{"id":10369,"date":"2023-09-12T01:18:22","date_gmt":"2023-09-12T01:18:22","guid":{"rendered":"https:\/\/dmsretail.com\/RetailNews\/jason-scot-show-episode-310-sams-club-vp-of-e-com-sabrina-callahan\/"},"modified":"2023-09-12T01:18:22","modified_gmt":"2023-09-12T01:18:22","slug":"jason-scot-show-episode-310-sams-club-vp-of-e-com-sabrina-callahan","status":"publish","type":"post","link":"https:\/\/dmsretail.com\/RetailNews\/jason-scot-show-episode-310-sams-club-vp-of-e-com-sabrina-callahan\/","title":{"rendered":"Jason &#038; Scot Show Episode 310 Sam&#8217;s Club VP of E-Com, Sabrina Callahan"},"content":{"rendered":"<p> <p><a href=\"https:\/\/dmsretail.com\/online-workshops-list\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-496\" src=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png\" alt=\"Retail Online Training\" width=\"729\" height=\"91\" srcset=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png 729w, https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90-300x37.png 300w\" sizes=\"auto, (max-width: 729px) 100vw, 729px\" \/><\/a><\/p><br \/>\n<\/p>\n<div>\n<p>A weekly podcast with the latest e-commerce news and events. Episode 310 is a discussion with Sabrina Callahan, VP of E-Commerce at Sam\u2019s Club, live from E-Tail Boston.<\/p>\n<p> <span id=\"more-31380\"\/><\/p>\n<p><meta charset=\"utf-8\"\/><strong>Subscribe<\/strong>:<\/p>\n<figure><iframe loading=\"lazy\" style=\"border: none;\" src=\"http:\/\/html5-player.libsyn.com\/embed\/episode\/id\/27962646\/height\/360\/width\/640\/theme\/standard-mini\/autoplay\/no\/autonext\/no\/thumbnail\/yes\/preload\/no\/no_addthis\/no\/direction\/backward\/no-cache\/true\/\" width=\"640\" height=\"360\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">?<\/span><span style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" data-mce-type=\"bookmark\" class=\"mce_SELRES_start\">?<\/span><span style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" data-mce-type=\"bookmark\" class=\"mce_SELRES_start\">?<\/span><span style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" data-mce-type=\"bookmark\" class=\"mce_SELRES_start\">?<\/span><span data-mce-type=\"bookmark\" style=\"display: inline-block; width: 0px; overflow: hidden; line-height: 0;\" class=\"mce_SELRES_start\">?<\/span><\/iframe><\/figure>\n<p>Sabrina Callahan is the VP of E-Commerce at Sam\u2019s Club.  She participated on a panel at E-Tail Boston entitled \u201cHumanizing your brand through effective storytelling\u201d.<\/p>\n<p>After her panel, she sat down with Jason to discuss all things digital commerce at Sam\u2019s Club. This broad ranging discussion included:<\/p>\n<ul>\n<li>Mobile\u2019s impact on shopping<\/li>\n<li>Challenges and opportunities of membership clubs (and their unique access to data)<\/li>\n<li>Role of omni channel<\/li>\n<li>Connecting digital marketing channels to digital experience<\/li>\n<li>Building a brand for Sam\u2019s Club in the digital era<\/li>\n<\/ul>\n<p><strong>Don\u2019t forget to like our\u00a0facebook page, and if you enjoyed this episode please write us a review on itunes.<\/strong><\/p>\n<p>Episode 310 of the Jason &amp; Scot show was recorded on live from e-Tail Boston on Tuesday, August 22, 2023.<\/p>\n<h2 id=\"chapterT\" class=\"chapter\">Transcript<\/h2>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[0:23]<\/small>\u00a0<span title=\"0:23 - 0:32\" data-start=\"00:00:23.135\" data-end=\"00:00:32.065\" data-spk=\"0\" data-label=\"Jason\">Welcome to the Jason and Scot show this episode is being recorded live from e-tail Boston Trade Show on Tuesday August 22nd\u00a0<\/span><span title=\"0:32 - 0:44\" data-start=\"00:00:31.981\" data-end=\"00:00:44.263\" data-spk=\"0\" data-label=\"Jason\">20:23 I\u2019m your host Jason retailgeek Goldberg and unfortunately Scott wasn\u2019t able to join us so you\u2019re getting twice the Jason for the same great price which if you think about it is double the value.<\/span><br \/><span title=\"0:45 - 0:56\" data-start=\"00:00:44.630\" data-end=\"00:00:55.506\" data-spk=\"0\" data-label=\"Jason\">And while I know it\u2019s disappointing to miss Scott we\u2019re making up for it by having a way better guest I\u2019d like to welcome to the show Sabrina Callahan who\u2019s the VP of e-commerce at Sam\u2019s Club.<\/span><br \/><span title=\"0:56 - 1:04\" data-start=\"00:00:55.741\" data-end=\"00:01:04.177\" data-spk=\"0\" data-label=\"Jason\">Sabrina just completed a panel here at retail and titled humanizing your brand through effective storytelling Sabrina welcome to the show.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[1:04]<\/small>\u00a0<span title=\"1:04 - 1:06\" data-start=\"00:01:04.153\" data-end=\"00:01:05.685\" data-spk=\"1\" data-label=\"Sabrina\">Thanks for having me Jason.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[1:06]<\/small>\u00a0<span title=\"1:06 - 1:09\" data-start=\"00:01:05.536\" data-end=\"00:01:09.447\" data-spk=\"0\" data-label=\"Jason\">We are so excited and I\u2019m hoping this ends up being a permanent replacement for Scott.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[1:09]<\/small>\u00a0<span title=\"1:09 - 1:12\" data-start=\"00:01:09.249\" data-end=\"00:01:12.199\" data-spk=\"1\" data-label=\"Sabrina\">I think I\u2019m up for it I\u2019ve heard him so I think I could do it.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[1:12]<\/small>\u00a0<span title=\"1:12 - 1:18\" data-start=\"00:01:12.019\" data-end=\"00:01:17.607\" data-spk=\"0\" data-label=\"Jason\">I feel like in the first five minutes you\u2019re way more interesting and pleasant than he then he he\u2019s kind of a curmudgeon.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[1:18]<\/small>\u00a0<span title=\"1:18 - 1:20\" data-start=\"00:01:17.506\" data-end=\"00:01:20.438\" data-spk=\"1\" data-label=\"Sabrina\">I\u2019m not I\u2019m just not even going to say anything but just know that I\u2019m ready.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[1:20]<\/small>\u00a0<span title=\"1:20 - 1:33\" data-start=\"00:01:20.282\" data-end=\"00:01:33.309\" data-spk=\"0\" data-label=\"Jason\">Smart so before we get into all the meaty topics I always like to let listeners kind of get to know the background of the guests a little bit so did you work for Sam\u2019s Club straight out of the Cradle how did you come to Sam\u2019s Club.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[1:34]<\/small>\u00a0<span title=\"1:34 - 1:36\" data-start=\"00:01:33.508\" data-end=\"00:01:36.271\" data-spk=\"1\" data-label=\"Sabrina\">Surprisingly no not right out of the Cradle.<\/span><br \/><span title=\"1:36 - 1:48\" data-start=\"00:01:36.482\" data-end=\"00:01:48.169\" data-spk=\"1\" data-label=\"Sabrina\">I\u2019ve been here for the last four and a half years and Jamie rule mark my five year so I\u2019ll get the coveted 5-year badge but kind of backing up all the way to,\u00a0<\/span><span title=\"1:48 - 1:52\" data-start=\"00:01:48.194\" data-end=\"00:01:52.129\" data-spk=\"1\" data-label=\"Sabrina\">my background I was born and raised on a small farm in Kansas.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[1:53]<\/small>\u00a0<span title=\"1:53 - 1:56\" data-start=\"00:01:52.508\" data-end=\"00:01:55.625\" data-spk=\"0\" data-label=\"Jason\">And in Kansas a small farm is like 100 acres right.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[1:57]<\/small>\u00a0<span title=\"1:57 - 2:11\" data-start=\"00:01:56.811\" data-end=\"00:02:10.625\" data-spk=\"1\" data-label=\"Sabrina\">Yeah exactly so I grew up on the farm grew out in the field by somebody dad does all of the crops and my uncle has the dairy so I was out on the tractors driving the semis trying to not get myself.<\/span><br \/><span title=\"2:11 - 2:19\" data-start=\"00:02:10.896\" data-end=\"00:02:19.459\" data-spk=\"1\" data-label=\"Sabrina\">Killed you know all of the fun things that come along with Farm life and left went to University of Kansas.<\/span><br \/><span title=\"2:21 - 2:23\" data-start=\"00:02:20.529\" data-end=\"00:02:22.710\" data-spk=\"1\" data-label=\"Sabrina\">Chuck that\u2019s exactly right that\u2019s Rock Chalk.<\/span><br \/><span title=\"2:23 - 2:35\" data-start=\"00:02:23.010\" data-end=\"00:02:35.419\" data-spk=\"1\" data-label=\"Sabrina\">And then graduated in journalism and then made my way down to Dallas so as much as I love Kansas and small-town farm and and everything I wanted to kind of experience,\u00a0<\/span><span title=\"2:36 - 2:40\" data-start=\"00:02:35.593\" data-end=\"00:02:40.304\" data-spk=\"1\" data-label=\"Sabrina\">bigger city and been in Dallas ever since and we love it there so\u00a0<\/span><span title=\"2:40 - 2:53\" data-start=\"00:02:40.196\" data-end=\"00:02:52.509\" data-spk=\"1\" data-label=\"Sabrina\">worked at a start-up in the beginning my entire career has been in digital and marketing and brand and social media and everything that goes kind of along with that storytelling and driving digital performance so\u00a0<\/span><span title=\"2:52 - 3:00\" data-start=\"00:02:52.353\" data-end=\"00:03:00.440\" data-spk=\"1\" data-label=\"Sabrina\">I was a star but at startup and then I went over to Hilton corporate and was there for about seven years loved it there I think I.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[3:00]<\/small>\u00a0<span title=\"3:00 - 3:03\" data-start=\"00:03:00.171\" data-end=\"00:03:03.151\" data-spk=\"0\" data-label=\"Jason\">Are you okay this event is a tan on Hilton property.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[3:03]<\/small>\u00a0<span title=\"3:03 - 3:08\" data-start=\"00:03:03.067\" data-end=\"00:03:07.880\" data-spk=\"1\" data-label=\"Sabrina\">I know listen you\u2019re not supposed to say it don\u2019t say it.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[3:07]<\/small>\u00a0<span title=\"3:07 - 3:10\" data-start=\"00:03:06.648\" data-end=\"00:03:10.331\" data-spk=\"0\" data-label=\"Jason\">To our loyal Hilton listeners were sorry.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[3:10]<\/small>\u00a0<span title=\"3:10 - 3:15\" data-start=\"00:03:10.037\" data-end=\"00:03:14.610\" data-spk=\"1\" data-label=\"Sabrina\">But what if he found out I was staying at the Hilton and walking all the way over.<\/span><br \/><span title=\"3:15 - 3:28\" data-start=\"00:03:14.989\" data-end=\"00:03:27.656\" data-spk=\"1\" data-label=\"Sabrina\">True loyalty rate my shoes weren\u2019t word up for it today but no I was at Hilton for about seven years I loved it there and really grew up there and they took a they took a lot of.<\/span><\/p>\n<p><small>[3:28]<\/small>\u00a0<span title=\"3:28 - 3:37\" data-start=\"00:03:28.161\" data-end=\"00:03:36.747\" data-spk=\"1\" data-label=\"Sabrina\">You know bets on me and allowed me to thrive I was there in the e-commerce space really when they launched the pilot of e-commerce,\u00a0<\/span><span title=\"3:37 - 3:41\" data-start=\"00:03:36.898\" data-end=\"00:03:40.882\" data-spk=\"1\" data-label=\"Sabrina\">and and got to work with some of the biggest hotels,\u00a0<\/span><span title=\"3:41 - 3:55\" data-start=\"00:03:41.002\" data-end=\"00:03:55.423\" data-spk=\"1\" data-label=\"Sabrina\">in the world with them and a lot of great opportunity got to start managing people you know they kept growing me and investing in Me And It ultimately LED I was in the e-commerce space for the majority of the time and then It ultimately LED\u00a0<\/span><span title=\"3:55 - 4:04\" data-start=\"00:03:55.340\" data-end=\"00:04:04.347\" data-spk=\"1\" data-label=\"Sabrina\">to driving and leading the social media strategy and Innovation for Hilton so it was across all 15 Brands and at the time.<\/span><br \/><span title=\"4:05 - 4:09\" data-start=\"00:04:04.780\" data-end=\"00:04:08.680\" data-spk=\"1\" data-label=\"Sabrina\">There was a lot of opportunity to kind of pull it together and say what\u2019s the role of social media,\u00a0<\/span><span title=\"4:09 - 4:20\" data-start=\"00:04:08.848\" data-end=\"00:04:20.217\" data-spk=\"1\" data-label=\"Sabrina\">for a for a big company right not just hey we\u2019re going to go post but how do we think about the tech stack how do we think about the member feedback to drive business impact how do we think about,\u00a0<\/span><span title=\"4:20 - 4:30\" data-start=\"00:04:20.404\" data-end=\"00:04:30.408\" data-spk=\"1\" data-label=\"Sabrina\">content and how do you think about influencers in the role of influencers in the partnership and understanding the rules of the Ft c\u2013 all of the fun things that come along with that and then how do you make sure that,\u00a0<\/span><span title=\"4:30 - 4:40\" data-start=\"00:04:30.499\" data-end=\"00:04:39.644\" data-spk=\"1\" data-label=\"Sabrina\">the Brand\u2019s all understand the value of it and lean in the right way so I got to present Hilton\u2019s first Evers social center of excellence and then that led to,\u00a0<\/span><span title=\"4:40 - 4:48\" data-start=\"00:04:39.759\" data-end=\"00:04:48.195\" data-spk=\"1\" data-label=\"Sabrina\">a lot of opportunity that opened me up in the social space and I was on maternity leave with my third baby,\u00a0<\/span><span title=\"4:48 - 4:50\" data-start=\"00:04:48.268\" data-end=\"00:04:49.878\" data-spk=\"1\" data-label=\"Sabrina\">when Walmart came knocking.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[4:50]<\/small>\u00a0<span title=\"4:50 - 4:52\" data-start=\"00:04:49.800\" data-end=\"00:04:51.843\" data-spk=\"0\" data-label=\"Jason\">Wow congratulations on that by the way.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[4:52]<\/small>\u00a0<span title=\"4:52 - 5:04\" data-start=\"00:04:51.543\" data-end=\"00:05:03.530\" data-spk=\"1\" data-label=\"Sabrina\">Yeah three babies is a lot especially we\u2019re in August right now and school starting so it\u2019s slightly chaotic around my house but still good so.<\/span><br \/><span title=\"5:04 - 5:15\" data-start=\"00:05:03.951\" data-end=\"00:05:14.527\" data-spk=\"1\" data-label=\"Sabrina\">No so then Walmart and Sam\u2019s Club came knocking and I didn\u2019t think I would leave Helton but I really had some fantastic conversations\u00a0<\/span><span title=\"5:14 - 5:23\" data-start=\"00:05:14.431\" data-end=\"00:05:22.705\" data-spk=\"1\" data-label=\"Sabrina\">during my interview day and a lot one of the last ones with was with mr. Tony Rogers and have you met him before he\u2019s.<\/span><br \/><span title=\"5:23 - 5:27\" data-start=\"00:05:22.976\" data-end=\"00:05:26.539\" data-spk=\"1\" data-label=\"Sabrina\">Yes so you know you know.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[5:26]<\/small>\u00a0<span title=\"5:26 - 5:29\" data-start=\"00:05:26.239\" data-end=\"00:05:28.504\" data-spk=\"0\" data-label=\"Jason\">Put my life in his hands on an airplane before.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[5:29]<\/small>\u00a0<span title=\"5:29 - 5:33\" data-start=\"00:05:28.613\" data-end=\"00:05:32.885\" data-spk=\"1\" data-label=\"Sabrina\">Oh yes good luck yeah.<\/span><br \/><span title=\"5:33 - 5:39\" data-start=\"00:05:33.330\" data-end=\"00:05:38.731\" data-spk=\"1\" data-label=\"Sabrina\">That\u2019s good you\u2019re here to talk about it so that\u2019s good no and so we.<\/span><br \/><span title=\"5:39 - 5:49\" data-start=\"00:05:39.237\" data-end=\"00:05:49.115\" data-spk=\"1\" data-label=\"Sabrina\">We hit it off and they offered me the job and and four and a half years later it was a big giant move in a bet for me but it was obviously well worth.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[5:49]<\/small>\u00a0<span title=\"5:49 - 6:00\" data-start=\"00:05:49.314\" data-end=\"00:06:00.118\" data-spk=\"0\" data-label=\"Jason\">Very cool and you\u2019ve actually had some really interesting responsibilities at Sam\u2019s waiting up to your your turn responsibilities briefly talk about some of the projects you\u2019ve been in.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[6:00]<\/small>\u00a0<span title=\"6:00 - 6:08\" data-start=\"00:05:59.818\" data-end=\"00:06:07.972\" data-spk=\"1\" data-label=\"Sabrina\">Absolutely so his pitch if he will at the time was come build a 60 billion dollar brand with me.<\/span><br \/><span title=\"6:08 - 6:21\" data-start=\"00:06:08.218\" data-end=\"00:06:21.408\" data-spk=\"1\" data-label=\"Sabrina\">Now how can you say no to that so that was a fantastic first start and so coming in really we built the brand together I learned I think about 10 years worth of information from him about Brandon,\u00a0<\/span><span title=\"6:21 - 6:34\" data-start=\"00:06:21.426\" data-end=\"00:06:34.430\" data-spk=\"1\" data-label=\"Sabrina\">three short years but we developed the brand so the look and feel the tone of voice the target audience we revamped all of the marketing channels including you know site email\u00a0<\/span><span title=\"6:34 - 6:44\" data-start=\"00:06:34.310\" data-end=\"00:06:43.557\" data-spk=\"1\" data-label=\"Sabrina\">everything digitally and then really launched social media right so Facebook Instagram Pinterest,\u00a0<\/span><span title=\"6:44 - 6:53\" data-start=\"00:06:43.600\" data-end=\"00:06:52.829\" data-spk=\"1\" data-label=\"Sabrina\">YouTube you name it all the things that have to do with social media including the influencer strategy again and and moderation and care so.<\/span><br \/><span title=\"6:53 - 7:01\" data-start=\"00:06:53.250\" data-end=\"00:07:00.821\" data-spk=\"1\" data-label=\"Sabrina\">We did some really fun things I think it was a bit of a whirlwind so our first brand campaigns\u00a0<\/span><span title=\"7:01 - 7:08\" data-start=\"00:07:00.678\" data-end=\"00:07:08.393\" data-spk=\"1\" data-label=\"Sabrina\">got to do you know the Super Bowl with Kevin Hart all of the the fun things that come along with leading you know a pretty awesome brand.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[7:09]<\/small>\u00a0<span title=\"7:09 - 7:23\" data-start=\"00:07:08.586\" data-end=\"00:07:22.592\" data-spk=\"0\" data-label=\"Jason\">That is very cool and for listeners that might not be familiar Tony was the former CMO at Walmart and Sam\u2019s and the next time he calls you I have a feeling free jewelry is going to be part of the offer because he.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[7:21]<\/small>\u00a0<span title=\"7:21 - 7:26\" data-start=\"00:07:20.964\" data-end=\"00:07:25.843\" data-spk=\"1\" data-label=\"Sabrina\">Yeah I should make a list of things that I want.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[7:26]<\/small>\u00a0<span title=\"7:26 - 7:30\" data-start=\"00:07:25.543\" data-end=\"00:07:30.362\" data-spk=\"0\" data-label=\"Jason\">It should be a long list but be my suggestion that he\u2019s at signature Georgia.<\/span><br \/><span title=\"7:31 - 7:44\" data-start=\"00:07:30.867\" data-end=\"00:07:43.822\" data-spk=\"0\" data-label=\"Jason\">Shout out to tell me I know he listens every week very willingly and so in the current role you are responsible for All Digital at Sam\u2019s Club and is that a thing is digital a fad at Sam\u2019s Club or.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[7:44]<\/small>\u00a0<span title=\"7:44 - 7:46\" data-start=\"00:07:43.522\" data-end=\"00:07:46.196\" data-spk=\"1\" data-label=\"Sabrina\">We just a Fab yeah who probably probably gone.<\/span><br \/><span title=\"7:46 - 8:00\" data-start=\"00:07:46.461\" data-end=\"00:07:59.818\" data-spk=\"1\" data-label=\"Sabrina\">Yeah no big deal yeah is super super fat yeah so I along with two of my peers we lead the e-commerce business and so I\u2019m basically the upper funnel piece,\u00a0<\/span><span title=\"8:00 - 8:11\" data-start=\"00:07:59.873\" data-end=\"00:08:10.947\" data-spk=\"1\" data-label=\"Sabrina\">so working really closely on the traffic strategy so what types of traffic re driving in and then how are we actually moving that traffic down the funnel so you can think about that of all of the Cross category,\u00a0<\/span><span title=\"8:11 - 8:23\" data-start=\"00:08:10.948\" data-end=\"00:08:22.689\" data-spk=\"1\" data-label=\"Sabrina\">you know Stories the homepage anything that really allows us to show the breadth of what Sam\u2019s club offers so not just the categories and Merchandising but also the membership\u00a0<\/span><span title=\"8:23 - 8:32\" data-start=\"00:08:22.617\" data-end=\"00:08:32.243\" data-spk=\"1\" data-label=\"Sabrina\">the Sam\u2019s cash that we offer the Travel and entertainment all of the things that come along with an actual full membership not just retail only.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[8:32]<\/small>\u00a0<span title=\"8:32 - 8:41\" data-start=\"00:08:32.286\" data-end=\"00:08:40.698\" data-spk=\"0\" data-label=\"Jason\">Yeah and there\u2019s all kinds of interesting Dynamics to me it seems about marketing em in a membership environment versus a.<\/span><br \/><span title=\"8:41 - 8:43\" data-start=\"00:08:40.909\" data-end=\"00:08:42.795\" data-spk=\"0\" data-label=\"Jason\">Traditional,\u00a0<\/span><span title=\"8:43 - 8:55\" data-start=\"00:08:42.952\" data-end=\"00:08:54.507\" data-spk=\"0\" data-label=\"Jason\">wide open and retail business so I assume you\u2019re trying to get people in the funnel for membership and at the same time you\u2019re trying to get members in the funnel for individual transactions.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[8:54]<\/small>\u00a0<span title=\"8:54 - 9:03\" data-start=\"00:08:54.207\" data-end=\"00:09:03.190\" data-spk=\"1\" data-label=\"Sabrina\">Absolutely right the bigger the base the more sales you can expect so it\u2019s a balancing act right in terms of we need them to be purchasing things but ultimately\u00a0<\/span><span title=\"9:03 - 9:15\" data-start=\"00:09:03.076\" data-end=\"00:09:14.974\" data-spk=\"1\" data-label=\"Sabrina\">we need more members and we need them to renew right so at the end of the year would it becomes renewal time we want them to see have seen the value throughout the year that they say oh this is a no-brainer when we\u2019re on the brand side or I was on the brand side\u00a0<\/span><span title=\"9:15 - 9:23\" data-start=\"00:09:14.854\" data-end=\"00:09:22.948\" data-spk=\"1\" data-label=\"Sabrina\">a lot of it was we\u2019re trying to build brand Advocates because there\u2019s nothing more powerful than someone saying you\u2019ve got to join Sam\u2019s Club I joined and I love it,\u00a0<\/span><span title=\"9:23 - 9:34\" data-start=\"00:09:23.044\" data-end=\"00:09:33.620\" data-spk=\"1\" data-label=\"Sabrina\">so that was the the sole purpose of we\u2019re building Advocates we\u2019re building brand passion we\u2019re getting them excited and every piece that we\u2019re pushing you should be pushing our value prop of the overall\u00a0<\/span><span title=\"9:34 - 9:34\" data-start=\"00:09:33.578\" data-end=\"00:09:34.335\" data-spk=\"1\" data-label=\"Sabrina\">membership.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[9:35]<\/small>\u00a0<span title=\"9:35 - 9:39\" data-start=\"00:09:34.852\" data-end=\"00:09:39.293\" data-spk=\"0\" data-label=\"Jason\">Awesome so before we dive any deeper in that I need to know what your favorite Members Mark product is.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[9:39]<\/small>\u00a0<span title=\"9:39 - 9:45\" data-start=\"00:09:38.993\" data-end=\"00:09:45.290\" data-spk=\"1\" data-label=\"Sabrina\">Oh okay it\u2019s really hard to just pick one so I think I\u2019m actually gonna pick two.<\/span><br \/><span title=\"9:45 - 9:54\" data-start=\"00:09:45.482\" data-end=\"00:09:53.660\" data-spk=\"1\" data-label=\"Sabrina\">One of them because one of them is very seasonally relevant and one of them something we do all year long so the seasonally relevant one I\u2019m going to say.<\/span><br \/><span title=\"9:54 - 10:02\" data-start=\"00:09:53.925\" data-end=\"00:10:02.433\" data-spk=\"1\" data-label=\"Sabrina\">There\u2019s so many things I would say probably the members Mark beach towels and or pool towels I\u2019ve had some of the same ones.<\/span><br \/><span title=\"10:03 - 10:10\" data-start=\"00:10:02.620\" data-end=\"00:10:09.897\" data-spk=\"1\" data-label=\"Sabrina\">For since I started working there they are thick their giant and big and they have a fantastic value to Market\u00a0<\/span><span title=\"10:10 - 10:16\" data-start=\"00:10:09.813\" data-end=\"00:10:15.942\" data-spk=\"1\" data-label=\"Sabrina\">and we just keep I keep adding every year this year they didn\u2019t kid towels to with awesome\u00a0<\/span><span title=\"10:16 - 10:31\" data-start=\"00:10:15.822\" data-end=\"00:10:30.544\" data-spk=\"1\" data-label=\"Sabrina\">designs on them so I\u2019m a big fan of mild that\u2019s you know anything about you\u2019re advocating for something I advocate for a lot of things there and not because I work there but because I genuinely like them and then the other one that I love that I try to get everyone to do is we have these Members Mark southern style\u00a0<\/span><span title=\"10:30 - 10:31\" data-start=\"00:10:30.418\" data-end=\"00:10:31.169\" data-spk=\"1\" data-label=\"Sabrina\">chicken bites.<\/span><br \/><span title=\"10:31 - 10:44\" data-start=\"00:10:31.488\" data-end=\"00:10:43.548\" data-spk=\"1\" data-label=\"Sabrina\">And you just pop them in the airfryer and sad sad to say is good and bad it\u2019s sad to say I give my kids then like once a week but they\u2019re addicting some always like well they\u2019re just for the kids and then I end up eating them all for dinner to they\u2019re just really good.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[10:43]<\/small>\u00a0<span title=\"10:43 - 10:47\" data-start=\"00:10:43.284\" data-end=\"00:10:47.285\" data-spk=\"0\" data-label=\"Jason\">I\u2019m well familiar with all those phenomenons and I\u2019m going through an airfryer phase right.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[10:48]<\/small>\u00a0<span title=\"10:48 - 10:49\" data-start=\"00:10:47.742\" data-end=\"00:10:49.430\" data-spk=\"1\" data-label=\"Sabrina\">Few are so easy.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[10:49]<\/small>\u00a0<span title=\"10:49 - 11:04\" data-start=\"00:10:49.130\" data-end=\"00:11:03.702\" data-spk=\"0\" data-label=\"Jason\">I\u2019m I gotcha yeah it seems and I thought you were going to go with salty snacks I mean that\u2019s the easy answer and then you curveball Benny with the beach towels which as a parent I have learned you need way more beach towel.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[11:03]<\/small>\u00a0<span title=\"11:03 - 11:14\" data-start=\"00:11:03.402\" data-end=\"00:11:14.007\" data-spk=\"1\" data-label=\"Sabrina\">It\u2019s important we\u2019ve got a pool and we always have kids coming over and using all the beach towels so it feels like it becomes a full-time job and then you can\u2019t find them all and I don\u2019t want to go spend a ton of money to replace them,\u00a0<\/span><span title=\"11:14 - 11:19\" data-start=\"00:11:14.086\" data-end=\"00:11:18.526\" data-spk=\"1\" data-label=\"Sabrina\">and so we either have them on hand or they\u2019re not that expensive to go by Exo.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[11:19]<\/small>\u00a0<span title=\"11:19 - 11:26\" data-start=\"00:11:18.827\" data-end=\"00:11:25.911\" data-spk=\"0\" data-label=\"Jason\">Now I don\u2019t know if you checked with the home this week but your pool has probably evaporated it is hot in Dallas.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[11:23]<\/small>\u00a0<span title=\"11:23 - 11:28\" data-start=\"00:11:23.202\" data-end=\"00:11:28.009\" data-spk=\"1\" data-label=\"Sabrina\">Oh my gosh it is hot I think it was like 109 on Sunday.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[11:28]<\/small>\u00a0<span title=\"11:28 - 11:29\" data-start=\"00:11:27.709\" data-end=\"00:11:29.343\" data-spk=\"0\" data-label=\"Jason\">Yeah good call to come to Boston.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[11:29]<\/small>\u00a0<span title=\"11:29 - 11:44\" data-start=\"00:11:29.043\" data-end=\"00:11:43.650\" data-spk=\"1\" data-label=\"Sabrina\">Yeah yeah I walked around this morning it was so nice you Dallas is brutal yeah I did you ever see the thing that went viral with the guy who he was pointing out the temperatures and then he showed McKenney and it was like a hundred thousand degrees he\u2019s like everyone in McKinney\u2019s dead.<\/span><br \/><span title=\"11:44 - 11:47\" data-start=\"00:11:44.131\" data-end=\"00:11:46.523\" data-spk=\"1\" data-label=\"Sabrina\">That\u2019s how it really feels.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[11:46]<\/small>\u00a0<span title=\"11:46 - 11:55\" data-start=\"00:11:46.223\" data-end=\"00:11:54.779\" data-spk=\"0\" data-label=\"Jason\">It does and pro tip is someone that does a lot of business travel we probably don\u2019t want to mention to our family that it\u2019s more comfortable here than it is at home.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[11:55]<\/small>\u00a0<span title=\"11:55 - 11:59\" data-start=\"00:11:54.629\" data-end=\"00:11:59.057\" data-spk=\"1\" data-label=\"Sabrina\">I already texted them like sorry.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[11:58]<\/small>\u00a0<span title=\"11:58 - 12:09\" data-start=\"00:11:58.036\" data-end=\"00:12:09.231\" data-spk=\"0\" data-label=\"Jason\">Just saying be careful so I have a new and it\u2019s so Members Mark is a of course the famous owned brand for Sam\u2019s Club.<\/span><br \/><span title=\"12:09 - 12:23\" data-start=\"00:12:09.466\" data-end=\"00:12:23.058\" data-spk=\"0\" data-label=\"Jason\">And I won\u2019t put you on the spot with any proprietary information but it\u2019s a on its own a very large brand I think Walmart in the past has disclosed that it\u2019s over a 10 billion dollar a year brand so so remarkable the Walmart,\u00a0<\/span><span title=\"12:23 - 12:29\" data-start=\"00:12:23.238\" data-end=\"00:12:28.508\" data-spk=\"0\" data-label=\"Jason\">there\u2019s a number of own Brands but of course the one most associated with Walmart in my mind is great value,\u00a0<\/span><span title=\"12:29 - 12:34\" data-start=\"00:12:28.671\" data-end=\"00:12:33.562\" data-spk=\"0\" data-label=\"Jason\">and so I\u2019m now in a murdered with a new Great Value product that\u2019s only available in Canada.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[12:32]<\/small>\u00a0<span title=\"12:32 - 12:34\" data-start=\"00:12:31.549\" data-end=\"00:12:34.481\" data-spk=\"1\" data-label=\"Sabrina\">And it\u2019ll only available in Canada what is it.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[12:34]<\/small>\u00a0<span title=\"12:34 - 12:43\" data-start=\"00:12:34.181\" data-end=\"00:12:43.489\" data-spk=\"0\" data-label=\"Jason\">And I just imported two cases of them to my home in Chicago Great Value ketchup flavored potato chips.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[12:43]<\/small>\u00a0<span title=\"12:43 - 12:49\" data-start=\"00:12:43.459\" data-end=\"00:12:48.740\" data-spk=\"1\" data-label=\"Sabrina\">Oh my gosh things are off we got two cases.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[12:48]<\/small>\u00a0<span title=\"12:48 - 12:58\" data-start=\"00:12:48.440\" data-end=\"00:12:57.910\" data-spk=\"0\" data-label=\"Jason\">Do not recommend you you try them but here\u2019s the thing there was you guys just had your earnings call congratulations it was a very very successful quarter.<\/span><br \/><span title=\"12:58 - 13:01\" data-start=\"00:12:58.157\" data-end=\"00:13:00.999\" data-spk=\"0\" data-label=\"Jason\">And Doug mcmillon to see ya.<\/span><br \/><span title=\"13:01 - 13:09\" data-start=\"00:13:01.204\" data-end=\"00:13:09.316\" data-spk=\"0\" data-label=\"Jason\">I don\u2019t know if he did it on purpose or on accident but in the investor car he talked about a trip to Canada where they made him try catch,\u00a0<\/span><span title=\"13:09 - 13:20\" data-start=\"00:13:09.496\" data-end=\"00:13:19.831\" data-spk=\"0\" data-label=\"Jason\">potato chips and he kind of said it\u2019s the only Walmart owned brand products that he doesn\u2019t want so now my thing is I show up at every meeting.<\/span><br \/><span title=\"13:20 - 13:23\" data-start=\"00:13:20.295\" data-end=\"00:13:22.782\" data-spk=\"0\" data-label=\"Jason\">With a bag of these potato chips.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[13:22]<\/small>\u00a0<span title=\"13:22 - 13:24\" data-start=\"00:13:22.482\" data-end=\"00:13:23.677\" data-spk=\"1\" data-label=\"Sabrina\">I don\u2019t see him in here.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[13:24]<\/small>\u00a0<span title=\"13:24 - 13:29\" data-start=\"00:13:23.858\" data-end=\"00:13:28.719\" data-spk=\"0\" data-label=\"Jason\">I did not I didn\u2019t think about bringing him to Boston and you have to like it\u2019s a pain too.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[13:28]<\/small>\u00a0<span title=\"13:28 - 13:32\" data-start=\"00:13:28.419\" data-end=\"00:13:32.088\" data-spk=\"1\" data-label=\"Sabrina\">Okay packing with potato chips in an airplane.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[13:32]<\/small>\u00a0<span title=\"13:32 - 13:33\" data-start=\"00:13:31.838\" data-end=\"00:13:32.973\" data-spk=\"0\" data-label=\"Jason\">Chick early well.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[13:33]<\/small>\u00a0<span title=\"13:33 - 13:36\" data-start=\"00:13:32.723\" data-end=\"00:13:36.463\" data-spk=\"1\" data-label=\"Sabrina\">Get interesting yeah well now I\u2019m intrigued yeah so I\u2019m gonna have to drive it.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[13:37]<\/small>\u00a0<span title=\"13:37 - 13:38\" data-start=\"00:13:36.519\" data-end=\"00:13:38.073\" data-spk=\"0\" data-label=\"Jason\">Procure some.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[13:37]<\/small>\u00a0<span title=\"13:37 - 13:40\" data-start=\"00:13:37.170\" data-end=\"00:13:39.992\" data-spk=\"1\" data-label=\"Sabrina\">Yeah I can\u2019t wait to try them yeah.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[13:40]<\/small>\u00a0<span title=\"13:40 - 13:42\" data-start=\"00:13:39.742\" data-end=\"00:13:42.005\" data-spk=\"0\" data-label=\"Jason\">Come away if Doug comes for a visit just saying.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[13:42]<\/small>\u00a0<span title=\"13:42 - 13:46\" data-start=\"00:13:41.705\" data-end=\"00:13:46.265\" data-spk=\"1\" data-label=\"Sabrina\">Yeah perfect you don\u2019t as much as I\u2019d like to be picking my kids will probably even like two.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[13:46]<\/small>\u00a0<span title=\"13:46 - 13:53\" data-start=\"00:13:46.001\" data-end=\"00:13:52.869\" data-spk=\"0\" data-label=\"Jason\">Oh my God my son my son would definitely the more like something\u2019s unappealing to my palate the more likely.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[13:53]<\/small>\u00a0<span title=\"13:53 - 13:57\" data-start=\"00:13:52.569\" data-end=\"00:13:56.539\" data-spk=\"1\" data-label=\"Sabrina\">I\u2019m a to be fair I\u2019ve seen my kids dip potato chips in ketchup.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[13:56]<\/small>\u00a0<span title=\"13:56 - 13:57\" data-start=\"00:13:56.373\" data-end=\"00:13:57.394\" data-spk=\"0\" data-label=\"Jason\">Yeah of course.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[13:57]<\/small>\u00a0<span title=\"13:57 - 14:01\" data-start=\"00:13:57.144\" data-end=\"00:14:01.474\" data-spk=\"1\" data-label=\"Sabrina\">So it seems to actually make a little bit of sense yeah.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[14:01]<\/small>\u00a0<span title=\"14:01 - 14:13\" data-start=\"00:14:01.475\" data-end=\"00:14:12.669\" data-spk=\"0\" data-label=\"Jason\">Um so zooming into Sam\u2019s a little bit like obviously in this last decade one of the huge changes is this whole mobile,\u00a0<\/span><span title=\"14:13 - 14:19\" data-start=\"00:14:12.832\" data-end=\"00:14:18.750\" data-spk=\"0\" data-label=\"Jason\">um and I imagine it\u2019s fundamentally changed how people shop,\u00a0<\/span><span title=\"14:19 - 14:30\" data-start=\"00:14:18.817\" data-end=\"00:14:29.891\" data-spk=\"0\" data-label=\"Jason\">the you know you hear a lot of stats about even how much people are using mobile in the store in the club so like I\u2019m somewhat curious I don\u2019t think please don\u2019t be offended,\u00a0<\/span><span title=\"14:30 - 14:37\" data-start=\"00:14:29.988\" data-end=\"00:14:37.066\" data-spk=\"0\" data-label=\"Jason\">don\u2019t think of Club as the earliest adopter of digital not saying specifically but all club like.<\/span><br \/><span title=\"14:37 - 14:44\" data-start=\"00:14:37.391\" data-end=\"00:14:44.377\" data-spk=\"0\" data-label=\"Jason\">Hilton was impacted by digital before Club was right and Circuit City was probably impacted by a digital a little before.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[14:44]<\/small>\u00a0<span title=\"14:44 - 14:46\" data-start=\"00:14:44.127\" data-end=\"00:14:45.773\" data-spk=\"1\" data-label=\"Sabrina\">Sir.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[14:45]<\/small>\u00a0<span title=\"14:45 - 14:47\" data-start=\"00:14:44.508\" data-end=\"00:14:47.450\" data-spk=\"0\" data-label=\"Jason\">Of our club was so that being said like,\u00a0<\/span><span title=\"14:48 - 14:55\" data-start=\"00:14:47.618\" data-end=\"00:14:54.582\" data-spk=\"0\" data-label=\"Jason\">is like how has the Advent of mobile changed how you think about marketing and customer experience at Sam\u2019s today.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[14:55]<\/small>\u00a0<span title=\"14:55 - 15:03\" data-start=\"00:14:55.214\" data-end=\"00:15:02.713\" data-spk=\"1\" data-label=\"Sabrina\">I mean it\u2019s extremely important so you\u2019re absolutely right at Sam\u2019s Club when we look at that\u00a0<\/span><span title=\"15:03 - 15:16\" data-start=\"00:15:02.575\" data-end=\"00:15:15.879\" data-spk=\"1\" data-label=\"Sabrina\">the performance and understand where people are headed that\u2019s where we focus our time and energy Ray where do they want to be where they going how do we get ahead of it and provide a good experience which requires us to know where they\u2019re spending their time and we\u2019ve seen a pretty significant shift.<\/span><br \/><span title=\"15:16 - 15:23\" data-start=\"00:15:16.089\" data-end=\"00:15:22.627\" data-spk=\"1\" data-label=\"Sabrina\">Into Mobile and app experience specifically and so what we\u2019ve what we\u2019ve done is\u00a0<\/span><span title=\"15:23 - 15:34\" data-start=\"00:15:22.549\" data-end=\"00:15:33.563\" data-spk=\"1\" data-label=\"Sabrina\">try to get a better understanding of what\u2019s the data and the behavior that they\u2019re taking within the app so let\u2019s just focus on specifically app right because there\u2019s desktop there\u2019s mobile web and then there\u2019s a\u00a0<\/span><span title=\"15:33 - 15:38\" data-start=\"00:15:33.486\" data-end=\"00:15:38.184\" data-spk=\"1\" data-label=\"Sabrina\">and if you think about it there\u2019s trial barriers to downloading an app on your phone\u00a0<\/span><span title=\"15:38 - 15:51\" data-start=\"00:15:38.071\" data-end=\"00:15:50.587\" data-spk=\"1\" data-label=\"Sabrina\">right you don\u2019t just immediately say yes I\u2019m going to put the app on my phone so there has to be a reason and a journey to move them from mobile web into actually you know committing and putting the app on their phone.<\/span><\/p>\n<p><small>[15:51]<\/small>\u00a0<span title=\"15:51 - 15:57\" data-start=\"00:15:51.122\" data-end=\"00:15:56.638\" data-spk=\"1\" data-label=\"Sabrina\">So I think there\u2019s different ways to say well what\u2019s a trigger to get them to download\u00a0<\/span><span title=\"15:57 - 16:08\" data-start=\"00:15:56.500\" data-end=\"00:16:08.326\" data-spk=\"1\" data-label=\"Sabrina\">but we know one of those giant triggers is this can I go I so everyone loves scan ago if you\u2019ve done it you know and and you have to download the app and actually.<\/span><br \/><span title=\"16:09 - 16:25\" data-start=\"00:16:08.573\" data-end=\"00:16:24.989\" data-spk=\"1\" data-label=\"Sabrina\">You know use it in the club to be able to make the purchase through scan and go what\u2019s interesting that you might not know is if you hope if you\u2019ve got scan and go and overall digital and you\u2019re looking at it the numbers are pretty strong if you take out scan ago and you just look at online digital penetration\u00a0<\/span><span title=\"16:25 - 16:31\" data-start=\"00:16:24.785\" data-end=\"00:16:31.100\" data-spk=\"1\" data-label=\"Sabrina\">only about a third of our members or shopping online so so to me I\u2019m like well hang on a minute\u00a0<\/span><span title=\"16:31 - 16:41\" data-start=\"00:16:30.956\" data-end=\"00:16:40.883\" data-spk=\"1\" data-label=\"Sabrina\">they have the app on their phone so we broke through a massive barrier already of loyalty they\u2019re purchasing with us but they don\u2019t see the value of shopping online.<\/span><\/p>\n<p><small>[16:41]<\/small>\u00a0<span title=\"16:41 - 16:44\" data-start=\"00:16:40.985\" data-end=\"00:16:43.917\" data-spk=\"1\" data-label=\"Sabrina\">Unless they are shopping on the app in the club so\u00a0<\/span><span title=\"16:44 - 16:57\" data-start=\"00:16:43.852\" data-end=\"00:16:56.741\" data-spk=\"1\" data-label=\"Sabrina\">the opportunity becomes massive I got two thirds of our own member base for good acquisition and new members coming in if I just even start with our member base how can I give them a reason to see the value of pulling up\u00a0<\/span><span title=\"16:57 - 17:07\" data-start=\"00:16:56.597\" data-end=\"00:17:06.776\" data-spk=\"1\" data-label=\"Sabrina\">the phone and building a relationship through digital when they\u2019re not in our clubs and I think that\u2019s what we\u2019ve been trying to focus on and get to so really then it becomes the traffic drivers.<\/span><\/p>\n<p><small>[17:07]<\/small>\u00a0<span title=\"17:07 - 17:15\" data-start=\"00:17:06.837\" data-end=\"00:17:14.522\" data-spk=\"1\" data-label=\"Sabrina\">Right so how are they coming and how do we get them to ultimately make that decision to move from Google to\u00a0<\/span><span title=\"17:14 - 17:24\" data-start=\"00:17:14.396\" data-end=\"00:17:23.836\" data-spk=\"1\" data-label=\"Sabrina\">the app or to mobile web to add to cart and ultimately ultimately make that conversion and we\u2019re really taking a lot of time and focus around\u00a0<\/span><span title=\"17:24 - 17:25\" data-start=\"00:17:23.722\" data-end=\"00:17:24.839\" data-spk=\"1\" data-label=\"Sabrina\">the data so\u00a0<\/span><span title=\"17:25 - 17:40\" data-start=\"00:17:24.792\" data-end=\"00:17:39.910\" data-spk=\"1\" data-label=\"Sabrina\">for instance they come in on the homepage did they come in on a category shelf page that has a bunch of items did they come in on a specific product page did they come in because they wanted to check their Sam\u2019s cash total what drove them in how much time are they spending\u00a0<\/span><span title=\"17:40 - 17:49\" data-start=\"00:17:39.742\" data-end=\"00:17:49.038\" data-spk=\"1\" data-label=\"Sabrina\">did they bounce or did they stay did they look at things what was their scroll rate did they spend a lot of time we really focus on what it is they\u2019re doing\u00a0<\/span><span title=\"17:49 - 17:59\" data-start=\"00:17:48.924\" data-end=\"00:17:58.676\" data-spk=\"1\" data-label=\"Sabrina\">what types of things are finding worth adding to their carts and then we start figuring out okay how can we drive bigger baskets your category penetration\u00a0<\/span><span title=\"17:58 - 18:14\" data-start=\"00:17:58.497\" data-end=\"00:18:14.282\" data-spk=\"1\" data-label=\"Sabrina\">or introduce new member benefits like we were talking about earlier rate so if I\u2019ve seen that you know Jason\u2019s come in and he comes every five weeks and he buys the same 15 things to stock up as house well how do I show him the amount of Sam\u2019s cash he\u2019s earned.<\/span><\/p>\n<p><small>[18:15]<\/small>\u00a0<span title=\"18:15 - 18:28\" data-start=\"00:18:14.517\" data-end=\"00:18:28.061\" data-spk=\"1\" data-label=\"Sabrina\">In between that five to six weeks to get in to come in and then give them things to potentially you know get them excited to purchase through digital using that hands cash or whatever it is that that you can create those triggers using the data\u00a0<\/span><span title=\"18:28 - 18:32\" data-start=\"00:18:27.917\" data-end=\"00:18:32.345\" data-spk=\"1\" data-label=\"Sabrina\">so ultimately focus on on driving more app frequency and.<\/span><\/p>\n<p><small>[18:33]<\/small>\u00a0<span title=\"18:33 - 18:45\" data-start=\"00:18:32.604\" data-end=\"00:18:45.427\" data-spk=\"1\" data-label=\"Sabrina\">Also say as we continue to see the shift to mobile and to app I think members are at the center of everything we do so remember obsessed and as we see what\u2019s working and not working with what\u2019s working we can lean in,\u00a0<\/span><span title=\"18:45 - 18:54\" data-start=\"00:18:45.433\" data-end=\"00:18:54.356\" data-spk=\"1\" data-label=\"Sabrina\">great okay they love it keep doing it if it\u2019s not working we know about it so every week we start off the week of one of the members saying\u00a0<\/span><span title=\"18:54 - 19:02\" data-start=\"00:18:54.225\" data-end=\"00:19:02.078\" data-spk=\"1\" data-label=\"Sabrina\">what do they not like about us last week right so we look at not only the MPS but we look specifically at the word for word feedback so\u00a0<\/span><span title=\"19:02 - 19:06\" data-start=\"00:19:01.898\" data-end=\"00:19:06.062\" data-spk=\"1\" data-label=\"Sabrina\">through member surveys the customer call center\u00a0<\/span><span title=\"19:06 - 19:17\" data-start=\"00:19:05.870\" data-end=\"00:19:17.275\" data-spk=\"1\" data-label=\"Sabrina\">the social media I mean we\u2019re all pulling it up looking at the Facebook groups and looking at the comments and saying hey we could have done better here and so as you think about that and you put that lens of app and digital\u00a0<\/span><span title=\"19:17 - 19:25\" data-start=\"00:19:17.149\" data-end=\"00:19:24.780\" data-spk=\"1\" data-label=\"Sabrina\">this is working this is not working how do we think about our roadmap and our prioritization to provide a better experience to remove,\u00a0<\/span><span title=\"19:25 - 19:36\" data-start=\"00:19:24.811\" data-end=\"00:19:36.456\" data-spk=\"1\" data-label=\"Sabrina\">the things that are giving them reasons to not want to shop online with us and pick the big ones and and start to move the needle which ultimately is part of the reason we saw an 18% complex you too.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[19:37]<\/small>\u00a0<span title=\"19:37 - 19:45\" data-start=\"00:19:36.504\" data-end=\"00:19:45.181\" data-spk=\"0\" data-label=\"Jason\">That\u2019s amazing and I do I want to double click on the data but before I do I just want to stay in the app thing for one more SEC because I couldn\u2019t agree more,\u00a0<\/span><span title=\"19:45 - 19:52\" data-start=\"00:19:45.368\" data-end=\"00:19:51.815\" data-spk=\"0\" data-label=\"Jason\">people way underestimate the difficulty of getting customers just to download the stupid app.<\/span><br \/><span title=\"19:52 - 19:56\" data-start=\"00:19:52.218\" data-end=\"00:19:56.118\" data-spk=\"0\" data-label=\"Jason\">And in many cases I have a lot of clients that like don\u2019t have quite the,\u00a0<\/span><span title=\"19:56 - 20:06\" data-start=\"00:19:56.190\" data-end=\"00:20:06.213\" data-spk=\"0\" data-label=\"Jason\">Market awareness of Sam\u2019s and they\u2019ll ask about building an app in before I let any of my clients build an app I take them to an Apple store and we sit down and Apple Store and.<\/span><br \/><span title=\"20:07 - 20:16\" data-start=\"00:20:06.502\" data-end=\"00:20:16.098\" data-spk=\"0\" data-label=\"Jason\">Talking thing you\u2019ll notice about half the people in an Apple Store are men and women that are my age or older and they\u2019re in line at the Genius Bar because they do not know their iTunes password.<\/span><br \/><span title=\"20:17 - 20:21\" data-start=\"00:20:16.555\" data-end=\"00:20:21.175\" data-spk=\"0\" data-label=\"Jason\">And guess what you can\u2019t do if you don\u2019t know your iTunes password and download an app.<\/span><br \/><span title=\"20:22 - 20:27\" data-start=\"00:20:21.759\" data-end=\"00:20:27.124\" data-spk=\"0\" data-label=\"Jason\">And so there is just this this huge barrier and the.<\/span><br \/><span title=\"20:27 - 20:39\" data-start=\"00:20:27.377\" data-end=\"00:20:39.203\" data-spk=\"0\" data-label=\"Jason\">For normal retailers the mortality of apps is huge two people download it only use it once like the abandonment rates are super depressing so for a lot of people like you go like.<\/span><br \/><span title=\"20:40 - 20:45\" data-start=\"00:20:39.576\" data-end=\"00:20:44.737\" data-spk=\"0\" data-label=\"Jason\">Explicitly focusing on app downloads is often a mistake.<\/span><br \/><span title=\"20:45 - 20:53\" data-start=\"00:20:45.080\" data-end=\"00:20:53.174\" data-spk=\"0\" data-label=\"Jason\">Um I don\u2019t actually see Sam\u2019s heavily promoting the act of downloading the app what I see you guys promoting are the.<\/span><br \/><span title=\"20:54 - 21:01\" data-start=\"00:20:53.703\" data-end=\"00:21:00.745\" data-spk=\"0\" data-label=\"Jason\">Benefits and the problems that are solved with the app is that I\u2019m assuming that\u2019s an intentional decision.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[21:00]<\/small>\u00a0<span title=\"21:00 - 21:07\" data-start=\"00:21:00.475\" data-end=\"00:21:06.977\" data-spk=\"1\" data-label=\"Sabrina\">100% right because I think if you go into the club which I think is again,\u00a0<\/span><span title=\"21:07 - 21:15\" data-start=\"00:21:07.037\" data-end=\"00:21:15.005\" data-spk=\"1\" data-label=\"Sabrina\">the true power and value of a true end-to-end Omni retailer right and and that\u2019s our challenge always is when you go into the club you feel the club,\u00a0<\/span><span title=\"21:15 - 21:28\" data-start=\"00:21:15.161\" data-end=\"00:21:27.990\" data-spk=\"1\" data-label=\"Sabrina\">right the the first experience coming in like you\u2019re like this is awesome and where do I start right and it\u2019s a full brand experience and you feel the I feel you see you touch you experience the items.<\/span><br \/><span title=\"21:28 - 21:34\" data-start=\"00:21:28.327\" data-end=\"00:21:34.252\" data-spk=\"1\" data-label=\"Sabrina\">And digital you don\u2019t necessarily have the ability to do that so the challenge becomes how do you bring your brand to life,\u00a0<\/span><span title=\"21:34 - 21:38\" data-start=\"00:21:34.318\" data-end=\"00:21:38.434\" data-spk=\"1\" data-label=\"Sabrina\">through digital and you have to know those touch points and I would say.<\/span><br \/><span title=\"21:39 - 21:47\" data-start=\"00:21:38.825\" data-end=\"00:21:46.654\" data-spk=\"1\" data-label=\"Sabrina\">You\u2019re exactly right is is it\u2019s really hard to do say go download our app it\u2019s another thing to say hey do you want to get out the door quicker.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[21:47]<\/small>\u00a0<span title=\"21:47 - 21:49\" data-start=\"00:21:47.250\" data-end=\"00:21:48.511\" data-spk=\"0\" data-label=\"Jason\">Get this line.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[21:48]<\/small>\u00a0<span title=\"21:48 - 21:58\" data-start=\"00:21:48.211\" data-end=\"00:21:57.795\" data-spk=\"1\" data-label=\"Sabrina\">And I would tell you I would say 10 out of 10 people are like yeah they\u2019re not going to say no I\u2019d like to stay in touch in line the waste my time no they want out and it\u2019s actually really yeah.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[21:57]<\/small>\u00a0<span title=\"21:57 - 22:01\" data-start=\"00:21:57.495\" data-end=\"00:22:01.311\" data-spk=\"0\" data-label=\"Jason\">Desert home with the with their their their significant other.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[22:01]<\/small>\u00a0<span title=\"22:01 - 22:05\" data-start=\"00:22:01.011\" data-end=\"00:22:04.862\" data-spk=\"1\" data-label=\"Sabrina\">That\u2019s very true like listen okay we\u2019ll say nine out of ten,\u00a0<\/span><span title=\"22:05 - 22:17\" data-start=\"00:22:04.971\" data-end=\"00:22:16.808\" data-spk=\"1\" data-label=\"Sabrina\">10th person\u2019s a sad sad person but either way the the opportunity becomes okay we\u2019ll give them a reason valuable enough for their time and attention that it\u2019s worth downloading\u00a0<\/span><span title=\"22:17 - 22:26\" data-start=\"00:22:16.598\" data-end=\"00:22:25.900\" data-spk=\"1\" data-label=\"Sabrina\">that app on their phone I think what\u2019s been interesting to is navigating the conversations rate because when you see the value of app and you see the growth and app me like yes\u00a0<\/span><span title=\"22:26 - 22:34\" data-start=\"00:22:25.828\" data-end=\"00:22:34.126\" data-spk=\"1\" data-label=\"Sabrina\">app app and everything is focused on app you tend to forget the actual member journey to get to the app right so they may have started on desktop,\u00a0<\/span><span title=\"22:34 - 22:40\" data-start=\"00:22:34.283\" data-end=\"00:22:40.033\" data-spk=\"1\" data-label=\"Sabrina\">when you know they were sitting at work and me and they were trying to figure out where to start for dinner that night\u00a0<\/span><span title=\"22:40 - 22:47\" data-start=\"00:22:39.853\" data-end=\"00:22:47.226\" data-spk=\"1\" data-label=\"Sabrina\">that desktop Behavior may have said okay actually I was looking at something at work today and now I\u2019m pull it up on my phone and they went through mobile web\u00a0<\/span><span title=\"22:47 - 22:57\" data-start=\"00:22:47.004\" data-end=\"00:22:56.864\" data-spk=\"1\" data-label=\"Sabrina\">and then ultimately they shop with us a couple times and now all of a sudden oh I didn\u2019t realize they had an app that app would be easier right so there\u2019s a journey and you can\u2019t forget everyone else that that\u00a0<\/span><span title=\"22:57 - 23:05\" data-start=\"00:22:56.715\" data-end=\"00:23:04.844\" data-spk=\"1\" data-label=\"Sabrina\">is experiencing it before they made the decision to put that app on their phone and so you it\u2019s hard to prioritize and forget about\u00a0<\/span><span title=\"23:05 - 23:08\" data-start=\"00:23:04.821\" data-end=\"00:23:08.192\" data-spk=\"1\" data-label=\"Sabrina\">about everyone else you have to understand there\u2019s a journey in between.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[23:08]<\/small>\u00a0<span title=\"23:08 - 23:22\" data-start=\"00:23:08.420\" data-end=\"00:23:21.706\" data-spk=\"0\" data-label=\"Jason\">No I couldn\u2019t agree more in before I go on I do want to just one shout out to scan and go because it\u2019s amongst my favorite digital experiences because unfortunate truth of many digital experiences is,\u00a0<\/span><span title=\"23:22 - 23:31\" data-start=\"00:23:21.815\" data-end=\"00:23:30.623\" data-spk=\"0\" data-label=\"Jason\">they\u2019re awesome and members our customers love them but they often are problematic for us as retailers IE often,\u00a0<\/span><span title=\"23:31 - 23:38\" data-start=\"00:23:30.696\" data-end=\"00:23:38.069\" data-spk=\"0\" data-label=\"Jason\">it\u2019s taking something that the customer used to do and shifting it to something we have to do right so you think about online grocery,\u00a0<\/span><span title=\"23:38 - 23:53\" data-start=\"00:23:38.249\" data-end=\"00:23:53.001\" data-spk=\"0\" data-label=\"Jason\">the customer used to get the bananas now we\u2019re getting the bananas right if those are home delivery the customer used to drive those home now we\u2019re driving those home scan and go is one of those rare things where it both increases customer satisfaction or NPS score,\u00a0<\/span><span title=\"23:53 - 24:00\" data-start=\"00:23:53.008\" data-end=\"00:23:59.665\" data-spk=\"0\" data-label=\"Jason\">and the member is doing something that we used to have to do for them so I feel like that just amazing,\u00a0<\/span><span title=\"24:00 - 24:08\" data-start=\"00:23:59.708\" data-end=\"00:24:08.402\" data-spk=\"0\" data-label=\"Jason\">on the data side like obviously one reason a lot of people like to get people in the digital echo system and using the app is because you do get all that wonderful data that,\u00a0<\/span><span title=\"24:09 - 24:14\" data-start=\"00:24:08.529\" data-end=\"00:24:14.315\" data-spk=\"0\" data-label=\"Jason\">describe activating that\u2019s one of the areas where I feel like clubs have an unfair advantage\u00a0<\/span><span title=\"24:14 - 24:25\" data-start=\"00:24:14.310\" data-end=\"00:24:24.519\" data-spk=\"0\" data-label=\"Jason\">because of the membership structure right like most of my retail clients they talked about this capture rate and what they mean is what percentage of my customers do I have any idea what they bought.<\/span><\/p>\n<p><small>[24:25]<\/small>\u00a0<span title=\"24:25 - 24:29\" data-start=\"00:24:24.748\" data-end=\"00:24:29.296\" data-spk=\"0\" data-label=\"Jason\">Right right because a lot of people buy with cash or they shop anonymously or,\u00a0<\/span><span title=\"24:29 - 24:35\" data-start=\"00:24:29.314\" data-end=\"00:24:35.317\" data-spk=\"0\" data-label=\"Jason\">they pre-shop digital and then they you know paid on a different credit card and there\u2019s this whole,\u00a0<\/span><span title=\"24:35 - 24:45\" data-start=\"00:24:35.414\" data-end=\"00:24:45.286\" data-spk=\"0\" data-label=\"Jason\">you know family amalgamation all these complications which is why if you walk out of this room right now there\u2019s 47 CD P vendors all trying to help retailers,\u00a0<\/span><span title=\"24:45 - 24:55\" data-start=\"00:24:45.293\" data-end=\"00:24:55.261\" data-spk=\"0\" data-label=\"Jason\">solve this data Quagmire and I\u2019m not saying it\u2019s not still hard at membership-based retailers but you do kind of have an unfair built-in Advantage like you pretty much know.<\/span><br \/><span title=\"24:56 - 25:00\" data-start=\"00:24:55.556\" data-end=\"00:25:00.255\" data-spk=\"0\" data-label=\"Jason\">What and how much each members fans and on what.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[25:00]<\/small>\u00a0<span title=\"25:00 - 25:03\" data-start=\"00:24:59.955\" data-end=\"00:25:03.295\" data-spk=\"1\" data-label=\"Sabrina\">And I know they\u2019re out there I might just stay in this room and close the door.<\/span><br \/><span title=\"25:04 - 25:17\" data-start=\"00:25:03.981\" data-end=\"00:25:17.128\" data-spk=\"1\" data-label=\"Sabrina\">No but there\u2019s a reason why they\u2019re booming right because it\u2019s a it\u2019s a lot of work to figure out I would say yes coming into the membership space I was,\u00a0<\/span><span title=\"25:17 - 25:28\" data-start=\"00:25:17.291\" data-end=\"00:25:27.860\" data-spk=\"1\" data-label=\"Sabrina\">very excited and shocked by how much data we really truly had every time you know member makes a purchase we see it so it allows you to kind of.<\/span><br \/><span title=\"25:28 - 25:38\" data-start=\"00:25:28.143\" data-end=\"00:25:37.968\" data-spk=\"1\" data-label=\"Sabrina\">Really understand what it is that\u2019s driving their trips how often they\u2019re coming where they\u2019re shopping what are they buying you can also start to understand their typical journey and behavior,\u00a0<\/span><span title=\"25:38 - 25:45\" data-start=\"00:25:38.112\" data-end=\"00:25:45.136\" data-spk=\"1\" data-label=\"Sabrina\">so I\u2019ll give you two examples of the way we\u2019re kind of leveraging data I know I already talked about app but let me kind of put it into real life for a second.<\/span><\/p>\n<p><small>[25:46]<\/small>\u00a0<span title=\"25:46 - 25:55\" data-start=\"00:25:45.714\" data-end=\"00:25:55.292\" data-spk=\"1\" data-label=\"Sabrina\">One of those is and I\u2019m talking specifically to like end-to-end experience so one of those I\u2019ll start with on,\u00a0<\/span><span title=\"25:55 - 25:59\" data-start=\"00:25:55.334\" data-end=\"00:25:59.041\" data-spk=\"1\" data-label=\"Sabrina\">specific promotion or sales or event\u00a0<\/span><span title=\"25:59 - 26:12\" data-start=\"00:25:58.946\" data-end=\"00:26:12.213\" data-spk=\"1\" data-label=\"Sabrina\">right what gets exciting is you can put this money into Market you can understand where they\u2019re coming in so first of all to drive the traffic and you\u2019re looking at a year-over-year confer a marketing campaign okay great so the traffic was there\u00a0<\/span><span title=\"26:12 - 26:21\" data-start=\"00:26:12.088\" data-end=\"00:26:20.818\" data-spk=\"1\" data-label=\"Sabrina\">and hit the pages you needed it to hit well now you can say okay what they do next right and you can start to say all right did they move from that\u00a0<\/span><span title=\"26:21 - 26:30\" data-start=\"00:26:20.789\" data-end=\"00:26:29.790\" data-spk=\"1\" data-label=\"Sabrina\">page to the next page and so you can see the analytics team has done fantastic jobs not only of having the data but making the data.<\/span><\/p>\n<p><small>[26:30]<\/small>\u00a0<span title=\"26:30 - 26:35\" data-start=\"00:26:29.995\" data-end=\"00:26:34.531\" data-spk=\"1\" data-label=\"Sabrina\">Readable digestible and actionable is a completely separate,\u00a0<\/span><span title=\"26:35 - 26:46\" data-start=\"00:26:34.646\" data-end=\"00:26:46.381\" data-spk=\"1\" data-label=\"Sabrina\">right so there\u2019s a lot of work that happens behind the scenes of late great I\u2019m looking at a table of a massive amount of data but what am I supposed to do with this to make a business decision and what they can do is they can take that and they can build it out for me across the funnel so they\u2019ll say okay\u00a0<\/span><span title=\"26:46 - 26:53\" data-start=\"00:26:46.177\" data-end=\"00:26:52.654\" data-spk=\"1\" data-label=\"Sabrina\">traffic was up well and then it moved to the next page to it so it actually moved from let\u2019s say the home page or landing page we built\u00a0<\/span><span title=\"26:53 - 27:02\" data-start=\"00:26:52.637\" data-end=\"00:27:02.497\" data-spk=\"1\" data-label=\"Sabrina\">to the Shelf page with all of the categories and then it moved from that category page to the product page and you can see all the product pages that were tagged with in that event in that campaign,\u00a0<\/span><span title=\"27:03 - 27:17\" data-start=\"00:27:02.564\" data-end=\"00:27:16.582\" data-spk=\"1\" data-label=\"Sabrina\">then you can and it has your year-over-year growth of each so you can see the continued strength in growth throughout the funnel and then it moved to check out and ultimately her to cart and ultimately to check out and so you can see okay\u00a0<\/span><span title=\"27:16 - 27:19\" data-start=\"00:27:16.493\" data-end=\"00:27:18.812\" data-spk=\"1\" data-label=\"Sabrina\">but you can also see when it\u2019s off right\u00a0<\/span><span title=\"27:19 - 27:30\" data-start=\"00:27:18.740\" data-end=\"00:27:29.610\" data-spk=\"1\" data-label=\"Sabrina\">what happened okay so something\u2019s off you can say oh well that\u2019s because X percent of our items ran out of inventory in the first two hours because maybe we didn\u2019t estimate,\u00a0<\/span><span title=\"27:30 - 27:43\" data-start=\"00:27:29.755\" data-end=\"00:27:42.836\" data-spk=\"1\" data-label=\"Sabrina\">demand properly right and so now all of a sudden okay we\u2019ll stop marketing that so go back up to your upper funnel and stop talking about those because you\u2019re making some angry members because they\u2019re falling off here and not because there\u2019s not strength in the funnel,\u00a0<\/span><span title=\"27:43 - 27:49\" data-start=\"00:27:42.897\" data-end=\"00:27:48.803\" data-spk=\"1\" data-label=\"Sabrina\">it\u2019s because it\u2019s not actually available when they tried to go add it to their car so we got them all the way to the PDP and then something breaks.<\/span><br \/><span title=\"27:49 - 27:57\" data-start=\"00:27:49.020\" data-end=\"00:27:57.396\" data-spk=\"1\" data-label=\"Sabrina\">Right so it makes it makes it really easy to be able to do that in a way that allows us to actually pinpoint the issue.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[27:57]<\/small>\u00a0<span title=\"27:57 - 28:04\" data-start=\"00:27:57.397\" data-end=\"00:28:03.886\" data-spk=\"0\" data-label=\"Jason\">Side note that used to be way harder to do in the store circular let\u2019s hard to erase the printing when you run out of.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[28:04]<\/small>\u00a0<span title=\"28:04 - 28:15\" data-start=\"00:28:03.586\" data-end=\"00:28:15.369\" data-spk=\"1\" data-label=\"Sabrina\">Yeah it\u2019s not it\u2019s not exactly it\u2019s not exactly possible okay so and then other than the the funnel I think the other thing is understanding kind of their behavior on the pages,\u00a0<\/span><span title=\"28:15 - 28:21\" data-start=\"00:28:15.448\" data-end=\"00:28:21.174\" data-spk=\"1\" data-label=\"Sabrina\">so if you think about let\u2019s just take the types of traffic coming in where they going and is it\u00a0<\/span><span title=\"28:21 - 28:33\" data-start=\"00:28:21.102\" data-end=\"00:28:32.651\" data-spk=\"1\" data-label=\"Sabrina\">working raise so if they\u2019re coming in through paid marketing or if they\u2019re coming in through CRM or they\u2019re coming in through SEO where are they going and is it actually doing its job,\u00a0<\/span><span title=\"28:33 - 28:39\" data-start=\"00:28:32.718\" data-end=\"00:28:39.117\" data-spk=\"1\" data-label=\"Sabrina\">right and then once it lands how to use the data up to optimize the right message you\u2019re putting in front of them at the right time so,\u00a0<\/span><span title=\"28:39 - 28:43\" data-start=\"00:28:39.130\" data-end=\"00:28:43.365\" data-spk=\"1\" data-label=\"Sabrina\">not only just on personalization right so let\u2019s take our home page you have,\u00a0<\/span><span title=\"28:43 - 28:55\" data-start=\"00:28:43.444\" data-end=\"00:28:54.638\" data-spk=\"1\" data-label=\"Sabrina\">frequently ordered items you have no inspired by a recent views things like that but you also think about well where is it they\u2019re clicking on that page the most and how do you take that that,\u00a0<\/span><span title=\"28:55 - 29:02\" data-start=\"00:28:54.693\" data-end=\"00:29:02.168\" data-spk=\"1\" data-label=\"Sabrina\">that knowledge and that data and say okay here are the things we need to be putting in front of them based on that traffic driver that came in so we can connect the message,\u00a0<\/span><span title=\"29:02 - 29:07\" data-start=\"00:29:02.210\" data-end=\"00:29:07.258\" data-spk=\"1\" data-label=\"Sabrina\">and make sure that we\u2019re taking advantage of that quality traffic so that we can actually move them down that funnel.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[29:08]<\/small>\u00a0<span title=\"29:08 - 29:18\" data-start=\"00:29:07.540\" data-end=\"00:29:17.737\" data-spk=\"0\" data-label=\"Jason\">Yeah that\u2019s amazing and hearing those two examples it makes me think and hope that we both have kids in school hopefully they become data analysts because.<\/span><br \/><span title=\"29:18 - 29:31\" data-start=\"00:29:18.423\" data-end=\"00:29:31.312\" data-spk=\"0\" data-label=\"Jason\">Seems like there\u2019s an ever-increasing problem with processing all this data I heard a rumor that Walmart has like seven petrol bytes of data and I don\u2019t actually know what a petrol B is,\u00a0<\/span><span title=\"29:31 - 29:34\" data-start=\"00:29:31.475\" data-end=\"00:29:33.697\" data-spk=\"0\" data-label=\"Jason\">but my seven-year-old tells me it\u2019s a big number.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[29:33]<\/small>\u00a0<span title=\"29:33 - 29:37\" data-start=\"00:29:33.397\" data-end=\"00:29:37.243\" data-spk=\"1\" data-label=\"Sabrina\">I don\u2019t know what that is either but I\u2019m not doubting it.<\/span><br \/><span title=\"29:38 - 29:53\" data-start=\"00:29:37.646\" data-end=\"00:29:52.554\" data-spk=\"1\" data-label=\"Sabrina\">And you\u2019re absolutely right like I think it becomes a if you have so much data right at your hands how do you make sense of it how do you organize it and again make it actionable because otherwise it\u2019s just a bunch of days that you\u2019re just sitting on and you\u2019re not actually doing anything with it to improve the experience,\u00a0<\/span><span title=\"29:53 - 29:53\" data-start=\"00:29:52.687\" data-end=\"00:29:53.377\" data-spk=\"1\" data-label=\"Sabrina\">Sokka.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[29:53]<\/small>\u00a0<span title=\"29:53 - 29:57\" data-start=\"00:29:53.077\" data-end=\"00:29:57.457\" data-spk=\"0\" data-label=\"Jason\">Compounding that data problem even longer we have the whole omni-channel,\u00a0<\/span><span title=\"29:58 - 30:05\" data-start=\"00:29:57.638\" data-end=\"00:30:04.872\" data-spk=\"0\" data-label=\"Jason\">right and you know we used to talk about what percentage of our sales were digital and you know try to get that digital percentage up but increasingly,\u00a0<\/span><span title=\"30:05 - 30:15\" data-start=\"00:30:04.981\" data-end=\"00:30:15.016\" data-spk=\"0\" data-label=\"Jason\">every customer using digital tools somewhere on the path to purchase and very often they\u2019re using physical stuff so how do you guys think about that at Sam\u2019s eye.<\/span><br \/><span title=\"30:15 - 30:18\" data-start=\"00:30:15.287\" data-end=\"00:30:18.369\" data-spk=\"0\" data-label=\"Jason\">That seems like it makes that whole analytics problem even more.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[30:18]<\/small>\u00a0<span title=\"30:18 - 30:29\" data-start=\"00:30:18.465\" data-end=\"00:30:29.155\" data-spk=\"1\" data-label=\"Sabrina\">Of those it does but it\u2019s good right like you don\u2019t want them necessarily only shopping in the cupboard only shopping online you want them to think about it and we try to put ourselves,\u00a0<\/span><span title=\"30:29 - 30:32\" data-start=\"00:30:29.204\" data-end=\"00:30:31.595\" data-spk=\"1\" data-label=\"Sabrina\">through this Member First mindset.<\/span><br \/><span title=\"30:32 - 30:46\" data-start=\"00:30:31.800\" data-end=\"00:30:45.548\" data-spk=\"1\" data-label=\"Sabrina\">Approach right so what is it that\u2019s driving that that needs data that purchase intent so are they just looking for inspiration right they\u2019re building their patio where there\u2019s getting ready for tailgating so they need a full solution\u00a0<\/span><span title=\"30:45 - 31:00\" data-start=\"00:30:45.470\" data-end=\"00:30:59.525\" data-spk=\"1\" data-label=\"Sabrina\">or you know is it they just needed their paper towels or their bananas or their bottled water and on top of that you think about what what\u2019s the most convenient way for them to shop at the moment maybe they\u2019re on their way home from work and Sam\u2019s Club is right there five minutes from their house will they can.<\/span><\/p>\n<p><small>[31:00]<\/small>\u00a0<span title=\"31:00 - 31:09\" data-start=\"00:30:59.604\" data-end=\"00:31:08.713\" data-spk=\"1\" data-label=\"Sabrina\">Hop in because they know that they had a list of they can\u2019t remember what was on their list and they\u2019re already here so they\u2019re just going to do it maybe while they\u2019re in there they don\u2019t want to deal with the line\u00a0<\/span><span title=\"31:09 - 31:20\" data-start=\"00:31:08.707\" data-end=\"00:31:19.685\" data-spk=\"1\" data-label=\"Sabrina\">so we give them another convenient option of scan ago okay well maybe they head home and then all of a sudden that night after Sam\u2019s Club is closed they realize they forgot all of the Lunchables for school tomorrow,\u00a0<\/span><span title=\"31:20 - 31:22\" data-start=\"00:31:19.686\" data-end=\"00:31:21.813\" data-spk=\"1\" data-label=\"Sabrina\">bummer yeah been there\u00a0<\/span><span title=\"31:22 - 31:34\" data-start=\"00:31:21.711\" data-end=\"00:31:34.432\" data-spk=\"1\" data-label=\"Sabrina\">multiple times and also big bummer or you\u2019re out of milk and you know your kids are going to cry because they have cereal every morning and now you\u2019ve got an issue or whatever it is and I think based on whatever situation there and we want to make it convenient\u00a0<\/span><span title=\"31:34 - 31:40\" data-start=\"00:31:34.414\" data-end=\"00:31:40.176\" data-spk=\"1\" data-label=\"Sabrina\">for them to be able to choose Sam\u2019s Club so you\u2019ve given them the two options in the club will now you\u2019ve got\u00a0<\/span><span title=\"31:40 - 31:50\" data-start=\"00:31:40.033\" data-end=\"00:31:50.332\" data-spk=\"1\" data-label=\"Sabrina\">multiple options from an online purchase perspective you\u2019ve got curbside so I\u2019m going to put in my curbside order and I\u2019m going to be able to go get it in the morning when it\u2019s ready and it\u2019ll be ready just in time\u00a0<\/span><span title=\"31:50 - 31:56\" data-start=\"00:31:50.182\" data-end=\"00:31:56.100\" data-spk=\"1\" data-label=\"Sabrina\">or you\u2019re going to go you know put in a same-day delivery the next morning and you know you\u2019re going to get it really quickly\u00a0<\/span><span title=\"31:56 - 32:09\" data-start=\"00:31:55.957\" data-end=\"00:32:09.392\" data-spk=\"1\" data-label=\"Sabrina\">or you can order on you no shipping and get it there in 23 days and you can wait a little bit because you can get free shipping as a plus member so you kind of see the opportunities for us to build around you\u00a0<\/span><span title=\"32:09 - 32:13\" data-start=\"00:32:09.243\" data-end=\"00:32:13.485\" data-spk=\"1\" data-label=\"Sabrina\">you remember us have told us was most important to you and\u00a0<\/span><span title=\"32:13 - 32:26\" data-start=\"00:32:13.407\" data-end=\"00:32:25.677\" data-spk=\"1\" data-label=\"Sabrina\">what you need so you know what the quality you want a great value you want it conveniently we know that about you so how do we think about all of the different scenarios you might be in and make it as easy as possible for you to choose Sam\u2019s.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[32:26]<\/small>\u00a0<span title=\"32:26 - 32:34\" data-start=\"00:32:25.629\" data-end=\"00:32:34.018\" data-spk=\"0\" data-label=\"Jason\">Yeah and I\u2019m assuming those successes and near-misses come up a lot and all that qualitative data on your.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[32:34]<\/small>\u00a0<span title=\"32:34 - 32:41\" data-start=\"00:32:33.718\" data-end=\"00:32:41.018\" data-spk=\"1\" data-label=\"Sabrina\">They tell us yes they tell us they\u2019re like you know know but also a lot of times yes it worked.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[32:39]<\/small>\u00a0<span title=\"32:39 - 32:44\" data-start=\"00:32:38.555\" data-end=\"00:32:43.584\" data-spk=\"0\" data-label=\"Jason\">Yeah I worked with a retard once they said there\u2019s two outcomes successes and learnings.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[32:43]<\/small>\u00a0<span title=\"32:43 - 32:46\" data-start=\"00:32:43.284\" data-end=\"00:32:46.210\" data-spk=\"1\" data-label=\"Sabrina\">That\u2019s exactly right that\u2019s exactly right.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[32:46]<\/small>\u00a0<span title=\"32:46 - 32:48\" data-start=\"00:32:45.910\" data-end=\"00:32:48.415\" data-spk=\"0\" data-label=\"Jason\">If that were true I would be a lot smarter than I am so.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[32:48]<\/small>\u00a0<span title=\"32:48 - 32:49\" data-start=\"00:32:48.115\" data-end=\"00:32:49.491\" data-spk=\"1\" data-label=\"Sabrina\">So\u00a0<\/span><span title=\"32:49 - 32:59\" data-start=\"00:32:49.395\" data-end=\"00:32:59.093\" data-spk=\"1\" data-label=\"Sabrina\">yeah it\u2019s a it\u2019s interesting because you see you know from one member of might have been a great experience and the same exact experience didn\u2019t work for the next member and it\u2019s because it\u2019s like well how do we put\u00a0<\/span><span title=\"32:59 - 33:07\" data-start=\"00:32:58.950\" data-end=\"00:33:07.476\" data-spk=\"1\" data-label=\"Sabrina\">how do we let them know of all the options that they actually have to shop with us and let them choose the right Journey for them so a lot of it also is an opportunity around awareness\u00a0<\/span><span title=\"33:07 - 33:11\" data-start=\"00:33:07.344\" data-end=\"00:33:10.703\" data-spk=\"1\" data-label=\"Sabrina\">right so do they know we have a curbside we just launched\u00a0<\/span><span title=\"33:11 - 33:23\" data-start=\"00:33:10.511\" data-end=\"00:33:23.496\" data-spk=\"1\" data-label=\"Sabrina\">delivery not that long ago right so do they even know we have same day delivery I think you then get to the point of in the funnel again is this a conversion issue or is it just an adoption issue or is this an actual awareness issue,\u00a0<\/span><span title=\"33:24 - 33:30\" data-start=\"00:33:23.539\" data-end=\"00:33:29.596\" data-spk=\"1\" data-label=\"Sabrina\">right so being able to kind of pinpoint where those opportunities are and the funnel I think is just just as equally important.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[33:31]<\/small>\u00a0<span title=\"33:31 - 33:44\" data-start=\"00:33:30.527\" data-end=\"00:33:44.174\" data-spk=\"0\" data-label=\"Jason\">You know at the beginning of the show you mentioned that earlier in your exams career one of the projects you worked on was the actual Sam\u2019s brand which a would be terrifying to me because it\u2019s I mean.<\/span><br \/><span title=\"33:45 - 33:51\" data-start=\"00:33:44.931\" data-end=\"00:33:50.934\" data-spk=\"0\" data-label=\"Jason\">Is always Gary but then when the blank brand quite literally is the name of an American icon is kind of more.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[33:51]<\/small>\u00a0<span title=\"33:51 - 33:53\" data-start=\"00:33:50.634\" data-end=\"00:33:52.759\" data-spk=\"1\" data-label=\"Sabrina\">Little bit little intimidating.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[33:53]<\/small>\u00a0<span title=\"33:53 - 33:56\" data-start=\"00:33:52.521\" data-end=\"00:33:56.011\" data-spk=\"0\" data-label=\"Jason\">You don\u2019t want to screw that one up but when I think of,\u00a0<\/span><span title=\"33:56 - 34:06\" data-start=\"00:33:56.186\" data-end=\"00:34:05.782\" data-spk=\"0\" data-label=\"Jason\">the sort of original Sam\u2019s brand right it was a lot about the store experience right and we\u2019ve just spent 45 minutes talking about,\u00a0<\/span><span title=\"34:06 - 34:15\" data-start=\"00:34:05.873\" data-end=\"00:34:14.646\" data-spk=\"0\" data-label=\"Jason\">all the cool new paths to Sam\u2019s and a lot of them are digital like do you guys have to think about.<\/span><br \/><span title=\"34:15 - 34:23\" data-start=\"00:34:14.940\" data-end=\"00:34:22.577\" data-spk=\"0\" data-label=\"Jason\">What the Sam\u2019s Club brand even means to members today in a different way than maybe you you were able to five years ago or ten years ago.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[34:23]<\/small>\u00a0<span title=\"34:23 - 34:24\" data-start=\"00:34:22.590\" data-end=\"00:34:23.845\" data-spk=\"1\" data-label=\"Sabrina\">A hundred percent\u00a0<\/span><span title=\"34:24 - 34:38\" data-start=\"00:34:23.720\" data-end=\"00:34:38.195\" data-spk=\"1\" data-label=\"Sabrina\">and I think you know we have continued to evolve with the members to to be able to say hey these are the most important things for them so let\u2019s continue to evolve the brand I would say yeah like starting out in the beginning it was really clear and again we used the member feedback to say like\u00a0<\/span><span title=\"34:38 - 34:40\" data-start=\"00:34:38.087\" data-end=\"00:34:40.358\" data-spk=\"1\" data-label=\"Sabrina\">if we look at our brand passion index\u00a0<\/span><span title=\"34:40 - 34:49\" data-start=\"00:34:40.317\" data-end=\"00:34:49.252\" data-spk=\"1\" data-label=\"Sabrina\">well here are the things that they\u2019re talking about and it\u2019s not driving a ton of volume and they don\u2019t really like it or they\u2019re rather neutral okay well when they are talking what are they talking about\u00a0<\/span><span title=\"34:49 - 34:58\" data-start=\"00:34:49.156\" data-end=\"00:34:57.556\" data-spk=\"1\" data-label=\"Sabrina\">right both negative and positive and when you\u2019ve got the \u2013 address it and when you\u2019ve got the positive lean in right and the way you can lean in is on digital,\u00a0<\/span><span title=\"34:58 - 35:06\" data-start=\"00:34:57.737\" data-end=\"00:35:05.524\" data-spk=\"1\" data-label=\"Sabrina\">so they not only from all of the marketing channels whether we know we talked about earlier marketing the social media all of those things\u00a0<\/span><span title=\"35:05 - 35:16\" data-start=\"00:35:05.411\" data-end=\"00:35:15.505\" data-spk=\"1\" data-label=\"Sabrina\">but it\u2019s also on digital in the experience so if you know they like something how do you make it easy for them and bring the brand to life and tell the story so it\u2019s not just about again\u00a0<\/span><span title=\"35:15 - 35:22\" data-start=\"00:35:15.404\" data-end=\"00:35:21.635\" data-spk=\"1\" data-label=\"Sabrina\">items are merchandising but it\u2019s the full membership experience and the ability to say hey like welcome to the club,\u00a0<\/span><span title=\"35:22 - 35:30\" data-start=\"00:35:21.767\" data-end=\"00:35:30.372\" data-spk=\"1\" data-label=\"Sabrina\">right I think when we we\u2019ve identified some of those opportunities when we think about their full Journey so the first year is extremely important to us they become a member.<\/span><\/p>\n<p><small>[35:31]<\/small>\u00a0<span title=\"35:31 - 35:33\" data-start=\"00:35:30.703\" data-end=\"00:35:32.992\" data-spk=\"1\" data-label=\"Sabrina\">If they didn\u2019t join in the club how do you\u00a0<\/span><span title=\"35:33 - 35:43\" data-start=\"00:35:32.878\" data-end=\"00:35:43.129\" data-spk=\"1\" data-label=\"Sabrina\">make them feel like they\u2019re part of the club if they didn\u2019t come to a membership desk and say Hey I want to be part of this you might have gotten them through something a non-digital,\u00a0<\/span><span title=\"35:43 - 35:50\" data-start=\"00:35:43.262\" data-end=\"00:35:50.202\" data-spk=\"1\" data-label=\"Sabrina\">well we also know that that first 90 days is extremely important and how do you get in front of them and say okay\u00a0<\/span><span title=\"35:50 - 36:02\" data-start=\"00:35:50.076\" data-end=\"00:36:02.214\" data-spk=\"1\" data-label=\"Sabrina\">this is awesome welcome to the club and you should be shopping with us digital did you know our Omni proposition did you know the value and convenience that we provide and the team looks at those ways I think one of the things we did was build.<\/span><\/p>\n<p><small>[36:03]<\/small>\u00a0<span title=\"36:03 - 36:04\" data-start=\"00:36:02.659\" data-end=\"00:36:04.257\" data-spk=\"1\" data-label=\"Sabrina\">A digital membership booklet\u00a0<\/span><span title=\"36:04 - 36:18\" data-start=\"00:36:04.185\" data-end=\"00:36:17.735\" data-spk=\"1\" data-label=\"Sabrina\">that\u2019s like okay we don\u2019t really talk about anywhere all of the things that the membership has to offer any more digitally we usually relied on the Associates at the membership desk to do that for us as they\u2019re like hey now welcome to the club here\u2019s everything you have\u00a0<\/span><span title=\"36:18 - 36:29\" data-start=\"00:36:17.592\" data-end=\"00:36:29.141\" data-spk=\"1\" data-label=\"Sabrina\">well when you join digitally you\u2019re kind of Flying Blind right so okay I\u2019m here now what do I do right what do I even get and if they don\u2019t want to spend a ton of time looking around and or it\u2019s not easy for them to find it then how do you\u00a0<\/span><span title=\"36:29 - 36:32\" data-start=\"00:36:29.003\" data-end=\"00:36:31.785\" data-spk=\"1\" data-label=\"Sabrina\">introduce the journey that says welcome,\u00a0<\/span><span title=\"36:32 - 36:40\" data-start=\"00:36:31.791\" data-end=\"00:36:39.981\" data-spk=\"1\" data-label=\"Sabrina\">look at all this stuff that you now have access to as a member of our club and and really kind of bring that brand to life and feel it\u00a0<\/span><span title=\"36:40 - 36:55\" data-start=\"00:36:39.879\" data-end=\"00:36:54.829\" data-spk=\"1\" data-label=\"Sabrina\">even if you can\u2019t have your foot in the club so there\u2019s opportunities like that where we look for for bringing it to life and I think there\u2019s probably many more to go but we use the data and the members to say hey this feels like a gap let\u2019s figure out how to address it.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[36:55]<\/small>\u00a0<span title=\"36:55 - 36:57\" data-start=\"00:36:54.884\" data-end=\"00:36:57.143\" data-spk=\"0\" data-label=\"Jason\">I\u2019m in is that the big filter because I.<\/span><br \/><span title=\"36:58 - 37:11\" data-start=\"00:36:57.684\" data-end=\"00:37:11.210\" data-spk=\"0\" data-label=\"Jason\">Follow-up question is going to be what are the things that we could expect to see evolve over the next five years and you know we\u2019re at a trade show where there\u2019s a bunch of vendors that each have a interesting widget that.<\/span><br \/><span title=\"37:12 - 37:23\" data-start=\"00:37:11.547\" data-end=\"00:37:22.892\" data-spk=\"0\" data-label=\"Jason\">They want to sell and you every one of them you could imagine use case where that would be really cool and I imagine for someone in your shoes one of the challenges is which of these three hundred things is actually.<\/span><br \/><span title=\"37:23 - 37:28\" data-start=\"00:37:23.223\" data-end=\"00:37:27.549\" data-spk=\"0\" data-label=\"Jason\">Going to add the most value to to our members lives right and.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[37:27]<\/small>\u00a0<span title=\"37:27 - 37:37\" data-start=\"00:37:27.249\" data-end=\"00:37:36.755\" data-spk=\"1\" data-label=\"Sabrina\">You\u2019re a hundred percent right and which way is the right path and I would say when I talk about Sam\u2019s something that I love is that it feels like we run,\u00a0<\/span><span title=\"37:37 - 37:40\" data-start=\"00:37:36.845\" data-end=\"00:37:39.945\" data-spk=\"1\" data-label=\"Sabrina\">like an 84 billion dollar startup,\u00a0<\/span><span title=\"37:40 - 37:47\" data-start=\"00:37:40.084\" data-end=\"00:37:46.934\" data-spk=\"1\" data-label=\"Sabrina\">and it truly feels that way and one of the reasons it feels that way is because of how quickly we test and learn\u00a0<\/span><span title=\"37:47 - 37:53\" data-start=\"00:37:46.778\" data-end=\"00:37:53.370\" data-spk=\"1\" data-label=\"Sabrina\">and you know we work really closely with product and Tech and Engineering with a problem what\u2019s the problem we\u2019re trying to solve for the number\u00a0<\/span><span title=\"37:53 - 38:09\" data-start=\"00:37:53.208\" data-end=\"00:38:08.537\" data-spk=\"1\" data-label=\"Sabrina\">that\u2019s what everything starts with right so again back to the member Obsession hey they\u2019re saying this is an issue and I think if we could solve it for them it could be really impactful so we give that problem to the product Tech and Engineering teams and they come back with like I think this could be it let\u2019s go test,\u00a0<\/span><span title=\"38:09 - 38:16\" data-start=\"00:38:08.543\" data-end=\"00:38:15.603\" data-spk=\"1\" data-label=\"Sabrina\">we don\u2019t know it might crash and burn but we think this could be a potential path and they do a lot of customer surveys research to say,\u00a0<\/span><span title=\"38:16 - 38:28\" data-start=\"00:38:15.724\" data-end=\"00:38:28.373\" data-spk=\"1\" data-label=\"Sabrina\">feels like it\u2019s down the right path and could solve for this problem and then they go out and they if it does well great let\u2019s try to scale a little bit more maybe move it across some of the platforms and see if it works across desktop mobile web and app\u00a0<\/span><span title=\"38:28 - 38:37\" data-start=\"00:38:28.199\" data-end=\"00:38:37.242\" data-spk=\"1\" data-label=\"Sabrina\">maybe IOS and Android different behaviors right and then once they say oh okay no this is actually going to work and they\u2019re telling us they really like it we run,\u00a0<\/span><span title=\"38:37 - 38:49\" data-start=\"00:38:37.290\" data-end=\"00:38:48.677\" data-spk=\"1\" data-label=\"Sabrina\">and I think that\u2019s the way we\u2019ve done we\u2019ve always done it is what the members tell us their problems in their pain points it\u2019s our job to go solve them for them and then run as quickly as possible and let them tell us whether we figured it out or not.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[38:49]<\/small>\u00a0<span title=\"38:49 - 39:00\" data-start=\"00:38:49.224\" data-end=\"00:38:59.620\" data-spk=\"0\" data-label=\"Jason\">That sounds like a totally sound approach and I know I can\u2019t put my thumb on the scale but I hope one of those problems ends up being that I never have to run out of Lunchables again.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[38:59]<\/small>\u00a0<span title=\"38:59 - 39:02\" data-start=\"00:38:59.410\" data-end=\"00:39:02.021\" data-spk=\"1\" data-label=\"Sabrina\">Yeah me too that could be really nice.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[39:02]<\/small>\u00a0<span title=\"39:02 - 39:04\" data-start=\"00:39:02.174\" data-end=\"00:39:03.772\" data-spk=\"0\" data-label=\"Jason\">Significant quality of life.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[39:04]<\/small>\u00a0<span title=\"39:04 - 39:05\" data-start=\"00:39:03.618\" data-end=\"00:39:04.848\" data-spk=\"1\" data-label=\"Sabrina\">My kids would appreciate it.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[39:05]<\/small>\u00a0<span title=\"39:05 - 39:18\" data-start=\"00:39:04.548\" data-end=\"00:39:18.272\" data-spk=\"0\" data-label=\"Jason\">Exactly and sadly Sabrina that is going to be a great place to end it because it\u2019s happened again we\u2019ve used up all our allotted time there are 45 CDP vendors waiting outside this podcasting studio and I\u2019ve promised them all the time.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[39:15]<\/small>\u00a0<span title=\"39:15 - 39:22\" data-start=\"00:39:15.082\" data-end=\"00:39:21.589\" data-spk=\"1\" data-label=\"Sabrina\">So excited yeah I\u2019ll thank you I appreciate it yeah nice of you.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[39:21]<\/small>\u00a0<span title=\"39:21 - 39:29\" data-start=\"00:39:21.319\" data-end=\"00:39:29.022\" data-spk=\"0\" data-label=\"Jason\">But it\u2019s been a real Joy chatting with you and we appreciate you sharing a peek inside the covers with all our listeners I hope you\u2019ll come back.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[39:29]<\/small>\u00a0<span title=\"39:29 - 39:38\" data-start=\"00:39:28.914\" data-end=\"00:39:37.633\" data-spk=\"1\" data-label=\"Sabrina\">Thank you guys for having me this has been awesome and I\u2019ve Loved listening to your podcast you guys are extremely entertaining and I\u2019m excited and honored that you guys had me here today.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[39:38]<\/small>\u00a0<span title=\"39:38 - 39:41\" data-start=\"00:39:37.604\" data-end=\"00:39:41.112\" data-spk=\"0\" data-label=\"Jason\">Scot and I both agree that one of us is funny we just don\u2019t agree on.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[39:41]<\/small>\u00a0<span title=\"39:41 - 39:53\" data-start=\"00:39:40.812\" data-end=\"00:39:52.608\" data-spk=\"1\" data-label=\"Sabrina\">It\u2019s clearly you because I\u2019m replacing him so it\u2019s obvious who it is but we won\u2019t tell him he\u2019ll have to just hear it let he\u2019ll have to listen to the his own podcast so he decided not to come to ya.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[39:51]<\/small>\u00a0<span title=\"39:51 - 39:56\" data-start=\"00:39:50.649\" data-end=\"00:39:56.175\" data-spk=\"0\" data-label=\"Jason\">Yeah he definitely does not listen to the show he\u2019s like the one person in e-commerce that doesn\u2019t listen.<\/span><\/p>\n<p><b data-spk=\"1\">Sabrina:<\/b><br \/><small>[39:54]<\/small>\u00a0<span title=\"39:54 - 39:57\" data-start=\"00:39:53.678\" data-end=\"00:39:57.157\" data-spk=\"1\" data-label=\"Sabrina\">Perfect yeah oh great.<\/span><\/p>\n<p><b data-spk=\"0\">Jason:<\/b><br \/><small>[39:58]<\/small>\u00a0<span title=\"39:58 - 40:03\" data-start=\"00:39:57.724\" data-end=\"00:40:03.040\" data-spk=\"0\" data-label=\"Jason\">It\u2019s been great thanks again and until next time happy commercing!<\/span><\/p>\n<\/div>\n<p><p><a href=\"https:\/\/dmsretail.com\/online-workshops-list\/\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-496\" src=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png\" alt=\"Retail Online Training\" width=\"729\" height=\"91\" srcset=\"https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90.png 729w, https:\/\/dmsretail.com\/RetailNews\/wp-content\/uploads\/2022\/05\/RETAIL-ONLINE-TRAINING-728-X-90-300x37.png 300w\" sizes=\"auto, (max-width: 729px) 100vw, 729px\" \/><\/a><\/p><br \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>A weekly podcast with the latest e-commerce news and events. Episode 310 is a discussion with Sabrina Callahan, VP of E-Commerce at Sam\u2019s Club, live [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1121,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[],"class_list":["post-10369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-podcasts"],"_links":{"self":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts\/10369","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/comments?post=10369"}],"version-history":[{"count":0,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/posts\/10369\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/media\/1121"}],"wp:attachment":[{"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/media?parent=10369"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/categories?post=10369"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dmsretail.com\/RetailNews\/wp-json\/wp\/v2\/tags?post=10369"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}