Mm.

I think we've relied on data, um, for decision-making and to decide whether, you know, what the customer is actually saying.

I remember 10, 15 years ago, retail and e-commerce, we were very much focused on, you know, those surveys, the digital surveys that we were putting out and asking customers and consumers-What, what their experience was like, whether they purchased with us, what their, what their experience was on our websites or in store.

And I think what we've seen in the landscape is that type of survey mechanism has, has become a lot smaller, right? And really what we're relying on more is direct feedback, um, and engagement, and that comes from so many different places.

So call centers are one place that I think we continue to get feedback from that consumer, but also, um, you know, email.

Social is huge, and we have to be monitoring social in such a different way now that there's that constant communication, engagement, feedback, whether it be from a post, whether it be from somebody else's post, what are, what are consumers saying about our brands.

So we need to be using, um, so many different tools now to c-collect that feedback because it's not always coming directly to us.

And actually, along the same lines, what, what technology, technologies or trends, um, are you tracking right now, and which do you believe will have the biggest impact on retail and e-commerce in the next few years?