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Could Dollar General’s AI Ads Change Retail Forever? | Fast Five Shorts · Omni Talk Retail

• 0:00
  Dollar
• 0:00
  General's
• 0:00
  media
• 0:01
  network
• 0:01
  announced
• 0:02
  this
• 0:02
  week
• 0:02
  that
• 0:03
  they
• 0:03
  are
• 0:03
  rolling
• 0:04
  out
• 0:04
  an
• 0:04
  AI
• 0:04
  enabled
• 0:05
  in
• 0:05
  store
• 0:05
  audio
• 0:06
  program
• 0:06
  to
• 0:07
  approximately
• 0:07
  6,000
• 0:08
  stores
• 0:08
  across
• 0:08
  48
• 0:09
  states
• 0:09
  through
• 0:09
  a
• 0:10
  new
• 0:10
  partnership
• 0:10
  with
• 0:10
  Cusic,
• 0:11
  a
• 0:12
  move
• 0:12
  that
• 0:12
  will
• 0:12
  double
• 0:12
  the
• 0:13
  discount
• 0:13
  retailers
• 0:13
  existing
• 0:14
  in
• 0:14
  store
• 0:14
  audio
• 0:15
  footprint
• 0:15
  and
• 0:15
  bring
• 0:16
  the
• 0:16
  total
• 0:16
  number
• 0:16
  of
• 0:17
  Dollar
• 0:17
  General
• 0:17
  stores
• 0:18
  with
• 0:18
  audio
• 0:18
  capabilities
• 0:19
  to
• 0:19
  12,000
• 0:21
  by
• 0:21
  the
• 0:21
  second
• 0:22
  quarter
• 0:22
  of
• 0:22
  2026,
• 0:23
  according
• 0:24
  to
• 0:24
  retail
• 0:24
  Dive.
• 0:25
  The
• 0:25
  Cusic
• 0:25
  platform
• 0:26
  combines
• 0:26
  point
• 0:26
  of
• 0:26
  sale
• 0:27
  data
• 0:27
  curated
• 0:27
  music
• 0:28
  and
• 0:28
  AI
• 0:28
  generated
• 0:29
  audio
• 0:29
  ads
• 0:29
  to
• 0:30
  deliver
• 0:30
  localized
• 0:31
  real
• 0:32
  tailored
• 0:32
  to
• 0:33
  each
• 0:33
  store
• 0:33
  environment.
• 0:34
  The
• 0:34
  platform
• 0:35
  is
• 0:35
  designed
• 0:35
  to
• 0:35
  give
• 0:35
  brand
• 0:36
  partners
• 0:36
  improved
• 0:37
  attribution
• 0:37
  and
• 0:37
  performance
• 0:38
  visibility,
• 0:39
  Q6
• 0:39
  closed
• 0:40
  loop
• 0:40
  reporting
• 0:40
  capabilities
• 0:41
  aligned
• 0:41
  with
• 0:42
  IAB
• 0:42
  standards,
• 0:43
  enabling
• 0:43
  advertisers
• 0:44
  to
• 0:44
  measure
• 0:45
  incremental
• 0:45
  impact
• 0:46
  and
• 0:46
  link
• 0:46
  campaign
• 0:47
  exposure
• 0:47
  to
• 0:47
  actual
• 0:48
  sales
• 0:48
  outcomes.
• 0:49
  Jen,
• 0:49
  is
• 0:50
  AI
• 0:50
  powered
• 0:51
  in
• 0:51
  Store
• 0:51
  Audio?
• 0:51
  This
• 0:52
  is
• 0:52
  a
• 0:52
  little
• 0:52
  bit
• 0:52
  of
• 0:52
  a
• 0:52
  leading
• 0:53
  question.
• 0:53
  Is
• 0:53
  AI
• 0:54
  AI
• 0:55
  powered
• 0:55
  in
• 0:55
  Store
• 0:55
  Audio
• 0:56
  the
• 0:56
  most
• 0:56
  underrated
• 0:57
  retail
• 0:57
  media
• 0:58
  channel
• 0:58
  out
• 0:58
  there?
• 0:59
  And
• 0:59
  right
• 1:00
  now
• 1:00
  as
• 1:00
  we
• 1:00
  speak,
• 1:01
  I.
• 1:02
  Think
• 1:02
  it's
• 1:02
  underrated,
• 1:03
  but
• 1:03
  it
• 1:03
  comes
• 1:03
  with
• 1:03
  real
• 1:04
  risk.
• 1:04
  The
• 1:04
  upside
• 1:05
  is
• 1:05
  it
• 1:05
  reaches
• 1:05
  customers,
• 1:06
  you
• 1:06
  know,
• 1:07
  at
• 1:07
  the
• 1:07
  exact
• 1:07
  moment
• 1:08
  of
• 1:08
  decision
• 1:08
  in
• 1:08
  store.
• 1:09
  You
• 1:09
  know,
• 1:09
  it's
• 1:09
  incredibly
• 1:10
  powerful
• 1:11
  and
• 1:11
  especially
• 1:11
  if
• 1:12
  you
• 1:12
  think
• 1:12
  about
• 1:12
  Dollar
• 1:12
  General
• 1:13
  General's
• 1:13
  like
• 1:14
  value
• 1:14
  driven,
• 1:14
  mission
• 1:15
  based
• 1:15
  shopper.
• 1:16
  But
• 1:17
  to
• 1:17
  me,
• 1:17
  I
• 1:18
  think
• 1:18
  it
• 1:18
  could
• 1:18
  inherently
• 1:19
  annoy
• 1:19
  customers
• 1:19
  if
• 1:20
  it's
• 1:20
  not
• 1:20
  done
• 1:20
  well.
• 1:21
  You
• 1:21
  know,
• 1:22
  audio
• 1:22
  is,
• 1:22
  is
• 1:23
  interruptive.
• 1:24
  Right?
• 1:24
  It
• 1:24
  feels
• 1:24
  like
• 1:24
  advertising
• 1:25
  instead
• 1:25
  of
• 1:25
  something
• 1:25
  helpful
• 1:26
  or
• 1:26
  timely.
• 1:27
  And
• 1:27
  if
• 1:27
  it,
• 1:27
  and
• 1:28
  if
• 1:28
  it
• 1:28
  really
• 1:28
  turns
• 1:29
  to
• 1:29
  in
• 1:29
  that
• 1:30
  vein,
• 1:30
  people
• 1:30
  will
• 1:30
  tune
• 1:31
  it
• 1:31
  out
• 1:31
  quickly.
• 1:32
  And
• 1:33
  I
• 1:33
  was
• 1:33
  thinking
• 1:33
  about
• 1:33
  this,
• 1:33
  but
• 1:34
  the
• 1:34
  other
• 1:34
  piece
• 1:34
  isn't
• 1:34
  just
• 1:35
  that
• 1:35
  customer
• 1:35
  experience
• 1:35
  play,
• 1:36
  it's
• 1:36
  truly
• 1:36
  more
• 1:37
  of
• 1:37
  a
• 1:37
  monetization
• 1:37
  play.
• 1:38
  You
• 1:38
  know,
• 1:38
  when
• 1:38
  you
• 1:39
  think
• 1:39
  about
• 1:39
  like
• 1:39
  retail
• 1:39
  media
• 1:40
  networks,
• 1:41
  they're
• 1:41
  building
• 1:41
  it
• 1:41
  out
• 1:41
  and
• 1:42
  I
• 1:42
  think
• 1:42
  that's
• 1:42
  a
• 1:42
  high
• 1:42
  margin
• 1:43
  revenue
• 1:43
  stream
• 1:43
  layered
• 1:44
  on
• 1:44
  top
• 1:44
  of
• 1:44
  a
• 1:44
  very
• 1:45
  low
• 1:45
  margin
• 1:45
  business.
• 1:47
  So
• 1:47
  this
• 1:47
  is
• 1:47
  really
• 1:48
  about
• 1:48
  turning
• 1:48
  the
• 1:48
  store
• 1:48
  into
• 1:49
  a
• 1:49
  media
• 1:49
  channel.
• 1:49
  And
• 1:50
  the
• 1:50
  question
• 1:50
  is
• 1:50
  whether
• 1:50
  they
• 1:50
  can
• 1:51
  do
• 1:51
  it
• 1:51
  in
• 1:51
  a
• 1:51
  way
• 1:51
  that
• 1:51
  adds
• 1:51
  value
• 1:52
  instead
• 1:52
  of
• 1:52
  noise.
• 1:54
  Right,
• 1:54
  right,
• 1:54
  right.
• 1:55
  Which
• 1:55
  is
• 1:55
  interesting
• 1:55
  because
• 1:56
  you
• 1:56
  know,
• 1:57
  as
• 1:57
  you
• 1:57
  look
• 1:57
  at
• 1:57
  In
• 1:58
  Store
• 1:58
  Audio,
• 1:59
  In
• 1:59
  Store
• 1:59
  audio
• 1:59
  in
• 2:00
  Europe
• 2:00
  is
• 2:00
  a
• 2:00
  much
• 2:01
  bigger
• 2:01
  thing
• 2:01
  than
• 2:02
  it
• 2:02
  is
• 2:02
  in
• 2:02
  the
• 2:03
  United
• 2:03
  States.
• 2:03
  And
• 2:04
  so,
• 2:04
  and,
• 2:04
  and
• 2:05
  that's
• 2:05
  kind
• 2:05
  of,
• 2:05
  and
• 2:06
  the,
• 2:06
  and
• 2:06
  I
• 2:06
  think
• 2:06
  the
• 2:06
  reason
• 2:07
  for
• 2:07
  that
• 2:07
  is
• 2:07
  what
• 2:07
  you're
• 2:07
  saying,
• 2:08
  right
• 2:08
  Jen.
• 2:08
  It's,
• 2:08
  it's
• 2:09
  the
• 2:09
  brand.
• 2:09
  It's
• 2:09
  like
• 2:10
  are
• 2:10
  do
• 2:10
  we
• 2:10
  want
• 2:11
  that
• 2:11
  as
• 2:11
  we're
• 2:12
  shopping?
• 2:12
  But,
• 2:12
  but
• 2:13
  I
• 2:13
  mean
• 2:13
  you
• 2:13
  guys,
• 2:13
  you
• 2:13
  guys
• 2:14
  are
• 2:14
  Both
• 2:14
  experiencing
• 2:15
  in
• 2:15
  QSRs
• 2:16
  and,
• 2:17
  and
• 2:18
  you
• 2:18
  know,
• 2:18
  convenience
• 2:18
  operations
• 2:19
  and
• 2:19
  Dollar
• 2:20
  General,
• 2:20
  like
• 2:20
  the
• 2:21
  dynamics
• 2:21
  in
• 2:21
  some
• 2:21
  of
• 2:22
  those
• 2:22
  retail
• 2:22
  environments
• 2:23
  are
• 2:23
  different
• 2:23
  than
• 2:23
  say
• 2:24
  like
• 2:24
  a
• 2:24
  department
• 2:25
  store
• 2:25
  so.
• 2:26
  So,
• 2:26
  Jen,
• 2:27
  like,
• 2:27
  how
• 2:27
  much
• 2:27
  do
• 2:28
  you
• 2:28
  think
• 2:28
  that
• 2:28
  fear
• 2:28
  is
• 2:29
  real
• 2:29
  versus,
• 2:30
  like,
• 2:30
  is
• 2:30
  this
• 2:30
  just
• 2:30
  something
• 2:31
  we
• 2:31
  think
• 2:31
  is
• 2:31
  out
• 2:32
  there?
• 2:33
  I
• 2:33
  think
• 2:33
  it
• 2:33
  depends
• 2:34
  how
• 2:34
  different
• 2:34
  the
• 2:34
  US
• 2:35
  consumer
• 2:35
  is
• 2:35
  to
• 2:35
  those
• 2:36
  abroad.
• 2:36
  And
• 2:37
  it
• 2:38
  basically,
• 2:38
  this
• 2:38
  will
• 2:38
  work
• 2:39
  if
• 2:39
  it
• 2:39
  feels
• 2:39
  like
• 2:39
  guidance,
• 2:40
  but
• 2:40
  it'll
• 2:40
  fail
• 2:40
  if
• 2:41
  it
• 2:41
  feels
• 2:41
  like
• 2:41
  advertising.
• 2:43
  So
• 2:43
  I
• 2:43
  think
• 2:43
  we
• 2:43
  have
• 2:44
  to
• 2:44
  make
• 2:44
  sure
• 2:44
  that
• 2:44
  it's
• 2:44
  truly
• 2:45
  additive
• 2:45
  to
• 2:45
  the
• 2:45
  experience
• 2:46
  versus
• 2:46
  a
• 2:46
  distraction
• 2:47
  and
• 2:47
  creates
• 2:48
  too
• 2:48
  much
• 2:48
  noise
• 2:48
  for
• 2:48
  the
• 2:49
  consumer
• 2:49
  and
• 2:49
  actually
• 2:49
  is
• 2:50
  a
• 2:50
  detractor
• 2:50
  from
• 2:51
  the
• 2:51
  overall
• 2:51
  experience
• 2:51
  and
• 2:51
  makes
• 2:52
  them
• 2:52
  want
• 2:52
  to
• 2:52
  go
• 2:52
  somewhere
• 2:52
  else.
• 2:54
  So
• 2:54
  how
• 2:54
  would
• 2:54
  you.
• 2:54
  How.
• 2:54
  If
• 2:55
  you're
• 2:55
  gonna.
• 2:55
  So.
• 2:55
  So
• 2:56
  Grant.
• 2:56
  So
• 2:56
  granted,
• 2:57
  you
• 2:57
  said
• 2:57
  you
• 2:57
  think
• 2:57
  this
• 2:57
  is
• 2:57
  an
• 2:58
  underrated
• 2:59
  approach
• 2:59
  to
• 2:59
  retail
• 3:00
  media,
• 3:00
  and
• 3:00
  for
• 3:01
  the
• 3:01
  reasons
• 3:01
  it's
• 3:01
  underrated
• 3:02
  is
• 3:02
  like,
• 3:02
  you
• 3:02
  get
• 3:02
  a
• 3:03
  lot
• 3:03
  of
• 3:03
  like
• 3:04
  relative
• 3:04
  to
• 3:04
  like
• 3:04
  a
• 3:04
  digital
• 3:05
  screen,
• 3:05
  which
• 3:05
  is
• 3:05
  what
• 3:05
  I
• 3:05
  always
• 3:06
  come
• 3:06
  back
• 3:06
  to.
• 3:06
  Right.
• 3:06
  It's
• 3:07
  much
• 3:07
  cheaper
• 3:07
  than
• 3:07
  putting
• 3:08
  a
• 3:08
  digital
• 3:08
  screen
• 3:08
  in
• 3:08
  your
• 3:09
  store.
• 3:09
  It's
• 3:09
  much
• 3:09
  easier
• 3:10
  to
• 3:10
  operate.
• 3:12
  It
• 3:12
  gets
• 3:12
  you
• 3:12
  more
• 3:12
  impressions
• 3:13
  too,
• 3:13
  because
• 3:13
  it
• 3:13
  hits
• 3:14
  everyone
• 3:14
  versus
• 3:14
  whoever's
• 3:15
  just
• 3:15
  seeing
• 3:15
  the
• 3:16
  digital
• 3:16
  screen.
• 3:16
  You
• 3:16
  can
• 3:17
  align
• 3:17
  it
• 3:17
  to
• 3:17
  your
• 3:17
  point
• 3:17
  of
• 3:17
  sale.
• 3:18
  Those
• 3:18
  are
• 3:18
  all
• 3:19
  the
• 3:19
  benefits
• 3:19
  of
• 3:19
  it.
• 3:20
  So,
• 3:20
  like.
• 3:21
  But
• 3:21
  taking
• 3:22
  take
• 3:22
  that
• 3:22
  with
• 3:22
  a
• 3:22
  grain
• 3:23
  of
• 3:23
  salt,
• 3:23
  if
• 3:23
  I'm
• 3:23
  hearing
• 3:24
  you
• 3:24
  right,
• 3:24
  is
• 3:24
  like,
• 3:24
  okay,
• 3:25
  you
• 3:25
  know,
• 3:25
  but
• 3:25
  at
• 3:25
  the
• 3:26
  same
• 3:26
  time,
• 3:26
  like,
• 3:26
  it
• 3:26
  could
• 3:26
  be
• 3:27
  more
• 3:27
  disruptive
• 3:28
  to
• 3:28
  my
• 3:28
  shopping
• 3:28
  experience
• 3:29
  than
• 3:29
  just
• 3:29
  passing
• 3:30
  by
• 3:30
  an
• 3:30
  ad
• 3:30
  on
• 3:30
  a
• 3:30
  digital
• 3:31
  screen.
• 3:31
  So
• 3:31
  if
• 3:31
  you
• 3:32
  were
• 3:32
  to
• 3:32
  do
• 3:32
  it,
• 3:32
  what
• 3:32
  type
• 3:32
  of
• 3:33
  ads
• 3:33
  would
• 3:33
  you
• 3:33
  try
• 3:34
  to
• 3:34
  place
• 3:34
  in
• 3:34
  this
• 3:35
  underrated
• 3:36
  or
• 3:36
  underappreciated
• 3:36
  retail
• 3:37
  media
• 3:37
  network?
• 3:38
  I
• 3:38
  think
• 3:38
  they're
• 3:38
  ads
• 3:39
  that
• 3:39
  would
• 3:39
  appeal
• 3:39
  to
• 3:39
  folks
• 3:40
  senses.
• 3:40
  Like
• 3:40
  you
• 3:41
  said,
• 3:41
  we're
• 3:41
  shifting
• 3:41
  from
• 3:42
  screens
• 3:42
  to
• 3:42
  senses.
• 3:43
  And
• 3:43
  so
• 3:44
  in
• 3:44
  that
• 3:44
  moment,
• 3:45
  how
• 3:45
  are
• 3:45
  you
• 3:45
  appealing
• 3:46
  to
• 3:46
  the
• 3:46
  consumer
• 3:46
  and
• 3:46
  helping
• 3:47
  them
• 3:47
  make
• 3:47
  a
• 3:48
  better
• 3:48
  decision
• 3:48
  and
• 3:49
  resonating
• 3:49
  in
• 3:50
  that
• 3:50
  moment
• 3:50
  of
• 3:50
  the
• 3:50
  journey
• 3:51
  versus
• 3:51
  coming
• 3:51
  across
• 3:51
  as
• 3:52
  like
• 3:52
  a
• 3:52
  pure
• 3:52
  advertisement
• 3:53
  that
• 3:53
  feels
• 3:54
  distracting
• 3:55
  or
• 3:55
  disjointed
• 3:56
  from
• 3:56
  the
• 3:56
  moment
• 3:56
  in
• 3:56
  the
• 3:57
  store?
• 3:58
  Yeah,
• 3:58
  I
• 3:58
  kind
• 3:59
  of.
• 3:59
  Look,
• 3:59
  I
• 3:59
  kind
• 3:59
  of
• 3:59
  actually,
• 4:00
  I
• 4:00
  find
• 4:00
  a
• 4:00
  lot
• 4:01
  of
• 4:01
  analogies
• 4:01
  from
• 4:01
  what
• 4:01
  the
• 4:01
  convenience
• 4:02
  stores
• 4:02
  are
• 4:02
  doing
• 4:02
  at
• 4:02
  the
• 4:03
  pump,
• 4:03
  you
• 4:03
  know,
• 4:03
  like
• 4:03
  highlighting
• 4:04
  their
• 4:04
  deals
• 4:04
  of
• 4:04
  the
• 4:05
  day.
• 4:05
  Like,
• 4:05
  you
• 4:05
  just
• 4:05
  give
• 4:05
  your
• 4:06
  deals
• 4:06
  of
• 4:06
  the
• 4:06
  day
• 4:06
  every
• 4:07
  hour
• 4:07
  on
• 4:07
  the
• 4:07
  hour
• 4:07
  and
• 4:08
  just
• 4:08
  see
• 4:08
  what
• 4:08
  happens,
• 4:09
  you
• 4:09
  know,
• 4:09
  as
• 4:09
  an
• 4:09
  experiment,
• 4:10
  see
• 4:10
  what
• 4:10
  the
• 4:10
  responses
• 4:11
  are
• 4:11
  from
• 4:11
  the
• 4:11
  customers,
• 4:12
  see
• 4:12
  if
• 4:12
  they
• 4:13
  vote
• 4:13
  with
• 4:13
  their
• 4:13
  wallets
• 4:14
  and,
• 4:14
  you
• 4:14
  know,
• 4:15
  go
• 4:15
  from
• 4:15
  there.
• 4:15
  But
• 4:15
  I
• 4:15
  think
• 4:16
  it's
• 4:16
  a
• 4:16
  quick,
• 4:16
  easy
• 4:16
  win
• 4:17
  to
• 4:17
  try
• 4:17
  to
• 4:17
  understand
• 4:18
  or,
• 4:18
  you
• 4:19
  know,
• 4:19
  hey,
• 4:19
  did
• 4:19
  you
• 4:19
  remember
• 4:19
  to
• 4:20
  get
• 4:20
  your
• 4:20
  flu
• 4:20
  shot
• 4:21
  this
• 4:21
  year?
• 4:21
  You
• 4:21
  know,
• 4:21
  stop
• 4:22
  by
• 4:22
  our
• 4:22
  pharmacy
• 4:22
  if
• 4:23
  you
• 4:23
  forgotten
• 4:23
  to
• 4:23
  do
• 4:24
  that,
• 4:24
  you
• 4:24
  know,
• 4:24
  like
• 4:24
  all
• 4:24
  that
• 4:25
  type
• 4:25
  of
• 4:25
  thing.
• 4:25
  But
• 4:25
  John,
• 4:25
  what
• 4:26
  do
• 4:26
  you
• 4:26
  think?
• 4:26
  Are
• 4:27
  you
• 4:27
  where
• 4:28
  do
• 4:28
  you
• 4:28
  come
• 4:28
  down
• 4:28
  in
• 4:28
  this
• 4:29
  argument?
• 4:30
  Yeah,
• 4:31
  I
• 4:31
  think
• 4:31
  generally
• 4:32
  speaking,
• 4:32
  you
• 4:32
  know,
• 4:32
  the
• 4:32
  retail
• 4:33
  media
• 4:33
  networks
• 4:34
  broadly,
• 4:34
  huge
• 4:35
  opportunity.
• 4:35
  Right.
• 4:35
  And
• 4:36
  I
• 4:36
  think
• 4:36
  this
• 4:36
  is
• 4:36
  another
• 4:37
  channel,
• 4:37
  another
• 4:37
  example
• 4:38
  of
• 4:38
  the
• 4:38
  Dollar
• 4:39
  General
• 4:39
  is
• 4:39
  offering.
• 4:40
  I
• 4:40
  think
• 4:40
  the
• 4:40
  thing
• 4:41
  that
• 4:41
  the
• 4:41
  nuance
• 4:41
  that
• 4:41
  I
• 4:42
  think
• 4:42
  about
• 4:42
  is
• 4:43
  it's
• 4:43
  also
• 4:43
  about
• 4:44
  the
• 4:44
  brand
• 4:44
  partners
• 4:44
  and
• 4:44
  where
• 4:45
  they
• 4:45
  are
• 4:45
  wanting
• 4:46
  to
• 4:46
  invest.
• 4:46
  And
• 4:47
  I
• 4:47
  think
• 4:47
  fundamentally
• 4:48
  there's
• 4:48
  a
• 4:48
  limited
• 4:49
  amount
• 4:49
  of
• 4:49
  trade
• 4:49
  spend
• 4:50
  that
• 4:50
  they're
• 4:50
  going
• 4:50
  to,
• 4:50
  you
• 4:51
  have
• 4:51
  to
• 4:52
  invest
• 4:52
  behind
• 4:52
  their
• 4:53
  products.
• 4:53
  And
• 4:53
  I
• 4:54
  think
• 4:54
  you
• 4:54
  need
• 4:55
  to
• 4:55
  think
• 4:55
  about
• 4:55
  right
• 4:55
  now
• 4:56
  you
• 4:56
  can
• 4:56
  do
• 4:56
  a
• 4:57
  lot
• 4:57
  with
• 4:57
  that
• 4:57
  trade
• 4:57
  spend.
• 4:57
  You
• 4:57
  can
• 4:58
  invest
• 4:58
  in
• 4:58
  retail
• 4:58
  media
• 4:59
  networks
• 4:59
  and
• 4:59
  push
• 4:59
  certain
• 5:00
  marketing
• 5:01
  messaging
• 5:01
  to
• 5:01
  consumers,
• 5:02
  try
• 5:02
  to
• 5:02
  engage
• 5:02
  them
• 5:02
  that
• 5:02
  way.
• 5:03
  And
• 5:03
  you
• 5:03
  can
• 5:03
  also
• 5:03
  invest
• 5:04
  in
• 5:04
  discounts
• 5:05
  and
• 5:05
  promotions
• 5:05
  and
• 5:06
  things
• 5:06
  like
• 5:06
  that.
• 5:07
  And
• 5:07
  I
• 5:07
  just
• 5:07
  think
• 5:07
  about,
• 5:07
  you
• 5:08
  know,
• 5:08
  what
• 5:08
  is
• 5:08
  going
• 5:08
  to
• 5:08
  be
• 5:08
  the
• 5:09
  most
• 5:09
  effective
• 5:09
  right
• 5:10
  now
• 5:10
  and
• 5:10
  have
• 5:11
  the
• 5:11
  highest
• 5:11
  return
• 5:11
  on,
• 5:12
  on
• 5:12
  those
• 5:13
  trade
• 5:13
  spend
• 5:14
  dollars.
• 5:14
  And
• 5:14
  I
• 5:15
  think
• 5:15
  about
• 5:15
  the
• 5:15
  consumer
• 5:16
  and
• 5:16
  the
• 5:16
  consumer
• 5:16
  is,
• 5:17
  you
• 5:17
  know,
• 5:17
  we
• 5:17
  see
• 5:18
  it
• 5:18
  all
• 5:18
  across
• 5:18
  consumer
• 5:19
  facing
• 5:19
  industries.
• 5:20
  They're,
• 5:20
  they're
• 5:21
  a
• 5:21
  little
• 5:21
  more
• 5:21
  reticent,
• 5:22
  they're
• 5:22
  a
• 5:22
  little
• 5:22
  bit
• 5:22
  more
• 5:23
  being
• 5:23
  more
• 5:23
  intentional
• 5:23
  on
• 5:23
  where
• 5:23
  they're
• 5:24
  spending.
• 5:24
  You
• 5:25
  know
• 5:25
  what
• 5:25
  is
• 5:25
  going
• 5:25
  to
• 5:25
  make
• 5:26
  the
• 5:26
  most,
• 5:26
  what's
• 5:27
  going
• 5:27
  to
• 5:27
  have
• 5:27
  the
• 5:27
  best
• 5:27
  return
• 5:28
  for
• 5:28
  them.
• 5:28
  Is
• 5:28
  it
• 5:28
  going
• 5:28
  to
• 5:28
  be
• 5:29
  focusing
• 5:29
  on
• 5:29
  promos
• 5:30
  and
• 5:30
  discounts
• 5:30
  and
• 5:31
  so
• 5:31
  on
• 5:31
  or
• 5:31
  is
• 5:31
  it
• 5:31
  going
• 5:31
  to
• 5:32
  be
• 5:32
  investing
• 5:32
  in
• 5:33
  some
• 5:33
  of
• 5:33
  the
• 5:33
  new
• 5:33
  channels
• 5:34
  on
• 5:34
  the
• 5:34
  retail
• 5:34
  media
• 5:34
  networks
• 5:35
  that
• 5:35
  are
• 5:35
  opening
• 5:35
  up?
• 5:36
  I
• 5:36
  don't
• 5:36
  know.
• 5:36
  Right,
• 5:36
  right.
• 5:37
  Yeah.
• 5:37
  No,
• 5:37
  I
• 5:37
  think,
• 5:38
  you
• 5:38
  know,
• 5:38
  full
• 5:38
  disclosure
• 5:39
  here
• 5:39
  for
• 5:39
  the
• 5:39
  audience.
• 5:39
  I
• 5:39
  mean
• 5:39
  most
• 5:40
  people
• 5:40
  probably
• 5:40
  know
• 5:40
  this.
• 5:40
  Listen
• 5:41
  to
• 5:41
  me,
• 5:41
  I'm
• 5:41
  an
• 5:41
  advisor
• 5:41
  for
• 5:41
  Juki
• 5:42
  which
• 5:42
  is
• 5:42
  in
• 5:42
  this
• 5:42
  space.
• 5:43
  So
• 5:43
  I
• 5:43
  was
• 5:43
  actually
• 5:43
  pumped
• 5:44
  to
• 5:44
  see
• 5:44
  this
• 5:44
  announcement
• 5:44
  from
• 5:44
  Dollar
• 5:45
  General
• 5:45
  because
• 5:45
  it
• 5:45
  validates
• 5:46
  what
• 5:46
  I've
• 5:46
  been
• 5:46
  saying
• 5:46
  for
• 5:47
  a
• 5:47
  while
• 5:47
  that
• 5:47
  in
• 5:48
  store
• 5:48
  audio
• 5:48
  is
• 5:48
  an
• 5:48
  untapped
• 5:49
  part
• 5:49
  of
• 5:49
  the
• 5:49
  media
• 5:50
  network.
• 5:51
  And
• 5:51
  I
• 5:52
  hear
• 5:52
  you,
• 5:52
  I,
• 5:52
  you
• 5:52
  know
• 5:52
  Jen,
• 5:53
  I
• 5:53
  hear
• 5:53
  you
• 5:53
  too.
• 5:53
  I
• 5:53
  mean
• 5:54
  I
• 5:54
  think
• 5:54
  that's
• 5:55
  always
• 5:55
  the
• 5:55
  question
• 5:55
  I
• 5:56
  have
• 5:56
  too
• 5:56
  is
• 5:56
  you
• 5:56
  know,
• 5:56
  how
• 5:56
  will
• 5:57
  it
• 5:57
  resonate
• 5:57
  with
• 5:57
  the
• 5:57
  brand.
• 5:58
  But
• 5:58
  to
• 5:58
  me
• 5:58
  I
• 5:58
  think
• 5:58
  like
• 5:59
  there
• 6:00
  are
• 6:00
  retailers
• 6:01
  where
• 6:01
  they're
• 6:01
  people
• 6:02
  are
• 6:02
  just
• 6:02
  not
• 6:02
  going
• 6:02
  to
• 6:02
  be
• 6:02
  as
• 6:03
  concerned
• 6:03
  about
• 6:03
  that.
• 6:03
  Dollar
• 6:04
  General,
• 6:04
  the
• 6:04
  right
• 6:05
  regional
• 6:05
  grocer
• 6:05
  which
• 6:06
  already
• 6:06
  has
• 6:06
  kind
• 6:06
  of
• 6:06
  an
• 6:07
  advertising
• 6:08
  positioning
• 6:08
  with
• 6:09
  their
• 6:09
  clientele
• 6:10
  on
• 6:10
  a
• 6:10
  regular
• 6:10
  basis.
• 6:11
  Convenience
• 6:11
  stores,
• 6:12
  like
• 6:12
  I
• 6:12
  said
• 6:12
  with
• 6:12
  the
• 6:12
  kind
• 6:13
  of
• 6:13
  gas
• 6:13
  pump
• 6:13
  analogy
• 6:14
  that's
• 6:14
  already
• 6:14
  out
• 6:14
  there
• 6:15
  and
• 6:15
  it
• 6:15
  is
• 6:15
  a
• 6:15
  way
• 6:15
  of
• 6:16
  life
• 6:16
  in
• 6:16
  Europe.
• 6:16
  So
• 6:16
  I
• 6:16
  always
• 6:17
  ask
• 6:17
  the
• 6:17
  question
• 6:17
  like
• 6:17
  why
• 6:17
  are
• 6:18
  we
• 6:18
  so
• 6:18
  different
• 6:18
  than
• 6:19
  Europeans
• 6:19
  or
• 6:20
  are
• 6:20
  we
• 6:20
  just
• 6:20
  slow
• 6:20
  to
• 6:20
  the
• 6:21
  game
• 6:21
  here?
• 6:22
  Because
• 6:22
  it
• 6:23
  is
• 6:23
  a
• 6:23
  much,
• 6:24
  it
• 6:24
  is
• 6:24
  a
• 6:24
  much
• 6:25
  easier
• 6:25
  way
• 6:26
  to
• 6:26
  attribute
• 6:26
  and
• 6:27
  drive
• 6:27
  sales
• 6:28
  via
• 6:28
  in
• 6:28
  store
• 6:29
  than
• 6:29
  say
• 6:30
  all
• 6:30
  these
• 6:30
  expensive,
• 6:30
  you
• 6:31
  know,
• 6:31
  activations
• 6:32
  that
• 6:32
  we're
• 6:33
  seeing.
• 6:33
  So
• 6:33
  I
• 6:33
  think
• 6:33
  for
• 6:34
  me
• 6:34
  it
• 6:34
  would
• 6:34
  be
• 6:35
  step
• 6:35
  one
• 6:35
  in
• 6:36
  my
• 6:36
  retail
• 6:37
  media
• 6:37
  exploration
• 6:38
  or
• 6:38
  experimentation
• 6:39
  plan.
• 6:40
  100%.
• 6:40
  But
• 6:41
  Jen,
• 6:41
  what
• 6:41
  do
• 6:41
  you
• 6:41
  think?
• 6:42
  I
• 6:42
  think
• 6:42
  the
• 6:42
  most
• 6:43
  interesting
• 6:43
  thing
• 6:43
  will
• 6:43
  be
• 6:44
  how
• 6:44
  it
• 6:44
  connects
• 6:44
  with
• 6:45
  younger
• 6:45
  generations
• 6:46
  like
• 6:46
  Gen
• 6:46
  Alpha.
• 6:47
  They've
• 6:48
  grown
• 6:48
  up
• 6:48
  just
• 6:49
  in
• 6:49
  this
• 6:49
  influencer
• 6:50
  centric
• 6:50
  environment
• 6:51
  and
• 6:52
  they
• 6:52
  see
• 6:52
  influencers
• 6:53
  as
• 6:53
  their
• 6:53
  friends
• 6:53
  or
• 6:54
  folks
• 6:54
  that
• 6:54
  will
• 6:54
  just
• 6:54
  sell
• 6:54
  them
• 6:55
  things
• 6:55
  and
• 6:55
  they're
• 6:55
  okay
• 6:55
  with
• 6:55
  that.
• 6:56
  They're
• 6:56
  okay
• 6:56
  with
• 6:56
  more
• 6:56
  of
• 6:57
  this
• 6:57
  like
• 6:57
  advertising
• 6:58
  centric
• 6:59
  way
• 6:59
  of
• 6:59
  communication.
• 7:00
  So
• 7:01
  I
• 7:01
  think
• 7:01
  this
• 7:01
  could
• 7:01
  work
• 7:02
  really
• 7:02
  well
• 7:02
  with
• 7:02
  Gen
• 7:02
  Alpha
• 7:03
  because
• 7:04
  they're
• 7:04
  going
• 7:04
  to
• 7:04
  see
• 7:04
  it
• 7:05
  as
• 7:05
  additive
• 7:05
  to
• 7:05
  the
• 7:06
  experience,
• 7:06
  whereas
• 7:07
  it
• 7:07
  might
• 7:07
  be
• 7:07
  a
• 7:07
  little
• 7:07
  bit
• 7:07
  more
• 7:08
  polarizing
• 7:08
  for
• 7:08
  older
• 7:09
  generations
• 7:09
  as
• 7:09
  well.
• 7:10
  So
• 7:10
  less
• 7:10
  of
• 7:11
  the
• 7:11
  US
• 7:11
  versus
• 7:11
  European
• 7:12
  centric
• 7:12
  and
• 7:12
  more,
• 7:13
  I
• 7:13
  think
• 7:13
  it'll
• 7:13
  attract
• 7:14
  the
• 7:14
  important
• 7:14
  younger
• 7:14
  generations,
• 7:16
  potentially
• 7:17
  even
• 7:17
  more
• 7:17
  so
• 7:17
  and
• 7:18
  resonate
• 7:18
  with
• 7:18
  them
• 7:18
  at
• 7:19
  a
• 7:19
  higher
• 7:19
  altitude.
• 7:20
  Well,
• 7:21
  that's
• 7:21
  really
• 7:21
  interesting
• 7:21
  too.
• 7:21
  And
• 7:21
  John,
• 7:22
  the
• 7:22
  other
• 7:22
  point
• 7:22
  too,
• 7:22
  I
• 7:23
  never
• 7:23
  thought
• 7:23
  about
• 7:23
  the
• 7:23
  dynamics
• 7:24
  of
• 7:24
  young
• 7:24
  versus
• 7:25
  old.
• 7:25
  There's
• 7:25
  also
• 7:25
  the
• 7:26
  macroeconomic
• 7:26
  climate
• 7:27
  right
• 7:27
  now,
• 7:27
  like
• 7:28
  experimenting
• 7:28
  with
• 7:29
  this
• 7:29
  type
• 7:29
  of
• 7:29
  thing,
• 7:29
  even
• 7:29
  if
• 7:30
  it's
• 7:30
  promotional,
• 7:30
  could
• 7:31
  go
• 7:31
  a
• 7:31
  long
• 7:31
  way
• 7:32
  with
• 7:32
  a
• 7:32
  lot
• 7:32
  of
• 7:32
  your
• 7:32
  customers
• 7:33
  at
• 7:33
  the
• 7:33
  end
• 7:33
  of
• 7:33
  the
• 7:33
  day
• 7:34
  too.
• 7:34
  Right.
• 7:34
  Like
• 7:35
  so
• 7:35
  if
• 7:35
  you're
• 7:35
  going
• 7:35
  to
• 7:36
  try,
• 7:36
  it
• 7:36
  seems
• 7:37
  like
• 7:37
  the
• 7:37
  next
• 7:37
  couple
• 7:37
  of
• 7:37
  years
• 7:37
  with
• 7:38
  everything
• 7:38
  going
• 7:38
  on
• 7:38
  with
• 7:39
  you
• 7:39
  know,
• 7:39
  oil
• 7:40
  and
• 7:41
  cost
• 7:41
  of
• 7:41
  food
• 7:41
  and
• 7:41
  all
• 7:42
  that
• 7:42
  this
• 7:42
  is
• 7:43
  ripe
• 7:43
  for
• 7:43
  experimentation,
• 7:44
  right
• 7:44
  John?
• 7:45
  Yeah,
• 7:45
  absolutely.
• 7:46
  So
• 7:46
  in
• 7:46
  the
• 7:46
  pressures
• 7:47
  that
• 7:47
  you
• 7:47
  pointed
• 7:47
  to
• 7:48
  on
• 7:48
  the
• 7:48
  consumer
• 7:48
  side,
• 7:49
  but
• 7:49
  then
• 7:49
  also
• 7:49
  just
• 7:50
  like
• 7:50
  the
• 7:50
  level
• 7:50
  of
• 7:50
  competition,
• 7:52
  you
• 7:52
  know,
• 7:52
  within
• 7:52
  this
• 7:52
  space
• 7:53
  is
• 7:53
  also,
• 7:53
  you
• 7:54
  know,
• 7:55
  you
• 7:55
  know,
• 7:55
  hyperdrive.
• 7:55
  Right.
• 7:56
  Right
• 7:56
  now
• 7:56
  and
• 7:57
  you
• 7:57
  know,
• 7:57
  you
• 7:57
  mentioned
• 7:57
  convenience
• 7:58
  stores.
• 7:58
  You
• 7:58
  know,
• 7:59
  there's,
• 7:59
  it's
• 7:59
  really
• 7:59
  the
• 8:00
  ecosystem
• 8:00
  of
• 8:00
  you
• 8:01
  know,
• 8:01
  discount
• 8:01
  retailers
• 8:02
  like
• 8:02
  your
• 8:02
  dollar
• 8:02
  generals.
• 8:03
  It's
• 8:03
  convenience
• 8:03
  stores,
• 8:03
  it's
• 8:04
  grocery,
• 8:04
  it's
• 8:04
  restaurants.
• 8:05
  They're
• 8:05
  all
• 8:05
  competing
• 8:05
  for
• 8:05
  the
• 8:06
  same,
• 8:06
  you
• 8:06
  know,
• 8:06
  consumers
• 8:07
  and
• 8:08
  customers.
• 8:08
  And
• 8:08
  so
• 8:09
  it's
• 8:09
  hyper
• 8:09
  competitive
• 8:10
  environment
• 8:10
  right
• 8:10
  now.
• 8:11
  There's
• 8:11
  a
• 8:11
  lot
• 8:11
  of
• 8:11
  headwinds
• 8:11
  on
• 8:12
  the,
• 8:12
  on
• 8:12
  the
• 8:12
  consumer
• 8:13
  so.
• 8:13
  Absolutely.
• 8:14
  I
• 8:14
  think,
• 8:14
  you
• 8:14
  know,
• 8:15
  companies
• 8:16
  need
• 8:16
  to
• 8:16
  get
• 8:16
  creative
• 8:17
  on
• 8:17
  how
• 8:18
  they're
• 8:18
  going
• 8:18
  to
• 8:18
  compete
• 8:18
  and
• 8:19
  win
• 8:19
  in
• 8:19
  that
• 8:19
  environment.
• 8:19
  The
• 8:19
  macro
• 8:20
  environment
• 8:20
  is
• 8:20
  absolutely,
• 8:21
  you
• 8:21
  know,
• 8:21
  not,
• 8:22
  not
• 8:22
  easy
• 8:23
  by
• 8:23
  any
• 8:23
  means.
• 8:25
  That's
• 8:26
  the
• 8:26
  understatement
• 8:26
  of
• 8:26
  the
• 8:27
  show.
• 8:27
  You
• 8:27
  got
• 8:27
  the
• 8:27
  quote
• 8:27
  of
• 8:28
  the
• 8:28
  show
• 8:28
  and
• 8:28
  the
• 8:28
  understatement
• 8:29
  of
• 8:29
  the
• 8:29
  show,
• 8:29
  John.