WEBVTT 00:00:00.000 --> 00:00:02.399 OK, if you are a retail executive listening right 00:00:02.399 --> 00:00:06.179 now, you probably feel it already. That specific 00:00:06.179 --> 00:00:09.099 kind of strategic alert in the air. A quiet moment. 00:00:09.419 --> 00:00:12.199 Yeah, exactly. We're sitting here mid -October 00:00:12.199 --> 00:00:16.000 2025. It's that calm before retail's annual storm, 00:00:16.120 --> 00:00:19.219 isn't it? It absolutely is. The calm before the, 00:00:19.600 --> 00:00:22.160 well, the chaos, really. The inventory is landing. 00:00:22.320 --> 00:00:24.760 The marketing spend is ramping up. Everyone's 00:00:24.760 --> 00:00:26.980 bracing for impact. We always call it retail 00:00:26.980 --> 00:00:30.019 Super Bowl, don't we? Yeah. You know, historically, 00:00:30.239 --> 00:00:33.100 the executive playbook for this preseason, it's 00:00:33.100 --> 00:00:35.380 been almost entirely focused on supply chains, 00:00:35.679 --> 00:00:37.719 forecasting the big promos. Right, the operational 00:00:37.719 --> 00:00:40.259 side. Precisely. But the sources we've dug into 00:00:40.259 --> 00:00:42.340 today, they're really demanding a pivot. They 00:00:42.340 --> 00:00:44.640 suggest that while you're busy optimizing logistics, 00:00:45.219 --> 00:00:47.960 the real winning strategy... The thing that actually 00:00:47.960 --> 00:00:50.780 locks in loyalty and protects your margin. It's 00:00:50.780 --> 00:00:52.899 being overlooked. Yeah, the data we looked at 00:00:52.899 --> 00:00:55.000 is pretty compelling on this. Our mission in 00:00:55.000 --> 00:00:57.759 this deep dive really is to shift that executive 00:00:57.759 --> 00:00:59.979 focus to show that the real game changer this 00:00:59.979 --> 00:01:02.259 holiday season isn't going to be the discount 00:01:02.259 --> 00:01:05.000 percentage or the next flash sale. No, it's not. 00:01:05.180 --> 00:01:07.019 It's what happens when a customer looks up from 00:01:07.019 --> 00:01:08.859 that display table and actually talks to one 00:01:08.859 --> 00:01:11.459 of your employees. It's that frontline team experience. 00:01:11.480 --> 00:01:14.200 That's the core thesis right there. We're saying 00:01:14.200 --> 00:01:17.209 very clearly to every leader listening, your 00:01:17.209 --> 00:01:20.030 frontline teams. They are going to make or break 00:01:20.030 --> 00:01:23.430 this season for you. Make or break? That's strong. 00:01:23.590 --> 00:01:26.090 It is. Think about it. You spend huge budgets 00:01:26.090 --> 00:01:28.650 on branding, on marketing, creating this image. 00:01:29.209 --> 00:01:32.549 But when the stores are packed and customer expectations 00:01:32.549 --> 00:01:36.109 are sky high, they just won't remember the clever 00:01:36.109 --> 00:01:38.870 holiday hashtag or the automated email. No, they 00:01:38.870 --> 00:01:41.730 remember the interaction. Exactly. Did your associate 00:01:41.730 --> 00:01:44.819 greet them warmly? Genuinely, did they actually 00:01:44.819 --> 00:01:47.000 know enough to help solve a problem quickly? 00:01:47.519 --> 00:01:49.739 Did that interaction reflect the brand promise 00:01:49.739 --> 00:01:52.180 you've been making? So the goal is less about 00:01:52.180 --> 00:01:55.540 just surviving the seasonal madness and more 00:01:55.540 --> 00:01:57.799 about deliberately engineering these moments 00:01:57.799 --> 00:02:00.260 of real connection, the kind that build actual 00:02:00.260 --> 00:02:02.859 long -term loyalty. Precisely. It's about turning 00:02:02.859 --> 00:02:06.019 that potential chaos into connection, transactional 00:02:06.019 --> 00:02:08.479 chaos into relational success. That's the aim. 00:02:08.629 --> 00:02:11.370 OK, let's unpack this crucial timeline then, 00:02:11.389 --> 00:02:14.229 because the reports we looked at are, well, they're 00:02:14.229 --> 00:02:16.650 screaming urgency. They really are. The window 00:02:16.650 --> 00:02:19.030 for getting your people ready. It is closing 00:02:19.030 --> 00:02:21.990 incredibly fast. The consensus is just crystal 00:02:21.990 --> 00:02:25.110 clear. Training can't wait until December. Absolutely 00:02:25.110 --> 00:02:28.150 not. If you start trying to retrofit skills or, 00:02:28.150 --> 00:02:30.430 you know, push product knowledge in November, 00:02:31.090 --> 00:02:33.689 you are already too late. And that's a key takeaway 00:02:33.689 --> 00:02:36.550 for you, the executive listener. October isn't 00:02:36.550 --> 00:02:38.349 the month for planning training anymore. It's 00:02:38.349 --> 00:02:41.110 the month for deployment and for mastery. Deployment 00:02:41.110 --> 00:02:43.909 and mastery. I like that. Yeah. We need to ensure 00:02:43.909 --> 00:02:46.689 people are ready, not just with basic product 00:02:46.689 --> 00:02:49.550 facts, but with the situational behaviors, the 00:02:49.550 --> 00:02:51.530 confidence to handle those tricky questions, 00:02:51.710 --> 00:02:54.569 the soft skills. Yeah. All when they're under 00:02:54.569 --> 00:02:56.840 intense pressure. But why is that deadline so 00:02:56.840 --> 00:02:59.139 hard and fast? What happens if you do push training 00:02:59.139 --> 00:03:02.219 into November? Why does that cause such a, well, 00:03:02.360 --> 00:03:04.479 a systemic breakdown? Well, the sources point 00:03:04.479 --> 00:03:06.680 to a couple of critical things. First, think 00:03:06.680 --> 00:03:08.740 about your seasonal hiring peak. Right. Early 00:03:08.740 --> 00:03:11.419 November usually. Exactly. It just floods your 00:03:11.419 --> 00:03:14.400 manager's time with onboarding. If your basic 00:03:14.400 --> 00:03:16.479 competency training isn't already streamlined, 00:03:16.599 --> 00:03:19.219 maybe even automated before that wave hits, the 00:03:19.219 --> 00:03:21.379 quality of that training just tanks. Managers 00:03:21.379 --> 00:03:23.680 don't have the bandwidth. OK. That makes sense. 00:03:23.780 --> 00:03:26.389 And the second point. It's about learning itself. 00:03:27.189 --> 00:03:29.889 Real learning needs repetition. It needs application. 00:03:30.629 --> 00:03:33.409 If an associate learns a new return policy, say 00:03:33.409 --> 00:03:36.750 on November 15th, they've only got maybe a week 00:03:36.750 --> 00:03:39.590 or two before the Black Friday madness. Not enough 00:03:39.590 --> 00:03:42.030 time for it to become second nature. Not nearly 00:03:42.030 --> 00:03:44.680 enough. The cognitive load during that peak rush 00:03:44.680 --> 00:03:47.659 is immense. Anything that isn't fully baked in, 00:03:47.879 --> 00:03:50.300 truly integrated into their habits, it just gets 00:03:50.300 --> 00:03:52.159 forgotten right when they need it most. That 00:03:52.159 --> 00:03:54.180 makes total sense. And it leads us straight into 00:03:54.180 --> 00:03:57.060 the next big problem, doesn't it? The flaw in 00:03:57.060 --> 00:04:00.240 how retail traditionally does training. Oh, definitely. 00:04:00.340 --> 00:04:03.300 Because if you're still relying on emailing out 00:04:03.300 --> 00:04:06.280 long PDFs or dragging people into classroom sessions 00:04:06.280 --> 00:04:08.560 or making them sit in the back room clicking 00:04:08.560 --> 00:04:11.240 through some generic computer module, You're 00:04:11.240 --> 00:04:13.560 already falling behind. That whole approach, 00:04:13.800 --> 00:04:16.959 it's basically a liability now. It really disrespects 00:04:16.959 --> 00:04:19.779 the reality of the job, doesn't it? Oh, so. Well, 00:04:20.079 --> 00:04:23.439 those traditional methods assume employees have 00:04:23.439 --> 00:04:26.639 this dedicated, uninterrupted downtime. Which 00:04:26.639 --> 00:04:29.500 is, as we said, a complete fantasy during peak 00:04:29.500 --> 00:04:32.660 season. Exactly. And more fundamentally, they 00:04:32.660 --> 00:04:35.360 just misunderstand how today's retail employee 00:04:35.360 --> 00:04:39.600 actually learns and retains information effectively. 00:04:39.800 --> 00:04:42.199 And this generation of frontline associates, 00:04:42.420 --> 00:04:44.339 the research is pretty clear on this, they learn 00:04:44.339 --> 00:04:46.680 differently. Very differently. They operate in 00:04:46.680 --> 00:04:49.779 these little micro moments. They expect content 00:04:49.779 --> 00:04:52.660 to be on demand. They want learning that's quick, 00:04:52.899 --> 00:04:55.160 visual, mobile first, delivered right when they 00:04:55.160 --> 00:04:57.019 need it, often while they're standing right there 00:04:57.019 --> 00:04:59.170 on the sales floor. Absolutely. That's the new 00:04:59.170 --> 00:05:01.629 training reality. Learning has to happen in the 00:05:01.629 --> 00:05:03.769 flow of work. In the flow of work. That's where 00:05:03.769 --> 00:05:06.449 the sort of behavioral science meets the reality 00:05:06.449 --> 00:05:08.689 of the retail floor. If a piece of training, 00:05:08.730 --> 00:05:11.709 maybe it's an update on a policy or a quick tip 00:05:11.709 --> 00:05:13.490 on cross -selling if it feels like homework, 00:05:13.769 --> 00:05:15.709 or it means leaving the sales floor. It just 00:05:15.709 --> 00:05:18.329 won't stick. It won't stick. Simple as that. 00:05:18.629 --> 00:05:20.970 The only way you're going to drive real behavior 00:05:20.970 --> 00:05:23.430 change, the kind that shows up in customer interactions, 00:05:23.870 --> 00:05:26.740 is through that immediate often scenario -based 00:05:26.740 --> 00:05:29.319 reinforcement that actually mirrors what they 00:05:29.319 --> 00:05:31.319 face day to day. Okay, so we've got the timing, 00:05:31.339 --> 00:05:35.100 October is key, and the format, mobile, quick, 00:05:35.180 --> 00:05:38.180 in the flow. But even the slickest digital platform 00:05:38.180 --> 00:05:43.160 can feel a bit... impersonal, maybe? What's the 00:05:43.160 --> 00:05:46.399 human element? The secret ingredient that makes 00:05:46.399 --> 00:05:48.120 all that great material actually come alive on 00:05:48.120 --> 00:05:50.939 the floor? Ah, yes. That ingredient is absolutely 00:05:50.939 --> 00:05:53.290 undeniable. It's coaching. coaching. Your store 00:05:53.290 --> 00:05:55.350 managers, your district managers, they are the 00:05:55.350 --> 00:05:57.629 ultimate force multipliers here. The sources 00:05:57.629 --> 00:06:00.569 really hammer this point home. Their real -time 00:06:00.569 --> 00:06:02.329 personalized guidance, their motivation, the 00:06:02.329 --> 00:06:04.209 recognition they give, that's what determines 00:06:04.209 --> 00:06:06.790 all those digital training assets actually translate 00:06:06.790 --> 00:06:08.850 into better customer engagement. Okay, but let 00:06:08.850 --> 00:06:11.230 me push back slightly here, play devil's advocate. 00:06:12.149 --> 00:06:13.990 Technology is getting incredibly advanced, right? 00:06:14.750 --> 00:06:17.709 We can deliver personalized product info straight 00:06:17.709 --> 00:06:20.810 to a device. Why shouldn't executives just lean 00:06:20.810 --> 00:06:23.910 more on, say, powerful AI chat bots for the factual 00:06:23.910 --> 00:06:26.810 answers, free up managers from some of that soft 00:06:26.810 --> 00:06:29.470 skill stuff? That's a really important question, 00:06:29.509 --> 00:06:31.370 and it gets to the heart of the balance needed. 00:06:31.850 --> 00:06:34.250 Product knowledge, yes, absolutely, that can 00:06:34.250 --> 00:06:36.670 be digitized very efficiently, and AI can tell 00:06:36.670 --> 00:06:39.250 you the specs, the features. Right. But the human 00:06:39.250 --> 00:06:41.649 element we're talking about, that's not about 00:06:41.649 --> 00:06:44.410 just recalling facts, it's about empathy. It's 00:06:44.410 --> 00:06:46.750 reading body language, building rapport, taking 00:06:46.750 --> 00:06:48.750 that factual knowledge and turning it into a 00:06:48.750 --> 00:06:51.529 compelling recommendation tailored specifically 00:06:51.529 --> 00:06:53.350 for that shopper standing in front of you. So 00:06:53.350 --> 00:06:55.290 the AI can tell you what it is, but the person 00:06:55.290 --> 00:06:58.069 makes you want it. Precisely. A motivated, confident 00:06:58.069 --> 00:07:00.850 human associate does that. And that genuine connection, 00:07:00.850 --> 00:07:03.550 it reduces friction, it boosts average order 00:07:03.550 --> 00:07:05.810 value, and crucially, especially for you listening, 00:07:06.129 --> 00:07:08.850 it drives lifetime customer value. Those are 00:07:08.850 --> 00:07:11.069 metrics that directly impact shareholder confidence. 00:07:11.449 --> 00:07:14.800 Okay, so coaching is critical. But for that coaching 00:07:14.800 --> 00:07:17.560 to be effective, to be targeted, managers need 00:07:17.560 --> 00:07:19.360 to see what's happening, don't they? They can't 00:07:19.360 --> 00:07:21.600 just rely on the end -of -season mystery shopper 00:07:21.600 --> 00:07:24.319 reports or, you know, those annual compliance 00:07:24.319 --> 00:07:27.519 checklists. Exactly right. Visibility is the 00:07:27.519 --> 00:07:30.300 strategic key here. It unlocks effective coaching. 00:07:31.180 --> 00:07:34.180 If a manager doesn't have real -time data, and 00:07:34.180 --> 00:07:36.800 I don't just mean ticking a box saying completed... 00:07:36.800 --> 00:07:39.839 Right, not just completion rates. No. Data on 00:07:39.839 --> 00:07:42.680 actual comprehension. on engagement scores with 00:07:42.680 --> 00:07:45.040 the training material. But without that, they're 00:07:45.040 --> 00:07:47.560 essentially flying blind. They cannot wait until 00:07:47.560 --> 00:07:49.560 January to review performance from November. 00:07:50.079 --> 00:07:53.040 They need to see now which associates might have 00:07:53.040 --> 00:07:54.899 struggled with that latest scenario training 00:07:54.899 --> 00:07:57.040 on handling difficult returns, for instance. 00:07:57.319 --> 00:08:00.199 Or on the flip side, which store is really nailing 00:08:00.199 --> 00:08:02.420 the new greeting protocol you rolled out. Absolutely. 00:08:02.939 --> 00:08:05.220 So visibility lets them spot the gaps immediately. 00:08:05.500 --> 00:08:07.759 Yes. But it's also about celebrating the wins 00:08:07.759 --> 00:08:10.240 and sharing success. Sharing best practices across 00:08:10.240 --> 00:08:13.600 stores, maybe. That's exactly it. It turns training 00:08:13.600 --> 00:08:17.139 from just this top -down thing into a dynamic 00:08:17.139 --> 00:08:20.560 two -way conversation. Managers can give instant 00:08:20.560 --> 00:08:22.720 positive feedback. They can take what a high 00:08:22.720 --> 00:08:25.100 -performing associate is doing in one store and 00:08:25.100 --> 00:08:27.300 share that technique with others across the district 00:08:27.300 --> 00:08:29.839 who might be struggling. It creates consistency. 00:08:30.000 --> 00:08:32.419 And that real -time feedback loop must be huge 00:08:32.419 --> 00:08:35.059 for morale, too. It's essential. It tells the 00:08:35.059 --> 00:08:38.220 associate, look, we see you, we value your effort, 00:08:38.240 --> 00:08:40.159 and we're actually investing in your success. 00:08:41.379 --> 00:08:45.039 In a sector with notoriously high turnover, that 00:08:45.039 --> 00:08:47.340 message is absolutely crucial for retention. 00:08:47.480 --> 00:08:49.559 So when we talk about these pieces, the coaching, 00:08:49.759 --> 00:08:52.399 the visibility, the empowerment, we keep coming 00:08:52.399 --> 00:08:54.440 back to this core idea, don't we, that the human 00:08:54.440 --> 00:08:56.779 element, despite all the tech, it still wins. 00:08:56.940 --> 00:08:59.460 And this is what the data just consistently reinforces. 00:08:59.600 --> 00:09:02.200 Think about it. The store is packed. Customers 00:09:02.200 --> 00:09:04.700 are stressed. Maybe the payment system is glitching. 00:09:04.879 --> 00:09:07.080 The inventory app is slow. Happens all the time 00:09:07.080 --> 00:09:10.799 during peak. Right. But that warm greeting. that 00:09:10.799 --> 00:09:13.559 authentic enthusiasm from an associate, their 00:09:13.559 --> 00:09:16.240 confident, genuine product knowledge that can 00:09:16.240 --> 00:09:19.720 smooth over almost any operational hiccup. Empowering 00:09:19.720 --> 00:09:21.919 your associates with the right tools and knowledge 00:09:21.919 --> 00:09:24.580 means they can stop stressing about procedures 00:09:24.580 --> 00:09:27.159 and focus entirely on that customer interaction. 00:09:27.419 --> 00:09:29.720 Which brings us neatly to the technology itself, 00:09:29.980 --> 00:09:32.299 the systems that make this all possible. For 00:09:32.299 --> 00:09:34.120 the executive listener, this isn't just about 00:09:34.120 --> 00:09:36.120 buying another piece of software, is it? It's 00:09:36.120 --> 00:09:39.000 about adopting a system, a platform, that makes 00:09:39.000 --> 00:09:41.860 this kind of scalable, high -impact training 00:09:41.860 --> 00:09:45.059 easier and faster than it's ever been. Exactly. 00:09:45.419 --> 00:09:48.059 We're talking about big advances in mobile platforms 00:09:48.059 --> 00:09:51.299 and how video content is delivered, even AI playing 00:09:51.299 --> 00:09:53.399 a role in developing the training itself. What 00:09:53.399 --> 00:09:55.480 are the core advantages for the retailer? Well, 00:09:55.500 --> 00:09:57.740 I'd say the primary advantage is really twofold. 00:09:58.179 --> 00:10:00.879 Speed and personalization. OK. Think about the 00:10:00.879 --> 00:10:03.240 old way. A policy changes. It could take weeks 00:10:03.240 --> 00:10:05.320 to develop the new material, print it, ship it 00:10:05.320 --> 00:10:07.840 out, schedule mandatory store meetings. And then 00:10:07.840 --> 00:10:09.840 you just hope the manager delivers the message 00:10:09.840 --> 00:10:13.159 correctly and consistently. Precisely. Total 00:10:13.159 --> 00:10:16.559 guesswork sometimes. Now, retailers can update 00:10:16.559 --> 00:10:18.620 learning materials maybe for a new product launch 00:10:18.620 --> 00:10:21.960 or an urgent compliance issue literally in minutes. 00:10:22.360 --> 00:10:25.080 That speed dramatically reduces operational risk. 00:10:25.399 --> 00:10:27.440 OK, speed is one. What about personalization? 00:10:27.779 --> 00:10:30.440 That's the other game changer. Modern platforms 00:10:30.440 --> 00:10:33.740 can use algorithms, sometimes AI, to deliver 00:10:33.740 --> 00:10:36.919 truly personalized training paths. They can automatically 00:10:36.919 --> 00:10:39.980 tailor the content based on an associate's role. 00:10:40.139 --> 00:10:42.659 their region, maybe their language, even their 00:10:42.659 --> 00:10:45.000 existing knowledge level shown through assessments. 00:10:45.600 --> 00:10:47.860 So nobody gets bogged down with information that's 00:10:47.860 --> 00:10:50.259 not relevant to them. Exactly. It cuts out the 00:10:50.259 --> 00:10:52.700 noise and prevents that this feels like irrelevant 00:10:52.700 --> 00:10:54.580 homework problem we talked about earlier. And 00:10:54.580 --> 00:10:56.720 what about the features within these platforms? 00:10:56.799 --> 00:10:59.120 What actually helps change behavior on the floor? 00:10:59.460 --> 00:11:01.879 It's really about shifting from passive reading 00:11:01.879 --> 00:11:05.179 to active practice. These systems use short, 00:11:05.539 --> 00:11:08.320 engaging video content. They lean heavily on 00:11:08.320 --> 00:11:11.080 scenario -based training. Like simulating a tricky 00:11:11.080 --> 00:11:14.460 customer situation. Exactly. Forcing the associate 00:11:14.460 --> 00:11:18.720 to think and make a decision in a simulated environment. 00:11:19.720 --> 00:11:22.080 These micro -lessons are often paired with quick 00:11:22.080 --> 00:11:24.740 knowledge checks, maybe some gamification elements, 00:11:24.940 --> 00:11:28.019 leaderboards, points. Making it a bit more competitive 00:11:28.019 --> 00:11:31.379 and fun. Right. Which we see dramatically boosts 00:11:31.379 --> 00:11:33.399 engagement rates compared to just reading a manual. 00:11:33.779 --> 00:11:35.840 So let's bring this back to the executive perspective. 00:11:36.000 --> 00:11:38.419 Investing in this kind of tech now. ahead of 00:11:38.419 --> 00:11:41.659 the holiday crush. What's the real strategic 00:11:41.659 --> 00:11:44.559 value for the business plan? It's clearly more 00:11:44.559 --> 00:11:47.419 than just ticking an HR or compliance box. Oh, 00:11:47.559 --> 00:11:50.720 far more. The strategic value. It boils down 00:11:50.720 --> 00:11:53.440 to consistency and control across your entire 00:11:53.440 --> 00:11:55.720 brand footprint. Consistency and control. Think 00:11:55.720 --> 00:11:58.559 about it. If you have, say, a thousand stores, 00:11:58.860 --> 00:12:02.139 15 ,000 seasonal associates, how do you ensure 00:12:02.139 --> 00:12:03.860 every single one of them, from the brand new 00:12:03.860 --> 00:12:06.480 hire to the store veteran, gets the same consistent 00:12:06.480 --> 00:12:08.740 message about your brand standards, your promotions, 00:12:08.919 --> 00:12:11.360 your service expectations, and gets it at the 00:12:11.360 --> 00:12:13.080 right time in the right way? That's always been 00:12:13.080 --> 00:12:15.740 the challenge at scale. Exactly. Modern learning 00:12:15.740 --> 00:12:19.179 platforms solve that. That consistency is absolutely 00:12:19.179 --> 00:12:21.659 paramount for protecting your brand reputation 00:12:21.659 --> 00:12:24.879 and, frankly, reducing liability. And critically, 00:12:25.059 --> 00:12:27.019 that visibility we talked about earlier comes 00:12:27.019 --> 00:12:28.860 back to the leadership team. That's the other 00:12:28.860 --> 00:12:32.059 huge piece. You gain priceless centralized visibility. 00:12:32.700 --> 00:12:35.279 You can track completion, yes, but also comprehension 00:12:35.279 --> 00:12:38.240 and engagement instantly across the entire field 00:12:38.240 --> 00:12:40.480 operation. So leaders don't have to just wonder 00:12:40.480 --> 00:12:42.700 if the team got the memo. No more wondering. 00:12:43.129 --> 00:12:45.149 You don't have to guess that the message landed 00:12:45.149 --> 00:12:47.549 effectively in some remote district. You can 00:12:47.549 --> 00:12:50.090 see the data. You can pinpoint weak spots in 00:12:50.090 --> 00:12:52.610 understanding or execution, and you can act immediately 00:12:52.610 --> 00:12:54.830 to address them. We saw examples cited in the 00:12:54.830 --> 00:12:57.110 research, didn't we? Platforms specifically built 00:12:57.110 --> 00:12:59.990 for this retail need. Yes. Systems designed to 00:12:59.990 --> 00:13:02.009 deliver training straight to associates' mobile 00:13:02.009 --> 00:13:05.129 devices and, crucially, connect that learning 00:13:05.129 --> 00:13:08.029 activity directly to measurable performance outcomes. 00:13:08.649 --> 00:13:11.629 They provide leaders with that real -time centralized 00:13:11.629 --> 00:13:14.909 dashboard view. that level of operational insight 00:13:14.909 --> 00:13:17.529 and control during the sheer volatility of the 00:13:17.529 --> 00:13:19.990 holiday season. It's invaluable. It really is 00:13:19.990 --> 00:13:22.350 the difference between just hoping your team 00:13:22.350 --> 00:13:25.330 is prepared and actually knowing they are. It's 00:13:25.330 --> 00:13:27.909 about building that competence and just as importantly, 00:13:28.149 --> 00:13:30.750 that confidence before the first big wave of 00:13:30.750 --> 00:13:32.629 holiday shoppers even walks through the door. 00:13:33.250 --> 00:13:35.730 And confidence, believe me, is absolute currency 00:13:35.730 --> 00:13:38.710 on that sales floor. So as we start to wrap up 00:13:38.710 --> 00:13:40.710 this deep dive, let's just circle back to that 00:13:40.710 --> 00:13:43.789 final strategic imperative. We know the holiday 00:13:43.789 --> 00:13:47.110 season is always unpredictable, right? Products 00:13:47.110 --> 00:13:50.610 change, inventory goes sideways, customer expectations 00:13:50.610 --> 00:13:52.789 somehow climb even higher every single year. 00:13:52.870 --> 00:13:55.450 Always. But our sources are really clear that 00:13:55.450 --> 00:13:57.950 one element remains constant, and crucially, 00:13:58.070 --> 00:14:00.769 it's controllable. And that is? Your people or 00:14:00.769 --> 00:14:04.769 your brand, period. Conclusively. Investing proactively 00:14:04.769 --> 00:14:07.820 now. In October, in your associate training and 00:14:07.820 --> 00:14:10.659 their ongoing support, it is not just some HR 00:14:10.659 --> 00:14:13.139 initiative or a compliance task to check off. 00:14:13.220 --> 00:14:16.279 It is a strategic competitive advantage. Full 00:14:16.279 --> 00:14:18.840 stop. It delivers immediate returns in customer 00:14:18.840 --> 00:14:21.620 satisfaction, in reducing friction on the floor, 00:14:22.019 --> 00:14:24.159 and ultimately, yes, in higher profitability 00:14:24.159 --> 00:14:26.759 and that crucial long -term customer loyalty. 00:14:27.480 --> 00:14:29.899 The data really suggests this preparation is 00:14:29.899 --> 00:14:32.200 the quantifiable difference. The difference is 00:14:32.200 --> 00:14:34.029 your work. between stores that are just sort 00:14:34.029 --> 00:14:36.950 of staffed well enough to handle the rush versus 00:14:36.950 --> 00:14:39.049 stores that genuinely shine during that period 00:14:39.049 --> 00:14:41.610 and truly capitalize on the opportunity. Just 00:14:41.610 --> 00:14:44.509 getting ahead of the curve now in October, deploying 00:14:44.509 --> 00:14:47.590 this dynamic mobile training, making sure managers 00:14:47.590 --> 00:14:49.730 have that real -time visibility for coaching. 00:14:50.169 --> 00:14:52.169 That's what sets the highest performing retailers 00:14:52.169 --> 00:14:54.990 apart. Empowered associates drive results. And 00:14:54.990 --> 00:14:58.029 those results last well beyond January 1st. A 00:14:58.029 --> 00:15:00.730 really powerful message. So as you finalize your 00:15:00.730 --> 00:15:02.789 holiday strategies, maybe consider this final 00:15:02.789 --> 00:15:05.370 thought, really aimed at that executive mindset. 00:15:06.389 --> 00:15:09.190 If we agree that preparation and confidence are 00:15:09.190 --> 00:15:11.750 the proven keys to making your stores shine this 00:15:11.750 --> 00:15:15.470 season, how effective, truly, is your system 00:15:15.470 --> 00:15:18.649 right now at making every single associate feel 00:15:18.649 --> 00:15:21.509 prepared, feel confident, and feel motivated 00:15:21.509 --> 00:15:24.309 enough to make every customer who walks in feel 00:15:24.309 --> 00:15:26.600 like the most important person in the room? That's 00:15:26.600 --> 00:15:28.360 the question to ask. Because the real holiday 00:15:28.360 --> 00:15:30.740 magic, according to everything we've seen, it 00:15:30.740 --> 00:15:32.059 doesn't actually come from what's sitting on 00:15:32.059 --> 00:15:33.679 your shelves. It comes from the people standing 00:15:33.679 --> 00:15:34.279 right next to them.