Tracking Consumers Through COVID-19: How Wolverine Worldwide Mobilized a Seven-Month Insights Tracker

hi everyone i hope you're ready for our next presenter welcome to the 2020 quarantined virtual insights conference my name is krista reed you may have seen me earlier if you attended the 12 o'clock presentation i'm excited to be back and introduce our next next speaker for today um before we get started i just want to cover a few ground rules quite again at the mercy of tech is where we are we're all at home or most of us are quarantined having to deal with technology being self-taught experts in some cases so let's just keep that in mind as we participate today and listen to each of the speakers also let's be respectful of one another please use the opportunity during the end of the presentation to provide any questions that you might have um you can submit them in the chat and also feel free to follow up with more questions if you have them after we conclude today also take the time to network engage and interact if you see someone that has posed a question that really catches your interest and you want to talk further about that we can do that um we can connect you accelerants here to help foster some of those relationships and get everyone in touch since we can't necessarily be together in person so with that i'll stop talking i'm very excited to introduce ora nelson she is the senior manager of consumer insights at wolverine worldwide i'm very excited to hear what she has to share with us today i know you are too and with that aura i'm going to stop sharing my screen and presenting and i'll send it over to you i'm gonna stop sharing my screen now so you can take control and you can walk us through your presentation thanks so much okay thank you and the great news is it will not take the whole hour so we are we're doing good all right let me know if you can see my full screen yep we can see you okay perfect all right so um today i am really looking forward to diving in and talking about how we really mobilized when kobit started hitting the us pretty hard in march to connect with our consumers and track them over time so i'll be talking about how we both started this project as well as really what we've done with the understanding that we've gained to look back and use that to look ahead as well but before we dive into that i just wanted to introduce myself and krista i know you introduced me as well but i couldn't hear you so i'm not quite sure what you shared um but i'm a senior manager of consumer insights at wolverine worldwide and i have been there for about five and a half years i really started my journey into consumer insights in a somewhat non-conventional way i was in the sociology department at suny suny stony brook on long island and from there i started working for a research supplier called smart revenue transitioned over to working at meijer which is a midwest grocery retailer in their consumer insights department and then started working at wolverine worldwide in 2015. so just an introduction to wolverine worldwide because i'm sure many of you have not heard about our parent company wolverine worldwide the wolverine worldwide is really a global portfolio of several footwear and lifestyle brands it's established in 1883 and we really cover a pretty broad spectrum of brands so we have running brands like saucony outdoor brands like taco and merrell casual brands like keds hush puppies and scary and then we also have a pretty robust work and tactical offering through wolverine cat baits and high tests so we cover a pretty broad spectrum of footwear and apparel needs focusing in on our team specifically our consumer insights team is part of a broader team called the semi-wid team and what does that mean it's consumer insights market intelligence wolverine innovation development and then we also have a trend arm of our team um with a trend manager that focuses on macro trends that really drive what we focus on throughout throughout the years and our mission is really to be an engine we talk about being an engine that really drives to strategic decision making for our organization and we really focus on actionable insights when i started working at wolverine worldwide we did a lot of validation projects really trying to understand what went wrong and now i'm very happy to report that we have really pivoted to focusing more on inspiration really providing actionable insights both from a strategic brand um standpoint really helping our brands understand essentially who their target consumers are all the way through helping them with inspiration um regarding the product creation process and i'll talk a little bit more about that in a moment but we're really focused on empowering our brands to win and really focused on on brand growth our team has grown from 2015 uh we were a team of three and our team has grown to 13. um so we now have we're led by chief merchant angelo ing and we also have um you know i talked about the specific uh parts of our team we have barry mcgowan leading up advanced concepts and that's that trend and innovation area lindsey goodman is the director of our consumer insights area and we um have multiple managers that really support and focus on specific brand groups so we're able to really focus our energies and develop expertise with some of our brands and i'm primarily focused on our outdoor brands and then our market intelligence and retail intelligence team as well so that really demonstrates how wolverine worldwide has doubled down on putting the consumer at the center of decision making um i'm not going to go through all of this but these are just some of the tools in our toolkit that we really focus on developing and you know learning more about so we can bring these offerings to our our our corporation and we really focus on um not only that kind of high level um brand strategy and and essentially understanding who the target consumer should be points of parity and points of difference for our brands helping brands define their brand purpose we also focus a lot on the product innovation process and we start with inspiration projects we've really doubled down on on understanding and developing our expertise and design thinking a few years back so we do a lot of design thinking projects to really kick off the seasonal uh process of product creation and partnership with our trend team and then moving through we really focus on that development development area of concept development product optimization and then moving toward validation and selling with brand health tracking utilizing competitive market data through our market intelligence team and then developing assets for sell in and sell through so really supporting our brands through every step of the process with their product innovation we also do a lot of special projects for for our company so one of the special projects right now is really doubling down on digital transformation and our innovation team is really spearheading that the cobit project i'll be sharing today is another special project so in march our executive team asked for our semi team to really focus in on delivering delivering actionable insights for the corporation as it related to what was going on with consumers and at that time we were all really immersed in what was coming out from consultants like mckenzie harris pull and we knew that there was a lot of content out there but we also were really craving more footwear specific insights so we wanted to be able to tap into and really focus on what was relevant to our industry and to our brands and we wanted to talk with consumers who were really engaging with our brands and that our brands were trying to target and so um that's what i'll be talking primarily about today but i also wanted to call out that we have tackled this in a couple of different ways we launched our consumer tracker and have been tracking the same consumer since march but we've also done other things like sharing a bi-weekly update with our executive team and this really allows us to immerse ourselves in the news what's going on out there more broadly and we deliver to our executive team bi-weekly a one-pager on consumer sentiment and behavior what's going on with competitors and retailers in our space and then general uh covered news like uh case counts vaccine developments um the economy and what's going on internationally as well so we have quite we have quite a comprehensive understanding and have really um really tackled uh kobit so to speak so speaking more directly about our tracker we utilized the d scout platform uh to launch our tracker so again we really wanted to get at some footwear specific insights we also wanted to track the same sub consumers over time so d scott really allowed us to do this through their diary platform and what diary is is it allows us to engage the same consumers throughout over several time periods and exercises and what d scott recognized when they launched their platform was that consumers always have their mobile phones with them so we're able to ask them to share with us what's going on in their lives to upload videos photos and to share text responses with us so we've really heavily utilized that platform for our consumer tracking we've also augmented that work with what we're learning from other agencies like the harrisbull who sends out my favorite email every week on wednesday morning uh with their tracker egg strategy has put out some really great content i love their ingenuity report and then mckenzie and company has been a very powerful tool for us to understand what's going on more broadly and so we augment our reports with insights from these agencies and others as well in our consumer tracking we talked with we started out with just 100 gem pop consumers so the first handful of waves was really focused on what was going on with the general population and we made sure to balance for race ethnicity age income a number of factors and you can see from the map on the right here that we made sure that we're covering a pretty broad area of the u.s and really talking to consumers from all over and we love that d scout really enables us to do this and we are not just you know focused on people who are locally available for example after a handful of waves we heard from our brands that they wanted to augment the sample with consumers who are more relevant to them so we augmented with 69 runners 49 outdoor enthusiasts some work boot owners and wonder women which is the target consumer or one of our brands keds so they're younger women who fit their target consumer profile so this allows us every month to be able to share insights that are specifically relevant to the consumer that our brand groups are targeting so now i'm going to launch into what we learned throughout tracking these insights so again this is related to seven months of consumer insight tracking 23 news roundups that we've done um and ultimately nine waves of tracking consumers and again these are consumers who are 18 74 years old if i didn't mention that before i like to break things down into clusters of three because i feel like it's easier to remember when we do that and so um i think you know i know that this is a research conference and so i just wanted to share a tip that i learned from the book talk like ted and it is to break our insights into clusters of three so that everybody can kind of remember and it also helps provide a framework um for how to share and distribute information in a way that is as memorable and actionable so we'll talk about how consumers felt what they did and what they needed across some specific time frames and i broke out those time frames into early days which is really focused on that march to april time frame settling in which is that may june time frame the long haul july august and september and then i'll talk a little bit about looking ahead and what we're focused on so starting out with the early days um i don't know about you but i remember how that felt in march when everybody was kind of looking around wondering if we should be freaked out about what was coming down the pipe um i i didn't anticipate that we would still be working from home at this time and when we launched our consumer tracker just one week into working from home i think we started working from home on march 16 and we launched our tracker one week later uh we heard from our consumers that they just felt like life was interrupted they were in a state of shock and disbelief and it was really hard to grapple with their new reality um they you know at that time we were all talking about flattening the curve and what that meant um to us and to the us at large we i think most of us thought that everything was going to pass pretty soon not be around for months um and we were just so early on in our understanding of covid and how it was transmitted it was just a period of a lot of confusion and just really grappling with with our understanding of what was going on we saw sentiment plummet quickly so after our first week of tracking when we tracked the the second week and again we were doing this we were tracking weekly initially we saw a sentiment plunge with 44 of our consumers saying that they felt worse or much worse than the week prior um so on the on the bright side some of our consumers said you know what i'm i'm going to use this as an opportunity to re-prioritize and to really focus on what matters in life right now i also want to call out um just for fun uh my boss recommended that we pulled together some memes um to to kind of add to some of these slides and as i started going through that process i realized that we could probably share just a report on memes alone and it would tell the full story of covid and how consumers are feeling so just for fun we included some memes uh throughout each of the slides and i hope everybody gets a little bit of a chuckle but it also feels really relevant to what was going on with consumer sentiment across each stage gate so what did consumers do during this time of course they stayed home everybody retreated to home they started switching everything to online we saw huge searches and gaming virtual everything zoom calls everybody was working from home kids were starting to attend school from home and all of these primarily hands-on and in-person experiences we're switching over to digital they also redefined essential so you know everybody started seeing things as essential or non-essential is it essential to go to the store right now or is it or is this a frivolous trip is this an essential purchase or not essential and so we saw that consumers very abruptly halted but we're spending and really shifted their spending to essential purchases like groceries and toilet paper and my favorite probably my favorite meme of all of this uh covet time is is the charmin um meme at the top here so i can't look it up without laughing um they also settled into their home routines and they started really focusing on cozy nostalgic activities and also activities that were going to bolster their health and wellness and their well-being overall they started exercising more at home we saw fitness apps really be adopted very quickly they started meditating crafting cooking heading outside a little bit more um and and at this time they also started really focusing on self-sufficiency what could they what could they reuse what could they repurpose and really starting to pay more attention to what they actually already had in their homes at this time and what did they need from brands they wanted to hear what brands were doing from an action information and support standpoint so i don't know if you remember but before brands started pivoting i was still getting messages about spring break and swimsuits and things that just felt irrelevant and even in genuine so um what we heard from consumers at this time was that they were so sick of getting all of these emails that talked about us all being in this together um just messages of support that really had nothing to back back them up so our consumers told us that and 99 of them told us that they wanted brands to stop business as usual marketing it just felt completely superficial um and irrelevant and even offensive at times they wanted brands to really pivot to talking about coping at this time and they wanted to see specifically how brands were helping their employees how they were emphasizing safety and how they were helping consumers at this time and they also wanted to see how brands were really pivoting to help the fight against coven and ultimately really asking for transparency they also wanted brands to quickly pivot to buy online pick up and store and other seamless omni channel experiences for them and i wanted to share what some of our brands did during this time that really reflect how they were listening to and paying attention to consumer sentiment so our brands supported frontline workers we saw choco stop production of their custom sandals and repairs and and quickly um start mobilizing to make seven thousand masks they also engaged their consumer base who are very passionate about the brand and their consumer base uh sent in hundreds and hundreds of letters in support of healthcare workers and the choco team distributed those along with masks to healthcare workers at this time kat had a product launch called sprint really focused on what they call the industrial athlete and it was a great opportunity for them to really focus in on essential workers at this time so they said thanks and really pivoted their marketing to focus on delivery workers mailmen grocery store stalkers say thanks giveaway product and really talk about the the valuable service that we're providing merrell donated shoes to those on the front lines they gave shoes to health care workers at this time sperry donated money to small businesses through their everyday heroes program and then inspired by the surge and self-sufficiency and ingenuity merrell launched a house shoe design competition and consumers took products they had at home and made them into new products um it was an awesome competition there are some really great examples on this page so moving into the next time frame settling in so after a couple months people are starting to get a little bit used to it reluctantly used to staying at home and some of them even started talking to us about relishing the time at home and seeing it as a silver lining people felt that their lives were too busy and they were taking this as an opportunity to reprioritize and really focus on the positives at this time so we saw optimism emerge as a primary emotion and 74 percent of consumers felt better wave overweight than they had prior that said they started really missing routines and and and realizing that this summer was going to look a little bit different than than previous summers they started feeling claustrophobic we heard that 35 percent of americans were claustrophobic and wanted to get out i think that stat came from harris pole and they started feeling a heightened sense of uncertainty so at this time it wasn't just covid it was racial justice economic woes all all of all of everything going on in the world really combined to increase stress levels to almost max capacity so people started telling us that they felt fragile they were frustrated and they pointed to our our nation as a significant source of stress so one thing that harrison called out at this time specifically that we definitely saw reflected in our tracker was that alienation scores were incredibly high and even higher than during the vietnam war so this was a really challenging time we in as i mentioned a lot of optimism but also a lot of stress and anxiety so consumers are really grappling with these very polarizing feelings that could change moment by moment and day by day so very very uh difficult time during this time they decided to take this opportunity to get outside so people were really starting to realize that being outside made them feel better the weather was starting to turn really nice and mckinsey reported a six percent increase in outdoor activity which is huge um we also saw a huge spike in hiking seventeen percent of americans started running that's a stat from harrison and they were really turning to the outdoors and to running to reduce stress and anxiety we also saw a lot of consumers who were running start hitting the trail for their runs which is great for our brands are more focused on the outdoors and we continue to see that in home workouts were increasing as well we saw consumers really start dreaming about their next vacation and vacation planning increased 10 percentage points um to 33 and they started realizing that maybe they can travel safely get an airbnb do a lot of outdoor activities and really redefining what travel meant for them and staying a little bit closer to home and we also saw during this time that while retailers started opening their doors a lot of consumers said that they were too hesitant to re-enter so we did see an increase in in people purchasing at this time in store but there was still a lot of hesitancy and we started to notice that people were going to go with their gut more so than with what the government was doing at this time and what they needed for brands during this time we really started to notice that they were looking for brands that solve problems so during this time consumers were saying hey i spent the first couple months of the pandemic really getting rid of stuff that i didn't need anymore in my house and now the only things i'm going to be introducing into my home are things that actually serve a purpose for me that stand the test of time that really solve a problem or that support my new health and wellness behaviors we also saw that trust and sustainability mattered more than ever during this time and consumers are really tapping into brands that focused on their new positive behaviors and they were connecting with brands that that really they felt handled the crisis well and were treating employees well during this time as well they also were really sinking into their established behaviors of purchasing online and we saw that although consumers still liked being able to have the opportunity to pick things up in store they were trying to do as much as possible online before they ever set foot in a store so they were really looking for brands to create a seamless omni-channel experiences for them that help them feel safe and supportive and what did our brands do during this time our brands really pivoted to encourage responsible recreation and inclusivity so a couple examples of this saucony um has had a run for good campaign and um and and they really started talking about run solo for good um and they were encouraging socially distanced runs during this time marilyn chaco really started hitting um hitting hard on sharing information about recreating responsibly they knew that consumers were increasingly getting outside and they wanted to be able to share how to you know both recreate responsibly for the earth and also for our own well-being and health practicing physical distancing playing it safe outdoors um exploring locally as examples and then you know i talked about how it wasn't just covet it was coveted racial justice economy um a lot of our brands started really hitting hard on on looking within at what they were doing to take action as it related to justice equity diversity and inclusion and i just share an example from merrell focused at this time on um actioning their team they created a social justice task force and um have some uh very solid work streams in process and making some real change right now during the next time frame the long haul would i consumers feel still anxiety anxiety has not gone away since the pandemic started um but they also started feeling this pandemic fatigue or coveted fatigue and they started having real wanderlust so we saw a big surge and um i think i talked about this on the next slide so sorry to steal my thunder but we saw a big surge in people traveling renting rvs buying rvs um but in terms of sentiment we saw a huge plummet in consumer sentiment so everybody kind of thought hey this is going okay we're kind of controlling some of these big waves and unfortunately as retailers reopened as people started kind of settling in and relaxing their standards a little bit um in terms of how they were keeping themselves and others safe we saw of course case counts rise and we saw a huge huge dramatic plummet and sentiment seventy percent of our consumers said that they felt the same or worse versus the june wave moving into july and they really started worrying quite a lot about the second wave of covid coming they longed for some of these cultural events that they had missed and they felt in limbo and out of control they felt like no matter what they did they realized that this nothing was going to return to normal anytime soon we also saw people start talking about worrying about school starting um the whole experiment of sending kids back and not knowing how that would turn out or what virtual schooling would look like if schools were taking the virtual route really not even knowing whether their schools were going to take virtual or in person um they started to be fearful about leaving the house again as harrisbull called out and um just you know increasingly stating that they were also still hesitant to return to work at this time as well and as i mentioned they started traveling and continue to spend time outdoors increasing the amount of visits they had outdoors with friends and family and 13 percent of consumers in our study were new to the outdoors that's covid so they were really spending more time outdoors we saw rv rentals and sales skyrocket during this time we saw consumers start taking workations so about a third of the consumers in our study either had or were planning to take a workation which is where you rent a place like an airbnb that you can work from so you get kind of a little bit of a vacation but you're also working at the same time we saw some really interesting behaviors uh consumers started doing strange things like hopping flights to nowhere leaving an airport and returning to the same airport applicate the experience of flying and again continuing to establish and up purchasing online in favor of store so we heard from our consumers that 85 at this time were either not in favor of or had hesitation about stores reopening as case counts continued to rise and what they needed at this time they wanted to see that brands and retailers were still taking code really seriously they wanted to know that we were all in this together and that safety was paramount to the consumer journey it was very high in their expectation list they also you know we talked about how many consumers started running started engaging in the outdoors and we heard from consumers that it was time to start trading up to buying shoes that were more appropriate for running and for the outdoors but they were overwhelmed by their options and they were really looking for brands that were approachable that guided them that were inclusive to newcomers to the to the category they wanted brands to really teach them and share with them the products that were right for them as well as help them understand how to engage in the activities appropriately and they really wanted value so at this time stimulus check money was gone there was no hope in sight for getting a new stimulus check and so we saw that discounts became increasingly important for consumers during this time and a few things that our branded brands did during this time frame we established we supported now established behaviors and we started leaning into cozy behaviors at home knowing that cold weather was ahead so merrill for an example redefined outdoors and encouraged consumers not to think about the outdoors as traveling a long distance to a mountain or long hikes backpacking but really redefining outdoors as hiking your own turf just getting outside and really starting to talk about the the wellness benefits of getting outside even for 15 minutes another of our brands hush puppies acknowledged this huge dip in consumer sentiment and refrained their worry-free campaign into a weather anything campaign really focusing on the idea of resilience saucony embraced new runners through their run club and started really promoting this and connecting with new runners via their social platforms and then choco as an example bringing on the cozy um we heard our consumers say that they really wanted to that they were buying things that really reflected their desire to be cozy as the weather started turning and so cozy really leaned into these stay home cozy slipperish vibes so looking ahead from here there are a few areas that we are continuing to talk to our brands about and continue to focus on as a team one is continued digital acceleration so we know that consumers are still very hesitant to engage in out of home activities with 73 saying that they're still that they're staying home quite a lot so visual is going to continue to surge for our brands this is really important because consumers in the footwear category have always said that it's important to them to try on footwear in a store and see how it feels before buying you know we've seen a huge surge in our dot com sales but we know that there's a lot of runway ahead for us to provide more informative and detailed product descriptions on body photography product imagery that really shows what this product is all about and ultimately we understand that in order for consumers to really long term switch to more digital behavior we need to make it an amazing experience so continuing to focus on that and tap into our consumers surrounding that topic we also see that you know we talk about covet as a public health crisis but it's also a mental health crisis and so we know that consumers are going to be focusing on really adopting new and healthy behaviors in the long term and in making sure that their lifestyles enhance um both their physical and mental well-being so we expect this trend to remain strong which is very hopeful for a portfolio of brands that have outdoor and running brands in the portfolio so we also know that consumers are really focusing on an even more focus now on sustainability so our brands are doubling down on efforts um towards sustainability as well and then finally we know that a lot of consumers switch brands due to out-of-stocks and inventory issues and we know that now more than ever delivering a strong message about who our brand what our brands are instilling trust in in the consumer developing emotional connections and delivering on products that really solve problems for them it's less about newness and seasonality and it's a lot more about comfort function trust and durability for consumers right now they're planning on keeping products longer and again they're really looking for products that fill a need for them there's less about this for frivolity and more about finding products that solve problems so we're again doubling down on that as well from a research standpoint we are evolving the research that we've done um coming out of you know six months of covid we wanted to really think about how we were delivering our our our news and information so we're going to continue to do our bi-weekly roundups for the executive team we're going to continue to do our monthly tracking with consumers because we found it so valuable but we are just rethinking how to share this when we had we we turned to our stakeholders across the company and asked them how it was going for them what they're learning about consumers how they're actioning on it and how they want to digest this information in new and different ways one of the ideas that we had was to create a monthly newsletter so instead of having a 15 to 20 page deck to digest we've taken all of the essentials and put it into a one-page front and back newsletter that really has a more digestible and conversational format with some really strong actionable takeaways we have also taken our in-house communication platform and added a research library on covid with all of our prior waves of research and articles and so on so that it's accessible to the broader organization and then really excitingly for me we are planning a podcast so that every month we're going to be able to share in a different format through podcasts how what we're learning um in each tracker we know that a lot of people across our company are you know we have designers across our companies that really a company that really like to listen uh to what we're sharing rather than reading a report or even a newsletter so we're going to be delivering on that in a more conversational format really sharing what we're learning each month and then also diving into special topics like running retail holiday and so on so we're really excited to evolve this research moving forward [Music] and that uh concludes the presentation part i'm very happy to answer any questions if anybody has any thanks so much or that was a great presentation and i'm thinking i might be one of those people who's in need of a workation because i was looking at that piece of cake like what a beautiful beach and then i realized it was a piece of cake so you were definitely speaking to me but as a researcher i i appreciated your presentation and there was a lot for me to think about moving forward as we conduct our studies at accelerant so thank you so much for sharing that with us um i haven't seen any questions come through the chat quite yet or through q a but i do see a note that says that um this attendee loves the idea of a newsletter and that they've been thinking about something similar oh hi catherine i know catherine oh and actually i misspoke so we've gotten a few questions through q a catherine wants to know if there are any additional tips on how to structure a newsletter generally catherine said that she does both tactical work and generative ethnographic work so she would love a newsletter format for the latter yeah i mean for us it was pretty the approach we took with the newsletter was um pretty simple we have been focusing on very specific categories for all of our all of our research reporting um we've been focusing on general consumer sentiment outdoor behaviors and wellness behaviors um and then purchasing behaviors as well and then special topics so i would you know i'm not sure catherine what what topics you're focused on with your ethnographic work i don't know if you want to chime in with that um but i just think you know finding some themes that run throughout i think doing our bi-weekly roundups for the executive team has really helped us hone in on themes that have emerged more broadly across the u.s and with our consumers and so as we start seeing these themes emerge we try to understand if we have enough to tell a story and if we feel like we can provide actual takeaways and that's one thing i do really want to call out is that we um we feel very strongly as a team that if there are no actual takeaways we probably shouldn't share information so that's my philosophy as a researcher i used to share such long reports on everything under the song every single question from a survey and now what we really try to do and i think we're really good at this as a team is focus on you know truly what matters the key themes but ultimately making sure that we're only sharing information that is truly actionable so that's usually my criteria for what would make it into either a report or newsletter that's great thank you aura we have a question from doug he wants to know how has wolverine balance the need to keep moving forward financially and having compassion for the population in this difficult time he says that even a difficult situation like covet presents opportunities yeah i mean i think the examples that we shared about what our brands have done to pivot a lot of the you know we work two years ahead from a product creation standpoint so there are some things that can't be changed right um you know our our product team start developing products for two years in the future so what when covid started happening um it's not that we could suddenly create new products um on the dime so what we really focused on was how to message how to really understand consumer sentiment our brands feel very strongly that that emotional connection matters and we know that consumers are more likely to buy from and remain loyal to brands that connect with them emotionally so that's why we focus so heavily on on our social platforms um and on understanding how consumers were feeling and what we then needed to do to pivot so that's why you saw our brands quickly pivoting to halting production of custom products and create and and pumping out face masks instead really supporting front line workers and and halting or completely pivoting their marketing messages very early on so it wasn't superficial and really recognizing what consumers were going through so i think it's you know unfortunately we have limitations in terms of how far out we're working with product but i do think our brands really took the opportunity to focus on sentiment and behavior and pivot accordingly with product launches doug says thanks i think you got his questions squared away i don't see any more questions in the q a or in the chat um or thank you again so much for your time for your presentation it was phenomenal i really enjoyed it if anyone is interested in viewing today's presentations perhaps you weren't able to join a session or you just really loved one and want to watch it again we will be archiving all of the presentations and posting them on the conference webpage within the next few days aura is the final presenter for today so we're all done we pick back up tomorrow at 11 a.m we have a speaker from ally financial who will be talking about reinvesting brand management thank you to everyone who joined today thank you to all of our panelists we really appreciate your efforts your time and your willingness to share about what you do and the research that you do so again have a great day everyone thanks so much for joining us and thank you aura for wrapping us up in a phenomenal way