Retail Reinvented: How E-Commerce is Evolving with Lena Moriarty

Summary

Coffee N° 5 with Lara Schmoisman: Retail Reinvented - How E-Commerce is Evolving with Lena Moriarty

Host: Lara Schmoisman
Guest: Lena Moriarty, Head of Marketing at ETEL
Release Date: March 18, 2025

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1. Welcome and Overview

In this engaging episode of Coffee N° 5, Lara Schmoisman welcomes Lena Moriarty, the Head of Marketing at ETEL, to delve into the evolving landscape of e-commerce and retail. Reflecting on Lara’s recent experience as a moderator at the ETEL conference, the conversation sets the stage for an in-depth exploration of current trends and future directions in the industry.

2. Insights into the ETEL Conference

ETEL Rebranding and Community Focus

Lena begins by explaining ETEL's recent rebranding effort, emphasizing its transformation from a premier conference community to a year-round hub for retail, e-commerce, and technology professionals.

Lena (02:09): “ETEL is the premier conference community. Actually, we just rebranded. So now we're not only specializing in conferences, which you might know us as the premier conference community, but now we are a 365 year-round community designed with your growth in mind to power your growth.”

Conference Experience and Community Building

Lara shares her initial overwhelm at the conference but praises ETEL for its meticulous organization and community-centric approach, highlighting the importance of creating meaningful connections without the pressure of sales pitches.

Lara (03:17): “I didn't feel that I was sold by the retailers. I felt like it was really part of creating a community.”

3. Building a Connected Retail Ecosystem

Vendor Integration and Community Conversations

Lena underscores the essential role vendors play in the retail ecosystem and how ETEL fosters inclusive conversations that drive industry growth.

Lena (05:04): “The retail ecosystem doesn't happen without our wonderful vendors. And that's the reason that retailers are able to advance at scale and grow in the way that we're all trying to grow.”

Creating a Collaborative Environment

Both Lara and Lena discuss the importance of collaboration and breaking down barriers to enhance community interactions, ensuring that attendees can maximize their conference experience.

Lara (05:15): “It's really important that you get the guidance from an agency or someone who knows what is best for your brand or get demos.”

4. The Rise of Video Content in Marketing

Investment in Video Strategies

Lena highlights ETEL’s significant investment in video content over the past months, aligning with industry leaders' recommendations to prioritize video in marketing strategies.

Lena (11:28): “One of the biggest trajectory changes that the ETEL brand is making... is the big investment in video.”

Organic and Authentic Video Content

Lara emphasizes the shift towards authentic, unedited video content, moving away from stock images to foster genuine connections with audiences.

Lara (13:07): “What is trending right now, it's been organic, it's being real. Not so much editing, no more, no so much stock image.”

5. Embracing AI in E-Commerce

AI’s Integral Role and Future Prospects

The conversation transitions to the pervasive role of AI in e-commerce, with Lena asserting that AI will continue to integrate into daily operations, enhancing efficiency and data management.

Lena (21:49): “I think that AI will be adopted into the day-to-day, if it's not already. I would say you are a little bit behind the curve.”

Practical Applications and Benefits

Lara and Lena discuss how AI tools can streamline processes, allowing businesses to focus on strategic initiatives rather than getting bogged down by repetitive tasks.

Lara (21:09): “If you're going to use the technology using the best of your ability, it's the same.”

6. Shifting PR Strategies and Retail Media Networks

Diversifying Marketing Investments

Lena explains the trend of brands reallocating their PR budgets towards more dynamic platforms like TikTok Shop and retail media networks, driven by changing return on investment.

Lena (15:13): “A lot of the best brands are reorganizing the carton... because their traditional media mix is now working in the same way that the old media mix was.”

New Age PR through Personal Branding

Lara highlights her own approach to PR by leveraging her podcast and agency presence to build relationships and establish authority in the industry.

Lara (17:40): “It's totally a new way of PR, but it's also about making relationships and that... it's a very different approach.”

7. The Value of Conferences in Strategy Development

Technology Shopping and Time Efficiency

Lena champions the unparalleled opportunity that conferences like ETEL provide for technology discovery, saving businesses significant time and resources in the long run.

Lena (18:39): “There is no other environment that you're able to do the technology shopping and save yourself time... than at a conference.”

Creative Inspiration and Team Collaboration

Both speakers agree that stepping away from daily routines to attend conferences fosters creative thinking and allows teams to collaboratively integrate new strategies.

Lara (09:06): “Looking at this in perspective and with this new information, I could be doing this and this and that.”

8. Upcoming ETEL Boston Conference

Program Highlights

Lena shares exciting details about the upcoming ETEL Boston conference, including the launch of the ETEL Visionary Awards, AI Summit Day, and various tracks on video, social commerce, and search optimization.

Lena (24:34): “You can expect the revamping of the ETEL Visionary Awards... deep dives into video and social commerce, from new and improved search techniques.”

Exclusive Offers and Event Promotions

Lena offers an exclusive discount code for Lara's audience, encouraging listeners to attend the ETEL Boston event from August 11th to 14th, emphasizing the value of networking and learning at the conference.

Lena (24:13): “If you use ETEL Partner, you can get 20% off your ticket for ETEL Boston.”

9. Closing Remarks

Lara thanks Lena for the insightful conversation, reiterating her appreciation for the ETEL community and encouraging listeners to engage with the resources available at larashmoisman.com or the episode notes. The episode concludes with anticipation for future discussions and Lara’s commitment to providing valuable business wisdom in upcoming episodes.

Lara (25:51): “So it was so nice to have you again here having coffee with us. And I will see you next week with more Coffee N°5. Find everything you need at larashmoisman.com or in the episode notes right below. Don't forget to subscribe.”

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Key Takeaways:

• Community Building: ETEL’s transformation into a year-round community fosters continuous growth and connection among retail and e-commerce professionals.
• Video Content Dominance: Investing heavily in authentic video content is crucial for engaging modern audiences.
• AI Integration: AI is becoming indispensable in streamlining e-commerce operations and data management.
• Evolving PR Strategies: Brands are shifting from traditional PR to dynamic platforms and retail media networks to maximize ROI.
• Conference Value: Attending industry conferences like ETEL provides invaluable opportunities for technology discovery, networking, and strategic development.

For more insights and actionable strategies, tune into future episodes of Coffee N° 5 with Lara Schmoisman and visit larashmoisman.com.

Transcript

[Lara Schmoisman]

Foreign. This is Coffee Number five. I'm your host, Lara Schmoisman. Hi guys. Welcome back to Coffee Number five. My coffee is ready, warm and actually maybe today is getting a little cold because in the pre show I had so much to say and, and I really was enjoying this combo. But now, now we're finally here and we're with you and we have a lot more to share. So I want to tell you a little more about. My last month was really, really busy. I was from Miami and then I had the honor to be invited at ITEL as a moderator. I had a wonderful time. It was my first time at itel and I have to say that even it was a little overwhelming. So I wanted to take my notes and give it to you. So when you go to retail and you know what to do and you are a little more prepared than I was. So I invited Lina. Hi. You're welcome. Hi.

[Lina]

Thank you so much for having me. We loved having our Etail and I'm so excited to be here to hopefully recap it and make it nice and easy to understand as well.

[Lara Schmoisman]

Yeah. Oh my God. I wasn't prepared for such a big thing thing. I was okay and I was like, okay, so who is going to Ital? Let's start with that and I want to know a lot more about you, Elena, but let's start talking about itel. What is it for? Who is it?

[Lina]

ETEL is the premier conference community. Actually we just rebranded. So now we're not only specializing in conferences, which you might know us as the premier conference community, but now we are a 365 year round community design with your growth in mind to power your growth. So what that means is we want to keep our retail, e commerce and technology community connected all year round with things like dinners, research and different local events. Just to make sure that everyone has the opportunity to have these great unfiltered conversations like you experienced at etail, like you will continue to experience being a part of the E tail community now. So that is really what ETEL is all about and what you recently got to check out yourself. And what we just came back from is Etail Palm Springs, which happened in beautiful, sunny, gorgeous Palm Springs.

[Lara Schmoisman]

It was warm. I have to tell you, I wasn't prepared for that.

[Lina]

It was a little bit warm and you know, sometimes it gets hot and sometimes, you know, you would actually be surprised. We've gotten a chilly couple of years before. But no matter what, I think that the palm trees are always beautiful.

[Lara Schmoisman]

Oh, the scenery is beautiful. And you guys do such a good job because it's, it's busy and there is a lot of. I mean for me particularly was very special because it got, I got to put the face to the name and a lot of people that I communicate with, partners of amazing platforms that they are. But also let's. We're going to talk about the conferences because they were really unique and well chosen. I was seriously impressed with that.

[Lina]

Okay. Amazing. I love to hear that.

[Lara Schmoisman]

And then I, I like your vendors. I mean it was really well done. It was big. But at the same time you had time to go through everything and I really loved that you guys took, took care of every, every detail. I have to tell you, there is something that I never seen in any other conference that you have a snack places in the middle.

[Lina]

Yeah, you need snacks. I mean fed people are happy people. Especially at a conference where there's so much brain energy being used.

[Lara Schmoisman]

Oh my God. And it's tiring.

[Lina]

It's tiring to be connecting with people. And we want you to have the utmost best experience possible. So we keep you fed and we keep you not thirsty.

[Lara Schmoisman]

I always say that. I always say when I go to traders to Not Trader Joe's. That's overwhelming too for me. But when I go to trade shows, I, I always say you have to have the switch on and your head need to be making connections all the time. Do I know this person where I know it and there are so many times and I apologize to everyone I ever did it that I say I know you, but I don't know where from.

[Lina]

Like I could, I could recognize the face and that that's what's nice about the conference circuit and being on the etel specific one and being part of that community is that you start to recognize everyone. And like you said, the vendors, I think that something that we really are tried and true by is that they, we need them to be part of the conversation. The retail ecosystem doesn't happen without our wonderful vendors. And that's the reason that retailers are able to advance at scale and the re. You know, and grow in the way that we're all trying to grow. So we'd love to just include everyone in the conversation. And that's why, you know, and I love.

[Lara Schmoisman]

I didn't feel that I was sold by the retailers. I felt like it was really part creating a community. And let me tell you about your. My platform and see if I'm a good fit for you.

[Lina]

Yeah, exactly. And just breaking down those, those barriers, you know, and what is the platform and can it actually help in cutting through some of that, that expo floor noise? Because we know it can be overwhelming. So we love just the down to earth people that also come and attend the show.

[Lara Schmoisman]

Okay, I'm going to give my 2 cents here for you that you're an entrepreneur out there, a business owner. There are a lot of platforms out there so you don't have to buy into everything. You need to buy in what it makes sense. So it's really important that you get the guidance from an agency or someone who knows what is best for your brand or get demos. Everyone will be happy to show you and to talk to you and that's really important that why and who should go to ETEL and, or who need to go to events because you get to know what's out there and what people are talking about.

[Lina]

Completely agree. And I, I think that people steer clear sometimes of demos but I love a good demo because it really allows your finger to be on the pulse of the technology available to you. And I don't know if you got to check out the innovation theater at all and see some of like the live demos kind of happening of different technology. It's really unique and we actually had, you know, hundreds of people on the show floor watching technology innovation happen in real life which is so special and important and I think it's a really unique aspect of, of the ETEL community.

[Lara Schmoisman]

That's, that's fantastic. So Lina, tell me about you. What do you do at the itel?

[Lina]

Me so I am the head of marketing. So as we connect all of these amazing omnichannel retailers and marketers, I myself am an omnichannel marketer overseeing the Etail strategy across the portfolio. So I handle everything from email marketing to social marketing to everything in between. Like you were mentioning before, right before this call search everywhere optimization and making sure that, that we are being seen by as many eyes as possible as well as you know. And this is just bringing back to the panel that you moderated, the TikTok panel at Etow. You know, just making sure that we're keeping up with the creative need in the market right now because it seems like we can't pump it out fast enough. And that's what I want to ask you.

[Lara Schmoisman]

How do you. Because probably now you're working on Boston, right?

[Lina]

Yes.

[Lara Schmoisman]

Go switch. Things can change from here to technology goes so fast, this ecosystem moves so fast that how can you be ahead of the trend?

[Lina]

So it really is in the current ecosystem if you're not keeping up, you're falling behind. If you're not staying ahead of the curve, you're falling behind. So with that, how can you keep up with the trends is that you have to constantly be connecting with the community and be crowdsourcing information and like you're saying hand raising. I think that hand raising is a big one and that's why I love conferences and I love getting to see people in real life and breaking down some of those barriers because it allows you to connect in, in an unfiltered sort of way to say what's actually working for you.

[Lara Schmoisman]

No problem for me, what it does for me to go to conferences is to put, to be able to take that wreck, gather information, but also those days away help me to put things in perspective. And because I'm breaking the. From what I do every day on the same jobs or this, which is never the same for me, but anyway, I can say, oh, looking at this in perspective and with this new information, I could be doing this and this and that. So my, my team is always afraid when I come back because oh my God, what, what did she find? What she's going to implement this time.

[Lina]

I love that though. And I feel like you will relate to this when I say that the best ideas come from when you close the computer sometimes and take that step away from your screen and go out into the universe, into the retail verse and see firsthand and connect firsthand with what other people are doing and, and crowdsourcing that information because there's no other avenue to get access to 2,500 of the brightest minds, the best and brightest minds in the industry in one place. And how can you capitalize on that moment in time? And that's what I love about it too.

[Lara Schmoisman]

Also what I love is that you end up making friends in the industry. And it's so nice what to me was a break in my life that I stopped talking about mommy things. I say I don't want to talk about those things anymore. I want to talk about business. I want to talk about things that I'm passionate about. Of course I'm passionate about my kids, but honestly, I don't care what other kids do.

[Lina]

I get that. Exactly. And it's just you get wrapped up in the day to day of it all. So it's just nice to hear too. And I think that you get stuck inside sometimes. I know that I am a culprit of this myself. Inside of your company bubble. And you have just connecting with those same minds over and over again, which is absolutely great, and that's how a team is formed. But the best and most powerful strategies at an event come from a team coming and dividing and conquering. You go on the social commerce track, you go on the email marketing track, you check out the search track. And then let's all come together at lunch and take our brain power, because we already know we work well together. Let's take the brain power and let's connect on what we just learned as well. And I think that there's also opportunity for that internal learning. Like you said, you come back to your team and you're saying, oh, my gosh, I'm so inspired. But I think that happens too, on site, actually, which is very cool to see.

[Lara Schmoisman]

Oh, I would love to be there flying the wall at the ETL table. And what. So what do you learn? Because you were telling me that something really important that you guys do is after an event, you get together and with the learnings of the events to implement it in another. That it's always the same thing I say about omnichannel strategies. You need to use your data and sometimes even your gut feel, and then you need to use that information to make things work better.

[Lina]

Yeah. And I think that one of the biggest trajectory changes that the ETEL brand is making, and it totally relates to your panel, is the big investment in video. It's something that we have put a lot of time and energy into within the last 90 days, 180 days. And we are seeing that investment pay off. And I think that that really resonated with me on the different topics that came up at E Tail where you have people like Christopher Berg from January Digital saying that he's recommending to clients that 80% of their content they're putting out be video content. That is an insane amount to keep up with.

[Lara Schmoisman]

I. I'm. I'm recommending very similar things these days.

[Lina]

Really? You are? Yeah. And I get it. Because it's what the people want and they're listening to that customer data. And I think that that was a huge learning for me is that we actually. It's a reaffirming learning, which is nice. And then also figuring out that we can even ramp it up even more.

[Lara Schmoisman]

Even we notice. Let me tell you, even more. And my team, I have multimedia designers and designers. I mean, the last few years, with. With the amount of content we need to generate for our clients, we realize that we need more multimedia designers and editors than designers. The switch has been so big.

[Lina]

Yeah, it's. It's a Huge pivot. And then if you even go into LinkedIn, they have moved now the video from beta to part of the. The. I know, I know people are bullish and I think that people actually were bullish on video a year ago. And now that's paying off and now we're going all in. And seeing how different people are going all in, I think is also a very important part of the conversation.

[Lara Schmoisman]

But I think the most important part about video is that what is trending right now, it's been organic, it's being real. Not so much editing, no more, no so much stock image. Maybe you can use something to illustrate, but people want talking faces. You want to see who is talking to you.

[Lina]

Uhhuh. And. And from the, the TikTok panel, the gentleman from TikTok himself said.

[Lara Schmoisman]

Yeah, Ross, Ross.

[Lina]

Yes. Amazing. A guest speaker. I love it.

[Lara Schmoisman]

Yes.

[Lina]

Ross was saying himself that basically like you and I are not in charge of the algorithm on any given. You know.

[Lara Schmoisman]

Yes. Lena, I'm so sorry, I have a problem with the dog. Just a second.

[Lina]

Yeah, so in your Tick Tock panel, Ross was saying. And I thought that. And, and he's the gentleman that works at Tick Tock itself.

[Lara Schmoisman]

So yeah, he's from the fashion.

[Lina]

Oh yeah, I love that. And he's. You and I are not in control of what the platform serves us on any given day. So we're just not in control of the algorithm that we're seeing. You could only follow all the best practices by paying attention to the different creative people are doing, to paying attention to the data analytics, to testing new versions of UGC, of TikTok Shop and using all of the, the recommendations that TikTok is giving you. And, and eventually they will start to work and add up and it does make an impact for that organic social.

[Lara Schmoisman]

I'm going to say something that many people, they are, they're not going to like me for what I going to say.

[Lina]

Okay, I'm ready. I'm ready.

[Lara Schmoisman]

And I'm partners with TikTok Shop. We're partners with, we work with all platforms basically. But you cannot forget that that is not your own media. It's media that you are boring. You're boring that space. You don't own what happened in TikTok, you don't own the narrative there. So what you need to make sure is that you don't put all your eggs in your basket. One basket.

[Lina]

I definitely hear that. And that's why the conversation of retail media networks is so absolutely huge right now. Because I think that There are retailers that are tired of spending these huge level marketing dollars in Meta and TikTok. That's why they're investing more in their own retail media network platforms. It's crazy.

[Lara Schmoisman]

Let me ask you a question because this is something that has been coming to me a lot and as I've been talking to big brands, smaller brands, platforms and people are changing the way the ecosystem work. Like before, many years ago going PR strategy was something that it was relevant and important and today I feel like that is being less and less important to brands.

[Lina]

You know, when you're saying don't put all your eggs in one basket, I think that that could apply to many baskets and I think that a lot of the best brands are reorganizing the carton, if you will, because their traditional media mix is now working in the same way that the old media mix was. So where a typical investment in PR was making such an impact, it might not be the same level of impact or level of marketing spend, return on spend, as you know, something like TikTok shop and that's why they are putting so many eggs in that type of basket. Or let's say, you know, different.

[Lara Schmoisman]

Yeah, but also, and I was bringing this up because what was in part in the conversation of brands was I realized that I need to be in more shows, that I need to be using more budget. So they're deciding to cut a lot of that coming from PR budgets. But also they are cutting in to other things to be part of these experiences, to network and to see what's out there. And places like E Tail that will give them different kind of revenue streams by partnering with platforms and software that will work for them.

[Lina]

So I'll counter that with a question. Kind of a little devil's advocate is you not being the face of coffee number five, the face of the Darl boutique agency, a part of PR in a way and showing your face and being part of these conversations and taking the stage at different events even. It, it's a, it's a different, a new, a new age form of PR in a way. Right? I, I right, like in a way.

[Lara Schmoisman]

This, it's totally a new way to pr, but it's, it's totally a new way. But it's also about making relationships and that I, it's, it's, it's a very different approach.

[Lina]

Totally different.

[Lara Schmoisman]

But I, what I'm trying to put here is what feedback are you getting from the people brands that they come to ETEL and because this is the feedback that I'm getting I need to realize that my ROI is not coming from pr. I'm very disappointed of that. So I need to find new ways of bringing that roi. And I use technology for that. So. And I used education and that's why I need to create a special budget for events. What recommendation will you give and what feedback do you get from brands that they come to etel and what recommendation you will give to brands? How important is for them to come to events and having these learning experiences and getting to meet platforms?

[Lina]

I, I will say this with complete and utter honesty and I truly, truly believe this, that there is no other environment that you're able to do the technology shopping and, and save yourself time, hours and hours of time later on than at a conference. And, and it doesn't mean just Etail. I'm talking the conference verse. I love Etail. I ride for Etail. But in general, just putting yourself out there. Start local. Start out with something local and dip your toe in the water of networking and community and building that community. Because I truly think on the conference at, on a floor, on an expo floor, with the amount of technology of people that have the best and brightest technology, there's no other way where you could go and shop this vendor and say I'm looking to go in for a video tool, a UGC tool and a data space organization tool where we are having too much data, we don't know where to put it. And I could spend an hour on the show floor and go around and get and check my boxes. And I think that that time spent at a conference is invaluable time saved later. So while three days might seem like a lot of time away from the desk, think of it as time to breathe, to think creatively, and to also save you days and days of time and strife later on. Because I think that that's the most.

[Lara Schmoisman]

Important something that I've been working on myself with my team, with my clients lately is where is your time better use at? And it's, it's not about. I'm quoting this book that I love that is not about Is who Not How. It's a fantastic book. We'll put it in the chapter notes. But what I want to say is that why do I partner with certain technologies? Because I want to learn the best practice of that technology and I don't want to have 20 technologies that we know a little bit. I talk to a lot of our partners that they tell us, yeah, well, there are people complaining that technology is not working and it's not that it doesn't work. They don't know how to use it well or they try to do it themselves. And so it's not a good combo. You just need to make sure that if you're going to use the technology using the best of your ability, it's the same. I always tell my, my CEOs, like, you are a CEO. You have so much work to do as a CEO, why you're spending half an hour doing an Instagram post. It's a waste of our time.

[Lina]

Yeah, 100%. When there is so much technology available to, to chop things up for you and make it easier. And that's what AI is all about. And embracing that where, how are we using it? It's not replacing us. How are we using it to make our lives easier and to save us that precious time. And I think that that's where conferences and AI work really well together. It's all about saving time and saving money. Honestly too.

[Lara Schmoisman]

Yeah. How do you think that AI is going to be evolving? Because like five years ago people were like, iffy about AI, then it became like a big thing. Do you think that it's going to still be a big thing or is something that people assume that we're going to be using it in every day?

[Lina]

I think that AI will be adopted into the day to day, if it's not already is. I would say you are a little bit behind the curve. And people, retailers and technology innovators should be utilizing the amount of technology available at our fingertips. I don't think that it's going to slow down. I think if anything it's taken off. And from last year it went from talking about it, speculating about it, to this year. We even said in our Etail in the Spotlight newsletter there were key solid use cases of retailers, brands, agencies and tech companies using AI to speed up processes and to make things easier with data back behind it, whether it's video, CRM, data management, whatever it may be, there's. There's data now backing it up that makes it worthy of investment.

[Lara Schmoisman]

Absolutely. Another thing that I want to talk. I mean, I was there in a conference and it was great. VM moderator was a fantastic panel. I'm sorry you missed it, but it was.

[Lina]

I was there. No, I, I saw it.

[Lara Schmoisman]

No, I'm talking to her.

[Lina]

I was like, I got to see people listening there.

[Lara Schmoisman]

I mean, you were there. I know that. And it was a great, great panel. Talking to the people from TikTok and talking about TikTok and successful strategies that is a very trending subject right now. But how important is. I mean, it's really important when you go to conferences to go to these talks because you're going to learn a lot from people experiences. But when you match, I want to know the backstage why you chose me as matching that one or not, and how you put your panels together. This is something that is really interesting to me.

[Lina]

Yes. So I have to give the panel curation credit to my wonderful production team who handpicks everyone that does participate and Matchmake Match makes in that way. But you had stood out to us by, you know, first off, we are a big fan of the coffee number five podcast and what you're doing and everything. And I thought that it would align because of the work you're doing at the agency. And I thought that you'd be the perfect kind of person to. To ask and uncover some of these questions in the conversational way that we're having right now. Like you said, you know, moderation and the content presented at the conference really can make or break a conference. And we only like to put the best people out in front of our Etail audience.

[Lara Schmoisman]

Thank you.

[Lina]

I also just want to say too, if you did miss it, I would love to give all listeners an exclusive discount code. If you use Etail Partner, you can get 20% off your ticket for Etail Boston, where you'll be. Yes, Etail Partner and you. We would love, you know, include it to your audience, but would love if you could join us. The show is August 11th to 14th. Yeah.

[Lara Schmoisman]

Well, so can. What. What can we expect there?

[Lina]

You can expect the revamping of the Etail Visionary Awards, which are about to launch, which will be special awards given to different innovators in the industry, as well as different tracks on AI. We're going to have the AI Summit day back, which is really, really, really exciting for us. And then you could expect everything from deep dives into video and social commerce, from new and improved search techniques and.

[Lara Schmoisman]

Topics to, well, see Search Everywhere Optimization.

[Lina]

Yeah, Search Everywhere Optimization. I love it. So it's really going to be a whole hullabaloo of retail expertise that you can expect. It's gonna be a big fun show.

[Lara Schmoisman]

How so? There are two days just in Boston. Downtown Boston.

[Lina]

It's four days in downtown Boston.

[Lara Schmoisman]

Ooh, fun. Okay, guys, get ready. I. It's going to be fantastic. Summer day in Boston.

[Lina]

Yep. Good times. Maybe you go to Fenway, catch a baseball game. It'll be a good time.

[Lara Schmoisman]

Yes. Well, thank you so much, Lena, for having coffee with me. I really, really enjoyed this conversation as much as enjoy my time in eel.

[Lina]

Thank you so much for having me and I can't wait to have you back. I love being connected. I'm glad you're an ealer.

[Lara Schmoisman]

Okay, thank you guys and it was so nice to have you again here having coffee with us. And I will see you next week with more coffee. 5 Find everything you need at larashmoisman.com or in the episode notes right below. Don't forget to subscribe. Was so good to have you here today. See you next time. Catch you on the flip side. Ciao ciao.