 Live from the Wynn Hotel in Las Vegas, it's theCUBE, covering Magento Imagine 2018. Brought to you by Magento. Welcome back to theCUBE, I'm Lisa Martin. We've had a really informative day talking all things commerce, open commerce and digital commerce innovation at Magento Imagine 2018. I'm joined by Amanda Batista, who is the head of content marketing for Magento. Amanda, thanks so much for all your help in coordinating this. We've had a really educational day with your folks, with your customers and partners. Yeah, we've got a really great community. It's been wonderful to have theCUBE here and I'm so thrilled to be able to be here with you closing out the show. So this is the eighth Imagine event. There's over 3,000 people here. You guys had some great speakers on stage today. I was very, I'm always very excited to see female leaders on stage. We talked about Bake by Melissa. She was our first guest today, sharing a great story. But you've been growing this event year over year. What is it about leading the charge, your hashtag and message for this event that really differentiates this eighth event from the last circle? Well, leading the charge is a really exciting message for us because ultimately we're focused on empowering merchants and developers and really allowing them to not worry about the technology component of things. Whatever you can dream, you can do at Magento. So leading the charge for us here today is really about bringing people together, making connections and really thinking about how do you use this community? How do you tap into all these resources? How do you see people that you haven't seen in a while? It's kind of our coming out party or big coming together. So, you know, leading the charge, I think means different things for different folks. But I think for us, we're really aiming to empower individuals to do the work that they do really well but also come together. So I actually heard a gentleman say that part of leading the charge for him is a matter of making connections. So it's almost stepping out as a leader and allowing other people to come together. So I think leading the charge has been a really nice message for us today and I think our speakers have really brought that to life. I agree with the sentiment that we've heard. So Magento started reputation wise helping retailers to target the online shoppers and the experiences there. And we talked a lot, we talked with Peter Sheldon today about what you guys are doing and really formalizing how you're helping businesses be to be organizations. There's so much opportunity that's really being driven by all of us as consumers and we have this expectation that we can get anything, anywhere, anytime. That's right. And have it delivered day or night. We're, you know, Amazon set the bar really high. You guys had Amazon on main stage this morning talking about the fact that, you know, there's now 100 million prime subscribers and how half of Amazon's revenue doesn't come from products they sell. This third party marketplace just kicks open the doors of opportunity for businesses from small to large alike. Yeah, I think it's really exciting too because, you know, we can't all compete on price. We can't all be Amazon. But I think as we're really encouraging merchants to think about what are you offering that's special? What are you doing from a content standpoint? Obviously content is near and dear to me. That's my bread and butter and what I've been doing for a long time. But we really think about, you know, what are we offering people that's value add? You know, is it an added catalog? Is it a manual? Is it something that helps you do your job better? Is it something that helps you go back to your organization and feel celebrated and feel excited? So I think, you know, when it comes to how we're empowering people, we're really focused on from a content perspective enabling you to, again, not really worry about the tech component, but think about how you can innovate your business. So that's really important to us. Well, that's one of the things that Melissa Benesai, Chief Product Officer at Baked by Melissa Cupcakes, and he's still- How sweet it is. I still want it is and I still want a cupcake. Yes. Well, and it was very evident when we were talking with her that she gets because of technology that makes things simple for folks like herself. It allows her not just to grow the business, to open more stores, to reach hundreds of thousands of people, but to do so in a way that she doesn't have to worry about the technology. Right, right. And that's a really good example really for us. I mean, I think when we look at who we're looking to enable, you know, Melissa started a business 10 years ago, you know, was let go from her job and said, let me take a passion and bring it to life with business, right? So they had e-commerce before they even had stores. They had e-commerce before they were up and running. And I think, you know, using that as a linchpin, as a springboard, to really bring her business to life, you know, delivering 100 cupcakes on foot on the New York City subway. I'm from New York, I ride the subway. I wouldn't want to do it with 100 cupcakes, frankly, but these are the sort of bootstrap methods that she was enabled, you know, to do, not worrying about that sort of tech component, right? And she's bootstrapped. She only had about five founders, five people around her with her business. So really great to hear from her and I don't see any cupcakes anywhere, but I'm dying for one. Or five. Me too, you need to get some. Well, one of the things that you mentioned content earlier and being a content marketer, you know, look at media as an example with Netflix and Spotify and Amazon and what's happened to traditional media, it's now that the way a service is delivered is as important as the content. And what we've heard a lot from your customers that have been on the program today is they have the opportunity to deliver services in a responsive way and in a way that's really personalized, which is really key, right? As consumers, we all want to have an experience that's tailored to us. And we've heard that as sort of an enabling capability that Magento is helping, whether it is we had a gentleman from Coca-Cola on and talking about the share a Coke experience and how that started as a program in Australia with one bottler, then went to Europe. It then became something that was focused in store. And then the consumers are going, hey, Coca-Cola, I can't find the bottle with my name on it. And it became this really big program for them that they had to figure out how do we do this in the US with 70 bottlers? They needed technology that would allow them to identify and have this visibility of inventory, which you guys allow them to do, but to enable their customers to have an experience with a personalized bottle of Coca-Cola. Amazing how the technology opens up doors like that and allows these businesses, whether it's something as an established brand like Coca-Cola or baked by Melissa, to be able to deliver this relevant personal experience at the touch of a button. It's amazing. Well, and listen, it's non-negotiable, right? I mean, think about your own experiences as a consumer. Who are you shopping with? I'm shopping with brands that understand me, that know what I need, that are offering value ads. You might also like, I think, revolutionize the way that we view our experiences. And we really don't have patience. Like you said, we have digital, everything is very quick. And I think that the experience is the differentiator. And so, we're really focused again on taking the technology out of your planning equations so that you can focus on what are you offering? What are you delivering? How are you delighting? That's a big, big area of opportunity. And I think what you do to delight and engage and if you're using data intelligently and not just the nitty gritty of data, but also simple things. The way that you welcome people via email, the way you engage on Instagram. There's a number of ways to do things that don't really require a lot of planning, a lot of cost. And so, in our content efforts, we're really encouraging merchants to think about that. How do you do things in a sort of homegrown way without spending a lot of time or money? We have to be agile, we have to be quick as marketers. I certainly know that, that's the world I live in. And again, it's non-negotiable. I think, as a consumer, if I don't feel that you understand me, if I don't feel that you're paying attention to the things that I'm buying or not buying, I'm going somewhere else, right? I'm going to go to a place that makes me feel as though I'm going to be fulfilled and delighted. I think delight is such an understated thing, but we're here at the win, which does a wonderful job with experience and everywhere you go, it's so delightful and wonderful. It is delightful. I came back to the room last night and my computer cord was just rattled up ever so gently and I thought, that's delightful. I Instagram that, that's a perfect example of providing experience that is superior. Speaking of experience, we just had the gentleman from the accent group on Mark Teperson. And it was so interesting how they've taken this, this company down in Australia, New Zealand, with multiple, many, many, many brands of footwear. And it was, you know, the online and the physical world have been merging in retail for a while now. But what they're wanting to do to click and collect and to create this in-store experience. And it was just such an interesting way of thinking about and hearing from a chief digital officer say, we want to be able to enable people, especially mobile first. We're sitting on the couch with these things, you know, often. But to enable them to be able to come into my store and have an experience. And that word is, you know, we heard that referenced in many different times today that accent group was a great example of that, as well as when we had your VP of strategy on saying, you know, it's a lot of cases depending on the, whether it's B2B or B2C, it's not mobile too. It's mobile only. So it's not just leveraging technology and data and analytics to understand what I want as a consumer, but it's how I want to consume it. So it's what I was saying earlier about, we're seeing this level playing field of how services are delivered equally as important as the content that you're going to deliver to me. Yeah, absolutely. Again, a non-negotiable, right? This idea of an omnichannel experience bridging the gaps between online and in-store. You know, like you said, we're on the couch. I mean, I almost never shop on a computer anymore, right? I'm mobile, we're enabled, we have PayPal, we have our credit card saved. So I think to keep that momentum going, you want it to be a seamless experience. How many times have you gone online and found that an item is supposed to be available in the store when you go? It's not there, right? I've even done due diligence as a savvy shopper who works in retail and says, let me call the store and make sure it's there. But you know, there's really no margin for error there because when we talk about experience, if you do go in-store and if you do take the initiative to go make that purchase and take time out of your day, right? We're all busy people. I think mobile and digital has made it easy, especially Amazon Prime Revolutionized that, whoop, whoop, whoop, two days it's on your doorstep, you know, so I think as we look to see who's sort of mimicking that experience, I think an easy way to do it is simply put, have your systems connected, ensure that things are integrated, ensure that your inventory visibility is on point. It's a non-negotiable experience, really. Well, Amanda, we've had a blast at Magento Imagine 2018. Our first one, looking forward to being back next year. Thank you for putting together a great array of guests. I know we've learned a ton about this. I won't look at online shopping again the same, but we want to thank you for helping us have a really enlightened and delightful conversation. And likewise, we've loved having theCUBE. You guys have been wonderful. I've learned a great deal and it's been really nice spending the time with you. So thanks for having me, Lisa. Absolutely. We hope you've had a delightful experience today with us on theCUBE. We've been live at Magento Imagine 2018. Check out thecube.net where you can find all the replays of the segments that we filmed today. You can also find the editorial component on siliconangle.com. I'm Lisa Martin for theCUBE. We'll see you next time.