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Why Sam's Club MAP's Retail Media Strategy Is All About Experience · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:00
  This
• 0:01
  is
• 0:01
  Omnitalk
• 0:01
  Retail.
• 0:02
  I'm
• 0:02
  Chris
• 0:02
  Walton.
• 0:02
  And
• 0:02
  I'm
• 0:03
  Anne
• 0:03
  Mazinga.
• 0:03
  And
• 0:03
  we
• 0:04
  are
• 0:04
  coming
• 0:04
  to
• 0:04
  you
• 0:04
  live
• 0:04
  from
• 0:05
  the
• 0:05
  Vusion
• 0:05
  Group's
• 0:05
  podcast
• 0:06
  studio
• 0:06
  at
• 0:07
  Grocery
• 0:07
  Shop.
• 0:08
  Come
• 0:08
  on
• 0:08
  in,
• 0:08
  say
• 0:09
  hello.
• 0:09
  We
• 0:09
  got
• 0:09
  a
• 0:09
  great
• 0:09
  studio
• 0:10
  set
• 0:10
  up
• 0:10
  here,
• 0:10
  Ann.
• 0:11
  It's
• 0:11
  pretty
• 0:12
  nice.
• 0:12
  We've
• 0:12
  got
• 0:12
  somebody
• 0:13
  cool
• 0:13
  to
• 0:13
  kick
• 0:13
  it
• 0:13
  off
• 0:13
  with,
• 0:14
  too.
• 0:14
  We
• 0:14
  do,
• 0:15
  we
• 0:15
  do.
• 0:15
  And
• 0:15
  he's
• 0:15
  got
• 0:16
  a
• 0:16
  nice
• 0:16
  color
• 0:16
  suit
• 0:17
  on
• 0:17
  as
• 0:17
  well,
• 0:17
  you
• 0:17
  know.
• 0:18
  We're
• 0:18
  looking
• 0:18
  sharp
• 0:18
  today,
• 0:19
  my
• 0:19
  friend.
• 0:19
  Pocket
• 0:20
  square
• 0:20
  and
• 0:20
  everything.
• 0:21
  All
• 0:21
  right,
• 0:21
  without
• 0:21
  further
• 0:22
  ado,
• 0:22
  I
• 0:22
  want
• 0:22
  to
• 0:22
  introduce
• 0:22
  Harvey
• 0:23
  Ma,
• 0:23
  the
• 0:23
  VP
• 0:24
  and
• 0:24
  GM
• 0:24
  of
• 0:24
  retail
• 0:25
  media
• 0:26
  at
• 0:26
  Sam's
• 0:26
  Club.
• 0:26
  Harvey,
• 0:27
  welcome
• 0:28
  back
• 0:28
  to
• 0:28
  omnitalk.
• 0:29
  Thanks,
• 0:29
  Chris.
• 0:29
  Thanks,
• 0:30
  Anne.
• 0:30
  Good
• 0:31
  to
• 0:31
  see
• 0:31
  you
• 0:31
  in
• 0:31
  this
• 0:31
  fishbowl
• 0:32
  thing
• 0:32
  that
• 0:33
  we
• 0:33
  are
• 0:33
  sitting
• 0:33
  in
• 0:33
  right
• 0:33
  now.
• 0:34
  Awkward
• 0:34
  at
• 0:34
  all.
• 0:34
  Don't
• 0:34
  worry
• 0:35
  about
• 0:35
  it.
• 0:35
  No,
• 0:35
  not
• 0:35
  the
• 0:35
  people
• 0:36
  staring
• 0:36
  at
• 0:36
  us
• 0:36
  right
• 0:36
  now.
• 0:36
  It's
• 0:37
  not
• 0:37
  intimidating
• 0:37
  at
• 0:37
  all.
• 0:38
  Well,
• 0:38
  Harvey,
• 0:39
  for
• 0:39
  those
• 0:39
  people
• 0:40
  who
• 0:40
  are
• 0:40
  listening
• 0:41
  and
• 0:41
  watching
• 0:41
  online,
• 0:42
  why
• 0:42
  don't
• 0:43
  you
• 0:43
  give
• 0:43
  us
• 0:43
  a
• 0:43
  quick
• 0:45
  bit
• 0:45
  of
• 0:46
  your
• 0:46
  background
• 0:46
  and
• 0:46
  then
• 0:47
  what
• 0:47
  you
• 0:47
  oversee
• 0:47
  in
• 0:47
  your
• 0:48
  role
• 0:48
  now
• 0:48
  at
• 0:48
  Sam's
• 0:48
  Club.
• 0:49
  Sure.
• 0:49
  I
• 0:50
  started
• 0:50
  my
• 0:51
  career
• 0:51
  as
• 0:51
  a
• 0:51
  mechanical
• 0:52
  engineer.
• 0:52
  We
• 0:52
  talked
• 0:52
  about
• 0:53
  that.
• 0:53
  That's
• 0:53
  right.
• 0:53
  A
• 0:54
  long,
• 0:54
  long,
• 0:54
  long
• 0:54
  time
• 0:55
  ago.
• 0:55
  That's
• 0:55
  right.
• 0:56
  Found
• 0:56
  my
• 0:56
  way
• 0:56
  into
• 0:57
  retail
• 0:57
  because
• 0:57
  all
• 0:58
  roads
• 0:58
  lead
• 0:58
  to
• 0:58
  retail.
• 0:59
  I
• 0:59
  firmly
• 0:59
  believe
• 1:00
  was
• 1:00
  a
• 1:00
  merchant
• 1:01
  for
• 1:01
  a
• 1:01
  long
• 1:01
  time.
• 1:02
  And
• 1:02
  then
• 1:02
  this
• 1:02
  thing
• 1:03
  called
• 1:03
  retail
• 1:03
  media
• 1:04
  got
• 1:04
  thrown
• 1:04
  at
• 1:04
  me,
• 1:05
  and
• 1:06
  I
• 1:06
  remember
• 1:06
  saying,
• 1:06
  if
• 1:07
  this
• 1:07
  doesn't
• 1:07
  work
• 1:07
  out,
• 1:07
  can
• 1:08
  I
• 1:08
  go
• 1:08
  back
• 1:08
  to
• 1:08
  merchandising?
• 1:09
  And
• 1:10
  I
• 1:10
  never
• 1:10
  looked
• 1:10
  back.
• 1:11
  And
• 1:11
  so
• 1:12
  how
• 1:12
  many
• 1:12
  years
• 1:12
  has
• 1:12
  it
• 1:12
  been
• 1:13
  now?
• 1:13
  No.
• 1:13
  Yeah.
• 1:14
  How
• 1:14
  many
• 1:14
  years
• 1:14
  have
• 1:14
  you
• 1:14
  been
• 1:14
  in
• 1:14
  retail
• 1:15
  media?
• 1:15
  Probably
• 1:16
  15
• 1:17
  now,
• 1:17
  I
• 1:18
  think.
• 1:18
  Oh,
• 1:18
  really?
• 1:18
  That
• 1:18
  long?
• 1:19
  Yeah.
• 1:19
  But
• 1:19
  it
• 1:19
  wasn't
• 1:20
  called
• 1:20
  retail
• 1:20
  media.
• 1:21
  No,
• 1:21
  it
• 1:21
  was
• 1:21
  like
• 1:22
  digital
• 1:22
  vendor
• 1:23
  marketing.
• 1:23
  That's
• 1:23
  right.
• 1:24
  Dvdm.
• 1:25
  Yeah,
• 1:25
  dvdm.
• 1:26
  That's
• 1:26
  right.
• 1:27
  Yeah.
• 1:27
  It
• 1:27
  was
• 1:27
  a
• 1:27
  very
• 1:27
  interesting
• 1:28
  space.
• 1:28
  Nobody
• 1:29
  paid
• 1:29
  attention
• 1:29
  to
• 1:29
  you?
• 1:29
  No,
• 1:30
  nobody
• 1:30
  at
• 1:30
  all,
• 1:31
  in
• 1:31
  fact.
• 1:31
  Yeah,
• 1:31
  the
• 1:31
  ad
• 1:32
  placements
• 1:32
  were
• 1:32
  quite
• 1:33
  different
• 1:33
  back
• 1:33
  then.
• 1:35
  Very
• 1:35
  different.
• 1:36
  Not
• 1:36
  in
• 1:36
  a
• 1:36
  good
• 1:36
  way.
• 1:37
  I
• 1:37
  started
• 1:38
  that
• 1:38
  journey
• 1:38
  with
• 1:39
  a
• 1:39
  big
• 1:40
  red
• 1:40
  retailer
• 1:40
  at
• 1:40
  Target
• 1:41
  Minneapolis.
• 1:41
  Yep.
• 1:42
  And
• 1:42
  then
• 1:43
  I
• 1:43
  continued
• 1:44
  on
• 1:44
  that
• 1:44
  journey
• 1:44
  with
• 1:44
  a
• 1:44
  company
• 1:45
  called
• 1:45
  Nielsen
• 1:45
  iq,
• 1:46
  building
• 1:46
  data
• 1:47
  and
• 1:47
  analytics
• 1:48
  on
• 1:48
  the
• 1:48
  panel
• 1:48
  side
• 1:49
  of
• 1:49
  the
• 1:49
  business.
• 1:49
  Then
• 1:50
  got
• 1:50
  a
• 1:50
  chance
• 1:50
  to
• 1:50
  do
• 1:50
  it
• 1:51
  again
• 1:51
  with
• 1:51
  Albertsons
• 1:52
  Media
• 1:52
  Collective.
• 1:52
  And
• 1:53
  now
• 1:53
  I'm
• 1:53
  here
• 1:53
  at
• 1:53
  Sam's
• 1:54
  Club
• 1:54
  Map,
• 1:55
  which
• 1:55
  is
• 1:55
  not
• 1:55
  a
• 1:56
  retail
• 1:56
  media
• 1:57
  network
• 1:57
  anymore.
• 1:57
  We
• 1:58
  are
• 1:58
  a
• 1:58
  retail
• 1:59
  experience
• 1:59
  network
• 2:00
  now.
• 2:00
  The
• 2:00
  industry's
• 2:01
  first.
• 2:01
  So
• 2:01
  much
• 2:02
  better
• 2:02
  an
• 2:02
  ren.
• 2:03
  Much
• 2:03
  better.
• 2:03
  And
• 2:04
  our
• 2:04
  xn,
• 2:04
  our
• 2:05
  xn,
• 2:05
  we've
• 2:05
  been
• 2:05
  going
• 2:05
  back
• 2:06
  and
• 2:06
  forth
• 2:06
  on
• 2:06
  re
• 2:07
  and
• 2:07
  our
• 2:07
  xn,
• 2:07
  our
• 2:08
  xn,.
• 2:08
  Our
• 2:08
  xn
• 2:09
  all
• 2:09
  right.
• 2:09
  X
• 2:10
  looks
• 2:10
  cooler
• 2:11
  than
• 2:11
  E.
• 2:12
  Right.
• 2:12
  It
• 2:12
  sounds
• 2:12
  like
• 2:12
  you're
• 2:13
  more
• 2:13
  in
• 2:13
  the
• 2:13
  know.
• 2:13
  That's
• 2:13
  right.
• 2:13
  I
• 2:13
  think,
• 2:14
  too,
• 2:14
  as
• 2:14
  well.
• 2:15
  More
• 2:15
  extreme.
• 2:15
  Like
• 2:16
  X
• 2:16
  Games.
• 2:16
  X
• 2:17
  Games.
• 2:17
  That
• 2:18
  was
• 2:18
  what
• 2:18
  we
• 2:18
  were
• 2:18
  going
• 2:18
  for.
• 2:19
  Yes.
• 2:19
  That's
• 2:19
  your
• 2:20
  next
• 2:20
  career
• 2:20
  after
• 2:20
  retail
• 2:21
  media?
• 2:21
  Yeah,
• 2:21
  maybe.
• 2:22
  Maybe.
• 2:23
  All
• 2:23
  right,
• 2:23
  so
• 2:24
  you
• 2:25
  got
• 2:25
  a
• 2:25
  very,
• 2:25
  very,
• 2:25
  very
• 2:26
  storied
• 2:26
  background
• 2:27
  in
• 2:27
  retail
• 2:27
  media.
• 2:27
  Fifteen
• 2:28
  years,
• 2:28
  which
• 2:28
  I
• 2:28
  didn't
• 2:28
  even
• 2:28
  realize
• 2:29
  it's
• 2:29
  been
• 2:29
  that
• 2:29
  long
• 2:29
  that
• 2:29
  you've
• 2:30
  been
• 2:30
  in
• 2:30
  it,
• 2:30
  but.
• 2:30
  And
• 2:31
  we've
• 2:31
  known
• 2:31
  each
• 2:31
  other
• 2:31
  for
• 2:31
  a
• 2:31
  long
• 2:32
  time,
• 2:32
  too.
• 2:32
  So
• 2:32
  I'm
• 2:33
  curious
• 2:33
  now,
• 2:33
  when
• 2:33
  we
• 2:33
  go
• 2:33
  into
• 2:34
  Sam's
• 2:34
  Club,
• 2:34
  and
• 2:35
  particularly
• 2:35
  the
• 2:36
  Retail
• 2:36
  Experience
• 2:37
  Network,
• 2:38
  why
• 2:38
  are
• 2:38
  you
• 2:39
  guys
• 2:39
  doing
• 2:39
  that?
• 2:39
  And
• 2:39
  how
• 2:39
  do
• 2:40
  you
• 2:40
  see
• 2:40
  yourself
• 2:40
  differentiating
• 2:41
  Sam.
• 2:42
  Sam's
• 2:42
  Club
• 2:42
  in
• 2:42
  the
• 2:42
  retail
• 2:43
  media
• 2:43
  space?
• 2:44
  Yeah.
• 2:45
  Well,
• 2:45
  I
• 2:45
  lost
• 2:46
  track
• 2:46
  of
• 2:46
  how
• 2:47
  many
• 2:47
  retail
• 2:47
  media
• 2:48
  networks
• 2:48
  there
• 2:48
  are
• 2:49
  in
• 2:49
  the
• 2:49
  United
• 2:49
  States
• 2:49
  in
• 2:50
  the
• 2:50
  world,
• 2:50
  and
• 2:51
  it
• 2:51
  went
• 2:51
  back
• 2:51
  to
• 2:51
  when
• 2:51
  I
• 2:52
  first
• 2:52
  started
• 2:52
  this
• 2:52
  job.
• 2:53
  Great
• 2:53
  point.
• 2:53
  Members
• 2:54
  shop
• 2:54
  at
• 2:54
  a
• 2:55
  club
• 2:55
  much
• 2:56
  differently
• 2:56
  than
• 2:56
  they
• 2:56
  shop
• 2:57
  at
• 2:57
  a
• 2:57
  mass
• 2:57
  retailer
• 2:57
  or
• 2:58
  a
• 2:58
  drug
• 2:58
  store.
• 2:58
  And
• 2:59
  really,
• 2:59
  the
• 2:59
  things
• 2:59
  that
• 2:59
  we
• 3:00
  always
• 3:00
  hear
• 3:00
  about
• 3:00
  are
• 3:00
  they
• 3:01
  love
• 3:01
  the
• 3:01
  treasure
• 3:01
  hunt,
• 3:02
  they
• 3:02
  love
• 3:02
  the
• 3:02
  surprise
• 3:02
  and
• 3:03
  delight.
• 3:03
  So
• 3:03
  why
• 3:03
  not
• 3:04
  make
• 3:04
  that
• 3:04
  fun?
• 3:04
  And
• 3:04
  so
• 3:05
  we
• 3:05
  thought
• 3:05
  about
• 3:06
  what
• 3:06
  would
• 3:06
  make
• 3:06
  that
• 3:06
  more
• 3:07
  fun
• 3:07
  than
• 3:07
  just
• 3:08
  impressions,
• 3:09
  clicks,
• 3:10
  and
• 3:10
  then
• 3:10
  return
• 3:10
  on
• 3:10
  ad
• 3:11
  spend.
• 3:11
  And
• 3:11
  so
• 3:12
  we
• 3:12
  really
• 3:12
  kind
• 3:12
  of
• 3:12
  put
• 3:12
  our
• 3:12
  bet
• 3:13
  against
• 3:13
  retail
• 3:13
  media
• 3:14
  experiences.
• 3:15
  And
• 3:15
  what
• 3:15
  that
• 3:15
  really
• 3:16
  means
• 3:16
  is
• 3:16
  that
• 3:17
  anybody
• 3:17
  can
• 3:17
  do
• 3:18
  experiences.
• 3:18
  But
• 3:18
  for
• 3:19
  a
• 3:19
  retail
• 3:19
  media
• 3:19
  network
• 3:20
  to
• 3:20
  be
• 3:20
  able
• 3:20
  to
• 3:20
  measure
• 3:20
  those
• 3:21
  experiences
• 3:21
  and
• 3:22
  show
• 3:22
  that
• 3:22
  value
• 3:23
  over
• 3:23
  time,
• 3:23
  which
• 3:24
  goes
• 3:24
  back
• 3:24
  to
• 3:24
  what
• 3:24
  makes
• 3:25
  Sam's
• 3:25
  Club
• 3:25
  really
• 3:25
  great,
• 3:26
  we
• 3:26
  have
• 3:26
  these
• 3:26
  great
• 3:26
  membership
• 3:27
  behaviors
• 3:27
  over
• 3:28
  the
• 3:28
  course
• 3:28
  of
• 3:28
  time
• 3:29
  because
• 3:29
  we
• 3:30
  have
• 3:30
  all
• 3:30
  of
• 3:30
  these
• 3:30
  behaviors.
• 3:31
  I
• 3:31
  mean,
• 3:31
  from
• 3:31
  the
• 3:31
  second
• 3:32
  that
• 3:32
  you
• 3:32
  start,
• 3:32
  we
• 3:32
  like
• 3:33
  to
• 3:33
  say
• 3:33
  you
• 3:33
  can
• 3:34
  be
• 3:34
  a
• 3:34
  soccer
• 3:34
  player
• 3:35
  transitioning
• 3:36
  into
• 3:36
  a
• 3:36
  soccer
• 3:36
  mom,
• 3:37
  and
• 3:37
  we
• 3:37
  understand
• 3:38
  what
• 3:38
  those
• 3:38
  are.
• 3:38
  And
• 3:39
  so
• 3:39
  having
• 3:39
  experiences
• 3:40
  build
• 3:40
  upon
• 3:40
  that.
• 3:41
  And
• 3:41
  to
• 3:41
  measure
• 3:41
  all
• 3:41
  those
• 3:41
  for
• 3:42
  advertisers
• 3:43
  was
• 3:43
  the
• 3:43
  reason
• 3:43
  why
• 3:43
  we
• 3:44
  created
• 3:44
  that
• 3:44
  tagline.
• 3:45
  So,
• 3:45
  Harvey,
• 3:45
  what's
• 3:45
  an
• 3:45
  example
• 3:46
  of
• 3:46
  that?
• 3:46
  When
• 3:46
  you
• 3:46
  say
• 3:47
  experience,
• 3:47
  put
• 3:47
  that
• 3:48
  into
• 3:48
  context
• 3:48
  for
• 3:48
  our
• 3:48
  audience.
• 3:49
  What
• 3:49
  are
• 3:49
  you
• 3:49
  meaning
• 3:49
  when
• 3:50
  you
• 3:50
  say
• 3:50
  that?
• 3:50
  So
• 3:51
  let's
• 3:51
  talk
• 3:51
  about
• 3:51
  the
• 3:51
  newest
• 3:52
  club
• 3:52
  opening
• 3:52
  in
• 3:53
  Tempe
• 3:53
  and
• 3:54
  even
• 3:54
  going
• 3:54
  back
• 3:54
  to
• 3:55
  Grapevine.
• 3:56
  But
• 3:56
  if
• 3:56
  you
• 3:56
  think
• 3:56
  about
• 3:56
  the
• 3:57
  reason
• 3:57
  we
• 3:57
  pulled
• 3:57
  out
• 3:58
  our
• 3:58
  check
• 3:59
  lanes
• 3:59
  and
• 3:59
  cashiers
• 4:00
  wasn't
• 4:00
  simply
• 4:01
  to
• 4:01
  move
• 4:01
  into
• 4:02
  a
• 4:02
  digital
• 4:02
  audience,
• 4:03
  to
• 4:03
  use
• 4:03
  that
• 4:04
  floor
• 4:04
  pad
• 4:04
  in
• 4:05
  spaces
• 4:05
  that
• 4:05
  create
• 4:06
  really
• 4:06
  great
• 4:06
  experiences.
• 4:07
  So
• 4:08
  Julie
• 4:08
  Barber
• 4:08
  on
• 4:08
  a
• 4:08
  merchandising
• 4:09
  team,
• 4:09
  they
• 4:09
  curate
• 4:10
  such
• 4:10
  great
• 4:11
  items.
• 4:11
  I
• 4:11
  mean,
• 4:12
  that
• 4:12
  curated
• 4:12
  assortment
• 4:13
  is
• 4:13
  something
• 4:13
  that
• 4:13
  really
• 4:14
  brings
• 4:14
  members
• 4:14
  to
• 4:15
  Sam's
• 4:15
  Club.
• 4:15
  What
• 4:16
  better
• 4:16
  way
• 4:16
  to
• 4:16
  actually
• 4:16
  try
• 4:17
  it
• 4:17
  than
• 4:17
  to
• 4:18
  throw
• 4:18
  that
• 4:18
  football,
• 4:19
  ride
• 4:20
  that
• 4:20
  bike,
• 4:21
  play
• 4:21
  that
• 4:21
  piano,
• 4:22
  try
• 4:22
  on
• 4:22
  the
• 4:22
  jewelry.
• 4:23
  That
• 4:24
  makes
• 4:24
  the
• 4:24
  model
• 4:24
  quite
• 4:25
  different.
• 4:25
  And
• 4:25
  so
• 4:25
  we
• 4:25
  think
• 4:25
  about
• 4:26
  experiences.
• 4:26
  That's
• 4:27
  what
• 4:27
  we're
• 4:27
  talking
• 4:27
  about.
• 4:28
  Got
• 4:28
  it.
• 4:28
  So
• 4:28
  you're
• 4:28
  tapping
• 4:29
  into
• 4:29
  the
• 4:29
  network
• 4:29
  to
• 4:29
  create.
• 4:30
  Create
• 4:30
  that
• 4:30
  in
• 4:30
  store.
• 4:31
  Okay,
• 4:31
  that
• 4:31
  makes
• 4:31
  sense.
• 4:32
  Well,
• 4:32
  remember
• 4:32
  we
• 4:32
  talked
• 4:32
  about
• 4:32
  the
• 4:32
  first
• 4:33
  time
• 4:33
  shopping
• 4:33
  should
• 4:33
  be
• 4:33
  fun.
• 4:34
  Yes.
• 4:34
  What
• 4:34
  better
• 4:34
  way
• 4:35
  to
• 4:35
  like
• 4:35
  have
• 4:35
  fun
• 4:36
  than
• 4:36
  to
• 4:36
  actually
• 4:36
  do
• 4:37
  things?
• 4:37
  Smell
• 4:38
  things,
• 4:38
  taste
• 4:39
  things,
• 4:39
  touch
• 4:40
  things.
• 4:40
  That's
• 4:40
  what
• 4:40
  the
• 4:41
  experience
• 4:41
  network
• 4:41
  is
• 4:41
  all
• 4:42
  about.
• 4:42
  Well,
• 4:42
  Harvey,
• 4:43
  I
• 4:43
  heard
• 4:43
  a
• 4:44
  lot
• 4:44
  of
• 4:44
  conversation
• 4:45
  over
• 4:45
  the
• 4:45
  last
• 4:45
  24
• 4:46
  hours
• 4:46
  since
• 4:46
  grocery
• 4:47
  shop
• 4:47
  started
• 4:47
  about
• 4:47
  kind
• 4:48
  of
• 4:48
  the
• 4:48
  collapse
• 4:48
  of
• 4:49
  the
• 4:49
  funnel.
• 4:49
  Like,
• 4:49
  you're
• 4:50
  not.
• 4:50
  It's
• 4:50
  not.
• 4:51
  We're
• 4:51
  going
• 4:51
  to
• 4:51
  them
• 4:51
  online,
• 4:52
  we're
• 4:52
  going
• 4:52
  to
• 4:52
  them
• 4:53
  in
• 4:53
  club.
• 4:54
  Let's
• 4:54
  talk
• 4:54
  a
• 4:54
  little
• 4:54
  bit
• 4:55
  about
• 4:55
  your
• 4:55
  strategy
• 4:56
  as
• 4:56
  you're
• 4:56
  thinking
• 4:56
  of
• 4:57
  marketing
• 4:58
  to
• 4:58
  and
• 4:58
  reaching
• 4:59
  out
• 4:59
  to
• 4:59
  with
• 5:00
  media
• 5:00
  or
• 5:01
  experiences
• 5:01
  starting
• 5:02
  online
• 5:02
  and
• 5:02
  then
• 5:03
  how
• 5:03
  you
• 5:03
  transition
• 5:04
  that
• 5:04
  into
• 5:04
  the
• 5:04
  club
• 5:04
  experience.
• 5:05
  Yeah,
• 5:06
  the
• 5:06
  whole
• 5:07
  beginning
• 5:08
  of
• 5:08
  the
• 5:08
  retail
• 5:09
  media
• 5:09
  experience
• 5:10
  was
• 5:11
  not
• 5:11
  about
• 5:11
  the
• 5:12
  collapse
• 5:12
  of
• 5:12
  the
• 5:12
  funnel.
• 5:13
  It
• 5:13
  was
• 5:13
  about
• 5:13
  meeting
• 5:13
  members
• 5:14
  and
• 5:14
  non
• 5:14
  members
• 5:14
  where
• 5:15
  they
• 5:15
  are.
• 5:15
  And
• 5:16
  so,
• 5:16
  in
• 5:17
  case
• 5:17
  you
• 5:17
  haven't
• 5:17
  seen
• 5:17
  it,
• 5:18
  we
• 5:18
  decided
• 5:18
  to
• 5:18
  buy
• 5:18
  a
• 5:18
  race
• 5:19
  car.
• 5:19
  And
• 5:20
  we
• 5:20
  actually.
• 5:20
  I
• 5:20
  did
• 5:21
  not
• 5:21
  see
• 5:21
  that.
• 5:21
  We
• 5:22
  decided
• 5:22
  to
• 5:22
  buy
• 5:22
  that
• 5:23
  race
• 5:23
  car
• 5:23
  because
• 5:24
  we
• 5:24
  wanted
• 5:24
  to
• 5:24
  meet
• 5:25
  members
• 5:25
  where
• 5:25
  they
• 5:26
  were
• 5:26
  going
• 5:26
  to
• 5:26
  be
• 5:26
  at.
• 5:26
  And
• 5:27
  so
• 5:27
  the
• 5:27
  reason
• 5:28
  we
• 5:28
  did
• 5:28
  this
• 5:28
  in
• 5:28
  Nashville,
• 5:29
  tennis.
• 5:29
  See,
• 5:29
  we
• 5:29
  were
• 5:30
  opening
• 5:30
  and
• 5:30
  we
• 5:31
  are.
• 5:31
  Sorry,
• 5:31
  we
• 5:31
  are
• 5:32
  opening
• 5:32
  a
• 5:32
  brand
• 5:32
  new
• 5:33
  club
• 5:33
  in
• 5:33
  Lebanon.
• 5:34
  We
• 5:34
  wanted
• 5:34
  to
• 5:34
  drive
• 5:35
  market
• 5:35
  penetration
• 5:35
  in
• 5:36
  Nashville.
• 5:36
  Yeah.
• 5:36
  What
• 5:37
  better
• 5:37
  way
• 5:37
  to
• 5:37
  do
• 5:37
  that
• 5:37
  than
• 5:38
  to
• 5:38
  meet
• 5:38
  non
• 5:38
  members
• 5:39
  where
• 5:39
  they
• 5:39
  were
• 5:39
  at?
• 5:39
  And
• 5:39
  so
• 5:40
  literally
• 5:40
  starting
• 5:40
  from
• 5:41
  the
• 5:41
  Wilson
• 5:42
  County
• 5:42
  Fair,
• 5:42
  where
• 5:43
  we
• 5:43
  knew
• 5:43
  members
• 5:44
  were
• 5:44
  going
• 5:44
  to
• 5:44
  be
• 5:44
  browsing,
• 5:45
  we
• 5:45
  gave
• 5:45
  away
• 5:46
  free
• 5:46
  race
• 5:46
  tickets.
• 5:47
  So
• 5:47
  if
• 5:47
  you
• 5:47
  signed
• 5:47
  up
• 5:47
  for
• 5:48
  a
• 5:48
  basic
• 5:48
  membership
• 5:48
  or
• 5:49
  a
• 5:49
  plus
• 5:49
  membership,
• 5:50
  we
• 5:50
  gave
• 5:50
  you
• 5:50
  a
• 5:50
  free
• 5:50
  ticket
• 5:51
  to
• 5:51
  the
• 5:51
  event.
• 5:52
  Now,
• 5:52
  if
• 5:52
  you
• 5:52
  just
• 5:52
  do
• 5:52
  the
• 5:52
  value
• 5:53
  equation,
• 5:54
  that
• 5:54
  race
• 5:55
  ticket
• 5:55
  was
• 5:55
  the
• 5:55
  equivalent
• 5:56
  of
• 5:56
  two
• 5:56
  years
• 5:56
  of
• 5:56
  basic
• 5:56
  membership,
• 5:57
  which
• 5:57
  is
• 5:57
  great.
• 5:57
  That
• 5:58
  kind
• 5:58
  of
• 5:58
  overcomes
• 5:59
  the
• 5:59
  hurdle
• 5:59
  of
• 5:59
  getting
• 5:59
  into
• 6:00
  the
• 6:00
  Sam's
• 6:00
  Club
• 6:00
  membership
• 6:00
  model.
• 6:01
  But
• 6:01
  what
• 6:02
  better
• 6:02
  way
• 6:02
  than
• 6:02
  to.
• 6:03
  We
• 6:03
  could
• 6:03
  have
• 6:04
  race
• 6:04
  simulators
• 6:04
  out
• 6:05
  there.
• 6:05
  We
• 6:05
  threw
• 6:05
  a
• 6:06
  country
• 6:06
  music
• 6:06
  concert
• 6:07
  in
• 6:07
  the
• 6:07
  parking
• 6:07
  lot
• 6:07
  of
• 6:07
  our
• 6:08
  Sam's
• 6:08
  Club.
• 6:09
  We
• 6:09
  actually
• 6:09
  had
• 6:10
  demos,
• 6:10
  live
• 6:10
  demos
• 6:11
  of
• 6:11
  a
• 6:11
  vacuum
• 6:11
  cleaner.
• 6:12
  We
• 6:12
  had
• 6:12
  an
• 6:12
  air
• 6:13
  pump
• 6:13
  out
• 6:13
  there
• 6:13
  where
• 6:13
  you
• 6:13
  could
• 6:14
  actually
• 6:14
  pump
• 6:14
  up
• 6:15
  the
• 6:15
  tires
• 6:15
  of
• 6:15
  an
• 6:15
  Indy
• 6:16
  car.
• 6:16
  But
• 6:16
  those
• 6:17
  things
• 6:17
  are
• 6:17
  the
• 6:17
  experiences
• 6:17
  that
• 6:18
  we
• 6:18
  were
• 6:18
  all
• 6:18
  measuring
• 6:18
  in
• 6:19
  the
• 6:19
  background.
• 6:19
  And
• 6:19
  the
• 6:20
  great
• 6:20
  news
• 6:20
  is
• 6:20
  we
• 6:20
  drove
• 6:20
  a
• 6:21
  lot
• 6:21
  of
• 6:21
  new
• 6:21
  members
• 6:22
  and
• 6:22
  non
• 6:22
  member
• 6:23
  engagement.
• 6:23
  So
• 6:24
  you're
• 6:24
  literally
• 6:24
  kicking
• 6:24
  the
• 6:25
  tires
• 6:25
  on
• 6:25
  new
• 6:25
  media
• 6:25
  strategy.
• 6:26
  Literally
• 6:27
  kicking
• 6:27
  the
• 6:27
  tires.
• 6:28
  That's
• 6:28
  great.
• 6:28
  Okay.
• 6:29
  I'm
• 6:29
  curious
• 6:30
  too.
• 6:30
  Based
• 6:30
  on
• 6:30
  your
• 6:31
  background
• 6:31
  and
• 6:31
  all
• 6:32
  the
• 6:32
  stuff
• 6:32
  you
• 6:32
  just
• 6:32
  shared,
• 6:34
  are
• 6:34
  there
• 6:34
  specific
• 6:35
  advertising
• 6:36
  formats
• 6:36
  that
• 6:37
  work
• 6:37
  better
• 6:37
  in
• 6:38
  a
• 6:38
  warehouse
• 6:38
  club
• 6:38
  environment
• 6:39
  versus
• 6:40
  other
• 6:40
  types
• 6:40
  of
• 6:41
  retail
• 6:41
  environments
• 6:41
  in
• 6:42
  which
• 6:42
  you've
• 6:42
  worked?
• 6:43
  That's
• 6:43
  a
• 6:43
  tough
• 6:43
  question.
• 6:44
  I
• 6:45
  don't
• 6:45
  necessarily
• 6:46
  think
• 6:46
  anything
• 6:46
  works
• 6:47
  better,
• 6:47
  but
• 6:47
  it
• 6:48
  all
• 6:48
  depends
• 6:48
  on
• 6:48
  the
• 6:48
  member,
• 6:49
  the
• 6:49
  personalized
• 6:50
  engagement
• 6:50
  that
• 6:50
  each
• 6:51
  member
• 6:51
  has.
• 6:51
  Okay,
• 6:52
  so
• 6:52
  I
• 6:52
  would
• 6:53
  say
• 6:53
  that
• 6:53
  they're
• 6:54
  by.
• 6:54
  Even
• 6:54
  by
• 6:54
  demographic,
• 6:55
  by
• 6:55
  generation.
• 6:56
  We
• 6:56
  know
• 6:56
  that
• 6:57
  our
• 6:57
  Scan
• 6:57
  and
• 6:57
  Go
• 6:57
  app
• 6:58
  is
• 6:58
  really
• 6:58
  resonating
• 6:59
  with
• 6:59
  our
• 6:59
  younger
• 7:00
  demographic
• 7:00
  because
• 7:01
  they
• 7:01
  have
• 7:01
  no
• 7:01
  patience.
• 7:02
  They
• 7:02
  don't
• 7:02
  want
• 7:02
  to
• 7:02
  wait,
• 7:03
  they
• 7:03
  just
• 7:03
  want
• 7:04
  to
• 7:04
  come
• 7:04
  in,
• 7:04
  they
• 7:04
  just
• 7:04
  want
• 7:04
  to
• 7:04
  scan,
• 7:05
  they
• 7:05
  want
• 7:05
  to
• 7:05
  get
• 7:05
  out
• 7:05
  of
• 7:05
  there.
• 7:06
  Versus
• 7:06
  we
• 7:07
  also
• 7:07
  have
• 7:07
  a
• 7:07
  membership
• 7:08
  demographic
• 7:08
  who
• 7:09
  the
• 7:09
  best
• 7:09
  part
• 7:09
  of
• 7:10
  their
• 7:10
  day
• 7:10
  is
• 7:11
  the
• 7:11
  engagement
• 7:12
  with
• 7:12
  a
• 7:12
  cashier,
• 7:13
  which
• 7:13
  is
• 7:13
  why
• 7:13
  we're
• 7:13
  never
• 7:14
  going
• 7:14
  to
• 7:14
  do
• 7:14
  away
• 7:14
  with
• 7:14
  that
• 7:14
  model.
• 7:15
  And
• 7:15
  they
• 7:15
  said,
• 7:16
  harvey,
• 7:16
  I
• 7:16
  want
• 7:16
  to
• 7:17
  talk
• 7:17
  to
• 7:17
  Joe
• 7:18
  at
• 7:18
  the
• 7:18
  counter.
• 7:18
  It
• 7:18
  is
• 7:18
  like
• 7:19
  the
• 7:19
  highlight
• 7:19
  of
• 7:19
  my
• 7:19
  week.
• 7:19
  And
• 7:20
  so
• 7:20
  when
• 7:20
  you
• 7:20
  ask
• 7:21
  me
• 7:21
  about
• 7:21
  Media
• 7:21
  Mix,
• 7:22
  we
• 7:22
  actually
• 7:23
  have
• 7:23
  a
• 7:23
  new
• 7:23
  tool
• 7:24
  called
• 7:24
  Omni
• 7:24
  Impact
• 7:25
  that
• 7:25
  at
• 7:25
  the
• 7:26
  membership
• 7:26
  level
• 7:27
  will
• 7:27
  combine
• 7:27
  both
• 7:28
  the
• 7:28
  mta.
• 7:29
  So
• 7:29
  multi
• 7:29
  touch
• 7:29
  attribution.
• 7:30
  It's
• 7:30
  not
• 7:30
  last
• 7:30
  touch.
• 7:31
  It'll
• 7:31
  show
• 7:32
  you
• 7:32
  the
• 7:32
  moment
• 7:32
  of
• 7:32
  engagement
• 7:33
  and
• 7:34
  it'll
• 7:34
  show
• 7:34
  you
• 7:34
  the
• 7:34
  actual
• 7:35
  channel
• 7:35
  that
• 7:36
  we
• 7:36
  thought
• 7:36
  was
• 7:36
  the
• 7:36
  most
• 7:37
  engaging.
• 7:37
  So
• 7:37
  that's
• 7:38
  interesting.
• 7:38
  It
• 7:38
  goes
• 7:38
  down
• 7:38
  to
• 7:39
  the
• 7:39
  member
• 7:39
  level.
• 7:39
  Chris.
• 7:40
  Okay,
• 7:40
  okay,
• 7:40
  wow.
• 7:41
  All
• 7:41
  right.
• 7:41
  That's
• 7:41
  interesting.
• 7:41
  That's
• 7:42
  very
• 7:42
  well
• 7:43
  said
• 7:43
  too.
• 7:43
  That
• 7:43
  makes
• 7:43
  a
• 7:43
  ton
• 7:44
  of
• 7:44
  sense.
• 7:44
  Harvey.
• 7:45
  We
• 7:45
  just
• 7:46
  covered
• 7:47
  a
• 7:47
  couple
• 7:47
  weeks
• 7:47
  ago
• 7:48
  the
• 7:48
  launch
• 7:48
  of
• 7:49
  the
• 7:49
  new
• 7:49
  app
• 7:50
  platform
• 7:51
  for
• 7:52
  helping
• 7:52
  people
• 7:53
  understand
• 7:53
  fulfillment
• 7:54
  a
• 7:54
  little
• 7:54
  bit
• 7:54
  better
• 7:56
  and
• 7:56
  then
• 7:56
  also
• 7:57
  helping
• 7:57
  with
• 7:57
  that
• 7:57
  in
• 7:58
  store
• 7:58
  experience.
• 8:00
  Tell
• 8:00
  us
• 8:00
  a
• 8:00
  little
• 8:00
  bit
• 8:01
  about
• 8:01
  how
• 8:02
  you're
• 8:02
  approaching
• 8:02
  retail
• 8:03
  media
• 8:04
  based
• 8:04
  on
• 8:05
  that
• 8:05
  new
• 8:05
  design.
• 8:06
  Like,
• 8:06
  how
• 8:06
  does
• 8:07
  that
• 8:07
  play
• 8:07
  into
• 8:08
  the
• 8:08
  overall
• 8:09
  retail
• 8:09
  media
• 8:09
  strategy?
• 8:10
  That
• 8:11
  platform
• 8:11
  design
• 8:11
  is
• 8:12
  a
• 8:13
  dream
• 8:13
  come
• 8:13
  true
• 8:14
  from
• 8:14
  a.
• 8:15
  If
• 8:15
  you
• 8:15
  think
• 8:15
  about
• 8:16
  traditional
• 8:16
  retail
• 8:17
  media
• 8:17
  and
• 8:17
  retail
• 8:18
  experiences.
• 8:19
  Right.
• 8:20
  It
• 8:20
  enables
• 8:20
  everything
• 8:21
  from
• 8:22
  better
• 8:22
  display
• 8:23
  units
• 8:23
  that
• 8:23
  are
• 8:24
  interactive
• 8:24
  and
• 8:24
  engaging.
• 8:25
  So
• 8:25
  think
• 8:25
  now
• 8:26
  end
• 8:26
  to
• 8:26
  end,
• 8:27
  endless
• 8:27
  scroll
• 8:28
  dynamic
• 8:28
  units
• 8:29
  that
• 8:29
  move,
• 8:29
  that
• 8:30
  actually
• 8:30
  have
• 8:30
  sound
• 8:31
  and
• 8:31
  motion.
• 8:32
  But
• 8:32
  also
• 8:33
  think
• 8:33
  about
• 8:33
  when
• 8:34
  you're
• 8:34
  sitting
• 8:34
  at
• 8:34
  curbside,
• 8:36
  the
• 8:36
  ability
• 8:36
  to
• 8:36
  have
• 8:36
  an
• 8:36
  ad
• 8:37
  unit
• 8:37
  pop
• 8:37
  up.
• 8:37
  Oh,
• 8:38
  wow.
• 8:38
  That
• 8:38
  one
• 8:39
  extra
• 8:39
  unit
• 8:39
  to
• 8:40
  the
• 8:40
  basket.
• 8:41
  That's
• 8:41
  what
• 8:41
  this
• 8:41
  front
• 8:42
  end
• 8:42
  unlocks
• 8:42
  for
• 8:43
  us.
• 8:43
  And
• 8:43
  then
• 8:44
  if
• 8:44
  you
• 8:44
  think
• 8:44
  about,
• 8:44
  I
• 8:44
  know
• 8:44
  Diana
• 8:45
  talked
• 8:45
  about
• 8:45
  the
• 8:45
  personalization
• 8:46
  options,
• 8:47
  the
• 8:47
  ability
• 8:48
  now
• 8:48
  to
• 8:48
  actually
• 8:48
  have
• 8:49
  a
• 8:49
  conversation
• 8:50
  with
• 8:50
  a
• 8:50
  member
• 8:50
  on
• 8:50
  a
• 8:51
  one
• 8:51
  to
• 8:51
  one
• 8:51
  level.
• 8:51
  Right.
• 8:52
  That's
• 8:52
  really
• 8:53
  the
• 8:53
  synthesis
• 8:54
  behind
• 8:54
  this
• 8:55
  platform
• 8:55
  development.
• 8:57
  I
• 8:57
  was
• 8:57
  just
• 8:57
  talking
• 8:58
  to
• 8:58
  somebody
• 8:58
  last
• 8:59
  night
• 8:59
  about
• 8:59
  the
• 8:59
  idea
• 9:00
  of
• 9:00
  the.
• 9:01
  The
• 9:01
  like
• 9:01
  post
• 9:02
  purchase
• 9:02
  logistics
• 9:03
  too.
• 9:03
  I'm
• 9:03
  glad
• 9:03
  that
• 9:03
  you
• 9:03
  brought
• 9:04
  that
• 9:04
  up,
• 9:04
  but
• 9:04
  I'm
• 9:04
  curious,
• 9:05
  like,
• 9:05
  is
• 9:05
  that
• 9:05
  another,
• 9:06
  another
• 9:06
  direction
• 9:07
  that
• 9:07
  you
• 9:07
  might
• 9:08
  go
• 9:08
  in.
• 9:08
  So
• 9:08
  if
• 9:09
  I'm
• 9:09
  doing
• 9:09
  curbside
• 9:10
  for
• 9:10
  returns,
• 9:11
  for
• 9:11
  example,
• 9:11
  that
• 9:12
  you
• 9:12
  might
• 9:12
  say,
• 9:13
  here's
• 9:13
  an
• 9:13
  idea
• 9:14
  like,
• 9:14
  is
• 9:14
  that,
• 9:15
  is
• 9:15
  that
• 9:15
  on
• 9:15
  the
• 9:15
  roadmap
• 9:16
  in
• 9:16
  the
• 9:16
  future
• 9:16
  that
• 9:17
  you
• 9:17
  could
• 9:17
  be
• 9:17
  doing
• 9:17
  something
• 9:18
  like
• 9:18
  that
• 9:18
  too?
• 9:18
  I
• 9:19
  think,
• 9:19
  Ann,
• 9:19
  you've
• 9:19
  talked
• 9:20
  to
• 9:20
  Sam's
• 9:20
  club
• 9:20
  leaders
• 9:21
  long
• 9:21
  enough
• 9:21
  to
• 9:21
  know
• 9:21
  that
• 9:22
  everything
• 9:22
  is
• 9:22
  on
• 9:22
  the
• 9:23
  road
• 9:23
  now.
• 9:23
  Right?
• 9:23
  Right.
• 9:24
  I'll
• 9:24
  share
• 9:24
  a
• 9:24
  funny
• 9:24
  story.
• 9:25
  You
• 9:25
  all
• 9:25
  know
• 9:26
  Tom
• 9:26
  Ward,
• 9:26
  our
• 9:26
  chief
• 9:26
  end
• 9:27
  to
• 9:27
  end
• 9:27
  operating
• 9:27
  officer.
• 9:28
  We
• 9:28
  were
• 9:28
  in
• 9:29
  a
• 9:29
  meeting
• 9:29
  when
• 9:29
  we
• 9:29
  first
• 9:29
  started
• 9:30
  talking
• 9:30
  about
• 9:30
  pizza
• 9:30
  delivery.
• 9:31
  And
• 9:31
  I
• 9:31
  remember
• 9:32
  pizza
• 9:32
  delivery.
• 9:33
  And
• 9:33
  that
• 9:33
  was.
• 9:34
  I
• 9:34
  shared
• 9:34
  this
• 9:34
  example
• 9:35
  this
• 9:35
  morning.
• 9:35
  But
• 9:35
  what
• 9:36
  I
• 9:36
  found
• 9:36
  wonderful
• 9:37
  in
• 9:37
  him
• 9:37
  coming
• 9:37
  in
• 9:37
  with
• 9:38
  a
• 9:38
  breath
• 9:38
  of
• 9:38
  fresh
• 9:38
  air,
• 9:39
  a
• 9:39
  deck
• 9:40
  was
• 9:40
  prepared
• 9:40
  of
• 9:40
  the
• 9:41
  37
• 9:41
  reasons
• 9:42
  why
• 9:42
  we
• 9:42
  should
• 9:42
  not
• 9:43
  do
• 9:43
  pizza
• 9:43
  delivery.
• 9:44
  And
• 9:44
  Tom's
• 9:45
  response
• 9:45
  was,
• 9:46
  you've
• 9:46
  given
• 9:46
  us
• 9:46
  37
• 9:47
  things
• 9:47
  to
• 9:48
  solve
• 9:48
  for.
• 9:48
  And
• 9:48
  I
• 9:48
  think
• 9:49
  just
• 9:49
  think
• 9:49
  about
• 9:49
  that
• 9:49
  mentality.
• 9:50
  Amazing.
• 9:51
  What
• 9:51
  a
• 9:51
  fast
• 9:52
  and
• 9:52
  fun
• 9:53
  way
• 9:53
  to
• 9:53
  move
• 9:53
  and
• 9:54
  satisfy
• 9:55
  members
• 9:55
  in
• 9:55
  a
• 9:55
  brand
• 9:55
  new
• 9:56
  way.
• 9:56
  I'm
• 9:56
  dying
• 9:57
  that
• 9:57
  there
• 9:57
  were
• 9:57
  37.
• 9:57
  That's
• 9:58
  crazy.
• 9:58
  But
• 9:58
  probably
• 9:59
  more.
• 10:00
  Yeah,
• 10:00
  right,
• 10:00
  right.
• 10:00
  Very
• 10:01
  nice
• 10:01
  deck.
• 10:01
  But
• 10:01
  the
• 10:01
  cool
• 10:02
  thing
• 10:02
  about
• 10:02
  you
• 10:02
  guys
• 10:02
  too,
• 10:02
  that
• 10:02
  I
• 10:03
  would
• 10:03
  say
• 10:03
  is
• 10:03
  like,
• 10:03
  not
• 10:04
  only
• 10:04
  is
• 10:04
  like
• 10:04
  there
• 10:05
  are
• 10:05
  a
• 10:05
  lot
• 10:05
  of
• 10:05
  things
• 10:05
  on
• 10:05
  the
• 10:05
  roadmap,
• 10:06
  but
• 10:06
  the
• 10:06
  other
• 10:07
  thing
• 10:07
  is
• 10:07
  you
• 10:07
  actually
• 10:07
  execute
• 10:08
  a
• 10:08
  roadmap
• 10:09
  like
• 10:09
  you
• 10:09
  put
• 10:09
  new
• 10:10
  innovations
• 10:10
  into
• 10:10
  market.
• 10:11
  So
• 10:11
  let's
• 10:11
  get
• 10:11
  you
• 10:11
  out
• 10:11
  of
• 10:11
  here
• 10:12
  on
• 10:12
  this.
• 10:12
  To
• 10:12
  that
• 10:12
  point,
• 10:13
  if
• 10:13
  you
• 10:13
  look
• 10:14
  out
• 10:14
  three
• 10:14
  to
• 10:14
  five
• 10:14
  years,
• 10:15
  you
• 10:15
  know,
• 10:15
  you
• 10:15
  look
• 10:15
  more
• 10:15
  strategically
• 10:16
  into,
• 10:16
  into
• 10:17
  your
• 10:17
  job
• 10:17
  and,
• 10:17
  and
• 10:18
  maybe
• 10:18
  that's
• 10:18
  even
• 10:18
  too
• 10:18
  long
• 10:19
  of
• 10:19
  a
• 10:19
  horizon
• 10:19
  now
• 10:20
  in
• 10:20
  some
• 10:20
  ways
• 10:20
  given
• 10:20
  how
• 10:21
  fast
• 10:21
  technology
• 10:21
  changes.
• 10:22
  But
• 10:22
  if
• 10:23
  we
• 10:23
  take
• 10:23
  that
• 10:23
  as
• 10:23
  the,
• 10:24
  as
• 10:24
  the,
• 10:24
  as
• 10:24
  the
• 10:24
  question
• 10:25
  fundamentally,
• 10:26
  how
• 10:26
  do
• 10:26
  you
• 10:26
  envision
• 10:27
  retail
• 10:27
  media
• 10:28
  at
• 10:28
  Sam's
• 10:28
  Club
• 10:28
  changing
• 10:29
  or
• 10:29
  what
• 10:29
  is
• 10:29
  your
• 10:30
  strategic
• 10:30
  objective
• 10:30
  that
• 10:31
  you're
• 10:31
  trying
• 10:31
  to
• 10:31
  accomplish?
• 10:33
  I'll
• 10:33
  answer
• 10:33
  that
• 10:33
  question
• 10:34
  in
• 10:34
  three
• 10:35
  general
• 10:35
  buckets.
• 10:36
  Okay?
• 10:37
  One
• 10:37
  is
• 10:37
  measurement.
• 10:38
  Okay?
• 10:38
  Measurement
• 10:39
  being
• 10:40
  paramount
• 10:40
  in
• 10:41
  all
• 10:41
  these
• 10:41
  new
• 10:41
  experiences.
• 10:42
  And
• 10:42
  so
• 10:42
  doing
• 10:43
  a
• 10:43
  race
• 10:43
  car
• 10:43
  is
• 10:44
  really
• 10:44
  cool.
• 10:45
  Measuring
• 10:45
  the
• 10:45
  engagement
• 10:46
  behind
• 10:46
  how
• 10:46
  many
• 10:47
  members
• 10:47
  and
• 10:47
  non
• 10:48
  members
• 10:48
  of
• 10:48
  that
• 10:48
  race
• 10:48
  car
• 10:48
  attracted.
• 10:49
  That's
• 10:49
  something
• 10:49
  brand
• 10:50
  new
• 10:50
  and
• 10:50
  exciting.
• 10:51
  I
• 10:51
  will
• 10:51
  share
• 10:51
  more
• 10:51
  with
• 10:52
  you
• 10:52
  because
• 10:52
  I
• 10:52
  think
• 10:52
  we
• 10:52
  figured
• 10:53
  some
• 10:53
  things
• 10:53
  out
• 10:53
  that
• 10:53
  no
• 10:54
  one
• 10:54
  else
• 10:54
  has.
• 10:54
  That's
• 10:55
  exciting.
• 10:56
  Second,
• 10:56
  I
• 10:56
  think
• 10:57
  this
• 10:57
  experience
• 10:57
  notion
• 10:58
  is
• 10:58
  a
• 10:58
  really
• 10:58
  big
• 10:59
  thing
• 10:59
  within
• 10:59
  retail
• 10:59
  media.
• 11:00
  It
• 11:00
  shouldn't
• 11:00
  be
• 11:00
  about
• 11:01
  clicks
• 11:01
  and
• 11:02
  ad
• 11:02
  units
• 11:02
  and
• 11:02
  search
• 11:03
  and
• 11:03
  display.
• 11:03
  We
• 11:04
  know
• 11:04
  that
• 11:04
  topic
• 11:05
  number
• 11:05
  three
• 11:05
  is
• 11:05
  coming,
• 11:06
  which
• 11:06
  is
• 11:06
  this
• 11:06
  advent
• 11:07
  of
• 11:07
  agentic
• 11:07
  and
• 11:08
  AI
• 11:08
  and
• 11:08
  automation.
• 11:09
  And
• 11:09
  so
• 11:09
  I
• 11:09
  think
• 11:10
  in
• 11:10
  that,
• 11:10
  in
• 11:10
  that
• 11:10
  third
• 11:11
  realm,
• 11:11
  we
• 11:11
  think
• 11:11
  of
• 11:12
  AI
• 11:12
  in
• 11:12
  a
• 11:13
  couple
• 11:13
  of
• 11:13
  different
• 11:13
  ways.
• 11:13
  For
• 11:14
  the
• 11:14
  retail
• 11:14
  media
• 11:14
  business.
• 11:15
  For
• 11:15
  Sam's,
• 11:16
  it
• 11:16
  is
• 11:16
  the
• 11:17
  consistency,
• 11:18
  quality,
• 11:18
  and
• 11:19
  execution
• 11:19
  that
• 11:20
  AI
• 11:20
  helps
• 11:20
  provide.
• 11:21
  So
• 11:21
  I
• 11:21
  use
• 11:22
  this
• 11:22
  example
• 11:22
  this
• 11:22
  morning.
• 11:23
  Can
• 11:23
  you
• 11:23
  imagine
• 11:24
  trying
• 11:24
  a
• 11:25
  Frappuccino
• 11:26
  in
• 11:26
  Bentonville?
• 11:27
  And
• 11:27
  it's
• 11:27
  different
• 11:27
  than
• 11:27
  the
• 11:27
  Frappuccino
• 11:28
  here
• 11:28
  in
• 11:28
  Vegas?
• 11:29
  That's
• 11:29
  typically
• 11:30
  how
• 11:30
  a
• 11:30
  campaign
• 11:30
  is
• 11:30
  built.
• 11:31
  Based
• 11:31
  on
• 11:31
  the
• 11:31
  tenure
• 11:31
  of
• 11:32
  your
• 11:32
  campaign
• 11:32
  manager.
• 11:33
  The
• 11:33
  quality
• 11:34
  differs
• 11:34
  dramatically.
• 11:35
  So
• 11:35
  AI
• 11:36
  helps
• 11:36
  with
• 11:36
  smoothing
• 11:37
  out
• 11:37
  quality
• 11:37
  and
• 11:37
  consistency.
• 11:38
  The
• 11:39
  second
• 11:39
  is
• 11:39
  the
• 11:39
  reduction
• 11:40
  of
• 11:40
  human
• 11:40
  error
• 11:41
  and
• 11:41
  the
• 11:41
  augmentation
• 11:42
  of
• 11:42
  human
• 11:42
  behavior.
• 11:43
  So
• 11:43
  the
• 11:43
  ability
• 11:44
  to
• 11:44
  make
• 11:44
  you
• 11:44
  smarter
• 11:45
  or
• 11:45
  to
• 11:45
  think
• 11:45
  deeper
• 11:46
  than
• 11:46
  you
• 11:46
  actually
• 11:46
  had
• 11:47
  before.
• 11:47
  And
• 11:47
  then
• 11:48
  finally,
• 11:48
  this
• 11:48
  agent
• 11:49
  to
• 11:49
  agent
• 11:49
  transaction
• 11:50
  that's
• 11:50
  going
• 11:50
  to
• 11:50
  be
• 11:50
  the
• 11:51
  future.
• 11:51
  Yes.
• 11:52
  Okay,
• 11:52
  man.
• 11:52
  Wow,
• 11:53
  you're
• 11:53
  blowing
• 11:54
  my
• 11:54
  mind
• 11:54
  here.
• 11:54
  This
• 11:54
  has
• 11:54
  been
• 11:55
  three
• 11:55
  freaking
• 11:56
  fantastic
• 11:56
  minor
• 11:57
  takeaways.
• 11:57
  Oh,
• 11:58
  my
• 11:58
  God.
• 11:58
  For
• 11:58
  the
• 11:59
  rest
• 11:59
  of
• 11:59
  you
• 11:59
  to
• 11:59
  kick
• 11:59
  off.
• 12:00
  And
• 12:00
  you're
• 12:01
  bringing
• 12:01
  it
• 12:01
  today,
• 12:01
  my
• 12:02
  friend.
• 12:02
  Wow.
• 12:03
  Well,
• 12:03
  we
• 12:03
  want
• 12:03
  to
• 12:03
  give
• 12:03
  a
• 12:04
  big
• 12:04
  thank
• 12:04
  you
• 12:04
  again
• 12:04
  to
• 12:05
  Fusion
• 12:05
  Group
• 12:05
  for
• 12:05
  making
• 12:06
  all
• 12:06
  of
• 12:06
  our
• 12:06
  coverage
• 12:07
  here
• 12:07
  from
• 12:08
  grocery
• 12:08
  shop
• 12:08
  2025
• 12:09
  possible.
• 12:10
  A
• 12:10
  thank
• 12:10
  you
• 12:10
  to
• 12:10
  Harvey
• 12:11
  Ma
• 12:11
  for
• 12:11
  joining
• 12:12
  us
• 12:12
  again
• 12:12
  from
• 12:12
  Sam's
• 12:13
  Club
• 12:13
  and
• 12:13
  sharing
• 12:14
  all
• 12:14
  of
• 12:14
  the.
• 12:14
  The
• 12:14
  strategy
• 12:15
  you
• 12:15
  have
• 12:15
  going
• 12:16
  on
• 12:16
  at
• 12:16
  Sam's
• 12:17
  Club
• 12:17
  Club
• 12:17
  right
• 12:17
  now.
• 12:18
  You
• 12:18
  can
• 12:19
  come
• 12:19
  stop
• 12:19
  by
• 12:20
  and
• 12:20
  see
• 12:20
  us
• 12:20
  at
• 12:20
  the
• 12:21
  Fusion
• 12:21
  Group
• 12:21
  booth
• 12:22
  here
• 12:23
  all
• 12:23
  day
• 12:23
  today
• 12:23
  and
• 12:23
  tomorrow.
• 12:24
  And
• 12:24
  until
• 12:25
  next
• 12:25
  time,
• 12:25
  be
• 12:26
  careful
• 12:26
  out
• 12:26
  there.