{"version":"1.0.0","segments":[{"startTime":11.74,"endTime":15.46,"body":"Hello, I'm Adam Schaffer and I'm"},{"startTime":11.74,"endTime":15.46,"body":"the president of Phelps United."},{"startTime":15.74,"endTime":20.5,"body":"We're a brand accelerator helping"},{"startTime":15.74,"endTime":20.5,"body":"brands accelerate and navigate"},{"startTime":20.5,"endTime":25.14,"body":"their business on Amazon,"},{"startTime":20.5,"endTime":25.14,"body":"um, and other marketplaces."},{"startTime":25.14,"endTime":29.06,"body":"But Amazon being the largest marketplace"},{"startTime":25.14,"endTime":29.06,"body":"we spend to spend mu much of our time"},{"startTime":29.06,"endTime":33.18,"body":"talking about Amazon. We're currently"},{"startTime":29.06,"endTime":33.18,"body":"managing over 1500 products,"},{"startTime":33.91,"endTime":36.14,"body":"um, from 30 different manufacturers,"},{"startTime":36.64,"endTime":39.58,"body":"and we're in 10 different"},{"startTime":36.64,"endTime":39.58,"body":"product categories."},{"startTime":40.3,"endTime":45.18,"body":"Today we're here to talk about"},{"startTime":40.3,"endTime":45.18,"body":"our holiday gift return survey,"},{"startTime":45.18,"endTime":49.66,"body":"which we ran a few weeks ago,"},{"startTime":45.18,"endTime":49.66,"body":"and we surveyed about 600 people,"},{"startTime":49.66,"endTime":54.18,"body":"and we'll get into that in more detail,"},{"startTime":49.66,"endTime":54.18,"body":"but it was really telling and, um,"},{"startTime":54.18,"endTime":58.42,"body":"surprising in many aspects. Uh,"},{"startTime":54.18,"endTime":58.42,"body":"today we're with Scott Bardel,"},{"startTime":58.59,"endTime":63.38,"body":"founder and c e o of Idea"},{"startTime":58.59,"endTime":63.38,"body":"Grove PR Agency to discuss"},{"startTime":63.38,"endTime":64.18,"body":"our findings."},{"startTime":64.18,"endTime":68.62,"body":"Scott is the author of a new"},{"startTime":64.18,"endTime":68.62,"body":"book called Trust Signals"},{"startTime":68.94,"endTime":73.54,"body":"Brand Building in a Post-Truth World."},{"startTime":68.94,"endTime":73.54,"body":"Hello Scott and welcome to the show."},{"startTime":73.77,"endTime":75.7,"body":"Thanks, Adam. I'm really happy to be here."},{"startTime":76.2,"endTime":80.7,"body":"Hey, Scott, I really appreciate"},{"startTime":76.2,"endTime":80.7,"body":"you being here. Um, you know,"},{"startTime":80.7,"endTime":83.1,"body":"this book is quite interesting"},{"startTime":80.7,"endTime":83.1,"body":"and it's, you know,"},{"startTime":83.13,"endTime":86.9,"body":"kind of interesting how it comes"},{"startTime":83.13,"endTime":86.9,"body":"to play with regard to returns."},{"startTime":86.9,"endTime":90.5,"body":"Can you maybe tell us a little"},{"startTime":86.9,"endTime":90.5,"body":"bit about yourself and the book?"},{"startTime":91.36,"endTime":92.94,"body":"Yes, well, um, you know,"},{"startTime":92.94,"endTime":95.78,"body":"I came from a journalism background"},{"startTime":92.94,"endTime":95.78,"body":"and then went into public relations,"},{"startTime":95.78,"endTime":100.78,"body":"corporate PR for many years. Uh, I've"},{"startTime":95.78,"endTime":100.78,"body":"had my own PR agency, I Dear Grove,"},{"startTime":101.19,"endTime":105.9,"body":"uh, for 18 years now. And"},{"startTime":101.19,"endTime":105.9,"body":"I, I looked at how, um,"},{"startTime":106.36,"endTime":109.22,"body":"you know, how people come to trust brands."},{"startTime":109.39,"endTime":112.94,"body":"It pr used to rely on kind of"},{"startTime":109.39,"endTime":112.94,"body":"just mostly media relations."},{"startTime":112.94,"endTime":117.7,"body":"And I started thinking it's"},{"startTime":112.94,"endTime":117.7,"body":"not really about the tactic"},{"startTime":117.7,"endTime":121.58,"body":"of media relations so much as what"},{"startTime":117.7,"endTime":121.58,"body":"you're trying to achieve with that,"},{"startTime":121.58,"endTime":124.66,"body":"which is trying to earn credibility"},{"startTime":121.58,"endTime":124.66,"body":"and trust in your brand."},{"startTime":124.66,"endTime":127.94,"body":"And so I started looking big picture"},{"startTime":124.66,"endTime":127.94,"body":"at it and so wrote this book,"},{"startTime":127.94,"endTime":129.14,"body":"trust Signals that said, yeah,"},{"startTime":129.14,"endTime":132.62,"body":"getting media coverage is one great"},{"startTime":129.14,"endTime":132.62,"body":"way to get credibility for your brand,"},{"startTime":132.62,"endTime":135.38,"body":"but there's a lot of others. And if you"},{"startTime":132.62,"endTime":135.38,"body":"start thinking of them all together,"},{"startTime":135.38,"endTime":139.9,"body":"you can think about which ones are best"},{"startTime":135.38,"endTime":139.9,"body":"for your brand. So in that context, uh,"},{"startTime":139.9,"endTime":144.62,"body":"e-commerce sites have known forever"},{"startTime":139.9,"endTime":144.62,"body":"that if you put a badge on your checkout"},{"startTime":144.62,"endTime":148.9,"body":"page that says free returns, then"},{"startTime":144.62,"endTime":148.9,"body":"you're more likely to close that deal."},{"startTime":148.9,"endTime":153.06,"body":"You're gonna have less card abandonment."},{"startTime":148.9,"endTime":153.06,"body":"Same for money back guarantees."},{"startTime":153.21,"endTime":156.86,"body":"Same for having a Norton Security"},{"startTime":153.21,"endTime":156.86,"body":"Seal or a Better Business Bureau Seal."},{"startTime":156.86,"endTime":160.82,"body":"These are all examples of what"},{"startTime":156.86,"endTime":160.82,"body":"I call trust signals or, or,"},{"startTime":160.82,"endTime":165.58,"body":"or little evidence points that you're"},{"startTime":160.82,"endTime":165.58,"body":"using to tell that buyer to reassure them"},{"startTime":165.58,"endTime":169.9,"body":"that they can trust you to to do business"},{"startTime":165.58,"endTime":169.9,"body":"with them. And, and so that's why, uh,"},{"startTime":169.95,"endTime":172.66,"body":"we thought, I know you and I thought"},{"startTime":169.95,"endTime":172.66,"body":"this was a really interesting topic,"},{"startTime":172.93,"endTime":177.46,"body":"what's been happening with this"},{"startTime":172.93,"endTime":177.46,"body":"topic of returns and easy returns or"},{"startTime":177.82,"endTime":181.88,"body":"flexible returns this holiday season,"},{"startTime":177.82,"endTime":181.88,"body":"which I think has been taken for granted,"},{"startTime":182.26,"endTime":186.36,"body":"but now some retailers are kind of"},{"startTime":182.26,"endTime":186.36,"body":"rethinking their approach to returns this."},{"startTime":186.36,"endTime":190.44,"body":"Year. You know, that's for sure. And you"},{"startTime":186.36,"endTime":190.44,"body":"know, you talk about trust signals and,"},{"startTime":190.44,"endTime":194.6,"body":"and do consumers trust who they're buying"},{"startTime":190.44,"endTime":194.6,"body":"from and do they trust that they're"},{"startTime":194.6,"endTime":197.8,"body":"gonna be taken care of all along"},{"startTime":194.6,"endTime":197.8,"body":"the way? And and that's one of the,"},{"startTime":197.8,"endTime":202.52,"body":"the huge benefits of why people buy"},{"startTime":197.8,"endTime":202.52,"body":"on Amazon is cuz they feel this trust"},{"startTime":202.52,"endTime":206.48,"body":"that, you know, if they"},{"startTime":202.52,"endTime":206.48,"body":"get it and something's not"},{"startTime":206.66,"endTime":210.24,"body":"And there's not a lot of friction there."},{"startTime":206.66,"endTime":210.24,"body":"There's not a lot of pushback. Um,"},{"startTime":210.37,"endTime":214.2,"body":"it it just happens and it's, it's"},{"startTime":210.37,"endTime":214.2,"body":"automated. And, and so, you know,"},{"startTime":214.58,"endTime":218.36,"body":"one of the many, many reasons"},{"startTime":214.58,"endTime":218.36,"body":"people do buy from Amazon bought,"},{"startTime":218.95,"endTime":222.68,"body":"nobody likes returns. And you"},{"startTime":218.95,"endTime":222.68,"body":"know, as a, as a seller, and we're,"},{"startTime":222.68,"endTime":225.84,"body":"we're a seller on Amazon, and you"},{"startTime":222.68,"endTime":225.84,"body":"know, we're an agency on Amazon,"},{"startTime":226.22,"endTime":229.31,"body":"nobody likes to get"},{"startTime":226.22,"endTime":229.31,"body":"returns. But it's really,"},{"startTime":229.31,"endTime":233.43,"body":"really important if you want to have"},{"startTime":229.31,"endTime":233.43,"body":"long-term value for customers that they"},{"startTime":233.43,"endTime":236.31,"body":"need to be able to know that"},{"startTime":233.43,"endTime":236.31,"body":"if something is not right,"},{"startTime":236.31,"endTime":239.59,"body":"whether it's not working, it's"},{"startTime":236.31,"endTime":239.59,"body":"just not what they wanted,"},{"startTime":239.62,"endTime":243.47,"body":"that they could return it and"},{"startTime":239.62,"endTime":243.47,"body":"not have to go through pain,"},{"startTime":243.47,"endTime":246.87,"body":"suffering and possibly"},{"startTime":243.47,"endTime":246.87,"body":"fees. And, and you know,"},{"startTime":246.87,"endTime":251.23,"body":"I think we were both seeing in the media"},{"startTime":246.87,"endTime":251.23,"body":"that there was a lot of talk about big"},{"startTime":251.23,"endTime":252.03,"body":"box stores,"},{"startTime":252.03,"endTime":256.83,"body":"other online sellers now potentially"},{"startTime":252.03,"endTime":256.83,"body":"charging customers to return their"},{"startTime":256.9,"endTime":261.39,"body":"products. And you know, we're kind"},{"startTime":256.9,"endTime":261.39,"body":"of at the holiday point right now,"},{"startTime":261.45,"endTime":263.75,"body":"not to try and date this"},{"startTime":261.45,"endTime":263.75,"body":"too much, but you know,"},{"startTime":263.75,"endTime":267.15,"body":"this is the time when you're"},{"startTime":263.75,"endTime":267.15,"body":"gonna see the most returns. And,"},{"startTime":267.15,"endTime":270.31,"body":"and so we put this survey together. I"},{"startTime":267.15,"endTime":270.31,"body":"mean, you you helped with their survey."},{"startTime":270.31,"endTime":273.75,"body":"I mean, tell us a little bit about"},{"startTime":270.31,"endTime":273.75,"body":"the survey and, and how we got this,"},{"startTime":273.75,"endTime":274.67,"body":"you know, organized."},{"startTime":275.09,"endTime":277.63,"body":"Yes. Well, we used a"},{"startTime":275.09,"endTime":277.63,"body":"tool called Pole Fish,"},{"startTime":277.63,"endTime":282.15,"body":"which is a really effective tool"},{"startTime":277.63,"endTime":282.15,"body":"for polling and getting surveys of,"},{"startTime":282.48,"endTime":286.15,"body":"of different demographic groups"},{"startTime":282.48,"endTime":286.15,"body":"or, or broader audiences. Uh,"},{"startTime":286.15,"endTime":290.79,"body":"pretty quickly we looked specifically"},{"startTime":286.15,"endTime":290.79,"body":"in this survey at, uh, uh,"},{"startTime":290.85,"endTime":293.83,"body":"individuals whose families"},{"startTime":290.85,"endTime":293.83,"body":"had a disposable income of,"},{"startTime":294.0,"endTime":296.71,"body":"of $50,000 a year or more. Um,"},{"startTime":297.14,"endTime":301.47,"body":"that was the main pre-screening"},{"startTime":297.14,"endTime":301.47,"body":"we did on it. Um, so in,"},{"startTime":301.47,"endTime":305.47,"body":"it's a pretty good reflection of kind"},{"startTime":301.47,"endTime":305.47,"body":"of the general consumer population. Uh,"},{"startTime":305.49,"endTime":309.11,"body":"600 people, about half and"},{"startTime":305.49,"endTime":309.11,"body":"half men and women and,"},{"startTime":309.11,"endTime":313.31,"body":"and most demographic groups is pretty,"},{"startTime":309.11,"endTime":313.31,"body":"pretty sorted, uh, in keeping with the,"},{"startTime":313.33,"endTime":315.03,"body":"the demographics across the country."},{"startTime":315.09,"endTime":318.99,"body":"And what it came back and said"},{"startTime":315.09,"endTime":318.99,"body":"was a couple big insights. Um,"},{"startTime":318.99,"endTime":323.07,"body":"people are returning"},{"startTime":318.99,"endTime":323.07,"body":"gifts and and expect to,"},{"startTime":323.07,"endTime":324.03,"body":"and the majority,"},{"startTime":324.03,"endTime":328.15,"body":"52% said they expect to"},{"startTime":324.03,"endTime":328.15,"body":"return at least one gift."},{"startTime":328.15,"endTime":331.43,"body":"And Minnie said they expect it to"},{"startTime":328.15,"endTime":331.43,"body":"return more than one gift. So it's."},{"startTime":331.43,"endTime":333.99,"body":"Becomes, I I expect my family to"},{"startTime":331.43,"endTime":333.99,"body":"return everything I buy them \u003claugh\u003e."},{"startTime":333.99,"endTime":336.51,"body":"I don't think I, I've"},{"startTime":333.99,"endTime":336.51,"body":"never nailed it, ever."},{"startTime":336.95,"endTime":341.35,"body":"\u003cLaugh\u003e ever. Well, it, it's just, I"},{"startTime":336.95,"endTime":341.35,"body":"I saw a consumer report survey from,"},{"startTime":341.59,"endTime":343.23,"body":"I don't know, 10 or 15 years ago,"},{"startTime":343.89,"endTime":347.71,"body":"and I believe the number was more like"},{"startTime":343.89,"endTime":347.71,"body":"a third. So it's definitely been a,"},{"startTime":347.71,"endTime":350.59,"body":"something where more and more"},{"startTime":347.71,"endTime":350.59,"body":"people just come to expect it,"},{"startTime":350.67,"endTime":353.23,"body":"which I know can present more"},{"startTime":350.67,"endTime":353.23,"body":"of a burden to retailers."},{"startTime":353.23,"endTime":355.67,"body":"But the other side of that is, it's,"},{"startTime":355.74,"endTime":360.16,"body":"it's a reason why there's way more"},{"startTime":355.74,"endTime":360.16,"body":"e-com purchases than ever before."},{"startTime":360.16,"endTime":363.68,"body":"It's because of this kind of sense"},{"startTime":360.16,"endTime":363.68,"body":"of reassurance. So, you know,"},{"startTime":363.68,"endTime":368.6,"body":"it's short-term gain versus"},{"startTime":363.68,"endTime":368.6,"body":"long-term brand damage. Potentially."},{"startTime":368.6,"endTime":369.28,"body":"If you say, well,"},{"startTime":369.28,"endTime":372.08,"body":"I'm gonna have stricter return policies"},{"startTime":369.28,"endTime":372.08,"body":"so I don't lose money on all these"},{"startTime":372.08,"endTime":375.48,"body":"returns, well me, that"},{"startTime":372.08,"endTime":375.48,"body":"might cost you next year in,"},{"startTime":375.48,"endTime":378.16,"body":"in the years ahead because the"},{"startTime":375.48,"endTime":378.16,"body":"overall volume has gone up."},{"startTime":378.33,"endTime":383.16,"body":"So the survey asks people about,"},{"startTime":378.33,"endTime":383.16,"body":"Hey, do you expect to, uh,"},{"startTime":383.39,"endTime":386.32,"body":"return gifts this year? How"},{"startTime":383.39,"endTime":386.32,"body":"many do you expect to return?"},{"startTime":386.47,"endTime":390.32,"body":"What kind of gifts do you expect to"},{"startTime":386.47,"endTime":390.32,"body":"return? But it also asks things like, uh,"},{"startTime":390.32,"endTime":394.08,"body":"what do you think? How, how"},{"startTime":390.32,"endTime":394.08,"body":"important is a return policy to you?"},{"startTime":394.58,"endTime":397.92,"body":"And more than three quarters of"},{"startTime":394.58,"endTime":397.92,"body":"respondents said they look for,"},{"startTime":398.02,"endTime":402.2,"body":"and they study the, the return"},{"startTime":398.02,"endTime":402.2,"body":"policies, uh, when they purchase a gift."},{"startTime":402.2,"endTime":406.28,"body":"So that's important. And they also said"},{"startTime":402.2,"endTime":406.28,"body":"they look specifically for things like,"},{"startTime":407.25,"endTime":410.64,"body":"uh, free shipping on returns and uh,"},{"startTime":410.64,"endTime":414.52,"body":"things like being able to return"},{"startTime":410.64,"endTime":414.52,"body":"to a physical store for, for, uh,"},{"startTime":414.52,"endTime":419.32,"body":"e-commerce sites that allow that or"},{"startTime":414.52,"endTime":419.32,"body":"enable that, or just things like having,"},{"startTime":419.45,"endTime":422.44,"body":"uh, a shipping return,"},{"startTime":419.45,"endTime":422.44,"body":"shipping label included."},{"startTime":422.44,"endTime":425.64,"body":"Just things that make it more"},{"startTime":422.44,"endTime":425.64,"body":"convenient. Uh, all of those things,"},{"startTime":426.03,"endTime":429.44,"body":"people in the surveys that they"},{"startTime":426.03,"endTime":429.44,"body":"look for and they really value."},{"startTime":429.74,"endTime":430.92,"body":"And if that's the case,"},{"startTime":430.92,"endTime":434.08,"body":"you've gotta think about what if you"},{"startTime":430.92,"endTime":434.08,"body":"didn't have those things? What were you,"},{"startTime":434.08,"endTime":436.08,"body":"what if you were the retailers said, no,"},{"startTime":436.08,"endTime":440.24,"body":"there's gonna be a restocking fee or"},{"startTime":436.08,"endTime":440.24,"body":"you have to return it in 48 hours."},{"startTime":440.46,"endTime":444.64,"body":"You know, another of the things that"},{"startTime":440.46,"endTime":444.64,"body":"that came up in the survey is, uh,"},{"startTime":444.64,"endTime":446.72,"body":"people said they liked, um,"},{"startTime":446.72,"endTime":451.0,"body":"the flexibility to not have to"},{"startTime":446.72,"endTime":451.0,"body":"return for 30 days, which is a,"},{"startTime":451.0,"endTime":454.64,"body":"a pretty common policy. And it's also one"},{"startTime":451.0,"endTime":454.64,"body":"of those that's come into to question,"},{"startTime":454.64,"endTime":458.4,"body":"and more retailers are saying, uh, 30"},{"startTime":454.64,"endTime":458.4,"body":"days is too long a window. However,"},{"startTime":458.8,"endTime":463.04,"body":"those same people and the respondent"},{"startTime":458.8,"endTime":463.04,"body":"said the great majority, uh,"},{"startTime":463.04,"endTime":466.68,"body":"returned their gifts by"},{"startTime":463.04,"endTime":466.68,"body":"a week after Christmas."},{"startTime":466.85,"endTime":470.28,"body":"So they just like the flexibility"},{"startTime":466.85,"endTime":470.28,"body":"to be able to return in a month."},{"startTime":470.28,"endTime":472.72,"body":"The great majority are"},{"startTime":470.28,"endTime":472.72,"body":"returning much sooner than that."},{"startTime":472.89,"endTime":475.04,"body":"So how much are you"},{"startTime":472.89,"endTime":475.04,"body":"really losing by being."},{"startTime":475.04,"endTime":477.12,"body":"Strict? Break the big window?"},{"startTime":475.04,"endTime":477.12,"body":"Yeah, no, I think, you know,"},{"startTime":477.12,"endTime":479.52,"body":"you open the window up because"},{"startTime":477.12,"endTime":479.52,"body":"they're not returning it."},{"startTime":479.52,"endTime":483.72,"body":"You get some flooding in, but not that"},{"startTime":479.52,"endTime":483.72,"body":"many. Right. But, but again, like it's,"},{"startTime":483.72,"endTime":487.28,"body":"it's, it's a tough, it's a"},{"startTime":483.72,"endTime":487.28,"body":"tough thing because, you know,"},{"startTime":487.28,"endTime":491.24,"body":"retailers are struggling,"},{"startTime":487.28,"endTime":491.24,"body":"um, trying to make money. Uh,"},{"startTime":491.24,"endTime":495.16,"body":"the pressure is definitely on the"},{"startTime":491.24,"endTime":495.16,"body":"margins for sure. And, you know,"},{"startTime":495.16,"endTime":498.28,"body":"what do you do with all these returns"},{"startTime":495.16,"endTime":498.28,"body":"that they get? It's not that easy."},{"startTime":498.56,"endTime":501.6,"body":"There's a cost to take it back."},{"startTime":498.56,"endTime":501.6,"body":"There's a cost to reprocess it,"},{"startTime":501.6,"endTime":505.48,"body":"and then can you sell it as new or do"},{"startTime":501.6,"endTime":505.48,"body":"you have to sell it as refurbished,"},{"startTime":505.48,"endTime":510.2,"body":"open boxed, um, used. And, and so there's"},{"startTime":505.48,"endTime":510.2,"body":"a lot of rules and laws about that."},{"startTime":510.3,"endTime":514.88,"body":"And you know, there's a large volume as,"},{"startTime":510.3,"endTime":514.88,"body":"uh, the volume's increased online. Um,"},{"startTime":514.94,"endTime":518.64,"body":"but when you're buying for other"},{"startTime":514.94,"endTime":518.64,"body":"people, it's hard, you know,"},{"startTime":518.64,"endTime":519.76,"body":"when you're buying for yourself,"},{"startTime":519.76,"endTime":522.52,"body":"it's hard to get it right"},{"startTime":519.76,"endTime":522.52,"body":"all the time with sizes,"},{"startTime":522.7,"endTime":525.12,"body":"but when you're buying for other"},{"startTime":522.7,"endTime":525.12,"body":"people, it's very difficult."},{"startTime":525.67,"endTime":526.56,"body":"I know that, uh,"},{"startTime":526.56,"endTime":530.84,"body":"something I've seen a lot of coverage"},{"startTime":526.56,"endTime":530.84,"body":"on recently is this idea of bracketing"},{"startTime":531.0,"endTime":531.8,"body":"where someone,"},{"startTime":531.8,"endTime":534.76,"body":"particularly with clothes and our"},{"startTime":531.8,"endTime":534.76,"body":"survey showed that clothes were the most"},{"startTime":534.76,"endTime":537.8,"body":"returned gift. Is that, is that it's,"},{"startTime":537.8,"endTime":542.44,"body":"it's not uncommon for someone to buy"},{"startTime":537.8,"endTime":542.44,"body":"three or four or five in different"},{"startTime":542.44,"endTime":545.56,"body":"sizes or different colors"},{"startTime":542.44,"endTime":545.56,"body":"with the intention, oh,"},{"startTime":545.56,"endTime":547.24,"body":"I'm gonna return four of these five."},{"startTime":547.43,"endTime":548.36,"body":"That's my wife."},{"startTime":549.08,"endTime":552.12,"body":"\u003cLaugh\u003e. So the question is, would you"},{"startTime":549.08,"endTime":552.12,"body":"rather have that or not have that as,"},{"startTime":552.12,"endTime":554.52,"body":"as a retailer? I'm curious, uh, Adam,"},{"startTime":554.52,"endTime":558.8,"body":"as someone who's been an expert in this"},{"startTime":554.52,"endTime":558.8,"body":"space and and around e-commerce for a"},{"startTime":558.8,"endTime":560.72,"body":"really long time, overall,"},{"startTime":561.59,"endTime":565.52,"body":"what have you seen in terms of"},{"startTime":561.59,"endTime":565.52,"body":"what's happened with returns?"},{"startTime":566.25,"endTime":570.92,"body":"Ha and what has been your"},{"startTime":566.25,"endTime":570.92,"body":"advice in terms of sh"},{"startTime":571.0,"endTime":574.0,"body":"based on evolving consumer habits?"},{"startTime":574.43,"endTime":579.0,"body":"Should there be or has there"},{"startTime":574.43,"endTime":579.0,"body":"been an evolving of how"},{"startTime":579.84,"endTime":584.4,"body":"retailers respond and how should they"},{"startTime":579.84,"endTime":584.4,"body":"respond to, to these changing habits?"},{"startTime":584.99,"endTime":589.6,"body":"Well, um, it's, it's a great question."},{"startTime":584.99,"endTime":589.6,"body":"It's a difficult question. Yeah,"},{"startTime":589.6,"endTime":591.32,"body":"because I'm on both sides."},{"startTime":591.32,"endTime":596.12,"body":"I'm a consumer and I'm a seller and"},{"startTime":591.32,"endTime":596.12,"body":"I'm helping brands. And like I said,"},{"startTime":596.12,"endTime":599.0,"body":"nobody likes returns, but, um,"},{"startTime":599.18,"endTime":603.28,"body":"how do you keep customers coming back"},{"startTime":599.18,"endTime":603.28,"body":"week after week, month after month,"},{"startTime":603.28,"endTime":605.64,"body":"year after year? And that is, you know,"},{"startTime":605.67,"endTime":609.0,"body":"having lenient policies"},{"startTime":605.67,"endTime":609.0,"body":"really makes it easy."},{"startTime":609.34,"endTime":613.2,"body":"You do need customers"},{"startTime":609.34,"endTime":613.2,"body":"to not be abusive. And,"},{"startTime":613.2,"endTime":617.12,"body":"and so the bracketing of"},{"startTime":613.2,"endTime":617.12,"body":"stinks a little bit, you know,"},{"startTime":617.42,"endTime":618.6,"body":"but you know,"},{"startTime":618.62,"endTime":623.6,"body":"you need to tell a story online"},{"startTime":618.62,"endTime":623.6,"body":"and, and in the retail store,"},{"startTime":623.6,"endTime":628.28,"body":"but online more so to make it as easy"},{"startTime":623.6,"endTime":628.28,"body":"as possible for people to figure it out"},{"startTime":628.28,"endTime":630.84,"body":"and understand, is this"},{"startTime":628.28,"endTime":630.84,"body":"the right product for me?"},{"startTime":630.93,"endTime":635.8,"body":"Is this gonna solve the right"},{"startTime":630.93,"endTime":635.8,"body":"problem I have and is this gonna fit?"},{"startTime":636.14,"endTime":640.52,"body":"And, um, you need to do"},{"startTime":636.14,"endTime":640.52,"body":"that with imagery, video,"},{"startTime":641.33,"endTime":642.97,"body":"um, copy."},{"startTime":643.43,"endTime":648.29,"body":"You need to look at reviews and"},{"startTime":643.43,"endTime":648.29,"body":"address people's reviews when they"},{"startTime":648.29,"endTime":651.73,"body":"have complaints to make sure that you're"},{"startTime":648.29,"endTime":651.73,"body":"addressing does it work with this,"},{"startTime":651.73,"endTime":654.69,"body":"does it not work with this? And"},{"startTime":651.73,"endTime":654.69,"body":"the more upfront you could be,"},{"startTime":655.59,"endTime":657.97,"body":"the lower your return rates will be."},{"startTime":658.15,"endTime":662.85,"body":"You also need to understand if"},{"startTime":658.15,"endTime":662.85,"body":"you have low quality products, um,"},{"startTime":662.85,"endTime":667.57,"body":"you're probably going to get higher"},{"startTime":662.85,"endTime":667.57,"body":"returns. And, and so you, you,"},{"startTime":667.57,"endTime":667.97,"body":"you know,"},{"startTime":667.97,"endTime":672.53,"body":"quality and the product is quite important"},{"startTime":667.97,"endTime":672.53,"body":"because people get it and they go,"},{"startTime":673.03,"endTime":677.33,"body":"wow, I didn't think it would be like"},{"startTime":673.03,"endTime":677.33,"body":"this. It's a little, you know, cheesy or,"},{"startTime":677.35,"endTime":680.61,"body":"you know, a little, you know, low end."},{"startTime":677.35,"endTime":680.61,"body":"I thought it was gonna be different."},{"startTime":680.86,"endTime":684.49,"body":"So you, you gotta be fair, you"},{"startTime":680.86,"endTime":684.49,"body":"gotta be open, you gotta give great,"},{"startTime":684.49,"endTime":687.13,"body":"great information on the,"},{"startTime":687.13,"endTime":691.61,"body":"either the Amazon product page or your"},{"startTime":687.13,"endTime":691.61,"body":"Shopify website or wherever you're"},{"startTime":691.61,"endTime":695.17,"body":"talking about the product. And the"},{"startTime":691.61,"endTime":695.17,"body":"more video, the better, you know,"},{"startTime":695.17,"endTime":696.73,"body":"the more close-ups, the better."},{"startTime":697.59,"endTime":700.69,"body":"The more it works with this and it"},{"startTime":697.59,"endTime":700.69,"body":"doesn't work with this, the better."},{"startTime":701.11,"endTime":705.37,"body":"But I think by not letting"},{"startTime":701.11,"endTime":705.37,"body":"people return their products,"},{"startTime":705.37,"endTime":709.21,"body":"you're gonna wind up going back and forth"},{"startTime":705.37,"endTime":709.21,"body":"and having issues with that customer."},{"startTime":709.42,"endTime":713.4,"body":"It doesn't just end with, okay, I'm not"},{"startTime":709.42,"endTime":713.4,"body":"gonna return it. They're gonna try and,"},{"startTime":713.5,"endTime":715.48,"body":"you know, maybe stop the,"},{"startTime":715.48,"endTime":718.24,"body":"the charge on the credit card and then"},{"startTime":715.48,"endTime":718.24,"body":"you have to go back for the charge back"},{"startTime":718.53,"endTime":721.4,"body":"or they're gonna wind up putting"},{"startTime":718.53,"endTime":721.4,"body":"a bad review and you're gonna,"},{"startTime":721.4,"endTime":724.48,"body":"it's gonna wind up hurting future"},{"startTime":721.4,"endTime":724.48,"body":"sales. So if you want good reviews,"},{"startTime":725.17,"endTime":728.44,"body":"if you wanna not have that overhead of"},{"startTime":725.17,"endTime":728.44,"body":"having to go back and forth with the"},{"startTime":728.6,"endTime":728.8,"body":"customers,"},{"startTime":728.8,"endTime":732.48,"body":"figure out how to take the products back"},{"startTime":728.8,"endTime":732.48,"body":"and figure out an outlet for you to be"},{"startTime":732.48,"endTime":736.04,"body":"able to sell and maximize what"},{"startTime":732.48,"endTime":736.04,"body":"you can get from those products."},{"startTime":736.55,"endTime":740.28,"body":"That's a really good point. It it,"},{"startTime":736.55,"endTime":740.28,"body":"it, it makes me think of, you know,"},{"startTime":740.28,"endTime":745.12,"body":"the fact that if you are really"},{"startTime":740.28,"endTime":745.12,"body":"smart about, um, in, in your,"},{"startTime":745.17,"endTime":749.36,"body":"in your product pages,"},{"startTime":745.17,"endTime":749.36,"body":"how you're describing the"},{"startTime":749.36,"endTime":754.36,"body":"having imagery that maybe shows"},{"startTime":749.36,"endTime":754.36,"body":"something at from all angles"},{"startTime":754.36,"endTime":758.36,"body":"and give someone really a lot of"},{"startTime":754.36,"endTime":758.36,"body":"confidence in what they're getting,"},{"startTime":759.05,"endTime":762.83,"body":"it would, obviously you would"},{"startTime":759.05,"endTime":762.83,"body":"think that there's gonna be a,"},{"startTime":762.83,"endTime":767.23,"body":"a smaller return rate on something I"},{"startTime":762.83,"endTime":767.23,"body":"buy for myself than on something someone"},{"startTime":767.23,"endTime":770.35,"body":"buys for me because I know what I want"},{"startTime":767.23,"endTime":770.35,"body":"more than someone who's buying for me."},{"startTime":770.48,"endTime":771.47,"body":"So I wonder if there's,"},{"startTime":771.68,"endTime":776.27,"body":"if the gap between the rate"},{"startTime":771.68,"endTime":776.27,"body":"returns on a gift for a product"},{"startTime":776.27,"endTime":780.67,"body":"versus when it's purchased by"},{"startTime":776.27,"endTime":780.67,"body":"themselves, if the, if the,"},{"startTime":781.0,"endTime":785.51,"body":"if the difference in that gap, if I'm"},{"startTime":781.0,"endTime":785.51,"body":"probably over making this too complex,"},{"startTime":785.51,"endTime":789.63,"body":"but if the difference in that gap"},{"startTime":785.51,"endTime":789.63,"body":"reflects how good that retailer is at"},{"startTime":789.63,"endTime":793.95,"body":"explaining their product and what they"},{"startTime":789.63,"endTime":793.95,"body":"do, in other words, I'm not necessarily,"},{"startTime":793.95,"endTime":796.59,"body":"it's not gonna help me"},{"startTime":793.95,"endTime":796.59,"body":"as much. Help me some,"},{"startTime":796.59,"endTime":800.95,"body":"but lemme help me as much in giving you"},{"startTime":796.59,"endTime":800.95,"body":"a gift to have all that information at"},{"startTime":800.95,"endTime":803.95,"body":"my disposal. But if I'm"},{"startTime":800.95,"endTime":803.95,"body":"buying it for myself,"},{"startTime":805.44,"endTime":807.35,"body":"if you provide me enough information,"},{"startTime":807.58,"endTime":809.27,"body":"unless I'm doing"},{"startTime":807.58,"endTime":809.27,"body":"something like bracketing,"},{"startTime":809.27,"endTime":811.63,"body":"if I'm really just trying to buy"},{"startTime":809.27,"endTime":811.63,"body":"the right gift in the right size,"},{"startTime":811.63,"endTime":813.91,"body":"so if you're providing"},{"startTime":811.63,"endTime":813.91,"body":"me enough information,"},{"startTime":814.06,"endTime":816.67,"body":"that should dramatically"},{"startTime":814.06,"endTime":816.67,"body":"reduce my return rate."},{"startTime":816.67,"endTime":819.63,"body":"Right? It it does. Definitely more"},{"startTime":816.67,"endTime":819.63,"body":"so for yourself. Yeah, because gifts,"},{"startTime":819.63,"endTime":821.79,"body":"gifts are still, you think,"},{"startTime":821.79,"endTime":824.19,"body":"you know the person \u003claugh\u003e and you"},{"startTime":821.79,"endTime":824.19,"body":"think you know what they're gonna want."},{"startTime":824.19,"endTime":826.35,"body":"And it could be that they"},{"startTime":824.19,"endTime":826.35,"body":"just, you know, you told,"},{"startTime":826.35,"endTime":829.23,"body":"you told your great story and people just"},{"startTime":826.35,"endTime":829.23,"body":"like, I don't want this, I want this."},{"startTime":829.23,"endTime":832.95,"body":"And that's what happens here in my"},{"startTime":829.23,"endTime":832.95,"body":"house. I mean, we, you know, like I said,"},{"startTime":832.95,"endTime":834.19,"body":"I never really nailed it."},{"startTime":834.19,"endTime":837.55,"body":"I buy stuff and then secretly it"},{"startTime":834.19,"endTime":837.55,"body":"goes back and they don't tell me,"},{"startTime":837.55,"endTime":839.95,"body":"and then I see something else \u003claugh\u003e,"},{"startTime":837.55,"endTime":839.95,"body":"you know, a couple of weeks later,"},{"startTime":839.95,"endTime":842.07,"body":"so they don't hurt my"},{"startTime":839.95,"endTime":842.07,"body":"feelings. But, you know,"},{"startTime":842.07,"endTime":846.03,"body":"sometimes it's just not what"},{"startTime":842.07,"endTime":846.03,"body":"they wanted \u003claugh\u003e and um,"},{"startTime":847.0,"endTime":849.55,"body":"in some cases they'll buy"},{"startTime":847.0,"endTime":849.55,"body":"it again and not return it."},{"startTime":849.55,"endTime":851.79,"body":"But in many cases they'll um, you know,"},{"startTime":851.79,"endTime":855.71,"body":"they'll return it to buy something"},{"startTime":851.79,"endTime":855.71,"body":"different. And, and, and so, you know,"},{"startTime":855.71,"endTime":857.91,"body":"I think, you know, the"},{"startTime":855.71,"endTime":857.91,"body":"first point, and you know,"},{"startTime":857.91,"endTime":862.35,"body":"the first kind of insight that we"},{"startTime":857.91,"endTime":862.35,"body":"learned from our survey was that"},{"startTime":863.27,"endTime":866.35,"body":"consumers are more likely to return"},{"startTime":863.27,"endTime":866.35,"body":"than not. That it, you know, that was,"},{"startTime":866.35,"endTime":869.83,"body":"that was it. And you had mentioned"},{"startTime":866.35,"endTime":869.83,"body":"a 52% number, was that right?"},{"startTime":870.06,"endTime":870.75,"body":"That's right."},{"startTime":870.75,"endTime":875.43,"body":"50 per 2% of respondents said they"},{"startTime":870.75,"endTime":875.43,"body":"expected to return at least one gift."},{"startTime":876.29,"endTime":880.59,"body":"You know, that's, um, \u003claugh\u003e, that's"},{"startTime":876.29,"endTime":880.59,"body":"more than half the people, man, that's,"},{"startTime":880.59,"endTime":882.67,"body":"that's a lot of returning. So, you know,"},{"startTime":882.67,"endTime":886.63,"body":"that's why there's a lot of action after"},{"startTime":882.67,"endTime":886.63,"body":"the, the Christmas holiday. I mean,"},{"startTime":886.63,"endTime":891.52,"body":"people are returning stuff and"},{"startTime":886.63,"endTime":891.52,"body":"hopefully buying more stuff and"},{"startTime":891.52,"endTime":894.32,"body":"buying even bigger stuff, which"},{"startTime":891.52,"endTime":894.32,"body":"is another part of returning,"},{"startTime":894.39,"endTime":896.48,"body":"you're hoping that when"},{"startTime":894.39,"endTime":896.48,"body":"they return things,"},{"startTime":896.48,"endTime":900.6,"body":"they are buying and they're buying"},{"startTime":896.48,"endTime":900.6,"body":"bigger. Um, and that happens quite often."},{"startTime":900.85,"endTime":904.16,"body":"So the return season is a"},{"startTime":900.85,"endTime":904.16,"body":"big deal because you're,"},{"startTime":904.16,"endTime":905.72,"body":"you're gonna get some incremental sales,"},{"startTime":906.06,"endTime":910.72,"body":"but you gotta get the stuff back and"},{"startTime":906.06,"endTime":910.72,"body":"you gotta separate the good from the bad"},{"startTime":910.72,"endTime":911.553,"body":"and resell again."},{"startTime":913.37,"endTime":916.34,"body":"Absolutely. Yeah. I I think that, um, you,"},{"startTime":916.34,"endTime":920.06,"body":"you had also in the survey"},{"startTime":916.34,"endTime":920.06,"body":"you said it showed that, um,"},{"startTime":920.1,"endTime":924.9,"body":"68% of respondents expected"},{"startTime":920.1,"endTime":924.9,"body":"to receive at least three"},{"startTime":924.9,"endTime":927.06,"body":"gifts and uh,"},{"startTime":927.06,"endTime":931.18,"body":"25% were saying five and"},{"startTime":927.06,"endTime":931.18,"body":"even 10 gifts or more."},{"startTime":931.35,"endTime":933.54,"body":"So if you're expecting,"},{"startTime":931.35,"endTime":933.54,"body":"if that much of the,"},{"startTime":933.68,"endTime":938.1,"body":"the gift giving is happening online, gosh,"},{"startTime":938.1,"endTime":940.5,"body":"if only one is returned, you're"},{"startTime":938.1,"endTime":940.5,"body":"doing pretty good, right?"},{"startTime":940.5,"endTime":945.42,"body":"Cuz there was a fair amount of respondents"},{"startTime":940.5,"endTime":945.42,"body":"who said they expect to return three"},{"startTime":945.42,"endTime":946.5,"body":"or more, or five or more."},{"startTime":946.68,"endTime":950.94,"body":"And, and I know people are going to"},{"startTime":946.68,"endTime":950.94,"body":"retail much more now after Covid, um,"},{"startTime":950.94,"endTime":954.86,"body":"than ever before. I mean, like, it's"},{"startTime":950.94,"endTime":954.86,"body":"really fun to go out again and see things,"},{"startTime":954.86,"endTime":959.74,"body":"but at the end of the day, I think"},{"startTime":954.86,"endTime":959.74,"body":"a lot of us are still buying online."},{"startTime":959.74,"endTime":963.34,"body":"Like, I, I really don't go and, you"},{"startTime":959.74,"endTime":963.34,"body":"know, not just looking at myself,"},{"startTime":963.34,"endTime":967.26,"body":"but so many people I know are not going"},{"startTime":963.34,"endTime":967.26,"body":"into the big retailers and waiting"},{"startTime":967.26,"endTime":971.7,"body":"online and trying to schlep around the"},{"startTime":967.26,"endTime":971.7,"body":"store. They just buy it online and, um,"},{"startTime":972.19,"endTime":974.94,"body":"whether they're bracketing or"},{"startTime":972.19,"endTime":974.94,"body":"they know what they want, they're,"},{"startTime":974.94,"endTime":977.98,"body":"they're buying online. So,"},{"startTime":974.94,"endTime":977.98,"body":"um, you know, huge, huge."},{"startTime":977.98,"endTime":981.14,"body":"And and I think what's great is that"},{"startTime":977.98,"endTime":981.14,"body":"there are a lot of retailers that are"},{"startTime":981.14,"endTime":985.38,"body":"hybrid that are selling online and"},{"startTime":981.14,"endTime":985.38,"body":"they're selling retail. And, and so the,"},{"startTime":985.38,"endTime":987.26,"body":"it gives, you know,"},{"startTime":985.38,"endTime":987.26,"body":"customers a lot of options."},{"startTime":987.37,"endTime":992.1,"body":"Well, you know, the, the something that's"},{"startTime":987.37,"endTime":992.1,"body":"been happening for some time now, uh,"},{"startTime":992.1,"endTime":995.78,"body":"known as showrooming is something a lot"},{"startTime":992.1,"endTime":995.78,"body":"of people are doing now that they're"},{"startTime":995.78,"endTime":998.1,"body":"going to the stores. They're not"},{"startTime":995.78,"endTime":998.1,"body":"necessarily going to the stores to buy."},{"startTime":998.1,"endTime":1001.14,"body":"Maybe they want the experience of"},{"startTime":998.1,"endTime":1001.14,"body":"going to the mall and so forth,"},{"startTime":1001.14,"endTime":1003.18,"body":"but they might, unfortunately,"},{"startTime":1003.53,"endTime":1008.34,"body":"what we see at a lot of retailers is"},{"startTime":1003.53,"endTime":1008.34,"body":"they're still struggling with staffing"},{"startTime":1008.64,"endTime":1010.74,"body":"and they're still struggling with, um,"},{"startTime":1010.91,"endTime":1015.18,"body":"trained training the staff"},{"startTime":1010.91,"endTime":1015.18,"body":"say at a electronic store,"},{"startTime":1015.18,"endTime":1019.06,"body":"places like that. And in the"},{"startTime":1015.18,"endTime":1019.06,"body":"past, whereas you used to,"},{"startTime":1019.06,"endTime":1022.14,"body":"might you maybe you go to a store"},{"startTime":1019.06,"endTime":1022.14,"body":"and expect to have all your questions"},{"startTime":1022.14,"endTime":1024.46,"body":"answered. Um, you know,"},{"startTime":1024.55,"endTime":1027.42,"body":"to your point about having a lot of"},{"startTime":1024.55,"endTime":1027.42,"body":"good information on a product page,"},{"startTime":1027.45,"endTime":1030.7,"body":"you're more likely to get the information"},{"startTime":1027.45,"endTime":1030.7,"body":"you need to feel confident about a"},{"startTime":1030.9,"endTime":1035.02,"body":"purchase online than at a"},{"startTime":1030.9,"endTime":1035.02,"body":"physical location in many cases."},{"startTime":1035.11,"endTime":1039.62,"body":"So it would lend to, Hey, let me go see"},{"startTime":1035.11,"endTime":1039.62,"body":"what this looks like, but, but I'll,"},{"startTime":1039.62,"endTime":1042.02,"body":"I'll go ahead and research"},{"startTime":1039.62,"endTime":1042.02,"body":"it and, and buy it on Amazon."},{"startTime":1042.29,"endTime":1045.62,"body":"Yeah, no, for sure. Um, I'm,"},{"startTime":1042.29,"endTime":1045.62,"body":"I'm, I'm a hundred percent there."},{"startTime":1045.62,"endTime":1049.02,"body":"We'll go see something and then we don't"},{"startTime":1045.62,"endTime":1049.02,"body":"want to deal with the weight in the"},{"startTime":1049.02,"endTime":1051.7,"body":"store. We, you know, we go"},{"startTime":1049.02,"endTime":1051.7,"body":"back home and buy it online."},{"startTime":1051.76,"endTime":1055.7,"body":"And a lot of times is it for the"},{"startTime":1051.76,"endTime":1055.7,"body":"better price? You know? Sure,"},{"startTime":1055.7,"endTime":1058.38,"body":"definitely you can, my, you can go"},{"startTime":1055.7,"endTime":1058.38,"body":"online, you can find a better price,"},{"startTime":1058.38,"endTime":1060.66,"body":"but sometimes it's just, I,"},{"startTime":1058.38,"endTime":1060.66,"body":"I don't want to deal with it."},{"startTime":1060.66,"endTime":1063.54,"body":"I don't wanna carry it outta"},{"startTime":1060.66,"endTime":1063.54,"body":"here. I don't want to, you know,"},{"startTime":1063.54,"endTime":1067.42,"body":"I just want it delivered to my place."},{"startTime":1063.54,"endTime":1067.42,"body":"And, and so that's a big, a big deal. Um,"},{"startTime":1067.48,"endTime":1069.8,"body":"you know, what's also"},{"startTime":1067.48,"endTime":1069.8,"body":"big online right now is,"},{"startTime":1069.8,"endTime":1073.6,"body":"is picking it up at the store so you"},{"startTime":1069.8,"endTime":1073.6,"body":"can do curbside and, you know, we,"},{"startTime":1073.6,"endTime":1077.52,"body":"we go to Dick's Sporting Goods a lot and"},{"startTime":1073.6,"endTime":1077.52,"body":"we'll buy it online and then we'll go"},{"startTime":1077.52,"endTime":1080.32,"body":"there and it's waiting for us, you know,"},{"startTime":1077.52,"endTime":1080.32,"body":"with the salesperson out, you know,"},{"startTime":1080.32,"endTime":1082.96,"body":"side handing it to us so we don't"},{"startTime":1080.32,"endTime":1082.96,"body":"have to go in. Love it. You know,"},{"startTime":1082.96,"endTime":1084.32,"body":"I think it's nice. Yeah."},{"startTime":1084.32,"endTime":1086.32,"body":"That's, that's Target does. That's"},{"startTime":1084.32,"endTime":1086.32,"body":"my wife's favorite. Yeah, she,"},{"startTime":1086.32,"endTime":1091.0,"body":"my wife loves to do that too, um, as"},{"startTime":1086.32,"endTime":1091.0,"body":"my credit card has shown. But \u003claugh\u003e,"},{"startTime":1091.42,"endTime":1094.64,"body":"but, you know, I, I'm thinking"},{"startTime":1091.42,"endTime":1094.64,"body":"about this, this larger issue of,"},{"startTime":1094.85,"endTime":1098.24,"body":"of just kind of, are you"},{"startTime":1094.85,"endTime":1098.24,"body":"going to accept, you know,"},{"startTime":1098.64,"endTime":1101.44,"body":"consumer habits that are changing"},{"startTime":1098.64,"endTime":1101.44,"body":"tied to technology or not?"},{"startTime":1101.44,"endTime":1105.64,"body":"It reminds me way back, like,"},{"startTime":1101.44,"endTime":1105.64,"body":"one of my first PR clients was a,"},{"startTime":1106.33,"endTime":1110.24,"body":"an app that ultimately had 40"},{"startTime":1106.33,"endTime":1110.24,"body":"million downloads called Shop Savvy."},{"startTime":1110.24,"endTime":1114.44,"body":"It was one of the first barcode scanning"},{"startTime":1110.24,"endTime":1114.44,"body":"apps. So back in the day, like 2007,"},{"startTime":1114.44,"endTime":1117.52,"body":"2008, you'd take your phone and you'd,"},{"startTime":1117.52,"endTime":1121.52,"body":"you'd scan the barcode on a product in"},{"startTime":1117.52,"endTime":1121.52,"body":"store and it would shoot back around a"},{"startTime":1121.52,"endTime":1122.8,"body":"lot of results. And it might say,"},{"startTime":1122.8,"endTime":1127.24,"body":"what's the same product cost on Amazon"},{"startTime":1122.8,"endTime":1127.24,"body":"or on the Walmart down the street or"},{"startTime":1127.4,"endTime":1130.52,"body":"whatever. And when this first started,"},{"startTime":1130.52,"endTime":1133.4,"body":"when this first started happening"},{"startTime":1130.52,"endTime":1133.4,"body":"and getting media coverage and,"},{"startTime":1133.4,"endTime":1134.64,"body":"and notoriety and so forth,"},{"startTime":1134.72,"endTime":1138.76,"body":"there were actually stores like Target"},{"startTime":1134.72,"endTime":1138.76,"body":"and others that when they saw someone"},{"startTime":1138.76,"endTime":1141.76,"body":"doing it, they would literally kick"},{"startTime":1138.76,"endTime":1141.76,"body":"somebody out of the store. \u003claugh\u003e."},{"startTime":1142.14,"endTime":1146.76,"body":"I'm like, that's not, that is not a"},{"startTime":1142.14,"endTime":1146.76,"body":"sustainable reaction to No, not at all."},{"startTime":1146.76,"endTime":1148.72,"body":"Technological progress. Right. And, and,"},{"startTime":1148.72,"endTime":1150.96,"body":"and I think staying on top of the trends,"},{"startTime":1151.54,"endTime":1156.24,"body":"and I think it's one of the ways"},{"startTime":1151.54,"endTime":1156.24,"body":"that you, uh, are helping the, the,"},{"startTime":1156.24,"endTime":1159.0,"body":"the companies, uh, uh, and"},{"startTime":1156.24,"endTime":1159.0,"body":"the brands you work with."},{"startTime":1159.15,"endTime":1162.04,"body":"Well, well, what I'm worried about is if,"},{"startTime":1162.61,"endTime":1167.16,"body":"if everybody plays hardball and charge"},{"startTime":1162.61,"endTime":1167.16,"body":"its customers to return products,"},{"startTime":1167.71,"endTime":1172.56,"body":"it's going to leave a bad"},{"startTime":1167.71,"endTime":1172.56,"body":"taste in customer's mouse."},{"startTime":1172.56,"endTime":1173.96,"body":"some might not return it at all,"},{"startTime":1173.96,"endTime":1178.92,"body":"some will return it and take the pain"},{"startTime":1173.96,"endTime":1178.92,"body":"some and maybe more than some are"},{"startTime":1178.92,"endTime":1180.16,"body":"gonna do some bad things."},{"startTime":1180.16,"endTime":1183.56,"body":"They're going to leave bad"},{"startTime":1180.16,"endTime":1183.56,"body":"reviews both on the product,"},{"startTime":1183.81,"endTime":1187.48,"body":"because people will do it on the"},{"startTime":1183.81,"endTime":1187.48,"body":"product, and they'll do it on your store."},{"startTime":1187.48,"endTime":1189.64,"body":"You'll do it on, if you"},{"startTime":1187.48,"endTime":1189.64,"body":"have an Amazon store,"},{"startTime":1189.64,"endTime":1192.92,"body":"they'll do it on your seller account."},{"startTime":1189.64,"endTime":1192.92,"body":"If you have your own, you know,"},{"startTime":1192.92,"endTime":1193.76,"body":"online shop,"},{"startTime":1193.76,"endTime":1198.08,"body":"they're gonna give you a bad review and"},{"startTime":1193.76,"endTime":1198.08,"body":"to try and undo those bad reviews after"},{"startTime":1198.08,"endTime":1201.28,"body":"all the effort and time it takes"},{"startTime":1198.08,"endTime":1201.28,"body":"to get review these days, I mean,"},{"startTime":1201.28,"endTime":1205.73,"body":"it is not easy to get reviews because"},{"startTime":1201.28,"endTime":1205.73,"body":"you have to be, you know, again,"},{"startTime":1205.73,"endTime":1206.93,"body":"on your own shop of Isight,"},{"startTime":1206.93,"endTime":1209.97,"body":"you could be a little bit more risque to"},{"startTime":1206.93,"endTime":1209.97,"body":"get reviews and ask people for positive"},{"startTime":1209.97,"endTime":1213.09,"body":"reviews and, and, and incent"},{"startTime":1209.97,"endTime":1213.09,"body":"them to do it. But on Amazon,"},{"startTime":1213.09,"endTime":1216.89,"body":"you have to be incredibly careful about"},{"startTime":1213.09,"endTime":1216.89,"body":"not asking people to leave good reviews,"},{"startTime":1216.89,"endTime":1219.97,"body":"but to leave reviews. And you can't"},{"startTime":1216.89,"endTime":1219.97,"body":"incent them in any way to do it."},{"startTime":1219.97,"endTime":1223.61,"body":"There are programs they have to help you,"},{"startTime":1219.97,"endTime":1223.61,"body":"but it's very, very, very, very hard."},{"startTime":1223.99,"endTime":1227.45,"body":"And, um, you, you earn"},{"startTime":1223.99,"endTime":1227.45,"body":"those positive reviews,"},{"startTime":1227.51,"endTime":1231.29,"body":"you get a couple of bad reviews."},{"startTime":1227.51,"endTime":1231.29,"body":"It is awful. And you know,"},{"startTime":1232.12,"endTime":1235.45,"body":"when, when the UBS guy drops it in"},{"startTime":1232.12,"endTime":1235.45,"body":"the mud and you got a bad review,"},{"startTime":1235.45,"endTime":1236.69,"body":"because that's like, it drives me nuts."},{"startTime":1236.69,"endTime":1239.21,"body":"And you gotta work to get"},{"startTime":1236.69,"endTime":1239.21,"body":"that review taken off."},{"startTime":1239.21,"endTime":1242.17,"body":"And there's a lot of effort that"},{"startTime":1239.21,"endTime":1242.17,"body":"goes into that too. But, you know,"},{"startTime":1242.96,"endTime":1246.73,"body":"it's gotta be worth it to take the"},{"startTime":1242.96,"endTime":1246.73,"body":"stuff back then to destroy your,"},{"startTime":1246.73,"endTime":1249.88,"body":"your brand and your business"},{"startTime":1246.73,"endTime":1249.88,"body":"by getting one in, you know,"},{"startTime":1249.88,"endTime":1251.08,"body":"one in no store reviews."},{"startTime":1251.42,"endTime":1252.84,"body":"You know, it's so true. And,"},{"startTime":1252.84,"endTime":1256.12,"body":"and Amazon has taken so much grief"},{"startTime":1252.84,"endTime":1256.12,"body":"for fake reviews. I think they,"},{"startTime":1256.12,"endTime":1257.28,"body":"they had said it one,"},{"startTime":1257.28,"endTime":1260.8,"body":"there was a study a couple years ago"},{"startTime":1257.28,"endTime":1260.8,"body":"that said that like in the electronics"},{"startTime":1261.04,"endTime":1263.44,"body":"category, for example, there"},{"startTime":1261.04,"endTime":1263.44,"body":"was an estimate that like, uh,"},{"startTime":1263.44,"endTime":1266.52,"body":"over a third of reviews were,"},{"startTime":1263.44,"endTime":1266.52,"body":"were fake. And so as a result,"},{"startTime":1266.52,"endTime":1270.56,"body":"Amazon has really worked hard to, to, um,"},{"startTime":1270.76,"endTime":1272.8,"body":"stamp those out and to,"},{"startTime":1270.76,"endTime":1272.8,"body":"to crack. Oh, they, they."},{"startTime":1272.8,"endTime":1275.2,"body":"Cracked down on this police, it, it's"},{"startTime":1272.8,"endTime":1275.2,"body":"still there, but they police it a lot."},{"startTime":1275.2,"endTime":1277.04,"body":"I mean, they've thrown billion dollar,"},{"startTime":1277.04,"endTime":1281.72,"body":"billion dollar brands off of Amazon"},{"startTime":1277.04,"endTime":1281.72,"body":"born on Amazon brands and, um,"},{"startTime":1281.78,"endTime":1286.56,"body":"for messing around with that and, and"},{"startTime":1281.78,"endTime":1286.56,"body":"violating their terms, uh, of service."},{"startTime":1286.66,"endTime":1291.28,"body":"And it, it, you know, there's no"},{"startTime":1286.66,"endTime":1291.28,"body":"coming back. So, yeah, you know, what,"},{"startTime":1291.28,"endTime":1295.4,"body":"what do you do when that happens? You,"},{"startTime":1291.28,"endTime":1295.4,"body":"you know, game over. So you, you just,"},{"startTime":1295.4,"endTime":1298.28,"body":"you wanna play it right. You also"},{"startTime":1295.4,"endTime":1298.28,"body":"wanna be ethical and not do that."},{"startTime":1298.28,"endTime":1302.32,"body":"So for the bad guys to try and do that"},{"startTime":1298.28,"endTime":1302.32,"body":"kind of stuff, you know, you know,"},{"startTime":1302.5,"endTime":1304.92,"body":"bad things will happen"},{"startTime":1302.5,"endTime":1304.92,"body":"ultimately, and you, you know,"},{"startTime":1304.92,"endTime":1308.12,"body":"if you play it straight might be a little"},{"startTime":1304.92,"endTime":1308.12,"body":"more difficult, but you gotta, you'll."},{"startTime":1308.12,"endTime":1311.4,"body":"Learn it. The FTC has"},{"startTime":1308.12,"endTime":1311.4,"body":"gotten involved too. Um,"},{"startTime":1311.42,"endTime":1315.56,"body":"and I think they gave a 5 million"},{"startTime":1311.42,"endTime":1315.56,"body":"fine for the first time for, uh,"},{"startTime":1315.56,"endTime":1319.8,"body":"what's called review gating, which you"},{"startTime":1315.56,"endTime":1319.8,"body":"were alluding to, which is only asking,"},{"startTime":1320.53,"endTime":1325.08,"body":"uh, people with positive experiences"},{"startTime":1320.53,"endTime":1325.08,"body":"to leave reviews. And, uh, there's a,"},{"startTime":1325.08,"endTime":1326.08,"body":"a brand, uh,"},{"startTime":1326.28,"endTime":1331.04,"body":"clothing brand that was basically when"},{"startTime":1326.28,"endTime":1331.04,"body":"people were leaving negative reviews on"},{"startTime":1331.04,"endTime":1331.72,"body":"their website,"},{"startTime":1331.72,"endTime":1334.72,"body":"they would just not display them and"},{"startTime":1331.72,"endTime":1334.72,"body":"would only display the positive ones."},{"startTime":1334.89,"endTime":1335.8,"body":"So there's a lot,"},{"startTime":1335.83,"endTime":1340.72,"body":"people rely so much on reviews for"},{"startTime":1335.83,"endTime":1340.72,"body":"their decision making today. Uh,"},{"startTime":1340.72,"endTime":1344.48,"body":"to, to your point, you have to do"},{"startTime":1340.72,"endTime":1344.48,"body":"everything you can to get positive,"},{"startTime":1344.48,"endTime":1347.84,"body":"authentic reviews because, uh,"},{"startTime":1348.33,"endTime":1353.0,"body":"it it's an area that's under a lot of"},{"startTime":1348.33,"endTime":1353.0,"body":"scrutiny today, and there's no shortcuts."},{"startTime":1353.0,"endTime":1353.44,"body":"You know,"},{"startTime":1353.44,"endTime":1358.2,"body":"you either give a great experience and"},{"startTime":1353.44,"endTime":1358.2,"body":"get authentically great reviews or you"},{"startTime":1358.2,"endTime":1359.6,"body":"know, you're gonna"},{"startTime":1358.2,"endTime":1359.6,"body":"suffer the consequences."},{"startTime":1359.86,"endTime":1362.56,"body":"And, and our strategy and what"},{"startTime":1359.86,"endTime":1362.56,"body":"we advise our, our brands,"},{"startTime":1362.56,"endTime":1365.0,"body":"our customers or clients,"},{"startTime":1362.56,"endTime":1365.0,"body":"whatever you want to call them,"},{"startTime":1365.05,"endTime":1369.56,"body":"we try to explain like,"},{"startTime":1365.05,"endTime":1369.56,"body":"look, it's, it's part of,"},{"startTime":1369.91,"endTime":1374.76,"body":"it's part of this business and, and"},{"startTime":1369.91,"endTime":1374.76,"body":"here's the risks for not having, um,"},{"startTime":1375.38,"endTime":1379.44,"body":"you know, a fair return policy."},{"startTime":1375.38,"endTime":1379.44,"body":"If you get to play hardball,"},{"startTime":1379.44,"endTime":1383.8,"body":"it's gonna hurt the brand. Let's figure"},{"startTime":1379.44,"endTime":1383.8,"body":"out how to remarket your stuff and,"},{"startTime":1383.8,"endTime":1387.44,"body":"and take as little of a haircut"},{"startTime":1383.8,"endTime":1387.44,"body":"as we have to on these returns."},{"startTime":1387.54,"endTime":1391.48,"body":"And so we offer a platform for them"},{"startTime":1387.54,"endTime":1391.48,"body":"to be able to sell the returns again,"},{"startTime":1391.73,"endTime":1395.2,"body":"as either renew, which is, you"},{"startTime":1391.73,"endTime":1395.2,"body":"know, uh, uh, um, you know,"},{"startTime":1395.2,"endTime":1398.6,"body":"an authorization on Amazon to sell"},{"startTime":1395.2,"endTime":1398.6,"body":"high quality refurbished products,"},{"startTime":1398.6,"endTime":1402.76,"body":"or we'll sell it as, you"},{"startTime":1398.6,"endTime":1402.76,"body":"know, used, you know, or,"},{"startTime":1402.76,"endTime":1405.28,"body":"or almost as good as new."},{"startTime":1405.38,"endTime":1410.24,"body":"But we'll show the quality will explain"},{"startTime":1405.38,"endTime":1410.24,"body":"the condition and we sell it for them."},{"startTime":1410.77,"endTime":1413.08,"body":"Um, we try to, you know,"},{"startTime":1410.77,"endTime":1413.08,"body":"alleviate the pain."},{"startTime":1413.38,"endTime":1416.12,"body":"Can you talk a little bit about"},{"startTime":1413.38,"endTime":1416.12,"body":"kind of your two models of,"},{"startTime":1416.37,"endTime":1419.84,"body":"of kind of selling for sure"},{"startTime":1416.37,"endTime":1419.84,"body":"versus kind of serving."},{"startTime":1419.84,"endTime":1421.0,"body":"I'm glad you asked Scott."},{"startTime":1421.0,"endTime":1424.48,"body":"Versus like an agency. Well, and I'm"},{"startTime":1421.0,"endTime":1424.48,"body":"also curious about, in the two models,"},{"startTime":1424.69,"endTime":1427.96,"body":"if there's any difference in"},{"startTime":1424.69,"endTime":1427.96,"body":"terms of like, our nuances,"},{"startTime":1427.96,"endTime":1432.4,"body":"in terms of things like return policies"},{"startTime":1427.96,"endTime":1432.4,"body":"when you're, when you're taking on, uh,"},{"startTime":1432.4,"endTime":1433.0,"body":"the burden of,"},{"startTime":1433.0,"endTime":1435.76,"body":"of going out and selling it versus"},{"startTime":1433.0,"endTime":1435.76,"body":"when you're serving in a cons more of a"},{"startTime":1435.76,"endTime":1436.68,"body":"consulting or agency."},{"startTime":1436.68,"endTime":1440.08,"body":"Role. So, you know, the agency"},{"startTime":1436.68,"endTime":1440.08,"body":"is, is quite easy. I mean, we're,"},{"startTime":1440.08,"endTime":1440.76,"body":"we're an agency."},{"startTime":1440.76,"endTime":1445.32,"body":"We're usually managing a brand"},{"startTime":1440.76,"endTime":1445.32,"body":"store or their business on Amazon"},{"startTime":1445.93,"endTime":1448.84,"body":"in general. We're not"},{"startTime":1445.93,"endTime":1448.84,"body":"buying their product,"},{"startTime":1449.08,"endTime":1451.56,"body":"we're not taking any risk"},{"startTime":1449.08,"endTime":1451.56,"body":"in buying their product."},{"startTime":1451.56,"endTime":1455.36,"body":"We're managing their advertising,"},{"startTime":1451.56,"endTime":1455.36,"body":"their content, their customer service,"},{"startTime":1455.36,"endTime":1460.32,"body":"their logistics. We're doing all that"},{"startTime":1455.36,"endTime":1460.32,"body":"for them, turnkey. And, you know, it's,"},{"startTime":1460.32,"endTime":1465.2,"body":"it's, it's their store, uh, or"},{"startTime":1460.32,"endTime":1465.2,"body":"it's their business so that,"},{"startTime":1465.98,"endTime":1470.52,"body":"you know, we, we advise 'em to take the"},{"startTime":1465.98,"endTime":1470.52,"body":"returns back, but, you know, you know,"},{"startTime":1470.52,"endTime":1474.96,"body":"it's really their, it's their call."},{"startTime":1470.52,"endTime":1474.96,"body":"Um, when we're buying and selling it,"},{"startTime":1475.29,"endTime":1480.2,"body":"we need to take the returns back and"},{"startTime":1475.29,"endTime":1480.2,"body":"we'll work out, um, some kind of, uh,"},{"startTime":1480.2,"endTime":1485.12,"body":"either a return back to the brand"},{"startTime":1480.2,"endTime":1485.12,"body":"or some kind of allowance from them"},{"startTime":1485.12,"endTime":1487.88,"body":"for us to be able to discount"},{"startTime":1485.12,"endTime":1487.88,"body":"the products when they come back."},{"startTime":1487.88,"endTime":1492.2,"body":"So we can sell 'em as renew"},{"startTime":1487.88,"endTime":1492.2,"body":"refurb or used. And, and so,"},{"startTime":1492.65,"endTime":1495.04,"body":"um, whatever the case is,"},{"startTime":1495.04,"endTime":1497.68,"body":"it's almost always better than"},{"startTime":1495.04,"endTime":1497.68,"body":"them having to get it back."},{"startTime":1497.68,"endTime":1500.12,"body":"So the allowance is usually"},{"startTime":1497.68,"endTime":1500.12,"body":"the area they go to,"},{"startTime":1500.12,"endTime":1504.0,"body":"but the buy and sell model is the most"},{"startTime":1500.12,"endTime":1504.0,"body":"popular with brands because their motion"},{"startTime":1504.0,"endTime":1508.44,"body":"of selling a lot of stuff to"},{"startTime":1504.0,"endTime":1508.44,"body":"a seller or, you know, to,"},{"startTime":1508.44,"endTime":1512.72,"body":"to a retailer is much more normal for"},{"startTime":1508.44,"endTime":1512.72,"body":"them than selling one and two at a time"},{"startTime":1512.78,"endTime":1515.04,"body":"and dealing with all"},{"startTime":1512.78,"endTime":1515.04,"body":"this, uh, reconciliation."},{"startTime":1515.73,"endTime":1519.2,"body":"Um, that's, that's really"},{"startTime":1515.73,"endTime":1519.2,"body":"interesting. And I, I know that I, I,"},{"startTime":1519.2,"endTime":1520.68,"body":"I don't wanna get into the weed too much,"},{"startTime":1520.68,"endTime":1524.6,"body":"but I think a lot of just consumers"},{"startTime":1520.68,"endTime":1524.6,"body":"and folks will be interested. What is,"},{"startTime":1524.6,"endTime":1526.4,"body":"when it, when it comes to a return,"},{"startTime":1526.87,"endTime":1531.84,"body":"what is the standard at which something"},{"startTime":1526.87,"endTime":1531.84,"body":"has to be sold at like a refurb"},{"startTime":1531.84,"endTime":1536.28,"body":"or, or lo or, or, or discounted"},{"startTime":1531.84,"endTime":1536.28,"body":"price versus can just be resold as,"},{"startTime":1536.69,"endTime":1537.6,"body":"as, as new?"},{"startTime":1537.73,"endTime":1541.12,"body":"It, it depends on, you know,"},{"startTime":1537.73,"endTime":1541.12,"body":"how it comes back when, if it,"},{"startTime":1541.12,"endTime":1545.8,"body":"if electronic product, once it's opened"},{"startTime":1541.12,"endTime":1545.8,"body":"and it's, you know, the seal is broken,"},{"startTime":1546.07,"endTime":1550.12,"body":"you're supposed to sell it"},{"startTime":1546.07,"endTime":1550.12,"body":"as open box or, um, you know,"},{"startTime":1550.58,"endTime":1553.32,"body":"not new. Uh, so you have"},{"startTime":1550.58,"endTime":1553.32,"body":"to be really careful."},{"startTime":1553.32,"endTime":1556.12,"body":"It's gotta be men condition un unopened,"},{"startTime":1556.12,"endTime":1559.28,"body":"and you do get a lot of returns like"},{"startTime":1556.12,"endTime":1559.28,"body":"that. People just get it and send it back."},{"startTime":1559.65,"endTime":1561.36,"body":"Um, buyer's remorse kind of stuff."},{"startTime":1561.42,"endTime":1564.32,"body":"And those are the best returns"},{"startTime":1561.42,"endTime":1564.32,"body":"cause you just sell it again. Um,"},{"startTime":1564.32,"endTime":1566.08,"body":"but once they open it,"},{"startTime":1564.32,"endTime":1566.08,"body":"you gotta inspect it,"},{"startTime":1566.08,"endTime":1567.96,"body":"make sure that all the parts are there,"},{"startTime":1568.07,"endTime":1570.32,"body":"make sure that it's an a hundred"},{"startTime":1568.07,"endTime":1570.32,"body":"percent working condition,"},{"startTime":1570.74,"endTime":1575.4,"body":"and then you have to remarket it again."},{"startTime":1570.74,"endTime":1575.4,"body":"But usually is an open box where,"},{"startTime":1575.77,"endTime":1579.76,"body":"um, like I said, refurb, the, um,"},{"startTime":1575.77,"endTime":1579.76,"body":"you know, when it comes to clothing,"},{"startTime":1580.45,"endTime":1582.56,"body":"it might not come back"},{"startTime":1580.45,"endTime":1582.56,"body":"in the same exact bag,"},{"startTime":1582.56,"endTime":1585.12,"body":"but if it's completely"},{"startTime":1582.56,"endTime":1585.12,"body":"unused in the tags are there,"},{"startTime":1585.26,"endTime":1589.2,"body":"and you could tell it's never been"},{"startTime":1585.26,"endTime":1589.2,"body":"worn and you know, you know, you,"},{"startTime":1589.2,"endTime":1592.28,"body":"you could repack it and sell it"},{"startTime":1589.2,"endTime":1592.28,"body":"as, as new for the most part,"},{"startTime":1592.28,"endTime":1596.56,"body":"but once it's worn or dirty,"},{"startTime":1592.28,"endTime":1596.56,"body":"it's, it's, it's garbage."},{"startTime":1596.56,"endTime":1597.56,"body":"You're gonna have to throw it out."},{"startTime":1597.56,"endTime":1599.52,"body":"You're not gonna sell that"},{"startTime":1597.56,"endTime":1599.52,"body":"or you gonna donate it."},{"startTime":1600.5,"endTime":1601.89,"body":"So clothing is a bit different."},{"startTime":1601.99,"endTime":1604.84,"body":"And so I, I don't wanna"},{"startTime":1601.99,"endTime":1604.84,"body":"get too technical, but I,"},{"startTime":1604.84,"endTime":1609.64,"body":"I just actually very curious about it."},{"startTime":1604.84,"endTime":1609.64,"body":"What's the process for determining,"},{"startTime":1609.83,"endTime":1613.8,"body":"like something has been worn or"},{"startTime":1609.83,"endTime":1613.8,"body":"something like, you know, is there."},{"startTime":1614.16,"endTime":1616.48,"body":"Physical? Oh, I think everybody, I don't"},{"startTime":1614.16,"endTime":1616.48,"body":"an individual that goes through it."},{"startTime":1616.51,"endTime":1619.56,"body":"Yeah, I don't think there's"},{"startTime":1616.51,"endTime":1619.56,"body":"any one standard, right? Yeah."},{"startTime":1619.56,"endTime":1623.72,"body":"I don't think there's any one"},{"startTime":1619.56,"endTime":1623.72,"body":"standard. Um, like with the bathing,"},{"startTime":1623.72,"endTime":1626.48,"body":"so you still have this like, tape in"},{"startTime":1623.72,"endTime":1626.48,"body":"there. Mm-hmm. And once the tape is gone,"},{"startTime":1626.48,"endTime":1628.56,"body":"it's, it's used, you know, but, um,"},{"startTime":1628.56,"endTime":1632.56,"body":"they inspect the products and it's company"},{"startTime":1628.56,"endTime":1632.56,"body":"by company and whoever is inspecting"},{"startTime":1632.56,"endTime":1636.44,"body":"it, and if it's all good"},{"startTime":1632.56,"endTime":1636.44,"body":"and not worn, I mean,"},{"startTime":1636.51,"endTime":1640.0,"body":"I think with shoes is people that"},{"startTime":1636.51,"endTime":1640.0,"body":"smell them. It's like, uh, you know,"},{"startTime":1640.0,"endTime":1643.76,"body":"it sounds bizarre, but there's"},{"startTime":1640.0,"endTime":1643.76,"body":"smells that smell this stuff."},{"startTime":1644.1,"endTime":1646.68,"body":"I'm not really making this up."},{"startTime":1644.1,"endTime":1646.68,"body":"I wish I was \u003claugh\u003e, but, uh."},{"startTime":1647.34,"endTime":1649.52,"body":"I'm just, I'm, I'm"},{"startTime":1647.34,"endTime":1649.52,"body":"drawing a mental picture."},{"startTime":1649.84,"endTime":1650.36,"body":"\u003cLaugh\u003e, yeah. I."},{"startTime":1650.36,"endTime":1651.193,"body":"D if I wanna."},{"startTime":1651.26,"endTime":1654.04,"body":"But if they're scuffed or something"},{"startTime":1651.26,"endTime":1654.04,"body":"like that. But I mean, you know,"},{"startTime":1654.04,"endTime":1655.2,"body":"you have to be really, really,"},{"startTime":1655.2,"endTime":1658.72,"body":"really careful about it because the last"},{"startTime":1655.2,"endTime":1658.72,"body":"thing you want to know, I, I, I mean,"},{"startTime":1658.72,"endTime":1662.96,"body":"I've purchased things and I could tell"},{"startTime":1658.72,"endTime":1662.96,"body":"it was it was open before and used before"},{"startTime":1662.96,"endTime":1666.64,"body":"and I get really upset about"},{"startTime":1662.96,"endTime":1666.64,"body":"it and, you know, I'll,"},{"startTime":1666.64,"endTime":1668.2,"body":"I'll try and send it back immediately."},{"startTime":1668.29,"endTime":1671.08,"body":"So you don't wanna have a return"},{"startTime":1668.29,"endTime":1671.08,"body":"that keeps on boomeranging back."},{"startTime":1671.43,"endTime":1675.72,"body":"Well, it, it's such a, well, if you"},{"startTime":1671.43,"endTime":1675.72,"body":"tie that back and just to, to be,"},{"startTime":1676.09,"endTime":1679.2,"body":"to, to have a little, uh, empathy for,"},{"startTime":1679.2,"endTime":1683.84,"body":"for retailers who would feel like they"},{"startTime":1679.2,"endTime":1683.84,"body":"have to be stricter is if someone is"},{"startTime":1683.84,"endTime":1688.84,"body":"bracketing and they try on"},{"startTime":1683.84,"endTime":1688.84,"body":"four different baiting suits"},{"startTime":1688.84,"endTime":1692.56,"body":"or something and keep one"},{"startTime":1688.84,"endTime":1692.56,"body":"and send the others back,"},{"startTime":1692.56,"endTime":1696.68,"body":"you're saying potentially those"},{"startTime":1692.56,"endTime":1696.68,"body":"others might not, you not,"},{"startTime":1696.68,"endTime":1698.0,"body":"might not be able to sell them again."},{"startTime":1698.0,"endTime":1699.36,"body":"Potentially. Yeah."},{"startTime":1700.15,"endTime":1701.0,"body":"Yeah. So,"},{"startTime":1701.14,"endTime":1705.76,"body":"but you're saying even with all those"},{"startTime":1701.14,"endTime":1705.76,"body":"things being the case on balance,"},{"startTime":1706.27,"endTime":1709.96,"body":"having a more generous or flexible"},{"startTime":1706.27,"endTime":1709.96,"body":"return policy is gonna pay off in the."},{"startTime":1709.96,"endTime":1712.44,"body":"Long run? Yeah, because I think a"},{"startTime":1709.96,"endTime":1712.44,"body":"lot of those clothes and, you know,"},{"startTime":1712.49,"endTime":1715.6,"body":"as long as they're not really like worn"},{"startTime":1712.49,"endTime":1715.6,"body":"and they've tried it on and they're put"},{"startTime":1715.6,"endTime":1716.433,"body":"back,"},{"startTime":1716.51,"endTime":1719.2,"body":"like you go to the store and you go to"},{"startTime":1716.51,"endTime":1719.2,"body":"the rack and you go to the dressing room"},{"startTime":1719.2,"endTime":1720.8,"body":"and you try it on and it"},{"startTime":1719.2,"endTime":1720.8,"body":"goes back to the racket,"},{"startTime":1720.8,"endTime":1723.56,"body":"it could be a hundred times in the"},{"startTime":1720.8,"endTime":1723.56,"body":"day and it's still sold as new. So it,"},{"startTime":1723.56,"endTime":1727.48,"body":"it's like one, one, you know, if"},{"startTime":1723.56,"endTime":1727.48,"body":"it's yeah. Worn or it's, you know,"},{"startTime":1727.48,"endTime":1731.2,"body":"indications that it's used, you know,"},{"startTime":1727.48,"endTime":1731.2,"body":"and I'm not the, you know, the tester,"},{"startTime":1731.2,"endTime":1734.92,"body":"so I don't exactly know, but everybody's"},{"startTime":1731.2,"endTime":1734.92,"body":"got their own litmus test for it."},{"startTime":1735.26,"endTime":1739.32,"body":"And like I said, it's not standard"},{"startTime":1735.26,"endTime":1739.32,"body":"with electronics. Um, hard goods,"},{"startTime":1739.32,"endTime":1743.16,"body":"it's a little easier because"},{"startTime":1739.32,"endTime":1743.16,"body":"it's, if it's unsealed, um,"},{"startTime":1743.16,"endTime":1745.52,"body":"it's used or, or it's open box."},{"startTime":1745.52,"endTime":1746.353,"body":"Mm-hmm. \u003caffirmative\u003e, yeah."},{"startTime":1746.58,"endTime":1750.64,"body":"You can say never used, you know,"},{"startTime":1746.58,"endTime":1750.64,"body":"as good as new, but it's not new."},{"startTime":1750.78,"endTime":1753.68,"body":"And if it's, if it's just an"},{"startTime":1750.78,"endTime":1753.68,"body":"open box, nothing else, you,"},{"startTime":1753.68,"endTime":1756.56,"body":"you have to typically what,"},{"startTime":1753.68,"endTime":1756.56,"body":"not 20% off, or does it vary."},{"startTime":1756.56,"endTime":1760.36,"body":"Widely? It, it depends, you know."},{"startTime":1756.56,"endTime":1760.36,"body":"Yeah. 2020 percent's probably, um,"},{"startTime":1760.67,"endTime":1762.96,"body":"a good start. It could go more, but I,"},{"startTime":1762.96,"endTime":1766.92,"body":"I'd started five or 10% and"},{"startTime":1762.96,"endTime":1766.92,"body":"work my way down over time."},{"startTime":1767.67,"endTime":1769.08,"body":"Okay. Well, I somehow, I I,"},{"startTime":1769.08,"endTime":1772.4,"body":"I dived into all these things that would"},{"startTime":1769.08,"endTime":1772.4,"body":"scare retailers about giving generous"},{"startTime":1772.4,"endTime":1774.56,"body":"return policies, but, uh, keep."},{"startTime":1774.56,"endTime":1776.28,"body":"Your eye well, what, what,"},{"startTime":1774.56,"endTime":1776.28,"body":"what stinks is, I mean,"},{"startTime":1776.28,"endTime":1777.8,"body":"it's just like there's a lot of abuse."},{"startTime":1777.8,"endTime":1780.88,"body":"So here we are talking"},{"startTime":1777.8,"endTime":1780.88,"body":"about you gotta take the,"},{"startTime":1780.92,"endTime":1785.72,"body":"the returns if you want to keep your"},{"startTime":1780.92,"endTime":1785.72,"body":"brand healthy and people happy and people"},{"startTime":1785.72,"endTime":1790.04,"body":"leaving good reviews. So it's like a bit"},{"startTime":1785.72,"endTime":1790.04,"body":"of a, you know, it's, it's a tough go,"},{"startTime":1790.04,"endTime":1793.6,"body":"but when people abuse it, it's"},{"startTime":1790.04,"endTime":1793.6,"body":"really frustrating. And, and, and,"},{"startTime":1793.6,"endTime":1798.16,"body":"and so if there's a way to identify"},{"startTime":1793.6,"endTime":1798.16,"body":"the abusers and some of the"},{"startTime":1798.45,"endTime":1801.64,"body":"Amazons of the world do"},{"startTime":1798.45,"endTime":1801.64,"body":"know who the abusers are,"},{"startTime":1801.64,"endTime":1804.24,"body":"they have good algorithms for"},{"startTime":1801.64,"endTime":1804.24,"body":"it, you know, they have huge,"},{"startTime":1804.24,"endTime":1806.56,"body":"huge return rates per purchase. You know,"},{"startTime":1806.56,"endTime":1809.88,"body":"they look at their purchase history"},{"startTime":1806.56,"endTime":1809.88,"body":"target and the others know some of the"},{"startTime":1809.88,"endTime":1813.8,"body":"abusers, um, you know, to"},{"startTime":1809.88,"endTime":1813.8,"body":"try and keep those guys off,"},{"startTime":1813.8,"endTime":1817.08,"body":"that's probably worth it. It"},{"startTime":1813.8,"endTime":1817.08,"body":"might still get you a bad review,"},{"startTime":1817.29,"endTime":1821.96,"body":"so you gotta be really careful"},{"startTime":1817.29,"endTime":1821.96,"body":"about that. But, um, you know,"},{"startTime":1821.96,"endTime":1825.92,"body":"there's this story where, uh, you know,"},{"startTime":1821.96,"endTime":1825.92,"body":"family bought three sets of cleats,"},{"startTime":1825.92,"endTime":1828.8,"body":"you know, a football"},{"startTime":1825.92,"endTime":1828.8,"body":"cleats, um, for their kids,"},{"startTime":1829.14,"endTime":1833.36,"body":"and they returned 'em. And"},{"startTime":1829.14,"endTime":1833.36,"body":"in the return were, you know,"},{"startTime":1833.36,"endTime":1836.32,"body":"two year old cleats with mud"},{"startTime":1833.36,"endTime":1836.32,"body":"in stuff on 'em that, you know,"},{"startTime":1836.32,"endTime":1839.24,"body":"they were just upgrading and getting"},{"startTime":1836.32,"endTime":1839.24,"body":"the new pairs for their kids and sending"},{"startTime":1839.24,"endTime":1842.96,"body":"back the old ones. And like, that's"},{"startTime":1839.24,"endTime":1842.96,"body":"kind of, to me, kind of disgusting."},{"startTime":1842.96,"endTime":1844.08,"body":"And yeah, you know,"},{"startTime":1844.08,"endTime":1848.12,"body":"you're hoping people behave because"},{"startTime":1844.08,"endTime":1848.12,"body":"the retailers need to behave and do the"},{"startTime":1848.12,"endTime":1850.96,"body":"right thing, and they need to do"},{"startTime":1848.12,"endTime":1850.96,"body":"the right thing also. So, you know,"},{"startTime":1850.96,"endTime":1855.32,"body":"you shouldn't be trying to game the system"},{"startTime":1850.96,"endTime":1855.32,"body":"because that's where the increase in"},{"startTime":1855.32,"endTime":1858.44,"body":"all the prices are gonna come from. It's"},{"startTime":1855.32,"endTime":1858.44,"body":"like the insurance business, you know,"},{"startTime":1858.44,"endTime":1859.76,"body":"the price, somebody's gotta pay for it."},{"startTime":1859.92,"endTime":1860.753,"body":"Right."},{"startTime":1861.13,"endTime":1865.88,"body":"Exactly. So, so, you know, going"},{"startTime":1861.13,"endTime":1865.88,"body":"back to the survey, yeah. Um,"},{"startTime":1865.88,"endTime":1869.96,"body":"you know, I think one of the"},{"startTime":1865.88,"endTime":1869.96,"body":"other insights we found is, um,"},{"startTime":1870.75,"endTime":1873.16,"body":"that timing, and you had"},{"startTime":1870.75,"endTime":1873.16,"body":"mentioned it earlier, you know,"},{"startTime":1873.16,"endTime":1874.64,"body":"that was a big deal for me. Like,"},{"startTime":1874.64,"endTime":1877.84,"body":"we all think that people need months"},{"startTime":1874.64,"endTime":1877.84,"body":"to be able to return this stuff,"},{"startTime":1877.84,"endTime":1879.24,"body":"and it's really not true. But, you know,"},{"startTime":1879.24,"endTime":1883.48,"body":"we determined that more than two thirds"},{"startTime":1879.24,"endTime":1883.48,"body":"of consumers return their gifts the"},{"startTime":1883.48,"endTime":1887.39,"body":"first week of Christmas. I"},{"startTime":1883.48,"endTime":1887.39,"body":"mean, that, it makes sense,"},{"startTime":1887.39,"endTime":1890.19,"body":"but maybe it doesn't. Like"},{"startTime":1887.39,"endTime":1890.19,"body":"I, I thought, you know,"},{"startTime":1890.26,"endTime":1894.79,"body":"people need 30, 40, 50 days to"},{"startTime":1890.26,"endTime":1894.79,"body":"return stuff because they're so busy,"},{"startTime":1895.05,"endTime":1896.07,"body":"but it's not true."},{"startTime":1896.07,"endTime":1899.31,"body":"Well, I know when I was growing"},{"startTime":1896.07,"endTime":1899.31,"body":"up as a kid, um, I don't do this,"},{"startTime":1899.31,"endTime":1902.39,"body":"but when I was growing up as a"},{"startTime":1899.31,"endTime":1902.39,"body":"kid, we, my, my family, my mom,"},{"startTime":1902.63,"endTime":1906.71,"body":"we had a ritual every"},{"startTime":1902.63,"endTime":1906.71,"body":"year. We went to the store,"},{"startTime":1906.71,"endTime":1910.95,"body":"we went to the mall the day after"},{"startTime":1906.71,"endTime":1910.95,"body":"Christmas every year to return stuff."},{"startTime":1911.18,"endTime":1915.31,"body":"That was, I just thought that was part"},{"startTime":1911.18,"endTime":1915.31,"body":"of Christmases on the tw December 26th,"},{"startTime":1915.31,"endTime":1918.51,"body":"every year you went and returned"},{"startTime":1915.31,"endTime":1918.51,"body":"stuff. So I, I, I was kind of grew up,"},{"startTime":1918.51,"endTime":1920.07,"body":"used to that, but was interesting."},{"startTime":1920.07,"endTime":1923.91,"body":"I thought it's like this"},{"startTime":1920.07,"endTime":1923.91,"body":"juxtaposition is in the survey, uh,"},{"startTime":1923.91,"endTime":1927.75,"body":"when asked about what policies"},{"startTime":1923.91,"endTime":1927.75,"body":"people were important to people,"},{"startTime":1928.39,"endTime":1933.39,"body":"58% said a flexible window of 30 days"},{"startTime":1928.39,"endTime":1933.39,"body":"or more on returns was important."},{"startTime":1933.85,"endTime":1938.19,"body":"But to your point, 69% said"},{"startTime":1933.85,"endTime":1938.19,"body":"they plan to return gifts,"},{"startTime":1938.76,"endTime":1942.19,"body":"um, with by the first week after"},{"startTime":1938.76,"endTime":1942.19,"body":"Christmas. And that includes,"},{"startTime":1943.43,"endTime":1945.66,"body":"uh, 15%, uh,"},{"startTime":1945.66,"endTime":1949.14,"body":"who said they would return"},{"startTime":1945.66,"endTime":1949.14,"body":"gifts the day after Christmas,"},{"startTime":1949.14,"endTime":1953.42,"body":"like my mom and my family used to"},{"startTime":1949.14,"endTime":1953.42,"body":"do, or, or even before Christmas."},{"startTime":1953.51,"endTime":1956.62,"body":"So you people get their Christmas gift,"},{"startTime":1956.62,"endTime":1959.88,"body":"they get it through Amazon"},{"startTime":1956.62,"endTime":1959.88,"body":"or say before Christmas,"},{"startTime":1960.18,"endTime":1963.12,"body":"and they open it before Christmas"},{"startTime":1960.18,"endTime":1963.12,"body":"and they return it before Christmas."},{"startTime":1963.12,"endTime":1966.08,"body":"So 15% of respondents said"},{"startTime":1963.12,"endTime":1966.08,"body":"they did that, but overall,"},{"startTime":1966.11,"endTime":1970.88,"body":"almost 70% said by, by the"},{"startTime":1966.11,"endTime":1970.88,"body":"first week after Christmas,"},{"startTime":1970.88,"endTime":1972.04,"body":"say, basically by New Year,"},{"startTime":1972.23,"endTime":1976.04,"body":"they will have returned any gifts"},{"startTime":1972.23,"endTime":1976.04,"body":"they're planning to return. So,"},{"startTime":1976.04,"endTime":1978.48,"body":"which is probably more in line with the,"},{"startTime":1978.48,"endTime":1981.2,"body":"these stricter policies that"},{"startTime":1978.48,"endTime":1981.2,"body":"people want to enforce. Um."},{"startTime":1981.46,"endTime":1984.28,"body":"But it's great marketing. I mean, like"},{"startTime":1981.46,"endTime":1984.28,"body":"you saying, you were saying earlier,"},{"startTime":1984.28,"endTime":1986.6,"body":"I mean, like 60 days, 30 days, 60 days,"},{"startTime":1986.63,"endTime":1990.88,"body":"only 7% of the people are returning their"},{"startTime":1986.63,"endTime":1990.88,"body":"stuff after two weeks. So it's like,"},{"startTime":1992.1,"endTime":1996.0,"body":"you know, make it broad because"},{"startTime":1992.1,"endTime":1996.0,"body":"human nature is gonna only, you know,"},{"startTime":1996.0,"endTime":2000.8,"body":"really give a a, a very slow or small"},{"startTime":1996.0,"endTime":2000.8,"body":"amount after the two week period."},{"startTime":2001.3,"endTime":2004.0,"body":"And, and two weeks is"},{"startTime":2001.3,"endTime":2004.0,"body":"incredibly fair, I think. Yeah."},{"startTime":2004.0,"endTime":2007.28,"body":"For you not to give at least two weeks"},{"startTime":2004.0,"endTime":2007.28,"body":"is, you know, I think pretty ridiculous."},{"startTime":2008.14,"endTime":2009.8,"body":"And, and to tell you the"},{"startTime":2008.14,"endTime":2009.8,"body":"truth, like, I don't know,"},{"startTime":2009.8,"endTime":2013.16,"body":"if you go to some of these"},{"startTime":2009.8,"endTime":2013.16,"body":"smaller boutique retailers,"},{"startTime":2013.59,"endTime":2017.36,"body":"many of them will say no returns"},{"startTime":2013.59,"endTime":2017.36,"body":"or store credit only. It's like,"},{"startTime":2017.36,"endTime":2022.16,"body":"how does that work? I mean, I,"},{"startTime":2017.36,"endTime":2022.16,"body":"I, I get so nervous to buy gifts,"},{"startTime":2022.16,"endTime":2023.68,"body":"like buying for myself maybe,"},{"startTime":2024.02,"endTime":2027.24,"body":"but buying a gift from somebody who's"},{"startTime":2024.02,"endTime":2027.24,"body":"no return to store credit, only,"},{"startTime":2027.82,"endTime":2031.72,"body":"I'm scared to death to make that a gift."},{"startTime":2027.82,"endTime":2031.72,"body":"Like, what do you do? And, and so yeah,"},{"startTime":2031.75,"endTime":2034.6,"body":"I do think it's really"},{"startTime":2031.75,"endTime":2034.6,"body":"important, you know, and,"},{"startTime":2034.6,"endTime":2037.32,"body":"and I don't want the world to think,"},{"startTime":2034.6,"endTime":2037.32,"body":"oh, this guy just loves giving returns."},{"startTime":2037.32,"endTime":2041.84,"body":"We don't \u003claugh\u003e. It's just, it's, it's"},{"startTime":2037.32,"endTime":2041.84,"body":"like part of the, part of the, the game."},{"startTime":2041.99,"endTime":2043.6,"body":"It's part of the, the business."},{"startTime":2043.6,"endTime":2046.6,"body":"And you gotta figure out how to"},{"startTime":2043.6,"endTime":2046.6,"body":"deal with it and dispose of it,"},{"startTime":2046.6,"endTime":2050.16,"body":"but not stop it from"},{"startTime":2046.6,"endTime":2050.16,"body":"happening. And like I said,"},{"startTime":2050.17,"endTime":2054.48,"body":"prevent it up upfront with great"},{"startTime":2050.17,"endTime":2054.48,"body":"copy, great imagery, great video,"},{"startTime":2054.94,"endTime":2058.12,"body":"and, you know, having a a,"},{"startTime":2054.94,"endTime":2058.12,"body":"you know, lenient policy,"},{"startTime":2058.12,"endTime":2060.6,"body":"you're still gonna get all the"},{"startTime":2058.12,"endTime":2060.6,"body":"returns in the same time period,"},{"startTime":2060.94,"endTime":2063.4,"body":"but take 'em back. Don't ruin your rep."},{"startTime":2064.84,"endTime":2066.07,"body":"Uh, it's interesting, I,"},{"startTime":2066.07,"endTime":2070.07,"body":"I'd love to understand a little bit more"},{"startTime":2066.07,"endTime":2070.07,"body":"about what you do and what you counsel"},{"startTime":2070.31,"endTime":2072.31,"body":"regarding, you know,"},{"startTime":2072.31,"endTime":2076.07,"body":"what are best practices now in terms"},{"startTime":2072.31,"endTime":2076.07,"body":"of on that product page, say, you know,"},{"startTime":2076.07,"endTime":2076.99,"body":"making sure"},{"startTime":2078.69,"endTime":2083.41,"body":"every important question that,"},{"startTime":2078.69,"endTime":2083.41,"body":"that that buyer has is answered."},{"startTime":2084.14,"endTime":2087.65,"body":"So to increase the chance that they're"},{"startTime":2084.14,"endTime":2087.65,"body":"going to make some buy something,"},{"startTime":2087.65,"endTime":2089.81,"body":"they're gonna keep you."},{"startTime":2087.65,"endTime":2089.81,"body":"You mentioned video."},{"startTime":2089.95,"endTime":2093.61,"body":"Has that something that's emerged"},{"startTime":2089.95,"endTime":2093.61,"body":"just more recently and and what,"},{"startTime":2093.68,"endTime":2095.37,"body":"what kinds of video work? Best."},{"startTime":2095.66,"endTime":2099.65,"body":"Video's always been important, uh,"},{"startTime":2095.66,"endTime":2099.65,"body":"but it's more important now than ever."},{"startTime":2099.65,"endTime":2101.13,"body":"And having more than one video."},{"startTime":2101.46,"endTime":2106.41,"body":"So a short form video to show the"},{"startTime":2101.46,"endTime":2106.41,"body":"product the size and it in use is a big,"},{"startTime":2106.41,"endTime":2109.73,"body":"big deal. Uh, I think a"},{"startTime":2106.41,"endTime":2109.73,"body":"how to even install it,"},{"startTime":2109.73,"endTime":2112.89,"body":"if you have to install something"},{"startTime":2109.73,"endTime":2112.89,"body":"is really, really important. Um,"},{"startTime":2112.89,"endTime":2116.49,"body":"you gotta have that, um, how to"},{"startTime":2112.89,"endTime":2116.49,"body":"maintain it is maybe a third video."},{"startTime":2116.49,"endTime":2118.65,"body":"If it's something that,"},{"startTime":2116.49,"endTime":2118.65,"body":"um, it, it, you know,"},{"startTime":2118.66,"endTime":2122.97,"body":"is an appliance or something that you"},{"startTime":2118.66,"endTime":2122.97,"body":"have for a while, uh, with clothing, it's,"},{"startTime":2122.97,"endTime":2126.85,"body":"it's showing it in every angle on people,"},{"startTime":2126.98,"endTime":2128.33,"body":"on different size people."},{"startTime":2128.7,"endTime":2133.17,"body":"So not just the same model over and over"},{"startTime":2128.7,"endTime":2133.17,"body":"and over again. Different, you know,"},{"startTime":2133.38,"endTime":2136.97,"body":"heights, different widths."},{"startTime":2133.38,"endTime":2136.97,"body":"Um, people are different and,"},{"startTime":2136.97,"endTime":2139.49,"body":"and they wanna see what it"},{"startTime":2136.97,"endTime":2139.49,"body":"looks like and, you know,"},{"startTime":2139.49,"endTime":2142.77,"body":"which one of those models is"},{"startTime":2139.49,"endTime":2142.77,"body":"more like them. Yeah. Is helpful."},{"startTime":2142.99,"endTime":2144.77,"body":"But the size of things I, I mean,"},{"startTime":2144.77,"endTime":2146.29,"body":"I don't know how many times"},{"startTime":2144.77,"endTime":2146.29,"body":"I've ordered something,"},{"startTime":2146.4,"endTime":2149.13,"body":"like I've ordered a ring or"},{"startTime":2146.4,"endTime":2149.13,"body":"something and I get it. I go, what?"},{"startTime":2149.13,"endTime":2152.13,"body":"I can't even read it. Like, I was supposed"},{"startTime":2149.13,"endTime":2152.13,"body":"to have an inscription in this thing."},{"startTime":2152.13,"endTime":2156.41,"body":"It says, you know, to, to my beautiful"},{"startTime":2152.13,"endTime":2156.41,"body":"baby Abigail, I love you. And it's like,"},{"startTime":2156.41,"endTime":2160.33,"body":"where, where is it? Like,"},{"startTime":2156.41,"endTime":2160.33,"body":"gimme a magnifying gun."},{"startTime":2160.33,"endTime":2161.89,"body":"showing that like, and,"},{"startTime":2161.89,"endTime":2165.97,"body":"and many of the people use the hand or"},{"startTime":2161.89,"endTime":2165.97,"body":"they use a coin or they put a ruler."},{"startTime":2165.97,"endTime":2170.25,"body":"These are really helpful things"},{"startTime":2165.97,"endTime":2170.25,"body":"to, to show the size and,"},{"startTime":2170.25,"endTime":2172.57,"body":"and comparison. Um, you know,"},{"startTime":2172.57,"endTime":2174.81,"body":"I think there's nothing better"},{"startTime":2172.57,"endTime":2174.81,"body":"and nothing more important,"},{"startTime":2174.87,"endTime":2179.57,"body":"but you gotta have some kind of"},{"startTime":2174.87,"endTime":2179.57,"body":"short form, visual, you know,"},{"startTime":2179.57,"endTime":2183.29,"body":"showing all around the product"},{"startTime":2179.57,"endTime":2183.29,"body":"and show it in use, um,"},{"startTime":2184.06,"endTime":2187.86,"body":"show people installing it."},{"startTime":2184.06,"endTime":2187.86,"body":"It's as simple as 1, 2, 3,"},{"startTime":2187.86,"endTime":2189.34,"body":"or maybe it's not as simple as 1, 2, 3,"},{"startTime":2189.4,"endTime":2192.1,"body":"but show them so they know"},{"startTime":2189.4,"endTime":2192.1,"body":"what they're getting into. And,"},{"startTime":2192.1,"endTime":2195.66,"body":"and then some kind of maybe"},{"startTime":2192.1,"endTime":2195.66,"body":"troubleshooting. Um, you know,"},{"startTime":2195.66,"endTime":2197.9,"body":"some of these don't have to"},{"startTime":2195.66,"endTime":2197.9,"body":"be Hollywood productions,"},{"startTime":2197.9,"endTime":2199.38,"body":"they just need to be simple."},{"startTime":2199.78,"endTime":2203.66,"body":"Somebody maybe taking a PowerPoint and"},{"startTime":2199.78,"endTime":2203.66,"body":"showing the product at the same time."},{"startTime":2203.95,"endTime":2207.74,"body":"So there's words and there's"},{"startTime":2203.95,"endTime":2207.74,"body":"a visual. Uh, it helps. I,"},{"startTime":2207.74,"endTime":2209.98,"body":"I barely read the manuals that"},{"startTime":2207.74,"endTime":2209.98,"body":"come into anything anymore."},{"startTime":2209.98,"endTime":2212.42,"body":"I try to get YouTube and I"},{"startTime":2209.98,"endTime":2212.42,"body":"try to go right away. I mean,"},{"startTime":2212.42,"endTime":2217.38,"body":"I'm building everything here that we buy."},{"startTime":2212.42,"endTime":2217.38,"body":"Like nothing comes assembled. It's it,"},{"startTime":2217.38,"endTime":2220.58,"body":"to me, it's kind of fun. As you"},{"startTime":2217.38,"endTime":2220.58,"body":"can see, I like Legos. I have my,"},{"startTime":2220.58,"endTime":2223.14,"body":"I dunno if you can see my rocket"},{"startTime":2220.58,"endTime":2223.14,"body":"behind me, but yeah, you know,"},{"startTime":2223.14,"endTime":2225.66,"body":"I love to build this stuff, but it's,"},{"startTime":2223.14,"endTime":2225.66,"body":"you get some of these instructions,"},{"startTime":2225.66,"endTime":2229.54,"body":"you go, wow, I can't even read"},{"startTime":2225.66,"endTime":2229.54,"body":"this. And so the video is really,"},{"startTime":2229.54,"endTime":2233.02,"body":"really helpful and that'll keep"},{"startTime":2229.54,"endTime":2233.02,"body":"it out in the field. So, you know,"},{"startTime":2233.02,"endTime":2235.5,"body":"once people start trying to"},{"startTime":2233.02,"endTime":2235.5,"body":"assemble something and it's hard,"},{"startTime":2235.51,"endTime":2240.14,"body":"they're gonna return it. So make"},{"startTime":2235.51,"endTime":2240.14,"body":"it easy. Um, super important."},{"startTime":2240.79,"endTime":2245.63,"body":"Um, you know, one thing is, I,"},{"startTime":2245.63,"endTime":2247.71,"body":"I said it earlier, tell"},{"startTime":2245.63,"endTime":2247.71,"body":"people what it's not."},{"startTime":2248.01,"endTime":2250.47,"body":"And I know that sounds"},{"startTime":2248.01,"endTime":2250.47,"body":"like anti-marketing,"},{"startTime":2250.47,"endTime":2254.23,"body":"cuz you want everybody to believe your"},{"startTime":2250.47,"endTime":2254.23,"body":"product, you know, solves everything and,"},{"startTime":2254.23,"endTime":2256.43,"body":"you know, uh, will save you from cancer."},{"startTime":2256.43,"endTime":2259.95,"body":"But a lot of products do one"},{"startTime":2256.43,"endTime":2259.95,"body":"thing and one thing only,"},{"startTime":2259.95,"endTime":2263.79,"body":"and it's not for everything. And"},{"startTime":2259.95,"endTime":2263.79,"body":"one product that I ran into this,"},{"startTime":2263.79,"endTime":2268.07,"body":"we go to Europe, um, often to see family"},{"startTime":2263.79,"endTime":2268.07,"body":"is the, you know, power, adapters,"},{"startTime":2268.07,"endTime":2272.87,"body":"power, um, uh, converters. So, you"},{"startTime":2268.07,"endTime":2272.87,"body":"know, here it's one 10, there's two 20,"},{"startTime":2273.01,"endTime":2276.67,"body":"and if you plug your hair dryer"},{"startTime":2273.01,"endTime":2276.67,"body":"into the wall from the US in, in,"},{"startTime":2276.67,"endTime":2280.23,"body":"in England or in Europe, it'll"},{"startTime":2276.67,"endTime":2280.23,"body":"pop, it'll blow, it'll be gone."},{"startTime":2280.23,"endTime":2282.19,"body":"The second you put it in"},{"startTime":2280.23,"endTime":2282.19,"body":"there is no saving it."},{"startTime":2282.48,"endTime":2286.47,"body":"So there's these power converters"},{"startTime":2282.48,"endTime":2286.47,"body":"that either bring, you know,"},{"startTime":2286.47,"endTime":2289.83,"body":"bring it down from two 20 or in"},{"startTime":2286.47,"endTime":2289.83,"body":"the, you know, from Europe to here,"},{"startTime":2289.83,"endTime":2292.39,"body":"bring it down, uh, bring it up. So, um,"},{"startTime":2293.85,"endTime":2297.03,"body":"but it doesn't work for"},{"startTime":2293.85,"endTime":2297.03,"body":"everything. Like, so they'll,"},{"startTime":2297.03,"endTime":2301.39,"body":"you'll see now on the advertisements"},{"startTime":2297.03,"endTime":2301.39,"body":"or the product pages that this product"},{"startTime":2301.39,"endTime":2305.43,"body":"works with, you know, a"},{"startTime":2301.39,"endTime":2305.43,"body":"radio, an iPhone, a computer,"},{"startTime":2305.44,"endTime":2309.87,"body":"it does not work with hair dryer. So"},{"startTime":2305.44,"endTime":2309.87,"body":"there's a big X don't not use hair dryer."},{"startTime":2309.88,"endTime":2314.23,"body":"Do not use, you know, curling iron."},{"startTime":2309.88,"endTime":2314.23,"body":"You can use these, don't use these."},{"startTime":2314.45,"endTime":2318.12,"body":"And it must have been painful for"},{"startTime":2314.45,"endTime":2318.12,"body":"the first guy to ever do that."},{"startTime":2318.12,"endTime":2322.0,"body":"But the returns were probably off the"},{"startTime":2318.12,"endTime":2322.0,"body":"wall and people were angry because they"},{"startTime":2322.0,"endTime":2325.12,"body":"go, what, what is this? It's a power"},{"startTime":2322.0,"endTime":2325.12,"body":"converge. It's supposed to work, but I,"},{"startTime":2325.12,"endTime":2327.2,"body":"I can't use my hair"},{"startTime":2325.12,"endTime":2327.2,"body":"drive. No, you can't. And,"},{"startTime":2327.2,"endTime":2330.6,"body":"and there's things that you can use air"},{"startTime":2327.2,"endTime":2330.6,"body":"drive for, but it's these bigger things."},{"startTime":2330.6,"endTime":2334.72,"body":"It's not these smaller little"},{"startTime":2330.6,"endTime":2334.72,"body":"portable things. And, you know, um,"},{"startTime":2334.72,"endTime":2339.6,"body":"they learned a valuable lesson and now"},{"startTime":2334.72,"endTime":2339.6,"body":"they for the most part put, you know,"},{"startTime":2339.71,"endTime":2343.08,"body":"a couple of images that have"},{"startTime":2339.71,"endTime":2343.08,"body":"big xes do not use it with this."},{"startTime":2343.51,"endTime":2347.84,"body":"Well that's such a, uh, very"},{"startTime":2343.51,"endTime":2347.84,"body":"important point. And, and you know,"},{"startTime":2347.84,"endTime":2350.76,"body":"we deal all the time with clients that"},{"startTime":2347.84,"endTime":2350.76,"body":"when we ask 'em about their target"},{"startTime":2350.76,"endTime":2355.2,"body":"market, for example, well they say, oh,"},{"startTime":2350.76,"endTime":2355.2,"body":"our our product works for everybody."},{"startTime":2355.2,"endTime":2356.12,"body":"Yeah. Well then,"},{"startTime":2356.12,"endTime":2359.68,"body":"then it works for nobody in terms of"},{"startTime":2356.12,"endTime":2359.68,"body":"actually having a target that's gonna un"},{"startTime":2359.68,"endTime":2363.4,"body":"feel like it's for them. And, and"},{"startTime":2359.68,"endTime":2363.4,"body":"that's kind of an example of that,"},{"startTime":2363.4,"endTime":2364.56,"body":"what you're describing it,"},{"startTime":2364.75,"endTime":2369.68,"body":"when you are upfront about the things"},{"startTime":2364.75,"endTime":2369.68,"body":"that you're not good at or your product"},{"startTime":2369.89,"endTime":2373.52,"body":"is not good at, the things"},{"startTime":2369.89,"endTime":2373.52,"body":"you do say it's good at,"},{"startTime":2373.79,"endTime":2376.84,"body":"people are more likely to"},{"startTime":2373.79,"endTime":2376.84,"body":"believe. Absolutely. Right? Sure."},{"startTime":2377.06,"endTime":2380.04,"body":"And so you're actually, it might"},{"startTime":2377.06,"endTime":2380.04,"body":"sound like, oh wait a minute,"},{"startTime":2380.04,"endTime":2383.2,"body":"I'm now people who have hair"},{"startTime":2380.04,"endTime":2383.2,"body":"dryers won't buy this. Um,"},{"startTime":2383.3,"endTime":2388.16,"body":"but the other people who you're gonna"},{"startTime":2383.3,"endTime":2388.16,"body":"serve better anyway are gonna feel more"},{"startTime":2388.16,"endTime":2390.64,"body":"confident. Well, they've told"},{"startTime":2388.16,"endTime":2390.64,"body":"me was, it doesn't work for us,"},{"startTime":2390.64,"endTime":2393.0,"body":"so I know for sure it's gonna"},{"startTime":2390.64,"endTime":2393.0,"body":"work for, for what I've got."},{"startTime":2393.0,"endTime":2394.64,"body":"And let me tell you"},{"startTime":2393.0,"endTime":2394.64,"body":"that hair dryer person,"},{"startTime":2394.88,"endTime":2398.28,"body":"he's gonna be really angry at"},{"startTime":2394.88,"endTime":2398.28,"body":"you when they blow their Yeah,"},{"startTime":2398.28,"endTime":2402.4,"body":"because you ruin the appliance, it's"},{"startTime":2398.28,"endTime":2402.4,"body":"gone the second you plug it in, it pops,"},{"startTime":2402.4,"endTime":2407.32,"body":"it's over, it smokes and, and it's,"},{"startTime":2402.4,"endTime":2407.32,"body":"it's done. So, um, you wind up getting,"},{"startTime":2408.46,"endTime":2408.96,"body":"you know,"},{"startTime":2408.96,"endTime":2412.0,"body":"bigger issues with companies coming"},{"startTime":2408.96,"endTime":2412.0,"body":"back to you or people coming back to you"},{"startTime":2412.0,"endTime":2414.48,"body":"saying, Hey, you owe me for my hair"},{"startTime":2412.0,"endTime":2414.48,"body":"dryer, you know, you don't want,"},{"startTime":2414.48,"endTime":2417.92,"body":"how do I start dealing with that now?"},{"startTime":2414.48,"endTime":2417.92,"body":"So you don't wanna deal with that. Um,"},{"startTime":2418.14,"endTime":2421.52,"body":"you know, it, it's a"},{"startTime":2418.14,"endTime":2421.52,"body":"big deal. So, you know,"},{"startTime":2421.52,"endTime":2424.72,"body":"I kind of think we drifted off what we"},{"startTime":2421.52,"endTime":2424.72,"body":"were talking about, but I think you,"},{"startTime":2424.72,"endTime":2427.72,"body":"you gotta make sure that you're telling"},{"startTime":2424.72,"endTime":2427.72,"body":"people what your products do and don't"},{"startTime":2427.72,"endTime":2431.08,"body":"do and be really open"},{"startTime":2427.72,"endTime":2431.08,"body":"and honest. You know,"},{"startTime":2431.08,"endTime":2434.2,"body":"growing up with marketing it with how"},{"startTime":2431.08,"endTime":2434.2,"body":"do I sell as many of everything as I"},{"startTime":2434.2,"endTime":2439.0,"body":"possibly can and buyer beware and"},{"startTime":2434.2,"endTime":2439.0,"body":"now it's no way. You don't want that."},{"startTime":2440.4,"endTime":2441.49,"body":"Absolutely. Right."},{"startTime":2442.22,"endTime":2446.77,"body":"So, you know, the, the, the one"},{"startTime":2442.22,"endTime":2446.77,"body":"of the bigger insights, you know,"},{"startTime":2446.77,"endTime":2451.71,"body":"that we learned from our"},{"startTime":2446.77,"endTime":2451.71,"body":"survey was that when people"},{"startTime":2451.71,"endTime":2453.63,"body":"are shopping, are they,"},{"startTime":2453.63,"endTime":2458.51,"body":"or are they not looking at"},{"startTime":2453.63,"endTime":2458.51,"body":"the policies that resellers or"},{"startTime":2458.51,"endTime":2462.67,"body":"online, um, sellers or"},{"startTime":2458.51,"endTime":2462.67,"body":"Amazon sellers have, uh,"},{"startTime":2462.67,"endTime":2464.51,"body":"or retailers in general,"},{"startTime":2462.67,"endTime":2464.51,"body":"big box, you know,"},{"startTime":2464.51,"endTime":2468.71,"body":"they have in the return"},{"startTime":2464.51,"endTime":2468.71,"body":"policy is actually important."},{"startTime":2468.71,"endTime":2471.51,"body":"Like people look for that when"},{"startTime":2468.71,"endTime":2471.51,"body":"they're buying, like I mentioned,"},{"startTime":2471.62,"endTime":2474.83,"body":"I go in a store and they don't"},{"startTime":2471.62,"endTime":2474.83,"body":"take returns. I'm scared to death."},{"startTime":2474.83,"endTime":2478.53,"body":"Like I might still buy"},{"startTime":2474.83,"endTime":2478.53,"body":"it, but I, you know,"},{"startTime":2478.8,"endTime":2481.21,"body":"good chance I'm not gonna"},{"startTime":2478.8,"endTime":2481.21,"body":"buy it because I am scared."},{"startTime":2481.24,"endTime":2484.37,"body":"What happens if whoever I get it"},{"startTime":2481.24,"endTime":2484.37,"body":"for, or even if I get it for myself,"},{"startTime":2484.37,"endTime":2488.05,"body":"I I need to return it and I don't want"},{"startTime":2484.37,"endTime":2488.05,"body":"to go through the hassle arguing with the"},{"startTime":2488.05,"endTime":2491.93,"body":"store owner or, I mean, nobody wants"},{"startTime":2488.05,"endTime":2491.93,"body":"to deal with this stuff. So, you know,"},{"startTime":2491.93,"endTime":2493.76,"body":"what, what are your"},{"startTime":2491.93,"endTime":2493.76,"body":"thoughts on our, you know,"},{"startTime":2493.76,"endTime":2495.56,"body":"that our final insight on our survey?"},{"startTime":2496.65,"endTime":2498.66,"body":"Well, yeah, I mean, it was a high number."},{"startTime":2498.66,"endTime":2503.26,"body":"Seven 76% said they"},{"startTime":2498.66,"endTime":2503.26,"body":"typically review an online"},{"startTime":2503.26,"endTime":2506.98,"body":"retail's return policy before"},{"startTime":2503.26,"endTime":2506.98,"body":"sending a gift. So it's,"},{"startTime":2506.98,"endTime":2510.42,"body":"it's something that is not only"},{"startTime":2511.53,"endTime":2515.93,"body":"important in terms of providing"},{"startTime":2511.53,"endTime":2515.93,"body":"information to people, but it's clearly,"},{"startTime":2516.52,"endTime":2517.34,"body":"I think,"},{"startTime":2517.34,"endTime":2522.25,"body":"evident that it's a deciding factor in"},{"startTime":2517.34,"endTime":2522.25,"body":"many cases in whether someone's going to"},{"startTime":2522.25,"endTime":2524.49,"body":"pull the trigger on a purchase or not. Um,"},{"startTime":2524.66,"endTime":2527.13,"body":"if they don't like what"},{"startTime":2524.66,"endTime":2527.13,"body":"they see there. Um,"},{"startTime":2527.26,"endTime":2530.97,"body":"so you better have information"},{"startTime":2527.26,"endTime":2530.97,"body":"there that's going to,"},{"startTime":2532.43,"endTime":2536.37,"body":"you know, make people feel"},{"startTime":2532.43,"endTime":2536.37,"body":"comfortable, comfort, yeah. And, and,"},{"startTime":2536.37,"endTime":2541.21,"body":"and trust you enough to, to go ahead and"},{"startTime":2536.37,"endTime":2541.21,"body":"pull the trigger and seal the deal. Um,"},{"startTime":2541.59,"endTime":2545.13,"body":"and I, I didn't expect the"},{"startTime":2541.59,"endTime":2545.13,"body":"number to be that high,"},{"startTime":2545.41,"endTime":2547.85,"body":"expected it to be the majority,"},{"startTime":2545.41,"endTime":2547.85,"body":"but 76%, that's a lot of."},{"startTime":2548.24,"endTime":2549.09,"body":"That's, and,"},{"startTime":2549.09,"endTime":2553.13,"body":"and that's why so many people buy on"},{"startTime":2549.09,"endTime":2553.13,"body":"Amazon and walmart.com or Walmart in the"},{"startTime":2553.13,"endTime":2557.81,"body":"store or Target or Home Depot. I"},{"startTime":2553.13,"endTime":2557.81,"body":"mean, when we buy from Home Depot, um,"},{"startTime":2558.24,"endTime":2562.65,"body":"it's easy. We go and we return it or,"},{"startTime":2558.24,"endTime":2562.65,"body":"you know, the biggest issue that, that,"},{"startTime":2562.65,"endTime":2567.37,"body":"that retailers have and sellers"},{"startTime":2562.65,"endTime":2567.37,"body":"have is that how do you get the"},{"startTime":2567.37,"endTime":2570.69,"body":"products back to them? And people"},{"startTime":2567.37,"endTime":2570.69,"body":"really don't wanna spend, you know,"},{"startTime":2570.69,"endTime":2573.01,"body":"they didn't wanna spend money"},{"startTime":2570.69,"endTime":2573.01,"body":"on shipping to get it to them."},{"startTime":2573.25,"endTime":2576.73,"body":"They definitely don't wanna spend money"},{"startTime":2573.25,"endTime":2576.73,"body":"on shipping to get it back. So again,"},{"startTime":2576.83,"endTime":2580.13,"body":"who pays for all this stuff? Well, you"},{"startTime":2576.83,"endTime":2580.13,"body":"gotta kind of build it into your margin,"},{"startTime":2580.13,"endTime":2585.09,"body":"I guess, because people don't want"},{"startTime":2580.13,"endTime":2585.09,"body":"to pay for that product to go back."},{"startTime":2585.09,"endTime":2588.29,"body":"They want you to take it back."},{"startTime":2585.09,"endTime":2588.29,"body":"Amazon for the most part, you know,"},{"startTime":2588.29,"endTime":2589.81,"body":"there are sellers that"},{"startTime":2588.29,"endTime":2589.81,"body":"have different policies,"},{"startTime":2589.81,"endTime":2594.41,"body":"but they make it so easy to print a"},{"startTime":2589.81,"endTime":2594.41,"body":"label, you know, take it to the UPS store,"},{"startTime":2594.78,"endTime":2596.37,"body":"um, and, and have it go back."},{"startTime":2596.37,"endTime":2600.49,"body":"But once you start saying you gotta"},{"startTime":2596.37,"endTime":2600.49,"body":"pay 15 bucks or 20 bucks to send things"},{"startTime":2600.49,"endTime":2603.21,"body":"back. But there's a real cost"},{"startTime":2600.49,"endTime":2603.21,"body":"to that guys. I mean, like,"},{"startTime":2603.21,"endTime":2607.73,"body":"there's a real cost shipping is not"},{"startTime":2603.21,"endTime":2607.73,"body":"cheap. I don't care if it's US Mail u p s,"},{"startTime":2607.73,"endTime":2608.85,"body":"FedEx, I mean,"},{"startTime":2609.13,"endTime":2613.81,"body":"shipping has gotten so much more expensive"},{"startTime":2609.13,"endTime":2613.81,"body":"and that's why retailers don't want"},{"startTime":2614.13,"endTime":2617.17,"body":"you to just, you know, they"},{"startTime":2614.13,"endTime":2617.17,"body":"don't wanna help cover that cost."},{"startTime":2617.21,"endTime":2619.57,"body":"Maybe they'll take it back, but"},{"startTime":2617.21,"endTime":2619.57,"body":"they want you to pay for it."},{"startTime":2619.57,"endTime":2622.37,"body":"And that gets people angry"},{"startTime":2619.57,"endTime":2622.37,"body":"if they don't know about it."},{"startTime":2622.96,"endTime":2627.41,"body":"Yeah, I, I'm curious about, um, uh,"},{"startTime":2622.96,"endTime":2627.41,"body":"probably like a lot of consumers, I,"},{"startTime":2627.8,"endTime":2632.45,"body":"I don't understand fully"},{"startTime":2627.8,"endTime":2632.45,"body":"kind of where Amazon"},{"startTime":2632.45,"endTime":2636.61,"body":"ends and the third party Amazon sellers"},{"startTime":2632.45,"endTime":2636.61,"body":"begin in terms of some of the policies"},{"startTime":2636.61,"endTime":2640.57,"body":"and things. I'll give you an example."},{"startTime":2636.61,"endTime":2640.57,"body":"Real life example just happened this, um,"},{"startTime":2640.57,"endTime":2644.93,"body":"in the last month with"},{"startTime":2640.57,"endTime":2644.93,"body":"my wife is, uh, we had,"},{"startTime":2644.93,"endTime":2649.41,"body":"she had bought a trampoline"},{"startTime":2644.93,"endTime":2649.41,"body":"for our kids and uh,"},{"startTime":2649.41,"endTime":2651.45,"body":"I guess it was through a"},{"startTime":2649.41,"endTime":2651.45,"body":"third party seller on Amazon,"},{"startTime":2651.45,"endTime":2654.85,"body":"but it was through Amazon and Amazon"},{"startTime":2651.45,"endTime":2654.85,"body":"Prime I think, at everything. And,"},{"startTime":2655.47,"endTime":2659.57,"body":"and so we got it and we're gonna set it"},{"startTime":2655.47,"endTime":2659.57,"body":"up and we realized we got one that was"},{"startTime":2659.57,"endTime":2662.33,"body":"too big, so we needed to get"},{"startTime":2659.57,"endTime":2662.33,"body":"one that was with size smaller."},{"startTime":2662.87,"endTime":2666.21,"body":"And so we started this process of we're"},{"startTime":2662.87,"endTime":2666.21,"body":"gonna return it and we're gonna return"},{"startTime":2666.21,"endTime":2669.33,"body":"it at a Amazon, you know, location, uh,"},{"startTime":2669.33,"endTime":2672.76,"body":"nearby in town cuz it's really"},{"startTime":2669.33,"endTime":2672.76,"body":"big to, to stuff it in the,"},{"startTime":2672.98,"endTime":2677.76,"body":"the minivan and all that. And then"},{"startTime":2672.98,"endTime":2677.76,"body":"we got a, um, an email from an,"},{"startTime":2677.76,"endTime":2681.72,"body":"an Amazon seller, not"},{"startTime":2677.76,"endTime":2681.72,"body":"Amazon saying, Hey, um,"},{"startTime":2681.72,"endTime":2686.36,"body":"is there anything we can do here? Like,"},{"startTime":2681.72,"endTime":2686.36,"body":"um, can I give you a discount? Um,"},{"startTime":2686.43,"endTime":2688.36,"body":"yeah. You know, I'm like, gosh, we'd love,"},{"startTime":2688.36,"endTime":2692.12,"body":"I mean it just doesn't fit"},{"startTime":2688.36,"endTime":2692.12,"body":"between the trees, you know? Um,"},{"startTime":2692.12,"endTime":2693.88,"body":"or we would love to"},{"startTime":2692.12,"endTime":2693.88,"body":"accommodate it, but yeah,"},{"startTime":2693.88,"endTime":2697.48,"body":"we were surprised to get this"},{"startTime":2693.88,"endTime":2697.48,"body":"email be teaching us, Hey, can I,"},{"startTime":2697.48,"endTime":2698.56,"body":"can we work something out?"},{"startTime":2699.27,"endTime":2704.08,"body":"Well, you know, um, let's,"},{"startTime":2699.27,"endTime":2704.08,"body":"let's put it this way."},{"startTime":2704.08,"endTime":2708.72,"body":"There's 2 million sellers on"},{"startTime":2704.08,"endTime":2708.72,"body":"Amazon that are not Amazon."},{"startTime":2709.1,"endTime":2712.32,"body":"And of those 2 million sellers, um,"},{"startTime":2712.39,"endTime":2714.8,"body":"some are very small mom and pops,"},{"startTime":2714.8,"endTime":2717.92,"body":"some are much bigger resellers"},{"startTime":2714.8,"endTime":2717.92,"body":"are brands that are selling there."},{"startTime":2718.34,"endTime":2720.0,"body":"And you know,"},{"startTime":2720.0,"endTime":2724.86,"body":"67% of the gross merchandise"},{"startTime":2720.0,"endTime":2724.86,"body":"value that gets sold"},{"startTime":2724.86,"endTime":2727.9,"body":"through Amazon is from"},{"startTime":2724.86,"endTime":2727.9,"body":"these third party sellers."},{"startTime":2727.9,"endTime":2731.06,"body":"So the majority of the sales, you know,"},{"startTime":2731.34,"endTime":2733.46,"body":"not the way Amazon records"},{"startTime":2731.34,"endTime":2733.46,"body":"their revenue, right?"},{"startTime":2733.46,"endTime":2735.42,"body":"But the gross merchandise"},{"startTime":2733.46,"endTime":2735.42,"body":"value gets sold through,"},{"startTime":2735.42,"endTime":2736.42,"body":"sold through these third parties."},{"startTime":2736.57,"endTime":2740.5,"body":"What percentage of a what percentage"},{"startTime":2736.57,"endTime":2740.5,"body":"of just consumers or Amazon customers"},{"startTime":2740.5,"endTime":2743.94,"body":"would, would, would you think would"},{"startTime":2740.5,"endTime":2743.94,"body":"know that or would be surprised by."},{"startTime":2743.94,"endTime":2744.46,"body":"That? I,"},{"startTime":2744.46,"endTime":2747.94,"body":"I think I'm surprised everybody surprised"},{"startTime":2744.46,"endTime":2747.94,"body":"when they hear it because they always"},{"startTime":2747.94,"endTime":2750.3,"body":"think, and, and that's just"},{"startTime":2747.94,"endTime":2750.3,"body":"the beauty of Amazon is Amazon."},{"startTime":2750.43,"endTime":2753.78,"body":"So you're gonna get the Amazon,"},{"startTime":2750.43,"endTime":2753.78,"body":"um, guarantee no matter what."},{"startTime":2753.78,"endTime":2755.14,"body":"And that's why that seller's reaching out,"},{"startTime":2755.25,"endTime":2758.86,"body":"they so don't want that return"},{"startTime":2755.25,"endTime":2758.86,"body":"because it's so costly for them Yeah."},{"startTime":2758.86,"endTime":2760.82,"body":"That they wanna figure out"},{"startTime":2758.86,"endTime":2760.82,"body":"how to keep it in the field."},{"startTime":2760.83,"endTime":2762.58,"body":"So you bought it from a seller,"},{"startTime":2762.58,"endTime":2766.42,"body":"but you bought it with Amazon's terms and"},{"startTime":2762.58,"endTime":2766.42,"body":"conditions so you could return it. Um,"},{"startTime":2766.42,"endTime":2768.94,"body":"there might be a restocking fee,"},{"startTime":2766.42,"endTime":2768.94,"body":"it might not be a restocking fee,"},{"startTime":2768.94,"endTime":2773.94,"body":"depends on the seller, but for the most"},{"startTime":2768.94,"endTime":2773.94,"body":"part they gotta take it back. And um,"},{"startTime":2774.76,"endTime":2776.7,"body":"you know, you might be, you"},{"startTime":2774.76,"endTime":2776.7,"body":"might have to pay for shipping,"},{"startTime":2776.7,"endTime":2779.18,"body":"you might not have to pay for shipping"},{"startTime":2776.7,"endTime":2779.18,"body":"each, each one has their own rules,"},{"startTime":2779.18,"endTime":2780.06,"body":"but for the most part,"},{"startTime":2780.37,"endTime":2784.54,"body":"Amazon is gonna make you take it back"},{"startTime":2780.37,"endTime":2784.54,"body":"and they want to leave it in the field."},{"startTime":2784.67,"endTime":2788.62,"body":"So if they can Yeah. Offer you 20%"},{"startTime":2784.67,"endTime":2788.62,"body":"off, then having to take it back,"},{"startTime":2788.67,"endTime":2791.26,"body":"they're gonna, they why, why"},{"startTime":2788.67,"endTime":2791.26,"body":"wouldn't they try and do that?"},{"startTime":2791.26,"endTime":2792.02,"body":"They don't want that."},{"startTime":2792.02,"endTime":2792.5,"body":"Return. Yeah."},{"startTime":2792.5,"endTime":2796.94,"body":"And we are buying one another one from"},{"startTime":2792.5,"endTime":2796.94,"body":"them that's just their next smaller size."},{"startTime":2797.08,"endTime":2799.5,"body":"But still it's, it's a transaction."},{"startTime":2799.56,"endTime":2803.22,"body":"I'd rather not. And it's tough. The"},{"startTime":2799.56,"endTime":2803.22,"body":"bigger and bulkier the product. Yeah."},{"startTime":2803.22,"endTime":2808.02,"body":"The more painful the return"},{"startTime":2803.22,"endTime":2808.02,"body":"and um, you know, it, it, it's,"},{"startTime":2808.02,"endTime":2809.02,"body":"it's part of the model."},{"startTime":2809.02,"endTime":2811.82,"body":"You gotta do everything you can to keep"},{"startTime":2809.02,"endTime":2811.82,"body":"it out in the field. I don't, you know,"},{"startTime":2812.17,"endTime":2815.46,"body":"I don't think there's any"},{"startTime":2812.17,"endTime":2815.46,"body":"one thing that a solution,"},{"startTime":2815.46,"endTime":2818.7,"body":"there's all these little things we talked"},{"startTime":2815.46,"endTime":2818.7,"body":"about that try and knock it down, but,"},{"startTime":2818.7,"endTime":2819.06,"body":"you know,"},{"startTime":2819.06,"endTime":2823.98,"body":"could they have done something in their"},{"startTime":2819.06,"endTime":2823.98,"body":"visuals and video to show that it was"},{"startTime":2823.98,"endTime":2828.46,"body":"gonna be too big for you? And, um, I"},{"startTime":2823.98,"endTime":2828.46,"body":"don't know, may maybe they could have. I,"},{"startTime":2828.76,"endTime":2830.42,"body":"you know, it's uh, I I haven't seen it."},{"startTime":2831.33,"endTime":2835.26,"body":"Well, yeah, it's, it's, uh, it's"},{"startTime":2831.33,"endTime":2835.26,"body":"an education. It's a, it's a,"},{"startTime":2835.61,"endTime":2837.22,"body":"a very interesting space and I,"},{"startTime":2837.22,"endTime":2842.06,"body":"I can but complex and I can certainly"},{"startTime":2837.22,"endTime":2842.06,"body":"see why if I had something to sell and I"},{"startTime":2842.06,"endTime":2846.66,"body":"wanted to use AM Amazon, I would"},{"startTime":2842.06,"endTime":2846.66,"body":"want an expert in, in, in this space,"},{"startTime":2846.66,"endTime":2851.52,"body":"an expert in, in e-commerce, um,"},{"startTime":2846.66,"endTime":2851.52,"body":"buying and selling to, to help. So,"},{"startTime":2851.52,"endTime":2855.2,"body":"uh, that's probably a,"},{"startTime":2851.52,"endTime":2855.2,"body":"a a, a service that, uh,"},{"startTime":2855.75,"endTime":2857.84,"body":"a lot of people are"},{"startTime":2855.75,"endTime":2857.84,"body":"relieved when they find you."},{"startTime":2858.15,"endTime":2861.68,"body":"Yeah, well, you know, like, I'm glad"},{"startTime":2858.15,"endTime":2861.68,"body":"you brought that up too. So, you know,"},{"startTime":2861.68,"endTime":2864.8,"body":"coming to the end of the"},{"startTime":2861.68,"endTime":2864.8,"body":"survey, we realize that it,"},{"startTime":2864.8,"endTime":2869.16,"body":"for brands to be successful, most likely"},{"startTime":2864.8,"endTime":2869.16,"body":"they're gonna have to have lenient,"},{"startTime":2869.16,"endTime":2873.6,"body":"you know, return policies. And Amazon"},{"startTime":2869.16,"endTime":2873.6,"body":"definitely has lenient return policies."},{"startTime":2873.6,"endTime":2877.12,"body":"So what you need to do is,"},{"startTime":2873.6,"endTime":2877.12,"body":"I, I hate to say embrace it,"},{"startTime":2877.12,"endTime":2879.88,"body":"but do everything you"},{"startTime":2877.12,"endTime":2879.88,"body":"can to minimize it with,"},{"startTime":2879.88,"endTime":2881.8,"body":"with all the good stuff we talked about,"},{"startTime":2881.8,"endTime":2885.8,"body":"but then have a good way"},{"startTime":2881.8,"endTime":2885.8,"body":"to sell through your, um,"},{"startTime":2886.25,"endTime":2886.92,"body":"returns,"},{"startTime":2886.92,"endTime":2891.72,"body":"your refurbished your used stuff"},{"startTime":2886.92,"endTime":2891.72,"body":"and working with companies like"},{"startTime":2891.72,"endTime":2896.16,"body":"ours, Phelps United, I mean, we would"},{"startTime":2891.72,"endTime":2896.16,"body":"help you sell through that stuff."},{"startTime":2896.58,"endTime":2899.32,"body":"And, and so you need to have"},{"startTime":2896.58,"endTime":2899.32,"body":"a great outlet for that."},{"startTime":2899.32,"endTime":2900.76,"body":"We're a great out outlet for that,"},{"startTime":2900.76,"endTime":2904.76,"body":"is we'll help you remarket that product"},{"startTime":2900.76,"endTime":2904.76,"body":"on Amazon or other marketplaces or on"},{"startTime":2904.76,"endTime":2908.64,"body":"their e-commerce sites. So, you know,"},{"startTime":2904.76,"endTime":2908.64,"body":"that's one way to work with us. I mean,"},{"startTime":2908.64,"endTime":2912.2,"body":"that's the, you know, the, the ugly"},{"startTime":2908.64,"endTime":2912.2,"body":"part of the business, but we're,"},{"startTime":2912.2,"endTime":2916.52,"body":"we're there, we'd love to help people"},{"startTime":2912.2,"endTime":2916.52,"body":"upfront so they can minimize that. And so,"},{"startTime":2916.52,"endTime":2916.92,"body":"you know,"},{"startTime":2916.92,"endTime":2920.64,"body":"whether it's buying and selling and"},{"startTime":2916.92,"endTime":2920.64,"body":"marketing your products on Amazon for you"},{"startTime":2920.64,"endTime":2925.64,"body":"and doing the advertising or it's being"},{"startTime":2920.64,"endTime":2925.64,"body":"an agency or helping you with your"},{"startTime":2925.64,"endTime":2930.12,"body":"aftermarket, um, you know, you know, we"},{"startTime":2925.64,"endTime":2930.12,"body":"are there for the full life cycle. So,"},{"startTime":2930.53,"endTime":2934.2,"body":"um, you know, our ask is"},{"startTime":2930.53,"endTime":2934.2,"body":"reach out to us and, you know,"},{"startTime":2934.2,"endTime":2936.84,"body":"contact us and we'd love to"},{"startTime":2934.2,"endTime":2936.84,"body":"talk to you guys about it."},{"startTime":2938.51,"endTime":2940.32,"body":"That's awesome. Yeah, it's a,"},{"startTime":2940.32,"endTime":2943.36,"body":"it's a probably a time of year where"},{"startTime":2940.32,"endTime":2943.36,"body":"particularly after the holidays,"},{"startTime":2943.36,"endTime":2947.6,"body":"a lot of retailers that, uh, are having"},{"startTime":2943.36,"endTime":2947.6,"body":"struggles in different kinds will,"},{"startTime":2947.6,"endTime":2949.76,"body":"will wanna be finding some help for next."},{"startTime":2949.96,"endTime":2952.6,"body":"Year. Yep. Not just, um, returns,"},{"startTime":2952.6,"endTime":2956.12,"body":"but trying to accelerate their sales"},{"startTime":2952.6,"endTime":2956.12,"body":"and navigate Amazon. And, you know,"},{"startTime":2956.44,"endTime":2959.24,"body":"shipping is going up and"},{"startTime":2956.44,"endTime":2959.24,"body":"storage is going up and um,"},{"startTime":2959.58,"endTime":2961.28,"body":"the marketplace is getting more crowded,"},{"startTime":2961.28,"endTime":2966.12,"body":"but 610 billion of gross"},{"startTime":2961.28,"endTime":2966.12,"body":"merchandise value a year gets sold"},{"startTime":2966.12,"endTime":2969.4,"body":"through Amazon and it's hard for you"},{"startTime":2966.12,"endTime":2969.4,"body":"to ignore it. And if you ignore it,"},{"startTime":2970.16,"endTime":2973.2,"body":"somebody is gonna figure out how to sell"},{"startTime":2970.16,"endTime":2973.2,"body":"your stuff on Amazon and potentially"},{"startTime":2973.2,"endTime":2974.68,"body":"hurt your brand. So, you know,"},{"startTime":2974.68,"endTime":2977.72,"body":"find a good partner to work with cuz"},{"startTime":2974.68,"endTime":2977.72,"body":"it's hard to be great at everything."},{"startTime":2977.72,"endTime":2982.52,"body":"You might be great at making a product,"},{"startTime":2977.72,"endTime":2982.52,"body":"you might be great at advertising,"},{"startTime":2982.52,"endTime":2983.12,"body":"but you, you know,"},{"startTime":2983.12,"endTime":2986.8,"body":"to deal with the full gamut of all the"},{"startTime":2983.12,"endTime":2986.8,"body":"things you need to be great at on Amazon"},{"startTime":2986.82,"endTime":2991.28,"body":"and Walmart and, um, all the other"},{"startTime":2986.82,"endTime":2991.28,"body":"marketplaces. It, it's hard. And,"},{"startTime":2991.64,"endTime":2995.68,"body":"um, we're here to help. So"},{"startTime":2991.64,"endTime":2995.68,"body":"with that, that's right. Um,"},{"startTime":2995.83,"endTime":2999.92,"body":"I think we should try and wrap this"},{"startTime":2995.83,"endTime":2999.92,"body":"thing up and I want you to thank you so"},{"startTime":2999.92,"endTime":3003.36,"body":"much. I really enjoyed talking"},{"startTime":2999.92,"endTime":3003.36,"body":"to you about this and, um, I,"},{"startTime":3003.36,"endTime":3006.72,"body":"I recommend everybody get this"},{"startTime":3003.36,"endTime":3006.72,"body":"great book that Scott has written."},{"startTime":3006.91,"endTime":3009.4,"body":"I wanna write a book. I"},{"startTime":3006.91,"endTime":3009.4,"body":"mean \u003claugh\u003e, I, I, I,"},{"startTime":3009.51,"endTime":3012.28,"body":"I can't believe you have the time"},{"startTime":3009.51,"endTime":3012.28,"body":"in the brain power to do that,"},{"startTime":3012.38,"endTime":3016.52,"body":"but that book is trust signals brand"},{"startTime":3012.38,"endTime":3016.52,"body":"building and a post trusts and a post,"},{"startTime":3016.83,"endTime":3020.0,"body":"post-truth world brand building"},{"startTime":3016.83,"endTime":3020.0,"body":"and a post-truth world,"},{"startTime":3020.02,"endTime":3021.96,"body":"and I'd recommend everybody pick it up."},{"startTime":3022.55,"endTime":3025.08,"body":"Well, thank you. It's it."},{"startTime":3022.55,"endTime":3025.08,"body":"I've really enjoyed the talk."},{"startTime":3025.51,"endTime":3026.28,"body":"Okay, Scott."}]}