
  for
• 10:52
  exactly
• 10:53
  this
• 10:53
  type
• 10:53
  of
• 10:54
  thing.
• 10:54
  I
• 10:54
  would
• 10:54
  certainly
• 10:55
  dip
• 10:55
  my
• 10:55
  toe
• 10:55
  in
• 10:56
  the
• 10:56
  water
• 10:56
  and
• 10:57
  start
• 10:57
  getting
• 10:58
  used
• 10:58
  to
• 10:58
  the
• 10:59
  platform
• 10:59
  and
• 10:59
  seeing
• 10:59
  what
• 11:00
  the
• 11:00
  results
• 11:00
  are.
• 11:01
  So
• 11:02
  Kevin,
• 11:02
  let
• 11:02
  me
• 11:02
  ask
• 11:02
  you,
• 11:02
  do
• 11:02
  you
• 11:03
  think
• 11:03
  this
• 11:03
  is,
• 11:03
  do
• 11:03
  you
• 11:04
  think
• 11:04
  this
• 11:04
  is
• 11:04
  like
• 11:05
  that
• 11:06
  revolutionary
• 11:07
  or
• 11:07
  is
• 11:07
  it
• 11:07
  just
• 11:07
  more
• 11:08
  like
• 11:08
  an
• 11:08
  evolution
• 11:08
  of,
• 11:09
  of
• 11:10
  search?
• 11:10
  Because
• 11:10
  for,
• 11:10
  for
• 11:11
  me,
• 11:11
  like
• 11:11
  the
• 11:11
  way,
• 11:11
  the
• 11:12
  way
• 11:12
  I
• 11:12
  my
• 11:12
  thoughts
• 11:12
  on
• 11:13
  this,
• 11:13
  and
• 11:13
  this
• 11:13
  is
• 11:13
  why
• 11:13
  I
• 11:13
  led
• 11:13
  with
• 11:14
  you
• 11:14
  with
• 11:14
  this
• 11:14
  headline
• 11:15
  for
• 11:15
  you
• 11:15
  particularly
• 11:16
  because
• 11:16
  you're
• 11:16
  the
• 11:16
  expert
• 11:17
  far
• 11:17
  more
• 11:17
  than
• 11:17
  I
• 11:17
  am
• 11:17
  on
• 11:18
  this.
• 11:19
  It
• 11:19
  seems
• 11:19
  like
• 11:20
  we
• 11:20
  as
• 11:20
  retailers
• 11:21
  have
• 11:21
  been
• 11:22
  down
• 11:22
  this
• 11:22
  road
• 11:22
  before
• 11:23
  in
• 11:23
  terms
• 11:23
  of
• 11:23
  like
• 11:24
  understanding,
• 11:24
  like
• 11:25
  search
• 11:25
  engine
• 11:26
  optimization
• 11:26
  and
• 11:27
  paid
• 11:27
  search
• 11:27
  via
• 11:28
  Google.
• 11:28
  And
• 11:28
  so
• 11:29
  but
• 11:29
  now
• 11:29
  it's
• 11:29
  just
• 11:29
  like
• 11:29
  a
• 11:30
  slight
• 11:30
  pivot
• 11:30
  towards
• 11:31
  doing
• 11:31
  it
• 11:31
  or
• 11:32
  understanding
• 11:32
  how
• 11:32
  to
• 11:32
  do
• 11:32
  it
• 11:33
  in
• 11:33
  chat
• 11:33
  GPT.
• 11:33
  The
• 11:33
  way
• 11:33
  I'd
• 11:34
  equate
• 11:34
  it
• 11:34
  to
• 11:34
  it
• 11:34
  is
• 11:34
  like,
• 11:35
  you
• 11:35
  know,
• 11:35
  I
• 11:35
  might
• 11:35
  know
• 11:35
  how
• 11:36
  to
• 11:36
  dribble
• 11:36
  with
• 11:36
  my
• 11:36
  right
• 11:36
  hand,
• 11:37
  but
• 11:37
  I
• 11:37
  may
• 11:37
  not
• 11:37
  know
• 11:38
  how
• 11:38
  to
• 11:38
  go
• 11:38
  left.
• 11:38
  And
• 11:39
  so
• 11:39
  I
• 11:39
  could
• 11:39
  be
• 11:39
  a
• 11:39
  better
• 11:40
  basketball
• 11:40
  player
• 11:40
  by
• 11:40
  learning
• 11:41
  how
• 11:41
  to
• 11:41
  go
• 11:41
  left.
• 11:41
  And
• 11:41
  I
• 11:41
  think
• 11:42
  the
• 11:42
  same
• 11:42
  thing
• 11:42
  goes
• 11:42
  here,
• 11:43
  but
• 11:43
  it
• 11:44
  just
• 11:44
  seems
• 11:44
  like
• 11:44
  something
• 11:44
  that
• 11:45
  is
• 11:45
  close
• 11:45
  to
• 11:45
  what
• 11:46
  we
• 11:46
  know
• 11:46
  how
• 11:46
  to
• 11:46
  do
• 11:46
  at
• 11:47
  least
• 11:47
  right
• 11:47
  now
• 11:47
  in
• 11:47
  this
• 11:48
  first
• 11:48
  wave.
• 11:49
  And
• 11:49
  so
• 11:49
  to
• 11:49
  your
• 11:49
  point,
• 11:49
  it's
• 11:50
  about
• 11:50
  jumping
• 11:50
  in,
• 11:51
  getting
• 11:51
  experience
• 11:52
  with
• 11:52
  it
• 11:52
  and
• 11:52
  understanding
• 11:53
  where
• 11:53
  it's
• 11:53
  going
• 11:54
  to
• 11:54
  go
• 11:54
  in
• 11:55
  terms
• 11:55
  of,
• 11:55
  you
• 11:55
  know,
• 11:56
  how
• 11:56
  a
• 11:56
  retail
• 11:56
  executive
• 11:57
  on
• 11:57
  average
• 11:57
  should
• 11:57
  think
• 11:58
  about
• 11:58
  it.
• 11:58
  Do
• 11:58
  you
• 11:58
  agree
• 11:58
  with
• 11:59
  that?
• 12:00
  I,
• 12:00
  I
• 12:00
  would
• 12:01
  agree.
• 12:01
  Like
• 12:01
  Chris,
• 12:02
  when
• 12:02
  I
• 12:02
  think
• 12:02
  about
• 12:02
  search,
• 12:03
  I
• 12:03
  think
• 12:03
  about
• 12:03
  two
• 12:03
  different
• 12:04
  buckets
• 12:04
  of
• 12:04
  search.
• 12:05
  I
• 12:05
  think
• 12:05
  about
• 12:05
  Google
• 12:06
  SEM
• 12:07
  search,
• 12:07
  high
• 12:07
  intent.
• 12:08
  You're
• 12:08
  Searching
• 12:09
  something,
• 12:09
  you
• 12:09
  get
• 12:09
  a
• 12:10
  result.
• 12:10
  If
• 12:10
  you're
• 12:10
  on
• 12:10
  a
• 12:11
  brand's
• 12:11
  website,
• 12:11
  you
• 12:12
  know,
• 12:12
  and
• 12:12
  you
• 12:12
  search
• 12:13
  something,
• 12:13
  there's
• 12:14
  the
• 12:14
  banner
• 12:14
  ads
• 12:15
  that
• 12:15
  come
• 12:15
  up
• 12:15
  that
• 12:15
  should
• 12:16
  be
• 12:16
  relevant.
• 12:16
  I
• 12:17
  think
• 12:17
  that
• 12:17
  is
• 12:17
  comparable
• 12:18
  to
• 12:18
  this.
• 12:18
  And
• 12:19
  then
• 12:19
  there's
• 12:19
  the
• 12:19
  search
• 12:20
  as
• 12:20
  far
• 12:20
  as
• 12:20
  sponsored
• 12:21
  product
• 12:21
  ads
• 12:22
  when
• 12:22
  you're
• 12:22
  in
• 12:22
  the
• 12:22
  grid
• 12:23
  and
• 12:23
  brands
• 12:24
  paying
• 12:24
  to
• 12:24
  come
• 12:25
  up
• 12:25
  closer
• 12:25
  to
• 12:25
  the
• 12:25
  grid.
• 12:26
  So
• 12:26
  my,
• 12:27
  I
• 12:27
  think
• 12:27
  my,
• 12:28
  I
• 12:28
  won't
• 12:28
  call
• 12:28
  it
• 12:28
  a
• 12:29
  concern.
• 12:29
  I'm
• 12:29
  just
• 12:29
  trying
• 12:30
  to
• 12:30
  understand,
• 12:30
  I
• 12:30
  understand
• 12:31
  the
• 12:31
  banner
• 12:31
  ads
• 12:32
  portion
• 12:32
  of
• 12:32
  this
• 12:33
  right
• 12:33
  now.
• 12:34
  But
• 12:35
  could
• 12:35
  advertisers
• 12:36
  come
• 12:36
  in,
• 12:37
  bid
• 12:38
  and
• 12:38
  actually
• 12:40
  force
• 12:40
  their
• 12:40
  way
• 12:41
  into
• 12:41
  the
• 12:42
  answer
• 12:42
  that
• 12:43
  ChatGPT
• 12:44
  delivers
• 12:44
  to
• 12:44
  the
• 12:45
  consumer?
• 12:45
  And
• 12:46
  could
• 12:46
  it
• 12:46
  actually
• 12:46
  hurt
• 12:47
  the
• 12:47
  integrity
• 12:48
  of
• 12:48
  the
• 12:48
  results
• 12:49
  that
• 12:49
  are
• 12:49
  being
• 12:49
  served?
• 12:50
  And
• 12:50
  could
• 12:50
  there
• 12:51
  be
• 12:51
  some
• 12:51
  bias
• 12:51
  that
• 12:52
  comes
• 12:52
  into
• 12:52
  it?
• 12:52
  That,
• 12:53
  that
• 12:53
  would
• 12:53
  be
• 12:53
  my
• 12:53
  concern.
• 12:55
  Right.
• 12:55
  And
• 12:55
  that's,
• 12:55
  and
• 12:55
  that's
• 12:56
  the
• 12:56
  hunch
• 12:56
  that
• 12:57
  Anthropic
• 12:58
  and
• 12:58
  Claude
• 12:58
  are
• 12:58
  playing.
• 12:58
  Right.
• 12:59
  They're
• 12:59
  thinking
• 12:59
  that
• 12:59
  that
• 13:00
  actually
• 13:00
  might
• 13:00
  happen
• 13:00
  and
• 13:01
  are
• 13:01
  trying
• 13:01
  to
• 13:01
  market
• 13:02
  themselves
• 13:03
  in
• 13:03
  that
• 13:03
  way.
• 13:03
  So
• 13:03
  let
• 13:04
  me
• 13:04
  ask
• 13:04
  you
• 13:04
  this
• 13:04
  then
• 13:04
  before
• 13:05
  we
• 13:05
  move
• 13:05
  on
• 13:06
  with
• 13:06
  this.
• 13:06
  If
• 13:07
  so
• 13:07
  you
• 13:07
  said
• 13:07
  you,
• 13:07
  you
• 13:08
  said
• 13:08
  you'd
• 13:08
  like
• 13:08
  have
• 13:08
  a
• 13:08
  reserve
• 13:09
  budget
• 13:09
  to
• 13:09
  do
• 13:10
  this
• 13:10
  type
• 13:10
  of
• 13:10
  experimentation
• 13:11
  on
• 13:12
  the
• 13:12
  consumer
• 13:12
  facing
• 13:13
  side
• 13:13
  of
• 13:14
  AI.
• 13:14
  Is
• 13:14
  this
• 13:15
  where
• 13:15
  you
• 13:15
  would
• 13:15
  be
• 13:15
  devoting
• 13:16
  the
• 13:16
  bulk
• 13:16
  of
• 13:16
  that
• 13:17
  budget
• 13:17
  or
• 13:17
  would
• 13:17
  you
• 13:18
  be
• 13:18
  thinking
• 13:18
  that
• 13:18
  there's
• 13:18
  some
• 13:19
  other
• 13:19
  realm
• 13:19
  that
• 13:20
  you'd
• 13:20
  also
• 13:20
  be
• 13:21
  exploring
• 13:21
  or
• 13:22
  would
• 13:22
  this
• 13:22
  be
• 13:22
  where
• 13:22
  you're
• 13:22
  going
• 13:23
  first
• 13:23
  and
• 13:23
  foremost?
• 13:24
  I
• 13:25
  think
• 13:25
  this
• 13:25
  is
• 13:25
  where
• 13:25
  I
• 13:25
  would
• 13:26
  be
• 13:26
  going.
• 13:27
  Yeah.
• 13:27
  Yeah,
• 13:28
  I
• 13:28
  think
• 13:28
  so
• 13:28
  too.
• 13:29
  It's
• 13:29
  search
• 13:30
  that
• 13:30
  somebody's
• 13:31
  going
• 13:31
  in,
• 13:31
  they're
• 13:31
  searching
• 13:32
  something
• 13:32
  with
• 13:33
  the
• 13:33
  highest
• 13:33
  intent.
• 13:34
  So
• 13:35
  it's
• 13:35
  a
• 13:35
  performance
• 13:36
  digital
• 13:36
  tactic,
• 13:37
  right?
• 13:38
  Yeah.
• 13:38
  So
• 13:38
  and
• 13:39
  by
• 13:39
  that,
• 13:39
  but,
• 13:39
  and
• 13:39
  by
• 13:39
  that,
• 13:40
  like
• 13:40
  when
• 13:40
  I
• 13:40
  think
• 13:40
  about
• 13:40
  the
• 13:40
  things
• 13:40
  I
• 13:41
  could
• 13:41
  be
• 13:41
  investing
• 13:41
  in
• 13:42
  technologically,
• 13:42
  like,
• 13:42
  you
• 13:43
  know,
• 13:43
  like
• 13:43
  agentic
• 13:44
  checkout
• 13:44
  as
• 13:44
  an
• 13:44
  example,
• 13:45
  I'd
• 13:45
  be
• 13:45
  looking
• 13:45
  at
• 13:46
  this
• 13:46
  and
• 13:46
  understanding
• 13:47
  this
• 13:47
  fully.
• 13:48
  And
• 13:48
  you
• 13:48
  agree
• 13:48
  it
• 13:48
  sounds
• 13:49
  like.
• 13:49
  Yeah.
• 13:50
  Cause
• 13:50
  I
• 13:50
  think,
• 13:50
  I
• 13:50
  think
• 13:50
  it's
• 13:51
  ready,
• 13:51
  I
• 13:51
  think
• 13:51
  it's
• 13:51
  ready
• 13:52
  for
• 13:52
  you
• 13:52
  to
• 13:52
  start
• 13:52
  testing
• 13:53
  and
• 13:53
  start
• 13:53
  using
• 13:53
  it.
• 13:54
  You
• 13:54
  know
• 13:54
  the
• 13:54
  agentic
• 13:55
  checkout.
• 13:56
  I
• 13:56
  think
• 13:57
  yes,
• 13:57
  you
• 13:57
  should
• 13:57
  be
• 13:58
  looking
• 13:58
  into
• 13:59
  that,
• 13:59
  but
• 13:59
  I
• 13:59
  just
• 14:00
  don't
• 14:00
  think
• 14:00
  it's
• 14:00
  there
• 14:00
  for
• 14:01
  like
• 14:01
  the
• 14:01
  immediate
• 14:01
  need.
• 14:03
  I
• 14:03
  think
• 14:03
  it's
• 14:03
  surely
• 14:04
  coming,
• 14:04
  but
• 14:04
  this
• 14:04
  is
• 14:04
  where
• 14:05
  I
• 14:05
  would
• 14:05
  start
• 14:05
  for
• 14:05
  sure.
• 14:06
  Yeah.
• 14:06
  100%.
• 14:07
  100%.
• 14:07
  Okay.
• 14:08
  Yeah.
• 14:08
  So
• 14:08
  we're
• 14:08
  pretty
• 14:08
  aligned
• 14:09
  so
• 14:09
  far
• 14:09
  on
• 14:09
  headline
• 14:09
  number
• 14:10
  one.
• 14:10
  I'm
• 14:10
  wondering
• 14:11
  if
• 14:11
  that's
• 14:11
  going
• 14:11
  to
• 14:11
  change
• 14:11
  with
• 14:11
  headline
• 14:12
  number
• 14:12
  two.
• 14:14
  Possibly.
• 14:15
  Okay.
• 14:15
  Headline
• 14:15
  number
• 14:16
  two.
• 14:16
  Chris.
• 14:17
  Target
• 14:17
  has
• 14:17
  launched
• 14:18
  two
• 14:18
  new
• 14:18
  creator
• 14:19
  programs.
• 14:19
  Club
• 14:20
  Target,
• 14:20
  a
• 14:20
  gamified
• 14:21
  experience
• 14:21
  for
• 14:22
  emerging
• 14:22
  and
• 14:22
  midsize
• 14:23
  creators
• 14:23
  on
• 14:24
  TikTok
• 14:24
  and
• 14:24
  Instagram
• 14:25
  and
• 14:25
  Target
• 14:26
  Ambassadors
• 14:27
  powered
• 14:27
  by
• 14:27
  LTK
• 14:28
  influencer
• 14:29
  shopping
• 14:29
  platform
• 14:29
  for
• 14:30
  established
• 14:30
  partner
• 14:31
  creators
• 14:32
  According
• 14:32
  to
• 14:33
  chain
• 14:33
  store
• 14:33
  age,
• 14:34
  Target
• 14:34
  is
• 14:34
  the
• 14:34
  most
• 14:35
  followed
• 14:35
  big
• 14:36
  box
• 14:36
  retailer
• 14:36
  on
• 14:37
  TikTok
• 14:37
  and
• 14:37
  nearly
• 14:38
  75%
• 14:39
  of
• 14:39
  US
• 14:39
  consumers
• 14:40
  have
• 14:40
  purchased
• 14:40
  a
• 14:40
  product
• 14:41
  because
• 14:41
  of
• 14:41
  creator
• 14:42
  content.
• 14:42
  That
• 14:43
  is
• 14:43
  according
• 14:43
  to
• 14:43
  the
• 14:44
  Target's
• 14:44
  own
• 14:44
  data
• 14:45
  club.
• 14:45
  Target
• 14:46
  is
• 14:46
  designed
• 14:47
  for
• 14:47
  emerging
• 14:47
  and
• 14:47
  mid
• 14:48
  sized
• 14:48
  creators
• 14:49
  and
• 14:49
  features
• 14:49
  weekly
• 14:50
  Instagram
• 14:50
  and
• 14:50
  TikTok
• 14:51
  challenges,
• 14:52
  tools
• 14:52
  and
• 14:52
  tips
• 14:52
  in
• 14:53
  a
• 14:53
  multi
• 14:53
  tiered
• 14:54
  reward
• 14:54
  structure
• 14:55
  including
• 14:55
  Target
• 14:55
  gift
• 14:56
  cards,
• 14:56
  features
• 14:57
  on
• 14:57
  Target's
• 14:57
  owned
• 14:58
  and
• 14:58
  social
• 14:58
  channels
• 14:59
  and
• 14:59
  commission
• 14:59
  opportunities.
• 15:00
  Thousands
• 15:01
  of
• 15:01
  creators
• 15:02
  have
• 15:02
  already
• 15:02
  been
• 15:03
  participating
• 15:03
  in
• 15:04
  Club
• 15:04
  Target
• 15:04
  pilot
• 15:05
  with
• 15:05
  plans
• 15:05
  to
• 15:06
  scale
• 15:06
  over
• 15:06
  time.
• 15:07
  Now
• 15:07
  Target
• 15:08
  Ambassadors
• 15:09
  Powered
• 15:09
  by
• 15:09
  LTK
• 15:10
  officially
• 15:11
  launched
• 15:11
  May
• 15:12
  1
• 15:12
  and
• 15:12
  is
• 15:12
  designed
• 15:13
  for
• 15:14
  established
• 15:15
  influencer
• 15:15
  partners,
• 15:16
  giving
• 15:16
  them
• 15:16
  an
• 15:17
  integrated
• 15:17
  experience
• 15:18
  inside
• 15:18
  the
• 15:18
  LTK
• 15:19
  platform
• 15:19
  to
• 15:20
  create
• 15:20
  and
• 15:20
  publish
• 15:21
  original
• 15:21
  content,
• 15:22
  track
• 15:22
  performance
• 15:23
  and
• 15:23
  and
• 15:23
  access
• 15:24
  expanded
• 15:24
  commission
• 15:25
  rates
• 15:25
  and
• 15:26
  deeper
• 15:26
  brand
• 15:26
  access.
• 15:27
  Target
• 15:28
  Chief
• 15:28
  Digital
• 15:29
  and
• 15:29
  Revenue
• 15:30
  Officer
• 15:30
  Sarah
• 15:31
  Travis
• 15:31
  called
• 15:32
  social
• 15:32
  commerce
• 15:33
  one
• 15:33
  of
• 15:33
  the
• 15:34
  biggest
• 15:34
  shifts
• 15:34
  in
• 15:35
  retail
• 15:35
  in
• 15:35
  a
• 15:35
  generation
• 15:36
  and
• 15:37
  said
• 15:37
  flatly,
• 15:38
  target
• 15:38
  is
• 15:39
  built
• 15:39
  for
• 15:39
  this.
• 15:40
  Chris,
• 15:41
  what
• 15:41
  are
• 15:41
  your
• 15:41
  thoughts
• 15:42
  on
• 15:42
  Target's
• 15:42
  new
• 15:42
  social
• 15:43
  media
• 15:43
  creative
• 15:44
  programs?
• 15:45
  Oh
• 15:45
  man,
• 15:46
  oh
• 15:46
  man.
• 15:46
  I
• 15:46
  don't
• 15:47
  want
• 15:47
  to
• 15:47
  do
• 15:47
  this,
• 15:47
  Captain.
• 15:48
  I
• 15:48
  don't
• 15:48
  want
• 15:48
  to
• 15:48
  do
• 15:48
  this.
• 15:48
  I
• 15:49
  feel
• 15:49
  like
• 15:49
  I've
• 15:49
  been
• 15:49
  on
• 15:49
  the
• 15:49
  nice
• 15:50
  train
• 15:50
  loading
• 15:51
  Target
• 15:51
  as
• 15:51
  of
• 15:51
  late
• 15:52
  and
• 15:53
  I've
• 15:53
  seen
• 15:53
  a
• 15:53
  lot
• 15:53
  of
• 15:54
  people,
• 15:54
  you
• 15:55
  know,
• 15:55
  kind
• 15:55
  of
• 15:55
  fawning
• 15:56
  over
• 15:56
  this
• 15:56
  announcement
• 15:57
  on
• 15:57
  social
• 15:57
  media
• 15:57
  and
• 15:58
  I
• 15:58
  gotta
• 15:58
  tell
• 15:58
  you,
• 15:58
  I
• 15:59
  100%
• 15:59
  disagree
• 16:00
  with
• 16:00
  them.
• 16:00
  I'm
• 16:00
  not,
• 16:01
  I'm
• 16:01
  not
• 16:01
  impressed
• 16:02
  by
• 16:02
  this
• 16:02
  at
• 16:02
  all.
• 16:03
  And,
• 16:03
  and
• 16:03
  I,
• 16:03
  I
• 16:04
  really
• 16:04
  wanted
• 16:04
  to
• 16:04
  be
• 16:05
  when
• 16:05
  I
• 16:05
  thought
• 16:05
  about
• 16:06
  it
• 16:06
  and
• 16:06
  read
• 16:06
  it,
• 16:06
  but
• 16:07
  I'm
• 16:07
  not.
• 16:08
  And
• 16:08
  you
• 16:08
  know
• 16:08
  the
• 16:09
  reason
• 16:09
  I
• 16:09
  say
• 16:09
  that,
• 16:10
  and
• 16:10
  I'm
• 16:10
  gonna
• 16:10
  go
• 16:10
  on
• 16:11
  a
• 16:11
  little
• 16:11
  bit
• 16:11
  of
• 16:11
  rant
• 16:11
  here
• 16:12
  in,
• 16:12
  in
• 16:12
  true
• 16:13
  style,
• 16:13
  but
• 16:14
  to
• 16:14
  come
• 16:14
  out,
• 16:15
  to
• 16:15
  come
• 16:15
  out
• 16:15
  in
• 16:16
  the
• 16:16
  press
• 16:16
  release
• 16:16
  first,
• 16:16
  Katherine,
• 16:17
  and
• 16:17
  say
• 16:17
  that
• 16:17
  social
• 16:17
  commerce
• 16:18
  is
• 16:18
  one
• 16:18
  of
• 16:18
  the
• 16:18
  biggest
• 16:19
  shifts
• 16:19
  in
• 16:19
  retail
• 16:19
  in
• 16:19
  a
• 16:20
  generation.
• 16:21
  That
• 16:21
  to
• 16:21
  me
• 16:22
  is,
• 16:22
  is
• 16:22
  downright
• 16:23
  ridiculous
• 16:23
  because
• 16:23
  it's
• 16:24
  like
• 16:24
  yeah,
• 16:24
  no,
• 16:24
  no,
• 16:25
  no,
• 16:25
  duh,
• 16:26
  like
• 16:26
  that's,
• 16:26
  of
• 16:27
  course
• 16:27
  it
• 16:27
  is.
• 16:27
  But
• 16:28
  that
• 16:28
  shift
• 16:28
  happened
• 16:28
  like
• 16:29
  10
• 16:29
  years
• 16:29
  ago.
• 16:30
  So
• 16:30
  to
• 16:30
  come
• 16:31
  out
• 16:31
  and
• 16:31
  take
• 16:31
  credit
• 16:31
  for
• 16:32
  it
• 16:32
  now
• 16:32
  in
• 16:33
  your
• 16:33
  strategy
• 16:34
  is
• 16:34
  just
• 16:35
  purely
• 16:35
  silly
• 16:36
  to
• 16:36
  me.
• 16:36
  When
• 16:36
  you
• 16:36
  step
• 16:36
  back
• 16:37
  from
• 16:37
  it
• 16:37
  and
• 16:37
  it
• 16:38
  asks
• 16:38
  the
• 16:38
  question
• 16:38
  of
• 16:38
  like
• 16:39
  this
• 16:39
  should
• 16:40
  have
• 16:40
  been
• 16:40
  done
• 16:40
  a
• 16:40
  long
• 16:41
  time
• 16:41
  ago.
• 16:42
  It's
• 16:42
  table
• 16:42
  stakes
• 16:43
  for
• 16:43
  any
• 16:44
  large
• 16:44
  retailer
• 16:45
  at
• 16:45
  this
• 16:45
  point
• 16:45
  and
• 16:46
  Target
• 16:46
  is
• 16:46
  actually
• 16:47
  late
• 16:47
  on
• 16:47
  it.
• 16:47
  But
• 16:48
  where
• 16:48
  the
• 16:48
  rubber
• 16:48
  is
• 16:48
  going
• 16:48
  to
• 16:48
  read
• 16:49
  the
• 16:49
  road
• 16:50
  is
• 16:50
  that
• 16:51
  the
• 16:51
  actual
• 16:51
  digital
• 16:52
  platform
• 16:52
  experience
• 16:53
  has
• 16:53
  to
• 16:54
  work
• 16:54
  for
• 16:54
  the
• 16:54
  creators.
• 16:55
  LTK
• 16:55
  is
• 16:56
  a
• 16:56
  great
• 16:56
  experience,
• 16:57
  but
• 16:57
  Target,
• 16:57
  you're
• 16:58
  paying
• 16:58
  Them
• 16:58
  unnecessary
• 16:59
  commissions
• 17:00
  and
• 17:00
  it
• 17:00
  takes
• 17:00
  the
• 17:00
  customer
• 17:00
  off
• 17:01
  Target
• 17:01
  site.
• 17:02
  LTK
• 17:03
  is
• 17:03
  who
• 17:03
  ultimately
• 17:03
  wins
• 17:04
  here,
• 17:04
  not
• 17:04
  Target.
• 17:05
  So
• 17:05
  in
• 17:05
  essence,
• 17:05
  Target
• 17:06
  has
• 17:06
  set
• 17:06
  up
• 17:06
  a
• 17:07
  me
• 17:07
  too
• 17:07
  scheme
• 17:08
  where
• 17:08
  they're
• 17:08
  just
• 17:09
  prostituting
• 17:09
  themselves
• 17:10
  out
• 17:10
  to
• 17:10
  creators
• 17:10
  via
• 17:11
  LTK
• 17:11
  the
• 17:12
  way
• 17:12
  anyone
• 17:12
  can.
• 17:13
  So
• 17:14
  the
• 17:14
  problem
• 17:14
  with
• 17:14
  that
• 17:14
  is
• 17:15
  it
• 17:15
  costs
• 17:15
  that
• 17:16
  creators
• 17:17
  as
• 17:17
  well
• 17:17
  are
• 17:18
  fickle.
• 17:18
  They're
• 17:19
  fickle
• 17:19
  as
• 17:19
  they
• 17:20
  come.
• 17:20
  I
• 17:20
  know
• 17:20
  this
• 17:21
  for
• 17:21
  a
• 17:21
  fact.
• 17:21
  And
• 17:22
  they're
• 17:22
  gonna
• 17:22
  go
• 17:22
  wherever
• 17:23
  they
• 17:23
  can
• 17:23
  convert
• 17:23
  more.
• 17:24
  They're
• 17:24
  gonna
• 17:24
  go
• 17:24
  to
• 17:24
  Walmart,
• 17:25
  Amazon,
• 17:25
  to
• 17:26
  your
• 17:26
  old
• 17:26
  stopping
• 17:27
  ground,
• 17:27
  Dick's
• 17:27
  Sporting
• 17:28
  Goods,
• 17:28
  Ulta
• 17:28
  Beauty,
• 17:28
  Sephora.
• 17:30
  Because
• 17:30
  this
• 17:30
  isn't
• 17:31
  merchandising.
• 17:31
  This
• 17:31
  is
• 17:32
  just
• 17:32
  basically
• 17:32
  saying
• 17:32
  like,
• 17:33
  hey,
• 17:33
  there's
• 17:33
  creators
• 17:33
  out
• 17:34
  there.
• 17:34
  Let's
• 17:34
  just
• 17:34
  allow
• 17:34
  them
• 17:35
  to
• 17:35
  sell
• 17:35
  our
• 17:35
  stuff.
• 17:36
  And
• 17:36
  the
• 17:37
  devil
• 17:37
  is
• 17:37
  in
• 17:37
  the
• 17:37
  detail.
• 17:38
  So
• 17:38
  I
• 17:38
  think
• 17:39
  Net.
• 17:39
  Net.
• 17:40
  And
• 17:41
  as
• 17:41
  I
• 17:41
  get
• 17:41
  to
• 17:41
  the
• 17:41
  end
• 17:42
  of
• 17:42
  the
• 17:42
  rant
• 17:42
  here,
• 17:42
  Catherine,
• 17:43
  I
• 17:43
  think
• 17:43
  Target
• 17:43
  would
• 17:43
  have
• 17:43
  been
• 17:44
  better
• 17:44
  off
• 17:44
  investing
• 17:45
  and
• 17:45
  creating
• 17:45
  in
• 17:46
  something
• 17:46
  entirely
• 17:47
  unique
• 17:47
  that
• 17:48
  captures
• 17:48
  the
• 17:48
  brand
• 17:49
  love
• 17:49
  of
• 17:49
  Target
• 17:50
  rather
• 17:51
  than
• 17:51
  doing
• 17:51
  what
• 17:51
  is
• 17:52
  essentially,
• 17:52
  at
• 17:53
  the
• 17:53
  end
• 17:53
  of
• 17:53
  the
• 17:53
  day,
• 17:54
  a
• 17:54
  me
• 17:54
  too
• 17:54
  strategy.
• 17:55
  But
• 17:56
  I
• 17:56
  don't
• 17:56
  know,
• 17:56
  what
• 17:56
  do
• 17:57
  you
• 17:57
  think?
• 17:57
  Am
• 17:57
  I
• 17:57
  being
• 17:57
  too
• 17:58
  harsh?
• 17:58
  Do
• 17:59
  I
• 17:59
  have
• 17:59
  some
• 17:59
  good
• 17:59
  points?
• 18:00
  What
• 18:00
  do
• 18:00
  you
• 18:00
  think,
• 18:00
  Catherine?
• 18:01
  You
• 18:01
  are
• 18:01
  the
• 18:02
  expert
• 18:02
  here.
• 18:03
  Yeah.
• 18:03
  So
• 18:05
  listen,
• 18:05
  Chris,
• 18:05
  I
• 18:06
  think
• 18:06
  you're
• 18:06
  being
• 18:06
  a
• 18:06
  little
• 18:06
  harsh.
• 18:07
  Okay.
• 18:08
  I
• 18:08
  think
• 18:08
  you're
• 18:09
  being
• 18:09
  a
• 18:09
  little
• 18:09
  harsh.
• 18:09
  But
• 18:10
  listen,
• 18:11
  Target,
• 18:11
  you
• 18:12
  read
• 18:12
  everything
• 18:12
  in
• 18:13
  the
• 18:13
  public
• 18:13
  about
• 18:13
  Target
• 18:14
  right
• 18:14
  now
• 18:14
  and
• 18:15
  their
• 18:15
  new
• 18:15
  CEO
• 18:16
  and
• 18:16
  their
• 18:16
  leadership
• 18:16
  team,
• 18:17
  they
• 18:17
  are
• 18:17
  openly
• 18:18
  stating
• 18:19
  that
• 18:19
  we
• 18:19
  got
• 18:19
  to
• 18:20
  get
• 18:20
  this
• 18:20
  train
• 18:20
  back
• 18:20
  on
• 18:21
  the
• 18:21
  tracks.
• 18:21
  Yeah,
• 18:22
  right.
• 18:23
  And
• 18:24
  between
• 18:24
  this
• 18:25
  initiative.
• 18:25
  But
• 18:25
  then
• 18:26
  how
• 18:26
  they're
• 18:26
  investing
• 18:26
  in
• 18:27
  A.I.
• 18:27
  My
• 18:28
  favorite
• 18:28
  thing
• 18:28
  is
• 18:28
  what
• 18:29
  they're
• 18:29
  thinking
• 18:29
  about
• 18:29
  reimagining
• 18:30
  the
• 18:30
  installation
• 18:30
  store
• 18:31
  experience.
• 18:32
  They
• 18:32
  understand
• 18:32
  that
• 18:33
  they
• 18:33
  owe
• 18:34
  the
• 18:35
  shareholders
• 18:36
  and
• 18:36
  their.
• 18:36
  Their
• 18:37
  consumers
• 18:38
  answers
• 18:38
  on
• 18:38
  what
• 18:38
  they
• 18:39
  are
• 18:39
  doing.
• 18:40
  So
• 18:40
  listen,
• 18:41
  I
• 18:41
  think,
• 18:42
  I
• 18:43
  think
• 18:43
  that
• 18:43
  they're
• 18:43
  trying
• 18:43
  to
• 18:43
  get
• 18:43
  their
• 18:44
  Target
• 18:44
  back.
• 18:45
  I
• 18:45
  think
• 18:45
  they
• 18:45
  know
• 18:45
  that
• 18:46
  their.
• 18:46
  Their
• 18:47
  Target
• 18:47
  customer
• 18:48
  spends
• 18:48
  a
• 18:48
  lot
• 18:48
  of
• 18:49
  time
• 18:49
  on
• 18:49
  these
• 18:49
  platforms
• 18:50
  and
• 18:50
  they
• 18:50
  need
• 18:50
  to
• 18:51
  start
• 18:51
  rebuilding
• 18:52
  that
• 18:52
  relationship.
• 18:53
  I
• 18:54
  would
• 18:54
  certainly
• 18:54
  be
• 18:55
  one
• 18:55
  of
• 18:55
  those
• 18:55
  Target
• 18:56
  consumers.
• 18:56
  Right.
• 18:57
  And
• 18:57
  I
• 18:57
  remember,
• 18:58
  you
• 18:58
  know,
• 18:58
  my
• 18:59
  daughter's
• 18:59
  13.
• 19:00
  Eight
• 19:00
  years
• 19:01
  ago,
• 19:01
  I
• 19:01
  would
• 19:01
  be
• 19:01
  checking
• 19:02
  out
• 19:02
  at
• 19:02
  Target
• 19:02
  and
• 19:03
  I
• 19:03
  would
• 19:03
  say,
• 19:04
  gosh
• 19:04
  darn
• 19:04
  it,
• 19:05
  Target,
• 19:05
  you
• 19:05
  did
• 19:05
  it
• 19:05
  to
• 19:06
  me
• 19:06
  again.
• 19:06
  $300,
• 19:08
  right.
• 19:09
  And
• 19:09
  I
• 19:09
  just
• 19:10
  came
• 19:10
  in
• 19:10
  for
• 19:10
  a
• 19:10
  bag
• 19:11
  for
• 19:11
  a
• 19:11
  birthday
• 19:12
  present.
• 19:13
  Right.
• 19:14
  And
• 19:14
  so
• 19:15
  they
• 19:15
  got
• 19:15
  to
• 19:16
  reconnect
• 19:16
  with
• 19:16
  the
• 19:17
  people
• 19:17
  like
• 19:17
  me.
• 19:18
  And
• 19:18
  I
• 19:18
  think,
• 19:18
  you
• 19:19
  know,
• 19:19
  well,
• 19:20
  maybe
• 19:20
  they're
• 19:20
  late
• 19:21
  to
• 19:21
  the
• 19:21
  game.
• 19:22
  Okay.
• 19:23
  I'm
• 19:23
  more
• 19:23
  concerned
• 19:24
  about
• 19:24
  seeing
• 19:24
  how
• 19:25
  the
• 19:25
  creative
• 19:25
  comes
• 19:26
  to
• 19:26
  light.
• 19:26
  Life.
• 19:27
  I
• 19:27
  think
• 19:27
  content
• 19:28
  is
• 19:28
  king.
• 19:28
  And
• 19:29
  I
• 19:29
  think
• 19:29
  until
• 19:30
  see
• 19:30
  the
• 19:30
  content
• 19:30
  and
• 19:31
  the
• 19:31
  way
• 19:31
  this
• 19:31
  comes
• 19:32
  to
• 19:32
  life,
• 19:32
  we
• 19:33
  won't
• 19:33
  truly
• 19:33
  know
• 19:34
  if
• 19:34
  this
• 19:34
  is
• 19:34
  differentiated
• 19:36
  versus
• 19:36
  what
• 19:36
  other
• 19:37
  retailers
• 19:37
  have
• 19:37
  been
• 19:37
  doing,
• 19:38
  you
• 19:38
  know,
• 19:38
  for.
• 19:39
  For
• 19:39
  close
• 19:39
  to
• 19:39
  a
• 19:40
  decade.
• 19:41
  So,
• 19:41
  listen,
• 19:42
  I
• 19:42
  am.
• 19:43
  I'm
• 19:43
  a
• 19:43
  huge
• 19:43
  believer
• 19:44
  in
• 19:44
  Target.
• 19:44
  I
• 19:45
  think
• 19:45
  they're
• 19:45
  going
• 19:45
  down
• 19:45
  the
• 19:45
  right
• 19:46
  path.
• 19:46
  I
• 19:47
  think
• 19:47
  you're
• 19:47
  being
• 19:48
  a
• 19:48
  little
• 19:48
  harsh.
• 19:49
  I
• 19:49
  mean,
• 19:49
  listen,
• 19:49
  there's.
• 19:50
  There's
• 19:50
  retailers
• 19:51
  out
• 19:51
  there
• 19:51
  that
• 19:51
  are
• 19:52
  still
• 19:52
  doing
• 19:52
  print
• 19:52
  advertising,
• 19:53
  Chris.
• 19:54
  Oh,
• 19:55
  I
• 19:55
  know.
• 19:55
  Yeah,
• 19:56
  right,
• 19:56
  right.
• 19:56
  I
• 19:57
  mean,
• 19:57
  that,
• 19:57
  that,
• 19:58
  that
• 19:58
  went
• 19:58
  up.
• 19:58
  That
• 19:59
  ship
• 19:59
  sailed
• 20:00
  two
• 20:00
  decades
• 20:01
  ago.
• 20:01
  So
• 20:04
  I
• 20:04
  think
• 20:04
  you're
• 20:04
  being
• 20:04
  a
• 20:05
  little
• 20:05
  harsh.
• 20:05
  Okay,
• 20:06
  okay.
• 20:06
  People
• 20:06
  are
• 20:07
  already.
• 20:07
  People
• 20:07
  already
• 20:07
  listening.
• 20:08
  This
• 20:08
  are
• 20:08
  going
• 20:08
  to
• 20:08
  be
• 20:08
  like,
• 20:08
  oh,
• 20:09
  my
• 20:09
  God,
• 20:09
  when
• 20:09
  she
• 20:09
  could.
• 20:10
  When
• 20:10
  could
• 20:10
  she
• 20:10
  come
• 20:10
  back?
• 20:11
  Because
• 20:11
  she's.
• 20:12
  She's
• 20:12
  telling
• 20:12
  Chris
• 20:13
  how
• 20:13
  she
• 20:13
  feels.
• 20:13
  This
• 20:13
  is
• 20:13
  great.
• 20:14
  This
• 20:14
  is
• 20:14
  great.
• 20:14
  But
• 20:15
  so
• 20:15
  I
• 20:15
  take
• 20:15
  a
• 20:15
  couple
• 20:15
  of
• 20:15
  things
• 20:16
  from
• 20:16
  you,
• 20:16
  and
• 20:17
  this
• 20:17
  is
• 20:17
  why
• 20:17
  we
• 20:17
  have
• 20:17
  these
• 20:17
  conversations,
• 20:18
  to
• 20:18
  understand
• 20:19
  where
• 20:19
  we're
• 20:20
  right,
• 20:20
  where
• 20:20
  we're
• 20:20
  wrong.
• 20:20
  It's,
• 20:21
  it's.
• 20:21
  The
• 20:21
  purpose
• 20:22
  of
• 20:22
  the
• 20:22
  show
• 20:22
  is
• 20:22
  to
• 20:22
  debate
• 20:23
  and
• 20:23
  discuss.
• 20:23
  And
• 20:24
  so
• 20:24
  what
• 20:24
  I
• 20:24
  take
• 20:24
  from
• 20:24
  you
• 20:25
  is
• 20:25
  like,
• 20:25
  you
• 20:25
  know,
• 20:26
  maybe
• 20:26
  getting
• 20:26
  the
• 20:26
  table
• 20:27
  stakes
• 20:27
  is
• 20:27
  good.
• 20:27
  That's
• 20:28
  what
• 20:28
  I'm
• 20:28
  hearing
• 20:28
  from
• 20:28
  you,
• 20:28
  Catherine,
• 20:29
  is
• 20:29
  like,
• 20:29
  there
• 20:29
  are
• 20:30
  some
• 20:30
  table
• 20:30
  stakes
• 20:30
  strategies
• 20:31
  that
• 20:31
  just
• 20:31
  might
• 20:31
  be
• 20:32
  smart
• 20:32
  to
• 20:32
  do
• 20:33
  as
• 20:33
  Target
• 20:34
  right
• 20:34
  now.
• 20:34
  And
• 20:34
  I
• 20:34
  think
• 20:35
  I
• 20:35
  can
• 20:35
  get
• 20:35
  behind
• 20:35
  that,
• 20:36
  you
• 20:36
  know,
• 20:36
  if
• 20:36
  that's
• 20:36
  what
• 20:37
  you're
• 20:37
  saying.
• 20:37
  And
• 20:37
  then
• 20:37
  the
• 20:38
  other
• 20:38
  point,
• 20:38
  too,
• 20:39
  that
• 20:39
  I
• 20:40
  want
• 20:40
  to
• 20:40
  highlight
• 20:40
  is
• 20:41
  because
• 20:41
  what
• 20:41
  I'm
• 20:41
  hearing
• 20:42
  you
• 20:42
  when
• 20:42
  you
• 20:42
  say,
• 20:43
  you
• 20:43
  know,
• 20:43
  I
• 20:43
  used
• 20:43
  to
• 20:43
  go
• 20:43
  into
• 20:44
  Target
• 20:44
  and
• 20:44
  I'd
• 20:44
  come
• 20:45
  in
• 20:45
  for
• 20:45
  one
• 20:45
  thing
• 20:45
  and
• 20:45
  I'd
• 20:45
  come
• 20:45
  out
• 20:46
  with
• 20:46
  something
• 20:46
  else,
• 20:46
  which
• 20:46
  is
• 20:46
  always
• 20:47
  a
• 20:47
  story
• 20:47
  you
• 20:47
  hear.
• 20:48
  It
• 20:48
  comes
• 20:48
  down
• 20:48
  to
• 20:49
  great
• 20:49
  product
• 20:49
  and
• 20:49
  great
• 20:50
  merchandising
• 20:50
  and
• 20:51
  only
• 20:51
  things
• 20:51
  that
• 20:51
  you
• 20:51
  can
• 20:52
  find
• 20:52
  at
• 20:52
  Target.
• 20:52
  And
• 20:53
  that's
• 20:53
  what
• 20:54
  you
• 20:54
  have
• 20:54
  to
• 20:54
  do
• 20:55
  first
• 20:55
  and
• 20:55
  foremost
• 20:56
  to
• 20:56
  activate
• 20:57
  this
• 20:57
  creator
• 20:57
  strategy.
• 20:58
  So
• 20:58
  the
• 20:58
  creator
• 20:58
  strategy
• 20:58
  is
• 20:59
  one
• 20:59
  thing
• 20:59
  for
• 21:00
  table
• 21:00
  stakes,
• 21:01
  if
• 21:01
  we
• 21:01
  agree
• 21:01
  on
• 21:01
  that,
• 21:02
  but
• 21:02
  you've
• 21:02
  got
• 21:03
  to
• 21:03
  be
• 21:03
  able
• 21:03
  to
• 21:03
  activate
• 21:03
  it
• 21:04
  with
• 21:04
  great
• 21:04
  product
• 21:04
  and
• 21:05
  great
• 21:05
  merchandising
• 21:06
  as
• 21:06
  a
• 21:06
  Target
• 21:06
  brand.
• 21:07
  And
• 21:07
  that's
• 21:08
  something
• 21:08
  that
• 21:08
  I
• 21:08
  think
• 21:09
  we're
• 21:09
  still
• 21:09
  all
• 21:10
  waiting
• 21:10
  to
• 21:10
  see.
• 21:11
  The
• 21:11
  revival
• 21:11
  of
• 21:12
  that
• 21:12
  hasn't
• 21:13
  quite
• 21:13
  come
• 21:13
  yet.
• 21:13
  You're
• 21:13
  shaking
• 21:14
  your
• 21:14
  head.
• 21:14
  Yes.
• 21:14
  Now.
• 21:15
  Now
• 21:15
  we're
• 21:15
  in
• 21:15
  sufficiency,
• 21:16
  in
• 21:16
  agreement.
• 21:17
  Oh,
• 21:17
  yes,
• 21:18
  yes.
• 21:18
  I
• 21:18
  think
• 21:19
  you
• 21:19
  know,
• 21:19
  that.
• 21:19
  That
• 21:20
  in
• 21:20
  store
• 21:20
  experience,
• 21:20
  I'm
• 21:21
  thrilled
• 21:21
  that
• 21:21
  they're
• 21:22
  clearly
• 21:22
  focusing
• 21:22
  on
• 21:23
  it.
• 21:23
  And
• 21:23
  I
• 21:23
  think,
• 21:24
  you
• 21:24
  know,
• 21:24
  mark
• 21:24
  your
• 21:25
  calendar
• 21:25
  this
• 21:25
  time
• 21:26
  next
• 21:26
  year.
• 21:26
  Let's
• 21:26
  come
• 21:26
  back
• 21:27
  and
• 21:27
  see.
• 21:28
  See
• 21:28
  what,
• 21:28
  what
• 21:29
  we've
• 21:29
  seen
• 21:29
  and
• 21:29
  see
• 21:29
  if
• 21:30
  we
• 21:30
  fill
• 21:30
  any
• 21:30
  of
• 21:31
  the
• 21:31
  Target
• 21:31
  mojo
• 21:32
  coming
• 21:32
  back.
• 21:33
  Yeah,
• 21:33
  right,
• 21:33
  right,
• 21:34
  right.
• 21:34
  Yeah.
• 21:34
  And
• 21:34
  no
• 21:35
  one
• 21:35
  wants
• 21:35
  to
• 21:35
  see
• 21:35
  it
• 21:35
  more
• 21:36
  than
• 21:36
  I
• 21:36
  do.
• 21:36
  I
• 21:37
  will
• 21:37
  say
• 21:37
  that
• 21:37
  first
• 21:37
  and
• 21:38
  foremost.
• 21:38
  All
• 21:38
  right,
• 21:38
  headline
• 21:39
  number
• 21:39
  three,
• 21:40
  Dollar
• 21:40
  General,
• 21:41
  in
• 21:41
  partnership
• 21:42
  with
• 21:42
  trade
• 21:42
  desk
• 21:43
  and
• 21:43
  retail
• 21:43
  media
• 21:43
  infrastructure
• 21:44
  provider
• 21:45
  KEVL
• 21:45
  has
• 21:45
  announced
• 21:46
  a
• 21:46
  first
• 21:46
  of
• 21:46
  its
• 21:46
  kind
• 21:47
  solution
• 21:47
  that
• 21:47
  unifies
• 21:47
  its
• 21:48
  on
• 21:48
  site
• 21:48
  and
• 21:48
  off
• 21:48
  site
• 21:49
  ad
• 21:49
  inventory
• 21:50
  process,
• 21:51
  allowing
• 21:51
  brand
• 21:51
  advertisers
• 21:52
  to
• 21:52
  plan,
• 21:52
  activate
• 21:53
  and
• 21:53
  measure
• 21:53
  campaigns
• 21:54
  across
• 21:54
  the
• 21:54
  full
• 21:55
  consumer
• 21:55
  journey
• 21:56
  inside
• 21:56
  a
• 21:56
  single
• 21:57
  connected
• 21:57
  framework.
• 21:58
  For
• 21:58
  the
• 21:58
  very
• 21:59
  first
• 21:59
  time,
• 22:00
  according
• 22:01
  to
• 22:01
  Chainstore
• 22:02
  age,
• 22:02
  DG
• 22:03
  Media
• 22:03
  network
• 22:04
  advertisers
• 22:04
  can
• 22:05
  execute
• 22:05
  full
• 22:05
  funnel
• 22:06
  strategies
• 22:06
  spanning
• 22:07
  connected
• 22:07
  tv,
• 22:08
  digital
• 22:08
  audio
• 22:08
  and
• 22:09
  on
• 22:09
  site
• 22:09
  retail,
• 22:09
  display
• 22:10
  and
• 22:10
  video,
• 22:11
  all
• 22:11
  with
• 22:11
  consistent
• 22:12
  reporting
• 22:12
  and
• 22:12
  measurement
• 22:13
  in
• 22:13
  one
• 22:13
  place.
• 22:14
  Testing
• 22:14
  with
• 22:14
  managed
• 22:15
  service
• 22:15
  Campaigns
• 22:16
  begins
• 22:16
  in
• 22:16
  June
• 22:17
  2026
• 22:17
  with
• 22:18
  the
• 22:18
  full
• 22:18
  integration
• 22:18
  expected
• 22:19
  to
• 22:19
  be
• 22:19
  available
• 22:20
  to
• 22:20
  Mutual
• 22:21
  clients
• 22:21
  in
• 22:21
  Q3
• 22:22
  of
• 22:23
  this
• 22:23
  year.
• 22:24
  All
• 22:24
  right
• 22:24
  Catherine,
• 22:25
  this
• 22:25
  is
• 22:25
  also
• 22:25
  the
• 22:25
  put
• 22:25
  you
• 22:26
  on
• 22:26
  the
• 22:26
  spot
• 22:26
  question
• 22:27
  from
• 22:27
  the
• 22:27
  A
• 22:27
  and
• 22:27
  M
• 22:27
  consumer
• 22:28
  and
• 22:28
  retail
• 22:28
  group.
• 22:29
  I
• 22:29
  was
• 22:29
  hoping
• 22:29
  they
• 22:29
  would
• 22:30
  ask
• 22:30
  you
• 22:31
  they
• 22:31
  would
• 22:31
  use
• 22:31
  this
• 22:31
  headline
• 22:32
  to
• 22:32
  put
• 22:32
  you
• 22:32
  on
• 22:32
  the
• 22:33
  spot
• 22:33
  this
• 22:33
  week
• 22:33
  and
• 22:33
  it
• 22:33
  turns
• 22:34
  out
• 22:34
  that
• 22:34
  they
• 22:34
  did.
• 22:34
  So
• 22:35
  Catherine,
• 22:35
  as
• 22:35
  someone
• 22:35
  who
• 22:36
  ran
• 22:36
  a
• 22:36
  retail
• 22:36
  media
• 22:37
  network,
• 22:37
  what
• 22:38
  makes
• 22:38
  this
• 22:38
  unified
• 22:38
  approach
• 22:39
  that
• 22:39
  Dollar
• 22:39
  General
• 22:39
  is
• 22:40
  touting
• 22:41
  so
• 22:41
  hard
• 22:41
  to
• 22:41
  execute?
• 22:41
  And
• 22:42
  do
• 22:42
  you
• 22:42
  believe
• 22:42
  this
• 22:43
  is
• 22:43
  a
• 22:43
  game
• 22:43
  changing
• 22:44
  unlock?
• 22:45
  This
• 22:45
  is
• 22:45
  exciting
• 22:46
  to
• 22:46
  me
• 22:46
  Chris.
• 22:47
  You
• 22:47
  know
• 22:47
  Dollar
• 22:47
  General
• 22:48
  Network
• 22:48
  has
• 22:48
  been
• 22:48
  all
• 22:49
  over
• 22:49
  the
• 22:49
  news
• 22:49
  the
• 22:49
  last
• 22:50
  couple
• 22:50
  weeks.
• 22:50
  I
• 22:50
  think
• 22:50
  it's
• 22:51
  exciting.
• 22:52
  There's
• 22:52
  a
• 22:52
  couple
• 22:52
  of
• 22:52
  things
• 22:53
  top
• 22:53
  of
• 22:53
  mind
• 22:53
  for
• 22:53
  me.
• 22:54
  One
• 22:55
  is
• 22:55
  every
• 22:55
  network
• 22:56
  out
• 22:56
  there
• 22:56
  right
• 22:57
  now
• 22:57
  knows
• 22:57
  that
• 22:58
  they
• 22:58
  have
• 22:58
  to
• 22:58
  go
• 22:58
  get
• 22:59
  the
• 22:59
  incremental
• 23:00
  brand
• 23:00
  or
• 23:00
  national
• 23:01
  marketing
• 23:01
  dollars,
• 23:02
  the
• 23:02
  trade
• 23:03
  dollar
• 23:03
  shopper
• 23:03
  marketing
• 23:04
  dollars.
• 23:04
  They're
• 23:05
  tapped
• 23:05
  out.
• 23:05
  If
• 23:06
  you
• 23:06
  go
• 23:06
  any
• 23:06
  deeper,
• 23:07
  the
• 23:07
  retailer
• 23:08
  itself
• 23:08
  could
• 23:08
  start
• 23:08
  losing
• 23:09
  leverage
• 23:09
  of
• 23:09
  cost
• 23:10
  of
• 23:10
  goods.
• 23:10
  So
• 23:11
  they
• 23:11
  know
• 23:11
  that
• 23:11
  there's
• 23:12
  another
• 23:12
  bucket
• 23:12
  of
• 23:12
  money
• 23:13
  out
• 23:13
  there.
• 23:13
  That
• 23:14
  being
• 23:14
  said,
• 23:15
  if
• 23:15
  you're
• 23:15
  going
• 23:15
  to
• 23:16
  get
• 23:16
  those
• 23:16
  dollars
• 23:16
  you
• 23:17
  have
• 23:17
  to
• 23:17
  have
• 23:17
  a
• 23:17
  full
• 23:17
  funnel
• 23:18
  offering.
• 23:19
  And
• 23:19
  I
• 23:19
  think
• 23:19
  it
• 23:20
  is
• 23:20
  brilliant.
• 23:21
  Tying
• 23:21
  in
• 23:21
  the
• 23:22
  off
• 23:22
  site,
• 23:22
  higher
• 23:23
  in
• 23:23
  the
• 23:23
  funnel
• 23:24
  with
• 23:24
  the
• 23:24
  on
• 23:24
  site.
• 23:25
  Now
• 23:25
  what
• 23:25
  I'm
• 23:26
  even
• 23:26
  more
• 23:26
  excited
• 23:27
  about
• 23:27
  is
• 23:27
  the
• 23:27
  in
• 23:28
  store.
• 23:28
  Go
• 23:29
  figure
• 23:29
  that
• 23:29
  right?
• 23:29
  With
• 23:30
  their,
• 23:30
  their
• 23:30
  new
• 23:31
  partnership
• 23:31
  with
• 23:31
  Cusack
• 23:32
  who
• 23:32
  you
• 23:33
  know
• 23:33
  we
• 23:33
  are
• 23:33
  strategic
• 23:34
  partners
• 23:34
  with
• 23:34
  them
• 23:34
  at
• 23:35
  Barrows
• 23:35
  Connected
• 23:35
  Store.
• 23:36
  Huge
• 23:36
  fan
• 23:36
  of
• 23:37
  Cusack
• 23:37
  and
• 23:38
  so
• 23:38
  knowing
• 23:38
  that
• 23:38
  they're
• 23:39
  able
• 23:39
  to
• 23:39
  take
• 23:39
  off
• 23:40
  site,
• 23:40
  on
• 23:40
  site
• 23:41
  and
• 23:41
  in
• 23:41
  store
• 23:41
  and
• 23:42
  connect
• 23:42
  it,
• 23:43
  what
• 23:43
  that's
• 23:43
  going
• 23:43
  to
• 23:43
  do
• 23:43
  is
• 23:44
  it's
• 23:44
  going
• 23:44
  to
• 23:44
  make
• 23:44
  it
• 23:44
  a
• 23:45
  lot
• 23:45
  easier
• 23:45
  now
• 23:46
  for
• 23:46
  media
• 23:46
  buyers
• 23:47
  and
• 23:47
  for
• 23:48
  hold
• 23:48
  code
• 23:48
  companies
• 23:49
  to
• 23:49
  go
• 23:49
  in
• 23:49
  and
• 23:50
  run
• 23:50
  campaign
• 23:51
  gains.
• 23:52
  I
• 23:52
  think
• 23:53
  the
• 23:53
  fact
• 23:53
  that
• 23:54
  it's
• 23:54
  all
• 23:54
  going
• 23:54
  to
• 23:54
  be
• 23:55
  unified
• 23:55
  through
• 23:56
  the
• 23:56
  media
• 23:56
  buying,
• 23:57
  through
• 23:58
  trafficking
• 23:58
  and
• 23:59
  through
• 23:59
  the
• 23:59
  reporting
• 24:00
  is
• 24:00
  great.
• 24:01
  Once
• 24:01
  it's
• 24:02
  unlocked
• 24:02
  for
• 24:02
  self
• 24:03
  serve
• 24:03
  for
• 24:04
  these
• 24:04
  brands
• 24:05
  and
• 24:05
  These
• 24:05
  media
• 24:05
  agencies,
• 24:06
  I
• 24:06
  think
• 24:06
  it's
• 24:06
  going
• 24:07
  to
• 24:07
  be
• 24:07
  an
• 24:07
  absolute
• 24:07
  game
• 24:07
  changer.
• 24:08
  Is
• 24:08
  this
• 24:09
  difficult
• 24:09
  to
• 24:09
  do?
• 24:10
  You
• 24:11
  know,
• 24:11
  I'm
• 24:12
  a
• 24:12
  retail
• 24:12
  media
• 24:13
  expert.
• 24:13
  I
• 24:13
  have
• 24:14
  never
• 24:14
  claimed
• 24:14
  to
• 24:14
  be
• 24:15
  an
• 24:15
  expert
• 24:15
  on
• 24:15
  the
• 24:16
  tech
• 24:16
  side.
• 24:17
  I
• 24:17
  know
• 24:17
  enough
• 24:18
  to
• 24:18
  make
• 24:18
  myself
• 24:18
  dangerous.
• 24:19
  That
• 24:19
  being
• 24:20
  said,
• 24:20
  I
• 24:20
  do
• 24:20
  know
• 24:20
  there's
• 24:21
  a
• 24:21
  lot
• 24:21
  of
• 24:21
  piping
• 24:22
  that
• 24:22
  had
• 24:22
  to
• 24:22
  be
• 24:22
  done
• 24:23
  behind
• 24:23
  the
• 24:23
  scenes
• 24:24
  on
• 24:24
  this
• 24:24
  to
• 24:24
  get
• 24:24
  the
• 24:24
  trade
• 24:25
  desk,
• 24:25
  you
• 24:26
  know,
• 24:26
  piped
• 24:26
  in
• 24:27
  with
• 24:27
  Kevl
• 24:28
  and
• 24:28
  then
• 24:28
  the
• 24:28
  brand's
• 24:29
  first
• 24:29
  party
• 24:29
  data
• 24:30
  to
• 24:30
  build
• 24:30
  the
• 24:31
  audiences.
• 24:31
  And
• 24:32
  then
• 24:32
  in
• 24:32
  store
• 24:33
  in
• 24:33
  the
• 24:33
  acoustic
• 24:34
  platform,
• 24:34
  there
• 24:34
  was
• 24:35
  certainly
• 24:36
  a
• 24:36
  lot
• 24:36
  of
• 24:37
  different
• 24:37
  architecture
• 24:38
  work
• 24:38
  that
• 24:38
  had
• 24:39
  to
• 24:39
  be
• 24:39
  done.
• 24:40
  So
• 24:40
  I'm
• 24:40
  excited
• 24:41
  to
• 24:41
  see
• 24:41
  the
• 24:41
  results
• 24:42
  after
• 24:42
  they
• 24:42
  start
• 24:42
  running
• 24:43
  water
• 24:43
  through
• 24:43
  those
• 24:44
  pipes
• 24:44
  and
• 24:45
  seeing
• 24:45
  how
• 24:45
  the
• 24:46
  performance
• 24:46
  looks.
• 24:48
  So,
• 24:48
  Catherine,
• 24:48
  I'm
• 24:48
  curious,
• 24:48
  is
• 24:48
  there
• 24:49
  anything
• 24:49
  that
• 24:49
  you
• 24:49
  know,
• 24:49
  say.
• 24:50
  Say,
• 24:50
  you
• 24:50
  know,
• 24:50
  if
• 24:50
  you
• 24:51
  were
• 24:51
  to
• 24:51
  sit
• 24:51
  atop
• 24:52
  the
• 24:52
  chairs
• 24:52
  of
• 24:52
  which
• 24:53
  you
• 24:53
  sat
• 24:53
  previously
• 24:54
  in
• 24:54
  your
• 24:54
  career
• 24:54
  back
• 24:55
  heading
• 24:55
  up
• 24:55
  retail
• 24:55
  media,
• 24:56
  is
• 24:56
  there
• 24:56
  anything
• 24:57
  that
• 24:57
  would
• 24:57
  be
• 24:57
  on
• 24:57
  your
• 24:57
  rate
• 24:58
  that
• 24:58
  you
• 24:58
  would
• 24:58
  want
• 24:58
  to
• 24:58
  keep
• 24:58
  on
• 24:59
  your
• 24:59
  radar
• 24:59
  screen
• 24:59
  Monday
• 25:00
  morning
• 25:00
  to
• 25:00
  make
• 25:01
  sure
• 25:01
  that
• 25:01
  this
• 25:01
  was
• 25:02
  working
• 25:02
  correctly?
• 25:03
  Like
• 25:03
  what
• 25:03
  would
• 25:03
  be
• 25:03
  your
• 25:04
  kind
• 25:04
  of
• 25:04
  dials
• 25:05
  you'd
• 25:05
  be
• 25:05
  watching,
• 25:06
  so
• 25:06
  to
• 25:06
  speak,
• 25:06
  to
• 25:06
  make
• 25:06
  sure
• 25:07
  that
• 25:07
  everything
• 25:07
  was
• 25:07
  on
• 25:07
  the
• 25:07
  rails
• 25:08
  with
• 25:08
  this
• 25:08
  type
• 25:08
  of
• 25:09
  initiative?
• 25:10
  Yeah,
• 25:10
  I
• 25:10
  would.
• 25:11
  I'd
• 25:11
  be
• 25:11
  telling
• 25:11
  my
• 25:11
  team
• 25:12
  to
• 25:12
  go
• 25:12
  in
• 25:12
  and
• 25:12
  double
• 25:13
  check
• 25:13
  the
• 25:13
  campaigns,
• 25:14
  make
• 25:14
  sure
• 25:14
  they're
• 25:14
  live,
• 25:15
  check
• 25:15
  the
• 25:15
  pacing
• 25:16
  of
• 25:16
  the
• 25:16
  campaigns,
• 25:17
  make
• 25:17
  sure
• 25:17
  you're
• 25:17
  delivering
• 25:18
  on
• 25:18
  the
• 25:18
  CPMs
• 25:19
  that
• 25:19
  you
• 25:19
  promised
• 25:20
  the
• 25:20
  advertiser.
• 25:21
  I
• 25:21
  would
• 25:21
  be
• 25:21
  then
• 25:22
  doing
• 25:23
  a
• 25:23
  revenue
• 25:24
  check
• 25:24
  to
• 25:24
  make
• 25:24
  sure
• 25:25
  that
• 25:25
  the
• 25:25
  attribution
• 25:26
  is
• 25:26
  connecting
• 25:27
  between
• 25:27
  purchases
• 25:28
  online
• 25:29
  and
• 25:29
  purchases
• 25:30
  in
• 25:30
  store.
• 25:31
  I'd
• 25:31
  be
• 25:32
  double
• 25:32
  checking
• 25:32
  that
• 25:32
  the
• 25:33
  creative
• 25:33
  came
• 25:34
  to
• 25:34
  life
• 25:34
  across
• 25:34
  all
• 25:35
  these
• 25:35
  different
• 25:35
  platforms
• 25:36
  in
• 25:36
  a
• 25:36
  unified
• 25:37
  way.
• 25:38
  So
• 25:38
  those
• 25:38
  are
• 25:38
  some
• 25:38
  of
• 25:39
  the
• 25:39
  things
• 25:39
  that
• 25:39
  I
• 25:39
  would
• 25:39
  be
• 25:39
  telling
• 25:40
  my
• 25:40
  team
• 25:40
  to
• 25:40
  go
• 25:41
  in
• 25:41
  and
• 25:41
  just
• 25:41
  make
• 25:42
  sure
• 25:42
  as
• 25:42
  we're
• 25:42
  in
• 25:42
  this
• 25:42
  pilot,
• 25:43
  because
• 25:43
  now
• 25:43
  is
• 25:44
  the
• 25:44
  time
• 25:44
  something
• 25:45
  will
• 25:45
  break.
• 25:45
  It
• 25:45
  always
• 25:46
  does
• 25:46
  during
• 25:46
  a
• 25:46
  pilot.
• 25:47
  Right.
• 25:47
  So
• 25:47
  now's
• 25:47
  the
• 25:47
  time
• 25:48
  to
• 25:48
  catch
• 25:48
  these
• 25:48
  things.
• 25:49
  So
• 25:50
  good.
• 25:50
  So
• 25:50
  good.
• 25:50
  Okay,
• 25:51
  so
• 25:51
  let
• 25:51
  me
• 25:51
  ask
• 25:51
  you
• 25:51
  another
• 25:52
  question.
• 25:52
  And
• 25:52
  this
• 25:52
  is
• 25:53
  something
• 25:53
  I
• 25:53
  was
• 25:53
  thinking
• 25:53
  about
• 25:53
  in
• 25:53
  preparation.
• 25:54
  Like,
• 25:54
  you
• 25:55
  know,
• 25:55
  retail
• 25:56
  media,
• 25:56
  I
• 25:56
  think,
• 25:57
  I
• 25:57
  feel
• 25:57
  like
• 25:57
  we
• 25:57
  talk
• 25:57
  about
• 25:58
  retail
• 25:58
  media
• 25:58
  in
• 25:58
  a
• 25:58
  vacuum
• 25:59
  like
• 25:59
  that.
• 25:59
  It's
• 26:00
  applicable
• 26:00
  the
• 26:00
  same
• 26:00
  way
• 26:00
  to
• 26:01
  every
• 26:01
  retailer,
• 26:02
  but
• 26:02
  all
• 26:02
  retailers
• 26:03
  margin
• 26:03
  structures
• 26:04
  are
• 26:04
  different
• 26:04
  and
• 26:04
  particularly
• 26:05
  Dollar
• 26:05
  generals
• 26:06
  is
• 26:06
  different
• 26:06
  too.
• 26:08
  When
• 26:08
  you
• 26:09
  have
• 26:09
  a
• 26:09
  different
• 26:09
  margin
• 26:10
  structure
• 26:10
  of
• 26:11
  your
• 26:11
  business,
• 26:11
  does
• 26:11
  that
• 26:12
  impact
• 26:12
  your
• 26:12
  retail
• 26:13
  media
• 26:13
  strategy?
• 26:14
  Does
• 26:14
  in
• 26:14
  any
• 26:14
  certain
• 26:15
  way?
• 26:15
  How
• 26:16
  do
• 26:16
  you
• 26:16
  think
• 26:16
  about
• 26:16
  that
• 26:16
  question,
• 26:17
  Catherine?
• 26:20
  Yes
• 26:20
  and
• 26:21
  no.
• 26:21
  So
• 26:21
  I
• 26:21
  think,
• 26:22
  you
• 26:22
  know,
• 26:22
  the
• 26:22
  network
• 26:23
  that
• 26:23
  I
• 26:24
  was
• 26:24
  part
• 26:24
  of
• 26:24
  launching
• 26:25
  for
• 26:25
  Dick's
• 26:25
  Sporting
• 26:26
  Goods
• 26:26
  could
• 26:26
  not
• 26:27
  have
• 26:27
  been
• 26:27
  Structurally
• 26:28
  different
• 26:28
  than
• 26:29
  the
• 26:29
  network
• 26:30
  that
• 26:30
  I
• 26:30
  did
• 26:30
  for
• 26:31
  a
• 26:31
  grocery
• 26:31
  retailer.
• 26:32
  And
• 26:32
  I
• 26:33
  do
• 26:33
  think,
• 26:33
  you
• 26:33
  know,
• 26:34
  with
• 26:35
  grocery
• 26:35
  margins.
• 26:36
  Right.
• 26:36
  We
• 26:36
  all
• 26:37
  know
• 26:37
  that
• 26:37
  they
• 26:37
  are
• 26:37
  much
• 26:38
  more
• 26:38
  compressed
• 26:39
  than
• 26:39
  specialty
• 26:40
  retail.
• 26:41
  I
• 26:41
  do
• 26:41
  think
• 26:41
  that,
• 26:42
  you
• 26:42
  know,
• 26:42
  when
• 26:42
  you
• 26:42
  build
• 26:42
  your
• 26:43
  network
• 26:43
  out,
• 26:43
  you
• 26:44
  do
• 26:44
  want
• 26:44
  to
• 26:44
  really
• 26:44
  make
• 26:45
  sure
• 26:45
  that
• 26:45
  you
• 26:45
  can
• 26:45
  focus
• 26:46
  on
• 26:46
  high
• 26:47
  margin
• 26:47
  ad
• 26:48
  products,
• 26:48
  which
• 26:48
  would
• 26:49
  be
• 26:49
  anything
• 26:49
  on
• 26:49
  your
• 26:50
  owned
• 26:50
  and
• 26:50
  operated
• 26:51
  platforms
• 26:52
  before
• 26:52
  you
• 26:53
  go
• 26:53
  off
• 26:53
  site.
• 26:54
  And
• 26:54
  I
• 26:54
  think
• 26:55
  Dollar
• 26:55
  General
• 26:56
  has
• 26:56
  done
• 26:56
  a
• 26:56
  really
• 26:56
  great
• 26:57
  job
• 26:57
  at
• 26:57
  that.
• 26:57
  They've
• 26:58
  had
• 26:58
  a
• 26:58
  solid
• 27:00
  on
• 27:00
  site
• 27:00
  platform,
• 27:01
  they've
• 27:01
  had
• 27:02
  solid
• 27:02
  sponsored
• 27:03
  product
• 27:03
  ads.
• 27:03
  They're
• 27:04
  now
• 27:04
  starting
• 27:04
  to
• 27:04
  go
• 27:04
  in
• 27:05
  store
• 27:05
  and
• 27:06
  they're
• 27:06
  poised
• 27:07
  with
• 27:07
  their
• 27:07
  national
• 27:08
  scale
• 27:08
  and
• 27:08
  the
• 27:08
  size
• 27:09
  of
• 27:09
  their
• 27:09
  audience,
• 27:09
  they're
• 27:10
  poised
• 27:10
  to
• 27:10
  go
• 27:10
  get
• 27:11
  these
• 27:11
  national
• 27:11
  brand
• 27:12
  doll.
• 27:13
  But
• 27:13
  this
• 27:13
  is
• 27:13
  why
• 27:13
  now
• 27:13
  I
• 27:14
  think
• 27:14
  they're
• 27:14
  starting
• 27:14
  to
• 27:14
  be
• 27:15
  more
• 27:15
  efficient
• 27:15
  and
• 27:16
  going
• 27:16
  off
• 27:16
  site
• 27:17
  as
• 27:17
  well.
• 27:18
  Wow.
• 27:18
  And
• 27:19
  does
• 27:20
  the
• 27:20
  price
• 27:20
  points
• 27:21
  that
• 27:21
  you
• 27:21
  offer
• 27:21
  impact
• 27:21
  anything
• 27:22
  as
• 27:22
  well
• 27:22
  in
• 27:22
  addition
• 27:22
  to
• 27:23
  the
• 27:23
  underlying
• 27:23
  margin?
• 27:25
  Price
• 27:26
  points
• 27:26
  on
• 27:26
  what?
• 27:27
  On
• 27:27
  the
• 27:27
  products
• 27:28
  that
• 27:28
  you're
• 27:28
  advertising
• 27:29
  via
• 27:29
  the
• 27:29
  media
• 27:29
  network?
• 27:32
  I
• 27:32
  think
• 27:33
  it
• 27:33
  could,
• 27:33
  I
• 27:33
  think
• 27:34
  like
• 27:34
  really
• 27:35
  lower
• 27:35
  priced
• 27:36
  products
• 27:36
  probably
• 27:37
  tend
• 27:37
  to
• 27:37
  do
• 27:37
  better
• 27:38
  on
• 27:38
  site
• 27:38
  with
• 27:39
  something
• 27:39
  like
• 27:39
  sponsored
• 27:40
  product
• 27:40
  ads.
• 27:41
  You
• 27:41
  know,
• 27:41
  if
• 27:41
  you're
• 27:42
  at
• 27:42
  specialty
• 27:42
  retail
• 27:43
  and
• 27:44
  you're
• 27:44
  doing,
• 27:45
  I
• 27:45
  don't
• 27:45
  know,
• 27:45
  a
• 27:46
  campaign
• 27:46
  for
• 27:46
  a
• 27:47
  new
• 27:48
  800
• 27:48
  set
• 27:49
  of
• 27:49
  golf
• 27:49
  clubs
• 27:50
  and
• 27:50
  it's
• 27:50
  a
• 27:51
  new
• 27:51
  launch
• 27:51
  and
• 27:51
  you're
• 27:51
  going
• 27:52
  awareness,
• 27:52
  you
• 27:53
  know,
• 27:53
  I
• 27:53
  think
• 27:53
  that's
• 27:53
  something
• 27:53
  you
• 27:54
  could
• 27:54
  do
• 27:54
  really
• 27:54
  well
• 27:55
  on
• 27:55
  CTV
• 27:55
  or
• 27:56
  social
• 27:56
  media
• 27:56
  and
• 27:57
  something
• 27:57
  higher
• 27:57
  up
• 27:58
  in
• 27:58
  the
• 27:58
  funnel.
• 27:58
  So
• 27:59
  I
• 27:59
  do
• 27:59
  think
• 27:59
  the
• 27:59
  price
• 28:00
  of
• 28:00
  the
• 28:00
  item
• 28:01
  certainly
• 28:02
  could,
• 28:02
  could
• 28:02
  change
• 28:03
  your
• 28:03
  strategy.
• 28:04
  Okay,
• 28:05
  all
• 28:05
  right,
• 28:05
  good.
• 28:05
  These
• 28:05
  are
• 28:05
  questions
• 28:06
  I've
• 28:06
  always
• 28:06
  had,
• 28:07
  but
• 28:07
  I've
• 28:07
  never
• 28:07
  had
• 28:07
  the
• 28:07
  chance
• 28:08
  to
• 28:08
  ask
• 28:08
  them
• 28:08
  of
• 28:09
  anyone
• 28:09
  live
• 28:10
  as
• 28:10
  we're
• 28:10
  talking.
• 28:11
  So
• 28:11
  thank
• 28:11
  you
• 28:11
  for.
• 28:11
  Thank
• 28:12
  you
• 28:12
  for
• 28:12
  answering
• 28:12
  them.
• 28:14
  Yeah,
• 28:14
  that's
• 28:14
  right.
• 28:14
  That's
• 28:15
  one
• 28:15
  of
• 28:15
  the
• 28:15
  things
• 28:15
  you're
• 28:15
  here
• 28:15
  for.
• 28:16
  And
• 28:16
  to
• 28:16
  put
• 28:16
  me
• 28:16
  in
• 28:16
  my
• 28:16
  place
• 28:17
  too.
• 28:17
  I
• 28:17
  think
• 28:17
  that's
• 28:17
  the
• 28:17
  other
• 28:18
  thing
• 28:18
  that
• 28:18
  we're
• 28:18
  discovering
• 28:19
  too.
• 28:19
  All
• 28:19
  right,
• 28:20
  let's
• 28:20
  keep
• 28:20
  rolling.
• 28:21
  Okay.
• 28:22
  Headline
• 28:22
  number
• 28:23
  four.
• 28:23
  This
• 28:23
  one
• 28:23
  was
• 28:24
  extremely
• 28:24
  interesting
• 28:24
  to
• 28:25
  me.
• 28:25
  Yeah.
• 28:26
  Audible
• 28:27
  has
• 28:27
  opened
• 28:28
  Audible
• 28:28
  Story
• 28:29
  House
• 28:29
  in
• 28:29
  New
• 28:29
  York
• 28:29
  City.
• 28:30
  A
• 28:30
  first
• 28:30
  of
• 28:30
  its
• 28:31
  kind
• 28:31
  physical
• 28:32
  space
• 28:32
  described
• 28:33
  as
• 28:33
  the
• 28:33
  world's
• 28:34
  first
• 28:34
  book
• 28:35
  list
• 28:35
  bookstore,
• 28:36
  featuring
• 28:37
  over
• 28:37
  300
• 28:38
  audiobook
• 28:38
  titles
• 28:39
  accessible
• 28:39
  through
• 28:40
  the
• 28:40
  tactile
• 28:40
  storytelles.
• 28:41
  Six
• 28:42
  distinct
• 28:42
  listening
• 28:43
  spaces,
• 28:43
  including
• 28:43
  a
• 28:44
  Dolby
• 28:44
  Atmos
• 28:44
  lounge,
• 28:45
  a
• 28:45
  listening
• 28:46
  bar
• 28:46
  staffed
• 28:47
  by
• 28:47
  storytenders,
• 28:48
  live
• 28:48
  author
• 28:49
  panels
• 28:49
  and
• 28:50
  events
• 28:50
  throughout
• 28:50
  May,
• 28:51
  and
• 28:51
  a
• 28:51
  pop
• 28:51
  up
• 28:52
  Cafe.
• 28:53
  The
• 28:53
  6,000
• 28:54
  square
• 28:54
  foot
• 28:55
  space
• 28:55
  at
• 28:55
  260
• 28:56
  Bowery
• 28:57
  in
• 28:57
  downtown
• 28:57
  Manhattan
• 28:58
  opened
• 28:58
  on
• 28:58
  May
• 28:59
  1
• 28:59
  and
• 28:59
  runs
• 28:59
  through
• 29:00
  May
• 29:00
  31.
• 29:00
  Wednesdays
• 29:01
  through
• 29:02
  Sundays,
• 29:02
  11am
• 29:03
  through
• 29:03
  7pm
• 29:04
  and
• 29:04
  it's
• 29:05
  free
• 29:05
  and
• 29:06
  open
• 29:06
  to
• 29:06
  the
• 29:06
  public.
• 29:07
  Instead
• 29:07
  of
• 29:08
  browsing
• 29:08
  bookshelves,
• 29:09
  visitors
• 29:09
  explore
• 29:10
  audiobooks
• 29:11
  through
• 29:11
  physical
• 29:12
  story
• 29:12
  tiles,
• 29:13
  tactile
• 29:13
  representations
• 29:14
  of
• 29:14
  individual
• 29:15
  titles
• 29:15
  that
• 29:15
  can
• 29:16
  be
• 29:16
  taken
• 29:16
  to
• 29:16
  listening
• 29:17
  stations
• 29:17
  for
• 29:17
  out
• 29:18
  loud
• 29:18
  playback
• 29:19
  or
• 29:19
  tapped
• 29:19
  on
• 29:20
  the
• 29:20
  smartphone
• 29:20
  to
• 29:21
  stream
• 29:21
  directly
• 29:21
  through
• 29:21
  the
• 29:22
  audible
• 29:22
  app.
• 29:23
  Audible
• 29:23
  CEO
• 29:24
  Bob
• 29:25
  Kerrigan
• 29:25
  announced
• 29:26
  the
• 29:26
  company
• 29:26
  is
• 29:27
  expanding
• 29:27
  to
• 29:28
  11
• 29:28
  new
• 29:29
  international
• 29:29
  markets.
• 29:30
  The
• 29:30
  company
• 29:31
  positions
• 29:31
  Storyhouse
• 29:32
  as
• 29:32
  arriving
• 29:33
  at
• 29:33
  a
• 29:33
  cultural
• 29:34
  inflection
• 29:34
  point
• 29:35
  where
• 29:35
  audio
• 29:36
  storytelling
• 29:36
  is
• 29:37
  the
• 29:37
  fastest
• 29:37
  growing
• 29:38
  format
• 29:38
  in
• 29:38
  publishing.
• 29:40
  Chris,
• 29:40
  are
• 29:41
  you
• 29:41
  buying
• 29:41
  or
• 29:42
  selling
• 29:42
  the
• 29:42
  idea
• 29:43
  of
• 29:43
  Audible's
• 29:44
  book
• 29:44
  list
• 29:45
  Bookstore?
• 29:46
  Oh,
• 29:47
  wow.
• 29:47
  Wow.
• 29:47
  Oh,
• 29:48
  God.
• 29:48
  I
• 29:48
  have
• 29:48
  no
• 29:48
  idea
• 29:49
  which
• 29:49
  way
• 29:49
  you're
• 29:49
  gonna
• 29:49
  go
• 29:49
  on
• 29:50
  this
• 29:50
  too.
• 29:50
  And
• 29:50
  you
• 29:50
  send
• 29:50
  me
• 29:50
  your
• 29:50
  note.
• 29:51
  For
• 29:51
  those
• 29:51
  who
• 29:51
  want
• 29:51
  to
• 29:51
  know
• 29:51
  how
• 29:51
  the
• 29:52
  sausage
• 29:52
  made
• 29:52
  you
• 29:52
  send
• 29:52
  me
• 29:52
  your
• 29:52
  notes
• 29:53
  ahead
• 29:53
  of
• 29:53
  time.
• 29:53
  And
• 29:53
  I
• 29:53
  deliberately
• 29:54
  did
• 29:54
  not
• 29:54
  look
• 29:54
  at
• 29:54
  them
• 29:55
  because
• 29:55
  I
• 29:55
  didn't
• 29:56
  want
• 29:56
  to
• 29:56
  know
• 29:56
  which
• 29:56
  way
• 29:56
  you're
• 29:56
  gonna
• 29:57
  roll
• 29:57
  out
• 29:57
  these
• 29:57
  stories.
• 29:57
  But
• 29:58
  you
• 29:59
  know,
• 29:59
  it
• 29:59
  was
• 29:59
  so
• 29:59
  funny
• 29:59
  because
• 30:00
  when
• 30:00
  I
• 30:00
  first
• 30:00
  read
• 30:00
  about
• 30:01
  the
• 30:01
  concept,
• 30:01
  Catherine,
• 30:02
  I
• 30:02
  was
• 30:02
  selling
• 30:03
  this
• 30:03
  about
• 30:03
  as
• 30:03
  hard
• 30:03
  as
• 30:04
  a
• 30:04
  Fabio
• 30:04
  dime
• 30:04
  store
• 30:05
  paperback.
• 30:05
  That's
• 30:05
  how
• 30:06
  I'd
• 30:06
  put
• 30:06
  this.
• 30:06
  I
• 30:06
  was
• 30:06
  like,
• 30:07
  not
• 30:07
  in
• 30:07
  on
• 30:07
  this
• 30:07
  at
• 30:07
  all.
• 30:08
  But
• 30:08
  then
• 30:08
  as
• 30:09
  I
• 30:09
  started
• 30:09
  thinking
• 30:09
  about
• 30:10
  it
• 30:10
  for
• 30:10
  today's
• 30:10
  show,
• 30:11
  I
• 30:12
  think
• 30:12
  I'm
• 30:12
  actually
• 30:12
  on
• 30:12
  the
• 30:13
  buy
• 30:13
  side
• 30:13
  of
• 30:13
  this
• 30:14
  because
• 30:14
  number
• 30:15
  one,
• 30:15
  there's
• 30:15
  a
• 30:15
  lot
• 30:15
  of
• 30:16
  reasons
• 30:16
  too.
• 30:16
  Number
• 30:16
  one,
• 30:16
  it's
• 30:17
  clearly
• 30:17
  a
• 30:17
  pop
• 30:17
  up
• 30:17
  test,
• 30:18
  so
• 30:18
  it's
• 30:19
  only
• 30:19
  in
• 30:19
  operation
• 30:19
  for
• 30:20
  one
• 30:20
  month.
• 30:20
  So
• 30:20
  it's
• 30:20
  a
• 30:20
  pop
• 30:20
  up.
• 30:21
  So
• 30:22
  that's,
• 30:22
  you
• 30:22
  gotta,
• 30:22
  you
• 30:22
  gotta
• 30:23
  take
• 30:23
  that
• 30:23
  into
• 30:23
  account.
• 30:24
  Number
• 30:24
  two,
• 30:24
  I'm
• 30:25
  actually
• 30:25
  really
• 30:25
  curious
• 30:26
  to
• 30:26
  see
• 30:26
  the
• 30:26
  results
• 30:26
  because
• 30:27
  bookstores
• 30:28
  exist.
• 30:28
  Like,
• 30:29
  to
• 30:29
  me,
• 30:29
  the
• 30:29
  reason
• 30:30
  a
• 30:30
  physical
• 30:30
  bookstore
• 30:31
  exists
• 30:31
  is
• 30:32
  from
• 30:32
  people
• 30:32
  walking
• 30:33
  in
• 30:33
  and
• 30:33
  randomly
• 30:34
  buying
• 30:34
  a
• 30:34
  book.
• 30:35
  So
• 30:35
  why,
• 30:35
  I
• 30:35
  mean,
• 30:36
  because,
• 30:36
  like,
• 30:36
  it's
• 30:36
  virtually
• 30:37
  cheaper
• 30:37
  to
• 30:37
  do
• 30:38
  it
• 30:38
  via
• 30:38
  Amazon.
• 30:38
  It
• 30:39
  really
• 30:39
  is.
• 30:39
  And
• 30:39
  so
• 30:39
  if
• 30:40
  they're
• 30:40
  still
• 30:40
  existing
• 30:40
  and
• 30:40
  Barnes
• 30:41
  and
• 30:41
  Noble
• 30:41
  is
• 30:41
  doing
• 30:41
  really
• 30:42
  well,
• 30:42
  that's,
• 30:42
  that's
• 30:43
  what
• 30:43
  they're
• 30:43
  capitalizing
• 30:44
  on.
• 30:45
  And
• 30:45
  so
• 30:45
  in
• 30:46
  this
• 30:46
  case,
• 30:46
  you
• 30:46
  don't
• 30:47
  need
• 30:47
  the
• 30:47
  inventory,
• 30:48
  the
• 30:48
  margin
• 30:48
  structure
• 30:49
  is
• 30:49
  different,
• 30:49
  so
• 30:50
  why
• 30:50
  couldn't
• 30:50
  that
• 30:50
  sell?
• 30:51
  Same
• 30:51
  phenomenon
• 30:51
  happen
• 30:52
  with
• 30:52
  an
• 30:52
  audiobook.
• 30:53
  And
• 30:54
  as
• 30:54
  in,
• 30:54
  number
• 30:54
  three,
• 30:55
  my
• 30:55
  third
• 30:55
  point
• 30:55
  I
• 30:56
  make
• 30:56
  is
• 30:56
  as,
• 30:56
  as
• 30:57
  an
• 30:57
  avid
• 30:57
  reader,
• 30:58
  I'm
• 30:59
  loath
• 30:59
  to
• 30:59
  try
• 30:59
  audiobooks.
• 31:00
  I,
• 31:00
  I've
• 31:01
  never
• 31:01
  tried
• 31:01
  one.
• 31:02
  I
• 31:02
  have
• 31:02
  no
• 31:02
  interest
• 31:02
  in
• 31:03
  doing
• 31:03
  one.
• 31:03
  But
• 31:04
  would
• 31:04
  I
• 31:04
  check
• 31:04
  this
• 31:04
  out
• 31:05
  and
• 31:05
  see
• 31:05
  how
• 31:06
  it
• 31:06
  works?
• 31:07
  Yeah,
• 31:07
  maybe
• 31:07
  because,
• 31:08
  you
• 31:08
  know,
• 31:08
  in
• 31:08
  the
• 31:08
  right
• 31:09
  setting,
• 31:09
  with
• 31:09
  the
• 31:09
  right
• 31:10
  content,
• 31:10
  say
• 31:11
  a
• 31:11
  souped
• 31:11
  up
• 31:11
  version
• 31:12
  of
• 31:12
  Harry
• 31:12
  Potter
• 31:12
  or
• 31:13
  something
• 31:13
  like
• 31:13
  that
• 31:13
  with
• 31:14
  movie
• 31:14
  quality
• 31:14
  sound
• 31:15
  effects
• 31:15
  in
• 31:15
  the
• 31:15
  background.
• 31:17
  Yeah,
• 31:17
  maybe
• 31:17
  that
• 31:17
  captivates
• 31:18
  me.
• 31:18
  Maybe
• 31:18
  I
• 31:18
  could
• 31:19
  see
• 31:19
  Myself
• 31:19
  walking
• 31:19
  out
• 31:20
  with
• 31:20
  a
• 31:20
  new
• 31:20
  audiobook.
• 31:20
  So,
• 31:21
  so
• 31:21
  yeah,
• 31:22
  I
• 31:22
  guess
• 31:22
  what
• 31:22
  I'm
• 31:22
  saying,
• 31:22
  Catherine,
• 31:23
  at
• 31:23
  the
• 31:23
  end
• 31:23
  of
• 31:23
  the
• 31:23
  day,
• 31:24
  sign
• 31:24
  me
• 31:24
  up
• 31:24
  for
• 31:24
  that
• 31:25
  audio
• 31:25
  Fabio
• 31:26
  fantasy
• 31:26
  novel.
• 31:27
  That's
• 31:27
  what
• 31:27
  I'm
• 31:27
  thinking
• 31:27
  here.
• 31:28
  I'm,
• 31:28
  I
• 31:28
  think
• 31:28
  I'm,
• 31:29
  I
• 31:29
  think
• 31:29
  I'm
• 31:29
  on
• 31:29
  board
• 31:29
  with
• 31:29
  this.
• 31:30
  What
• 31:30
  about
• 31:30
  you?
• 31:31
  All
• 31:31
  right,
• 31:31
  well,
• 31:32
  Chris,
• 31:32
  you
• 31:32
  better
• 31:32
  get
• 31:33
  on
• 31:33
  the
• 31:33
  plane.
• 31:33
  You
• 31:33
  got
• 31:33
  two
• 31:34
  weeks
• 31:34
  to
• 31:34
  get
• 31:34
  there
• 31:34
  then.
• 31:35
  I
• 31:35
  know,
• 31:35
  right?
• 31:35
  I
• 31:36
  know
• 31:36
  I
• 31:36
  can't
• 31:36
  get
• 31:36
  to
• 31:36
  New
• 31:36
  York
• 31:37
  in
• 31:37
  time.
• 31:37
  I
• 31:37
  know
• 31:37
  it's
• 31:38
  fun,
• 31:38
  your
• 31:38
  walks,
• 31:39
  your
• 31:39
  Chris
• 31:39
  walks
• 31:40
  through
• 31:40
  to
• 31:40
  the
• 31:41
  book,
• 31:41
  to
• 31:41
  the
• 31:41
  audio,
• 31:42
  the
• 31:42
  Booklist
• 31:42
  bookstore.
• 31:43
  Right,
• 31:44
  okay,
• 31:44
  Chris,
• 31:45
  this
• 31:45
  is
• 31:45
  one
• 31:45
  of
• 31:45
  those
• 31:45
  things.
• 31:46
  I
• 31:46
  have
• 31:46
  to
• 31:46
  see
• 31:46
  it
• 31:47
  to
• 31:47
  believe
• 31:47
  it.
• 31:48
  I
• 31:48
  mean,
• 31:48
  I
• 31:48
  could
• 31:49
  definitely
• 31:49
  see
• 31:50
  a
• 31:50
  younger
• 31:51
  crowd
• 31:51
  with
• 31:51
  maybe
• 31:52
  some
• 31:52
  more
• 31:52
  free
• 31:52
  time
• 31:53
  enjoying
• 31:54
  something
• 31:54
  like
• 31:54
  this
• 31:54
  if
• 31:55
  it
• 31:55
  was
• 31:55
  an
• 31:55
  incredible
• 31:56
  experiential
• 31:57
  environment.
• 31:59
  I
• 31:59
  think
• 31:59
  there
• 31:59
  has
• 31:59
  to
• 32:00
  be
• 32:00
  a
• 32:00
  social
• 32:00
  element
• 32:01
  to
• 32:01
  it.
• 32:02
  Me
• 32:03
  personally,
• 32:05
  I'm
• 32:05
  a
• 32:06
  working
• 32:06
  mom.
• 32:06
  I'm
• 32:07
  ubering
• 32:07
  two
• 32:07
  kids
• 32:08
  around.
• 32:08
  I
• 32:09
  think
• 32:09
  I'm
• 32:09
  going
• 32:09
  to
• 32:09
  have
• 32:09
  to
• 32:10
  stick
• 32:10
  with
• 32:10
  listening
• 32:10
  to
• 32:11
  my
• 32:11
  audiobooks
• 32:11
  or
• 32:12
  right
• 32:12
  inside
• 32:12
  my
• 32:12
  car.
• 32:14
  Right,
• 32:15
  right,
• 32:15
  yeah,
• 32:15
  yeah.
• 32:16
  I
• 32:16
  mean
• 32:16
  this,
• 32:16
  at
• 32:16
  the
• 32:16
  end
• 32:17
  of
• 32:17
  the
• 32:17
  day,
• 32:17
  this
• 32:17
  could
• 32:17
  just
• 32:17
  be
• 32:17
  a
• 32:18
  branding
• 32:18
  exercise
• 32:19
  to
• 32:19
  see
• 32:19
  how
• 32:19
  many
• 32:19
  people
• 32:20
  can
• 32:20
  get
• 32:20
  into
• 32:20
  Audible
• 32:21
  too,
• 32:21
  whether
• 32:21
  or
• 32:22
  not
• 32:22
  you
• 32:22
  leave
• 32:22
  the
• 32:22
  store
• 32:23
  without
• 32:23
  purchasing
• 32:23
  anything
• 32:24
  too
• 32:24
  in
• 32:24
  the
• 32:24
  right
• 32:24
  markets.
• 32:25
  But
• 32:25
  you
• 32:26
  know,
• 32:27
  I'm
• 32:27
  reminded
• 32:27
  of
• 32:28
  this
• 32:28
  anecdote
• 32:28
  to
• 32:29
  my,
• 32:29
  my,
• 32:30
  I
• 32:30
  go
• 32:30
  to
• 32:30
  Orange
• 32:30
  Theater
• 32:31
  a
• 32:31
  lot.
• 32:31
  I've
• 32:31
  talked
• 32:31
  about
• 32:31
  on
• 32:31
  the
• 32:32
  show
• 32:32
  and
• 32:32
  my
• 32:32
  trainer's
• 32:32
  an
• 32:32
  avid
• 32:33
  book
• 32:33
  reader.
• 32:33
  We
• 32:33
  share
• 32:33
  books
• 32:34
  with
• 32:34
  each
• 32:34
  other
• 32:34
  all
• 32:34
  the
• 32:34
  time.
• 32:35
  And
• 32:35
  she,
• 32:35
  and
• 32:35
  she
• 32:36
  likes
• 32:36
  to
• 32:36
  read
• 32:36
  and
• 32:37
  she
• 32:37
  was
• 32:37
  telling
• 32:37
  me
• 32:37
  she's
• 32:38
  reading
• 32:38
  this
• 32:38
  book
• 32:38
  Red
• 32:38
  Rising,
• 32:40
  which
• 32:40
  she
• 32:40
  got
• 32:40
  on
• 32:40
  audio
• 32:41
  and
• 32:41
  she
• 32:41
  actually
• 32:41
  does
• 32:42
  them
• 32:42
  both
• 32:42
  simultaneously
• 32:44
  to
• 32:44
  get
• 32:44
  the
• 32:44
  movie
• 32:44
  style
• 32:45
  sound
• 32:45
  effects
• 32:46
  in
• 32:46
  there
• 32:46
  too.
• 32:47
  So
• 32:47
  there's
• 32:47
  also
• 32:47
  this
• 32:48
  whole
• 32:48
  new
• 32:48
  wave
• 32:49
  of
• 32:49
  how
• 32:49
  you
• 32:50
  read
• 32:50
  that
• 32:50
  I
• 32:50
  think
• 32:50
  this
• 32:51
  is
• 32:51
  merchandising
• 32:51
  or
• 32:52
  potentially
• 32:52
  capitalizing
• 32:53
  on
• 32:54
  as
• 32:54
  well.
• 32:55
  So
• 32:55
  I
• 32:55
  don't
• 32:55
  know.
• 32:55
  Catherine,
• 32:56
  does
• 32:56
  that,
• 32:56
  does
• 32:56
  that,
• 32:57
  does
• 32:57
  that
• 32:58
  change
• 32:58
  your
• 32:58
  mind
• 32:58
  at
• 32:59
  all?
• 32:59
  It
• 33:00
  does,
• 33:00
  it
• 33:00
  does.
• 33:01
  If
• 33:01
  it's
• 33:01
  more
• 33:01
  experiential,
• 33:03
  you
• 33:03
  know,
• 33:04
  I
• 33:04
  would
• 33:04
  be
• 33:04
  open
• 33:04
  to
• 33:05
  it.
• 33:05
  But
• 33:05
  I'm
• 33:06
  going
• 33:06
  to
• 33:06
  want
• 33:06
  to
• 33:06
  see
• 33:06
  how
• 33:06
  this
• 33:07
  pop
• 33:07
  up
• 33:07
  test
• 33:08
  goes,
• 33:08
  see
• 33:09
  the
• 33:09
  results.
• 33:10
  Maybe,
• 33:11
  you
• 33:11
  know,
• 33:11
  some
• 33:11
  of
• 33:12
  those
• 33:12
  influencers
• 33:13
  can
• 33:13
  go
• 33:13
  on
• 33:14
  LTK
• 33:14
  or
• 33:15
  go
• 33:15
  on
• 33:15
  Tick
• 33:15
  Tock
• 33:15
  and
• 33:16
  show
• 33:16
  me
• 33:16
  some
• 33:16
  videos
• 33:17
  of
• 33:17
  how
• 33:18
  this
• 33:18
  comes
• 33:18
  to
• 33:18
  life
• 33:19
  and
• 33:19
  then,
• 33:20
  and
• 33:20
  then
• 33:20
  I,
• 33:20
  maybe
• 33:20
  I'll,
• 33:21
  maybe
• 33:21
  I'll
• 33:21
  buy
• 33:21
  it.
• 33:22
  But
• 33:24
  it's
• 33:24
  a
• 33:24
  pop
• 33:24
  up
• 33:24
  test.
• 33:25
  It's
• 33:25
  one
• 33:26
  month,
• 33:26
  no
• 33:26
  harm,
• 33:27
  no
• 33:27
  foul.
• 33:28
  And
• 33:29
  if
• 33:29
  nothing
• 33:29
  else,
• 33:30
  it's
• 33:30
  surely
• 33:30
  an
• 33:30
  interesting
• 33:31
  news
• 33:31
  piece
• 33:31
  because
• 33:32
  here
• 33:32
  we
• 33:32
  are
• 33:32
  talking
• 33:32
  about
• 33:33
  it.
• 33:33
  Yeah,
• 33:34
  right.
• 33:34
  Yeah,
• 33:34
  right.
• 33:34
  That
• 33:35
  reminds
• 33:35
  me
• 33:35
  of
• 33:35
  another.
• 33:35
  I've
• 33:36
  always
• 33:36
  wanted
• 33:36
  to
• 33:36
  start
• 33:36
  an
• 33:36
  Instagram
• 33:37
  account
• 33:37
  of
• 33:37
  just
• 33:37
  people
• 33:38
  watching
• 33:38
  people
• 33:39
  read
• 33:39
  books.
• 33:39
  Like,
• 33:40
  just
• 33:40
  like
• 33:40
  pictures
• 33:41
  of
• 33:41
  people
• 33:41
  reading
• 33:41
  books,
• 33:43
  you
• 33:43
  know,
• 33:43
  so
• 33:44
  that's,
• 33:44
  that's
• 33:44
  hilarious.
• 33:45
  All
• 33:45
  right,
• 33:45
  well,
• 33:45
  let's
• 33:45
  close
• 33:46
  it
• 33:46
  out.
• 33:46
  We
• 33:46
  got
• 33:46
  headline
• 33:47
  number
• 33:47
  five
• 33:47
  here.
• 33:48
  This
• 33:48
  one's
• 33:48
  a
• 33:48
  big
• 33:48
  one,
• 33:49
  everybody.
• 33:49
  Probably
• 33:50
  the,
• 33:50
  probably
• 33:50
  the
• 33:50
  biggest
• 33:51
  one
• 33:51
  of
• 33:51
  late,
• 33:51
  honestly,
• 33:52
  probably
• 33:53
  even
• 33:53
  bigger
• 33:53
  than
• 33:53
  headline
• 33:54
  one.
• 33:54
  Well,
• 33:54
  I
• 33:54
  don't
• 33:54
  know.
• 33:55
  Headline
• 33:55
  number
• 33:55
  one
• 33:56
  was
• 33:56
  pretty
• 33:56
  sizable,
• 33:57
  but
• 33:57
  headline
• 33:58
  number
• 33:58
  five.
• 33:58
  Amazon
• 33:59
  pharmacy
• 33:59
  is
• 33:59
  now
• 34:00
  offering
• 34:00
  same
• 34:00
  day
• 34:01
  delivery
• 34:01
  of
• 34:01
  the
• 34:01
  Ozempic
• 34:02
  pill
• 34:03
  and
• 34:03
  only
• 34:03
  FDA.
• 34:04
  The
• 34:04
  only,
• 34:05
  excuse
• 34:05
  me,
• 34:05
  the
• 34:05
  only
• 34:06
  FDA
• 34:06
  approved
• 34:07
  oral
• 34:07
  GLP1
• 34:08
  medication
• 34:09
  to
• 34:09
  treat
• 34:09
  type
• 34:10
  2
• 34:10
  diabetes.
• 34:11
  And
• 34:11
  they're
• 34:11
  offering
• 34:11
  it
• 34:11
  to
• 34:12
  nearly
• 34:12
  3,000
• 34:13
  cities
• 34:13
  and
• 34:13
  towns
• 34:13
  with
• 34:14
  plans
• 34:14
  to
• 34:14
  expand
• 34:14
  to
• 34:15
  nearly
• 34:15
  4,500
• 34:16
  cities
• 34:16
  by
• 34:16
  year
• 34:17
  end
• 34:17
  and
• 34:18
  will
• 34:18
  soon
• 34:18
  dispense
• 34:19
  the
• 34:19
  medication
• 34:19
  within
• 34:20
  minutes
• 34:21
  through
• 34:21
  licensed
• 34:21
  pharmacist
• 34:22
  supported
• 34:22
  kiosks
• 34:23
  as
• 34:23
  well
• 34:24
  at
• 34:24
  select
• 34:25
  one
• 34:25
  medical
• 34:25
  locations
• 34:26
  immediately
• 34:27
  following
• 34:27
  patient
• 34:28
  appointments,
• 34:29
  according
• 34:29
  to
• 34:29
  an
• 34:29
  Amazon
• 34:30
  press
• 34:30
  release
• 34:30
  via
• 34:31
  Business
• 34:31
  Wire.
• 34:32
  With
• 34:32
  insurance,
• 34:33
  pricing
• 34:33
  for
• 34:33
  this
• 34:33
  will
• 34:34
  start
• 34:34
  as
• 34:34
  low
• 34:34
  as
• 34:35
  $25
• 34:35
  per
• 34:36
  month.
• 34:36
  For
• 34:36
  cash
• 34:37
  pay
• 34:37
  customers,
• 34:37
  pricing
• 34:38
  begins
• 34:38
  at
• 34:38
  $149
• 34:39
  per
• 34:39
  month
• 34:40
  with
• 34:40
  manufactured
• 34:41
  sponsored
• 34:41
  savings
• 34:42
  offers
• 34:43
  applied
• 34:43
  automatically
• 34:44
  before
• 34:44
  checkout.
• 34:45
  A1
• 34:45
  medical
• 34:46
  subscription,
• 34:46
  which
• 34:46
  costs
• 34:47
  $199
• 34:48
  per
• 34:48
  year,
• 34:48
  is
• 34:49
  not
• 34:49
  required
• 34:49
  to
• 34:49
  book
• 34:49
  an
• 34:50
  appointment
• 34:50
  and
• 34:51
  use
• 34:51
  the
• 34:51
  kiosks
• 34:52
  either.
• 34:53
  This
• 34:53
  expansion
• 34:53
  builds
• 34:54
  on
• 34:54
  Amazon's
• 34:54
  $4
• 34:54
  billion
• 34:55
  plus
• 34:55
  investment
• 34:56
  last
• 34:56
  year
• 34:56
  in
• 34:56
  delivery
• 34:57
  infrastructure
• 34:58
  aimed
• 34:58
  at
• 34:58
  tripling
• 34:59
  its
• 34:59
  Delivery
• 34:59
  options
• 35:00
  in
• 35:00
  2026,
• 35:01
  with
• 35:01
  particular
• 35:01
  focus
• 35:02
  on
• 35:02
  small
• 35:03
  towns
• 35:03
  and
• 35:03
  rural
• 35:04
  areas.
• 35:04
  Catherine,
• 35:05
  does
• 35:05
  the
• 35:05
  advent
• 35:06
  of
• 35:06
  GLP1
• 35:07
  medication
• 35:07
  make
• 35:08
  Amazon
• 35:09
  more
• 35:09
  or
• 35:09
  less
• 35:10
  of
• 35:10
  a
• 35:10
  threat
• 35:10
  in
• 35:10
  the
• 35:10
  pharmacy
• 35:11
  business?
• 35:11
  That's
• 35:11
  my
• 35:12
  first
• 35:12
  question.
• 35:12
  And
• 35:13
  second,
• 35:13
  if
• 35:13
  you
• 35:14
  are
• 35:14
  a
• 35:14
  grocer
• 35:14
  that
• 35:14
  uses
• 35:15
  a
• 35:15
  pharmacy
• 35:15
  to
• 35:15
  drive
• 35:16
  traffic,
• 35:17
  how
• 35:17
  scared
• 35:18
  should
• 35:18
  you
• 35:18
  be
• 35:18
  by
• 35:19
  same
• 35:19
  day
• 35:19
  Ozempic
• 35:20
  pill
• 35:20
  delivery
• 35:21
  from
• 35:21
  Amazon?
• 35:23
  Yeah,
• 35:24
  I
• 35:24
  think
• 35:25
  both,
• 35:25
  I
• 35:25
  think
• 35:26
  grocery
• 35:26
  and
• 35:26
  standalone
• 35:27
  pharmacies
• 35:28
  are
• 35:29
  certainly,
• 35:29
  you
• 35:30
  know,
• 35:30
  they
• 35:30
  were
• 35:30
  already,
• 35:30
  I
• 35:31
  mean
• 35:31
  there's
• 35:31
  already
• 35:31
  been
• 35:31
  a
• 35:32
  lot
• 35:32
  of
• 35:32
  news
• 35:32
  about
• 35:33
  Amazon
• 35:33
  and
• 35:34
  their,
• 35:35
  their
• 35:35
  pharmacy
• 35:36
  offering
• 35:36
  and
• 35:36
  delivery
• 35:37
  and
• 35:37
  how
• 35:37
  convenient
• 35:38
  it
• 35:38
  is.
• 35:38
  And
• 35:39
  I
• 35:39
  think,
• 35:39
  you
• 35:39
  know,
• 35:40
  if
• 35:40
  you
• 35:40
  go
• 35:40
  in
• 35:40
  to
• 35:41
  a
• 35:41
  grocery
• 35:41
  store
• 35:41
  and
• 35:42
  you're
• 35:42
  shopping
• 35:42
  and
• 35:42
  you're
• 35:43
  getting
• 35:43
  your
• 35:43
  prescription,
• 35:44
  okay,
• 35:44
  but
• 35:44
  if
• 35:45
  you're
• 35:45
  going
• 35:45
  somewhere
• 35:45
  just
• 35:46
  to
• 35:46
  get
• 35:46
  a
• 35:46
  prescription,
• 35:46
  it
• 35:47
  can
• 35:47
  be
• 35:47
  a
• 35:47
  pain
• 35:47
  in
• 35:47
  the
• 35:47
  butt
• 35:48
  sometimes.
• 35:49
  So
• 35:49
  I
• 35:49
  think
• 35:49
  this
• 35:49
  is
• 35:49
  huge,
• 35:50
  Chris.
• 35:50
  I
• 35:50
  mean,
• 35:50
  last
• 35:51
  I
• 35:51
  last
• 35:51
  I
• 35:52
  saw
• 35:52
  There
• 35:52
  was
• 35:52
  like
• 35:53
  1
• 35:53
  in
• 35:53
  8Americans
• 35:54
  that
• 35:54
  are
• 35:54
  on
• 35:55
  GLP1s
• 35:56
  and
• 35:56
  the
• 35:57
  ones
• 35:57
  that
• 35:57
  aren't,
• 35:58
  there's
• 35:58
  a
• 35:58
  large
• 35:58
  chunk
• 35:59
  of
• 35:59
  people
• 35:59
  that
• 35:59
  just
• 36:00
  can't
• 36:00
  afford
• 36:00
  it.
• 36:00
  You
• 36:01
  know,
• 36:01
  the
• 36:01
  shots
• 36:01
  at
• 36:02
  one
• 36:02
  point
• 36:02
  were
• 36:02
  like
• 36:02
  thousands.
• 36:03
  I
• 36:04
  think
• 36:04
  now,
• 36:04
  you
• 36:04
  know,
• 36:05
  you
• 36:05
  can
• 36:05
  get
• 36:05
  different
• 36:05
  coupons
• 36:06
  and
• 36:06
  stuff.
• 36:07
  They
• 36:07
  might
• 36:07
  be
• 36:07
  like
• 36:07
  300,
• 36:08
  $400,
• 36:09
  but
• 36:09
  the
• 36:10
  cost
• 36:10
  of
• 36:10
  these
• 36:10
  pills
• 36:11
  is
• 36:11
  going
• 36:11
  to
• 36:11
  be
• 36:11
  more
• 36:12
  than
• 36:12
  50%
• 36:13
  less
• 36:13
  than
• 36:13
  that.
• 36:13
  So
• 36:14
  there
• 36:14
  is
• 36:14
  a
• 36:14
  whole
• 36:15
  nother
• 36:16
  consumer,
• 36:16
  you
• 36:17
  know,
• 36:17
  coming
• 36:17
  into
• 36:18
  this,
• 36:18
  this
• 36:19
  business
• 36:19
  here.
• 36:20
  And
• 36:20
  I
• 36:20
  also
• 36:21
  think
• 36:22
  the
• 36:23
  fact
• 36:23
  that
• 36:23
  they
• 36:23
  can
• 36:24
  get
• 36:24
  these
• 36:24
  now
• 36:24
  from
• 36:25
  these
• 36:25
  kiosks
• 36:26
  and
• 36:26
  they
• 36:26
  don't
• 36:26
  have
• 36:26
  to
• 36:27
  see
• 36:27
  a
• 36:27
  doctor
• 36:27
  and
• 36:28
  they
• 36:28
  can
• 36:28
  see
• 36:28
  it
• 36:28
  like
• 36:28
  in
• 36:29
  their
• 36:29
  more
• 36:29
  privacy,
• 36:30
  there's
• 36:30
  not
• 36:30
  that
• 36:30
  stigma
• 36:31
  about
• 36:31
  them
• 36:31
  getting
• 36:31
  it.
• 36:32
  I
• 36:32
  think
• 36:32
  a
• 36:32
  lot
• 36:33
  of
• 36:33
  people
• 36:33
  are
• 36:33
  going
• 36:33
  to
• 36:33
  come
• 36:33
  out
• 36:34
  of
• 36:34
  the
• 36:34
  woodwork
• 36:34
  now
• 36:34
  and
• 36:35
  want
• 36:35
  to
• 36:35
  leverage
• 36:35
  this.
• 36:36
  So
• 36:37
  I
• 36:38
  think,
• 36:38
  you
• 36:38
  know,
• 36:38
  pair
• 36:39
  this
• 36:40
  new
• 36:40
  offering
• 36:41
  with
• 36:41
  the
• 36:41
  beloved
• 36:42
  Amazon
• 36:42
  same
• 36:42
  day
• 36:43
  delivery.
• 36:43
  I
• 36:44
  think
• 36:44
  this
• 36:44
  is
• 36:44
  going
• 36:44
  to
• 36:44
  be
• 36:44
  huge.
• 36:45
  I
• 36:45
  can't
• 36:45
  think
• 36:46
  of
• 36:46
  another
• 36:47
  retailer,
• 36:48
  I
• 36:48
  mean
• 36:48
  outside
• 36:48
  of
• 36:49
  Walmart,
• 36:50
  I
• 36:51
  can't
• 36:51
  think
• 36:51
  of
• 36:51
  anybody
• 36:52
  else
• 36:52
  that's
• 36:52
  going
• 36:52
  to
• 36:52
  be
• 36:52
  able
• 36:52
  to
• 36:52
  compete
• 36:53
  with
• 36:53
  us.
• 36:54
  I
• 36:55
  100%
• 36:56
  agree.
• 36:56
  I
• 36:56
  think
• 36:56
  this
• 36:56
  is
• 36:57
  really,
• 36:57
  this
• 36:57
  is
• 36:57
  really,
• 36:58
  this
• 36:58
  is
• 36:58
  really
• 36:58
  big
• 36:59
  news.
• 36:59
  My
• 36:59
  flippant
• 37:00
  response,
• 37:00
  if
• 37:00
  I
• 37:00
  want
• 37:00
  to
• 37:01
  be
• 37:01
  flippant,
• 37:01
  which
• 37:01
  I
• 37:01
  sometimes
• 37:02
  like
• 37:02
  to
• 37:02
  be,
• 37:02
  my
• 37:03
  flippant
• 37:03
  response
• 37:03
  to
• 37:04
  this
• 37:04
  headline
• 37:04
  was
• 37:04
  like,
• 37:04
  well,
• 37:05
  Amazon
• 37:05
  doesn't
• 37:05
  need
• 37:05
  a
• 37:06
  grocery
• 37:06
  strategy
• 37:06
  because
• 37:07
  if
• 37:07
  they
• 37:07
  win
• 37:07
  this
• 37:07
  RX
• 37:08
  battle,
• 37:08
  people
• 37:08
  are
• 37:08
  just
• 37:08
  going
• 37:08
  to
• 37:08
  stop
• 37:09
  eating
• 37:09
  food.
• 37:09
  They're
• 37:09
  not
• 37:09
  going
• 37:09
  to
• 37:10
  eat
• 37:10
  as
• 37:10
  much.
• 37:10
  So
• 37:11
  groceries
• 37:11
  could
• 37:11
  be
• 37:11
  a
• 37:11
  dying
• 37:12
  business.
• 37:12
  Why
• 37:12
  does
• 37:12
  Amazon
• 37:13
  need
• 37:13
  to
• 37:13
  focus
• 37:13
  on
• 37:13
  it
• 37:13
  like
• 37:13
  they
• 37:14
  have?
• 37:14
  But
• 37:14
  you
• 37:15
  know,
• 37:15
  if
• 37:15
  I
• 37:15
  get
• 37:15
  serious
• 37:15
  about
• 37:16
  it,
• 37:16
  my
• 37:16
  answer,
• 37:17
  my
• 37:17
  answer
• 37:17
  to
• 37:17
  the
• 37:17
  questions
• 37:17
  I
• 37:18
  ask
• 37:18
  you
• 37:18
  is
• 37:18
  very
• 37:18
  similar.
• 37:19
  I
• 37:19
  think,
• 37:19
  I
• 37:19
  think
• 37:20
  for
• 37:20
  sure
• 37:20
  it
• 37:20
  makes
• 37:20
  Amazon
• 37:21
  a
• 37:21
  bigger
• 37:21
  threat
• 37:21
  in
• 37:22
  pharmacy.
• 37:22
  Just
• 37:22
  the
• 37:22
  rise
• 37:23
  of
• 37:23
  GLP1s
• 37:24
  in
• 37:24
  general
• 37:24
  is
• 37:25
  a
• 37:25
  huge
• 37:25
  gift
• 37:26
  to
• 37:26
  Amazon
• 37:27
  because
• 37:28
  it
• 37:28
  gives
• 37:28
  people
• 37:29
  a
• 37:29
  reason
• 37:29
  to
• 37:30
  try
• 37:30
  out
• 37:30
  a
• 37:30
  new
• 37:31
  pharmacy
• 37:31
  service
• 37:31
  and
• 37:32
  to
• 37:32
  convert
• 37:32
  their
• 37:32
  prescriptions
• 37:33
  over.
• 37:34
  Because
• 37:34
  timing
• 37:34
  of
• 37:35
  deliveries
• 37:35
  is
• 37:36
  key
• 37:36
  for
• 37:37
  pharmacy
• 37:37
  delivery
• 37:38
  and
• 37:38
  that's
• 37:38
  what
• 37:38
  still
• 37:38
  prevents
• 37:39
  people
• 37:39
  from
• 37:39
  wanting
• 37:40
  to
• 37:40
  jump
• 37:40
  into
• 37:40
  it.
• 37:40
  But
• 37:41
  Amazon
• 37:41
  has
• 37:41
  the
• 37:42
  faith
• 37:42
  of
• 37:42
  the
• 37:43
  consumer
• 37:43
  and
• 37:43
  the
• 37:43
  reputation
• 37:44
  that
• 37:44
  they
• 37:44
  will
• 37:44
  deliver
• 37:45
  on
• 37:45
  time.
• 37:46
  So
• 37:46
  that's
• 37:46
  number
• 37:46
  one.
• 37:47
  And
• 37:47
  then
• 37:47
  to
• 37:47
  the
• 37:47
  second
• 37:47
  question
• 37:48
  I
• 37:48
  asked
• 37:48
  you.
• 37:49
  I
• 37:49
  think
• 37:49
  I
• 37:50
  would
• 37:50
  be,
• 37:50
  I
• 37:51
  think
• 37:51
  I
• 37:51
  would
• 37:51
  be
• 37:51
  really
• 37:52
  scared
• 37:52
  if
• 37:52
  I
• 37:52
  were
• 37:52
  a
• 37:52
  grocery
• 37:53
  because
• 37:53
  now
• 37:53
  it
• 37:53
  gives
• 37:54
  Amazon
• 37:55
  an
• 37:55
  angle
• 37:55
  into
• 37:56
  adding
• 37:56
  that
• 37:56
  add
• 37:56
  on
• 37:57
  food
• 37:57
  purchase
• 37:58
  into
• 37:58
  your
• 37:58
  pharmacy
• 37:59
  order,
• 37:59
  which
• 37:59
  is
• 37:59
  the
• 37:59
  game
• 38:00
  they've
• 38:00
  been
• 38:00
  playing
• 38:00
  as
• 38:01
  of
• 38:01
  late.
• 38:01
  You
• 38:01
  know,
• 38:02
  as
• 38:02
  well,
• 38:02
  like
• 38:02
  just
• 38:03
  yesterday
• 38:03
  they
• 38:03
  did
• 38:03
  the
• 38:03
  30
• 38:03
  minute
• 38:04
  or
• 38:04
  less
• 38:04
  delivery
• 38:05
  announcement
• 38:05
  too.
• 38:06
  So
• 38:07
  and
• 38:07
  as
• 38:07
  the
• 38:08
  other
• 38:08
  point
• 38:08
  you
• 38:08
  have
• 38:08
  to
• 38:08
  think
• 38:09
  about
• 38:09
  here
• 38:09
  too,
• 38:09
  Catherine,
• 38:09
  is
• 38:10
  the
• 38:10
  full
• 38:10
  grocery
• 38:11
  store
• 38:11
  stock
• 38:12
  up
• 38:12
  trip.
• 38:13
  You
• 38:13
  know,
• 38:13
  for
• 38:13
  the
• 38:14
  average
• 38:14
  consumer
• 38:15
  there's
• 38:15
  going
• 38:15
  to
• 38:15
  be
• 38:15
  Less
• 38:15
  and
• 38:16
  less
• 38:16
  of
• 38:16
  those
• 38:16
  because
• 38:17
  people
• 38:17
  aren't
• 38:17
  going
• 38:17
  to
• 38:17
  be
• 38:17
  eating
• 38:18
  as
• 38:18
  much.
• 38:18
  Right.
• 38:19
  And
• 38:19
  so
• 38:20
  it's
• 38:20
  going
• 38:20
  to
• 38:20
  hit.
• 38:20
  It's
• 38:21
  going
• 38:21
  to
• 38:21
  hit
• 38:21
  the
• 38:21
  groceries
• 38:21
  on
• 38:22
  multiple
• 38:22
  fronts.
• 38:22
  It's
• 38:22
  going
• 38:22
  to
• 38:22
  hit
• 38:23
  you
• 38:23
  in
• 38:23
  terms
• 38:23
  of
• 38:24
  RX
• 38:24
  usage,
• 38:24
  in
• 38:24
  terms
• 38:25
  of
• 38:25
  the
• 38:25
  traffic
• 38:25
  that's
• 38:26
  coming
• 38:26
  into
• 38:26
  your
• 38:26
  store.
• 38:27
  If
• 38:27
  you
• 38:27
  happen
• 38:27
  to
• 38:27
  have
• 38:27
  a
• 38:27
  pharmacy
• 38:28
  in
• 38:28
  your
• 38:28
  grocery
• 38:28
  store,
• 38:29
  it's
• 38:29
  gonna
• 38:30
  hurt
• 38:30
  your
• 38:30
  number
• 38:30
  of
• 38:30
  trips
• 38:31
  just
• 38:31
  in
• 38:31
  general
• 38:32
  to
• 38:32
  the
• 38:32
  grocery
• 38:32
  store,
• 38:33
  and
• 38:33
  it's
• 38:33
  gonna
• 38:33
  hurt
• 38:34
  your
• 38:34
  basket
• 38:34
  size.
• 38:34
  So
• 38:36
  this
• 38:36
  helps
• 38:36
  me,
• 38:37
  when
• 38:37
  I
• 38:37
  step
• 38:37
  back
• 38:38
  from
• 38:38
  this,
• 38:38
  it
• 38:38
  also
• 38:38
  helps
• 38:39
  me
• 38:39
  to
• 38:39
  understand
• 38:40
  why
• 38:40
  companies
• 38:41
  like
• 38:41
  Albertsons
• 38:41
  particularly
• 38:42
  have
• 38:42
  made
• 38:42
  efforts
• 38:43
  to
• 38:43
  deliver
• 38:44
  RX
• 38:44
  through
• 38:44
  curbside
• 38:45
  pickup
• 38:45
  of
• 38:45
  late.
• 38:46
  It's
• 38:46
  to
• 38:46
  thwart
• 38:46
  this
• 38:47
  coming.
• 38:47
  And
• 38:48
  so
• 38:48
  those
• 38:48
  are
• 38:48
  the
• 38:49
  type
• 38:49
  of
• 38:49
  announcements,
• 38:49
  it
• 38:50
  sounds
• 38:50
  like
• 38:50
  you're
• 38:50
  very
• 38:50
  similar.
• 38:51
  Those
• 38:51
  are
• 38:51
  the
• 38:51
  types
• 38:51
  of
• 38:52
  announcements
• 38:52
  that
• 38:52
  I'm
• 38:52
  gonna
• 38:53
  be
• 38:53
  keeping
• 38:53
  my
• 38:53
  eye
• 38:53
  on.
• 38:53
  Because
• 38:54
  you're
• 38:54
  right,
• 38:54
  there
• 38:55
  are
• 38:55
  very
• 38:55
  few
• 38:55
  people
• 38:56
  outside
• 38:56
  of
• 38:57
  Walmart
• 38:57
  that
• 38:57
  on
• 38:58
  a
• 38:58
  national
• 38:58
  scale
• 38:58
  can
• 38:59
  compete
• 38:59
  with
• 38:59
  this.
• 39:00
  And,
• 39:00
  you
• 39:00
  know,
• 39:01
  and
• 39:01
  it's
• 39:01
  not
• 39:01
  going
• 39:02
  to
• 39:02
  help
• 39:02
  Walgreens
• 39:02
  and
• 39:02
  CVS
• 39:03
  one
• 39:03
  bit
• 39:03
  either,
• 39:04
  because
• 39:04
  they
• 39:04
  depend
• 39:05
  on
• 39:05
  that.
• 39:05
  On
• 39:06
  that
• 39:06
  traffic
• 39:06
  to
• 39:06
  those
• 39:07
  items
• 39:07
  at
• 39:07
  the
• 39:07
  price
• 39:07
  points
• 39:08
  at
• 39:08
  which
• 39:08
  they
• 39:08
  carry
• 39:09
  them
• 39:09
  to.
• 39:10
  Right,
• 39:10
  right.
• 39:11
  Yeah.
• 39:11
  So,
• 39:11
  I
• 39:12
  mean,
• 39:12
  I
• 39:12
  think
• 39:12
  with,
• 39:13
  I
• 39:14
  think
• 39:14
  with
• 39:14
  everything
• 39:14
  that
• 39:14
  people
• 39:15
  are
• 39:15
  already
• 39:15
  getting
• 39:15
  from
• 39:16
  Amazon,
• 39:16
  you
• 39:16
  can
• 39:17
  add
• 39:17
  this
• 39:17
  in.
• 39:17
  The
• 39:18
  convenience,
• 39:19
  the
• 39:19
  buying
• 39:20
  power
• 39:20
  that
• 39:20
  Amazon
• 39:21
  has
• 39:21
  to
• 39:21
  keep
• 39:21
  the
• 39:22
  prices
• 39:22
  down
• 39:23
  on
• 39:23
  this
• 39:23
  type
• 39:23
  of
• 39:23
  drug.
• 39:24
  I
• 39:25
  think
• 39:25
  we'll
• 39:25
  have
• 39:25
  to
• 39:25
  see
• 39:25
  what
• 39:25
  happens.
• 39:26
  But
• 39:26
  this
• 39:26
  is
• 39:26
  going
• 39:26
  to
• 39:27
  bring
• 39:27
  a
• 39:27
  whole
• 39:28
  new
• 39:28
  segment
• 39:29
  of
• 39:29
  customers
• 39:30
  into
• 39:30
  the
• 39:30
  GLP1
• 39:32
  market.
• 39:33
  So
• 39:33
  it's,
• 39:34
  it's
• 39:34
  going
• 39:34
  to
• 39:34
  be
• 39:34
  interesting.
• 39:35
  You
• 39:35
  know,
• 39:35
  there
• 39:35
  already
• 39:36
  has
• 39:36
  been
• 39:36
  an
• 39:36
  impact
• 39:37
  out
• 39:37
  there
• 39:38
  in
• 39:38
  grocery
• 39:38
  retail
• 39:39
  because
• 39:39
  of
• 39:39
  GLP1s.
• 39:41
  You
• 39:41
  know,
• 39:42
  I
• 39:42
  mean,
• 39:42
  now
• 39:42
  people
• 39:42
  are
• 39:43
  buying
• 39:43
  more,
• 39:43
  you
• 39:43
  know,
• 39:43
  protein
• 39:44
  and
• 39:44
  more
• 39:44
  health
• 39:45
  and
• 39:45
  wellness
• 39:45
  types
• 39:46
  of
• 39:46
  goods.
• 39:46
  But
• 39:47
  I
• 39:47
  think,
• 39:47
  I
• 39:48
  think
• 39:48
  we'll,
• 39:49
  we'll
• 39:49
  be
• 39:49
  able
• 39:49
  to
• 39:49
  see
• 39:50
  probably
• 39:50
  six
• 39:51
  months
• 39:51
  to
• 39:51
  a
• 39:51
  year
• 39:51
  after
• 39:52
  this
• 39:52
  rolls
• 39:52
  out.
• 39:53
  Yeah,
• 39:54
  yeah.
• 39:54
  100.
• 39:54
  100.
• 39:55
  All
• 39:56
  right,
• 39:56
  well,
• 39:56
  let's
• 39:56
  close.
• 39:57
  This
• 39:57
  has
• 39:57
  been
• 39:57
  a
• 39:57
  great
• 39:57
  show.
• 39:57
  Let's
• 39:58
  close
• 39:58
  it
• 39:58
  out.
• 39:58
  Let's
• 39:58
  go
• 39:58
  to
• 39:58
  the
• 39:58
  lightning
• 39:59
  round.
• 39:59
  My
• 39:59
  first
• 39:59
  question
• 40:00
  for
• 40:00
  you
• 40:00
  is,
• 40:00
  this
• 40:01
  was
• 40:01
  a
• 40:01
  great
• 40:01
  one.
• 40:01
  A
• 40:02
  canine
• 40:02
  named
• 40:03
  Nitro.
• 40:03
  Yes,
• 40:04
  that's
• 40:04
  real,
• 40:04
  folks.
• 40:05
  A
• 40:05
  canine
• 40:05
  named
• 40:06
  Nitro
• 40:06
  at
• 40:06
  the
• 40:06
  Philadelphia
• 40:07
  International
• 40:07
  Airport
• 40:08
  alerted
• 40:09
  officers
• 40:09
  to
• 40:09
  more
• 40:10
  than
• 40:10
  $44,000
• 40:11
  in
• 40:12
  unreported
• 40:12
  cash
• 40:13
  after
• 40:14
  flagging.
• 40:15
  After
• 40:15
  flagging.
• 40:16
  I
• 40:16
  should
• 40:16
  say,
• 40:16
  not
• 40:17
  flaggling.
• 40:17
  Flagging.
• 40:18
  A
• 40:18
  traveler
• 40:19
  preparing
• 40:19
  to
• 40:20
  board
• 40:20
  an
• 40:20
  international
• 40:20
  flight
• 40:21
  to
• 40:21
  Mexico.
• 40:22
  Catherine,
• 40:22
  I
• 40:23
  am
• 40:23
  curious
• 40:24
  and
• 40:24
  I'm
• 40:24
  curious
• 40:24
  what
• 40:24
  you're
• 40:24
  going
• 40:25
  to
• 40:25
  tell
• 40:25
  me
• 40:25
  here.
• 40:25
  What
• 40:26
  is
• 40:26
  the
• 40:26
  most
• 40:26
  contraband
• 40:27
  thing
• 40:27
  you
• 40:28
  have
• 40:28
  ever
• 40:28
  tried
• 40:29
  to
• 40:29
  sneak
• 40:29
  through
• 40:29
  security?
• 40:31
  Yeah.
• 40:31
  This
• 40:31
  is
• 40:31
  one
• 40:32
  of
• 40:32
  my
• 40:32
  fondest
• 40:33
  but
• 40:33
  yet
• 40:33
  scariest
• 40:34
  memories
• 40:34
  of
• 40:34
  traveling
• 40:35
  for
• 40:35
  business.
• 40:35
  So
• 40:36
  I
• 40:36
  had
• 40:36
  a
• 40:36
  vendor,
• 40:37
  and
• 40:37
  this
• 40:37
  was
• 40:37
  pretty
• 40:38
  recent,
• 40:38
  too.
• 40:38
  This
• 40:39
  was
• 40:39
  maybe
• 40:39
  a
• 40:39
  year
• 40:39
  and
• 40:40
  a
• 40:40
  half
• 40:40
  ago.
• 40:40
  I
• 40:40
  had
• 40:40
  a
• 40:41
  vendor
• 40:41
  give
• 40:42
  me
• 40:42
  a
• 40:42
  miniature
• 40:43
  solo
• 40:43
  stove.
• 40:44
  And
• 40:44
  so
• 40:45
  it
• 40:45
  was
• 40:45
  kind
• 40:45
  of
• 40:45
  like
• 40:45
  a
• 40:46
  miniature,
• 40:47
  like,
• 40:47
  fondue
• 40:48
  kit.
• 40:49
  Slash
• 40:49
  okay
• 40:50
  s'.
• 40:50
  Mores.
• 40:50
  And
• 40:51
  so
• 40:51
  it's
• 40:51
  this
• 40:51
  cute
• 40:52
  little
• 40:52
  miniature
• 40:52
  solo
• 40:53
  stove
• 40:53
  grill.
• 40:54
  The
• 40:54
  gel,
• 40:56
  like,
• 40:56
  compartment
• 40:57
  that
• 40:57
  goes
• 40:57
  in
• 40:57
  the
• 40:57
  middle,
• 40:57
  that's
• 40:58
  the
• 40:58
  fuel
• 40:58
  and
• 40:58
  the
• 40:59
  little
• 40:59
  fondue
• 40:59
  sticks.
• 41:00
  So
• 41:01
  I'm
• 41:01
  going
• 41:01
  through
• 41:01
  security,
• 41:02
  and
• 41:02
  then,
• 41:03
  sure
• 41:03
  enough,
• 41:03
  then
• 41:03
  my
• 41:04
  bags
• 41:04
  held
• 41:04
  up
• 41:04
  and
• 41:05
  they're
• 41:05
  like,
• 41:05
  hey,
• 41:05
  can
• 41:06
  somebody
• 41:06
  tell
• 41:06
  me
• 41:06
  whose
• 41:06
  carry
• 41:07
  on
• 41:07
  is
• 41:07
  this?
• 41:07
  I
• 41:07
  go,
• 41:07
  it's
• 41:08
  mine.
• 41:08
  They
• 41:08
  go,
• 41:08
  you're
• 41:08
  gonna
• 41:09
  have
• 41:09
  to
• 41:09
  come
• 41:09
  over
• 41:09
  here.
• 41:09
  And
• 41:10
  I
• 41:10
  didn't
• 41:10
  get
• 41:10
  to
• 41:10
  go
• 41:10
  to
• 41:11
  the
• 41:11
  area
• 41:11
  where
• 41:11
  you
• 41:12
  go
• 41:12
  if
• 41:12
  you
• 41:12
  just
• 41:12
  have
• 41:13
  water
• 41:13
  in
• 41:13
  your
• 41:13
  bag.
• 41:14
  I
• 41:14
  went
• 41:14
  to,
• 41:14
  like,
• 41:15
  the
• 41:15
  head
• 41:16
  of
• 41:16
  security
• 41:17
  and
• 41:17
  they
• 41:18
  said,
• 41:18
  listen,
• 41:19
  you
• 41:19
  know,
• 41:19
  our
• 41:20
  cameras
• 41:20
  or
• 41:21
  whatever
• 41:21
  picked
• 41:21
  up
• 41:21
  something
• 41:22
  that
• 41:22
  is,
• 41:22
  you
• 41:22
  know,
• 41:23
  metal.
• 41:23
  It's
• 41:24
  circular.
• 41:24
  There
• 41:25
  seems
• 41:25
  to
• 41:25
  be
• 41:25
  maybe
• 41:26
  some
• 41:26
  type
• 41:26
  of
• 41:26
  fuel
• 41:27
  in
• 41:27
  the
• 41:27
  center
• 41:27
  of
• 41:27
  it,
• 41:27
  and
• 41:28
  there's
• 41:28
  something
• 41:28
  sharp.
• 41:29
  And
• 41:29
  I'm
• 41:30
  like,
• 41:30
  well,
• 41:30
  when
• 41:31
  you
• 41:31
  tee
• 41:31
  it
• 41:31
  up
• 41:31
  like
• 41:32
  that,
• 41:33
  yeah,
• 41:33
  this
• 41:33
  is
• 41:34
  a
• 41:34
  problem.
• 41:34
  And
• 41:35
  clearly
• 41:35
  I
• 41:35
  was
• 41:35
  not
• 41:35
  thinking
• 41:36
  this
• 41:36
  through.
• 41:37
  So
• 41:37
  they
• 41:37
  took
• 41:38
  it
• 41:38
  out.
• 41:38
  They
• 41:38
  realized
• 41:38
  it
• 41:38
  was
• 41:39
  a
• 41:39
  miniature
• 41:39
  solo
• 41:40
  stove.
• 41:40
  The
• 41:41
  little
• 41:41
  gel
• 41:41
  fuel
• 41:42
  thing,
• 41:42
  the
• 41:42
  sticks
• 41:43
  for
• 41:43
  the
• 41:43
  fondue
• 41:44
  or
• 41:44
  marshmallows.
• 41:45
  And
• 41:45
  they
• 41:45
  took
• 41:45
  it
• 41:46
  away.
• 41:47
  They
• 41:47
  took
• 41:47
  it
• 41:47
  away.
• 41:49
  You
• 41:49
  couldn't
• 41:49
  check
• 41:49
  it
• 41:49
  or
• 41:50
  anything.
• 41:50
  They're
• 41:50
  just
• 41:50
  like,
• 41:50
  you're
• 41:50
  out.
• 41:51
  It's
• 41:51
  done.
• 41:51
  They're
• 41:52
  like,
• 41:52
  it's
• 41:52
  gone.
• 41:53
  Yeah.
• 41:53
  They
• 41:54
  said.
• 41:54
  They
• 41:54
  said
• 41:54
  so
• 41:55
  long
• 41:55
  to
• 41:55
  the
• 41:55
  Sterno
• 41:56
  and
• 41:56
  the
• 41:56
  solo
• 41:56
  stove.
• 41:57
  They're
• 41:57
  like,
• 41:57
  it's
• 41:58
  over.
• 41:58
  Oh,
• 41:58
  my
• 41:59
  God.
• 41:59
  That's
• 42:00
  great.
• 42:00
  We're
• 42:00
  gonna
• 42:00
  stick
• 42:00
  with
• 42:01
  the
• 42:01
  airline
• 42:01
  topic.
• 42:02
  Okay.
• 42:03
  You
• 42:03
  travel
• 42:03
  a
• 42:04
  lot.
• 42:04
  We
• 42:04
  all
• 42:05
  get
• 42:05
  stuck
• 42:05
  next
• 42:05
  to
• 42:06
  some
• 42:06
  interesting
• 42:07
  folks
• 42:07
  or
• 42:07
  see
• 42:07
  some
• 42:08
  interesting
• 42:08
  things
• 42:08
  while
• 42:09
  spending
• 42:09
  time
• 42:09
  at
• 42:09
  the
• 42:10
  airport.
• 42:10
  What
• 42:11
  is
• 42:11
  the
• 42:11
  craziest
• 42:12
  thing
• 42:12
  you
• 42:12
  have
• 42:12
  ever
• 42:13
  witnessed
• 42:13
  a
• 42:14
  fellow
• 42:14
  passenger
• 42:15
  doing?
• 42:16
  Oh,
• 42:16
  my
• 42:16
  God.
• 42:17
  I've
• 42:17
  seen
• 42:17
  a
• 42:17
  lot
• 42:17
  of
• 42:17
  crazy
• 42:18
  things,
• 42:18
  one
• 42:18
  of
• 42:18
  which
• 42:18
  is
• 42:19
  which?
• 42:19
  One
• 42:19
  of
• 42:19
  which
• 42:19
  I'm
• 42:19
  not
• 42:19
  going
• 42:20
  to
• 42:20
  tell
• 42:20
  because
• 42:20
  this
• 42:20
  is
• 42:20
  a
• 42:21
  family
• 42:21
  show.
• 42:21
  But
• 42:22
  I've
• 42:22
  got
• 42:22
  a
• 42:22
  really
• 42:23
  good
• 42:23
  thing
• 42:23
  that
• 42:23
  happened
• 42:23
  to
• 42:23
  me
• 42:24
  recently
• 42:24
  in
• 42:24
  London.
• 42:26
  I
• 42:26
  was
• 42:27
  walking
• 42:27
  through
• 42:27
  the
• 42:27
  main
• 42:28
  terminal
• 42:28
  at
• 42:28
  Heathrow.
• 42:29
  And
• 42:29
  you
• 42:29
  know
• 42:29
  those
• 42:30
  water
• 42:30
  bottle
• 42:30
  things
• 42:31
  where,
• 42:31
  you
• 42:31
  know,
• 42:31
  you
• 42:31
  fill
• 42:32
  up
• 42:32
  your
• 42:32
  water
• 42:32
  bottle?
• 42:33
  There
• 42:33
  was
• 42:34
  a
• 42:34
  woman
• 42:34
  there
• 42:34
  who
• 42:35
  was
• 42:35
  using
• 42:35
  that
• 42:36
  as
• 42:36
  a
• 42:36
  drinking
• 42:36
  fountain.
• 42:38
  Like,
• 42:38
  she
• 42:38
  had
• 42:38
  her
• 42:38
  face
• 42:39
  pressed
• 42:39
  up
• 42:39
  against,
• 42:40
  like,
• 42:41
  up
• 42:41
  against
• 42:41
  the
• 42:41
  thing
• 42:41
  to
• 42:42
  trigger
• 42:42
  it
• 42:42
  and
• 42:42
  using
• 42:43
  it
• 42:43
  as
• 42:43
  a
• 42:43
  drinking
• 42:43
  fountain.
• 42:44
  Which
• 42:44
  is
• 42:44
  why
• 42:45
  to
• 42:45
  this
• 42:45
  day,
• 42:46
  I
• 42:46
  refuse
• 42:47
  to
• 42:47
  refill
• 42:48
  my
• 42:48
  water
• 42:48
  bottle
• 42:49
  in
• 42:49
  an
• 42:49
  airport.
• 42:49
  Because
• 42:50
  I
• 42:50
  guarantee
• 42:51
  you,
• 42:51
  she
• 42:51
  has
• 42:51
  10,000
• 42:52
  people.
• 42:52
  If
• 42:52
  she
• 42:52
  is
• 42:52
  doing
• 42:53
  it,
• 42:53
  so
• 42:53
  are
• 42:53
  10,000
• 42:54
  other
• 42:54
  people.
• 42:55
  So
• 42:55
  that's.
• 42:55
  That's
• 42:56
  my
• 42:56
  story,
• 42:56
  Catherine.
• 42:57
  Yeah,
• 42:57
  yeah,
• 42:58
  that.
• 42:58
  That's
• 42:58
  certainly.
• 42:59
  That's
• 42:59
  an
• 43:00
  interesting
• 43:00
  one.
• 43:00
  I
• 43:00
  guess
• 43:00
  you.
• 43:01
  You
• 43:01
  see
• 43:01
  it
• 43:01
  all.
• 43:01
  You
• 43:02
  think
• 43:02
  that,
• 43:02
  like,
• 43:02
  okay,
• 43:03
  we're
• 43:03
  moving
• 43:03
  away
• 43:03
  from
• 43:04
  water
• 43:04
  fountains
• 43:04
  that
• 43:05
  were
• 43:05
  historically
• 43:05
  gross.
• 43:06
  Now
• 43:06
  those
• 43:06
  are
• 43:07
  ruined,
• 43:07
  too,
• 43:07
  for
• 43:07
  you,
• 43:07
  Chris.
• 43:08
  Yeah,
• 43:08
  right.
• 43:09
  And
• 43:09
  probably
• 43:09
  many
• 43:09
  people
• 43:10
  listening
• 43:10
  to
• 43:10
  this
• 43:10
  show
• 43:11
  are
• 43:11
  now
• 43:11
  like,
• 43:12
  oh,
• 43:12
  God,
• 43:12
  that's
• 43:13
  so
• 43:13
  gross.
• 43:13
  I'm
• 43:13
  never
• 43:13
  refilling
• 43:14
  my
• 43:14
  water
• 43:14
  bottle
• 43:15
  again.
• 43:16
  Imagine,
• 43:16
  imagine
• 43:17
  if
• 43:17
  you
• 43:17
  like
• 43:17
  the
• 43:17
  humor
• 43:17
  on
• 43:18
  this
• 43:18
  show.
• 43:18
  That's
• 43:18
  probably.
• 43:18
  You're
• 43:18
  probably
• 43:19
  like,
• 43:19
  yep,
• 43:19
  that's
• 43:19
  me.
• 43:20
  All
• 43:20
  right,
• 43:20
  next
• 43:20
  one.
• 43:20
  Hy
• 43:21
  Vee
• 43:21
  is
• 43:21
  located
• 43:22
  in
• 43:22
  the
• 43:22
  place
• 43:22
  of
• 43:22
  birth.
• 43:23
  Of
• 43:23
  place
• 43:24
  of
• 43:24
  my
• 43:24
  birth,
• 43:24
  Des
• 43:24
  Moines,
• 43:25
  Iowa.
• 43:26
  Catherine,
• 43:26
  what
• 43:26
  is
• 43:26
  the
• 43:27
  one
• 43:27
  thing
• 43:27
  about
• 43:27
  Des
• 43:27
  Moines
• 43:28
  that
• 43:28
  would
• 43:29
  surprise
• 43:29
  most
• 43:30
  folks
• 43:30
  to
• 43:30
  learn
• 43:31
  or
• 43:31
  that
• 43:31
  also
• 43:31
  surprised
• 43:32
  you
• 43:32
  upon
• 43:33
  being
• 43:33
  there?
• 43:34
  Yeah.
• 43:35
  So,
• 43:35
  you
• 43:35
  know,
• 43:36
  coming
• 43:36
  from
• 43:37
  spending
• 43:37
  my
• 43:37
  entire
• 43:38
  life
• 43:38
  on
• 43:38
  the
• 43:38
  east
• 43:38
  coast,
• 43:39
  when
• 43:39
  I
• 43:39
  told
• 43:39
  people
• 43:39
  I
• 43:40
  was
• 43:40
  moving
• 43:40
  to
• 43:40
  Iowa
• 43:41
  and
• 43:41
  west
• 43:42
  of
• 43:42
  Des
• 43:42
  Moines,
• 43:42
  you
• 43:43
  know,
• 43:43
  they
• 43:43
  just
• 43:43
  said,
• 43:43
  oh,
• 43:43
  it's
• 43:44
  all
• 43:44
  cornfields.
• 43:45
  And
• 43:45
  I
• 43:45
  will
• 43:46
  say,
• 43:46
  yes,
• 43:47
  there
• 43:47
  are
• 43:47
  cornfields.
• 43:48
  But
• 43:48
  this
• 43:49
  area
• 43:49
  is
• 43:50
  growing
• 43:51
  and
• 43:51
  booming
• 43:51
  like
• 43:52
  you
• 43:52
  would
• 43:52
  not
• 43:52
  believe.
• 43:53
  Just
• 43:53
  the
• 43:53
  commerce
• 43:54
  coming
• 43:54
  in,
• 43:55
  all
• 43:55
  of
• 43:55
  the
• 43:55
  restaurants
• 43:56
  and
• 43:56
  shopping,
• 43:57
  residential
• 43:58
  housing
• 43:59
  is
• 43:59
  going
• 43:59
  up
• 44:00
  everywhere.
• 44:01
  There
• 44:01
  is.
• 44:02
  There
• 44:02
  is
• 44:02
  something
• 44:03
  going
• 44:03
  on
• 44:04
  where
• 44:04
  people
• 44:05
  are,
• 44:05
  either
• 44:06
  they
• 44:06
  were
• 44:06
  from
• 44:06
  the
• 44:06
  Midwest
• 44:07
  and
• 44:07
  now
• 44:07
  they're
• 44:08
  coming
• 44:08
  back,
• 44:08
  or
• 44:09
  people
• 44:09
  from
• 44:09
  the
• 44:09
  coast
• 44:10
  are
• 44:10
  coming
• 44:10
  to
• 44:10
  Midwest
• 44:11
  for
• 44:11
  a
• 44:11
  different
• 44:11
  lifestyle.
• 44:12
  But
• 44:13
  the
• 44:13
  area
• 44:14
  is.
• 44:14
  Is
• 44:14
  growing
• 44:15
  and,
• 44:16
  you
• 44:16
  know,
• 44:16
  and
• 44:17
  there's
• 44:17
  parts
• 44:17
  like,
• 44:17
  it's
• 44:18
  quite
• 44:18
  bougie.
• 44:18
  There's
• 44:19
  some
• 44:19
  really
• 44:19
  expensive
• 44:20
  houses
• 44:20
  going
• 44:21
  up.
• 44:21
  Yeah,
• 44:22
  yeah,
• 44:22
  yeah.
• 44:22
  I
• 44:23
  kind
• 44:23
  of
• 44:23
  think
• 44:23
  of
• 44:23
  Des
• 44:23
  Moines
• 44:23
  as
• 44:24
  like
• 44:24
  Minneapolis
• 44:24
  20
• 44:24
  years
• 44:25
  ago.
• 44:25
  Like,
• 44:25
  you
• 44:26
  know,
• 44:26
  it's
• 44:26
  like
• 44:26
  the.
• 44:26
  It's
• 44:27
  like
• 44:27
  the.
• 44:27
  The
• 44:27
  place
• 44:27
  with
• 44:27
  Midwestern
• 44:28
  route
• 44:28
  where
• 44:28
  people.
• 44:29
  You
• 44:29
  to
• 44:29
  your
• 44:29
  point,
• 44:29
  people
• 44:29
  had
• 44:29
  Midwestern
• 44:30
  roots.
• 44:30
  They
• 44:31
  want
• 44:31
  to
• 44:31
  come
• 44:31
  back
• 44:31
  to
• 44:31
  Midwest
• 44:32
  now.
• 44:32
  Now
• 44:32
  we're
• 44:32
  heading
• 44:32
  into
• 44:32
  Des
• 44:33
  Moines
• 44:33
  and
• 44:33
  Iowa.
• 44:33
  And
• 44:34
  you
• 44:34
  know
• 44:34
  who.
• 44:34
  I
• 44:34
  mean,
• 44:34
  who
• 44:35
  can,
• 44:35
  who
• 44:35
  can
• 44:35
  blame
• 44:35
  them
• 44:35
  because,
• 44:36
  you
• 44:36
  know,
• 44:36
  it's.
• 44:37
  It's
• 44:37
  heaven.
• 44:38
  You
• 44:38
  know,
• 44:38
  like
• 44:38
  Field
• 44:38
  of
• 44:39
  Dreams
• 44:39
  says,.
• 44:40
  Okay,
• 44:40
  Chris,
• 44:41
  if
• 44:41
  you
• 44:41
  could
• 44:42
  pick
• 44:42
  one
• 44:42
  person
• 44:43
  in
• 44:43
  the
• 44:43
  world
• 44:44
  to
• 44:44
  be
• 44:44
  your
• 44:45
  next
• 44:45
  guest,
• 44:46
  who
• 44:46
  would
• 44:46
  it
• 44:46
  be?
• 44:46
  And
• 44:47
  I
• 44:47
  mean,
• 44:48
  anyone
• 44:49
  in
• 44:49
  the
• 44:49
  world.
• 44:50
  Who
• 44:50
  do
• 44:50
  you
• 44:51
  want
• 44:51
  on
• 44:51
  your
• 44:51
  show?
• 44:53
  Wow.
• 44:53
  Anyone
• 44:53
  in
• 44:53
  the
• 44:53
  world
• 44:53
  to
• 44:54
  talk
• 44:54
  retail,
• 44:54
  technology,
• 44:55
  headlines.
• 44:56
  Yes.
• 44:57
  This
• 44:57
  is
• 44:58
  such
• 44:58
  a
• 44:58
  good
• 44:58
  question.
• 44:58
  I
• 44:58
  told
• 44:58
  you.
• 44:59
  Oh,
• 44:59
  man.
• 44:59
  No
• 45:00
  one's
• 45:00
  ever
• 45:00
  asked
• 45:00
  me
• 45:01
  this.
• 45:01
  No,
• 45:01
  no.
• 45:01
  It's
• 45:02
  so
• 45:02
  funny.
• 45:02
  No
• 45:02
  one
• 45:03
  has
• 45:03
  ever
• 45:03
  asked
• 45:03
  me
• 45:04
  in
• 45:04
  the
• 45:04
  eight
• 45:05
  year
• 45:05
  history
• 45:05
  of
• 45:05
  doing
• 45:05
  this
• 45:06
  show.
• 45:06
  Who
• 45:06
  would
• 45:06
  my
• 45:06
  ideal
• 45:07
  guest
• 45:07
  be?
• 45:07
  No
• 45:07
  one's
• 45:08
  ever
• 45:08
  asked
• 45:08
  me
• 45:08
  that.
• 45:08
  This
• 45:08
  is
• 45:09
  great.
• 45:11
  I
• 45:11
  think,
• 45:11
  you
• 45:11
  know,
• 45:11
  I'm
• 45:12
  gonna
• 45:12
  keep
• 45:12
  it
• 45:12
  in
• 45:12
  the
• 45:12
  retail
• 45:13
  family.
• 45:13
  I
• 45:13
  think,
• 45:13
  you
• 45:14
  know,
• 45:14
  my
• 45:14
  ideal
• 45:14
  guest
• 45:14
  would
• 45:15
  be
• 45:15
  John
• 45:15
  Furter
• 45:15
  because
• 45:15
  I
• 45:16
  man
• 45:16
  crush
• 45:16
  over
• 45:16
  him.
• 45:17
  But
• 45:17
  there's
• 45:17
  no
• 45:18
  doubt
• 45:18
  in
• 45:18
  my
• 45:18
  mind
• 45:19
  that
• 45:19
  he
• 45:19
  cannot
• 45:20
  comment
• 45:20
  on
• 45:20
  other
• 45:20
  retailers
• 45:21
  right
• 45:21
  now.
• 45:21
  So
• 45:21
  it's
• 45:22
  just
• 45:22
  never
• 45:22
  going
• 45:22
  to
• 45:22
  happen.
• 45:23
  So
• 45:24
  I'm
• 45:24
  going
• 45:24
  to
• 45:24
  give
• 45:24
  you
• 45:24
  my
• 45:24
  second
• 45:25
  choice.
• 45:26
  My
• 45:26
  second
• 45:26
  choice
• 45:27
  would
• 45:27
  be
• 45:27
  Jeff
• 45:27
  Bezos.
• 45:28
  He's
• 45:29
  got
• 45:29
  the
• 45:29
  time.
• 45:29
  He
• 45:30
  could
• 45:30
  even
• 45:30
  remote
• 45:30
  in
• 45:31
  from
• 45:31
  his
• 45:31
  yacht.
• 45:32
  Lauren
• 45:32
  can
• 45:32
  come
• 45:32
  too.
• 45:33
  Katherine.
• 45:33
  I'm
• 45:33
  fine
• 45:34
  with
• 45:34
  that.
• 45:34
  So
• 45:35
  Amazon
• 45:35
  pr,
• 45:35
  if
• 45:36
  you're
• 45:36
  listening,
• 45:36
  let's
• 45:37
  make
• 45:37
  this
• 45:37
  happen.
• 45:37
  Let's
• 45:38
  make
• 45:38
  this
• 45:38
  happen.
• 45:38
  Let's.
• 45:38
  Let's
• 45:39
  remote
• 45:39
  Mr.
• 45:39
  Jeff
• 45:40
  in
• 45:40
  from
• 45:40
  his.
• 45:40
  From
• 45:41
  his
• 45:41
  yacht
• 45:41
  in
• 45:42
  the
• 45:42
  Mediterranean
• 45:42
  or
• 45:42
  wherever
• 45:43
  the
• 45:43
  hell
• 45:43
  he
• 45:43
  is.
• 45:43
  And
• 45:43
  let's
• 45:43
  talk
• 45:44
  some
• 45:44
  retailers,
• 45:44
  retail
• 45:45
  headlines,
• 45:45
  because
• 45:45
  I
• 45:45
  can't
• 45:46
  think
• 45:46
  of
• 45:46
  anyone
• 45:46
  better
• 45:46
  suited
• 45:47
  or
• 45:47
  more
• 45:47
  knowledgeable
• 45:48
  on
• 45:48
  that
• 45:48
  subject
• 45:49
  than
• 45:49
  him.
• 45:49
  Am
• 45:49
  I
• 45:49
  wrong?
• 45:50
  Oh,
• 45:51
  no.
• 45:51
  I
• 45:51
  mean,
• 45:52
  can
• 45:52
  you
• 45:52
  imagine
• 45:53
  the
• 45:53
  number
• 45:53
  of
• 45:53
  people
• 45:54
  that
• 45:54
  would
• 45:54
  be
• 45:54
  tuned
• 45:55
  in
• 45:55
  to
• 45:56
  that
• 45:56
  episode?
• 45:56
  Chris?
• 45:57
  Oh,
• 45:57
  my
• 45:57
  God.
• 45:58
  In
• 45:59
  the
• 45:59
  podcast
• 45:59
  hall
• 46:00
  of
• 46:00
  fame.
• 46:01
  Oh,
• 46:01
  my
• 46:01
  God.
• 46:02
  Yes.
• 46:02
  I
• 46:02
  could
• 46:02
  easily
• 46:03
  imagine
• 46:03
  it.
• 46:03
  Yes,
• 46:04
  yes.
• 46:05
  Maybe
• 46:05
  one
• 46:05
  day.
• 46:05
  One
• 46:06
  day.
• 46:06
  One
• 46:07
  day.
• 46:07
  Maybe
• 46:07
  it
• 46:08
  will
• 46:08
  happen.
• 46:08
  All
• 46:08
  right,
• 46:09
  on
• 46:09
  that
• 46:09
  note,
• 46:09
  let's
• 46:09
  bring
• 46:10
  producer
• 46:10
  Ella
• 46:10
  in.
• 46:11
  Produce.
• 46:12
  Ella,
• 46:12
  what
• 46:13
  headline
• 46:13
  conversation
• 46:14
  won
• 46:14
  the
• 46:15
  show
• 46:15
  for
• 46:15
  you?
• 46:15
  What
• 46:15
  headline
• 46:16
  was
• 46:17
  most
• 46:17
  interesting
• 46:18
  to
• 46:18
  you
• 46:18
  this
• 46:18
  week?
• 46:19
  Yeah,
• 46:20
  I
• 46:20
  really
• 46:20
  enjoyed
• 46:21
  the
• 46:21
  show,
• 46:21
  especially
• 46:21
  the
• 46:22
  part
• 46:22
  where,
• 46:22
  Katherine,
• 46:23
  you
• 46:23
  put
• 46:23
  Chris
• 46:23
  in
• 46:23
  his
• 46:23
  spot
• 46:24
  with
• 46:24
  Target
• 46:25
  specifically
• 46:26
  because
• 46:26
  that's
• 46:27
  the
• 46:27
  winner
• 46:27
  this
• 46:28
  week.
• 46:28
  Oh,
• 46:28
  I
• 46:28
  knew
• 46:28
  it.
• 46:29
  I
• 46:29
  knew
• 46:29
  it.
• 46:30
  Have
• 46:30
  you
• 46:30
  guessed,
• 46:31
  Chris?
• 46:32
  I
• 46:32
  knew
• 46:32
  it.
• 46:32
  Anyway,
• 46:33
  I
• 46:33
  knew
• 46:33
  that
• 46:33
  one.
• 46:33
  That
• 46:34
  was
• 46:34
  where
• 46:34
  I
• 46:34
  was
• 46:34
  gonna
• 46:34
  go.
• 46:35
  I'll
• 46:35
  be
• 46:35
  honest
• 46:35
  with
• 46:35
  you.
• 46:36
  That
• 46:36
  was
• 46:36
  what
• 46:36
  I
• 46:36
  was
• 46:36
  gonna
• 46:36
  pick.
• 46:36
  Yeah.
• 46:37
  Yes.
• 46:38
  In
• 46:38
  my
• 46:38
  opinion,
• 46:38
  I
• 46:39
  think
• 46:39
  Target
• 46:40
  has
• 46:40
  actually
• 46:40
  done
• 46:40
  this.
• 46:41
  So
• 46:41
  strategically,
• 46:42
  I
• 46:42
  feel
• 46:42
  like
• 46:42
  they
• 46:43
  might
• 46:43
  be
• 46:43
  late
• 46:43
  in
• 46:43
  the
• 46:44
  game.
• 46:44
  Yes,
• 46:45
  to
• 46:45
  your
• 46:45
  point,
• 46:45
  Chris.
• 46:46
  But
• 46:46
  in
• 46:46
  their
• 46:47
  defense,
• 46:47
  I
• 46:47
  think
• 46:47
  it
• 46:47
  might
• 46:48
  have
• 46:48
  helped
• 46:48
  them
• 46:48
  a
• 46:48
  little
• 46:48
  bit
• 46:49
  because
• 46:49
  for
• 46:49
  years
• 46:50
  now,
• 46:50
  Target
• 46:51
  has
• 46:51
  basically
• 46:51
  been
• 46:52
  its
• 46:52
  own
• 46:52
  genre.
• 46:53
  I
• 46:53
  mean,
• 46:53
  there's
• 46:54
  like
• 46:54
  the
• 46:54
  TikTok
• 46:55
  reels
• 46:56
  of
• 46:56
  Target
• 46:56
  halls,
• 46:57
  the
• 46:57
  Sunday
• 46:57
  resets
• 46:58
  with
• 46:58
  Target
• 46:59
  included.
• 46:59
  I
• 46:59
  mean,
• 47:00
  we
• 47:00
  have.
• 47:00
  Katherine,
• 47:01
  to
• 47:01
  your
• 47:01
  point
• 47:01
  of
• 47:01
  like,
• 47:02
  I
• 47:02
  went
• 47:02
  to
• 47:02
  Target.
• 47:02
  Look
• 47:03
  at
• 47:03
  what
• 47:03
  I
• 47:03
  left
• 47:03
  with.
• 47:04
  Right.
• 47:05
  And
• 47:06
  so
• 47:06
  I
• 47:07
  feel
• 47:07
  like
• 47:08
  people
• 47:08
  have
• 47:08
  already
• 47:08
  been
• 47:09
  building
• 47:09
  content
• 47:09
  organically
• 47:10
  and
• 47:10
  naturally
• 47:11
  the
• 47:11
  way
• 47:11
  they
• 47:11
  want
• 47:11
  to.
• 47:12
  And
• 47:12
  now
• 47:12
  Targets,
• 47:13
  at
• 47:13
  this
• 47:13
  point,
• 47:13
  after
• 47:13
  they've
• 47:14
  observed,
• 47:14
  Observed
• 47:15
  all
• 47:15
  this
• 47:15
  behavior
• 47:16
  and
• 47:16
  where
• 47:16
  the
• 47:16
  conversions
• 47:16
  are
• 47:17
  happening,
• 47:17
  that
• 47:17
  it
• 47:18
  makes
• 47:18
  sense
• 47:18
  for
• 47:18
  them
• 47:19
  to
• 47:19
  dig
• 47:19
  into
• 47:19
  ltk.
• 47:20
  So
• 47:20
  I
• 47:21
  am
• 47:21
  very
• 47:21
  happy
• 47:22
  with
• 47:22
  this.
• 47:22
  I
• 47:22
  Personally
• 47:23
  love
• 47:23
  ltk.
• 47:23
  I
• 47:24
  love
• 47:24
  Target,
• 47:24
  as
• 47:24
  you
• 47:24
  can
• 47:24
  tell.
• 47:25
  So
• 47:25
  this
• 47:26
  is
• 47:26
  the
• 47:26
  winner
• 47:26
  this
• 47:26
  week
• 47:27
  for
• 47:27
  me.
• 47:28
  Do
• 47:28
  you.
• 47:28
  So
• 47:28
  how
• 47:28
  do
• 47:29
  you
• 47:29
  interact
• 47:29
  with
• 47:29
  LTK
• 47:30
  on
• 47:30
  a
• 47:30
  regular
• 47:30
  basis?
• 47:31
  Ella?
• 47:32
  Yeah.
• 47:32
  Okay.
• 47:32
  I
• 47:33
  would
• 47:33
  say
• 47:34
  more
• 47:34
  recently,
• 47:34
  it's
• 47:35
  definitely
• 47:35
  just
• 47:35
  through
• 47:36
  creators
• 47:36
  links
• 47:37
  on
• 47:37
  their
• 47:37
  bios.
• 47:38
  You
• 47:38
  know
• 47:39
  how
• 47:39
  you
• 47:39
  can
• 47:39
  click
• 47:39
  and
• 47:40
  then
• 47:40
  it
• 47:40
  goes
• 47:40
  to
• 47:40
  their
• 47:40
  LTK
• 47:41
  and
• 47:41
  then
• 47:41
  it
• 47:41
  has
• 47:42
  the
• 47:42
  list
• 47:42
  of
• 47:42
  their
• 47:42
  products?
• 47:42
  I
• 47:43
  would
• 47:43
  say
• 47:43
  that
• 47:44
  I
• 47:44
  do
• 47:44
  know
• 47:44
  they
• 47:44
  have
• 47:45
  the
• 47:45
  app.
• 47:45
  I've
• 47:45
  tried
• 47:45
  that
• 47:46
  a
• 47:46
  few
• 47:46
  times.
• 47:46
  So.
• 47:47
  Yeah.
• 47:48
  So
• 47:48
  let
• 47:48
  me
• 47:49
  ask
• 47:49
  you
• 47:49
  this,
• 47:49
  because
• 47:49
  this
• 47:49
  is
• 47:49
  actually
• 47:50
  something
• 47:50
  I
• 47:50
  was
• 47:50
  thinking
• 47:50
  about.
• 47:50
  Are
• 47:50
  you
• 47:51
  more
• 47:51
  loyal
• 47:51
  to
• 47:51
  the
• 47:52
  creator
• 47:53
  or
• 47:53
  to
• 47:53
  the
• 47:53
  brand
• 47:53
  that
• 47:54
  the
• 47:54
  creator
• 47:54
  is
• 47:55
  aligned
• 47:55
  with?
• 47:56
  Interesting
• 47:57
  questions.
• 47:58
  It
• 47:58
  kind
• 47:58
  of
• 47:58
  depends
• 47:59
  for
• 47:59
  me
• 47:59
  because
• 47:59
  if
• 47:59
  there's
• 48:00
  that
• 48:00
  creator
• 48:00
  that
• 48:01
  I'm
• 48:01
  thinking,
• 48:01
  you
• 48:02
  know,
• 48:02
  Alex
• 48:02
  Earl,
• 48:03
  for
• 48:03
  example,
• 48:04
  I'm
• 48:04
  obsessed
• 48:04
  with
• 48:05
  her.
• 48:05
  I'm
• 48:05
  always
• 48:05
  your
• 48:05
  favorite.
• 48:06
  My
• 48:06
  favorite,
• 48:07
  Right.
• 48:07
  If
• 48:07
  she's
• 48:08
  telling
• 48:08
  me
• 48:08
  to
• 48:08
  buy
• 48:08
  a
• 48:08
  product,
• 48:09
  I'll
• 48:09
  go
• 48:09
  to
• 48:09
  her
• 48:09
  ltk.
• 48:10
  But
• 48:10
  there's
• 48:10
  also
• 48:11
  those
• 48:11
  everyday
• 48:11
  creators
• 48:12
  that
• 48:12
  just
• 48:12
  makes
• 48:12
  that.
• 48:13
  Maybe
• 48:13
  they
• 48:13
  make
• 48:13
  that
• 48:13
  one
• 48:14
  TikTok
• 48:14
  with
• 48:15
  a
• 48:15
  beautiful
• 48:15
  hook
• 48:16
  that
• 48:16
  makes
• 48:16
  me
• 48:16
  instantly
• 48:17
  want
• 48:17
  that
• 48:17
  product.
• 48:17
  Then
• 48:18
  it's
• 48:18
  different
• 48:18
  because
• 48:18
  I'm
• 48:19
  just
• 48:19
  going
• 48:19
  to
• 48:19
  click
• 48:19
  on
• 48:19
  their
• 48:20
  profile,
• 48:20
  maybe
• 48:20
  not
• 48:20
  even
• 48:21
  follow
• 48:21
  them,
• 48:21
  and
• 48:21
  then
• 48:21
  just
• 48:21
  find.
• 48:22
  That
• 48:22
  product
• 48:23
  so
• 48:24
  it
• 48:24
  comes
• 48:24
  back
• 48:24
  to
• 48:24
  the
• 48:24
  product
• 48:24
  then
• 48:25
  really?
• 48:25
  So.
• 48:25
  So
• 48:26
  you're
• 48:26
  following
• 48:26
  a
• 48:26
  creator
• 48:27
  or
• 48:27
  you're
• 48:27
  following
• 48:27
  great
• 48:27
  products
• 48:28
  showcased
• 48:28
  by
• 48:28
  whomever
• 48:29
  catches
• 48:29
  your
• 48:30
  eye
• 48:30
  with
• 48:30
  the
• 48:30
  showcase
• 48:31
  of
• 48:31
  said
• 48:31
  product.
• 48:32
  Interesting.
• 48:32
  Interesting.
• 48:33
  Catherine,
• 48:33
  any
• 48:34
  questions
• 48:34
  you
• 48:34
  have
• 48:34
  for
• 48:34
  Ella
• 48:35
  on
• 48:35
  her
• 48:35
  LTK
• 48:36
  habits?
• 48:37
  No,
• 48:38
  but,
• 48:38
  you
• 48:38
  know,
• 48:38
  I'll
• 48:39
  tell
• 48:39
  you,
• 48:39
  I,
• 48:40
  I'm
• 48:40
  loyal
• 48:40
  to
• 48:41
  the
• 48:41
  actual
• 48:41
  creator.
• 48:42
  You
• 48:42
  know,
• 48:42
  there's
• 48:42
  these
• 48:43
  creators
• 48:43
  that
• 48:43
  I
• 48:44
  follow
• 48:44
  that
• 48:45
  they're
• 48:45
  creators
• 48:45
  for
• 48:46
  Amazon,
• 48:46
  but
• 48:47
  it
• 48:47
  depends
• 48:47
  on
• 48:48
  the
• 48:48
  creator.
• 48:48
  So
• 48:48
  there's
• 48:49
  some
• 48:49
  that
• 48:49
  can
• 48:49
  pull
• 48:49
  all
• 48:50
  of
• 48:50
  these
• 48:50
  different
• 48:51
  products
• 48:51
  for
• 48:51
  like
• 48:51
  your
• 48:52
  living
• 48:52
  room,
• 48:53
  put
• 48:53
  it
• 48:53
  together
• 48:53
  and
• 48:54
  you're
• 48:54
  like,
• 48:54
  boy,
• 48:54
  that
• 48:54
  looks
• 48:55
  like
• 48:55
  it
• 48:55
  just
• 48:55
  came
• 48:55
  out
• 48:55
  of
• 48:56
  Restoration
• 48:56
  hardware.
• 48:57
  I
• 48:57
  can
• 48:57
  click
• 48:58
  get
• 48:58
  it
• 48:58
  all
• 48:58
  from
• 48:59
  Amazon,
• 48:59
  shipped
• 49:00
  to
• 49:00
  me.
• 49:00
  Right.
• 49:01
  So
• 49:01
  some
• 49:02
  creators
• 49:02
  are
• 49:02
  really
• 49:03
  good
• 49:03
  at
• 49:03
  that.
• 49:04
  Other
• 49:04
  creators,
• 49:05
  you
• 49:05
  know,
• 49:05
  they
• 49:05
  might
• 49:05
  find
• 49:06
  candles
• 49:06
  or
• 49:06
  whatever,
• 49:07
  but
• 49:07
  they're
• 49:07
  not
• 49:07
  finding
• 49:08
  something
• 49:08
  as
• 49:08
  beautiful.
• 49:09
  So
• 49:09
  I'm
• 49:09
  more
• 49:10
  loyal
• 49:10
  to
• 49:10
  the
• 49:10
  actual
• 49:11
  creator.
• 49:13
  Yeah.
• 49:13
  And
• 49:13
  that's
• 49:14
  why,
• 49:14
  that's
• 49:14
  why
• 49:15
  I'll,
• 49:15
  that's
• 49:15
  why
• 49:15
  I've
• 49:16
  always
• 49:16
  said
• 49:16
  like
• 49:16
  the
• 49:16
  way,
• 49:17
  if,
• 49:17
  if
• 49:17
  I
• 49:17
  were
• 49:17
  to
• 49:17
  do
• 49:18
  this,
• 49:19
  the
• 49:19
  way
• 49:19
  I
• 49:19
  would
• 49:19
  do
• 49:19
  what
• 49:20
  Target
• 49:20
  has
• 49:20
  traditionally
• 49:21
  done
• 49:21
  and
• 49:21
  you
• 49:22
  know,
• 49:22
  their
• 49:22
  reputation
• 49:23
  for
• 49:23
  design
• 49:24
  is
• 49:24
  I
• 49:24
  would
• 49:24
  actually
• 49:24
  turn
• 49:25
  their
• 49:25
  buying
• 49:25
  team
• 49:25
  into
• 49:26
  those
• 49:26
  creators
• 49:26
  because
• 49:27
  they
• 49:27
  know
• 49:27
  the
• 49:27
  products
• 49:28
  better
• 49:28
  inside
• 49:29
  and
• 49:29
  out
• 49:29
  than
• 49:29
  actually
• 49:30
  probably
• 49:30
  any
• 49:30
  creator
• 49:31
  truly
• 49:31
  does
• 49:32
  in
• 49:32
  terms
• 49:32
  of
• 49:32
  the
• 49:32
  quality,
• 49:33
  the
• 49:33
  technical
• 49:34
  things
• 49:34
  that
• 49:34
  go
• 49:35
  into
• 49:35
  making
• 49:35
  those
• 49:35
  products.
• 49:36
  And
• 49:36
  that.
• 49:37
  That's
• 49:37
  what,
• 49:37
  that's
• 49:38
  what
• 49:38
  I
• 49:38
  would
• 49:38
  love
• 49:39
  to
• 49:39
  see,
• 49:40
  because
• 49:40
  I
• 49:40
  think
• 49:40
  people
• 49:41
  would
• 49:41
  start
• 49:41
  following
• 49:42
  the
• 49:42
  buyers
• 49:42
  of
• 49:43
  these
• 49:43
  organizations
• 49:44
  if
• 49:44
  you
• 49:45
  got
• 49:45
  the
• 49:45
  right
• 49:45
  people
• 49:45
  in
• 49:45
  those
• 49:46
  chairs
• 49:46
  that
• 49:46
  had
• 49:46
  the
• 49:47
  charisma,
• 49:47
  the
• 49:48
  ability
• 49:48
  to
• 49:48
  sell,
• 49:48
  to
• 49:49
  talk.
• 49:49
  I
• 49:49
  mean,
• 49:49
  imagine
• 49:50
  that.
• 49:50
  Kathy,
• 49:50
  you've
• 49:50
  been
• 49:50
  at
• 49:50
  retail
• 49:51
  a
• 49:51
  while.
• 49:51
  Wouldn't
• 49:51
  that
• 49:52
  be
• 49:52
  interesting
• 49:52
  to
• 49:52
  you
• 49:52
  to
• 49:52
  hear
• 49:53
  the
• 49:53
  buyer
• 49:53
  talk
• 49:53
  about
• 49:54
  why
• 49:54
  he
• 49:54
  or
• 49:54
  she
• 49:55
  picked
• 49:55
  the
• 49:55
  towels
• 49:56
  in
• 49:56
  the
• 49:56
  assortment
• 49:56
  that
• 49:56
  he
• 49:57
  or
• 49:57
  she
• 49:57
  decided
• 49:57
  to
• 49:58
  put
• 49:58
  in
• 49:58
  your
• 49:58
  everyday
• 49:59
  Target
• 49:59
  store?
• 50:00
  I
• 50:00
  think
• 50:00
  it
• 50:01
  would,
• 50:01
  yeah.
• 50:02
  Yeah,
• 50:02
  absolutely.
• 50:03
  You
• 50:03
  know,
• 50:03
  like
• 50:03
  you
• 50:04
  said,
• 50:04
  there's.
• 50:04
  There's
• 50:04
  certain
• 50:05
  buyers
• 50:05
  that
• 50:05
  would
• 50:06
  have
• 50:06
  that.
• 50:07
  That
• 50:07
  presence
• 50:08
  to
• 50:08
  be
• 50:08
  able
• 50:09
  to
• 50:09
  be
• 50:10
  able
• 50:10
  to
• 50:10
  do
• 50:10
  it.
• 50:11
  But,
• 50:11
  yeah,
• 50:12
  I
• 50:12
  mean,
• 50:12
  it
• 50:12
  could.
• 50:12
  It
• 50:13
  would
• 50:13
  absolutely
• 50:13
  be
• 50:13
  an
• 50:14
  interesting
• 50:14
  thing.
• 50:14
  Chris,
• 50:15
  I
• 50:15
  think
• 50:16
  maybe
• 50:17
  you
• 50:17
  should
• 50:17
  pitch
• 50:17
  it
• 50:18
  to
• 50:18
  Target.
• 50:19
  Yeah,
• 50:19
  right.
• 50:19
  Yeah,
• 50:20
  I
• 50:20
  actually,
• 50:20
  that
• 50:21
  probably.
• 50:21
  I
• 50:21
  do.
• 50:21
  I
• 50:21
  actually
• 50:21
  do
• 50:22
  know
• 50:22
  how
• 50:22
  it
• 50:22
  activated.
• 50:22
  But.
• 50:22
  But,
• 50:23
  Ella,
• 50:23
  I'm
• 50:23
  curious,
• 50:23
  like,
• 50:24
  maybe
• 50:24
  we're
• 50:24
  too
• 50:25
  inside
• 50:25
  baseball.
• 50:25
  Does
• 50:26
  that
• 50:26
  idea
• 50:27
  capture
• 50:27
  your
• 50:28
  attention,
• 50:28
  too?
• 50:28
  Being
• 50:29
  able
• 50:29
  to
• 50:29
  talk
• 50:29
  directly
• 50:30
  with
• 50:30
  the
• 50:30
  buyer,
• 50:31
  responsible,
• 50:31
  putting.
• 50:32
  For
• 50:32
  putting,
• 50:32
  you
• 50:33
  know,
• 50:33
  hundreds
• 50:33
  of
• 50:34
  millions
• 50:34
  of
• 50:34
  dollars
• 50:34
  of
• 50:35
  inventory
• 50:35
  into
• 50:35
  a
• 50:36
  store
• 50:36
  for
• 50:36
  a
• 50:36
  given
• 50:36
  category.
• 50:37
  Does
• 50:37
  that
• 50:37
  idea
• 50:38
  interest
• 50:38
  you?
• 50:39
  Yeah,
• 50:39
  100%.
• 50:40
  I
• 50:40
  mean,
• 50:40
  from.
• 50:40
  From
• 50:40
  an
• 50:41
  outsider
• 50:41
  kind
• 50:41
  of
• 50:41
  more
• 50:42
  learning
• 50:42
  the
• 50:42
  retail
• 50:42
  ropes
• 50:43
  nowadays.
• 50:44
  I
• 50:44
  mean,
• 50:44
  I
• 50:44
  never
• 50:45
  thought
• 50:45
  that
• 50:45
  one
• 50:45
  person
• 50:45
  was
• 50:46
  in
• 50:46
  charge
• 50:46
  of
• 50:46
  all
• 50:46
  that.
• 50:47
  So
• 50:47
  for
• 50:47
  sure.
• 50:48
  I
• 50:48
  mean,
• 50:48
  these
• 50:48
  creators
• 50:49
  already
• 50:49
  are
• 50:49
  hooking
• 50:49
  our
• 50:50
  attention
• 50:50
  from
• 50:50
  these
• 50:51
  really
• 50:51
  this
• 50:52
  great
• 50:52
  marketing,
• 50:52
  these
• 50:53
  great
• 50:53
  TikToks
• 50:54
  that
• 50:54
  are
• 50:54
  30
• 50:54
  seconds
• 50:54
  long.
• 50:55
  And
• 50:55
  so.
• 50:56
  Yeah,
• 50:56
  I
• 50:56
  would
• 50:56
  love
• 50:56
  that.
• 50:57
  Okay,
• 50:58
  well,
• 50:58
  we're
• 50:58
  aligned.
• 50:59
  Well,
• 50:59
  hey,
• 50:59
  who
• 51:00
  knows?
• 51:00
  Who
• 51:00
  knows?
• 51:01
  Maybe
• 51:01
  I'll
• 51:01
  get
• 51:01
  a
• 51:01
  phone
• 51:01
  call.
• 51:02
  I
• 51:02
  highly,
• 51:02
  highly
• 51:03
  doubt
• 51:03
  it,
• 51:03
  but
• 51:03
  you
• 51:04
  never
• 51:04
  know.
• 51:04
  All
• 51:04
  right,
• 51:05
  happy
• 51:05
  birthday
• 51:05
  today
• 51:06
  to
• 51:06
  Robert
• 51:07
  Pattinson,
• 51:07
  Stephen
• 51:08
  Colbert,
• 51:08
  and
• 51:09
  to
• 51:09
  the
• 51:09
  first
• 51:09
  Fallon
• 51:10
  sibling
• 51:11
  cast
• 51:11
  member
• 51:11
  on
• 51:11
  Saturday
• 51:12
  Night
• 51:12
  Live.
• 51:13
  Not
• 51:13
  Jimmy,
• 51:13
  everybody
• 51:14
  but
• 51:14
  his
• 51:14
  sister
• 51:15
  Siobhan.
• 51:16
  And
• 51:16
  remember,
• 51:16
  if
• 51:16
  you
• 51:17
  can
• 51:17
  only
• 51:17
  read
• 51:17
  or
• 51:17
  listen
• 51:17
  to
• 51:18
  one
• 51:18
  retail
• 51:18
  blog
• 51:19
  in
• 51:19
  the
• 51:19
  business,
• 51:19
  make
• 51:19
  it
• 51:19
  omniton.
• 51:20
  Our
• 51:20
  Fast5
• 51:21
  podcast
• 51:21
  is
• 51:21
  the
• 51:22
  quickest,
• 51:22
  fastest
• 51:22
  rundown
• 51:23
  of
• 51:23
  all
• 51:23
  the
• 51:23
  week's
• 51:23
  top
• 51:23
  news.
• 51:24
  And
• 51:24
  our
• 51:24
  daily
• 51:24
  newsletter,
• 51:25
  the
• 51:25
  Retail
• 51:25
  Daily
• 51:26
  Minute,
• 51:26
  tells
• 51:26
  you
• 51:26
  all
• 51:26
  you
• 51:27
  need
• 51:27
  to
• 51:27
  know
• 51:27
  each
• 51:27
  day
• 51:28
  to
• 51:28
  stay
• 51:28
  on
• 51:28
  top
• 51:28
  of
• 51:29
  your
• 51:29
  game
• 51:29
  as
• 51:29
  a
• 51:29
  retail
• 51:29
  executive
• 51:30
  and
• 51:30
  also
• 51:30
  regularly
• 51:31
  feature
• 51:31
  special
• 51:32
  content
• 51:32
  that
• 51:33
  is
• 51:33
  exclusive
• 51:33
  to
• 51:33
  us
• 51:33
  and
• 51:34
  that
• 51:34
  we
• 51:34
  take
• 51:34
  a
• 51:34
  ton
• 51:35
  of
• 51:35
  pride
• 51:35
  in
• 51:35
  doing
• 51:35
  just
• 51:36
  for
• 51:36
  you.
• 51:36
  Thanks
• 51:37
  as
• 51:37
  always
• 51:37
  for
• 51:37
  listening
• 51:37
  in.
• 51:38
  Please
• 51:38
  remember
• 51:38
  to
• 51:38
  like
• 51:38
  and
• 51:38
  leave
• 51:39
  us
• 51:39
  a
• 51:39
  review
• 51:39
  wherever
• 51:39
  you
• 51:40
  happen
• 51:40
  to
• 51:40
  listen
• 51:40
  to
• 51:40
  your
• 51:40
  podcast
• 51:41
  or
• 51:41
  on
• 51:41
  YouTube.
• 51:42
  You
• 51:42
  can
• 51:42
  follow
• 51:42
  us
• 51:43
  today
• 51:43
  by
• 51:43
  simply
• 51:43
  going
• 51:43
  to
• 51:44
  YouTube.com
• 51:46
  omnitalkretail
• 51:47
  Kathryn,
• 51:48
  if
• 51:48
  people
• 51:48
  want
• 51:48
  to
• 51:48
  get
• 51:48
  in
• 51:49
  touch
• 51:49
  with
• 51:49
  you,
• 51:50
  pick
• 51:50
  your
• 51:50
  brain
• 51:51
  because
• 51:51
  God,
• 51:52
  you
• 51:52
  are
• 51:53
  such
• 51:53
  an
• 51:53
  expert
• 51:53
  on
• 51:53
  the
• 51:53
  subjects
• 51:54
  that
• 51:54
  we
• 51:54
  talked
• 51:54
  about
• 51:54
  today.
• 51:55
  What's
• 51:55
  the
• 51:55
  best
• 51:55
  way
• 51:56
  for
• 51:56
  them
• 51:56
  to
• 51:56
  do
• 51:56
  that?
• 51:57
  Yeah.
• 51:57
  So
• 51:58
  you
• 51:58
  can
• 51:58
  always
• 51:58
  find
• 51:58
  me
• 51:58
  Catherine
• 51:59
  Mazzo
• 51:59
  on
• 51:59
  LinkedIn,
• 52:00
  or
• 52:00
  you
• 52:01
  can
• 52:01
  email
• 52:01
  me@catherine.mazaeros
• 52:04
  b
• 52:05
  a
• 52:05
  r
• 52:05
  r
• 52:06
  o
• 52:06
  w
• 52:06
  s
• 52:07
  c
• 52:07
  s
• 52:08
  dot
• 52:08
  com.
• 52:09
  All
• 52:09
  right,
• 52:09
  well,
• 52:10
  hey,
• 52:10
  thanks
• 52:10
  so
• 52:11
  much
• 52:11
  for
• 52:11
  joining
• 52:11
  us.
• 52:11
  I
• 52:12
  know
• 52:12
  we
• 52:12
  had
• 52:12
  to
• 52:12
  do
• 52:12
  some
• 52:12
  calendar
• 52:13
  gymnastics
• 52:13
  to
• 52:14
  make
• 52:14
  this
• 52:14
  happen,
• 52:14
  but
• 52:15
  I
• 52:15
  really
• 52:15
  appreciate
• 52:15
  you
• 52:16
  making
• 52:16
  time
• 52:16
  for
• 52:17
  us
• 52:17
  and.
• 52:18
  And
• 52:18
  it
• 52:18
  was
• 52:18
  a
• 52:19
  really
• 52:19
  enjoyable
• 52:19
  experience
• 52:19
  and
• 52:20
  hope
• 52:20
  we
• 52:20
  get
• 52:20
  to
• 52:20
  do
• 52:20
  it
• 52:20
  again
• 52:21
  very,
• 52:21
  very
• 52:22
  soon.
• 52:22
  So
• 52:22
  until
• 52:23
  next
• 52:23
  week,
• 52:23
  on
• 52:24
  behalf
• 52:24
  of
• 52:24
  Catherine,
• 52:25
  producer,
• 52:25
  Ella,
• 52:26
  and
• 52:26
  myself
• 52:26
  and
• 52:27
  all
• 52:27
  of
• 52:27
  us
• 52:27
  at
• 52:27
  Omnitok
• 52:28
  Retail,
• 52:28
  as
• 52:29
  always,
• 52:29
  be
• 52:29
  careful
• 52:30
  out
• 52:30
  there.