Latest / Omni Talk Retail / Retail Media As A Reinvestment Tool with Sam's Club VP Harvey Ma | Live at Shoptalk 2025

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Retail Media As A Reinvestment Tool with Sam's Club VP Harvey Ma | Live at Shoptalk 2025 · Omni Talk Retail

• 0:00
  Welcome
• 0:00
  back,
• 0:00
  everybody.
• 0:01
  This
• 0:01
  is
• 0:01
  Omnitalk
• 0:02
  Retail.
• 0:02
  I'm
• 0:02
  Anne
• 0:02
  Mazinga.
• 0:03
  And
• 0:03
  I'm
• 0:03
  Chris
• 0:03
  Walton.
• 0:04
  And
• 0:04
  we
• 0:04
  are
• 0:04
  coming
• 0:05
  to
• 0:05
  you
• 0:05
  day
• 0:06
  two
• 0:06
  from
• 0:07
  Shop
• 0:07
  Talk
• 0:07
  2025.
• 0:08
  We're
• 0:09
  right
• 0:09
  outside
• 0:09
  the
• 0:09
  Meta
• 0:10
  headquarters,
• 0:11
  Surf
• 0:11
  B,
• 0:12
  right
• 0:12
  across
• 0:12
  from
• 0:12
  the
• 0:12
  speaker
• 0:13
  lounge.
• 0:13
  So
• 0:13
  come
• 0:13
  swing
• 0:14
  by
• 0:14
  and
• 0:14
  say
• 0:14
  hello
• 0:15
  to
• 0:15
  us
• 0:15
  if
• 0:15
  you
• 0:16
  are
• 0:16
  at
• 0:16
  Shop
• 0:17
  Talk
• 0:17
  today.
• 0:18
  And
• 0:19
  we
• 0:19
  would
• 0:19
  like
• 0:19
  to
• 0:19
  give
• 0:20
  a
• 0:20
  quick
• 0:20
  thank
• 0:21
  you
• 0:21
  before
• 0:21
  we
• 0:21
  get
• 0:22
  started
• 0:22
  to
• 0:22
  Meta,
• 0:22
  where
• 0:23
  you
• 0:23
  can
• 0:23
  unlock
• 0:24
  seamless
• 0:24
  customer
• 0:24
  centric
• 0:25
  experience
• 0:25
  experiences
• 0:26
  with
• 0:26
  omnichannel
• 0:27
  ads
• 0:27
  for
• 0:28
  making
• 0:28
  all
• 0:28
  of
• 0:29
  our
• 0:29
  coverage
• 0:29
  from
• 0:30
  here
• 0:30
  today
• 0:30
  possible.
• 0:31
  All
• 0:31
  right,
• 0:31
  let's
• 0:32
  get
• 0:32
  to
• 0:32
  the
• 0:32
  task
• 0:33
  at
• 0:33
  hand.
• 0:33
  We
• 0:34
  would
• 0:34
  like
• 0:34
  to
• 0:34
  introduce
• 0:35
  our
• 0:36
  guest
• 0:36
  here,
• 0:36
  standing
• 0:37
  between
• 0:37
  Chris
• 0:37
  and
• 0:38
  I
• 0:38
  is
• 0:38
  Sam's
• 0:39
  club
• 0:39
  vice
• 0:39
  president
• 0:40
  and
• 0:40
  general
• 0:40
  manager
• 0:41
  of
• 0:41
  Retail
• 0:41
  Media,
• 0:42
  Harvey
• 0:42
  Ma.
• 0:42
  Harvey,
• 0:43
  welcome.
• 0:44
  I
• 0:44
  love
• 0:44
  doing
• 0:45
  this.
• 0:45
  I
• 0:46
  love
• 0:46
  you
• 0:46
  both.
• 0:46
  I
• 0:46
  love
• 0:46
  you.
• 0:47
  Like,
• 0:48
  when
• 0:48
  this
• 0:48
  request
• 0:49
  came
• 0:49
  through,
• 0:49
  I'm
• 0:49
  like,
• 0:49
  oh,
• 0:49
  my
• 0:50
  gosh.
• 0:50
  Absolutely.
• 0:51
  Yes,
• 0:51
  absolutely.
• 0:52
  I
• 0:52
  love
• 0:52
  it.
• 0:52
  It's
• 0:52
  like
• 0:53
  a
• 0:53
  reunion.
• 0:53
  Flattery
• 0:54
  will
• 0:54
  get
• 0:54
  you
• 0:54
  everywhere.
• 0:55
  Flattery
• 0:55
  will
• 0:55
  get
• 0:55
  you
• 0:56
  everywhere.
• 0:56
  That's
• 0:56
  right.
• 0:56
  Right.
• 0:56
  Well,
• 0:57
  well,
• 0:57
  Harvey,
• 0:58
  we
• 0:58
  know
• 0:58
  you
• 0:58
  pretty
• 0:58
  well.
• 0:59
  I
• 0:59
  mean,
• 0:59
  you,
• 0:59
  you
• 1:00
  and
• 1:00
  I
• 1:00
  go
• 1:00
  way
• 1:00
  back.
• 1:01
  Really,
• 1:01
  really
• 1:02
  long
• 1:02
  time
• 1:02
  back.
• 1:02
  Probably
• 1:03
  as
• 1:03
  long
• 1:03
  as
• 1:03
  we've
• 1:03
  interviewed
• 1:04
  anyone
• 1:04
  on
• 1:04
  this
• 1:04
  show.
• 1:05
  But
• 1:05
  for
• 1:05
  those
• 1:05
  that
• 1:06
  maybe
• 1:06
  don't
• 1:06
  know
• 1:06
  you,
• 1:07
  tell
• 1:07
  them
• 1:07
  about
• 1:07
  your
• 1:07
  background
• 1:08
  and
• 1:08
  also
• 1:08
  about
• 1:09
  your
• 1:09
  current
• 1:09
  role.
• 1:10
  Yeah,
• 1:10
  maybe
• 1:10
  I'll
• 1:11
  start
• 1:11
  way
• 1:11
  back.
• 1:12
  I
• 1:12
  actually
• 1:12
  started
• 1:13
  my
• 1:13
  career
• 1:13
  as
• 1:13
  a
• 1:13
  mechanical
• 1:14
  engineer
• 1:14
  and
• 1:15
  stumbled
• 1:15
  upon
• 1:16
  retail
• 1:17
  as
• 1:17
  one
• 1:17
  does
• 1:17
  a
• 1:17
  dealer
• 1:18
  in
• 1:18
  Minneapolis
• 1:19
  where
• 1:19
  we
• 1:19
  all
• 1:19
  met
• 1:19
  each
• 1:19
  other.
• 1:20
  Target,
• 1:21
  where
• 1:21
  I
• 1:21
  started
• 1:21
  on
• 1:21
  our
• 1:21
  negotiations
• 1:22
  business.
• 1:23
  And
• 1:23
  then
• 1:24
  I
• 1:24
  was
• 1:24
  buying
• 1:24
  for
• 1:25
  a
• 1:25
  long
• 1:25
  time,
• 1:25
  which
• 1:25
  is
• 1:25
  great
• 1:26
  because
• 1:26
  I
• 1:26
  see
• 1:26
  a
• 1:26
  lot
• 1:26
  of
• 1:26
  those
• 1:27
  folks
• 1:27
  here.
• 1:28
  I
• 1:28
  actually,
• 1:28
  I
• 1:29
  bought
• 1:29
  salty
• 1:29
  snacks
• 1:30
  and
• 1:30
  I
• 1:30
  gained
• 1:30
  35
• 1:31
  pounds
• 1:31
  in
• 1:31
  that
• 1:31
  job.
• 1:32
  It
• 1:32
  was
• 1:33
  all
• 1:33
  water
• 1:33
  weight,
• 1:33
  though.
• 1:34
  It
• 1:34
  was
• 1:34
  getting
• 1:34
  to
• 1:34
  be
• 1:34
  a
• 1:34
  problem,
• 1:35
  like
• 1:35
  a
• 1:35
  really
• 1:35
  bad
• 1:36
  problem.
• 1:37
  And
• 1:37
  then
• 1:38
  was
• 1:38
  asked
• 1:39
  to
• 1:39
  go
• 1:39
  do
• 1:39
  this
• 1:39
  digital
• 1:40
  marketing
• 1:40
  thing.
• 1:40
  Yeah,
• 1:40
  right
• 1:41
  before
• 1:41
  retail
• 1:41
  media
• 1:42
  was
• 1:42
  even
• 1:42
  a
• 1:42
  thing.
• 1:43
  And
• 1:43
  that
• 1:43
  was
• 1:43
  really
• 1:43
  fun.
• 1:44
  Fast
• 1:45
  forward,
• 1:45
  I
• 1:45
  went
• 1:45
  from
• 1:45
  Target
• 1:46
  to
• 1:46
  Nielsen,
• 1:47
  and
• 1:47
  then
• 1:47
  I
• 1:47
  went
• 1:47
  from
• 1:48
  Niel
• 1:48
  Nielsen
• 1:48
  to
• 1:49
  Albertsons
• 1:49
  Media
• 1:50
  Collective.
• 1:50
  And
• 1:51
  then
• 1:51
  now
• 1:51
  most
• 1:51
  recently
• 1:52
  at
• 1:52
  Sam's
• 1:52
  Club,
• 1:52
  where
• 1:52
  we're
• 1:53
  building
• 1:53
  our
• 1:53
  retail
• 1:53
  media
• 1:53
  network.
• 1:54
  And
• 1:54
  it
• 1:54
  is
• 1:54
  quite
• 1:54
  sophisticated.
• 1:55
  I'm
• 1:55
  happy
• 1:55
  to
• 1:55
  share
• 1:56
  that
• 1:56
  with
• 1:56
  you
• 1:56
  today.
• 1:57
  Well,
• 1:57
  it's
• 1:58
  no
• 1:58
  surprise
• 1:59
  that
• 1:59
  that's
• 1:59
  a
• 1:59
  quite
• 2:00
  large
• 2:00
  topic
• 2:01
  at
• 2:01
  Shop
• 2:01
  Talk
• 2:02
  Retail
• 2:02
  Media.
• 2:03
  It's
• 2:03
  a
• 2:03
  great
• 2:03
  source
• 2:04
  of
• 2:04
  revenue
• 2:04
  for
• 2:04
  a
• 2:04
  lot
• 2:05
  of
• 2:05
  retailers.
• 2:05
  So
• 2:06
  I'm
• 2:06
  curious,
• 2:07
  like,
• 2:07
  let's
• 2:07
  dive
• 2:07
  in
• 2:08
  a
• 2:08
  little
• 2:08
  bit.
• 2:09
  I
• 2:09
  want
• 2:09
  to
• 2:09
  talk
• 2:09
  about
• 2:10
  first,
• 2:10
  like,
• 2:11
  what
• 2:11
  technologies,
• 2:12
  what
• 2:13
  products,
• 2:13
  processes
• 2:14
  have
• 2:14
  you
• 2:14
  put
• 2:14
  in
• 2:14
  place
• 2:15
  to
• 2:15
  really
• 2:15
  make
• 2:16
  sure
• 2:16
  that
• 2:16
  things
• 2:16
  run
• 2:17
  smoothly
• 2:18
  at
• 2:18
  Sam's
• 2:18
  Club
• 2:19
  and
• 2:19
  that
• 2:19
  retail
• 2:20
  media
• 2:20
  is
• 2:20
  something
• 2:20
  that
• 2:21
  the
• 2:22
  organization
• 2:22
  can
• 2:23
  rely
• 2:23
  on
• 2:24
  time
• 2:24
  and
• 2:24
  time
• 2:24
  again.
• 2:25
  Let's
• 2:26
  start
• 2:26
  with
• 2:26
  the
• 2:27
  first
• 2:27
  comment,
• 2:27
  which
• 2:27
  is,
• 2:28
  yes,
• 2:28
  it's
• 2:28
  a
• 2:29
  very
• 2:29
  high
• 2:29
  revenue
• 2:30
  generating
• 2:31
  platform
• 2:32
  for
• 2:32
  Sam's
• 2:33
  Club.
• 2:33
  But
• 2:34
  the
• 2:34
  uniqueness
• 2:34
  about
• 2:35
  Sam's
• 2:35
  Club
• 2:35
  is
• 2:36
  that
• 2:36
  every
• 2:36
  single
• 2:37
  dollar
• 2:37
  that
• 2:37
  I
• 2:37
  generate
• 2:38
  for
• 2:38
  this
• 2:38
  organization,
• 2:39
  we
• 2:39
  invest
• 2:39
  back
• 2:40
  into
• 2:41
  our
• 2:41
  associates.
• 2:41
  Oh,
• 2:42
  wow.
• 2:42
  Wages,
• 2:43
  club
• 2:44
  remodels,
• 2:45
  new
• 2:45
  club
• 2:45
  openings.
• 2:46
  And
• 2:46
  so
• 2:46
  this
• 2:46
  is
• 2:47
  not
• 2:47
  a
• 2:47
  profit
• 2:47
  center
• 2:48
  for
• 2:48
  us
• 2:48
  in
• 2:48
  the
• 2:48
  traditional
• 2:49
  sense,
• 2:49
  which
• 2:50
  Chris
• 2:50
  Nicholas,
• 2:50
  who
• 2:50
  I
• 2:51
  know
• 2:51
  you've
• 2:51
  had
• 2:51
  on
• 2:51
  here
• 2:51
  before,
• 2:52
  this
• 2:53
  is
• 2:53
  a
• 2:53
  very
• 2:53
  different
• 2:54
  stepwise
• 2:54
  change
• 2:54
  for
• 2:54
  us.
• 2:55
  We
• 2:55
  talk
• 2:56
  about
• 2:56
  this
• 2:56
  being
• 2:56
  value
• 2:57
  added
• 2:57
  for
• 2:57
  a
• 2:57
  brand
• 2:57
  and
• 2:57
  a
• 2:57
  supplier
• 2:58
  and
• 2:58
  for
• 2:58
  our
• 2:59
  members,
• 2:59
  we're
• 2:59
  member
• 2:59
  centric.
• 3:00
  That's
• 3:01
  paramount.
• 3:01
  So
• 3:02
  if
• 3:02
  this
• 3:02
  becomes
• 3:02
  just
• 3:02
  a
• 3:03
  tax
• 3:03
  or
• 3:03
  becomes
• 3:03
  a
• 3:04
  profit
• 3:04
  center,
• 3:04
  then
• 3:04
  we
• 3:04
  haven't
• 3:05
  done
• 3:05
  our
• 3:05
  jobs
• 3:05
  right.
• 3:06
  And
• 3:06
  we
• 3:06
  feel
• 3:06
  very
• 3:06
  passionately
• 3:07
  that
• 3:07
  every
• 3:07
  single
• 3:08
  dollar
• 3:08
  doesn't
• 3:08
  go
• 3:08
  into
• 3:09
  our
• 3:09
  pocket.
• 3:10
  It
• 3:10
  actually
• 3:10
  goes
• 3:10
  to
• 3:10
  make
• 3:10
  member
• 3:11
  experience
• 3:11
  better.
• 3:12
  Because
• 3:12
  when
• 3:12
  that
• 3:12
  happens,
• 3:13
  we
• 3:13
  all
• 3:14
  grow.
• 3:15
  Well
• 3:15
  said.
• 3:15
  So
• 3:16
  I'll
• 3:16
  start
• 3:16
  with
• 3:16
  that
• 3:17
  said.
• 3:17
  Yeah,
• 3:17
  that's
• 3:17
  a
• 3:17
  good
• 3:17
  way
• 3:18
  to
• 3:18
  start.
• 3:18
  Yeah.
• 3:19
  So
• 3:19
  it's.
• 3:19
  So
• 3:19
  you're
• 3:20
  thinking
• 3:20
  of
• 3:20
  it
• 3:20
  like
• 3:20
  it's
• 3:20
  a,
• 3:20
  it's
• 3:21
  an
• 3:21
  infusion
• 3:21
  of
• 3:21
  capital
• 3:22
  really
• 3:22
  at
• 3:22
  the
• 3:22
  end
• 3:22
  of
• 3:22
  the
• 3:23
  day
• 3:23
  to,
• 3:23
  to
• 3:24
  make
• 3:24
  your
• 3:24
  stores
• 3:24
  better,
• 3:24
  to
• 3:25
  make
• 3:25
  your
• 3:25
  employees
• 3:25
  lives
• 3:26
  better,
• 3:26
  and
• 3:26
  to
• 3:26
  make
• 3:26
  your
• 3:26
  customer
• 3:27
  experiences
• 3:27
  better
• 3:27
  too.
• 3:28
  And
• 3:28
  it's
• 3:28
  all
• 3:28
  intertwined.
• 3:29
  Happy
• 3:30
  associates
• 3:30
  make
• 3:30
  for
• 3:31
  a
• 3:31
  happier
• 3:31
  experience
• 3:31
  inside
• 3:32
  the
• 3:32
  club.
• 3:32
  Happier
• 3:33
  experience
• 3:33
  in
• 3:33
  the
• 3:33
  club
• 3:34
  mean
• 3:34
  people
• 3:34
  want
• 3:34
  to
• 3:34
  spend
• 3:35
  more
• 3:35
  money.
• 3:35
  It's
• 3:35
  good
• 3:35
  for
• 3:36
  supplier,
• 3:36
  it's
• 3:36
  good
• 3:36
  for
• 3:36
  us.
• 3:37
  And
• 3:37
  so
• 3:37
  again,
• 3:37
  it's
• 3:37
  not
• 3:37
  the
• 3:38
  traditional
• 3:38
  profit
• 3:38
  center
• 3:39
  and
• 3:39
  we
• 3:39
  believe
• 3:39
  very.
• 3:40
  I've
• 3:40
  not
• 3:40
  heard
• 3:41
  anyone
• 3:41
  else
• 3:41
  talk
• 3:41
  about
• 3:41
  it
• 3:41
  like
• 3:42
  this.
• 3:42
  Well,
• 3:42
  and
• 3:42
  Harvey,
• 3:43
  you've
• 3:43
  had
• 3:43
  some
• 3:43
  experience,
• 3:44
  you
• 3:44
  don't
• 3:44
  have
• 3:44
  to
• 3:44
  name
• 3:44
  names
• 3:45
  or
• 3:45
  anything,
• 3:45
  but
• 3:45
  where
• 3:46
  does
• 3:46
  that,
• 3:47
  that
• 3:47
  money
• 3:48
  flow
• 3:48
  into?
• 3:49
  Like
• 3:49
  what
• 3:49
  other
• 3:49
  buckets
• 3:50
  are
• 3:50
  people
• 3:51
  who
• 3:51
  are
• 3:52
  using
• 3:52
  their
• 3:52
  retail
• 3:53
  media
• 3:53
  revenue,
• 3:54
  where.
• 3:54
  Are
• 3:54
  they
• 3:54
  allocating
• 3:55
  that
• 3:56
  dirty
• 3:57
  little
• 3:57
  secret
• 3:59
  profit
• 4:01
  margin?
• 4:01
  I
• 4:02
  mean,
• 4:02
  they're
• 4:02
  all
• 4:02
  good
• 4:02
  things.
• 4:03
  Right.
• 4:03
  I
• 4:04
  don't
• 4:04
  want
• 4:04
  to
• 4:06
  maybe
• 4:07
  disclaim
• 4:08
  something
• 4:08
  that's.
• 4:08
  That
• 4:09
  we're
• 4:09
  not
• 4:09
  all
• 4:09
  retail
• 4:10
  media.
• 4:10
  Yeah.
• 4:11
  I
• 4:11
  mean,
• 4:11
  we
• 4:11
  should
• 4:11
  all
• 4:12
  generate
• 4:12
  profit,
• 4:13
  all
• 4:14
  of
• 4:14
  it.
• 4:14
  But
• 4:15
  where
• 4:15
  you
• 4:15
  put
• 4:15
  the
• 4:15
  profit
• 4:16
  though,
• 4:16
  is
• 4:16
  really
• 4:16
  important.
• 4:17
  And
• 4:17
  that's
• 4:17
  the
• 4:18
  differentiation
• 4:18
  between
• 4:19
  what
• 4:19
  a
• 4:19
  supplier
• 4:19
  would
• 4:20
  have
• 4:20
  as
• 4:21
  a
• 4:22
  perceived
• 4:22
  tax
• 4:23
  or
• 4:23
  like
• 4:23
  a
• 4:23
  must
• 4:24
  pay.
• 4:24
  And
• 4:25
  so
• 4:25
  I
• 4:25
  think
• 4:25
  that's
• 4:25
  the
• 4:25
  running
• 4:26
  joke
• 4:26
  that
• 4:26
  we
• 4:26
  all
• 4:26
  have
• 4:27
  in
• 4:27
  these
• 4:27
  conferences
• 4:27
  is
• 4:27
  how
• 4:28
  fast
• 4:28
  reach
• 4:28
  home
• 4:28
  media
• 4:28
  is
• 4:29
  growing.
• 4:29
  I
• 4:29
  would
• 4:30
  argue
• 4:30
  if
• 4:30
  you
• 4:30
  ask
• 4:30
  any
• 4:31
  chief
• 4:31
  marketing
• 4:31
  officer
• 4:32
  or
• 4:32
  any
• 4:32
  chief
• 4:32
  digital
• 4:33
  officer
• 4:33
  or
• 4:33
  chief
• 4:34
  tech
• 4:34
  officer
• 4:34
  that
• 4:34
  has
• 4:35
  that
• 4:35
  money
• 4:35
  they're
• 4:36
  probably
• 4:36
  saying
• 4:37
  it's
• 4:37
  actually
• 4:37
  the
• 4:38
  same
• 4:38
  bucket
• 4:39
  of
• 4:39
  money
• 4:39
  that
• 4:39
  I
• 4:39
  have.
• 4:40
  It's
• 4:40
  just
• 4:40
  now
• 4:40
  split
• 4:41
  now
• 4:41
  in
• 4:41
  a
• 4:41
  different
• 4:41
  direction.
• 4:42
  Right.
• 4:43
  So
• 4:43
  great
• 4:43
  for
• 4:43
  folks
• 4:43
  in
• 4:44
  retail
• 4:44
  media,
• 4:44
  I
• 4:45
  think
• 4:45
  what
• 4:45
  we're
• 4:45
  trying
• 4:45
  to
• 4:45
  do
• 4:46
  is
• 4:46
  how
• 4:46
  has
• 4:46
  it
• 4:46
  become
• 4:46
  great
• 4:47
  for
• 4:47
  a
• 4:47
  Chief
• 4:47
  Digital
• 4:47
  officer
• 4:48
  or
• 4:48
  a
• 4:48
  Chief
• 4:48
  Marketing
• 4:49
  officer
• 4:49
  if
• 4:49
  we're
• 4:50
  reinvesting
• 4:50
  it
• 4:50
  back
• 4:51
  into
• 4:51
  the
• 4:51
  clubs
• 4:51
  to
• 4:52
  actually
• 4:52
  make
• 4:52
  member
• 4:52
  experience
• 4:53
  better?
• 4:54
  Hopefully
• 4:54
  what
• 4:54
  that
• 4:54
  means
• 4:55
  is
• 4:55
  that
• 4:55
  we
• 4:55
  sell
• 4:55
  more
• 4:55
  things.
• 4:56
  Right.
• 4:56
  And
• 4:57
  after
• 4:57
  all,
• 4:57
  we
• 4:57
  all
• 4:57
  want
• 4:57
  to
• 4:58
  sell
• 4:58
  more
• 4:58
  things.
• 4:58
  Right.
• 4:59
  And
• 4:59
  also
• 4:59
  Harvey
• 4:59
  too.
• 4:59
  Like,
• 5:00
  how
• 5:00
  do
• 5:00
  you
• 5:00
  grow
• 5:00
  the
• 5:00
  actual
• 5:01
  retail
• 5:01
  media
• 5:02
  pie
• 5:02
  to
• 5:03
  the
• 5:03
  end
• 5:03
  that
• 5:03
  you're
• 5:03
  talking
• 5:04
  about,
• 5:04
  as
• 5:04
  opposed
• 5:04
  to
• 5:05
  just
• 5:07
  the
• 5:07
  switching
• 5:08
  of
• 5:08
  the
• 5:08
  trade
• 5:08
  spend
• 5:08
  into
• 5:09
  a
• 5:09
  different
• 5:09
  bucket
• 5:09
  as
• 5:09
  well?
• 5:10
  Right.
• 5:10
  That's
• 5:11
  the
• 5:11
  unlock
• 5:11
  here
• 5:12
  that
• 5:12
  allows
• 5:13
  the
• 5:13
  capital
• 5:13
  to
• 5:13
  flow
• 5:14
  back
• 5:14
  through
• 5:14
  the
• 5:14
  organization.
• 5:15
  That's
• 5:15
  right.
• 5:15
  And
• 5:16
  if
• 5:16
  I
• 5:16
  go
• 5:16
  back
• 5:16
  to
• 5:16
  answer
• 5:17
  the
• 5:17
  question
• 5:17
  now
• 5:18
  on
• 5:18
  technology,
• 5:18
  I
• 5:19
  actually
• 5:19
  have
• 5:19
  a
• 5:19
  proof
• 5:19
  point
• 5:20
  in
• 5:20
  terms
• 5:20
  of
• 5:20
  how
• 5:20
  we're
• 5:20
  building
• 5:20
  this
• 5:21
  debt
• 5:21
  differently.
• 5:21
  Okay.
• 5:22
  So
• 5:22
  just
• 5:22
  a
• 5:22
  few
• 5:23
  weeks
• 5:23
  ago,
• 5:23
  we
• 5:24
  rehauled
• 5:25
  our
• 5:25
  entire
• 5:25
  search
• 5:26
  platform
• 5:27
  and
• 5:27
  we're
• 5:28
  in
• 5:28
  house
• 5:28
  now.
• 5:29
  And
• 5:29
  here's
• 5:29
  the
• 5:29
  reason
• 5:29
  why
• 5:29
  I
• 5:30
  did
• 5:30
  that.
• 5:30
  In
• 5:31
  the
• 5:31
  traditional
• 5:31
  search
• 5:32
  model,
• 5:32
  highest
• 5:32
  bidder
• 5:33
  wins.
• 5:33
  Yes.
• 5:34
  That
• 5:35
  is
• 5:35
  an
• 5:36
  auction
• 5:36
  based.
• 5:37
  Not
• 5:37
  great.
• 5:38
  Just
• 5:38
  talked
• 5:39
  about
• 5:39
  that
• 5:39
  on
• 5:39
  our
• 5:39
  podcast
• 5:39
  this
• 5:40
  morning.
• 5:40
  Yeah,
• 5:41
  it's
• 5:42
  like,
• 5:42
  yeah,
• 5:43
  I
• 5:43
  have
• 5:43
  other
• 5:43
  words
• 5:43
  for
• 5:43
  it
• 5:44
  too.
• 5:44
  But
• 5:44
  you
• 5:44
  go.
• 5:45
  So
• 5:45
  hours
• 5:45
  now
• 5:46
  we
• 5:46
  unveiled
• 5:47
  our
• 5:47
  brand
• 5:47
  new
• 5:48
  in
• 5:48
  house
• 5:48
  search
• 5:48
  platform.
• 5:50
  Highest
• 5:50
  bidder
• 5:51
  doesn't
• 5:51
  win
• 5:52
  because
• 5:52
  we
• 5:52
  run
• 5:52
  it
• 5:53
  through
• 5:53
  a
• 5:53
  different
• 5:53
  relevancy
• 5:54
  layer
• 5:54
  now.
• 5:55
  And
• 5:55
  we
• 5:55
  make
• 5:55
  sure
• 5:55
  that
• 5:56
  from
• 5:56
  a
• 5:56
  contextual
• 5:57
  and
• 5:57
  a
• 5:57
  personalization
• 5:57
  standpoint,
• 5:58
  members
• 5:59
  see
• 5:59
  what
• 5:59
  they
• 5:59
  want
• 6:00
  to
• 6:00
  see
• 6:00
  and
• 6:01
  we
• 6:01
  don't
• 6:01
  serve
• 6:01
  things
• 6:02
  that
• 6:02
  are
• 6:02
  perceived
• 6:03
  as
• 6:03
  disruptive
• 6:03
  or
• 6:03
  junk.
• 6:04
  Now,
• 6:05
  what
• 6:05
  that
• 6:05
  means
• 6:05
  is
• 6:05
  that
• 6:06
  the
• 6:06
  revenue
• 6:06
  potential
• 6:07
  for
• 6:07
  me
• 6:07
  is
• 6:07
  not
• 6:07
  nearly
• 6:08
  as
• 6:08
  high.
• 6:09
  But
• 6:09
  I'll
• 6:09
  tell
• 6:09
  you
• 6:09
  what,
• 6:10
  I
• 6:10
  think
• 6:10
  member
• 6:10
  experience
• 6:10
  is
• 6:11
  way
• 6:11
  better.
• 6:11
  And
• 6:12
  so
• 6:12
  that's,
• 6:12
  I
• 6:12
  think,
• 6:12
  proof
• 6:13
  in
• 6:13
  terms
• 6:13
  of
• 6:13
  what
• 6:13
  we're
• 6:13
  doing
• 6:14
  from
• 6:14
  a
• 6:14
  technology
• 6:14
  standpoint
• 6:15
  that
• 6:15
  backs
• 6:15
  up
• 6:15
  the
• 6:16
  ethos
• 6:16
  of
• 6:16
  what
• 6:16
  I
• 6:16
  talked
• 6:16
  about.
• 6:17
  Have
• 6:17
  you
• 6:17
  had
• 6:17
  to
• 6:18
  change
• 6:18
  metrics
• 6:19
  then
• 6:19
  and
• 6:19
  like
• 6:20
  how
• 6:20
  your
• 6:20
  organization
• 6:21
  thinks
• 6:21
  about
• 6:22
  what
• 6:22
  success
• 6:22
  looks
• 6:23
  like?
• 6:23
  Because
• 6:24
  if
• 6:24
  it's
• 6:24
  not
• 6:24
  dollars
• 6:25
  coming
• 6:25
  in,
• 6:26
  I
• 6:26
  imagine
• 6:26
  that
• 6:27
  that
• 6:27
  was
• 6:27
  kind
• 6:27
  of
• 6:27
  like
• 6:27
  a
• 6:27
  cultural
• 6:28
  shift.
• 6:28
  Is
• 6:28
  that
• 6:29
  the
• 6:29
  case?
• 6:29
  It's
• 6:30
  a
• 6:30
  cultural
• 6:30
  shift
• 6:30
  not
• 6:31
  just
• 6:31
  for
• 6:31
  our
• 6:31
  own
• 6:31
  companies,
• 6:32
  but
• 6:32
  also
• 6:32
  for
• 6:32
  our
• 6:33
  suppliers
• 6:33
  as
• 6:33
  well.
• 6:34
  So
• 6:34
  getting
• 6:34
  folks
• 6:35
  hooked
• 6:36
  on
• 6:36
  this
• 6:37
  drug,
• 6:37
  which
• 6:37
  is
• 6:37
  roas,
• 6:38
  and
• 6:39
  getting
• 6:39
  them
• 6:39
  unhooked
• 6:40
  by
• 6:40
  saying,
• 6:41
  what
• 6:41
  would
• 6:41
  you
• 6:41
  actually
• 6:41
  rather
• 6:42
  see?
• 6:42
  Do
• 6:42
  you
• 6:42
  want
• 6:42
  to
• 6:42
  see
• 6:43
  new
• 6:43
  member
• 6:44
  conversion?
• 6:44
  Do
• 6:44
  you
• 6:44
  want
• 6:44
  to
• 6:44
  see
• 6:45
  new
• 6:45
  basket
• 6:45
  growth?
• 6:46
  We've
• 6:46
  had
• 6:46
  to
• 6:46
  change
• 6:46
  a
• 6:46
  lot
• 6:47
  of
• 6:47
  the
• 6:47
  metrics
• 6:47
  now.
• 6:48
  Again,
• 6:49
  I
• 6:49
  think
• 6:49
  done
• 6:50
  well,
• 6:50
  you
• 6:50
  see
• 6:51
  mutual
• 6:51
  growth.
• 6:51
  Right.
• 6:52
  But
• 6:52
  I
• 6:53
  know
• 6:53
  from
• 6:53
  talking
• 6:53
  to
• 6:53
  many
• 6:53
  Sam's
• 6:54
  Club
• 6:54
  executives
• 6:55
  on
• 6:55
  this
• 6:55
  podcast
• 6:56
  at
• 6:56
  these
• 6:56
  conferences,
• 6:57
  like
• 6:57
  Net
• 6:57
  Promoter,
• 6:58
  Score
• 6:58
  is
• 6:58
  a
• 6:58
  big
• 6:58
  thing
• 6:58
  for
• 6:59
  you
• 6:59
  guys.
• 6:59
  Huge
• 6:59
  deal.
• 7:00
  You
• 7:00
  want
• 7:00
  to
• 7:00
  know
• 7:00
  that
• 7:00
  your
• 7:01
  customer
• 7:01
  is
• 7:01
  liking
• 7:02
  what
• 7:02
  you
• 7:02
  do.
• 7:03
  And
• 7:03
  I
• 7:04
  want
• 7:04
  to
• 7:04
  salute
• 7:04
  you
• 7:04
  guys
• 7:04
  too,
• 7:04
  because
• 7:05
  I
• 7:05
  joked
• 7:05
  about
• 7:06
  it,
• 7:06
  talking
• 7:06
  about
• 7:06
  it
• 7:06
  this
• 7:06
  morning.
• 7:06
  But
• 7:07
  that
• 7:07
  is
• 7:07
  merchandising.
• 7:08
  You
• 7:09
  don't
• 7:09
  just
• 7:09
  merchandise
• 7:10
  to
• 7:10
  the
• 7:10
  best
• 7:10
  bidder
• 7:11
  because
• 7:11
  anyone
• 7:12
  will
• 7:12
  pay
• 7:12
  for
• 7:12
  space,
• 7:13
  anyone
• 7:13
  will
• 7:13
  pay
• 7:13
  for
• 7:13
  shelves
• 7:13
  the
• 7:14
  same
• 7:14
  in
• 7:14
  store.
• 7:14
  And
• 7:15
  you're
• 7:15
  just
• 7:15
  saying,
• 7:15
  like,
• 7:15
  no,
• 7:16
  you
• 7:16
  have
• 7:16
  to
• 7:16
  be
• 7:16
  cognizant
• 7:17
  of
• 7:17
  why
• 7:18
  you're
• 7:18
  doing
• 7:18
  what
• 7:18
  you're
• 7:18
  doing
• 7:19
  to
• 7:19
  give
• 7:19
  your
• 7:19
  customer
• 7:20
  the
• 7:20
  products
• 7:20
  that
• 7:20
  they
• 7:20
  want
• 7:21
  at
• 7:21
  the
• 7:21
  right
• 7:21
  time.
• 7:22
  Yeah.
• 7:22
  There
• 7:22
  was
• 7:22
  a
• 7:22
  question
• 7:23
  that
• 7:23
  was
• 7:23
  asked
• 7:23
  on
• 7:24
  the
• 7:24
  panel
• 7:24
  yesterday
• 7:25
  with
• 7:25
  a
• 7:26
  few
• 7:26
  different
• 7:26
  retailer
• 7:27
  executives
• 7:27
  of
• 7:27
  what
• 7:27
  is
• 7:28
  your
• 7:28
  definition?
• 7:29
  How
• 7:29
  are
• 7:29
  you
• 7:29
  defining
• 7:30
  commerce
• 7:30
  media?
• 7:31
  There
• 7:31
  were
• 7:31
  some
• 7:31
  really
• 7:31
  great
• 7:32
  technical
• 7:32
  answers,
• 7:33
  and
• 7:33
  mine
• 7:34
  was
• 7:34
  shopping.
• 7:36
  I
• 7:36
  mean,
• 7:36
  it's
• 7:37
  kind
• 7:37
  of
• 7:37
  just
• 7:37
  that,
• 7:38
  but
• 7:38
  it
• 7:38
  doesn't
• 7:39
  have
• 7:39
  to
• 7:39
  be
• 7:39
  overly
• 7:39
  technical.
• 7:40
  And
• 7:40
  you've
• 7:40
  talked
• 7:41
  to
• 7:41
  Greg
• 7:41
  Pulsifer,
• 7:41
  who's
• 7:42
  my
• 7:42
  best
• 7:42
  friend
• 7:42
  at
• 7:42
  Sam's
• 7:43
  Club.
• 7:43
  You
• 7:43
  know,
• 7:43
  we
• 7:44
  don't,
• 7:44
  we
• 7:44
  don't
• 7:45
  look
• 7:45
  at
• 7:45
  it
• 7:45
  being
• 7:46
  as
• 7:46
  ads
• 7:47
  or
• 7:47
  organically
• 7:48
  served
• 7:48
  site
• 7:48
  experiences
• 7:49
  done
• 7:50
  really,
• 7:50
  really
• 7:50
  well.
• 7:50
  A
• 7:51
  member
• 7:51
  shouldn't
• 7:51
  be
• 7:51
  able
• 7:51
  to
• 7:51
  tell
• 7:52
  what
• 7:52
  those
• 7:52
  two
• 7:52
  things
• 7:52
  are.
• 7:53
  And
• 7:53
  so
• 7:53
  that's
• 7:53
  really
• 7:54
  part
• 7:54
  of
• 7:54
  our
• 7:54
  core
• 7:54
  ethos.
• 7:55
  And
• 7:55
  hopefully
• 7:55
  when
• 7:55
  you
• 7:56
  look
• 7:56
  at
• 7:56
  the
• 7:56
  site,
• 7:56
  it
• 7:57
  looks
• 7:57
  like
• 7:57
  that,
• 7:57
  it
• 7:57
  feels
• 7:57
  like
• 7:57
  that.
• 7:58
  Right,
• 7:59
  right.
• 7:59
  Okay.
• 8:00
  Well,
• 8:00
  so
• 8:00
  I
• 8:00
  wrote
• 8:00
  down
• 8:01
  this
• 8:01
  one
• 8:01
  question
• 8:01
  I
• 8:01
  want
• 8:01
  to
• 8:01
  ask
• 8:02
  you.
• 8:02
  I
• 8:02
  want
• 8:02
  to
• 8:02
  make
• 8:02
  sure
• 8:03
  I
• 8:03
  wrote
• 8:04
  it
• 8:04
  down
• 8:04
  because
• 8:04
  I
• 8:04
  want
• 8:04
  to
• 8:04
  make
• 8:04
  sure
• 8:05
  I
• 8:05
  ask
• 8:05
  it
• 8:05
  to
• 8:05
  you
• 8:05
  in
• 8:05
  the
• 8:05
  right
• 8:06
  way.
• 8:06
  So
• 8:07
  I'm
• 8:07
  curious,
• 8:07
  how
• 8:07
  has
• 8:08
  technology
• 8:08
  helped
• 8:09
  the
• 8:09
  brands
• 8:10
  and
• 8:10
  retailers
• 8:11
  in
• 8:11
  general,
• 8:12
  from
• 8:12
  an
• 8:12
  industry
• 8:12
  point
• 8:12
  of
• 8:12
  view,
• 8:13
  target
• 8:13
  retail
• 8:14
  media
• 8:14
  content?
• 8:14
  And
• 8:15
  what
• 8:15
  kind
• 8:15
  of
• 8:15
  results
• 8:15
  are
• 8:15
  you
• 8:16
  seeing
• 8:16
  from
• 8:16
  them?
• 8:16
  Doing
• 8:17
  so
• 8:18
  I've
• 8:19
  got
• 8:19
  a
• 8:19
  brag
• 8:19
  on
• 8:20
  our
• 8:20
  scan
• 8:20
  and
• 8:20
  go
• 8:21
  technology.
• 8:21
  Good.
• 8:22
  I
• 8:22
  was
• 8:22
  hoping
• 8:22
  you
• 8:22
  would.
• 8:22
  I
• 8:23
  mean,
• 8:23
  if
• 8:24
  you
• 8:24
  talk
• 8:24
  about
• 8:25
  immigration
• 8:25
  in
• 8:25
  store
• 8:25
  retail
• 8:26
  media,
• 8:26
  which
• 8:26
  is
• 8:27
  a
• 8:27
  hot
• 8:27
  topic
• 8:27
  even
• 8:27
  here
• 8:28
  in
• 8:28
  this
• 8:28
  conference,
• 8:29
  I
• 8:29
  think
• 8:29
  what
• 8:30
  a
• 8:30
  lot
• 8:30
  of
• 8:30
  people
• 8:30
  are
• 8:30
  talking
• 8:31
  about
• 8:31
  is
• 8:31
  in
• 8:32
  store
• 8:32
  screens.
• 8:33
  Now,
• 8:33
  we
• 8:34
  have
• 8:34
  a
• 8:34
  lot
• 8:34
  of
• 8:34
  those.
• 8:35
  In
• 8:35
  fact,
• 8:35
  we've
• 8:36
  got
• 8:36
  screens
• 8:36
  everywhere
• 8:36
  at
• 8:37
  Sam's
• 8:37
  Club,
• 8:37
  membership
• 8:37
  desk,
• 8:38
  pharmacy
• 8:38
  desk,
• 8:39
  cafe,
• 8:39
  TV
• 8:40
  wall.
• 8:41
  But
• 8:41
  scan
• 8:41
  and
• 8:41
  go
• 8:42
  really
• 8:42
  allows
• 8:42
  us
• 8:43
  to,
• 8:43
  at
• 8:43
  the
• 8:43
  very
• 8:44
  point
• 8:44
  of
• 8:44
  sale
• 8:45
  and
• 8:45
  as
• 8:45
  customers
• 8:46
  are
• 8:46
  shopping
• 8:46
  and
• 8:47
  members
• 8:47
  are
• 8:47
  browsing,
• 8:48
  we're
• 8:48
  serving
• 8:49
  you
• 8:49
  content.
• 8:49
  And
• 8:49
  I
• 8:49
  want
• 8:50
  to
• 8:50
  make
• 8:50
  that
• 8:50
  clear.
• 8:50
  It's
• 8:51
  content.
• 8:51
  It's
• 8:51
  not
• 8:51
  just
• 8:52
  ads.
• 8:52
  Right.
• 8:52
  That
• 8:53
  help
• 8:53
  make
• 8:53
  the
• 8:53
  shopping
• 8:54
  journey
• 8:54
  easier
• 8:54
  and
• 8:54
  better.
• 8:55
  And
• 8:55
  what
• 8:55
  that
• 8:55
  does
• 8:56
  is
• 8:56
  that.
• 8:56
  Let's
• 8:57
  just
• 8:57
  say
• 8:57
  you're
• 8:57
  buying
• 8:57
  a
• 8:57
  beverage,
• 8:58
  you
• 8:58
  want
• 8:58
  to
• 8:58
  pair
• 8:58
  it
• 8:58
  with
• 8:58
  a
• 8:59
  snack.
• 8:59
  That
• 9:00
  app,
• 9:00
  it
• 9:00
  will
• 9:01
  literally
• 9:01
  tell
• 9:01
  you
• 9:01
  where
• 9:01
  the
• 9:02
  snack
• 9:02
  is,
• 9:02
  where
• 9:02
  it's
• 9:02
  located,
• 9:03
  and
• 9:03
  you
• 9:03
  can
• 9:03
  add
• 9:03
  it
• 9:03
  right
• 9:03
  to
• 9:04
  your
• 9:04
  cart.
• 9:04
  Now,
• 9:04
  from
• 9:04
  a
• 9:04
  frictionless
• 9:05
  experience
• 9:05
  standpoint,
• 9:06
  I
• 9:06
  don't
• 9:06
  know
• 9:07
  if
• 9:07
  there's
• 9:07
  anything
• 9:07
  that's
• 9:08
  targeted
• 9:08
  better
• 9:09
  than
• 9:09
  that
• 9:09
  right
• 9:09
  at
• 9:10
  the
• 9:10
  point
• 9:10
  of
• 9:10
  sale,
• 9:10
  which
• 9:10
  is
• 9:11
  the
• 9:11
  holy
• 9:11
  grail
• 9:11
  of
• 9:11
  media.
• 9:12
  But
• 9:12
  I
• 9:12
  think
• 9:13
  from
• 9:13
  a
• 9:13
  result
• 9:13
  standpoint,
• 9:14
  here's
• 9:14
  a
• 9:14
  stat
• 9:14
  that
• 9:15
  I
• 9:15
  can
• 9:15
  release.
• 9:15
  So
• 9:16
  we
• 9:16
  just
• 9:16
  did
• 9:16
  a
• 9:16
  case
• 9:16
  study.
• 9:17
  Yeah.
• 9:18
  71%
• 9:19
  incremental
• 9:19
  reach
• 9:20
  on
• 9:20
  Scan
• 9:20
  and
• 9:20
  Go
• 9:20
  display
• 9:21
  ads.
• 9:21
  Which
• 9:21
  means
• 9:21
  that
• 9:21
  folks
• 9:22
  that
• 9:22
  are
• 9:22
  already
• 9:22
  in
• 9:22
  the
• 9:23
  app
• 9:23
  and
• 9:23
  using
• 9:23
  the
• 9:23
  app,
• 9:24
  71%
• 9:25
  of
• 9:25
  them
• 9:25
  are
• 9:26
  engaging
• 9:26
  with
• 9:26
  this
• 9:26
  display
• 9:27
  unit.
• 9:27
  Well,
• 9:28
  it
• 9:28
  makes
• 9:28
  sense.
• 9:28
  Yeah.
• 9:29
  Because
• 9:29
  it's
• 9:29
  a
• 9:29
  highly
• 9:29
  personalized
• 9:30
  app.
• 9:30
  And
• 9:31
  the
• 9:31
  other
• 9:31
  point
• 9:31
  in
• 9:31
  point,
• 9:32
  important
• 9:32
  point
• 9:32
  that
• 9:32
  we
• 9:32
  know
• 9:32
  from
• 9:33
  talking,
• 9:33
  it's
• 9:33
  one
• 9:33
  in
• 9:34
  three,
• 9:34
  right?
• 9:34
  One
• 9:34
  in
• 9:34
  three.
• 9:35
  Sam's
• 9:36
  Club
• 9:36
  shoppers
• 9:36
  use
• 9:36
  scanner.
• 9:37
  And
• 9:37
  growing.
• 9:37
  And
• 9:38
  growing.
• 9:38
  Right.
• 9:38
  So
• 9:39
  it
• 9:40
  makes
• 9:40
  100%
• 9:41
  sense.
• 9:41
  And
• 9:41
  I'll
• 9:42
  say
• 9:42
  it.
• 9:42
  Cause
• 9:42
  you
• 9:42
  probably
• 9:43
  won't.
• 9:43
  But
• 9:43
  like,
• 9:43
  from
• 9:44
  a
• 9:44
  competitive
• 9:44
  perspective,
• 9:45
  that
• 9:46
  usage
• 9:46
  rate
• 9:46
  is
• 9:47
  almost
• 9:47
  untouchable
• 9:48
  in
• 9:48
  your
• 9:48
  industry.
• 9:49
  So,
• 9:49
  yes,
• 9:50
  you
• 9:50
  guys
• 9:50
  are
• 9:50
  onto
• 9:50
  something
• 9:51
  on
• 9:51
  the
• 9:51
  retail
• 9:51
  media
• 9:51
  side.
• 9:52
  I'm
• 9:52
  just
• 9:52
  gonna
• 9:53
  put
• 9:53
  it
• 9:53
  out
• 9:53
  there.
• 9:54
  You
• 9:54
  said
• 9:54
  it,
• 9:54
  not
• 9:55
  me.
• 9:57
  Well,
• 9:57
  Harvey,
• 9:58
  I'm
• 9:58
  curious.
• 9:58
  You
• 9:58
  know,
• 9:59
  as
• 9:59
  you're.
• 9:59
  As
• 9:59
  you're
• 10:00
  continuing
• 10:00
  to
• 10:01
  build
• 10:01
  momentum
• 10:01
  behind
• 10:02
  the
• 10:02
  Scan
• 10:02
  and
• 10:02
  Go
• 10:02
  app,
• 10:03
  you're
• 10:03
  continuing
• 10:03
  to
• 10:03
  serve
• 10:04
  up
• 10:04
  these
• 10:04
  experiences
• 10:05
  in
• 10:05
  new
• 10:05
  and
• 10:05
  exciting
• 10:06
  and
• 10:06
  I'd
• 10:07
  argue
• 10:07
  more
• 10:07
  relevant
• 10:07
  ways.
• 10:09
  What.
• 10:09
  What
• 10:09
  kind
• 10:10
  of
• 10:10
  things
• 10:10
  are
• 10:10
  you
• 10:11
  looking
• 10:11
  for
• 10:11
  in
• 10:12
  the
• 10:12
  partners
• 10:12
  then
• 10:13
  that
• 10:13
  you
• 10:13
  bring
• 10:13
  on?
• 10:14
  Like
• 10:14
  what.
• 10:14
  What
• 10:14
  do
• 10:15
  you.
• 10:15
  What
• 10:15
  kind
• 10:15
  of
• 10:15
  qualities,
• 10:16
  what
• 10:16
  kind
• 10:16
  of
• 10:17
  capabilities
• 10:18
  as
• 10:18
  you're
• 10:19
  kind
• 10:19
  of
• 10:19
  adding
• 10:20
  people
• 10:20
  into
• 10:20
  the
• 10:21
  Sam's
• 10:21
  Club
• 10:21
  umbrella?
• 10:22
  I
• 10:23
  ask
• 10:23
  all
• 10:23
  my
• 10:23
  partners
• 10:24
  three
• 10:24
  really
• 10:24
  easy
• 10:25
  questions,
• 10:25
  which
• 10:26
  actually
• 10:26
  our
• 10:27
  engineering
• 10:27
  and
• 10:27
  product
• 10:27
  teams
• 10:28
  are
• 10:28
  probably
• 10:28
  tired
• 10:28
  of
• 10:29
  hearing
• 10:29
  me
• 10:29
  say.
• 10:30
  And
• 10:30
  it's
• 10:30
  three
• 10:31
  questions.
• 10:31
  Is
• 10:32
  it
• 10:32
  good
• 10:32
  for
• 10:32
  our
• 10:32
  member?
• 10:33
  Number
• 10:33
  one,
• 10:34
  can
• 10:34
  we
• 10:34
  do
• 10:34
  it
• 10:35
  well?
• 10:35
  Number
• 10:36
  two,
• 10:36
  and
• 10:36
  can
• 10:36
  we
• 10:37
  make
• 10:37
  money
• 10:37
  on
• 10:37
  it?
• 10:37
  Number
• 10:38
  three,
• 10:38
  if
• 10:38
  any
• 10:39
  of
• 10:39
  those
• 10:39
  three
• 10:39
  questions
• 10:39
  are
• 10:40
  maybe
• 10:40
  or
• 10:40
  no,
• 10:40
  we
• 10:40
  don't
• 10:41
  pursue
• 10:41
  the
• 10:41
  idea.
• 10:42
  But
• 10:42
  it's
• 10:42
  a
• 10:42
  really
• 10:42
  simple
• 10:43
  framework
• 10:43
  to
• 10:44
  make
• 10:44
  sure
• 10:44
  that
• 10:44
  we
• 10:44
  keep
• 10:44
  the
• 10:44
  priorities
• 10:45
  right.
• 10:45
  And
• 10:46
  I
• 10:46
  think
• 10:46
  from
• 10:46
  a
• 10:46
  partnership
• 10:47
  standpoint,
• 10:48
  I
• 10:48
  talked
• 10:48
  about
• 10:48
  it
• 10:48
  yesterday,
• 10:49
  they
• 10:49
  should
• 10:50
  understand
• 10:50
  what
• 10:50
  the
• 10:51
  ethos
• 10:51
  is
• 10:51
  of
• 10:51
  the
• 10:51
  retailer
• 10:52
  versus
• 10:53
  just
• 10:53
  using
• 10:53
  retail
• 10:53
  media
• 10:54
  for
• 10:54
  the
• 10:54
  same
• 10:54
  things
• 10:55
  they
• 10:55
  use
• 10:55
  it
• 10:55
  for
• 10:55
  across
• 10:56
  the
• 10:56
  board.
• 10:56
  Right.
• 10:56
  Search
• 10:57
  is
• 10:57
  not
• 10:57
  the
• 10:58
  same
• 10:58
  thing
• 10:58
  at
• 10:59
  Sam's
• 10:59
  or
• 10:59
  at
• 11:00
  any
• 11:00
  warehouse
• 11:00
  model
• 11:01
  as
• 11:01
  it
• 11:02
  is
• 11:02
  for
• 11:02
  drug
• 11:03
  or
• 11:03
  grocery
• 11:04
  or
• 11:04
  travel
• 11:05
  or
• 11:05
  a
• 11:05
  fitness
• 11:05
  club.
• 11:06
  And
• 11:07
  so
• 11:07
  they
• 11:07
  should
• 11:07
  think
• 11:07
  about
• 11:07
  that
• 11:07
  differently.
• 11:08
  Now,
• 11:08
  if
• 11:08
  you're
• 11:08
  going
• 11:09
  to
• 11:09
  go
• 11:09
  through
• 11:09
  this
• 11:09
  exercise
• 11:10
  of
• 11:10
  what
• 11:10
  we
• 11:11
  call
• 11:11
  standardization,
• 11:11
  then
• 11:12
  how
• 11:12
  do
• 11:12
  you
• 11:12
  standardize
• 11:13
  roas
• 11:13
  on
• 11:14
  search
• 11:14
  from
• 11:14
  a
• 11:14
  fitness
• 11:15
  club
• 11:15
  and
• 11:15
  a
• 11:15
  warehouse
• 11:15
  club?
• 11:16
  And
• 11:16
  so
• 11:16
  that's
• 11:16
  where
• 11:16
  I
• 11:17
  think
• 11:17
  it's
• 11:17
  gotta
• 11:17
  be
• 11:18
  a
• 11:18
  really
• 11:19
  simple
• 11:20
  framework.
• 11:21
  Capture
• 11:21
  the
• 11:21
  ethos
• 11:22
  of
• 11:22
  the
• 11:22
  retailer
• 11:23
  and
• 11:23
  how
• 11:23
  your
• 11:23
  brand
• 11:23
  fits
• 11:24
  within
• 11:24
  that.
• 11:24
  And
• 11:25
  then
• 11:25
  those
• 11:25
  three
• 11:25
  simple
• 11:25
  questions.
• 11:26
  Is
• 11:26
  it
• 11:26
  good
• 11:26
  for
• 11:26
  your
• 11:26
  member
• 11:27
  or
• 11:27
  customer?
• 11:28
  Can
• 11:28
  we
• 11:28
  do
• 11:28
  it
• 11:28
  well?
• 11:29
  Yeah.
• 11:29
  And
• 11:29
  can
• 11:29
  we
• 11:30
  make
• 11:30
  money
• 11:30
  on
• 11:30
  it?
• 11:31
  Yeah.
• 11:31
  Oh,
• 11:32
  go
• 11:32
  ahead.
• 11:32
  I
• 11:32
  was
• 11:32
  gonna
• 11:32
  say
• 11:33
  it's
• 11:33
  gotta
• 11:33
  be
• 11:33
  so
• 11:33
  unique,
• 11:34
  especially
• 11:34
  for
• 11:35
  Sam's
• 11:35
  Club,
• 11:35
  too.
• 11:35
  And
• 11:36
  the
• 11:36
  way
• 11:36
  the
• 11:36
  relationship
• 11:37
  and
• 11:37
  connection
• 11:38
  that
• 11:38
  you
• 11:38
  have
• 11:38
  with
• 11:38
  your
• 11:39
  members,
• 11:39
  too,
• 11:39
  versus
• 11:40
  a
• 11:41
  mass
• 11:41
  retailer
• 11:42
  that's
• 11:42
  just
• 11:42
  trying
• 11:43
  to
• 11:43
  talk
• 11:43
  to
• 11:43
  everybody,
• 11:43
  too.
• 11:44
  And
• 11:45
  we
• 11:45
  take
• 11:45
  that
• 11:45
  responsibility,
• 11:46
  and
• 11:46
  it
• 11:46
  is
• 11:47
  a
• 11:47
  responsibility
• 11:47
  so
• 11:48
  seriously,
• 11:48
  you
• 11:48
  know,
• 11:48
  within
• 11:48
  the
• 11:49
  Sam's
• 11:49
  Club
• 11:49
  strategy,
• 11:50
  diamond
• 11:50
  trust
• 11:51
  is
• 11:51
  one
• 11:51
  of
• 11:51
  the
• 11:51
  pillars
• 11:52
  of
• 11:52
  the
• 11:52
  diamond.
• 11:53
  How
• 11:53
  do
• 11:53
  we
• 11:53
  get
• 11:53
  in
• 11:54
  the
• 11:54
  diamond?
• 11:54
  Well,
• 11:54
  we
• 11:55
  can
• 11:55
  get
• 11:55
  you
• 11:55
  a
• 11:55
  diamond.
• 11:55
  We
• 11:56
  sell
• 11:56
  diamonds.
• 11:59
  I
• 11:59
  know
• 11:59
  you
• 11:59
  do.
• 12:00
  Probably
• 12:01
  the
• 12:01
  best
• 12:01
  value
• 12:01
  you
• 12:02
  can
• 12:02
  find
• 12:02
  in
• 12:02
  the
• 12:02
  market.
• 12:03
  But
• 12:03
  if
• 12:03
  you
• 12:03
  talk
• 12:04
  about
• 12:04
  trust,
• 12:05
  we
• 12:05
  take
• 12:05
  it
• 12:05
  so
• 12:06
  seriously
• 12:06
  because
• 12:07
  members
• 12:07
  are
• 12:07
  paying
• 12:07
  us
• 12:08
  for
• 12:08
  the
• 12:08
  privilege
• 12:09
  to
• 12:09
  shop
• 12:09
  within
• 12:09
  Sam's
• 12:10
  Club.
• 12:10
  And
• 12:10
  so
• 12:10
  for
• 12:11
  me,
• 12:11
  I
• 12:11
  take
• 12:11
  the
• 12:11
  ADS
• 12:12
  experiences
• 12:12
  equally
• 12:13
  seriously.
• 12:14
  How
• 12:14
  bad
• 12:14
  would
• 12:14
  it
• 12:14
  be
• 12:15
  to
• 12:15
  pay
• 12:15
  for
• 12:15
  this
• 12:15
  membership
• 12:16
  fee?
• 12:16
  And
• 12:16
  the
• 12:16
  experience
• 12:17
  be
• 12:17
  awful.
• 12:18
  So
• 12:19
  we
• 12:19
  take
• 12:19
  it
• 12:19
  very,
• 12:19
  very
• 12:20
  seriously.
• 12:21
  Man,
• 12:21
  I
• 12:21
  can
• 12:22
  picture
• 12:22
  you
• 12:22
  having
• 12:22
  that
• 12:23
  conversation
• 12:23
  across
• 12:24
  the
• 12:24
  table.
• 12:24
  Having
• 12:25
  been
• 12:25
  in
• 12:25
  those
• 12:25
  meetings
• 12:26
  with
• 12:26
  you
• 12:26
  in
• 12:26
  the
• 12:26
  past,
• 12:26
  I
• 12:26
  could
• 12:27
  see
• 12:27
  you
• 12:27
  doing
• 12:27
  that
• 12:28
  in
• 12:28
  my
• 12:28
  head
• 12:28
  as
• 12:28
  you're
• 12:28
  talking
• 12:29
  about
• 12:29
  it.
• 12:29
  That's
• 12:29
  great.
• 12:30
  All
• 12:30
  right,
• 12:30
  so
• 12:30
  maybe
• 12:31
  from
• 12:31
  a
• 12:31
  Sam's
• 12:31
  Club
• 12:32
  point
• 12:32
  of
• 12:32
  view,
• 12:32
  or
• 12:32
  even
• 12:32
  from
• 12:32
  an
• 12:32
  industry
• 12:33
  point
• 12:33
  of
• 12:33
  view,
• 12:33
  I
• 12:34
  want
• 12:34
  to
• 12:34
  ask
• 12:34
  you
• 12:34
  as
• 12:34
  well,
• 12:35
  what.
• 12:36
  What
• 12:36
  changes
• 12:37
  are
• 12:37
  still
• 12:37
  coming
• 12:37
  in
• 12:38
  the
• 12:38
  retail
• 12:38
  media
• 12:38
  landscape?
• 12:40
  Wow.
• 12:41
  So
• 12:41
  many.
• 12:42
  There's.
• 12:43
  And
• 12:43
  that's.
• 12:43
  The
• 12:44
  retail
• 12:44
  media
• 12:44
  term
• 12:44
  has
• 12:45
  become
• 12:45
  so
• 12:45
  blanketed
• 12:46
  now.
• 12:46
  It
• 12:46
  has.
• 12:47
  I
• 12:47
  think
• 12:47
  there's
• 12:47
  a
• 12:47
  lot
• 12:48
  of
• 12:48
  things
• 12:48
  happening
• 12:48
  from
• 12:49
  a
• 12:49
  people,
• 12:49
  process
• 12:50
  and
• 12:50
  technology
• 12:50
  standpoint.
• 12:51
  I'm
• 12:51
  gonna
• 12:51
  try
• 12:51
  my
• 12:51
  best
• 12:52
  not
• 12:52
  to
• 12:52
  use
• 12:52
  the
• 12:52
  words
• 12:52
  AI,
• 12:53
  because
• 12:53
  that's
• 12:53
  actually
• 12:54
  changing
• 12:54
  a
• 12:54
  lot
• 12:54
  of
• 12:54
  different
• 12:54
  things.
• 12:55
  AIs
• 12:55
  making
• 12:56
  this
• 12:56
  much
• 12:56
  more
• 12:56
  efficient
• 12:56
  and
• 12:57
  fast.
• 12:57
  And
• 12:57
  I
• 12:58
  actually
• 12:58
  think
• 12:58
  if
• 12:58
  I
• 12:59
  can
• 12:59
  just
• 12:59
  make
• 12:59
  a
• 12:59
  plug
• 12:59
  on
• 12:59
  the
• 13:00
  AI
• 13:00
  piece
• 13:00
  of
• 13:00
  it,
• 13:01
  it
• 13:01
  does
• 13:01
  give
• 13:02
  retailers
• 13:02
  the
• 13:02
  ability
• 13:03
  to
• 13:03
  now
• 13:03
  keep
• 13:03
  on
• 13:04
  pace
• 13:04
  with
• 13:04
  some
• 13:04
  of
• 13:04
  the
• 13:04
  larger
• 13:05
  ones,
• 13:05
  even
• 13:05
  their
• 13:05
  most
• 13:05
  nascent
• 13:06
  phases.
• 13:06
  So
• 13:06
  that's
• 13:06
  all
• 13:07
  changing
• 13:07
  rapidly.
• 13:07
  Y
• 13:08
  But
• 13:08
  I
• 13:08
  do
• 13:08
  think
• 13:09
  at
• 13:09
  the
• 13:09
  core
• 13:09
  of
• 13:10
  it,
• 13:10
  customers
• 13:11
  and
• 13:11
  members
• 13:11
  will
• 13:12
  tell
• 13:12
  us
• 13:12
  what
• 13:12
  retail
• 13:13
  media
• 13:13
  should
• 13:14
  look
• 13:14
  like
• 13:14
  for
• 13:14
  them
• 13:14
  in
• 13:14
  the
• 13:14
  future.
• 13:15
  Because
• 13:15
  I
• 13:15
  think
• 13:15
  the
• 13:15
  most
• 13:16
  curious
• 13:16
  thing
• 13:16
  I've
• 13:16
  seen
• 13:17
  At
• 13:17
  this
• 13:17
  show
• 13:17
  is
• 13:17
  what's
• 13:17
  old
• 13:18
  is
• 13:18
  new
• 13:18
  again.
• 13:18
  Like
• 13:19
  the
• 13:19
  amount
• 13:19
  of
• 13:19
  old.
• 13:20
  I
• 13:20
  shouldn't
• 13:20
  say
• 13:21
  old.
• 13:21
  That's
• 13:21
  not
• 13:21
  a
• 13:21
  nice
• 13:22
  thing
• 13:22
  to
• 13:22
  say.
• 13:22
  I
• 13:23
  would
• 13:23
  say
• 13:24
  that
• 13:25
  all
• 13:25
  the
• 13:25
  time.
• 13:25
  Yeah.
• 13:26
  Legacy
• 13:26
  media
• 13:27
  tactics
• 13:27
  that
• 13:27
  have
• 13:28
  not
• 13:28
  been
• 13:28
  part
• 13:28
  of
• 13:29
  the
• 13:29
  retail
• 13:29
  media
• 13:29
  mix
• 13:30
  are
• 13:30
  all
• 13:30
  of
• 13:30
  a
• 13:30
  sudden
• 13:30
  becoming
• 13:31
  really
• 13:31
  cool
• 13:31
  again.
• 13:32
  And
• 13:32
  that's.
• 13:32
  What's
• 13:33
  the
• 13:33
  example?
• 13:34
  Well,
• 13:34
  direct
• 13:35
  mail
• 13:35
  is
• 13:36
  one.
• 13:36
  Like,
• 13:36
  you
• 13:37
  know,
• 13:37
  when
• 13:37
  we
• 13:37
  were
• 13:37
  all
• 13:37
  doing
• 13:37
  direct
• 13:38
  mail,
• 13:38
  like
• 13:39
  we
• 13:39
  thought
• 13:39
  that
• 13:40
  was
• 13:40
  dead,
• 13:41
  dying.
• 13:41
  And,
• 13:42
  you
• 13:42
  know,
• 13:42
  it's
• 13:42
  coming
• 13:42
  back
• 13:42
  now,
• 13:43
  but
• 13:43
  in
• 13:43
  a
• 13:44
  physical
• 13:44
  meets
• 13:45
  digital
• 13:45
  kind
• 13:45
  of
• 13:45
  a
• 13:45
  way,
• 13:45
  which
• 13:46
  I
• 13:46
  think
• 13:46
  is
• 13:46
  really
• 13:46
  smart.
• 13:46
  Right.
• 13:47
  It's
• 13:47
  an
• 13:47
  effective
• 13:48
  channel
• 13:48
  if
• 13:48
  you.
• 13:48
  It's
• 13:49
  done
• 13:49
  properly.
• 13:49
  Right.
• 13:50
  Your
• 13:50
  in
• 13:50
  store
• 13:50
  audio
• 13:50
  is
• 13:51
  another
• 13:51
  one,
• 13:51
  right?
• 13:51
  Yeah,
• 13:52
  audio
• 13:52
  is
• 13:52
  another
• 13:52
  one
• 13:53
  out
• 13:53
  of
• 13:53
  home.
• 13:53
  And
• 13:54
  then
• 13:54
  for
• 13:54
  us,
• 13:54
  the
• 13:55
  focus
• 13:55
  on
• 13:56
  experiences
• 13:56
  now,
• 13:57
  which
• 13:57
  is
• 13:57
  the
• 13:58
  tactile
• 13:58
  experience
• 13:59
  of
• 13:59
  being
• 13:59
  able
• 13:59
  to
• 14:00
  taste
• 14:00
  things,
• 14:01
  touch
• 14:01
  things,
• 14:02
  smell
• 14:02
  things.
• 14:03
  You
• 14:03
  guys
• 14:03
  are
• 14:03
  looking
• 14:03
  at
• 14:03
  that
• 14:03
  too.
• 14:04
  That's
• 14:04
  a
• 14:04
  big
• 14:04
  one
• 14:04
  for
• 14:05
  us.
• 14:05
  In
• 14:05
  fact,
• 14:05
  Omni
• 14:05
  Experiences
• 14:06
  is
• 14:06
  our
• 14:07
  big
• 14:07
  growth
• 14:07
  engine
• 14:08
  for
• 14:08
  this
• 14:08
  fiscal
• 14:09
  year.
• 14:09
  Okay,
• 14:10
  we're
• 14:10
  gonna
• 14:10
  have
• 14:10
  to
• 14:10
  have
• 14:10
  you
• 14:10
  back
• 14:11
  to
• 14:11
  talk
• 14:11
  about
• 14:11
  that.
• 14:11
  I
• 14:12
  think
• 14:12
  we
• 14:12
  should
• 14:12
  have
• 14:12
  you
• 14:13
  out
• 14:13
  at
• 14:13
  an
• 14:13
  Omni
• 14:14
  Experience
• 14:15
  so
• 14:15
  you
• 14:15
  can
• 14:15
  taste
• 14:15
  things.
• 14:16
  I
• 14:16
  think
• 14:16
  Omni
• 14:16
  Talk
• 14:17
  should
• 14:17
  have
• 14:17
  an
• 14:17
  Omni
• 14:18
  Experience.
• 14:18
  Sign
• 14:18
  me
• 14:18
  up.
• 14:19
  We're
• 14:19
  ready.
• 14:20
  Get
• 14:20
  it
• 14:20
  done.
• 14:20
  Okay,
• 14:20
  we're
• 14:20
  gonna
• 14:20
  get
• 14:21
  that
• 14:21
  coordinated
• 14:21
  for
• 14:21
  you.
• 14:22
  All
• 14:22
  right.
• 14:22
  All
• 14:22
  right,
• 14:22
  we'll
• 14:23
  end
• 14:23
  the
• 14:23
  diamond.
• 14:25
  All
• 14:25
  right,
• 14:26
  so
• 14:26
  let's
• 14:26
  get
• 14:26
  you
• 14:27
  out
• 14:27
  of
• 14:27
  here
• 14:27
  with
• 14:27
  this
• 14:28
  last
• 14:28
  question.
• 14:29
  You
• 14:30
  have
• 14:30
  done
• 14:30
  a
• 14:30
  tremendous
• 14:31
  job
• 14:31
  in
• 14:31
  all
• 14:31
  of
• 14:31
  your
• 14:31
  roles,
• 14:32
  but
• 14:32
  especially
• 14:33
  with
• 14:33
  Sam's
• 14:34
  Club
• 14:34
  and
• 14:35
  the
• 14:35
  information
• 14:35
  that
• 14:36
  you've
• 14:36
  shared
• 14:36
  about
• 14:36
  how
• 14:36
  you're
• 14:37
  really
• 14:37
  thinking
• 14:37
  carefully
• 14:38
  about
• 14:38
  how
• 14:39
  to
• 14:39
  approach
• 14:39
  your
• 14:39
  members
• 14:40
  with
• 14:40
  retail
• 14:40
  media?
• 14:41
  What
• 14:41
  advice
• 14:41
  do
• 14:42
  you
• 14:42
  have
• 14:42
  for
• 14:43
  other
• 14:43
  retailers
• 14:44
  and
• 14:44
  brands
• 14:44
  who
• 14:44
  are
• 14:44
  listening
• 14:45
  to
• 14:45
  the
• 14:45
  program
• 14:45
  now
• 14:46
  from
• 14:46
  home,
• 14:47
  who
• 14:48
  don't
• 14:48
  have
• 14:48
  the
• 14:49
  luxury
• 14:50
  of
• 14:50
  having
• 14:51
  members?
• 14:51
  They
• 14:52
  just
• 14:52
  like
• 14:52
  you
• 14:52
  said,
• 14:52
  it's
• 14:53
  true.
• 14:53
  For
• 14:53
  customers
• 14:53
  who.
• 14:54
  What
• 14:54
  advice
• 14:54
  do
• 14:54
  you
• 14:54
  have
• 14:55
  for
• 14:55
  them
• 14:55
  as
• 14:55
  they
• 14:55
  kind
• 14:55
  of
• 14:55
  embark
• 14:56
  on
• 14:56
  trying
• 14:56
  to
• 14:57
  improve
• 14:57
  their
• 14:57
  retail
• 14:58
  media?
• 14:59
  I'm
• 15:00
  very
• 15:01
  passionate
• 15:01
  about
• 15:01
  this
• 15:02
  one.
• 15:02
  Don't
• 15:03
  make
• 15:03
  it
• 15:03
  all
• 15:03
  about
• 15:03
  the
• 15:03
  money.
• 15:04
  If
• 15:05
  you
• 15:05
  build
• 15:05
  the
• 15:05
  ad
• 15:05
  experience
• 15:06
  based
• 15:06
  on
• 15:06
  the
• 15:07
  money,
• 15:07
  you
• 15:08
  will
• 15:08
  not
• 15:08
  do
• 15:08
  yourself
• 15:09
  any
• 15:09
  service.
• 15:10
  In
• 15:10
  fact,
• 15:11
  you're
• 15:11
  solving
• 15:11
  a
• 15:11
  short
• 15:12
  term
• 15:12
  problem
• 15:12
  and
• 15:13
  you're
• 15:13
  not
• 15:13
  fixing
• 15:13
  the
• 15:13
  long
• 15:14
  term
• 15:14
  one.
• 15:14
  We
• 15:15
  were
• 15:15
  all
• 15:15
  merchants.
• 15:16
  We've
• 15:16
  been
• 15:17
  in
• 15:17
  this
• 15:17
  industry
• 15:17
  for
• 15:18
  a
• 15:18
  long
• 15:18
  time
• 15:18
  building
• 15:19
  relationships.
• 15:19
  It's
• 15:19
  why
• 15:20
  I
• 15:20
  think
• 15:20
  we
• 15:20
  all
• 15:20
  love
• 15:20
  to
• 15:21
  gather
• 15:21
  in
• 15:21
  places
• 15:21
  like
• 15:21
  this.
• 15:22
  But
• 15:23
  somehow
• 15:23
  we've
• 15:23
  got
• 15:23
  to
• 15:23
  teach
• 15:24
  advertising
• 15:24
  executives
• 15:25
  retail.
• 15:25
  You've
• 15:26
  got
• 15:26
  to
• 15:26
  teach
• 15:26
  retail
• 15:26
  executives
• 15:27
  advertising.
• 15:28
  And
• 15:28
  I
• 15:28
  don't
• 15:28
  think
• 15:29
  that
• 15:29
  that
• 15:29
  trust
• 15:30
  has
• 15:30
  been
• 15:30
  Built
• 15:30
  quite
• 15:31
  yet.
• 15:31
  There's
• 15:31
  a
• 15:31
  little
• 15:32
  bit
• 15:32
  of,
• 15:33
  I
• 15:33
  would
• 15:33
  say,
• 15:33
  still
• 15:34
  siloed
• 15:34
  behavior
• 15:34
  happening
• 15:35
  because
• 15:35
  there's
• 15:36
  a
• 15:36
  misunderstanding
• 15:36
  of
• 15:37
  people's
• 15:37
  love
• 15:37
  languages.
• 15:38
  That
• 15:38
  would
• 15:38
  be
• 15:39
  the
• 15:39
  advice
• 15:39
  that
• 15:39
  I
• 15:39
  would
• 15:39
  give.
• 15:40
  Well,
• 15:40
  I
• 15:40
  was
• 15:40
  just
• 15:40
  going
• 15:40
  to
• 15:40
  ask
• 15:41
  you.
• 15:41
  I
• 15:41
  was
• 15:41
  like,
• 15:41
  how
• 15:41
  do
• 15:41
  you
• 15:42
  explain
• 15:42
  that,
• 15:42
  though,
• 15:43
  to
• 15:43
  executives
• 15:43
  who
• 15:44
  are
• 15:44
  so
• 15:44
  eager
• 15:45
  to
• 15:45
  use
• 15:46
  this
• 15:46
  as
• 15:46
  a
• 15:46
  profit
• 15:46
  center?
• 15:47
  Don't,
• 15:48
  Don't.
• 15:49
  I
• 15:49
  mean,
• 15:49
  you've
• 15:50
  got
• 15:50
  to
• 15:50
  make
• 15:50
  sure
• 15:50
  you
• 15:50
  deliver
• 15:50
  on
• 15:51
  customer
• 15:51
  experience
• 15:51
  first.
• 15:52
  And
• 15:52
  if
• 15:52
  you
• 15:52
  make
• 15:52
  it
• 15:52
  all
• 15:52
  about
• 15:53
  the
• 15:53
  money,
• 15:53
  well,
• 15:53
  you'll
• 15:54
  serve
• 15:54
  the
• 15:54
  wrong
• 15:54
  ad
• 15:54
  or
• 15:55
  the
• 15:55
  wrong
• 15:55
  experience.
• 15:55
  And
• 15:55
  guess
• 15:56
  what?
• 15:56
  Members
• 15:56
  are
• 15:56
  going
• 15:56
  to
• 15:57
  be
• 15:57
  very
• 15:57
  unhappy
• 15:57
  with
• 15:57
  you.
• 15:58
  Customers
• 15:58
  will
• 15:58
  be
• 15:58
  very
• 15:59
  unhappy
• 15:59
  with
• 15:59
  you,
• 15:59
  by
• 16:00
  the
• 16:00
  way.
• 16:00
  They
• 16:00
  know.
• 16:01
  They
• 16:01
  know.
• 16:01
  They're
• 16:02
  actually
• 16:02
  smarter
• 16:02
  on
• 16:02
  the
• 16:03
  ads
• 16:03
  experience
• 16:03
  than
• 16:04
  many
• 16:04
  of
• 16:04
  the
• 16:04
  executives
• 16:04
  that
• 16:05
  work
• 16:05
  in
• 16:05
  these
• 16:05
  buildings
• 16:05
  right
• 16:05
  now
• 16:06
  because
• 16:06
  they're
• 16:06
  engaging
• 16:06
  with
• 16:06
  the
• 16:06
  apps
• 16:07
  every
• 16:07
  single
• 16:07
  day.
• 16:07
  Right,
• 16:08
  right.
• 16:08
  I
• 16:08
  want
• 16:08
  to
• 16:09
  press
• 16:09
  you
• 16:09
  on
• 16:09
  that
• 16:09
  a
• 16:09
  little
• 16:09
  bit
• 16:09
  because
• 16:10
  what
• 16:10
  you
• 16:10
  said,
• 16:10
  the
• 16:10
  implications
• 16:11
  of
• 16:11
  it
• 16:11
  are
• 16:11
  pretty,
• 16:12
  pretty
• 16:13
  stark,
• 16:13
  depending
• 16:13
  on
• 16:14
  how
• 16:14
  you
• 16:14
  think
• 16:14
  about
• 16:14
  this.
• 16:15
  So,
• 16:15
  like,
• 16:16
  how
• 16:17
  then
• 16:17
  should,
• 16:17
  say,
• 16:18
  say,
• 16:19
  a
• 16:19
  smaller
• 16:19
  regional
• 16:20
  grocer
• 16:20
  or
• 16:20
  something
• 16:20
  like
• 16:21
  that
• 16:21
  where
• 16:21
  they're
• 16:22
  using
• 16:22
  an
• 16:22
  ad
• 16:23
  platform
• 16:23
  to
• 16:24
  basically
• 16:25
  run
• 16:26
  their
• 16:26
  retail
• 16:26
  media
• 16:27
  business?
• 16:27
  Is
• 16:28
  that
• 16:28
  something
• 16:28
  you
• 16:28
  have
• 16:28
  to
• 16:28
  be
• 16:29
  really
• 16:29
  careful
• 16:29
  of?
• 16:29
  Or,
• 16:30
  like,
• 16:30
  how
• 16:30
  should
• 16:30
  they
• 16:31
  think
• 16:31
  about
• 16:31
  that,
• 16:31
  given
• 16:31
  what
• 16:31
  you
• 16:32
  just
• 16:32
  said?
• 16:32
  Because
• 16:32
  that's
• 16:33
  where
• 16:33
  my
• 16:33
  head
• 16:33
  started
• 16:33
  to
• 16:34
  go,
• 16:34
  is
• 16:34
  like,
• 16:34
  ooh,
• 16:35
  should
• 16:35
  I
• 16:35
  be
• 16:35
  designing
• 16:35
  this
• 16:36
  myself
• 16:36
  then?
• 16:36
  Or
• 16:37
  should
• 16:37
  I
• 16:37
  really
• 16:37
  just
• 16:37
  take
• 16:38
  something
• 16:38
  off
• 16:38
  the
• 16:38
  shelf?
• 16:39
  Like,
• 16:39
  what
• 16:39
  do
• 16:39
  you
• 16:39
  think,
• 16:39
  Harvey?
• 16:40
  Back
• 16:41
  to
• 16:41
  the
• 16:41
  question
• 16:41
  you
• 16:41
  asked
• 16:42
  me
• 16:42
  earlier.
• 16:42
  This
• 16:43
  is
• 16:43
  why
• 16:43
  Greg
• 16:43
  and
• 16:43
  I
• 16:44
  are
• 16:44
  best
• 16:44
  friends
• 16:44
  at
• 16:45
  Sam's
• 16:45
  club.
• 16:45
  This
• 16:45
  is
• 16:46
  what
• 16:46
  we
• 16:46
  talk
• 16:46
  about.
• 16:47
  We
• 16:47
  literally
• 16:47
  always
• 16:48
  ask,
• 16:49
  is
• 16:49
  it
• 16:49
  good
• 16:49
  for
• 16:49
  a
• 16:50
  member?
• 16:50
  Can
• 16:51
  we
• 16:51
  do
• 16:51
  it?
• 16:51
  Well?
• 16:52
  Do
• 16:52
  we
• 16:52
  make
• 16:53
  money
• 16:53
  on
• 16:53
  it?
• 16:53
  Three
• 16:54
  very
• 16:54
  simple
• 16:55
  questions.
• 16:55
  Regardless
• 16:55
  of
• 16:56
  the
• 16:56
  tech,
• 16:56
  the
• 16:56
  platform,
• 16:56
  or
• 16:57
  the
• 16:57
  partner,
• 16:57
  if
• 16:58
  you
• 16:58
  can't
• 16:58
  say
• 16:58
  yes
• 16:58
  to
• 16:58
  those
• 16:59
  three
• 16:59
  questions,
• 17:00
  well,
• 17:00
  then
• 17:00
  you
• 17:00
  probably
• 17:01
  should
• 17:01
  start
• 17:01
  over
• 17:01
  again.
• 17:02
  Simple
• 17:02
  advice,
• 17:03
  but
• 17:03
  effective.
• 17:04
  Because
• 17:04
  I
• 17:04
  think
• 17:04
  if
• 17:04
  they're
• 17:04
  being
• 17:04
  honest
• 17:05
  to
• 17:05
  themselves,
• 17:06
  many
• 17:06
  of
• 17:06
  the
• 17:06
  things
• 17:06
  they're
• 17:06
  developing.
• 17:08
  Don't
• 17:08
  say
• 17:09
  yes
• 17:09
  to
• 17:10
  one
• 17:10
  of
• 17:10
  those
• 17:10
  three
• 17:10
  questions.
• 17:11
  And
• 17:11
  this
• 17:11
  is
• 17:12
  maybe
• 17:12
  something
• 17:12
  you
• 17:12
  want
• 17:12
  to
• 17:12
  put
• 17:13
  through
• 17:13
  a
• 17:13
  much
• 17:13
  sharper
• 17:14
  lens
• 17:14
  than
• 17:15
  other
• 17:15
  things
• 17:15
  as
• 17:15
  well.
• 17:16
  If
• 17:16
  you're
• 17:16
  trying
• 17:16
  to
• 17:16
  stand
• 17:17
  up
• 17:17
  this
• 17:17
  arm
• 17:17
  of
• 17:17
  your
• 17:17
  organization,
• 17:18
  that's
• 17:18
  really
• 17:18
  fascinating.
• 17:19
  All
• 17:19
  right,
• 17:19
  man.
• 17:20
  That
• 17:20
  was
• 17:20
  great.
• 17:21
  That
• 17:21
  was
• 17:21
  great.
• 17:21
  It
• 17:22
  was
• 17:22
  so
• 17:22
  good
• 17:22
  having
• 17:23
  you.
• 17:23
  I
• 17:24
  love
• 17:24
  this
• 17:24
  conversation.
• 17:25
  I
• 17:25
  know
• 17:25
  Ann
• 17:25
  did
• 17:26
  as
• 17:26
  well.
• 17:26
  Again,
• 17:27
  Harvey,
• 17:27
  Ma
• 17:27
  from
• 17:27
  Sam's
• 17:28
  Club,
• 17:28
  thanks
• 17:28
  for
• 17:28
  being
• 17:28
  with
• 17:28
  us
• 17:29
  today.
• 17:29
  Thank
• 17:30
  you.
• 17:30
  You
• 17:30
  are
• 17:30
  the
• 17:30
  best.
• 17:31
  I
• 17:31
  love
• 17:31
  it.
• 17:31
  It's
• 17:32
  been
• 17:32
  a
• 17:32
  pleasure,
• 17:32
  man.
• 17:32
  And
• 17:33
  thanks
• 17:33
  to
• 17:33
  Meta
• 17:33
  for
• 17:33
  making
• 17:34
  our
• 17:34
  coverage
• 17:34
  of
• 17:34
  shop
• 17:35
  talk.
• 17:35
  Day
• 17:35
  two
• 17:35
  possible.
• 17:36
  And
• 17:37
  until
• 17:37
  next
• 17:37
  time,
• 17:38
  be
• 17:38
  careful
• 17:38
  out
• 17:38
  there.