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Get loyalty from your retail business customers · The Resilient Retail Game Plan - retail insights, retail trends and best practices

• 0:47
  Loyalty
• 0:47
  isn't
• 0:47
  just
• 0:47
  about
• 0:48
  discounts
• 0:48
  anymore.
• 0:49
  It's
• 0:49
  about
• 0:49
  building
• 0:49
  real
• 0:50
  connections.
• 0:51
  What
• 0:51
  brands
• 0:51
  need
• 0:52
  to
• 0:52
  do
• 0:52
  is
• 0:52
  they
• 0:52
  need
• 0:52
  to
• 0:52
  develop
• 0:53
  deep,
• 0:53
  meaningful
• 0:54
  relationships
• 0:54
  with
• 0:55
  their
• 0:55
  shoppers.
• 0:55
  In
• 0:55
  today's
• 0:56
  episode,
• 0:56
  I
• 0:56
  sit
• 0:57
  down
• 0:57
  with
• 0:57
  Charlie
• 0:57
  Casey,
• 0:58
  CEO
• 0:58
  of
• 0:59
  software
• 0:59
  company
• 0:59
  Loyalty
• 1:00
  lion,
• 1:00
  to
• 1:01
  dig
• 1:01
  into
• 1:01
  what
• 1:01
  loyalty
• 1:02
  looks
• 1:02
  like
• 1:02
  in
• 1:02
  2025.
• 1:03
  It
• 1:04
  shows
• 1:04
  them
• 1:04
  that
• 1:04
  you
• 1:04
  understand
• 1:05
  who
• 1:05
  they
• 1:05
  are,
• 1:06
  what
• 1:06
  they
• 1:06
  like.
• 1:07
  From
• 1:07
  why
• 1:07
  experiences
• 1:08
  now
• 1:08
  matter
• 1:08
  as
• 1:09
  much
• 1:09
  as
• 1:09
  money.
• 1:09
  Off
• 1:10
  to
• 1:10
  the
• 1:10
  simple
• 1:10
  ways
• 1:11
  brands
• 1:11
  can
• 1:11
  recognize
• 1:11
  and
• 1:12
  reward
• 1:12
  their
• 1:12
  best
• 1:12
  customers.
• 1:13
  Charlie
• 1:13
  shares
• 1:13
  data,
• 1:14
  stories
• 1:14
  and
• 1:14
  practical
• 1:15
  steps
• 1:15
  you
• 1:15
  can
• 1:15
  take
• 1:16
  to
• 1:16
  turn
• 1:16
  repeat
• 1:16
  buyers
• 1:17
  into
• 1:17
  lifelong
• 1:17
  f.
• 1:18
  If
• 1:18
  you've
• 1:18
  ever
• 1:19
  wondered
• 1:19
  how
• 1:19
  to
• 1:19
  balance
• 1:19
  short
• 1:20
  term
• 1:20
  sales
• 1:20
  with
• 1:20
  long
• 1:21
  term
• 1:21
  loyalty,
• 1:21
  this
• 1:21
  one's
• 1:22
  for
• 1:22
  you.
• 1:23
  Welcome
• 1:24
  to
• 1:24
  the
• 1:24
  Resilient
• 1:24
  Retail
• 1:25
  Game
• 1:25
  plan.
• 1:25
  I'm
• 1:26
  Catherine
• 1:26
  Edley
• 1:27
  and
• 1:27
  in
• 1:27
  the
• 1:27
  next
• 1:27
  few
• 1:27
  minutes
• 1:28
  you're
• 1:28
  about
• 1:28
  to
• 1:28
  get
• 1:28
  powerful
• 1:29
  real
• 1:29
  world
• 1:30
  retail
• 1:30
  strategies
• 1:31
  from
• 1:31
  insights
• 1:32
  shared
• 1:32
  both
• 1:32
  from
• 1:32
  my
• 1:33
  guests
• 1:33
  and
• 1:33
  myself,
• 1:34
  backed
• 1:35
  up
• 1:35
  by
• 1:35
  my
• 1:35
  25
• 1:36
  years
• 1:36
  in
• 1:36
  the
• 1:36
  retail
• 1:37
  industry.
• 1:37
  Keep
• 1:38
  listening
• 1:38
  to
• 1:38
  learn
• 1:39
  how
• 1:39
  to
• 1:39
  grow
• 1:39
  a
• 1:39
  thriving,
• 1:40
  profitable
• 1:41
  product
• 1:41
  business.
• 1:42
  Let's
• 1:42
  jump
• 1:42
  in
• 1:43
  with
• 1:43
  this
• 1:43
  latest
• 1:43
  episode.
• 1:45
  So
• 1:45
  Charlie,
• 1:46
  we
• 1:46
  are
• 1:47
  talking
• 1:47
  all
• 1:48
  about
• 1:48
  loyalty
• 1:49
  today.
• 1:49
  So
• 1:50
  in
• 1:50
  2025
• 1:51
  then,
• 1:52
  do
• 1:52
  you
• 1:52
  feel
• 1:52
  like
• 1:52
  there
• 1:53
  have
• 1:53
  been
• 1:53
  shifts
• 1:54
  in
• 1:54
  how
• 1:54
  customers
• 1:55
  define
• 1:56
  loyalty
• 1:56
  and
• 1:57
  think
• 1:57
  about
• 1:57
  brand
• 1:58
  loyalty?
• 1:59
  Absolutely.
• 2:00
  Tet
• 2:00
  it's
• 2:01
  100%
• 2:02
  all
• 2:02
  about
• 2:02
  experiences
• 2:03
  as
• 2:03
  well
• 2:03
  as
• 2:03
  discounts.
• 2:04
  Way
• 2:05
  back
• 2:05
  Lord's
• 2:06
  programs
• 2:06
  were
• 2:06
  just
• 2:06
  all
• 2:06
  about
• 2:06
  discounts,
• 2:07
  but
• 2:07
  now
• 2:08
  they're
• 2:08
  involving
• 2:08
  experiences
• 2:09
  and
• 2:09
  they've
• 2:09
  got
• 2:09
  lots
• 2:10
  of
• 2:10
  data
• 2:10
  back
• 2:11
  that
• 2:11
  up.
• 2:11
  Our
• 2:12
  research
• 2:12
  shows
• 2:13
  that
• 2:13
  almost
• 2:14
  90%
• 2:14
  of
• 2:14
  consumers
• 2:15
  want
• 2:15
  a
• 2:15
  financial
• 2:15
  reward,
• 2:16
  so
• 2:16
  nothing's
• 2:17
  changed
• 2:17
  on
• 2:17
  the
• 2:17
  discount
• 2:17
  side.
• 2:18
  It's
• 2:18
  still
• 2:18
  an
• 2:19
  important
• 2:19
  benefit.
• 2:20
  It
• 2:20
  likely
• 2:20
  always
• 2:20
  will
• 2:21
  be.
• 2:21
  But
• 2:22
  85%
• 2:24
  say
• 2:24
  the
• 2:24
  same
• 2:24
  about
• 2:25
  free
• 2:25
  shipping
• 2:25
  now
• 2:26
  and
• 2:27
  free
• 2:27
  product
• 2:27
  Rewards
• 2:28
  at
• 2:28
  around
• 2:28
  70%
• 2:29
  want
• 2:29
  early
• 2:30
  access
• 2:30
  to
• 2:30
  sales
• 2:31
  and
• 2:31
  early
• 2:32
  access
• 2:32
  to
• 2:32
  new
• 2:32
  products.
• 2:33
  So
• 2:33
  it's
• 2:33
  clear
• 2:34
  that
• 2:34
  shoppers
• 2:35
  don't
• 2:35
  just
• 2:35
  want
• 2:35
  discounts
• 2:36
  anymore.
• 2:36
  They
• 2:37
  want
• 2:37
  a
• 2:37
  Lord's
• 2:37
  program
• 2:37
  to
• 2:38
  offer
• 2:38
  experiences
• 2:39
  that
• 2:39
  can
• 2:39
  help
• 2:39
  connect
• 2:39
  them
• 2:40
  with
• 2:40
  the
• 2:40
  brand.
• 2:41
  Whether
• 2:41
  that's
• 2:41
  simple
• 2:42
  things
• 2:42
  like
• 2:43
  being
• 2:43
  the
• 2:43
  first
• 2:43
  to
• 2:43
  know
• 2:43
  about
• 2:44
  a
• 2:44
  new
• 2:44
  drop
• 2:44
  or
• 2:45
  more
• 2:45
  advanced
• 2:46
  initiatives
• 2:47
  like
• 2:47
  in
• 2:47
  store
• 2:47
  events.
• 2:48
  And
• 2:48
  I've
• 2:48
  got
• 2:48
  a
• 2:48
  really
• 2:49
  nice
• 2:49
  example
• 2:49
  here.
• 2:51
  Never
• 2:51
  fully
• 2:51
  Dressed
• 2:52
  which
• 2:52
  is
• 2:52
  a
• 2:52
  female
• 2:53
  founded
• 2:53
  fashion
• 2:54
  brand
• 2:54
  that
• 2:55
  uses
• 2:55
  Lord
• 2:55
  one.
• 2:56
  Yeah,
• 2:56
  they
• 2:56
  use
• 2:57
  the
• 2:57
  Lord
• 2:57
  program
• 2:57
  to
• 2:58
  invite
• 2:58
  some
• 2:58
  of
• 2:58
  their
• 2:58
  top
• 2:59
  tier
• 2:59
  customers
• 2:59
  to
• 2:59
  a
• 3:00
  concert.
• 3:01
  Oh
• 3:01
  wow.
• 3:01
  Came
• 3:02
  to
• 3:02
  the
• 3:02
  yes.
• 3:02
  Really
• 3:03
  neat.
• 3:03
  So
• 3:04
  they
• 3:04
  all
• 3:04
  came
• 3:04
  to
• 3:04
  the
• 3:04
  venue
• 3:04
  in
• 3:05
  like
• 3:05
  never
• 3:05
  fully
• 3:05
  dressed
• 3:06
  branded
• 3:06
  taxis,
• 3:07
  all
• 3:07
  wearing
• 3:08
  a
• 3:08
  never
• 3:08
  fully
• 3:08
  dressed
• 3:09
  outfit.
• 3:09
  And
• 3:10
  it
• 3:10
  was
• 3:10
  all
• 3:10
  done
• 3:10
  to
• 3:11
  thank
• 3:11
  them
• 3:12
  and
• 3:12
  make
• 3:12
  them
• 3:12
  feel
• 3:12
  special
• 3:13
  and
• 3:13
  part
• 3:13
  of
• 3:13
  the
• 3:13
  community.
• 3:14
  One
• 3:14
  that
• 3:14
  I
• 3:15
  really
• 3:15
  like
• 3:15
  represent
• 3:16
  clothing.
• 3:16
  They
• 3:17
  got
• 3:17
  booming
• 3:17
  store
• 3:18
  in
• 3:18
  La
• 3:19
  and
• 3:19
  they've
• 3:19
  got
• 3:19
  a
• 3:19
  Lords
• 3:20
  program,
• 3:20
  it's
• 3:20
  called
• 3:20
  Prestige
• 3:21
  and
• 3:21
  it's
• 3:21
  literally
• 3:22
  at
• 3:22
  the
• 3:22
  heart
• 3:22
  of
• 3:22
  everything
• 3:23
  they
• 3:23
  do.
• 3:23
  So
• 3:24
  it's
• 3:24
  really
• 3:24
  well
• 3:24
  connected.
• 3:25
  They
• 3:25
  came
• 3:25
  to
• 3:26
  Lords
• 3:26
  one
• 3:26
  in
• 3:26
  a
• 3:26
  bit
• 3:26
  of
• 3:26
  a
• 3:27
  panic.
• 3:27
  They
• 3:27
  needed
• 3:27
  to
• 3:28
  change
• 3:28
  Lords
• 3:28
  program
• 3:29
  provider
• 3:29
  in
• 3:29
  a
• 3:29
  matter
• 3:29
  of
• 3:30
  weeks
• 3:30
  because
• 3:30
  they
• 3:30
  had
• 3:30
  a
• 3:31
  new
• 3:31
  product
• 3:31
  drop.
• 3:31
  And
• 3:32
  the
• 3:32
  reason
• 3:32
  that
• 3:32
  was
• 3:32
  important
• 3:32
  is
• 3:33
  because
• 3:33
  product
• 3:33
  drops
• 3:33
  are
• 3:34
  literally
• 3:34
  at
• 3:35
  the
• 3:35
  crux
• 3:35
  of
• 3:35
  their
• 3:36
  prestige
• 3:36
  program.
• 3:37
  It's
• 3:37
  what
• 3:37
  makes
• 3:38
  it
• 3:38
  work.
• 3:38
  It's
• 3:38
  all
• 3:39
  about
• 3:39
  exclusivity
• 3:40
  and
• 3:40
  access
• 3:40
  to
• 3:41
  those
• 3:41
  releases.
• 3:42
  So
• 3:42
  the
• 3:42
  way
• 3:42
  it
• 3:42
  works
• 3:43
  is
• 3:43
  like
• 3:43
  the
• 3:43
  VIP
• 3:44
  tiers
• 3:44
  give
• 3:44
  members
• 3:45
  access
• 3:45
  to
• 3:45
  products
• 3:46
  that
• 3:46
  non
• 3:46
  members
• 3:47
  can
• 3:47
  rarely
• 3:48
  get
• 3:48
  before
• 3:48
  they
• 3:48
  sell
• 3:48
  out.
• 3:49
  The
• 3:49
  tiers
• 3:50
  allow
• 3:50
  them
• 3:50
  to
• 3:50
  offer
• 3:50
  those
• 3:51
  all
• 3:51
  important
• 3:51
  like
• 3:52
  experiences.
• 3:53
  So
• 3:53
  you
• 3:53
  can
• 3:53
  see
• 3:54
  they've
• 3:54
  got
• 3:54
  like
• 3:54
  this
• 3:54
  tier
• 3:54
  program.
• 3:55
  It's
• 3:55
  all
• 3:55
  about
• 3:55
  exclusivity,
• 3:56
  it's
• 3:56
  all
• 3:56
  about
• 3:56
  drops.
• 3:57
  It's
• 3:57
  fully
• 3:57
  integrated
• 3:58
  in
• 3:58
  store
• 3:58
  as
• 3:58
  well.
• 3:59
  So
• 3:59
  giving
• 3:59
  members
• 4:00
  like
• 4:00
  reasons
• 4:01
  to
• 4:01
  shop
• 4:01
  in
• 4:01
  store
• 4:01
  like
• 4:02
  events
• 4:02
  and
• 4:03
  Q
• 4:03
  jumps.
• 4:03
  And
• 4:04
  they've
• 4:04
  also
• 4:04
  got
• 4:04
  this
• 4:04
  resale
• 4:05
  platform
• 4:05
  with
• 4:06
  secondhand
• 4:06
  items.
• 4:07
  So
• 4:07
  more
• 4:08
  environmentally
• 4:08
  conscious
• 4:09
  and
• 4:09
  they
• 4:09
  can
• 4:09
  earn
• 4:09
  points
• 4:09
  on
• 4:10
  that.
• 4:10
  So
• 4:10
  I
• 4:10
  just
• 4:11
  think
• 4:11
  it's
• 4:11
  a
• 4:11
  really
• 4:11
  good
• 4:12
  example
• 4:12
  of
• 4:12
  a
• 4:12
  Lord's
• 4:13
  program
• 4:13
  that
• 4:14
  across
• 4:14
  the
• 4:14
  whole
• 4:15
  company
• 4:15
  strategy
• 4:15
  is
• 4:16
  always
• 4:16
  thinking
• 4:16
  because
• 4:17
  it's
• 4:17
  looking
• 4:17
  at
• 4:18
  the
• 4:18
  environmental
• 4:18
  aspect,
• 4:19
  it's
• 4:19
  got
• 4:19
  the
• 4:19
  experiential
• 4:20
  element
• 4:20
  to
• 4:21
  it
• 4:21
  or
• 4:21
  exclusivity
• 4:22
  to
• 4:22
  it
• 4:23
  and
• 4:23
  it
• 4:23
  drives
• 4:24
  a
• 4:24
  huge
• 4:24
  percentage
• 4:25
  of
• 4:25
  the
• 4:25
  annual
• 4:25
  revenue.
• 4:26
  20%.
• 4:27
  Oh
• 4:27
  wow.
• 4:27
  Yeah.
• 4:28
  The
• 4:28
  annual
• 4:28
  revenue
• 4:29
  comes
• 4:29
  from
• 4:29
  the
• 4:29
  stores
• 4:30
  program
• 4:30
  and
• 4:31
  the
• 4:31
  members
• 4:31
  have
• 4:31
  a
• 4:31
  full
• 4:32
  time
• 4:32
  tire
• 4:32
  ltv.
• 4:33
  And
• 4:33
  I've
• 4:34
  got
• 4:34
  one
• 4:34
  more
• 4:35
  Inkey,
• 4:35
  it's
• 4:36
  called
• 4:36
  the
• 4:36
  Inkey
• 4:36
  list
• 4:37
  and
• 4:37
  they
• 4:37
  have
• 4:37
  this
• 4:38
  thing
• 4:38
  called
• 4:38
  Inky
• 4:39
  Insiders
• 4:40
  week.
• 4:40
  It's
• 4:41
  really
• 4:41
  cool
• 4:41
  idea.
• 4:42
  It
• 4:42
  runs
• 4:42
  once
• 4:43
  a
• 4:43
  year,
• 4:43
  seven
• 4:44
  days.
• 4:44
  It's
• 4:45
  just
• 4:45
  for
• 4:45
  the
• 4:45
  insiders
• 4:46
  which
• 4:46
  is
• 4:46
  their
• 4:46
  launch
• 4:46
  program
• 4:47
  members
• 4:47
  and
• 4:47
  they've
• 4:48
  got
• 4:48
  exclusive
• 4:48
  offers,
• 4:48
  prizes
• 4:49
  and
• 4:49
  perks.
• 4:49
  It's
• 4:50
  got
• 4:50
  some
• 4:50
  discounts
• 4:51
  but
• 4:51
  it's
• 4:51
  also
• 4:52
  got
• 4:52
  early
• 4:52
  access
• 4:52
  to
• 4:52
  new
• 4:53
  products,
• 4:53
  chances
• 4:54
  to
• 4:54
  win
• 4:54
  back
• 4:54
  the
• 4:55
  cost
• 4:55
  of
• 4:55
  your
• 4:55
  order.
• 4:55
  Which
• 4:56
  I
• 4:56
  thought
• 4:56
  was
• 4:56
  pretty
• 4:56
  cool.
• 4:56
  Oh
• 4:56
  that's
• 4:57
  fun.
• 4:57
  Yeah,
• 4:57
  yeah.
• 4:58
  So
• 4:58
  they
• 4:58
  do
• 4:59
  it,
• 4:59
  they,
• 4:59
  they
• 4:59
  really
• 4:59
  hype
• 5:00
  it.
• 5:00
  Then
• 5:00
  it's
• 5:00
  a
• 5:00
  marketing
• 5:01
  and
• 5:01
  an
• 5:01
  additional
• 5:02
  sort
• 5:02
  of
• 5:02
  campaign
• 5:02
  in
• 5:03
  their
• 5:03
  marketing
• 5:03
  calendar
• 5:04
  is.
• 5:04
  But
• 5:04
  it's
• 5:04
  only
• 5:04
  for
• 5:05
  their
• 5:05
  VIP
• 5:05
  list.
• 5:06
  Exactly.
• 5:07
  Yeah,
• 5:07
  yeah,
• 5:07
  yeah,
• 5:07
  yeah.
• 5:08
  I've
• 5:08
  seen
• 5:09
  that
• 5:09
  somebody
• 5:09
  a
• 5:10
  company
• 5:10
  called
• 5:10
  John's
• 5:11
  Crazy
• 5:11
  Socks
• 5:12
  in
• 5:12
  the
• 5:12
  US
• 5:12
  What
• 5:12
  I
• 5:13
  really
• 5:13
  liked
• 5:13
  because
• 5:13
  it
• 5:13
  was
• 5:14
  a
• 5:14
  US
• 5:14
  brand
• 5:14
  and
• 5:15
  obviously
• 5:15
  Black
• 5:15
  Friday
• 5:16
  is
• 5:16
  in
• 5:16
  Thanksgiving
• 5:17
  week.
• 5:17
  So
• 5:17
  instead
• 5:18
  of
• 5:18
  doing
• 5:18
  Black
• 5:18
  Friday
• 5:19
  what
• 5:19
  they
• 5:19
  did
• 5:19
  was
• 5:19
  they
• 5:19
  did,
• 5:20
  it
• 5:20
  was
• 5:20
  like
• 5:20
  giving
• 5:21
  thanks
• 5:21
  to
• 5:22
  their
• 5:22
  loyal
• 5:23
  customers
• 5:23
  and
• 5:23
  they
• 5:24
  turned
• 5:24
  the
• 5:25
  Whole
• 5:25
  of
• 5:25
  Thanksgiving
• 5:26
  week
• 5:26
  into
• 5:26
  this
• 5:27
  sounds
• 5:27
  something
• 5:28
  similar
• 5:28
  like
• 5:28
  giving
• 5:29
  back
• 5:29
  to
• 5:29
  the
• 5:29
  most
• 5:29
  loyal
• 5:30
  customers,
• 5:30
  which
• 5:30
  I
• 5:30
  thought
• 5:30
  was
• 5:31
  a
• 5:31
  really
• 5:31
  nice
• 5:32
  spin
• 5:32
  on
• 5:32
  it.
• 5:32
  And
• 5:32
  also
• 5:33
  because
• 5:33
  you
• 5:33
  know,
• 5:34
  in
• 5:34
  the
• 5:34
  UK
• 5:34
  we're
• 5:34
  so
• 5:35
  used
• 5:35
  to
• 5:35
  Black
• 5:35
  Friday,
• 5:36
  but
• 5:36
  actually
• 5:36
  in
• 5:36
  the
• 5:36
  US
• 5:37
  it's
• 5:37
  Thanksgiving.
• 5:38
  Is
• 5:38
  that's
• 5:38
  where
• 5:38
  it
• 5:39
  came
• 5:39
  from?
• 5:39
  Yeah,
• 5:39
  yeah,
• 5:39
  yeah.
• 5:41
  No,
• 5:41
  I
• 5:42
  like
• 5:42
  that
• 5:42
  that
• 5:42
  works
• 5:43
  well.
• 5:45
  The
• 5:45
  plan,
• 5:46
  everything
• 5:46
  around
• 5:46
  it.
• 5:47
  And
• 5:47
  then
• 5:47
  is
• 5:47
  it
• 5:47
  also,
• 5:47
  I
• 5:48
  guess
• 5:48
  an
• 5:48
  opportunity
• 5:49
  to
• 5:49
  drive
• 5:49
  people
• 5:50
  to,
• 5:50
  to
• 5:50
  their
• 5:50
  program?
• 5:51
  You're
• 5:51
  right.
• 5:51
  Actually
• 5:52
  they
• 5:52
  get
• 5:53
  it's
• 5:53
  almost
• 5:54
  a
• 5:54
  400%
• 5:55
  increase
• 5:55
  in
• 5:55
  sign
• 5:56
  ups
• 5:56
  to
• 5:56
  the
• 5:56
  loyalty
• 5:57
  program
• 5:57
  in
• 5:57
  that
• 5:57
  week.
• 5:58
  They're
• 5:58
  still
• 5:58
  going
• 5:58
  to
• 5:59
  be
• 5:59
  acquiring
• 5:59
  new
• 6:00
  customers
• 6:00
  and
• 6:00
  then
• 6:00
  it's
• 6:00
  just
• 6:01
  going
• 6:01
  to
• 6:01
  be
• 6:01
  advertised
• 6:02
  on
• 6:02
  the
• 6:02
  store.
• 6:02
  Also
• 6:03
  they'll
• 6:03
  have
• 6:03
  a
• 6:04
  whole
• 6:04
  bunch
• 6:04
  of
• 6:04
  customers
• 6:05
  who
• 6:05
  haven't
• 6:05
  created
• 6:06
  accounts
• 6:06
  with
• 6:06
  them
• 6:06
  and
• 6:06
  obviously
• 6:07
  the
• 6:07
  marketing
• 6:08
  team
• 6:08
  will
• 6:08
  spread
• 6:08
  the
• 6:09
  message
• 6:09
  and
• 6:10
  people
• 6:10
  come
• 6:10
  and
• 6:10
  think,
• 6:11
  okay,
• 6:11
  right.
• 6:11
  I
• 6:11
  just
• 6:11
  think
• 6:11
  now's
• 6:12
  the
• 6:12
  time
• 6:12
  that
• 6:12
  I
• 6:12
  create
• 6:12
  an
• 6:13
  account
• 6:13
  and
• 6:13
  build
• 6:13
  a
• 6:14
  deeper
• 6:14
  relationship
• 6:15
  with
• 6:15
  you
• 6:15
  because
• 6:16
  this
• 6:16
  insider
• 6:16
  swing
• 6:17
  sounds
• 6:17
  pretty
• 6:17
  cool.
• 6:17
  I
• 6:17
  think
• 6:18
  this
• 6:18
  is
• 6:18
  the
• 6:18
  thing
• 6:18
  I
• 6:18
  find
• 6:18
  really
• 6:19
  fascinating
• 6:19
  about
• 6:19
  loyalty
• 6:20
  and
• 6:20
  I'm
• 6:20
  glad
• 6:21
  you
• 6:21
  mentioned
• 6:21
  the
• 6:21
  difference
• 6:21
  between
• 6:22
  the
• 6:22
  discounts
• 6:22
  and
• 6:22
  the
• 6:23
  experiences
• 6:23
  is
• 6:23
  that
• 6:24
  I
• 6:25
  think
• 6:25
  sometimes
• 6:26
  brands
• 6:27
  forget
• 6:27
  the
• 6:27
  benefits
• 6:28
  of
• 6:28
  saying
• 6:29
  thank
• 6:29
  you,
• 6:29
  of
• 6:30
  recognizing
• 6:31
  and
• 6:31
  acknowledging
• 6:32
  repeat
• 6:33
  purchases.
• 6:34
  I'd
• 6:34
  love
• 6:34
  to
• 6:34
  know
• 6:34
  what
• 6:34
  your
• 6:34
  thoughts
• 6:35
  are
• 6:35
  about
• 6:35
  this.
• 6:35
  I
• 6:35
  love
• 6:36
  that
• 6:36
  example.
• 6:36
  So
• 6:37
  never
• 6:37
  fully
• 6:37
  just
• 6:37
  sending
• 6:38
  people
• 6:38
  to
• 6:38
  a
• 6:38
  concert
• 6:39
  in
• 6:39
  branded
• 6:39
  tax
• 6:39
  season,
• 6:40
  I
• 6:40
  mean,
• 6:40
  how
• 6:40
  amazing
• 6:41
  would
• 6:41
  you
• 6:41
  feel
• 6:41
  to
• 6:42
  be
• 6:42
  picked
• 6:42
  to
• 6:42
  be
• 6:42
  part
• 6:43
  of
• 6:43
  that?
• 6:43
  I
• 6:44
  also
• 6:44
  think
• 6:44
  just
• 6:44
  even
• 6:45
  the
• 6:45
  fact
• 6:46
  of
• 6:46
  being
• 6:46
  recognized
• 6:47
  as
• 6:47
  more
• 6:47
  than
• 6:48
  just.
• 6:48
  Another
• 6:48
  customer,
• 6:49
  we
• 6:49
  see
• 6:50
  loyalty
• 6:50
  as
• 6:51
  like
• 6:51
  it's,
• 6:51
  it's
• 6:51
  a
• 6:52
  strategy,
• 6:52
  it's
• 6:52
  a
• 6:52
  tool.
• 6:53
  But
• 6:53
  really
• 6:54
  what
• 6:54
  brands
• 6:55
  need
• 6:55
  to
• 6:55
  do
• 6:55
  is
• 6:55
  they
• 6:55
  need
• 6:55
  to
• 6:56
  develop
• 6:56
  deep,
• 6:56
  meaningful
• 6:57
  relationships
• 6:58
  with
• 6:58
  their
• 6:58
  shoppers.
• 6:59
  Loyalty
• 7:00
  and
• 7:00
  loyalty
• 7:00
  programs
• 7:01
  are
• 7:01
  one
• 7:01
  method
• 7:02
  to
• 7:02
  enable
• 7:03
  that.
• 7:03
  And
• 7:04
  in
• 7:04
  particular
• 7:04
  those
• 7:05
  experiences,
• 7:06
  you're
• 7:06
  building
• 7:06
  a
• 7:07
  bond
• 7:07
  with
• 7:07
  your
• 7:07
  customers
• 7:08
  that
• 7:08
  shows
• 7:08
  them
• 7:08
  that
• 7:09
  then
• 7:09
  it's
• 7:09
  not
• 7:10
  just
• 7:10
  a
• 7:10
  transaction,
• 7:11
  a
• 7:11
  face
• 7:11
  source
• 7:12
  transaction.
• 7:13
  It
• 7:13
  shows
• 7:13
  them
• 7:13
  that
• 7:14
  you
• 7:14
  understand
• 7:15
  who
• 7:15
  they
• 7:15
  are,
• 7:15
  what
• 7:16
  they
• 7:16
  like,
• 7:16
  that
• 7:16
  you
• 7:16
  want
• 7:17
  them
• 7:17
  to
• 7:17
  be
• 7:17
  part
• 7:17
  of
• 7:18
  your
• 7:18
  journey.
• 7:18
  And
• 7:19
  that's
• 7:19
  what's
• 7:19
  differentiating
• 7:20
  brands
• 7:20
  these
• 7:20
  days.
• 7:21
  Like
• 7:21
  you've
• 7:21
  obviously
• 7:21
  got
• 7:22
  the
• 7:22
  fast
• 7:22
  fashion
• 7:23
  brands
• 7:23
  coming
• 7:23
  out
• 7:23
  of
• 7:24
  China
• 7:24
  and
• 7:24
  they're
• 7:24
  all
• 7:25
  about
• 7:25
  cost
• 7:25
  and
• 7:26
  low
• 7:26
  cost.
• 7:26
  But
• 7:27
  on
• 7:27
  the
• 7:27
  other
• 7:28
  end
• 7:28
  of
• 7:28
  the
• 7:28
  scale,
• 7:28
  the
• 7:28
  brands
• 7:29
  who
• 7:29
  choose
• 7:29
  law
• 7:30
  to
• 7:30
  land,
• 7:30
  they're
• 7:30
  trying
• 7:30
  to
• 7:30
  build
• 7:31
  a
• 7:31
  brand,
• 7:32
  a
• 7:32
  community,
• 7:33
  a
• 7:33
  relationship.
• 7:34
  And
• 7:34
  only
• 7:34
  through
• 7:35
  using
• 7:35
  the
• 7:36
  Lords
• 7:36
  program
• 7:36
  and
• 7:36
  weaving
• 7:37
  in
• 7:37
  those
• 7:37
  experiences
• 7:38
  do
• 7:38
  they
• 7:38
  actually
• 7:38
  get
• 7:39
  to
• 7:39
  talk
• 7:39
  to
• 7:40
  the
• 7:40
  customer
• 7:40
  as
• 7:40
  a
• 7:40
  person
• 7:41
  and
• 7:41
  appeal
• 7:41
  to
• 7:41
  the
• 7:42
  emotional
• 7:42
  side.
• 7:42
  So
• 7:43
  absolutely,
• 7:43
  yes.
• 7:44
  Yeah,
• 7:44
  yeah,
• 7:45
  for
• 7:45
  sure.
• 7:45
  And
• 7:45
  so
• 7:46
  you
• 7:46
  said
• 7:46
  90%
• 7:47
  of
• 7:47
  customers
• 7:48
  do
• 7:48
  still
• 7:49
  want
• 7:49
  though
• 7:49
  the
• 7:49
  kind
• 7:49
  of
• 7:50
  yes
• 7:50
  they
• 7:50
  do
• 7:50
  financial.
• 7:52
  It's
• 7:52
  quite
• 7:52
  funny
• 7:53
  actually.
• 7:53
  When
• 7:53
  we
• 7:53
  first
• 7:53
  started
• 7:54
  Loyaltyline,
• 7:54
  which
• 7:54
  was
• 7:55
  a
• 7:55
  long
• 7:55
  time
• 7:55
  ago,
• 7:55
  over
• 7:56
  10
• 7:56
  years
• 7:56
  ago,
• 7:56
  I
• 7:57
  was
• 7:57
  adamant
• 7:57
  that
• 7:58
  we
• 7:58
  weren't
• 7:58
  going
• 7:58
  to
• 7:58
  include
• 7:59
  discounts.
• 8:00
  Obviously
• 8:01
  we
• 8:01
  provide
• 8:01
  the
• 8:01
  software
• 8:02
  that
• 8:02
  powers
• 8:03
  the
• 8:03
  Lords
• 8:03
  program
• 8:04
  and
• 8:04
  we
• 8:04
  make
• 8:04
  it
• 8:04
  really
• 8:05
  easy
• 8:05
  to
• 8:05
  create
• 8:06
  the
• 8:06
  reward
• 8:06
  types.
• 8:07
  And
• 8:07
  I
• 8:07
  said
• 8:07
  at
• 8:08
  this
• 8:08
  point
• 8:08
  it
• 8:08
  was
• 8:08
  just
• 8:08
  two
• 8:09
  of
• 8:09
  them.
• 8:09
  I
• 8:09
  said
• 8:09
  to
• 8:09
  my
• 8:10
  technical
• 8:10
  co
• 8:10
  founder,
• 8:11
  I
• 8:11
  don't
• 8:11
  want
• 8:11
  discounts,
• 8:12
  I
• 8:12
  only
• 8:13
  want
• 8:13
  like
• 8:13
  experiential
• 8:14
  rewards.
• 8:14
  I
• 8:14
  think
• 8:15
  this
• 8:15
  is
• 8:15
  how
• 8:16
  it
• 8:16
  should
• 8:16
  be.
• 8:17
  I
• 8:17
  think
• 8:17
  it
• 8:17
  should
• 8:17
  all
• 8:17
  about
• 8:18
  be
• 8:18
  about
• 8:18
  exclusivity
• 8:20
  and
• 8:20
  making
• 8:20
  people
• 8:21
  feel
• 8:21
  special.
• 8:22
  It
• 8:23
  should
• 8:23
  be
• 8:23
  about
• 8:23
  status
• 8:24
  and
• 8:24
  elevating
• 8:25
  beyond
• 8:25
  discounts.
• 8:26
  And
• 8:27
  then
• 8:27
  literally
• 8:27
  every
• 8:28
  single
• 8:28
  brand
• 8:28
  that
• 8:28
  we
• 8:28
  talked
• 8:29
  with
• 8:29
  said
• 8:30
  we
• 8:30
  need
• 8:31
  discounts.
• 8:32
  I
• 8:32
  was
• 8:32
  like,
• 8:32
  okay,
• 8:32
  fine,
• 8:33
  you
• 8:33
  can
• 8:33
  have
• 8:33
  your
• 8:33
  discounts,
• 8:34
  but
• 8:35
  please,
• 8:35
  let's
• 8:35
  get
• 8:35
  to
• 8:35
  these
• 8:36
  experiences.
• 8:39
  You
• 8:39
  said
• 8:39
  that
• 8:39
  it
• 8:40
  just
• 8:40
  keeps
• 8:40
  growing,
• 8:40
  that
• 8:40
  just
• 8:41
  keeps
• 8:41
  going
• 8:41
  up.
• 8:41
  The
• 8:41
  number
• 8:41
  of
• 8:42
  people
• 8:42
  who
• 8:42
  want
• 8:42
  that
• 8:42
  as
• 8:43
  well.
• 8:43
  Yeah,
• 8:44
  absolutely
• 8:44
  it
• 8:44
  does.
• 8:44
  And
• 8:45
  brands
• 8:45
  are
• 8:45
  being
• 8:46
  really
• 8:46
  creative
• 8:46
  with
• 8:46
  it
• 8:47
  as
• 8:47
  well.
• 8:47
  And
• 8:47
  it
• 8:47
  doesn't
• 8:47
  just
• 8:47
  have.
• 8:48
  It
• 8:48
  can't
• 8:49
  always
• 8:49
  just
• 8:49
  be
• 8:49
  a
• 8:49
  concert,
• 8:50
  it
• 8:50
  can
• 8:50
  be
• 8:50
  related
• 8:51
  to
• 8:51
  products
• 8:51
  as
• 8:51
  well.
• 8:51
  So
• 8:52
  it
• 8:52
  doesn't
• 8:52
  just
• 8:52
  have
• 8:52
  to
• 8:52
  be
• 8:53
  money
• 8:53
  off
• 8:54
  with
• 8:54
  all
• 8:54
  the
• 8:55
  discount.
• 8:55
  Then
• 8:55
  there's
• 8:56
  kind
• 8:56
  of
• 8:56
  like
• 8:56
  a
• 8:56
  stage
• 8:57
  in
• 8:57
  between
• 8:57
  where
• 8:57
  you
• 8:57
  stock
• 8:58
  that
• 8:58
  you
• 8:58
  can
• 8:59
  use
• 8:59
  for
• 8:59
  rewards
• 9:00
  or
• 9:00
  like
• 9:00
  I
• 9:00
  said
• 9:01
  free
• 9:01
  shipping
• 9:01
  as
• 9:01
  well
• 9:02
  or
• 9:02
  exclusive
• 9:02
  access
• 9:03
  to
• 9:03
  something.
• 9:04
  Doesn't
• 9:04
  have
• 9:04
  to
• 9:04
  always
• 9:05
  be
• 9:05
  as
• 9:06
  extreme
• 9:06
  as
• 9:06
  a
• 9:06
  concert.
• 9:07
  I
• 9:07
  think
• 9:07
  customers
• 9:08
  really
• 9:08
  enjoy
• 9:09
  being
• 9:09
  involved
• 9:10
  in
• 9:10
  the
• 9:10
  brand
• 9:10
  journey.
• 9:10
  So
• 9:11
  like
• 9:11
  participating
• 9:12
  in
• 9:12
  like
• 9:12
  design
• 9:13
  sessions
• 9:13
  as
• 9:13
  well.
• 9:14
  I
• 9:14
  think
• 9:14
  that
• 9:14
  they
• 9:15
  really
• 9:15
  enjoy
• 9:15
  those
• 9:15
  sorts
• 9:15
  of
• 9:16
  things.
• 9:16
  If
• 9:16
  a
• 9:17
  new
• 9:17
  store
• 9:17
  opens,
• 9:18
  being
• 9:18
  invited
• 9:19
  to
• 9:19
  the
• 9:19
  opening
• 9:19
  of
• 9:19
  the
• 9:19
  store.
• 9:20
  And
• 9:20
  what
• 9:20
  do
• 9:20
  you
• 9:21
  think
• 9:21
  about
• 9:21
  just
• 9:21
  simply
• 9:22
  kind
• 9:22
  of
• 9:22
  sharing
• 9:23
  their
• 9:23
  opinion?
• 9:24
  Yeah,
• 9:24
  one
• 9:25
  of
• 9:25
  the
• 9:25
  things
• 9:25
  that
• 9:25
  we've
• 9:26
  become
• 9:26
  aware
• 9:26
  of
• 9:27
  is
• 9:27
  actually
• 9:28
  only
• 9:28
  the
• 9:29
  data
• 9:29
  side
• 9:29
  of
• 9:29
  things.
• 9:30
  Obviously
• 9:31
  consumers
• 9:31
  are
• 9:32
  more
• 9:32
  and
• 9:32
  more
• 9:32
  careful
• 9:33
  with
• 9:33
  what
• 9:33
  data
• 9:33
  they
• 9:33
  share.
• 9:34
  But
• 9:34
  actually
• 9:35
  if
• 9:35
  you
• 9:35
  use
• 9:35
  a
• 9:35
  loyalty
• 9:36
  program,
• 9:37
  78%
• 9:37
  of
• 9:38
  consumers
• 9:38
  say
• 9:38
  they
• 9:39
  would
• 9:39
  complete
• 9:40
  a
• 9:40
  quiz
• 9:40
  to
• 9:40
  earn
• 9:41
  points,
• 9:42
  as
• 9:42
  70%
• 9:43
  said
• 9:43
  they
• 9:43
  would
• 9:44
  sign
• 9:44
  up
• 9:44
  for
• 9:44
  a
• 9:44
  newsletter.
• 9:45
  So
• 9:45
  these
• 9:45
  are
• 9:45
  all
• 9:45
  ways
• 9:46
  you
• 9:46
  can
• 9:46
  use
• 9:46
  the
• 9:46
  loyalty
• 9:46
  program
• 9:47
  to
• 9:47
  get
• 9:48
  consumers
• 9:48
  to
• 9:49
  share
• 9:49
  their
• 9:49
  opinion.
• 9:50
  And
• 9:50
  they're
• 9:50
  willing
• 9:51
  to
• 9:51
  do
• 9:51
  that
• 9:51
  because
• 9:51
  they're
• 9:52
  earning
• 9:52
  some
• 9:52
  points
• 9:52
  and
• 9:52
  reward
• 9:53
  in
• 9:53
  return,
• 9:54
  which
• 9:54
  then
• 9:54
  they
• 9:54
  can
• 9:54
  use
• 9:55
  for
• 9:55
  something
• 9:55
  else.
• 9:58
  So
• 9:58
  obviously
• 9:58
  you've
• 9:59
  got
• 9:59
  the
• 9:59
  brilliant
• 9:59
  bird's
• 10:00
  eye
• 10:00
  view
• 10:00
  of
• 10:00
  being
• 10:00
  able
• 10:00
  to
• 10:01
  kind
• 10:01
  of
• 10:01
  oversee
• 10:02
  everything
• 10:02
  the
• 10:02
  brands
• 10:03
  are
• 10:03
  doing
• 10:03
  in
• 10:03
  the,
• 10:03
  in
• 10:03
  the
• 10:04
  loyalty
• 10:04
  space,
• 10:04
  which
• 10:05
  is
• 10:05
  such
• 10:05
  a
• 10:06
  powerful
• 10:06
  insight.
• 10:07
  But
• 10:08
  what
• 10:08
  mistakes
• 10:09
  do
• 10:09
  you
• 10:09
  think
• 10:09
  that
• 10:10
  people
• 10:10
  or
• 10:10
  Brands
• 10:11
  are
• 10:11
  still
• 10:11
  making
• 10:11
  when
• 10:12
  they're
• 10:12
  trying
• 10:12
  to
• 10:12
  build
• 10:13
  loyalty.
• 10:14
  Yeah.
• 10:14
  What
• 10:14
  is
• 10:15
  actually
• 10:15
  interesting
• 10:15
  about
• 10:16
  Lord's
• 10:16
  programs
• 10:17
  is
• 10:17
  as
• 10:17
  a
• 10:17
  concept
• 10:18
  number
• 10:19
  they've
• 10:19
  been
• 10:19
  around
• 10:19
  for
• 10:19
  decades
• 10:20
  in
• 10:20
  the
• 10:21
  online
• 10:21
  world.
• 10:21
  Actually
• 10:22
  it's
• 10:22
  only
• 10:23
  brands
• 10:23
  who
• 10:23
  are
• 10:24
  above
• 10:25
  10
• 10:25
  million
• 10:26
  where
• 10:26
  you're
• 10:26
  seeing
• 10:27
  high
• 10:27
  levels
• 10:27
  of
• 10:27
  adoption.
• 10:28
  Now
• 10:28
  probably
• 10:28
  about
• 10:28
  40%
• 10:29
  of
• 10:29
  stores
• 10:30
  on
• 10:30
  Shopify
• 10:31
  above
• 10:32
  10
• 10:32
  million
• 10:32
  GMV
• 10:33
  have
• 10:33
  a
• 10:33
  loyalty
• 10:33
  program
• 10:34
  and
• 10:34
  below
• 10:34
  that
• 10:35
  it's
• 10:35
  a,
• 10:35
  it's
• 10:35
  a
• 10:35
  smaller
• 10:36
  percentage.
• 10:36
  But
• 10:36
  what's
• 10:36
  interesting
• 10:37
  is
• 10:37
  that
• 10:37
  was
• 10:37
  0%
• 10:38
  when
• 10:38
  we
• 10:39
  first
• 10:39
  started.
• 10:39
  The
• 10:40
  adoption
• 10:40
  is
• 10:41
  really
• 10:41
  picking
• 10:41
  up
• 10:42
  and
• 10:42
  it's
• 10:42
  at
• 10:42
  a
• 10:42
  tipping
• 10:43
  point.
• 10:43
  But
• 10:44
  the
• 10:44
  mistake
• 10:44
  that
• 10:45
  those
• 10:45
  entering
• 10:46
  it
• 10:46
  or
• 10:47
  some
• 10:47
  of
• 10:47
  those
• 10:48
  doing
• 10:48
  it
• 10:49
  are
• 10:49
  still
• 10:49
  making
• 10:49
  is
• 10:50
  thinking
• 10:50
  that
• 10:50
  loyalty
• 10:51
  is
• 10:51
  fluffy
• 10:51
  and
• 10:52
  it
• 10:52
  can't
• 10:52
  be
• 10:52
  measured.
• 10:53
  And
• 10:53
  it
• 10:53
  absolutely
• 10:54
  can
• 10:54
  be
• 10:54
  and
• 10:55
  should
• 10:55
  be.
• 10:55
  You
• 10:56
  are
• 10:56
  spending
• 10:56
  money
• 10:56
  on
• 10:56
  this,
• 10:57
  you
• 10:57
  should
• 10:57
  be
• 10:57
  able
• 10:58
  to
• 10:58
  measure
• 10:58
  it.
• 10:58
  So
• 10:58
  it's
• 10:59
  the
• 10:59
  same
• 10:59
  as
• 10:59
  any
• 10:59
  other
• 10:59
  marketing
• 11:00
  activity.
• 11:00
  You
• 11:01
  should
• 11:01
  always
• 11:01
  be
• 11:01
  questioning
• 11:02
  the
• 11:02
  ROI
• 11:02
  of
• 11:02
  the
• 11:03
  Lords
• 11:03
  program.
• 11:04
  Otherwise
• 11:04
  it's
• 11:04
  truly
• 11:05
  impossible
• 11:05
  to
• 11:05
  know
• 11:05
  how
• 11:06
  much
• 11:06
  you
• 11:06
  can
• 11:06
  invest
• 11:06
  in
• 11:06
  your
• 11:07
  program
• 11:08
  and
• 11:08
  also
• 11:08
  what
• 11:09
  you
• 11:09
  need
• 11:09
  to
• 11:09
  do
• 11:09
  to
• 11:09
  optimize
• 11:10
  it.
• 11:10
  We've
• 11:11
  got
• 11:11
  some
• 11:11
  AI
• 11:11
  powered
• 11:12
  insights
• 11:12
  that
• 11:12
  go
• 11:13
  even
• 11:13
  deeper
• 11:13
  because
• 11:14
  what
• 11:14
  we
• 11:14
  found
• 11:14
  is
• 11:15
  marketers
• 11:15
  are
• 11:16
  time
• 11:16
  poor.
• 11:16
  They
• 11:17
  don't
• 11:17
  want
• 11:17
  to
• 11:17
  interpret
• 11:18
  all
• 11:18
  these
• 11:18
  dashboards.
• 11:19
  We
• 11:19
  can
• 11:19
  use
• 11:19
  our
• 11:20
  AI
• 11:20
  powered
• 11:21
  insights
• 11:21
  to
• 11:21
  interpret
• 11:21
  the
• 11:21
  charts
• 11:22
  for
• 11:22
  them
• 11:22
  and
• 11:22
  produce
• 11:23
  like
• 11:23
  a
• 11:23
  bit
• 11:23
  of
• 11:23
  a
• 11:23
  narrative
• 11:24
  to
• 11:24
  say
• 11:24
  like
• 11:24
  this
• 11:25
  is
• 11:25
  what
• 11:25
  your
• 11:25
  builds
• 11:25
  program
• 11:25
  has
• 11:26
  delivered
• 11:26
  in
• 11:26
  the
• 11:26
  last
• 11:26
  three
• 11:26
  months,
• 11:27
  six
• 11:27
  months,
• 11:27
  12
• 11:27
  months.
• 11:28
  So
• 11:28
  they
• 11:28
  can
• 11:29
  just
• 11:29
  read
• 11:29
  off
• 11:29
  the
• 11:29
  script
• 11:30
  and
• 11:30
  have
• 11:30
  the
• 11:30
  charts.
• 11:31
  This
• 11:31
  makes
• 11:31
  life
• 11:31
  a
• 11:32
  lot
• 11:32
  easier
• 11:32
  for
• 11:32
  a
• 11:32
  marketeer
• 11:33
  because
• 11:33
  obviously
• 11:33
  they're
• 11:33
  going
• 11:33
  to
• 11:33
  have
• 11:33
  those
• 11:34
  hard
• 11:34
  conversations
• 11:34
  with
• 11:35
  the
• 11:35
  finance
• 11:35
  team
• 11:35
  and
• 11:35
  they
• 11:36
  can
• 11:36
  just
• 11:36
  go
• 11:36
  to
• 11:36
  the
• 11:36
  finance
• 11:36
  team
• 11:37
  and
• 11:37
  say
• 11:37
  look,
• 11:37
  concrete
• 11:38
  evidence
• 11:38
  this
• 11:39
  is
• 11:39
  the
• 11:39
  impact
• 11:39
  that
• 11:39
  the
• 11:40
  loyalty
• 11:40
  program
• 11:40
  is
• 11:40
  driving.
• 11:41
  Then
• 11:41
  they
• 11:41
  can
• 11:42
  have
• 11:42
  another
• 11:42
  conversation
• 11:43
  and
• 11:43
  say,
• 11:43
  look,
• 11:43
  can
• 11:44
  we
• 11:44
  have
• 11:44
  more
• 11:44
  money
• 11:44
  to
• 11:45
  invest
• 11:45
  in
• 11:45
  experiential
• 11:46
  rewards?
• 11:48
  Yeah.
• 11:48
  I
• 11:48
  mean
• 11:49
  it's
• 11:49
  wild
• 11:49
  to
• 11:49
  me
• 11:49
  that
• 11:50
  anyone
• 11:50
  would
• 11:50
  ever
• 11:50
  consider
• 11:51
  loyalty
• 11:51
  to
• 11:51
  be
• 11:51
  fluffy,
• 11:52
  to
• 11:52
  be
• 11:52
  honest.
• 11:52
  Because
• 11:53
  one
• 11:53
  of
• 11:53
  the
• 11:53
  points
• 11:53
  that
• 11:53
  I'm
• 11:54
  often
• 11:54
  trying
• 11:54
  to
• 11:54
  ram
• 11:55
  home
• 11:55
  to
• 11:55
  people
• 11:56
  about
• 11:56
  building
• 11:56
  their
• 11:57
  businesses
• 11:57
  is
• 11:57
  that
• 11:58
  when
• 11:58
  you
• 11:58
  talk
• 11:59
  to
• 11:59
  people
• 11:59
  about
• 11:59
  growing
• 12:00
  their
• 12:00
  sales,
• 12:00
  often
• 12:01
  what
• 12:01
  they're
• 12:01
  talking
• 12:01
  about
• 12:02
  is
• 12:02
  getting
• 12:02
  more
• 12:03
  people
• 12:03
  to
• 12:03
  come,
• 12:03
  getting
• 12:04
  cold
• 12:05
  traffic,
• 12:05
  effectively
• 12:05
  getting
• 12:06
  more
• 12:06
  eyes
• 12:06
  on
• 12:06
  the
• 12:06
  business.
• 12:07
  And
• 12:07
  you
• 12:07
  talk
• 12:07
  to
• 12:08
  a
• 12:08
  lot
• 12:08
  of
• 12:08
  businesses
• 12:09
  and
• 12:09
  they'll
• 12:09
  say,
• 12:09
  oh,
• 12:09
  we
• 12:09
  need
• 12:10
  to
• 12:10
  grow
• 12:10
  our
• 12:10
  presence,
• 12:11
  we
• 12:11
  need
• 12:11
  to
• 12:11
  grow
• 12:11
  our
• 12:11
  audience.
• 12:12
  And
• 12:13
  I
• 12:13
  think
• 12:13
  for
• 12:14
  me
• 12:14
  what
• 12:14
  the
• 12:15
  big
• 12:15
  conceptual
• 12:16
  shift
• 12:16
  that
• 12:16
  really
• 12:16
  helps
• 12:17
  people
• 12:17
  is
• 12:17
  when
• 12:17
  they
• 12:17
  realize,
• 12:18
  well
• 12:18
  actually
• 12:19
  the
• 12:19
  money
• 12:19
  you
• 12:20
  spend
• 12:20
  on
• 12:21
  treating
• 12:22
  your
• 12:22
  best
• 12:22
  customers
• 12:23
  is
• 12:24
  just
• 12:24
  generally
• 12:25
  the
• 12:25
  roi
• 12:26
  I'm
• 12:26
  imagining
• 12:27
  must
• 12:27
  be
• 12:27
  so
• 12:27
  much
• 12:27
  greater
• 12:28
  than
• 12:28
  on
• 12:28
  acquiring
• 12:29
  cold
• 12:29
  customers
• 12:29
  because
• 12:30
  your
• 12:30
  customers
• 12:31
  that
• 12:31
  you've
• 12:31
  already
• 12:32
  bought
• 12:32
  from
• 12:32
  you
• 12:33
  are
• 12:33
  the
• 12:33
  ones
• 12:33
  who
• 12:34
  are
• 12:34
  going
• 12:34
  to
• 12:34
  advocate
• 12:35
  for
• 12:35
  you
• 12:35
  are
• 12:35
  the
• 12:36
  ones
• 12:36
  who
• 12:36
  are
• 12:36
  going
• 12:36
  to
• 12:37
  spend
• 12:38
  more,
• 12:38
  return
• 12:39
  less,
• 12:40
  recommend
• 12:40
  you
• 12:40
  to
• 12:41
  their
• 12:41
  friends
• 12:41
  that
• 12:41
  you
• 12:42
  mentioned,
• 12:42
  you
• 12:42
  know,
• 12:42
  refer
• 12:43
  out
• 12:43
  with
• 12:43
  codes
• 12:44
  and
• 12:44
  things
• 12:44
  like
• 12:44
  that.
• 12:45
  It
• 12:45
  just
• 12:45
  makes
• 12:45
  so
• 12:46
  much
• 12:46
  sense
• 12:46
  to
• 12:46
  me
• 12:46
  to
• 12:47
  spend
• 12:47
  that
• 12:47
  money
• 12:48
  and
• 12:48
  time
• 12:48
  and
• 12:48
  effort
• 12:48
  on
• 12:49
  that
• 12:49
  warm
• 12:50
  part
• 12:50
  of
• 12:50
  your
• 12:50
  audience
• 12:51
  as
• 12:51
  compared
• 12:51
  to
• 12:52
  trying
• 12:52
  to
• 12:52
  bring
• 12:53
  in
• 12:53
  people
• 12:53
  from
• 12:53
  the
• 12:54
  outside.
• 12:54
  And
• 12:55
  I'm
• 12:55
  sure
• 12:55
  you
• 12:55
  missed
• 12:56
  see
• 12:56
  the
• 12:56
  same
• 12:57
  from
• 12:57
  your
• 12:57
  data.
• 12:58
  What
• 12:58
  we
• 12:58
  see
• 12:59
  is
• 12:59
  brands
• 12:59
  go
• 12:59
  on
• 12:59
  a
• 12:59
  bit
• 12:59
  of
• 13:00
  a
• 13:00
  journey.
• 13:00
  They
• 13:00
  typically
• 13:01
  start
• 13:01
  life
• 13:02
  in
• 13:03
  customer
• 13:03
  acquisition
• 13:03
  mode,
• 13:04
  spend
• 13:05
  a
• 13:05
  lot
• 13:05
  of
• 13:05
  money
• 13:05
  on
• 13:06
  Google
• 13:07
  and
• 13:07
  Meta
• 13:07
  and
• 13:08
  et
• 13:08
  cetera
• 13:08
  to
• 13:08
  acquire
• 13:09
  customers
• 13:09
  to
• 13:09
  their
• 13:10
  store.
• 13:10
  It's
• 13:10
  really
• 13:11
  easy
• 13:11
  for
• 13:11
  them
• 13:11
  to
• 13:11
  measure
• 13:11
  and
• 13:12
  to
• 13:12
  prove
• 13:12
  that
• 13:13
  they
• 13:13
  brought
• 13:13
  in
• 13:14
  customers.
• 13:14
  So
• 13:14
  everyone
• 13:15
  gets
• 13:15
  a
• 13:15
  bit
• 13:15
  hooked
• 13:15
  on
• 13:16
  that.
• 13:16
  But
• 13:16
  they
• 13:16
  should
• 13:16
  never
• 13:16
  stop
• 13:17
  to
• 13:17
  be
• 13:17
  honest.
• 13:17
  Like
• 13:18
  you
• 13:18
  still
• 13:18
  need
• 13:18
  to
• 13:18
  be
• 13:18
  bringing
• 13:18
  in
• 13:19
  new
• 13:19
  customers.
• 13:20
  But
• 13:21
  there
• 13:21
  comes
• 13:21
  a
• 13:22
  point
• 13:22
  where
• 13:22
  they
• 13:22
  start
• 13:22
  to
• 13:22
  look
• 13:23
  at
• 13:23
  the
• 13:23
  return
• 13:23
  on
• 13:23
  that
• 13:23
  investment.
• 13:24
  Maybe
• 13:25
  the
• 13:25
  space
• 13:25
  that
• 13:25
  they're
• 13:26
  in
• 13:26
  gets
• 13:26
  more
• 13:26
  competitive.
• 13:27
  Maybe
• 13:28
  that
• 13:28
  the
• 13:28
  price
• 13:29
  of
• 13:29
  getting
• 13:29
  customers
• 13:30
  in
• 13:30
  increases
• 13:31
  because
• 13:32
  they've
• 13:32
  already
• 13:32
  attracted
• 13:33
  the
• 13:33
  ones
• 13:34
  who
• 13:34
  were
• 13:34
  most
• 13:35
  readily
• 13:35
  willing
• 13:36
  to
• 13:36
  come
• 13:36
  to
• 13:36
  their
• 13:36
  store
• 13:37
  via
• 13:37
  paid
• 13:38
  ad.
• 13:38
  So
• 13:39
  the
• 13:39
  cost
• 13:39
  to
• 13:39
  acquire
• 13:39
  customers
• 13:40
  goes
• 13:40
  up
• 13:40
  and
• 13:40
  then
• 13:40
  they
• 13:40
  see
• 13:41
  that
• 13:41
  equation
• 13:41
  tip,
• 13:41
  like
• 13:42
  the
• 13:42
  customer
• 13:43
  acquisition
• 13:43
  cost
• 13:43
  and
• 13:44
  a
• 13:44
  lifetime
• 13:44
  value,
• 13:45
  they
• 13:45
  don't
• 13:45
  quite
• 13:45
  make
• 13:46
  as
• 13:46
  much
• 13:46
  sense
• 13:46
  as
• 13:47
  they
• 13:47
  did
• 13:47
  initially.
• 13:48
  So
• 13:48
  then
• 13:48
  they
• 13:48
  move
• 13:49
  into
• 13:50
  the
• 13:50
  other
• 13:51
  side
• 13:51
  of
• 13:51
  the
• 13:51
  equation,
• 13:51
  which
• 13:51
  is
• 13:52
  lifetime
• 13:52
  value,
• 13:52
  which
• 13:53
  is
• 13:53
  where
• 13:53
  we
• 13:53
  see
• 13:54
  it,
• 13:54
  loyalty
• 13:54
  and
• 13:54
  retention.
• 13:55
  And
• 13:55
  they
• 13:56
  say,
• 13:56
  okay,
• 13:56
  right,
• 13:56
  if
• 13:56
  we
• 13:57
  can
• 13:57
  increase
• 13:57
  the
• 13:57
  lifetime
• 13:58
  value,
• 13:58
  then
• 13:59
  we
• 13:59
  can
• 13:59
  go
• 13:59
  back
• 13:59
  and
• 14:00
  spend
• 14:00
  more
• 14:00
  on
• 14:00
  ads
• 14:01
  and
• 14:01
  continue
• 14:01
  to
• 14:02
  acquire
• 14:02
  customers.
• 14:02
  So
• 14:03
  it's
• 14:03
  a
• 14:03
  bit
• 14:03
  of
• 14:04
  a
• 14:04
  journey
• 14:04
  that
• 14:04
  a
• 14:05
  brand
• 14:05
  goes.
• 14:05
  And
• 14:05
  we
• 14:05
  typically
• 14:06
  see
• 14:06
  it's
• 14:07
  after
• 14:07
  they've
• 14:07
  been
• 14:07
  in
• 14:08
  business
• 14:08
  for
• 14:08
  two
• 14:08
  years
• 14:09
  that
• 14:09
  they
• 14:09
  go,
• 14:10
  ah,
• 14:10
  now
• 14:10
  I
• 14:11
  need
• 14:11
  to
• 14:11
  increase
• 14:11
  my
• 14:11
  lifetime
• 14:12
  value.
• 14:12
  Then
• 14:13
  they
• 14:13
  look
• 14:13
  at
• 14:13
  loyalty
• 14:14
  and
• 14:14
  retention
• 14:14
  strategies,
• 14:15
  loyalty
• 14:15
  programs,
• 14:16
  and
• 14:16
  then
• 14:16
  they
• 14:17
  go
• 14:17
  back
• 14:17
  and
• 14:18
  because
• 14:18
  they've
• 14:18
  increased
• 14:18
  their
• 14:19
  ltv,
• 14:19
  now
• 14:20
  they
• 14:20
  can
• 14:20
  outbid
• 14:20
  all
• 14:20
  their
• 14:21
  competitors
• 14:21
  on
• 14:22
  ads.
• 14:23
  They
• 14:23
  both
• 14:23
  work
• 14:23
  hand
• 14:23
  in
• 14:24
  hand.
• 14:24
  That's
• 14:24
  such
• 14:24
  a
• 14:24
  good
• 14:25
  way
• 14:25
  of
• 14:25
  looking
• 14:25
  at
• 14:25
  it.
• 14:26
  So
• 14:26
  drive
• 14:27
  your
• 14:27
  lifetime
• 14:27
  value
• 14:28
  and
• 14:28
  then
• 14:28
  your
• 14:28
  cost
• 14:29
  of
• 14:29
  acquisition,
• 14:30
  because
• 14:30
  it's
• 14:30
  all
• 14:30
  about
• 14:31
  your
• 14:31
  cost
• 14:31
  of
• 14:31
  acquisition
• 14:32
  being
• 14:32
  lower
• 14:33
  than
• 14:33
  your
• 14:33
  customer
• 14:33
  lifetime
• 14:34
  value
• 14:34
  or
• 14:34
  I
• 14:34
  would
• 14:34
  argue
• 14:35
  your
• 14:35
  customer
• 14:35
  lifetime
• 14:35
  profit
• 14:36
  is
• 14:36
  what
• 14:36
  you
• 14:36
  really
• 14:37
  want.
• 14:38
  Further
• 14:39
  down
• 14:39
  that
• 14:39
  journey.
• 16:16
  Feeling
• 16:16
  overwhelmed,
• 16:17
  stuck
• 16:17
  in
• 16:17
  reaction
• 16:18
  mode
• 16:18
  and
• 16:18
  tired
• 16:19
  of
• 16:19
  winging
• 16:19
  it.
• 16:19
  Retail
• 16:20
  by
• 16:20
  Design
• 16:21
  is
• 16:21
  my
• 16:21
  six
• 16:21
  month
• 16:22
  one
• 16:22
  to
• 16:22
  one
• 16:22
  program
• 16:23
  for
• 16:23
  six
• 16:23
  figure
• 16:24
  product
• 16:24
  founders
• 16:24
  who
• 16:25
  are
• 16:25
  ready
• 16:25
  for
• 16:25
  clarity
• 16:26
  strategy
• 16:27
  and
• 16:27
  proper
• 16:27
  support.
• 16:28
  Using
• 16:28
  my
• 16:29
  signature
• 16:29
  Focus
• 16:30
  framework,
• 16:30
  we
• 16:30
  turn
• 16:31
  scattered
• 16:31
  businesses
• 16:32
  into
• 16:32
  calm,
• 16:32
  profitable
• 16:33
  ones
• 16:34
  with
• 16:34
  hands
• 16:34
  on
• 16:34
  help
• 16:35
  to
• 16:35
  sort
• 16:35
  your
• 16:35
  structure,
• 16:36
  cash
• 16:36
  flow
• 16:37
  and
• 16:37
  sales.
• 16:37
  If
• 16:38
  you're
• 16:38
  ready
• 16:38
  to
• 16:38
  feel
• 16:39
  confident
• 16:39
  and
• 16:39
  in
• 16:39
  control
• 16:40
  Again,
• 16:40
  head
• 16:40
  to
• 16:41
  resilientretailclub.com
• 16:42
  and
• 16:43
  click
• 16:43
  on
• 16:43
  Retail
• 16:43
  by
• 16:43
  Design
• 16:44
  to
• 16:44
  book
• 16:44
  a
• 16:45
  call.
• 16:48
  One
• 16:48
  of
• 16:48
  the
• 16:48
  things
• 16:48
  that
• 16:49
  a
• 16:49
  brand
• 16:49
  does
• 16:49
  after
• 16:50
  they've
• 16:50
  adopted
• 16:51
  loyalty
• 16:51
  and
• 16:52
  they've
• 16:52
  implemented
• 16:52
  a
• 16:52
  loyalty
• 16:53
  strategy
• 16:53
  and
• 16:53
  they're
• 16:53
  doing
• 16:54
  their
• 16:54
  normal
• 16:54
  discounting
• 16:55
  as
• 16:55
  they
• 16:55
  mature
• 16:56
  in
• 16:56
  that
• 16:56
  they
• 16:56
  start
• 16:56
  to
• 16:57
  think
• 16:57
  to
• 16:57
  themselves,
• 16:57
  well,
• 16:57
  what
• 16:58
  else?
• 16:58
  And
• 16:58
  it's
• 16:59
  all
• 16:59
  about
• 16:59
  having
• 16:59
  a
• 17:00
  Lord's
• 17:00
  program
• 17:01
  integrated
• 17:01
  across
• 17:01
  the
• 17:02
  whole
• 17:02
  tech
• 17:02
  stack
• 17:02
  as
• 17:03
  I
• 17:03
  mentioned,
• 17:03
  like
• 17:03
  SMS
• 17:04
  and
• 17:04
  your
• 17:04
  mobile
• 17:05
  app
• 17:05
  and
• 17:05
  your
• 17:06
  subscription.
• 17:07
  But
• 17:07
  the
• 17:07
  thing
• 17:07
  I
• 17:07
  like
• 17:07
  the
• 17:08
  most
• 17:08
  is
• 17:08
  when
• 17:08
  they
• 17:09
  integrate
• 17:09
  it
• 17:09
  with
• 17:09
  their
• 17:09
  product
• 17:10
  strategy.
• 17:10
  And
• 17:10
  that
• 17:11
  wouldn't
• 17:11
  necessarily
• 17:13
  come
• 17:13
  to
• 17:13
  the
• 17:13
  front
• 17:14
  of
• 17:14
  mind.
• 17:14
  You
• 17:15
  wouldn't
• 17:15
  think,
• 17:15
  oh,
• 17:15
  launch
• 17:16
  program,
• 17:16
  product
• 17:17
  strategy.
• 17:18
  But
• 17:18
  they
• 17:18
  work
• 17:18
  really
• 17:18
  well
• 17:19
  together.
• 17:19
  And
• 17:20
  some
• 17:20
  of
• 17:20
  the
• 17:20
  ways
• 17:20
  to
• 17:21
  make
• 17:21
  them
• 17:21
  work
• 17:21
  is
• 17:22
  the
• 17:22
  access
• 17:22
  to
• 17:23
  products
• 17:23
  as
• 17:23
  they
• 17:23
  launch,
• 17:24
  running
• 17:24
  double
• 17:24
  point
• 17:25
  promotions
• 17:25
  on
• 17:25
  products
• 17:26
  that
• 17:26
  potentially
• 17:27
  you're
• 17:27
  overstocked
• 17:28
  on,
• 17:28
  or
• 17:29
  giving
• 17:29
  exclusive
• 17:30
  access
• 17:30
  to
• 17:30
  products
• 17:31
  that
• 17:31
  potentially
• 17:31
  have
• 17:32
  a
• 17:32
  nice
• 17:32
  high
• 17:32
  gross
• 17:32
  margin
• 17:33
  on
• 17:33
  them.
• 17:34
  Tying
• 17:34
  your
• 17:34
  loyalty
• 17:35
  tiers
• 17:35
  to
• 17:35
  new
• 17:35
  product
• 17:36
  drops.
• 17:36
  I've
• 17:36
  seen
• 17:36
  this
• 17:36
  work
• 17:37
  really
• 17:37
  effectively.
• 17:38
  It's
• 17:38
  very
• 17:38
  cool.
• 17:39
  So
• 17:39
  you're
• 17:40
  talking
• 17:40
  about
• 17:41
  if
• 17:41
  you've
• 17:41
  got
• 17:41
  a
• 17:41
  certain
• 17:41
  level,
• 17:42
  you
• 17:42
  get
• 17:42
  access
• 17:43
  on
• 17:43
  a
• 17:43
  certain
• 17:43
  day,
• 17:43
  is
• 17:44
  that
• 17:44
  what
• 17:44
  you're
• 17:44
  saying?
• 17:45
  So
• 17:45
  if
• 17:45
  you've
• 17:45
  got
• 17:45
  a
• 17:45
  new
• 17:45
  product
• 17:46
  drop,
• 17:46
  so
• 17:46
  something's
• 17:47
  coming
• 17:47
  into
• 17:47
  the
• 17:47
  store,
• 17:48
  it's
• 17:48
  the
• 17:48
  first
• 17:48
  time
• 17:49
  it's
• 17:49
  been
• 17:49
  there.
• 17:49
  If
• 17:50
  you're
• 17:50
  in,
• 17:51
  let's
• 17:51
  just
• 17:51
  say
• 17:51
  it's
• 17:51
  at
• 17:52
  the
• 17:52
  top
• 17:52
  tier.
• 17:53
  You
• 17:53
  get
• 17:54
  access
• 17:54
  to
• 17:54
  that
• 17:54
  on
• 17:55
  the
• 17:55
  first
• 17:55
  day
• 17:56
  and
• 17:57
  no
• 17:57
  one
• 17:57
  else
• 17:58
  does.
• 17:58
  For
• 17:59
  some
• 17:59
  of
• 17:59
  the
• 17:59
  brands
• 17:59
  that
• 18:00
  we
• 18:00
  work
• 18:00
  with
• 18:00
  will
• 18:01
  mean
• 18:01
  that
• 18:01
  you're
• 18:02
  the
• 18:02
  only
• 18:02
  person
• 18:02
  or
• 18:03
  the
• 18:03
  only
• 18:03
  people
• 18:03
  who
• 18:03
  get
• 18:04
  access
• 18:04
  to
• 18:04
  this
• 18:04
  because
• 18:04
  it
• 18:04
  will
• 18:05
  sell
• 18:05
  out
• 18:05
  because
• 18:05
  it's
• 18:05
  such
• 18:06
  a
• 18:06
  hot
• 18:06
  item
• 18:07
  and
• 18:07
  it's
• 18:07
  a
• 18:07
  really
• 18:07
  cool
• 18:08
  way
• 18:08
  for
• 18:08
  like
• 18:08
  product
• 18:09
  to
• 18:09
  collect
• 18:09
  insights
• 18:10
  as
• 18:10
  well
• 18:10
  because
• 18:10
  they
• 18:11
  can
• 18:11
  see
• 18:11
  who's
• 18:12
  buying
• 18:12
  what
• 18:13
  and
• 18:13
  collect
• 18:13
  that
• 18:14
  useful
• 18:14
  data
• 18:14
  for
• 18:15
  product
• 18:15
  development.
• 18:16
  I
• 18:17
  like
• 18:17
  it
• 18:17
  when
• 18:17
  brands
• 18:17
  do
• 18:17
  that
• 18:18
  because
• 18:18
  it
• 18:18
  all
• 18:18
  plays
• 18:18
  into
• 18:19
  the
• 18:19
  exclusivity
• 18:20
  element,
• 18:20
  the
• 18:21
  experiential
• 18:21
  element.
• 18:22
  It's
• 18:23
  way
• 18:23
  beyond
• 18:23
  discounting
• 18:25
  still.
• 18:25
  One
• 18:25
  of
• 18:25
  the
• 18:25
  brands
• 18:26
  that
• 18:26
  does
• 18:26
  this
• 18:27
  really
• 18:27
  well
• 18:27
  is
• 18:27
  a
• 18:28
  vodka.
• 18:28
  They're
• 18:29
  premium
• 18:29
  vodka
• 18:30
  company
• 18:30
  using
• 18:30
  Norton
• 18:31
  and
• 18:32
  they
• 18:32
  do
• 18:32
  exactly
• 18:32
  this
• 18:32
  like
• 18:33
  early
• 18:33
  access
• 18:33
  to
• 18:34
  product
• 18:34
  launches
• 18:35
  using
• 18:35
  the
• 18:36
  Lords
• 18:36
  program
• 18:37
  and
• 18:37
  what
• 18:37
  happens,
• 18:38
  which
• 18:38
  I
• 18:38
  think
• 18:38
  is
• 18:39
  pretty
• 18:39
  cool.
• 18:39
  It's
• 18:39
  like
• 18:40
  it
• 18:40
  causes
• 18:40
  their
• 18:41
  Instagram
• 18:41
  DMs
• 18:41
  to
• 18:42
  get
• 18:42
  flooded
• 18:42
  with
• 18:42
  people
• 18:42
  saying
• 18:43
  like,
• 18:43
  how
• 18:43
  do
• 18:44
  I
• 18:44
  Get
• 18:44
  the
• 18:44
  password
• 18:44
  to
• 18:44
  this.
• 18:45
  How
• 18:45
  do
• 18:45
  I
• 18:45
  get
• 18:45
  this
• 18:45
  thing?
• 18:45
  And
• 18:46
  they're
• 18:46
  like,
• 18:46
  well,
• 18:46
  it's
• 18:47
  hard.
• 18:47
  The
• 18:47
  Lords
• 18:47
  program,
• 18:48
  it's,
• 18:48
  it's
• 18:48
  in
• 18:49
  the
• 18:49
  top
• 18:49
  tier,
• 18:49
  like,
• 18:50
  but
• 18:50
  it
• 18:50
  just
• 18:51
  shows
• 18:51
  that
• 18:51
  people
• 18:51
  are
• 18:51
  like
• 18:52
  knocking
• 18:52
  at
• 18:52
  the
• 18:52
  door
• 18:53
  and
• 18:53
  that
• 18:53
  they
• 18:53
  recognize
• 18:54
  that
• 18:54
  there
• 18:54
  is
• 18:54
  like
• 18:55
  this
• 18:55
  other
• 18:55
  part
• 18:56
  to
• 18:56
  the
• 18:56
  business,
• 18:57
  that
• 18:57
  it's
• 18:58
  like
• 18:58
  a
• 18:58
  club
• 18:58
  and
• 18:58
  there
• 18:59
  is
• 18:59
  exclusivity
• 18:59
  in.
• 19:00
  They
• 19:00
  could
• 19:00
  get
• 19:00
  in
• 19:00
  one
• 19:01
  day,
• 19:01
  but
• 19:01
  kind
• 19:01
  of
• 19:02
  makes
• 19:02
  the
• 19:02
  brand
• 19:02
  a
• 19:02
  bit
• 19:03
  bigger.
• 19:06
  And
• 19:06
  do
• 19:06
  you
• 19:06
  think
• 19:06
  it's
• 19:06
  important
• 19:07
  to
• 19:07
  be
• 19:07
  transparent
• 19:08
  then
• 19:08
  for
• 19:08
  them
• 19:08
  to
• 19:08
  say,
• 19:09
  like,
• 19:09
  this
• 19:09
  is
• 19:09
  how
• 19:10
  you
• 19:10
  do
• 19:10
  it,
• 19:10
  or
• 19:10
  do
• 19:10
  you
• 19:11
  almost
• 19:11
  think
• 19:11
  it's
• 19:12
  nice
• 19:12
  to
• 19:12
  have
• 19:12
  a
• 19:13
  slight
• 19:13
  kind
• 19:13
  of
• 19:13
  mystery
• 19:14
  about,
• 19:14
  like,
• 19:14
  well,
• 19:15
  just
• 19:15
  keep
• 19:15
  buying
• 19:15
  the
• 19:16
  vodka
• 19:16
  and
• 19:17
  maybe
• 19:17
  you'll
• 19:17
  get
• 19:17
  into
• 19:18
  top
• 19:18
  tier.
• 19:19
  There
• 19:19
  are
• 19:19
  brands
• 19:20
  that
• 19:20
  do
• 19:20
  keep
• 19:21
  it
• 19:21
  a
• 19:21
  bit
• 19:21
  mysterious
• 19:22
  down
• 19:22
  there.
• 19:23
  They
• 19:23
  won't
• 19:23
  ever
• 19:24
  confirm
• 19:24
  whether
• 19:25
  or
• 19:26
  deny
• 19:26
  whether
• 19:27
  something
• 19:27
  exists.
• 19:28
  I
• 19:28
  think
• 19:28
  it's
• 19:29
  important
• 19:29
  to
• 19:29
  just
• 19:29
  pick
• 19:30
  whichever
• 19:31
  marketing
• 19:32
  strategy
• 19:32
  reflects
• 19:33
  your
• 19:33
  brand.
• 19:34
  Don't
• 19:34
  try
• 19:34
  and
• 19:34
  be
• 19:34
  something
• 19:35
  that
• 19:35
  you're
• 19:35
  not.
• 19:36
  But
• 19:36
  if
• 19:36
  they
• 19:37
  part
• 19:37
  of
• 19:37
  who
• 19:37
  you.
• 19:37
  Are,
• 19:38
  then,
• 19:38
  I
• 19:38
  mean,
• 19:38
  there's
• 19:39
  probably
• 19:39
  arguments
• 19:39
  both
• 19:40
  ways.
• 19:40
  I
• 19:40
  mean,
• 19:40
  I
• 19:40
  guess
• 19:40
  it
• 19:40
  depends.
• 19:41
  But
• 19:41
  I
• 19:41
  do
• 19:42
  also
• 19:42
  know
• 19:42
  people,
• 19:42
  for
• 19:43
  example,
• 19:43
  who
• 19:43
  will
• 19:44
  have
• 19:44
  that
• 19:45
  you
• 19:45
  unlock
• 19:46
  free
• 19:46
  shipping
• 19:46
  for
• 19:47
  life
• 19:47
  if
• 19:47
  you've
• 19:47
  ordered
• 19:48
  five
• 19:48
  times,
• 19:48
  for
• 19:49
  example.
• 19:49
  So
• 19:50
  once
• 19:50
  somebody's
• 19:50
  ordered
• 19:51
  four
• 19:51
  times,
• 19:52
  then
• 19:52
  they'll
• 19:52
  say
• 19:53
  to
• 19:53
  them,
• 19:53
  oh,
• 19:53
  hey,
• 19:54
  by
• 19:54
  the
• 19:54
  way,
• 19:54
  just
• 19:54
  so
• 19:54
  you
• 19:55
  know,
• 19:56
  if
• 19:56
  you
• 19:56
  order
• 19:56
  a
• 19:57
  fifth
• 19:57
  time,
• 19:57
  you're
• 19:57
  going
• 19:57
  to
• 19:57
  get
• 19:58
  free
• 19:58
  shipping
• 19:58
  for
• 19:58
  life.
• 19:59
  And
• 19:59
  that
• 19:59
  in
• 19:59
  itself
• 20:00
  can
• 20:00
  be
• 20:00
  a
• 20:00
  really
• 20:00
  good
• 20:00
  trigger
• 20:01
  for
• 20:01
  purchase
• 20:01
  because
• 20:02
  then
• 20:02
  people
• 20:02
  are
• 20:02
  like,
• 20:03
  oh,
• 20:03
  okay.
• 20:04
  That
• 20:04
  level
• 20:04
  of
• 20:05
  transparency
• 20:06
  just
• 20:06
  helps
• 20:06
  people
• 20:07
  understand
• 20:07
  the
• 20:07
  journey
• 20:08
  that
• 20:08
  they're
• 20:08
  on.
• 20:08
  And
• 20:09
  actually
• 20:09
  lots
• 20:10
  of
• 20:10
  programs
• 20:10
  used
• 20:11
  to
• 20:11
  get
• 20:11
  a
• 20:12
  bit
• 20:12
  of
• 20:12
  flack
• 20:13
  many
• 20:13
  years
• 20:13
  ago
• 20:14
  for
• 20:14
  just
• 20:14
  being
• 20:14
  highly
• 20:15
  unclear
• 20:17
  and
• 20:17
  also
• 20:17
  really
• 20:17
  hard
• 20:18
  to
• 20:18
  earn
• 20:19
  any
• 20:19
  sorts
• 20:19
  of
• 20:19
  rewards,
• 20:20
  especially
• 20:20
  like
• 20:20
  airlines.
• 20:21
  Like
• 20:21
  a
• 20:21
  normal
• 20:21
  person
• 20:22
  can't
• 20:22
  manage
• 20:23
  an
• 20:23
  airline
• 20:23
  program.
• 20:24
  So
• 20:24
  yes,
• 20:24
  you're
• 20:25
  right.
• 20:25
  Bringing
• 20:25
  that
• 20:26
  level
• 20:26
  of
• 20:26
  transparency
• 20:26
  to
• 20:27
  program
• 20:27
  helps
• 20:28
  shoppers
• 20:29
  understand
• 20:29
  where
• 20:29
  they
• 20:30
  are
• 20:30
  in
• 20:30
  that
• 20:30
  journey,
• 20:30
  what
• 20:31
  they
• 20:31
  can
• 20:31
  earn.
• 20:31
  And
• 20:31
  we
• 20:31
  always
• 20:32
  say
• 20:32
  to
• 20:32
  brands
• 20:32
  like,
• 20:33
  make
• 20:33
  sure
• 20:34
  that
• 20:34
  every
• 20:34
  customer
• 20:35
  can
• 20:35
  earn
• 20:35
  a
• 20:35
  reward
• 20:36
  with
• 20:36
  their
• 20:36
  first
• 20:37
  interaction
• 20:38
  with
• 20:38
  you.
• 20:38
  So
• 20:39
  you've
• 20:39
  already
• 20:39
  started
• 20:39
  that
• 20:40
  virtuous
• 20:40
  cycle.
• 20:41
  So
• 20:42
  if
• 20:42
  you
• 20:42
  sign
• 20:42
  up,
• 20:42
  obviously
• 20:43
  it's
• 20:43
  important
• 20:43
  to
• 20:43
  but
• 20:44
  and
• 20:44
  you
• 20:44
  make
• 20:44
  a
• 20:44
  purchase
• 20:45
  and
• 20:45
  obviously
• 20:46
  we'll
• 20:46
  know
• 20:46
  the
• 20:46
  average
• 20:46
  purchase
• 20:47
  amount.
• 20:48
  Make
• 20:48
  sure
• 20:48
  that
• 20:48
  they
• 20:48
  get
• 20:49
  a
• 20:49
  reward
• 20:49
  then,
• 20:51
  because
• 20:51
  then
• 20:51
  you
• 20:51
  start
• 20:52
  that
• 20:52
  journey
• 20:52
  with
• 20:52
  positivity.
• 20:53
  I
• 20:54
  feel
• 20:54
  a
• 20:54
  little
• 20:54
  bit
• 20:54
  like
• 20:54
  that
• 20:55
  about
• 20:55
  Nectar
• 20:55
  sometimes.
• 20:56
  Sometimes
• 20:56
  I'm
• 20:56
  like,
• 20:56
  I
• 20:56
  spend
• 20:57
  so
• 20:57
  much
• 20:57
  money
• 20:57
  in
• 20:57
  Sainsbury's.
• 20:58
  How
• 20:58
  have
• 20:58
  I
• 20:59
  accrued
• 20:59
  £2
• 20:59
  50
• 21:00
  worth
• 21:00
  of
• 21:02
  Nectar
• 21:02
  points
• 21:03
  like
• 21:06
  I
• 21:07
  know
• 21:07
  you
• 21:07
  said
• 21:07
  if
• 21:07
  it
• 21:08
  sells
• 21:08
  really
• 21:08
  fast,
• 21:08
  they
• 21:09
  may
• 21:09
  end
• 21:09
  up
• 21:09
  being
• 21:09
  the
• 21:09
  only
• 21:10
  tier
• 21:10
  of
• 21:10
  the
• 21:11
  only
• 21:11
  people
• 21:11
  who
• 21:11
  ever
• 21:11
  get
• 21:12
  to
• 21:12
  buy
• 21:12
  something.
• 21:13
  But
• 21:13
  you
• 21:13
  ever
• 21:13
  see
• 21:13
  people
• 21:13
  saying,
• 21:14
  right,
• 21:14
  we're
• 21:14
  doing
• 21:14
  this
• 21:14
  collaboration
• 21:15
  or
• 21:15
  something
• 21:16
  exclusive?
• 21:17
  We
• 21:17
  do.
• 21:17
  The
• 21:17
  thing
• 21:18
  is
• 21:18
  with
• 21:18
  the
• 21:18
  top
• 21:19
  tier
• 21:19
  Lord
• 21:19
  prefer
• 21:20
  members,
• 21:20
  they're
• 21:20
  the
• 21:20
  ones
• 21:21
  with
• 21:21
  your
• 21:21
  highest
• 21:22
  ltv.
• 21:22
  So
• 21:23
  brands
• 21:24
  typically
• 21:24
  will
• 21:24
  put
• 21:24
  something
• 21:25
  that's
• 21:25
  actually
• 21:25
  quite
• 21:25
  expensive
• 21:26
  in
• 21:26
  there.
• 21:26
  Like
• 21:27
  a
• 21:27
  lot
• 21:27
  of
• 21:27
  people
• 21:27
  think,
• 21:27
  oh,
• 21:28
  I
• 21:28
  need
• 21:28
  to
• 21:28
  keep
• 21:28
  discounting,
• 21:29
  but
• 21:29
  that's
• 21:30
  not
• 21:30
  true.
• 21:31
  Your
• 21:31
  top
• 21:31
  tier
• 21:31
  Lauder
• 21:32
  program
• 21:32
  members
• 21:32
  are
• 21:32
  the
• 21:33
  ones
• 21:33
  who
• 21:33
  spend
• 21:33
  the
• 21:33
  most
• 21:34
  with
• 21:34
  you.
• 21:34
  You
• 21:35
  can
• 21:35
  make
• 21:35
  exclusively
• 21:36
  available
• 21:37
  to
• 21:37
  them
• 21:37
  the
• 21:38
  premium
• 21:39
  end
• 21:39
  of
• 21:40
  your,
• 21:40
  of
• 21:40
  your
• 21:41
  catalog
• 21:42
  and
• 21:42
  that's
• 21:42
  what
• 21:42
  we
• 21:42
  see
• 21:42
  happening.
• 21:43
  Actually.
• 21:44
  No,
• 21:44
  I
• 21:44
  totally
• 21:45
  get
• 21:45
  that
• 21:45
  and
• 21:45
  I
• 21:45
  think
• 21:45
  that
• 21:46
  makes
• 21:46
  total
• 21:46
  sense
• 21:46
  because
• 21:46
  also
• 21:47
  you're
• 21:47
  going
• 21:47
  to
• 21:47
  have
• 21:47
  the
• 21:47
  least
• 21:47
  resistance.
• 21:49
  I
• 21:49
  mean,
• 21:49
  who's
• 21:49
  more
• 21:49
  likely
• 21:50
  to
• 21:50
  buy
• 21:50
  an
• 21:50
  expensive
• 21:51
  item
• 21:51
  from
• 21:51
  you?
• 21:51
  Is
• 21:52
  it
• 21:52
  going
• 21:52
  to
• 21:52
  be
• 21:52
  the
• 21:52
  person
• 21:52
  who's
• 21:53
  literally
• 21:53
  just
• 21:54
  come
• 21:54
  across
• 21:54
  your
• 21:54
  brand
• 21:55
  or
• 21:55
  the
• 21:55
  person
• 21:56
  who's,
• 21:56
  you
• 21:57
  know,
• 21:57
  bought
• 21:57
  from
• 21:57
  you
• 21:58
  multiple
• 21:58
  times,
• 21:59
  had
• 21:59
  a
• 21:59
  great
• 22:00
  experience,
• 22:00
  love
• 22:01
  that
• 22:01
  product.
• 22:01
  It
• 22:02
  makes
• 22:02
  total
• 22:02
  sense
• 22:03
  that
• 22:03
  they
• 22:03
  would
• 22:03
  be
• 22:03
  the
• 22:03
  ones
• 22:03
  who
• 22:04
  would
• 22:04
  say,
• 22:04
  all
• 22:04
  right,
• 22:04
  yes,
• 22:05
  this
• 22:05
  is
• 22:05
  maybe
• 22:05
  more
• 22:05
  than
• 22:05
  I
• 22:06
  would
• 22:06
  normally
• 22:06
  spend,
• 22:06
  but
• 22:07
  I
• 22:07
  trust
• 22:08
  them,
• 22:08
  I'm
• 22:08
  going
• 22:08
  to
• 22:08
  go
• 22:08
  for
• 22:09
  it.
• 22:09
  Trust,
• 22:09
  I
• 22:09
  think
• 22:10
  is
• 22:10
  such
• 22:10
  a
• 22:11
  huge
• 22:11
  part
• 22:12
  of
• 22:12
  it
• 22:12
  as
• 22:12
  well,
• 22:12
  isn't
• 22:12
  it?
• 22:13
  And
• 22:13
  that
• 22:13
  comes
• 22:14
  back
• 22:14
  to
• 22:14
  your
• 22:14
  point
• 22:14
  earlier
• 22:15
  when
• 22:15
  you
• 22:15
  talked
• 22:15
  about,
• 22:16
  well,
• 22:17
  it's
• 22:18
  surprising
• 22:18
  to
• 22:18
  me
• 22:18
  that
• 22:18
  anyone
• 22:19
  would
• 22:19
  think
• 22:19
  a
• 22:19
  lot
• 22:19
  of
• 22:19
  the
• 22:19
  program
• 22:19
  is
• 22:20
  fluffy.
• 22:20
  And
• 22:20
  you
• 22:21
  talked
• 22:21
  about
• 22:21
  those
• 22:22
  existing
• 22:22
  customers
• 22:23
  being
• 22:23
  the
• 22:23
  most
• 22:23
  profitable.
• 22:23
  Well,
• 22:24
  that's
• 22:24
  a
• 22:24
  prime
• 22:24
  example
• 22:25
  of
• 22:25
  how
• 22:25
  profitable
• 22:26
  they
• 22:26
  can
• 22:26
  be
• 22:27
  because
• 22:27
  they
• 22:28
  already
• 22:28
  have
• 22:28
  that
• 22:28
  relationship
• 22:29
  with
• 22:29
  your
• 22:29
  business,
• 22:29
  they
• 22:29
  already
• 22:29
  trust
• 22:30
  you.
• 22:30
  And
• 22:30
  when
• 22:30
  you
• 22:31
  release
• 22:31
  something
• 22:31
  that's
• 22:32
  exclusively
• 22:32
  available
• 22:32
  to
• 22:33
  them,
• 22:33
  they're
• 22:34
  actually,
• 22:34
  they're
• 22:34
  going
• 22:34
  to
• 22:34
  be
• 22:34
  happy
• 22:35
  to
• 22:35
  buy
• 22:35
  it
• 22:35
  and
• 22:35
  they
• 22:36
  will
• 22:36
  buy
• 22:36
  it.
• 22:37
  When
• 22:37
  you
• 22:37
  look
• 22:37
  at
• 22:37
  loyalty
• 22:39
  sometimes
• 22:39
  the
• 22:39
  conception
• 22:40
  that
• 22:40
  you
• 22:40
  said
• 22:41
  it
• 22:41
  can
• 22:41
  sometimes
• 22:41
  get
• 22:41
  flak
• 22:42
  for
• 22:42
  for
• 22:42
  various
• 22:42
  different
• 22:43
  reasons,
• 22:43
  but
• 22:43
  sometimes
• 22:44
  it's
• 22:44
  seen
• 22:44
  as
• 22:44
  kind
• 22:44
  of
• 22:44
  a
• 22:45
  long
• 22:45
  term
• 22:45
  strategy.
• 22:46
  But
• 22:46
  how
• 22:46
  do
• 22:46
  you
• 22:47
  see
• 22:48
  brands
• 22:48
  balancing
• 22:49
  short
• 22:49
  term
• 22:49
  sales
• 22:50
  goals
• 22:50
  with
• 22:50
  long
• 22:51
  term
• 22:51
  loyalty
• 22:52
  building?
• 22:52
  Or
• 22:53
  do
• 22:53
  you
• 22:53
  believe
• 22:53
  it's
• 22:53
  a
• 22:53
  long
• 22:54
  term
• 22:54
  strategy
• 22:54
  or
• 22:54
  can
• 22:54
  it
• 22:54
  be
• 22:55
  short
• 22:55
  term?
• 22:55
  Research
• 22:56
  has
• 22:56
  shown
• 22:56
  us
• 22:57
  is
• 22:57
  that
• 22:57
  consumers
• 22:58
  actually
• 22:58
  lean
• 22:58
  on
• 22:59
  loyalty
• 22:59
  programs
• 22:59
  when
• 23:00
  confidence
• 23:00
  is
• 23:00
  low.
• 23:01
  So
• 23:02
  71%
• 23:03
  are
• 23:03
  more
• 23:03
  likely
• 23:04
  to
• 23:04
  join
• 23:04
  a
• 23:04
  lawsuit
• 23:04
  program
• 23:05
  during
• 23:05
  times
• 23:05
  of
• 23:06
  economic
• 23:06
  uncertainty
• 23:07
  and
• 23:08
  64%
• 23:09
  will
• 23:09
  prioritize
• 23:10
  shopping
• 23:10
  with
• 23:10
  brands
• 23:10
  that
• 23:10
  have
• 23:10
  lords
• 23:11
  programs.
• 23:11
  That's
• 23:11
  quite
• 23:12
  okay.
• 23:12
  That's
• 23:12
  interesting.
• 23:13
  I
• 23:13
  was
• 23:13
  going
• 23:13
  to
• 23:13
  ask
• 23:13
  you
• 23:13
  if
• 23:14
  you
• 23:14
  had
• 23:14
  any
• 23:14
  stats
• 23:14
  on
• 23:14
  that.
• 23:15
  So
• 23:15
  2/3
• 23:16
  nearly
• 23:16
  of
• 23:16
  customers
• 23:17
  will
• 23:17
  prioritize
• 23:19
  a
• 23:19
  brand
• 23:19
  that
• 23:19
  has
• 23:20
  a
• 23:20
  loyalty
• 23:20
  program.
• 23:20
  That's
• 23:21
  really
• 23:21
  interesting.
• 23:22
  Especially
• 23:23
  during
• 23:23
  this
• 23:24
  period
• 23:24
  of
• 23:24
  low
• 23:25
  confidence.
• 23:26
  Yes.
• 23:27
  And
• 23:27
  so
• 23:27
  that
• 23:27
  would
• 23:27
  be
• 23:28
  now
• 23:30
  we
• 23:30
  did
• 23:30
  our
• 23:30
  own
• 23:30
  research
• 23:30
  actually
• 23:31
  with
• 23:31
  our
• 23:31
  in
• 23:31
  house
• 23:32
  data
• 23:32
  team.
• 23:32
  We
• 23:32
  looked
• 23:32
  at
• 23:33
  data
• 23:33
  from
• 23:33
  3,000
• 23:33
  brands,
• 23:34
  200
• 23:35
  million
• 23:35
  orders
• 23:36
  and
• 23:37
  compared
• 23:37
  the
• 23:37
  behaviors
• 23:38
  during
• 23:38
  a
• 23:39
  period
• 23:39
  of
• 23:39
  high
• 23:39
  confidence
• 23:40
  and
• 23:40
  low
• 23:41
  confidence.
• 23:41
  And
• 23:42
  what
• 23:42
  we
• 23:42
  found
• 23:42
  was
• 23:43
  in
• 23:43
  periods
• 23:43
  of
• 23:44
  low
• 23:44
  confidence,
• 23:44
  active
• 23:45
  Lords
• 23:45
  program
• 23:46
  members
• 23:46
  are
• 23:46
  four
• 23:47
  times
• 23:47
  more
• 23:47
  likely
• 23:47
  to
• 23:47
  repeat
• 23:48
  purchase.
• 23:49
  So
• 23:49
  I
• 23:49
  think
• 23:49
  that
• 23:49
  plays
• 23:50
  into
• 23:50
  that
• 23:50
  2/3
• 23:51
  point
• 23:51
  that
• 23:51
  we
• 23:51
  just
• 23:51
  mentioned
• 23:52
  that
• 23:53
  they
• 23:53
  will
• 23:53
  prioritize
• 23:53
  those
• 23:53
  with
• 23:54
  Lords
• 23:54
  programs.
• 23:54
  But
• 23:54
  yeah,
• 23:55
  it
• 23:55
  really
• 23:55
  does
• 23:55
  show
• 23:56
  you
• 23:56
  that
• 23:56
  during
• 23:57
  these
• 23:58
  periods
• 23:59
  the
• 23:59
  customers
• 24:00
  who
• 24:00
  have
• 24:00
  enrolled
• 24:00
  in
• 24:00
  your
• 24:00
  laws
• 24:01
  program
• 24:01
  are
• 24:02
  the
• 24:02
  ones
• 24:03
  worth
• 24:03
  nurturing
• 24:04
  and
• 24:04
  putting
• 24:05
  your
• 24:05
  arms
• 24:05
  around.
• 24:05
  Really?
• 24:06
  Because
• 24:06
  that's
• 24:07
  where
• 24:07
  a
• 24:07
  lot
• 24:07
  of
• 24:07
  revenue
• 24:07
  is
• 24:08
  going
• 24:08
  to
• 24:08
  come
• 24:08
  from.
• 24:09
  Yeah,
• 24:09
  yeah,
• 24:09
  for
• 24:10
  sure.
• 24:10
  When
• 24:11
  we
• 24:11
  talk
• 24:11
  about
• 24:11
  times
• 24:11
  of
• 24:12
  economic
• 24:12
  uncertainty
• 24:13
  and
• 24:13
  low
• 24:13
  consumer
• 24:14
  confidence,
• 24:14
  it's
• 24:15
  such
• 24:15
  a
• 24:15
  good
• 24:15
  reminder
• 24:16
  that
• 24:16
  when
• 24:17
  anyone
• 24:17
  has
• 24:17
  low
• 24:17
  confidence
• 24:18
  in
• 24:18
  anything
• 24:19
  even
• 24:19
  completely
• 24:20
  unrelated
• 24:20
  to
• 24:20
  economics,
• 24:21
  you
• 24:21
  know,
• 24:21
  if
• 24:21
  somebody's
• 24:22
  doing
• 24:22
  something
• 24:22
  and
• 24:22
  they
• 24:22
  feel
• 24:23
  less
• 24:23
  confident,
• 24:24
  then
• 24:24
  they
• 24:24
  need
• 24:25
  an
• 24:25
  additional
• 24:25
  amount
• 24:26
  of
• 24:26
  reassurance
• 24:27
  and
• 24:27
  trust
• 24:28
  and
• 24:29
  encouragement.
• 24:30
  And
• 24:30
  I
• 24:30
  think
• 24:31
  that,
• 24:31
  you
• 24:31
  know,
• 24:31
  with
• 24:31
  sales
• 24:32
  you
• 24:32
  almost
• 24:32
  have
• 24:32
  to
• 24:32
  think
• 24:32
  about
• 24:33
  that
• 24:33
  too.
• 24:33
  Right.
• 24:33
  When
• 24:34
  the
• 24:34
  consumer
• 24:34
  is
• 24:34
  feeling
• 24:35
  less
• 24:35
  confident,
• 24:35
  they're
• 24:36
  going
• 24:36
  to
• 24:36
  need
• 24:36
  extra
• 24:37
  reassurance
• 24:38
  and
• 24:38
  extra
• 24:39
  incentives
• 24:40
  effectively
• 24:41
  or
• 24:41
  encouragement
• 24:42
  to
• 24:42
  purchase.
• 24:42
  And
• 24:43
  it
• 24:43
  sounds
• 24:43
  like
• 24:43
  from
• 24:44
  what
• 24:44
  you're
• 24:44
  saying
• 24:44
  from
• 24:44
  the
• 24:44
  data
• 24:45
  that
• 24:45
  that's
• 24:46
  really
• 24:46
  where,
• 24:46
  you
• 24:46
  know,
• 24:46
  you're
• 24:47
  seeing
• 24:47
  that
• 24:47
  with
• 24:47
  the
• 24:47
  loyalty
• 24:48
  customers.
• 24:49
  That's
• 24:50
  absolutely
• 24:50
  what
• 24:50
  we
• 24:50
  see.
• 24:51
  On
• 24:51
  a
• 24:51
  longer
• 24:51
  term
• 24:51
  basis
• 24:52
  A
• 24:52
  loyalty
• 24:53
  program
• 24:53
  does
• 24:53
  take
• 24:54
  time
• 24:55
  for
• 24:55
  shoppers
• 24:56
  to
• 24:56
  accrue
• 24:56
  points,
• 24:57
  but
• 24:57
  if
• 24:57
  it's
• 24:58
  set
• 24:58
  up
• 24:58
  in
• 24:58
  the
• 24:58
  way
• 24:59
  that
• 24:59
  we
• 24:59
  advise
• 24:59
  that,
• 24:59
  like
• 25:00
  I
• 25:00
  said,
• 25:00
  that
• 25:00
  is
• 25:00
  just
• 25:00
  one
• 25:00
  transaction.
• 25:01
  So
• 25:01
  you
• 25:01
  started
• 25:02
  building
• 25:02
  points
• 25:03
  and
• 25:03
  rewards
• 25:04
  in
• 25:04
  that
• 25:04
  positive
• 25:04
  relationship
• 25:05
  quite
• 25:05
  quickly.
• 25:05
  But
• 25:06
  in
• 25:06
  a
• 25:06
  longer
• 25:06
  term
• 25:07
  sense
• 25:08
  our
• 25:08
  advice
• 25:09
  would
• 25:09
  be
• 25:10
  to
• 25:10
  make
• 25:10
  sure
• 25:11
  the
• 25:11
  lotter
• 25:11
  program
• 25:11
  is
• 25:11
  fully
• 25:12
  integrated
• 25:12
  with
• 25:12
  the
• 25:12
  tech
• 25:12
  stack.
• 25:13
  It's
• 25:13
  integrated
• 25:13
  with
• 25:14
  the
• 25:14
  sms.
• 25:15
  If
• 25:15
  you
• 25:15
  have
• 25:15
  a
• 25:15
  mobile
• 25:16
  app
• 25:16
  integrated
• 25:16
  with
• 25:17
  that
• 25:17
  too
• 25:17
  then
• 25:17
  you
• 25:18
  can
• 25:18
  take
• 25:18
  advantage
• 25:19
  integrating
• 25:19
  into
• 25:20
  your
• 25:20
  comms
• 25:20
  strategy
• 25:21
  across
• 25:21
  email,
• 25:22
  SMS
• 25:22
  push
• 25:23
  notifications.
• 25:24
  You
• 25:24
  can
• 25:25
  pull
• 25:25
  in
• 25:25
  your
• 25:25
  loyalty
• 25:25
  data
• 25:26
  over
• 25:26
  time
• 25:26
  which
• 25:26
  will
• 25:27
  obviously
• 25:27
  get
• 25:27
  richer.
• 25:28
  So
• 25:28
  you
• 25:28
  can
• 25:28
  personalize
• 25:29
  those
• 25:29
  messages
• 25:30
  and
• 25:30
  tailor
• 25:31
  them
• 25:31
  to
• 25:31
  individuals.
• 25:32
  I
• 25:32
  think
• 25:33
  that's
• 25:33
  a
• 25:33
  good
• 25:33
  way
• 25:33
  to
• 25:34
  maintain
• 25:34
  kind
• 25:34
  of
• 25:34
  like
• 25:34
  that
• 25:35
  long
• 25:35
  term
• 25:35
  peace.
• 25:36
  On
• 25:36
  the
• 25:36
  short
• 25:37
  term
• 25:37
  side,
• 25:38
  Lord,
• 25:38
  throw
• 25:38
  into
• 25:39
  great
• 25:39
  light
• 25:39
  surprise
• 25:39
  and
• 25:39
  delight
• 25:40
  tactics.
• 25:41
  So
• 25:41
  bonus
• 25:42
  point
• 25:42
  promotions
• 25:43
  to
• 25:43
  get
• 25:43
  people
• 25:44
  to
• 25:44
  come
• 25:44
  back
• 25:44
  on
• 25:44
  a
• 25:44
  regular
• 25:45
  basis
• 25:45
  and
• 25:45
  have
• 25:46
  purchased
• 25:47
  sooner.
• 25:48
  All
• 25:48
  of
• 25:48
  this
• 25:48
  takes
• 25:49
  a
• 25:49
  lot
• 25:49
  of
• 25:49
  effort,
• 25:50
  takes
• 25:50
  a
• 25:50
  lot
• 25:50
  of
• 25:50
  headspace
• 25:51
  for
• 25:51
  a
• 25:51
  marketeer.
• 25:52
  And
• 25:52
  I
• 25:52
  spend
• 25:53
  a
• 25:53
  lot
• 25:53
  of
• 25:53
  time
• 25:53
  talking
• 25:54
  to
• 25:54
  brands
• 25:55
  and
• 25:55
  I
• 25:55
  want
• 25:55
  to
• 25:55
  save
• 25:55
  them
• 25:56
  that
• 25:56
  time.
• 25:57
  So
• 25:57
  something
• 25:57
  that
• 25:57
  we're
• 25:58
  working
• 25:58
  on
• 25:58
  like
• 25:59
  everybody
• 25:59
  else,
• 26:00
  is
• 26:01
  involving
• 26:02
  AI
• 26:02
  inside
• 26:02
  of
• 26:03
  loads
• 26:03
  of
• 26:03
  and
• 26:04
  kind
• 26:04
  of
• 26:04
  taking
• 26:04
  away
• 26:05
  some
• 26:05
  of
• 26:05
  this
• 26:05
  lift.
• 26:05
  So
• 26:06
  helping
• 26:06
  brands
• 26:07
  identify
• 26:08
  a
• 26:08
  segment
• 26:09
  of
• 26:09
  shoppers
• 26:09
  and
• 26:10
  giving
• 26:10
  them
• 26:10
  a
• 26:11
  suggestion
• 26:11
  of
• 26:12
  what
• 26:12
  to
• 26:12
  do
• 26:12
  to
• 26:12
  them
• 26:13
  so
• 26:13
  that
• 26:14
  they
• 26:14
  can
• 26:15
  act
• 26:15
  on
• 26:15
  those
• 26:15
  opportunities
• 26:16
  and
• 26:16
  grow
• 26:16
  revenues
• 26:17
  from
• 26:17
  those
• 26:17
  members
• 26:17
  without
• 26:18
  having
• 26:18
  to
• 26:19
  kind
• 26:19
  of
• 26:19
  crunch
• 26:19
  the
• 26:19
  elders
• 26:20
  themselves
• 26:20
  and
• 26:20
  come
• 26:20
  up
• 26:21
  with
• 26:21
  all
• 26:21
  the
• 26:21
  ideas.
• 26:21
  The
• 26:22
  AI
• 26:22
  will
• 26:22
  be
• 26:22
  there
• 26:23
  to
• 26:23
  kind
• 26:23
  of
• 26:23
  say,
• 26:23
  look,
• 26:24
  here's
• 26:24
  a
• 26:24
  cohort
• 26:24
  and
• 26:25
  here's
• 26:25
  something
• 26:25
  you
• 26:25
  could
• 26:25
  do.
• 26:26
  Oh,
• 26:26
  that's
• 26:27
  brilliant.
• 26:27
  So
• 26:27
  you're
• 26:27
  basically
• 26:28
  using
• 26:29
  the
• 26:29
  fact
• 26:29
  that
• 26:29
  you've
• 26:29
  got
• 26:30
  these
• 26:30
  thousands
• 26:31
  of
• 26:31
  businesses
• 26:31
  that
• 26:31
  you
• 26:31
  can
• 26:32
  see
• 26:32
  everything
• 26:32
  that
• 26:33
  they're
• 26:33
  doing
• 26:33
  and
• 26:33
  using
• 26:34
  the
• 26:34
  best
• 26:34
  practice
• 26:34
  effectively,
• 26:35
  say,
• 26:36
  here's
• 26:36
  a
• 26:36
  cohort,
• 26:36
  here's
• 26:37
  something
• 26:37
  you
• 26:37
  can
• 26:37
  do.
• 26:38
  And
• 26:38
  then
• 26:38
  that
• 26:38
  way
• 26:39
  it's
• 26:39
  something
• 26:39
  that,
• 26:40
  like
• 26:40
  you
• 26:40
  say,
• 26:40
  reduces
• 26:41
  that
• 26:41
  lift.
• 26:41
  For
• 26:42
  the
• 26:42
  marketeer.
• 26:44
  I
• 26:45
  wanted
• 26:45
  to
• 26:45
  just
• 26:45
  quickly
• 26:45
  ask
• 26:45
  you
• 26:46
  one
• 26:46
  question.
• 26:46
  You
• 26:47
  talked
• 26:47
  about
• 26:47
  Tech
• 26:47
  Stack
• 26:47
  and
• 26:48
  one
• 26:48
  of
• 26:48
  the
• 26:48
  questions
• 26:48
  that
• 26:48
  I
• 26:48
  get
• 26:49
  asked
• 26:49
  quite
• 26:49
  a
• 26:49
  lot
• 26:49
  is
• 26:49
  I
• 26:49
  work
• 26:50
  quite
• 26:50
  a
• 26:50
  lot
• 26:50
  with
• 26:50
  independent
• 26:51
  retailers,
• 26:52
  with
• 26:52
  physical
• 26:52
  stores,
• 26:53
  and
• 26:54
  it's
• 26:55
  working
• 26:55
  out
• 26:55
  the
• 26:56
  kind
• 26:56
  of
• 26:56
  process
• 26:57
  of
• 26:57
  integrating
• 26:58
  the
• 26:58
  loyalty
• 26:59
  in
• 27:00
  person
• 27:00
  and
• 27:00
  online.
• 27:01
  I
• 27:01
  don't
• 27:01
  know
• 27:01
  if
• 27:01
  you
• 27:01
  had
• 27:01
  any
• 27:01
  thoughts
• 27:02
  about
• 27:02
  that.
• 27:03
  When
• 27:03
  we
• 27:03
  first
• 27:03
  started
• 27:04
  law
• 27:04
  to
• 27:04
  lab,
• 27:05
  one
• 27:05
  of
• 27:06
  the
• 27:06
  principles
• 27:06
  that
• 27:06
  underpinned
• 27:08
  how
• 27:08
  we
• 27:08
  designed
• 27:08
  it
• 27:09
  was
• 27:09
  it
• 27:09
  needed
• 27:09
  to
• 27:09
  be
• 27:09
  as
• 27:09
  seamless
• 27:10
  as
• 27:10
  possible.
• 27:11
  Historic.
• 27:11
  Lord's
• 27:12
  programs
• 27:12
  have
• 27:12
  too
• 27:13
  much
• 27:13
  friction
• 27:14
  and
• 27:14
  it
• 27:14
  just
• 27:14
  deters
• 27:15
  people
• 27:15
  from
• 27:15
  using
• 27:16
  them.
• 27:16
  And
• 27:16
  Lord's
• 27:17
  programs
• 27:17
  are
• 27:17
  supposed
• 27:17
  to
• 27:17
  be
• 27:18
  fun
• 27:20
  as
• 27:20
  opposed
• 27:20
  to
• 27:20
  be
• 27:21
  something
• 27:21
  that
• 27:21
  makes
• 27:21
  you
• 27:21
  happy
• 27:22
  and
• 27:22
  build
• 27:22
  a
• 27:22
  positive
• 27:22
  relationship.
• 27:23
  And
• 27:23
  nobody
• 27:24
  likes
• 27:24
  friction.
• 27:24
  So
• 27:25
  what
• 27:25
  we've
• 27:25
  got
• 27:26
  Lord's
• 27:27
  learn
• 27:28
  is
• 27:28
  we
• 27:28
  integrate
• 27:29
  with
• 27:30
  Shopify
• 27:30
  and
• 27:31
  Shopify
• 27:31
  pos,
• 27:32
  it's
• 27:32
  already
• 27:32
  there
• 27:33
  and
• 27:33
  it's
• 27:33
  already
• 27:33
  seamless.
• 27:34
  If
• 27:34
  a
• 27:34
  shopper
• 27:35
  walks
• 27:35
  into
• 27:35
  the
• 27:35
  store,
• 27:36
  the
• 27:36
  employee
• 27:37
  working
• 27:37
  at
• 27:37
  the
• 27:37
  till
• 27:38
  will
• 27:38
  just
• 27:38
  ask
• 27:38
  them,
• 27:38
  okay,
• 27:39
  what's
• 27:39
  your
• 27:39
  name?
• 27:39
  What's
• 27:40
  your
• 27:40
  email
• 27:40
  address?
• 27:40
  And
• 27:40
  they
• 27:40
  just
• 27:40
  type
• 27:41
  it
• 27:41
  into
• 27:41
  the
• 27:41
  Shopify
• 27:42
  POS
• 27:42
  system
• 27:43
  and
• 27:43
  up
• 27:44
  comes
• 27:44
  the
• 27:45
  shopper's
• 27:45
  history,
• 27:46
  including
• 27:47
  the
• 27:47
  loyalty
• 27:48
  information.
• 27:49
  So
• 27:50
  there's
• 27:50
  no
• 27:50
  friction
• 27:51
  on
• 27:52
  the
• 27:53
  customer's
• 27:53
  power.
• 27:54
  At
• 27:54
  that
• 27:54
  point,
• 27:55
  they
• 27:55
  don't
• 27:55
  have
• 27:55
  to
• 27:55
  get
• 27:56
  out
• 27:56
  the
• 27:56
  phone,
• 27:56
  they
• 27:56
  don't
• 27:56
  have
• 27:56
  to
• 27:56
  scan
• 27:57
  anything.
• 27:57
  I
• 27:57
  think
• 27:58
  that's
• 27:58
  quite
• 27:58
  good.
• 27:59
  Then
• 27:59
  what
• 28:00
  we've
• 28:00
  also
• 28:00
  got
• 28:00
  is
• 28:01
  an
• 28:01
  integration
• 28:01
  into
• 28:02
  Apple
• 28:02
  Wallet.
• 28:03
  So
• 28:03
  brands
• 28:04
  like
• 28:04
  Represent
• 28:05
  Clothing.
• 28:06
  We
• 28:06
  have
• 28:06
  like
• 28:07
  a
• 28:07
  store
• 28:07
  in
• 28:08
  LA
• 28:08
  and
• 28:08
  a
• 28:08
  couple
• 28:09
  in
• 28:09
  the
• 28:09
  UK
• 28:09
  too
• 28:10
  that
• 28:10
  really
• 28:11
  well
• 28:11
  they're
• 28:12
  integrated
• 28:12
  into
• 28:12
  the
• 28:13
  Apple
• 28:13
  Wallet.
• 28:13
  So
• 28:13
  you
• 28:13
  can
• 28:14
  just
• 28:14
  pull
• 28:14
  up
• 28:14
  your
• 28:15
  rewards
• 28:15
  there
• 28:15
  and
• 28:16
  redeem
• 28:16
  Them.
• 28:18
  My
• 28:18
  advice
• 28:18
  is
• 28:19
  if
• 28:19
  you
• 28:19
  are
• 28:19
  operating
• 28:20
  a
• 28:20
  little
• 28:20
  forum
• 28:21
  make
• 28:21
  it
• 28:21
  as
• 28:21
  friction
• 28:22
  free
• 28:22
  as
• 28:23
  possible.
• 28:23
  The
• 28:24
  ideal
• 28:24
  would
• 28:24
  be
• 28:25
  that
• 28:25
  it's
• 28:26
  the
• 28:27
  person
• 28:27
  behind
• 28:27
  the
• 28:28
  till
• 28:28
  knows
• 28:29
  you.
• 28:29
  That's
• 28:29
  really
• 28:30
  what
• 28:30
  you
• 28:30
  want.
• 28:30
  You
• 28:30
  want
• 28:30
  someone
• 28:31
  to
• 28:31
  come
• 28:31
  in
• 28:31
  and
• 28:31
  say
• 28:31
  oh
• 28:32
  hi
• 28:32
  Charlie,
• 28:32
  it
• 28:33
  was
• 28:33
  great
• 28:33
  singing
• 28:33
  a
• 28:33
  couple
• 28:33
  of
• 28:33
  weeks
• 28:34
  ago.
• 28:34
  How
• 28:34
  did
• 28:35
  you
• 28:35
  get
• 28:35
  on
• 28:35
  with
• 28:35
  the
• 28:35
  jumper
• 28:36
  that
• 28:36
  you
• 28:36
  purchased?
• 28:37
  That's
• 28:37
  what
• 28:37
  you
• 28:37
  want.
• 28:38
  And
• 28:39
  so
• 28:39
  you
• 28:39
  just
• 28:39
  try
• 28:39
  and
• 28:39
  move
• 28:40
  as
• 28:40
  quickly
• 28:40
  towards
• 28:41
  that
• 28:41
  as
• 28:41
  possible.
• 28:44
  Final
• 28:45
  question
• 28:45
  then
• 28:46
  looking
• 28:46
  forward.
• 28:47
  If
• 28:47
  you
• 28:48
  could
• 28:48
  give
• 28:48
  retailers
• 28:49
  one
• 28:49
  action
• 28:50
  to
• 28:50
  take
• 28:50
  right
• 28:51
  now
• 28:51
  to
• 28:51
  future
• 28:51
  proof
• 28:52
  their
• 28:52
  loyalty
• 28:52
  strategy
• 28:53
  for
• 28:53
  the
• 28:53
  next
• 28:53
  three
• 28:53
  years,
• 28:54
  what
• 28:54
  would
• 28:54
  it
• 28:54
  be?
• 28:55
  It
• 28:55
  may
• 28:55
  not
• 28:55
  come
• 28:55
  as
• 28:56
  a
• 28:56
  surprise
• 28:56
  that
• 28:56
  my
• 28:56
  first
• 28:57
  answer
• 28:57
  would
• 28:57
  be
• 28:58
  give
• 28:58
  them
• 28:58
  a
• 28:58
  loyalty
• 28:58
  program
• 28:59
  and
• 28:59
  they
• 28:59
  will
• 28:59
  use
• 28:59
  it
• 29:00
  but
• 29:01
  only
• 29:01
  if
• 29:01
  they
• 29:01
  know
• 29:01
  about
• 29:02
  it.
• 29:03
  And
• 29:03
  actually
• 29:03
  that's
• 29:04
  where
• 29:04
  we
• 29:04
  see
• 29:04
  businesses
• 29:05
  making
• 29:05
  a
• 29:06
  few
• 29:06
  mistakes.
• 29:06
  So
• 29:07
  make
• 29:07
  sure
• 29:07
  they
• 29:07
  know
• 29:08
  about
• 29:08
  it.
• 29:09
  So
• 29:09
  the
• 29:09
  most
• 29:09
  important
• 29:09
  action
• 29:10
  you
• 29:10
  can
• 29:10
  take
• 29:10
  right
• 29:10
  now
• 29:10
  is
• 29:11
  to
• 29:11
  ensure
• 29:11
  that
• 29:11
  your
• 29:11
  lords
• 29:12
  perennial
• 29:12
  drives
• 29:12
  the
• 29:13
  biggest
• 29:13
  possible
• 29:13
  impact
• 29:14
  on
• 29:14
  growth
• 29:14
  for
• 29:14
  the
• 29:15
  next
• 29:15
  three
• 29:15
  years
• 29:15
  is
• 29:16
  to
• 29:16
  ensure
• 29:16
  that
• 29:16
  it's
• 29:16
  embedded
• 29:17
  everywhere.
• 29:18
  Make
• 29:18
  sure
• 29:18
  that
• 29:19
  the
• 29:19
  points,
• 29:19
  balances
• 29:20
  and
• 29:20
  tier
• 29:20
  statuses
• 29:21
  are
• 29:21
  embedded
• 29:22
  in
• 29:22
  email
• 29:23
  and
• 29:23
  they're
• 29:23
  embedded
• 29:24
  in
• 29:24
  sms.
• 29:24
  So
• 29:25
  you're
• 29:25
  constantly
• 29:25
  reminding
• 29:26
  customers
• 29:26
  of
• 29:27
  the
• 29:27
  program
• 29:27
  between
• 29:28
  transactions.
• 29:29
  I've
• 29:29
  already
• 29:29
  talked
• 29:29
  about
• 29:29
  how
• 29:30
  it
• 29:30
  can
• 29:30
  be
• 29:30
  integrated
• 29:30
  into
• 29:31
  the
• 29:31
  mobile
• 29:31
  app.
• 29:31
  Points
• 29:32
  and
• 29:32
  rewards
• 29:32
  can
• 29:32
  be
• 29:32
  there
• 29:33
  but
• 29:33
  also
• 29:33
  you
• 29:34
  can
• 29:34
  reach
• 29:34
  them
• 29:34
  on
• 29:34
  their
• 29:35
  phones
• 29:35
  push
• 29:35
  notifications.
• 29:36
  So
• 29:36
  that's
• 29:37
  something
• 29:37
  in
• 29:38
  checkout
• 29:39
  and
• 29:39
  it's
• 29:39
  part
• 29:39
  of
• 29:40
  your
• 29:40
  strategy
• 29:40
  and
• 29:40
  not
• 29:40
  just
• 29:41
  like
• 29:41
  oh
• 29:41
  it's
• 29:41
  something
• 29:41
  that
• 29:42
  marketing
• 29:42
  does.
• 29:43
  It
• 29:43
  can't
• 29:43
  be
• 29:43
  like
• 29:43
  that.
• 29:43
  Like
• 29:43
  loyalty
• 29:44
  is
• 29:44
  an
• 29:44
  organization
• 29:45
  wide
• 29:45
  strategy
• 29:46
  so
• 29:46
  your
• 29:46
  loyalty
• 29:46
  program
• 29:47
  must
• 29:47
  sit
• 29:48
  across
• 29:49
  everything
• 29:49
  in
• 29:49
  the
• 29:50
  organization
• 29:50
  too.
• 29:51
  And
• 29:51
  I
• 29:51
  love
• 29:52
  that
• 29:52
  about
• 29:52
  what
• 29:52
  you
• 29:52
  said
• 29:52
  about
• 29:53
  the
• 29:53
  product
• 29:53
  strategy.
• 29:54
  So
• 29:54
  building
• 29:54
  it,
• 29:54
  baking
• 29:55
  your
• 29:55
  product
• 29:55
  strategy
• 29:56
  around
• 29:56
  your
• 29:56
  loyalty
• 29:57
  program
• 29:57
  product
• 29:58
  is
• 29:58
  a.
• 29:58
  Bit
• 29:58
  of
• 29:58
  a
• 29:58
  passion
• 29:58
  of
• 29:58
  mine
• 29:59
  so
• 29:59
  probably
• 29:59
  that's
• 29:59
  why
• 29:59
  I
• 30:02
  bit
• 30:02
  more
• 30:02
  than
• 30:02
  normal
• 30:03
  but
• 30:03
  yeah
• 30:04
  it
• 30:04
  is
• 30:04
  a
• 30:05
  really
• 30:05
  good
• 30:05
  way
• 30:05
  of
• 30:05
  doing
• 30:05
  it.
• 30:06
  And
• 30:06
  then
• 30:06
  yeah
• 30:07
  that's
• 30:07
  like
• 30:08
  Lord's
• 30:08
  program
• 30:08
  members
• 30:09
  they
• 30:09
  do
• 30:09
  repeat
• 30:10
  purchase
• 30:10
  a
• 30:10
  lot
• 30:10
  more
• 30:10
  often
• 30:11
  as
• 30:11
  we
• 30:11
  were
• 30:11
  talking
• 30:11
  about
• 30:12
  it's
• 30:12
  I
• 30:12
  think
• 30:12
  it's
• 30:13
  two,
• 30:13
  seven
• 30:14
  times
• 30:14
  more
• 30:14
  to
• 30:15
  guiding
• 30:15
  them
• 30:15
  through
• 30:16
  like
• 30:16
  you've
• 30:17
  acquired
• 30:17
  them
• 30:17
  through
• 30:18
  Google
• 30:18
  or
• 30:18
  whatever
• 30:18
  and
• 30:19
  then
• 30:19
  to
• 30:19
  come
• 30:19
  to
• 30:19
  your
• 30:19
  store,
• 30:20
  get
• 30:20
  them
• 30:20
  to
• 30:20
  enroll
• 30:21
  in
• 30:21
  the
• 30:21
  launch
• 30:21
  program,
• 30:22
  start
• 30:23
  that
• 30:23
  journey
• 30:23
  once
• 30:24
  they
• 30:24
  become
• 30:24
  redeemers
• 30:25
  and
• 30:25
  they'll
• 30:25
  be
• 30:25
  on
• 30:25
  track
• 30:26
  to
• 30:26
  have
• 30:26
  a
• 30:26
  higher
• 30:27
  lifetime
• 30:27
  value
• 30:27
  as
• 30:28
  we
• 30:28
  talked
• 30:28
  about
• 30:29
  and
• 30:29
  then
• 30:29
  you
• 30:29
  can
• 30:29
  spend
• 30:29
  more
• 30:30
  acquiring
• 30:31
  customers
• 30:31
  because
• 30:31
  you'll
• 30:31
  have
• 30:31
  a
• 30:31
  higher
• 30:32
  LTV
• 30:32
  and
• 30:33
  then
• 30:33
  you
• 30:33
  start
• 30:33
  that
• 30:33
  like
• 30:34
  virtuous
• 30:34
  cycle.
• 30:35
  Don't
• 30:35
  be
• 30:35
  intimidated
• 30:36
  by
• 30:36
  AI
• 30:37
  Just
• 30:37
  the
• 30:37
  more
• 30:37
  you
• 30:37
  can
• 30:38
  lean
• 30:38
  on
• 30:38
  AI
• 30:38
  to
• 30:39
  kind
• 30:39
  of
• 30:39
  do
• 30:39
  the
• 30:39
  heavy
• 30:39
  lifting
• 30:40
  for
• 30:40
  you
• 30:40
  and
• 30:40
  identify
• 30:41
  the
• 30:41
  actions
• 30:41
  for
• 30:41
  you,
• 30:42
  the
• 30:42
  more
• 30:42
  time
• 30:42
  you
• 30:42
  can
• 30:42
  dedicate
• 30:43
  to
• 30:43
  solving
• 30:44
  other
• 30:44
  challenges
• 30:44
  that
• 30:45
  you
• 30:45
  didn't
• 30:45
  really
• 30:45
  know
• 30:45
  were
• 30:45
  going
• 30:45
  to
• 30:46
  cross
• 30:46
  your
• 30:46
  desk.
• 30:46
  So
• 30:47
  embrace
• 30:47
  it
• 30:47
  as
• 30:48
  much
• 30:48
  as
• 30:48
  you
• 30:48
  can.
• 30:49
  Given
• 30:49
  that
• 30:49
  we
• 30:49
  have
• 30:50
  been
• 30:50
  in
• 30:50
  business
• 30:50
  over
• 30:50
  10
• 30:50
  years
• 30:51
  and
• 30:51
  we've
• 30:51
  got
• 30:52
  over
• 30:52
  250
• 30:53
  million
• 30:53
  shoppers
• 30:54
  active
• 30:54
  at
• 30:55
  all
• 30:55
  times,
• 30:55
  we've
• 30:56
  got
• 30:56
  lots
• 30:56
  of
• 30:56
  data
• 30:57
  so
• 30:57
  we're
• 30:57
  able
• 30:58
  to
• 30:58
  see
• 30:59
  just
• 30:59
  how
• 30:59
  much
• 31:00
  revenue
• 31:00
  a
• 31:00
  brand
• 31:01
  does
• 31:01
  generate
• 31:02
  from
• 31:02
  a
• 31:02
  lot
• 31:02
  of
• 31:02
  programs.
• 31:03
  We've
• 31:03
  actually
• 31:03
  got
• 31:03
  benchmarks.
• 31:04
  These
• 31:04
  aren't
• 31:04
  forecasts.
• 31:05
  This
• 31:05
  isn't
• 31:05
  saying
• 31:05
  this
• 31:06
  is
• 31:06
  what
• 31:06
  you
• 31:06
  could
• 31:06
  make,
• 31:07
  this
• 31:07
  is
• 31:07
  what
• 31:07
  brands
• 31:08
  do
• 31:08
  make
• 31:08
  and
• 31:08
  we've
• 31:08
  got
• 31:08
  it
• 31:09
  pretty
• 31:09
  much
• 31:10
  every
• 31:10
  vertical
• 31:11
  and
• 31:11
  multiple
• 31:12
  sizes.
• 31:12
  So
• 31:13
  if
• 31:13
  they
• 31:13
  help
• 31:14
  to
• 31:14
  the
• 31:14
  website
• 31:14
  it's
• 31:15
  lordsman.com
• 31:16
  at
• 31:16
  the
• 31:16
  bottom.
• 31:17
  There's
• 31:17
  like
• 31:17
  revenue
• 31:18
  forecaster
• 31:18
  down
• 31:19
  there.
• 31:19
  They
• 31:19
  can
• 31:19
  really
• 31:20
  see
• 31:20
  the
• 31:20
  impact
• 31:20
  that
• 31:21
  a
• 31:21
  lot
• 31:21
  program
• 31:21
  can
• 31:22
  have
• 31:22
  on
• 31:22
  their
• 31:22
  business
• 31:22
  and
• 31:23
  take
• 31:23
  a
• 31:23
  look
• 31:23
  at
• 31:23
  the
• 31:23
  stats.
• 31:24
  Also
• 31:24
  there's
• 31:24
  lots
• 31:24
  of
• 31:24
  advice
• 31:25
  on
• 31:25
  how
• 31:26
  to
• 31:26
  who
• 31:26
  ran
• 31:27
  onto
• 31:27
  programme
• 31:27
  there.
• 31:28
  Amazing.
• 31:28
  And
• 31:28
  we'll
• 31:29
  put
• 31:29
  that
• 31:29
  in
• 31:29
  the
• 31:29
  show
• 31:29
  notes
• 31:30
  as
• 31:30
  well
• 31:30
  so
• 31:30
  people
• 31:30
  can
• 31:30
  link
• 31:31
  into
• 31:31
  that.
• 31:31
  Thank
• 31:31
  you
• 31:32
  so
• 31:32
  much
• 31:33
  if
• 31:33
  you
• 31:33
  enjoyed
• 31:33
  this
• 31:34
  conversation.
• 31:34
  Don't
• 31:34
  forget
• 31:35
  to
• 31:35
  subscribe,
• 31:35
  rate
• 31:36
  and
• 31:36
  review
• 31:36
  the
• 31:36
  show.
• 31:36
  It
• 31:37
  really
• 31:37
  helps
• 31:37
  us
• 31:37
  reach
• 31:38
  more
• 31:38
  product
• 31:38
  business
• 31:38
  owners
• 31:39
  like
• 31:39
  you.
• 31:39
  Thanks
• 31:40
  for
• 31:40
  listening
• 31:40
  and
• 31:41
  see
• 31:41
  you
• 31:41
  next
• 31:41
  time.