Name: Holiday Readiness 2025: Maximize Revenue & Minimize Risk in Peak Season
Uploaded: 2025-06-24T17:56:05.582Z
Duration: 37 min 55 s
Description: Holiday Readiness 2025: Maximize Revenue & Minimize Risk in Peak Season

Transcript for "Holiday Readiness 2025: Maximize Revenue & Minimize Risk in Peak Season": Hi, everyone. Thanks for joining us for today's retail webinar. We're joined by Orin Falkovich. My name is Justina Karchuk, and we're both from Cloudflare. We're here to talk about, we're really here way too early as the guide as the title slide says for our guide for holiday readiness. So all the things that retailers have to consider as we're, planning for the holiday season. And why are we talking about this so early, Orin? It's June 15. There's, you know, flowers blooming outside, so curious why we're here. Well yeah. Well well, thanks. Yeah. Thanks for having me. Well, I I think, you know, there's there's really two keys. It's it's like I tell people, don't be scared, you know, be prepared. But it it seems to be that over the years that cyberattacks hit retailers at at the worst times. Right? And the time to get prepared for the upcoming holiday season, is really now. There's so many transformational things happening, in the ecosystem, and the threat space is evolving so much that it actually while it seems like it's way too early, it's actually really the perfect time for for leaders to be executing and making sure that they're positioned well, come this holiday season. Awesome. Great. I know that, you know, a lot of the retailers are planning their merchandising early out, so why not their security and technology. Right? Sure. So in context of that, can you give us some, background into kind of what retailers are facing in terms of macroeconomic or macro technological trends out there, and what are the themes we're seeing across major retailers and maybe other, you know, similar industries? Yeah. Sure. Well, you know, the retail space is really dynamic space. And, it's a really exciting space, for technology. It's a really exciting space, for for cybersecurity. You know, there's sort of three big trends that that we observed. The first is it's never been more important, for our partners in in this industry to be focusing on resilience. And and and what do we mean by that? We mean that at the moment and at the time when the services that they wanna offer need to be available, they need they need to be available to their customers. Right? Everyone knows that, holiday seasons and, content distribution, right, they have to be available and in front of the people that you wanna reach and when people are making transactions and purchasing, it's critical. And and to have any kind of hiccup in that can be, catastrophic to the bottom line and catastrophic to brand reputation and and to and to the results that, leaders are trying to put in place. The second is is issues around cybersecurity. We've seen a lot of increase in what we describe as hyper volumetric attacks. These are attacks that are just larger and larger than than ever before. And, you know, that's that's creating a lot of a lot of issues as well as supply chain issues, not only with what's what's happening with tariffs, but also with the more, integrated and distributed networks so that physically and how they merge with the the digital, space. And then the third and really the exciting space is that the retail space is one of the leaders when it comes to user experience or customer experience, and artificial intelligence is naturally playing a massive role here. And there's there's just so much happening, at rapid speed and the ability to test and try new things from, content creation to customer, support, you know, opportunities. These are all things, right, that are kind of front and center for folks across the industry. That's awesome. Well, I think we're all kind of looking to see, you know, what kind of modernization is is happening in the space. And I think as we're each as consumers going through, we are, you know, valuing all of the the benefits we get. I'm wondering if you could kind of walk us through, like, what retailers are prioritizing in terms of this modernization or some of the the the technologies that they're incorporating. I know you mentioned, like, AI for customer service, but can you kind of expand a little bit more on maybe even the omnichannel experience so that customers are getting kind of, like, a seamless experience from their brick and mortar to the to the Yeah. Sure. I mean, I give you a couple, like, real really simple examples. You know, today, a lot of people, myself included, probably you as well, you know, you might wanna explore or experiment with products, before you go to the store and pick it up. Right? Try on a pair of shoes, see what a dress looks like, how do the glasses fit, you know, thing things of that, that nature. And so it's important, you know, that the ability to deliver that seamless experience between the physical brick and mortar store and the digital environment is as seamless as possible. And and in some ways that they complement one another, in ways that are only really, you know, possible. And so we're seeing a lot of that friction between the two, you know, disappearing, making sure that the products that you see online are available, you know, in store, making sure things are more personalized, that the experience in the store is more catered, and is leading to higher value sales or or higher brand loyalty aspects. You know, that omnichannel experience is really everything, you know, today. Coupled with that, right, is making sure that the products that need to be, you know, available, whether it's delivering it to the doorstep or making sure that inventory is available, you know, fulfillment times are getting faster from just in time delivery or just in time manufacturing. You know, it's critical that the digital supply chain, right, and the inventory and the personalization around what I was describing is really intact. And so they have delays, discrepancies, incongruencies, you know, across the datasets can be really catastrophic and create ultimately a poor experience, you know, for for for all of us. Right? And then the the last thing which we touched on where where retailers are really, you know, doing some of the most exciting things is adopting experiment, but really leading with AI both around, you know, personalization, that we talked about, the customer support, you know, as I mentioned, answering questions, and, ultimately, just just doing really exciting things with language, with images, and, with with other augmented, you know, types of realities that give people the ability to purchase products with confidence and to get great, brand outcomes. Awesome. And in terms of you know, I think they're doing a lot of these significant, you know, adopting some of these significant technologies and modernizing in a really, exciting and fun way from the consumer aspect, but they are also facing a lot of challenges, right, as they're kinda going through and and adopting these, and and having kind of, like, an expanded threat landscape that as they adopt, some of this stuff. So could you take us through some of those challenges and what you're seeing, talking to, some of these retailers? Well, you know, bad guys, for for lack of a better term on the Internet, have a really good sense of timing. And particularly when it comes to retail, you know, cyberattacks seem to hit retailers at the absolute, you know, worst worst times. And given the uncertainty in in in the global economy, in in geopolitics, you know, consumers are sometimes feeling the squeeze, right, in their own pocketbooks or unsure about things, or there might be there might be risks of patchy inventory, that exist. And there are real challenges that folks face not only, in getting prepared, but in, those critical moments. And and in three broad strokes, you know, we see a a rise in attacks, and fraud. This is a mix of both distributed denial services, bot based attacks, vulnerabilities in the web application, you know, space. These can lead to, degradation, of performance, which can be, you know, critical. Nobody wants to the shopping cart can't load. You can't process transactions. You can't load the page. You know, as I'm sure everyone is aware, as things slow down, the Internet people just jump to other sites. Right? Or they'll just move on or they'll get frustrated and move forward. Right? The this demand, right, which so that's more of, like, an attack side of that. But but the converse side of that coin is that increases in demand can also create a stress on the infrastructure and and making sure that, the infrastructure can scale and the infrastructure can support, you know, growth, without a lot of, you know, physical hardware or physical, you know, you know, time to ramp up and more elastic kind of ramp ups can be really critical to deal with these these sort of spikes and surges that happen across big times. And then lastly, you know, everyone in the world today, especially retail, is being asked to do, less with more, whether it's, creating these new experiences, I e, like, with, you know, artificial intelligence. It takes time, you know, to do that, which is why we're kind of talking about this kinda earlier, than than ever before. And and also budgets, you know, are are constrained, you know, across all industries, but particularly in this, in this industry. And so, you know, we've seen recently a lot of, cyber attacks in this space from, people like Cartier and Whole Foods and UNFI. And so, you know, there there's a lot of opportunity for folks, especially going through the season, to be well prepared, and make sure that, that that they have a better outcome. Yeah. Well, it sounds like, you know, it's it almost sounds like with all of this, digital kind of modernization that they're adopting pretty rapidly, and and with all the kind of macroeconomic, factors that are also playing in the tariffs you mentioned before, there you know, is this kind of newer operating model? Can you talk a little bit about that and what we're seeing, retailers kind of adopt and and embrace? Yeah. I mean, I I think, you know, there's sort of there's sort of three things that we've that we sort of painted here. The first is, integrating the stores, right, the supply chain, and, the warehouse distribution, you know, systems. People want to have high quality products, you know, available. There's nothing worse than going into a store and it kinda looks, you know, bare. You know, where I live, there there's there's one store There's one store that people kind of, you know, will grimace at because it often, you know, has hasn't the, empty shelves, and that that's not a great, you know, that's not a great thing for for that store. But making sure that things are are delivered in time. Right? I mean, this simple example is nothing sadder than the kids not being able to get is a Nintendo Switch two, you know, under the Christmas tree or the Tickle Me Elmo or or whatever it is, but also making sure that that inventory is well accounted for both for chargebacks, for delivery. And so these all kinda come together. And and all three of these, components of this, you know, of this triumvirate here, they're happening faster and faster, whatever. They require more and more data for personalization, for for depth. Right? And security, obviously, is paramount to making that work together, and it exists across, you know, digital and physical spaces. Awesome. And I guess, like, knowing everything that we just covered, you know, the trends, the the challenges, the operating model, and then kinda these three separate paradigms, if you will, of retail, that we just covered. Like, how do you think like, what are the steps that you recommend or that you've been seeing, kind of repeatable across different types of retailers, as they go and prepare for the holiday season, what should they be thinking about? And then, like, we can talk a little bit about how they they actually go about, meeting these steps. Yeah. Well, the the first, you know, that that's the most straightforward is, you know, folks understand what their normal traffic patterns are, what they've maybe been historically, maybe what they're planning for. And so they have some ability to do, estimations and to do modeling and preparation for optimizing, you know, what's what's a regular or known surge in in traffic. And so this, you know, simply put means scaling the infrastructure to to adapt or have capacity for what you can anticipate to be the peak the peak season for for people hitting, you know, your your site, both both terms of volumes, to prevent slowing down, and to making sure that, you know, critical sales, you know, can happen. So, I mean, that is one that's, I think, relatively straightforward, and I'm sure people have a lot of experience with, but it's it's based on sort of historicals and, you know, there's some there's some sort of, you know, way that you can be preemptive and and predictive, you know, on it. The second, you know, that we encourage people to do is to next think about, okay, what types of specific holiday targeted tax and fraud attempts are are most likely. Right? So this is everything from bots, right, doing credential stuffing or, ransomware being delivered, via phishing attacks or distributed denial service attacks, which, you know, take sites or make them degraded. You know, the the key here is to have that sort of same preparatory capacity, but also to be implementing, controls that can elastically handle those types of attacks so you're not caught off guard like some of the the other retailers that have most recently been in, you know, in the news, who are who are kinda suffering from this and and facing some some some challenges. The the third area, right, is really around content, right, and the distribution of of content. So the way I like to think about this is it's really sort of a twofold. The first is there's gonna be new products, right, that people wanna talk about, what do they do, people having a lot of fun with them, you know, the the best gift for for mom is this or, you know, etcetera. And the second kind of form of content often is the form of, gift cards, discounts, things that, you know, attract people to to wanna make purchases in a more rapid fashion. And and optimizing our content delivery, with our partners is is really critical because it's often heavy in imagery. It's increasingly heavy in video, and it's increasingly becoming more heavy in diversity of of language, somewhat delivered from, you know, the AI that we were speaking about and these promotional components to it. We wanna have infrastructure and delivery of this content as close to the eyeballs, that are gonna be seen. And so ensuring that content can be delivered quickly, and can be personalized and optimized, is is sort of like the the third step that folks, you know, would tech would take. And then I think, you know, from from there, you really get into a bunch of, more specific and detailed, things around, you know, general security around protecting customers, strengthening data protection controls, securing access to inventory so there's not theft, so you can meet your just in time delivery and supply chains, aren't being disrupted, and also ensuring that when developers when, IT teams need to launch new things or create new cycles, They can fix critical issues. They can respond to changing market demands faster and faster. I mean, our world is just moving so quickly, today. I think that's for the positive. But you wanted to have that flexibility and that resiliency that we spoke about earlier, in order to to meet that demand, and there's no better time to do that than than through the typical holiday season. Awesome. And I guess, I I know you mentioned a lot of different kind of concepts there. I I wanted to I was wondering if we could, like, take a step back now and sort of go into some of these use cases and how and go into a little bit more detail on how kind of the tech plugs into each of these, kind of goal overarching goals that retailers might have. So not necessarily just focusing on on the steps for holiday preparedness, but just overall what you're seeing and how, retailers are approaching this with with some of the technology out there. Sure. Sure. So, I mean, I think, you know, what what we've been approaching some of our partners with is really sort of three pillars of attack and then a horizontal set of platform capabilities that that are really effective. The the first, what we described here as act one is, you know, things that impact your stores, you know, your websites, and then the delivery infrastructure. Act two, protecting your employees, your networks, your customers' data, and so forth. And then act three, which is really exciting in emerging spaces, personalization, AI, and so forth. Underneath that, what connects that, you know, is this interconnectedness between, you know, the digital and the physical worlds, making sure that those experiences are extremely low latency, so so people have, the ability to act and and have good experiences in it, making sure that, you know, security teams in particular, have access, you know, through unified platforms. They're not kinda, like, clicking around and trying to do a lot of things when when time is so much of the essence. And and then lastly is being able to get to the transformational things, which is the thing that excites, you know, executives the most, is being able to do new and cool things, things that move the needle, things that, create great brand awareness, create brand outcomes, create brand brand create great brand loyalty. And so those kind of run, you know, across them. And so we can we can talk, you know, in more depth about about each each one of them. But, you know, as an example, you know, when when we're talking about stores and and websites and and delivery infrastructure, you're often talking about this kind of last mile, this last mile ecosystem. Right? And they're all driven off latency and performance and getting things to be connected, but also to be fast and to be and to be accurate. And so the the kind of the edge network, the delivery system around the content, around the, inventory management, the unification of them, creating the the the brand as the hub, not so much the the website or the store, but bringing those two together. And our network, you know, has been doing a really good job with some really large retailers, to integrate these two things and create a seamless experience. I mean, anyone who's been in this space for a long time knows that, you you know, you kind of will have back of house. You kinda have, you know, front presence. And consumers really only care about, their experience. They don't care about the the the incredible, monumental efforts, you know, that that underpin these things. And so the the network is is really key to to unifying that that omnichannel presence capability. Does that make sense? Yeah. No. I mean, that that certainly makes sense. I feel like, you know, we, as, you know, as consumers, like, we, want, especially, like, if we order something online, we want the package to get there when we expect it, but we don't realize all of the kind of intricacies and the network and the technology that powers that, physical delivery, in the in the technological space. So, it it makes perfect sense. I'm curious, like, the next act, for employees network and data, it it seems like all of these, I'm noticing, like, we're bucketing them into these acts, but they all translate earlier into those six steps in some way as well. Right? So, like, we're seeing, that, you know, a retailer's overall approaches are echoing some of the holiday preparedness, you know, steps that you mentioned earlier. They all kind of can get bucketed into some of these acts. So, hopefully, most of the retailers on the call today are already doing some of this stuff, but, it's great to kind of go into it at a in more detail and and and with with the holiday season, and the surge specifically in in, traffic, top of mind that that might, that might tax some of the systems, right, if they're not prepared. So, would love for you to you know, there's some consistency in in the thought and the structure here. So I hope it flows nicely for people. That that's kind of, you know, our hope is to make it simple for people to to follow through on. So Yeah. Yeah. I I appreciate it today. I definitely see the the, the the flow here from from each of these acts. I wonder if you could kinda go into a little bit more around, you know, the securing, like, you know, the the data itself and and Yeah. Well, you know, historically, you know, people have often thought about security as kind of a castle moat thing. And, you know, as as things become more distributed, there's there's no idea of a a perimeter and not to get too down in the weeds for the for the security people. But, you know, the the fluidity between the way people are moving between offices, homes, you know, all over the place, especially if you're going from, like, a corporate headquarters into physical retail stores or if you have consumers connecting through Wi Fi's, you know, it's it's more and more important to not only, you know, be protecting those networks, but also the goods themselves. Right? There's a lot of risk on that on that front. Right? They're they're not just data. They can often be physical goods. And so what we see is that there's just a broad set of ecosystem, requirements for folks to be really successful. So for folks who are familiar with concepts around, you know, zero trust or at least privileged access, you know, really wanna start by protecting the physical stores, the physical distribution centers, and also not forgetting about our supply chain partners. Right? People actually deliver these things, we work with, we rely on, to make it to make it all happen. Secondarily for that is, you know, so much of this attack space is being automated. It it started before, people were using the term AI, and they used colloquial terms like, you know, bots, but shielding, you know, ourselves from these types of automated attacks, which which really the trend is not that they're getting more sophisticated. The trend is just getting faster and faster, and they're happening at larger and larger speeds. So what you see is this confluence between, you know, the the bigger and bigger, like, the the cloud infrastructures, become, the more and more capacity is just given, to folks who who wanna cause damages and who wanna pick times to do it. I mean, it's it's generally never been a better time to be a bad guy on your on the Internet. It costs only a few pennies to set up a new account. A lot of those accounts are legitimate accounts. You're using the largest brands in the world, Google, Microsoft, you know, etcetera to to do it. There's a lot of trust kind of built into it. And then, you know, with the credit card or maybe some Bitcoin or, you know, or whatever, you're you're off and running. And so, being able to protect against these automated attacks from phishing attacks. And then lastly is just being able to do more on the development side and making sure that the the websites are are secure and you can throttle, you know, traffic as appropriate. And so these all, you know, kind of fit together with protecting the people with the zero trust, the network from the automation, and then the data through, the other the other capabilities I was I was alluding to. And I think that, you know, segments, well into the last act. You know, we we talked about the security aspects, but let's get to kind of the more exciting aspects of things, I guess, that you said some of, where where people wanna get to, right, is really diving into some of these technologies, that, can make, you know, the the shopping experience a lot more, fun and and and faster for the end user. So I'd love to kind of hear a little bit more about some of these AI agents and and other technologies and how retailers are using them to to scale. Yeah. I I think that there are sort of straightforward use cases, and then there's obviously more creative ones that people are really, you know, pioneering. But, really, at the beginning, what you're talking about is engagement and and brand loyalty. Right? Being able to create a better experience where in kind of a a simple example, the glasses you might wanna buy, you can try them on your face, you know, before. So you're wearing glasses, so, you know, maybe maybe that's an experience. I've I've never worn them. I don't know. But is that a is that a good experience for you? I imagine it's great to be able to have. It's a it's a great experience. Yeah. Yeah. So it's kind of a simple, you know, it's a simple kind of thing. But I think, there's there's other ones, which is, you know, in in data. Right? When you're thinking about, using data to change outcomes, what you're really doing is putting together, the world's largest, you know, jigsaw puzzle possible. And, you know, historically, the compute capacity only allowed so many elements, you know, to happen. You know, were you loyal customer before? They're coming from, like, maybe a certain region. You know, other things that could be gleaned might help guide product recommendations, might help guide some sort of, discounting or loyalty, might guide, you know, some part of the experience. But now with so much, you know, potential and for that data to be fragmented and to become incredibly more personalized, the possibilities really are just very unlimited, there. And so you're really seeing and I think one of the best examples of this is is the use of language, being able to do things multilingually, being able to do things, you know, more colloquially, really giving that kind of feel, that that, you know, hasn't been, you know, possible possible before. And so all these kind of boil down to being able to do it fast. Right? Nobody wants to come up with a campaign, like, five months ago, and then, you know, not be able to iterate on it, not be able to change anything, be able to do it in a security and a compliant, way for for for privacy concerns as they've been increasing and and more and more important, especially around the globe, and then being able to do kind of these exciting experimental, things that we're talking about, whether it's with the augmentation or or other, sort of, recommendation based or a loyalty based, programs. That's you know, I feel like that's really, I'm really excited to see some of this because I remember when, you know, ecommerce was first taking off. I I had, you know, a creative imagination and wish that some of these things were actually, reality back then, and it's nice to see, like, some of the stuff come to life, like being able to try on glasses or outfits virtually. I know, Google, I think, like, released, some of some of their newest technology around, you know, folks being able to to see how fabrics actually drape on certain, certain people. So, really exciting stuff coming out. But I I know that there's, some questions, and we covered a lot today. So if you have Love questions. If you have any other questions, please put them in the chat at this point. And if we don't get to your question, we will follow-up via email. But we have some already, and I know you mentioned tariffs early on. I was wondering if you could kind of shed a little light on maybe how, that macroeconomic situation and tariffs, like, is a, you know, a factor in, you know, holiday preparedness for retailers and what you're seeing, in terms of questions come up or challenges. Well, I mean, it's sort of the the the big question. You know? I'm not I'm not an economist, but what what I can say is that, I think there's there's sort of three sort of generic and kinda core things, and I'm sure folks are already thinking about this. You know, the first is what's the impact to people like you and me. Right? If you're if you're worried about prices going up, maybe our concept of being a little too early, there'll be some sort of a pull forward where people wanna make their purchases earlier to avoid tariffs or make sure they have everything or space out their expenditures rather than doing it, you know, all on Black Friday or Cyber Monday or or something along those lines. So you might see, as we were talking about earlier, where people are accustomed to seeing, five, ten, 15 times normal traffic during these heightened periods. Some of that just might come forward. Right? And so the need to be prepared is is sort of heightened there, and I think tariffs have a big impact on it. I think the the second core area is, in the supply chain. Right? Making sure things are available and there's not a disconnect between what is available and what's not available. I was talking to a friend yesterday. He told me he tried to buy, like, you know, some furniture for his home and, like, it's not gonna show for nine months. And that's that's really frustrating, especially around things that you wanna deliver to to kids or family members or loved ones, you know, in this season. And then I think the third area is in kind of loyalty programs and making sure people feel like they're getting, the best deals and have the latest, you know, opportunities to to either save or or bundle or or get the best outcomes for them for themselves. Awesome. Thank you. Thanks for that. I guess, you know, now it explains why we're talking about this in June even more so. Right? I think, you mentioned a few things, like, some of the more sophisticated kind of attacks around, advanced threat and threat detection and response around, mag cart style attacks at the checkout process during high conversion periods. Can you maybe share either a real world experience or case study? Or if you don't, you know, if you if you can't share one, can you talk through kind of how a retailer might detect and mitigate a card skimming attack in real time and, you know, without disrupting, you know, customer transactions and having negative outcomes as a byproduct? Yeah. Sure. Well, you know, the the the key to it is is, is is is twofold. Right? The the or, I should say threefold. The the basic shape of attacks today is is happening in three distinct areas. The the first is what I would describe as authenticity. Right? You know, a lot of times when you read about a breach, you read about someone having been, impacted by a cyber attack. They often try try to go to extraordinary lengths to say how sophisticated the attack was. And I think sometimes this is a euphemism for don't blame me because it was sort of impossible, to stop. Right? And, you know, from from our vantage point, what's what's really happening is that the attacks are becoming more and more authentic. And that authenticity is typically found in either, a visual kind of authenticity or, like, a pattern, like, you know, authenticity. So you're seeing traffic that looks more and more like like humans. Right? So the types of fingerprinting that that used to be done to identify bots is is a little bit harder because it's more possible to sort of mimic some generic, you know, human behavior. Or when it's confronting the consumer and a lot of retailers face brand reputation kind of style attacks where their brands are being used to send phishing attacks or to create fake websites and so forth. And those the visual sort of authenticity is, is is very high end. So so you have this sort of authenticity piece, which is really critical and and being able to detect that, you know, is crucial. The the second piece is really the speed, that things that things are happening and sort of the volume as I mentioned before. So, you know, attacks are just happening at faster speeds, sort of at network speeds. And and the third part of it is they're just happening at larger volumes. Right? So we're seeing seven, you know, 10 times larger, DDoS attacks than ever seen before. And it just means that the the protections and the platform providers that folks partner with have to have that sort of elasticity built in to be able to scale and self heal, at at their own rate. But but I think the good news, though, is that, the hardest thing in life to do is to or or the hardest thing in the world to do is kind of to pretend to be normal. And so even though these attacks appear authentic or they happen really fast in large volumes, there there are things about them that are totally not normal. Take take for instance, like, I am attempting to be very normal right now, but it's it's actually really hard, for me. And it's even harder for these attackers, to do that. That was kind of a joke. Yeah. You know? But, but but you see that sort of, that pattern emerge that even though to you and me, it appears like this looks like legitimate website or this traffic is sort of, patterning itself to be normal. There are things that that end up not being there and and who you work with, the scalability of it, the sophistication on the defensive side, end up being the results that that matter for most for people. Awesome. I I think we have one more, time for one more question if that's okay. It's okay with me. Yeah. Okay. Great. And this one, I I I appreciate. I'm all about, you know, a a seamless experience from from, like, my laptop to in the store. So this one, someone asked, you know, for retailers running both online and physical stores, with integrated inventory systems, API vulnerabilities become a critical vector during the holiday? Should how should retailers prioritize securing these endpoints that handle pricing, inventory, and fulfillment data? And what's the most effective, approach to prevent, attackers exploiting these types, you know, APIs? Well, you know, certainly, we have a lot of tooling for that. But what I would say for folks on a more practical kind of level and what we see, impact folks a lot is they're just unfamiliar with what the breadth of their, attack surface is. And so I think for folks, especially today, we're talking about getting prepared way too early. Being able to get a good inventory and discover and make sure that there are not, services and, endpoints that that you're unaware of or create, you know, vulnerability risk is really the the kind of the first place to start. And and I don't like to jump ahead, like, too many things if people aren't doing the basics, kinda right. And so I really, at this juncture, kind of try to focus focusing, like, hey. Let's make sure especially, we're gonna start working with more third parties or we're gonna start building these new services to all these cool, experiential things we talked about with the AI. Let's make sure we have a really good inventory documentation, change control processes. That will be a significant leg up for folks. And then, you know, obviously, there's there's great capabilities, for for securing APIs and and handling all that stuff. But but every time you make one of these connections, you know, it can seem very easy, to to exchange keys and to connect things together and, and and so forth. But they're easy to lose track with and to lose track of, and they're also easy to forget about. And that often creates the largest vulnerability for folks. And so that that kind of documentary process, you know, I I just think is is where people should should get started with, and we'll we'll take it from there. Awesome. Well, thank you so much. I know we're running up on the forty minute mark, David, and we appreciate everyone's time for for for joining us today. I do encourage everyone to, you know, explore, all of the resources we're sharing with you today, on the platform that you've joined with us. And, also, we, I encourage you to explore our website cloudflare.com/retail that has all of our kind of resources for retailers. And, you could schedule some time to talk to Orin or some of the other colleagues if you're interested in learning more on that website. So thanks so much, Orin. Thanks. I know I learned Oh, it was my pleasure. Thanks for inviting me. Yeah. Super, super fun. So my pleasure to help. Thank you. Thanks