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The CDO’s Guide To 2025 E-Commerce Trends | Ask An Expert · Omni Talk Retail

• 0:08
  Welcome
• 0:08
  to
• 0:08
  another
• 0:09
  exciting
• 0:09
  and
• 0:09
  elucidating
• 0:10
  episode
• 0:10
  of
• 0:10
  the
• 0:11
  Omnitalk
• 0:11
  Ask
• 0:11
  an
• 0:12
  Expert
• 0:12
  series.
• 0:12
  I'm
• 0:13
  your
• 0:13
  host,
• 0:13
  Chris
• 0:13
  Walton.
• 0:14
  And
• 0:14
  I'm
• 0:14
  Ann
• 0:15
  Mazinga.
• 0:16
  And
• 0:16
  this
• 0:16
  is
• 0:16
  one
• 0:17
  of
• 0:17
  our.
• 0:17
  This
• 0:18
  is
• 0:18
  not
• 0:18
  one
• 0:18
  of.
• 0:18
  It
• 0:19
  is
• 0:19
  our
• 0:19
  final
• 0:20
  Ask
• 0:20
  an
• 0:20
  Expert
• 0:21
  Front
• 0:21
  Porch
• 0:21
  series
• 0:22
  with
• 0:22
  firework
• 0:23
  as
• 0:23
  a
• 0:23
  lead
• 0:23
  up
• 0:23
  to
• 0:23
  NRF
• 0:24
  where
• 0:24
  firework
• 0:25
  will
• 0:25
  be
• 0:25
  at
• 0:25
  booth
• 0:26
  number
• 0:26
  three
• 0:27
  nine
• 0:27
  four.
• 0:28
  That's
• 0:28
  3951
• 0:29
  in
• 0:30
  a
• 0:30
  special
• 0:30
  lounge
• 0:31
  designed
• 0:31
  with
• 0:32
  front
• 0:32
  porches
• 0:32
  of
• 0:33
  all
• 0:33
  varieties
• 0:33
  where
• 0:33
  you
• 0:34
  can
• 0:34
  meet
• 0:34
  with
• 0:34
  fellow
• 0:34
  retailers
• 0:35
  and
• 0:35
  brands
• 0:36
  in
• 0:36
  our
• 0:37
  retail
• 0:37
  community
• 0:37
  to
• 0:38
  continue
• 0:38
  these
• 0:39
  conversations.
• 0:39
  IRL
• 0:40
  that's
• 0:41
  in
• 0:41
  real
• 0:41
  life.
• 0:41
  For
• 0:41
  those
• 0:42
  not
• 0:42
  of
• 0:42
  the
• 0:42
  parlance.
• 0:43
  Today
• 0:43
  we're
• 0:43
  going
• 0:44
  to
• 0:44
  invite
• 0:44
  the
• 0:45
  purpose
• 0:45
  of
• 0:45
  IRL
• 0:46
  that
• 0:46
  defeats
• 0:47
  the
• 0:47
  purpose.
• 0:48
  You
• 0:48
  sound
• 0:48
  cooler.
• 0:50
  I
• 0:50
  know.
• 0:50
  I
• 0:51
  and
• 0:52
  me
• 0:52
  trying
• 0:52
  to
• 0:52
  sound
• 0:52
  cool
• 0:53
  just
• 0:53
  never
• 0:53
  lands
• 0:54
  so
• 0:54
  I
• 0:54
  just
• 0:54
  couldn't
• 0:54
  even
• 0:54
  do
• 0:55
  it.
• 0:55
  I
• 0:55
  know,
• 0:55
  I
• 0:56
  know
• 0:56
  you
• 0:57
  know,
• 0:57
  but.
• 0:57
  Hey,
• 0:57
  glad
• 0:58
  you
• 0:58
  glad
• 0:58
  you
• 0:58
  get.
• 0:58
  Glad
• 0:59
  you
• 0:59
  gave
• 0:59
  me
• 0:59
  some
• 0:59
  much
• 1:00
  deserved
• 1:00
  grief
• 1:00
  there.
• 1:00
  I
• 1:00
  resemble
• 1:01
  that
• 1:01
  remark
• 1:01
  today.
• 1:02
  We're
• 1:02
  going
• 1:02
  to
• 1:02
  invite
• 1:02
  two
• 1:03
  more
• 1:03
  people
• 1:04
  to
• 1:04
  today's
• 1:04
  show.
• 1:05
  So
• 1:05
  please
• 1:05
  join
• 1:05
  me
• 1:06
  in
• 1:06
  welcoming
• 1:06
  former
• 1:07
  COTI
• 1:07
  Chief
• 1:08
  Digital
• 1:08
  officer
• 1:09
  Jean
• 1:09
  Denis
• 1:10
  Mariani
• 1:11
  and
• 1:11
  fireworks
• 1:12
  head
• 1:12
  of
• 1:12
  beauty
• 1:13
  Christie
• 1:13
  Van
• 1:13
  Etter.
• 1:14
  John
• 1:14
  Denis
• 1:15
  and
• 1:15
  Christy,
• 1:16
  welcome
• 1:16
  to
• 1:16
  omnitalk.
• 1:17
  Thank
• 1:17
  you.
• 1:18
  Hello.
• 1:18
  Thank
• 1:18
  you,
• 1:18
  Chris.
• 1:19
  We're
• 1:19
  excited
• 1:20
  to
• 1:20
  have
• 1:20
  you
• 1:20
  both
• 1:21
  for
• 1:21
  this
• 1:21
  final
• 1:22
  Front
• 1:22
  Porch
• 1:22
  series.
• 1:24
  Jean
• 1:24
  Denis,
• 1:25
  this
• 1:25
  is
• 1:25
  your
• 1:25
  first
• 1:26
  time
• 1:26
  on
• 1:26
  the
• 1:26
  show.
• 1:26
  Christy's
• 1:27
  been
• 1:27
  on
• 1:27
  with
• 1:27
  us
• 1:28
  before.
• 1:30
  What
• 1:30
  are
• 1:31
  you
• 1:31
  excited
• 1:31
  to
• 1:31
  talk
• 1:31
  about?
• 1:32
  Your
• 1:32
  former
• 1:33
  chief
• 1:33
  digital
• 1:33
  officer
• 1:34
  at
• 1:34
  coti.
• 1:34
  What
• 1:35
  are
• 1:35
  you
• 1:35
  most
• 1:35
  excited
• 1:36
  to
• 1:36
  tell
• 1:36
  people
• 1:36
  about
• 1:37
  today?
• 1:37
  If
• 1:37
  there
• 1:37
  was
• 1:38
  one
• 1:38
  thing
• 1:38
  we
• 1:38
  had.
• 1:38
  To
• 1:38
  ask
• 1:39
  you,
• 1:39
  probably
• 1:40
  content.
• 1:40
  How
• 1:41
  content
• 1:41
  is
• 1:41
  important
• 1:42
  to
• 1:42
  engage
• 1:43
  with
• 1:44
  people.
• 1:45
  I
• 1:45
  mean,
• 1:46
  it's
• 1:46
  definitely
• 1:47
  for
• 1:47
  the
• 1:47
  brands.
• 1:48
  The
• 1:48
  best
• 1:48
  way
• 1:49
  to
• 1:49
  stand
• 1:49
  out
• 1:49
  from
• 1:49
  the
• 1:50
  crowd
• 1:51
  on
• 1:51
  an
• 1:51
  average.
• 1:52
  I
• 1:52
  know
• 1:52
  that
• 1:52
  I
• 1:53
  read
• 1:53
  that
• 1:53
  recently
• 1:54
  that
• 1:54
  people
• 1:54
  are
• 1:54
  scrolling
• 1:56
  300ft
• 1:56
  of
• 1:57
  content
• 1:57
  on
• 1:57
  a
• 1:57
  daily
• 1:58
  basis.
• 1:58
  So
• 1:59
  as
• 1:59
  a
• 2:00
  brand,
• 2:00
  how
• 2:00
  do
• 2:00
  you
• 2:01
  stand
• 2:01
  out
• 2:01
  from
• 2:01
  the
• 2:01
  crowd?
• 2:02
  And
• 2:02
  it's
• 2:02
  true,
• 2:03
  probably
• 2:03
  a
• 2:03
  immersive
• 2:04
  and
• 2:05
  relevant
• 2:05
  content.
• 2:07
  Well,
• 2:07
  we
• 2:08
  are
• 2:08
  so
• 2:08
  excited.
• 2:09
  I
• 2:09
  was
• 2:09
  so
• 2:09
  thrilled
• 2:10
  when
• 2:10
  we
• 2:10
  found
• 2:10
  out
• 2:11
  that
• 2:11
  we
• 2:11
  got
• 2:11
  to
• 2:11
  have
• 2:11
  you
• 2:12
  on.
• 2:13
  Christie,
• 2:13
  welcome
• 2:14
  back
• 2:14
  again.
• 2:14
  It's
• 2:15
  great
• 2:15
  to
• 2:15
  have
• 2:15
  you
• 2:16
  and
• 2:17
  we're
• 2:17
  excited
• 2:17
  to
• 2:18
  get
• 2:18
  your
• 2:18
  perspective
• 2:19
  as
• 2:19
  well
• 2:20
  on
• 2:20
  what
• 2:20
  Jean
• 2:21
  Denis
• 2:21
  just
• 2:21
  said,
• 2:21
  product
• 2:22
  content
• 2:22
  being
• 2:22
  so
• 2:23
  important.
• 2:23
  I
• 2:24
  just
• 2:24
  got
• 2:24
  off
• 2:24
  a
• 2:24
  phone
• 2:25
  call
• 2:25
  with
• 2:25
  A
• 2:26
  major
• 2:26
  Fortune
• 2:27
  50
• 2:27
  company
• 2:28
  who
• 2:28
  shall
• 2:28
  rename
• 2:29
  re
• 2:29
  name
• 2:30
  be
• 2:30
  nameless
• 2:32
  and
• 2:32
  they
• 2:32
  have
• 2:32
  this
• 2:32
  prop.
• 2:33
  They're
• 2:33
  like,
• 2:33
  we
• 2:34
  don't
• 2:34
  know
• 2:34
  what
• 2:34
  content.
• 2:35
  We
• 2:35
  don't
• 2:35
  know
• 2:35
  where
• 2:35
  to
• 2:36
  start.
• 2:36
  We
• 2:36
  don't
• 2:36
  know
• 2:36
  how
• 2:36
  to
• 2:37
  create
• 2:37
  it.
• 2:37
  Do
• 2:38
  we
• 2:38
  get
• 2:38
  ugc?
• 2:38
  Do
• 2:38
  we
• 2:39
  get
• 2:39
  branded
• 2:39
  content.
• 2:40
  So
• 2:40
  he's
• 2:41
  exactly
• 2:41
  right,
• 2:42
  Jean
• 2:42
  Denis.
• 2:42
  He
• 2:42
  normally
• 2:43
  is
• 2:43
  that
• 2:44
  it.
• 2:44
  Content
• 2:44
  is
• 2:45
  the
• 2:45
  number
• 2:45
  one
• 2:45
  problem,
• 2:46
  but
• 2:46
  this
• 2:46
  is
• 2:46
  where
• 2:46
  Firework
• 2:47
  really
• 2:47
  comes
• 2:47
  in
• 2:47
  to
• 2:48
  help
• 2:48
  solve
• 2:48
  that
• 2:48
  and
• 2:49
  bridge
• 2:49
  that
• 2:50
  gap.
• 2:50
  Amazing.
• 2:51
  Well,
• 2:51
  before
• 2:52
  we
• 2:52
  get
• 2:52
  into
• 2:52
  this
• 2:53
  conversation,
• 2:54
  just
• 2:55
  a
• 2:55
  quick
• 2:55
  reminder
• 2:55
  to
• 2:56
  those
• 2:56
  of
• 2:56
  you
• 2:56
  who
• 2:56
  are
• 2:56
  joining
• 2:57
  us
• 2:57
  live
• 2:57
  on
• 2:57
  LinkedIn
• 2:58
  right
• 2:58
  now.
• 2:59
  Christy
• 2:59
  and
• 2:59
  Jeanne
• 2:59
  Denis
• 3:00
  and
• 3:00
  the
• 3:00
  team
• 3:01
  at
• 3:01
  Firework
• 3:01
  are
• 3:02
  here
• 3:02
  to
• 3:02
  take
• 3:02
  any
• 3:02
  of
• 3:03
  your
• 3:03
  questions
• 3:03
  throughout
• 3:04
  this
• 3:04
  session.
• 3:05
  You
• 3:05
  can
• 3:05
  place
• 3:06
  them
• 3:06
  in
• 3:06
  the
• 3:07
  chat
• 3:07
  window
• 3:08
  to
• 3:08
  your
• 3:08
  right
• 3:09
  as
• 3:09
  we
• 3:09
  continue.
• 3:11
  At
• 3:11
  any
• 3:11
  point
• 3:12
  in
• 3:12
  time,
• 3:12
  we'll
• 3:12
  do
• 3:12
  our
• 3:12
  best
• 3:13
  to
• 3:13
  get
• 3:13
  to
• 3:13
  those.
• 3:13
  So,
• 3:14
  Jandini,
• 3:15
  I'd
• 3:15
  love
• 3:15
  to
• 3:15
  start
• 3:15
  off
• 3:16
  before
• 3:16
  we
• 3:16
  get
• 3:16
  into
• 3:17
  the
• 3:17
  conversation
• 3:18
  just
• 3:18
  by
• 3:18
  giving
• 3:19
  our
• 3:19
  audience
• 3:19
  a
• 3:19
  little
• 3:20
  bit
• 3:20
  of
• 3:20
  your
• 3:20
  background
• 3:21
  because
• 3:21
  it
• 3:21
  is
• 3:22
  vast.
• 3:22
  So
• 3:23
  go
• 3:23
  ahead.
• 3:23
  We'll
• 3:23
  kick
• 3:23
  it
• 3:24
  off
• 3:24
  with
• 3:24
  that.
• 3:26
  Thank
• 3:26
  you.
• 3:26
  I've
• 3:27
  been
• 3:27
  working
• 3:27
  almost
• 3:28
  25
• 3:28
  years
• 3:28
  in
• 3:29
  digital
• 3:29
  and
• 3:30
  in
• 3:30
  diverse
• 3:31
  industry
• 3:31
  from
• 3:32
  travel
• 3:32
  to
• 3:33
  gaming
• 3:33
  to
• 3:34
  utilities
• 3:35
  to
• 3:35
  luxury,
• 3:36
  and
• 3:36
  with
• 3:36
  a
• 3:36
  strong
• 3:37
  focus
• 3:37
  for
• 3:37
  the
• 3:37
  last
• 3:37
  10
• 3:37
  years
• 3:38
  in
• 3:38
  beauty.
• 3:39
  And
• 3:39
  I've
• 3:39
  had
• 3:39
  the
• 3:40
  privilege
• 3:40
  of
• 3:40
  working
• 3:40
  as
• 3:41
  a
• 3:41
  chief
• 3:41
  digital
• 3:42
  and
• 3:42
  e
• 3:42
  commerce
• 3:43
  officer
• 3:43
  for
• 3:43
  L'Oreal
• 3:44
  LVMH
• 3:45
  and
• 3:45
  more
• 3:46
  recently,
• 3:46
  Coty.
• 3:47
  Amazing.
• 3:49
  Christie,
• 3:50
  let's
• 3:50
  give
• 3:50
  everyone
• 3:51
  just
• 3:51
  a
• 3:51
  quick
• 3:52
  overview
• 3:52
  on
• 3:52
  your
• 3:52
  background
• 3:53
  as
• 3:53
  well
• 3:53
  as
• 3:53
  head
• 3:53
  of
• 3:54
  beauty
• 3:54
  and
• 3:55
  a
• 3:55
  little
• 3:55
  background
• 3:55
  on
• 3:56
  Firework
• 3:56
  for
• 3:56
  those
• 3:56
  who
• 3:57
  may
• 3:57
  be
• 3:57
  meeting
• 3:58
  the
• 3:58
  company
• 3:58
  for
• 3:58
  the
• 3:59
  first
• 3:59
  time.
• 4:00
  Absolutely.
• 4:00
  I
• 4:01
  have
• 4:01
  been
• 4:01
  in
• 4:01
  beauty
• 4:02
  for
• 4:02
  about
• 4:02
  15
• 4:02
  years
• 4:03
  and
• 4:03
  in
• 4:03
  beauty
• 4:03
  kind
• 4:04
  of
• 4:04
  tech
• 4:05
  for
• 4:05
  the
• 4:05
  past
• 4:05
  10
• 4:05
  years.
• 4:06
  In
• 4:06
  fact,
• 4:06
  in
• 4:06
  my
• 4:06
  former
• 4:07
  company,
• 4:08
  I
• 4:08
  got
• 4:08
  to
• 4:08
  work
• 4:08
  with
• 4:08
  Jean
• 4:08
  Denis
• 4:09
  when
• 4:09
  he
• 4:09
  was
• 4:09
  at
• 4:10
  Coty.
• 4:10
  So
• 4:11
  excited
• 4:11
  to
• 4:11
  have
• 4:12
  him
• 4:12
  here
• 4:12
  today.
• 4:12
  But
• 4:13
  before
• 4:13
  Firework
• 4:14
  really
• 4:14
  came
• 4:14
  along
• 4:14
  and
• 4:15
  a
• 4:15
  lot
• 4:15
  of
• 4:15
  e
• 4:15
  commerce
• 4:16
  brands
• 4:16
  were
• 4:16
  relying
• 4:17
  on
• 4:17
  traditional
• 4:18
  video
• 4:18
  players
• 4:18
  that
• 4:19
  were
• 4:19
  really
• 4:19
  heavy
• 4:19
  on
• 4:19
  the
• 4:20
  page.
• 4:20
  So
• 4:20
  if
• 4:20
  you
• 4:20
  think
• 4:20
  about
• 4:21
  the
• 4:21
  infrastructure
• 4:21
  of
• 4:22
  YouTube
• 4:22
  or
• 4:22
  Vimeo.
• 4:23
  Right.
• 4:23
  They
• 4:24
  all
• 4:24
  have
• 4:24
  very
• 4:24
  heavy
• 4:25
  load
• 4:25
  times.
• 4:25
  Right.
• 4:26
  So
• 4:26
  Firework
• 4:27
  really
• 4:27
  came
• 4:27
  in
• 4:27
  to
• 4:27
  change
• 4:28
  this
• 4:28
  narrative
• 4:28
  and
• 4:29
  we
• 4:29
  wanted
• 4:29
  it
• 4:29
  so
• 4:29
  that
• 4:30
  everybody,
• 4:30
  whether
• 4:31
  you're
• 4:31
  a
• 4:31
  Walmart
• 4:32
  or
• 4:32
  you're
• 4:32
  an
• 4:32
  up
• 4:32
  and
• 4:32
  coming
• 4:33
  cosmetic
• 4:33
  brand,
• 4:34
  to
• 4:34
  engage
• 4:34
  your
• 4:35
  customers
• 4:35
  with
• 4:36
  ultra
• 4:36
  low
• 4:37
  latency.
• 4:38
  And
• 4:38
  that
• 4:38
  means
• 4:38
  the
• 4:39
  video
• 4:39
  infrastructure
• 4:40
  that
• 4:40
  we
• 4:40
  have
• 4:41
  at
• 4:41
  Firework
• 4:41
  will
• 4:41
  load
• 4:42
  in
• 4:42
  less
• 4:42
  than
• 4:42
  400
• 4:43
  milliseconds.
• 4:44
  So
• 4:45
  that's
• 4:45
  our
• 4:45
  goal.
• 4:45
  We
• 4:45
  really
• 4:45
  want
• 4:46
  to
• 4:46
  bring
• 4:46
  to
• 4:46
  that
• 4:46
  to
• 4:46
  the
• 4:47
  everyday
• 4:47
  customer
• 4:47
  shopping
• 4:48
  experience.
• 4:48
  Experience
• 4:49
  in
• 4:49
  the
• 4:49
  digital
• 4:49
  store.
• 4:51
  Fantastic.
• 4:52
  All
• 4:52
  right,
• 4:52
  so
• 4:52
  let's
• 4:53
  get
• 4:53
  to
• 4:53
  today's
• 4:53
  interview.
• 4:54
  So
• 4:54
  Jaundi,
• 4:54
  I
• 4:54
  want
• 4:54
  to
• 4:54
  start
• 4:55
  with
• 4:55
  you.
• 4:55
  So,
• 4:55
  so
• 4:56
  you
• 4:56
  mentioned,
• 4:56
  you
• 4:56
  mentioned
• 4:56
  you,
• 4:57
  you're
• 4:57
  excited
• 4:57
  to
• 4:57
  talk
• 4:58
  about
• 4:58
  content.
• 4:59
  So
• 4:59
  my
• 4:59
  question
• 5:00
  for
• 5:00
  you
• 5:00
  to
• 5:00
  start
• 5:00
  out
• 5:01
  is
• 5:01
  what
• 5:01
  are
• 5:02
  the
• 5:02
  key
• 5:02
  trends
• 5:03
  that
• 5:03
  you
• 5:03
  think
• 5:04
  digital
• 5:04
  retailing
• 5:05
  and
• 5:05
  brand
• 5:05
  executives
• 5:06
  should
• 5:06
  have
• 5:06
  on
• 5:07
  their
• 5:07
  radar
• 5:07
  screen
• 5:08
  as
• 5:08
  they
• 5:08
  approach
• 5:08
  the
• 5:09
  upcoming
• 5:09
  year.
• 5:10
  Again
• 5:10
  at
• 5:10
  the
• 5:10
  core
• 5:11
  of
• 5:11
  it
• 5:11
  is
• 5:11
  about
• 5:11
  content.
• 5:12
  But
• 5:12
  I
• 5:12
  will
• 5:12
  give
• 5:12
  you
• 5:13
  some
• 5:13
  some
• 5:13
  insight
• 5:14
  on
• 5:14
  that.
• 5:14
  According
• 5:15
  to
• 5:15
  me,
• 5:15
  I
• 5:15
  think
• 5:15
  there
• 5:15
  is
• 5:16
  three
• 5:16
  main
• 5:16
  trends.
• 5:17
  The
• 5:18
  first
• 5:18
  one
• 5:18
  is
• 5:18
  about
• 5:19
  hyper
• 5:20
  personalization.
• 5:21
  I
• 5:21
  mean
• 5:22
  people
• 5:22
  are
• 5:22
  expecting
• 5:24
  more
• 5:24
  tailored
• 5:25
  experience
• 5:25
  and
• 5:26
  they
• 5:26
  know
• 5:27
  that
• 5:27
  brands
• 5:27
  are
• 5:27
  collecting
• 5:28
  more
• 5:28
  and
• 5:28
  more
• 5:29
  data
• 5:29
  about
• 5:30
  transaction
• 5:30
  behavior
• 5:31
  so
• 5:32
  they
• 5:32
  expect
• 5:33
  to
• 5:33
  get
• 5:33
  ultra
• 5:34
  personalization
• 5:35
  in
• 5:35
  terms
• 5:35
  of
• 5:35
  experience.
• 5:36
  So
• 5:36
  definitely
• 5:37
  I
• 5:38
  would
• 5:38
  say
• 5:38
  that
• 5:38
  personalization
• 5:39
  and
• 5:40
  AI
• 5:40
  driven
• 5:41
  experience
• 5:41
  is
• 5:41
  something
• 5:42
  that
• 5:42
  is
• 5:42
  going
• 5:42
  to
• 5:42
  be
• 5:42
  hot.
• 5:43
  The
• 5:43
  second
• 5:44
  thing
• 5:44
  is
• 5:44
  probably
• 5:44
  about
• 5:45
  influence
• 5:45
  marketing.
• 5:46
  There
• 5:46
  is
• 5:46
  a
• 5:46
  shift
• 5:47
  in
• 5:47
  influence
• 5:47
  marketing
• 5:48
  strategy
• 5:49
  and
• 5:49
  let's
• 5:50
  say
• 5:50
  that
• 5:50
  now
• 5:51
  brands
• 5:52
  are
• 5:52
  looking
• 5:52
  more
• 5:53
  and
• 5:53
  more
• 5:53
  into
• 5:54
  what
• 5:54
  we
• 5:54
  call
• 5:55
  micro
• 5:55
  and
• 5:55
  nano
• 5:56
  influencers.
• 5:57
  So
• 5:58
  people
• 5:58
  like
• 5:58
  you
• 5:58
  and
• 5:59
  me,
• 5:59
  probably
• 5:59
  the
• 6:00
  let's
• 6:00
  say
• 6:00
  the
• 6:00
  brand
• 6:00
  advocates
• 6:02
  with
• 6:03
  a
• 6:03
  small
• 6:04
  followings
• 6:05
  community
• 6:06
  but
• 6:06
  extremely
• 6:07
  engaged.
• 6:07
  So
• 6:08
  brands
• 6:08
  are
• 6:08
  looking
• 6:08
  to
• 6:09
  authentic
• 6:10
  post.
• 6:10
  That's
• 6:11
  why
• 6:11
  also
• 6:12
  user
• 6:12
  generating
• 6:13
  content
• 6:13
  in
• 6:13
  something
• 6:13
  very
• 6:14
  hot
• 6:14
  also.
• 6:14
  And
• 6:15
  the
• 6:15
  third
• 6:15
  probably
• 6:16
  trend,
• 6:16
  the
• 6:16
  most
• 6:16
  important
• 6:17
  one
• 6:17
  for
• 6:17
  me
• 6:17
  is
• 6:18
  about
• 6:18
  video
• 6:19
  commerce
• 6:19
  and
• 6:19
  shoppable
• 6:20
  video
• 6:20
  because
• 6:21
  we
• 6:21
  know
• 6:21
  that
• 6:21
  now
• 6:22
  video
• 6:22
  is
• 6:22
  totally
• 6:22
  overpricing
• 6:23
  picture
• 6:23
  in
• 6:24
  terms
• 6:24
  of
• 6:24
  experience
• 6:25
  and
• 6:25
  that
• 6:25
  the
• 6:26
  Gen
• 6:27
  Z
• 6:27
  and
• 6:27
  millennials
• 6:28
  now
• 6:28
  they
• 6:28
  are
• 6:29
  looking
• 6:29
  to
• 6:29
  this,
• 6:30
  let's
• 6:30
  say
• 6:30
  immersive,
• 6:31
  immersive
• 6:32
  experience.
• 6:33
  So,
• 6:33
  so
• 6:34
  and,
• 6:34
  and
• 6:34
  definitely
• 6:35
  with
• 6:35
  the
• 6:35
  video
• 6:35
  format
• 6:36
  the
• 6:36
  video
• 6:36
  content
• 6:37
  is,
• 6:37
  it's
• 6:37
  more
• 6:38
  engaging.
• 6:39
  So
• 6:39
  Denis,
• 6:40
  let
• 6:40
  me
• 6:40
  ask
• 6:40
  you
• 6:40
  a
• 6:40
  follow
• 6:40
  up
• 6:40
  question
• 6:41
  on
• 6:41
  there.
• 6:41
  So
• 6:41
  yeah,
• 6:41
  I
• 6:41
  mean
• 6:42
  video
• 6:42
  for
• 6:42
  sure.
• 6:42
  I
• 6:42
  mean
• 6:43
  we're
• 6:43
  seeing
• 6:43
  that
• 6:43
  in
• 6:43
  our
• 6:43
  business
• 6:44
  even
• 6:44
  like
• 6:44
  video
• 6:44
  is
• 6:45
  taking
• 6:45
  off
• 6:45
  relative
• 6:45
  to
• 6:46
  podcasting
• 6:46
  even
• 6:47
  for
• 6:47
  us
• 6:47
  now.
• 6:47
  And
• 6:48
  so
• 6:48
  that's
• 6:48
  just
• 6:48
  how
• 6:48
  people
• 6:49
  are
• 6:49
  consuming
• 6:49
  their
• 6:49
  content
• 6:49
  and
• 6:50
  it's
• 6:50
  consuming
• 6:50
  it
• 6:50
  in
• 6:50
  a
• 6:51
  very
• 6:51
  short
• 6:51
  form
• 6:51
  as
• 6:52
  well.
• 6:52
  And
• 6:52
  then
• 6:52
  you
• 6:53
  mentioned
• 6:53
  personalization
• 6:54
  and
• 6:54
  influencers
• 6:54
  too.
• 6:55
  The
• 6:55
  one
• 6:55
  word
• 6:55
  you
• 6:56
  said
• 6:56
  in
• 6:56
  the
• 6:56
  first
• 6:56
  one
• 6:57
  was
• 6:57
  AI.
• 6:57
  I'm
• 6:58
  curious
• 6:58
  like
• 6:59
  what
• 6:59
  aspects
• 6:59
  of
• 7:00
  AI
• 7:00
  do
• 7:01
  you
• 7:01
  expect
• 7:01
  retailers
• 7:02
  and
• 7:02
  brands
• 7:03
  to
• 7:03
  invest
• 7:03
  in
• 7:03
  or
• 7:03
  how
• 7:04
  do
• 7:04
  you
• 7:04
  expect
• 7:04
  it
• 7:04
  to
• 7:04
  improve
• 7:05
  the
• 7:05
  business
• 7:05
  in
• 7:05
  2025
• 7:07
  Pro?
• 7:08
  I
• 7:08
  would
• 7:08
  say
• 7:08
  probably
• 7:09
  on
• 7:09
  two
• 7:10
  ways.
• 7:11
  The
• 7:11
  first
• 7:11
  one
• 7:11
  is
• 7:12
  through
• 7:12
  customer
• 7:12
  services
• 7:13
  and
• 7:13
  AI
• 7:14
  chatbot
• 7:15
  and
• 7:15
  thanks
• 7:16
  to
• 7:16
  any
• 7:16
  analysis
• 7:17
  of
• 7:17
  all
• 7:17
  your
• 7:18
  historical
• 7:19
  data,
• 7:19
  behaviors,
• 7:20
  et
• 7:20
  cetera.
• 7:21
  And
• 7:21
  the
• 7:21
  second
• 7:21
  one
• 7:22
  is
• 7:22
  product
• 7:22
  recommendation.
• 7:23
  So
• 7:23
  it's
• 7:23
  to
• 7:24
  be
• 7:24
  able,
• 7:24
  thanks
• 7:24
  to
• 7:25
  AI,
• 7:25
  to
• 7:26
  be
• 7:26
  extremely
• 7:27
  precise
• 7:27
  when
• 7:28
  it
• 7:28
  comes
• 7:28
  to
• 7:28
  product
• 7:28
  recommendation
• 7:29
  to
• 7:29
  meet
• 7:30
  your
• 7:30
  expectation
• 7:30
  in
• 7:30
  terms
• 7:31
  of
• 7:31
  product
• 7:31
  and
• 7:31
  services.
• 7:33
  Will
• 7:33
  it
• 7:33
  impact
• 7:34
  content
• 7:34
  generation
• 7:34
  in
• 7:35
  any
• 7:35
  way?
• 7:35
  What
• 7:35
  are
• 7:35
  your
• 7:35
  thoughts
• 7:36
  there?
• 7:36
  Yes,
• 7:37
  obviously.
• 7:37
  I
• 7:37
  mean
• 7:37
  also
• 7:38
  when
• 7:38
  it
• 7:38
  comes
• 7:38
  to
• 7:39
  AI
• 7:39
  driven
• 7:39
  experience,
• 7:40
  we
• 7:40
  know
• 7:40
  that
• 7:41
  now
• 7:41
  everybody
• 7:41
  is
• 7:41
  working
• 7:42
  on
• 7:42
  how
• 7:42
  AI
• 7:43
  could
• 7:44
  support
• 7:44
  efficiently
• 7:45
  all
• 7:45
  this
• 7:46
  content
• 7:46
  creation.
• 7:47
  And
• 7:47
  definitely
• 7:49
  we
• 7:49
  could
• 7:49
  imagine
• 7:49
  that
• 7:50
  personalization
• 7:51
  and
• 7:52
  content
• 7:52
  strategy
• 7:52
  is
• 7:53
  going
• 7:53
  to
• 7:53
  be
• 7:53
  completely
• 7:54
  mixed
• 7:55
  and
• 7:55
  that
• 7:56
  we're
• 7:56
  going
• 7:56
  to
• 7:56
  provide
• 7:57
  with
• 7:58
  very
• 7:58
  personalized
• 7:59
  content
• 7:59
  to,
• 8:00
  let's
• 8:00
  say,
• 8:01
  ultra
• 8:02
  segmented
• 8:02
  audiences.
• 8:04
  Well,
• 8:04
  Jean
• 8:05
  Denis,
• 8:05
  one
• 8:05
  other
• 8:05
  question
• 8:06
  that
• 8:06
  I
• 8:06
  have
• 8:06
  too
• 8:07
  is,
• 8:07
  you
• 8:07
  know,
• 8:07
  you
• 8:08
  talked
• 8:08
  about
• 8:08
  this
• 8:09
  rise
• 8:09
  of
• 8:09
  the
• 8:10
  micro
• 8:10
  influencer
• 8:11
  or
• 8:11
  the
• 8:11
  nano
• 8:11
  influencer.
• 8:12
  And
• 8:12
  that's
• 8:12
  something
• 8:13
  that
• 8:13
  Sarah
• 8:13
  Potempa,
• 8:14
  the
• 8:14
  CEO
• 8:14
  of
• 8:14
  beachwaver
• 8:15
  said
• 8:15
  on
• 8:15
  our
• 8:15
  last
• 8:16
  session
• 8:16
  was
• 8:16
  like
• 8:16
  they're
• 8:17
  going
• 8:17
  out
• 8:17
  to
• 8:18
  college
• 8:18
  campuses
• 8:19
  and
• 8:19
  they're
• 8:19
  sourcing,
• 8:20
  you
• 8:20
  know,
• 8:20
  people
• 8:21
  to
• 8:21
  speak
• 8:21
  on
• 8:21
  behalf
• 8:22
  of
• 8:22
  their
• 8:22
  brand
• 8:22
  in
• 8:22
  that
• 8:23
  way.
• 8:23
  How
• 8:24
  do
• 8:24
  you
• 8:24
  see
• 8:24
  that
• 8:25
  trend
• 8:25
  continuing
• 8:27
  from
• 8:27
  and
• 8:28
  kind
• 8:28
  of
• 8:28
  what
• 8:28
  are
• 8:28
  the
• 8:29
  things
• 8:29
  that
• 8:29
  companies
• 8:30
  need
• 8:30
  to
• 8:30
  have
• 8:30
  in
• 8:31
  place
• 8:31
  in
• 8:31
  order
• 8:31
  to
• 8:31
  have
• 8:32
  success
• 8:32
  when
• 8:32
  they're
• 8:33
  reaching
• 8:33
  out
• 8:33
  to,
• 8:34
  you
• 8:34
  know,
• 8:34
  someone
• 8:34
  who's,
• 8:35
  who's
• 8:35
  doing
• 8:35
  video
• 8:36
  commerce
• 8:36
  for
• 8:37
  the
• 8:37
  first
• 8:37
  time.
• 8:38
  The
• 8:38
  thing
• 8:38
  is
• 8:38
  how
• 8:39
  brands
• 8:39
  are
• 8:40
  going
• 8:40
  to
• 8:40
  engage
• 8:41
  with
• 8:41
  this,
• 8:42
  let's
• 8:42
  say,
• 8:43
  new
• 8:44
  prescription
• 8:44
  audience.
• 8:46
  So
• 8:46
  we
• 8:46
  know
• 8:47
  that
• 8:47
  now
• 8:48
  it's
• 8:48
  something
• 8:49
  that
• 8:49
  is
• 8:49
  fully
• 8:49
  integrated
• 8:50
  in
• 8:50
  marketing
• 8:51
  strategy
• 8:51
  to
• 8:52
  use
• 8:52
  this
• 8:53
  UGC
• 8:54
  and
• 8:54
  from
• 8:55
  our
• 8:55
  best
• 8:55
  customers,
• 8:56
  from
• 8:56
  nano
• 8:57
  influencers,
• 8:58
  etc.
• 8:58
  Because
• 8:59
  it's
• 8:59
  about
• 8:59
  authenticity
• 9:00
  and
• 9:00
  people
• 9:00
  are
• 9:00
  looking
• 9:01
  for
• 9:01
  authenticity
• 9:01
  now.
• 9:02
  So
• 9:03
  the
• 9:03
  next
• 9:03
  thing
• 9:04
  is
• 9:04
  going
• 9:04
  to
• 9:04
  be
• 9:04
  probably,
• 9:05
  why
• 9:05
  not
• 9:06
  include
• 9:07
  this
• 9:07
  nano
• 9:08
  influencer
• 9:08
  into
• 9:09
  our
• 9:09
  sales
• 9:10
  strategy,
• 9:11
  giving
• 9:12
  them
• 9:12
  the
• 9:12
  microphone
• 9:13
  to,
• 9:13
  let's
• 9:14
  say,
• 9:14
  organize
• 9:15
  live
• 9:15
  streaming
• 9:16
  and
• 9:16
  on
• 9:17
  our
• 9:17
  product.
• 9:17
  So
• 9:18
  that's
• 9:18
  why
• 9:18
  also
• 9:19
  we
• 9:19
  say
• 9:19
  about
• 9:19
  video
• 9:20
  content,
• 9:20
  you
• 9:20
  know,
• 9:21
  shoppable
• 9:21
  content,
• 9:22
  live
• 9:22
  streaming
• 9:22
  is
• 9:22
  gonna,
• 9:23
  is
• 9:23
  gonna
• 9:24
  boom
• 9:24
  for
• 9:24
  sure.
• 9:25
  But
• 9:25
  definitely
• 9:25
  we
• 9:26
  could,
• 9:26
  we
• 9:26
  took,
• 9:26
  we
• 9:26
  could
• 9:27
  take
• 9:27
  advantage
• 9:27
  of
• 9:28
  this
• 9:28
  authentic
• 9:29
  brand
• 9:29
  ambassadors
• 9:29
  and
• 9:29
  nano
• 9:30
  influencer
• 9:31
  to
• 9:31
  become
• 9:31
  the
• 9:32
  best
• 9:32
  brand
• 9:32
  advocate
• 9:33
  and
• 9:33
  to
• 9:34
  promote
• 9:34
  our
• 9:34
  product
• 9:34
  and
• 9:35
  services.
• 9:35
  Why
• 9:35
  not
• 9:36
  through
• 9:36
  live
• 9:37
  streaming
• 9:37
  session
• 9:38
  organized
• 9:38
  by
• 9:39
  the
• 9:39
  brand
• 9:39
  itself?
• 9:40
  Well,
• 9:41
  and
• 9:41
  Christy,
• 9:41
  that
• 9:41
  brings
• 9:41
  up
• 9:42
  a
• 9:42
  question
• 9:42
  for
• 9:42
  you
• 9:43
  then
• 9:43
  too,
• 9:43
  because
• 9:43
  I'm
• 9:44
  curious,
• 9:44
  like
• 9:44
  what
• 9:45
  does
• 9:45
  that
• 9:45
  mean
• 9:45
  from
• 9:46
  a
• 9:46
  infrastructure
• 9:47
  on
• 9:48
  the
• 9:48
  brand
• 9:48
  side
• 9:49
  too?
• 9:49
  And
• 9:49
  how
• 9:50
  are
• 9:50
  you
• 9:51
  like,
• 9:51
  I'm
• 9:51
  sure
• 9:51
  that's
• 9:51
  now
• 9:52
  an
• 9:53
  important
• 9:53
  thing
• 9:54
  for
• 9:54
  Firework
• 9:54
  to
• 9:55
  talk
• 9:55
  about
• 9:55
  with
• 9:56
  potential
• 9:56
  clients.
• 9:56
  But
• 9:57
  like,
• 9:57
  how
• 9:58
  do
• 9:58
  you
• 9:58
  approach
• 9:59
  answering
• 9:59
  that
• 9:59
  question
• 10:00
  as
• 10:00
  brands
• 10:01
  like
• 10:01
  John
• 10:02
  Denis
• 10:02
  talking
• 10:02
  about
• 10:03
  are
• 10:03
  trying
• 10:03
  to
• 10:03
  figure
• 10:04
  out
• 10:04
  how
• 10:04
  to
• 10:05
  find
• 10:05
  those
• 10:05
  smaller
• 10:05
  people
• 10:06
  and
• 10:06
  really
• 10:07
  equip
• 10:07
  them
• 10:07
  with
• 10:08
  the
• 10:08
  technology
• 10:09
  to
• 10:10
  do
• 10:10
  that
• 10:11
  at
• 10:11
  a
• 10:11
  quality
• 10:11
  level
• 10:12
  that's.
• 10:12
  There
• 10:14
  through
• 10:14
  the
• 10:14
  Firework
• 10:14
  platform.
• 10:15
  You
• 10:15
  can
• 10:15
  actually
• 10:17
  we
• 10:17
  have
• 10:17
  an
• 10:17
  Instagram
• 10:17
  and
• 10:18
  a
• 10:18
  TikTok
• 10:18
  importer
• 10:19
  that
• 10:20
  you
• 10:20
  can
• 10:20
  find
• 10:20
  through
• 10:21
  hashtags,
• 10:21
  you
• 10:21
  can
• 10:21
  find
• 10:22
  UGC
• 10:22
  content
• 10:23
  and
• 10:23
  then
• 10:23
  with
• 10:23
  a
• 10:23
  click
• 10:24
  of
• 10:24
  a
• 10:24
  button,
• 10:24
  you
• 10:24
  can
• 10:25
  actually
• 10:25
  reach
• 10:25
  out
• 10:25
  to
• 10:25
  that
• 10:26
  person
• 10:26
  and
• 10:26
  get
• 10:26
  their
• 10:27
  consent
• 10:28
  to
• 10:28
  utilize
• 10:28
  the
• 10:28
  video.
• 10:29
  And
• 10:30
  then
• 10:30
  also
• 10:30
  with
• 10:31
  regards
• 10:31
  to
• 10:31
  live
• 10:32
  streaming,
• 10:32
  we
• 10:32
  like
• 10:32
  to
• 10:32
  refer
• 10:32
  to
• 10:33
  it
• 10:33
  as
• 10:33
  digital
• 10:33
  showroom
• 10:34
  because
• 10:34
  we
• 10:34
  think
• 10:35
  even
• 10:35
  if
• 10:35
  it's
• 10:36
  done
• 10:36
  live
• 10:36
  it's
• 10:37
  great
• 10:37
  to
• 10:37
  live
• 10:38
  24
• 10:38
  7,
• 10:38
  you
• 10:38
  know,
• 10:39
  within
• 10:39
  your
• 10:39
  site.
• 10:40
  And
• 10:40
  a
• 10:40
  lot
• 10:40
  of
• 10:41
  our
• 10:41
  brands
• 10:41
  that
• 10:41
  don't
• 10:41
  have
• 10:41
  content
• 10:42
  will
• 10:42
  maybe
• 10:43
  film
• 10:43
  like
• 10:43
  an
• 10:43
  hour
• 10:44
  live
• 10:44
  stream,
• 10:45
  and
• 10:45
  then
• 10:45
  they'll
• 10:45
  cut
• 10:46
  that
• 10:46
  up
• 10:46
  into
• 10:47
  short
• 10:47
  shoppable
• 10:47
  videos.
• 10:48
  Right.
• 10:48
  So
• 10:48
  you
• 10:49
  can
• 10:49
  take
• 10:49
  30
• 10:49
  products,
• 10:50
  talk
• 10:50
  about
• 10:50
  them
• 10:51
  with
• 10:51
  a
• 10:51
  micro
• 10:51
  or
• 10:52
  nano
• 10:52
  influencer
• 10:52
  within
• 10:53
  an
• 10:53
  hour,
• 10:53
  and
• 10:54
  then
• 10:54
  edit
• 10:55
  those
• 10:55
  into
• 10:55
  short
• 10:55
  shoppable
• 10:56
  videos.
• 10:56
  And
• 10:56
  that's
• 10:56
  something
• 10:57
  you
• 10:57
  can
• 10:57
  do
• 10:57
  within
• 10:57
  the
• 10:57
  platform
• 10:58
  of
• 10:58
  Firework.
• 10:59
  So
• 10:59
  those
• 10:59
  are.
• 11:00
  Those
• 11:00
  are
• 11:00
  great
• 11:00
  ideas
• 11:01
  for
• 11:01
  brands
• 11:01
  that
• 11:01
  really
• 11:02
  just
• 11:02
  don't
• 11:02
  have
• 11:02
  the
• 11:02
  content
• 11:03
  or
• 11:03
  they
• 11:03
  don't
• 11:03
  know
• 11:03
  where
• 11:03
  to
• 11:04
  get
• 11:04
  started.
• 11:04
  You
• 11:05
  don't
• 11:05
  need
• 11:05
  fancy
• 11:05
  equipment.
• 11:06
  You
• 11:06
  literally
• 11:07
  can
• 11:07
  have
• 11:07
  a
• 11:07
  ring
• 11:07
  light
• 11:07
  and
• 11:07
  an
• 11:08
  iPhone
• 11:08
  and
• 11:08
  you
• 11:08
  can
• 11:09
  film
• 11:09
  a
• 11:09
  digital
• 11:09
  showroom.
• 11:11
  Christie,
• 11:12
  I
• 11:12
  want
• 11:12
  to
• 11:12
  get
• 11:12
  your
• 11:12
  thoughts
• 11:12
  on
• 11:13
  the
• 11:13
  question
• 11:13
  that
• 11:13
  we
• 11:13
  asked
• 11:13
  Jean
• 11:14
  Denis
• 11:14
  to
• 11:14
  start,
• 11:15
  too.
• 11:15
  So,
• 11:15
  like,
• 11:16
  you
• 11:16
  just
• 11:16
  mentioned
• 11:17
  at
• 11:17
  the
• 11:17
  outset
• 11:17
  that
• 11:17
  you
• 11:17
  were
• 11:18
  speaking
• 11:18
  to
• 11:18
  a
• 11:18
  top
• 11:19
  54
• 11:19
  top
• 11:19
  50
• 11:20
  fortune
• 11:21
  retailer
• 11:21
  here
• 11:22
  recently.
• 11:22
  What.
• 11:23
  What
• 11:23
  are
• 11:23
  you
• 11:23
  hearing
• 11:24
  them
• 11:24
  say?
• 11:25
  Are
• 11:25
  the
• 11:25
  trends
• 11:25
  that
• 11:25
  they're.
• 11:26
  That
• 11:26
  from
• 11:26
  your
• 11:27
  perspective,
• 11:27
  what
• 11:27
  are.
• 11:27
  What
• 11:28
  are
• 11:28
  the
• 11:28
  trends
• 11:28
  that
• 11:28
  they're
• 11:29
  looking
• 11:29
  at
• 11:29
  going
• 11:29
  into
• 11:29
  2025?
• 11:30
  Is
• 11:30
  it
• 11:30
  the
• 11:30
  same
• 11:31
  that
• 11:31
  John
• 11:31
  Denis
• 11:31
  mentioned?
• 11:32
  Or
• 11:32
  is
• 11:32
  there
• 11:32
  any
• 11:32
  color
• 11:33
  you'd
• 11:33
  add
• 11:33
  there?
• 11:34
  I
• 11:34
  think
• 11:34
  they're
• 11:35
  still
• 11:35
  a
• 11:35
  little
• 11:35
  scared
• 11:36
  of
• 11:36
  ugc.
• 11:37
  Yeah,
• 11:38
  they're
• 11:38
  scared
• 11:38
  of
• 11:38
  it.
• 11:39
  Okay.
• 11:39
  They're
• 11:39
  scared
• 11:40
  of
• 11:40
  it
• 11:40
  because
• 11:40
  they're
• 11:40
  like.
• 11:40
  Yeah,
• 11:41
  I
• 11:41
  would
• 11:41
  see
• 11:41
  that.
• 11:41
  Yeah.
• 11:42
  Like,
• 11:42
  I
• 11:43
  don't
• 11:43
  know
• 11:43
  how
• 11:43
  to.
• 11:43
  Like,
• 11:44
  I
• 11:44
  lose
• 11:45
  control.
• 11:45
  And
• 11:45
  what
• 11:45
  we
• 11:46
  say
• 11:46
  is
• 11:46
  just
• 11:46
  at
• 11:46
  least
• 11:47
  find
• 11:47
  the
• 11:47
  UGC
• 11:48
  content
• 11:48
  out
• 11:48
  there
• 11:49
  because
• 11:49
  your
• 11:50
  customers
• 11:50
  are
• 11:51
  giving
• 11:51
  you
• 11:51
  the
• 11:51
  best
• 11:51
  content
• 11:52
  there
• 11:52
  is.
• 11:52
  Right.
• 11:53
  If
• 11:53
  you
• 11:53
  look
• 11:53
  at
• 11:53
  these
• 11:53
  videos,
• 11:54
  literally
• 11:55
  you
• 11:55
  can
• 11:55
  go
• 11:55
  down
• 11:55
  rabbit
• 11:56
  holes,
• 11:56
  right,
• 11:56
  of
• 11:56
  TikTok
• 11:57
  and
• 11:57
  Instagram,
• 11:57
  but
• 11:58
  wouldn't
• 11:58
  you
• 11:58
  rather
• 11:58
  have
• 11:59
  those
• 11:59
  videos
• 11:59
  on
• 12:00
  your
• 12:00
  own
• 12:00
  site?
• 12:01
  Right.
• 12:01
  And
• 12:01
  allow
• 12:02
  these
• 12:02
  Gen
• 12:02
  Z
• 12:03
  kids
• 12:04
  that
• 12:04
  want
• 12:04
  to
• 12:04
  watch,
• 12:04
  you
• 12:04
  know,
• 12:04
  20
• 12:05
  and
• 12:05
  25
• 12:05
  videos
• 12:06
  at
• 12:06
  a
• 12:06
  time,
• 12:06
  let
• 12:06
  them
• 12:06
  watch
• 12:07
  all
• 12:07
  from
• 12:07
  the
• 12:07
  same
• 12:08
  brand,
• 12:08
  versus
• 12:09
  being
• 12:09
  on
• 12:09
  Instagram
• 12:09
  and
• 12:09
  TikTok,
• 12:10
  where
• 12:10
  they're
• 12:10
  then
• 12:11
  get,
• 12:12
  you
• 12:12
  know,
• 12:12
  the
• 12:12
  algorithm
• 12:13
  knows
• 12:13
  they
• 12:13
  have
• 12:13
  an
• 12:13
  intent
• 12:14
  to
• 12:14
  purchase
• 12:15
  a
• 12:15
  specific
• 12:15
  product,
• 12:16
  and
• 12:16
  then
• 12:16
  they
• 12:16
  start
• 12:16
  getting
• 12:17
  fed
• 12:17
  your
• 12:17
  competitors.
• 12:18
  Right.
• 12:18
  So
• 12:19
  go
• 12:19
  ahead
• 12:19
  and
• 12:19
  utilize
• 12:20
  it
• 12:20
  within
• 12:20
  your
• 12:20
  own
• 12:21
  site.
• 12:21
  And
• 12:22
  I
• 12:22
  do
• 12:22
  agree
• 12:23
  with
• 12:23
  Shantini.
• 12:23
  You
• 12:23
  know,
• 12:24
  authenticity
• 12:24
  is
• 12:25
  key.
• 12:25
  We
• 12:25
  hear
• 12:25
  that
• 12:26
  a
• 12:26
  lot
• 12:26
  from
• 12:26
  brands.
• 12:27
  They
• 12:27
  don't
• 12:27
  really
• 12:27
  know
• 12:27
  where
• 12:27
  to
• 12:28
  get
• 12:28
  started.
• 12:28
  But
• 12:28
  I
• 12:28
  think
• 12:29
  if
• 12:29
  you
• 12:29
  start
• 12:29
  to
• 12:30
  search
• 12:30
  out
• 12:30
  that
• 12:30
  UGC
• 12:31
  content,
• 12:31
  you'll
• 12:32
  find
• 12:32
  that.
• 12:33
  Oh,
• 12:33
  my
• 12:33
  goodness.
• 12:34
  That
• 12:34
  the
• 12:34
  lighting
• 12:34
  in
• 12:34
  their
• 12:35
  bathrooms
• 12:35
  are
• 12:35
  amazing
• 12:36
  and
• 12:36
  they
• 12:37
  are
• 12:37
  your
• 12:37
  best.
• 12:38
  They're
• 12:38
  your
• 12:38
  customers,
• 12:39
  they're
• 12:39
  purchasing
• 12:39
  your
• 12:39
  products.
• 12:40
  Why
• 12:40
  wouldn't
• 12:40
  you
• 12:40
  want
• 12:40
  to
• 12:41
  utilize
• 12:41
  it
• 12:41
  So
• 12:42
  I
• 12:42
  do
• 12:42
  find
• 12:42
  that
• 12:43
  we
• 12:43
  have
• 12:43
  to
• 12:43
  talk
• 12:43
  to
• 12:44
  some
• 12:44
  of
• 12:44
  these
• 12:44
  bigger
• 12:45
  name
• 12:45
  companies
• 12:45
  about
• 12:46
  like
• 12:46
  UGC
• 12:47
  is
• 12:47
  okay.
• 12:47
  Like
• 12:48
  people
• 12:48
  want
• 12:48
  to
• 12:48
  see
• 12:48
  UGC
• 12:49
  content,
• 12:49
  but
• 12:49
  they're
• 12:50
  just,
• 12:50
  a
• 12:50
  lot
• 12:51
  of
• 12:51
  them
• 12:51
  have
• 12:51
  been,
• 12:52
  you
• 12:52
  know,
• 12:52
  in
• 12:52
  the
• 12:52
  space
• 12:53
  for
• 12:53
  a
• 12:53
  long
• 12:53
  time
• 12:53
  and
• 12:54
  they're
• 12:54
  just,
• 12:54
  they're
• 12:54
  a
• 12:54
  little,
• 12:55
  they're
• 12:55
  a
• 12:55
  little
• 12:55
  afraid
• 12:55
  of
• 12:56
  it.
• 12:56
  And
• 12:56
  that's
• 12:56
  okay.
• 12:56
  I
• 12:56
  think
• 12:57
  it's
• 12:57
  okay.
• 12:57
  And
• 12:57
  Christy,
• 12:57
  what,
• 12:58
  so,
• 12:58
  so
• 12:58
  are
• 12:58
  they,
• 12:58
  what
• 12:58
  are,
• 12:59
  what
• 12:59
  are
• 12:59
  they
• 12:59
  actually
• 12:59
  afraid
• 13:00
  of?
• 13:00
  I'm
• 13:00
  curious,
• 13:00
  I've
• 13:00
  never
• 13:00
  talked
• 13:01
  about
• 13:01
  this.
• 13:01
  So
• 13:01
  like,
• 13:01
  are
• 13:02
  they
• 13:02
  afraid
• 13:02
  of
• 13:02
  like
• 13:02
  the
• 13:03
  lighting
• 13:03
  not
• 13:03
  being
• 13:03
  right?
• 13:04
  Are
• 13:04
  they
• 13:04
  afraid
• 13:04
  the
• 13:05
  content's
• 13:05
  going
• 13:06
  to
• 13:06
  be
• 13:06
  presented
• 13:07
  in
• 13:07
  the
• 13:07
  wrong
• 13:07
  way?
• 13:08
  All
• 13:08
  of
• 13:08
  the
• 13:08
  above,
• 13:09
  all
• 13:09
  of
• 13:09
  the.
• 13:09
  Above,
• 13:10
  all
• 13:10
  of
• 13:10
  the
• 13:10
  above.
• 13:10
  They're
• 13:11
  just
• 13:11
  afraid
• 13:11
  that
• 13:11
  like
• 13:12
  somebody
• 13:12
  in
• 13:12
  the
• 13:12
  brand
• 13:12
  is
• 13:12
  going
• 13:13
  to
• 13:13
  say
• 13:13
  why
• 13:13
  do
• 13:13
  we
• 13:14
  have
• 13:14
  that
• 13:14
  one
• 13:14
  particular
• 13:15
  person?
• 13:15
  Right.
• 13:16
  Whereas
• 13:16
  if
• 13:16
  you
• 13:17
  just
• 13:17
  have
• 13:17
  a
• 13:17
  plethora
• 13:18
  of
• 13:18
  people,
• 13:18
  all
• 13:19
  colors,
• 13:19
  all
• 13:19
  shapes,
• 13:20
  all
• 13:20
  sizes,
• 13:20
  all
• 13:20
  ages.
• 13:21
  Right.
• 13:21
  Like
• 13:22
  I'm
• 13:22
  in
• 13:22
  my
• 13:22
  50s,
• 13:23
  I
• 13:23
  want
• 13:23
  to
• 13:23
  see
• 13:24
  UGC
• 13:25
  content
• 13:25
  of
• 13:25
  women
• 13:25
  in
• 13:25
  their
• 13:26
  50s
• 13:26
  and
• 13:26
  60s.
• 13:27
  You
• 13:27
  know,
• 13:27
  I'm
• 13:27
  not
• 13:27
  going
• 13:28
  to
• 13:28
  buy
• 13:28
  a
• 13:28
  skincare
• 13:28
  brand
• 13:28
  from
• 13:29
  somebody
• 13:29
  who's
• 13:29
  25
• 13:30
  that
• 13:31
  doesn't
• 13:31
  have
• 13:31
  the
• 13:31
  problems
• 13:32
  that
• 13:32
  I
• 13:32
  have.
• 13:32
  Right.
• 13:33
  So
• 13:33
  I,
• 13:33
  I
• 13:33
  think
• 13:34
  it's
• 13:34
  just
• 13:34
  getting
• 13:34
  them
• 13:34
  to
• 13:35
  tip
• 13:35
  their
• 13:35
  toes
• 13:35
  in
• 13:35
  it
• 13:36
  a
• 13:36
  little
• 13:36
  bit.
• 13:37
  But
• 13:38
  I
• 13:38
  do.
• 13:39
  This
• 13:39
  is
• 13:39
  a
• 13:39
  conversation
• 13:39
  I
• 13:40
  have
• 13:40
  quite.
• 13:40
  Often
• 13:41
  and
• 13:41
  Jean
• 13:42
  Denis,
• 13:42
  I
• 13:42
  saw
• 13:42
  you
• 13:42
  raise
• 13:43
  you
• 13:43
  shaking
• 13:43
  your
• 13:43
  head
• 13:44
  vociferously
• 13:44
  as
• 13:44
  I
• 13:45
  asked
• 13:45
  her
• 13:45
  that
• 13:45
  question.
• 13:45
  So
• 13:45
  I
• 13:46
  know
• 13:46
  you
• 13:46
  want
• 13:46
  to
• 13:46
  jump
• 13:46
  in
• 13:46
  here
• 13:47
  but
• 13:47
  like
• 13:47
  what,
• 13:48
  what's,
• 13:49
  what's
• 13:49
  your
• 13:49
  take?
• 13:49
  What,
• 13:49
  what
• 13:50
  have
• 13:50
  you
• 13:50
  seen
• 13:50
  work
• 13:51
  or
• 13:51
  how
• 13:51
  do
• 13:51
  you
• 13:52
  combat
• 13:52
  that?
• 13:53
  It's,
• 13:53
  it's
• 13:54
  a
• 13:54
  difficult
• 13:54
  question
• 13:55
  because,
• 13:55
  because
• 13:55
  you
• 13:56
  know
• 13:56
  that
• 13:56
  the
• 13:56
  brands
• 13:56
  are
• 13:57
  really,
• 13:58
  let's
• 13:58
  say
• 13:58
  stressed
• 13:59
  about
• 13:59
  their
• 14:00
  ability
• 14:00
  to
• 14:00
  control,
• 14:01
  you
• 14:01
  know,
• 14:01
  the
• 14:01
  brand
• 14:01
  experience,
• 14:02
  the
• 14:02
  brand
• 14:02
  perception,
• 14:03
  etc.
• 14:04
  Etc.
• 14:04
  And
• 14:04
  now
• 14:04
  they
• 14:05
  discover
• 14:05
  that
• 14:07
  it
• 14:08
  was
• 14:08
  the
• 14:08
  case
• 14:08
  with,
• 14:08
  let's
• 14:08
  say
• 14:09
  with
• 14:09
  Facebook,
• 14:10
  with
• 14:10
  Instagram,
• 14:11
  we
• 14:11
  like
• 14:11
  almost
• 14:12
  top
• 14:12
  down
• 14:12
  communication,
• 14:13
  etc.
• 14:14
  But
• 14:14
  now
• 14:14
  they
• 14:14
  discover
• 14:15
  that,
• 14:15
  that
• 14:15
  the
• 14:16
  Gen
• 14:16
  Z
• 14:16
  and
• 14:17
  spend
• 14:18
  their
• 14:18
  life
• 14:18
  on
• 14:18
  TikTok
• 14:19
  and
• 14:19
  TikTok
• 14:21
  became
• 14:21
  the
• 14:22
  most
• 14:22
  important
• 14:22
  touch
• 14:23
  point
• 14:23
  within
• 14:23
  the
• 14:23
  consumer
• 14:24
  journey
• 14:25
  for
• 14:25
  aspirational
• 14:26
  inspiration
• 14:27
  and
• 14:28
  even
• 14:28
  then
• 14:28
  purchasing
• 14:29
  consideration.
• 14:30
  But
• 14:30
  then
• 14:30
  they
• 14:31
  are
• 14:31
  lost
• 14:31
  because
• 14:31
  consumers
• 14:32
  are
• 14:32
  speaking
• 14:33
  between
• 14:33
  them,
• 14:33
  you
• 14:33
  know,
• 14:34
  about
• 14:34
  the
• 14:34
  brand.
• 14:34
  So
• 14:35
  they
• 14:35
  don't
• 14:35
  need
• 14:35
  the
• 14:35
  brand
• 14:36
  to
• 14:36
  decide
• 14:37
  and
• 14:38
  they
• 14:38
  consume
• 14:39
  UGC
• 14:39
  content
• 14:40
  and
• 14:40
  live
• 14:41
  streaming
• 14:41
  of
• 14:41
  influencers,
• 14:42
  et
• 14:42
  cetera,
• 14:43
  et
• 14:43
  cetera.
• 14:43
  So
• 14:44
  I
• 14:44
  think
• 14:44
  that
• 14:45
  is
• 14:45
  going
• 14:45
  to
• 14:45
  change
• 14:46
  because
• 14:46
  many,
• 14:47
  many
• 14:47
  brands
• 14:47
  are
• 14:47
  afraid
• 14:48
  about,
• 14:48
  let's
• 14:48
  say
• 14:48
  this
• 14:48
  brand
• 14:49
  equity
• 14:49
  protection
• 14:50
  and
• 14:51
  that
• 14:51
  UGC
• 14:51
  content
• 14:52
  sometimes
• 14:52
  is
• 14:53
  not
• 14:53
  at
• 14:53
  the
• 14:53
  level
• 14:53
  of
• 14:54
  quality.
• 14:54
  They
• 14:54
  expect,
• 14:56
  they
• 14:56
  provide
• 14:57
  content.
• 14:57
  So
• 14:57
  it's
• 14:57
  a
• 14:57
  question
• 14:58
  of,
• 14:58
  let's
• 14:58
  say,
• 14:59
  standard,
• 15:00
  you
• 15:00
  know,
• 15:00
  where
• 15:01
  you
• 15:01
  put
• 15:01
  the
• 15:04
  content
• 15:04
  importance.
• 15:05
  But
• 15:05
  then
• 15:06
  they
• 15:06
  will
• 15:06
  have
• 15:07
  to,
• 15:07
  because
• 15:08
  the
• 15:08
  good
• 15:08
  thing
• 15:09
  is
• 15:09
  with
• 15:09
  shoppable
• 15:10
  video,
• 15:11
  with
• 15:11
  live
• 15:11
  streaming,
• 15:12
  et
• 15:12
  cetera,
• 15:13
  is
• 15:13
  that
• 15:13
  you
• 15:13
  get
• 15:14
  the
• 15:14
  opportunity
• 15:14
  to
• 15:15
  centralize
• 15:16
  all
• 15:17
  these
• 15:17
  actions
• 15:18
  and
• 15:19
  inspiration
• 15:19
  drivers
• 15:20
  into
• 15:20
  one
• 15:21
  single
• 15:21
  point
• 15:21
  of
• 15:21
  contact.
• 15:22
  So
• 15:22
  you
• 15:22
  could
• 15:23
  imagine
• 15:23
  that
• 15:23
  instead
• 15:24
  of
• 15:25
  letting
• 15:26
  your
• 15:26
  consumer
• 15:27
  going
• 15:27
  to
• 15:27
  YouTube,
• 15:28
  going
• 15:28
  to
• 15:29
  Instagram,
• 15:29
  to
• 15:29
  TikTok,
• 15:30
  to
• 15:31
  retail,
• 15:31
  etc.
• 15:32
  You
• 15:32
  could
• 15:32
  imagine
• 15:33
  that
• 15:33
  finally
• 15:33
  you
• 15:33
  get
• 15:34
  the
• 15:34
  opportunity
• 15:34
  to
• 15:34
  centralize
• 15:35
  all
• 15:35
  this
• 15:36
  kind
• 15:36
  of
• 15:36
  stuff
• 15:36
  and
• 15:36
  to
• 15:37
  inspire
• 15:37
  your
• 15:37
  consumer
• 15:38
  on
• 15:38
  a
• 15:38
  unique
• 15:39
  point
• 15:39
  of
• 15:39
  contact.
• 15:39
  Why
• 15:40
  not
• 15:40
  on
• 15:40
  your
• 15:40
  website,
• 15:41
  through
• 15:42
  live
• 15:42
  streaming,
• 15:42
  through
• 15:43
  shoppable
• 15:43
  video,
• 15:44
  etc.
• 15:44
  You
• 15:44
  put
• 15:45
  your
• 15:45
  product
• 15:45
  and
• 15:45
  services
• 15:46
  into
• 15:46
  context.
• 15:47
  And
• 15:48
  so
• 15:48
  people
• 15:48
  looking
• 15:48
  for
• 15:49
  that,
• 15:49
  in
• 15:49
  fact,
• 15:50
  so
• 15:50
  then
• 15:50
  they
• 15:50
  have
• 15:51
  no
• 15:51
  reason
• 15:51
  to
• 15:52
  move
• 15:52
  out
• 15:53
  from
• 15:53
  the
• 15:53
  website
• 15:54
  and
• 15:54
  to
• 15:54
  get
• 15:54
  their
• 15:55
  inspiration
• 15:55
  outside
• 15:56
  your,
• 15:57
  let's
• 15:57
  say,
• 15:57
  branded
• 15:58
  platform.
• 15:58
  So
• 15:59
  it's
• 15:59
  a
• 15:59
  unique
• 15:59
  way
• 16:00
  for
• 16:00
  brands
• 16:01
  to,
• 16:01
  let's
• 16:02
  say,
• 16:02
  capture
• 16:03
  the
• 16:03
  feeding
• 16:03
  attention
• 16:04
  of
• 16:04
  their
• 16:04
  consumer,
• 16:05
  trying
• 16:05
  to
• 16:05
  get
• 16:05
  inspired
• 16:06
  outside
• 16:06
  the
• 16:07
  brand
• 16:07
  and
• 16:08
  give
• 16:08
  them
• 16:08
  the
• 16:08
  ability
• 16:08
  to
• 16:09
  get
• 16:09
  all
• 16:09
  the
• 16:09
  information
• 16:10
  they
• 16:10
  are
• 16:10
  looking
• 16:10
  for
• 16:11
  and
• 16:11
  decide
• 16:12
  to
• 16:12
  purchase
• 16:12
  quickly.
• 16:13
  And
• 16:13
  it's
• 16:14
  about
• 16:14
  building
• 16:14
  community,
• 16:15
  right?
• 16:16
  Yeah,
• 16:16
  I
• 16:16
  mean,
• 16:16
  yeah,
• 16:17
  kind
• 16:17
  of,
• 16:18
  you
• 16:18
  know,
• 16:18
  in
• 16:19
  getting
• 16:19
  them
• 16:19
  emotionally
• 16:20
  connected.
• 16:20
  You
• 16:20
  know,
• 16:21
  a
• 16:21
  Harvard
• 16:21
  Business
• 16:21
  Review
• 16:22
  did
• 16:22
  a
• 16:22
  study
• 16:22
  that
• 16:23
  emotionally
• 16:23
  connected
• 16:24
  consumers
• 16:25
  will
• 16:25
  deliver
• 16:25
  a
• 16:25
  52%
• 16:26
  higher
• 16:26
  lifetime
• 16:27
  value
• 16:28
  to
• 16:28
  your
• 16:28
  brand.
• 16:28
  And
• 16:29
  I
• 16:29
  don't
• 16:29
  think
• 16:29
  people
• 16:29
  talk
• 16:30
  about
• 16:30
  lifetime
• 16:31
  value.
• 16:31
  Right.
• 16:32
  Think
• 16:32
  about
• 16:32
  Gen
• 16:33
  Z.
• 16:34
  Right.
• 16:34
  As
• 16:34
  their
• 16:35
  purchasing
• 16:35
  power
• 16:35
  grows
• 16:36
  and
• 16:36
  begins
• 16:36
  to
• 16:36
  dominate,
• 16:38
  video
• 16:38
  will
• 16:38
  be
• 16:39
  the
• 16:39
  medium
• 16:40
  where
• 16:40
  the
• 16:40
  transaction
• 16:41
  will
• 16:41
  occur.
• 16:42
  Right.
• 16:42
  So
• 16:43
  you
• 16:43
  have
• 16:43
  to
• 16:43
  start
• 16:43
  now.
• 16:44
  I
• 16:44
  mean,
• 16:44
  the
• 16:44
  train
• 16:44
  has
• 16:45
  left
• 16:45
  the
• 16:45
  station
• 16:45
  later.
• 16:47
  Well,
• 16:48
  Christy,
• 16:48
  it's
• 16:49
  almost
• 16:49
  too
• 16:49
  late.
• 16:50
  It's
• 16:50
  almost
• 16:50
  too
• 16:50
  late.
• 16:51
  Yes.
• 16:52
  Well,
• 16:53
  Christy
• 16:53
  and
• 16:53
  John.
• 16:54
  Denise.
• 16:54
  Yeah.
• 16:54
  And
• 16:55
  John.
• 16:55
  Denis.
• 16:55
  I'm
• 16:55
  curious.
• 16:56
  You
• 16:56
  know,
• 16:56
  we're
• 16:56
  talking
• 16:56
  about
• 16:57
  this
• 16:57
  one
• 16:57
  thing
• 16:58
  that
• 16:58
  I
• 16:58
  think
• 16:59
  of
• 16:59
  when
• 16:59
  I
• 17:00
  hear
• 17:00
  about,
• 17:00
  like
• 17:01
  talking
• 17:01
  about
• 17:01
  UGC
• 17:02
  as
• 17:03
  a
• 17:04
  means
• 17:04
  of
• 17:04
  kind
• 17:04
  of
• 17:05
  engaging
• 17:05
  with
• 17:06
  your
• 17:06
  consumer,
• 17:06
  of
• 17:07
  creating
• 17:07
  this
• 17:07
  community.
• 17:09
  And
• 17:09
  that
• 17:10
  content's
• 17:10
  already
• 17:10
  out
• 17:11
  there.
• 17:11
  It
• 17:11
  already
• 17:11
  exists.
• 17:12
  So
• 17:12
  you
• 17:12
  could.
• 17:13
  You're
• 17:13
  pulling
• 17:13
  it
• 17:13
  in.
• 17:14
  Somebody's
• 17:14
  already
• 17:14
  doing
• 17:15
  that
• 17:15
  without
• 17:15
  you
• 17:15
  having
• 17:16
  to
• 17:16
  pay
• 17:17
  them
• 17:17
  yet
• 17:17
  or
• 17:17
  incentivize
• 17:18
  them
• 17:18
  or
• 17:18
  send
• 17:19
  product
• 17:19
  yet.
• 17:19
  Like,
• 17:20
  how
• 17:21
  do
• 17:21
  you
• 17:21
  then
• 17:22
  plan?
• 17:22
  As
• 17:22
  I'm
• 17:22
  putting
• 17:23
  my
• 17:23
  2025
• 17:24
  plans
• 17:24
  together,
• 17:25
  working
• 17:26
  for
• 17:26
  a
• 17:26
  brand
• 17:26
  or
• 17:26
  retailer,
• 17:27
  like,
• 17:27
  how
• 17:27
  do
• 17:27
  I
• 17:27
  start
• 17:28
  to
• 17:28
  think
• 17:28
  about
• 17:28
  how
• 17:28
  to
• 17:29
  allocate
• 17:29
  resources
• 17:31
  and
• 17:31
  budgets
• 17:32
  toward
• 17:33
  these
• 17:33
  kinds
• 17:33
  of
• 17:33
  trends
• 17:34
  that
• 17:34
  Jean
• 17:34
  Denis
• 17:35
  mentioned?
• 17:36
  Christie,
• 17:36
  I'd
• 17:36
  love
• 17:36
  to
• 17:36
  get
• 17:37
  your
• 17:37
  perspective
• 17:37
  first
• 17:38
  because
• 17:38
  I'm
• 17:38
  sure
• 17:38
  you're
• 17:38
  working
• 17:39
  with
• 17:39
  a
• 17:39
  lot
• 17:39
  of
• 17:39
  retailers
• 17:40
  and
• 17:40
  brands
• 17:40
  on
• 17:40
  this
• 17:41
  like
• 17:41
  how
• 17:41
  do
• 17:41
  you
• 17:41
  advise
• 17:42
  that
• 17:42
  they
• 17:43
  kind
• 17:43
  of
• 17:43
  put
• 17:43
  that
• 17:44
  into
• 17:44
  their
• 17:44
  budget
• 17:45
  when
• 17:45
  they're,
• 17:45
  they've
• 17:45
  got
• 17:45
  content
• 17:46
  already.
• 17:46
  Now
• 17:46
  it's
• 17:46
  just
• 17:47
  a
• 17:47
  matter
• 17:47
  of
• 17:47
  how
• 17:47
  do
• 17:47
  I
• 17:47
  figure
• 17:47
  out
• 17:48
  how
• 17:48
  to
• 17:48
  manage
• 17:48
  it
• 17:48
  and
• 17:48
  get
• 17:49
  it
• 17:49
  out
• 17:49
  there
• 17:49
  in
• 17:49
  the
• 17:49
  right
• 17:50
  ways.
• 17:50
  Yeah,
• 17:51
  I'm
• 17:51
  working
• 17:51
  with
• 17:51
  a
• 17:51
  brand
• 17:51
  right
• 17:52
  now,
• 17:52
  a
• 17:52
  pretty
• 17:52
  big
• 17:52
  beauty
• 17:53
  brand.
• 17:53
  They're
• 17:53
  going
• 17:53
  to
• 17:53
  do
• 17:53
  it
• 17:54
  through,
• 17:54
  you
• 17:54
  know,
• 17:54
  they
• 17:55
  have
• 17:55
  a
• 17:55
  budget
• 17:55
  for
• 17:56
  free
• 17:57
  gratis
• 17:57
  products
• 17:58
  that
• 17:58
  they
• 17:58
  would
• 17:59
  normally
• 17:59
  give
• 17:59
  to
• 17:59
  influencers
• 18:00
  or
• 18:00
  agencies.
• 18:01
  Right.
• 18:01
  So
• 18:02
  they're
• 18:02
  going
• 18:02
  to
• 18:02
  keep
• 18:02
  a
• 18:02
  core
• 18:03
  of
• 18:03
  gratis
• 18:03
  so
• 18:03
  that
• 18:04
  when
• 18:04
  they
• 18:04
  find
• 18:05
  a
• 18:05
  UGC
• 18:05
  video
• 18:06
  and
• 18:06
  they
• 18:06
  get
• 18:06
  the
• 18:06
  consent
• 18:07
  for
• 18:07
  30
• 18:07
  day
• 18:08
  usage,
• 18:08
  they're
• 18:09
  sending
• 18:09
  that
• 18:10
  Nano
• 18:10
  influencer
• 18:11
  a
• 18:11
  free
• 18:12
  product.
• 18:12
  All
• 18:12
  right,
• 18:13
  so
• 18:13
  those
• 18:13
  are
• 18:13
  kind
• 18:13
  of
• 18:14
  already
• 18:14
  allocated.
• 18:14
  You
• 18:15
  might
• 18:15
  just,
• 18:15
  they
• 18:15
  just
• 18:15
  are
• 18:16
  kind
• 18:16
  of
• 18:16
  grabbing
• 18:16
  it
• 18:17
  away
• 18:17
  from
• 18:17
  like
• 18:17
  what
• 18:17
  they
• 18:17
  would
• 18:18
  normally
• 18:18
  give
• 18:18
  to
• 18:19
  desk
• 18:19
  sides
• 18:20
  or
• 18:20
  agencies
• 18:20
  and
• 18:21
  now
• 18:21
  they're
• 18:21
  kind
• 18:21
  of
• 18:21
  shifting
• 18:22
  those
• 18:22
  gratis
• 18:23
  products
• 18:23
  so
• 18:24
  it's
• 18:24
  not
• 18:24
  really
• 18:25
  costing
• 18:25
  them
• 18:25
  more
• 18:25
  money.
• 18:26
  They
• 18:26
  already
• 18:26
  had
• 18:26
  kind
• 18:27
  of
• 18:27
  allocations
• 18:27
  of
• 18:28
  gratis
• 18:28
  for
• 18:28
  2025
• 18:29
  and
• 18:29
  2026.
• 18:30
  It's
• 18:30
  just
• 18:31
  who
• 18:31
  it's
• 18:31
  going
• 18:31
  to
• 18:32
  that's
• 18:32
  different.
• 18:34
  So
• 18:34
  John
• 18:35
  Denis,
• 18:35
  how
• 18:35
  does
• 18:35
  that
• 18:36
  work
• 18:36
  then
• 18:36
  from,
• 18:37
  I'm
• 18:38
  thinking
• 18:38
  from
• 18:38
  the
• 18:38
  brand
• 18:39
  side
• 18:39
  like
• 18:39
  that
• 18:40
  definitely
• 18:40
  changes
• 18:41
  then
• 18:41
  where
• 18:42
  budgets
• 18:42
  are
• 18:42
  being
• 18:43
  allocated.
• 18:43
  Maybe
• 18:44
  coming
• 18:44
  from
• 18:44
  a
• 18:44
  marketing
• 18:45
  budget
• 18:45
  in
• 18:45
  a
• 18:45
  different
• 18:46
  way
• 18:46
  or
• 18:46
  like
• 18:47
  even
• 18:47
  how
• 18:47
  you
• 18:48
  as
• 18:48
  a
• 18:48
  former
• 18:48
  chief
• 18:49
  digital
• 18:49
  officer
• 18:49
  might
• 18:50
  work
• 18:50
  in
• 18:50
  conjunction
• 18:51
  with
• 18:51
  your
• 18:52
  chief
• 18:52
  marketing
• 18:52
  officer.
• 18:53
  Like
• 18:53
  what
• 18:53
  does
• 18:54
  that
• 18:54
  look
• 18:54
  like
• 18:54
  and
• 18:55
  what
• 18:55
  does
• 18:55
  that
• 18:55
  relationship,
• 18:56
  you
• 18:56
  know,
• 18:57
  look.
• 18:57
  What
• 18:57
  will
• 18:57
  that
• 18:57
  look
• 18:58
  like
• 18:58
  in
• 18:58
  the
• 18:58
  future
• 18:58
  as
• 18:58
  we
• 18:59
  head
• 18:59
  into
• 18:59
  2025
• 19:00
  as
• 19:00
  those
• 19:01
  teams
• 19:01
  are
• 19:01
  really
• 19:02
  working
• 19:02
  together
• 19:02
  in
• 19:02
  different
• 19:03
  ways
• 19:03
  to
• 19:04
  one,
• 19:04
  create
• 19:04
  a
• 19:05
  platform
• 19:05
  to
• 19:05
  showcase
• 19:06
  this
• 19:06
  content
• 19:06
  and
• 19:06
  then
• 19:07
  two,
• 19:07
  to
• 19:07
  showcase
• 19:08
  the
• 19:08
  content
• 19:08
  and
• 19:08
  determine
• 19:09
  what
• 19:09
  the
• 19:09
  right
• 19:09
  content
• 19:09
  is
• 19:10
  to
• 19:10
  create
• 19:10
  that
• 19:10
  community
• 19:10
  that
• 19:11
  Chrissy's
• 19:11
  talking
• 19:11
  about.
• 19:13
  I
• 19:13
  think
• 19:13
  it's,
• 19:14
  I
• 19:14
  would
• 19:14
  say
• 19:14
  that
• 19:14
  it's
• 19:15
  always
• 19:15
  the
• 19:15
  same
• 19:16
  story
• 19:16
  about
• 19:17
  breaking
• 19:18
  the
• 19:18
  silos
• 19:18
  within
• 19:19
  companies.
• 19:20
  And
• 19:20
  to
• 19:21
  do
• 19:21
  that,
• 19:21
  let's
• 19:22
  say
• 19:22
  the,
• 19:22
  the
• 19:23
  key
• 19:23
  success
• 19:24
  factor
• 19:24
  is
• 19:24
  to
• 19:24
  be
• 19:27
  extremely
• 19:27
  consumer
• 19:28
  centric.
• 19:29
  So
• 19:29
  by
• 19:30
  being
• 19:30
  consumer
• 19:30
  centric
• 19:31
  you
• 19:31
  break
• 19:31
  the
• 19:32
  silos
• 19:32
  between
• 19:33
  the,
• 19:34
  let's
• 19:34
  say
• 19:35
  the
• 19:35
  audience
• 19:35
  you're
• 19:36
  going
• 19:36
  to
• 19:36
  target
• 19:37
  your
• 19:37
  customer
• 19:38
  knowledge,
• 19:40
  the
• 19:40
  kind
• 19:40
  of
• 19:40
  content
• 19:42
  you're
• 19:42
  going
• 19:42
  to
• 19:42
  put
• 19:43
  in
• 19:43
  their
• 19:43
  interaction.
• 19:44
  Because
• 19:44
  each
• 19:44
  audience
• 19:45
  normally
• 19:45
  they
• 19:45
  have
• 19:46
  like
• 19:46
  dedicated
• 19:47
  content
• 19:47
  that
• 19:48
  meet
• 19:48
  their
• 19:48
  expectation
• 19:49
  with
• 19:49
  the
• 19:50
  right
• 19:50
  media
• 19:50
  mix
• 19:51
  depending
• 19:51
  on
• 19:51
  their
• 19:51
  consumer
• 19:52
  journey.
• 19:52
  So
• 19:53
  it's
• 19:53
  to
• 19:53
  be,
• 19:53
  is
• 19:54
  to
• 19:54
  give
• 19:54
  this
• 19:54
  ability
• 19:55
  to,
• 19:55
  let's
• 19:56
  say
• 19:56
  a
• 19:56
  sales
• 19:57
  director
• 19:57
  or
• 19:57
  marketing
• 19:58
  director,
• 19:58
  a
• 19:59
  digital
• 19:59
  director,
• 19:59
  etc.
• 20:00
  To
• 20:00
  all
• 20:01
  work
• 20:01
  together
• 20:01
  being
• 20:02
  consumer
• 20:02
  centric
• 20:03
  and
• 20:03
  breaking
• 20:03
  the
• 20:03
  silos.
• 20:04
  And
• 20:04
  then
• 20:05
  the
• 20:05
  second
• 20:05
  step
• 20:05
  is
• 20:06
  to
• 20:07
  spend
• 20:07
  the
• 20:07
  required
• 20:08
  time
• 20:08
  to
• 20:09
  do
• 20:09
  all
• 20:09
  this
• 20:10
  social
• 20:10
  listening
• 20:11
  to
• 20:11
  better
• 20:11
  understand
• 20:12
  how
• 20:12
  consumers
• 20:13
  are
• 20:13
  talking
• 20:14
  about
• 20:14
  the
• 20:14
  brand,
• 20:15
  the
• 20:15
  strengths,
• 20:16
  the
• 20:16
  weaknesses,
• 20:17
  then
• 20:17
  to
• 20:17
  adjust
• 20:18
  the
• 20:18
  message
• 20:19
  in
• 20:19
  the
• 20:19
  interaction.
• 20:20
  And
• 20:20
  when
• 20:21
  it
• 20:21
  comes
• 20:21
  to
• 20:21
  content
• 20:22
  creation,
• 20:22
  to
• 20:23
  fully
• 20:23
  embrace
• 20:24
  video
• 20:24
  content,
• 20:25
  video
• 20:25
  again
• 20:26
  is
• 20:26
  totally
• 20:26
  overpassing
• 20:27
  picture.
• 20:28
  People
• 20:29
  are
• 20:29
  looking
• 20:29
  for
• 20:29
  rich
• 20:30
  content,
• 20:30
  immersive
• 20:31
  interaction.
• 20:32
  So
• 20:33
  meaning
• 20:33
  that
• 20:34
  now
• 20:34
  you
• 20:34
  have
• 20:34
  to
• 20:35
  create
• 20:35
  more
• 20:35
  and
• 20:36
  more
• 20:36
  video
• 20:36
  content
• 20:37
  and
• 20:38
  to
• 20:38
  identify
• 20:39
  also
• 20:39
  your
• 20:39
  nano
• 20:40
  influencer
• 20:41
  brand
• 20:41
  advocates
• 20:42
  on
• 20:42
  network
• 20:42
  and
• 20:43
  social
• 20:43
  networks
• 20:44
  and
• 20:44
  engage
• 20:44
  with
• 20:44
  them
• 20:45
  to
• 20:45
  integrate
• 20:46
  them
• 20:46
  into
• 20:46
  the
• 20:47
  content
• 20:47
  strategy.
• 20:48
  So
• 20:49
  John
• 20:49
  Denis,
• 20:49
  I'm
• 20:50
  curious
• 20:50
  what
• 20:51
  tactics
• 20:51
  you
• 20:51
  would
• 20:52
  use
• 20:52
  because
• 20:52
  this
• 20:53
  is,
• 20:53
  this
• 20:53
  is
• 20:53
  an
• 20:54
  investment
• 20:54
  that
• 20:55
  you
• 20:55
  know
• 20:55
  is
• 20:56
  coming
• 20:56
  from
• 20:57
  like
• 20:57
  a
• 20:58
  CIO
• 20:58
  or
• 20:59
  a
• 20:59
  chief
• 20:59
  digital
• 20:59
  officer
• 21:00
  like
• 21:00
  you
• 21:00
  were.
• 21:01
  How
• 21:01
  do
• 21:01
  you
• 21:02
  position
• 21:02
  this
• 21:03
  as
• 21:03
  like
• 21:04
  no
• 21:04
  marketing
• 21:05
  team
• 21:05
  or
• 21:06
  you
• 21:06
  know,
• 21:06
  personalization
• 21:07
  or
• 21:07
  loyalty
• 21:08
  team.
• 21:08
  Like
• 21:08
  this
• 21:08
  is
• 21:09
  something
• 21:09
  that
• 21:09
  we're,
• 21:09
  this
• 21:09
  is
• 21:09
  a
• 21:10
  technology
• 21:10
  that
• 21:10
  we
• 21:10
  should
• 21:11
  all
• 21:11
  invest
• 21:11
  in
• 21:12
  that
• 21:13
  will
• 21:13
  be
• 21:13
  important
• 21:14
  as
• 21:14
  trends
• 21:15
  like
• 21:15
  video
• 21:15
  commerce,
• 21:16
  you
• 21:16
  know,
• 21:17
  come
• 21:17
  into
• 21:17
  the
• 21:17
  fore
• 21:17
  a
• 21:18
  little
• 21:18
  bit
• 21:18
  more.
• 21:18
  Like
• 21:18
  what,
• 21:19
  what
• 21:19
  do
• 21:19
  you
• 21:19
  suggest
• 21:19
  that
• 21:20
  people
• 21:20
  listening
• 21:21
  do
• 21:21
  to
• 21:21
  kind
• 21:21
  of
• 21:21
  make
• 21:22
  that
• 21:22
  that
• 21:23
  happen
• 21:23
  or
• 21:23
  to
• 21:23
  impress
• 21:23
  upon
• 21:24
  them
• 21:24
  the
• 21:24
  importance
• 21:25
  of
• 21:25
  these
• 21:25
  kinds
• 21:25
  of
• 21:25
  tech
• 21:26
  investments.
• 21:27
  So
• 21:27
  I
• 21:28
  know
• 21:28
  that
• 21:28
  sometimes
• 21:29
  when
• 21:29
  you
• 21:30
  disrupt
• 21:31
  too
• 21:31
  much,
• 21:32
  the,
• 21:32
  you
• 21:33
  know,
• 21:33
  the
• 21:33
  way
• 21:33
  you
• 21:34
  operate,
• 21:34
  et
• 21:34
  cetera,
• 21:35
  it's
• 21:35
  going
• 21:35
  to
• 21:35
  be
• 21:35
  difficult
• 21:36
  to
• 21:36
  move
• 21:36
  forward.
• 21:37
  So
• 21:37
  the
• 21:37
  best
• 21:37
  way
• 21:37
  to
• 21:38
  move
• 21:38
  forward,
• 21:38
  to
• 21:38
  be
• 21:38
  honest,
• 21:39
  is
• 21:39
  to
• 21:40
  start
• 21:40
  with
• 21:40
  a
• 21:40
  pilot.
• 21:41
  You
• 21:41
  start
• 21:42
  with
• 21:42
  one
• 21:42
  country,
• 21:43
  one
• 21:44
  touch
• 21:44
  point,
• 21:44
  one
• 21:44
  audience,
• 21:45
  you
• 21:45
  know,
• 21:46
  one
• 21:46
  use
• 21:46
  case.
• 21:47
  It
• 21:47
  could
• 21:47
  be
• 21:48
  for
• 21:48
  example,
• 21:49
  using
• 21:49
  video
• 21:50
  for
• 21:50
  video
• 21:51
  consultation
• 21:52
  with
• 21:52
  retail,
• 21:53
  you
• 21:53
  know,
• 21:53
  to
• 21:54
  through
• 21:54
  online
• 21:54
  and
• 21:55
  through
• 21:55
  your
• 21:55
  platform
• 21:55
  to
• 21:55
  get
• 21:56
  a
• 21:56
  video
• 21:56
  consultation
• 21:57
  to
• 21:57
  get
• 21:57
  some
• 21:57
  advices
• 21:58
  and
• 21:58
  recommendation
• 21:59
  on
• 21:59
  the
• 21:59
  product.
• 22:00
  Instead
• 22:00
  of
• 22:00
  going
• 22:00
  in
• 22:00
  retail,
• 22:02
  it
• 22:02
  could
• 22:02
  be
• 22:02
  just
• 22:03
  to
• 22:03
  add
• 22:04
  on
• 22:04
  a
• 22:04
  specific
• 22:04
  product
• 22:05
  a
• 22:05
  shoppable
• 22:06
  video.
• 22:06
  And
• 22:07
  then
• 22:07
  from
• 22:07
  a
• 22:08
  very,
• 22:08
  let's
• 22:08
  say
• 22:08
  being
• 22:09
  very
• 22:09
  pragmatic,
• 22:10
  you
• 22:10
  just
• 22:11
  demonstrate
• 22:12
  that
• 22:12
  it
• 22:12
  works
• 22:13
  thanks
• 22:13
  to
• 22:13
  the
• 22:14
  right
• 22:14
  indicator
• 22:14
  of
• 22:15
  performance
• 22:16
  and
• 22:16
  showing
• 22:16
  by
• 22:17
  the
• 22:17
  results
• 22:17
  are
• 22:17
  there
• 22:18
  thanks
• 22:18
  to
• 22:18
  engagement,
• 22:20
  sales
• 22:20
  impact,
• 22:21
  et
• 22:21
  cetera.
• 22:21
  Then
• 22:21
  you're
• 22:22
  able
• 22:22
  to
• 22:22
  scale.
• 22:23
  So
• 22:24
  you're
• 22:24
  not,
• 22:24
  I
• 22:24
  mean
• 22:25
  it's
• 22:25
  not
• 22:26
  a
• 22:27
  priority
• 22:27
  to
• 22:27
  go
• 22:28
  big
• 22:28
  very
• 22:29
  quickly.
• 22:30
  The
• 22:30
  thing
• 22:30
  is
• 22:30
  probably
• 22:31
  fewer
• 22:31
  but
• 22:31
  bigger.
• 22:33
  Launch
• 22:33
  this
• 22:34
  pilot,
• 22:35
  make
• 22:35
  optimize
• 22:36
  it
• 22:36
  and
• 22:37
  then
• 22:37
  scale
• 22:38
  once
• 22:38
  you're
• 22:38
  going
• 22:38
  to
• 22:39
  demonstrate
• 22:39
  that
• 22:39
  it
• 22:39
  works.
• 22:40
  And
• 22:40
  it
• 22:40
  works
• 22:40
  very
• 22:40
  well.
• 22:42
  Got
• 22:42
  it.
• 22:43
  Okay,
• 22:43
  so
• 22:43
  I
• 22:43
  want
• 22:43
  to
• 22:43
  put
• 22:43
  your
• 22:44
  chief
• 22:44
  digital
• 22:44
  officer,
• 22:46
  put
• 22:46
  your
• 22:46
  chief
• 22:46
  digital
• 22:47
  officer
• 22:47
  background
• 22:47
  to
• 22:48
  the
• 22:48
  test
• 22:48
  here.
• 22:48
  Jean
• 22:49
  Denis.
• 22:49
  So
• 22:49
  I'm
• 22:50
  curious
• 22:50
  too,
• 22:50
  like
• 22:51
  when
• 22:52
  you
• 22:52
  talk
• 22:52
  about
• 22:52
  the
• 22:52
  development
• 22:53
  of
• 22:53
  the
• 22:53
  tech
• 22:53
  tac
• 22:55
  stack,
• 22:55
  excuse
• 22:56
  me,
• 22:56
  tech
• 22:56
  tack
• 22:57
  tech
• 22:57
  stack
• 22:58
  to
• 22:58
  support
• 22:59
  an
• 22:59
  online
• 23:00
  store
• 23:00
  that
• 23:00
  is,
• 23:01
  you
• 23:01
  know,
• 23:01
  is
• 23:02
  heavily
• 23:02
  invested
• 23:03
  in
• 23:03
  video
• 23:03
  componentry
• 23:04
  and
• 23:04
  video
• 23:05
  commerce,
• 23:06
  what
• 23:07
  what
• 23:07
  are
• 23:07
  the
• 23:07
  critical
• 23:08
  things
• 23:08
  that
• 23:09
  you
• 23:10
  know,
• 23:10
  come
• 23:10
  into
• 23:10
  play
• 23:11
  to
• 23:11
  make
• 23:11
  that
• 23:12
  happen?
• 23:12
  So
• 23:12
  like,
• 23:13
  especially
• 23:13
  as
• 23:13
  so
• 23:13
  many
• 23:13
  brands
• 23:14
  and
• 23:14
  retailers
• 23:14
  are
• 23:15
  dealing
• 23:15
  with
• 23:15
  legacy
• 23:16
  systems
• 23:16
  as
• 23:16
  well,
• 23:17
  what
• 23:17
  are
• 23:17
  some
• 23:17
  of
• 23:17
  the
• 23:18
  success
• 23:19
  steps
• 23:20
  that
• 23:20
  you
• 23:20
  would
• 23:20
  recommend
• 23:21
  those
• 23:21
  watching
• 23:22
  take
• 23:22
  to
• 23:22
  make
• 23:22
  sure
• 23:22
  their
• 23:23
  tech
• 23:23
  stack
• 23:23
  is
• 23:23
  up
• 23:24
  to
• 23:24
  stack,
• 23:24
  so
• 23:25
  to
• 23:25
  speak?
• 23:26
  I
• 23:27
  think
• 23:27
  that
• 23:27
  probably
• 23:28
  the,
• 23:28
  the
• 23:29
  core
• 23:29
  topic
• 23:29
  is
• 23:29
  about
• 23:30
  agility.
• 23:31
  So
• 23:31
  finding
• 23:32
  partners
• 23:32
  that
• 23:32
  will
• 23:33
  give
• 23:33
  you
• 23:34
  the
• 23:34
  required
• 23:35
  agility
• 23:36
  you
• 23:36
  sometimes
• 23:37
  don't
• 23:37
  have
• 23:37
  internally,
• 23:38
  you
• 23:38
  know,
• 23:39
  so,
• 23:39
  so
• 23:39
  that's
• 23:39
  why
• 23:40
  instead
• 23:40
  of
• 23:40
  trying
• 23:41
  to
• 23:41
  reinvent
• 23:41
  by
• 23:42
  yourself
• 23:43
  capabilities
• 23:44
  or
• 23:44
  going
• 23:44
  with
• 23:45
  big
• 23:45
  partners,
• 23:45
  etc.
• 23:46
  And
• 23:46
  create
• 23:46
  more
• 23:47
  complexity,
• 23:48
  I've
• 23:48
  always
• 23:49
  looked
• 23:49
  to,
• 23:49
  let's
• 23:50
  say
• 23:50
  very
• 23:50
  agile
• 23:51
  partner
• 23:51
  that
• 23:52
  will
• 23:52
  provide
• 23:52
  me
• 23:52
  with
• 23:53
  this
• 23:53
  agility.
• 23:53
  You
• 23:53
  know,
• 23:54
  just
• 23:54
  through,
• 23:54
  let's
• 23:55
  say
• 23:55
  very
• 23:55
  almost
• 23:56
  simple
• 23:56
  plug
• 23:56
  and
• 23:57
  play
• 23:57
  and
• 23:58
  outsourcing
• 23:59
  these
• 23:59
  capabilities
• 24:00
  going
• 24:00
  fast,
• 24:01
  sometimes
• 24:01
  even
• 24:02
  on
• 24:02
  the,
• 24:02
  on
• 24:02
  the
• 24:02
  content
• 24:03
  creation
• 24:03
  because
• 24:04
  you
• 24:04
  know,
• 24:04
  sometimes
• 24:05
  you
• 24:05
  have
• 24:05
  the
• 24:05
  willingness
• 24:06
  to
• 24:06
  move
• 24:06
  forward,
• 24:06
  but
• 24:07
  internally
• 24:07
  you
• 24:07
  don't
• 24:07
  have
• 24:08
  the
• 24:08
  bandwidth,
• 24:08
  you
• 24:08
  don't
• 24:09
  have
• 24:09
  the
• 24:09
  skills
• 24:10
  to
• 24:10
  make
• 24:10
  it
• 24:10
  happen,
• 24:10
  you
• 24:11
  don't
• 24:11
  have
• 24:11
  the
• 24:11
  budget
• 24:11
  to
• 24:12
  create
• 24:12
  content,
• 24:12
  etc.
• 24:13
  And
• 24:13
  it
• 24:13
  takes
• 24:14
  time.
• 24:14
  So
• 24:14
  if
• 24:14
  you
• 24:15
  would
• 24:15
  like
• 24:15
  to
• 24:15
  demonstrate
• 24:16
  very
• 24:16
  quickly
• 24:16
  that
• 24:16
  it
• 24:17
  works,
• 24:17
  organize
• 24:18
  a
• 24:18
  pilot,
• 24:19
  outsource,
• 24:20
  let's
• 24:20
  say
• 24:21
  almost
• 24:21
  everything,
• 24:22
  but
• 24:22
  by
• 24:23
  controlling,
• 24:23
  you
• 24:23
  know,
• 24:24
  through
• 24:24
  a
• 24:24
  frame.
• 24:25
  But
• 24:25
  then
• 24:26
  it's
• 24:26
  freedom
• 24:26
  within
• 24:26
  the
• 24:26
  frame
• 24:27
  with
• 24:27
  the
• 24:27
  partner,
• 24:28
  but
• 24:28
  you
• 24:28
  define
• 24:28
  the
• 24:29
  frame
• 24:29
  and
• 24:29
  then
• 24:30
  you
• 24:30
  go
• 24:30
  on
• 24:30
  this
• 24:30
  pilot.
• 24:31
  And
• 24:31
  so
• 24:32
  that's
• 24:32
  why
• 24:32
  I
• 24:32
  had
• 24:33
  the
• 24:33
  privilege
• 24:33
  to
• 24:33
  work
• 24:33
  already
• 24:34
  with
• 24:34
  Firework
• 24:34
  at
• 24:35
  Kochi
• 24:35
  and
• 24:36
  I
• 24:36
  really
• 24:36
  appreciate
• 24:36
  that,
• 24:37
  this
• 24:37
  agility
• 24:38
  to
• 24:38
  demonstrate
• 24:39
  that
• 24:39
  it
• 24:39
  works.
• 24:39
  And
• 24:41
  they
• 24:41
  took
• 24:41
  the
• 24:42
  lead
• 24:42
  on
• 24:42
  many,
• 24:43
  many
• 24:43
  topics
• 24:43
  of
• 24:43
  the
• 24:43
  pilot.
• 24:44
  Got
• 24:45
  it.
• 24:45
  So
• 24:45
  it
• 24:45
  goes
• 24:45
  back
• 24:45
  to
• 24:45
  how
• 24:46
  you
• 24:46
  answered
• 24:46
  Anne's
• 24:46
  question,
• 24:46
  which
• 24:47
  is
• 24:47
  start
• 24:47
  small,
• 24:48
  bite
• 24:48
  off
• 24:48
  what
• 24:49
  you
• 24:49
  got,
• 24:49
  you
• 24:50
  find
• 24:50
  the
• 24:50
  right
• 24:51
  partner
• 24:51
  that
• 24:51
  enables
• 24:51
  you
• 24:52
  to
• 24:52
  go
• 24:52
  fast,
• 24:52
  to
• 24:53
  learn
• 24:53
  quickly.
• 24:54
  And
• 24:54
  that's
• 24:55
  basically
• 24:55
  what
• 24:55
  you're
• 24:55
  saying.
• 24:55
  Christy,
• 24:56
  is
• 24:56
  there
• 24:56
  any
• 24:56
  color?
• 24:57
  Oh,
• 24:58
  go
• 24:58
  ahead.
• 24:59
  Yeah.
• 24:59
  And
• 24:59
  especially
• 25:00
  to
• 25:00
  get
• 25:00
  the
• 25:00
  buy
• 25:00
  in
• 25:01
  because
• 25:01
  you
• 25:01
  could
• 25:01
  imagine
• 25:01
  that
• 25:02
  if
• 25:02
  you
• 25:03
  go
• 25:03
  and
• 25:03
  speak
• 25:04
  with
• 25:04
  a
• 25:04
  marketing
• 25:04
  director
• 25:05
  or
• 25:05
  communication
• 25:06
  director
• 25:06
  and
• 25:06
  say,
• 25:06
  oh
• 25:06
  guys,
• 25:07
  video
• 25:07
  is
• 25:07
  overpassing
• 25:08
  picture,
• 25:08
  so
• 25:08
  let's
• 25:09
  move
• 25:09
  forward
• 25:09
  and
• 25:09
  shift
• 25:10
  to
• 25:10
  video.
• 25:11
  Obviously
• 25:11
  I'm
• 25:12
  not
• 25:12
  sure
• 25:12
  that
• 25:12
  it's
• 25:12
  going
• 25:12
  to
• 25:12
  be
• 25:13
  very
• 25:13
  smooth
• 25:13
  as
• 25:13
  a
• 25:13
  discussion,
• 25:14
  you
• 25:14
  know,
• 25:14
  so.
• 25:15
  Meaning
• 25:15
  that
• 25:16
  when
• 25:16
  I
• 25:16
  say
• 25:17
  start
• 25:17
  with
• 25:17
  the
• 25:17
  pilot,
• 25:18
  you
• 25:18
  have
• 25:18
  to
• 25:19
  engage,
• 25:20
  convince
• 25:21
  people,
• 25:22
  you
• 25:22
  know,
• 25:22
  influence
• 25:23
  people
• 25:23
  being
• 25:24
  pragmatic
• 25:25
  and
• 25:25
  consumer
• 25:26
  centric.
• 25:26
  So
• 25:26
  probably
• 25:26
  the
• 25:27
  most
• 25:27
  complex
• 25:27
  thing
• 25:28
  is
• 25:28
  to
• 25:28
  ask
• 25:29
  people
• 25:29
  to
• 25:29
  be
• 25:30
  really,
• 25:31
  really
• 25:31
  consumer
• 25:31
  centric.
• 25:32
  So
• 25:32
  instead
• 25:32
  of
• 25:33
  thinking
• 25:34
  about
• 25:34
  what
• 25:35
  could
• 25:35
  be
• 25:35
  the
• 25:35
  customer
• 25:36
  expectation
• 25:36
  in
• 25:36
  schedule,
• 25:37
  just
• 25:37
  ask
• 25:38
  them,
• 25:38
  ask
• 25:38
  the
• 25:39
  consumer,
• 25:39
  you
• 25:39
  know,
• 25:39
  what
• 25:40
  are
• 25:40
  your
• 25:40
  consumer
• 25:40
  expectations?
• 25:42
  You're
• 25:42
  looking
• 25:42
  for
• 25:42
  more
• 25:43
  rich
• 25:43
  content.
• 25:43
  Video
• 25:44
  content.
• 25:44
  Okay.
• 25:45
  You
• 25:45
  consume
• 25:45
  now
• 25:46
  only
• 25:46
  video
• 25:46
  content.
• 25:47
  So
• 25:47
  we're
• 25:47
  going
• 25:47
  to
• 25:48
  equip
• 25:48
  ourselves
• 25:49
  to
• 25:49
  meet
• 25:49
  your
• 25:49
  expectations.
• 25:50
  That's
• 25:50
  the
• 25:50
  point.
• 25:51
  You
• 25:51
  know,
• 25:51
  and
• 25:51
  sometimes
• 25:52
  from
• 25:52
  the
• 25:52
  cultural
• 25:53
  standpoint,
• 25:53
  it's
• 25:54
  complex
• 25:54
  to
• 25:54
  make
• 25:54
  it
• 25:54
  happen.
• 25:55
  And
• 25:55
  you're
• 25:56
  losing
• 25:56
  time
• 25:56
  because
• 25:57
  you
• 25:57
  try
• 25:57
  to
• 25:57
  convince
• 25:58
  consumers
• 25:58
  that
• 25:58
  they
• 25:59
  have
• 25:59
  to
• 25:59
  continue
• 26:00
  to
• 26:00
  consume
• 26:00
  picture,
• 26:01
  you
• 26:01
  know,
• 26:01
  but
• 26:02
  we
• 26:02
  know
• 26:02
  that
• 26:02
  it's
• 26:03
  not
• 26:03
  the
• 26:03
  story,
• 26:03
  you
• 26:03
  know.
• 26:04
  Yeah.
• 26:04
  And
• 26:04
  follow
• 26:05
  the
• 26:05
  data
• 26:05
  through
• 26:05
  lots
• 26:06
  of
• 26:06
  small
• 26:06
  experiments.
• 26:07
  That's
• 26:07
  the
• 26:07
  other
• 26:07
  thing,
• 26:07
  too.
• 26:08
  Especially
• 26:08
  in
• 26:08
  video
• 26:08
  commerce.
• 26:09
  I
• 26:09
  have
• 26:09
  to
• 26:09
  think,
• 26:09
  Christy,
• 26:10
  you're
• 26:10
  shaking
• 26:10
  your
• 26:10
  head
• 26:10
  yes.
• 26:11
  Oh,
• 26:11
  my
• 26:11
  gosh.
• 26:11
  It's
• 26:11
  all
• 26:12
  about
• 26:12
  the
• 26:12
  data.
• 26:13
  It's
• 26:13
  all
• 26:13
  about
• 26:13
  the
• 26:14
  data.
• 26:14
  The
• 26:14
  data
• 26:14
  does
• 26:14
  not
• 26:15
  lie.
• 26:15
  And
• 26:15
  he's
• 26:15
  absolutely
• 26:16
  right.
• 26:16
  I
• 26:16
  mean,
• 26:16
  I,
• 26:17
  you
• 26:17
  know,
• 26:17
  we
• 26:17
  work
• 26:17
  with
• 26:18
  companies
• 26:19
  of
• 26:19
  all
• 26:19
  size
• 26:19
  at
• 26:19
  Firework,
• 26:20
  which
• 26:20
  is.
• 26:20
  That's
• 26:20
  what's
• 26:21
  really
• 26:21
  great
• 26:21
  about
• 26:21
  us.
• 26:22
  But
• 26:22
  I
• 26:23
  typically
• 26:23
  work
• 26:24
  with
• 26:24
  the
• 26:24
  Cody's,
• 26:24
  the
• 26:24
  l'oreals,
• 26:25
  the
• 26:25
  unilevers
• 26:26
  of
• 26:26
  the
• 26:26
  world.
• 26:26
  And
• 26:26
  he's
• 26:27
  right.
• 26:27
  They
• 26:27
  always
• 26:27
  start
• 26:27
  with
• 26:28
  a
• 26:28
  PoC.
• 26:29
  Right.
• 26:29
  Let's
• 26:29
  test
• 26:29
  it
• 26:30
  on
• 26:30
  even
• 26:30
  one
• 26:30
  PDP
• 26:31
  page
• 26:31
  and
• 26:31
  let's
• 26:31
  do
• 26:32
  AB
• 26:32
  testing.
• 26:33
  Let's
• 26:34
  split
• 26:34
  the
• 26:35
  audience
• 26:35
  50,
• 26:35
  50,
• 26:36
  and
• 26:36
  let's
• 26:37
  see
• 26:37
  the
• 26:37
  interaction
• 26:38
  with
• 26:38
  the
• 26:38
  Firework
• 26:39
  video
• 26:39
  player
• 26:39
  versus
• 26:40
  those
• 26:40
  who
• 26:40
  don't
• 26:40
  have
• 26:40
  it.
• 26:41
  And
• 26:41
  you
• 26:41
  can
• 26:41
  very
• 26:42
  quickly
• 26:42
  see
• 26:43
  the
• 26:43
  engagement
• 26:43
  time
• 26:44
  triple.
• 26:44
  The
• 26:45
  conversions
• 26:46
  go
• 26:46
  up
• 26:46
  30
• 26:46
  to
• 26:46
  40%.
• 26:47
  The
• 26:47
  AOV
• 26:48
  goes
• 26:48
  up.
• 26:48
  Because
• 26:49
  if
• 26:49
  somebody
• 26:49
  goes,
• 26:50
  let's
• 26:50
  say
• 26:50
  Ann
• 26:51
  just
• 26:51
  needs
• 26:51
  to
• 26:51
  go
• 26:51
  replenish
• 26:52
  her
• 26:52
  shampoo
• 26:53
  and
• 26:53
  then
• 26:53
  she
• 26:53
  starts
• 26:53
  watching
• 26:54
  videos
• 26:54
  of,
• 26:54
  oh,
• 26:55
  you
• 26:55
  need
• 26:55
  this
• 26:55
  Shine
• 26:55
  product.
• 26:56
  She's
• 26:56
  like,
• 26:56
  oh,
• 26:56
  my
• 26:57
  gosh,
• 26:57
  I
• 26:57
  need
• 26:57
  this
• 26:57
  product.
• 26:58
  This
• 26:58
  is.
• 26:59
  Sounds
• 26:59
  right.
• 27:00
  Sounds
• 27:00
  like
• 27:00
  something
• 27:00
  Ann
• 27:00
  would
• 27:01
  do,
• 27:01
  right?
• 27:02
  I
• 27:02
  need
• 27:02
  this
• 27:02
  to
• 27:02
  my
• 27:02
  cart.
• 27:02
  I
• 27:03
  need
• 27:03
  my
• 27:03
  hair
• 27:03
  to
• 27:03
  be
• 27:03
  shiny.
• 27:03
  I'm
• 27:04
  on
• 27:04
  camera,
• 27:04
  right?
• 27:04
  So
• 27:05
  all
• 27:05
  of
• 27:05
  a
• 27:05
  sudden
• 27:05
  you
• 27:05
  start
• 27:06
  to
• 27:06
  see
• 27:06
  the
• 27:06
  aov.
• 27:06
  So
• 27:07
  when
• 27:07
  you
• 27:07
  start
• 27:07
  to
• 27:07
  show
• 27:08
  these
• 27:08
  internal
• 27:08
  key
• 27:08
  stakeholders
• 27:09
  that
• 27:09
  maybe
• 27:09
  weren't
• 27:10
  so
• 27:10
  sure
• 27:10
  about
• 27:10
  video
• 27:11
  commerce,
• 27:11
  you
• 27:12
  start
• 27:12
  to
• 27:12
  show
• 27:12
  them
• 27:13
  conversions
• 27:13
  going
• 27:13
  up,
• 27:14
  AOV
• 27:15
  going
• 27:15
  up,
• 27:15
  engagement
• 27:16
  time
• 27:16
  doubling
• 27:16
  and
• 27:17
  tripling.
• 27:17
  They
• 27:17
  start
• 27:17
  to
• 27:17
  go,
• 27:18
  why
• 27:18
  do
• 27:18
  we
• 27:18
  just
• 27:18
  have
• 27:18
  this
• 27:18
  on
• 27:18
  a
• 27:19
  PDP
• 27:19
  page?
• 27:19
  This
• 27:19
  should
• 27:20
  be
• 27:20
  on
• 27:20
  a
• 27:20
  category
• 27:20
  page.
• 27:21
  This
• 27:21
  should
• 27:21
  be
• 27:21
  on
• 27:21
  the
• 27:21
  homepage
• 27:22
  for
• 27:22
  product
• 27:23
  discovery.
• 27:23
  Top
• 27:24
  of
• 27:24
  funnel,
• 27:24
  bottom
• 27:24
  of
• 27:24
  funnel,
• 27:25
  right?
• 27:25
  Then
• 27:25
  they
• 27:25
  start
• 27:26
  realizing.
• 27:26
  So
• 27:27
  that's
• 27:27
  exactly
• 27:27
  what
• 27:28
  happens.
• 27:28
  We
• 27:28
  start
• 27:28
  to
• 27:28
  work
• 27:28
  with
• 27:29
  brands
• 27:29
  and
• 27:29
  they
• 27:29
  test
• 27:29
  it
• 27:29
  in
• 27:30
  one
• 27:30
  location,
• 27:30
  and
• 27:30
  then
• 27:30
  they
• 27:31
  end
• 27:31
  up
• 27:31
  putting
• 27:31
  it
• 27:31
  everywhere.
• 27:33
  Well,
• 27:34
  you
• 27:34
  know,
• 27:34
  I
• 27:34
  want
• 27:34
  to
• 27:34
  talk
• 27:35
  to
• 27:35
  you
• 27:35
  both
• 27:35
  about
• 27:36
  the
• 27:36
  measurement
• 27:37
  of
• 27:37
  this.
• 27:37
  I
• 27:37
  want
• 27:37
  to
• 27:37
  dive
• 27:38
  deeper
• 27:38
  like
• 27:38
  we
• 27:38
  talked
• 27:39
  about,
• 27:39
  doing
• 27:40
  a
• 27:40
  proof
• 27:40
  of
• 27:40
  concepts.
• 27:41
  But
• 27:41
  I
• 27:41
  think
• 27:41
  one
• 27:42
  of
• 27:42
  the
• 27:42
  most
• 27:42
  important
• 27:42
  things
• 27:43
  that
• 27:43
  We'
• 27:43
  learned
• 27:43
  through
• 27:44
  this
• 27:44
  Front
• 27:44
  Porch
• 27:44
  series
• 27:45
  with
• 27:45
  Firework
• 27:45
  is
• 27:46
  really
• 27:46
  understanding
• 27:47
  the
• 27:47
  new
• 27:47
  ways
• 27:47
  of
• 27:48
  measuring
• 27:48
  success.
• 27:49
  Christie,
• 27:50
  one
• 27:50
  thing
• 27:50
  I
• 27:50
  want
• 27:50
  to
• 27:50
  ask
• 27:51
  you
• 27:51
  about
• 27:51
  that
• 27:52
  I've
• 27:52
  been
• 27:52
  thinking
• 27:52
  about
• 27:52
  since
• 27:53
  you
• 27:53
  said
• 27:53
  it
• 27:53
  at
• 27:53
  the
• 27:53
  beginning
• 27:53
  of
• 27:54
  this
• 27:54
  discussion,
• 27:55
  was
• 27:55
  this
• 27:56
  like
• 27:56
  the
• 27:57
  engagement
• 27:58
  or
• 27:58
  the
• 27:58
  feeling
• 27:59
  or
• 27:59
  emotional
• 28:00
  connection
• 28:00
  that
• 28:00
  people
• 28:00
  have
• 28:01
  I
• 28:02
  that
• 28:02
  imagine
• 28:03
  like
• 28:03
  the
• 28:03
  rest
• 28:03
  of
• 28:04
  the
• 28:04
  stuff.
• 28:04
  I
• 28:04
  think
• 28:04
  we
• 28:04
  can
• 28:04
  get
• 28:05
  to
• 28:05
  AOV
• 28:06
  going
• 28:07
  up,
• 28:07
  like,
• 28:07
  you
• 28:07
  know,
• 28:08
  increased
• 28:08
  engagement
• 28:09
  time
• 28:09
  on
• 28:10
  site,
• 28:10
  like
• 28:10
  that
• 28:10
  makes
• 28:11
  sense
• 28:11
  to
• 28:11
  me.
• 28:11
  But
• 28:12
  how
• 28:12
  do
• 28:12
  you
• 28:12
  quantify
• 28:13
  or
• 28:13
  how
• 28:13
  do
• 28:13
  you
• 28:14
  explain
• 28:14
  something
• 28:15
  like
• 28:15
  that
• 28:16
  when
• 28:16
  you're
• 28:16
  justifying
• 28:17
  an
• 28:18
  investment?
• 28:18
  How
• 28:19
  do
• 28:19
  you
• 28:19
  recommend
• 28:19
  that
• 28:20
  people
• 28:21
  do
• 28:21
  that?
• 28:21
  Well,
• 28:22
  you
• 28:22
  can
• 28:22
  tie,
• 28:22
  you
• 28:23
  can
• 28:23
  tie
• 28:23
  the
• 28:23
  actual
• 28:24
  conversion
• 28:25
  through
• 28:25
  our
• 28:25
  purchasing
• 28:26
  pixel
• 28:26
  to
• 28:27
  what
• 28:27
  people
• 28:27
  actually
• 28:28
  consumed
• 28:28
  before
• 28:29
  they
• 28:29
  put
• 28:29
  the
• 28:29
  item
• 28:29
  in
• 28:30
  their
• 28:30
  cart.
• 28:30
  So
• 28:31
  you
• 28:31
  can
• 28:31
  tie
• 28:31
  down
• 28:32
  like
• 28:32
  if
• 28:32
  somebody
• 28:32
  has
• 28:33
  a
• 28:33
  carousel
• 28:33
  of,
• 28:33
  let's
• 28:34
  say
• 28:34
  10
• 28:34
  videos,
• 28:35
  we
• 28:35
  can
• 28:36
  see
• 28:36
  that
• 28:36
  they
• 28:36
  watched
• 28:37
  like
• 28:37
  two
• 28:38
  videos
• 28:38
  in
• 28:39
  full
• 28:39
  screen
• 28:39
  mode.
• 28:39
  We
• 28:40
  can
• 28:40
  tie
• 28:40
  down
• 28:40
  to
• 28:40
  the
• 28:41
  actual
• 28:41
  videos
• 28:42
  and
• 28:42
  we
• 28:42
  can
• 28:42
  attribute
• 28:43
  the
• 28:43
  revenue
• 28:43
  to
• 28:44
  what
• 28:44
  they
• 28:45
  actually
• 28:45
  interacted
• 28:45
  with.
• 28:46
  So
• 28:47
  what
• 28:47
  that
• 28:47
  content
• 28:48
  was
• 28:48
  like,
• 28:48
  I
• 28:48
  mean,
• 28:49
  you
• 28:49
  can
• 28:49
  start
• 28:49
  to
• 28:49
  gather
• 28:50
  that
• 28:50
  specific
• 28:51
  level
• 28:51
  of
• 28:52
  information
• 28:52
  of
• 28:52
  like,
• 28:53
  well,
• 28:53
  when
• 28:54
  she
• 28:54
  shared
• 28:54
  this,
• 28:55
  you
• 28:55
  know,
• 28:55
  vulnerable
• 28:56
  moment
• 28:56
  that
• 28:56
  she
• 28:57
  had
• 28:57
  and
• 28:57
  this
• 28:57
  product
• 28:58
  came
• 28:58
  in,
• 28:58
  like
• 28:58
  those
• 28:59
  are
• 28:59
  the
• 28:59
  stories
• 28:59
  that
• 28:59
  are
• 28:59
  hitting
• 29:00
  with
• 29:00
  our
• 29:00
  audience.
• 29:00
  That's
• 29:01
  when
• 29:01
  they
• 29:01
  added
• 29:01
  it
• 29:01
  to
• 29:02
  their
• 29:02
  cart.
• 29:03
  Interesting.
• 29:03
  So
• 29:03
  you
• 29:03
  can
• 29:04
  really
• 29:04
  get
• 29:04
  granular
• 29:05
  with
• 29:05
  the
• 29:05
  data.
• 29:05
  We're
• 29:05
  kind
• 29:05
  of
• 29:06
  data
• 29:06
  geeks
• 29:06
  over
• 29:06
  here.
• 29:07
  But
• 29:08
  it's
• 29:08
  really
• 29:08
  cool
• 29:08
  when
• 29:09
  you
• 29:09
  can
• 29:09
  really
• 29:09
  start
• 29:10
  to
• 29:10
  tie
• 29:10
  those
• 29:10
  conversions
• 29:11
  or
• 29:11
  the
• 29:11
  average
• 29:11
  order
• 29:12
  value
• 29:12
  to
• 29:12
  specific
• 29:13
  things
• 29:13
  they
• 29:13
  actually
• 29:14
  watched
• 29:14
  within
• 29:14
  a
• 29:14
  video
• 29:15
  or
• 29:15
  a
• 29:15
  digital
• 29:15
  showroom.
• 29:17
  That's
• 29:17
  really
• 29:17
  interesting
• 29:18
  because
• 29:18
  the
• 29:18
  question
• 29:18
  I
• 29:18
  want
• 29:18
  to
• 29:18
  ask
• 29:19
  you
• 29:19
  in
• 29:19
  this,
• 29:19
  in
• 29:19
  this
• 29:19
  section
• 29:20
  too
• 29:20
  was
• 29:20
  like,
• 29:20
  you
• 29:21
  know,
• 29:21
  in
• 29:21
  our
• 29:21
  business
• 29:22
  particularly
• 29:22
  like
• 29:23
  there's
• 29:23
  almost
• 29:23
  no
• 29:23
  such
• 29:24
  thing
• 29:24
  as
• 29:24
  not
• 29:24
  enough
• 29:25
  content,
• 29:25
  right?
• 29:25
  Like,
• 29:26
  you
• 29:26
  can
• 29:26
  always
• 29:26
  benefit
• 29:27
  from
• 29:27
  more
• 29:27
  and
• 29:27
  more
• 29:28
  content,
• 29:29
  but
• 29:29
  yet
• 29:29
  retailers
• 29:30
  and
• 29:30
  brands,
• 29:30
  they're
• 29:31
  resource
• 29:31
  constrained.
• 29:32
  And
• 29:32
  so
• 29:32
  you're
• 29:32
  playing
• 29:32
  that
• 29:33
  battle
• 29:33
  of
• 29:33
  how
• 29:33
  much
• 29:33
  content
• 29:34
  do
• 29:34
  I
• 29:34
  put
• 29:34
  on
• 29:34
  the
• 29:34
  site?
• 29:34
  Then
• 29:35
  you
• 29:35
  get
• 29:35
  page
• 29:35
  load
• 29:36
  times
• 29:36
  and
• 29:36
  all
• 29:37
  those
• 29:37
  factors
• 29:37
  come
• 29:37
  into
• 29:38
  play
• 29:38
  too.
• 29:38
  So
• 29:39
  how,
• 29:40
  like,
• 29:41
  as
• 29:41
  you're
• 29:41
  using
• 29:41
  this
• 29:42
  data
• 29:42
  and
• 29:42
  analyze
• 29:43
  things,
• 29:43
  I
• 29:43
  guess
• 29:43
  John
• 29:43
  Denis,
• 29:43
  my
• 29:44
  question
• 29:44
  for
• 29:44
  you
• 29:44
  is
• 29:44
  like,
• 29:44
  how
• 29:45
  do
• 29:45
  you,
• 29:45
  how
• 29:45
  do
• 29:45
  you
• 29:46
  balance
• 29:47
  how
• 29:47
  much
• 29:47
  content
• 29:48
  to
• 29:48
  actually
• 29:49
  make
• 29:49
  in
• 29:49
  this
• 29:50
  manner?
• 29:52
  So
• 29:53
  I
• 29:53
  think
• 29:53
  it's,
• 29:53
  it's,
• 29:54
  it's
• 29:54
  not
• 29:54
  a
• 29:54
  question
• 29:54
  of
• 29:55
  balance
• 29:55
  probably,
• 29:56
  it's
• 29:56
  a
• 29:56
  question
• 29:56
  of
• 29:57
  how
• 29:57
  brands
• 29:58
  and
• 29:58
  companies
• 29:59
  will
• 29:59
  organize
• 30:00
  themselves
• 30:01
  to
• 30:01
  be
• 30:01
  in
• 30:01
  a
• 30:01
  position
• 30:02
  to
• 30:02
  deliver
• 30:03
  the
• 30:03
  required
• 30:04
  content.
• 30:04
  So,
• 30:05
  you
• 30:05
  know,
• 30:05
  there
• 30:05
  is,
• 30:06
  there
• 30:06
  is
• 30:07
  three
• 30:07
  main
• 30:07
  topics
• 30:08
  when
• 30:08
  it
• 30:08
  comes
• 30:08
  to
• 30:09
  content
• 30:10
  strategy.
• 30:10
  Content
• 30:11
  management
• 30:11
  is
• 30:11
  about
• 30:12
  content
• 30:13
  readiness.
• 30:13
  So
• 30:13
  the
• 30:13
  ability,
• 30:14
  you
• 30:14
  know,
• 30:15
  of
• 30:15
  the
• 30:15
  brand
• 30:15
  to,
• 30:16
  to
• 30:16
  provide
• 30:16
  the
• 30:17
  content
• 30:17
  at
• 30:17
  the
• 30:17
  right
• 30:17
  timing,
• 30:18
  to
• 30:18
  be,
• 30:19
  you
• 30:19
  know,
• 30:19
  to
• 30:19
  play
• 30:19
  it,
• 30:20
  to
• 30:20
  distribute
• 30:20
  it.
• 30:21
  The
• 30:21
  second
• 30:21
  one
• 30:21
  is
• 30:21
  about
• 30:22
  relevancy
• 30:23
  for
• 30:23
  sure,
• 30:24
  to
• 30:24
  be
• 30:24
  extremely
• 30:25
  relevant
• 30:25
  regarding
• 30:26
  the
• 30:26
  audience
• 30:26
  you
• 30:26
  can
• 30:27
  address
• 30:27
  with
• 30:28
  relevant
• 30:28
  content.
• 30:29
  And
• 30:29
  the
• 30:29
  third
• 30:29
  one
• 30:30
  is
• 30:30
  about
• 30:30
  volume.
• 30:31
  And
• 30:31
  all
• 30:32
  companies
• 30:33
  know
• 30:33
  that
• 30:34
  to
• 30:34
  perform,
• 30:35
  to
• 30:35
  stand
• 30:35
  out
• 30:35
  from
• 30:35
  the
• 30:36
  crowd,
• 30:36
  they
• 30:36
  need
• 30:36
  the
• 30:37
  three
• 30:37
  of
• 30:37
  these.
• 30:37
  And
• 30:38
  volume
• 30:38
  is
• 30:38
  very
• 30:39
  important.
• 30:39
  It's
• 30:39
  not
• 30:39
  about
• 30:40
  creating
• 30:40
  like
• 30:40
  say
• 30:41
  10
• 30:41
  piece
• 30:41
  of
• 30:42
  content.
• 30:42
  It's
• 30:43
  creating,
• 30:43
  you
• 30:43
  know,
• 30:43
  hundred
• 30:44
  thousand
• 30:45
  pieces
• 30:45
  of
• 30:45
  content
• 30:45
  and
• 30:46
  assets.
• 30:46
  So,
• 30:47
  and
• 30:47
  so
• 30:47
  that's,
• 30:48
  that's
• 30:48
  why
• 30:48
  now
• 30:49
  companies
• 30:49
  are
• 30:50
  pushing,
• 30:51
  trying
• 30:51
  to
• 30:52
  organize,
• 30:52
  organize
• 30:53
  themselves
• 30:53
  about
• 30:54
  content
• 30:54
  creation
• 30:55
  with
• 30:56
  this
• 30:56
  kind
• 30:56
  of
• 30:56
  different
• 30:57
  model.
• 30:57
  You
• 30:57
  know,
• 30:58
  having
• 30:58
  an
• 30:58
  internal
• 30:59
  studio
• 30:59
  with,
• 31:00
  why
• 31:00
  not
• 31:00
  an
• 31:00
  internal
• 31:01
  live
• 31:01
  streaming
• 31:02
  studio
• 31:03
  having,
• 31:04
  working
• 31:04
  also
• 31:05
  to
• 31:05
  work
• 31:05
  with,
• 31:05
  with
• 31:06
  external
• 31:06
  partners
• 31:07
  specializing
• 31:08
  content
• 31:09
  for
• 31:09
  digital
• 31:10
  in
• 31:10
  video
• 31:11
  content,
• 31:11
  etc.
• 31:12
  So
• 31:14
  you
• 31:14
  have
• 31:14
  to
• 31:15
  shift
• 31:15
  and
• 31:15
  to
• 31:15
  organize
• 31:16
  ourselves
• 31:17
  to
• 31:18
  provide
• 31:18
  more
• 31:19
  content.
• 31:19
  I
• 31:19
  mean
• 31:20
  all
• 31:20
  the
• 31:20
  touch
• 31:20
  point,
• 31:21
  all
• 31:21
  the
• 31:21
  interaction
• 31:22
  we
• 31:22
  have
• 31:22
  with
• 31:22
  our
• 31:22
  consumer,
• 31:23
  whatever
• 31:23
  the
• 31:23
  touch
• 31:24
  point
• 31:24
  is
• 31:24
  on
• 31:24
  the
• 31:24
  consumer
• 31:25
  journey,
• 31:25
  it's
• 31:26
  about
• 31:26
  content
• 31:26
  at
• 31:26
  the
• 31:27
  core
• 31:27
  of
• 31:27
  it,
• 31:27
  it's
• 31:27
  about
• 31:27
  the
• 31:28
  content,
• 31:28
  a
• 31:28
  piece
• 31:28
  of
• 31:29
  content.
• 31:30
  So,
• 31:31
  so
• 31:31
  is
• 31:31
  this
• 31:32
  something
• 31:32
  which
• 31:32
  is
• 31:32
  extremely
• 31:33
  important
• 31:34
  and
• 31:35
  we've
• 31:35
  increased
• 31:36
  drastically
• 31:37
  the
• 31:37
  volume
• 31:37
  of
• 31:38
  required
• 31:38
  content
• 31:38
  in
• 31:39
  that.
• 31:40
  So
• 31:41
  I
• 31:41
  want
• 31:41
  to,
• 31:41
  so
• 31:41
  I
• 31:41
  want
• 31:41
  to
• 31:41
  keep
• 31:42
  going
• 31:42
  on
• 31:42
  this.
• 31:42
  So
• 31:42
  Chrissy,
• 31:42
  let
• 31:42
  me
• 31:43
  go
• 31:43
  back
• 31:43
  to
• 31:43
  you.
• 31:43
  So
• 31:43
  your
• 31:43
  example,
• 31:44
  based
• 31:44
  on
• 31:44
  what
• 31:44
  Jean
• 31:44
  Denis
• 31:44
  has
• 31:45
  said,
• 31:45
  you
• 31:45
  said
• 31:45
  like
• 31:46
  maybe
• 31:46
  2
• 31:46
  out
• 31:46
  of
• 31:46
  the
• 31:47
  10
• 31:47
  videos
• 31:47
  had
• 31:47
  the
• 31:48
  click
• 31:48
  on
• 31:48
  the
• 31:48
  page,
• 31:49
  right?
• 31:49
  That's
• 31:49
  what
• 31:49
  you,
• 31:49
  some,
• 31:49
  you
• 31:50
  said
• 31:50
  something
• 31:50
  to
• 31:50
  that
• 31:50
  degree.
• 31:51
  So,
• 31:51
  then,
• 31:52
  so
• 31:52
  then
• 31:52
  what
• 31:53
  do
• 31:53
  you
• 31:53
  recommend
• 31:53
  the
• 31:54
  retailer,
• 31:54
  brand
• 31:54
  do?
• 31:55
  Do
• 31:55
  they
• 31:55
  keep
• 31:55
  the
• 31:55
  other
• 31:55
  eight
• 31:56
  up?
• 31:56
  Do
• 31:56
  they,
• 31:57
  do
• 31:57
  they
• 31:57
  reposition
• 31:58
  it?
• 31:58
  Like
• 31:58
  how
• 31:59
  should
• 31:59
  they
• 31:59
  think
• 31:59
  about
• 32:00
  that
• 32:00
  as
• 32:00
  executives
• 32:01
  are
• 32:01
  new
• 32:02
  to
• 32:02
  evaluating
• 32:03
  the
• 32:03
  performance
• 32:03
  of
• 32:03
  their
• 32:04
  video
• 32:04
  assets
• 32:04
  on
• 32:04
  their
• 32:04
  website.
• 32:05
  So
• 32:06
  that's
• 32:06
  where
• 32:06
  we
• 32:07
  really
• 32:07
  come
• 32:07
  in.
• 32:07
  We
• 32:08
  meet
• 32:08
  with
• 32:09
  our
• 32:09
  clients
• 32:09
  and
• 32:10
  we
• 32:10
  really.
• 32:11
  Every
• 32:11
  brand
• 32:11
  has
• 32:11
  a
• 32:12
  client
• 32:12
  leader
• 32:12
  who's
• 32:12
  really
• 32:13
  looking
• 32:13
  at
• 32:13
  the
• 32:13
  data.
• 32:13
  So
• 32:14
  it
• 32:14
  really
• 32:14
  isn't
• 32:15
  cookie
• 32:15
  cutter.
• 32:15
  It's
• 32:15
  like
• 32:15
  a
• 32:16
  recipe,
• 32:16
  a
• 32:16
  little
• 32:16
  of
• 32:16
  this,
• 32:17
  little
• 32:17
  that.
• 32:17
  Right.
• 32:18
  You
• 32:18
  have
• 32:18
  to
• 32:18
  kind
• 32:18
  of
• 32:19
  look
• 32:19
  at
• 32:19
  each
• 32:19
  video.
• 32:20
  We
• 32:20
  had
• 32:20
  one
• 32:20
  client
• 32:20
  that
• 32:21
  had
• 32:21
  this
• 32:21
  video
• 32:21
  that
• 32:21
  was
• 32:22
  doing
• 32:22
  really
• 32:22
  well
• 32:22
  on
• 32:22
  social,
• 32:23
  but
• 32:23
  when
• 32:23
  she
• 32:23
  put
• 32:23
  it
• 32:23
  on
• 32:23
  her
• 32:24
  website,
• 32:24
  it
• 32:24
  didn't,
• 32:25
  it
• 32:25
  wasn't
• 32:25
  the
• 32:26
  one
• 32:26
  that
• 32:26
  was
• 32:26
  performing
• 32:27
  the
• 32:27
  most.
• 32:27
  And
• 32:27
  the
• 32:27
  girl
• 32:27
  wasn't
• 32:28
  smiling
• 32:28
  at
• 32:28
  the
• 32:28
  beginning
• 32:29
  and
• 32:29
  she
• 32:29
  noticed
• 32:30
  that
• 32:30
  the
• 32:31
  videos
• 32:31
  were.
• 32:31
  The
• 32:31
  person
• 32:32
  was
• 32:32
  smiling
• 32:32
  at
• 32:32
  the
• 32:33
  beginning
• 32:33
  had
• 32:34
  more
• 32:34
  sales
• 32:35
  attributed
• 32:35
  to
• 32:35
  those
• 32:35
  videos.
• 32:36
  Right.
• 32:36
  So
• 32:37
  it's
• 32:37
  really
• 32:37
  just,
• 32:38
  it's
• 32:38
  a
• 32:38
  lot
• 32:38
  of
• 32:38
  testing
• 32:39
  and
• 32:39
  learning,
• 32:39
  moving
• 32:40
  placements,
• 32:40
  you
• 32:40
  can
• 32:40
  easily
• 32:41
  drop
• 32:41
  and
• 32:41
  drag.
• 32:42
  You
• 32:42
  don't
• 32:42
  have
• 32:42
  to
• 32:43
  recode
• 32:43
  once,
• 32:43
  once
• 32:44
  we're,
• 32:44
  once
• 32:45
  we
• 32:45
  are
• 32:45
  like
• 32:45
  onto
• 32:46
  your
• 32:46
  site.
• 32:46
  You
• 32:46
  don't
• 32:46
  have
• 32:47
  to
• 32:47
  recode
• 32:47
  or
• 32:47
  anything.
• 32:48
  You
• 32:48
  can
• 32:48
  change,
• 32:48
  you
• 32:49
  can
• 32:49
  take
• 32:49
  a
• 32:49
  video
• 32:49
  out,
• 32:49
  you
• 32:50
  can
• 32:50
  add
• 32:50
  a
• 32:50
  new
• 32:50
  video
• 32:51
  and
• 32:51
  also
• 32:51
  just
• 32:51
  aligning
• 32:52
  it
• 32:52
  with
• 32:52
  your
• 32:52
  marketing
• 32:52
  calendar.
• 32:53
  Calendar.
• 32:53
  What
• 32:54
  product
• 32:54
  launches
• 32:54
  do
• 32:54
  you
• 32:55
  have
• 32:55
  coming
• 32:55
  up?
• 32:55
  What.
• 32:56
  So
• 32:56
  right
• 32:57
  as
• 32:57
  you're
• 32:57
  shooting,
• 32:58
  you
• 32:58
  know,
• 32:58
  pack
• 32:58
  shots,
• 32:59
  make
• 32:59
  sure
• 33:00
  that
• 33:00
  your
• 33:00
  social
• 33:00
  content
• 33:01
  and
• 33:02
  your
• 33:02
  video
• 33:02
  content
• 33:02
  also
• 33:03
  aligns
• 33:04
  with
• 33:04
  your
• 33:04
  marketing
• 33:04
  calendar.
• 33:05
  Makes
• 33:05
  perfect
• 33:05
  sense,
• 33:06
  right?
• 33:06
  Are
• 33:07
  you
• 33:07
  increasing
• 33:07
  your
• 33:08
  assets
• 33:08
  towards
• 33:08
  what
• 33:09
  you
• 33:09
  want
• 33:09
  to
• 33:09
  be
• 33:09
  promoting
• 33:10
  at
• 33:10
  this
• 33:10
  time
• 33:10
  of
• 33:10
  the
• 33:11
  year?
• 33:11
  Imagine
• 33:12
  too,
• 33:12
  there's
• 33:12
  so
• 33:12
  much
• 33:12
  content
• 33:13
  out
• 33:13
  there.
• 33:13
  Right
• 33:13
  too.
• 33:13
  You
• 33:13
  have
• 33:13
  to
• 33:14
  imagine
• 33:14
  this
• 33:14
  to
• 33:14
  exception
• 33:15
  too
• 33:15
  as
• 33:15
  part
• 33:15
  of
• 33:15
  this
• 33:16
  weekly
• 33:16
  process,
• 33:16
  right?
• 33:17
  Like
• 33:17
  absolutely.
• 33:18
  But
• 33:19
  we're
• 33:19
  in
• 33:20
  trenches
• 33:20
  with
• 33:20
  you.
• 33:20
  So
• 33:21
  that's
• 33:21
  what's
• 33:21
  really
• 33:21
  fun.
• 33:22
  You're
• 33:22
  not
• 33:22
  on
• 33:22
  your,
• 33:23
  you're
• 33:23
  not
• 33:23
  on
• 33:23
  an
• 33:23
  island
• 33:23
  by
• 33:24
  yourself.
• 33:24
  How
• 33:25
  do
• 33:25
  you
• 33:25
  think
• 33:25
  about
• 33:25
  this?
• 33:26
  I
• 33:26
  think
• 33:26
  one
• 33:26
  thing
• 33:27
  that
• 33:27
  is
• 33:27
  hard
• 33:28
  for
• 33:28
  say
• 33:29
  an
• 33:29
  electronics
• 33:30
  retailer
• 33:30
  for
• 33:30
  example
• 33:31
  to
• 33:31
  think
• 33:31
  about
• 33:32
  is
• 33:32
  like
• 33:33
  this
• 33:33
  makes
• 33:33
  sense
• 33:33
  in
• 33:33
  the
• 33:33
  beauty
• 33:34
  space
• 33:34
  and
• 33:34
  we've
• 33:35
  talked
• 33:35
  about
• 33:35
  it
• 33:35
  in
• 33:35
  the
• 33:36
  beauty
• 33:36
  space
• 33:36
  because
• 33:37
  it
• 33:37
  is
• 33:37
  such
• 33:37
  an
• 33:38
  emotional
• 33:38
  category.
• 33:38
  But
• 33:39
  Shandini,
• 33:39
  as
• 33:39
  you
• 33:39
  think
• 33:40
  about
• 33:40
  some
• 33:40
  of
• 33:40
  the
• 33:40
  trends
• 33:41
  that
• 33:41
  we've
• 33:42
  been
• 33:42
  talking
• 33:42
  about
• 33:42
  today,
• 33:43
  like
• 33:43
  what,
• 33:44
  what
• 33:44
  is
• 33:44
  consistent
• 33:45
  about
• 33:47
  where
• 33:49
  retailers
• 33:49
  and
• 33:49
  brands
• 33:50
  who
• 33:50
  not
• 33:51
  in
• 33:51
  the
• 33:51
  beauty
• 33:52
  space,
• 33:52
  like
• 33:52
  what
• 33:52
  is
• 33:52
  consistent
• 33:53
  about
• 33:53
  what
• 33:53
  you've
• 33:54
  learned
• 33:54
  that
• 33:55
  you
• 33:55
  would
• 33:55
  impart
• 33:55
  on
• 33:56
  them
• 33:56
  as
• 33:56
  they're
• 33:56
  kind
• 33:56
  of
• 33:56
  putting
• 33:57
  together
• 33:57
  their
• 33:57
  strategy
• 33:58
  for
• 33:58
  the
• 33:58
  right
• 33:58
  resources
• 33:59
  and
• 33:59
  measurement
• 34:00
  to
• 34:01
  be
• 34:01
  successful
• 34:02
  with
• 34:02
  video
• 34:03
  commerce?
• 34:03
  What
• 34:04
  advice
• 34:04
  would
• 34:04
  you
• 34:04
  have
• 34:05
  for
• 34:05
  them?
• 34:06
  So
• 34:07
  I
• 34:07
  think
• 34:08
  just
• 34:08
  for
• 34:09
  sure,
• 34:09
  when
• 34:09
  it
• 34:09
  comes
• 34:09
  to
• 34:10
  beauty,
• 34:11
  it's
• 34:11
  about
• 34:11
  inspirational
• 34:13
  content,
• 34:14
  is
• 34:15
  lifestyle
• 34:15
  content.
• 34:16
  So
• 34:17
  it,
• 34:17
  it's
• 34:18
  the
• 34:18
  ability
• 34:19
  to
• 34:19
  put
• 34:19
  product
• 34:20
  and
• 34:20
  services
• 34:20
  into
• 34:21
  real
• 34:21
  life
• 34:22
  so
• 34:22
  into
• 34:22
  context,
• 34:23
  you
• 34:23
  know.
• 34:23
  So
• 34:24
  obviously
• 34:24
  it's
• 34:24
  something
• 34:24
  that
• 34:25
  is
• 34:25
  more
• 34:25
  engaging
• 34:27
  when
• 34:27
  it
• 34:27
  comes
• 34:27
  to
• 34:28
  other
• 34:28
  industry,
• 34:28
  e.g.
• 34:29
  electronics,
• 34:29
  etc.
• 34:30
  It
• 34:30
  could
• 34:30
  definitely
• 34:31
  help
• 34:31
  because
• 34:32
  it's
• 34:32
  about
• 34:32
  education
• 34:34
  and
• 34:34
  relevant
• 34:35
  support
• 34:36
  to
• 34:36
  make
• 34:36
  the
• 34:36
  right
• 34:36
  choice.
• 34:37
  And
• 34:38
  so
• 34:39
  I've
• 34:39
  been
• 34:39
  very
• 34:39
  impressed
• 34:40
  about
• 34:40
  some
• 34:41
  use
• 34:42
  cases
• 34:43
  shared
• 34:43
  with
• 34:43
  me
• 34:44
  by
• 34:44
  the
• 34:44
  firework
• 34:45
  team.
• 34:45
  But
• 34:46
  definitely
• 34:46
  when
• 34:47
  you
• 34:47
  have
• 34:47
  like
• 34:48
  so
• 34:48
  many
• 34:48
  choices,
• 34:49
  you
• 34:49
  know,
• 34:49
  on
• 34:49
  the
• 34:49
  platform,
• 34:50
  it
• 34:50
  gives
• 34:51
  you
• 34:51
  the
• 34:51
  ability
• 34:52
  instead
• 34:52
  of
• 34:52
  losing
• 34:53
  your
• 34:53
  time
• 34:53
  going
• 34:54
  to,
• 34:54
  you
• 34:54
  know,
• 34:54
  each
• 34:55
  product,
• 34:55
  each
• 34:55
  brand,
• 34:56
  etc.
• 34:56
  Making
• 34:56
  comparison,
• 34:57
  etc.
• 34:58
  Again
• 34:59
  to
• 34:59
  make
• 34:59
  your
• 35:00
  choice
• 35:01
  quicker.
• 35:02
  So
• 35:02
  it's
• 35:03
  probably
• 35:03
  definitely
• 35:04
  a
• 35:04
  good
• 35:04
  way
• 35:04
  to
• 35:04
  move
• 35:05
  forward
• 35:05
  is
• 35:05
  to
• 35:07
  put
• 35:08
  focus
• 35:08
  on
• 35:08
  this
• 35:09
  content
• 35:09
  video
• 35:10
  strategy
• 35:11
  to
• 35:11
  help
• 35:11
  the
• 35:11
  consumer
• 35:12
  to
• 35:12
  make
• 35:12
  a
• 35:12
  choice
• 35:13
  within
• 35:14
  the
• 35:14
  big,
• 35:15
  big,
• 35:15
  you
• 35:15
  know,
• 35:16
  let's
• 35:16
  say
• 35:17
  big
• 35:17
  options
• 35:17
  of
• 35:18
  choosing
• 35:19
  the
• 35:19
  right
• 35:19
  product.
• 35:20
  Let
• 35:20
  me,
• 35:21
  yeah,
• 35:21
  I
• 35:22
  was
• 35:22
  just
• 35:22
  gonna
• 35:22
  say
• 35:22
  let
• 35:22
  me
• 35:22
  give
• 35:23
  a
• 35:23
  non
• 35:23
  beauty
• 35:24
  Example.
• 35:24
  Yeah.
• 35:25
  Somebody
• 35:25
  that.
• 35:25
  Not
• 35:26
  my
• 35:26
  client,
• 35:26
  because
• 35:26
  it's
• 35:27
  outside
• 35:27
  of
• 35:27
  beauty.
• 35:27
  But
• 35:28
  do
• 35:28
  you
• 35:28
  know
• 35:28
  green
• 35:28
  pan?
• 35:29
  Yeah.
• 35:31
  Okay.
• 35:31
  So
• 35:32
  we
• 35:32
  just
• 35:33
  started
• 35:33
  working
• 35:33
  with
• 35:33
  them
• 35:33
  a
• 35:34
  few
• 35:34
  months
• 35:34
  ago
• 35:34
  and
• 35:35
  you
• 35:35
  have
• 35:36
  to
• 35:36
  take
• 35:36
  a
• 35:36
  quiz,
• 35:37
  like,
• 35:37
  you
• 35:37
  know,
• 35:38
  what
• 35:38
  kind
• 35:38
  of
• 35:38
  pans
• 35:39
  are
• 35:39
  you
• 35:39
  looking
• 35:39
  for?
• 35:39
  And
• 35:39
  you
• 35:39
  go
• 35:40
  through
• 35:40
  the
• 35:40
  quiz
• 35:40
  and
• 35:40
  as
• 35:41
  you're
• 35:41
  answering
• 35:41
  the
• 35:41
  questions,
• 35:41
  it
• 35:42
  serves
• 35:42
  up
• 35:42
  another
• 35:43
  video.
• 35:43
  So
• 35:44
  we
• 35:44
  launched
• 35:44
  like
• 35:44
  two
• 35:45
  months
• 35:45
  ago
• 35:45
  and
• 35:45
  I
• 35:45
  was
• 35:45
  like,
• 35:45
  go
• 35:45
  try
• 35:46
  the
• 35:46
  green
• 35:46
  pan
• 35:46
  thing.
• 35:46
  I
• 35:47
  ended
• 35:47
  up
• 35:47
  buying
• 35:47
  two
• 35:47
  new
• 35:48
  pans.
• 35:48
  I
• 35:49
  didn't
• 35:49
  even
• 35:49
  know
• 35:49
  I
• 35:49
  needed
• 35:50
  them,
• 35:50
  but
• 35:50
  I
• 35:50
  was
• 35:50
  so
• 35:50
  excited
• 35:51
  about
• 35:51
  like
• 35:52
  what
• 35:52
  they
• 35:52
  were
• 35:52
  showing
• 35:53
  and
• 35:53
  how
• 35:53
  it
• 35:53
  worked
• 35:54
  and
• 35:54
  how
• 35:54
  you
• 35:54
  could.
• 35:55
  You
• 35:55
  didn't
• 35:55
  have
• 35:55
  to
• 35:55
  use
• 35:56
  soap
• 35:56
  and
• 35:56
  water
• 35:56
  to
• 35:56
  clean
• 35:56
  it.
• 35:57
  You
• 35:57
  didn't
• 35:57
  need
• 35:57
  any
• 35:57
  oil
• 35:58
  in
• 35:58
  your
• 35:58
  pan
• 35:58
  when
• 35:58
  you
• 35:58
  were
• 35:59
  making
• 35:59
  your
• 35:59
  salmon.
• 36:00
  Right.
• 36:00
  There
• 36:00
  was
• 36:00
  like
• 36:00
  this
• 36:00
  whole
• 36:01
  cooking
• 36:01
  thing.
• 36:01
  That's
• 36:01
  why
• 36:02
  I'm
• 36:02
  fascinated
• 36:02
  with
• 36:02
  the
• 36:03
  Food
• 36:03
  Network.
• 36:03
  Right.
• 36:04
  Like
• 36:04
  my
• 36:04
  husband's
• 36:04
  like.
• 36:04
  Right.
• 36:05
  And
• 36:05
  another
• 36:05
  Food
• 36:06
  Network
• 36:06
  show.
• 36:07
  But
• 36:07
  I
• 36:07
  got
• 36:07
  so
• 36:07
  excited
• 36:08
  watching
• 36:08
  the
• 36:08
  green
• 36:08
  pan
• 36:09
  videos.
• 36:09
  Ended
• 36:09
  up
• 36:09
  buying
• 36:09
  the
• 36:10
  products.
• 36:10
  Right.
• 36:10
  So.
• 36:11
  So
• 36:12
  that's
• 36:12
  what's
• 36:12
  great
• 36:12
  about
• 36:13
  this.
• 36:13
  It's
• 36:13
  really
• 36:14
  vertical
• 36:14
  agnostic.
• 36:15
  I
• 36:15
  mean,
• 36:15
  wouldn't
• 36:15
  you
• 36:16
  love
• 36:16
  for
• 36:16
  somebody
• 36:16
  to
• 36:16
  show
• 36:17
  you
• 36:17
  the
• 36:17
  refrigerator
• 36:18
  that
• 36:18
  you're
• 36:19
  thinking
• 36:19
  about
• 36:19
  buying?
• 36:19
  But
• 36:19
  you
• 36:20
  can't.
• 36:20
  You
• 36:20
  don't
• 36:20
  live
• 36:20
  near
• 36:21
  a
• 36:21
  Home
• 36:21
  Depot
• 36:21
  or
• 36:21
  a
• 36:22
  Lowe's.
• 36:22
  Wouldn't
• 36:23
  you
• 36:23
  love
• 36:23
  a
• 36:23
  digital
• 36:23
  showroom
• 36:24
  where
• 36:24
  somebody
• 36:24
  could
• 36:24
  like
• 36:25
  open
• 36:25
  up
• 36:25
  the
• 36:25
  refrigerator
• 36:26
  and
• 36:26
  show
• 36:26
  you
• 36:26
  how
• 36:27
  this
• 36:27
  ice
• 36:27
  machine
• 36:27
  works
• 36:28
  and
• 36:28
  how
• 36:28
  you
• 36:28
  can
• 36:29
  change
• 36:29
  the.
• 36:29
  You
• 36:29
  know,
• 36:30
  it's
• 36:30
  just,
• 36:30
  it
• 36:30
  works
• 36:31
  in
• 36:31
  any
• 36:31
  industry.
• 36:32
  That's
• 36:32
  what's
• 36:32
  so
• 36:32
  exciting
• 36:32
  about
• 36:33
  video
• 36:33
  commerce.
• 36:35
  Yeah.
• 36:35
  And
• 36:36
  I
• 36:36
  wonder,
• 36:36
  like
• 36:37
  Jon
• 36:37
  Denis,
• 36:38
  you
• 36:38
  got
• 36:38
  me
• 36:38
  thinking
• 36:38
  of
• 36:39
  something.
• 36:39
  And
• 36:39
  Chrissy,
• 36:39
  with
• 36:40
  that
• 36:40
  green
• 36:40
  pan
• 36:40
  example
• 36:41
  too,
• 36:41
  like,
• 36:41
  as
• 36:41
  we
• 36:42
  see
• 36:42
  retailers
• 36:42
  start
• 36:43
  to
• 36:43
  invest
• 36:43
  more
• 36:44
  in
• 36:45
  like
• 36:46
  language
• 36:46
  based
• 36:47
  search
• 36:47
  and
• 36:47
  these
• 36:47
  kinds
• 36:47
  of
• 36:48
  things.
• 36:48
  I
• 36:48
  mean,
• 36:49
  these
• 36:49
  other
• 36:50
  trends
• 36:50
  that
• 36:50
  we're
• 36:50
  seeing
• 36:51
  as
• 36:51
  people
• 36:52
  are
• 36:52
  shopping,
• 36:52
  like
• 36:53
  John
• 36:53
  Denis,
• 36:54
  how
• 36:54
  do
• 36:54
  you
• 36:54
  think
• 36:54
  about
• 36:55
  that
• 36:55
  and
• 36:55
  the
• 36:55
  role
• 36:56
  that
• 36:56
  video
• 36:56
  commerce
• 36:57
  plays
• 36:57
  alongside
• 36:58
  something
• 36:59
  like
• 36:59
  that
• 36:59
  to
• 36:59
  really
• 37:00
  get
• 37:00
  to
• 37:00
  do
• 37:00
  what
• 37:01
  you're
• 37:01
  saying,
• 37:01
  which
• 37:01
  is
• 37:01
  get
• 37:02
  people
• 37:02
  the
• 37:02
  answers
• 37:02
  they're
• 37:03
  looking
• 37:03
  for
• 37:03
  and
• 37:03
  the
• 37:03
  confidence
• 37:04
  in
• 37:04
  their
• 37:04
  purchase
• 37:05
  more
• 37:05
  quickly.
• 37:07
  I
• 37:07
  think
• 37:08
  it's
• 37:08
  a
• 37:08
  huge
• 37:08
  link
• 37:09
  between
• 37:10
  video
• 37:10
  content
• 37:11
  and
• 37:11
  personalization.
• 37:13
  So
• 37:13
  they
• 37:14
  will
• 37:14
  use
• 37:14
  data
• 37:15
  to
• 37:15
  be
• 37:15
  sure
• 37:15
  that
• 37:16
  at
• 37:16
  the
• 37:16
  end
• 37:16
  the
• 37:16
  product
• 37:17
  recommendation
• 37:18
  they're
• 37:18
  going
• 37:18
  to
• 37:19
  do
• 37:19
  is
• 37:19
  going
• 37:19
  to
• 37:19
  be
• 37:19
  extremely
• 37:20
  relevant
• 37:20
  for
• 37:20
  the
• 37:20
  consumer.
• 37:21
  So
• 37:22
  it's
• 37:22
  about
• 37:23
  building
• 37:24
  consumer
• 37:24
  knowledge
• 37:25
  at
• 37:25
  the
• 37:25
  level
• 37:26
  where
• 37:26
  we
• 37:27
  were
• 37:27
  not
• 37:27
  able
• 37:27
  to
• 37:28
  today
• 37:28
  thanks
• 37:28
  to
• 37:28
  data
• 37:29
  and
• 37:29
  AI
• 37:30
  and
• 37:30
  as
• 37:31
  a
• 37:31
  result
• 37:31
  to
• 37:31
  be
• 37:32
  extremely
• 37:32
  relevant
• 37:33
  in
• 37:33
  the
• 37:33
  product
• 37:33
  recommendation
• 37:34
  and
• 37:34
  experience.
• 37:36
  And
• 37:36
  Christie,
• 37:37
  how,
• 37:37
  how
• 37:38
  are
• 37:38
  people
• 37:38
  measuring
• 37:39
  that?
• 37:39
  Like,
• 37:39
  I'm
• 37:39
  I'm
• 37:40
  wondering
• 37:40
  if
• 37:40
  you
• 37:40
  have,
• 37:41
  like,
• 37:41
  is
• 37:42
  that
• 37:42
  a
• 37:42
  new
• 37:42
  metric
• 37:43
  that
• 37:43
  we're
• 37:43
  putting
• 37:43
  into
• 37:44
  place
• 37:44
  where
• 37:44
  it's
• 37:44
  like,
• 37:44
  okay,
• 37:45
  now
• 37:45
  that,
• 37:46
  you
• 37:46
  know,
• 37:46
  they've
• 37:46
  gotten
• 37:46
  so
• 37:47
  far
• 37:47
  down
• 37:47
  this
• 37:47
  video
• 37:48
  path
• 37:48
  and
• 37:48
  now
• 37:48
  we're
• 37:49
  serving
• 37:49
  up
• 37:49
  the
• 37:49
  video
• 37:50
  that
• 37:50
  confirms
• 37:51
  the
• 37:51
  question
• 37:51
  that
• 37:51
  they
• 37:52
  were
• 37:52
  answering
• 37:52
  that
• 37:52
  we've
• 37:53
  had
• 37:53
  this
• 37:53
  back
• 37:53
  and
• 37:53
  forth
• 37:53
  with,
• 37:54
  like,
• 37:54
  is
• 37:54
  there
• 37:55
  new
• 37:55
  ways
• 37:56
  or
• 37:56
  are
• 37:56
  there
• 37:56
  new
• 37:56
  ways
• 37:56
  that
• 37:57
  retailers
• 37:57
  need
• 37:57
  to
• 37:57
  be
• 37:57
  thinking
• 37:58
  about?
• 37:58
  Like,
• 37:59
  okay,
• 37:59
  how
• 37:59
  do
• 37:59
  we
• 37:59
  decide?
• 38:00
  Or
• 38:00
  how
• 38:00
  do
• 38:00
  we
• 38:01
  determine,
• 38:01
  like,
• 38:01
  like,
• 38:02
  whether
• 38:02
  or
• 38:02
  not
• 38:03
  this
• 38:03
  is
• 38:03
  successful?
• 38:04
  We're
• 38:04
  going
• 38:04
  to
• 38:04
  continue
• 38:04
  to
• 38:05
  push
• 38:05
  maybe
• 38:05
  the
• 38:06
  AI
• 38:07
  Chatbot
• 38:07
  on
• 38:07
  this
• 38:08
  part
• 38:08
  and
• 38:08
  then
• 38:08
  video
• 38:08
  commerce
• 38:09
  on
• 38:09
  that
• 38:09
  part.
• 38:09
  Like,
• 38:09
  how
• 38:10
  do
• 38:10
  you
• 38:10
  think
• 38:10
  about
• 38:10
  that?
• 38:10
  Or
• 38:11
  make
• 38:11
  recommendations
• 38:11
  for
• 38:12
  your
• 38:12
  clients
• 38:12
  at
• 38:12
  Firework.
• 38:13
  Yeah.
• 38:13
  And
• 38:14
  you.
• 38:14
  A
• 38:15
  lot
• 38:15
  of
• 38:15
  the
• 38:15
  times
• 38:15
  through
• 38:15
  our
• 38:15
  personalization,
• 38:16
  the
• 38:17
  customer
• 38:17
  is
• 38:17
  able
• 38:17
  to
• 38:18
  give
• 38:18
  a
• 38:18
  little
• 38:18
  what
• 38:18
  they
• 38:19
  liked
• 38:19
  about
• 38:19
  it.
• 38:19
  Right.
• 38:19
  They
• 38:20
  can.
• 38:20
  Oh,
• 38:20
  my
• 38:20
  God,
• 38:20
  this
• 38:20
  is
• 38:21
  amazing.
• 38:21
  Right?
• 38:21
  So
• 38:21
  it's
• 38:21
  getting,
• 38:22
  again,
• 38:22
  it's
• 38:22
  getting
• 38:23
  that
• 38:23
  content,
• 38:24
  getting
• 38:24
  the
• 38:24
  feedback
• 38:25
  from
• 38:25
  the
• 38:25
  customers
• 38:25
  themselves.
• 38:26
  And
• 38:26
  again,
• 38:26
  ultimately,
• 38:27
  at
• 38:27
  the
• 38:27
  end
• 38:27
  of
• 38:27
  the
• 38:27
  day,
• 38:27
  we
• 38:28
  are
• 38:28
  here
• 38:28
  in
• 38:28
  E
• 38:28
  commerce
• 38:28
  to
• 38:29
  sell
• 38:29
  products.
• 38:30
  Right.
• 38:30
  So
• 38:30
  if
• 38:31
  the
• 38:31
  sales
• 38:31
  are
• 38:31
  coming
• 38:31
  through
• 38:32
  and
• 38:32
  it's
• 38:32
  working,
• 38:33
  then
• 38:33
  it's
• 38:33
  just,
• 38:33
  it
• 38:34
  just
• 38:34
  gives
• 38:34
  those
• 38:35
  internal
• 38:35
  key
• 38:36
  stakeholders
• 38:36
  the
• 38:37
  ability
• 38:37
  to
• 38:37
  keep
• 38:37
  saying,
• 38:38
  yes,
• 38:38
  let's
• 38:38
  be
• 38:38
  all
• 38:38
  in.
• 38:39
  Let's
• 38:39
  play
• 38:39
  in
• 38:39
  our
• 38:39
  next
• 38:39
  three
• 38:40
  years
• 38:40
  of
• 38:40
  video
• 38:40
  commerce.
• 38:41
  Right.
• 38:41
  Let's
• 38:41
  really
• 38:42
  blow
• 38:42
  it
• 38:42
  up.
• 38:42
  So
• 38:43
  it
• 38:43
  just
• 38:43
  gets
• 38:44
  really,
• 38:44
  really
• 38:44
  exciting.
• 38:46
  Yeah.
• 38:46
  I
• 38:46
  mean,
• 38:46
  my
• 38:46
  takeaway
• 38:47
  from
• 38:47
  the
• 38:47
  question
• 38:48
  you
• 38:48
  asked
• 38:48
  Anne
• 38:48
  and
• 38:48
  listening
• 38:49
  to
• 38:49
  both
• 38:50
  of
• 38:50
  our
• 38:50
  guests
• 38:51
  today
• 38:51
  that
• 38:51
  I
• 38:51
  didn't
• 38:51
  know
• 38:52
  coming
• 38:52
  into
• 38:52
  this
• 38:52
  is
• 38:52
  really
• 38:53
  like,
• 38:53
  it
• 38:53
  goes
• 38:53
  back
• 38:53
  to
• 38:53
  what
• 38:54
  Sean
• 38:54
  Denise
• 38:54
  said
• 38:55
  about
• 38:55
  personalization.
• 38:55
  It's
• 38:56
  like,
• 38:56
  you
• 38:56
  know,
• 38:56
  this,
• 38:57
  this,
• 38:57
  this
• 38:58
  concept
• 38:58
  is
• 38:58
  applicable
• 38:59
  to
• 38:59
  any
• 38:59
  category
• 39:00
  because
• 39:00
  that's
• 39:00
  the
• 39:00
  beauty
• 39:00
  of
• 39:01
  digital
• 39:01
  commerce,
• 39:01
  that
• 39:01
  it
• 39:02
  gets
• 39:02
  down
• 39:02
  into
• 39:02
  the
• 39:02
  niches
• 39:03
  of
• 39:03
  who
• 39:03
  we
• 39:03
  are
• 39:03
  as
• 39:03
  individuals.
• 39:05
  And
• 39:05
  so
• 39:05
  any
• 39:05
  of
• 39:06
  us
• 39:06
  can,
• 39:06
  by
• 39:07
  way
• 39:07
  of
• 39:07
  these
• 39:07
  new
• 39:08
  tools,
• 39:08
  have
• 39:09
  our
• 39:09
  own
• 39:09
  personalized
• 39:10
  kind
• 39:10
  of
• 39:10
  QVC
• 39:11
  shopping
• 39:11
  experience
• 39:11
  or
• 39:12
  our
• 39:12
  own
• 39:12
  personalized,
• 39:13
  you
• 39:13
  know,
• 39:14
  natural
• 39:14
  language
• 39:14
  model
• 39:15
  search
• 39:15
  experience
• 39:16
  that
• 39:16
  serves
• 39:16
  up
• 39:17
  video
• 39:17
  content
• 39:17
  in
• 39:17
  this
• 39:18
  way.
• 39:18
  And,
• 39:18
  and
• 39:18
  that's
• 39:19
  really,
• 39:20
  really
• 39:20
  powerful
• 39:20
  if
• 39:21
  you
• 39:21
  kind
• 39:21
  of
• 39:21
  think
• 39:21
  about
• 39:22
  or
• 39:22
  put
• 39:22
  yourself
• 39:22
  in
• 39:22
  that
• 39:23
  perspective
• 39:23
  as
• 39:24
  the
• 39:24
  consumer,
• 39:24
  but
• 39:24
  more
• 39:24
  importantly
• 39:25
  as
• 39:25
  the
• 39:25
  retailer,
• 39:25
  the
• 39:25
  brand
• 39:26
  trying
• 39:26
  to
• 39:26
  serve
• 39:26
  up
• 39:26
  content
• 39:27
  in
• 39:27
  that
• 39:27
  space.
• 39:28
  I
• 39:28
  want
• 39:28
  to
• 39:28
  give
• 39:29
  a
• 39:29
  quick
• 39:29
  thank
• 39:29
  you
• 39:29
  again
• 39:30
  to
• 39:30
  Jean
• 39:30
  Denis
• 39:31
  and
• 39:31
  to
• 39:32
  Christie
• 39:32
  for
• 39:33
  being
• 39:33
  with
• 39:33
  us
• 39:33
  today
• 39:33
  to
• 39:34
  cover
• 39:34
  some
• 39:34
  of
• 39:34
  these
• 39:34
  trends
• 39:35
  that
• 39:35
  we
• 39:35
  all
• 39:35
  should
• 39:35
  be
• 39:35
  watching
• 39:36
  out
• 39:36
  for
• 39:36
  in
• 39:36
  2025.
• 39:38
  Jean
• 39:38
  Denis,
• 39:39
  if
• 39:39
  people
• 39:39
  want
• 39:39
  to
• 39:40
  follow
• 39:40
  you,
• 39:40
  they
• 39:40
  want
• 39:41
  to
• 39:41
  ask
• 39:41
  you
• 39:42
  questions
• 39:42
  about
• 39:43
  other
• 39:43
  trends
• 39:43
  that
• 39:44
  are
• 39:44
  coming
• 39:44
  up
• 39:44
  for
• 39:44
  the
• 39:45
  year
• 39:45
  ahead
• 39:45
  and
• 39:45
  just
• 39:45
  about
• 39:46
  your
• 39:46
  experience.
• 39:46
  Rolling
• 39:47
  out
• 39:47
  video
• 39:48
  commerce
• 39:48
  at
• 39:48
  Cody
• 39:49
  and
• 39:49
  other
• 39:49
  beauty
• 39:50
  brands.
• 39:50
  What's
• 39:50
  the
• 39:51
  best
• 39:51
  way
• 39:51
  for
• 39:51
  them
• 39:51
  to
• 39:51
  get
• 39:52
  in
• 39:52
  contact
• 39:52
  with
• 39:52
  you?
• 39:54
  They
• 39:54
  can
• 39:54
  do
• 39:54
  that
• 39:55
  anytime
• 39:55
  they
• 39:55
  want.
• 39:56
  Probably
• 39:56
  the
• 39:57
  most
• 39:57
  convenient
• 39:58
  way
• 39:58
  is
• 39:58
  through
• 39:58
  linking.
• 39:59
  Okay,
• 40:00
  perfect.
• 40:01
  And,
• 40:01
  Christie,
• 40:02
  you're
• 40:03
  going
• 40:03
  to
• 40:03
  be
• 40:03
  at
• 40:04
  NRF
• 40:04
  at
• 40:04
  Booth
• 40:05
  3951,
• 40:06
  right
• 40:06
  by
• 40:07
  the
• 40:07
  Starbucks.
• 40:07
  You've
• 40:07
  got
• 40:08
  prime
• 40:08
  real
• 40:08
  estate
• 40:09
  at
• 40:09
  nrf.
• 40:10
  But
• 40:11
  if
• 40:11
  people
• 40:11
  want
• 40:11
  to
• 40:12
  connect
• 40:12
  with
• 40:13
  you
• 40:13
  while
• 40:13
  they're
• 40:13
  there
• 40:13
  at
• 40:13
  NRF
• 40:14
  or
• 40:14
  beforehand,
• 40:15
  what's
• 40:15
  the
• 40:15
  best
• 40:15
  way
• 40:15
  for
• 40:15
  them
• 40:16
  to
• 40:16
  get
• 40:16
  in
• 40:16
  contact
• 40:16
  with
• 40:16
  you?
• 40:17
  Yep.
• 40:17
  Link,
• 40:17
  same.
• 40:18
  LinkedIn
• 40:18
  is
• 40:18
  the
• 40:19
  best
• 40:19
  way.
• 40:19
  Just
• 40:19
  connect.
• 40:20
  Send
• 40:20
  me
• 40:20
  a
• 40:20
  LinkedIn
• 40:21
  request
• 40:21
  and
• 40:21
  we
• 40:21
  can
• 40:22
  set
• 40:22
  up
• 40:22
  a
• 40:22
  chat.
• 40:23
  Amazing.
• 40:24
  Well,
• 40:24
  that
• 40:24
  wraps
• 40:25
  us
• 40:25
  up
• 40:25
  today.
• 40:26
  Thanks
• 40:26
  so
• 40:26
  much
• 40:27
  to
• 40:27
  Jean
• 40:27
  Denis
• 40:27
  Mariani
• 40:28
  and
• 40:29
  Christie
• 40:30
  Van
• 40:30
  Nader
• 40:30
  of
• 40:31
  Firework
• 40:31
  for
• 40:31
  sitting
• 40:31
  down
• 40:32
  with
• 40:32
  us
• 40:32
  today.
• 40:33
  And
• 40:33
  as
• 40:33
  always,
• 40:34
  on
• 40:34
  behalf
• 40:34
  of
• 40:34
  all
• 40:34
  of
• 40:35
  us
• 40:35
  here
• 40:35
  at
• 40:35
  omnietalk,
• 40:36
  be
• 40:36
  careful
• 40:36
  out
• 40:36
  there.