0:15 Hi. This is Rina Stanford, Samo here at Basaboys. I'm really, really excited to host Christina's Islands, who is, one of my dear friend and a cohort and a really great guest to to have you come back with us Christina. 0:27 Really appreciate that. Thank you for having me again. Well, you're very welcome. Well, today's topic, we're gonna talk about do we optimize channel mix? 0:37 At of all people I would think of, Christina, you have you have a lot of passion in this topic. So I just thought that maybe as a start, if you can just share with the audience your remit here at, Craft Heinz, and then we can have a dialogue and then later on toward the end of the presentation, will also annotate Q and A's from the audience as well. 0:56 Absolutely. So, for those of you who didn't hear me from the first time, I was participating in the bizarre voice summit with Doug. 1:04 I've been here at Craft Times for about a year, and I lead our digital show team process improvements in our last round emerging platform team. Specifically, tailgate, deep diving more on the digital shell team, and what that means is more of an organic strategy. 1:18 Digital marketing is definitely still being in a transformational stage post COVID. And for me that does, it truly does excite my team and I for multiple reasons, but more about the possibilities that are endless of what we can do. 1:31 If we think about where we were five years ago, it's not where we're gonna be in five years. So we wanted to find that space. And now the time to do that by being more active instead of reactive to drive consumer intimacy. 1:43 And that's a big component for us to understand and listen to what the consumers want. And focusing having that more of an entrepreneurial mindset versus just repeating history time and time again. 1:54 Yeah. Well, Christina, I have to tell you this. Right? I mean, I'm I'm I'm your consumer of your products. And as we go through that, I could reflect on what you were just saying as well too. Right? 2:05 There's so many times that we don't go to the store anymore or I would do a card purchase, and then I would just look at what other people are saying about it. So I I'm just curious how you have actually incorporated that as a part of the digital head digital shelf practice already. 2:18 So our readings of view is definitely one of our key components of, you know, a digital shelf platform. And for multiple reasons, it's not just because it drives the algorithm with the retailers, but it's thinking consumer first. 2:29 The consumers leverage these ratings review to figure out should they purchase the product or not. So the ranking of it, how many stars it has, the feedback that people are providing is definitely an important element to continue to drive your products and drive conversion online. 2:46 Nine times out of ten when consumers are in store, they don't ask for help anymore. They look at their phone. So it's very important to make sure that your products are in the best thing they can be that drives in store purchases, as well. So last year, we were sixty cents in the dollars. 3:01 We're projecting to be seventy cents in the dollars that the digital shelf is actually gonna influence in store. So it's more prevalent as to why you need to make everything needs to be the best that it needs to be online to drive not only online sales will also in store sales at the same time. 3:16 Yeah. I, I, I wanna just underscore what you just said. I remember, Christina, when you and I first met in Vegas, forgot even what conference room and what we're talking about. How do you own the digital shelves? 3:27 And then, you know, we dialogue with the fact that they shouldn't even limit to only the digital shelves? Because the digital self lens itself isn't physical. And then the way we all work is, like, there is a shelf everywhere for that matter. Right? 3:38 Right. Yeah. And we were told when we were talking, it's not just within CPG when we think about ourselves as an organization, but in general is to really drive learnings, think outside CPG. Think within the total universe, not within just within the US as well in Canada, but globally, who is driving the digital shelf? What does that mean? 3:59 What is consumer intimacy? How are we connecting with our consumers ultimately to drive conversion every day? And there's just so much to learn across different fields, different functions, different areas globally that we're not even remotely close to where we can be in CBG in the US. 4:15 Well, so I'm gonna do a quick convert confession here. Right? I I'm of the generation. When I started in sales and com and, and marketing, The number one absolute diehard killer app is paid. 4:30 And that is one part of why, you know, I just thought that it would be great to have this conversation. So if you allow me, let me just fast forward to the next page, just to give a little bit of data point. So about three, four months now ago, we rolled out the channel mix study, whereby I was really asking my team and ourselves to look at if we asked brands around the world, what is their channel strategy as of two thousand and twenty three? And this is the top finding from the study, which is fifty two percent are considering moving budget away from page advertising. 5:05 And in fact, thirty percent of them has already done so. And now, you know, dating myself is that when I first got it in as well, we were all thinking about page, paid, paid. In fact, last year, there's seven billion dollars spend or seven hundred billion dollars spent on that piece on that channel alone. I love to get your thought on that. 5:23 But as as I wanted to share, and I'm just gonna go to the next page real quickly just to tell with the audience in terms about the study. What we did. This is a open study done around the six different countries around the world. 5:37 And we asked four hundred plus brands and many of them are actual owners of marketing and commerce budgets anywhere up to the two million plus. And these are some of the, you know, reporting structures. I mean, more than half of them reports to the CMO, like myself, twenty percent for CDOs, and about ten percent P and L, and then some others in the merchandise, and then also some agencies collect actively. 6:00 I'm gonna share some insights collectively. Christine is what they told us. Right? Fifty two percent of them aren't really moving from page. And, you know, thirty seven percent of them are already doing so. 6:10 So if I may just ask you the question, what what's your reaction of that? What are the things that as the as the a shepherd and leader for Craft Heinz, what are you doing in that space? 6:21 It's such an interesting topic. And it's one that we have consistently internally, but you can see externally as well. What is the right mix? 6:30 And if I think back to not the digital plot if you think of the in store platform breaking mortar, this isn't new news. It's really about how you're using your dollars to drive conversion, whether it's organically through packaging, versus, pay for pay for for performance, which is your shelf and how do you secure the prime real estate on shelf? It's the same thing. 6:51 It's the same mentality that the retailers apply from brick and mortar to the digital space. So it's not new news. The difference is that they leverage the space in order to drive page one, which without getting page one, you're not gonna drive that conversion, and you're ultimately gonna lose a consumer. 7:07 So it's definitely a a very powerful tactic that the retailers are using. However, we all get to our max budget. And that we can't continue to increase year over year over year. 7:19 So it's finding that right blend between the media and the organic digital shelf to drive ultimately what we what we want is to get more consumers to purchase our products. 7:29 So we have a full media house team led by Laura, which then have done a fantastic job and maximizing our our, page search platform. 7:38 And so my job is to make sure that if we are adding or removing dollars from our media standpoint, how does the organic shelf take over, but ultimately making sure that we have a strong platform to drive that conversion because we're in the climate that we are today is that there's not gonna be more dollars. 7:59 So we need to make sure we maximize our dollars and how do we do that and with who? It's not just how it's with who, and it's just so what is the impact. We continue to test. 8:08 AB testing from our media to our organic shelf to see how we can maximize our page one to drive ultimately, to drive conversion. 8:18 I I I love your underscore and if I may just repeat that real quickly. Right? You optimize on page one, and you really optimize on, in your case, really on conversion. 8:29 And if we can go to the next page, I'd like to just think about the fact is that as we think through that, what may be as we, you know, dialogue a little bit more, but I love love love to get your insights and your recommendation to the audience. 8:43 I love also what you're saying is that it's not just really something that is unique to the CPG world. It's really in all sorts of different, you know, products all the way from ranging to, you know, whatever that I can imagine in here. 8:55 But one thing I would like to do though, if you to go to the next slide is that what might be some of the triggers that allow you to or for that matter that you operate to really maximize your channel mix And one of them you and I, Christina, we talk a lot about is the content. 9:11 Right? You can't. At the end of the day, what drives what goes into the channel, the media is the content. So I'd love to talk to you about, but a little bit of that. 9:20 And as time permits, we'd love to talk a little bit about the budget and you just underscore it. We're incurrence current climate. And hopefully, we're all in a knock on what we'll get out of this cycle. 9:30 But the fact is that we're right. It'd be a little while if we'll do that. So I think that that overall alignment would be really critical. And then as we have time, we'll touch on the other topics. So first thing first, you go to next page. 9:43 This is you already honed in on it. Right? You've already begun some of the shifting. And I love what you said earlier, which is is really the mix of media and organic. 9:53 Mhmm. If I may have you step back and, you know, when you first come onto the role, what was the one or two triggers that facilitate your thinking and your leadership of driving and say, hey, we gotta really focus on this on the organic side. 10:09 It really is for me when I first started to be back to be honest to my sales days of how are we driving, you know, our baseline business and What is that blend between incremental base to ultimately drive our our organization for and our business forward? 10:24 And when you think of the digital shelf platform, it's no different. You need to drive your business forward, and it's finding the right way of doing that in the right mix. 10:34 Paid is such an easy way to get into a rabbit hole of spending down to kind of buy your market share, but it's not sustainable. So we think about how do we build our our cons our consumer platform, or resonating with our consumers building trust with our relationship with the consumers and really ultimately driving consumer intimacy. 10:51 It needs to be a blend of understanding them, hearing them, appealing to their needs while giving them what we want them to see at the same time of how they wanna receive it. And, ultimately, what we've been discussing is, what does that rate fix? 11:08 How do we partner together as driving one page versus separating a tune. I think for me, that's one of the big changes that we're trying to do is looking at sell as one team on the digital shop platform, whether you're paid, or you're organic, it's still page one. 11:25 We still work Calabrio together, and we are forced to be reckoned with to make sure that ultimately our products are there every day, the top ten slots to drive conversion. And we have very clear tactical plans now on how we do that together and where we push and pull and how we support one team and another to do that. 11:43 Two is we share learnings. It seems connect continuously. We continue to share learnings on the so what in the house, whether that's through AB testing, whether that's through our partnerships, through a lot of analysis that the teams do. 11:56 It's all about what is the best and the right thing to do for the consumer. And also for the business to drive what we need to be on page one and secure, you know, in brick and mortar world, you know, being in every single planogram. 12:10 So you wanna be in the four foot planogram, meaning you wanna be on page one. Yeah. I I I couldn't agree with you more, and I've wanted to underscore that you talk about class customer or client intimacy. 12:22 And, you know, you know me and we talk about this enough in terms of what I'm really passionate and about is the voice of the consumer. At the end of the day, your products are consumer based and consumer products. 12:32 So that just really homes right back to I love, during one of our meetings, we talk about and you talk about customer first. And, you know, I think that's such a big part on driving the whole shift into your organic, strategy as well too, isn't it? 12:48 A hundred percent. When we think of the consumer and to receive the digital shelf, It's really about leading the industry and creating that consumer entity through their their lens of what shoppers want. 12:59 Focus on how they wanna receive it. What do they wanna receive? What does it look like? And solving for what they want versus what we want? Because that's ultimately, that is truly the true north. 13:09 And that's how you're gonna build your reputation and your trust and and relationship with the consumer. Versus appealing to what we believe they think they want. In Craft times, you can see that how much way through ad week through the brand platforms. Like, our full funnel focuses on consumer intimacy from what we do in social to what we do in the digital shelf. 13:31 And then we continue to be that disruptive, innovative transformational change at Craft time that you guys are seeing and you're seeing us become very different than where we were three years ago because of the focus on driving consumer intimacy. 13:45 Yeah. I I I I I just wanna also add to that as well too. And as you and I talked about on this whole what I call the water hole migration, you know, the rumors are moving to places where they are comfortable with and where they're convenient to. Right. 14:00 And if I really congratulate you and the crowd finds, it's like, okay. Let's really hone in on where they are. And then showcase where they prefer to be and make it as frictionless as possible. So I think, you know, that's just a one big big part. 14:13 And that being honest with you was the reason why I asked my, ourselves and my team to really begun the the channel mix is to say the study how how has it shifted for us as marketers and such commerce practitioners have we shifted ourselves to be closer to where the customers are, where the consumers are. Yeah. 14:33 Yeah. And I I I can't remember where I heard it was last week that a lot of the a lot of us and that's in the position that we're in right now are trying to understand whether we're not. 14:45 I don't hear many people investing more in in the media side, but more of a sustained and maximize type element. So that we know kid what should we be doing? 14:56 How should we be doing? Especially post COVID. We need to reevaluate what's the best way of driving our digital shelf platform And really, again, like, you're, like, we were talking about when we talk about content is through the lens of the consumer, through content and other types of, initiatives that we're trying to drive. 15:12 Absolutely. So just right before we talk about, content strategy. Let me just share the next page to it. And for those of you who are interested in terms of what are other brands like ourselves, right, thinking about? 15:25 So this is, specifically to the question where we ask them about, have you started thinking about changing your channel or your media mix? And, you know, is it paid, earned, owned, or share, and this is why I shared it earlier. 15:38 Fifty percent of them are already moving budget away from paid, and thirty percent have already done so. The interesting thing that I wanna call out here is that during the same survey and the same study, forty seven percent of, of those, who says that we are going to shift Actually, he have already applied to reallocate sixty ten percent of their paid budget into the owned and and, earned channel. 16:01 So this is very practical, and and I love your underscore as well too, Christina, in terms of, you know, you wanna go to what is gonna be impactful. Speak of impact. Let's talk about content. 16:11 One of our favorite topics. And what what are you you talk about climb first. You talk about, you know, ended today, the the pieces of the content that drives conversion. 16:22 Can you share with the audience your your thoughts? Oh, this topic for me, as you know, it's like a huge passion of mine. So we are considered best in class for operational excellence by many on a digital shelf. For us, it's about continuing to evolve ourselves in the industry and set that standard. 16:40 We wanna be the best organic growth engine in providing the best digital experience for the in the industry. So when we talk about the show, we're not just talking with CPT, we're thinking the industry, and to service really the the consumer. 16:54 And we are in position right now resetting that digital shelf in the industry, and we wanna be at the forefront of that change. And so we have very clear, pillars of how we're gonna tactically do that, working with our fantastic partners like VisarVoice and setting the stage of what's the future because we are firm believers that what got us here is not gonna get us to where we need to be. 17:16 So we need to redefine that and figure out what that looks like, how we're gonna do it, test and learn it, and then scale it up. And that's where we're currently where we're currently sitting at within craft lines. 17:27 I if I may just have you double, you know, dial up, dial down a little bit on your test and learn strategy. I mean, when when we first talked about it, I just love the marriage of it. 17:37 Can you just give a little bit of hint in terms of how you're doing that? Yeah. So what I can share is we do do significant amount of indie testing within Craft Tines. 17:47 And we do it across every retailer to see what works and doesn't work. And it can be from, you know, our ratings and reviews to couponing strategies, sampling strategies, titled strategies, images, videos, we test and learn various aspects, you know, of the ten major points of the digital shelf to maximize against all of our items, to be honest. And so it's a lot of testing. 18:13 And what I would say when someone's trying to do AB to testing is don't just like to think of the ones that you went on or that were the ones become positive result. 18:22 You also need to look at the ones that aren't favorable so you understand why. Because there's still learnings in that, and that's still a win because you know, okay, this doesn't work. So what do I do What should I try next? 18:33 And we encourage both success and failure at the same rate. And we share both out so that we know what can we do differently and how do we move forward in scale? 18:44 I love that and really applaud your leadership and the Craft Heinz really putting into practice. Right? We we felt that and being grateful to be a partner partner in that as well. So, Christina, we we always talk and you talk a lot about client first, content. 18:59 And one thing that you have been always very impress impressing to me in terms of looking at a portfolio of branded content and user the content. 19:09 What what is your advice and what is your insights that you might wanna have, to share with the audience here? I always look at a balance. And that balances, how do you leverage different tactical needs based on the messaging you're trying to drive based on the specific needs of the consumer, the retailer, and your activation platform. And it is a mix. It can't just be pictures of the of images of our product. 19:35 It also needs to be lifestyle type images, so that the consumer can resonate with how to use the product or where to put the product. How to eat or drink the product. If you think I've L'oreal, they do a fantastic job with their content online where you can now try on the mascara. 19:52 To see how does that mascara gonna look with me or how is this blush gonna look? If we think about that same lifestyle initiative and that consumer intimacy, How do we apply that type of methodology onto in the CPG world as well? 20:05 I think we just have a lot to learn, and we're not definitely you know, the best in in, when it comes to content outside of CPG, but within CPG, we do definitely do a blended mix. And we've test it, to see what kind of images do you resonate. 20:21 And a lot of it is through the mix of videos and standard images. We have a fantastic agency that we work with that continues to push us and make us think differently as well. 20:31 So that would be the second thing as the right, partner that's gonna help you think of what could work and from the color tones to what's popping out first is so many different things you can play with that you don't think about and to make sure that it resonates with the consumer. 20:51 Totally, in fact, you're just reminded me of one of the study we did is that when when there are real images, the whole fee which features real people, real consumers, the performance of that particular piece of content, two or three x. 21:05 And it's just really amazing when you just kinda on that. I I love to, get your thoughts also because we're in the field, you know, in in your category, CBJ. I think playing ref recipes, part of what I'm seeing how food or drinks are being really showcased as a part of the party experience. Yeah. 21:24 It it does that work out for you all as well? It's so it's really much hard on the retail pages as well, but when you think of how we leverage pinterest or having leveraged social, it is bringing a lot of that elements into that world. 21:39 And you see a lot more and more and more. If you think of Elvino, ever all their our major campaigns, our martini campaign that we're doing. It is ultimately taking our products and thinking of it differently and how we can eat or drink some of our products. 21:54 And how do you take that upper funnel and drive it all the way to the lower funnel so that the consumer is looking at these campaigns, they're seeing it three sixty to ultimately drive that conversion. 22:06 Absolutely. And I love what you just anchor as well too is that it's also taking full advantage not just the own channels, but compliment that as well as add that as incremental to your social channels. Correct. And and that was the whole part. 22:19 Yeah. As well. Last thing before I switch over to sharing some data, you always talk about content effectiveness. My favorite word, I swear. 22:30 Yeah. What what what would one advise you said this is absolutely. You don't ask you anything else. It's the one or two things you have to do. What advice do you have with the audience? 22:39 Specifically on content effectiveness. Yeah. That's an interesting topic because it's something that is still being thought through. Right? 22:48 Even for us, we're still thinking through what that looks like. What does that mean? But what I feel comfortable sharing is where we are today in our content. 22:59 Is that where we plan to be in the next few years? So expect to see Craft Times approach their content in a different way than what you're currently seeing. And again, it's for us to be disruptive be innovative and be transformational. 23:12 We are best in class, so we wanna continue to be at the forefront of that change. And we're excited for what we're gonna start publishing within the next year. 23:20 No. Awesome. Well, I I love what you hinted on early already, right, in terms of showcasing your product and and the and the beverages to how it's being consumed and how it's a part of our life experience. So that's a big part. 23:32 Let me flip over to the next page here, as we talk about going back to the channel, make study. We did ask a question about how do they think about the overall content strategy. 23:42 Interesting to say is that one thing one of the question we ask is that can you keep up with the demand of fresh content? Right. Exactly. And you and I talk a lot about recency of content. 23:52 And interestingly, twenty two percent, really very small portion. Less than a quarter of them says that, yes, I am always able to keep in keep, keep up with demand, but practically majority of them can't. 24:05 And this is the one big part. Wonder, if you have any reflection or story that you might wanna hit just on this phone alone? It's so when you think of content there is, you know, you have the the what the brands are trying to portray, what retailers are looking for when it comes to your major activations as well, and you have to keep it up to date. 24:23 There is no way. It's not a stagnant shelf where you have a, a, a pre platform display. It's there. It's not it's not changing ever. 24:34 We're on the content side, if you think of, like, our API activities and working with Sulsified, we can upload anything we want, immediately. 24:43 And so we do change it. We change it up all the time, which means that we have our agency tow like, their toes, and that's part of our AB pass is that we continue. 24:52 We do always continuously change our content. So what you might find last month may not be what you find next month, but the essence is still the same. 25:01 So you whether it's a if it's a our crack mac and cheese box, you'll still know it's crack mac and cheese, but maybe the lifestyle portion changes slightly. And you have continue to change. 25:11 In order to keep up with recency of how are we engaging with our consumers, how do consumers want to be engaged with? Which is drastically different than how you work with brick and mortar. 25:22 Yeah. I I think this is where and I'm gonna just explicitly share my bias in here is that why I also strongly also believe in the whole blend as you call it, right, the blend mix of branded versus as well as user generated. I I tell my team this is that we can do all day long and all night and catch me on the weekend to try to get the right branded content But the reality is that the consumers are able to, on a second, on a split moment, what have you, when they feel something, and they could actually generate that content on the user generated portion of it. So that bond is a big part of it. And I guess that's also showing why, you know, a number of them are shifting their budget to that kind of organic content. 26:01 Last thing in here, because it is your your your belly wake and your focus, taking advantage of SEO. Taking advantage of organic search is a part of your overall content strategy. Any insights that you wanna share? 26:17 So that's it's a really big it's an amazing topic to speak about. I think that could be, you know, webinar in itself when it comes to SEO. And it's thinking about it full funnel. 26:29 I think that is where when I I would take it away from just a digital shop and I think about what's the full funnel SEO strategy does that look like? Because what you do on social and what you do in the top funnel, how does that trickle into the lower funnel aspect? 26:45 And I think that's such a an an opportunity for a lot of organizations to tap into. Ultimately, again, the full funnel experience is is what you want someone to see from a social or a media to what they're seeing on our on our own websites to what you're seeing on the retailer websites. 27:02 So they have a consistent messaging, and it drives that organic strategy from the top to the bottom, an SEO. So it's a it's a topic that is we are currently continuing to discuss. 27:14 And what does that look like and how do we have something that is that full funnel experience versus we do have a strategy on SEO for the digital shop between paid and organic. 27:26 With taking it to the next level. Yeah. Totally. Well, I'll I'll take up that that notice that we'll come back and have another separate conversation on. I don't know. You'd actually be huge topic in itself just because it's not something that people think about a lot and it's something that you should because it's a major component of the algorithm and how that swayze algorithm, it's it's similar to if you think of LinkedIn. 27:51 LinkedIn have is it is an algorithm and so chain maximizing the algorithm, had there so many different components. And s SEO, we don't know, but the theory is that it has a much larger swing in your out in your, positioning. 28:06 Yeah. I I couldn't agree with you more as I think if if one of us, some of us would say, you know what? Okay. I know what? I know how to do it and perfected it already. 28:15 There is no perfecting. I think when it comes as Yale. Right? Because the algorithm and and the reality is that it's changing real time as quickly as we think in a blank. So Thank you for saying that, and I also agree with you in the sense that that is such a critical part. And in fact, we'd blend that to the SEO and then the paid portion of it that whole hybrid that mix and the multiplier effect would be critical. Right? 28:38 And Yeah. You know, what keywords is that way looking What where's our way using? Where's our way to change this? And how do you change it? And it's not just for every day I It's in your seasonality. 28:50 There's so many different components to look at, and you do need a eighteen. It's it's not something that one person can just sit there and duel all It's not need the right tools, need the right people, need the right processes in place to ensure that you're driving that full formal experience. 29:06 Because if you try to do it one still not gonna do anything. It's not gonna move the needle. And then you won't see this so wet. And so it it definitely takes a a much bigger planning process into figuring that full SEO strategy. 29:19 Yeah. I I love the solo iPad as well. Too. Right? I mean, let's be pragmatic. We're all here to drive whatever impact that we're trying to do. And here, we've been talking a great deal on conversion. 29:29 I love also the fact that if you think about it, the full funnel perspective. Yeah. And how to thread the multiple touch points and turn that into that ultimate experience for your products? 29:41 Long the journey for that matter. Yeah. One hundred percent. Could not agree with you more. Awesome. Well, we'll talk about that some other time as well too. So that's the topic. 29:50 Yeah. Just in case of time, I'd love to maybe test you on the next topic, and then I can we've we've pulled it up. It's that budget at the end of the day, an investment decisions and prioritization is becoming even more of a topic, you know, just because of the macro level where we are at. 30:08 How full, you know, and and from our lens, and we can I can share that as well as we work with ten thousand plus brands and retailers around? 30:16 But I'd love to get your perspective in terms of how do you manage the different key stakeholders as well as the budget holders? When it comes to, you know, a holistic program like this for your digital shelf. 30:29 So if you're asked specifically on, like, how we're maximizing our dollars and how we're getting the funding? That that's the my that's the Michael version of that. 30:39 But at the same time, your digital shell serves multiple brands, right, multiple products. Yep. How do you prioritize within that itself as well? 30:48 So for us, when we think about we're looking at our budget between both paid and organic. We look at it from multiple angles. So what we look at it from know, our key priority brands, our key priority customers, and also from a technology standpoint, I think that's something that people fail to think about as well from a ecomm standpoint is who can you do what with and how do you maximize it? 31:12 And also when it comes to the digital shell against all the pillars is how do you gonna drive that right mix and balance? So We work with the sales team, the marketing team, the finance team, our, media team, the digital shelf team, we have our path to purchase team, we have our insights team, to really make sure that we have the right mix, and that we have the right budget associated with driving against our, you know, key metrics that we're trying to hit with our, against our internal plan. 31:43 Yeah. Yeah. Well, and and you if you can go to the next page here. I think you're you're reflecting very similar to what we're seeing from the survey as well too in the sense that, you know, the the budget really comes in multiple locations. 31:57 And oftentimes is, you know, it's exactly the same plan as you talk about. Right? Sometimes it's the marketing, sometimes it's the e commerce side as well as the P and L. 32:05 And it's very clear that regardless of locations, regardless of countries, that threat seems to be coming through very clearly. I know that three letter that you and I are very, very passionate about is what is also holding in here is about ROI. 32:20 It's all about ROI ROI. All about the ROI. We've talked a lot about this. It's it's when it comes to maximizing your dollars, it is about the ROI. There is different metrics, you know, marketing team, media can look at roas, but ultimately what is the return on your investment and how do you spending to maximize that return on your investment? 32:40 Yeah. It and it's in collaboration. It's not something that's just owned by one team. It's not something that's just run by one team. It needs to be run cross functionally. It needs to be discussed cross functionally. 32:50 To achieve the ultimate goals that we're trying to achieve. And the one commonality that people can get behind is ROI. 33:00 It's the same term that can be used whether you're in marketing, sales, finance. Doesn't matter where what function you're in. Everyone understands the ROI, analysis. 33:09 Yeah. T totally. And I think that's one of the reason, you know, looking at you guys as a best of breed is that, you know, best in class for that matter. It it's I'm I'm sure you're in the same boat as we are and they're very heavily into the business case building, and that's the part of how we do that. 33:23 Just fast forwarding on time because I'm a cautious about time here. I'm gonna skip this very quickly. There are in the study. We also drill dialing into different regions, so we can quickly go in to the stats here, and you can see holistically across the board, KPIs KPIs KPIs and KPIs. 33:39 I mean, it's just like, so clearly, a astoundingly piece of it. There is just one call I wanna go to is, you know, the alignment, you know, being you, you are right here sitting in Canada. 33:50 So I'm it's in the states. It's certainly wasn't a good union responding. Absolutely sighted the alignment of director being number one. And then from the UK, you know, marketing tactics specific to NZ is a big, big part as well. 34:02 So, for those of you who wanted to learn more about that, you can download the the try to make study. Now I wanna go to our last part, Christina, is to really get your these are just some of the initial reflections when we did the survey, when we did the study, I should say. 34:17 You know, certainly what you talked about in terms of the end strategy, right, is a is a blended. And, you know, I also touch on, and this big passion of mine is to say is that we've gotta really know where the shoppers are, where they're watering holes and go there as opposed to just bring them all to us. It doesn't work that way anymore, so we need to be cognizant of that. 34:35 And then we also touch a little bit about commerce and marketing and maybe the P and L. Love to get your personal three things. Three recommendations you have. 34:45 Three. Are you gonna join to me, Serena? You know, I can never just talk about three things. I know. Well, let's start with three. How's that? 34:54 And then we'll just wait until I have to go through. I see the first one is always follow the shopper. It's very easy to get lost in the sea sameness, get lost in the organization, but ultimately the shopper and the consumer is king. 35:09 So I would say follow the shopper. Be disruptive and and do a lot of test and learns. Don't be scared of those test and learn leaning to them. Understand figure out the silhouette so you can really, you know, know the type of changes you want to make and and why you wanna make them. 35:26 And if I think of the last one three, if I think of the last one, I would say, make sure that you collapse breed. 35:35 You cannot do this on your own. A lot of the times, people try to come guns a blazing and say they're gonna drive all this change. You need to bring others along and focus on the why and the so what and collaborate with cross functional teams. 35:47 So when you're talking about channel mix, this isn't something that you can just do whether you're for a for just in marketing, sales, you know, digital shelf. It needs to be all encompassing for you to work together collaboratively on what's the right thing to do. Why do we do it this way? 36:02 And what's the impact gonna have? And I think that's the one that when you think about influencing some authority from your, like, strategic lens and from a skill set lens is very important in order to accomplish what you're trying to accomplish because you can easily fail even though you have the vision If you don't bring everyone along on the Y, you're gonna you most likely will not succeed in trying to change that. 36:28 Couldn't agree with you more. So on the spot, you just, you know, follow the shopper's thousand percent with you. Be disruptive, test, and learn, and then figure out the, so what? I I just love love that golden golden. 36:42 And then third point about Calabric is we can't do it alone. Couldn't agree with all of those and really can't thank you enough as soon as always. Is always lovely talking to you, and we look forward to having him dialing, tuning in to him from you again. Hopefully soon, And, as we go through that, I just wanted to bring this to a close and, as for those of you who are like would would like to learn more about the actual study, here is the link to go to the, to the channel, make study, and, it is readily available. 37:12 And, please reach out to all of us to, go ahead and, if there's anything we can help you with. Again, Christina, lovely being a partner with you. 37:22 You for everything. It's always the pleasure talking to you, Zirana. You know that anytime. Well, thank you. Thank you. Thank you. We should really open the floor now for some q and a. Thank you so much.
