Edward Heffernan
Analyst · Dominick Gabriele with Oppenheimer
Sure, and it's a good question. I think, obviously, we've had the capabilities for quite some time to do omnichannel-type transactions, whether it's bricks-and-mortar or catalog, online, whatever it is. To us, they all flow into the central bucket. You're absolutely right. We're seeing -- even with traditional bricks-and-mortar, you're seeing a larger and larger footprint on the online space. You're seeing, at times, our online sales representing 40% of our overall sales volume. So it is an enormous piece of our business today. What we're trying to do on the online side is continue to develop those tools that will make it, if you want to call it, an effortless transaction on behalf of anyone who shops online. We've all been in that position where you've got the screen pops up and then you get all these fields to fill in, and it takes you forever. And so the abandonment rate is huge. People just get frustrated with that. So what we do is you have your card and you have your number and your ability to get in there and sort of that one button, one-push-type transaction, which is so critical to closing the sale, that type of technology, we have rolled out or are in the process of rolling out across all of our clients. Additionally, the ability to understand who is shopping online and offer right then and there a personalized-type discount or reward point or something that we get them to, what we call, a trigger marketing to make that one extra purchase that they normally wouldn't have done is critical. And so to sort of answer your question of what do we do that others don't, it really comes down to, again, understanding who the customer is, whether online or in the store, and proactively offering up a very, very focused offer that could trigger that one incremental purchase that they otherwise wouldn't have made. And so our whole business is driven off of driving incremental sales as opposed to saving money from the client on interchange or something like that. And so the data itself and how we use the data won't change, whether Epsilon is part of the overall ADS or outside of ADS. It'll either be a service arrangement or, frankly, we've built a 500-person division within cards itself over the years of folks, whether data scientists or marketing experts, to help drive that. So, that's sort of the special sauce.