 what is the challenge in driving data, a data driven, consistent, omnichannel customer experience for a customer which is present across so many platforms? Thank you. That's a really good question. So as you said, experience is everything. And today the most, I mean, the biggest challenge is consistency is the ability to have a consistent message across the different touch points. And I think for that, I would go back to something that I've written a bit around the four E's because experience itself is not enough. So when it comes to the four E's, we're talking about experience, so ensuring that you have a relevant experience no matter the touch point and that every touch point is here to drive impact. Then you will have everywhere, which is the ability of being convenient. So your brand needs to have a level of convenience for their consumers because we know that consumers are 1% of the time thinking about your brand and 99% of the time really living your brand. So it's important to have your brand as in kind of an everywhere ecosystem. Value exchange and that exchange is very important for experience. I would say that you can't have experience if you don't have exchange. We live in a world where data is alpha, where data is paramount, but it's also very scarce and valuable resource. And I think one of the things that you need to do through value exchange and experience is to ensure that that data is protected, but also given at a point of consent. And then the final one will be evangelism, which is again part of the experience because when we talk about a brand, it's not only about talking about the product or talking about the ethos of the brand, but again, the value that the brand is bringing into people's everyday life and so ends the evangelism and the opportunity to build ecosystem around your brand beyond just your brand equity or your products, but really kind of creating a world in which your brand can thrive.