Looking back over the last, say, five years, what do you think people still misunderstand most about where retail media is today?

I think, I mean, you've got to remember also that retail media is still super nascent, right, in this region of ANZ.

I think, yeah, when we're talking today, let's think about it as an ANZ first kind of conversation globally after that.

But it's still super nascent.

You're still growing.

You know, you've still got, A plethora of those kind of misunderstandings, I reckon, that are out there.

I think there are kind of three main ones from an endemic and a non-endemic perspective.

how do i manage this fragmentation yeah i've already got social and all the other channels to worry about you know

Yeah.

I mean, we've had some, you know, Cartology out of the Woolworths group, a big supermarket group, um, has been around longer.

They were probably the first proper retail media network in the country.

Um, and then obviously, you know, 10 years ago, you know, Amazon were the ones who started this whole thing off and kinda turning your, what used to be the trade marketing budgets into retail media, and then growing from there, and all the other factors that come into it.

But ours started about four years ago, and pr- and we started off thinking, "Oh, okay.

Look, let's focus online and, and look at sponsored products and banners and stuff like that." But pretty quick we worked out that for us, for our type of business in our market, like, like we just talked about, right? The smaller e-com, we are not a supermarket, so we don't have a high propensity of online orders and, and we, we go across a variety of categories, so we're a multi-category retailer.

So for us, we said, "Well, actually the... whilst the online is important, the in-store experience from a retail media perspective is really important as well." So we, you know, invested early into digital screens, invested early and took over, like, thinking about how we can execute POS and, and physical in-store, you know, literally putting things on the floor, and decals, and stuff like that.

[laughs]