0:03 Hi, everyone, and thank you so much for joining. We have a really exciting webinar planned today. We're gonna do an ecommerce tune up and a preholiday check-in for your strategy. 0:12 Before we get started with our sponsor today, I do wanna remind everyone to leverage that chat window for any questions that they have that come throughout. 0:20 We're gonna have some polls and we wanna hear from you guys. Also, we'll have a chance to have q and a at the end of the meet or at the end of the webinar, so please feel free to use that. 0:28 We'll be keeping an eye on it. But with that, I wanna go ahead and get started into our content today. But before we do so, I wanna do a quick introduction. My name is Christine Lee, and I'm the vice president of our global reach team here at BlackVoice and have had the pleasure of working with our best and brightest retailers. 0:45 And with that, I am so thrilled today to invite and welcome Ravelle Mancilla to join us today. Ravelle, would you give the audience a quick introduction to yourself? 0:54 Yeah. Thank you. It's a pleasure to be with you here, Christine, and thank you so much for having me. And hi, everyone. My name is Rebelle Mentiglia. I lead digital merchandising operations for Sam's Club, and my team focuses on content excellence, which includes user generated content experiences like ratings and views and q and a. 1:12 And my team helps enable teams internally to produce the best in class product selling pages on sam's club dot com. I've been in the ecommerce industry for twenty years and and really loving it. 1:23 There's a lot of exciting things that we do here. But glad to be here, and, thank you again for having me. Awesome. I'm sure our audience audience members are thrilled to hear from you today, and it sounds like you will be bringing a wealth of experiences, and insights today. 1:37 Speaking of which, I did wanna provide a quick overview of what we plan to cover. So there's some recent data that Bazaarvoice has been running that kind of highlights some of the ecommerce trends and shopper preferences that is really topical and mindful going into this holiday season. 1:50 Also, Rebelle's gonna be super generous in helping to understand and provide some details around why reviews are so important for Sam's Club. We'll also be talking a bit about content mix and how brands and and retailers such as yourself can be thinking about that. 2:04 Then we'll be sharing some key takeaways for all of our audience members today, and finally, open q and a. But before we kick off, I wanna start off with a quick poll, and I'll open it up with myself. 2:17 When do you start usually holiday shopping? And I'm a late bird. I'm the person that's like, I've made my list, but I don't actually start shopping probably until, I don't know, early November. But, Rubelle, what about you? 2:29 When do you start shopping? I love this question because I feel like I always change my answer because it's different every year depending on, like, what I'm trying to do, if I'm hosting or just, like, celebrating time with family. 2:41 But there were years when I've been ahead, and I know because I work obviously at retail and I get exposed to products, events, and sales, and creates impulse decision making for me, but also last minute purchases, to be honest, and gifts I forget to buy or panic buying when I'm hosting for the holiday and I forget to check off lists. 2:58 So it varies, but it's usually top of mind when I see something in stores already. So the earlier, the better. You do the thing that I should do, which is I see something, I'm like, oh, that's a great idea. I'll do that later. 3:10 And then I forget, and then it turns out that it's out of stock. And so, everyone learned from a bill, not me. But if I would love to hear, you guys. It looks like we have some other November folks too that are joining on the chat, so glad to hear I'm not alone. 3:24 But what's interesting oh, Black Friday, Cyber Monday. I love that. Yeah. Take advantage of it. What's interesting is in some of the research that we've done is we see that over half of people, fifty five percent, are starting their holiday shopping in in October or earlier. 3:36 So I guess those people who were joining me in the late group are actually the minority in this regard. We see thirty seven percent start shopping before September, and twenty three percent of shoppers start before August. 3:47 So it's really just showing that people are really mindful going into the shopping holiday season and that the kind of pressures we might feel working in this retail environment are not unfounded, that that is very much something that's a consumer trend that needs to be kept up with. 4:02 Yeah. It's so true. I mean, I think think about the sale events that are happening this month. Yeah. And with all of the good deals, sometimes it's just me looking for an excuse to take advantage of great offers and if it's a saving a gift for the holiday or any special occasion. 4:17 So and you'll see retailers, you know, gear up really early. So because we're buying for consumers' attention, and it's by getting that piece of that attention is really key. 4:27 But, yeah, I think for me also, Black Friday, Cyber Monday is such a key at shopping time for me too. Yeah. Absolutely. 4:35 Well and what I think is interesting is because we're thinking a lot about gifting from holiday perspective, and most of the times, we do think about that as, like, being very deal or promotional oriented. 4:44 But what we're actually finding is that majority of shoppers are looking for those signs that there's customer preference towards these items that are gonna be gifted, and they wanna have that authentic review experience while shopping for those gifts. 4:58 We actually saw that of our polled, respondents, only thirteen percent of Gen z and nineteen percent of millennials said that they don't check reviews when searching for gifts, which I think just goes to show the importance of the thoughtfulness around gift giving as well as, that need for validation of users like them. 5:15 I mean, I'm sure you see this yourself as well. Yeah. For sure. And, you know, I think a lot of people think about reviews that that impact their decision, and I do a lot of that. 5:27 So yeah. And I think you'll see in the next slide, I'd be happy to share some of the insights that we see as well. That's fantastic. Yeah. 5:36 We, we see that in general, seventy eight percent of shoppers are claiming that reviews impact their purchase decisions followed by q and a at seventy seven percent and photos of products taken by other shoppers at sixty nine percent. 5:50 And we also see that seventy four percent of shoppers say that they're trusting that user generated content more than the brand provided content on PDPs, and sixty percent of shoppers have purchased private labels in the past year. 6:01 And I know that this is echoing a lot of trends that you're seeing within your own business, but is there anything you wanna add here? Yeah. And I I think this is really critical and really key, and that's why we pay attention to a lot of reviews. 6:13 Consumers tend to believe other shoppers more than the brand. Of course, the brand will do its best to showcase their items, especially quality, and market their items, But validation from other consumers is really critical and very powerful. 6:25 People understand that it's less biased than the brand itself, and the testimonial for the product, goes a long way. It creates the sense of shared experience among shoppers. 6:35 And, you know, you there's some insight here about, like, photos of product taken by other shoppers is really powerful. And, we've had an update on our website maybe a couple of years ago now where we collated all of these images on the product detail pages. 6:50 And what we've seen is when people are seeing that people are using products that they're really interested in buying, we see a lot more engagement with, like, questions being answered or reviews being posted on PDPs. 7:02 It could just goes to show that there's the sense of community, with, you know, products and getting behind the products, and I think that's really critical metric for us to to really showcase ourselves and showcase our merchandise, for sure. 7:16 I think it's great because it's almost like the sense of community. The content drives content. It's like almost like a a snowball effect that once it starts, people really wanna engage. 7:26 I wanna I wanna dive in a little bit more on that last step because you have tremendous success at Sam's Club with your private label products, and I think that what we're seeing kind of from a a broader perspective is that private label is actually starting to become a drawing point for a lot of consumers because it's helping them with cost pressures, but then also it's kind of a known entity when they're shopping at a retailer. 7:49 But it seems like you guys have had really fantastic success with ninety one percent of those shoppers that are purchasing groceries online each month, and then forty three percent of grocery shoppers have switched to private label as a way to save money, but again, have a differentiated experience. 8:03 Is that kinda how you guys think about things at Sam's? Yeah. For sure. We're really leaning on to private label, and the studies from last year from, you know, third party studies, but it still rings so true today. 8:14 A lot of our shoppers come to us for consumable items, and since we sell in bulk, it offers opportunities to save. But private label, as we've seen in the market, oftentimes prove that they're very compatible and sometimes even better than the national brands. 8:29 For Sam's Club, it also means that we're passing great value and savings to our members. And as a brand, we care about, you know, what we show, to our consumers. 8:39 And so getting the input from the consumers and always striving to improve the products and gaining their trust and acceptance so that they can try products they haven't tried before, especially if we're consistent again with that quality story. 8:52 So I think just paying attention to, like, our private label and the reviews that we get, it allows us to customize and innovate. 9:00 And the feedback, that we get from, you know, our consumers and our members, is is really helpful and allows us to do that. So, yes, you know, private label is such a big focus for us for sure and really key to business. 9:15 Well, and one of the things too that kinda came up when you and I were talking prior to the webinar was, oftentimes, holidays really thoughtful around, like, get gifting, which of course it is, but then it's a lot of about the food. 9:26 Right? Like, so this grocery items and the grocery purchase is a huge factor when you think about holiday readiness of, like, how are you putting together those moments for your family and those meals and those, you know, delightful experiences. 9:38 And that's a lot of the the idea behind holiday shopping for you all. Right? Yeah. And I I think addressing the question that I see in Shaq from Jacquetta, you know, for sure we think about and I mentioned it earlier when I think about, like, holiday, it's also about the entertaining and, you you know, spending time with family. 9:57 So it does include a lot of the food and drinking and, drinks, I mean. In general, also just, you know, preparing your home as well. 10:07 So it's not just anniversary items, but also thinking about everything that, kinda creates that experience at home with your family and friends. 10:16 So, you know, preparing their home or your guest room for them is really is really critical for holiday for sure. Absolutely. 10:24 Well, Rubel, I would love to tee you up because you have been so generous to share more details related to the Sam's Club program specific. But do you wanna walk through some of the stats here that you see around the importance of this content? 10:37 Yes. So I think for us in in q and a, and it's it's been a a critical focus for us, and it's true across the industry. 10:46 And we strive to validate this internally, so we're partnered with you guys to look at some numbers, last year with regards to our q and a and understand the specific metric about the value of answering questions because it's such a key engagement opportunity with, you know, our member or consumer. 11:03 So imagine you're at a club, right, and someone asked about or you ask about product and that you're close to buying. So you flag an associate and inquire about it, and it helps drive that decision to purchase or not based off of the conversations that you have. 11:16 So it's the same digitally, and we don't the absence of having, like, a live person to talk to or flag, you know, when you're shopping in ecommerce makes q and a even more important. 11:28 So what we see here in some of the next metrics is there's a nine percent higher conversion rate when products have answers to questions. Most of these questions are, like, critical. 11:38 And what we've even seen in some of our, kind of, like, insights and metrics is the answer is already there on the product detail page. Sometimes it's just buried at the bottom. 11:47 Maybe it's not just highlighted at the top, but it's such, you know again, when people are shopping, they're probably comparing on with other websites, and sometimes it's just easier to ask the question. 11:59 But then also looking at timeliness and, you know, the second metric here says a twenty five percent higher conversion rate when questions are answered within twenty four hours. 12:08 So this is why we highly encourage our suppliers, and our partners to pay attention and respond to these inquiries, you know, within that time period even faster because they know their product's the best, and the product detail page is the closest that we have to the consumers making that purchase. 12:27 And it's past browsing or looking at other products, and it's clicking at that product detail page that means that they're considering that item. So these moments of uncertainty deter conversion, and also create confidence in, you know, purchasing decisions, especially if they get their answer. 12:45 That's why timeliness and answering questions is really critical for us, you know, in the ecommerce space. And this is what defines our PDP content as well. 12:54 So q and a, again, highlights the most pertinent or relevant question, so it helps us prioritize the content that's most important to consumer, especially if the question gets asked over and over again. 13:07 And, yeah, it's a it's a very important kind of, like, metric for us, and and and this insight really allows us to to focus our priorities with making sure that we address the questions that are being asked about the product. 13:21 Absolutely. I think another thing that I always find interesting is making sure that quality of response is good because it serves as an archive for future shoppers that are coming to that product. 13:29 So speed to response, but then also quality is really important. And not to, show our cards too soon, but that's a lot of what we're talking about here. 13:37 Right? So can you give us a little bit more information related to some of these review statistics? Yeah. And, again, this is just some of the insights that we've looked at internally recently. 13:48 You know, volume or word-of-mouth is really strong, and people read comments. And first, they look at the ratings and the number of reviews be before they even start reading the reviews. 13:58 So what we've seen here on, like, just the first metrics is we've seen a five times higher conversion rate on products with over a hundred reviews. 14:07 Sometimes this will just gets them to click to read their reviews, and the first impression of volume underlines the trust and credibility of, you know, what people think about the products. 14:18 So, you know, the more reviews, this there's this assumption that there's more trust and, you know, there's popularity and it infers popularity and instills confidence with the products. 14:30 And the second metric here, and I think this is is really critical for us, again, if we wanna show for quality and value and great products, we pay attention to, kind of like our rating average. 14:43 A three time higher conversion rate is what we've seen when products have over four plus stars. And, you know, I think we get it. We're not going to be perfect. 14:51 There's not gonna be five star products all the time and people have, like, their preferences and whatnot. But I think the critical, piece of this metric and paying attention to this is it keeps an eye on, you know, how people feel about a product. 15:07 Excuse me. So we value ratings and reviews, and it showcases the quality and care we have for our merchandise and how important it is that we provide that value to our members. 15:17 So it's, it's something that we look at on a regular basis weekly even to make sure that, you know, we're, you know, we're staying up to par, with, you know, our promise of delivering great products to our members. 15:31 That's fantastic. So obviously, quantity, overall number of reviews is important. Quality of the product and what the sentiment is in review is important. But then I wanna throw out a quick question to the audience because another one that's kinda tricky is recency. 15:46 So how old can a review be and have it still be considered credible? And think about yourself as a consumer. I'd love to see some, folks chime in on the chat or the q and a is, what do you view as a recent enough review to validate that, like, yes, this has been something that's meaningful for you to make a decision? 16:03 Do we have less than a year, one year, one year? Okay. So we have some people three months. I think the data is really interesting though. Right, Ravel? Because Yeah. 16:12 Kinda to jump to the next slide. Yeah. Is dependent. Right? It it varies, and it it really is dependent. 16:21 But recency is really key. And, you know, it's funny because when we were looking at this metric, even I was like, bakery. But it makes sense. 16:29 You know, when you think about bakery, it's like, you know, if you think of Sam's Club, it's like cakes and cupcakes, and you think about, like, celebrations and stuff, and you think about, like, seasonality as well. 16:40 It's all about freshness and quality, and they're highly, you know, bakery items are highly perishable, and quality can change rapidly. 16:49 So I I think in in some category areas, recency and consistency is is very relevant. It reflects our quality standards, and many of our own products are exclusive to us. 17:00 So I think this metric is it really resonates because I can understand how feedback is key because they cannot buy it anywhere else. So looking at the reviews and people sharing what they think about the products, you know, I you know, really critical for a recency here. 17:17 Additionally, there's this factor of seasonality, and we come up with new products or transition, you know, at the turn of the season. So think citrus in summer. I don't know if it's year round. 17:27 But, you know, when I think about, like, lemons and, and clementines and oranges, it's like a summertime. But then you transition in, to pumpkin for holidays, in the fall and, you know, kind of like this this feedback about new formulations of products, improvements, and new trends, and in general are a reflection of consumer curiosity of things that they wanna try. 17:50 So it totally makes sense for, like, food items like bakery, to have to be critical, to have the most recent reviews as relevant. 18:01 But say for consumer electronics, like, in Rio, there's always new gadgets and that get introduced and I can't keep up or, like, even my favorite devices, get updated every year and sometimes more often than that. 18:15 So, very, very relevant here where recency is important, because people want to hear what others think of their latest installment, especially if it's a high consideration purchase or, like, a higher price point. 18:29 But, you know, office electronics, the same. You think about like computers, you know, laptops, tablets, and all of that stuff. Health and beauty aids, there's so much, I guess, like new innovations with with beauty nowadays, and you'll see those conversion rates really drive up. 18:48 You know, when there's more recent, reviews, again, there's a lot of newness and and turnover with this product, so I think it totally makes sense. 18:57 Yeah. For these categories. It's really surprising, but also not. Yeah. I agree with you. Bakery is one that I was like, But then when you kind of when we were talking about it, I was like, I guess that does make sense. 19:07 And I kinda think with the health and beauty as well as kitchen electronics, I think of those as, like, trendable, experiences too. Like, the new beauty trend kind of follows along with the merchandising as well and similar with, the kitchen electronics. 19:20 So it's super interesting, but I think that it just goes to show across all categories thinking about what recent, what recent reviews are gonna do to drive that to make it most relevant for that shopper. 19:30 Yeah. And I think on the next slide, we really wanted to kinda give a leg up to any participants who are joining today on, like, how to potentially get started if you feel that your content standards quite aren't up to stuff and provide a recommendation for the Sam's Club star reviewer program. 19:47 So being able to put that product into the hand of that loyal Sam's Club member and then being able to get that content in exchange for that review. But, Rubella, I'd love to hear your perspective on this program as well. 19:58 Yeah. It's been super helpful for us especially as again, I'm gonna touch on the seasonality piece because an item could live on the site for a long time, like years or, you know, a few months. 20:11 And, you know, if we think about, like, that pumpkin spice latte, it's, like, only in the world, all that you're gonna get that. So, like, coffee items or relevant items to that is it's it's really critical that you show up for the product with really great reviews at the start of that launch of that product. 20:30 And, also, it provides us and, again, if people have the opportunity to do this way ahead of time, it provides you the opportunity to get an input on a product before you go to market, and and understand how people feel about it. 20:44 And if you have, again, the opportunity and the luxury to, you know, kind of, like, recalibrate and improve the product, I think it's really powerful to to get that set up ahead of time, and get the ball rolling and drive a lot of sales. 20:58 So, I think programs like these, like, really help us get a leg up, and again drive that conversion and not have to wait, you know, for, like, weeks or months, for for people to start noticing the product, just because people have seen it. 21:15 And I think and again, going back to our previous insights, people, tend to believe other consumers and other shoppers as well. So, super helpful, in in terms of really helping drive sales and conversion for us. 21:30 We also see that this is something that helps to drive that cold start problem like you were talking about Rebelle. So being able to have product reviews on day one for that product launch, and you talked about if those have the luxury of getting that sentiment from your reviews to be able to inform product if there's things happening. 21:46 Maybe it's not like a re reformulation or something changing with how it's merchandise, but maybe highlighting something different on the product detail page to set better expectations or more clear expectations with the end consumer can really change the sentiment of how a product is received and how successful it is. 22:01 So a really great strategy for those who might, be trying to think about how to be successful with some new product launches or filling in contact gaps. 22:10 The other thing too that I'd love to just highlight is we got some of the data related to, not only the content generation capabilities, but the higher quality of content. 22:19 So kinda going back a couple slides and, calling back to the importance of quality content, quality reviews. Do you wanna walk through kind of what we see tend typically here? 22:30 Yeah. For sure. I think what we've seen just because of the community and the people and their interest level with their products is we have, you know, people understand the type of content, you know, that they, you know, should be posting, and we see, like, less rejected reviews, and then they're really well moderated. 22:51 And then I think in general, I think it it helps drive more content. And, again, more content on our product pages, you know, drive sales, but also with SEO. 23:01 So, you know, the longer, review length you have, the more powerful, it is just from generating, you know, SEO or, like, search engine optimization. 23:13 And it's unique content as well, which is really critical. And then also, I think a lot of, you know, the people who who review these items, I think they see great value. 23:26 And not to say that, you know, we're we're going for the five stars, but, you know, most of the time, people who are matched, you know, with their right category, you know, really give us good reviews. 23:38 And, again, we show up for the quality of our products, and I think that that is really, showcased in the reviews and the star rating that we get. 23:48 And then also the the other critical piece is we get photos alongside with the content that we get with our products. And, you know, as I mentioned earlier with some of the improvements that we've made on our product detail pages, when there are photos posted alongside the product, it's even more compelling for a lot of people, and it actually gets people to engage more with the product and even providing reviews. 24:11 So, you know, seeing the media get posted or photos get posted alongside with their, you know, written reviews is is really powerful. 24:23 So really strong impact to our metrics here, and it's it's been super helpful and it's helped germ driven a lot of, you know, higher conversion rates for us and a lot of sales. 24:35 That's fantastic. I think the media and reviews is the one that I find most compelling. Because when I think of myself as a consumer, I'm gonna be maybe a little embarrassing to myself, but I don't know the dimensions of a wreath nor would it look like on my door if I don't see, like, a visual representation of it. 24:51 And so if a user shows like a wreath on the door, I'm like, oh, okay. That would be about the right size. Things like that just can help bring a quality review to life in such a more meaningful way. 24:59 And it really just goes to show the the community members in the Sam's Club program are really, intent on quality because they they feel valued as part of that loyal engagement, which is really fantastic for brands to be able to tap into. 25:13 Yeah. Okay. Ravel, we have covered so much today, and I really appreciate your time for doing that. But if we would have a couple leaving parting thoughts for our audience members today, I think that around the theme related to prioritizing and strengthening QDPs, what are kind of the key areas that you want, people to think about? 25:35 Yeah. I think one, going back to questions and answers, it's people are thinking about buying the item that they need to be addressed, and you don't you don't wanna linger on that question. 25:47 So make sure you sign up for answers to questions and and actually look at the the questions that you get on the PDPs and that they get responding to responded to. 25:59 You know, and I think the sampling, has really been helpful for us as a business, you know, thinking about driving volume, for products and, you know, helping set up the products when they launch with good feedback already or important feedback. 26:16 It might not be good, but it's important feedback that's gonna help drive that decision for a member. And, yeah, launching with reviews. Seasonality is critical. Timing is really critical. 26:27 It's it's good to think about and plan ahead. So as holiday nears, as, you know, any season nears, definitely planning ahead and starting early, you know, really helps businesses a lot. 26:39 And, you know, it it goes by really fast. So even thinking months, not just weeks ahead, is is really critical, for us to be successful. 26:50 That sounds like a good recommendation for brands working with Sam's Club, but also maybe for consumers like myself about how we can get ahead of the holiday shopping to start the process earlier. 27:00 That's really fantastic takeaways about how to think about that and I think that all of the information you shared around the importance and how it drives program results is really helpful for a lot of our audience members today to understand how that benefits them. 27:15 Ravel, I hope that you have a couple of minutes that we can hang on for q and a, and I'd like to encourage the, audience to enter any questions they have into the q and a if you haven't done that already or into the chat. 27:27 I'll go ahead and bounce through. And I'll also just thank everyone for joining today. We've had a pleasure speaking with you and would like to open it up. 27:36 So let's see. Ravel, if you don't mind, I'm gonna ask you. It sounds like we already kinda covered off a bit of Chiquita, but the holiday shopping, it's really kind of everything. 27:46 Right? It's not just that sort of gifting experiences, but that that whole everything that you would think about from the decorating to the hosting to the the entertaining. 27:54 Anything else you wanna add there? No. I I think that pretty much covers it. You know, I think gifting is usually top of mind for people when they think about the holidays, but everything that goes along with it, again, spending time with your family, with your friends, you know, partying, and, you know, just celebrating the season. 28:13 It's you start with the paper plates and, you know, the the napkin and with, you know, having families sleeping over. So, you know, I think it it goes around, all different categories. 28:28 So That's that's exactly right. We have another question here that I'll take first, but then, Rebelle, feel free to chime in from Matt. And it says the recency is defined here as in the last three months, and I think that that was related to the stat. 28:40 So I think that that was the data that we had pulled. Right? And so from our perspective, I think that we were using that as a benchmark to show it across a couple categories. 28:49 But if you have a brand or product within a certain category where you know kind of your competitive set is having more frequent reviews, it might be slightly more, recent is necessary or slightly less recent might be necessary depending on, the category frequency. 29:05 But, Ravel, do you have other insights there that you would add as far as that three month recency benchmark? No. I think I agree with you. Again, it it varies by category, but, you know, a lot of the people, and I can't remember how we showcase our reviews, but I think it's usually relevancy. 29:21 But, you know, there is a filter for people to sort by recency, as well. And I think the most recent is better, and, you know, and consistently getting reviews. 29:33 But, yeah, I think within the last three months is what we've seen, kind of like our metrics when we see recency, but it doesn't necessarily mean that it has to be that long. 29:42 It could be, you know, different categories could be, like, within six months. But for some products like we've seen in the categories that we reviewed today, could be days, weeks. 29:52 Yeah. And I think that just with the broad assortment of your catalog too, like, apparel would definitely have a different consideration versus those electronics, things like that. 30:00 But that's a good a good kind of benchmark. We have a question from Joseph here. It says, with product questions on page, do you see a correlation with, product returns? 30:10 I'm not sure. Do you have any data on that? We have bizarre voice wide, we do see that having more robust con content will help with reduced return rates. 30:19 That is a stat that we've seen as kind of an industry trend, but I'd be curious to see, Ravel, if you've ever quantified that at Sam's. Well, it's definitely hypothesis. It's not something that we've really dug into or, like, correlates to the return metrics that we have. 30:33 But anytime that you drive confidence with a purchase because sometimes people make, like, impulse decisions just to buy something especially when there's a sale. 30:43 Right? But, you know, if you can address that questions ahead of time and prevent a return, we'll do anything to help that because they they cost, you know, organizations and, you know, money, when, you know, returns generated or introduced to a transaction. 30:58 So any time that you have the opportunity to combat that, it's really critical. And then even as simple as answering questions, and those are easy things to do. 31:11 But yeah, we we don't have, you know, direct metrics correlated in that but it is a strong assumption that, you know, if you're driving confidence with the purchase then there's less opportunities for it to be returned. 31:24 Absolutely. And Hunter on our team just put a link in on the Bazaarvoice data supporting that hypothesis. So for anyone who joined today and wants to read some of our stats, you can follow that link here as a follow-up. 31:35 That's a nice little value add. So thanks to the question. It's an excellent question. It looks like we've answered most of the questions so far, but if there's any last minute questions, I'll give a little bit extra time. 31:46 But before, we jump to that, I do just wanna remind everyone that we will be sending a follow-up after today's session. We'd love to hear your feedback on the survey, and then any of the materials here will be sent out after. 31:59 Going back to q and a though, this is a longer question. It's a question from Eric. It says, for image stack on PDP, what best practices do you suggest for Sam's? 32:09 And then he lists video, feature call outs on images, lifestyle, social. How do you think about those? That's a really great question, and we're actually in this process of kind of, like, refining our, PDP style guide strategy. 32:24 It really depends on, you know, the product and category. And I think, you know, if you're a supplier, I would make sure that you align with your category managers to understand, like, what type of content is really critical. 32:36 We've seen, you know, I think we have, like, interactive videos on our PDPs today, and we have, like, images in rotation of the carousel. So there's a hierarchy of importance for for for different types of images depending on the product type. 32:49 So as an example, and you know I think if you look at reviews or questions that get posted on your PDPs, it's going to tell you like what is going to be critical and important for that consumer. 32:59 So as an example for, like, furniture items. Right? The questions that we keep getting on on some of those items on the PDPs, like, what the dimensions? What the dimensions? They're there. 33:09 There's, like, a spec table on the case where the product descriptions that they're there, but they still ask those questions. So the thinking ahead of, like, okay. How do I address that question if people are more visual? You know? And then that's why we encourage the team to partner with their category managers to understand how do you provide that image or the content that shows, you know, the picture of the product along with the dimensions around it. 33:32 Same for food. I mean, people would love to, you know, because of the absence of having to touch and hold that product, like, you know, there's no nutritional labels, at the back of of, you know, of of of the product. 33:44 So, you know, having a photo for that is also critical. And, again, the hierarchy depends on the category. So understand your products well, understand how people, you know, provide reviews about the products or ask questions about the product because that's going to going to really help define your content strategy and your imaging strategy. 34:04 It could be a video, it could be an image, but, again, like, we feel like images are worth a thousand words. So the more that you can really showcase the product, again, because people can touch it, the better. 34:15 And but but also be as robust and and and, optimize, text content as well. 34:24 What's interesting about that answer, Ravel, which was very exhaustive and very impressive that you just had that off the top of your head, but one of the things that I think is particularly interesting is when you think about the photos, it can be very educational driven and very, like, facts, data, help supporting that in a visual representation, but it also can be inspirational. 34:46 Right? We go back to, your furniture example, seeing the specs and dimensions of a piece of furniture versus seeing it styled on someone's patio are two very different serve very different purposes and very important. 34:59 And so I think this is an excellent question from Eric, but to your point, visual content can serve a lot of different purposes depending on how it's used. 35:08 And there's probably certain categories where it's more important to drive that inspirational content versus more important to drive that educational content and finding the balance and a mix of both. 35:17 It's really great great rule of thumb. And if I can add to that, I think you mentioned it earlier when, you know, we talk about, like, user generated media. 35:26 I think it's really critical to see, like, again, because we have, like, the lifestyle and, like, the professional photography. But if you see how people utilize the product, again, you know, in context of, like, you know, where the REIT sits in their door and how big it is, I think, like, the lifestyle or even the usage of it is very powerful. 35:46 So, you know, I think cover all of the bases, you know, from great photography, from great content, but then also, like, you know, focus on, you know, trying to drive reviews that have this great media because your consumers, again, the word-of-mouth is really strong. 36:01 So if your consumers help sell the product for you, it's gonna help drive that conversion faster. So, yeah, leverage all the, you know, just the resources and tools that you have available, to you, to to help make that purchasing decision faster for the consumer. 36:18 That's wonderful. Well, Ravel, I believe that is it for questions today. I'll encourage our audience members here to follow Ravel and I on LinkedIn. 36:29 We'd love to connect afterwards from today's session. And Ravel, thank you so much for joining. This has been so much fun even though I'm slightly just that I'm already behind on holiday, but you guys seem like you are well under control. 36:41 Thank you for having me. I appreciate the time today. Thanks, everyone.
