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Can Walmart Win Beauty With Better Service? | Fast Five Shorts · Omni Talk Retail

• 0:00
  Walmart
• 0:00
  is
• 0:00
  breaking
• 0:01
  out
• 0:01
  of
• 0:01
  its
• 0:02
  historically
• 0:02
  no
• 0:02
  frills
• 0:03
  service
• 0:03
  model
• 0:04
  by
• 0:04
  staffing
• 0:05
  its
• 0:05
  beauty
• 0:05
  aisles
• 0:05
  with
• 0:05
  trained
• 0:06
  specialists,
• 0:07
  AKA
• 0:08
  beauty
• 0:08
  experts.
• 0:08
  Again,
• 0:09
  enjoy
• 0:09
  Tripani
• 0:10
  air
• 0:10
  quotes
• 0:10
  who
• 0:11
  can
• 0:11
  recommend
• 0:11
  foundation
• 0:12
  shades,
• 0:13
  flag
• 0:13
  what's
• 0:13
  trending
• 0:14
  on
• 0:14
  TikTok,
• 0:14
  and
• 0:14
  offer
• 0:15
  personalized
• 0:15
  skincare
• 0:16
  advice
• 0:17
  as
• 0:17
  part
• 0:17
  of
• 0:18
  a
• 0:18
  broader
• 0:18
  play
• 0:18
  for
• 0:19
  a
• 0:19
  bigger
• 0:19
  slice
• 0:20
  of
• 0:20
  the
• 0:20
  $129
• 0:21
  billion
• 0:22
  US
• 0:22
  Beauty
• 0:23
  and
• 0:23
  Personal
• 0:24
  care
• 0:24
  market.
• 0:25
  According
• 0:25
  to
• 0:25
  the
• 0:25
  Associated
• 0:26
  Press,
• 0:26
  the
• 0:26
  beauty
• 0:27
  expert
• 0:27
  roles
• 0:27
  were
• 0:28
  piloted
• 0:28
  at
• 0:28
  22
• 0:29
  stores
• 0:29
  in
• 0:29
  Arkansas
• 0:30
  and
• 0:30
  Texas
• 0:30
  in
• 0:31
  recent
• 0:31
  and
• 0:32
  Walmart
• 0:32
  expects
• 0:32
  to
• 0:32
  have
• 0:33
  them
• 0:33
  in
• 0:33
  more
• 0:33
  than
• 0:33
  400
• 0:34
  of
• 0:34
  its
• 0:34
  4,600
• 0:35
  namesake
• 0:35
  US
• 0:36
  stores
• 0:36
  by
• 0:37
  year
• 0:37
  end.
• 0:38
  As
• 0:38
  part
• 0:38
  of
• 0:38
  a
• 0:38
  broader
• 0:39
  remodel
• 0:39
  of
• 0:39
  650
• 0:40
  stores.
• 0:40
  Walmart
• 0:41
  is
• 0:41
  also
• 0:41
  moving
• 0:42
  beauty
• 0:42
  departments
• 0:42
  to
• 0:43
  the
• 0:43
  front
• 0:43
  of
• 0:43
  stores
• 0:44
  and
• 0:44
  installing
• 0:45
  displays
• 0:45
  to
• 0:45
  showcase
• 0:46
  products
• 0:46
  getting
• 0:46
  buzzed
• 0:47
  on
• 0:47
  social
• 0:47
  media,
• 0:48
  said
• 0:49
  Vanima
• 0:49
  Shekar,
• 0:50
  VP
• 0:50
  of
• 0:50
  beauty
• 0:50
  merchandising
• 0:51
  for
• 0:51
  Walmart's
• 0:52
  US
• 0:52
  Division.
• 0:52
  Quote
• 0:53
  we're
• 0:54
  not
• 0:54
  trying
• 0:54
  to
• 0:54
  be
• 0:54
  an
• 0:54
  Ulta
• 0:55
  or
• 0:55
  Sephora.
• 0:55
  We
• 0:56
  have
• 0:56
  the
• 0:56
  breadth
• 0:56
  of
• 0:56
  assortment
• 0:57
  that
• 0:57
  no
• 0:57
  one
• 0:57
  else
• 0:58
  has.
• 0:58
  We
• 0:58
  have
• 0:59
  the
• 0:59
  convenience
• 0:59
  that
• 0:59
  no
• 1:00
  one
• 1:00
  else
• 1:00
  has.
• 1:00
  What
• 1:01
  we
• 1:01
  also
• 1:01
  want
• 1:01
  to
• 1:02
  do
• 1:02
  is
• 1:02
  layer
• 1:03
  on
• 1:03
  a
• 1:03
  level
• 1:03
  of
• 1:04
  service,
• 1:04
  end
• 1:04
  quote.
• 1:05
  Jen
• 1:06
  this
• 1:07
  is
• 1:07
  also
• 1:07
  the
• 1:07
  A
• 1:07
  and
• 1:08
  M
• 1:08
  Put
• 1:08
  yout
• 1:08
  on
• 1:08
  the
• 1:09
  Spot
• 1:09
  Question
• 1:09
  of
• 1:10
  the
• 1:10
  Week
• 1:10
  because
• 1:10
  I
• 1:10
  think
• 1:11
  they
• 1:11
  knew
• 1:12
  you
• 1:12
  were
• 1:12
  going
• 1:12
  to
• 1:13
  be
• 1:13
  guest
• 1:13
  hosting
• 1:13
  with
• 1:13
  me
• 1:14
  and
• 1:14
  here
• 1:14
  it
• 1:14
  is.
• 1:15
  While
• 1:15
  in
• 1:15
  store,
• 1:16
  human
• 1:16
  beauty
• 1:16
  advisors
• 1:17
  have
• 1:17
  maintained
• 1:18
  consumer
• 1:18
  trust
• 1:19
  for
• 1:19
  recommendations.
• 1:20
  Nearly
• 1:20
  30%
• 1:21
  of
• 1:21
  beauty
• 1:22
  customers
• 1:22
  are
• 1:22
  now
• 1:22
  using
• 1:23
  AI
• 1:23
  to
• 1:24
  discover
• 1:24
  new
• 1:24
  products
• 1:24
  and
• 1:25
  brands,
• 1:25
  and
• 1:25
  roughly
• 1:26
  the
• 1:26
  same
• 1:26
  percentage
• 1:27
  to
• 1:27
  research.
• 1:28
  Given
• 1:28
  that,
• 1:28
  how
• 1:29
  should
• 1:29
  Walmart
• 1:29
  and
• 1:30
  other
• 1:30
  beauty
• 1:30
  retailers
• 1:31
  determine
• 1:31
  where
• 1:32
  human
• 1:32
  expertise
• 1:33
  creates
• 1:34
  real
• 1:34
  competitive
• 1:34
  advantage
• 1:35
  against
• 1:35
  AI?
• 1:37
  Hey,
• 1:39
  better
• 1:39
  you
• 1:39
  than
• 1:39
  me.
• 1:40
  Again,
• 1:41
  they
• 1:41
  put
• 1:41
  you
• 1:41
  on
• 1:42
  the
• 1:42
  spot
• 1:42
  questions
• 1:43
  are
• 1:43
  always
• 1:43
  so
• 1:43
  long.
• 1:44
  I'm
• 1:44
  like,
• 1:44
  well
• 1:44
  which
• 1:45
  question
• 1:45
  do
• 1:45
  I
• 1:45
  answer
• 1:46
  first?
• 1:46
  A
• 1:46
  and
• 1:46
  M.
• 1:47
  Yeah.
• 1:47
  Very
• 1:48
  thoughtful.
• 1:48
  They're
• 1:49
  very
• 1:49
  thoughtful
• 1:49
  questions.
• 1:49
  They
• 1:50
  take
• 1:50
  a
• 1:50
  lot
• 1:50
  of
• 1:50
  time
• 1:50
  to
• 1:50
  do
• 1:50
  them
• 1:51
  every
• 1:51
  week.
• 1:51
  It's
• 1:51
  very
• 1:51
  appreciated
• 1:52
  by
• 1:52
  me.
• 1:52
  It
• 1:52
  makes
• 1:53
  you,
• 1:53
  makes
• 1:53
  you
• 1:53
  really
• 1:53
  think.
• 1:54
  Yes.
• 1:55
  Okay,
• 1:55
  so
• 1:57
  the
• 1:58
  question
• 1:58
  is
• 1:59
  how
• 1:59
  to
• 1:59
  layer
• 2:00
  in
• 2:00
  in
• 2:00
  person
• 2:01
  service
• 2:01
  and
• 2:01
  where
• 2:02
  that
• 2:02
  could
• 2:02
  probably
• 2:03
  make
• 2:03
  a
• 2:03
  difference
• 2:04
  versus
• 2:04
  agentic
• 2:05
  AI
• 2:05
  and
• 2:06
  and
• 2:06
  research
• 2:07
  at
• 2:07
  home.
• 2:08
  Right.
• 2:09
  I
• 2:09
  think
• 2:10
  in
• 2:11
  Walmart's
• 2:11
  case
• 2:12
  and
• 2:12
  then
• 2:12
  we'll
• 2:12
  go
• 2:12
  back.
• 2:13
  If
• 2:13
  I
• 2:13
  don't
• 2:13
  answer
• 2:13
  that
• 2:13
  question
• 2:14
  for
• 2:14
  A
• 2:14
  and
• 2:14
  M,
• 2:14
  let
• 2:14
  me
• 2:14
  know
• 2:15
  because
• 2:15
  I'll
• 2:15
  be
• 2:15
  more
• 2:15
  clear.
• 2:16
  But
• 2:16
  I
• 2:16
  think
• 2:16
  in
• 2:17
  Walmart's
• 2:17
  case,
• 2:18
  I
• 2:19
  love
• 2:19
  that
• 2:19
  they're
• 2:19
  saying
• 2:19
  they're
• 2:20
  not
• 2:20
  trying
• 2:20
  to
• 2:20
  be
• 2:20
  Sephora,
• 2:21
  they're
• 2:21
  not
• 2:21
  trying
• 2:21
  to
• 2:21
  be
• 2:21
  Ulta,
• 2:23
  they
• 2:23
  just
• 2:23
  know
• 2:23
  who
• 2:23
  they
• 2:24
  are.
• 2:24
  And
• 2:24
  the
• 2:25
  fir.
• 2:25
  When
• 2:25
  I
• 2:25
  first
• 2:25
  read
• 2:25
  this
• 2:26
  I
• 2:26
  was
• 2:26
  like,
• 2:26
  what
• 2:26
  are
• 2:26
  we
• 2:26
  doing?
• 2:27
  What
• 2:27
  is
• 2:27
  Walmart
• 2:28
  doing
• 2:28
  adding
• 2:28
  this
• 2:29
  beauty
• 2:29
  layer
• 2:29
  that
• 2:29
  Estee
• 2:30
  Lauder
• 2:30
  is
• 2:30
  getting
• 2:31
  rid
• 2:31
  of.
• 2:31
  Right.
• 2:32
  But
• 2:33
  as
• 2:33
  I
• 2:33
  read
• 2:33
  further,
• 2:34
  I
• 2:34
  was
• 2:34
  like,
• 2:34
  this
• 2:34
  is
• 2:35
  not
• 2:35
  some
• 2:35
  fancy
• 2:36
  beauty
• 2:36
  counter
• 2:37
  trying
• 2:37
  to
• 2:38
  pretend
• 2:38
  there's
• 2:38
  something
• 2:38
  they're
• 2:39
  not.
• 2:39
  This
• 2:39
  is
• 2:39
  simply
• 2:39
  just
• 2:40
  better
• 2:40
  service.
• 2:41
  Yeah.
• 2:41
  And
• 2:41
  if
• 2:42
  there
• 2:42
  is
• 2:42
  one
• 2:42
  thing
• 2:43
  that
• 2:43
  I
• 2:43
  think
• 2:43
  Walmart
• 2:44
  should
• 2:44
  be
• 2:44
  investing
• 2:44
  in,
• 2:45
  it's
• 2:45
  better
• 2:45
  service.
• 2:46
  Because
• 2:46
  if
• 2:46
  you
• 2:46
  finally
• 2:47
  get
• 2:47
  people
• 2:47
  to
• 2:48
  step
• 2:48
  inside
• 2:48
  your
• 2:48
  store,
• 2:50
  you
• 2:50
  don't
• 2:50
  want
• 2:51
  them
• 2:51
  wandering
• 2:51
  up
• 2:51
  and
• 2:51
  down
• 2:52
  that
• 2:52
  beauty
• 2:52
  aisle.
• 2:52
  You
• 2:52
  want
• 2:53
  someone
• 2:53
  that
• 2:53
  can
• 2:53
  say,
• 2:53
  hey,
• 2:53
  do
• 2:53
  you
• 2:54
  know
• 2:54
  what's
• 2:54
  hot?
• 2:55
  You
• 2:55
  know,
• 2:55
  did
• 2:55
  you
• 2:55
  know
• 2:55
  this
• 2:56
  is
• 2:56
  the
• 2:56
  viral
• 2:56
  concealer?
• 2:57
  I,
• 2:58
  I'm
• 2:58
  very
• 2:58
  curious
• 2:59
  on
• 2:59
  how
• 2:59
  they're
• 2:59
  going
• 2:59
  to
• 3:00
  staff
• 3:00
  that,
• 3:00
  who
• 3:01
  they're
• 3:01
  going
• 3:01
  to
• 3:01
  hire,
• 3:01
  what
• 3:02
  their
• 3:02
  ideal
• 3:02
  candidate
• 3:02
  looks
• 3:03
  like.
• 3:03
  Because
• 3:03
  it
• 3:03
  should
• 3:03
  be
• 3:04
  like
• 3:04
  a,
• 3:04
  a
• 3:05
  TikTok,
• 3:06
  you
• 3:06
  know,
• 3:06
  it
• 3:06
  should
• 3:06
  be
• 3:07
  a
• 3:07
  Gen
• 3:07
  Z,
• 3:09
  someone
• 3:09
  that
• 3:09
  knows
• 3:09
  what
• 3:10
  they're
• 3:10
  talking
• 3:10
  about,
• 3:11
  wants
• 3:11
  to
• 3:11
  engage
• 3:11
  the
• 3:12
  customers.
• 3:14
  But
• 3:14
  I
• 3:14
  think
• 3:14
  this
• 3:15
  is
• 3:15
  very
• 3:15
  different
• 3:15
  than
• 3:16
  research
• 3:16
  at
• 3:16
  home
• 3:16
  via
• 3:17
  AI.
• 3:17
  Like
• 3:18
  makeup
• 3:18
  is
• 3:18
  something
• 3:18
  where,
• 3:18
  like
• 3:19
  if
• 3:19
  you
• 3:19
  can
• 3:19
  see
• 3:19
  the
• 3:19
  shade
• 3:20
  on
• 3:20
  your
• 3:20
  skin
• 3:20
  it's
• 3:21
  helpful.
• 3:22
  And
• 3:23
  I
• 3:23
  also
• 3:23
  think
• 3:23
  this
• 3:23
  might
• 3:23
  be
• 3:24
  a
• 3:24
  different
• 3:24
  customer
• 3:25
  than
• 3:25
  the
• 3:25
  one
• 3:25
  that
• 3:25
  is
• 3:26
  purchasing
• 3:27
  through
• 3:27
  AI.
• 3:28
  At
• 3:28
  least
• 3:28
  today
• 3:29
  there's
• 3:29
  still
• 3:29
  a
• 3:29
  hesitancy
• 3:30
  with
• 3:30
  AI.
• 3:31
  We
• 3:31
  use
• 3:31
  it
• 3:32
  so
• 3:32
  much
• 3:32
  as
• 3:32
  business
• 3:32
  owners
• 3:33
  and
• 3:33
  in
• 3:33
  the
• 3:33
  industry,
• 3:34
  but
• 3:34
  consumers.
• 3:36
  I
• 3:36
  would
• 3:36
  say
• 3:36
  the
• 3:36
  average
• 3:37
  consumer
• 3:37
  in
• 3:38
  a
• 3:38
  Walmart
• 3:39
  store
• 3:39
  isn't
• 3:40
  probably
• 3:40
  on
• 3:41
  the
• 3:41
  cutting
• 3:41
  edge
• 3:41
  of
• 3:42
  shopping
• 3:42
  for
• 3:43
  makeup
• 3:44
  through
• 3:44
  Claude
• 3:45
  or
• 3:45
  through
• 3:45
  ChatGPT
• 3:46
  or
• 3:46
  whatever
• 3:47
  it
• 3:47
  might
• 3:47
  be.
• 3:49
  So
• 3:50
  will
• 3:50
  you
• 3:50
  read
• 3:50
  me
• 3:50
  the
• 3:50
  last
• 3:51
  part
• 3:51
  of
• 3:51
  A
• 3:51
  M's
• 3:51
  question
• 3:52
  again,
• 3:52
  Chris,
• 3:52
  just
• 3:52
  so
• 3:52
  I
• 3:52
  make
• 3:53
  sure
• 3:53
  I
• 3:53
  answered
• 3:53
  it?
• 3:54
  Sure,
• 3:54
  yeah,
• 3:54
  I
• 3:54
  think,
• 3:55
  I
• 3:55
  think
• 3:55
  you've
• 3:55
  answered
• 3:55
  it
• 3:55
  for
• 3:55
  the
• 3:56
  most
• 3:56
  part.
• 3:56
  But
• 3:56
  you
• 3:57
  know,
• 3:57
  I
• 3:57
  think
• 3:57
  they
• 3:57
  said,
• 3:58
  you
• 3:58
  know,
• 3:58
  how
• 3:58
  should
• 3:59
  Walmart
• 3:59
  and
• 3:59
  other
• 3:59
  beauty
• 4:00
  retailers
• 4:00
  determine
• 4:01
  where
• 4:01
  human
• 4:01
  expertise
• 4:02
  creates
• 4:02
  real
• 4:02
  competitive
• 4:03
  advantage
• 4:03
  against
• 4:04
  AI?
• 4:04
  Yeah,
• 4:05
  well,
• 4:05
  human
• 4:05
  expertise
• 4:06
  and
• 4:06
  I'm
• 4:06
  gonna
• 4:07
  just
• 4:08
  die
• 4:08
  on
• 4:08
  this
• 4:08
  hill
• 4:09
  if
• 4:09
  I
• 4:09
  have
• 4:09
  to.
• 4:10
  We
• 4:10
  can't
• 4:10
  forget
• 4:11
  about
• 4:11
  it
• 4:11
  with
• 4:11
  AI
• 4:12
  I
• 4:12
  just
• 4:12
  don't
• 4:12
  think
• 4:12
  it's
• 4:13
  going
• 4:13
  to
• 4:13
  be
• 4:13
  replaced.
• 4:14
  I
• 4:14
  think
• 4:15
  AI
• 4:16
  help
• 4:16
  those
• 4:16
  beauty
• 4:17
  consultants,
• 4:18
  we'll
• 4:18
  call
• 4:18
  them
• 4:20
  with
• 4:20
  better
• 4:21
  recommendations
• 4:21
  and
• 4:22
  more
• 4:22
  information
• 4:22
  and
• 4:22
  make
• 4:23
  their
• 4:23
  job
• 4:23
  easier.
• 4:24
  But
• 4:25
  a
• 4:25
  human
• 4:25
  sharing
• 4:26
  experience
• 4:27
  or
• 4:27
  information
• 4:28
  in
• 4:28
  the
• 4:28
  aisle
• 4:29
  of
• 4:29
  a
• 4:29
  physical
• 4:30
  store
• 4:30
  is
• 4:30
  so
• 4:31
  very
• 4:31
  important
• 4:32
  and,
• 4:33
  and
• 4:33
  AI
• 4:34
  is
• 4:34
  not
• 4:34
  going
• 4:34
  to
• 4:34
  replace
• 4:35
  that,
• 4:35
  at
• 4:35
  least
• 4:35
  not
• 4:36
  in
• 4:36
  the
• 4:36
  near
• 4:36
  future,
• 4:36
  in
• 4:37
  my
• 4:37
  opinion.
• 4:38
  Yep.
• 4:38
  Yeah,
• 4:39
  yeah,
• 4:39
  that
• 4:39
  I
• 4:39
  think,
• 4:40
  I
• 4:40
  think
• 4:40
  you
• 4:40
  nailed
• 4:40
  it,
• 4:40
  Jen.
• 4:40
  Like,
• 4:41
  I
• 4:41
  think,
• 4:41
  I
• 4:41
  think
• 4:41
  of,
• 4:42
  I
• 4:42
  think
• 4:42
  of,
• 4:42
  I
• 4:42
  think
• 4:43
  it's
• 4:43
  both
• 4:43
  can
• 4:43
  exist,
• 4:44
  you
• 4:44
  know,
• 4:44
  like
• 4:44
  you
• 4:44
  can
• 4:45
  be
• 4:45
  shopping
• 4:45
  more
• 4:45
  with
• 4:46
  AI,
• 4:46
  but
• 4:46
  there's
• 4:46
  still
• 4:47
  a
• 4:47
  component
• 4:47
  of
• 4:47
  in
• 4:48
  person
• 4:48
  service
• 4:49
  that
• 4:49
  is,
• 4:49
  that
• 4:49
  is
• 4:49
  also
• 4:50
  going
• 4:50
  to
• 4:50
  be
• 4:51
  important.
• 4:51
  And
• 4:52
  the
• 4:52
  way
• 4:52
  I
• 4:52
  think
• 4:53
  about
• 4:53
  it,
• 4:53
  too,
• 4:53
  and
• 4:53
  this
• 4:53
  was
• 4:53
  my
• 4:54
  biggest
• 4:54
  takeaway
• 4:55
  coming
• 4:55
  out
• 4:55
  of
• 4:55
  the
• 4:55
  World
• 4:55
  Retail
• 4:56
  Congress
• 4:56
  in
• 4:56
  Berlin
• 4:56
  last
• 4:57
  week,
• 4:57
  is
• 4:58
  that
• 4:58
  we
• 4:58
  spend
• 4:58
  a
• 4:58
  lot
• 4:59
  of
• 4:59
  time
• 4:59
  talking
• 4:59
  about
• 5:00
  how
• 5:00
  generative
• 5:01
  AI
• 5:01
  is
• 5:01
  going
• 5:01
  to
• 5:01
  make
• 5:02
  our
• 5:02
  experiences
• 5:02
  more
• 5:03
  human.
• 5:04
  And
• 5:04
  that
• 5:04
  doesn't
• 5:04
  mean
• 5:05
  necessarily
• 5:05
  more
• 5:06
  person
• 5:06
  to
• 5:06
  person,
• 5:07
  like
• 5:07
  actual
• 5:07
  physical
• 5:08
  person
• 5:08
  to
• 5:08
  person,
• 5:09
  but
• 5:09
  more
• 5:10
  human
• 5:10
  in
• 5:11
  their
• 5:11
  bend,
• 5:11
  is
• 5:11
  how
• 5:12
  I'd
• 5:12
  put
• 5:12
  that.
• 5:13
  And
• 5:13
  an
• 5:13
  experience
• 5:14
  can
• 5:14
  be
• 5:14
  more
• 5:14
  human
• 5:15
  because
• 5:15
  of
• 5:15
  digital.
• 5:15
  So,
• 5:16
  Jen,
• 5:16
  when
• 5:16
  I
• 5:16
  extrapolate,
• 5:17
  what
• 5:17
  you
• 5:17
  say
• 5:17
  is,
• 5:18
  yeah,
• 5:18
  I
• 5:18
  start
• 5:18
  my
• 5:18
  journey
• 5:19
  online.
• 5:20
  I
• 5:20
  probably
• 5:21
  engage
• 5:21
  with
• 5:21
  Walmart
• 5:22
  online
• 5:22
  with
• 5:22
  Sparky,
• 5:23
  and
• 5:23
  he
• 5:23
  offers
• 5:24
  me
• 5:24
  some
• 5:24
  advice.
• 5:25
  That
• 5:25
  information
• 5:25
  is
• 5:26
  then
• 5:26
  transferred
• 5:27
  to
• 5:27
  the
• 5:27
  associate
• 5:27
  in
• 5:27
  the
• 5:28
  long
• 5:28
  term.
• 5:28
  This
• 5:28
  is
• 5:28
  like
• 5:28
  the
• 5:29
  vision.
• 5:30
  That
• 5:30
  information
• 5:31
  is
• 5:31
  then
• 5:31
  transferred
• 5:31
  to
• 5:32
  the
• 5:32
  associate
• 5:33
  who's
• 5:33
  helping
• 5:33
  me
• 5:33
  in
• 5:34
  the
• 5:34
  store.
• 5:35
  And
• 5:35
  therefore
• 5:36
  I
• 5:36
  can
• 5:36
  understand
• 5:37
  the
• 5:37
  consumer
• 5:38
  better
• 5:38
  and
• 5:38
  provide
• 5:39
  better
• 5:39
  service
• 5:40
  to
• 5:40
  them
• 5:40
  both
• 5:41
  digitally
• 5:41
  and
• 5:42
  in
• 5:42
  store,
• 5:43
  in
• 5:43
  theory.
• 5:43
  And
• 5:44
  that's
• 5:44
  where
• 5:44
  AI
• 5:45
  is
• 5:45
  taking
• 5:45
  us.
• 5:45
  And
• 5:45
  I
• 5:46
  think
• 5:46
  that's
• 5:46
  the,
• 5:46
  that's
• 5:47
  the
• 5:47
  key
• 5:47
  point
• 5:47
  here.
• 5:47
  The
• 5:48
  other
• 5:48
  thing
• 5:48
  I
• 5:48
  love,
• 5:48
  and
• 5:49
  then
• 5:49
  I'm
• 5:49
  going
• 5:49
  to
• 5:49
  get
• 5:49
  on
• 5:49
  my
• 5:49
  soapbox
• 5:50
  for
• 5:50
  a
• 5:50
  little
• 5:50
  bit
• 5:50
  and
• 5:50
  share
• 5:50
  an
• 5:51
  anecdote
• 5:51
  to
• 5:51
  Jen
• 5:52
  is
• 5:53
  I
• 5:53
  love
• 5:53
  how
• 5:53
  you
• 5:53
  said
• 5:53
  that
• 5:54
  if
• 5:54
  I
• 5:54
  was
• 5:54
  Walmart,
• 5:54
  I'd
• 5:54
  be
• 5:55
  investing
• 5:55
  in
• 5:55
  service.
• 5:55
  Yeah,
• 5:56
  I
• 5:56
  think,
• 5:56
  I
• 5:56
  think
• 5:56
  I
• 5:56
  would
• 5:56
  be
• 5:56
  too.
• 5:57
  Like,
• 5:57
  I'd
• 5:57
  be
• 5:57
  taking
• 5:57
  all
• 5:58
  my
• 5:58
  retail
• 5:58
  media
• 5:58
  dollars,
• 5:59
  the
• 5:59
  billions
• 6:00
  of
• 6:00
  billions
• 6:00
  of
• 6:00
  dollars
• 6:00
  that
• 6:01
  I'm
• 6:01
  getting
• 6:01
  generated
• 6:01
  from
• 6:02
  retail
• 6:02
  media,
• 6:02
  and
• 6:03
  that's
• 6:03
  exactly
• 6:03
  where
• 6:03
  I'd
• 6:04
  be
• 6:04
  investing
• 6:04
  it
• 6:04
  is
• 6:04
  in
• 6:05
  things
• 6:05
  like
• 6:05
  this
• 6:06
  to
• 6:06
  provide
• 6:07
  better
• 6:07
  service.
• 6:08
  And
• 6:08
  service
• 6:08
  can
• 6:08
  come
• 6:09
  in
• 6:09
  many
• 6:09
  forms.
• 6:09
  It
• 6:09
  can
• 6:09
  become
• 6:10
  in
• 6:10
  the
• 6:10
  beauty
• 6:10
  area.
• 6:10
  It
• 6:11
  can
• 6:11
  come
• 6:11
  from
• 6:11
  making
• 6:11
  sure
• 6:12
  the
• 6:12
  shelves
• 6:12
  are
• 6:12
  stocked
• 6:13
  right.
• 6:13
  Like,
• 6:13
  it
• 6:13
  can
• 6:13
  come
• 6:14
  in
• 6:14
  all
• 6:14
  different
• 6:14
  shapes
• 6:15
  and
• 6:15
  sizes.
• 6:15
  But
• 6:16
  that's
• 6:16
  a
• 6:16
  smart
• 6:16
  place
• 6:17
  to
• 6:17
  invest.
• 6:18
  The
• 6:18
  other
• 6:18
  thing.
• 6:18
  So
• 6:19
  now
• 6:19
  the
• 6:19
  soapbox,
• 6:20
  I'm
• 6:20
  buying
• 6:21
  this.
• 6:21
  Hook,
• 6:22
  eyeliner
• 6:23
  and
• 6:23
  sinker,
• 6:23
  Jen.
• 6:23
  Hook,
• 6:24
  eyeliner
• 6:24
  and
• 6:24
  sinker.
• 6:25
  I'm
• 6:25
  buying
• 6:25
  this
• 6:26
  because
• 6:26
  the
• 6:26
  anecdote
• 6:27
  I
• 6:27
  want
• 6:27
  to
• 6:27
  share
• 6:27
  is
• 6:27
  back
• 6:27
  in
• 6:28
  2009,
• 6:30
  I
• 6:30
  was
• 6:30
  being
• 6:30
  recruited
• 6:30
  by
• 6:31
  a
• 6:31
  former
• 6:31
  mentor
• 6:31
  of
• 6:31
  mine
• 6:32
  at
• 6:32
  the
• 6:32
  Gap,
• 6:32
  who
• 6:32
  was
• 6:32
  then
• 6:32
  at
• 6:33
  Baby's
• 6:33
  R
• 6:33
  Us,
• 6:33
  to
• 6:33
  come
• 6:34
  and
• 6:34
  join
• 6:34
  our
• 6:34
  team.
• 6:34
  When
• 6:34
  I
• 6:34
  was
• 6:34
  running
• 6:35
  Baby
• 6:35
  for
• 6:35
  Target,
• 6:36
  and
• 6:36
  at
• 6:37
  the
• 6:37
  time,
• 6:37
  the
• 6:37
  baby
• 6:38
  business
• 6:38
  was
• 6:38
  Babies
• 6:39
  R
• 6:39
  Us,
• 6:39
  Target
• 6:39
  and
• 6:40
  Walmart,
• 6:40
  and
• 6:41
  we
• 6:41
  got
• 6:41
  into
• 6:41
  a
• 6:41
  discussion.
• 6:42
  I
• 6:42
  remember
• 6:42
  we
• 6:42
  were
• 6:42
  over
• 6:42
  dinner
• 6:43
  and
• 6:43
  we
• 6:43
  were
• 6:43
  talking
• 6:43
  about
• 6:43
  what
• 6:44
  really
• 6:44
  makes
• 6:45
  Walmart
• 6:45
  different
• 6:46
  from
• 6:46
  Target
• 6:46
  or
• 6:46
  Target
• 6:47
  different
• 6:47
  than
• 6:47
  Walmart
• 6:47
  at
• 6:48
  the
• 6:48
  time.
• 6:48
  And
• 6:48
  I
• 6:49
  told
• 6:49
  her,
• 6:49
  in
• 6:49
  my
• 6:49
  opinion,
• 6:50
  Jen,
• 6:50
  I
• 6:50
  said,
• 6:50
  not
• 6:51
  much.
• 6:51
  The
• 6:52
  only
• 6:52
  thing
• 6:53
  that
• 6:54
  makes
• 6:54
  Target
• 6:55
  different
• 6:55
  than
• 6:55
  Walmart
• 6:56
  at
• 6:56
  that
• 6:56
  time
• 6:56
  is
• 6:56
  that
• 6:56
  Walmart
• 6:57
  has
• 6:57
  to
• 6:57
  believe
• 6:57
  they
• 6:58
  can
• 6:58
  do
• 6:58
  what
• 6:58
  Target
• 6:59
  does
• 6:59
  and
• 6:59
  they
• 6:59
  have
• 6:59
  to
• 7:00
  have
• 7:00
  a
• 7:00
  commitment
• 7:00
  to
• 7:00
  execute
• 7:01
  on
• 7:01
  it.
• 7:01
  That's
• 7:02
  the
• 7:02
  only
• 7:02
  difference.
• 7:03
  And
• 7:04
  Walmart
• 7:04
  plus,
• 7:04
  in
• 7:05
  my
• 7:05
  opinion,
• 7:05
  Jen,
• 7:05
  has
• 7:06
  been
• 7:06
  the
• 7:06
  lightning
• 7:06
  rod
• 7:07
  that
• 7:08
  has
• 7:08
  given
• 7:08
  Walmart
• 7:09
  the
• 7:09
  belief
• 7:09
  in
• 7:10
  themselves
• 7:10
  that
• 7:10
  save
• 7:11
  money,
• 7:11
  live
• 7:11
  better,
• 7:12
  can
• 7:13
  be
• 7:13
  the
• 7:13
  expect
• 7:13
  more,
• 7:14
  pay
• 7:14
  less
• 7:14
  promise
• 7:14
  of
• 7:15
  the
• 7:15
  21st
• 7:15
  century.
• 7:16
  And
• 7:16
  I
• 7:16
  think
• 7:16
  you're
• 7:17
  seeing
• 7:17
  it
• 7:17
  play
• 7:17
  out
• 7:17
  here,
• 7:18
  you're
• 7:18
  seeing
• 7:18
  it
• 7:18
  play
• 7:18
  out
• 7:18
  in
• 7:19
  store
• 7:19
  redesign.
• 7:21
  Their
• 7:22
  marketing
• 7:22
  is
• 7:22
  doing
• 7:22
  that
• 7:23
  as
• 7:23
  well.
• 7:23
  I
• 7:23
  mean,
• 7:23
  their
• 7:23
  CMO
• 7:24
  is
• 7:24
  X
• 7:24
  Target.
• 7:25
  So
• 7:26
  I,
• 7:26
  I
• 7:26
  see
• 7:26
  no
• 7:26
  reason
• 7:27
  why
• 7:27
  this
• 7:27
  isn't
• 7:28
  going
• 7:28
  to
• 7:28
  be
• 7:28
  successful
• 7:29
  as
• 7:29
  a
• 7:29
  strategy,
• 7:30
  particularly
• 7:31
  as
• 7:31
  beauty
• 7:31
  still
• 7:32
  drives
• 7:33
  traffic
• 7:33
  to
• 7:34
  stores
• 7:34
  and
• 7:34
  macroeconomic
• 7:35
  pressures,
• 7:36
  let's
• 7:36
  not
• 7:36
  forget,
• 7:37
  are
• 7:37
  not
• 7:37
  abating
• 7:37
  one
• 7:38
  bit.
• 7:38
  So
• 7:38
  people
• 7:38
  that
• 7:39
  are
• 7:39
  desirous
• 7:39
  of
• 7:40
  beauty
• 7:40
  products
• 7:40
  are
• 7:40
  probably
• 7:41
  going
• 7:41
  to
• 7:41
  end
• 7:41
  up
• 7:41
  finding
• 7:42
  themselves
• 7:42
  in
• 7:42
  a
• 7:42
  Walmart
• 7:43
  part
• 7:43
  and
• 7:43
  parcel
• 7:44
  more
• 7:44
  often
• 7:44
  than
• 7:44
  they
• 7:44
  were
• 7:45
  in
• 7:45
  the
• 7:45
  past
• 7:45
  few
• 7:45
  years.
• 7:47
  Yes.
• 7:48
  And
• 7:49
  you
• 7:49
  know,
• 7:50
  the
• 7:50
  other
• 7:50
  piece
• 7:50
  that
• 7:51
  was
• 7:51
  mentioned
• 7:51
  in
• 7:51
  the
• 7:51
  article
• 7:52
  here
• 7:52
  is
• 7:52
  the
• 7:52
  breadth.
• 7:53
  Like
• 7:53
  no
• 7:53
  one
• 7:54
  has
• 7:54
  the
• 7:54
  breath,
• 7:54
  they
• 7:54
  have,
• 7:55
  no
• 7:55
  one
• 7:55
  has
• 7:55
  the
• 7:55
  access,
• 7:56
  they
• 7:56
  have
• 7:57
  the
• 7:57
  scale.
• 7:58
  And
• 7:58
  so
• 7:58
  I
• 7:58
  think
• 7:59
  there's
• 7:59
  a
• 7:59
  real
• 7:59
  opportunity
• 8:00
  here
• 8:00
  that
• 8:01
  obviously
• 8:01
  they've
• 8:01
  recognized
• 8:02
  and
• 8:02
  they've
• 8:03
  tested
• 8:03
  it
• 8:03
  in
• 8:03
  22
• 8:04
  stores.
• 8:04
  I
• 8:04
  have
• 8:04
  to
• 8:05
  think
• 8:05
  that
• 8:05
  they've
• 8:06
  already
• 8:06
  gone
• 8:06
  through
• 8:06
  this
• 8:06
  pilot
• 8:07
  in
• 8:07
  2020,
• 8:07
  and
• 8:08
  not
• 8:09
  2022
• 8:09
  stores,
• 8:10
  but
• 8:10
  in
• 8:10
  22
• 8:11
  stores
• 8:11
  they
• 8:12
  saw
• 8:12
  something
• 8:12
  they
• 8:13
  liked.
• 8:13
  Right.
• 8:14
  My
• 8:14
  thought
• 8:15
  goes
• 8:15
  to
• 8:16
  how
• 8:16
  on
• 8:16
  earth
• 8:17
  do
• 8:17
  you
• 8:17
  train
• 8:17
  that
• 8:18
  specific
• 8:18
  of
• 8:19
  a
• 8:19
  position
• 8:19
  if
• 8:20
  you're
• 8:20
  used
• 8:20
  to
• 8:20
  being
• 8:20
  Walmart,
• 8:21
  where
• 8:21
  it's
• 8:21
  like
• 8:21
  stock
• 8:22
  and
• 8:23
  answer
• 8:23
  questions.
• 8:24
  Right.
• 8:24
  Like,
• 8:24
  and
• 8:24
  I
• 8:24
  don't
• 8:24
  want
• 8:25
  to
• 8:25
  simplify
• 8:25
  it,
• 8:25
  but
• 8:25
  that's
• 8:26
  kind
• 8:26
  of
• 8:26
  what
• 8:26
  their
• 8:26
  people
• 8:26
  have
• 8:27
  been
• 8:27
  responsible
• 8:27
  for
• 8:27
  in
• 8:28
  store.
• 8:29
  Instead
• 8:29
  you're
• 8:30
  now
• 8:30
  asking
• 8:30
  this
• 8:30
  person
• 8:31
  to
• 8:31
  be
• 8:31
  more
• 8:31
  consultative,
• 8:32
  know
• 8:33
  their
• 8:33
  product
• 8:33
  really
• 8:34
  well.
• 8:34
  No
• 8:35
  one
• 8:35
  was
• 8:35
  expected
• 8:35
  to
• 8:36
  know
• 8:36
  Walmart
• 8:36
  product
• 8:36
  really
• 8:37
  well
• 8:37
  because
• 8:37
  there's
• 8:37
  so
• 8:37
  much
• 8:37
  of
• 8:38
  it.
• 8:38
  But
• 8:38
  I
• 8:39
  would
• 8:39
  say
• 8:39
  that
• 8:39
  that
• 8:40
  will
• 8:40
  be
• 8:40
  a
• 8:40
  challenge.
• 8:41
  But
• 8:41
  that's
• 8:41
  where
• 8:41
  I
• 8:42
  would
• 8:42
  lean
• 8:42
  into
• 8:42
  AI.
• 8:43
  Right.
• 8:43
  Like
• 8:44
  if
• 8:44
  you
• 8:44
  have,
• 8:45
  if
• 8:45
  you
• 8:45
  have
• 8:46
  a
• 8:46
  bot
• 8:46
  trained,
• 8:46
  if
• 8:47
  you
• 8:47
  have
• 8:47
  internal
• 8:47
  systems
• 8:48
  where
• 8:48
  this,
• 8:48
  this
• 8:49
  beauty
• 8:49
  consultant
• 8:50
  logs
• 8:50
  in
• 8:50
  that
• 8:51
  day
• 8:51
  and
• 8:51
  it's
• 8:51
  like,
• 8:51
  what's
• 8:51
  hot?
• 8:52
  And
• 8:52
  there's
• 8:52
  like
• 8:53
  18
• 8:53
  products
• 8:53
  they
• 8:54
  need
• 8:54
  to
• 8:54
  know
• 8:54
  really
• 8:54
  well,
• 8:55
  then
• 8:56
  we're
• 8:56
  not
• 8:56
  asking
• 8:57
  them
• 8:57
  to
• 8:57
  be
• 8:57
  the
• 8:57
  expert,
• 8:58
  we're
• 8:58
  giving
• 8:58
  them
• 8:59
  the
• 8:59
  tools
• 8:59
  to
• 8:59
  be
• 8:59
  the
• 8:59
  expert
• 9:00
  and
• 9:00
  you
• 9:00
  can
• 9:00
  elevate
• 9:01
  service
• 9:01
  pretty
• 9:01
  quickly
• 9:01
  in
• 9:02
  that
• 9:02
  way.
• 9:02
  Yeah.
• 9:03
  So,
• 9:03
  but
• 9:03
  I
• 9:03
  like
• 9:03
  what
• 9:04
  you
• 9:04
  said
• 9:04
  about
• 9:04
  the
• 9:04
  difference
• 9:04
  between
• 9:05
  Target
• 9:05
  and
• 9:05
  Walmart
• 9:06
  too.
• 9:06
  It's
• 9:06
  just
• 9:07
  the
• 9:07
  major
• 9:07
  differences
• 9:08
  is
• 9:08
  what
• 9:09
  Walmart
• 9:10
  has
• 9:10
  perceived
• 9:11
  themselves
• 9:11
  to
• 9:11
  be
• 9:12
  and
• 9:12
  therefore
• 9:12
  behaves
• 9:13
  like
• 9:13
  in
• 9:13
  store.
• 9:15
  Right?
• 9:15
  Exactly.
• 9:16
  Right.
• 9:16
  That's
• 9:16
  the
• 9:17
  only
• 9:17
  difference.
• 9:17
  It's
• 9:17
  your
• 9:17
  own
• 9:17
  per
• 9:18
  self
• 9:18
  perception
• 9:19
  that
• 9:19
  we're
• 9:19
  talking
• 9:19
  about
• 9:20
  here.
• 9:20
  And,
• 9:21
  and,
• 9:21
  and
• 9:21
  the
• 9:21
  other
• 9:21
  reason
• 9:22
  that
• 9:22
  I
• 9:22
  think
• 9:22
  this,
• 9:23
  they've
• 9:23
  been
• 9:23
  experimenting
• 9:24
  with
• 9:24
  this
• 9:24
  exact
• 9:25
  idea
• 9:25
  in
• 9:25
  Canada.
• 9:25
  I
• 9:26
  saw
• 9:26
  it
• 9:26
  firsthand,
• 9:26
  especially
• 9:27
  where
• 9:27
  they
• 9:27
  move,
• 9:27
  where
• 9:27
  they're
• 9:28
  moving
• 9:28
  the
• 9:28
  beauty
• 9:28
  department.
• 9:29
  So,
• 9:29
  so
• 9:29
  they've
• 9:29
  got
• 9:30
  a
• 9:30
  lot
• 9:30
  of
• 9:30
  understanding
• 9:31
  to
• 9:31
  know
• 9:31
  that
• 9:31
  this
• 9:31
  is
• 9:31
  going
• 9:32
  to
• 9:32
  work.
• 9:32
  And
• 9:32
  the
• 9:32
  other
• 9:32
  point,
• 9:32
  Jen,
• 9:33
  about
• 9:33
  training,
• 9:33
  you
• 9:33
  can
• 9:34
  lean
• 9:34
  on
• 9:34
  the
• 9:34
  cpgs.
• 9:35
  The
• 9:35
  cpgs
• 9:36
  have
• 9:36
  so
• 9:36
  much
• 9:37
  training
• 9:37
  on
• 9:37
  this
• 9:37
  because
• 9:37
  they're
• 9:38
  doing
• 9:38
  it
• 9:38
  in
• 9:38
  department
• 9:39
  stores
• 9:39
  all
• 9:39
  the
• 9:39
  time,
• 9:40
  like
• 9:40
  we
• 9:40
  just
• 9:40
  talked
• 9:41
  about.
• 9:41
  And
• 9:41
  they're
• 9:41
  doing
• 9:41
  it
• 9:41
  to
• 9:41
  a
• 9:42
  lesser
• 9:42
  degree.
• 9:42
  And
• 9:42
  they've
• 9:42
  rolled
• 9:42
  it
• 9:43
  out
• 9:43
  to
• 9:43
  other
• 9:43
  places
• 9:43
  like
• 9:44
  Target,
• 9:44
  Sephora,
• 9:45
  Ulta.
• 9:45
  Like,
• 9:45
  this
• 9:46
  is
• 9:46
  not
• 9:46
  an
• 9:46
  uncommon
• 9:47
  practice.
• 9:47
  It's
• 9:48
  just
• 9:48
  a
• 9:48
  muscle
• 9:49
  that
• 9:50
  Walmart
• 9:50
  has
• 9:50
  to
• 9:50
  decide
• 9:51
  to
• 9:51
  exercise.
• 9:51
  And
• 9:51
  I
• 9:52
  think
• 9:52
  there's
• 9:52
  no
• 9:52
  reason
• 9:52
  why
• 9:53
  they
• 9:53
  shouldn't
• 9:53
  be
• 9:53
  able
• 9:53
  to
• 9:53
  exercise
• 9:54
  it
• 9:54
  correctly.