Latest / Omni Talk Retail / REI Is Reinventing Merchandising Through Culture, AI, and Community | eTail West 2026

Transcript

REI Is Reinventing Merchandising Through Culture, AI, and Community | eTail West 2026 · Omni Talk Retail

• 0:00
  Hello
• 0:00
  everyone.
• 0:01
  Welcome.
• 0:02
  We
• 0:02
  are
• 0:02
  out
• 0:02
  here
• 0:03
  at
• 0:03
  Etail
• 0:04
  West.
• 0:04
  This
• 0:05
  is
• 0:05
  Omnitalk
• 0:05
  Retail.
• 0:06
  I'm
• 0:06
  Ann
• 0:06
  Mazinga
• 0:07
  and
• 0:08
  we
• 0:08
  have
• 0:08
  a
• 0:09
  fantastic
• 0:10
  lineup
• 0:10
  of
• 0:11
  interviews
• 0:12
  from
• 0:12
  this
• 0:12
  show
• 0:13
  all
• 0:13
  week.
• 0:13
  So
• 0:13
  make
• 0:14
  sure
• 0:14
  to
• 0:14
  stay
• 0:14
  tuned.
• 0:15
  Before
• 0:16
  I
• 0:16
  introduce
• 0:16
  my
• 0:17
  next
• 0:17
  guest,
• 0:17
  standing
• 0:18
  next
• 0:18
  to
• 0:18
  me,
• 0:18
  I
• 0:18
  would
• 0:18
  like
• 0:18
  to
• 0:18
  give
• 0:19
  a
• 0:19
  big
• 0:19
  thank
• 0:19
  you
• 0:19
  to
• 0:20
  Net
• 0:20
  Elixir,
• 0:20
  the
• 0:21
  AI
• 0:21
  powered
• 0:21
  growth
• 0:22
  engine
• 0:22
  behind
• 0:23
  mid
• 0:23
  size
• 0:23
  E
• 0:24
  commerce
• 0:24
  brand
• 0:24
  growth
• 0:24
  for
• 0:25
  22
• 0:26
  years.
• 0:26
  And
• 0:26
  net
• 0:27
  Elixir
• 0:27
  is
• 0:27
  helping
• 0:27
  us
• 0:28
  bring
• 0:28
  you
• 0:28
  all
• 0:28
  of
• 0:28
  our
• 0:29
  coverage
• 0:29
  for
• 0:29
  the
• 0:30
  week.
• 0:30
  So
• 0:30
  with
• 0:31
  that,
• 0:31
  let
• 0:31
  me
• 0:31
  introduce
• 0:32
  our
• 0:32
  very
• 0:33
  first
• 0:33
  guest
• 0:34
  and
• 0:34
  that
• 0:34
  is
• 0:34
  Kristen
• 0:35
  Shane,
• 0:36
  Chief
• 0:36
  merchandising
• 0:37
  officer
• 0:37
  at
• 0:37
  REI
• 0:38
  and
• 0:38
  longtime
• 0:39
  friend
• 0:39
  of
• 0:39
  the
• 0:39
  show.
• 0:39
  Kristin,
• 0:40
  it's
• 0:40
  so
• 0:40
  good
• 0:40
  to
• 0:40
  have
• 0:41
  you.
• 0:41
  So
• 0:41
  good
• 0:41
  to
• 0:41
  be
• 0:41
  here.
• 0:41
  I
• 0:42
  didn't
• 0:42
  know
• 0:42
  I
• 0:42
  was
• 0:42
  your
• 0:42
  first.
• 0:43
  Well,
• 0:43
  you
• 0:43
  are
• 0:43
  the
• 0:44
  first
• 0:44
  one.
• 0:44
  You're
• 0:45
  kicking
• 0:45
  it
• 0:45
  off.
• 0:45
  I
• 0:45
  know.
• 0:45
  I
• 0:46
  cannot
• 0:46
  think
• 0:46
  of
• 0:46
  a
• 0:46
  better
• 0:46
  person
• 0:47
  to
• 0:47
  do
• 0:47
  that
• 0:47
  with
• 0:48
  you.
• 0:49
  You've
• 0:49
  already
• 0:49
  been
• 0:49
  on
• 0:50
  stage
• 0:50
  this
• 0:50
  morning.
• 0:51
  Before
• 0:51
  we
• 0:52
  dive
• 0:52
  into
• 0:52
  the
• 0:52
  content
• 0:53
  part
• 0:53
  of
• 0:53
  this.
• 0:53
  Yes.
• 0:54
  I
• 0:54
  want
• 0:54
  you
• 0:54
  to
• 0:54
  give
• 0:55
  a
• 0:55
  little
• 0:55
  bit
• 0:55
  about
• 0:55
  your
• 0:55
  background
• 0:56
  because
• 0:56
  you've
• 0:56
  worked
• 0:56
  for
• 0:57
  some.
• 0:57
  You
• 0:57
  have
• 0:57
  a
• 0:57
  very
• 0:58
  impress.
• 0:59
  You
• 0:59
  worked
• 0:59
  for
• 0:59
  some
• 0:59
  really
• 1:00
  incredible
• 1:00
  companies.
• 1:02
  Tell
• 1:02
  us
• 1:02
  a
• 1:02
  little
• 1:03
  bit
• 1:03
  about
• 1:03
  now
• 1:04
  what
• 1:04
  you
• 1:04
  oversee
• 1:05
  in
• 1:05
  your
• 1:05
  role
• 1:06
  as
• 1:06
  a
• 1:07
  chief
• 1:07
  merchandising
• 1:08
  officer
• 1:08
  at
• 1:08
  rei.
• 1:09
  Yeah,
• 1:09
  well,
• 1:10
  I
• 1:10
  started
• 1:10
  my
• 1:10
  career
• 1:11
  a
• 1:11
  couple
• 1:12
  of
• 1:12
  decades
• 1:12
  ago
• 1:13
  at
• 1:13
  Target.
• 1:14
  I
• 1:15
  was
• 1:15
  there
• 1:15
  for
• 1:15
  about
• 1:15
  11
• 1:16
  years.
• 1:16
  And
• 1:16
  when
• 1:17
  you're
• 1:17
  at
• 1:17
  Target,
• 1:17
  as
• 1:17
  you
• 1:18
  know,
• 1:18
  you
• 1:19
  sort
• 1:19
  of
• 1:19
  learn
• 1:19
  this
• 1:20
  operational
• 1:21
  best
• 1:21
  method
• 1:22
  excellence
• 1:23
  for
• 1:23
  how
• 1:23
  you
• 1:23
  go
• 1:24
  to
• 1:24
  market.
• 1:24
  It's
• 1:24
  sort
• 1:24
  of
• 1:24
  like
• 1:25
  ingrained
• 1:25
  in
• 1:25
  you.
• 1:26
  And
• 1:26
  then
• 1:26
  I
• 1:27
  left
• 1:27
  and
• 1:27
  did
• 1:27
  an
• 1:27
  entrepreneurial
• 1:28
  venture
• 1:28
  in
• 1:28
  the
• 1:29
  Twin
• 1:29
  Cities.
• 1:30
  And
• 1:30
  I
• 1:31
  really
• 1:31
  learned,
• 1:32
  you
• 1:32
  know,
• 1:32
  at
• 1:32
  Target
• 1:32
  we
• 1:33
  put
• 1:33
  the
• 1:33
  customer
• 1:33
  at
• 1:33
  the
• 1:33
  center.
• 1:34
  But
• 1:34
  what
• 1:34
  I
• 1:34
  really
• 1:35
  learned
• 1:35
  is
• 1:35
  like
• 1:36
  loyalty
• 1:36
  is
• 1:37
  driven
• 1:37
  by
• 1:37
  understanding
• 1:39
  the
• 1:39
  customer
• 1:40
  at
• 1:40
  like
• 1:40
  an
• 1:40
  empathetic
• 1:41
  level.
• 1:41
  Really?
• 1:41
  Yeah.
• 1:42
  And
• 1:42
  really
• 1:42
  thinking
• 1:43
  about
• 1:43
  like
• 1:43
  not
• 1:43
  just
• 1:44
  what
• 1:44
  you're
• 1:44
  trying
• 1:44
  to
• 1:44
  do
• 1:44
  for
• 1:44
  them,
• 1:45
  but
• 1:45
  like
• 1:45
  how
• 1:45
  you
• 1:45
  solve
• 1:45
  problems
• 1:46
  for
• 1:46
  them.
• 1:46
  And
• 1:47
  when
• 1:47
  you're
• 1:47
  in
• 1:47
  an
• 1:47
  entrepreneurial
• 1:48
  venture,
• 1:48
  you're
• 1:49
  like
• 1:49
  nose
• 1:50
  to
• 1:50
  nose
• 1:50
  with
• 1:50
  the
• 1:50
  customer.
• 1:51
  So
• 1:52
  that
• 1:52
  was
• 1:52
  really
• 1:52
  interesting.
• 1:53
  And
• 1:53
  then
• 1:53
  I
• 1:53
  was
• 1:53
  the
• 1:53
  chief
• 1:54
  merchandising
• 1:55
  officer
• 1:55
  at
• 1:55
  petsmart
• 1:56
  and
• 1:56
  Guitar
• 1:56
  center.
• 1:57
  And
• 1:57
  like
• 1:57
  operations,
• 1:58
  operational
• 1:58
  excellence
• 1:58
  and
• 1:59
  the
• 1:59
  empathetic
• 2:00
  customer
• 2:00
  approach
• 2:01
  kind
• 2:01
  of
• 2:01
  come
• 2:01
  together
• 2:01
  in
• 2:02
  specialty
• 2:02
  retail
• 2:02
  in
• 2:03
  a
• 2:03
  really
• 2:03
  unique
• 2:03
  way.
• 2:04
  So
• 2:05
  today
• 2:05
  I'm
• 2:06
  the
• 2:06
  chief
• 2:06
  merchandising
• 2:06
  officer
• 2:07
  at
• 2:07
  rei.
• 2:08
  I
• 2:09
  oversee
• 2:09
  the
• 2:09
  merchant
• 2:10
  team,
• 2:10
  the
• 2:11
  planning
• 2:11
  team,
• 2:12
  the
• 2:12
  co
• 2:12
  op
• 2:13
  brand
• 2:13
  team.
• 2:13
  So
• 2:14
  about
• 2:14
  15%
• 2:15
  of
• 2:15
  our
• 2:15
  sales
• 2:15
  come
• 2:15
  from
• 2:16
  the
• 2:16
  REI
• 2:17
  brand.
• 2:17
  Yes.
• 2:18
  Right.
• 2:19
  And
• 2:19
  then
• 2:19
  I
• 2:19
  also
• 2:19
  have
• 2:20
  visual
• 2:21
  merchandising
• 2:21
  and
• 2:22
  an
• 2:22
  operations
• 2:22
  team.
• 2:23
  So.
• 2:24
  Okay,
• 2:24
  I
• 2:24
  have
• 2:25
  to
• 2:25
  find
• 2:25
  out
• 2:25
  what
• 2:25
  it
• 2:26
  was
• 2:26
  when
• 2:26
  you
• 2:27
  got
• 2:27
  the
• 2:27
  call
• 2:27
  from
• 2:27
  rei,
• 2:28
  what
• 2:28
  was
• 2:29
  it
• 2:29
  that
• 2:29
  you
• 2:29
  were
• 2:29
  like?
• 2:30
  Yes,
• 2:30
  I
• 2:31
  need
• 2:31
  to
• 2:31
  explore
• 2:31
  this
• 2:32
  as
• 2:32
  an
• 2:32
  opportunity.
• 2:32
  Yeah.
• 2:34
  Well,
• 2:34
  as
• 2:35
  a
• 2:35
  merchant,
• 2:35
  most
• 2:36
  of
• 2:36
  my
• 2:36
  career,
• 2:37
  I'm
• 2:37
  obsessed
• 2:38
  with
• 2:38
  this
• 2:39
  relationship
• 2:39
  with
• 2:40
  the
• 2:40
  customer.
• 2:40
  And
• 2:41
  really,
• 2:42
  as
• 2:42
  a
• 2:42
  merchant,
• 2:43
  understanding
• 2:43
  how
• 2:44
  we
• 2:44
  create,
• 2:45
  how
• 2:46
  we
• 2:46
  inspire
• 2:47
  wonder
• 2:47
  for
• 2:47
  the
• 2:47
  customer.
• 2:49
  And
• 2:49
  so
• 2:49
  when
• 2:49
  I
• 2:49
  look
• 2:49
  at
• 2:50
  rei,
• 2:51
  we
• 2:51
  believe
• 2:51
  that
• 2:52
  a
• 2:52
  life
• 2:52
  outside
• 2:52
  is
• 2:53
  a
• 2:53
  life
• 2:53
  well
• 2:53
  lived.
• 2:54
  And
• 2:54
  I
• 2:54
  believe
• 2:55
  a
• 2:55
  life
• 2:55
  outside
• 2:55
  is
• 2:56
  a
• 2:56
  life
• 2:56
  so
• 2:56
  very
• 2:57
  much
• 2:57
  aligns
• 2:57
  with
• 2:58
  my
• 2:58
  values.
• 2:59
  Yeah.
• 3:00
  And
• 3:00
  so
• 3:01
  that
• 3:02
  sort
• 3:02
  of
• 3:02
  relationship
• 3:03
  with
• 3:03
  the
• 3:03
  customer
• 3:04
  that
• 3:04
  REI
• 3:05
  has,
• 3:05
  in
• 3:05
  my
• 3:05
  view,
• 3:06
  is
• 3:06
  really
• 3:06
  unique.
• 3:07
  And
• 3:08
  the
• 3:08
  value
• 3:08
  system
• 3:09
  that
• 3:09
  REI
• 3:09
  has
• 3:09
  created,
• 3:10
  whether
• 3:10
  it's
• 3:12
  this
• 3:12
  idea
• 3:13
  that
• 3:13
  we
• 3:13
  believe
• 3:14
  everybody
• 3:14
  should
• 3:14
  have
• 3:15
  access
• 3:15
  to
• 3:15
  public
• 3:16
  lands
• 3:16
  and
• 3:16
  we're
• 3:16
  willing
• 3:17
  to
• 3:17
  engage
• 3:17
  in
• 3:17
  the
• 3:17
  fight
• 3:18
  to
• 3:18
  protect
• 3:18
  them,
• 3:19
  this
• 3:19
  idea
• 3:20
  of
• 3:20
  really
• 3:21
  building
• 3:22
  a
• 3:22
  business
• 3:23
  around
• 3:23
  sustainability.
• 3:24
  There
• 3:25
  are
• 3:25
  a
• 3:25
  lot
• 3:25
  of
• 3:25
  retailers.
• 3:26
  Retailers
• 3:26
  and
• 3:27
  brands
• 3:27
  that
• 3:27
  have
• 3:27
  like
• 3:27
  sustainability
• 3:28
  initiatives,
• 3:29
  but
• 3:30
  at
• 3:30
  rei.
• 3:30
  Not
• 3:30
  at
• 3:31
  rei,
• 3:31
  no.
• 3:31
  It's
• 3:32
  like
• 3:32
  we're.
• 3:32
  Everything
• 3:33
  we
• 3:33
  do
• 3:33
  is
• 3:33
  going
• 3:33
  to
• 3:34
  be
• 3:34
  in
• 3:34
  support
• 3:34
  of
• 3:34
  sustainability.
• 3:35
  So
• 3:36
  those
• 3:36
  things
• 3:36
  really
• 3:37
  drew
• 3:37
  me
• 3:37
  in.
• 3:37
  And
• 3:38
  how
• 3:38
  it
• 3:38
  comes
• 3:38
  to
• 3:38
  life
• 3:38
  for
• 3:39
  the
• 3:39
  customer
• 3:39
  is
• 3:39
  just
• 3:40
  really
• 3:40
  inspiring
• 3:40
  to
• 3:41
  me.
• 3:41
  Well,
• 3:41
  I
• 3:41
  want
• 3:41
  to
• 3:42
  touch
• 3:42
  on
• 3:42
  something
• 3:42
  that
• 3:42
  you
• 3:42
  talked
• 3:43
  about,
• 3:43
  Kristin,
• 3:43
  which
• 3:43
  is
• 3:44
  really
• 3:44
  this
• 3:45
  values
• 3:45
  based,
• 3:46
  this
• 3:46
  purposeful
• 3:47
  company.
• 3:47
  I
• 3:47
  mean,
• 3:48
  REI
• 3:48
  definitely
• 3:49
  comes
• 3:49
  to
• 3:49
  mind
• 3:50
  alongside
• 3:50
  other
• 3:51
  brands
• 3:51
  that,
• 3:51
  you
• 3:52
  know,
• 3:52
  like
• 3:52
  Patagonia,
• 3:53
  who
• 3:53
  prioritize
• 3:54
  this
• 3:55
  and
• 3:56
  in
• 3:56
  and
• 3:56
  their
• 3:57
  customers,
• 3:57
  their
• 3:58
  pursuit
• 3:58
  to
• 3:58
  be
• 3:58
  able
• 3:59
  to
• 4:00
  go
• 4:01
  through
• 4:01
  and
• 4:01
  support
• 4:02
  the
• 4:02
  outdoors,
• 4:03
  support
• 4:03
  organizations
• 4:04
  and
• 4:05
  support
• 4:05
  a
• 4:05
  company
• 4:05
  that
• 4:06
  they
• 4:06
  share
• 4:06
  values
• 4:07
  with.
• 4:08
  One
• 4:08
  of
• 4:08
  the
• 4:08
  things
• 4:09
  that
• 4:09
  you
• 4:09
  were
• 4:09
  just
• 4:09
  talking
• 4:09
  about
• 4:10
  on
• 4:10
  stage
• 4:10
  that
• 4:10
  I'd
• 4:11
  love
• 4:11
  for
• 4:11
  you
• 4:11
  to
• 4:11
  explain
• 4:12
  for
• 4:13
  the
• 4:13
  audience
• 4:13
  is
• 4:13
  this
• 4:14
  peak
• 4:14
  28
• 4:14
  ascending
• 4:15
  together
• 4:16
  strategy.
• 4:16
  Yeah.
• 4:17
  What
• 4:17
  is
• 4:17
  it?
• 4:18
  Yes.
• 4:18
  Why
• 4:19
  peak
• 4:19
  28
• 4:20
  and
• 4:20
  what
• 4:20
  does
• 4:21
  that
• 4:21
  look
• 4:21
  like
• 4:21
  now
• 4:22
  for
• 4:22
  you
• 4:23
  and
• 4:23
  your
• 4:23
  team
• 4:24
  and
• 4:24
  the
• 4:24
  rest
• 4:24
  of
• 4:24
  the
• 4:24
  REI
• 4:25
  organization?
• 4:25
  Yeah.
• 4:26
  So
• 4:26
  peak
• 4:26
  28
• 4:27
  ascending
• 4:27
  together.
• 4:28
  Yes.
• 4:28
  Is
• 4:29
  our
• 4:29
  three
• 4:29
  year
• 4:29
  strategy.
• 4:30
  So
• 4:31
  I
• 4:31
  have
• 4:31
  been
• 4:31
  at
• 4:32
  REI
• 4:32
  now
• 4:32
  about
• 4:33
  a
• 4:33
  year.
• 4:33
  Okay.
• 4:33
  And
• 4:34
  about
• 4:34
  a
• 4:34
  year
• 4:34
  ago,
• 4:35
  you
• 4:35
  know,
• 4:35
  you
• 4:35
  talked
• 4:35
  to
• 4:35
  Mary
• 4:36
  Beth
• 4:36
  at
• 4:37
  nrf,
• 4:38
  I
• 4:38
  believe.
• 4:38
  Yes.
• 4:39
  So
• 4:39
  she
• 4:39
  and
• 4:39
  I
• 4:39
  started
• 4:40
  around
• 4:40
  the
• 4:40
  same
• 4:40
  time.
• 4:41
  And
• 4:41
  so
• 4:41
  we've
• 4:41
  got
• 4:41
  this
• 4:41
  sort
• 4:42
  of
• 4:42
  new
• 4:42
  executive
• 4:42
  team
• 4:43
  that's
• 4:44
  doing
• 4:44
  a
• 4:44
  couple
• 4:44
  of
• 4:45
  things.
• 4:45
  We're
• 4:45
  really
• 4:45
  listening
• 4:46
  to
• 4:46
  customers
• 4:47
  in
• 4:47
  a
• 4:48
  very
• 4:48
  in
• 4:48
  depth
• 4:49
  way.
• 4:49
  We're
• 4:50
  like
• 4:50
  in
• 4:50
  their
• 4:50
  homes
• 4:51
  talking
• 4:52
  to
• 4:52
  them
• 4:52
  about
• 4:52
  what
• 4:52
  they
• 4:53
  do
• 4:53
  outside,
• 4:53
  doing
• 4:54
  ethnographies.
• 4:55
  We're
• 4:55
  looking
• 4:56
  at
• 4:56
  all
• 4:56
  the
• 4:56
  data.
• 4:57
  We're
• 4:57
  really
• 4:57
  trying
• 4:57
  to
• 4:57
  understand
• 4:58
  the
• 4:58
  customer.
• 4:58
  We're
• 4:58
  also
• 4:59
  listening
• 4:59
  and
• 4:59
  talking
• 5:00
  to
• 5:00
  associates
• 5:01
  because
• 5:01
  our
• 5:02
  greenvests
• 5:02
  know
• 5:02
  our
• 5:03
  customers
• 5:03
  better
• 5:03
  than
• 5:03
  anybody.
• 5:04
  Right,
• 5:04
  right.
• 5:05
  And
• 5:05
  so
• 5:05
  Peak
• 5:06
  28
• 5:06
  is
• 5:07
  really
• 5:07
  this
• 5:07
  idea
• 5:08
  of
• 5:08
  putting
• 5:08
  the
• 5:08
  customer
• 5:09
  at
• 5:09
  the
• 5:09
  center
• 5:09
  of
• 5:09
  what
• 5:09
  we
• 5:10
  want
• 5:10
  to
• 5:10
  do
• 5:11
  and
• 5:11
  creating
• 5:11
  a
• 5:12
  strategy
• 5:12
  that
• 5:12
  allows
• 5:13
  us
• 5:13
  to
• 5:13
  uniquely
• 5:14
  deliver
• 5:14
  for
• 5:14
  them.
• 5:14
  So
• 5:15
  it's
• 5:15
  got
• 5:15
  three
• 5:15
  parts.
• 5:16
  The
• 5:16
  first
• 5:17
  part
• 5:17
  is
• 5:17
  really
• 5:17
  about
• 5:18
  this
• 5:18
  idea
• 5:19
  of
• 5:19
  a
• 5:19
  service
• 5:20
  model
• 5:20
  that
• 5:20
  allows
• 5:21
  the
• 5:21
  customer
• 5:21
  to
• 5:21
  get
• 5:22
  outside
• 5:22
  in
• 5:22
  a
• 5:22
  really
• 5:23
  meaningful
• 5:23
  way.
• 5:23
  Okay,
• 5:24
  what
• 5:24
  does
• 5:24
  that
• 5:24
  look
• 5:24
  like?
• 5:24
  So
• 5:25
  when
• 5:25
  you
• 5:25
  go.
• 5:25
  So
• 5:25
  I
• 5:26
  told
• 5:26
  the
• 5:26
  story
• 5:26
  on
• 5:27
  stage.
• 5:28
  So
• 5:29
  I
• 5:29
  go
• 5:29
  in
• 5:30
  stores
• 5:30
  a
• 5:30
  lot,
• 5:30
  and
• 5:30
  I
• 5:31
  tend
• 5:31
  to
• 5:31
  not
• 5:31
  tell
• 5:31
  them
• 5:31
  who
• 5:32
  I
• 5:32
  am
• 5:32
  because
• 5:33
  I
• 5:33
  really
• 5:33
  want
• 5:33
  an
• 5:33
  authentic
• 5:34
  experience.
• 5:35
  I
• 5:35
  was
• 5:35
  at
• 5:36
  a
• 5:36
  hockey
• 5:36
  tournament.
• 5:36
  Yes,
• 5:37
  we
• 5:37
  play
• 5:37
  hockey
• 5:37
  in
• 5:37
  Arizona.
• 5:38
  This
• 5:39
  is
• 5:39
  all
• 5:39
  news
• 5:39
  to
• 5:39
  me,
• 5:39
  but
• 5:40
  I
• 5:40
  love
• 5:40
  it.
• 5:40
  So
• 5:41
  my
• 5:41
  13
• 5:41
  year
• 5:41
  old
• 5:41
  had
• 5:42
  a
• 5:42
  hockey
• 5:42
  tournament
• 5:42
  in
• 5:42
  Flagstaff.
• 5:44
  I
• 5:44
  wanted
• 5:44
  to
• 5:44
  do
• 5:44
  a
• 5:44
  trail
• 5:45
  run
• 5:45
  that
• 5:45
  morning.
• 5:45
  So
• 5:46
  I
• 5:46
  went
• 5:46
  to
• 5:46
  the
• 5:46
  Flagstaff
• 5:47
  rei
• 5:48
  and
• 5:48
  I
• 5:48
  was
• 5:49
  like,
• 5:49
  hey,
• 5:49
  I'm
• 5:49
  not
• 5:49
  from
• 5:50
  here.
• 5:50
  I
• 5:50
  wanna
• 5:50
  do
• 5:50
  a
• 5:51
  trail
• 5:51
  run.
• 5:51
  And
• 5:52
  they
• 5:52
  brought
• 5:52
  me
• 5:52
  over
• 5:52
  to
• 5:52
  this
• 5:53
  table,
• 5:53
  they
• 5:53
  ripped
• 5:54
  out
• 5:54
  a
• 5:54
  map,
• 5:54
  and
• 5:54
  they
• 5:54
  were
• 5:54
  like,
• 5:55
  they
• 5:55
  knew
• 5:55
  all
• 5:56
  the
• 5:56
  trails.
• 5:56
  They
• 5:57
  knew
• 5:57
  the
• 5:57
  terrain,
• 5:58
  they
• 5:58
  knew
• 5:58
  the
• 5:58
  elevation.
• 5:59
  And
• 5:59
  then
• 5:59
  they
• 5:59
  started
• 6:00
  to
• 6:00
  talk
• 6:00
  about,
• 6:00
  like,
• 6:00
  do
• 6:01
  you
• 6:01
  have
• 6:01
  the
• 6:01
  right
• 6:01
  gear?
• 6:01
  Talk
• 6:01
  to
• 6:02
  me
• 6:02
  about
• 6:02
  your
• 6:02
  shoes.
• 6:02
  Do
• 6:02
  you
• 6:03
  have
• 6:03
  the.
• 6:03
  You
• 6:03
  know,
• 6:03
  it's
• 6:04
  dry
• 6:04
  here.
• 6:04
  Do
• 6:04
  you
• 6:04
  have
• 6:04
  the
• 6:04
  right
• 6:05
  hydration?
• 6:05
  And
• 6:05
  so
• 6:06
  this
• 6:06
  idea
• 6:07
  that
• 6:08
  our
• 6:08
  green
• 6:08
  vests,
• 6:09
  the
• 6:09
  coveted
• 6:09
  green
• 6:09
  vests
• 6:10
  deliver
• 6:11
  this
• 6:11
  service
• 6:11
  experience
• 6:12
  to
• 6:12
  customers
• 6:12
  that
• 6:13
  they
• 6:13
  can't
• 6:13
  get
• 6:13
  anyplace
• 6:14
  else.
• 6:14
  Cause
• 6:14
  they've
• 6:14
  lived
• 6:14
  it
• 6:15
  and
• 6:15
  they're
• 6:15
  so
• 6:16
  passionate
• 6:16
  about
• 6:16
  it.
• 6:17
  And
• 6:17
  so
• 6:17
  we're
• 6:17
  thinking
• 6:17
  about
• 6:18
  how
• 6:18
  we
• 6:19
  curate
• 6:19
  that
• 6:19
  service
• 6:19
  model
• 6:20
  both
• 6:20
  in
• 6:20
  store
• 6:21
  and
• 6:21
  online
• 6:21
  to
• 6:22
  make
• 6:22
  sure
• 6:22
  that
• 6:22
  it's
• 6:23
  a
• 6:23
  unique
• 6:23
  proposition
• 6:24
  for
• 6:24
  rei.
• 6:24
  So
• 6:25
  that's
• 6:25
  the
• 6:25
  first
• 6:25
  piece.
• 6:26
  That's
• 6:26
  one.
• 6:26
  Yeah.
• 6:26
  Yes.
• 6:27
  The
• 6:27
  second
• 6:27
  piece
• 6:27
  is
• 6:28
  all
• 6:28
  about
• 6:28
  the
• 6:28
  assortment.
• 6:29
  Okay.
• 6:29
  So
• 6:30
  we
• 6:30
  talk
• 6:30
  about
• 6:30
  it
• 6:30
  in
• 6:31
  terms
• 6:31
  of
• 6:31
  a
• 6:31
  unique,
• 6:32
  culturally
• 6:32
  leading
• 6:33
  assortment
• 6:33
  and
• 6:33
  being
• 6:34
  really
• 6:34
  authentic
• 6:34
  there.
• 6:35
  So
• 6:35
  at
• 6:35
  rei,
• 6:36
  we
• 6:36
  definitely
• 6:37
  want
• 6:37
  to
• 6:37
  outfit
• 6:37
  you
• 6:37
  for
• 6:38
  your
• 6:38
  trail
• 6:38
  run
• 6:38
  or
• 6:39
  your
• 6:39
  camp
• 6:40
  expedition
• 6:40
  or
• 6:41
  whatever
• 6:42
  activity
• 6:42
  you
• 6:42
  want
• 6:42
  to
• 6:43
  do.
• 6:43
  But
• 6:44
  it's
• 6:44
  our
• 6:44
  jobs
• 6:44
  as
• 6:44
  merchants
• 6:45
  to
• 6:45
  inspire
• 6:46
  you
• 6:46
  to
• 6:46
  think
• 6:46
  about
• 6:47
  what
• 6:48
  the
• 6:48
  next
• 6:48
  excursion
• 6:49
  or
• 6:49
  activity
• 6:49
  might
• 6:49
  be.
• 6:50
  Right.
• 6:50
  So
• 6:51
  you
• 6:51
  might
• 6:51
  be
• 6:51
  like,
• 6:51
  okay,
• 6:52
  I'm
• 6:52
  a
• 6:52
  trail
• 6:52
  runner,
• 6:53
  but
• 6:53
  I've
• 6:53
  never
• 6:53
  done
• 6:54
  a
• 6:54
  backpacking
• 6:55
  expedition.
• 6:56
  I
• 6:56
  want
• 6:56
  you
• 6:56
  to
• 6:57
  come
• 6:57
  to
• 6:57
  REI
• 6:58
  and
• 6:58
  ask
• 6:59
  yourself
• 6:59
  that
• 6:59
  question,
• 7:00
  could
• 7:00
  I
• 7:00
  do
• 7:00
  that?
• 7:01
  And
• 7:01
  then
• 7:01
  talk
• 7:02
  to
• 7:02
  a
• 7:02
  green
• 7:02
  vest
• 7:03
  and
• 7:03
  have
• 7:03
  them
• 7:03
  inspire
• 7:04
  you
• 7:04
  to
• 7:04
  do
• 7:04
  it?
• 7:04
  Interesting.
• 7:05
  Okay.
• 7:05
  So
• 7:06
  it
• 7:06
  just
• 7:06
  puts
• 7:06
  a
• 7:06
  different
• 7:07
  lens
• 7:07
  on
• 7:07
  how
• 7:07
  we
• 7:07
  build
• 7:07
  assortments.
• 7:09
  The
• 7:09
  third
• 7:09
  piece
• 7:10
  is.
• 7:10
  Is
• 7:11
  really
• 7:11
  about
• 7:11
  retail
• 7:12
  fundamentals.
• 7:12
  Okay.
• 7:13
  So,
• 7:14
  you
• 7:14
  know,
• 7:15
  every
• 7:15
  retailer
• 7:16
  has
• 7:16
  their
• 7:16
  story
• 7:17
  post
• 7:17
  Covid.
• 7:18
  Right?
• 7:19
  We
• 7:19
  are
• 7:19
  not
• 7:19
  different.
• 7:20
  We
• 7:20
  have
• 7:20
  a
• 7:20
  post
• 7:20
  Covid
• 7:21
  story.
• 7:21
  We
• 7:21
  rode
• 7:21
  the
• 7:22
  wave
• 7:22
  through
• 7:22
  20,
• 7:23
  21,
• 7:23
  22.
• 7:23
  Cause
• 7:24
  everyone
• 7:24
  was
• 7:24
  like,
• 7:24
  we
• 7:24
  don't
• 7:24
  have
• 7:24
  anything
• 7:25
  to
• 7:25
  do,
• 7:25
  let's
• 7:25
  go
• 7:25
  outside.
• 7:26
  And
• 7:27
  then
• 7:27
  there's
• 7:27
  been
• 7:27
  a
• 7:27
  market
• 7:27
  contraction.
• 7:28
  And
• 7:28
  so
• 7:29
  we
• 7:30
  really
• 7:30
  are
• 7:30
  sitting
• 7:31
  in
• 7:31
  a
• 7:31
  position
• 7:31
  where
• 7:31
  we
• 7:32
  have
• 7:32
  to
• 7:32
  invest
• 7:32
  in
• 7:32
  retail
• 7:33
  fundamentals
• 7:33
  so
• 7:34
  that
• 7:34
  we
• 7:34
  make
• 7:34
  sure
• 7:34
  that
• 7:35
  we
• 7:35
  service
• 7:35
  the
• 7:35
  customer
• 7:35
  the
• 7:36
  best
• 7:36
  way
• 7:36
  possible.
• 7:37
  And
• 7:37
  we'll
• 7:37
  probably
• 7:38
  talk
• 7:38
  about
• 7:38
  this.
• 7:39
  The
• 7:39
  tools
• 7:39
  have
• 7:39
  totally
• 7:40
  changed
• 7:40
  in
• 7:40
  the
• 7:40
  last
• 7:40
  year.
• 7:40
  I
• 7:40
  was
• 7:41
  gonna
• 7:41
  say.
• 7:41
  Yeah,
• 7:41
  like
• 7:41
  what
• 7:41
  does
• 7:42
  that
• 7:42
  mean?
• 7:43
  And
• 7:43
  even
• 7:43
  just
• 7:43
  from
• 7:44
  a
• 7:44
  merchant's
• 7:44
  perspective,
• 7:45
  like,
• 7:45
  what
• 7:45
  does
• 7:46
  it
• 7:46
  mean
• 7:46
  to
• 7:46
  invest
• 7:46
  in
• 7:47
  fundamentals
• 7:48
  and
• 7:48
  the
• 7:48
  tools
• 7:48
  to
• 7:49
  support
• 7:49
  that?
• 7:49
  Yeah,
• 7:49
  it
• 7:49
  means
• 7:50
  a
• 7:50
  couple
• 7:50
  of
• 7:50
  things.
• 7:50
  So
• 7:51
  from
• 7:51
  a
• 7:51
  technology
• 7:51
  perspective,
• 7:53
  we
• 7:53
  are
• 7:54
  reinvesting
• 7:55
  in
• 7:55
  our
• 7:55
  tech
• 7:56
  stack
• 7:56
  for
• 7:56
  how
• 7:56
  we
• 7:57
  allocate
• 7:57
  inventory.
• 7:58
  Okay.
• 7:59
  What's
• 7:59
  interesting
• 8:00
  about
• 8:00
  that
• 8:00
  though,
• 8:01
  Ann,
• 8:01
  is
• 8:01
  we
• 8:02
  started
• 8:02
  that
• 8:02
  journey
• 8:02
  in
• 8:03
  2023
• 8:04
  where
• 8:04
  we
• 8:04
  started
• 8:05
  to
• 8:05
  talk
• 8:05
  about
• 8:05
  what
• 8:05
  that
• 8:05
  might
• 8:06
  look
• 8:06
  like,
• 8:06
  what
• 8:06
  partner
• 8:07
  we
• 8:07
  might
• 8:07
  use.
• 8:08
  Well,
• 8:08
  in
• 8:08
  2023,
• 8:09
  we
• 8:09
  were
• 8:10
  kind
• 8:10
  of
• 8:10
  talking
• 8:10
  about
• 8:10
  AI,
• 8:11
  but
• 8:11
  not
• 8:11
  like
• 8:11
  we
• 8:11
  are
• 8:12
  today.
• 8:13
  And
• 8:13
  so
• 8:14
  I
• 8:14
  think
• 8:14
  the
• 8:14
  name
• 8:15
  of
• 8:15
  the
• 8:15
  game
• 8:15
  now
• 8:15
  in
• 8:15
  retail
• 8:16
  is
• 8:16
  agility.
• 8:17
  So
• 8:17
  we're
• 8:17
  talking
• 8:18
  with
• 8:18
  our
• 8:18
  partner
• 8:19
  to
• 8:19
  say
• 8:19
  we
• 8:20
  still
• 8:20
  think
• 8:20
  this
• 8:20
  is
• 8:20
  the
• 8:21
  right
• 8:21
  solution,
• 8:22
  but
• 8:22
  how
• 8:22
  are
• 8:22
  we
• 8:22
  integrating
• 8:23
  AI
• 8:23
  in
• 8:24
  a
• 8:24
  way
• 8:24
  that
• 8:24
  help
• 8:25
  our
• 8:25
  teams
• 8:26
  be
• 8:26
  really
• 8:26
  successful
• 8:27
  and
• 8:27
  move
• 8:27
  with
• 8:27
  speed?
• 8:28
  So
• 8:29
  that
• 8:29
  piece
• 8:30
  started
• 8:30
  a
• 8:30
  couple
• 8:30
  of
• 8:31
  years
• 8:31
  ago
• 8:31
  is
• 8:31
  still
• 8:31
  important,
• 8:32
  but
• 8:32
  I
• 8:32
  think
• 8:32
  we
• 8:33
  have
• 8:33
  to
• 8:33
  be
• 8:33
  agile
• 8:33
  in
• 8:33
  how
• 8:33
  we
• 8:34
  think
• 8:34
  about
• 8:34
  it.
• 8:35
  The
• 8:35
  other
• 8:35
  piece
• 8:35
  from
• 8:36
  a
• 8:36
  fundamental
• 8:36
  perspective
• 8:37
  is
• 8:37
  doing
• 8:38
  something
• 8:38
  that
• 8:38
  we've
• 8:39
  done
• 8:39
  in
• 8:39
  retail
• 8:39
  for
• 8:39
  a
• 8:40
  long
• 8:40
  time
• 8:40
  around
• 8:40
  joint
• 8:41
  business
• 8:41
  planning
• 8:42
  and
• 8:42
  really
• 8:42
  thinking
• 8:43
  about
• 8:43
  how
• 8:43
  we
• 8:43
  partner
• 8:44
  with
• 8:45
  our
• 8:45
  vendors.
• 8:45
  The
• 8:46
  unique
• 8:46
  experience
• 8:46
  for
• 8:47
  me
• 8:47
  at
• 8:47
  REI
• 8:48
  is
• 8:50
  our
• 8:50
  biggest
• 8:51
  competitors
• 8:51
  are
• 8:52
  the
• 8:52
  vendors
• 8:52
  we
• 8:52
  assort
• 8:53
  in
• 8:53
  our
• 8:53
  stores.
• 8:54
  That
• 8:55
  was
• 8:55
  not
• 8:56
  the
• 8:56
  case.
• 8:56
  Yeah,
• 8:57
  right,
• 8:57
  right.
• 8:57
  Yeah,
• 8:58
  that
• 8:58
  was
• 8:58
  not
• 8:58
  the
• 8:58
  case
• 8:59
  in
• 8:59
  a
• 8:59
  lot
• 8:59
  of
• 8:59
  my
• 9:00
  other
• 9:00
  jobs.
• 9:01
  And
• 9:02
  so
• 9:03
  the
• 9:03
  trick
• 9:03
  here,
• 9:04
  I
• 9:04
  mean,
• 9:04
  if
• 9:04
  you
• 9:04
  think
• 9:05
  about
• 9:05
  it
• 9:05
  like
• 9:05
  Patagonia
• 9:06
  is
• 9:06
  one
• 9:06
  of
• 9:07
  our
• 9:07
  biggest
• 9:07
  vendors,
• 9:07
  the
• 9:07
  North
• 9:08
  Face,
• 9:08
  one
• 9:08
  of
• 9:08
  our
• 9:08
  biggest
• 9:08
  vendors.
• 9:09
  They
• 9:09
  both
• 9:10
  have
• 9:10
  direct
• 9:10
  to
• 9:10
  consumer
• 9:10
  strategies,
• 9:11
  they
• 9:11
  both
• 9:11
  have
• 9:11
  stores.
• 9:12
  And
• 9:13
  so
• 9:13
  the
• 9:14
  trick
• 9:14
  is,
• 9:14
  how
• 9:15
  do
• 9:15
  we
• 9:15
  create
• 9:16
  a
• 9:16
  unique
• 9:16
  proposition
• 9:17
  for
• 9:17
  the
• 9:17
  customer
• 9:18
  to
• 9:19
  come
• 9:19
  to
• 9:19
  REI
• 9:20
  that
• 9:20
  is
• 9:21
  important
• 9:21
  for
• 9:22
  us,
• 9:22
  but
• 9:23
  where
• 9:23
  our
• 9:23
  vendor
• 9:23
  can
• 9:24
  also
• 9:24
  see,
• 9:24
  oh,
• 9:24
  that's
• 9:25
  an
• 9:25
  incremental
• 9:25
  customer
• 9:26
  for
• 9:26
  us.
• 9:27
  And
• 9:27
  so
• 9:27
  rei,
• 9:28
  we
• 9:28
  wanna
• 9:28
  invest
• 9:28
  with
• 9:29
  you
• 9:29
  to
• 9:29
  do
• 9:29
  that.
• 9:30
  Wow.
• 9:30
  So
• 9:31
  it
• 9:31
  just
• 9:31
  means
• 9:31
  that
• 9:31
  we
• 9:31
  have
• 9:31
  to
• 9:32
  have
• 9:32
  different
• 9:32
  convers
• 9:33
  with
• 9:34
  our
• 9:34
  vendors
• 9:34
  to
• 9:35
  make
• 9:35
  sure
• 9:35
  we
• 9:35
  service
• 9:35
  the
• 9:36
  customer
• 9:36
  in
• 9:36
  a
• 9:36
  different
• 9:36
  way.
• 9:37
  So
• 9:37
  I'm
• 9:38
  curious
• 9:38
  then.
• 9:39
  That's
• 9:39
  one
• 9:40
  thing
• 9:40
  that
• 9:40
  I
• 9:40
  had
• 9:40
  not
• 9:41
  really
• 9:41
  considered
• 9:42
  until
• 9:42
  you
• 9:42
  said
• 9:43
  that,
• 9:43
  but
• 9:43
  it
• 9:44
  explains
• 9:44
  a
• 9:44
  lot,
• 9:44
  and
• 9:45
  especially
• 9:45
  how
• 9:45
  we're
• 9:45
  seeing
• 9:46
  companies
• 9:46
  like
• 9:47
  JD
• 9:47
  Sports
• 9:47
  and
• 9:48
  other
• 9:49
  large
• 9:49
  mass
• 9:49
  retailers
• 9:50
  who
• 9:51
  are
• 9:51
  working
• 9:51
  with
• 9:52
  their
• 9:52
  vendor
• 9:52
  partners,
• 9:53
  but
• 9:53
  they
• 9:53
  have
• 9:53
  the
• 9:53
  same
• 9:53
  situation.
• 9:54
  Nike
• 9:54
  sells
• 9:55
  direct,
• 9:55
  obviously.
• 9:56
  And
• 9:57
  so
• 9:57
  how
• 9:57
  are
• 9:57
  you
• 9:57
  going
• 9:57
  to
• 9:57
  figure
• 9:58
  that
• 9:58
  out?
• 9:59
  I'm
• 9:59
  wondering,
• 10:00
  though,
• 10:00
  internally,
• 10:01
  Kristen,
• 10:01
  you
• 10:01
  talked
• 10:02
  about
• 10:03
  embracing
• 10:03
  AI
• 10:04
  and
• 10:04
  new
• 10:04
  technology.
• 10:05
  You
• 10:05
  talked
• 10:05
  about
• 10:06
  this
• 10:06
  assortment
• 10:06
  that's
• 10:07
  going
• 10:07
  to
• 10:07
  be
• 10:08
  unique.
• 10:09
  How
• 10:09
  do
• 10:09
  I,
• 10:09
  as
• 10:10
  the
• 10:10
  merchant
• 10:10
  for
• 10:11
  this
• 10:11
  category
• 10:12
  of
• 10:12
  running
• 10:13
  shoes,
• 10:13
  how
• 10:14
  do
• 10:14
  I
• 10:14
  get
• 10:14
  you
• 10:15
  to
• 10:15
  start
• 10:15
  thinking
• 10:16
  backpacking?
• 10:17
  What's
• 10:18
  happening
• 10:18
  with
• 10:18
  the
• 10:18
  culture
• 10:19
  inside
• 10:19
  rei,
• 10:20
  inside
• 10:20
  your
• 10:20
  internal
• 10:21
  culture
• 10:21
  to
• 10:21
  support
• 10:22
  not
• 10:22
  only
• 10:23
  cross
• 10:23
  merchandising
• 10:24
  categories
• 10:25
  and
• 10:25
  activities,
• 10:26
  but
• 10:26
  also,
• 10:26
  like,
• 10:27
  as
• 10:27
  you
• 10:28
  invest
• 10:28
  in
• 10:28
  technology
• 10:29
  and
• 10:29
  you
• 10:30
  start
• 10:30
  to
• 10:30
  work
• 10:30
  maybe
• 10:31
  with
• 10:31
  teams
• 10:31
  that
• 10:32
  you
• 10:32
  were
• 10:32
  siloed
• 10:33
  from
• 10:33
  before,
• 10:34
  how
• 10:34
  is.
• 10:35
  Explain
• 10:35
  that
• 10:35
  for
• 10:35
  the
• 10:36
  audience.
• 10:36
  Yeah.
• 10:36
  What
• 10:36
  does
• 10:36
  that
• 10:36
  look
• 10:37
  like?
• 10:37
  That
• 10:37
  is
• 10:37
  the
• 10:37
  right
• 10:37
  question.
• 10:38
  That
• 10:38
  is
• 10:38
  like
• 10:38
  the
• 10:39
  question,
• 10:39
  like
• 10:40
  underpinning
• 10:40
  Peak
• 10:41
  28
• 10:41
  is
• 10:41
  this
• 10:42
  idea
• 10:42
  of
• 10:42
  investing
• 10:43
  in
• 10:43
  our
• 10:43
  culture.
• 10:44
  And
• 10:44
  we
• 10:45
  talk
• 10:45
  about
• 10:45
  it
• 10:45
  in
• 10:45
  three
• 10:45
  ways.
• 10:46
  We
• 10:46
  talk
• 10:47
  about
• 10:47
  it
• 10:47
  as
• 10:47
  connected,
• 10:48
  focused,
• 10:49
  and
• 10:49
  trailblazing.
• 10:50
  Okay.
• 10:50
  Connected
• 10:51
  is
• 10:51
  first
• 10:51
  for
• 10:52
  a
• 10:52
  reason.
• 10:52
  Okay?
• 10:53
  Retail
• 10:53
  is
• 10:53
  a
• 10:54
  team
• 10:54
  sport.
• 10:55
  We
• 10:55
  have
• 10:55
  to
• 10:55
  solve
• 10:56
  problems
• 10:56
  together
• 10:57
  and
• 10:57
  really
• 10:58
  break
• 10:58
  down
• 10:58
  the
• 10:58
  silos
• 10:59
  so
• 10:59
  that
• 10:59
  we
• 10:59
  can
• 10:59
  move
• 11:00
  with
• 11:00
  speed.
• 11:01
  And
• 11:01
  so
• 11:01
  we
• 11:01
  can't
• 11:01
  just
• 11:02
  say
• 11:02
  we
• 11:02
  want
• 11:02
  to
• 11:02
  be
• 11:03
  connected.
• 11:04
  We
• 11:04
  have
• 11:04
  to
• 11:04
  create
• 11:05
  the
• 11:05
  conditions
• 11:06
  as
• 11:06
  leaders
• 11:07
  to
• 11:07
  make
• 11:07
  sure
• 11:07
  people
• 11:08
  are
• 11:08
  connected.
• 11:09
  So
• 11:09
  two
• 11:10
  weeks
• 11:10
  ago,
• 11:11
  we
• 11:11
  brought
• 11:11
  the
• 11:11
  team
• 11:12
  all
• 11:12
  together
• 11:13
  at
• 11:13
  our
• 11:13
  headquarters
• 11:14
  in
• 11:15
  Washington,
• 11:16
  and
• 11:16
  we
• 11:16
  had
• 11:17
  what
• 11:17
  we
• 11:17
  called
• 11:17
  campfire
• 11:18
  circles,
• 11:19
  of
• 11:19
  course,
• 11:19
  aptly
• 11:20
  named
• 11:20
  on
• 11:21
  Brand.
• 11:21
  On
• 11:21
  Brand.
• 11:21
  Yeah,
• 11:21
  totally
• 11:22
  on
• 11:22
  Brand.
• 11:22
  Perfect.
• 11:23
  Where
• 11:23
  we
• 11:23
  talked
• 11:24
  about
• 11:24
  these
• 11:24
  were
• 11:24
  leaders,
• 11:25
  so
• 11:25
  these
• 11:25
  were
• 11:25
  directors
• 11:26
  up,
• 11:27
  and
• 11:27
  we
• 11:27
  had
• 11:27
  really
• 11:28
  vulnerable,
• 11:28
  candid
• 11:29
  conversations
• 11:30
  on
• 11:30
  how
• 11:31
  we're
• 11:31
  trying
• 11:31
  to
• 11:31
  solve
• 11:32
  some
• 11:32
  of
• 11:32
  the
• 11:32
  problems
• 11:32
  that
• 11:32
  you
• 11:33
  outlined
• 11:33
  together
• 11:34
  and
• 11:34
  where
• 11:35
  we're
• 11:35
  having
• 11:35
  struggles
• 11:37
  and
• 11:37
  getting
• 11:37
  the
• 11:37
  teams
• 11:38
  to
• 11:38
  really
• 11:38
  talk
• 11:38
  through
• 11:38
  that.
• 11:39
  So
• 11:39
  this
• 11:39
  idea
• 11:39
  of
• 11:39
  connected
• 11:40
  is
• 11:40
  really
• 11:40
  important.
• 11:41
  Focused
• 11:42
  is
• 11:42
  really
• 11:43
  critical.
• 11:44
  Focused
• 11:45
  is
• 11:45
  about
• 11:45
  what
• 11:45
  are
• 11:45
  we
• 11:46
  saying
• 11:46
  no
• 11:46
  to?
• 11:47
  Because
• 11:47
  to
• 11:47
  your
• 11:48
  point,
• 11:48
  there
• 11:49
  is
• 11:49
  so
• 11:49
  much
• 11:49
  going
• 11:49
  on,
• 11:50
  there's
• 11:50
  so
• 11:51
  much
• 11:51
  out
• 11:51
  there,
• 11:52
  there's
• 11:52
  so
• 11:52
  much
• 11:53
  changing
• 11:53
  in
• 11:53
  the
• 11:53
  macro
• 11:54
  environment.
• 11:54
  It's
• 11:54
  very
• 11:55
  easy
• 11:55
  to
• 11:56
  sort
• 11:56
  of
• 11:56
  sit
• 11:56
  there
• 11:56
  and
• 11:57
  be
• 11:57
  like,
• 11:57
  we
• 11:57
  have
• 11:57
  to
• 11:57
  address
• 11:57
  this.
• 11:58
  We
• 11:58
  have
• 11:58
  to
• 11:58
  address
• 11:58
  this.
• 11:58
  We
• 11:59
  have
• 11:59
  to
• 11:59
  think
• 11:59
  about
• 11:59
  that.
• 12:00
  So
• 12:00
  focused
• 12:01
  is
• 12:01
  like,
• 12:01
  as
• 12:01
  a
• 12:02
  team,
• 12:02
  getting
• 12:02
  really
• 12:02
  focused
• 12:03
  on
• 12:03
  what
• 12:03
  matters
• 12:04
  most
• 12:04
  to
• 12:04
  the
• 12:04
  customer
• 12:05
  and
• 12:06
  having
• 12:06
  your
• 12:06
  teams
• 12:07
  feel
• 12:07
  like
• 12:08
  they
• 12:08
  can
• 12:08
  surface
• 12:09
  things
• 12:10
  that
• 12:10
  are
• 12:11
  too
• 12:11
  much
• 12:12
  that
• 12:12
  they
• 12:12
  don't
• 12:12
  think
• 12:12
  they
• 12:13
  should
• 12:13
  be
• 12:13
  focused
• 12:13
  on.
• 12:13
  So
• 12:14
  that's
• 12:14
  the
• 12:14
  second
• 12:14
  piece.
• 12:15
  And
• 12:15
  then
• 12:15
  trailblazing,
• 12:16
  I
• 12:16
  think,
• 12:17
  is
• 12:17
  critical
• 12:17
  because,
• 12:20
  you
• 12:20
  know,
• 12:20
  in
• 12:20
  our
• 12:21
  career,
• 12:21
  nothing
• 12:22
  has
• 12:22
  moved
• 12:22
  as
• 12:22
  fast
• 12:23
  as
• 12:23
  AI
• 12:24
  and
• 12:24
  nobody
• 12:25
  has
• 12:25
  figured
• 12:25
  it
• 12:25
  out.
• 12:25
  No.
• 12:26
  Like,
• 12:26
  let's
• 12:26
  be
• 12:26
  clear.
• 12:27
  We're
• 12:27
  all
• 12:27
  investing.
• 12:28
  We're
• 12:29
  all
• 12:29
  trying
• 12:29
  to
• 12:29
  figure
• 12:29
  it
• 12:29
  out.
• 12:30
  None
• 12:30
  of
• 12:30
  us
• 12:30
  know
• 12:31
  what
• 12:31
  the
• 12:31
  answer
• 12:31
  is.
• 12:31
  And
• 12:32
  so
• 12:32
  we
• 12:32
  have
• 12:33
  to
• 12:33
  Be
• 12:33
  okay
• 12:33
  with
• 12:33
  failure.
• 12:34
  We
• 12:35
  have
• 12:35
  to
• 12:35
  be
• 12:35
  okay
• 12:35
  with
• 12:35
  experimentation.
• 12:37
  And
• 12:37
  so
• 12:37
  at
• 12:38
  rei,
• 12:38
  we
• 12:38
  call
• 12:38
  that
• 12:38
  trailblazing,
• 12:39
  of
• 12:39
  course.
• 12:40
  So
• 12:40
  connected,
• 12:41
  focused,
• 12:41
  and
• 12:41
  trailblazing,
• 12:42
  we
• 12:42
  believe,
• 12:42
  are
• 12:43
  the
• 12:43
  right
• 12:43
  ingredients
• 12:43
  to
• 12:44
  create
• 12:44
  a
• 12:44
  culture
• 12:45
  and
• 12:45
  create
• 12:45
  the
• 12:45
  conditions
• 12:45
  for
• 12:46
  the
• 12:46
  team
• 12:46
  to
• 12:46
  be
• 12:46
  successful
• 12:47
  in
• 12:47
  this
• 12:47
  kind
• 12:47
  of
• 12:47
  environment.
• 12:48
  So
• 12:48
  I
• 12:48
  have
• 12:49
  to
• 12:49
  ask
• 12:49
  one
• 12:49
  deeper
• 12:49
  question,
• 12:50
  just
• 12:50
  as
• 12:50
  far
• 12:50
  as
• 12:52
  you
• 12:52
  have
• 12:52
  a
• 12:52
  lot
• 12:52
  of
• 12:53
  both
• 12:53
  partners
• 12:54
  in
• 12:54
  the
• 12:54
  store
• 12:54
  coming
• 12:55
  together
• 12:55
  with
• 12:55
  ideas,
• 12:56
  the
• 12:56
  vendor
• 12:56
  partners
• 12:57
  that
• 12:57
  you
• 12:57
  work
• 12:57
  with,
• 12:57
  but
• 12:57
  then
• 12:57
  also
• 12:58
  in
• 12:58
  terms
• 12:59
  of
• 12:59
  technology
• 12:59
  partners,
• 13:00
  Kristen,
• 13:00
  like,
• 13:01
  we
• 13:01
  hear
• 13:02
  from
• 13:02
  a
• 13:02
  lot
• 13:02
  of
• 13:02
  people
• 13:03
  that
• 13:03
  we
• 13:03
  work
• 13:03
  with,
• 13:03
  it's
• 13:04
  like,
• 13:04
  oh,
• 13:04
  this
• 13:05
  is
• 13:05
  a
• 13:05
  great
• 13:05
  technology
• 13:06
  to
• 13:06
  invest
• 13:06
  in
• 13:06
  because
• 13:07
  it'll
• 13:07
  help
• 13:07
  merchants,
• 13:08
  it'll
• 13:08
  help
• 13:08
  store
• 13:09
  operations,
• 13:10
  and
• 13:10
  AI
• 13:10
  being
• 13:11
  a
• 13:11
  major
• 13:12
  part
• 13:12
  of
• 13:12
  that.
• 13:12
  But
• 13:13
  when
• 13:13
  you
• 13:13
  are
• 13:14
  sitting
• 13:14
  in
• 13:14
  that
• 13:14
  campfire
• 13:15
  circle
• 13:15
  and
• 13:15
  you're
• 13:16
  trying
• 13:16
  to
• 13:16
  determine,
• 13:17
  like,
• 13:17
  what
• 13:17
  should
• 13:18
  we
• 13:18
  focus
• 13:18
  on?
• 13:19
  What
• 13:19
  should
• 13:19
  we
• 13:19
  invest
• 13:20
  in?
• 13:20
  How
• 13:20
  are
• 13:21
  you?
• 13:21
  Like,
• 13:22
  is
• 13:22
  there
• 13:22
  a
• 13:22
  rubric
• 13:22
  you're
• 13:23
  going
• 13:23
  off
• 13:23
  of?
• 13:23
  Or,
• 13:23
  like,
• 13:24
  what's
• 13:24
  even
• 13:24
  just
• 13:24
  the
• 13:25
  process
• 13:25
  of,
• 13:26
  like,
• 13:26
  I
• 13:26
  talked
• 13:26
  to
• 13:27
  this,
• 13:27
  this
• 13:28
  tech
• 13:28
  company.
• 13:28
  I
• 13:29
  think
• 13:29
  this
• 13:29
  could
• 13:29
  be
• 13:29
  helpful.
• 13:30
  Then
• 13:31
  what.
• 13:31
  What
• 13:31
  happens?
• 13:32
  Yeah.
• 13:32
  So
• 13:33
  relative
• 13:33
  to
• 13:34
  AI,
• 13:34
  I
• 13:34
  love
• 13:34
  this
• 13:35
  question.
• 13:35
  So
• 13:36
  we're
• 13:36
  trying
• 13:36
  to
• 13:37
  sort
• 13:37
  of
• 13:37
  approach
• 13:38
  it
• 13:38
  from
• 13:38
  two
• 13:38
  angles.
• 13:39
  Okay,
• 13:40
  so
• 13:40
  our
• 13:40
  chief
• 13:41
  people
• 13:41
  officer
• 13:42
  and
• 13:42
  our
• 13:42
  chief
• 13:43
  technology
• 13:43
  officer
• 13:44
  are
• 13:44
  the
• 13:44
  ones
• 13:44
  that
• 13:44
  are
• 13:45
  shepherding
• 13:46
  the
• 13:46
  AI
• 13:46
  conversation.
• 13:47
  Interesting.
• 13:48
  I
• 13:48
  don't
• 13:48
  know.
• 13:48
  A
• 13:48
  lot
• 13:48
  of
• 13:49
  companies
• 13:49
  are
• 13:50
  setting
• 13:50
  the
• 13:51
  chief
• 13:51
  people
• 13:51
  officer
• 13:52
  up
• 13:52
  in
• 13:52
  that
• 13:52
  position.
• 13:53
  Oh,
• 13:53
  I
• 13:53
  have
• 13:53
  not
• 13:53
  heard
• 13:53
  that
• 13:53
  at
• 13:53
  all.
• 13:54
  And
• 13:54
  the
• 13:54
  reason
• 13:54
  we're
• 13:55
  doing
• 13:55
  that
• 13:55
  is
• 13:55
  because
• 13:56
  we
• 13:56
  believe
• 13:56
  AI
• 13:58
  is
• 13:58
  going
• 13:58
  to
• 13:58
  power
• 13:59
  our
• 13:59
  workforce,
• 14:00
  not
• 14:01
  be
• 14:02
  necessarily
• 14:02
  a
• 14:03
  solution
• 14:03
  for
• 14:04
  something
• 14:04
  else.
• 14:05
  And
• 14:05
  so
• 14:06
  having
• 14:06
  the
• 14:06
  chief
• 14:06
  people
• 14:07
  officer
• 14:07
  at
• 14:07
  the
• 14:07
  table
• 14:08
  to
• 14:08
  really
• 14:08
  help
• 14:09
  us
• 14:09
  think
• 14:09
  about
• 14:10
  how
• 14:10
  AI
• 14:10
  helps
• 14:10
  people,
• 14:11
  I
• 14:11
  think
• 14:11
  is
• 14:11
  critically
• 14:11
  important.
• 14:13
  The
• 14:13
  second
• 14:13
  thing
• 14:13
  we're
• 14:14
  doing,
• 14:14
  we're
• 14:14
  located
• 14:15
  in
• 14:15
  Seattle.
• 14:16
  The
• 14:16
  executive
• 14:16
  team
• 14:17
  spent
• 14:17
  a
• 14:17
  day
• 14:17
  at
• 14:18
  Microsoft,
• 14:19
  and
• 14:19
  we're
• 14:19
  really
• 14:20
  trying
• 14:20
  to
• 14:20
  understand
• 14:21
  how
• 14:22
  we
• 14:22
  create
• 14:22
  the
• 14:23
  conditions
• 14:23
  for
• 14:23
  our
• 14:24
  teams
• 14:24
  to
• 14:24
  experiment.
• 14:26
  So
• 14:26
  everybody
• 14:27
  is
• 14:27
  using
• 14:27
  Copilot,
• 14:28
  literally,
• 14:29
  as
• 14:29
  we're
• 14:29
  talking
• 14:30
  right
• 14:30
  now.
• 14:30
  There
• 14:30
  is
• 14:31
  a
• 14:31
  training
• 14:31
  at
• 14:32
  REI
• 14:32
  for
• 14:33
  the
• 14:33
  whole
• 14:33
  workforce
• 14:34
  on
• 14:34
  how
• 14:34
  to
• 14:34
  build
• 14:34
  agents.
• 14:35
  So
• 14:36
  we're
• 14:37
  trying
• 14:37
  to
• 14:37
  have
• 14:38
  the.
• 14:39
  Instead
• 14:39
  of
• 14:39
  telling
• 14:39
  the
• 14:40
  teams
• 14:40
  as
• 14:40
  a
• 14:41
  leader
• 14:41
  perspective,
• 14:41
  here
• 14:41
  is
• 14:42
  the
• 14:42
  solution.
• 14:43
  We're
• 14:43
  trying
• 14:43
  to
• 14:44
  put
• 14:44
  the
• 14:44
  tool
• 14:44
  in
• 14:45
  the
• 14:45
  hands
• 14:45
  of
• 14:45
  the
• 14:45
  teams
• 14:46
  and
• 14:46
  have
• 14:47
  the
• 14:47
  teams
• 14:47
  tell
• 14:47
  us
• 14:48
  where
• 14:48
  they're
• 14:48
  finding
• 14:49
  efficiencies
• 14:50
  and
• 14:50
  what
• 14:50
  works
• 14:50
  for
• 14:50
  them.
• 14:51
  Because
• 14:52
  we're
• 14:53
  at
• 14:53
  the
• 14:53
  beginning
• 14:53
  of
• 14:53
  this
• 14:54
  journey,
• 14:55
  and
• 14:55
  I
• 14:55
  think
• 14:55
  having
• 14:55
  a
• 14:56
  team
• 14:56
  feeling
• 14:56
  like
• 14:57
  they're
• 14:57
  bought
• 14:57
  in
• 14:58
  and
• 14:58
  they
• 14:58
  understand
• 14:58
  it
• 14:59
  and
• 14:59
  they're
• 14:59
  part
• 14:59
  of
• 14:59
  the
• 14:59
  solution
• 15:00
  is
• 15:00
  really
• 15:00
  important,
• 15:01
  that
• 15:01
  makes
• 15:01
  sense.
• 15:01
  And
• 15:02
  I
• 15:02
  think
• 15:02
  relying
• 15:03
  on
• 15:03
  those
• 15:03
  partners
• 15:03
  to
• 15:04
  help
• 15:04
  you
• 15:04
  figure
• 15:04
  out
• 15:04
  how
• 15:05
  to
• 15:05
  navigate.
• 15:07
  Microsoft
• 15:07
  is
• 15:08
  the
• 15:08
  expert
• 15:08
  in
• 15:08
  that
• 15:08
  area,
• 15:09
  so
• 15:09
  they
• 15:09
  should
• 15:09
  be
• 15:10
  the
• 15:10
  one
• 15:10
  helping
• 15:10
  you
• 15:11
  understand
• 15:11
  how
• 15:11
  to
• 15:11
  utilize
• 15:12
  it
• 15:12
  and
• 15:12
  roll
• 15:12
  it
• 15:12
  out
• 15:12
  so
• 15:13
  your
• 15:13
  teams
• 15:13
  can
• 15:13
  use
• 15:14
  that
• 15:14
  effectively.
• 15:14
  That
• 15:15
  makes
• 15:15
  sense.
• 15:16
  Okay,
• 15:16
  well,
• 15:17
  let's
• 15:17
  finish
• 15:17
  with
• 15:18
  what
• 15:18
  we
• 15:18
  can
• 15:19
  expect
• 15:19
  in
• 15:20
  2026
• 15:20
  from
• 15:21
  REI.
• 15:21
  I'm
• 15:22
  very
• 15:22
  excited
• 15:22
  as
• 15:23
  a
• 15:23
  customer
• 15:23
  and
• 15:23
  member,
• 15:24
  but
• 15:25
  what
• 15:25
  should
• 15:25
  our
• 15:25
  audience
• 15:26
  be
• 15:26
  excited
• 15:26
  to
• 15:26
  see
• 15:27
  from
• 15:27
  you
• 15:27
  and
• 15:27
  the
• 15:27
  team,
• 15:27
  Kristin?
• 15:28
  Yeah,
• 15:28
  I
• 15:28
  think.
• 15:29
  I
• 15:29
  mean,
• 15:29
  as
• 15:29
  the
• 15:29
  chief
• 15:30
  merchant,
• 15:30
  I
• 15:30
  would
• 15:30
  be
• 15:31
  remiss
• 15:31
  if
• 15:31
  I
• 15:31
  didn't
• 15:32
  talk
• 15:32
  about,
• 15:32
  like,
• 15:32
  the
• 15:32
  amazing
• 15:33
  product
• 15:33
  that
• 15:34
  you're
• 15:34
  going
• 15:34
  to
• 15:34
  see.
• 15:35
  We
• 15:36
  have
• 15:36
  an
• 15:36
  incredibly
• 15:36
  talented
• 15:37
  team,
• 15:37
  and
• 15:37
  I'm
• 15:37
  so
• 15:38
  excited
• 15:38
  about
• 15:39
  what's
• 15:39
  coming.
• 15:39
  You're
• 15:40
  gonna
• 15:40
  see
• 15:40
  a
• 15:40
  lot
• 15:41
  of
• 15:41
  really
• 15:41
  exciting,
• 15:42
  unique
• 15:42
  partnerships.
• 15:43
  Ooh.
• 15:44
  Okay,
• 15:44
  come
• 15:44
  check
• 15:44
  us
• 15:45
  out.
• 15:45
  Okay.
• 15:45
  You're
• 15:45
  gonna
• 15:46
  see
• 15:46
  a
• 15:46
  lot
• 15:46
  of
• 15:46
  newness
• 15:47
  and
• 15:47
  excitement
• 15:48
  around
• 15:49
  helping
• 15:49
  people
• 15:50
  think
• 15:50
  about.
• 15:51
  You
• 15:51
  know,
• 15:51
  I
• 15:51
  talked
• 15:51
  on
• 15:52
  stage
• 15:52
  about
• 15:52
  one
• 15:52
  of
• 15:52
  our
• 15:53
  activities
• 15:53
  we
• 15:53
  assort
• 15:53
  to
• 15:54
  is
• 15:54
  camp.
• 15:55
  And
• 15:56
  you
• 15:56
  can
• 15:56
  think
• 15:56
  about
• 15:57
  all
• 15:57
  the
• 15:57
  basic
• 15:57
  necessities
• 15:58
  you
• 15:58
  need
• 15:58
  for
• 15:58
  camp.
• 15:59
  Yes.
• 15:59
  But
• 15:59
  we're
• 16:00
  also
• 16:00
  gonna
• 16:00
  build
• 16:00
  an
• 16:01
  assortment
• 16:01
  around
• 16:01
  this
• 16:01
  idea
• 16:02
  of
• 16:02
  crafting
• 16:02
  the
• 16:02
  campsite.
• 16:03
  So,
• 16:03
  like,
• 16:04
  you
• 16:04
  want,
• 16:05
  you
• 16:05
  know,
• 16:05
  your
• 16:05
  French
• 16:06
  press
• 16:06
  coffee
• 16:06
  and
• 16:07
  your
• 16:07
  pancakes,
• 16:07
  and
• 16:08
  you're
• 16:08
  like,
• 16:08
  boozy
• 16:09
  bra
• 16:09
  and
• 16:09
  Chanel.
• 16:10
  You're
• 16:10
  gonna
• 16:10
  make
• 16:11
  glamping
• 16:11
  possible.
• 16:12
  Yes.
• 16:12
  Because
• 16:12
  I
• 16:13
  want,
• 16:13
  when
• 16:13
  you
• 16:13
  come
• 16:14
  to
• 16:14
  buy
• 16:14
  your
• 16:14
  pair
• 16:14
  of
• 16:14
  shoes,
• 16:15
  you
• 16:15
  to
• 16:15
  be
• 16:15
  like,
• 16:16
  maybe
• 16:16
  we
• 16:16
  do
• 16:17
  need
• 16:17
  to
• 16:17
  do
• 16:17
  a
• 16:17
  camping
• 16:18
  of
• 16:18
  the
• 16:18
  store
• 16:19
  that
• 16:19
  I
• 16:19
  don't
• 16:19
  go
• 16:19
  in
• 16:20
  up
• 16:20
  and
• 16:20
  Kristen,
• 16:20
  because
• 16:21
  we're
• 16:21
  gonna
• 16:21
  get
• 16:21
  you
• 16:22
  there,
• 16:22
  but
• 16:23
  if
• 16:23
  this
• 16:23
  is
• 16:23
  a
• 16:23
  possibility,
• 16:24
  if
• 16:24
  you
• 16:24
  could
• 16:24
  have
• 16:25
  the
• 16:25
  tent
• 16:26
  is
• 16:26
  a
• 16:26
  way
• 16:26
  to
• 16:26
  get
• 16:26
  me
• 16:27
  going.
• 16:28
  Yeah.
• 16:28
  So
• 16:28
  we're
• 16:28
  just
• 16:28
  really
• 16:29
  excited
• 16:29
  about
• 16:30
  the
• 16:30
  assortment
• 16:30
  and
• 16:30
  excited
• 16:31
  about
• 16:31
  creating
• 16:31
  opportunities
• 16:32
  for
• 16:32
  our
• 16:33
  consumer
• 16:34
  to
• 16:34
  really
• 16:34
  be
• 16:35
  awe.
• 16:35
  They're
• 16:35
  already
• 16:36
  awe
• 16:36
  inspired
• 16:37
  by
• 16:37
  being
• 16:37
  outside.
• 16:38
  But
• 16:39
  what
• 16:39
  our
• 16:39
  consumer
• 16:40
  loves
• 16:40
  is
• 16:40
  this
• 16:41
  idea
• 16:41
  of
• 16:41
  progression.
• 16:42
  So
• 16:43
  helping
• 16:44
  them
• 16:44
  think
• 16:44
  through
• 16:45
  what
• 16:45
  the
• 16:45
  next
• 16:45
  thing
• 16:46
  is
• 16:46
  for
• 16:46
  them
• 16:46
  to
• 16:47
  do
• 16:47
  is
• 16:48
  really
• 16:48
  exciting.
• 16:49
  And
• 16:49
  you're
• 16:49
  gonna
• 16:50
  see
• 16:50
  us
• 16:50
  also
• 16:51
  experiment
• 16:51
  with
• 16:52
  technology
• 16:52
  to
• 16:52
  make
• 16:53
  your
• 16:53
  shopping
• 16:53
  journey
• 16:54
  easier
• 16:54
  online.
• 16:55
  So
• 16:55
  look
• 16:56
  for
• 16:56
  that.
• 16:56
  And
• 16:57
  you're
• 16:57
  gonna
• 16:57
  see
• 16:57
  that,
• 16:58
  I
• 16:58
  think,
• 16:58
  in
• 16:58
  the
• 16:58
  industry
• 16:58
  all
• 16:59
  up.
• 16:59
  So
• 17:00
  really
• 17:00
  looking
• 17:00
  for
• 17:01
  that
• 17:01
  at
• 17:01
  rei.
• 17:01
  And
• 17:02
  what
• 17:02
  I
• 17:02
  love
• 17:02
  about
• 17:03
  our
• 17:03
  customer
• 17:03
  base
• 17:04
  is
• 17:05
  they
• 17:05
  will
• 17:06
  hold
• 17:06
  us
• 17:06
  accountable
• 17:07
  to
• 17:07
  make
• 17:07
  sure
• 17:07
  that
• 17:08
  any
• 17:08
  solution
• 17:09
  that
• 17:09
  we
• 17:09
  deliver
• 17:09
  is
• 17:10
  in
• 17:10
  line
• 17:10
  with
• 17:10
  our
• 17:10
  values
• 17:11
  and
• 17:11
  in
• 17:11
  line
• 17:11
  what
• 17:11
  they
• 17:11
  expect
• 17:12
  from
• 17:12
  us.
• 17:12
  So
• 17:12
  it'll
• 17:13
  be
• 17:13
  a
• 17:13
  fun
• 17:13
  journey.
• 17:14
  Well,
• 17:14
  Kristen,
• 17:15
  thank
• 17:15
  you
• 17:15
  so
• 17:16
  much
• 17:16
  for
• 17:16
  making
• 17:16
  time
• 17:16
  for
• 17:17
  this.
• 17:17
  We
• 17:17
  really
• 17:17
  appreciate
• 17:18
  it.
• 17:18
  I
• 17:18
  know
• 17:18
  the
• 17:18
  audience
• 17:19
  does,
• 17:19
  too.
• 17:19
  Thank
• 17:20
  you
• 17:20
  again
• 17:20
  to
• 17:20
  Net
• 17:20
  Elixir
• 17:21
  for
• 17:21
  helping
• 17:21
  us
• 17:21
  bring
• 17:21
  you
• 17:22
  all
• 17:22
  of
• 17:22
  our
• 17:22
  coverage
• 17:22
  here
• 17:23
  at
• 17:23
  Etel
• 17:24
  West
• 17:24
  2026.
• 17:25
  And
• 17:25
  until
• 17:26
  the
• 17:26
  next
• 17:26
  interview,
• 17:27
  stay
• 17:28
  tuned.