The Role of Retail Media in Brand Success

I think there's a, you can definitely see the difference between the brands who have got on to the, who've started their journey on retail media much earlier. Those are the brands where you are seeing them getting significant success now because they've been operating in it. So I suppose the ones who maybe haven't done that may find more challenging in the future. The biggest advice I'd give is really to get started with partners and be very honest about your objectives. And then test everything and make sure you're getting the data back and make sure that that data is robust and standardized.