Home / Kill the Shop Button: How to Inspire Customers with Content & Commerce Experiences [April 24, 2014]

Kill the Shop Button: How to Inspire Customers with Content & Commerce Experiences [April 24, 2014]

Kill the Shop Button: How to Inspire Customers with Content & Commerce Experiences [April 24, 2014]

Want to learn more about Acquia’s products, services, and happenings in the Drupal Community? Visit our site: http://bit.ly/yLaHO5.

Customer expectations are only getting higher. They want to review your products wherever they are, on any device, whenever they want. But, delivering on these expectations can be challenging for brands with a disjointed content and commerce experience.

Drupal helps you break out of the common mold: You get a flexible, easy-to-use platform that can be used to manage your entire content and commerce experience, or even integrate into an existing commerce experience. Your customers get a personal, integrated digital experience that inspires, converts, and turns them into loyal brand evangelists.

In this webinar, you'll learn
• The problem of disjointed digital experiences
• Why you should integrate content and commerce
• A deep dive into the benefits of Drupal for shopping experiences
• Real-world examples of brands using Drupal to tell stories and guide customers through the buying process

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Publish on date: 
donderdag, 24 april 2014
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Click to see video transcript


Sasha: During today’s webinar we’ll talk about “How to inspire customers with integrated content and commerce experiences.” I’m joined here in the Burlington office by Acquia’s Senior Director of E-Commerce, Kelly O’Neill, as well Senior Vice President of Commerce Ray Grady. Also joining us from the other side of the Atlantic in the UK are i-KOS’ Managing Director, Myles Davidson, and his colleague and Technical Director of i-KOS, Richard Jones.

Ray Grady: Welcome everyone to the webinar. As Sasha alluded to, we’re going to talk today around trends that we’re seeing in commerce. Specifically, how brands today about B2C and B2B are needing to engage with their consumers and customers in different ways. So what we’ll do, we’ll kick it off with a quick introduction of Acquia and what it is that we do and our value proposition in the space. I’ll then spend some time sharing with you our experiences and what we’re seeing in the digital marketing e-commerce industry, and some trends that we’re seeing both B2B and B2C. Then, I’ll hand it over to Myles. Myles will kind of step you through an interesting customer that he has worked with in the UK that’s doing innovative things digitally and how digital is allowing them to not only engage with their consumers in a unique way, but also get to market differently with new products. Then hopefully, we’ll have some time left in the hour to have a healthy Q & A with the group.

So as I said, I’ll kick it off with a quick introduction of Acquia. For those of you who don’t know Acquia, we’ve been around for almost seven years. The gentleman who invented the product Drupal, which is the largest open source content management solution on the planet, started Acquia in 2007. We’ve grown very rapidly as you can see. We’ve grown 250% over the three-year compound annual growth rate, lots of customers. We’re growing rapidly from employee-bases with offices not only here in the United States but also throughout the globe. We’ve gotten a tremendous amount of accolades over the last couple of years. A couple that was referenced is Deloitte’s Fast500. We’re the fastest growing privately held company on the planet last year as well as good accolades and strategic recommendations from Gartner and from Forester around not only where we are today but where we’re taking the organization into the future.

As I mentioned, the organization is founded on the backs of Drupal. So obviously, we have tremendous expertise in Drupal. We’re pretty bullish not only on Drupal but the overall C-change within technology around the adoption of open source across the enterprise. So we have just some quick stats here on our Drupal relationships. We contributed a lot back to the community. We feel like that’s very important. We have tremendous amount of modules and as I mentioned, Dries not only started and invented Drupal but also helped start this company. We’ve built the organization out very thoughtfully over the seven years, bringing in executives from all parts of industry whether it’s enterprise software, consulting services, the agency world, and you can see where some of these folks have come from in the experience section there.

As I mentioned, Drupal is the largest open source digital community and the largest overall open source community on the globe. Many, many sites as you can see are being powered by Drupal and these sites are doing – these can be internal sites, they can be commerce sites, they can be internet of things sites, as well as sort of brands site as well, but a huge depth and breadth. We feel like our customers in small, medium businesses as well as the enterprise, gain a lot from this massive adoption of Drupal because the more people that adopt it, which means the more people are developing and adding products to the community. We feel as though customers who standardized on these types of solutions can innovate faster than maybe some of our partners in the enterprise space.

So, I’d like to then kind of jump off to some things that we’re seeing within the industry. It’s a unique time to be in digital today. Commerce today is evolving rapidly as rapidly as I’ve seen things. I’ve been in digital for 20 plus years and we’re seeing lots of interesting trends happening out. When we started talking about e-commerce solutions, it was typically a departmental initiative whether it was a webmaster or someone on the technology side who was maybe trying to push a boulder up a hill around an e-commerce business. Today, we’re seeing board level edicts from Fortune50 down to enterprising digital-only customers who realize that digital is their growth channel and e-commerce is their growth channel and that sort of business level sponsorship is driving interesting investments in the space. With the amount of places where a consumer can engage with a brand today, whether it’s on a handheld device, be it a smart phone or a tablet, whether it’s on a social media channel or quite frankly, if it’s in an internet of things or an internet-enabled vehicle, brands need to step out and differentiate themselves. They can’t just take a catalogue and put it online and throw a couple bucks at Paid Search and feel as though they can be in the e-commerce business and in the digital business. So what we’re seeing is brands doing interesting things and we’ll speak to one of those brands today to kind of marry and really get the ethos of the brand into the overall shopping experience whether it’s on site or on third-party retailers as well. Finally, based off my first point, we’re seeing that organizations are having to evolve internally to support the demands and needs of digital today. I mean historically, maybe it was a marketing silo and maybe marketing didn’t interface really well with technology. This is truly a cross-functional group of merchants, digital expertise, technology that now need to come together. We’re seeing organizations having to transform their businesses and transform their companies to deliver on these promises.

As I mentioned, digital is truly changing how companies exist quite frankly. New market entries are entering into the space and are causing major disruption, traditional brick and mortar retail can be challenged if they don’t think through maybe a digital first or a true multichannel approach. So historically, it was very much a silo-based process that our customers would go through, right? They’d get the brand out there. They would merchandise the product which would lead to some level of retail acquisition. Now, we see there are multiple touch points and these things are much more integrated today. So the brand owned versus the brand influenced model has evolved.

Why is that happening? Well, we feel there are many irreversible trends that are happening in the marketplace today. This stat shows just massive adoption of smart phone and mobile phone. Obviously, that has direct ramifications to everyone on this call, on this webinar. Consumers now have the web wherever they go and they can engage with - and not only engage with your brand wherever they go, but they can speak positively or negatively about their experience with the brand wherever they are.

That’s not only on the tablet - I’m sorry. That’s not only on the smart phone, but it’s also on the tablet. So you may have heard sort of the lean in or the lean back approach to communicating, folks having a tablet as they’re watching television with their smart phone next to them. Brands today need to figure out how they can be relevant across all of these different devices in a seamless and cohesive way.

It’s our perspective that brands, as I mentioned, they need to provide an integrated digital experience. These things have to come together seamlessly and they’ve very complex. They’re complex because they’re in different silos within the organization. They’re complex because content can be spread across the organization. They’re complex because they may not own the end destination point of where the consumer is engaging with their brand. So customers today need to take a step back and figure out how they’re engaged across the entire digital life cycle for their customer.

As I mentioned, the folks in the business need to transform how they think through the customer, how they think through the brand, how they think through their product messaging if they’re product merchandising, how they think through listening to feedback from customers, how to handle customer support and customer complaints. We feel as though it needs to be done in a more integrated way as opposed to the silo way that is happening in some customers today, but unfortunately, most customers today that we talked to feel that they’re not ready for this. Obviously, this explosion in digital, the sort of retrenchment on retail based on the market collapse in 2008 and now this acceleration into digital have left organizations ill-prepared internally to really take advantage of the opportunity and really support the consumer in a way which he or she expects to be supported today from a brand engagement perspective.

This trend that we talk about is not specific to the consumer and is not specific to B2C. Business to business commerce is also evolving. At the end of the day, the person on the procurement side, someone in an MRO, someone at a manufacturing and distribution, they may be buying products internally in a B2B world but they are a consumer. Their expectations are being set by Google and by Amazon and by Apple. Oftentimes, the B2B experience falls far short and we’re seeing a tremendous amount of investment in this channel as well.

The smart B2B folks are ones who are applying B2C tactics, B2C digital marketing tactics appropriately in their B2B business. So the ones who we think really understand it are appreciating and embracing the fact that the B2B buyer is a consumer but were applying the right tactics to the right channel

At the end of the day, it’s a proven fact that the more channels a customer has and the more that they’d take a step back and understand the different touch points a brand could have with the consumer and deliver a cohesive experience, the more revenue that these brands can expect to see. As you can see, folks who we think do it and the analysts community doing it correctly, you can see a 44% increase in AOV which is, as you know, one of the most important business metrics in the e-commerce world today.

So that’s just a quick snapshot on what we’ve seen on some trends that are happening. I’d like to hand it over to Myles now to have him step you through a great customer example of someone that we’ve collectively worked with that has evolved the brand and now created what we think is the best in class experience, not only around their current products but have positioned themselves to enter into new markets based on the agility of their business model and their platform. So Myles, I’ll hand it over to you.

Myles Davidson: Ray, thank you very much. Yes, that’s great. It really helps, I think, set the scene and I get fascinated picking up some of those items because we just have the same observations. Hopefully, let me express those through a very relevant case. This little story right now is about lush.co.uk. We’re going to explain who Lush are very soon. A little bit, just to introduce me as well. So as it was said earlier, I’m Myles Davidson, the managing director of i-KOS. We’ve been into Drupal since 2007. Since 2007, we’ve been in to e-commerce but as we’ve seen, our business has transformed in 2014. We’re all about commerce, content, and community leverage in Drupal. We worked for some great brands and Lush is one that we’re extremely proud to have worked with.

So let’s go through some of the stories. By context and background for anyone who doesn’t know Lush because they have a different footprint globally, that they are a highly ethical business. Now, let’s just read everything but they’re all into natural handmade cosmetics. They are headquartered in the UK, which is why you’ve got someone from London on the phone, but there are 910 stores in 50 countries and they’ve got a pretty big turnover. This website, they see as being absolutely critical to their growth plans.

So what were the goals of the project when we started? Well, it sounds like a strange thing to say but more than a soap shop and that maybe slightly UK-centric. If anyone knows the retail stores, they have a really strong smell. You can normally smell it several stores away. You’d get that very overpowering shop in the retail work and that’s really distinctive. It’s a key part of their brand, but actually, what they really need to do and what became fascinating working really closely with the Lush digital team, was to understand that the level of story that sits behind so many of their brands and their ethical values. They just don’t treat ethical programs as a badge to just sign up to. These guys often, when they go and source products, they set up and they manage and they run schemes. Their whole philosophy is to improve everything in their value in their supply chain, which is just wonderful. So really, everything about their kind of goals so I’m going to just say was what they’re looking to do here is that they used the UK as a flagship site to actually create a digital push to improve its global brand presence. As we will see, they’re really doing this through content and deli-style cosmetics. Yes. So there are lots of things in there around about what we’re looking to do and even the soap box. They’re very well-aligned to campaigners and certain charities and they really want their website to also be a platform to talk about issues that are important to their business, issues such as climate change and human rights. They really want their website to engage with people, not just their customers but with people, who are aligned and believe in some of the things that they really believe in so strongly. As we’re hearing from Ray, the story partially of choosing Drupal and the story we found out was with those goals, they absolutely wanted this content-driven commerce experience. I think this is a huge philosophy. That the whole point was every fresh ingredient has got a story, how it’s sourced, what’s in it, and every product has got an inspiration. When their products are made, you see the little sticker on it. It tells you who made it and when it was made. It got these great stories they really want to tell. Community, they’ve got some lovely ideas that are coming up fairly soon. They’re going to be launching fan clubs and that going to be based for the loyalty, it’s not based on price but it’s going to be based on exclusivity. I think that’s really important. All these things are just really important. How, as a brand, they were looking to use digital to absolutely stand up and be clearly counted for what they believe in and really engage with people.

So a little bit about Drupal and perhaps why, where, and how Drupal was chosen and some of the really big criteria that when it came down to it where Drupal wins. I think there are some good points that you can see on there. Yes, a unified platform to manage content and commerce. Yes, what we’re doing in the UK has to pave the way for a global program. Yes, the powerful – in fact, I’m going to take the last two bullets points the other way around. What was really important, design was no way could that design could be inhibited by technology. So a quick shout out to Method. It was the design company who came up with a strong, wondrous design. They took a lot of discussion and lots of convincing to make sure, they wanted to know if in any way will the technology inhibit the design. We proved that it wouldn’t. The website stands great testament to that. Also, I think but what they want there, of course, what the business needed was a really powerful content curation and a really great experience, too. They wanted both sides of the coin. They wanted the fantastic customer experience which couldn’t be held up by the technology, but the business also needed to be able to support that, manage the content, add their new stories, and engage with their people. That’s really where Drupal has, without a doubt, absolutely won wonderfully.

I encourage everyone after this to have a real good look at the screen on whatever device you want to look for it, but just to explain this content and commerce. So what does that really mean to some people? Well, the homepage I think is a great example. Let me just give you a little roll call of what the homepage does and what it delivers.

So the homepage, it blends content and commerce. To give you this sort of content items that’s on there. We have hero products and we have products. We have hero products combined with their reviews and this all fits alongside ingredients and the ingredients that you used within certain products. We also have information about the key values to the business, and we have frequently asked questions, and we have collections. We also have features and featured articles. The really kind of mind-blowing and I think the wonderful part about all of this is all of those items fit beautifully within the design framework that just works on every device that we’ve tested it on and that’s putting it out there. The management of this, all of this information is just curated and is beautifully linked or to use a phrase that I love so much is it’s deeply intertwingled. So I just thought it’s worth labeled on this slide a little part to say what they’ve actually done is create a lovely editorial end product but it’s all link through its sort of taxonomy and classification, and it’s curated easily readily by the customer. I think that is just incredibly important. As Ray was saying earlier, this is a project and it brought together some great domain expertise. I-KOS got the joy of leading this project, developing this project, and providing solution architecture. As with the projects of this size, we absolutely looked for the main expertise brought in and worked alongside in a consulting capacity with Acquia, deployment, hosting. What’s great is that we’ve now got this Drupal project sitting on a platform that’s got the full 24/7 support.

I think it would be remiss not to mention a couple of other partners. We have Method, I mentioned, who did an amazing job of the design and I know we talked about how we worked with those guys and Commerce guys were brought in for some really great expertise around some of the module development on the site. So just kind of what made this project special and this was super hard because I was challenged with the idea of just to pick two things so that we could make sure this didn’t take too long. On the project that we were so proud of, I think we could have picked personalization, how this works with a returning customer, the experience that they get, but I’m just going to pick two parts that I think just showcase some uniqueness to the project. That’s what we call the live style-guide and the kitchen concept. That’s my section. Once we ran through this, I’m pretty much done. So let me dive into the live style-guide.

We retrospectively call this an absolute key to success. As I said earlier, we’re working alongside a design company and this was a very strong design, visually led project from the get-go with lots of ideas. Not only did they have to work across devices, when you look at the side, we’ve got things moving. The homepage moves in about four different directions based on swipe, touch interaction. This presented a lot of challenges for any technology so what we actually managed to do on this was we created what we called a live style-guide or which later became known as the front-end framework because what started off as a method approach typing in doing a proof of concept became the actual front-end code base that allowed us to look at a few points here. We could really test some of the interactive design in the browser. We worked alongside in an agile fashion with the designers, really got things moving fast. It was a really great way to test things out, not just test out the interaction because working with the design agency like Method, it’s not just about things moving, it’s the speed they move, and the feel, and the touch. It was wonderful to be able to deliver the level of tactile visual concepts using this front-end framework or this live style-guide, test it across browsers and device. We know this created a great ROI in the whole project. There’s no doubt about it. This helps.

We’re going to do some - if not podcasts, some blog posts about this in great depth and show a lot of detailed examples of how we kind of brought this whole project down, how we tested it in multiple different ways and how we think this has presented itself as a real beacon of a great way to work. I would say almost in any Drupal projects but it’s the only Drupal project that’s responsive. In case it wasn’t clear, I think there are six break points, seven resting states of this size at the site. Everything on it has been pretty much handpicked and customized.

One of the other things, so the second part, what makes this unique? Well, I think the kitchen, the deli style cosmetics. This is literally a physical kitchen. At the moment, there’s one and I think there’s going to be multiple. You’ve got a kitchen where they’re all making fresh for the day, one or two key products of the day. This is going to become really interactive. They’re going to have Google Hangout integrated. You’re going to be able to follow it on social media. They’re going to make products, they’re going to be able to literally make products live. You’re going to be able to interact with it and you can order that product. It presents some interesting e-commerce challenges as well because you’re talking about the rapid putting up of products, limited stock runs. If I just look at the next screen, yes. This is creating demand really fast and we think already we’re going to see cases where people are just ordering this stuff quicker than it can be made. That’s really exciting because that creates – that’s digital creating a real world problem that can be solved. I think one of their big challenges or one of their big aims here is that this kitchen is not only getting people excited in seeing things happening in real time, that you can order and get it delivered tomorrow, but they’re also testing out and trialing new formulations and new products. So it’s small batch productions. I think what we like building into this part of the interaction was a real sense of urgency. This is a little slide-out which feels very much like an app when you’re using it on a tablet. This just comes out from the right-hand side and we automatically know in this case, this happens to be a kitchen product. It’s a pre-released product and therefore, we’ve had this flag that says, “You have a time limit to your product in your basket. Make sure you check out soon.” That is definitely helping to create a sense of urgency of the experience and something that feels really unique. It’s permeating through the business in so many different ways. Social media is really picking up and they’re engaging with customers so it’s been a great part of the journey.

I think that helps keep things on time because, believe me, I think we could have picked another 10 great features. So we’re going to stay on with Richard who’s the technical director in case any questions get on a more technical note. Please link with us on social media because we want to keep this conversation going and we’re happy to answer questions as they come.

Ray Grady: Thanks Myles. This is Ray. So I think we wanted to make sure that we could give you a sense on the industry, specifically what we’re doing with this customer. We have other interesting customer examples that are leveraging the power of the partner ecosystem that Myles talked about as well as the technology to not only tell a better story and allow brands to become storytellers but also allow them to be very innovative as they think through new ways in which to not only develop products. Products that may be a digital first introduction or a product launch, but market those products - not in real time, but in a much more iterative and rapid fashion based on some of those solutions that we bring to bear. So with that end, I’ll hand it over to the group and we can maybe start the Q and A session.

Kelly O’Neill: Hi all. This is Kelly. I’ve got a question that’s come in around for you Myles just to talk a little bit about what’s next for Lush. So you mentioned this was a relatively recent go live. What plans do they have for the next round of featured functions and evolution of the areas like the curated products?

Myles Davidson: Yes. So there are a few things that are coming on-stream quite soon. Richard is here too so I’m going to prompt him as well. I know that we have an algorithm-based recommendation engine that’s going to come in that’s all based on site-wide user behavior and your personal user behavior. That’s really question of - that’s delivering very much the Amazon style, matching one product with another, but it’s all based on learning. It’s just product learning so that’s coming. That’s going to be coming on-stream. The kitchen which is the whole interaction make-up part, they really want to build that. They want to embed - They’ve met with Google and they’re looking at a really engaging way of using Google Hangouts so that you can literally see the product that you want to order being made and you can really feel like you’re a part of that whole experience. For a brand like Lush, they’ve got some really interesting things, it’s just that they never discount on their brand. They just don’t do it. They don’t do coupons. They don’t do sales, but what they absolutely want to do is they recognize that they’ve got some very, very passionate – they’ve got super consumers, really passionate people who love the brand so they want to absolutely, “We have to offer these guys exclusivity.” So we’re going to really see a ramp up of the small batch productions, the deli style cosmetics, and really providing exclusive, unique features to the people who love them and keep coming back to them. So a real nice rewards program and this is all what’s coming next.

Kelly O’Neill: Excellent. Thank you for sharing. For those of you on the line, if you have any questions, you can just enter them in the chat window as a reminder while we wait for others to come in.

Another question from the group was for you again, Myles. Can you talk a little bit about kind of the life cycle of the project? How long did this take? You shared the design side, but were there other learnings in terms of working with partners to bring this altogether given the number of partners that were involved?

Myles Davidson: Yes. The most significant size, the most stakeholder projects and multifaceted projects that we’ve been involved with, the full aspect of the project was almost a year. It initially started off with Lush who was looking for a totally different project. They were out looking for Lush TV and they found Method because Method had done the design for TEDTalks and done a lot of the – and they met and they started talking about this. This little side project started around Lush Digital and actually, we should be looking at more than just a TV stream, we should be looking at the main website. The first we became aware of this was around July 2013 and at that stage, there was already a sort of proof of concept, visuals, and then a non-coded but interactive design piece. After seeing it, it was like “Wow, how is that’s going to be built?”

There were incredible ideas [Laughter] that came about here. I mentioned that job before, so what really happened is we went into a discovery route, a six to eight-week discovery and definition phase working really closely with the designers, with Lush, and ourselves. We worked with Acquia as well, we did some workshops - in fact, a lot of workshops. I think that’s a key part of this project. Everything was workshopped out extremely well. Then we ran two sort of concurrent agile streams. So it’s the design stream running for two weeks and we had our front-end engineers join that and we’re building that style guide with the designers. Then we got to see the output from that design stream and we were involved in helping shaping it to make sure that some crazy ideas didn’t come up that couldn’t be delivered. It was kind of – you design it in two weeks, we build it in two weeks. So [Crosstalk] that’s an easy turnaround.

Richard Jones: I think Myles and I are on audio now. Hi. Yes, it’s Richard here. So yes, one of the most interesting things about this is the design process was carrying on all the way up to three months before launch because it was an agile process iterative between us and the designers. So we were working directly with them all the way through. So it wasn’t like your conventional designers who designs off then an agency comes in and builds it. It’s very much interaction between all of us, all the way through including the client. So I think that was the most interesting part, for me it’s that we had that back and forth and the ability to influence design decisions, where we can look at something and say, “You know what? If you just did it like this, it would take a week less to do,” and then being responsive to that kind of thing really, really helped this project. As I say, it meant that we were still iterating through the design using the style guide that Myles mentioned earlier all the way through to the end.

Kelly O’Neill: Okay, thank you for talking us through. I know that we really enjoyed the process as well and one of the areas that we particularly got involved in on, it was on the search side and working through some of the innovative ways you do a leveraging search to draw out category pages and things like that. So the team really enjoyed working in that iterative process. Another question from the field and the related topic was specific to the commerce guys and what their role was there. So if you could expand on that a little bit, that would be great.

Richard Jones: Yes. [Crosstalk] Can I jump in a little bit as well?

Myles Davidson: Definitely.

Richard Jones: Yes. We had the Commerce guys with us all the way through the project. So we had permanent members of Commerce guys within our spring team all the way through. So the idea was that they would be helping us directly with working on the commerce-specific modules that we were building. I’m just adding a little bit to my expertise in as well. So yes. All the way through, we had a couple members of commerce guys from the London commerce guys team with us directly all the way through the project.

Myles Davidson: Yes, that’s correct.

Kelly O’Neill: Excellent. One of the other things I wanted to drill in on is the plans around more of the social side. You mentioned about the ardent fans that the brand has. Are there plans specifically to further leverage that? Any thoughts around integrating more social information and content as the brand evolved?

Myles Davidson: Yes. In fact, let me start on that Richard. I’m sure you may have a slightly different one.

Richard Jones: Sure.

Myles Davidson: One of the things that I should have mentioned is already implemented and which we really love is all of the Lush stores in the UK, so when they go to the main shop, you don’t – I love it. You don’t have a shop button, which is what this webinar is all about, killing off the shop partner. You do have a shop button which is the physical retail stores. What we love about that is that there the store manager has access to the shop page so the opening and closing times and key information is all managed directly through Drupal for that particular shop. They also get to put that shop’s - all of their social feeds go into that. Their Facebook, their Twitter, their Instagram. They’re really big on some of this, especially things like Instagram, it’s a really big one for them. I think two of those three are now already in. So they can just add the local part and then that way, they’re also able to build up social engagement on a local level. That’s really important to them because some of the campaigns I talked about earlier could be really localized and they want to be able to have communication both on topic level or company-wide level, campaign level which there is a lot of their content and articles, but the reason you’ve got this micro-store level social engagement and you can do that. You can go to the stores, you need to look at it from a UK perspective so maybe just type in “London” and you can see a whole bunch of stores. Pick one of the shops in London like Waterloo and you’ll see the details and you’ll see the local social engagement which we think is – we just think that’s a really great use of engaging with people at just lots of different interesting levels.

Richard Jones: Yes. One other thing with this is that they tried to give a personality to the individual shops as well. Because you see, a personality is very much what this brand is about. So, yes. We’ve got a combined mainstream social media element to the site, which is on one of these pop-out sidebars and then each individual shop has their own feed which, as I said, strikes their own regional and local personalities all the way through.

Kelly O’Neill: That is a great example of driving multichannel, across channel, omni-channel, whatever buzzword [Laughter] you want to use, driving that consistent brand experience throughout all channels and leveraging the power of a really flexible digital platform to be able to do that. So those are the areas where I think we’re going to see incredible innovation moving forward. So it’s great to see that Lush is already moving down that path. So, thanks to Myles and Richard for telling us the Lush story and bringing that to the webinar today. Thanks to Ray for setting up the market trends and for all of you on the call, we’d love to continue the conversation so please by all means, reach out to us either email, phone, give us a call. Let us know how you’re evolving your digital experiences moving forward. We’d love to continue to help you innovate and move the market forward.

Ray Grady: Great. Thanks everyone.

Myles Davidson: Yes. Thank you so much. It was a pleasure to be a part of it.