Latest / Omni Talk Retail / Josh Friedman on Ulta Beauty’s Digital Transformation & Personalization Strategy | NRF 2025

Transcript

Josh Friedman on Ulta Beauty’s Digital Transformation & Personalization Strategy | NRF 2025 · Omni Talk Retail

• 0:00
  Hello,
• 0:00
  everyone.
• 0:01
  This
• 0:01
  is
• 0:01
  Omnitok
• 0:02
  Retail.
• 0:02
  I'm
• 0:02
  Anne
• 0:02
  Mazinga.
• 0:03
  And
• 0:03
  I'm
• 0:03
  Chris
• 0:03
  Walton.
• 0:04
  And
• 0:04
  we're
• 0:04
  back
• 0:05
  once
• 0:05
  again
• 0:05
  from
• 0:05
  the
• 0:05
  Fusion
• 0:06
  group
• 0:06
  booth
• 0:07
  number
• 0:07
  4938.
• 0:08
  Chris,
• 0:08
  did
• 0:08
  you
• 0:09
  know
• 0:09
  this
• 0:09
  is
• 0:09
  the
• 0:09
  third
• 0:10
  largest
• 0:10
  booth
• 0:11
  at
• 0:11
  NRF?
• 0:11
  I
• 0:12
  did
• 0:12
  not
• 0:12
  know
• 0:12
  that,
• 0:12
  Anne.
• 0:13
  Is
• 0:13
  it,
• 0:14
  is
• 0:14
  that
• 0:14
  calculated?
• 0:15
  That's
• 0:15
  a
• 0:15
  calculable
• 0:15
  thing,
• 0:17
  I
• 0:17
  guess.
• 0:18
  I
• 0:18
  haven't
• 0:18
  fact
• 0:19
  checked,
• 0:19
  but
• 0:19
  I
• 0:19
  probably.
• 0:20
  At
• 0:20
  least
• 0:20
  word
• 0:20
  on
• 0:20
  the
• 0:20
  street
• 0:21
  says
• 0:21
  that
• 0:21
  it's
• 0:21
  the
• 0:21
  third
• 0:21
  largest
• 0:22
  booth.
• 0:22
  Word
• 0:22
  on
• 0:22
  the
• 0:23
  street
• 0:23
  says
• 0:23
  that
• 0:24
  we
• 0:24
  are
• 0:24
  in
• 0:24
  the
• 0:24
  third
• 0:24
  largest
• 0:25
  booth.
• 0:25
  So.
• 0:25
  So
• 0:26
  we
• 0:26
  are
• 0:26
  of
• 0:26
  third
• 0:27
  greatest
• 0:27
  importance
• 0:28
  at
• 0:28
  nrs.
• 0:28
  Wow.
• 0:29
  I
• 0:29
  feel
• 0:29
  really
• 0:29
  big
• 0:30
  time
• 0:30
  right
• 0:30
  now.
• 0:31
  We
• 0:31
  know
• 0:31
  why
• 0:31
  we're
• 0:32
  big
• 0:32
  time
• 0:32
  because.
• 0:32
  We
• 0:33
  have
• 0:33
  a
• 0:33
  gentleman
• 0:33
  standing
• 0:33
  in
• 0:33
  between
• 0:34
  us.
• 0:34
  We
• 0:34
  do.
• 0:34
  We
• 0:35
  have
• 0:35
  Josh
• 0:35
  Friedman
• 0:36
  standing
• 0:36
  in
• 0:36
  between
• 0:36
  us
• 0:37
  of
• 0:37
  Ulta.
• 0:38
  Josh,
• 0:39
  welcome
• 0:39
  to
• 0:40
  Omni
• 0:40
  Talk.
• 0:41
  We're
• 0:41
  really
• 0:41
  excited
• 0:42
  to
• 0:42
  have
• 0:42
  you
• 0:42
  today.
• 0:43
  Your
• 0:44
  role,
• 0:44
  head
• 0:45
  of
• 0:45
  digital
• 0:45
  strategy
• 0:46
  and
• 0:46
  transformation
• 0:47
  at
• 0:47
  Ulta
• 0:47
  Beauty.
• 0:48
  Is
• 0:48
  that
• 0:48
  right?
• 0:49
  That
• 0:49
  is
• 0:50
  the
• 0:50
  title
• 0:50
  they
• 0:50
  gave
• 0:51
  me.
• 0:51
  All
• 0:51
  right,
• 0:51
  title
• 0:52
  they
• 0:52
  gave
• 0:52
  you.
• 0:52
  Well,
• 0:52
  tell
• 0:52
  us,
• 0:53
  tell
• 0:53
  us
• 0:53
  about
• 0:53
  your
• 0:53
  background
• 0:54
  and,
• 0:54
  and
• 0:54
  what
• 0:55
  that
• 0:55
  title
• 0:55
  actually
• 0:56
  entails.
• 0:57
  What
• 0:57
  all
• 0:58
  are
• 0:58
  you
• 0:58
  responsible
• 0:58
  for
• 0:59
  in
• 0:59
  your
• 0:59
  job?
• 0:59
  Yeah,
• 1:00
  it's
• 1:00
  really
• 1:00
  two
• 1:00
  things
• 1:01
  for
• 1:01
  us.
• 1:01
  At
• 1:01
  Ulta,
• 1:02
  I
• 1:02
  do
• 1:02
  digital
• 1:03
  product
• 1:03
  management.
• 1:04
  I
• 1:04
  run
• 1:04
  all
• 1:04
  of
• 1:04
  our
• 1:04
  product
• 1:05
  teams
• 1:06
  and
• 1:06
  I
• 1:06
  also
• 1:07
  lead
• 1:07
  our
• 1:07
  agile
• 1:07
  transformation.
• 1:08
  So
• 1:09
  what
• 1:10
  we
• 1:10
  build
• 1:10
  and
• 1:11
  how
• 1:11
  we
• 1:11
  build
• 1:11
  it.
• 1:11
  Okay,
• 1:12
  I
• 1:12
  didn't
• 1:12
  know
• 1:12
  that.
• 1:13
  All
• 1:13
  right,
• 1:14
  so
• 1:14
  I
• 1:15
  want
• 1:15
  to
• 1:15
  talk
• 1:15
  to
• 1:15
  you
• 1:15
  a
• 1:15
  little
• 1:16
  bit,
• 1:16
  Josh,
• 1:16
  about
• 1:17
  how
• 1:17
  you
• 1:18
  prioritize
• 1:19
  then,
• 1:19
  what
• 1:20
  technologies
• 1:21
  you're
• 1:21
  coming
• 1:21
  to
• 1:21
  look
• 1:21
  at
• 1:22
  here
• 1:22
  at
• 1:22
  the,
• 1:22
  at
• 1:23
  NRF's
• 1:24
  big
• 1:24
  show.
• 1:25
  How
• 1:25
  do
• 1:25
  you
• 1:25
  kind
• 1:26
  of
• 1:26
  think
• 1:26
  about
• 1:26
  that
• 1:27
  in
• 1:27
  your
• 1:27
  role?
• 1:28
  Yeah,
• 1:28
  the
• 1:29
  show
• 1:29
  comes
• 1:29
  at
• 1:29
  a
• 1:29
  really
• 1:29
  good
• 1:30
  time
• 1:30
  for
• 1:30
  us,
• 1:30
  really,
• 1:31
  because
• 1:31
  we
• 1:31
  just
• 1:31
  come
• 1:31
  out
• 1:32
  of
• 1:32
  annual
• 1:32
  planning.
• 1:33
  Okay.
• 1:33
  So
• 1:33
  we've
• 1:34
  set
• 1:34
  our
• 1:34
  priorities
• 1:34
  as
• 1:35
  a
• 1:35
  company
• 1:35
  for
• 1:36
  the
• 1:36
  year.
• 1:37
  We
• 1:37
  know
• 1:37
  what
• 1:37
  our
• 1:37
  major
• 1:38
  thrusts
• 1:39
  are
• 1:39
  going
• 1:39
  to
• 1:39
  be,
• 1:39
  where
• 1:39
  our
• 1:40
  major
• 1:40
  investments.
• 1:40
  So
• 1:41
  when
• 1:41
  we
• 1:41
  show
• 1:41
  up
• 1:41
  here,
• 1:42
  we
• 1:42
  kind
• 1:42
  of
• 1:43
  know
• 1:43
  who
• 1:43
  we're
• 1:43
  looking
• 1:44
  for
• 1:44
  and
• 1:44
  what
• 1:45
  types
• 1:45
  of
• 1:45
  things
• 1:45
  we're
• 1:45
  looking
• 1:46
  for,
• 1:46
  trying
• 1:47
  to
• 1:47
  do
• 1:47
  next
• 1:47
  year.
• 1:48
  And
• 1:48
  that's
• 1:48
  really
• 1:48
  how
• 1:49
  we
• 1:49
  set
• 1:49
  our
• 1:49
  strategies.
• 1:50
  Roadmap.
• 1:50
  We
• 1:50
  do
• 1:50
  it
• 1:50
  as
• 1:50
  a
• 1:51
  company,
• 1:51
  we
• 1:51
  do
• 1:51
  it
• 1:51
  as
• 1:51
  a
• 1:51
  business
• 1:52
  first.
• 1:53
  And
• 1:53
  then
• 1:53
  from
• 1:54
  a
• 1:54
  product
• 1:54
  and
• 1:54
  technology
• 1:55
  perspective,
• 1:55
  we
• 1:55
  obviously
• 1:56
  line
• 1:56
  up
• 1:56
  behind
• 1:57
  that
• 1:57
  to
• 1:57
  see
• 1:57
  what
• 1:57
  we
• 1:57
  can
• 1:58
  support,
• 1:59
  how
• 1:59
  fast
• 1:59
  we
• 1:59
  can
• 1:59
  accelerate
• 2:00
  our
• 2:00
  efforts
• 2:00
  to
• 2:01
  line
• 2:01
  up
• 2:02
  behind
• 2:02
  the
• 2:02
  company's
• 2:03
  priorities.
• 2:04
  And
• 2:04
  are
• 2:04
  there
• 2:04
  a
• 2:04
  few
• 2:04
  things
• 2:05
  that
• 2:05
  kind
• 2:05
  of
• 2:06
  bubble
• 2:06
  to
• 2:06
  the
• 2:06
  top
• 2:07
  of
• 2:07
  that
• 2:07
  priorities
• 2:07
  list
• 2:08
  for
• 2:08
  you?
• 2:08
  Yes,
• 2:09
  and
• 2:09
  they're
• 2:09
  probably
• 2:10
  the
• 2:10
  expected
• 2:10
  things.
• 2:12
  Personalization's
• 2:13
  a
• 2:13
  bit
• 2:13
  big
• 2:13
  one
• 2:13
  for
• 2:13
  us.
• 2:14
  And
• 2:15
  listen,
• 2:15
  at
• 2:15
  Ulta,
• 2:16
  we
• 2:16
  Have
• 2:16
  an
• 2:16
  amazing
• 2:17
  loyalty
• 2:17
  program
• 2:18
  because
• 2:18
  we
• 2:18
  have
• 2:18
  an
• 2:19
  amazing
• 2:19
  customer
• 2:20
  base,
• 2:20
  but
• 2:20
  we
• 2:20
  have
• 2:21
  44
• 2:21
  million
• 2:22
  loyalty
• 2:23
  members.
• 2:24
  95%
• 2:24
  of
• 2:25
  our
• 2:25
  sales
• 2:25
  come
• 2:25
  from
• 2:25
  our
• 2:26
  loyalty
• 2:26
  program.
• 2:27
  Yeah.
• 2:27
  So
• 2:28
  our
• 2:28
  opportunity,
• 2:29
  but
• 2:29
  really
• 2:29
  our
• 2:30
  obligation
• 2:31
  to
• 2:31
  give
• 2:31
  good,
• 2:32
  relevant
• 2:32
  experiences
• 2:33
  to
• 2:33
  those
• 2:33
  customers
• 2:34
  is
• 2:34
  at
• 2:34
  our
• 2:34
  forefront.
• 2:35
  And
• 2:36
  so
• 2:36
  we're
• 2:36
  really
• 2:36
  excited
• 2:37
  about
• 2:37
  a
• 2:37
  lot
• 2:37
  of
• 2:37
  the
• 2:38
  technologies,
• 2:38
  a
• 2:38
  lot.
• 2:39
  Lot
• 2:39
  of
• 2:39
  the
• 2:39
  partners
• 2:39
  we're
• 2:39
  seeing
• 2:40
  that
• 2:40
  are
• 2:40
  going
• 2:40
  to
• 2:40
  help
• 2:41
  us
• 2:41
  take
• 2:41
  advantage
• 2:42
  of
• 2:43
  the
• 2:43
  trust
• 2:43
  our
• 2:44
  customers
• 2:44
  put
• 2:44
  in
• 2:44
  us.
• 2:45
  Yeah.
• 2:45
  So,
• 2:46
  Josh,
• 2:46
  you
• 2:46
  mentioned
• 2:46
  personalization.
• 2:47
  And,
• 2:48
  you
• 2:48
  know,
• 2:48
  your
• 2:48
  background,
• 2:49
  which,
• 2:49
  you
• 2:49
  know,
• 2:49
  we,
• 2:50
  you
• 2:50
  know,
• 2:50
  in
• 2:50
  the
• 2:50
  beginning
• 2:50
  we
• 2:51
  were
• 2:51
  saying,
• 2:51
  like,
• 2:51
  what's
• 2:51
  your
• 2:51
  background?
• 2:51
  And
• 2:52
  talking
• 2:52
  to
• 2:52
  you
• 2:52
  before
• 2:52
  we
• 2:53
  got
• 2:53
  started,
• 2:53
  your
• 2:53
  background
• 2:53
  is
• 2:54
  steep
• 2:54
  in
• 2:54
  E
• 2:54
  commerce.
• 2:55
  You
• 2:55
  started
• 2:55
  with
• 2:55
  Dell,
• 2:55
  then
• 2:56
  you
• 2:56
  had
• 2:56
  stints
• 2:56
  at
• 2:57
  J.C.
• 2:57
  penney's
• 2:57
  and
• 2:57
  others.
• 2:58
  How
• 2:58
  do
• 2:58
  you.
• 2:59
  So
• 2:59
  two
• 2:59
  questions
• 2:59
  for
• 2:59
  you.
• 3:00
  How
• 3:00
  do
• 3:00
  you
• 3:00
  think
• 3:00
  about
• 3:00
  that
• 3:00
  term
• 3:01
  personalization?
• 3:01
  It's
• 3:02
  a
• 3:02
  very
• 3:02
  loaded
• 3:02
  term
• 3:03
  in
• 3:03
  a
• 3:03
  lot
• 3:03
  of
• 3:03
  ways.
• 3:03
  How
• 3:04
  do
• 3:04
  you
• 3:04
  think
• 3:04
  about
• 3:04
  it?
• 3:05
  And
• 3:05
  then
• 3:05
  how
• 3:05
  do
• 3:06
  you
• 3:06
  evaluate
• 3:06
  what
• 3:07
  technologies
• 3:07
  are
• 3:08
  going
• 3:08
  to
• 3:09
  work
• 3:09
  for
• 3:09
  you
• 3:09
  or
• 3:09
  not
• 3:10
  work
• 3:10
  for
• 3:10
  you
• 3:10
  as
• 3:10
  you
• 3:11
  try
• 3:11
  to
• 3:11
  accomplish,
• 3:12
  you
• 3:12
  know,
• 3:12
  something
• 3:12
  in
• 3:12
  the
• 3:13
  personalization
• 3:13
  realm
• 3:14
  this
• 3:14
  year?
• 3:14
  Yeah.
• 3:15
  Well,
• 3:15
  for
• 3:15
  us,
• 3:15
  it's
• 3:15
  three
• 3:16
  things.
• 3:16
  One
• 3:16
  is
• 3:16
  we
• 3:16
  want
• 3:17
  to
• 3:17
  know
• 3:17
  as
• 3:17
  much
• 3:17
  as
• 3:18
  we
• 3:18
  can
• 3:18
  about
• 3:18
  our
• 3:19
  customers.
• 3:19
  And
• 3:20
  thankfully,
• 3:20
  our
• 3:20
  customers
• 3:20
  are
• 3:20
  willing
• 3:21
  to
• 3:21
  share
• 3:21
  a
• 3:21
  lot.
• 3:21
  We're
• 3:21
  in
• 3:22
  a
• 3:22
  space
• 3:22
  of
• 3:23
  beauty
• 3:23
  and
• 3:23
  wellness.
• 3:25
  Our
• 3:25
  customers.
• 3:25
  You
• 3:26
  know
• 3:26
  more
• 3:26
  about
• 3:26
  me
• 3:26
  than
• 3:27
  Chris
• 3:27
  probably
• 3:27
  does.
• 3:28
  That
• 3:29
  could
• 3:29
  be.
• 3:29
  But
• 3:29
  it's
• 3:30
  not
• 3:30
  you
• 3:30
  personally,
• 3:30
  but
• 3:31
  it's
• 3:31
  really
• 3:31
  because
• 3:31
  you're
• 3:31
  willing
• 3:32
  to
• 3:32
  share
• 3:32
  that
• 3:32
  with
• 3:32
  us.
• 3:33
  Right.
• 3:33
  Because
• 3:33
  it
• 3:33
  means
• 3:34
  so
• 3:34
  much
• 3:34
  to
• 3:34
  your
• 3:34
  person.
• 3:35
  Personal.
• 3:35
  Because
• 3:35
  you're
• 3:35
  an
• 3:35
  open
• 3:36
  book,
• 3:36
  Ann.
• 3:37
  It's
• 3:37
  when
• 3:38
  it
• 3:38
  comes
• 3:38
  to
• 3:38
  my
• 3:38
  beauty
• 3:39
  and
• 3:39
  skincare
• 3:39
  routine.
• 3:40
  My
• 3:40
  beauty
• 3:40
  regimen.
• 3:41
  Yes.
• 3:42
  So
• 3:43
  we're
• 3:43
  always
• 3:43
  looking
• 3:43
  for
• 3:43
  partners
• 3:44
  in
• 3:44
  technology
• 3:44
  to
• 3:44
  help
• 3:45
  us
• 3:45
  gather
• 3:45
  that,
• 3:46
  organize
• 3:46
  it,
• 3:47
  keep
• 3:47
  it
• 3:48
  handy.
• 3:49
  Second
• 3:49
  thing
• 3:49
  is.
• 3:50
  So
• 3:50
  data
• 3:50
  collection,
• 3:51
  is
• 3:51
  that
• 3:51
  what
• 3:51
  that
• 3:51
  means?
• 3:52
  Yeah.
• 3:52
  Zero
• 3:52
  party.
• 3:53
  First
• 3:53
  party.
• 3:54
  All
• 3:54
  the
• 3:54
  parties.
• 3:54
  All
• 3:55
  the
• 3:55
  parties.
• 3:55
  It's
• 3:55
  a
• 3:55
  party.
• 3:56
  It's
• 3:56
  always
• 3:56
  a
• 3:56
  party
• 3:56
  at
• 3:57
  Ulta.
• 3:57
  And
• 3:58
  the
• 3:58
  second
• 3:59
  thing
• 3:59
  is
• 3:59
  we
• 4:00
  want
• 4:00
  to
• 4:00
  make
• 4:00
  sure
• 4:00
  that
• 4:00
  we
• 4:01
  take
• 4:01
  that
• 4:01
  data
• 4:01
  and
• 4:02
  understand
• 4:02
  what.
• 4:02
  What
• 4:03
  that
• 4:03
  means
• 4:03
  we
• 4:03
  should
• 4:03
  be
• 4:04
  focusing
• 4:05
  on
• 4:05
  with
• 4:05
  you.
• 4:05
  So
• 4:05
  whether
• 4:06
  it's
• 4:06
  your
• 4:06
  regimen,
• 4:07
  whether
• 4:07
  it's
• 4:07
  a
• 4:07
  promotion,
• 4:08
  whether
• 4:09
  it's
• 4:09
  a
• 4:09
  new
• 4:09
  brand
• 4:10
  that
• 4:10
  we're
• 4:10
  going
• 4:10
  to
• 4:11
  offer
• 4:11
  you,
• 4:12
  those
• 4:12
  will
• 4:12
  always
• 4:12
  mean
• 4:13
  different
• 4:13
  things
• 4:13
  to
• 4:13
  different
• 4:14
  people.
• 4:14
  So
• 4:15
  organizing
• 4:15
  that
• 4:15
  and
• 4:16
  prioritizing
• 4:16
  what
• 4:16
  we
• 4:17
  should
• 4:17
  do,
• 4:17
  and
• 4:17
  then
• 4:18
  comes
• 4:18
  decisioning.
• 4:19
  Right.
• 4:19
  Which
• 4:20
  is
• 4:20
  always
• 4:20
  the
• 4:20
  hard
• 4:20
  part.
• 4:21
  We
• 4:21
  only
• 4:21
  have
• 4:21
  a
• 4:22
  fleeting
• 4:22
  moment
• 4:22
  with
• 4:23
  each
• 4:23
  customer,
• 4:23
  as
• 4:23
  all
• 4:24
  of
• 4:24
  the
• 4:24
  retailers
• 4:24
  do,
• 4:25
  and
• 4:25
  we
• 4:26
  want
• 4:26
  to
• 4:26
  make
• 4:26
  sure
• 4:26
  we
• 4:26
  make
• 4:27
  the
• 4:27
  most
• 4:27
  of
• 4:27
  it
• 4:27
  for
• 4:27
  us.
• 4:27
  And
• 4:27
  for
• 4:28
  you.
• 4:28
  And
• 4:28
  then
• 4:29
  the
• 4:29
  last
• 4:29
  thing
• 4:29
  is
• 4:30
  obviously
• 4:30
  to
• 4:32
  put
• 4:32
  content
• 4:33
  in
• 4:33
  front
• 4:33
  of
• 4:33
  it.
• 4:33
  So
• 4:33
  what's
• 4:34
  really
• 4:34
  crazy
• 4:35
  and
• 4:35
  coming
• 4:36
  on
• 4:36
  strong
• 4:36
  is
• 4:36
  the
• 4:37
  ability
• 4:37
  to
• 4:37
  come
• 4:38
  up
• 4:38
  with
• 4:38
  new
• 4:38
  content
• 4:39
  and
• 4:39
  offers
• 4:39
  in
• 4:40
  almost
• 4:40
  real
• 4:40
  time
• 4:41
  that
• 4:42
  look
• 4:43
  exactly
• 4:44
  like
• 4:44
  what
• 4:44
  you
• 4:44
  want
• 4:44
  them
• 4:45
  to
• 4:45
  look
• 4:45
  like
• 4:45
  and
• 4:45
  what
• 4:45
  you
• 4:46
  want
• 4:46
  them
• 4:46
  to
• 4:46
  look
• 4:46
  like
• 4:46
  without
• 4:47
  having
• 4:47
  to
• 4:47
  spend
• 4:47
  a
• 4:48
  ton
• 4:48
  of
• 4:48
  time
• 4:48
  in
• 4:49
  the
• 4:49
  creative
• 4:49
  value
• 4:50
  chain
• 4:51
  producing
• 4:51
  those.
• 4:51
  And
• 4:52
  so
• 4:52
  we're
• 4:52
  really
• 4:53
  on
• 4:53
  the
• 4:53
  lookout
• 4:53
  for
• 4:53
  some
• 4:53
  of
• 4:53
  those
• 4:54
  technologies
• 4:54
  here.
• 4:55
  Got
• 4:55
  it.
• 4:55
  So,
• 4:55
  so
• 4:55
  basically,
• 4:56
  if
• 4:56
  I
• 4:56
  say,
• 4:56
  if
• 4:56
  I
• 4:56
  wrap
• 4:57
  up
• 4:57
  what
• 4:57
  you
• 4:57
  said,
• 4:57
  so
• 4:57
  it's.
• 4:58
  It's
• 4:58
  data,
• 4:58
  it's
• 4:59
  insights,
• 4:59
  and
• 4:59
  then
• 4:59
  it's
• 5:00
  activation.
• 5:00
  So
• 5:00
  dia.
• 5:01
  Really,
• 5:01
  those
• 5:02
  three
• 5:02
  things
• 5:02
  that
• 5:02
  you're
• 5:02
  trying.
• 5:03
  To
• 5:03
  accomplish,
• 5:04
  decisions,
• 5:05
  and
• 5:05
  the
• 5:05
  content,
• 5:06
  those
• 5:06
  are
• 5:06
  really
• 5:07
  two.
• 5:07
  Two.
• 5:08
  Two
• 5:08
  separate
• 5:08
  pieces
• 5:09
  of
• 5:09
  that
• 5:10
  third
• 5:10
  pillar.
• 5:10
  Yeah.
• 5:11
  Four
• 5:11
  things.
• 5:11
  Yeah.
• 5:11
  How.
• 5:12
  How
• 5:12
  much
• 5:12
  does
• 5:13
  AI
• 5:13
  play
• 5:13
  into
• 5:14
  kind
• 5:14
  of
• 5:15
  the
• 5:15
  foundation
• 5:16
  of
• 5:16
  what
• 5:16
  you're
• 5:16
  exploring
• 5:16
  as
• 5:17
  you're
• 5:17
  trying
• 5:17
  to
• 5:18
  build
• 5:18
  or
• 5:18
  find
• 5:18
  partners
• 5:19
  to
• 5:19
  help
• 5:19
  build.
• 5:19
  Build
• 5:20
  the
• 5:20
  content
• 5:20
  part
• 5:21
  of
• 5:21
  that
• 5:21
  and
• 5:21
  really
• 5:22
  personalizing
• 5:22
  it
• 5:23
  to
• 5:23
  me,
• 5:23
  even
• 5:23
  with,
• 5:24
  like,
• 5:24
  you
• 5:25
  know,
• 5:25
  that
• 5:25
  I,
• 5:26
  you
• 5:26
  know,
• 5:26
  like
• 5:26
  a
• 5:27
  pink
• 5:27
  shade
• 5:27
  of
• 5:28
  lipstick
• 5:28
  versus
• 5:28
  a
• 5:29
  red
• 5:29
  shade
• 5:29
  or
• 5:29
  something
• 5:30
  like.
• 5:30
  Well,
• 5:30
  and
• 5:31
  even
• 5:31
  to
• 5:31
  know
• 5:31
  which
• 5:31
  ones
• 5:32
  are
• 5:32
  pink
• 5:32
  and
• 5:32
  which
• 5:32
  ones
• 5:33
  are
• 5:33
  red
• 5:33
  and
• 5:33
  which
• 5:33
  ones
• 5:34
  are
• 5:34
  fusion.
• 5:34
  Right?
• 5:34
  Yeah.
• 5:35
  Well,
• 5:36
  I
• 5:36
  would
• 5:36
  be
• 5:36
  a
• 5:36
  fool
• 5:37
  to
• 5:37
  say
• 5:37
  that
• 5:38
  it's
• 5:38
  not
• 5:38
  a
• 5:39
  big
• 5:39
  part
• 5:39
  of
• 5:39
  it.
• 5:39
  It's
• 5:40
  a
• 5:40
  huge
• 5:40
  part
• 5:40
  of
• 5:40
  it.
• 5:40
  Yeah.
• 5:41
  I'll
• 5:41
  have
• 5:41
  an
• 5:41
  easier
• 5:42
  time
• 5:42
  getting
• 5:42
  off
• 5:42
  the
• 5:42
  floor
• 5:43
  here
• 5:43
  if
• 5:43
  I
• 5:43
  say
• 5:43
  it's
• 5:44
  not
• 5:44
  a
• 5:44
  big
• 5:44
  part
• 5:44
  of
• 5:44
  it.
• 5:45
  But
• 5:45
  besides
• 5:46
  that,
• 5:47
  it's
• 5:47
  gotta
• 5:47
  be
• 5:48
  huge
• 5:48
  to
• 5:49
  understand
• 5:49
  our
• 5:49
  products,
• 5:50
  understand
• 5:50
  our
• 5:50
  customers,
• 5:51
  do
• 5:51
  that
• 5:51
  decisioning.
• 5:53
  It's
• 5:53
  happening
• 5:54
  in
• 5:55
  near
• 5:55
  real
• 5:55
  time
• 5:56
  and
• 5:57
  with
• 5:58
  humans
• 5:58
  that
• 5:58
  we
• 5:59
  have
• 5:59
  on
• 5:59
  staff
• 6:00
  that
• 6:00
  have
• 6:00
  a
• 6:00
  lot
• 6:00
  of
• 6:00
  great
• 6:01
  experience
• 6:01
  to
• 6:01
  help
• 6:01
  us
• 6:02
  train
• 6:02
  models,
• 6:02
  and
• 6:02
  the
• 6:03
  models
• 6:03
  coming
• 6:04
  on
• 6:04
  like
• 6:04
  gangbusters,
• 6:05
  It's
• 6:05
  a
• 6:05
  huge
• 6:05
  opportunity.
• 6:06
  Well,
• 6:07
  I
• 6:07
  wanna
• 6:08
  dive
• 6:08
  into
• 6:08
  another
• 6:09
  question,
• 6:09
  Josh.
• 6:10
  When
• 6:11
  we're
• 6:11
  talking
• 6:12
  about
• 6:12
  your
• 6:13
  role
• 6:13
  as
• 6:14
  really
• 6:14
  working
• 6:15
  to
• 6:15
  transform
• 6:16
  where
• 6:16
  Alta
• 6:17
  is
• 6:17
  headed
• 6:17
  in
• 6:17
  the
• 6:17
  future,
• 6:19
  what
• 6:19
  have
• 6:19
  you
• 6:20
  found
• 6:20
  in
• 6:20
  your
• 6:20
  experience?
• 6:21
  And
• 6:21
  it
• 6:21
  could
• 6:21
  be
• 6:21
  pulling
• 6:22
  from
• 6:22
  previous
• 6:23
  experience
• 6:23
  at
• 6:23
  Alta,
• 6:23
  but
• 6:24
  what
• 6:24
  have
• 6:24
  you
• 6:24
  found
• 6:24
  has
• 6:25
  to
• 6:25
  be
• 6:25
  true
• 6:26
  about
• 6:27
  the
• 6:27
  people,
• 6:27
  the
• 6:28
  process,
• 6:28
  the
• 6:28
  technologies
• 6:29
  in
• 6:29
  the
• 6:29
  day
• 6:30
  to
• 6:30
  day
• 6:30
  in
• 6:30
  order
• 6:31
  for
• 6:31
  a
• 6:32
  transformation
• 6:32
  to
• 6:32
  be
• 6:33
  successful,
• 6:33
  or
• 6:34
  for
• 6:34
  you
• 6:34
  to
• 6:34
  be
• 6:34
  able
• 6:34
  to
• 6:35
  move
• 6:35
  these
• 6:35
  ideas
• 6:36
  from
• 6:36
  concept
• 6:37
  to
• 6:37
  scale
• 6:38
  or
• 6:38
  to
• 6:38
  store.
• 6:39
  Great
• 6:40
  question.
• 6:40
  Because
• 6:41
  we're
• 6:41
  here
• 6:41
  watching
• 6:42
  all
• 6:42
  this
• 6:42
  technology,
• 6:43
  and
• 6:43
  it's
• 6:44
  kind
• 6:44
  of
• 6:44
  the
• 6:44
  least
• 6:44
  hard
• 6:45
  part
• 6:45
  of
• 6:45
  it.
• 6:46
  Oh,
• 6:46
  what?
• 6:46
  Yeah.
• 6:46
  Okay.
• 6:47
  Say
• 6:47
  more.
• 6:48
  Yeah.
• 6:48
  So
• 6:50
  for
• 6:51
  us
• 6:51
  as
• 6:51
  humans
• 6:51
  to
• 6:52
  keep
• 6:52
  up
• 6:52
  with
• 6:52
  what
• 6:52
  we
• 6:52
  can
• 6:53
  do
• 6:53
  and
• 6:53
  think
• 6:53
  a
• 6:53
  little
• 6:54
  differently,
• 6:54
  we're
• 6:55
  all
• 6:55
  growing
• 6:55
  our
• 6:55
  careers
• 6:56
  and
• 6:56
  trying
• 6:56
  to
• 6:56
  get
• 6:56
  better
• 6:57
  and
• 6:57
  better
• 6:57
  at
• 6:57
  our
• 6:57
  jobs.
• 6:57
  And
• 6:57
  the
• 6:58
  truth
• 6:58
  is
• 6:58
  our
• 6:58
  jobs
• 6:58
  are
• 6:59
  like,
• 6:59
  need
• 6:59
  to
• 7:00
  be
• 7:00
  much
• 7:00
  different
• 7:00
  than
• 7:00
  they
• 7:01
  were.
• 7:01
  So
• 7:01
  that's
• 7:01
  a
• 7:01
  tough.
• 7:02
  Yeah,
• 7:02
  a
• 7:03
  tough
• 7:03
  thing
• 7:03
  to
• 7:03
  swallow
• 7:03
  and
• 7:04
  to
• 7:04
  get
• 7:04
  used
• 7:04
  to.
• 7:05
  So
• 7:05
  getting
• 7:06
  people
• 7:06
  thinking
• 7:06
  about
• 7:07
  the
• 7:07
  customer
• 7:07
  instead
• 7:08
  of
• 7:08
  the
• 7:08
  channel
• 7:08
  or
• 7:09
  the
• 7:09
  customer
• 7:09
  instead
• 7:09
  of
• 7:10
  the
• 7:10
  product
• 7:10
  or
• 7:10
  the
• 7:11
  customer
• 7:11
  instead
• 7:11
  of
• 7:12
  the
• 7:12
  brand
• 7:12
  is
• 7:12
  a
• 7:12
  big
• 7:13
  difference.
• 7:13
  Is
• 7:13
  it
• 7:13
  still
• 7:14
  a
• 7:14
  challenge?
• 7:15
  I
• 7:15
  mean.
• 7:15
  Well,
• 7:16
  for
• 7:16
  all
• 7:16
  of
• 7:16
  us.
• 7:16
  I
• 7:16
  mean,
• 7:17
  I
• 7:17
  put
• 7:17
  myself
• 7:17
  at
• 7:17
  the
• 7:18
  center
• 7:18
  of
• 7:18
  that,
• 7:18
  but
• 7:18
  for
• 7:19
  all
• 7:19
  of
• 7:19
  us
• 7:19
  to
• 7:19
  think
• 7:19
  in
• 7:20
  that.
• 7:20
  In
• 7:20
  that
• 7:20
  manner,
• 7:21
  like,
• 7:21
  because
• 7:21
  we
• 7:21
  can.
• 7:22
  Is
• 7:22
  a
• 7:22
  big.
• 7:22
  Is
• 7:22
  a
• 7:23
  big
• 7:23
  deal.
• 7:23
  And
• 7:23
  then
• 7:23
  the
• 7:24
  other
• 7:24
  thing
• 7:24
  is
• 7:24
  velocity,
• 7:25
  right?
• 7:25
  We
• 7:26
  as
• 7:26
  companies,
• 7:27
  as
• 7:27
  brands,
• 7:27
  as,
• 7:29
  you
• 7:29
  know,
• 7:30
  fiduciaries
• 7:31
  of
• 7:31
  our
• 7:32
  shareholders,
• 7:32
  all
• 7:33
  those
• 7:33
  things,
• 7:33
  we
• 7:33
  want
• 7:33
  to
• 7:33
  make
• 7:33
  sure
• 7:33
  we're
• 7:34
  making
• 7:34
  really
• 7:34
  good,
• 7:35
  careful
• 7:35
  decisions,
• 7:36
  but
• 7:36
  we
• 7:36
  have
• 7:36
  to
• 7:36
  move
• 7:37
  quickly.
• 7:37
  We
• 7:38
  have
• 7:38
  to
• 7:38
  execute
• 7:38
  quickly,
• 7:39
  but
• 7:39
  we
• 7:39
  also
• 7:39
  have
• 7:39
  to
• 7:39
  make
• 7:39
  decisions
• 7:40
  really
• 7:40
  quickly.
• 7:41
  And
• 7:41
  that's
• 7:42
  part
• 7:43
  of
• 7:43
  the
• 7:43
  transformation
• 7:44
  journey
• 7:44
  that
• 7:44
  we're
• 7:44
  on.
• 7:45
  So
• 7:45
  let's
• 7:45
  get
• 7:45
  you
• 7:46
  out
• 7:46
  of
• 7:46
  here
• 7:46
  on
• 7:46
  this,
• 7:46
  Josh.
• 7:46
  So,
• 7:47
  you
• 7:47
  know
• 7:48
  you
• 7:48
  mentioned
• 7:48
  the
• 7:48
  show,
• 7:49
  right?
• 7:49
  We're
• 7:49
  here
• 7:49
  at
• 7:49
  nrf.
• 7:50
  Big
• 7:50
  deal.
• 7:50
  Big
• 7:51
  show.
• 7:51
  Everyone
• 7:51
  congregates
• 7:52
  here
• 7:52
  in
• 7:52
  all
• 7:52
  of
• 7:52
  retail
• 7:53
  for
• 7:53
  the
• 7:53
  most
• 7:53
  part,
• 7:53
  especially
• 7:54
  in
• 7:54
  the
• 7:54
  spaces
• 7:54
  in
• 7:54
  which
• 7:55
  you
• 7:55
  occupy.
• 7:56
  We
• 7:56
  always
• 7:57
  ask
• 7:57
  our
• 7:57
  executives
• 7:57
  this
• 7:58
  question,
• 7:58
  like,
• 7:58
  how
• 7:58
  do
• 7:59
  you
• 7:59
  approach
• 7:59
  this
• 8:00
  show?
• 8:00
  Like,
• 8:00
  what
• 8:00
  are
• 8:00
  your
• 8:01
  do's
• 8:01
  and
• 8:01
  don'ts
• 8:02
  to
• 8:02
  be
• 8:02
  successful
• 8:03
  at
• 8:03
  nrf?
• 8:04
  My
• 8:05
  favorite
• 8:05
  thing
• 8:05
  to
• 8:05
  do
• 8:05
  at
• 8:06
  the
• 8:06
  show
• 8:06
  is
• 8:07
  literally
• 8:07
  to
• 8:08
  walk
• 8:08
  probably
• 8:09
  to
• 8:09
  the
• 8:09
  back
• 8:09
  half.
• 8:10
  This
• 8:10
  is
• 8:10
  gonna
• 8:11
  upset
• 8:11
  this
• 8:12
  third
• 8:12
  largest
• 8:12
  booth
• 8:13
  and
• 8:13
  all
• 8:13
  the
• 8:13
  big
• 8:13
  booths
• 8:14
  up
• 8:14
  here
• 8:14
  at
• 8:14
  the
• 8:14
  front.
• 8:15
  I
• 8:15
  like
• 8:15
  to
• 8:15
  walk
• 8:15
  to
• 8:16
  the
• 8:16
  back
• 8:16
  half,
• 8:16
  and
• 8:16
  I
• 8:16
  literally
• 8:17
  just
• 8:17
  like
• 8:17
  to
• 8:17
  walk
• 8:17
  up
• 8:18
  to
• 8:18
  some
• 8:18
  random
• 8:18
  booth
• 8:19
  and
• 8:19
  just
• 8:19
  start
• 8:19
  talking
• 8:20
  to
• 8:20
  them.
• 8:20
  I
• 8:20
  love
• 8:20
  to
• 8:21
  hear
• 8:21
  about
• 8:21
  their
• 8:21
  products
• 8:21
  and
• 8:22
  their
• 8:22
  technology,
• 8:22
  but
• 8:22
  I
• 8:22
  like
• 8:23
  to
• 8:23
  just
• 8:23
  talk
• 8:23
  to
• 8:23
  the
• 8:23
  people
• 8:23
  and
• 8:24
  find
• 8:24
  out,
• 8:24
  how'd
• 8:25
  you
• 8:25
  get
• 8:25
  here?
• 8:25
  How'd
• 8:26
  you
• 8:26
  pick
• 8:26
  over
• 8:26
  here?
• 8:27
  Like,
• 8:27
  is
• 8:27
  it
• 8:27
  worth
• 8:28
  it
• 8:28
  for
• 8:28
  you?
• 8:29
  So
• 8:29
  I
• 8:29
  love
• 8:29
  to
• 8:30
  just
• 8:30
  wander
• 8:30
  in
• 8:30
  the
• 8:31
  back
• 8:31
  half
• 8:31
  of
• 8:31
  the.
• 8:31
  Of
• 8:31
  the
• 8:32
  floor
• 8:32
  if
• 8:32
  I
• 8:32
  can.
• 8:33
  I
• 8:34
  love
• 8:34
  that
• 8:34
  strategy.
• 8:35
  Some
• 8:35
  small
• 8:36
  folks,
• 8:36
  we
• 8:36
  were
• 8:36
  just
• 8:37
  up
• 8:37
  at
• 8:37
  the
• 8:37
  Innovator
• 8:37
  showcase
• 8:38
  and
• 8:39
  on
• 8:39
  a
• 8:39
  tour,
• 8:40
  and
• 8:40
  our
• 8:40
  best
• 8:41
  visit
• 8:41
  was
• 8:42
  somebody
• 8:42
  that
• 8:42
  we
• 8:42
  just
• 8:42
  kind
• 8:42
  of
• 8:43
  peeled
• 8:43
  off
• 8:43
  and
• 8:43
  said
• 8:44
  hello
• 8:44
  to
• 8:44
  and
• 8:45
  look
• 8:45
  forward
• 8:45
  to
• 8:46
  meeting
• 8:46
  them
• 8:46
  in
• 8:46
  the
• 8:46
  future.
• 8:47
  So.
• 8:47
  So
• 8:47
  for
• 8:47
  you,
• 8:47
  there's
• 8:48
  an
• 8:48
  element
• 8:48
  of
• 8:48
  serendipitous
• 8:49
  discovery
• 8:49
  then?
• 8:50
  There
• 8:50
  really
• 8:50
  is,
• 8:50
  yeah.
• 8:51
  Versus
• 8:51
  being
• 8:51
  really
• 8:51
  intentful.
• 8:52
  And
• 8:53
  it
• 8:53
  goes
• 8:54
  every
• 8:54
  which
• 8:54
  way.
• 8:55
  Every
• 8:55
  executive
• 8:55
  we
• 8:55
  talk
• 8:55
  to
• 8:56
  has
• 8:56
  a
• 8:56
  different
• 8:56
  approach.
• 8:56
  Some
• 8:57
  people
• 8:57
  are
• 8:57
  really
• 8:57
  intentful.
• 8:58
  Some
• 8:58
  people
• 8:58
  want
• 8:59
  to
• 8:59
  leave
• 8:59
  time
• 8:59
  for
• 8:59
  serendipitous
• 9:00
  discovery.
• 9:01
  And
• 9:01
  for
• 9:01
  those
• 9:02
  watching,
• 9:02
  there
• 9:02
  are
• 9:02
  three
• 9:03
  huge
• 9:03
  floors
• 9:04
  of
• 9:05
  technology
• 9:05
  solutions
• 9:06
  providers
• 9:06
  here
• 9:06
  at
• 9:06
  the
• 9:06
  TI
• 9:07
  center,
• 9:07
  which
• 9:07
  is
• 9:08
  massive,
• 9:08
  and
• 9:09
  there's
• 9:09
  three
• 9:09
  full
• 9:09
  floors
• 9:10
  devoted
• 9:10
  to
• 9:11
  technology
• 9:11
  solutions.
• 9:12
  So
• 9:13
  you
• 9:13
  can
• 9:13
  spend
• 9:13
  a
• 9:13
  lot
• 9:14
  of
• 9:14
  time
• 9:14
  on
• 9:14
  just
• 9:14
  walking
• 9:14
  around
• 9:15
  and
• 9:15
  seeing
• 9:15
  what
• 9:16
  floats
• 9:16
  your
• 9:16
  boat
• 9:16
  and
• 9:16
  gets
• 9:17
  your
• 9:17
  eye.
• 9:17
  Right?
• 9:17
  Yeah,
• 9:18
  you
• 9:18
  could.
• 9:18
  But
• 9:18
  I
• 9:18
  will
• 9:19
  tell
• 9:19
  you
• 9:19
  right
• 9:19
  now,
• 9:20
  in
• 9:20
  a
• 9:20
  few
• 9:20
  months,
• 9:21
  I'm
• 9:21
  not
• 9:21
  here
• 9:21
  to
• 9:21
  announce
• 9:22
  it,
• 9:22
  but
• 9:22
  we'll
• 9:22
  be
• 9:22
  putting
• 9:23
  in
• 9:23
  a
• 9:23
  platform
• 9:24
  from
• 9:24
  a
• 9:24
  partner
• 9:25
  I
• 9:25
  found
• 9:25
  here
• 9:26
  last
• 9:26
  year
• 9:26
  that
• 9:27
  we
• 9:27
  started
• 9:27
  talking
• 9:27
  to
• 9:28
  at
• 9:28
  the
• 9:28
  show.
• 9:28
  At
• 9:29
  the
• 9:29
  show,
• 9:29
  and
• 9:29
  they're
• 9:29
  going
• 9:30
  in
• 9:30
  later
• 9:30
  this
• 9:31
  year.
• 9:31
  And
• 9:31
  that's.
• 9:31
  And
• 9:31
  that's
• 9:32
  why
• 9:32
  this
• 9:32
  is
• 9:32
  important.
• 9:33
  Yes.
• 9:33
  Yeah.
• 9:34
  And
• 9:34
  why
• 9:34
  it's
• 9:35
  important
• 9:35
  for
• 9:36
  all
• 9:36
  of
• 9:36
  you
• 9:36
  who
• 9:36
  are
• 9:37
  at
• 9:37
  home
• 9:37
  watching,
• 9:38
  who
• 9:38
  are
• 9:38
  here
• 9:38
  watching
• 9:39
  to
• 9:39
  make
• 9:39
  sure
• 9:40
  that
• 9:40
  you
• 9:41
  are
• 9:41
  doing
• 9:41
  exactly
• 9:42
  what
• 9:42
  Josh
• 9:42
  just
• 9:43
  mentioned.
• 9:43
  Check
• 9:43
  out
• 9:43
  the
• 9:43
  innovation
• 9:44
  area.
• 9:45
  Check
• 9:45
  out
• 9:45
  the.
• 9:46
  The
• 9:46
  start
• 9:46
  at
• 9:46
  the
• 9:46
  back
• 9:47
  floor.
• 9:47
  Work
• 9:47
  your
• 9:47
  way
• 9:48
  around,
• 9:48
  you
• 9:48
  know.
• 9:49
  Well,
• 9:50
  we
• 9:50
  want
• 9:50
  to
• 9:50
  thank
• 9:51
  everybody.
• 9:51
  This
• 9:51
  concludes
• 9:52
  our
• 9:52
  day
• 9:53
  one
• 9:53
  of
• 9:54
  NRF
• 9:54
  coverage.
• 9:55
  We
• 9:56
  will
• 9:56
  be
• 9:56
  live
• 9:57
  from
• 9:57
  the
• 9:57
  Fusion
• 9:58
  group
• 9:58
  booth,
• 9:58
  number
• 9:59
  4938,
• 10:00
  tomorrow.
• 10:01
  Tomorrow
• 10:01
  morning
• 10:01
  and
• 10:02
  Tuesday,
• 10:02
  bright
• 10:02
  and
• 10:02
  early.
• 10:03
  So
• 10:03
  make
• 10:03
  sure
• 10:04
  to
• 10:04
  check
• 10:04
  back
• 10:04
  with
• 10:04
  Omntok
• 10:05
  here.
• 10:06
  And
• 10:06
  until
• 10:07
  then,
• 10:07
  be
• 10:08
  careful
• 10:08
  out
• 10:08
  there.