First of all, very welcome to our masterclass. It's an honor to be here. It's my first time at the OMR. I spoke at the DMEXCO several times. However, I'm very proud to have David from PUMA with us today. And we will share several insights with you about our partnership with PUMA. And David, will talk about his experience, as well as the challenges that we are facing right now in the digital marketing world, especially when it comes to business disruption. Stephanie will take over and run a fireside chat with David. And then the last 15 minutes are for you. If you have any questions, please feel free to ask. It's your chance. I think it's a great brand and a great opportunity to learn from one of the best brands out there and driving customer engagement. To set the scene today, when we talk about the state of direct-to-consumer. We have three areas that probably everyone is aware of. So when we come from the marketing or IT department, you're always facing these issues. The first point is that we have increasingly empowered consumers out there - this trend started even before COVID, but it has significantly accelerated since the pandemic. That means everyone has very high expectations when it comes to receiving personalized communication with tailored offers across multiple channels. On the other hand, if brands fail to engage in personal communication, they risk losing customers. Statistics show that after experiencing four or five poor customer interactions, people are likely to switch to a different brand. And that's what we want to avoid. This is why we are driving personalized content. There are also statistics showing that personalized content leads to a higher average order value and purchase frequency. At the same time, while customers have high expectations for a consistent, omnichannel approach, they're also increasingly concerned about what's happening with their data. That's why it's more important than ever to have a clear and transparent data privacy policy in place - to let customers know exactly how their data is being handled. So what is the benefit of me sharing my content with you, what will I get in return? Of course, the benefit is personalized content - but at the same time, 80% of customers are concerned about AI and machine learning tools are handling their content. And the third challenge - which many of you are likely facing as well - is the increased business disruption since COVID. This includes deadling with complex and costly MarTech stacks, data silos, and growing pressure from the C-level to reduce costs. So, IT must consolidate multiple tools to reduce costs while also avoiding data silos. On top of that, the current economic situation - influenced by political factors - adds even more pressure. As a result, marketers are facing multiple challenges, making it increasingly difficult to keep customers engaged and loyal to the brand. Before handing over to Steph and David, I'd like to share what we've been working on over the past year. Every year, we conduct in-depth consumer product reports - not only with consumers, but also with decision-makers. In collaboration with Deloitte, we surveyed over 750 decision-makers and more than 14000 consumers worldwide to gain insights into today's biggest challenges and to understand what people expect from brands in the current landscape. So, when we look at the top three highlights I want to share today, the first is this: as mentioned earlier, it's becoming increasingly difficult to keep consumers engaged and retain them. I think we all know the typical customer journey - people research a brand through it's website or on social media. Take PUMA as an example: I might browse for sneakers, and then immediately start looking for where I can get the same sneakers at a lower price. We all know third-party platforms and marketplaces and they pose a significant challenge for brands. So the key question is: How can I prevent customer churn? And a huge challenge for brands is how can I watch this customer turn by driving the right loyalty strategies and ensuring that I'm communicating with my consumers in the right way. But this leads to a key challenge that cost savings wins over loyalty. So the question is - what can a marketer do to avoid this churn? The second point is about consumer behaviour around premium products. People are thinking twice before making expensive buying decisions. For example, you want to book a luxury holiday, buying high-end products or even dining out. The world has changed. That's why it's more important than ever to have the right tools in place that work seamlessly together and allow to work with the right data to drive decisions and reduce churn. When we talk about "dark data", it's a funny term, and it caught your attention now. Dark data are all data that's collected but not used effectively. I think many marketers in this room are aware of this. You probably have large amounts of dark data unused in your company or within your tools, but it's costing you money and time. Especially with tools that charge based on contact numbers, you're often paying for dark data, not learning from, and not generating value from. So that's something you should take care of and avoid in the future because at the same time, you want to use the data to deliever personalized content. And it's really important to have a data privacy policy where you can show your customers transparently how their data will be used. Nowadays, it has become more and more important when we talk about loyalty. Customers need to understand what you're doing with their data. Only then can you use it efficiently and make sure to reach the right person, on the right channel, at the right time, with the right product. The second or third thing is using AI. AI is nowadays a huge word. Everyone needs AI and that's also like underlined by statistics. That all the marketers say that without AI it's not possible to drive this personalization across multi-channel in real time. So to work really at scale with all your customer data, you need these AI functionalities. But in return, all the consumers expect from you this real-time communication that is very tailored on your needs and interests. They have the feeling that the AI tools out there are actually not sending out this personalized experience. So it's not very authentic. When we talked about what happened since COVID, the first year was more like in theory, what can I do with AI? And what is my next marketing strategy? But now we are getting into this practical part where we have to work with AI. Otherwise, the customer turns increase and increases. But how can we make sure that AI learns also like from what I mean with personalization, what my customer expects from a personalized level? So there's also like link to very high expectation on customer side. But I think nowadays AI gets more and more important. And David will share some insights about how Puma is actually working with AI. And I just asked him 10 minutes ago, where do you see yourself right now? And it's also a question to you now. Because the statistics also say, when it comes to, am I a brand that really drives personalization and personalized content across multiple channels? Do I see myself as such a brand? Or is it something I want to get to in the future? And 36% have the feeling that they can effectively personalize because they have all the data in real time. And then they have at the same time, the martech that helps them support them to drive this personalization. When it comes to differentiation, just 16% have to feeling that they're actually running a proper personalization, a very sophisticated personalization so this is actually my motivation to you. Especially when you have to chat with David, to do more in the future. Because then you are probably here at the bottom in the 84% bucket right now. But this means that 80% are running right now, not the proper presentation. And this is a big chance to close this gap between, I have a sophisticated tool, a simplified martech, and I have also the knowledge about how I can drive this presentation. What I want to underline here is actually, we talked about data privacy, data transparency, but also using data effectively. So I think this statistic or report underlines the fact that every one of us is aware of the fact we need to do something. All the marketers out there, they need to go now internally and persuade the IT of like, hey, let's do the next investment because we need connect the back end with the front end. So we have the feeling that, Especially when it comes to Back end, everything moving into cloud systems and also like setting up this data foundation, this layer to actually use this data in the front end is actually happening. The next step is then really like evaluating tools out there that can help you to drive this sophisticated presentation across multiple channels. So the trend is there, but it's also at the same time your chance now to wrap everything up. Right now is this big organization transformation period. Everyone is aware of the fact we have to do something, all the marketers need to do this lobby work internally, persuade, get the budget for it, but also working closely with the IT to make sure that in the end of the day, after implementation, you have all data in one spot in real time so that you can then really think about what are my next loyalty strategies. The next thing is how can I make sure that I get the right AI tools? Get a better feeling of how can I work with AI, and then give your consumers in the end of the day really the feeling that they get this personalized approach in the real time on the channel they want to be engaged with with you. And the last thing, just like as I said, it's nowadays really, really important to have everyone on board. So when it comes to these connected data pieces, where it's not just your team, it's the team next door in the front end. You really need to find a setup where you have this back-end and front-end alignment. It takes a while, but it's worth it in the end of the day. And probably David and Steph will now talk in detail about everything what PUMA is doing. And with that, I really welcome you guys and look forward to the fire side chat. Well, first of all, thank you, David, for joining us today. David is going to be sharing with us how he's tackling some of the challenges at Puma. Thanks for having me. So first off, David, I was hoping you could share a little bit more about your role at Puma and just a bit more about the digital transformation journey you've been on. Can everyone hear me okay? Perfect, it's good to be here. Thanks for having me. So I'm David. I head up the CRM operations at Puma globally. So I've been at Puma for nearly five years now. We've been on that journey with Emarsys together for the last five years. So we just onboarded Emarsys when I joined. And we've grown it really from something I'd say quite basic to something that's on the way to being sophisticated at least. And I think when we started, we looked at this and we set ourselves a goal. We said, we want to make sure as a CRM team that we're sending the right message to the right customer through the right channel at the right time. And that was our mantra that we kind of set five years ago and that we've been working to get to ever since. And we're doing what we can. Obviously, I think as with everyone, it's not that straightforward, but we're we're everything we can to get there. So you mentioned that we've been working together for a number of years now. I wanted to know a little bit more about the first lifecycle automations you set up and basically where you started. So we started with the basics. And I think that we looked at what journeys we felt could give us the most personal impact from day one. And that was really for us abandoned cart and abandoned browse. So I think these are journeys that sort of everyone should have in place. And to this day, they're still one of our biggest revenue drivers. But I think the most important thing is we're constantly looking at these journeys. They're so important to us that it's not something you can just leave. So we're we're consistently looking at testing. Optimizing those journeys and over the last five years, we've made some major improvements to things like the time between sends and the content within those sends and that they continue to be a massive, massive revenue driver for us. So I think the important thing for things like that is just keep looking at your data and keep optimizing and keep growing on those on what already exists. You mentioned setting up those kind of standard BAU campaigns were a good starting point. I wonder what results you've seen, basically, or saw when you first put those down. Yeah, I think, as I said, they continue to be such important revenue drivers for us, and they were the basics that we put in place, and from there we've really looked to how we can grow our customer journeys and make sure that what we're doing is as personalized and relevant as it can be. I think once we got those journeys in place the next step for us was to look at the data that we had and how we could use that data to model out our strategy from CRM perspective. There were two questions that we asked ourselves. First of all, the who and then the what. So the who, out of our database, we wanted to see who is giving us, who is showing us signs that they have a propensity to buy in the near future. Who's doing something, who's visiting the site regularly, who's responding to our emails. And for those people, it meant that we could increase the frequency of the sends to them. We could focus on those people because they were showing us an intent to buy. At the same time, we could reduce the number of sends to people who were saying to us, we're not really interested at the moment. Because the last thing we want to do is spam people, right? So if people are saying to use, if people is showing to us in intensity, I'm not replying to these sends, I'm not visiting the site, I'm not interested at moment, that's our indication to cut back a little bit on sends to those people. So that gives us the who, and then the next thing was the what. So from a Puma side we have a lot of different products. And we were looking at our purchase patterns for customers to see who was likely to buy which product and what should we be putting in front of people. So for Puma, a big unlock for us was when we were look at those purchase patterns and we do a lot different products, obviously we didn't get football boots, running shoes, trainers, motorsport, everything in between. And a really big unlock with our data was when saw that people who buy football boots for instance, very rarely come back to buy Running shoes. They stick with football and we have these groups that stick with football, stick with running, stick with whatever. So when you've got that data it really then became an unlock for us because we could really focus what we were sending people. So if we've got the who, these people are interested in buying and then the messages we put in front of them are products that we know are relevant to them because they've given us buying patterns to show that that's the sort of product they're interested in. That's the combination then that allows you to be really personalizing. We saw a big increase with our engagement rates and our drop in our unsubscribe rates and increase in our revenue when we started putting those two together to really focus on what the customer wanted. Interesting. And I know that you are also striving to personalize across a number of channels. So I wonder what you've learned about how different people might react on different channels. No, absolutely. And that's then the next stage in the process, right? So if you've got the right message to the right person, the next thing is putting it through the right channel. And this was a real sort of challenge for us because when we started, it was very much, we were very focused on email. And as we've sort of grown, we've launched our app in the last few years. We've got different channels. And what we're seeing is we're trying to find a way to say, right, this customer is responding through the app, this customer's responding through SMS. These are the channels we should be pushing that message through and making sure that that underlying infrastructure that we've got around those, that segmentation and then those customer journeys are being pushed out across different channels. And it was also from a market perspective as well for us. So we found, for instance, we started working with our India team from a CRM perspective and that email just doesn't work. It's just not a channel in that market at all. So we've been really pushing, we found some really good success in India with WhatsApp. And just making sure you get the right channel with the right person can make a real, real difference then in terms of unlocking that revenue growth and that's what we found. Interesting. I guess that's what you learn when you're part of a global team. Exactly, yep. I also wanted to learn a little bit more about how you're collecting first party data I know that's a main obstacle for many brands. Yeah it is and it's obviously really important as well and I'd say it's something that we're still working to get right. I think the most important thing for us is that every touch point where you have the opportunity to capture data should be optimized, whether that's on the website or through other means and one thing we've been looking at is where that sweet spot is because obviously when you're capturing data, we as marketers want as much data as possible on that customer, because the more we capture, the more we can then do with it. But obviously the more you ask for, the higher the rate of churn and the higher risk that the customer doesn't complete the form. So we've been working, we've got ongoing projects right now with our UX team to be AV testing a lot of that and trying to find that sweet spot to make sure that the data capture is as optimized as it can be. Because you're right, without that data we have nothing. We can't do anything. And so it's really important to us to be growing that database as much as possible. And then once we've got that data, of course, using it in an appropriate way, in a way that tells the customer, you were right to give me your data because we're gonna do the right things with it and not overuse that. Customers trust us with that data. We should honor that trust. And understand the value and get those personalization benefits. Exactly. I think customers aren't stupid. I think they actually understand more than sometimes we as marketers give them credit for, that they understand the exchange. I give you my data, I expect something back, and I expect that thing back to be relevant to me, and i expect to get benefit from doing it, and if I'm not getting that then I'll unsubscribe. So it's up to us as marketers to make sure that we're honoring that and giving them what they want. Definitely. So also, I know earlier in the presentation, Henrik was also talking about connecting data from different parts of the business to offer better experiences for customers. So I wanted to learn a little bit more about how Puma is striving to connect. Yeah, and this is always the challenge, right? We've got all these different data sources and bringing them together to give us that one view of the customer. And we've been working really hard to try and bring those different sources together when people are visiting through our app versus through our website. We also have tools like Mention.me on our site, which is our referral program. And that gives us a load of really good data because if we can see this customer is referring other customers, that shows that they're really value us and they really actually respect our brand. So we work really closely with them to make sure that that data was not just sitting in mention me's platform, it was also in Emarsys and then get helpers because that helps them with the who that we were talking about. We know that these are high value customers who we should be talking to. So it's about bringing all of those different data points and everything you're getting on a customer into one place. Building up that picture of them and using that to build out your segments and make sure the messaging is relevant. Yes, definitely. You also spoke earlier about the Puma app. So I wanted to just understand a little bit more about your decision, or the business's decision to launch the Puma app and what you've seen from it. Yeah, we launched our app a couple of years ago now, and it's been a real win-win for us, really, because from a customer perspective, it gives them another channel to buy from us and to engage with us. And we've seen really good engagement through that tool. But from our side, it also gives us more data, more opportunities to understand customers and understand what they want. We've also found that our high-value customers have generally navigated towards the app. So we know that we've got kind of a lot of high-value customers in one place, so it's really beneficial for us as well. So we were very keen, very quickly, kind of when we got started, to make sure that everything that we had from an email perspective and on-site, we were replicating through the app and building out those journeys through Push, and then understanding, like you say, which customers were actually interested in doing that through the App versus which customers we're wanting to stay on the web. So. It's been a challenge, but kind of getting that view of where customers are on the app and making sure that we're talking to them in the best way possible and doing it through that channel when we know that that's where they wanna be. It's a been a big focus for us over the past couple of years. And then, like you said, pulling all the data back into the CDP to better enhance the personalization across all channels. Across all channels, exactly, that's the key thing, yeah. And then with this connected data that creates obviously more opportunities for AI. So I wanted to understand a little bit more about how you're using AI to engage your customers not just faster but in more meaningful ways. AI is obviously the big topic at the moment and I think it feels a bit like a double-edged sword for me because it does unlock so much opportunities for us as marketers but it also unlocks customer expectations now so much higher because they in their everyday can use ChatGPT to get whatever they want information straight away so they're saying well if I can do it why can't you as marketers use this to get to know me better. So it's important for us as marketers to understand how we use this tool and how we make it, how we used it to improve what we're saying to our customers. I think there's a lot of opportunities for us. One of the things that we're looking into is just from a resource perspective, from a creative side. I mean, obviously there always becomes a point where you could do so much more to be personalized through creating all these different versions and all these content, but. That gets to the point where it's a bit diminishing returns to go to such a deeper level. But now AI unlocks a lot of that and makes it so much more possible. So I think we have to use those tools and I think, we're figuring it out. I think everyone is, but how do we use these tools available to better do what we were trying to do before? It unlocks so much that we just have to work out how we do it. And those are the sort of things that we're looking at to use it to improve. I think also with just the challenges marketers are facing right now, just the benefits of being able to be a bit faster, being able be a more efficient in their work. Do you experience any benefits like that? It's exactly that. I think it's those efficiencies that we're looking for. Like, how do we take elements that previously weren't possible because from a resource perspective, it just didn't make sense that now are possible to do to be able to grow what we're doing at scale and do it so much better. And I don't think it will ever replace humans because I still think you need that personal human touch to be to be able to do it. Like Excel didn't replace accountants. It just changed the way that they worked. And I think that's the same sort of thing. We just need to understand as marketers how we use this new tool to improve what we're doing and unlock the same strategy, just use it to do it better. Well, that was actually going to be my next question, how you are balancing automation with keeping the customer engagement authentic. It's really that, I think like I said, it's not replacing what we do, we add the human touch to what the machine is learning and is doing and ultimately if we can bring those two things together, we know the strategy, we go back to right message, right person, right channel, right time, that's our strategy, this new tool just unlocks something, it just changes, it just means we can do it better and do it more at scale, so its imagery, copy, all those sort of things, segmentation, it's all just things that we can do at a higher level. So next for Puma, I wanted to learn a little bit more about your vision for the next phase of growth for customer experience. I think we're not getting it perfect, no one is, I think everyone would say there's always more to do, I don't think there's a perfect end state, so I think that we're looking at the next stage of how we can grow, still keeping that mantra, right message, right person, right channel, right time, but we're now looking at areas where we can take it to the next level, so we're look at how we do a lot of what we do now scale for across the globe. So we have lots of different markets that are all at different stages of this journey and we're looking at building center of excellences and templates to be able to do that much more at scale and from a centralized perspective. So that's one of the big areas that we're working on at the moment. But I think just, looking at the next bits to continue to optimize, to continue to grow, focusing on the customer and continuing to make what we deliver to them better. And then I wanted to learn a little bit more about what advice you would maybe give CRM leaders who are looking to accelerate their D2C strategies. Because everything starts with data. I think that's the really key point. Without data, you don't have a strategy. You're just trying to work it out based on opinion. So take the time to really build out the data models. That's what we did at the start, like looking at those who and that what. We didn't have that at the start. We had to build that model out. We had work with our BI teams. We had worked through the data we had in Emarsys to pull that modeling together. To actually then set that strategy that allowed us to be so much more optimized. And as I said, we're not doing it perfectly. There's always room. You'll never get it perfect. There's also room for optimizations and improvement, but start with your data, start with the modeling, and then from there, build it up, start building out your strategy, start building that make that content more relevant and more personalized, and then keep building out that data modeling, improve it, look at where we can optimize, and then continue just building, continue optimizing. OK, next I was hoping to just have a quick fire round. Wanted to understand your most iconic Puma brand moment. Oh, there's so many. It's just great to work for such a kind of iconic brand with so much heritage. Like, every day in the office there's a bridge that separates our two offices and it's got all this sort of memorabilia on. You know, sign stuff all the way back from Pele and Maradona all the way up to Rihanna and the new stuff. And every time you walk across it, you just get that feeling of what an iconic place we work for with so much history. And it's just, it makes coming to work a lot easier. And having that and knowing what you're doing is pretty exciting and pretty cool. And then also the brand you most admire outside your industry and why. That's a good question. I think if I'm looking at it from a loyalty and membership perspective, the brand that I use the most and feel very loyal to, one of the brands I feel very loyal to is American Express. And I think as a Brit who moved to Germany a few years ago. I travel a lot. I have to get home a lot, and I'd say it's a It's a brand that has actually made my, it makes my life easier. Very tangible benefits. And that's very good benefits. And I think they've really built that loyal base by going beyond what they do as a product and making it so much more, it improves people's life. It makes people's lives easier in terms of what they do, so yeah, that's something I'm pretty loyal to. And then I wanted to learn what Puma will look like in 10 years. In 10 years, I think it's really hard to tell. I think that change is happening so quickly at the moment. I think if you look back 10 years where we are now, if someone showed someone 10 years ago that what's possible with AI now, it would blow their minds. So I think things are moving so quickly and everything's moving so quickly. But I think, if we focus on that mantra again, that's gonna continue to be our mantra, right channel, right person, right place, right time. Right message, right person, sorry I got that slightly wrong, then how you do it's going to change, the channels might change, what's available might change but that's the mantra that we stick with and that's what we try and do and as changes come up and as new technology emerges that helps us, that makes it better but that stays our mantra and that stays out focus. Amazing. Well, those are all the questions I prepared, but now we are going to open questions up to the audience if anyone has a question for David. Hi, thank you for sharing. It's very interesting. Since you said data is so important, I would be interested how your martech landscape looks like, like what are the other toolings you needed to implement, whether you build something yourself in the company. That would be interesting. So Emarsys is our broadcaster tool, and we're using that to broadcast all of our channels across full omnichannel, so all the app, email. And underneath that, we have a CDP that does a lot of the modeling for us, and a lot that work is done outside of Emarsys and then pushed into Emarsys on an automated basis so that we can use it then. We can build out the segments within Emarsys, but a lot about initial modeling and a little of that change is done. In the CDP that then builds out into a masses. I know we are just today focusing more on digital topics, but I'm wondering if you are also gathering customers in the retail stores and maybe you use this information also in preparing all the automations or maybe you know some profile of the customers or you are just focusing on digital and that's it for now. Yeah, no, it's a really good question. So we do have stores, a lot of outlets, and then some flagship stores across Europe and across the world. We are capturing email data in stores, and that all flows into the same database. We have separate automated journeys for our store customers and a lot of individual messages that go related to that store. But then we have kind of journeys that try and bring them into the offline, onto online. And so. All the data's in one place, but we have very clear segments of knowing who's come from stores, and we do kind of separate things with them, but then try and get them into the overall picture as well to get them online. But yeah, there's a lot more I think we could also be doing in our stores to capture that data and understand a lot about what they're doing in the store and what they are buying and that sort of thing. So we're trying to connect them where we can, but I think there's more to do. Hi. You mentioned you used WhatsApp as a channel. Are you also using RCS? We're not actually, and I was talking to someone yesterday here about it, and it's, yeah, first sort of insight into it. We're doing anything with it at the moment, but it's something that I want to look into because I think it feels like there's a lot of potential there. You mentioned the fact that you're using a CDP as well, and what I experience right now in all the conversations with our prospects is like, they really need a CDP. I mean, you're retail-driven as well. You have a mixture of e-commerce and retail. So when it comes to like telling someone about the need of a CDP, what would you say to people here? I think it really helps us get to that next level of modeling. I think where we, what we can do within Emarsys is really sort of build out those segments and then send the messages to the right customer. But I think a lot of the work that maybe we need to do first to really get that data together and not just take the data at its face value, but then what does that mean from a customer? How do we model it? How does that build out an affinity model? How does that kind of show us? Which are the customers that have the high propensity to buy, what's the purchase patterns that sort of said this customer is showing us an indication that they might be a motorsport customer, that that sort modeling has happened separately and kind of works more efficiently for us in building out that out separately, but then really easy just to connect it straight into Emarsys with customer profile, individual field, so all of that data then can be transferred straight into a Emarsys and used immediately for. Straightforward segmentation and building things out so they have very separate roles and I think very clearly separate roles and the CDP for us is a really important part to actually do that initial modeling and that initial sort of data check. Maybe one additional question then, a different topic, AI. So we talked a lot about AI and a lot of expectations. So when it comes to your dream world, what you expect from vendors out there when it comes to AI building and improving, what is your dream in the future, in the next year? Like how can I make your Marketers life easier? It needs to unlock things that we can't do now. So I think that imagery idea was a first. If we want to create sort of 100 different versions of an email to different sort of sub-segments, that right now is a lot of work because we need to create all those images. We need to build them into the system. We need put all the different segmentations. So it gets to the point, like I said earlier, with diminishing returns where it doesn't make sense because the amount of work is not worth the increased effort but if we can do that within seconds then it makes sense to do it and I think that's where it's going to go and that's the unlock that we'll see from a revenue perspective if we do things like that. Also things like I know Emarsys is working on things with content, with copy, with subject line generators, you know all of that just makes everything so much easier and more efficient and if we could get that in and yeah like I said something that previously would have taken an hour now takes two minutes. Then it unlocks a lot of revenue potential and I think that's what we need to see. Thanks for sharing your insights and experience. I have two questions. I think you said it took five years to switch to Emarsys or it was a time span. And my second question would be, we might switch to Emarsys. What three tips would you give us or hints what we should think about? It didn't take five years, sorry. I've been with Emarsys five years. I have been working with them for five years so they were on boarded just after I joined, just as the on boarding finished but I know we've been implementing in other markets since and it's been a very smooth easy process, three to six months to get everything sorted and on board and most of the delays were on our end rather than Emarsys end which I think is quite often the way. Tips and advice, I obviously am an advocate for them and I stand up here and say that. It's been great working with them, I think they are supportive and really helped drive us to get where we were. We weren't doing much five years ago and I think a lot of that strategy has been built together. I think just make sure your data's in the right place and everything is flowing in correctly because the tool is very powerful if it has the right data. But if it doesn't have the right date it can't do what it does. So get your data in order, make sure it's flowing into the platform and then there's so much potential of what you can do. Hi, and thank you so much for the super interesting fireside chat. So we talked a lot about how you model and use a CDP system and Emarsys to target with the right message, right person. Are you currently, or do you have a system in place for to use like generative AI to serve the right message to the right person, or is it still at this point made up manually and then. That's what we want to get to. I think we're starting to explore and starting to experiment with it from a kind of content perspective. But a lot of it's still done relatively manually at the moment with dynamic content within. And a lot stuff that we can do within the tool, we've got a lot built that, for instance, if we drop a product into an email, that will automatically display within our template. It will show the right language, the right currency. It will link to the right person that's all kind of done in the back end and happens automatically so there's a lot of efficiencies we've built within our template that can make that happen but I think yeah in terms of getting to that point where we've got like a hundred different headline images that are all for different people it's the goal at the moment and we're looking at how we can get there we're not we're not there yet but i think it's what we want to get to. Thank you so much. Appreciate it. You are operating globally. Do you use AI for translation of content? We do, yes. We have a tool that we can put our content through and it will automatically translate so we can create at least the language versions of all of our templates and all of content very easily. That's been a godsend for us. Does it work well? Generally, yes, we do get native speakers to check it, and most of the time it works pretty well. Obviously, this is the AI versus human touch, right, that sometimes you still need to make sure that it makes sense, and we've caught a few things that sometimes need checking, but even I think that efficiency of getting it done and not needing a human to translate it, just check it saves a lot of efficiencies and time. And like I said, the other thing we've got is a lot of things built into our template and into our platform, so if we drop in product or certain things, certain links, the head of footer for instance, that's all automatically dynamically translated, dynamically populated, so that saves us a lot time with building out. We work across 15 different languages globally and the combination of country languages, I think there's probably over 100, so having all that done automatically without us having to do a hundred different versions, saves us a lot of time and well, we couldn't do it without that. Hello. On that same note with the translation, are you only translating the text on your emails or also the visuals, like, I don't know, header banners or the images? Everything, yeah, the full email end to end is in the right language and like I say, we're lucky that a lot of that happens dynamically, so the header, the footer, any product will automatically do it and then so all we have to really focus on is the imagery and getting those images, you know, getting different language versions of those, of each of those images and dropping them in and then we can dynamically sort of target that to people who speak the different, whatever, whichever language they speak, they see the version. Okay, but you upload the image for central language and in different languages. Yes, exactly. Exactly, so all the plain text, all the header, footer and product and CTAs are done automatically and then the imagery will create 15 versions of that image with different languages, we'll drop it into one template and then we'll dynamically target it. And how is Emarsys, as far as with the email templating, with gamification and having different interactive elements in the emails? There's things we can do from a sort of gamification perspective, I guess we've done some parts there but I think generally it's something that we work with third parties on and there's third party partners that you have right to connect that do a lot of that stuff. Yes, we have some gamification features. And then also, there are third parties that also can enhance some of those features. Any last questions? Maybe one or two more. Hi, so thanks for sharing your insights. I have one question, so how does the CRM work for e-retailers, for example Zalando, when Puma is selling their products there? Because you mentioned that for example newsletter is working better for certain customers compared to an app. And then, how does Puma collect or use the findings, even though sites are made via platform and not its own website? Yeah, it's kept separate, so my focus is on our direct-to-consumer area, so we're focused on that. It is a challenge, and I think it's a challenge just generally for any retailer that has a wholesale and a DTC element. We had a really interesting stat about a year ago where we put a survey up on our site for first-time buyers, and we only put it up for people who we knew were buying for the first time. We ask them why. What made them buy from us today. And one of the options we put was I'm a previous customer of Puma and 75% of people clicked that. So everyone who we thought was a first time buyer because they were buying from Puma.com for the first time actually were Puma customers. That's obviously rules. There's things that we have to, we can't do much with that. You know, we can get data from wholesalers and there's good reasons for that obviously. So we have to just deal with the data we've got. As I said, you'll never have perfect data. It will never be perfect. We just have to work with the dates we've got to make it as relevant and as personalized as we can. And where that data doesn't exist or we can't have it, we can either try and find it or, in some cases like this, we just have accept that it's a limitation we'll never, we'll ever have. Well, thank you all for joining. I wanted to share the QR code for the consumer products engagement report. So you can have all of the findings that Henrik presented earlier in the report. So download it, or you can go to emarsys.com and find it as well. We also would love it if you would come see us. We are in hall A4, DO2. And you can witness how Puma is engaging their customers across digital and in-store through a Puma demo. We also have a contest as well to win iconic Puma SpeedCat sneakers. We're raffling off a few pairs, so you can get your feet scanned as well to find your perfect size, and my colleague is outside of the door with flyers as well, so you could enter that contest. But thank you all for joining and thank you, David, for joining us today.