So over 80% of all of our transactional journeys start online, but 80% of them are completed in a store. So we have to have this working well. And we're all shoppers. I love shopping. But we don't think about which channel am I going to choose. You just engage with the brand, hopefully. So usually it's about how you align internally, how you align KPIs, and how you get that working. But customers move fluidly between our channels. And our product can be a complex sale because you're selling for a gift, you're selling the bracelet, you're talking about charms, you're explaining how the clips work, and so on. So it's not just retail operations in a store, it's a selling journey. What's important to you? What's important to the person you're buying for? It's about playing these different tunes with the data as well, understanding how we can liberate data in the organization to wrap the experience around each customer. We talk about the in-store experience being so personal. Digital is always just playing catch up in that space. I do think AI has got a big role in that space, ultimately. But I think overall, it is about this machine, how the whole machine comes together, the different platforms get linked together. And the only way they get linked together is through integration, understanding how you want to move data around the organization. And for what purpose? What are the use cases you're driving towards in terms of what you want to achieve? Now to do that, we need to bring our stakeholders with us. We need our stakeholders to be thinking through and us challenging them about, okay, what's the business we want to build here? What are the specific things we want to be able to do? And then having that. We've got the platforms, we're building the data layers and integration layers, and we're building the predictive capabilities. So for me, that looks like acceleration. That looks like when we've got our stakeholders lined up around where we want to take the business next and really understanding what the machine can do, the power of the machine that we're building. And the next move for us will be unified commerce, really understanding how we can take this and go to the next level of integration on omnichannel, omnistore, and so on. Actually understanding that holistically and applying some of that e-commerce mindset to how do we understand our stakeholder? I think that's something we did a bit differently.