The following is a transcript from:
PreEmptive E-commerce Podcast Episode #3: Removing Customer Purchasing Barriers
Introduction:
Jon Carmine 0:02
Welcome to the Emptive podcast, where we chat about cloud based solutions that make selling your E commerce products easier, more profitable and effective. Today, we’ll be discussing purchasing barriers, tactics on how to remove some of them by educating your customers. And finally, some of the psychology behind purchasing decisions with theories of the reptilian brain and the counter argument of the prefrontal cortex. So let’s, I think start with maybe a couple of the emotional barriers. Okay. It’s a great place. Yep, this ism, somebody is unsure.
David Waterman 0:39
All the time. I mean, right. Yeah. I think what are the top five in my book are, Let’s see, you know, there will cost too much, right. You know, we’re okay afford it, which you know, or if I spend this, I’ll lose something else. Right? That’s a huge,
Jon Carmine 0:54
right? Or if somebody is procrastinating, for whatever reason, you know, we create in our mind, like, some reason, and it could be because I can’t afford it yet. Or I’m not paid yet. It there’s some
David Waterman 1:09
process that comes in four easy payments. It won’t work is another one. I mean, right? It won’t work or won’t work for me, or it’s not me won’t work for me means like, fit might not fit me. Right, and that kind of thing. That’s another one. That’s huge. Always, always in the way. What about it’s too difficult? That’s another one.
Jon Carmine 1:33
And like, what too difficult to buy, or maybe too difficult for them to use?
David Waterman 1:37
could be both? I think there’s 20 steps. It’s too complicated. And I’m frustrated at this, too. You know, it’s too difficult. I, you know, you want me to go through all these things? Or I don’t think I’m going to be able to use it because it’s too difficult for me, I need something easier, simpler, right? Yeah. The, it could be a bunch of barriers on that one. I think really,
Jon Carmine 1:58
there’s also like, even some of the, like competing goals. And it doesn’t necessarily have to be called competing goals. Its products are almost like competing against themselves. And kind of using the customer. I use the example of a mattress company, I was going to purchase a mattress. And you know, I wanted a firm mattress. And they had of course, like every there’s like 16 different options
David Waterman 2:23
to buy. And you can’t cross compare store to store, you know, well, I
Jon Carmine 2:27
try and actually will say this, this, this company did a nice job of showing some of the competition. So they may be less skeptical because of that, but it got confusing when the way they named their products, there was this one called like the brick. And then some of these other ones that claimed to be the firmest in their lineup had just regular name like Premium Plus or, you know, it didn’t have that brand. I’m like, wait, but I want the firm one. So help. So it kind of created like this competing. Competition between the two products. What’s another one? Unclear communication? I mean, you talk about yeah, there’s
David Waterman 3:10
a lot of that right? Like, or, you know, wrong, wrong focus. What is it? What do you say?
Jon Carmine 3:17
Wrong to
David Waterman 3:19
that one? I mean, no, no, by and No, no connection to me or who I am or to be
Jon Carmine 3:25
emotional by and have emotional connection with the customer? Yeah. Why do you think that? Why do you think the that emotional connection is so important? Because people will say it all the time. But like, why is it important for me? When I’m buying? I don’t know what, like socks to have emotional connection.
David Waterman 3:43
There’s, well, first of all the brands and they like this. I mean, it’s intentional, as we all like to be in our own camps, right? So your Pepsi and I’m Coke or your this or your that? Right? So the brands help separate us and put us in part of a group. But also keep us separate from other groups, which is our tribal thing. I think it’s really, it’s kind of fundamental to that, you know that. I mean, that’s how I see it. And then you get attached to a brand. And then you’ll defend that brand to death, you know, if you really like it right? And no more loyal purchase. Yeah. Right. And you’ll tell all your friends and all that. So I don’t know, those are some of the that’s what the the holy grail is to get the person to be attached to your brand at that level, right?
Jon Carmine 4:23
And speaking of like, tell your friends, I think now, the idea of word of mouth is so unbelievably important. And I think brands and people will sometimes forget that and they think oh my gosh, like I make all this noise on the internet. But really, I mean, as there’s more noise as you dilute, like networks get diluted by so much content and activity. You listen even more to the people who are close to you.
David Waterman 4:52
Thats very true. they’re always asking them, What would you do who have you used right and yeah, I think that is just adding the little blurb that says the testimonial, you know, doesn’t have a lot of weight. I think it’s waning a little bit. Yeah. What
Jon Carmine 5:07
do you think? I don’t want to like I know this is not the topic that we set out to talk about the FAQs, like are the tests are not the FAQs. I’m sorry, the testimonials, like well, I mean, did did Joe Schmo just write that, like, I like,
David Waterman 5:23
I consider them all fake. And now you’ve heard the news on Amazon and some of these other, you know, places where they were stuff which we all knew was going on. And when I talked to some people, they say, Well, what should I do? If I don’t have the perfect FAQ? I’m like, Well, if you’re trying to make a point, you know about your product, and you want to really hit it home. I mean, you know, go ahead and make it up. Because it’s no different. I mean, it sounds like you’re lying, but really waiting for that one person to write the perfect FAQ, or
Jon Carmine 5:49
I think the FAQ, I don’t think it’s dishonest to write your FAQ that aren’t like, necessarily frequently, I think it’s your the category is like, these are questions that could be frequently asked the testimonials making those out the shady and
David Waterman 6:05
pointing to do you think they’re all real? No,
Jon Carmine 6:07
they’re not. And I want to believe that they are. And I know that I know, you want to believe.
David Waterman 6:11
So your competition is making them up and you’re being real. I mean, I just don’t know. That’s why I think I don’t hold too much. You know, when I look through those, I look for the, the honest ones that are pointing out the flaw as well as the you know, so you you read through them if they’re all just 100%. Roses, yeah, you kind of
Jon Carmine 6:29
more product specific pieces to like, oh, this fit well with this, or this was Oh, it wasn’t too big it was, you know, that or the color or the shade people giving their like real opinion on that, I think is valuable, very valuable, which is kind of like an FAQ.
David Waterman 6:44
So yeah, it’s more of an FAQ than a testimonial. Anyway, I
Jon Carmine 6:47
don’t want to get hung up on that.
David Waterman 6:48
But no, no, no. So so let’s talk about what are the technical barriers, right, we talked about emotional. But John, I think we kind of want to talk about what technical barriers might you find that are on most of the websites and E commerce sites that we work with or design? There’s poor design is huge, right? Poor speed? Yeah, I would say that’s the number.
Jon Carmine 7:09
Oh, speed. Yeah. I mean, listen, if you’re not loading quick, the people are like my patience for that is. I have not, but it gets less
David Waterman 7:17
less. Right. Every, every year. We want it faster. We used to wait and wait and wait. Now we won’t wait even five minutes or five. How about too much crammed? In? You’ve seen sites like this where the you know, it’s just a mess of navigation or?
Jon Carmine 7:34
You don’t? You mentioned this the other day, about old school newspapers, how they were so unbelievably crammed the way because they’re like, We have to fit every amount of information we can. They’re like the kerning of the letters, this this margins. It’s like a hodgepodge Jigsaw of I’ve
David Waterman 7:53
tried to read them, I have some old ones, my family I, I have a hard time even reading them because it’s so it hurts the eyes. But back then. Yeah, no, no way. No us not. Anyway. Nope. So yeah, there’s an example of where you need whitespace. How about some of the other ones that get especially before recently with SSL, almost every e commerce SSL, it has to be No, but the lack of think about right trust was a big one. And remember, everybody used to stamp their sites with trust icons.
Jon Carmine 8:25
I don’t. Again, maybe it’s my generation. Has that gimmicky? Early 2000, that’s got if it doesn’t get 1990 on me, then we’re not then it’s really I don’t trust it. I’m like, I do not want to put my credit card in that is has as that gimmick look,
David Waterman 8:42
I don’t run into that as much as I do. We’re gonna hide our phone number. So because we don’t have anybody during the last couple of years with the pandemic, you know, we don’t have anybody answer the phones and I get it. You know, you’ve heard that one a few times. Let’s hide the phone number. I know a few. Few people have done that. And then it just makes it look shady. Like, well, what if I have a problem? I have nowhere to call, right?
Or no address or hiding that information, burying it. And I realize why they’re doing it. They’re not doing it on purpose, but it makes them look shady, right makes you look like this. If I have a problem. These people are not going to be there for me. What about making the register doing stuff
Jon Carmine 9:22
like that? You say mandatory registration?
David Waterman 9:24
Registration? Yeah, it’s it’s a turn off
Jon Carmine 9:28
I’m just like, No, I want to see it. I want to see the price. I don’t want to put it in my cart to see the price that I hate to. Yeah,
David Waterman 9:34
that one’s I think that one’s more of a legality. Yeah, between the reseller the distributor?
Jon Carmine 9:41
Yeah.. I also think sometimes it’s a tactic they use to get it in the cart.
David Waterman 9:47
It might be but I do know I ran into that I asked years ago where that came from and they’re not allowed to publicly
Jon Carmine 9:53
advertise it because advertising lower price for
David Waterman 9:56
certain they can sell it for lower they can advertise. Let’s see what else so
Jon Carmine 10:03
hard to find. We talked about navigation a little bit, even just like the entire hierarchy of the site, like you’re not
David Waterman 10:10
poor searching, right? Poor searching, or no search, those are usually barriers. I just maybe just not putting much, you know, if you don’t put your best foot forward and didn’t put much attention out there, and your site looks like it, you know, people are gonna think your product or your brand was, right. So
Jon Carmine 10:28
sort of like the curb appeal, you know, like, if your business in your shop is sort of, you know, dirty windows and wallpapers falling down, then it’s like, how do I like want to eat here? Like, you clean your dishes?
David Waterman 10:39
Right? It’s exactly the same thing on the internet.
Jon Carmine 10:43
What are some there? They’re not always bad. And I mean, like, because I get it. Some of these things we’re gonna talk about now just preface it with like, they’re not necessarily all bad. But like peer pressure. That’s one that we just others are doing it. What’s the one you told me the other day you’re like, Mary from Wichita, just purchased five minutes ago.
David Waterman 11:08
What she did, I wanted to use that same language that doesn’t really work on me, but it does work. And, and trying to use that same social post your purchase on Facebook, wherever you know, those things, or coaches at purchase, came to speak. Post your purchase on social media, that one is a another good one where Tell your friends because we were just saying they’re the ones who are going to recommend things. And oh, if my friend bought it, I’ll go
Jon Carmine 11:36
and a discount. Give your friend, your friend a discount, and then you get a kickback
David Waterman 11:41
while supplies last. Yeah. You know, early now,
Jon Carmine 11:45
I don’t know, I think I think there’s a change happening from like, older generations into newer ones that are like they did, they used to work. And now it’s like, they don’t work. Like I know, the supplies is either there Well, in this climate with COVID
Tactics Used by Businesses to Sell More Products:
David Waterman 12:01
are going out of business was a big really furniture right out of business. I have a quick story on that. So there was, I’d love when something actually works, you know, in the consumers favor. There was a store that would sell or some kind of some high end rugs, right? And they, they had a little store and they were always going out of business. And they had been going out of business for two years. I kid you not. And he would drive by and then have the signs.
And eventually the city came and said, Listen, somebody in the city council just had a fit and said, You can’t do that. You just can’t. And the guy’s like, What do you mean Is he was never going out of business. He just had that thought it was a greatest marketing tool.
They said, well, that’s just diluting when a real business does go out of business. You know, I mean, there’s a process. And so they made him take those signs down. They made them and this is a local local issue. I know where to store is still there. And the guy just thought it was his best marketing, and he used it for two to three.
Jon Carmine 12:59
False advertising big time, right, like, right, but I guess it’s the elite, I guess, though, it’s like you’re actively going out of is like, we will go out of business if you do not come and shop.
David Waterman 13:12
Well, yeah, I guess it’s true. Maybe boy, will go out of business, if you don’t? Sure. Well, I heard that the furniture stores where they do that they just reopened in another place. And they kind of take the same inventory.
Jon Carmine 13:24
It’s like travelling carnival.
David Waterman 13:27
Yeah, not all of them. And I’m not putting anybody in it. But there’s there’s a certain racket to that where they use that as a selling tool. And, you know, then they just pop up somewhere else. And then they’ll go out of business again and six more months. But I don’t know how much truth there is to that. But it seems like it doesn’t. Why are these furniture stores always going out of business? And yet other ones still seem to stick around. And so I haven’t realized maybe
Jon Carmine 13:53
it speaks to people, because it’s that urgency. It’s like Get it now get it now or this deal is going to be amazing. And is that like preying on people? And I know we’re kind of going to go into like a segway into a new topic about kind of like, where these why these tactics kind of work. And you know, get you this is your
Reptilian Brain & Prefrontal Cortex
David Waterman 14:14
Oh, yeah, this is the the old Reptilian lizard brain thing that we always bring up. Yeah.
Jon Carmine 14:19
So what is it? Oh, you know, the reptilian brain that people talk about?
David Waterman 14:24
Yeah, well, years ago, I saw some, you know, it’s out there, you can Google it. And I had this woman who spoke about it. And it really resonated because I kind of I kind of really took it as to heart I understood what she was saying. It really appeals to the ego. So it’s going after the reptilian brain or the lizard brain is the primitive part of your brain. It’s really mostly on survival, reproduction, things of that nature.
So that’s basic. Yeah, totally don’t even understand it’s going on sometimes. Right? You know, and marketers can tap into that. They have a source of getting you to buy things, and you don’t even really realize you’re buying them, you know, and that’s what the whole pitches, how well it works, you know, I mean, but there are you’ll, you’ll see that, you know, in the sense of just playing off the ego, putting your important points, like in the very beginning in the very end, because most people don’t read the middle, the reptilian brain doesn’t read, that was the first thing I was like, wow. But it doesn’t really goes by imagery. So if you have all text, you’re, you’re missing half of the, you’re not talking to that part of the brain.
And that part of the brain is very visual, and it likes contrast. A good example is the, you know, before and after photos, that’s that’s the reptilian now you hit it right? On the end, it’s always a photo, right? It doesn’t matter what the words are. The brain puts the two and two together. And so you’re really tapping into that. And, you know, my favorite. I mean, the one that that you always hear me say is really about what’s the source of pain, because the reptilian brain hates pain. It wants to do anything to avoid pain. Yes, the survival not
Jon Carmine 16:05
want to die need want or need, like basic. Yeah, no, this is just one sort of like view at it. Right? I mean, there are other sides of it. And they’re challenging.
David Waterman 16:17
Oh, absolutely. This is not science.
Jon Carmine 16:19
You know? Well, I mean, there will there’s some science
David Waterman 16:23
behind it. But uh, you know, there’s people on both sides, and it’s hard to really pin down, right, I wouldn’t want to say that. But at least in a sense of the reptilian brain part is fact. It’s just, it’s, you know,
Jon Carmine 16:36
There’s this the this book by Glenda Lee Hoffman, and it’s called The Secret dowry of Eve, women’s role in development of consciousness sort of long, long title. Yeah, it definitely is really deep. Like, she talks about actually like the kind of a little bit different than the reptile brain and talks about like the prefrontal cortex, how that isn’t like an integrator that can kind of make the different parts of the brain work together. And
David Waterman 17:12
true, right, where you put your right and
Jon Carmine 17:13
use, like, you know, put together all the different pieces of the brain to help the individual come together and make those goals, the common goals come together. Now, she suggested that, like, the reptilian brain is sort of, like out of control.
And that, you know, it’s connected to like sex power territory, you know, things like that, right? Yeah. And that she believes the prefrontal cortex is the key to kind of like the future, it’s sort of like 2.0, if you can harness the power of the integration, and the integrator who connects all the pieces, you can kind of have a better, more holistic individual. I think this is interesting when we look at like what the pre frontal cortex does. This is the area of the brain that relates to like your executive function, planning of complex cognitive behavior, your social, your ability to see that like something socially acceptable or not, so self control in some in some respect. And it sort of orchestrates all the things that come together to kind of like, make your goals.
David Waterman 18:34
So all those things are important. Is this a marketing? Oh, no, not
Jon Carmine 18:37
at all. So I think it’s important when you’re, you’re kind of like talking about like, the decision making process of buying a product. Like, that’s all the a lot of the prefrontal cortex, like, you know, okay, you’re making a decision about whether you can purchase something, does it help my overall goal?
does it speak to the different parts of my brain? can I distinguish what is good, what’s bad? What’s better? What’s best, even, same versus different? Those are complex, like, you know, to us, and as a human there, they seem easy, but things are like machines have a hard time, but some of those, the nuances.
David Waterman 19:22
Oh, yeah, there’s so much nuance in there. Yeah. Well, I think that’s, I mean, just to bring it to what we’re doing now. I mean, isn’t that kind of what we’re doing? I would have to say in the last few years, you know, our marketing efforts and working with clients has changed. We’re more like educating right and guiding customer process,
Jon Carmine 19:42
putting together this hierarchy so that the customers are able to actually understand and then make a decision. Put that product in their cart, and checkout, like without sort of like forcing them to do it. And I think that’s the approach that we’ve kind of been trying to do is what you said was education? And how can we answer our customers? Questions? And how can we answer these these kind of points of pain, like you mentioned before?
David Waterman 20:25
Right, how do we, how do we solve their points of pain and guide them to the answer? Because I don’t think anybody wants to be told that’s sort of like, I think that those days are kind of gone. I think, you know, this is the product for you. We know, better. You know, there were the commercials a doctor told you.
So you know, I think now everybody wants to figure it out on their own, and but they want the they want the ingredients to figure it out, like you were saying, and they want to process it in their head, and then they want to make the decision. So I think we have to educate them. And I think we have to guide them. I think the word guiding, I think is because I’m not really an educator, but I think I could guide you where the answers are, or at least let you make your decision in a you know,
Jon Carmine 21:08
right and then and a woman,
David Waterman 21:11
right, and then make it easy to to order and easy to feel good about. You want them to walk away with. People want to feel good about their purchase. And you know, I think that’s all part of that whole process. And then they’ll think good about the guy, they’ll think good about the brand or thinking about the site, right? I mean, could you trick them into buying it? Yeah. But that’s a short fix. It’s not going to do the building and
Jon Carmine 21:35
in loading or lasting impression in a customer that lasts an extended period of time.
David Waterman 21:43
I think that’s where the magic mix is. Yeah.
Jon Carmine 21:47
I think we all want someone to tell us what to do what to buy, like sometimes I’m like exhausted with my decision. And I’m like
I’m not, but if you’re like, here, John, here’s a few options. We think option B would would probably fit you best. But here’s all here’s all the facts,
David Waterman 22:08
but you’d like to know like, Hey, did you try B? And have you you know, you’d want some reassurance. But I mean, we have a couple of examples that we’ve been working on that are on that. I mean, and they are, I think they’re gonna
Using Software to Remove e-commerce Purchasing Barriers for Customers:
Jon Carmine 22:22
Yeah, I’ll set the tone with a couple of them. And then maybe we can do a couple like what ifs and kind of like, brainstorm some other cool things we could do. So we have this this one, we do a lot in the gardening, industry or agriculture. And can I do we call it can I grow? And it’s this simple button that sort of like hovers next to different products, different seeds, live plants could really be anything.
And it says, can I grow this or whatever, you know, the verbiage is, and it’s this fun little widget that sort of opens up, you click on it, you interact with it, you put in your zip code, and it’s actually checking USDA garden zones against your zip code, and then seeing if you can grow that in your zone. And of course, there are other things we can add to that. But we just we example I’m using we’re just using garden zone.
David Waterman 23:14
So that’s it, that’s a guide or an education, right, you’re educated in customer
Jon Carmine 23:20
after that, if they can’t grow it, they get a message that says, oh, no, like you can’t grow this, but here are some recommendations. And then what we’re doing is we’re taking their input of their garden zone. And we’re not just giving them like random recommendations, like we’re actually giving them pretty good recommendations that are connected to past order history of other people and the garden zone that they live it. So kind of compiling that together in the
David Waterman 23:49
intelligent verse. It’s not just a random
Jon Carmine 23:54
exactly as it’s an intelligent or a recommendation.
David Waterman 23:58
A lot of those things are just random products. Right? I see stuff that pops up all the time. I’m like, What the hell you think it was? So right. So you’re educating? And then if it isn’t the right fit, you’re, you’re still guiding them or what we were saying before you were trying to help them through that purchase. Right? You’re, I don’t know the right way to say that. But you’re right. You’re not just leaving them hanging no doesn’t help them.
Jon Carmine 24:22
As they go on and push them through. You know what the sales we would I guess you call your sales funnel or your purchasing funnel. And the idea is, people get frustrated when they have to stop. It’s just like, if you’re sitting in traffic, and you if you have the option to spend 25 minutes longer on the drive, but not sit in traffic. I would say a lot of people would choose the option that they’d rather be moving and driving density.
So it’s the idea that you can’t get something or that product won’t work. But here’s a suggestion. Now We even take another step further. And then if none of those suggestions work, we have a couple categories that they can pick that are related as well, to kind of keep them. So we don’t stop them. We give them a way to click through and keep driving and take the backroads home
David Waterman 25:15
pretty much eliminates confusion, you know, it’s a fact of one way or the other. But whether the answer right,
Jon Carmine 25:19
you got your answer, which you got here and moving that, you know, will work for me, I think we were talking about,
David Waterman 25:25
well, how can we use this in other industries? That’s very specific, I think the garden but I think there’s got to be other things that would come into play. And she said, the what ifs and so yeah, what other
Jon Carmine 25:38
areas where it could work well, with products that rely on other products? Will it work with this product? pieces and things together with each other? Is it compatible. That’s another one. Regardless of what it is, it’s kind of harnessing that data and collecting it, and then doing something with it. And I mean, hear that out in the world now with big data and companies gathering as much information. It’s not just for the big guys anymore.
And I think that that’s like, you’re going to get these mid sized companies and even smaller ones, who, who should start collecting that information now. Because you can use that down the road to make really intelligent business decisions, whether it’s AI or machine learning, like, you know, the terminology doesn’t mean a machine to make.
David Waterman 26:35
Let’s declare there were five years ago, we were declaring everybody should be at least getting mobile, right phone numbers, right. That was our big thing. I remember doing that. So let’s declare, I mean, everybody should be gathering their data. And you know, they may not be able to just like with the phone numbers, you can’t use it yet, maybe, but you will need it. And if you wait too long and start gathering it later, it’s not going to be you’ll have less to work with. And that’s I think, I think we have
Jon Carmine 27:03
a couple other notes here of some ideas, some things that we were talking about, sort of like the scanning of a car. And you mentioned this to me one day about like you were purchasing computer parts or like your nephew or something. And you didn’t realize one of them was oh, yeah, well, you kind of thought maybe it wasn’t. So you were like, Wait,
David Waterman 27:22
yeah, he was so so my nephew is building his super gaming computer. And I was helping him because I was the old uncle that knew a little bit in the family about computers. And I had built him when I was younger. And so he went, now they have great websites, and you can just buy all the components, right. And so he’s buying it from here and here. And he’d send me over the list.
And he was buying, I think it was an AMD processor or board with a with an Intel chip. And I was like, I don’t think those two kind of thing, you know, apples and oranges, they’re not going to work. So we sort of saved the whole day by just that one point. And you right, so that website wasn’t smart enough, that which was kind of kind of really bothered me then. But now it would really bother me.
Because if that’s what they’re selling, it was putting components into that cart, it should have been able to stay in that cart and see a mismatch, at least warn the customer or say something, because think about it, then it gets purchased, then it gets to his house, then the person opens it, now you have an open package, then they try to use it, then they call customer service. I can go through this whole thing and realize you just wasted so much time money and the customers pissed, you’re pissed. For me it was a technical study selling technical products.
And they know the answers to I wasn’t talking about little tiny things. You know, that’s what everybody said, well, we can’t do it all. I’m talking about very major large components that don’t work together. It was sort of like, you know, putting a a 40 inch tire on a car that only took 30 inches. I mean, they can do that on the tire size, right? How can you,
Jon Carmine 28:57
like you said doesn’t even have to be like in your face. It just has to be like, Oh, hey, did you know these two parts are probably not compatible?
David Waterman 29:05
Yeah, read here. You know, reading about about the
Jon Carmine 29:09
trickle down like we were talking about, like the return process. And then like, how that whole return process costs so much money, and then maybe not having another returning customer that caught late.
David Waterman 29:21
It’s all preventable. And especially right now you’re talking about adding bigger data, being able to analyze these things, but what do you do with them? And I have a feeling a lot of companies, maybe we’re collecting data, but our goals are figure out what you can do I
Jon Carmine 29:33
mean, how realistic changes that benefit you and your customer. That’s, and that’s the key is people will talk about these large lofty goals with automation with AI, machine learning, but like the whole idea of this general brain that’s so smart, that can solve all your problems does is not going to exist for a while and will not exist right now. So See how you can use it leverage the technology for realistic applicant applications? Right?
David Waterman 30:06
There’s plenty of things we can do right here. And now exactly using just some basic tools and even the limited AI that we have, you know, like you said, it doesn’t even have to be that. I think that, that is the next generation, at least for the next few years is trying to improve some of these things.
Jon Carmine 30:23
Yeah, so I think that’s, that’s sort of wrap it all up. It’s kind of like regardless of, you know, which which part of the brain you’re speaking to, or, or any of that, like, it comes down to, the customer has a need. And as a store and a company and a brand. You want to deliver them the best, not just the best product that will make them successful, but will also make you successful together kind of bringing, you know, all parties having success. I think that makes it makes it
David Waterman 30:59
correct. I think that’s a really good point. You need to educates guide the customer correctly.
Jon Carmine 31:04
Until next time, thank you for for hanging out and chatting with us. And we’ll be back
