I'm Isabella and I work for Selfridges, and I'm one of three optimization managers. So we oversee the optimization function. And so what the customer experience is, once they've learned on the website to try and get them to convert and spend with us. The main tool we use with Crownpeak is Fred Hopper. So we've been really working on establishing a closer relationship now that we have a sort of true optimization function, so that we can have really funky ranking cocktails that are sort of really bespoke and just really upskill the team previously to having a really established relationship with kind of being so and so showed me how to do this, and this is how we do this. And then they'd be like, no, don't do that. Do it this way. So they've been really able to help us just adopt best practices, really give us advice, recommendations for how to do things, but also as well. They've been really receptive to our feedback. We're all very customer first and thinking about the impacts to the customer in our decision making. So that's something that's really sort of integral for us as a team. What a customer uses a website for or our website in particular. It's shifting so quickly. So how do we still engage that customer that might not wish to buy from us in this way? And also we know that through personalization, we can learn a bit more about the customer and collect data in a way that can then give us insights that we've not had before. We don't want to be too restricted by data, but then at the same time, it can be really insightful in terms of driving some decisions. We're really keen to feedback to the business things like, you know, curated pages versus algorithm lead, but also being able to actually get some answers to things that previously were just sort of hypotheses. But that's kind of the first thing that we're working on with sort of Fred Hopper. So we've recently integrated some new metrics. So that's been able to be done since the upgrade. And now we're hopefully looking towards AB testing to be able to get some answers to the business as well. Everyone's been really, really kind and helpful. All the things that we need.