Extreme Digital:
Driving Revenue and Growth Through Omnichannel Transformation

Hello there, and thank you for joining us on today's Retail Talks episode. My name is Payal Hindocha, and I lead our product marketing across our industry solutions at Emarsys. And at Emarsys, our market leadership and customer engagement is primarily because we get to build our technology to accelerate the growth of such innovative brands like Extreme Digital. And Extreme Digital are a multichannel retailer who specialize in electronics and home appliances in Hungary. But they're leading the way on digital and omnichannel transformation. And the merger with IMag, who are a pure-play electronics retailer, is really aimed at strengthening their global e-commerce and retail presences through their omnichannel transformation. And I'm really, really happy to be joined by such an influential marketer in e-commerce and the digital marketing space today, Szilvia Szarka from Extreme Digital. Thank you for joining us, Szilvia, today, and it's a pleasure to have you here. And we have a global audience today, and it'd be really great to give everyone some insights into your leadership in digital marketing and also a little bit about who you are, who Extreme Digital is, who IMag is and how your team fits into the structure of these organizations. Thank you very much for having me. I'm Szilvia Szarka. I'm working in Extreme Digital for eight years now, and actually I'm working in e-commerce for 13 years now. So I'd rather stick to this market for a long time. And I really love to work in e-commerce. So my role at Extreme Digital… Actually I was growing with the whole company because Extreme Digital was starting as a very, very small business company 18 years ago. And when I joined the company, actually, we did start the huge growing strategy and the huge growing success in the market. So when I started, I had, I think, four… four on the team, and now I'm having 30 on… 30 on the team. So it's a huge jump. And for me, it was a huge roller coaster as well. I learned a lot, and actually I think I'm learning still and I'm attached to the digital marketing since. That is a really big team to manage in such a… manage in such a short space of time, and especially in this year where we've seen a… Globally, that it's been such a challenging year with all of the changes. What are some of the highlights and some of the challenges, especially now that you as a brand have faced, this team have faced, and how do you overcome some of these challenges? Yes, it's a very interesting year. And also, considering that Extreme Digital has started to merge with our biggest competitor last year. We actually agreed on the merge on last November, and we started actually the process of the merging of the two companies in January, and after January, the coronavirus situation came over on top of these merger activities. And for us, it was a very game-changer situation that we needed to handle both brands and both companies in the same time and on the same same values and in the same circumstances. So it was a very, very, very interesting and very challenging situation. We got used to that our market [is] changing very fast, and we are facing new ideas and new innovations and new product lines in a very, very short term, and we are flexible to change on a very, very short time, but in this year when we had to face through… Focus on our teams and our hearts and our families. In the same time, it was particularly difficult to face that. In the same time in our market, it was a rising point for the online marketers as well. So we were not just facing the difficulties, but we were facing with Christmas time again but without preparation. And in just two days, we had to face the… like double of the revenue and double the customer care and everything, what we need to do from time to time. So we didn't sleep too much in the spring time, but now I think we learned to adapt to a lot of new situations, and we learn to adapt, to think more of the user point of view and see the impact of the market and react very, very flexibly. That's really great to hear, and to be able to make some of those changes and being able to react quickly to market changes and consumer behavior… Often brands find it really difficult to do that because they maybe have different solutions in place or different capabilities in place or the data is not in the right place. How has having the right technology and your data in the right place really helped you overcome some of the challenges that you faced not only in this year but even in the last year? And how has it helped you move forward and stay agile and really be where your customer is? I think we were lucky in some ways because in the last four years it was particularly difficult for us to… We reached a growing point with Extreme Digital that we had to jump on one level to the other. And actually we were like… We had to come over our obstacles in a lot of ways and in terms of data structures, in terms of automatic activities, and also to bring a new level of our execution. So we made a lot of changes, and actually we made a lot of involvement in innovations in our teams and our systems, what we are using. So when we faced these difficulties, we already knew how to handle these kind of activities. We already had a lot of optimizations. We already had a lot of learnings, how to react to the market. So it wasn't new for us. It was only the volume which made it very, very difficult. And because of this last year's involvement, that's why it was handleable. And I think we overcame this situation in a very good way. And our coworkers and our teams reflected on a very good way of this situation, and we brought, you know, the best out of it actually at the end. And by having the right kind of technology in place, especially in this year where stores were shut. You had to see what impact it had on your online business. And last year, when stores were open, like you had to really.. Or you had to have the right solution in place to to understand how your marketing was impacting both your stores as well as your online business. So how did you go about actually doing that with having the right solution in place to help you and your teams? Our businesses always were driven by digital marketing activities, because we were actually communicating on a digital level the most and also reacting and connecting with our customer on the digital level. But as you know, and as you've already told our audience, we have 17 stores, and we also have a very, very huge business and on the offline in our stores. Actually, before the virus situation, we ended our year end with 60% of our business in our stores. It's a huge share, and it's a huge number. Hungarian people really like to go in stores and have a personal look and have a personal feeling and the personal conversation before buying something big for themselves. So when the virus came, it's really showed the effect for us. But as we know that our digital conversations and our digital activities leading the business, we were able to follow, and we were able to analyze in the past how does it affect our offline business. And we are following up. If we are communicating on the right direction and we are leading our customers to the stores, it works. And we can check that the conversations based on the stores are growing. And if we are communicating on a different structure, it just ended up on a digital level. So we know how to do that, because we can measure it. Emarsys also can have a strong base, because we were able to install all the offline data as well to Emarsys and follow up or the digital communication which ended up in the stores. And actually now we can connect the user experience and the user journey up until the end of the store conversations as well. And that's why we were really happy to see the results in both sides. And when the virus came to our country and we had to close partially our stores, it was very, very easy to shift the conversations and the customers to the online channels. So for us, it was very easy to drive, and it was very easy to follow actually these shifts during the COVID situation. And it's really interesting to be talking about that 60% of your revenue happens in physical stores. Before the pandemic, we saw this shift about between 80/20 offline to online or 70/30, just depending on the market. But when when you opened up a new store, did you see any significant impact either on your other stores or on your online business? And kind of what was the… How did you measure that? Because a lot of the time if a brand opens up a store, it tends to have a positive effect on the brand. But then if they close a store, it tends to have the reverse effect on their brand. How did you see that look at Extreme Digital? And so it's very easy to see for sure. We follow up with our old system and the new ERP system and our BI system, and everywhere you see the numbers separately, what made or ended up in the stores and ended up on digital. But for us it's the most interesting thing to see in this shifting, if you can connect it with the communication that we made, and when we open the store and we are creating a promotion to that particular store that we're opening, and we want to, let's say, that… lead that store to the business and use that store as the first time to make sure that everyone knows that we have a new store, we have a new location. It really shows. And we can follow up the whole communication flow. If we launch a campaign to open a new store, like, for example, last summer, we opened the new store, and you got it in the very center of Budapest. And it's really our flagship store, new flagship store. And we made a launch campaign, and we actually launched a huge digital campaign to introduce the store. And we can follow up by the whole end of the user journey and the whole end of the conversations. How can we make the impact of the actual users? It was very, very, very good to see the connections and good to see the tools that we were using had the effect the result of the campaign. And that's why it's a very successful story for us. When we started to shift and started to have all the offline data was going through the Emarsys system because it was really a new journey for us to see that connection, because from the start, we have like separate two businesses in Extreme Digital, a digital and an offline business, and we always just guessed the connections, and we always just guessed the lead stopped. And now we see the actual connection. And now can we see how to communicate for that particular store. It really shows up on that particular store's results. So it's very, very, very good. Especially in this last year where we've seen what brands have to do or what they had planned to do in five years, they've actually had to do it this year. So it's so great to hear that by having all of your data in one place, you are able to really maximize what you are able to do with that data across both your retail presence and your online digital presence. Typically, for many brands, it's very hard to do this if the data is not in the right place or if, like you mentioned, your offline data is not talking to your online data to be able to have that single view. Before you had that the right solution in place, what kind of challenges did you see and how were you able to do anything or how difficult was it to have everything in disparate systems? Actually at Extreme Digital, we are working a lot of systems in parallel, and we are having the original problem that our old systems have a different data structure. And that's why we have difficulty to see the customer itself in our data system. So that's why we were happy to see Emarsys when we launched the tool and introduced to our marketing team, because now with Emarsys we can see actually the customer behavior up on our communication. And before that we actually… What we did, we measured the offline data and the online data, and we just followed the liftoff, and we didn't see the connection. We just see the trend. And what we did is we tried and tested that if I pulled this trigger, then we had different results. And it takes a lot of time to figure it out, the best mix and the optimal solution for communications flow. Now with Emarsys, it's much easier because we see the results in a day or two, and we can decide more quickly, and we can analyze the data more quickly. And actually what we are doing now that we're using Emarsys as a secondary analysis system, and we are putting next… We are putting the data next to our sales data, and we now see the correlation in parallel, like in daily business. So it's very hard to make quick decisions and also a very quick improvement even in a campaign or during a campaign, which we launched. That's really great to hear. A lot of friends in the industry today, they struggle to see the impact of what their digital campaigns are having on their business. And also, you mentioned the point about having… You had to manually stitch together like your offline part and then your online part. Typically a lot of resources are required to be able to do this. Did you see efficiency in the way that you were able to do this now by having them pull the data together? Of course, we see a lot of improvement on efficiency, and also we see that since we're using Emarsys actually in the same time we introduced the other BI systems also in the company, and it's much easier to, you know, talk to each other. The systems can integrate that data, and we're very much easier to get every day or even live results from our daily business. And it really saves a lot of time. And also, since we're using Emarsys and also using the BI system, we were able to develop our leadership teams as well, and we were able to create like a high-level reporting system. And we can actually connect all the department's activities and all the department's data, and we can really do some business together and connect, you know, the results. And it's very, very good to see. And also, it makes us more efficient as leaders to prepare for the future, to think for new strategies and also reach our goals and results. It's a really interesting point you raise around having your leadership tied to what you're doing from a marketing level and really getting that executive sponsorship, because typically what we see is there's still many different silos, not only in the data, but in the teams as well, and kind of getting the organization together to come towards a common goal. But then having the right technology in place to be able to do that is something that it's one of the first times we've heard some of our clients do this, and many of our brands across the globe also do that, which is why we're so privileged to work with them. Innovative brands such as you, were you able to break down those silos, break down not only the silos in the data, but also in your teams and work towards a common goal and really align what you're doing from a marketing perspective right up to the business and then measure the impact of that, which is something that is often broken down or often not incorrectly measured. So, depending on like… Basically you've given us a lot of insights on how it's valuable for your business and your teams and your structure, how has it been beneficial for you as a marketing department? Like, how have you been able to set the right campaigns up, really use automation and personalization to your benefit, having your online and offline data together? It's not actually it's not just having the data to together, but also the whole Emarsys system gave us a lot of opportunities and a lot of tools to use. And as we are working as an e-commerce marketer, we're working very closely together with our vendors. It means that we're having a lot of segmented communication, a lot of targeted communication. And the first really good results from Emarsys is to have a system which can follow up these kind of activities on a very easy way, because we now have a data system which can segment in any way we want, and we can target really separate audiences and also make like not just optimizations, but communication flows based on that. And we're having a lot of companies which are made upon this idea that we're filling up actually a segment of goals in marketing. And our vendors and our co-operators are very happy with the results also, and we are very enjoying to to be like really supportive role and the separate companies based on this smaller target. It's very interesting to me. It's like, you know, happy work, besides the must haves, and they also bring the results. We are using a lot of tools within Emarsys like, for example, back channel tools and recommendation tools, which helps us pretty much to boost the business and also gives us a very cool way to engage with our customers because they have relevant content coming from us. So as a marketing team, the value of automation sometimes is… It's not really seen. It's sometimes as either a luxury, or it's sometimes seen as nice to have, I think. But like the value of automation and personalization, how has it helped like your marketing team being really agile, especially in a time like this where you had to move quickly to consumer behavior. You had to really set things up and also, more often than not, maybe perhaps working with a reduced team. So how have you been really agile and how have you been able to keep up with the pace of change of your consumers? So if we're faced with a new problem or a new… Or we're required to have a new solution for something on marketing communication, we always sit down with my team, and we try to follow up the whole customer journey to see that how can we build up the whole journey. And if we find a solution, for example, these kind of vendor activities when we have a special promotion flow where our special communication flow requires, we are always trying to think deeply and have a solution which can be built into our everyday business, because we know that if we have a problem, we're going to have the same problem in two weeks. And we're trying to have some solution that can be automated or it can be very, very easy to copy to another similar activity or a similar campaign. So what is very beneficial for us that if we are building up a very good optimization or a very good communication flow, we can easily be in for a long-term solution. And it's always growing. We always have new tasks. We're always having new ideas. And it's growing really like month by month. And it gives us like a more powerful and more structured communication, which actually at the end really builds engagement for our customers, because at the end, they're having the benefits from it and the content and the extra promotional activities. I don't know if it makes sense, what I'm telling you. Oh, 100%. Definitely it makes sense. Your marketing is impacting your business in a positive way, but it's also getting your customers to engage with you at a different level, and across your customer base, you've got new customers, existing customers, loyal customers. How has… You mentioned that the power of segmentation and the power of using predict. How have you tailored some of your campaigns across customers, across your lifecycle? Because engagement for a new customer is different from an engagement for an existing customer or a loyal customer. So how do you use the value of what you have in terms of your technology to really bring this all together and grow your customer database? You think of them in a lot of ways, but we are actually learning to build up the structure and build up the whole system of the segmented customer communication because it's very complicated. We have a very huge portfolio. And so we're always having, as this year showed us, particularly that everything changes around us and we're always facing new challenges. So if we're starting to focus on one thing, there's always another coming up. So we more or less, on and off on the structure, and we are mainly focusing on the seasonal challenges we are facing because, as you know, most of the retailers facing that challenge that we have to bring out the season as much as possible because that's what actually decides if we're having a successful year or not. So the whole year will be building on that particular point. And we have to bring the most out of our strength. So mostly our new customer and engaged customer communication build on that seasonality. And we are focusing on having new customers before the season to boost up our customer base. And then we are trying to keep them after the season on the long run. And then we are focusing on loyalty activities, loyalty programs, and segmented communication to keep their interest and also make them come as much as possible to our platform and buy. And from a customer engagement perspective, having your view of your e-commerce side of the business is extremely valuable, but how have you seen the benefit on your customers of having, like, what they engage with in stores and bringing that offline date in? But how kind of how has that impacted your customers? We've covered your business, your marketing, But how has having all of your data, your online and off, really impacted that customer engagement? What is interesting that based on the localization of our stores, really the interest is different around each store, and we're gathering the information that what our customers are looking for and what are they buying in the stores and how do they get into the stores? What are the shares of the offline and online engagement? And in the stores and up on this, we can build up the stock of each each location in a different way. And we're having different portfolios stored in the location of each store and also we are gathering the customer information not just through Emarsys, but from the customers itself in stores. And we're trying to connect the customer view and our data and then use it in the store alignment. And those within the store activity is what our sales colleagues mean. Really interesting point you raise, because especially in this year, where stores could be opening, closing, opening, closing, and by having that single view of your customer with all of their attributes, their online activity as well as what they do offline… When your stores opened up or if they were operating at even reduced hours, what impact did that have on your stores as well as on your online business? Actually, what was interesting to see that when we needed to close partially our stores, really most of the customers try to find the ways to buy things online and pay online, and also the virus situation made the people more use their credit cards and more use the services online. So we started to see a huge shift on these kind of services. But actually, the Hungarian people have some really interesting user behavior which the COVID situation can change in the long term. So when our stores opened up completely again, most of the changes shifted back to normal. And we are having the same shares and the same customer behaviors as before the lockdown. That's really interesting to know that although people may have changed where they buy, their behaviors generally haven't changed. Something that we saw this morning in Australia because Melbourne has been on lockdown for, I think, the last six weeks now. And now that stores have opened up, people have just rushed into stores tto buy everything that they can buy. So they're obviously itching to go and get out of the house and not shop online anymore. Or to have some kind of interaction with physical touchpoints with the brands that they love. Which brings me to another point where this year we've seen so many stores closed, not just temporarily, but even permanently. There's always that importance of having that physical touchpoint with a brand. And you so eloquently elaborated it just now that consumer behavior doesn't change. They still want that physical touchpoint with the brand. And we've seen that across many of the brands that we've worked with where they are either pure-play online retailers and are now opening a store presence just to give their consumers a physical touchpoint with their brand and another way for them to engage with their brand. So really seeing omnichannel, not just omnichannel in-store and omnichannel online, but omnichannel as a brand and really seeing how their customers behave and then reacting that way. Szilvia, you've given us some really amazing insights here. And how have… From a team perspective, I mean, being agile is something that we see or we hear of many times in the industry today. How have you and your team really been able to stay agile and deliver fresh campaigns based on seasonality, like you mentioned, or based on a new trend that you're seeing or if you're applying a new cohort of customers, or how do you acquire that new cohort of customers? How do you really move extremely quickly to that? It's very difficult, and I think it's a huge challenge for us leaders to make our teams able to have this kind of connection to their work and be able to drive in every day and every week, and also this year showed us that… The normal seasonality we missed this year because we didn't have low months and we didn't have like a little bit easier seasonality this year. We didn't have that. We fear that from February, we'll have Christmas, and also Christmas still ahead of us. So all of my teams are really stressed and also a little bit tired of this year. And we are always focusing that, making time and make opportunities to just just take them out from the everyday business and give like a challenge to them and have workshops and have, like, happy projects to work on to to be able to keep them motivated and also keep them agile. And we also really feel [it's] important to have the space and time for growing our knowledge. And we are having a lot of inside workshops and a lot of inside training for my team, and we're trying to follow up the market because, you know, in everyday life, we're just focusing on the goals that we're focusing on the everyday tasks. And we need to focus sometimes to look around in the market and see others. How do they do their business and what are the innovations on the market? And we try to focus on this, always I'm bringing in to the team and try to find a new task where we can try new methods. We can try new activities and see how does it work in our business. And what we are very proud of, and it's very good to work in a company where we leaders have a very, very big area to work with, and we are allowed to have decisions, and we are allowed to test new activities and new campaigns and new methods in real time on the real customers. And it makes us the vibe to feel that we are important and we are the ones who make the customers happy at the end. Of course, and that's why you're so successful even in such a challenging year. And across the globe, we've seen, especially at home appliances, electronics is still a huge demand for that, even though they're locked away in their homes. We may just enter another national lockdown here in the U.K. We don't know. But if your teams are very motivated and that inspires innovation, that inspires you to do something different, but having the right tools in place, the right automation and the right programs in place to be able to really bring that innovation to life is something else. So how how is using the right tool, being able to leverage some of the innovation that your team has come up with? And how do you bring creativity, innovation, and then automation to life to really engage with your customer? I think the first of all is to have the tools which allows us to be creative and to be, you know, innovative. So I think the zero point of these three is to have the right tools in the house. And we really happy to have Emarsys, and we really too happy to have actually the opportunity to reach out and to try other things. We also tried some new tools during the lockdown to see if we can integrate these with the Emarsys system and integrate it with our customer flow. We are already testing this, actually, but I think the key is that to let the people play and let the people try whatever they want to try, and if we have a tool which connected in a lot of ways to other systems and other solutions in our digital area and our digital world, that…. I'm sorry… It makes us easy to really reach out and to think creatively and think outside of the box. And although this year it's not not a game changer for us in terms of timing and in terms of focus because of the COVID situation, because of the merger, we are having other priorities. But at the end, we have the opportunity to… [inaudible]. That's really great to hear how innovation and creativity is not stifled because you've got the right tool. You've got the right automations in place, and that frees up time for marketing to do marketing. And people can be amazing and really engage with your customers, which makes an impact on your business. So you've given us so many insights. How are you measuring the success of what you're doing? Because often we see that it's difficult for marketing to really prove value to how they're measuring success or delivering success to a business. And you've clearly really cracked that. And Extreme Digital is extremely lucky to have a team like yours who's able to really show value, be creative as well as measure that towards your business and show that to your business. Measurement. It's a different story, I think, in every company's life, because in one hand, we have to measure a lot of hard KPIs for the business and we have to really follow up on a daily basis on what we are investing and what we are getting at the end. And we are very, very much profit-based and a profit-driven business. I think it's not a secret from our side. And that's why the whole marketing team have like a strict rule to keep the level of the investment in a very specific way. And if we are keeping that level, in between we can shift whatever we want. And if we are trying to push in one channel to the other, if we make, you know, the results, and if we bring up the customers and bring in the customers actually, it makes sense to do that, and also the company allows us to do that. So that's why on marketing, I think we having an easier job than the other departments because we have a very, very big playground to to use. But also we're measuring every channel on the customer level also, that how much customer can we bring in and how many conversations can we get from that channel? And also we're measuring the whole ecosystem together, and we're measuring the shifts of each channel and comparing to each other. And we're trying to focus on the connections because we know that it's not based on one metric, not based on one email to get the customer. It makes a whole ecosystem. And we need to talk to customers in a separate way and in the separate directions to make sure that they are going to buy from us. And that's why we actually measuring every channel in a little bit different way. But at the end, we are structuring it to be able to provide at the end that how much was the investment and how much did we get from it? But in between, it's a very [dependent] per situation because there are some tools which are just for having fun with the customers, and there are some tools which brings the money on the table. And I'm hoping you have the right tools to bring the money on the table as well as [keeping] you and your business happy and your customers happy. That's really great to hear, Szylvia. And in terms of the value that marketing have delivered to your business, not just in this year, but like in last year or whenever you had the right technology in place, which had all your data together, what kind of uplift did you see? How has that shift really made an impact on your business by having the single view of your business, being able to use marketing across all of your channels, measuring the success of each channel on the performance and also against your customers? And what kind of uplift have you seen to your business? Glad you mentioned that every brand is about profitability, every nonprofit organization is about profitability. So how have you… Or what kind of numbers have you seen or what kind of uplift have you seen by using the right tools? And actually, for example, Emarsys brought us a lot of different uplifts in our workflows. We started to use it four years ago, and when we shifted our database to Emarsys, we first just started to use for personalized email marketing system. And the first year when we moved into the system, actually we doubled the database, and we also doubled the revenue coming from this channel. And we were really able to fix the whole idea how to handle the email marketing channel, because I think four years ago that was the point when it started to a little bit change. It wasn't enough to reach the people, but it was more important to keep the people interested and keep the people close to the brand. And it was very, very new for us to see the segmentation and see the different kind of communication which we were able to do with that customers. And the first two years, we were growing like hell, really even with the database, even with the revenue. And we also started to fill the Emarsys system with new optimizations, with new customer communication flows. And it started to grow in a very, very good way, in a very healthy way. And after two years, we were there to, 'Oh, come on, we can't do it again! And we can't grow it that much again.' And then a lot of new tools came into Emarsys, and a lot of new innovations came into Emarsys, which gives us a new view of the whole thing. And we started to think about of Emarsys as a marketing system, not only email marketing tool anymore. And we started to focus on that, the customer segment, the Smart Insight solutions to see the actual customer base, what we are having, and how can we can we motivate them? How can we keep that and keep all the customers or keep most of the customers active within our communication ecosystem? So Emarsys always gives us new opportunities to grow and new opportunities to learn how to connect more with the customers. And it's always a new challenge ahead of us. Last year, we started to learn back channel, which was a new solution for us to connect the website with our email communication and also have personalized messages placed in our website. So really, it's always a new thing for us and always gives us a really huge impact to think in a different way for communication or from communication. And in terms of that, the customer communication and the personalization that kept your customers engaged with you, how has that engagement resulted in some kind of impact on your business, like in terms of your customers buying more often? Did you see them going up? How often were they buying from you again, considering that, considering the products that you sell, that they generally high-value products. So if you buy a TV, you want to buy a TV for it for a long time. How have you… What kind of changes have you seen in the average order value or purchase frequency or even your items per order across your online actual store business? We see a lot of changes, and actually I think one year ago, we started to focus on loyalty and to give really benefits to our communication flows. And we see the results that our average order value grew, I think, 32% from average in this channel. So it was very interesting to see. And also, we were able to activate more customers because of the loyal messages and because of the flows we were building to reach them. And also they buy like a little bit more often than the average users. Well, that's… It's sometimes when… Because we do product marketing, it's when you say 'have customers buy more often,' sometimes it's really nice to quantify that with you telling me that your customers are now buying more often. Like how often are they buying now? Considering you sell TVs and washing machines and electrical appliances. So how often has… Or what kind of uptick have you seen in your customer engagement and what they're purchasing? Actually, it's very interesting. I was very surprised when I saw the number that that our most loyal customer base, which takes like 15% from our database, they buy more than 13 times in a year from us, which is… I think it's a very high number. That's a really high number. It's a really high number. And the active users, which is… I think it's about 40% of our database are active, and they're buying four times in a year. And actually, it's a little bit… I think this number, it's 3.5 in other channels on average. And when you mean other channels, does that mean online and offline? So are you seeing this kind of across your stores and your online business? Yes, it's more or less the same because, as I mentioned, we really like a digital driven… We are doing a really digital-driven communication, and it's really we're having the same effect. And also we have, like the policy that we are doing are the same promotions online and offline as well. The only exception, if we are opening a new store, but normally we're never having a lot of promotion or differentiate between the retail and the e-tail business. Yeah, that's that's a really, really amazing transformational change, and especially when you're opening up a new store. How do you see these numbers shift when you're opening up a new store? It's difficult as we are not often opening a new store. Last year when we opened a new [store], it made us like a 15% uplift on the retail business on that particular week when we have the opening promotion. Well, it's great to know that you can see that kind of insight of what's happening when you open up a new store, what happens to all your existing stores, and then what impact does it have on your online business? And naturally, if you're opening up a new store, that's really good brand visibility. You're likely to see online business go up as well. Szylvia, thank you. Thank you so much for those valuable insights. Is there is there anything else you'd like to share in terms of the value that you're seeing using the tools that you have? And is there anything you'd like to share with our audience in terms of, like, how we can help the industry to really accelerate the digital transformation, be as amazing as brands like you are, who even in a tough year like this, you still managed to grow? My favorite of the value of this tool is that it allows us to have a different level view of what we are doing, because the whole dashboard and analysis system of Emarsys gives us different kind of views. And it's very easy for me as a leader to just jump in and check the dashboard and see the trends, what we have in the last couple of days or weeks. And it's very easy for my colleagues who are using Emarsys on a daily basis to deep dive and have a really good analysis and have good ideas based on the results and based on our data and our campaign management tools. So it's really good to have a common understanding and the common platform. Then we all have the structure of data, what we need for our work in just really one click. Thank you for that insight, and just a final question for me is going into next year, nobody knows what next year is going to look for us. Do you have any viewpoints or any insights or anything you'd like to share with us on where you as a leader and also as a brand, where you see some of the challenges in the industry, but also some of the opportunities? I think everyone has the same problems, that the predictability is just missing these days. And it's very difficult to plan, and it's very difficult to see ahead. But basically we see that the online business is still going to grow, and it's still on the trend. We can support that demand what the market brings us and gives us other opportunities to just jump in and building to our plans for the future, but also in our particular situation is the merge what we are facing. It's the biggest challenge for the next year, because we have to bring into brand and position to run in the market to be able to grow together and not hurt each other customer base. And for us, that's the most important challenge, to see the two database, two customer base in the same view and to find ways to maximize both of them. And really Emarsys can help you with that challenge. Szylvia, thank you so much for your time today. I most certainly learned so much and found your insights extremely valuable, and I'm pretty sure our audience will do, too. Is anything else you'd like to to share before we end our webinar or Zoom chat? I just would like to thank you for the opportunity of having me. It was a very interesting discussion. Thank you very much for your helping questions. You're more than welcome. It's more of a discussion rather than a Q&A or that way, because I didn't expect to ask you some of those questions, but it was a really good discussion. Thank you so much for that.