# Smart Retailing with End-to-End Retail Automation - M-PACT 2024

https://www.youtube.com/watch?v=PB4a-Zp46Gg

[00:00] Tiga data analytics company that works
[00:03] with the convenience retail chains um so
[00:07] today's session is uh topic is smart
[00:11] retailing using and then retail
[00:13] automation we're going to talk about
[00:14] leveraging analytics and then uh how
[00:17] that plays out from um some smart
[00:21] retailers perspectives here we got a
[00:22] couple smart retailers sitting up here
[00:24] with me for join me today Alan Meer and
[00:28] Brian here we'll kind of do a little bit
[00:32] further introduction here in a minute
[00:33] but uh impact had a couple of
[00:36] housekeeping things for me to hit on
[00:38] first here uh first of all um there's a
[00:43] uh there's a survey for the session in
[00:46] the impact app um you can also get to it
[00:50] from the last slide will have a QR code
[00:52] on it so snap that you can go in and uh
[00:56] um just you know put the raid icon in
[00:58] there um and uh give a great
[01:03] review an entertaining way to spend your
[01:06] Thursday morning
[01:07] here um so second item they've added an
[01:12] additional session at 2 pm
[01:14] today um called Food Service Essentials
[01:18] fueling profits food strategies for
[01:20] convenience stores with Matt bner from
[01:23] cor
[01:24] Mark and uh connect the dots on in
[01:30] Revenue with Matthew Scar from
[01:32] Dions um at the end there'll be some
[01:35] prizes food and dessert so um they
[01:38] wanted to make sure that I let everybody
[01:40] know about that um so first here we kind
[01:43] of you know start with further
[01:45] introductions here um guess start with
[01:49] you down at the end there ran introduce
[01:51] yourself I'm Brian I'm vice president of
[01:54] it for motor Mar Comm Stores um we're in
[01:58] Six States throughout the midw
[02:03] Alan Myer CEO of MCH one uh 23 locations
[02:07] uh one Indiana 22 in Illinois building
[02:10] two more right now
[02:12] awesome John Oakley president T um we
[02:16] work with convenience retailers around
[02:18] the US uh um just you know helping you
[02:21] to uh um really be able to leverage your
[02:25] data using analytics uh for whole Mantra
[02:27] is you know giving you the answers you
[02:30] them so regardless of who you are within
[02:32] the organization whether you're single
[02:33] leadership role or U you know rning it
[02:36] or marketing or operations or you know a
[02:39] district manager or even a store manager
[02:41] everybody is making decisions throughout
[02:43] the day they need to uh have information
[02:46] and data to back that up so they
[02:49] decisions and it goes back to the old
[02:51] Peter drer adage of uh what get what get
[02:54] measur get and so that's kind of the
[02:57] flow and the topic of what we're going
[02:59] to today we're going to kind of talk
[03:01] about how to leverage uh data and
[03:04] analytics um what's capable of today
[03:07] versus in the past what kind of things
[03:09] that you could be doing uh uh you know
[03:11] from all sorts of different perspectives
[03:13] within uh um you know running a great
[03:16] retail operation um I guess quick to uh
[03:20] quick temperature check to start off
[03:22] Alan uh you what's top of mind for you
[03:25] for you know 2024 what things look like
[03:29] uh at uh I'd say big thing volatility
[03:33] and trying to see what the new world
[03:35] looks like you
[03:36] know for Co and all that stuff you you
[03:40] pace of change in our industry was easy
[03:43] to manage and you just kind of kept with
[03:45] the same strategy and kind of had a good
[03:47] idea where things were
[03:49] going Co happened obviously it was a big
[03:53] shock at our industry and everybody's
[03:55] industry and trying to figure out okay
[03:58] here's this massive Los of
[04:01] and how are how are we going to be able
[04:04] to make a working business model out of
[04:07] this and then obviously all the change
[04:08] out of that then you get into the big
[04:11] hiring issues and the massive wage
[04:13] inflation that we had and trying to
[04:16] navigate the new world today and you
[04:19] know where are we going right now those
[04:21] are a lot of the things that we are
[04:23] discussing is how do you go to market
[04:26] today with everything that's constantly
[04:28] changing exactly
[04:30] it's we talk like you know you know you
[04:34] guys grow profit you know three and 10
[04:36] cents at a time but those have
[04:38] exponential impact on all these
[04:40] different decisions that you're making
[04:41] so like you know really being able to
[04:44] you know that you're making the right VI
[04:47] all exactly you know it's U you know
[04:51] there's it's I always think of is you
[04:53] know there's no secret home run out
[04:54] there especially with today's access to
[04:56] information you know everybody kind of
[04:58] knows they're doing there's no secret
[05:00] here that is a get rich quick type of
[05:03] thing success is a series of singles you
[05:06] know it's it's just you know chopping
[05:08] that tree every day trying to be better
[05:10] today than you were
[05:12] yesterday Brian uh your perspective what
[05:15] what St for
[05:17] you from an IT perspective I think Bal
[05:21] point in a different world you really
[05:22] have to before you implement anything
[05:25] you really have to ask yourself is this
[05:27] going to return going to work you know
[05:30] return any sort of investment or more so
[05:33] will it be customer engagement um you
[05:35] know so many times I've been TK with
[05:38] installing this that and the other only
[05:40] to find out that you know the the
[05:44] adoption rate from the customer is not
[05:46] there and so how do you back yourself
[05:48] out of that sort of situation um and
[05:52] that's why using your software too we're
[05:54] able to go
[05:56] hey we had a conversation about this reg
[05:59] in our store we were able to use your
[06:01] keep map and go okay just having this
[06:04] register here did this increase movement
[06:07] through that register or did it decrease
[06:09] things like that so it helps us kind of
[06:11] manage that aspect it I love what you
[06:13] said there about the customer adoption
[06:15] side where you know there's been things
[06:18] uh my coo is in the back there and you
[06:20] know we do a lot of strategizing and
[06:22] we'll talk about things and it is
[06:24] amazing how often that you're talking
[06:26] about a marketing or mod you want to
[06:29] implement and you're convinced it's
[06:31] going to be a home run and then and
[06:33] customers don't buy into the program or
[06:35] whatever you're doing like you think you
[06:37] would and then there's other things
[06:38] where it's like that's not going to work
[06:40] and that's a home
[06:41] run yeah customer behavior is that's a
[06:44] hard nut to crack sometimes yeah it is
[06:48] um Brian just you know you know from the
[06:51] IT background what did it look like a
[06:53] few years ago for you know s where you
[06:56] were getting information from where you
[06:58] getting data from pulling reports and
[07:00] those sorts things versus what you can
[07:02] do now with all this stuff still down
[07:04] for
[07:05] you yeah um our our back office software
[07:09] obviously was doing its job of you know
[07:11] allowing our maners to do the report and
[07:14] the like same thing for our home office
[07:17] and what we found
[07:19] was almost like the reporting aspect was
[07:23] maybe not an afterthought is the right
[07:24] word but to mind that data was very very
[07:27] difficult the end users had a very
[07:31] difficult time trying to navigate that
[07:34] portal um that's that
[07:37] whole uh experience uh was painful for
[07:41] them and we found out they just weren't
[07:42] using it um and so
[07:46] when you know begin to look at your
[07:48] product and our operation Department
[07:50] came to me and said hey we like to I
[07:52] kind of rolled my eyes not against this
[07:55] product because you know anytime I see
[07:58] get something handed to you kind of go
[08:00] oh how many how many hours is this going
[08:02] to take and I told John this many times
[08:05] this said in the sales pitch in my 25
[08:07] years this was the lightest it lifp I've
[08:10] ever done in my life yeah how how many
[08:12] hours did it take
[08:14] you less than 10 yeah less than 10 and
[08:19] the beauty of the point I'm trying to
[08:20] make is now with your with your uh
[08:23] software in the hands of our employees
[08:26] when I me employees I mean everybody in
[08:28] the home office store
[08:30] maners they're in it because it's easy
[08:33] easy to use uh very little training if
[08:36] at all was required and it it just
[08:39] everything you need is right there so
[08:41] for my end I'm like wow this is great I
[08:43] don't have to train and retrain and
[08:44] retrain and retrain because it's just
[08:48] that it's got to just work I it's like
[08:51] this you know it has to be this simple
[08:53] otherwise people won't use it and
[08:55] they're not using it doesn't have value
[08:57] it's not a return for and they're
[09:00] to be able to get
[09:02] [Music]
[09:05] out you talking the other day like uh
[09:09] know you're out of the site talk to
[09:11] somebody you got a great idea like oh I
[09:13] check this when I get back to you're not
[09:16] you got 10 million other things to do
[09:18] like when you get back there your mind's
[09:20] in a different place you can look right
[09:22] there like no we're going to we're going
[09:23] to do this we're going to double down on
[09:25] doing this and can make more
[09:28] money talking about your story that's I
[09:31] mean me and Dave have been looking for a
[09:32] platform like you were offering forever
[09:34] we've tried different companies and the
[09:36] implementation just God that was I mean
[09:39] well we never got it working and it was
[09:41] just banging your head against the wall
[09:43] you know and we were always really good
[09:45] at the 10,000 flip you we knew how much
[09:48] money we made and we knew how much money
[09:50] we were making by category but to figure
[09:52] out what you making Within These
[09:54] categories and where you can possibly
[09:56] make more money you can get that but you
[09:59] had to get somebody in the office to
[10:01] spend hours compiling it and then you
[10:03] they send it to you in report and you
[10:05] have to make sure you look at it then if
[10:07] you're looking at over periods of time
[10:09] you may want them to go grab more data
[10:11] and then when Bill was your company
[10:13] called me the same thing he says why
[10:16] don't you just give it a try I'm like
[10:17] well I'd love to like how long's this
[10:19] going to take he goes I'll have your
[10:21] data in a week and I thought there's no
[10:23] way I go you are you are such a
[10:26] liar and 48 hours I was live on your
[10:30] database and I I I was just in disbelief
[10:33] I've never seen that before and uh yeah
[10:36] it um like you said at your fingertips
[10:40] so now you come in the store and whether
[10:43] it's talking with the store manager
[10:44] about about your food service or going
[10:46] to look at the coal case and seeing
[10:49] where a product placement is you can see
[10:51] how this category the items in this
[10:54] category are doing by item today
[10:56] compared to over time compared to what
[10:58] you had you can easily figure out what
[11:00] you're selling and not selling what you
[11:02] put on the store from a merchandizing
[11:05] perspective it
[11:08] is it takes what used to take days to
[11:11] compile and figure out what you're
[11:12] looking at but you can literally do at
[11:14] the store while you're looking at it at
[11:16] just looking at your phone or or
[11:19] PC Alan I would say you're a coniss of
[11:24] you know new technology and stuff things
[11:27] tin a lot how has like opening up access
[11:32] to this information to make it easy for
[11:33] you how how has that changed how you
[11:35] thought about
[11:37] um how we roll out new stuff well I
[11:39] think the big thing is um kind of we
[11:42] were touching on earlier there where you
[11:45] know there's things I think are going to
[11:47] be home run whether that's marketing or
[11:49] merchandising or whatever or you know
[11:52] some of the Loyalty strategies we've
[11:53] done um you got to get real careful
[11:57] about
[11:59] making decisions that you think is what
[12:02] your customers want and not making sure
[12:05] that the customers are going to tell you
[12:06] what they want they're going to tell you
[12:07] that in the purchase Behavior so the
[12:10] data needs to back up what you're trying
[12:12] to implement as a retailer
[12:16] and you know before you you roll out a
[12:19] program you I get wor accounting they
[12:23] they would send us our reports of
[12:24] basically our sales or we would get with
[12:26] the manufacturers the vendors and they
[12:28] would send their they're basically
[12:30] purchases all that was time consuming
[12:33] now you can sit there and in real time
[12:36] while you're sitting there at a moment
[12:38] say okay here's a program we're doing
[12:40] one at the store right now with some
[12:42] media marketing and we can sit there at
[12:45] the store with the food service guy and
[12:47] we can look at these items and what
[12:49] we're selling at this price point versus
[12:52] what the old price know price elasticity
[12:54] analysis I mean your software is made
[12:57] for that you can see what did your cust
[13:01] Behavior change based on what price
[13:02] point you want
[13:07] to um yeah absolutely and uh Brian how
[13:12] about for you uh how how is you know
[13:15] having this level of you know
[13:17] accessibility how how's it changed how
[13:19] you think about your road map from
[13:21] technology road map and then you know
[13:24] Comfort rolling up things to different
[13:26] other departments down
[13:30] yeah I think it's really been beneficial
[13:33] to me great example is we were looking
[13:36] at put the tablets in the hands of our
[13:38] marketing department and we kind of
[13:40] thought is it really are they going to
[13:42] utilize it and or is it just going to be
[13:43] a tool they're going to use sitting in
[13:45] their living room well what we found out
[13:48] was out of the gate I had three of them
[13:50] that said probably within the first week
[13:52] said you know don't take this tablet
[13:54] back from me um they said they're
[13:57] actually in theore in front of a a
[14:00] gondola or a kiosk looking at the data
[14:03] in real time and they said to what you
[14:06] said earlier before they would have to
[14:07] go back try to remember to research if
[14:11] something they moved to that spot helped
[14:12] or it didn't help um or they'd have to
[14:15] listen to a manager go you know our
[14:17] customers are telling us you need to
[14:19] bring this in it really sell they bring
[14:22] it in and it doesn't sell put all those
[14:24] product and uh effective is interesting
[14:27] Monday one of our uh marketing field
[14:32] marketing uh Personnel he said I
[14:35] actually saw it work in real time I
[14:37] think was her there's something we get
[14:39] to reate on appar I think we don't know
[14:41] about that kind of
[14:43] stuff he said that they had been placed
[14:46] at this endcap on the other side of the
[14:48] store and he was looking at sales and
[14:50] they were literally zero and while he
[14:53] was there he took a box and he put it
[14:56] and he said while he was there he cirle
[14:57] back and there were three bags old so he
[14:59] said I actually because he goes it was
[15:02] kind of this exciting moment like oh I'm
[15:03] seeing what I did in real time that made
[15:06] an effect it made a
[15:08] change turn little dial here little dial
[15:11] there yeah this working here that's not
[15:14] working over there let's try something a
[15:15] little bit different and it just
[15:17] empowers you know everybody within the
[15:19] organization to do that when you when
[15:22] you can meure then you know what
[15:26] working got to be able to get to
[15:29] [Music]
[15:30] um Allan you know how is uh how's this
[15:35] changed like you know competence like
[15:37] that you know and how you act and react
[15:40] with you know competing with LG you know
[15:42] as a regional retail like uh you know
[15:46] the
[15:48] um larger chains are have benefits of
[15:51] scale that we're not going to be able to
[15:53] get to so so how what is our competitive
[15:56] advantage over larger CHS that they
[15:59] to me that is the ability to have key
[16:02] decision makers we can go into the
[16:04] stores we do we regularly go into the
[16:05] stores and are having Face to-face
[16:07] conversations and can make decisions at
[16:10] that point in time in the store that you
[16:12] know these, 1500 people change they
[16:15] can't execute at store level with the
[16:18] people at store level there's just too
[16:19] many people there's too many stores to
[16:22] be able to get into the stores and deal
[16:24] with it on a Case by case basis so you
[16:27] know we've talked a lot about
[16:29] merchandising put your software another
[16:31] big one for me is U is traffic customer
[16:34] traffic so you go into a store and your
[16:37] store manager may say man we are slammed
[16:40] in the evenings and we need we need to
[16:44] relook at schedule we need to do this we
[16:46] need do that and you know when you are a
[16:49] store manager and you're in the thick of
[16:51] it and you're get and you can see
[16:54] customer
[16:55] lines you're what you're seeing want to
[16:59] react right on the spot and fix problem
[17:02] but the the data is going to tell you
[17:04] what you need to do so when you get
[17:06] conversations like that you can say well
[17:08] here let's pull it up so you can pull up
[17:10] your software and you say okay in the
[17:11] last four Thursdays from that five to 10
[17:15] hour like you're talking about here's
[17:17] your traffic and that's how it relates
[17:19] to what it was before that um you can
[17:22] have scheduling
[17:25] conversations live as you are day by day
[17:29] um to me having that ability to
[17:34] where um the executives can have these
[17:37] types of high LEL decisions with the
[17:39] store manager on a Case by case basis
[17:42] that's
[17:48] awesome I got a question
[17:51] so a larer chain compared to a smaller
[17:54] chain implementing the software is this
[17:57] something that you come or is it
[17:59] something that the IT department maybe a
[18:02] smaller change doesn't have an IT
[18:04] department how does that how does that
[18:06] yeah so most of work falls on tiger so
[18:11] um with our with our process basically
[18:14] we have a a kickoff meeting we we go
[18:17] over the basics of the process and S
[18:19] things and we have a followup meeting
[18:20] with the IT team setting the
[18:22] expectations there integration points
[18:24] very simple um you know we're connecting
[18:26] a point of sale for real time transtion
[18:28] probably connecting into back office for
[18:31] price book and cting and stuff like that
[18:33] maybe we
[18:34] connecting um know Cloud mobile one
[18:38] sales and stuff but they're all pretty
[18:39] straightforward things um it takes about
[18:42] 15 minutes max per score to do our
[18:46] installation so we'll usually knock that
[18:47] out for typical small midsize changeing
[18:50] over the course of
[18:52] weeks set aside maybe a 2hour session
[18:55] where we remote into all of them all
[18:57] once we'll
[18:59] whatever theule works for the
[19:02] chain whatever
[19:05] best it it's
[19:07] pretty what you guys
[19:09] say I think the big I think the big
[19:11] thing is is that you know you are
[19:15] creating the wheel in the sense that
[19:18] this information is locked under the key
[19:20] and not going somewhere people have a
[19:23] back office most people are sending a
[19:25] lot of this data to to back companies
[19:27] for to
[19:29] where where your role fits in this is
[19:31] you're taking that same data points and
[19:33] you're throwing it all into one database
[19:35] and so you can look at it a comparison
[19:37] so you know you can look at our loyalty
[19:39] information as part of our total
[19:41] transaction analysis as part of our you
[19:43] know customer accounts exactly the data
[19:47] has been is there to grab you're just
[19:49] grabbing it all and putting in on that
[19:52] our our job's collecting it organizing
[19:54] it doing master all the kpis for you
[19:58] that's where we see you know that's
[20:00] where our benefit comes in for you all
[20:03] um you know when you kind of think of
[20:04] like build versus bu perspective get
[20:07] something
[20:08] like power or something like that and
[20:11] you know have some
[20:13] programmers dashboards and stuff like
[20:15] that the tigle will provide for you guys
[20:17] out the L um but does that really give
[20:20] you guys competitive advantage to do
[20:22] that work or even better off working
[20:23] with a partner like TIG where you know
[20:30] there's really no you
[20:32] know I would say no strategic advantage
[20:35] to you guys coming up with a new cap
[20:37] it's the same you know you're all you
[20:39] know doing the same type of things it's
[20:41] how you guys are using them you might be
[20:43] using sales per square foot in a
[20:46] different way than Allen is or you might
[20:48] be doing um some you know different
[20:51] analysis off of you know labor analytics
[20:54] and stuff like that or trying to drive
[20:56] employee attention and Stu like that
[20:59] program or whatnot whereas another chain
[21:02] might have a difference inure well
[21:04] that's the big thing John like you're
[21:06] talking about where you know I've been a
[21:07] customer viewers for two years something
[21:11] like that and people come up to me and
[21:13] say like so what is T and what are you
[21:15] use it for and so you know I'll give
[21:17] them kind of the rund down of kind of
[21:19] how we've used this but the important
[21:22] part is U how I use it versus how motor
[21:25] uses versus all your customers
[21:28] priorities for and different mindsets of
[21:30] how to run your business and that's
[21:32] that's I love about here is the best is
[21:36] one
[21:37] um your brother being a big one but you
[21:41] have some amazing people and when we'll
[21:44] be sitting in a session strategy session
[21:46] said man I would love if if T could do
[21:48] this and it's got to the point now where
[21:50] I just click on the little thing I send
[21:52] it to Aaron and an hour later yeah I'll
[21:55] have that to you tomorrow and it is
[21:59] ability to respond and say yeah we can
[22:01] get that um not only your her ability to
[22:06] put the reports together that an hour
[22:08] ago I didn't even know I wanted but even
[22:11] better like mot Mar's got a lot of
[22:12] people lot smarter than I am they might
[22:15] tell you the same thing I want this this
[22:17] and this and you guys create that for
[22:20] them and I get access to that same thing
[22:21] that they just you created for them
[22:23] because you know what you get as a
[22:25] platform I get as a platform it is
[22:28] things on there it's like holy crap I
[22:30] didn't know T was going to offer that
[22:32] and
[22:34] um it's we have constantly go through
[22:37] there and say okay what's what's new on
[22:39] the T platform yeah and you brought a
[22:42] good point there part A manages or our
[22:46] education programs and those things
[22:49] like having a partner that you know
[22:53] knows the best practices knows where you
[22:56] know where the information is to you
[22:59] know educate the folks on your team to
[23:01] be really effective with it and give
[23:03] them ideas they going to help drive them
[23:05] to the goal they're getting to it's
[23:07] really really important piece of being
[23:09] able to be effective
[23:13] analytics not going to be off on your
[23:15] Island alone you you got help exactly
[23:18] not going to have analysis paralysis I
[23:20] know I know I can get to this I just
[23:22] know know exactly how I'm going to use
[23:24] it having that help
[23:30] uh Brian like for uh for modotto um you
[23:34] know which roles do you do you think you
[23:36] know over the next quarters uh are going
[23:39] to be benefiting the most as you guys
[23:42] further roll roll out yeah so definitely
[23:46] our managers um so we started a
[23:50] different
[23:52] bonus uh platform for our managers and
[23:56] what the feedback we were getting was
[23:59] okay we have to trust the data that the
[24:01] home office s so it has to be right so
[24:04] our operations Department said he you
[24:06] know that's not fair to our managers
[24:09] because that's an oper position how
[24:11] about we give them access so they can
[24:15] look at it keep track of where their
[24:16] bonuses are going to end up and they can
[24:18] actually impact that in real time go oh
[24:20] I'm not going to get as much as I wanted
[24:22] because this category is down or this
[24:25] skew is down or this kpi is not where it
[24:27] needs to be and I can react and so
[24:30] there's no surprises there's no lack of
[24:32] trust for better term it's it's all
[24:35] right there for them to use and gather
[24:36] real time
[24:39] so uh yeah so uh for us um well I think
[24:44] first and foremost is the uh the buyer
[24:47] and the merchandisers so be able to go
[24:50] in and meet with your vendors you know
[24:52] this is Dave does this all the time
[24:54] where you know he's walking in and it
[24:57] never fails manufactur and he'll say
[24:59] well let me show you your sales and what
[25:02] we have done for your company and when
[25:04] we first roll out your software you me
[25:06] told me the story time he like no I'll
[25:08] I'll let me show you what we've done and
[25:11] not only are we going to look at what
[25:14] your sales and your performance is but
[25:16] we're going to look at the competitor
[25:17] sales and their performance and I'm not
[25:20] having to trust the manufacturer data
[25:22] and them telling me what they brought to
[25:23] the table and big minder this this is
[25:27] what you need to that
[25:28] exactly he should be telling the story
[25:30] more than I should be but what's great
[25:33] is the first year that we were on the
[25:35] platform and he was negotiating reates
[25:37] and pricing and when he would he would
[25:40] literally just pull his mon around he's
[25:41] like well I'll just show you what you're
[25:43] doing you know Mr cooler guy and oh by
[25:46] the way this your competitor that did
[25:49] this his sales are up double what yours
[25:51] are so like maybe we we should start
[25:54] talking about Co repl repl rebates
[25:58] um uh a monthly promotion type of
[26:01] programs U so I think that's first and
[26:03] foremost is from the buying perspective
[26:06] merchandising prod placement but then
[26:08] when you get to the store level um the
[26:13] Ops so the co down the DM and DM working
[26:17] with the GM
[26:19] so we are on a similar bonus program
[26:22] which to me I think it's very important
[26:24] to U for the managers to
[26:28] financially to the success of the
[26:30] company so we have a lot of
[26:31] conversations like you just described
[26:33] there
[26:35] and so hypothetically I could be going
[26:38] to one of my stores or our one of our
[26:40] Ops we walk to our store and we'll see a
[26:42] cooler that's you know maybe the energy
[26:45] door is 60% stopped and and maybe we're
[26:49] out of a very specific category we can
[26:52] now go to that store maner and say
[26:53] Here's what you sold of that product in
[26:56] the last 30 days what the company's
[26:59] making off that and right now if I
[27:00] wanted that product it's not even in
[27:03] there to sell so you know when you're
[27:06] having conversations about making sure
[27:08] your cool stock making sure making sure
[27:11] your alcohol area is part stock it
[27:13] doesn't have to just be hey make sure
[27:15] you get that stock you can put real
[27:17] dollars and show the managers the True
[27:19] Value at a dollar level to all these
[27:28] that's uh you know how it I was it
[27:31] changing how M thinks about how
[27:36] Mark
[27:37] relationship yeah well to Allan's point
[27:40] the feedback I'm getting from um our
[27:44] president of marketing is his point
[27:46] where he is able to keep salese a little
[27:49] more honest as opposed
[27:51] to oh I've got an Roi that proves and
[27:55] he's like well I Got Dat that says
[27:59] otherwise or um or sometimes it's a
[28:02] better return than anyone ever
[28:03] participated in this tool again provide
[28:06] that in that real time scenario and and
[28:10] I was telling you both our operations
[28:13] just kind to fits into an IT situation
[28:16] too where all multiple departments that
[28:18] we put you know very expensive digital
[28:22] signs in our store big big mon and we
[28:25] kind of thought it looks does it make an
[28:28] impact so you know we did this test at
[28:31] three light location and put just three
[28:35] it was just three products out there for
[28:38] for 30 days did we see an increase in
[28:41] that 30 so that helps us went okay well
[28:44] maybe it didn't have the bank of the
[28:45] buck that we thought you know it's those
[28:48] sorts of things that help us kind of go
[28:50] okay these capex funds are probably
[28:52] better spent here as opposed to
[28:54] something like that or enables enables
[28:57] us even visible things in stores do they
[29:01] make a difference so to touch on that
[29:04] same subject so we're running a pilot
[29:06] program we got this um we put in some
[29:09] media at one of our stores and the whole
[29:13] idea is to try to get people from the
[29:15] pumps ins inside the store and um we are
[29:20] running some pretty aggressive
[29:22] promotions and is trying to figure out
[29:24] the true value of how do you change
[29:27] customer or someone that was just going
[29:29] to get gas to come in the store and
[29:31] we've been running this program now for
[29:34] it's only been 3 weeks and I'm watching
[29:37] and we did some really aggressive
[29:38] promotions and I've been watching the
[29:40] sales of these items that we've got on
[29:43] the promotion schedule and you know
[29:45] we're obviously seeing huge increases
[29:48] and I'm watching this every day and like
[29:51] an idiot I didn't even think about it
[29:52] but I'm watching mostly the sales of the
[29:55] promotions and actually Dave you don't
[29:56] even know this the uh I was at I guess I
[30:01] should add is before I ran this I'm like
[30:03] John we're going to run this pilot
[30:04] program would you work with me and
[30:06] figuring out the true value of what this
[30:08] is because it's a test
[30:10] case uh to where I want to take a
[30:13] company what so I saw John on Tuesday
[30:16] and he goes do you look at the reports
[30:17] that I sent you and I hadn't yet and uh
[30:21] he goes you look at the fuel conversion
[30:23] rates I'm like no he goes the the two
[30:26] weeks before ran your promotions to the
[30:30] two weeks since you started running your
[30:32] promotions your fuel your conversion
[30:35] rate is up 6% so he can track a
[30:38] transaction based on the last four card
[30:40] of the pump if he sees that exact same
[30:43] transaction inside he knows that that
[30:45] customer you got that customer in the
[30:47] door to buy
[30:48] something
[30:51] um the the 6% I mean obviously the
[30:55] sample size is small but having that
[30:57] your
[30:58] fingertips I mean the rabbit hole that
[31:01] his software can go it really goes
[31:03] anywhere you want to take it you got to
[31:04] figure out what's important to you
[31:06] exactly our it's really what we are
[31:09] trying to do one of our things that we
[31:10] want to get better at is converting our
[31:12] fuel sales to non fuel sales um and this
[31:17] Pro program we're
[31:19] spending several thousands of dollars to
[31:22] do a similar SST program like you're
[31:23] doing but if you're not changing
[31:25] customer Behavior then what the
[31:28] acheve be more than just looking
[31:32] cool I think it looks amazing it's like
[31:34] right on the front of the store
[31:36] these glass
[31:39] displays the you know kind we're talking
[31:42] about on it is is you know that draws
[31:45] the customer's eye to the store and in
[31:48] doing that that has an impact on their
[31:49] behavior and like tells them you know
[31:52] hey Mo wants a place where I can get
[31:53] good food or exactly that I can get this
[31:56] great deal on you this product or that
[31:59] product that he's promoting and um what
[32:03] kind of Advantage does that bring to him
[32:05] and you know is the ROI you know a big
[32:09] enough be out across the whole chain
[32:11] yeah I got your software is going to
[32:13] give me the ability to tell me exactly
[32:16] how much money we're going to make off
[32:17] these programs it's not what I believe
[32:20] is what my
[32:22] customers going to tell you got buy
[32:25] manager does too this is cool too but
[32:28] like is
[32:31] it of thousands of dollars that it's
[32:34] going to take bring this company your
[32:36] software is telling you that next thing
[32:39] I'd love to figure out for this week is
[32:41] there's folks coming inside you know
[32:44] what does that basket look like once
[32:45] they come in what are they
[32:49] buying what was drawing because you're
[32:51] running a bunch bunch of different ads
[32:53] on those displays which ones are driving
[32:55] the behavior because get to the the
[32:58] point where you got the displays you got
[33:01] that cost of that but then it's just you
[33:04] know the the value out as the content
[33:07] that you're putting on there and
[33:09] behavioral impact that you can drive
[33:10] from that um you know some things are
[33:13] going to impact that so the Violet
[33:15] program we're talking about it's um it's
[33:17] basically a digital reader board but
[33:18] it's not out on the price sign it's on
[33:20] the front of the building Through the
[33:22] Windows and you're you're not marketing
[33:24] people driving down the road you're
[33:26] marketing to a at your store already and
[33:29] trying to get them to come buy stuff so
[33:32] we have thrown aggressive discounts on
[33:35] products across multiple categories one
[33:38] of them is we put a really aggressive
[33:39] discount on our F drinks and we put and
[33:43] there's other items other things was our
[33:45] proprietary food I thought our Fountain
[33:47] sales were going to go like this um
[33:50] because I mean it's we took 50% of the
[33:53] price off um our F sales done that that
[33:56] didn't one time our food service sales
[34:00] it's up
[34:02] 400% um and what it tells me is a person
[34:05] that is at pumps getting gas they knew
[34:08] before they even pulled into my store
[34:10] whether they were going to buy a p drink
[34:11] or not me discounting that price didn't
[34:15] change what they were going to do they
[34:16] don't want a 32 o Coke just because I
[34:19] took 40 cents off it U but we've got
[34:24] brownies that we are marked half off
[34:27] most people the PS probably had no idea
[34:29] that we even had that product inside
[34:30] their store and they now walk in to buy
[34:34] that and what else are they buying is
[34:37] what is what John's talking about for
[34:38] the
[34:41] next BK
[34:43] did you
[34:45] know 6% inre this okay is that is that a
[34:50] $10 basket or is that A50 basket exactly
[34:53] like is it is it moms coming in to buy
[34:55] lunch for the the whole in the afternoon
[34:58] is that when you're driving in there so
[35:00] you can make sure that that has time of
[35:02] the day that equipment that equipment is
[35:04] $30,000 so um you multiply 30 by 25 you
[35:10] know want to see an Roi on there it is
[35:13] and so it's a lot easier to sell
[35:18] decision like it's cool exactly I think
[35:20] it looks amazing but at the end day
[35:22] you're going to spend that kind of money
[35:23] it probably needs to make money at some
[35:24] point
[35:28] I I got a quick question so um Brian you
[35:31] may or may not know this but Alan it
[35:33] seems like you're pretty aggressive with
[35:35] pricing pric and promotions and what not
[35:37] were you always like prior to tiger or
[35:41] tigga just it allowed you to change
[35:44] pricing promotions or promotions faster
[35:47] um to L scale yeah yeah I'd say the best
[35:50] way look can take it is is a much easier
[35:53] and um U since it's much easier we do
[35:57] analyzing the results of our pricing
[35:59] behavior and what we're going to do um I
[36:02] mean it's no big secret I mean look at
[36:04] our industry so you've got wage
[36:06] inflation doing what it's doing uh for
[36:09] new development just like anybody we've
[36:11] got 8% interest rates you know we're um
[36:15] we're in Illinois so we're in a very
[36:18] heavily taxed
[36:20] State um money's got to come from
[36:23] somewhere you got to you got to you
[36:25] can't have everything in your lost
[36:27] leater then you're just losing money so
[36:30] you know coming up with figuring out
[36:32] where you're going to be able to
[36:34] obtain and then coming up with
[36:37] aggressive strategies to Market to you
[36:40] know the ultimately what are the people
[36:42] that they're going to buy what you're
[36:43] buying independent of your price point
[36:45] it is a very inelastic product uh and
[36:48] then what are things that you can throw
[36:49] in promotion calendars you see huge
[36:51] increases in
[36:52] sales
[36:54] um we used to get that data from either
[36:58] the vendors or we would have somebody in
[37:00] our house in in house compile basically
[37:03] a spreadsheet and it would say here's
[37:05] what you did this month compared to last
[37:06] month but it would take hours to compile
[37:09] it it would take hours to go through it
[37:13] as all the
[37:14] skes that I mean the great thing with
[37:17] him is you know if I want to know great
[37:19] five hour how me great 5 Hour energies I
[37:23] sold last week he show oh here's great
[37:26] five energy last week
[37:28] here's the percentage increase or
[37:29] decrease from the week before that
[37:32] here's the trend line and here's when
[37:33] people are buying it
[37:36] um
[37:38] the what that information tells you like
[37:41] we could probably look at the exact same
[37:42] things and it might try to tell your
[37:44] story you might think a different story
[37:46] than I do but it's there for you to
[37:48] start making your decisions so what it
[37:51] allows us to do is react a lot quicker
[37:54] and make price changes a lot faster than
[37:58] what we used to because we weren't we
[38:00] didn't have the data there to react to
[38:03] it very good points there just think
[38:06] like all the change within some of these
[38:08] categories like you energy shots or
[38:11] energy drain sers and like that flavor
[38:13] BR op like being able to see the growth
[38:16] and drain you know the ones that are
[38:19] very clearly seasonal or just shortterm
[38:21] paths and making sure that you're
[38:25] um optim and you know you got to think
[38:29] about like your stores are you know
[38:32] basically the most expensive you know
[38:34] real estate around every single one of
[38:36] those facing is facings is real estate
[38:39] exactly and if you're not putting the
[38:41] right stuff in there you're leaving
[38:42] money on the table yep why what I always
[38:46] what I always despise in our company is
[38:49] when people say well that's the way
[38:50] we've always done that I think that's
[38:52] horrible do something um and you give
[38:56] people say that and you also get people
[38:59] that say well that's just either what
[39:00] the industry does or this is how it
[39:02] should be done well where do you get
[39:04] that how do you know that's the way
[39:05] things should be done right if you never
[39:08] try to change your strategy and to look
[39:11] to see what the results are are you
[39:13] trying to tell your customers what they
[39:15] want or should you let your customers
[39:17] tell you what they want i' not try how
[39:20] to do the ladder you got to have the
[39:22] data access to the data to even know
[39:24] what they're trying to tell you
[39:27] Brian here Tech Guy old adage you know
[39:30] nobody ever got fired from buying IVM
[39:32] it's like that where like you know like
[39:35] when you're when you're making gut
[39:36] decisions dat to driven
[39:39] decisions you're going to be a lot more
[39:41] C on where you place bet so we're going
[39:43] to do it the way we always did it before
[39:44] because we know way we always did it
[39:46] before it works and intuitively we have
[39:49] that virus that it's going to continue
[39:51] but like I said at the
[39:53] beginning the world has been in termo
[39:55] for quite a few years The New Normal and
[39:59] you know tomorrow's not going to look
[40:01] like today and next week's not going to
[40:03] look like this week and how do you make
[40:06] money in that environment because we're
[40:07] going to have to make money in it
[40:09] and people that can react quickly and
[40:13] change quickly and make small bets that
[40:17] you they can grow XX by series of
[40:23] s um we talked a little bit about like
[40:25] you know employ program like from like a
[40:29] lab uh you know obviously labor SEC
[40:31] expense how are you guys leveraging this
[40:34] from a you know scheduling perspective
[40:36] you know how is it impacting uh you from
[40:40] analyzing customer traffic where you're
[40:41] placing resources in
[40:43] store probably qualifi answer yeah so I
[40:48] mean it's the number one cost we got to
[40:50] me uh how efficient you are with your
[40:54] labor is the number one driver of your
[40:56] profit
[40:59] so um when you are looking
[41:02] at well I guess there's two parts to
[41:05] this so um how you're putting together
[41:09] your
[41:10] scheduling and you want that to match up
[41:13] with where when your customers are there
[41:17] uh the problem is that that data changes
[41:21] all the time it is there's a lot of
[41:24] volatility for one very driven we are
[41:28] very driven by where fuel prices are in
[41:31] any specific Market you're in so it's
[41:34] really hard to try to react to the
[41:36] volatility of customer of customer
[41:39] accounts um and there's so much data
[41:42] there to try to manage that to affect
[41:44] that schedule we historically would go
[41:48] through that twice a year and try to try
[41:50] to tweak our schedules and we still are
[41:53] doing it twice a year from a large scale
[41:56] but come in and someone say hey we need
[41:59] to we need to add labor here and you
[42:02] don't have to go back and pull anything
[42:04] we can have that conversation right on
[42:05] the spot when one of these managers do
[42:07] this um so that's part of it kind of
[42:11] what I was describing there that is the
[42:13] traditional style setup um we have
[42:16] actually moved to self checkout at a lot
[42:18] of stores we are at self checkout over a
[42:20] half our stores so we'll have three self
[42:23] checkouts we got one man register so
[42:28] um it can be a great great customer
[42:31] service tool to have three stelf
[42:33] checkouts one man because you can get
[42:35] through lines really quickly where that
[42:37] fails miserably is that none of your
[42:39] customers are using yourself checkout
[42:41] now you have just you got a one register
[42:44] for a four Register Customer traffic
[42:47] level and uh like me and Dave Factor we
[42:50] come into our stores and you see
[42:52] customers just lined up that one rest
[42:56] there more painful my life than watching
[42:58] that so it's all about delivering that
[43:01] messaging and same thing here I can look
[43:05] uh any given day or the last 30 days the
[43:08] last 90 days I can show the stores that
[43:11] we have these self checkouts how much
[43:13] self checkouts are doing versus the Dem
[43:16] register and how that compares their
[43:18] store to any of the other 12 stores that
[43:20] we got it and how that's changing over
[43:23] time so you know a big driver of
[43:25] customer
[43:27] is how are we handling the checkout
[43:29] experience that is really driven by the
[43:32] entry level employee or the store level
[43:34] employee so you can even see it to where
[43:38] who we have in that area will chose the
[43:41] customer so when you see high usage of
[43:45] the sub checkout and then you say okay
[43:48] and that might be John shift and you say
[43:50] John you are really good at kind of
[43:53] managing the customer flow and really
[43:58] is what he's saying is it where he's
[44:01] standing is it his body language y you
[44:04] need to go showan sucks at
[44:08] it you look at the camera like that is
[44:11] what he's doing differently and then
[44:13] because he might not even recognize it
[44:16] exactly yeah that's excellent point
[44:19] there like really being able to go from
[44:21] the 30,000 foot on what you're trying to
[44:24] solve what decision you're trying to
[44:25] make and get all the way down
[44:27] this is the reason why it works but this
[44:29] is the reason why it's not quite working
[44:31] or it's and so you know that's a great
[44:35] way of saying John you know everything
[44:37] we're talking about here 30,000 fo level
[44:39] we have 30,000 we don't I don't need you
[44:41] for the 30,000 fo level that data has
[44:44] always been there it's been there since
[44:45] I've ever been there but you know how
[44:48] you get to the point at 30,000 level is
[44:50] done by the one foot level exctly and
[44:52] that and at the end of the day whether
[44:54] we're talking margins pricing yeah that
[44:57] decision very micro but but but the
[45:00] impact is macro where you start the
[45:02] decision you're at the one foot level
[45:04] and then
[45:08] that um we're starting to get close on
[45:10] time here so kind of a bit kind of go
[45:13] over to questions um from the crowd here
[45:17] anybody have any questions for uh smart
[45:20] retailers up
[45:22] here do the managers have power
[45:25] themselves look at
[45:27] right
[45:29] there so um Chain by Chain that's that's
[45:32] a little different you know some uh some
[45:34] chains will give managers access to
[45:38] maybe one or few different dashboards
[45:40] that are very specific to them I
[45:41] mentioned the one that they use for the
[45:43] bonus program um you know they might
[45:46] just have something like that uh some
[45:48] will let them see them versus others
[45:51] within their District or maybe across
[45:53] the whole chain so they can you know
[45:55] have that competitive aspect and some uh
[45:58] might just have them um being emailed
[46:00] reports and stuff like that out of the
[46:01] platform because you can automate uh uh
[46:04] reporting on schedule so you know right
[46:06] before their morning meeting they get it
[46:07] right in their inbox or maybe there's a
[46:10] weekly uh District meeting that all the
[46:13] manager the district manager manager to
[46:15] all get their report right before that
[46:17] something that so really kind of runs
[46:20] the G and really it it should be aligned
[46:23] to the organizational strategy of your
[46:27] so it's one of the things that our
[46:29] education team will coach you through as
[46:31] as we're we're working together on you
[46:33] know partnering around your project okay
[46:35] you know what what is the way for your
[46:37] chain and then how do we you know layer
[46:42] measurement and data on top of that so
[46:44] that you can change to be more
[46:48] data excellent question and you
[46:53] guys probably pointed towards Brian on
[46:57] the assumption that you have a pretty
[46:58] robust it department and you probably
[47:01] have Co writers at your scale what made
[47:04] you made to make the decision to partner
[47:07] with a third party versus doing
[47:10] something like this internally
[47:14] yeah it came down to this to say I mean
[47:18] I understand in stor you think we're we
[47:21] only seven people in my department
[47:22] including myself what we found was I I
[47:26] had in some
[47:28] cases two people a week that were
[47:30] consumed with when they should have been
[47:32] doing so many other I call some it
[47:36] everything it is more important than
[47:37] what you need PL of course we they were
[47:40] consumed with creating reports for users
[47:43] that weren't
[47:44] able to do their own reporting so we
[47:47] wanted a platform that was
[47:49] just I think Al said on the phone call
[47:52] we had a couple weeks ago said their
[47:54] platform is designed for reporing
[47:57] whereas the other one just kind of had
[47:58] to reporting as a added so to give that
[48:02] user that ability to create their own
[48:05] reports any way they want to see it
[48:07] without having to keep coming to our it
[48:09] Department one yeah I'm having a problem
[48:12] here I don't understand because the
[48:14] training was and I again this isn't
[48:18] exaggeration of all the products that
[48:21] we've helped support this was the
[48:23] easiest left and the fastest training um
[48:27] their team created little training
[48:29] videos enough to keep attention you know
[48:32] um that were utilizing for that end user
[48:36] to learn how to use the report so it's
[48:38] it even takes more away from the own is
[48:41] from us so and we're you know it's XML
[48:45] files that we're creating anyway for for
[48:48] other programs that we're using and so
[48:50] was just all right there but they're
[48:51] able to just take those kpis out without
[48:54] me having to utilize my program go okay
[48:57] now I'm going to spend the next 40 hours
[48:59] for spe excuse me a specific report so
[49:03] that that was a true win from our side
[49:05] we were able to I don't know if the save
[49:08] money is the right word but we didn't
[49:09] have to look down the road and go do we
[49:11] need to add somebody for all these
[49:13] reporting we didn't we knew at that
[49:15] point we didn't have to do that with
[49:18] with with that partnership so I hope
[49:20] that answers your question yeah yeah
[49:22] just a quick followup back office wise
[49:23] what did you guys or what do you have
[49:25] did you have you you partner I we still
[49:32] do just on your point like you know
[49:36] being from a software developer
[49:37] background myself I know that you know
[49:39] software developers and programmers you
[49:41] know ad hoc reporting isn't the most
[49:43] enriching and exciting work to do and so
[49:47] down I got make a report for so and so
[49:48] so and so and so and so now those guys
[49:52] can you know spend their time doing
[49:54] stuff that's strategic for you corre
[49:56] whereas you know before they
[49:59] were day to day service of all those
[50:04] reports question Alan when you mentioned
[50:07] happier stores are self check how long
[50:10] or did you keep someone a cashier
[50:13] besides a main cashier did you keep a
[50:15] cashier out helping them learn to use or
[50:18] directing them to the self checkouts
[50:20] yeah and if you did for how long well so
[50:25] um here we typically structure we've got
[50:28] what we call our checkout cashier so
[50:31] they can be either um behind the check
[50:35] out Cabinetry and greeting the customers
[50:37] as they come up or they can be in front
[50:38] greeting the customers as they come in
[50:39] and actually walk them to them uh and
[50:42] then we have a sales for cashier and
[50:43] then we've got our management that is
[50:45] generally kind of the structure of our
[50:47] self checkouts the the idea is and we
[50:51] will roll that out basically right out
[50:53] of the gate the um
[50:56] somebody needs help to if we need a
[50:59] second person so we have truck stops and
[51:01] we have Smart t or the customer needs
[51:05] more help that is involved and just
[51:07] quick all of our customers uh employees
[51:10] have headsets so the idea is that the
[51:13] main cashier is taking the customer line
[51:16] when somebody needs more involvement
[51:18] than that then we call over the sales
[51:20] Flor cash year and say you back to the
[51:22] check to come address that that is
[51:24] pretty that's the pretty standard got
[51:27] did you have a percentage ratio that you
[51:29] got to that you target to hit uh we do
[51:33] so we T we start and we didn't know I
[51:35] mean it was almost arbitrary but we
[51:37] started with a 55% Target rate so
[51:41] transactions inside the store take out
[51:43] the fuel but take out the fuel out of
[51:45] the pumps transactions in the side of
[51:47] the store our goal was to get to 55% we
[51:51] now are running at 77% of our
[51:53] transactions on self checkout
[51:56] that is a very important kpi that we
[52:00] have um that we send out to the DM GMS
[52:07] and that is a regular discussion at
[52:09] those
[52:10] stores and then to this point like it
[52:13] was well get measure gets managed I
[52:15] think you said earlier and I completely
[52:17] agree with that when you're showing them
[52:19] like their Trends and how they're
[52:21] performing at it and some of them I
[52:23] don't know how many people have self
[52:24] check out know believer customer sa your
[52:27] self check out you hear that all the
[52:29] time and um I'm a big believer in hating
[52:33] customer lines so and self checkout is
[52:35] amazing at breaking customer so when you
[52:38] hear certain managers say well we have
[52:40] three people complaining and that's why
[52:43] I can't get anyone to use I'm like well
[52:44] look at these stores look at your peers
[52:46] in the same Market you're in and look at
[52:48] where they're doing it like you don't
[52:50] have to take my word that people are
[52:51] buying into this idea the customer base
[52:55] is doing so let's change that your
[53:01] store time for one more
[53:03] here kind two-part question so Bri
[53:06] mentioned earlier there was a heat Trace
[53:08] map or something that's in part of the
[53:10] software so in that heat Trace is that
[53:14] data being
[53:15] taken product that's the Shel bought
[53:19] placed in certain areas to
[53:24] create so
[53:26] different visualization so uh you know
[53:29] heat maps are just one one way to
[53:30] visualize I Brian's Brian was talk was
[53:34] it customer traffic or yeah so basically
[53:37] a customer traffic heat map based off of
[53:39] time of day over the course of the week
[53:42] and so you can see you know okay well
[53:44] here here's our hot points and here's
[53:45] our cold points and just very quickly
[53:47] you know get that visual understanding
[53:50] um you know but there's a variety of
[53:53] other ways to visualize data and one of
[53:55] the things on his PR experience that is
[53:59] tailored to whoever role or Cort within
[54:03] the organization so that it makes sense
[54:05] to how they work second so how
[54:10] you so taking the data that you that you
[54:13] take out of the software knowing that
[54:16] this this candy bar take this is a is a
[54:20] hot right sales pry High you then take
[54:22] that maybe place it somewhere else
[54:24] you're trying to p dve towards something
[54:27] else that maybe trying to and you be
[54:30] able utilize the soft in that manner
[54:33] push people towards that well that's
[54:36] that's exactly I mean I think that's one
[54:38] of the biggest part of softw it might be
[54:40] candy bar might be food service you know
[54:41] big part is the no type stuff you know
[54:45] you know you're trying to figure out
[54:47] is you know for me is trying to figure
[54:49] out in our store what would a customer
[54:53] buy that he wasn't before he walked in
[54:57] that store and trying to figure out that
[54:58] product category and if you're if you're
[55:01] always going to come to market with the
[55:03] exact same thing you're never changing
[55:04] your behavior at the day is not going to
[55:06] tell you anything you know you have to
[55:07] change your strategies and see those
[55:10] results so to your point rich like you
[55:12] start moving products whether it be a
[55:15] whether it be a you know sandwiches or
[55:18] whatever pop you know we're getting big
[55:20] into popcorn now uh and trying to figure
[55:22] out where you can Market that and get
[55:25] customers plan on buying that but now I
[55:29] will you can't get those until you start
[55:32] those
[55:33] things and also the Imp that on the
[55:36] other things basket we do a lot of we
[55:38] have a lot of machine
[55:41] learning model so you look right at that
[55:44] pop and say okay here are the other
[55:46] items that are that customers most
[55:48] likely
[55:52] buy to drive them that
[55:57] me your product
[55:59] relationship your big L is you know you
[56:03] do have things that you're trying to
[56:04] drive traffic trying to drive purchases
[56:07] and those are the things that you know
[56:09] you're going to accept lower margins on
[56:11] because
[56:15] it's why I always Rel
[56:27] um I
[56:28] think pretty much yeah we're out out of
[56:31] time here but um so uh thank you Alan
[56:35] thank you Brian uh thank you to
[56:37] everybody who came this morning I hope
[56:39] this was uh