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Hello and welcome back to the 
Retail Podcast. 

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Today I'm joined by Natalie of 
Hallworth, who is currently 

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supporting a Retrieve, which is 
I are there. 

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How, how long Natalie, how, how 
long has Retrieve actually been?

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Are there a start up? 
Are they established? 

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Because I know that you said 
they're based in Rotterdam. 

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Yes, it's a it's a really fresh 
start up brand. 

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So like in basically it exists 
for a year, OK, let's say it 

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like that. 
But the the idea and the and the

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so the brand idea was that 
already around for a couple of 

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years, but. 
Yeah. 

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They have the physics for you. 
And do they have a physical 

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store or are they just purely 
online? 

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No, no, it's purely B to C so 
far. 

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So far. 
Yeah, no worries. 

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So listen, it it, it, it feels 
like. 

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And obviously I met you last 
year at Shop Talk when you were 

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in your other role. 
So why don't we rewind and maybe

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you take us through your career 
where you started to what you're

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doing now? 
Yeah, no thanks, Alex. 

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And it's also really great to be
here and, and talking to you. 

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I, I love, I love podcasts and 
it's always a pleasure to talk 

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about my past and of course the 
present and especially the 

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future, which I think you, you 
can imagine that I'm the most 

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excited about. 
But yeah, zooming back a bit to 

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to the past, first of all, I, I 
think it, it was one of the best

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shop talks last year. 
Where, where I've been, It was, 

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it was such a fun event. 
So, so it was great. 

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Great to meet you there. 
Yeah. 

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So in that time I was still with
the IGO. 

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So my career basically started 
in the, in the consumer goods 

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industry around 14 years ago, 
where I started with Unilever in

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the local market in Hungary, 
which originally I'm from. 

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And then then basically over the
years I, I've been in brand 

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marketing, customer marketing, 
e-commerce. 

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And I moved to the Netherlands 
to, to regional 1st and then 

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global roles, of course, 
different categories within 

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Unilever. 
So this is the reason why I'm 

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busy Rotterdam for now almost 10
years. 

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And it was yeah, like 3 years 
ago when I joined the, the 

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actual after Unilever as a head 
of customer marketing and Omni 

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child development of the luxury 
portfolio the actual on that 

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time. 
So that was the reason I've been

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also at short talk with with my 
team and and we had a really, 

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really great time. 
Also because Barcelona is not 

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for super bars like the best 
parts in the world. 

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For example, Paradiso is also 
based in Barcelona. 

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Yeah. 
The Azure I'm sure you had to 

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take your product. 
Oh, wow, yeah, yeah. 

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I mean, it was really fun. 
Of course, I, I, I don't work 

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anymore for the Azure, but it 
was a really, really fun 

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experience, especially with 
luxury brands when you, you 

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know, you have to go for trade 
visits. 

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Like before I was working for 
categories like home care and 

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beauty and ice. 
OK, ice cream was fun, right? 

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But yeah, imagine still luxury 
drinks, alcohol beverages, 

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right? 
That you have to visit, you have

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to visit bars, right? 
You have to go to Mykonos, 

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Barcelona to visit bars. 
I mean, it's it's really fun, of

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course. 
But yeah, you know, I have also 

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family and I have a daughter, so
who, who turned 8 yesterday 

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actually. 
So. 

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Oh well, thank you so much. 
So, yeah, for, for that reason, 

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it was also really hectic for 
me, of course, having a lot of 

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travels, having a very demanding
role, which, which one of the 

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reasons that I that I decided, 
yeah, it was, it was, it was 

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already in the making for a 
while. 

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But I decided to put a bit of a 
pause on my corporate career, 

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let's say it like that and 
focus, focus a little bit more 

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on, on my family, some some 
personal and the words which I 

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had already on my pocket list. 
So, so yeah, that's, that's how,

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that's how basically that's how 
I said. 

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Then just one more thing on 
that, that when I won last year,

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this time around this time the 
40 and the 40 hours from retail 

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touch points and that, that, 
that was yeah, sort of, you 

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know, that's where I saw that. 
You know what I I need to 

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probably pose right now. 
I mean, it's a great ride to, 

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to, to, to the industry. 
Yet now, now I want to give back

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a little bit also too. 
And your personal project is 

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writing your book, right? 
Yes, correct. 

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So that's that's one of the 
biggest projects I'm focusing on

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right now. 
And what's the book focused on? 

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So yeah, it's funny, Alex, 
because it was not, well, I 

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wouldn't say that it was not 
that long ago. 

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I think it was probably 3 years 
already in the making in my 

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head, sort of a framework, which
I was, I think subconsciously 

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using in different, in different
roles across different brands. 

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But it was sort of coming back 
to the same core. 

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And every time I started in a 
new brand in a new role, I was 

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thinking about that. 
Yeah, but this is sort of the 

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core. 
And then when I hit the pause 

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button in February, so that, you
know, this is something that 

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that I could actually phrase as,
as a framework and that this is 

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how the bridge framework was 
born. 

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And, and then I started to think
about it, OK, how can I actually

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make a, make a phone book, which
is not just about, you know, 

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case studies and, you know, all 
the experience and, you know, 

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corporate things like that, but 
more like through my life as a 

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woman, as, as, as an Eastern 
European, how, how I, how I got 

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to, to where I am and relatively
fast, let's say like that. 

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So, and how using this framework
sort of in the, in the 

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subconscious was guiding me as 
sort of a guiding star. 

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And yeah, for this reason, the 
book's name is fast. 

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So, but he's focusing on this, 
this framework which which I've 

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been using for many, many years.
So I, I mentioned earlier, 

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Natalia, that in the previous 
seasons, I've done this whole 

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sort of focus on empowering 
female leaders, looking at how, 

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you know, there, there is that 
sorts of allyship between female

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leaders. 
And I know that that's a very 

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strong sort of part of what 
you're about. 

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And the whole, as you were 
talking about taking your career

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gap, writing the book, passing 
on that wisdom. 

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I'm just curious, are there any 
other ways that you you are sort

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of empowering the, the community
or looking at how you empower 

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female, younger, younger 
Natalians or or people who are 

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your peers in the industry? 
Yeah. 

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So one of the big things which 
are coming up, actually, I'm 

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sort of fingers crossed. 
I don't want to talk too much 

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about it in that sense because 
of course it's a really, really 

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exciting one. 
I'm afraid to yeah, you know, 

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sort of Jinxy that you know, 
where, where does it go? 

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Because it's, it's a big, big 
thing for me personally because 

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this is 100% voluntary, right? 
You know, I don't get paid for 

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it. 
There is no, no, no, no, let's 

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say no money involved. 
It's purely to give back to, to 

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to women in, in our community in
Rotterdam. 

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And that's basically that I'm 
organising local Ted X event. 

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So I will be 5 Ted talk speakers
in, in this conference from 

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different industries only for 
women, I mean, only of women 

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speakers and really about 
empowering women. 

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The theme of the, the TEDx 
event, which is actually on the 

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5th of November in, in Rotterdam
this year, which is the only 

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TEDx event in Rotterdam 
happening actually this year. 

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So it's a really exciting one. 
And the, the theme is a 

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resilience and renewal. 
So this is where I feel as well 

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that maybe with, with some, you 
know, just with, with a small 

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thing that the just listening 
to, to, to some really inspiring

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speeches. 
I, I hope that we can have to 

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empower women in our local 
community here in here in 

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Rotterdam to to think about that
how how they can be more 

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resilient. 
In a word where, you know, from 

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all over the places, you just 
hear the same thing, which is 

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like, OK, no, nothing is 
certain. 

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You know, just yeah, this is 
coming. 

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Be afraid, fear, fear, fear, 
right. 

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You know, in this kind of 
environment, especially for a 

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woman, I think she's also 
biologically proven that that 

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women are more prone to sort of 
being risk, risk averse and then

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afraid of just the afraid of 
change in that sense. 

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How we can make sure that 
regardless of, of what's coming 

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from, from Instagram, from 
TikTok, from from from all the, 

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the, the algorithm powered 
social media networks, you, you,

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you just have to think that no, 
we, we are actually really 

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resilient. 
Women are really resilient and, 

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and we can renew and these two 
comes hand in hand. 

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And this is where the speeches 
will be centred around. 

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So FedEx cool. 
Have a woman 5th of November. 

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That's sort of what I what, 
yeah. 

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But I would love to give back to
our community. 

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What would be that? 
You know one piece of advice 

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that if you could go back to a 
younger self, what would you, 

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what would you tell your younger
self? 

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Yeah, I, I love this question. 
I think it's, it's actually 

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brilliant. 
I, I, I use it many times when 

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I'm doing mentoring with, with 
women to also think with that 

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hat. 
That's for example, what, what 

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would I do if or what would I 
say to the younger self and what

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comes to my mind. 
And this is, this is also, I'm 

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showing a book that probably 
just slow down because the world

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is going to spin faster and 
faster, right? 

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And it's also physics slows, 
right? 

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Once the acceleration starts. 
It's just that we see it now 

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with AI, we see it with a lot of
different technologies. 

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And we saw it in the past as 
well that once the acceleration 

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starts, it will just go on. 
However, what we can do, because

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we cannot change the world, 
right? 

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We can only control what we can 
control. 

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And that's that's usually 
ourselves. 

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And this is where in contrast of
the title of fast and actually 

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saying that, just try to slow 
down. 

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Try to anchor yourself into what
you think that you are good at 

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and what you are also passionate
about and try to try to really 

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focus on that thing. 
Don't spread yourself too thin. 

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Just try to train for yourself. 
The world will be keep spinning 

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around you very, very fast and 
changes will be just coming more

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and more into your way, 
especially as you as you grow in

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your career, as you grow in your
personal life. 

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But one thing that that you have
to sort of like, yeah, think 

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about that, that how to, how to 
slow down. 

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And I like to just to say one 
quote as well on this, which I 

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really like from Einstein, that 
the only reason for time is so 

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that everything doesn't happen 
at once. 

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And I think this is good. 
This is actually one of the code

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that I was also using for a 
book. 

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Fantastic. 
So yeah, obviously, well we'll 

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come on to what you're the 
current project as in like what 

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what you're you're doing as Acmo
right now. 

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But I'm just curious in terms of
because the the the listenership

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of the podcast sort of equally 
distributes between 25 to 3535 

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to 45 and 45 to 55. 
So obviously being at the 

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youngest end of that, what would
be some sort of obviously your 

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younger self would be to take it
slow, but specifically in in the

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corporate world, what was what's
the what's the secret to your 

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success? 
What has helped you? 

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I think my well, if, if, if 
there is a secret. 

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First of all, I think just the 
side, I think I was also very 

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lucky, you know, sometimes that 
because I basically I'm a person

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who exposes herself to a lucky 
situation, let's say like that. 

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I mean, I'm, you know, I'm open 
to be here, I'm open to to write

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a book, I'm open to do keynotes,
etcetera. 

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I'm open to organise events and 
yeah, also do this. 

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So basically exposing yourself 
to a lot of different 

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situations, I think also finds 
luck. 

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And that's one of the reason 
that, let's just put it as a 

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side note that I think luck is, 
is, is a big thing there, right?

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So coming from Eastern Europe, 
making a global career, I think 

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that's, that's you have to be 
also fortunate to do to do that.

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But I think what actually helped
me also professionally, because 

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that's something that I also 
realised actually around the 

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time and my daughter was born 8 
years ago, is that things are 

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really connected, right? 
And I started to connect 

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basically the those within 
different functions that I've 

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been doing before and on that 
time, because I used to do brand

224
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marketing, customer marketing, 
digital. 

225
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My husband is an IT engineer. 
So, you know, so in tech, I was 

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sort of, you know, just just by 
the fact of living for, for 14 

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years computer scientist, you 
know, you just start to, to get 

228
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get into that anyway. 
So basically I, I, I think I, I 

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started to see that, you know, 
how to connect these dots. 

230
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And that's where I started to, 
to realise, for example, how, 

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how early on, let's say the, the
power of Omni channel and the 

232
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power of, you know, how to, to 
connect different channels while

233
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still in many, in many 
leadership roles. 

234
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People were talking about, OK, 
no, we are focusing now only on 

235
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our B2B business. 
We are focusing only on our B2C 

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business. 
And that's, that's, you know, 

237
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just, that's just wrong. 
At certain level, you have to 

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see that, you know, how you can 
really connect those dots. 

239
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And I think that's where 
basically my yeah, I would say 

240
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that my career also accelerated 
when I started to, to, to say it

241
00:13:39,640 --> 00:13:42,520
out loud that, hey, what about 
this and challenge a little bit 

242
00:13:42,520 --> 00:13:44,640
the status code, you know, how 
we can do that. 

243
00:13:45,360 --> 00:13:47,400
And yeah, I think that was 
that's really helpful. 

244
00:13:47,840 --> 00:13:50,720
I got you. 
So moving on in into your 

245
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current role as the CMO for 
Retrieve, tell us a little bit 

246
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more about Retrieve. 
What are they about? 

247
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What do they do? 
Yeah, so it's really funny 

248
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actually when you, when you 
think about like, OK, what's the

249
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next career move and how am I 
going to to make my, you know, 

250
00:14:07,840 --> 00:14:10,320
my next career move? 
So normally, you know, you think

251
00:14:10,320 --> 00:14:13,120
about like, yeah, who am I going
to talk to from my network. 

252
00:14:13,920 --> 00:14:16,200
For me, it was actually starting
at the gym. 

253
00:14:16,960 --> 00:14:21,000
So it was very funny because I, 
I, I was doing CrossFit now for,

254
00:14:21,000 --> 00:14:25,320
for over a year and in my local 
gym they were organising a 

255
00:14:25,320 --> 00:14:29,720
fundraiser, which was basically,
so I live near the canal. 

256
00:14:29,720 --> 00:14:32,200
It's a ski canal and the, across
the canal is my gym. 

257
00:14:32,320 --> 00:14:35,320
So basically between my house 
and the gym, there is a, there 

258
00:14:35,320 --> 00:14:37,520
is a canal and it's full of 
plastic. 

259
00:14:37,840 --> 00:14:41,040
It's unfortunately, like in 
many, many canals in the 

260
00:14:41,040 --> 00:14:44,760
Netherlands, you see that Yeah, 
it's just, it's just getting 

261
00:14:44,760 --> 00:14:47,600
really polluted. 
And basically the fundraiser was

262
00:14:47,760 --> 00:14:52,520
sponsored by Retrieve and the 11
of the one of the reason is 

263
00:14:52,520 --> 00:14:57,160
because Retrieve is a sports 
apparel brand made of 100% 

264
00:14:57,680 --> 00:15:01,000
recycled bottles. 
So every T-shirt and garmy what 

265
00:15:01,000 --> 00:15:04,560
they're making, it's made of 
100% recycled bottles. 

266
00:15:04,960 --> 00:15:06,840
And basically while the 
fundraiser, because they are 

267
00:15:06,840 --> 00:15:09,720
collaborating with local 
companies, like for example, it 

268
00:15:09,720 --> 00:15:14,280
was a company called Clear River
collaborating with with retrieve

269
00:15:14,320 --> 00:15:19,680
and and my local gym to actually
fish out the plastic from the 

270
00:15:19,680 --> 00:15:20,840
canal. 
Right. 

271
00:15:23,560 --> 00:15:27,040
Recycle it and then make 
T-shirts from it and then the. 

272
00:15:27,600 --> 00:15:30,520
Raw material. 
So the raw materials actually 

273
00:15:30,520 --> 00:15:34,440
comes from your, well in this 
case Rotterdam, but they are 

274
00:15:34,440 --> 00:15:36,800
European raw materials. 
OK, interesting. 

275
00:15:36,800 --> 00:15:39,160
Yeah, yeah. 
So it's so I found the concept 

276
00:15:39,160 --> 00:15:41,280
really, really interesting. 
And of course, you know, these 

277
00:15:41,280 --> 00:15:44,920
are this is really difficult to 
make right, you know, especially

278
00:15:44,920 --> 00:15:46,480
at scale. 
So of course the the brand is 

279
00:15:46,480 --> 00:15:50,160
around now for around a year, 
but but it's really difficult to

280
00:15:50,160 --> 00:15:53,080
to scale, especially when when 
you are sort of facing all the 

281
00:15:53,360 --> 00:15:56,240
geopolitical and the work 
economical challenges. 

282
00:15:56,240 --> 00:15:58,880
Everything sort of goes against 
circularity. 

283
00:15:59,120 --> 00:16:02,880
And this is where, where I'm 
like, seriously, no, we should 

284
00:16:02,880 --> 00:16:04,480
do something about it. 
And, you know, if I put 

285
00:16:04,480 --> 00:16:08,280
somewhere my knowledge into, 
into, really into really 

286
00:16:08,280 --> 00:16:10,280
purposeful and meaningful work, 
I thought that, you know, this 

287
00:16:10,280 --> 00:16:14,240
is something that I, I must do. 
It was sort of an inner, inner 

288
00:16:14,240 --> 00:16:17,080
feeling that that I said that, 
hey, this, this is just great. 

289
00:16:17,080 --> 00:16:19,040
I mean, I, I feel connected to 
the community. 

290
00:16:19,040 --> 00:16:22,040
I feel connected to sports. 
I feel connected to, to, to 

291
00:16:22,040 --> 00:16:24,240
brands and especially retail 
brands. 

292
00:16:24,240 --> 00:16:28,000
So that's basically how how we 
started to have a a good chat 

293
00:16:28,000 --> 00:16:30,680
with the founder and then, yeah,
introducing the team and we 

294
00:16:30,680 --> 00:16:33,200
started to like, you know, just 
see that how can we work 

295
00:16:33,200 --> 00:16:35,440
together? 
And then in the end it came this

296
00:16:35,440 --> 00:16:39,160
opportunity that, hey, what if 
you would join us as the CEO? 

297
00:16:39,240 --> 00:16:43,440
And I said, you know what, that 
sounds great and here we are. 

298
00:16:44,320 --> 00:16:47,760
We're exciting and it's 
interesting because I remember 

299
00:16:47,760 --> 00:16:50,760
part of the problem with some 
European companies that I've 

300
00:16:50,760 --> 00:16:54,960
spoken to about recycling or 
using plastic is they've had to 

301
00:16:54,960 --> 00:16:59,840
go offshore to recycling plants 
in other places. 

302
00:17:00,480 --> 00:17:02,720
But then it's really difficult 
to make sure that you're 

303
00:17:02,720 --> 00:17:08,520
actually getting true recycled 
material as opposed to someone 

304
00:17:08,520 --> 00:17:13,640
labelling it as part recycled. 
But in in this case it's it's 

305
00:17:13,680 --> 00:17:18,319
100% recycled material. 
Exactly 100% and this is this is

306
00:17:18,319 --> 00:17:20,240
where also the challenge is 
exactly what you're saying the 

307
00:17:20,680 --> 00:17:22,640
where the challenge is coming 
from. 

308
00:17:22,640 --> 00:17:26,480
And that that's where the the 
team was very focused so far to 

309
00:17:26,480 --> 00:17:32,520
get that supply chain to to 
really have every single T-shirt

310
00:17:32,520 --> 00:17:36,840
coming from those sources where 
you know, there is a sustainable

311
00:17:36,840 --> 00:17:40,080
sources, which is like certified
100% recycled. 

312
00:17:40,080 --> 00:17:43,520
You can actually trade back from
where is where is the material 

313
00:17:43,520 --> 00:17:46,280
coming from? 
And also the the other reason as

314
00:17:46,280 --> 00:17:49,640
well that you see that many of 
the recycle because of course 

315
00:17:49,640 --> 00:17:51,040
there's a lot of green washing, 
right. 

316
00:17:51,040 --> 00:17:54,440
And unfortunately that's that's 
really a set the news for the 

317
00:17:54,440 --> 00:17:57,760
industry and the unfortunately, 
you know, when you have a big, 

318
00:17:58,000 --> 00:18:00,520
big supply chain, like when you 
work for a big company which 

319
00:18:00,920 --> 00:18:03,760
publishable about it's you know,
it's not their fault as well 

320
00:18:03,760 --> 00:18:06,920
that they cannot make it just 
like these the switches, you 

321
00:18:06,920 --> 00:18:10,320
know, now we are making from 
from everything fully recycled 

322
00:18:11,000 --> 00:18:12,600
garments. 
It's just impossible, right? 

323
00:18:12,600 --> 00:18:17,040
You know, you would have to 
invest even just not just, but 

324
00:18:17,040 --> 00:18:19,200
you know, everything it would, 
you would have to turn around 

325
00:18:19,200 --> 00:18:20,920
the whole business. 
Whereas when you're a small 

326
00:18:20,920 --> 00:18:24,840
company, a small brand, you can 
really start from first making 

327
00:18:24,840 --> 00:18:29,560
sure that that supply chain is 
100% transparent. 

328
00:18:29,760 --> 00:18:31,800
And that's what that's what the 
demand brand was doing. 

329
00:18:32,000 --> 00:18:35,480
And now when you have that, you 
see the demand, but you have to 

330
00:18:35,480 --> 00:18:39,920
be sort of you have to bridge 
fast, but you also have to be 

331
00:18:39,920 --> 00:18:45,080
slow on scaling not to get into 
that point that OK, now you 

332
00:18:45,080 --> 00:18:47,360
know, we don't have enough 
fabric because that also can 

333
00:18:47,360 --> 00:18:49,520
happen, right. 
Sometimes we are running out of 

334
00:18:49,520 --> 00:18:52,200
T-shirts because there is simply
just, the process is a bit 

335
00:18:52,320 --> 00:18:56,560
slower than when you just 
harvest, yeah, you know, other 

336
00:18:56,600 --> 00:18:58,840
material. 
That's interesting. 

337
00:18:59,000 --> 00:19:02,320
And in terms of your the, the 
where the brand is positioned 

338
00:19:03,200 --> 00:19:06,160
tell what's those, what's your 
ideal sort of shopper? 

339
00:19:06,160 --> 00:19:09,920
What's the the profile of the 
ideal person that we buy and 

340
00:19:09,920 --> 00:19:11,200
retrieve? 
Yeah. 

341
00:19:11,440 --> 00:19:14,960
So I think the biggest, the 
biggest advantage of the TV is 

342
00:19:14,960 --> 00:19:17,960
that it's focusing on 
ambassadors, right. 

343
00:19:17,960 --> 00:19:20,680
So the slogan is lead the 
recovery. 

344
00:19:21,040 --> 00:19:25,120
And that's that's where, that's 
where it comes the ambassador 

345
00:19:25,120 --> 00:19:26,840
focus. 
And who are the ambassadors? 

346
00:19:27,000 --> 00:19:31,400
It's really people, athletes who
who who can be anyone basically 

347
00:19:31,400 --> 00:19:35,400
who gets to a point that maybe 
they are injured, maybe they 

348
00:19:35,400 --> 00:19:37,240
have, there are other sports 
injuries. 

349
00:19:37,720 --> 00:19:40,440
So one of the reasons for 
example, they are collaborating 

350
00:19:40,440 --> 00:19:44,280
with James like CrossFit, James 
personal trainers, 

351
00:19:44,680 --> 00:19:48,040
physiotherapist, etc. 
And also, for example, there is 

352
00:19:49,160 --> 00:19:52,320
there is a really, really 
beautiful collaboration with the

353
00:19:52,480 --> 00:19:55,600
Ryder Revel dance. 
Here is a local, actually a 

354
00:19:55,600 --> 00:19:59,200
relatively local rehabilitation 
organisation. 

355
00:19:59,320 --> 00:20:03,040
They are focusing on children 
rehabilitation, for example, 

356
00:20:03,040 --> 00:20:07,000
from different either injuries 
or one. 

357
00:20:08,880 --> 00:20:13,440
Causes that they just cannot be 
the same athlete but but they 

358
00:20:13,440 --> 00:20:16,480
are really really eager on doing
sports and I think this is where

359
00:20:16,480 --> 00:20:20,200
the beauty comes on that all 
retrieve ambassadors are 

360
00:20:20,200 --> 00:20:24,120
focusing on actually their 
community where they lead the 

361
00:20:24,120 --> 00:20:26,800
recovery. 
And this is I think what gives a

362
00:20:26,800 --> 00:20:31,120
differentiation for the brand 
compared to just OK everyone 

363
00:20:31,120 --> 00:20:34,880
everyone is an athlete and 
everyone can can buy the 

364
00:20:34,880 --> 00:20:37,440
T-shirts. 
No, it's it's really about those

365
00:20:37,440 --> 00:20:40,040
who actually make something for 
their the community because it 

366
00:20:40,040 --> 00:20:43,520
equally focus or it equally 
focuses on the recovery of 

367
00:20:43,520 --> 00:20:45,440
people and the recovery of the 
planet. 

368
00:20:46,000 --> 00:20:47,160
Got you. 
Understood. 

369
00:20:47,720 --> 00:20:51,000
And so do you feel that that's 
like the channels that you'll 

370
00:20:51,000 --> 00:20:54,360
look at in terms of whether it's
social commerce and you're going

371
00:20:54,360 --> 00:20:59,520
through, I don't know, Instagram
and TikTok as the CMO and as a 

372
00:20:59,520 --> 00:21:04,080
new CMO in role, What would you,
what would be the sort of your 

373
00:21:04,080 --> 00:21:07,240
preference in in channel, just 
out of curiosity? 

374
00:21:07,880 --> 00:21:11,560
Yeah, So one of the and that's a
great question Alex actually 

375
00:21:11,560 --> 00:21:14,720
because that's that's usually 
the question I get at OK, so now

376
00:21:14,720 --> 00:21:17,080
what, what channel? 
So is it really going to stay B 

377
00:21:17,080 --> 00:21:18,960
to B? 
Is it going to stay B to C? 

378
00:21:18,960 --> 00:21:22,840
Is it No, it's going to be only 
channel and that's even further 

379
00:21:23,280 --> 00:21:25,960
channel less, right. 
So what I want to put in 

380
00:21:25,960 --> 00:21:28,800
practise, which I'm talking 
about now for a couple of years 

381
00:21:28,800 --> 00:21:32,640
already doing keynotes about the
same sort of topic around the 

382
00:21:33,160 --> 00:21:36,080
power from the channel and the 
and the future of channel less 

383
00:21:36,080 --> 00:21:38,400
marketing. 
I actually now putting it into 

384
00:21:38,400 --> 00:21:40,760
practise. 
So the whole team is, and, and 

385
00:21:40,760 --> 00:21:45,320
the whole brand is structured 
around interconnectedness, which

386
00:21:45,320 --> 00:21:48,600
means that of course the core, 
the core is going to be D2C, 

387
00:21:48,600 --> 00:21:49,960
right? 
You know, we, we, we still want 

388
00:21:49,960 --> 00:21:52,400
to, to have direct 
relationships, mostly because we

389
00:21:52,400 --> 00:21:55,520
want to build loyal connections 
with these ambassadors, right? 

390
00:21:55,520 --> 00:22:01,080
Who then also connect with their
own communities and become make 

391
00:22:01,080 --> 00:22:03,960
make also their communities 
loyal to the brand. 

392
00:22:04,280 --> 00:22:09,200
However, there are obviously it 
cannot be focused solely on one 

393
00:22:09,200 --> 00:22:11,400
channel. 
And this is where the power of 

394
00:22:11,400 --> 00:22:15,280
Omni channel comes in that 
through the consumer journey, we

395
00:22:15,280 --> 00:22:18,320
are basically connecting the 
different touchpoints, which are

396
00:22:18,320 --> 00:22:21,280
important for example, for 
retrieving this case to be 

397
00:22:21,280 --> 00:22:24,200
really meaningfully connecting, 
for example, with some bigger 

398
00:22:24,200 --> 00:22:28,320
businesses, which is clearly B 
to B channel work, right. 

399
00:22:28,720 --> 00:22:31,760
Clearly there is the the direct 
to consumer with, with our own 

400
00:22:31,760 --> 00:22:35,800
website and and the ambassadors,
but there is also, of course, a 

401
00:22:35,800 --> 00:22:39,960
business to consumer part when 
when we are talking to, for 

402
00:22:39,960 --> 00:22:42,640
example, gyms and personal 
trainers, and then they are 

403
00:22:42,640 --> 00:22:45,480
reaching out to their their own 
communities. 

404
00:22:45,760 --> 00:22:48,440
So this is where, where the 
whole interconnectedness comes. 

405
00:22:48,440 --> 00:22:51,680
And then social media, you know,
it's, it's a bit of like how I 

406
00:22:51,680 --> 00:22:53,800
how I say that, yeah, you know, 
you can't build your whole 

407
00:22:53,800 --> 00:22:56,560
strategy around social media and
TikTok, even though nowadays 

408
00:22:56,560 --> 00:22:59,520
it's very popular. 
No, because that's sort of the 

409
00:22:59,520 --> 00:23:02,760
earrings on top of your on top 
of your body, right? 

410
00:23:02,960 --> 00:23:04,960
That's something that you will 
you have to plan and you have to

411
00:23:04,960 --> 00:23:07,800
have a clear content calendar 
and we are working on that. 

412
00:23:08,240 --> 00:23:11,520
Our team is working on that. 
But there is, there is really 

413
00:23:11,800 --> 00:23:16,320
the first thing what what we 
need to do is, is a core only 

414
00:23:16,320 --> 00:23:19,360
channel consumer journey. 
And then when we figure that 

415
00:23:19,360 --> 00:23:21,840
out, then we connect those touch
points in a meaningful way. 

416
00:23:22,600 --> 00:23:24,800
Yeah. 
Well, one of the things that one

417
00:23:24,800 --> 00:23:26,920
of the things that I picked up 
this year going to the 

418
00:23:26,920 --> 00:23:30,160
conferences is the fact that 
digital touch points, there are 

419
00:23:30,160 --> 00:23:33,560
so many now in terms of 
previously, you know, maybe 

420
00:23:33,560 --> 00:23:36,760
there was 5 or 6 touch points 
before the consumer landed on 

421
00:23:36,760 --> 00:23:39,880
your website. 
Now it's growing to 12 or 15 and

422
00:23:39,880 --> 00:23:44,480
conversion takes longer online 
than it's ever done before. 

423
00:23:45,680 --> 00:23:49,160
Unless you know, you're, you're 
lucky and you hit a sweet 

424
00:23:49,160 --> 00:23:51,880
product that is doing well on 
TikTok or something. 

425
00:23:51,880 --> 00:23:53,680
I don't know. 
But I'm just curious when you 

426
00:23:53,680 --> 00:23:57,200
look at the future and you look 
at the future of e-commerce, 

427
00:23:57,520 --> 00:24:00,600
what what are the trends that 
you think that will be shaping 

428
00:24:01,600 --> 00:24:03,840
the, you know, looking into the 
distance? 

429
00:24:03,840 --> 00:24:06,120
Yeah, I think one of the one of 
the big trends of course and we 

430
00:24:06,120 --> 00:24:08,840
we hear it a lot. 
I'm sure I'm sure you Alex, and 

431
00:24:08,840 --> 00:24:12,000
also the listeners heard a lot 
about it that had a retail media

432
00:24:12,000 --> 00:24:13,840
is back that the cookie less 
word is gone. 

433
00:24:13,840 --> 00:24:15,480
And then now and now, you know, 
everything is that. 

434
00:24:15,840 --> 00:24:19,720
And now brands who've been 
solely focusing on on direct to 

435
00:24:19,720 --> 00:24:23,680
consumer channels or like, you 
know, direct sales, they are now

436
00:24:23,680 --> 00:24:26,440
starting to be a bit afraid. 
Like, OK, now what's going to 

437
00:24:26,440 --> 00:24:30,080
happen with me that that I'm 
going to to to lose basically 

438
00:24:30,080 --> 00:24:35,200
that the base of a consumer, a 
customer, sorry, who who could 

439
00:24:35,600 --> 00:24:38,080
choose through through 
retailers, for example. 

440
00:24:38,080 --> 00:24:40,560
That's because I'm not going to 
be able to to reach them, for 

441
00:24:40,560 --> 00:24:43,080
example. 
And then this is where I think a

442
00:24:43,080 --> 00:24:48,520
big, yeah, let's say a big 
mistake, what brands usually do 

443
00:24:48,520 --> 00:24:51,360
is that then they start to just 
switch, like, OK, now I'm going 

444
00:24:51,360 --> 00:24:53,600
to post that. 
And then I'm going to start to 

445
00:24:53,600 --> 00:24:55,640
focus on my retailer 
relationships. 

446
00:24:55,800 --> 00:25:00,280
And then we are going to build 
together through their retail 

447
00:25:00,280 --> 00:25:06,240
media networks, our campaigns. 
And then my whole budget goes 

448
00:25:06,240 --> 00:25:08,120
there. 
And then you start to forget 

449
00:25:08,120 --> 00:25:08,400
that. 
Yeah. 

450
00:25:08,400 --> 00:25:13,040
But you know, it's it's, it's 
not going to work because simply

451
00:25:13,200 --> 00:25:15,680
focusing on one channel, that's 
really the past. 

452
00:25:15,840 --> 00:25:17,600
And this is where I believe 
that, you know, especially for 

453
00:25:17,600 --> 00:25:20,880
e-commerce, the future comes 
around that how you can manage 

454
00:25:20,880 --> 00:25:24,240
to connect touch points instead 
of just, you know, building the 

455
00:25:24,240 --> 00:25:29,320
robust, let's say retailer 
focused growth strategy. 

456
00:25:29,560 --> 00:25:32,160
Now your growth strategy should 
be actually Omni channel growth 

457
00:25:32,160 --> 00:25:35,280
strategies which are also 
connecting your direct to 

458
00:25:35,280 --> 00:25:39,360
consumer business to to your 
retailer strategic retailer 

459
00:25:39,360 --> 00:25:44,280
partnerships and you'd rather 
choose less than many, but do 

460
00:25:44,280 --> 00:25:48,240
those few really, really well. 
That works. 

461
00:25:48,440 --> 00:25:52,040
Yeah, I'm I'm I'm looking at the
time and I'm thinking there's so

462
00:25:52,040 --> 00:25:56,160
much that you've just said there
to to sort of unpack and go go 

463
00:25:56,160 --> 00:26:00,320
through, but unfortunately we 
we've hit the I need to let get 

464
00:26:00,320 --> 00:26:03,080
back to what your the your day 
job. 

465
00:26:03,360 --> 00:26:07,160
So thank you so much for giving 
up the time and and spending 

466
00:26:07,160 --> 00:26:10,440
that with us. 
Super insightful in terms of 

467
00:26:11,160 --> 00:26:13,360
the, the, the, the, the elements
that we spoke to. 

468
00:26:13,360 --> 00:26:14,600
So I just wanted to say thank 
you. 

469
00:26:14,600 --> 00:26:15,640
I really appreciate it.