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Suzy Davidkhanian (00:00):

The most valuable moment in e-commerce isn't before checkout, it's the transaction itself. Rokt turns the transaction moment into a high performance revenue engine for the world's leading e-commerce brands. Visit rokt.com. That's R-O-K-T.com.

(00:19):

Hi everyone. Today is Wednesday, March 25th. Welcome to eMarketers weekly retail show, Reimagining Retail, an eMarketer podcast made possible by Rokt. This is the show where we talk about how retail collides with every part of our lives. I'm your host, Suzy Davidkhanian, and on today's episode we're unpacking the idea of the endless aisle, a concept retail has spent the last two decades building, and why the conversation is now shifting from infinite assortment to real-time relevance. Joining me today is Bennett Carroccio, CEO of Rokt Catalog.

(00:53):

Before we even get started, Bennett though, let's do a speed intro. In 30 seconds or less, tell me, what do you do in a sentence?

Bennett Carroccio (01:02):

One sentence?

Suzy Davidkhanian (01:03):

If you can, maybe two. I'll allow two.

Bennett Carroccio (01:06):

No, no, no. It'll be one run-on sentence.

Suzy Davidkhanian (01:09):

Perfect.

Bennett Carroccio (01:09):

So it's a pleasure to meet you. I'm Bennett Carroccio, I'm the CEO of Rokt Catalog. I previously founded a startup called Canal, which was acquired by Rokt eight months ago. And so I oversee all commerce initiatives here at Rokt. The Rokt Catalog team obsesses about helping leading retailers drive more relevant transactions with their consumers. And so to the extent that there are more products to sell or are more places to sell them across the entire consumer journey, that is ultimately our technology in our network of brands that are populating those experiences.

Suzy Davidkhanian (01:43):

Very cool. And if you had to pick your favorite TV show that you're streaming right now, I'm looking for inspiration, what would it be?

Bennett Carroccio (01:51):

Oh, so my wife and I watch Shrinking on Apple TV, and I was such a big How I Met Your Mother fan in high school that they have two of those characters. I mean I'll watch it for that reason alone, but it's great. My wife and I started a family recently, the main character has a daughter, and I think my level of empathy when it comes to those characters who actually run a household has increased tenfold.

Suzy Davidkhanian (02:16):

Has grown.

Bennett Carroccio (02:17):

Yes.

Suzy Davidkhanian (02:18):

I love that. I'm adding it to my list. So at first, the endless aisle was meant to extend the store. If a customer couldn't find the size or color they wanted, associates could order it from the broader assortment and ship it to their home. The goal was really simple, never lose the sale in store because of inventory and space constraints. But over time, that endless aisle became something much bigger. Massive online assortments, marketplace sellers, and now a key engine for retail media. Today, shoppers aren't just navigating more product, they're navigating sponsored placements, algorithmic rankings, and search results that can stretch for pages. So now the challenge isn't building the endless aisle anymore, it's really how are we organizing it to surface the right product at the right moment in the customer journey. And one moment that's getting more attention lately is that transaction moment, right after a customer completes their purchase.

(03:08):

Okay. But before we dig in, Bennett, do you remember the last time you went into a store, or maybe shopped online, and left without buying what you were looking for? Tell me what happened there.

Bennett Carroccio (03:18):

I don't remember the last time, but it happens all the time. As a part of the acquisition, my wife and I moved from north of San Francisco to Tribeca here in New York, and we quickly tried to furnish our new apartment as she was expecting at the time, now we have a young son. And we immediately went to a series of outlets in New Jersey. So the RH outlet in Jersey, and as well as Brooklyn, are coming to mind. And when you walk in there, you see a ton of boxes. And I'm actually I'm not the big shopper in the family, I'm really just my wife's security guard and driver when she goes shopping. And I'll make sure she's fed, so she eats in between.

Suzy Davidkhanian (04:02):

Oh yeah, it's important.

Bennett Carroccio (04:02):

So when I walk in, I see a ton of boxes and I'm immediately overwhelmed. And you also need such attention to detail to even figure out what's in a box, there's like a little sticker on everything, and it's just boxes on boxes. And she is so good about finding the right store representative and just drilling them on exactly what she's looking for. And I think what's so interesting is that often what we end up buying is actually not on the floor, it's like in a back room, and she just knows to ask the right person. It's a really interesting experience because one of the things you said earlier is the products on a floor have to be perfectly curated because you're constrained, but there's even another set of products that are completely hidden. And I think that hidden component of what you could buy and discover, but it's not there in front of you, is actually a perfect analog for e-commerce.

Suzy Davidkhanian (04:53):

Totally. And it's like when I was at Macy's, we did a lot of buy in-store ship to your house. The red color of whatever you're looking for was not available in the store because we had space constraints, but you could have an associate send it to your house. And it always got me thinking around... So for you guys, you've pretty much always left with something because your wife is a genius. There are a lot of people who come into a store especially and they're looking for something so specific and they can't find it. And then there's, I don't know if you're familiar with that jam experiment with the... The experiment was if there were 24 jams, people stopped and took a look, but the conversion rate was much less than if there were only six jams because it was much easier. There is this idea of paralysis of choice, which I think is where you guys really come in well to help mitigate that paralysis.

Bennett Carroccio (05:43):

Suzy, that paralysis, the paradox of choice, is always talked about here in Rokt.

Suzy Davidkhanian (05:46):

Yes, yes.

Bennett Carroccio (05:48):

Because ultimately you need to balance how any consumer who goes to your site or goes into your store could be looking for anything. And so you're incentivized, as someone who wants to sell as many relevant products as possible, to have as many products as possible and cast the widest net to absorb that intent. But then how do you balance having this endless aisle, this wide assortment of products, with actually a heavily curated, targeted experience? Finding that balance is extremely hard, but it's also, I think, what it takes to really... It's the deciding factor of winning, or thriving and surviving in [inaudible 00:06:27].

Suzy Davidkhanian (06:27):

Right? And it's like walking someone who came to buy something red and you didn't have the red t-shirt, you had orange, and they're not looking for orange so they walk away.

Bennett Carroccio (06:33):

It's not red.

Suzy Davidkhanian (06:33):

Yeah.

Bennett Carroccio (06:35):

Or dare I say tomato red.

Suzy Davidkhanian (06:37):

Literally, the names of colors are as well important as the item. But somewhere along the way, it really did go from a curated assortment to a marketplace of endless aisles and endless search results, and it moved online. Why did that shift even happen?

Bennett Carroccio (06:56):

Yeah. So it's funny, in the Canal days, so this is the company that I had started with my two co-founders before we joined Rokt. Our technology allowed for retailers to effectively source and sell any products that their consumers would buy from them, and we did so by matching them with a heavily curated and deep network of trending brands. Think trending on Instagram and TikTok, desirable brands that are in the zeitgeist. Brands that all of whom are looking for distribution channels. And so we ourselves were a marketplace. And whenever we would enter a retailer conversation, within the first five minutes of almost every conversation we began talking about Amazon and the Amazon playbook and how they really proved out the concept of the endless aisle.

(07:44):

I'm trying to remember these earlier conversations from years ago now. What was so interesting back then, and I'm sure it's only gotten better, is as you know from Macy's, I'm not sure what the Macy's conversion rate is from someone who enters the site to ultimately converts in the transaction, but across e-commerce it's somewhere between 2 and 3% is considered good. On Amazon, most of these sessions begin with search. And of the traffic that goes to search, their conversion rate, it was 12.9% a couple of years ago. I think the 12.9% really speaks to the amount of value you can generate to consumers when ultimately you nail this endless aisle concept, which is effectively I have everything one might purchase from me, with discovery. Which is when someone does show their intent, when they're searching for a product, I am successfully able to showcase the right product at the right time to them. So that could be in search, that could be elsewhere on the site, could be a cross-sell experience. There's a ton of possibility there.

Suzy Davidkhanian (08:51):

So I think we all agree in some ways abundance is really important, and if you don't have what they're looking for, then they're going to go somewhere else. And so you really need this explosion of SKUs available. But we're all shoppers, right? So as the shopper, when you go online if you're going on the homepage, it's good, sometimes you have curated feeds, it helps you find what you're looking, sometimes even faster than you knew you needed it. There's a little bit of impulse happening. But to your point around search, I know for me when I search for something as simple as a toothbrush, all of a sudden I have so many different options from organic results to the sponsored listings, there are ads. Sometimes there are ads that are not even related to toothbrushes in any way, shape or form. It starts to feel really messy, my experience. So how do we stop that? What's going on there?

Bennett Carroccio (09:40):

I had mentioned at Rokt we quite literally obsess about the paradox of choice and really helping consumers overcome it, and it really comes down to showcasing the right product at the right time. And so under the hood with Rokt, we have the Rokt brand which is essentially a ton of signal across the entire network that allows us to have this 360 view of who Suzy the consumer is, whether it's demographical data as well as transactions that you purchased to really allow for us to understand you and what you might be excited to purchase if only we showcase that product to you. One of the things you had mentioned is just the retail media and advertising experiences that currently exist across retailer sites.

(10:22):

And it's funny, you said messiness or chaos, and that really has everything to do with how well the advertiser is performing in terms of driving relevance. Only when the product is deemed to be irrelevant and it's actually degrading the experience, that's when you're going to say things like, "It's chaos, it's too noisy. It actually didn't help me find what I'm looking for at all. It was actually counterproductive." But when the advertiser is actually showcasing the right product, given what they know about you and what they care about, my hope is that you wouldn't use the word chaos. You would actually just say, "Hey, I found the right toothbrush for me." And that's really what success looks like.

Suzy Davidkhanian (11:00):

I may or may not have fallen for the toothbrush head Oral B searching for the replacement, and all of a sudden I ended up with something super random in my mailbox because I didn't pay enough attention. And it's some marketplace seller brand that when I searched literally for Oral B, because that's what I used, something random came up and I obviously did not pay enough attention and I should know better because I shop all the time and I pay attention to these things for a living. But when you're in a rush, that search filter... So I'm not even talking about the homepage or extra moments after the purchase where you're going to showcase something different that's related to the data that you know about me and a more personalized experience. But even that messiness happens with the competing advertisement that's happening on the page. Where did retailers fall short on that, and how can they rethink about search and filter so that it helps, to your point, get the right product to the right person at the right time, especially when they're searching by brand?

Bennett Carroccio (11:59):

That's a really interesting question that we could probably spend hours talking about, frankly. I think what's so exciting about retail media as just an offering for a lot of retailers is just the margin profile of these business units. And so retail media revenue is something like 90% margin, and so you could imagine to the point of what can we do to optimize the experience and how do we get here to the extent to which the experience does feel a little noisy or chaotic? My hot take is just that a lot of retailers rushed to unlock this very profitable, lucrative channel across their site without really thinking hard enough about what does truly nailing the ideal customer experience look like? And so what they're left with are these short-term revenue maximums, but at the expense of consumer experience. I think time heals all wounds, and as long as these teams are really thinking critically and obsessing about what the ideal consumer experience is, that'll allow them to really diagnose the problems across the entire discovery journey. I will say having talked to enough retailers and just seeing what yields success across a whole swath of retailers, it tends to all fall back on relevancy. At the end of the day, as long as you find what you're looking for given what you care about, that is what success is. It's really in the absence of that when things, again, start to feel a little chaotic.

Suzy Davidkhanian (13:29):

No, it's true. Originally, it was the biggest assortment, the longest aisle, the most brands so that you can try and monetize some of that data as well. And now the competitive advantage seems to be much more around relevance. And that elicits trust, right? If you're getting the right thing to the right person as they're requesting in that moment that they're looking for it, then you win and it makes for a better... Yeah, please.

Bennett Carroccio (13:54):

No, then you win. And I think there are so many compounding pieces of value to exactly what you just said. Which is, everything you said in terms of the checkboxes that happen across the consumer journey, those are all opportunities to develop deeper relationships with your consumers that reinforce why they came to your site to begin with. "You win" doesn't just mean they convert, but it also means that they think of you the next time they're looking for a product as well and they come back to you. And so there's really this self-fulfilling positive cycle that accrues when you have all the right levers really aiding the consumer journey across the entire funnel.

Suzy Davidkhanian (14:29):

Right. And so now it's almost like we're going to this mix of merchandising and algorithms working together, and the winners are those who are really in this organization era. How do I surface you? I mean you said it, relevance, right? How do I give you exactly what you need? Is that something that you're seeing more and more retailers and partners asking you about? Like how do we surface the right products, not just more products?

Bennett Carroccio (14:54):

Yes. Oh, this is especially as we talk about a world of shopping agents and what the future of agentic commerce looks like, this is definitely one of the hot topics du jour for sure. And I think every digital team at every leading retailer is thinking about this to some degree.

Suzy Davidkhanian (15:12):

So how is AI helping organize that endless aisle?

Bennett Carroccio (15:17):

So one of the things I had mentioned earlier is when Suzy the consumer searches for a red product, ultimately the search needs to result in what you're looking for. If you think about things in terms of the consumer journey, ultimately a consumer comes to my site and to some degree they're looking for something. Now it might be extremely tactical and you know exactly what you want to search for, or you're hoping to discover a product that once it's shown to you you'll be delighted to purchase it. The ability to find what you're looking for is ultimately a function of the information that a retailer has in regards to a product. And so you had mentioned, Suzy, a previous life you were on the merchandising team at Macy's. I think you know firsthand the number of attributes that are associated with every single PDP, and they'll even differ by product category as well. And so women's shoes-

Suzy Davidkhanian (16:09):

Color, size, all of it. Yeah.

Bennett Carroccio (16:11):

So I remember when we were first integrating into Macy's marketplace backend, all of a sudden we were filling out information for things like heel height and things like that. And so ultimately the ability to discover the right product has everything to do with the data that's associated with those product. And can the retailer, given a search or filters on a site, actually showcase what you're looking for given that attribution data? And so what I mean by attribution data is every time you click into a PDP, whether it's for woman's shoes or a blouse or a hat, I think for Macy's there's upwards of 70 unique attributes that can be filled out that are effectively bits of information that are associated with a PDP. And that allows for your on-site search engine to index that information and then show you the right product once you actually search.

(17:08):

And then in the world of shopping agents or off-site search, it's doing the same exact thing but on someone else's site. And so the ability to showcase the right product at the right time, either on-site or off-site, has to do with whether or not you have those fields, those attributes filled out, and to what degree are you optimizing for search on your site, and increasingly optimizing for search off-site as well. And so in the Rokt Catalog world, previously the Canal days, we helped retailers who had marketplaces source a ton of inventory from marketplace sellers. And so every seller has their own product data taxonomy. And what we did was we would aggregate that information into our centralized catalog, we would then work with folks like Macy's, Nordstrom, Target, Walmart, all of whom have different attribute taxonomies.

Suzy Davidkhanian (17:58):

Mm-hmm.

Bennett Carroccio (17:59):

Suzy, I'm sure you can empathize with this. They have all rules, they police these rules, and we would use AI to normalize, given a retailer's taxonomy, how could we map the attribution fields to each prospective PDP's attributes. But not just map them, actually optimize them for respective on-site or off-site search as well. And so historically... You actually might know this better than me. But historically what it would take for a marketplace seller to upload their catalog data into a retailer's marketplace infrastructure, for the time it would take from a seller to be approved by the marketplace to then go live was something like three months.

Suzy Davidkhanian (18:40):

Yeah.

Bennett Carroccio (18:40):

It had these disgusting CSV files where a human was going in row by row, and each row was not a product, it was a SKU, so a variant of a product. And so I think Macy's now has something like a million marketplace SKUs. That's a million rows that have the columns of different attributes, so 70 columns, and a human is filling out every single one. And so we turned that three-month process into quite literally three days.

Suzy Davidkhanian (19:05):

Wow.

Bennett Carroccio (19:06):

Which dramatically reduces the operational burden that merchandising or QA teams have to take on in order to not just optimize the data... Like optimization is what it takes to thrive. There was so much work that would just go to filling out the mandatory 14 fields, not the 70 fields as well. And so we allow for marketplace sellers to go live in a matter of days, not months, and the level and the number of attributes, the PDP being fully filled out and discoverable to consumers, goes from 14 attributes filled to 70 attributes filled, and they're optimized.

Suzy Davidkhanian (19:45):

Wow. Which for the consumer though also makes their life easier, right? Because as we're getting more accustomed to conversational searching, you guys have the right backend data to help support the signals that you're seeing on the front end of how the person is surfing or searching, so you're doing real-time personalization and coming up with more relevant items than if I was going and doing a traditional search.

Bennett Carroccio (20:06):

I'm so excited about the topic you just mentioned, which is how search is evolving on the consumer side from hypertactical couple of keywords, to just run on sentences that are a function of just truly what's on my mind and how I feel. And so you could imagine searching for products and the sentence has something to do with, "It's now March, it was a horrible winter in New York this year, but it's finally warming up and I'm looking forward to going to Central Park with my family, and I don't know have the right pants to wear." And all of that context is being thrown into a search.

Suzy Davidkhanian (20:37):

Mm-hmm.

Bennett Carroccio (20:38):

And AI allows for not just us to populate data that is more likely going to be relevant to that type of conversational search, but quite literally one of the things I said was, "Spring is coming." And so we could also constantly replenish the information as well to allow for it to match to changes in this conversational search as the year goes on as well. It could be the same pair of pants that we would talk about completely differently if it's March versus April versus October.

Suzy Davidkhanian (21:10):

Right for occasions or just a regular day. And I think this is the back to the endless aisle, it's one of my favorite topics. It's like we went from the endless aisle was good, then it exploded and that wasn't so great, but now AI is helping it become much more relevant for you. So the idea that a merchant, like a retailer, has so many different SKUs now is not quite as scary as it was let's call it a year ago because you're going to get what you need as a shopper much more quickly.

Bennett Carroccio (21:38):

Yeah, I completely agree. I think historically in retail, you said "Not so great."

Suzy Davidkhanian (21:43):

Mm-hmm.

Bennett Carroccio (21:43):

A lot of that usually has to... Somewhere around that term is operational burden.

Suzy Davidkhanian (21:49):

Yes.

Bennett Carroccio (21:49):

It's not so great because someone had to do extremely inglorious, non-glorious work.

Suzy Davidkhanian (21:57):

Difficult. Yeah. Thankless, yeah.

Bennett Carroccio (22:00):

Thankless, difficult, laborious work that no one wanted to do, and it would take forever.

Suzy Davidkhanian (22:05):

Yes.

Bennett Carroccio (22:05):

And so AI has the opportunity to allow for that person to focus on more strategic things, and allow for the laborious work that would've taken months to be days. I think that completely streamlines a lot of these processes that your consumers are not aware of at all.

Suzy Davidkhanian (22:24):

Totally. And as a side note, I was in the merchant office 20-ish years ago, and back then it was individuals keying it in. And so if a certain national brand was sold at multiple retailers, sometimes that didn't even jive together because each retailer... So it was very messy in so, so many ways.

Bennett Carroccio (22:42):

Oh my gosh.

Suzy Davidkhanian (22:42):

But I'm so glad that there are lots of great solutions to try and make it better for the shopper, because at the end of the day, when the shopper finds what they're looking for, the retailer wins.

Bennett Carroccio (22:50):

No, I think nothing matters if the consumer, if the shopper doesn't find exactly what they're looking for in a delightful experience.

Suzy Davidkhanian (22:57):

Yes. So speaking of, you guys spent a lot of time thinking about the transaction moment after someone has made the purchase. Can you tell me why that's so interesting for you guys? Because from my perspective, I kind of don't get it. The person's already spent their money, so they've done their budget, budgeted it out. So why is it so interesting that this is another intent moment?

Bennett Carroccio (23:18):

Yeah, it's really interesting. So we've discussed a little bit about retail media today and why it exists. And ultimately, I think advertising is really a function of where attention is, where intention and intent exists. And so retail media, to the extent we've discussed it, has existed so far in the discovery. When folks are browsing, there are ways to suggest products, and this suggestion is actually behind the scenes a brand trying to promote their products in front of you to drive better relevancy. I think one of the insights that Rokt discovered is that during the transaction moment, that is the perfect blend of attention and focus where someone just bought a product and they are zoned in and focused on the experience with intentionality as well. So now that I bought a product and my credit card is not literally out, but figuratively it's out, I'm thinking through what else could I be buying? What are other opportunities to expand my assortment as well? And so Rokt realized that this is a high intent, high focused time to merchandise relevant products and services as well.

(24:27):

I think what's so interesting with Rokt is that, for Macy's, a cross-sell would be extremely endemic. It would be for shoe, it might be a sock. But when you have a much more complete picture on who the consumer is, so like demographical information, what have you purchased not just on Macy's, but across the entire ecosystem? Which to be clear, Rokt is a massive ecosystem of leading retailers and e-commerce players and advertisers, and we're able to-

Suzy Davidkhanian (25:00):

That it's beyond like, "Oh, you bought a lipstick. Now you need a mascara."

Bennett Carroccio (25:04):

Yes, exactly. So the more complete of a picture you have of the consumer, the more you realize the more opportunity is to actually drive relevant goods and services and products to that consumer as well. And so for a retailer like Macy's, you really just see a lot of information of transaction history. And so your ability to drive a relevant cross-sell might be socks for shoes. But when you're able to see across an entire ecosystem like Rokt is, you actually realize that this consumer, yes, they bought shoes from Macy's, and yes, socks may be relevant, but there's also a ton of non-endemic inventory as well that's relevant as well that might actually convert at a higher level than say those socks. And so think like say HelloFresh or Hulu subscriptions, or I mentioned Shrinking before, that's an Apple TV subscription as well. And those non-endemic inventory types actually might yield better conversion than endemic content or inventory, given who the consumer is.

Suzy Davidkhanian (26:12):

Right. And for me, this was a really interesting idea around... Like I was thinking about it more in the moment, I've already spent the $100 I was ready to spend. But it's not just about upselling, although I imagine if you did show me a pair of socks that are must have and you made it really easy for me to just do a one hit wonder button to get it in the mail at the same time as the shoes, that would work. But it's that sort of contextual offers, "Oh, you're going to the Macy's Day Parade? Here's something for Curb or for Uber or whatever." You know what I mean? It's like that whole idea of thinking beyond your immediate sale is a really interesting one.

Bennett Carroccio (26:47):

No, it really is. So in the Canal days, we had an amazing engineering team, but we weren't like a hardcore ML team. Rokt has a fantastic Rokt brand team, which is real deep tech ML. And I will say just from the exposure there is we care so much about that powerful blend between you said contextual data, but also marrying that with the consumer data, that demographical data as well. When you combine those and you have that inform what's most relevant to consumer, like we measure things in terms of conversion, the conversion just skyrockets.

Suzy Davidkhanian (27:17):

Kind of amazing. So now if I look a few years out, does the endless aisle still exist? Or are we going to be thinking about it differently? Is it still going to be a giant catalog, or what will it be like if I'm shopping on one of these big marketplaces?

Bennett Carroccio (27:33):

So it really depends on who you ask. If you ask a retail operator, absolutely the endless aisle increasingly exists. At the end of the day, a retailer wants to make sure that if you come to me and you're looking for a specific product or you want to discover a certain type of product, success is that not only do we have the product, but we could actually merchandise. Or not only do we have the product, but we could help you discover it, and ultimately you convert it and purchase the product as well. The ability to showcase a product has everything to do with whether or not you have it. And so behind the scenes, I think increasingly retailers will try to broaden their catalog, but to the consumer the experience is going to increasingly look very personalized. And so if I go to macys.com, increasingly it's going to feel like macy's.com/bennett for me, the consumer. Because when I go in, Macy's might have I said a million marketplace products. Or Walmart I think has tens of millions marketplace products. So when I go to walmart.com or Macy's, I just want to see what is relevant for me.

Suzy Davidkhanian (28:35):

Yeah.

Bennett Carroccio (28:35):

And I think increasingly we're going to move into a world where these shopping experiences feel relevant to the consumer, but they are consistent with the retailer's branding, their ethos, their merchandising principles. And so the retailers will still keep what makes them them, macys.com, but the experience is hyper curated. And the broader the assortment, the more endless my aisle is, that allows for the... Actually, it oddly allows for the more personalized these experiences can be because we have more inventory to merchandise for the specific consumer.

Suzy Davidkhanian (29:13):

I love that. It's like it's going to be a more intelligent aisle. At the end of the day, you need all the product. So from a retailer lens, they're going to have everything. But from a consumer lens, I'm not going to see the 24 jams. I'm going to see the ones that I usually buy, or the one that I'm specifically asking for, and maybe in multiple brands that you already know that I love.

Bennett Carroccio (29:32):

Exactly.

Suzy Davidkhanian (29:33):

I think we're going to have to leave it here. There's so much more to talk about, but that's all the time we have for today. Thank you so much for joining me, Bennett.

Bennett Carroccio (29:39):

Thank you for having me. This was wonderful.

Suzy Davidkhanian (29:41):

And thank you listeners and to our team that edits the podcast. Please leave a rating or review and remember to subscribe. I'll see you for more Reimagined Retail next Wednesday. And on Friday, join Marcus for another episode of Behind the Numbers, an eMarketer podcast made possible by Rokt.