How to Target Your Consumers in a Rapid Purchase Cycle

The rapid purchase cycles, people are in the stores on a weekly basis. You can very quickly accumulate a real wealth of data about what's their behavior online and then now that we have the ability to cross-reference that with what they're doing in store, it becomes hugely powerful. If you don't capture your consumer, it's kind of hard to break out of that repurchase cycle. And I know near and dear to both of our hearts, pets. One of the interesting things about that is with the dynamics of the pet food category is completely different than the dynamics of pet snacks.