Ep. 139 - 2026 Retail Trends: Adapt or Fall Behind with Scott Benedict and Deanah Baker

Blink and the shopper has already moved on. We sat down with fellow DBB hosts Deanah Baker and Scott Benedict to map the retail shifts that will define 2026, where AI turns shopping into solution-finding, value stretches beyond price, and health becomes the default filter for every aisle.

We start with the pace of change and why being late to a behavior shift is costly. Consumers are already using AI tools and shopping agents to assemble entire solutions: meals tailored to nutrition goals, outfits for specific events, or home projects within a budget. Scott breaks down how agentic commerce weighs price, speed, stock, reviews, and delivery windows with zero emotion, forcing brands and retailers to upgrade product detail pages, data quality, and last-mile execution. Deanah zooms in on the merchant’s craft, showing how AI can take on the heavy lifting, forecasting, enrichment, and routine analysis, so teams can focus on curation, brand DNA, and staying close to the customer.

Then we tackle value in a tougher economy. Private brands aren’t filler; they’re strategic engines that signal quality and put pressure on national brands to justify gaps. We explore how value shows up as speed, reliability, and breadth of choice, not just low prices, and why shoppers now mix luxury and private label within the same trip. Finally, we dig into the rise of health and wellness, from “food as medicine” to smarter labels and educational product pages that help customers compare protein, sugar, and sodium at a glance. Wellness now touches pantry, apparel, and home, and it’s powered by trusted content plus fast, predictable fulfillment.

If you lead merchandising, marketing, supply chain, or brand, this conversation offers a practical map: build agent-ready content, design true private brands, redefine value, and train teams to move with speed. Part two goes deeper by retailer: Amazon, Walmart, Target, Kroger, Aldi, and what these trends mean for each. Subscribe, share with a colleague, and tell us: which shift will you tackle first?

Transcript

Meet The Hosts Turned Guests

SPEAKER_01 0:08

Well, hello everyone, and welcome to Doing Business in Bentonville. I'm Andy Wilson, and I'm so glad to be back with you this year, and happy new year to all of our viewers. We're so uh proud all that you do, and you've just made last year a great year for doing business in Bentonville and just thousands of uh views around the world, and we're still uh we're adding to our list of countries. We're still over a hundred countries, about 2,000 views a day. So keep that up. Thank you very much. Okay, we're gonna get straight into it today. We're really excited. I've got two wonderful friends that are here today as my guest, and actually, they're they're host for DBB, and I was able to get them in before they get so busy. And so let's just do this. I'm gonna introduce Deanna Baker. Welcome.

SPEAKER_02 0:54

Thank you. Thank you. Happy to be here.

SPEAKER_01 0:56

It's so good to see you.

SPEAKER_02 0:57

Thank you. Happy New Year to you. I'll sort of say, how long can we say happy new year?

SPEAKER_01 1:02

Well, I'm not gonna say it anymore since after we've done it once. Okay. Scott Benedict, welcome.

SPEAKER_00 1:08

Thank you, Andy. I'm excited to be here. Happy New Year to you. Same to you. I'm excited to be a guest rather than a host. This is a little less pressure, I think.

Why Trends Matter Before They’re Obvious

Consumers Outpace Retailers With AI Tools

SPEAKER_01 1:16

Well, let me tell you, there's a lot of pressure for me because I have two hosts sitting uh across from me, and I'm not used to that at all. I'm used to like leading, I don't know how far I will lead on this, but we're gonna have a fun. Here's what we're gonna do today. You're gonna really enjoy this. We're gonna talk about retail trends for 2026. And you're gonna get to hear from Scott and Deanna as they talk about their trends and things that we've been thinking about together and collaborating on. Here's what else we're gonna do. We're gonna have a part two to this because then we're gonna get in depth by retailer, Amazon, Walmart, Kroger, and others. So you want to make sure you watch part two of this because we're even the deeper conversations on some things that we're really thinking about what could happen with the retailers in 2026. But I want to begin with an article that Chris Walton with OmniTalk, he's he's an expert. I really recommend his podcast, and I recommend his writing. If you have a if you don't follow him, check him out because it's it's he's it's really done well. So here's what he says that caught my attention and really gives me the idea to get all of us together and talk about this. But he says here, he says, in my now almost 30 years of retailing, he says, yes, I'm getting old. Well, we will not go there. Okay, we'll just move right along. He says, he said, this is what he says. He says, I have learned that you can take one simple idea to the bank. He says, by the time a behavior shift becomes obvious to everyone, it's too late to catch up. Isn't that a great example of what's taking place in retail? Indeed. I mean, that's really what's happening, is that when we all got here this morning, every one of us began to talk about yesterday's news and how much news and retail took place in one day, yesterday. Yes. And we'll talk about that. But that's what he says. He said it's obvious is that, you know, it's changed so quickly. And all of us that are in retail, no matter what we do, we have to stay current. That's one of the reasons we're doing this podcast today, because we're going to talk about these trends, and we want you to really grab hold of these trends and think about them, and then how does that impact your business? So we'll talk about that. But he goes on, he says, the infrastructure investments, the technology platform, the loyalty programs, the consumer data all takes years to build. You can't flip a switch and suddenly compete with Walmart's fulfillment network or Amazon's delivery infrastructure. You know, you get behind. So if I'm a retailer today, Scott, Deanna, uh, and I'm I I've read this, and plus I know what's happening. You see it at the speed today of change. Yes. And you all know Scott, Deanna, and myself were all foreign in Walmart, and we know the most consistent thing at Walmart was change. Indeed. Sam taught us that, and he talked about it, drilled it to us, and we we just woke up every day and thought about it. If you don't have that speed of change in your company, um, this article says it's too late. Right. And I think he's right.

SPEAKER_02 4:47

Right. It it speaks to that healthy level of paranoia that we all need to have, right? Not to get so comfortable that you're not looking ahead and asking those questions that you may not have the answers to. Right. But if you don't challenge yourself on that, right, it's gonna be fed to you.

SPEAKER_01 5:04

And you you and and I think that's a great point, Deanna. And the thing is, if you have to be thinking, the thing that the CEO has to be thinking, but it's got to go all the way down to the organization. All what we used to say at Walmart, all the way to the cart pusher. I mean, it's got to get through the organization, doesn't it? Yes. If you don't have that speed of change and you're thinking about it, you know, it's too late. Well, we're gonna talk about those trends, so let's do that now. Okay. Let's get into that. So uh, Scott, let's begin with you and then Deanna, let's go. And then I've got a few things, and we'll just talk about these trends that we believe that's gonna be taking place in 2026. So lead us off, Scott.

SPEAKER_00 5:47

Yeah, I I think the first thing that that when we were thinking about getting together and having this conversation that really uh occurred to me and in some of the things I was reading as the as the calendar was flipping over into a new year, is the pace at which the consumer is driving this change that we're talking about, that how a consumer has shopped in the holiday season that we're just coming out of, and how they've used uh some AI-based tools to find products, to find solutions and and to help them in their shopping journey, I think has moved faster than a lot of us in the industry thought it would. So the consumer is adapting to tools, if anything, faster than even the fastest retailer is. And so here we are kind of chasing the consumer's needs instead of trying to anticipate, anticipate and be out in front of them. And I find that kind of interesting in terms of uh the pace at which uh AI and other technology is changed how the consumer shops. But the other interesting thing is that even in difficult inflationary times, consumers looking for value. Uh and that has certainly meant that uh some retailers are positioned incredibly well and others are not. Right. Uh and so and we'll talk as we go along about what that means and what value looks like in different scenarios. Last thing I think uh that occurs to me is the role that speed uh plays. And and Doug McMillan uh taught us, particularly when uh when I was at Sam's Club and he was the CEO of Sam's Club, is about moving with speed. And that was in the context of us as merchants, but it applied in every area of the business, and the fact it applies in every area of retail and the degree to which technology is enabling ways to serve a customer faster, hopefully better, but but faster as well, enable faster decision making. Those are kind of the three things that have really stood out to me as I was thinking about our conversation today and and and some of the trends that I'm seeing. Okay. Great. Great, Scott. Deanna, what are your thoughts?

SPEAKER_02 8:05

I looked at it uh broadly across lots of different retailers. And we know, you know, some are doing well today and some are not. And it it it seems like with talking about AI specifically, but technology more broadly, are we just gonna see a broad uh a wider divide between those who are doing well? And because, you know, many of the ones who aren't have their own, a lot of them self-inflicted wounds they're dealing with. Um and how when you're distracted by that, do you even think about the future and the tools you're gonna need, you know, quickly? Um and so I wonder about, you know, beyond just the health of a retailer today, where's their focus and can they actually do a leapfrog step to to catch up?

SPEAKER_01 8:53

Right.

SPEAKER_02 8:53

Um, because there's there's so many variables at play.

Can Lagging Retailers Leapfrog Ahead

Agentic Commerce And Solution Selling

SPEAKER_01 8:56

You know, I think the screen, and and you know, I keep thinking in our next segment, we're gonna talk about Target, we're gonna talk about Walmart, as I mentioned, we're gonna talk about other companies, all of these that that where are they in the speed? And and this, I think you, and then your value piece is is perfect. Let's talk a minute about it's you know, it's the the news is full of AI and digital transformation. We read about every day. And it's and by the time we finish this podcast, there'll be another headline, subword retail, about this. Indeed. I mean, right? That's how fast it is. So talk about uh uh Scott, talk about uh Adventic Commerce. Yeah. Talk about that.

SPEAKER_00 9:37

Because I know you spent some time on that. Indeed. One of the things I grew up in the consumer electronics industry, and one of the things that we were always taught, both in a retail store as well as as a merchant, is this concept of solution selling, not just selling an individual product, but looking and talking to a customer and trying to understand their whole needs and recommend a solution, a group of products that solve their needs. Well, that concept of solution selling is not unique to consumer electronics. It applies across any category, any format of retail. What's interesting is that now the use of AI and a genetic commerce is instead of asking for a or searching on a product, a consumer may be looking to solve a problem. Uh, I have particular dietary needs in the groceries that I'm buying. I'm trying to redo this room in my house. I'm looking for an outfit to wear to this kind of an event. All of those things are the current manifestations of this concept of solution selling that I was taught at the beginning of my career, and in the context of an end of one category of merchandise that I think now has exploded to be uh much broader than that. And it's part of both the benefit and of the challenge that faces both retailers and brands, is instead of just describing your product in its technical specifications or the functions that it has, you also need to think about uses and how it might be used. And one of the interesting things that I've I've learned about Agentic Commerce is it doesn't just look at the product page for its insight on what it recommends to a shopper. You know, I did a whole episode on UGC user-generated content. That's readings and reviews and everything like that. That's one of the inputs on what a shopping agent will recommend to someone is not just what the retailer or the brand owner says about the product. It's what do consumers who have already bought that item say about it. And then things like how fast will it get there? What's the shipping cost if there is any? All those are now inputs on what uh agenda commerce means to consumer is it's looking at all of those things and it's recommending a choice to the consumer that has more inputs on it that I think both retailers and brands are quite ready for. Uh, and it's gonna change the way merchants, marketers, brand owners prepare to go to market because now the the agent is very unforgiving. It doesn't make it doesn't make recommendations emotionally, it bases it on the data and the facts that it uh that it identifies when it makes a recommendation to a consumer. And that's gonna pose a new challenge both to retailers and to brands to serve a customer with all of those inputs uh as part of the equation.

SPEAKER_01 12:39

Well, Deanna, I know you have some thoughts on that as a merchant.

SPEAKER_00 12:43

Yeah.

SPEAKER_01 12:44

And and you, you know, when uh Scott, Scott was in the uh what we call the hard lines electronics area, you're in the apparel area. Now it gets complicated. Even more, right? Talk about your thoughts around that.

Merchants Rebalanced By AI

SPEAKER_02 12:57

Well, you know, I I do think everything is now the customer has been in the driver's seat, but it's it's more of a pull, a pulling of what they want and and what needs they, you know, want solved. And now AI is going to help with that. And so how as merchants do we stay in the driver's seat for the customer? And how in the world do we offer solutions that we think the customer is going to want? So that's what we've always done in our careers is you're you have been predicting based on whatever uh, you know, resources you had at your disposal to craft an assortment, you know, or a solution for your customer. So now we're gonna be given a whole new set of tools, you know, in the uh not too distant future that are gonna help us. Um, so how do you stay in command of that? How do you create for your customer within uh a brand DNA that sets you apart from everyone else? Right. And so um how do I how do I literally do that with everything ask of me today to run a large business, especially one that's so SKU intensive? That's where I think we're gonna see the AI tools help do a lot of the heavy lifting just at the base level, just so that that merchant or whatever job you're in has more time to think. Um, and you know, I think you and I were having a conversation a while back. When I was a young merchant, I would estimate that I spent 90% of my time on getting ready to purchase product. Right. Just getting ready. You know, I had to reconcile the books. This is back before we were even, you know, cross-functional and make sure that I knew what I had to spend. And then it was like looking at the history of what sold before, creating products for the future. And then I'd kind of slap it together the last 10% of the time I had for curating for the customer. Right. So fast forward to the 2000s, we're now cross-functional. Great. I have someone to help me with planning, I have someone to help me with replenishment, product development, right? Um, but I'm still becoming more busy and not focusing enough time on what does the customer want from me and how do I curate this brand that I'm in charge of? Um, fast forward to 2000, at least for my you know, position at Walmart, now, congratulations, you have two channels to manage. Everyone's super busy. So if we do this right, Andy, and a lot of it's gonna be us kind of finding our way through it and a lot of test and learn, but it should be flipped on its head. How can AI and all of those tools help me and become maybe it's not 10%, but we can dream, right? Right. And the 90% is me really intimately curating for my customer, being curious about what he or she wants and being able to deliver that with authority. And so to me, um, there's there's so many avenues we can talk about on that, but if I think big picture, that's where I I would hope that we can harness this and take it.

Value Beyond Price And Private Brands

SPEAKER_01 16:03

No question about it. AI and digital transformation is a trend for 2026. Well, it's here, it's here, Andy. It's here, yeah. It's a trend, it's gonna continue. Yes. We we have touched just on just the surface. There's so much here. But unique to all of our guests, our viewers, our listeners, it's here, it's here today. I mean, Walmart just announced uh the relationship with Google yesterday. You may have already read it, and what they're gonna do with a genetic commerce, it's gonna go everywhere. It's gonna be everywhere. And with it for the shopper to make all those decisions you're talking about, and for the merchant to make those decisions you're talking about. And hopefully it's gonna be where uh it's gonna be much it's back to speed again for the consumers, back to speed uh for the for the merchant. And hopefully, somewhere in there that the commerchant can get in the stores more and talk to the customers more. Hopefully, when that transition is is complete, there's time for that. Because there's not been a lot of time for that. And that is we all know in uh in Walmart as being a merchant, that's the critical thing is staying close to the customer and of course uh to the uh to the to the associate, the people in the stores. Uh so AI digital transformation. Let's talk about value. You brought it up. The second thing we we believe that is a trend, it's value and pricing strategy. Um, everyone is looking for value. It's all out there, it's all in the news again. People are searching for value. No matter how rich you are or how much assistance you need, you're looking for value today. Okay, so you mentioned it uh at the beginning at your comments. Yeah. And let's just go, Scott, with you. Talk about how you see value in pricing strategy as a trend.

SPEAKER_00 17:53

Yeah, well, it's interesting because when I was when I was teaching at Texas AM, one of the things I had an opportunity to do is take a group of students to the private label manufacturers association, PLMA, their trade event. And it was interesting that it opened the eyes to the students, and quite frankly, my eyes to just how big private brands were, and yet they were still underdeveloped, I think, in the US market compared to international markets where consumers have been more open and retailers have been more oppressive than in particular in Western Europe and some of those other markets. And through that event and event since then, private brands have been one of the ways that retailers have really leaned into showing value, not only for the products themselves, but for the fact that those products then put pressure on national brands because if that if that price gap from a national brand to your own private label is gets too big, you know where the customer is going to go in normal times, certainly in these times where inflation pressures. And what's interesting has been is that private label is really at the forefront of where I think value has become a bigger issue. Value, though, isn't always in the form of price. In some cases, it's quality, in some cases, it's speed, uh, in some cases it's breadth of offering and the ability to choose from a lot of different options. And while price and value have been on the forefront of that, and private label is one of the first things I think of uh breadth of offering, convenience of offering, the fact that if I do a uh a delivery from store order in the evening, it will arrive on my doorstep the next morning. And if an item is out of stock in that store that do the delivery, the retailer will then fulfill it out of the next closest store and it will arrive later the same day. Those those are all elements, I think, of value. But I think that the the core thing is that the customer, regardless of their income, seems to be rewarding value in all of its forms, in price, in yeah, in convenience and speed and things that make a busy consumer's life easier and easier for them to find what it is they're looking for and solve their solve problems that they have.

SPEAKER_01 20:20

Yeah, I think you're right. I think um, and and Dan, I really want to hear your thoughts on this too. But if you, as you talked about value-seeking consumers, you talk about more value for price and and private label. Yeah, too. All that creates value. Everyone's on it because they know that's what the customer is demanding today. Yes. If you're not on that, you're missing it. So your thoughts, and if you and I would love you if you have some thoughts around apparel, private label too, and talk about that.

Health And Wellness As A Retail Driver

SPEAKER_02 20:48

Well, uh that's always been a part of my background is you know, we had national brands, and then we would supplement that with what we call private brands. And we purposely called it private brands, not label, because we wanted it to show up that way, right? Not like a uh a second class citizen on the sales world. Right, right. And um, so we worked very hard around the attributes that went into those garments to make sure it was not just the lowest price, but really the best value. And you can only do that if you're benchmarking around national brands, right? What are they can compare it to if not that? So um it was a really good marriage, I would say. And we served more customers by doing that and filling in all the end uses where we may not have a national brand to support a certain item, but we could certainly create it, you know, come alongside. Right. Um, but you see that in food today, you see it in consumables today. And what I think is very interesting, while it is on the uptick, people are making hundreds of decisions uh uh, you know, every time that they're purchasing something on what matters most to them and uh according to their own value system. Of where does a brand matter to me and where am I willing to give or try, step out something new, right, to stretch my dollar. And so you can see customers who will go into a boutique to buy um, you know, a pair of luxury denim jeans. They love the brand, they love the fit. It's it's about their image, it's what makes them feel good. And then they'll go into the grocery store and buy private label bacon, right? And that's good enough because that's just the way they're going to prioritize. Can be very different for a family with lots of children, right? And so that cereal aisle could eat you alive, I would think, you know, if your kids go through it the way mine did when they were young. Yeah. Um, so you're making decisions based on your family and your needs. Uh, apparel is no different. Right. No different than that. But at the end of the day, uh it's only as good as the value you put into it, right? Which then, you know, speaks to having the very best supplier partners who understand your mission.

SPEAKER_01 22:59

Right. So I think that what we're talking about here, just in clarity, is that trends to 2026, not only not only on the retail side, uh the hard goods side, but also on the apparel side, it's a trend. Yes. People are looking because of value. Yes. And but it's value of quality today, you know, isn't it? It's it's you know, it's those things we talked about, you know. So it's it's definitely more value for the price. Yes. That doesn't mean it's not quality. Right. Indeed.

SPEAKER_00 23:30

In fact, if anything, quality is more important today because of all the ways a consumer, both online and now through shopping agents, can evaluate the quality of something they don't have right in front of them, or even if they do have it right in front of them, they're using a mobile device while standing in a physical store to do it. But they have access to more information about quality, about price, about availability than they've ever had. And the shopper is absolutely in control in that sense. Right.

SPEAKER_01 24:00

Yeah. Okay, we've talked about AI and digital transformation. We talked about value and processing strategy. Let's go to one. You quit you mentioned it briefly, uh Scott, but let's talk about consumer health and wellness. That is such a trend for 2026. And, you know, I've I see it already. Uh, I mean, it's it's it's just everywhere. Wonderful. I'm glad it's here. Yes. It's wonderful for our so talk about uh lead us uh, Deanna, any thoughts you have around the consumer health and wellness shift for 2026.

SPEAKER_02 24:32

Yeah, yeah. Well, I'm glad that people are focusing more on their health. And, you know, I'm hearing more and reading more articles like, you know, food is medicine. And so it's almost a mindset shift that's happening as well, uh, with the trend leading down to the products that we sell. Um, so I'm happy to see it because I think it puts the customer in the driver's seat. And that, like we said, that they have all the the resources now to educate what works best for them. It's not a one size fits all approach. Um, so I think, you know, as retailers, how we serve them well, we have to stay very astute at what they're telling us, um, whether it's um supplements, you know, whether it's food, whether it's um a change in lifestyle with, you know, all the new weight loss drugs that are helping people out in the market that that's shifting a lot of the dynamics as well. So I mean, just personally, I'm I'm happy to see it because people are are starting to think differently and and how am I going to make my health holistically better? And so I, you know, I'm I'm thrilled to and I find myself, I mean, apps on the phone, right? Who doesn't have some kind of a uh an app that tracks something right now for your benefit of health?

SPEAKER_01 25:45

Right. Okay, Scott, as you think about this topic of consumer health and wellness shifts, what are your thoughts on that?

SPEAKER_00 25:54

Yeah, I I'll I'll build on uh on Dea's point is that yeah, uh there's a better informed consumer, but what's interesting is how that has manifested itself in retail is both as brands think about packaging design, calling out things like protein content or whether it's sugar-free or not, or whatever the health element that that product is intended to salute and address, that's more prominent in terms of product packaging today. At the same time, part of the work that a product detail page does online, whether that purchase ends up happening online or in a store, is it now is a it's not just a marketing vehicle, it's an education vehicle. It helps uh educate a consumer about the benefits of product A versus product B. And so it makes both uh the challenge for retailers and for their brand partners to make sure that both on a product label and on a product detail page, you in both places, because you never know where the consumer is going to gain that information, uh tells the story of not just the specifications or features of a product, but but uh what what are the health and wellness elements of it, what's the protein content of it, what's the sodium content of it, and how does it fit into a healthier lifestyle? And and I think this that that that's the thing that now you don't just think about that on the product label. That remains important. It remains important on signage and displays and physical stores, but it also is incredibly important online in terms of the content and how you depict your product.

Teaser For Part Two And Closing

SPEAKER_01 27:33

Right. And we have a new food uh pyramid now too. So it's been released. So I'm sure retailers are gonna grab a hold of that and look at that from a marketing standpoint, and so and then I'm sure matter of factors will look at that from a uh from a sampler too as they uh communicate and look at their product. So it's gonna be an exciting year in 2026, everywhere. It's already starting out, and we're just in we're just beginning the year. Now, okay, really quick, we're gonna prepare for you part two of this. And before though we do that, I'd like to hear from our from our host over here what are they gonna talk about in our next segment? What it you can't give me everything, but give me a couple points, just a teaser for the for all of our wonderful uh viewers to make sure they tune tune in what you guys are gonna talk about. So, Deanna, what are you gonna talk about in our next segment?

SPEAKER_02 28:29

Well, uh I can tell you as of late, I've been reading some articles, and there was one specifically, and the the header was Who is going to train the next generation of merchants? And I found that intriguing because I, you know, I uh reading through it, and then I'm like trying to apply that to what I'm learning about AI and how roles are going to change. And uh fundamentally, what makes a merchant great will still make a merchant great with AI. And in fact, it should free us up to teach and train people and what matters most, okay, to really be strategic and be an advocate for our customers. Okay. And I think that discussion includes all the disciplines at a retailer. Okay. Whether you're sitting in a replenishment seat, if whether you're a store manager, um whatever your role, how we think about our jobs matters to me for the future because um we need to educate and train and have the next uh generation ready to go. And they're gonna train us back, right? So I just I'd love to have deeper conversations. Okay. All right. Okay. I'm excited about this conversation, Scott.

SPEAKER_01 29:39

I can't wait, right? Yeah. Okay, Scott, what are you thinking about? You're gonna talk about.

SPEAKER_00 29:43

Well, uh, first of all, I completely am an advocate for the thing uh she just said, but I think while we think about the next generation, we have a challenge in the current generation of leaders because in many cases, those leaders within our industry either grew up in physical retail or they grew up in digital retail. Yeah. And now, just as a consumer views that as one thing, yeah. How you lead a consumer brand or retail organization for the current leadership uh uh is changing as well as how we train the next generation. And this is gonna be a painful time for leaders who either grew up on one side of the business or another in whatever functional area it was merchandising, logistics, marketing, whatever function it is, because now you're gonna live through a transformation of our industry that in some cases will be challenging and perhaps a little bit painful. So we're gonna talk a little bit about that. And I think the two things kind of go together, both how do you how do you prepare the next generation and how do you prepare the existing leadership through this time of change.

SPEAKER_02 30:51

As new tools are coming out, how to let go of what it's going to now do to then spend your time more wisely. So there it's gonna it's gonna get a little messy, yes, I think, but for all the right reasons.

SPEAKER_01 31:02

Yes. Okay. Also, I'm gonna ask these two. I'm less we're gonna talk about Amazon, we're gonna talk about Walmart, we're gonna talk about Target, Kroger, Aldi's, maybe a few more, but you don't want to miss this next segment, segment two. Thank you for hanging with us on this one because I will tell you, it was just a great discussion. We really appreciate your being here. Uh Scott and Deanna, thank you. Thank you. Okay, thank you so much. I don't get this kind of time with these two wonderful people a lot. We're all usually working individually, off doing our own things, but it's great to be with both of you again today. Thank you very much. Thank you to our viewers. Thank you so much. We'll talk to you soon. Goodbye.