The Goldilocks Method of Discounting

eCommerceFuel

This episode of eCommerceFuel is really a two-for-one, as Drew Sanocki stops by to play us an episode of his Nerd Marketing podcast about how to implement discount ladders in your eCommerce business. Drew also answers some of my questions about the nuance of discounts, and how to time them best to keep your customers engaged.

Drew Sanocki is the founder of Nerd Marketing, where he offers advice about growing your eCommerce business based on his many years as a successful entrepreneur and marketer. He also has a podcast in which he distills his knowledge into brief, actionable episodes.

In this episode we hear from Drew about how you should spend less time on eCommerce promotions and more on building a discount ladder for your business. Drew also talks about how to run promotions without reducing the value of your brand and why it’s crucial to strike a balance – find a Goldilocks zone – between discounts and full-priced sales.

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(With your host Andrew Youderian of eCommerceFuel.com and Drew Sanocki of Nerd Marketing)

Andrew: Hey, guys, Andrew here. A quick announcement before we get started. I need to let you know that Friday December 30th is going to mark the last weekly published episode of the eCommerceFuel podcast, at least for awhile. Looking at 2017 and beyond and some things I personally want to do with eCommerceFuel and in the eCommerce space in general, I made the really difficult decision, at least for awhile, to focus on some other areas. I love the podcast, I love doing it, but putting out a weekly show at the level that meets my quality standards take a lot of time and you can’t do everything well.

I’m going to get into all the details on the last episode of the 30th, what to expect, what those plans are that I have for eCommerceFuel and for some things in the space, but wanted to give you a heads up. I really appreciate you listening and making the show part of your day and sticking with myself and the guests and the team over the year, but wanted to give you a heads up so its not an abrupt sayonara on the 30th of December. So more details to come, please join me on that last episode so I can fill you in on the details, but just wanted to let you know.Welcome to the eCommerceFuel podcast, the show dedicated to helping high six and seven-figure entrepreneurs build amazing online companies and incredible lives. I’m your host and fellow e-commerce entrepreneur, Andrew Youderian.

Andrew: Today on the show, I’m gonna be talking about the Goldilocks Method of Discounting. Not too hot, not too cold. Not giving away the farm, not keeping…the customer is given no reason to buy but the perfect amount. To hijack, quite literally, hijack the podcast from me today to talk about that is Mr. Drew Sanocki from Nerd Marketing. Welcome Drew.

Drew: Hello Andrew. It’s good to be here. I’ve never heard it called the Goldilocks Method, but I like it.

Andrew: Who agreed to let you do this? Did you like talk Laura into doing this and she put it on the schedule for you to just take over the show?

Drew: You did.

Andrew: Oh, I did?

Drew: Yeah. You said, “You’ve been my top guest for years. What can I do to repay you?” And I said, “Give me a podcast.”

Andrew: You were supposed to banter with me a little. You were supposed to help me make you the bad guy here Drew. So we’re gonna get into that but quickly, I know… We’re gonna play – actually, quite literally – play one of your episodes. You’re much more concise and to the point than I am so it will be a little…we’ll have an episode within an episode which will be kind of cool. But before we do that, people have probably heard of Nerd Marketing before but many of the people who’ve heard about it have just been passing, or know you do it, but don’t know what you’re doing. What do you do at Nerd Marketing? What’s your thing over there?

What Nerd Marketing Does

Drew: Nerd Marketing is the home of data-driven marketing online, and it’s my personal blog. Was drewsanocki.com, if you remember way back when I first started appearing as your guest, it was drewsanocki.com. People couldn’t spell my last name and Nerd Marketing made a lot more sense. So I talk about how to use your customer data to develop ROI-driven marketing campaigns.

Andrew: Very cool. If you’re not subscribed, check it out, and we’ll give you a little taste right now. So I’m just gonna crack a beer, hang out, throw my feet up, and let you take it from here Drew. We’ll be back at the very end to circle back about a couple of things, a few follow-ups on the episode. Here’s Drew’s episode on discount ladders with eCommerce.

On With The Show!

Drew: Hey everybody. Welcome to the Nerd Marketing podcast, the podcast where I try to give you clear, actionable, data-driven strategies to grow your business. My name is Drew Sanocki and I’m your host. The title of today’s podcast is You are Spending too Much Money on Dumbass Promotions. You’re spending too much money on dumbass promotions. Basically what I wanna talk about today is discount ladders and subsidy costs and promotions, and how a lot of retailers are leaving money on the table by not implementing these things properly. Bill Bain, the founder of Bain Consulting has said, “Your best new customers are your existing customers.”

That’s a very nerd approach to marketing and something I believe in, and what I’m gonna argue in this podcast is we should be using promotions effectively to try to keep your customers around longer and it’s just money well spent. The problem is most retailers out there discount too much. Think of Bed Bath & Beyond for example where I know I get a 20% off coupon every week. Online retailers are often no different. They discount way too much and what they’re doing here, but they don’t realize is, there is this hidden thing called a subsidy cost. That’s basically the cost you bear by spending promotion dollars to create a transaction when the customer would have bought anyway.

So in many cases, you’ve got customers out there, credit card in hand, ready to buy, and you are giving them a promotion to buy on something on sale. So you naturally will lose out on the full margin. You’ve spent a promotion dollar that you didn’t have to spend. That’s called a subsidy cost. On the flipside, you’ve got plenty of retailers who never promote at all, and I get that. A lot of these are ones who really care about their brand.

I was just at an eCommerce conference last month and met a lot of great brands that are selling online, trying to really build up that brand equity, and one of the first things that they said to me is, “Hey, we just don’t want a promo. We never wanna be on promo, we never wanna be on sale.” And I get that too. The problem is that customers naturally have a lifecycle and they will eventually burn out on your brand and probably defect and stop being customers anymore. That’s a very good time to use a promotion. Let’s redefine the word promotion as a pretense to this podcast. It’s not just a discount on a retail price. Promotion could be any sort of incentive that you give that customer to get them over the hump bar to buy.

So if you do really care about your brand and you’d never wanna have your brand associated with a percent-off discount, then for you, maybe promotion means something a little extra like added gift with purchase or access to improved service or free shipping or something like that. So take the promotion as I’ve defined it that way if you are trying to build up a brand and never wanna be on discount. So I get that. But again, the problem is that some retailers out there are discounting too much, they’ve got a high subsidy cost and other retailers don’t discount at all, and they’re missing out on an opportunity to retain their best customers.

Creating a Discount Ladder

The solution that I use, that I’ve…I don’t wanna say, “I’ve come up with,” but it’s been around in database marketing for a while, is called a “discount ladder.” A discount ladder is basically a system that ramps up the magnitude of the discount to the promotion with the increasing likelihood that the customer will never come back. For example, after 30 days a customer hasn’t purchased. If in your case, a customer purchases every couple of weeks, if after 30 days, if after one month, that customer has not purchased from you, you send them a 10% off coupon. After 60 days, if they still haven’t purchased, you send the 20% off coupon. After 90 days, if they still haven’t purchased, you send them a 30% off coupon.

As you see, I’m ratcheting up the discount amount with the likelihood that the customer will never come back to buy from you again. And it works. These discount ladders work because customers go through phases. They go through phases of their engagement with you. Initially, they’re very engaged. Think about yourself when you find a new retailer where the clothes fit you perfectly and you loved the look, you’re really engaged. You shop there a lot. You might go back again and again and again.

After a while, you move from that engaged phase into a more apathetic phase where you could care less. There are a couple of other options out there. Maybe you check out the site from time to time. Then after that apathetic phase, there’s the detached phase where you’re really not going back to that website at all and the retailer really has to impress you to bring you back. Those three phases, engaged, apathetic, and detached, are almost universally true in retail. It doesn’t matter if you sell washer machines, BMWs, or underwear.

The duration of those phases is certainly very different if you’re buying a car versus if you’re buying shaving equipment. But in general, customers follow that lifecycle where they’re really engaged with you. Initially, it’s a great time to sell to them at full margin and eventually, they defect and they become more detached and that’s when you want to ratchet up your promotional activity.

So a discount ladder is a great solution and, if your most recent customers are your most engaged customers, don’t take the bait of the lower discount, then as they get less recent, as they get more detached, then the appeal of the bait increases until at some point, they can’t resist it. So that’s the logic behind ratcheting up your promo over time.

If the customer never takes the bait, then they’re not worth marketing to in the first place, or they’re not worth the expense of promoting to. I would argue that you forget those customers and move on. They’re not good customers. And again, it doesn’t have to be discounts here. We’re just talking about the magnitude or the value that the customer places on this promotional activity. Discounts are the easiest thing and it’s what I’m gonna talk about here today but again, it could be a gifts with purchase or service or anything else.

Advantage #1: More Profitable Than Targeting Your Full List

So there are three big advantages to implementing a discount ladder or using this discount ladder mindset when you think about promotional activity. The first advantage is, it’s way more profitable than just sending blanket promotions out to your list. Why is this? It’s because you’re best-allocating your promotional budget. The least recent, the least-likely-to-respond customers get the biggest discount whereas the most recent, high response customers, get the smallest discount. When you implement something like this, you’re hedging against subsidy costs. You’re minimizing them and you’re reallocating that money to where it’s needed most.

If you have a fixed amount of money to spend on promotions, I would argue that you don’t wanna spend that promotional dollars on every customer. You wanna spend more money on the customers who are least likely to come back to your site to buy. So this is just a more efficient, more profitable way to spend your marketing budget.

Advantage #2: Reducing Email Overload

The second advantage is that if you implement a discount ladder, you are reducing email-overload. You’re getting closer to that Holy Grail of the right message at the right time right. So your emails become instantly more relevant. This is permission marketing at its best. Seth Godin would love this because, if I am buying from your retailer and I receive your email every week or so, and at the top of each email there’s your space for your promotional activity, I would expect your promotional activity to be more relevant to me in my cycle of engagement with your retailer. So initially when I love your retailer, I don’t wanna hear about promotions. I just wanna hear about new products and cool things. Then over time, when I’m becoming more and more detached and maybe I’ve found some other alternatives, that’s when you require promotional activity to bring me back. So you’re always keeping the emails super relevant. I wanna keep opening them up because you’ve got the most relevant offer for me at the right time. So that’s reason number two.

Advantage #3: Automation

The last reason – reason number three – is that, if you implement a discount ladder, you’ll find that they can be automated, so you create this automated customer retention effect. Any email software now, from MailChimp to Klaviyo to Bronto, offer email automation, some level of email automation. Well, the beauty of the discount ladder is you can set certain rules and build your emails ahead of time.

So going back to my earlier example, the rule might be: after 30 days, I want this 10% off coupon to go out, after 60 days, I want the 20% off coupon to go out, and after 90 days, I want the 30% off coupon to go out. And if at any time a customer acts on one of those coupons and they purchase, they fall out of the sequence, so they do not get the subsequent coupons. This is a much easier way to come up with your promotional activity than sitting in a conference room every week or every month and debating what kind of promotions you should send out that month.

I would say 90% of the larger retailers that I work with, they do the ladder. They spend a lot of human time in cost and energy on the weekly promotional meetings where they come up with promotions that are really marginally different week to week, and they don’t tap into customer behavior like a discount ladder does. So automation is a great advantage of a discount ladder. I would add the caveat here that you should be testing discount ladders over time. You wanna find what the most effective ones are.

In my experience, response rates vary by type of media ads, your business. One business may find that you know a 10%, 20%, 30% ladder works very well, another business might need smaller discount levels. So 5, 10, 15 for example. Still, another business might work better with free shipping, free shipping gift with purchase, free shipping even bigger gift with purchase, something like that. So it’s important that you test out these combinations month-to-month before you settle on one discount ladder that you sort of set in stone using your email software.

Next Episode: One Hour to More Money

So that’s what I wanted to talk about today, discount ladders. I wanted to talk about what they are and three advantages of them. In the next podcast, I’m gonna show you how to get started implementing a very basic discount ladder in your own retailer to start making money, virtually in one hour a month. As an added benefit, if you go to nerdmarketing.com and sign up for my email list, I’ll send you a template that I use to set and score a simple discount ladder at my own retailer and at many of the clients I work with.

And this is as close to a guarantee as there is in retail. This discount ladder that you will get if you sign up for my list, will make you money if you’re not using it. It takes an hour or two to set up, really an hour or two to work on it every month, and you’ll have a real lights out retention program. So that’s it on discount ladders. I’ll talk to you next time. Again, my name is Drew Sanocki and this is the Nerd Marketing podcast. Thanks.

Andrew: Drew, great episode sir.

Drew: Thank you. It was my first episode and I’m up to, I don’t know, 30 now. But I think the first one was probably my best. It should be the other way. It should be like getting better and better. I got worse and worse throughout the year. No, I’m just joking, but I thought it was good. Like I wanted my podcast to be short because I don’t have a co-host. I wanted it to be five minutes of just solid marketing information and get in, get out.

Andrew: No, I like it. It’s very actual and very concise which is great. Do you like use a voice enhancer? Your voice sounds like so full and so regal. Are you doctoring it or do I just stress you out when you come on this show? What’s the…

Drew: It’s the same thing I’m using here. It’s the same one, same recording equipment.

Andrew: I don’t know. You might be pulling like a Miley Cyrus here and putting a little more baritone into it.

Drew: I don’t know if you noticed. I do say this later in the year on my podcast, but I use sort of the Youderian, “H-h-hey everybody,” when I first say hi. You said once like that’s a tip. You always sort of like you gotta laugh or smile first before you start talking. So every episode of mine, I start it with the, “H-h-hey everybody.”

Andrew: The Jay Leno fake laugh kind of thing, huh?

Drew: Yeah. H-h-hey, we’re just there to talk about data. Hiccups, that keeps it fun.

Andrew: It works. So I’ve gotta ask you a few quasi-serious questions about the episode because I listened to it obviously and…

Drew: S-s-sure. Ask away Andrew.

Figuring Out Average Purchase Time

Andrew: This is gonna be surreal talking today. You’ve got probably a more-than-I’d-like-to-admit-it accurate impersonation of myself. So you mentioned in there, one of the things with discount ladder is just trying to figure out timing it correctly for the average time to purchase so that you’re not giving away a bunch of discounts when people would be buying anyway. So how do you know that? Is that just something…is that a really easy thing? Just Google Analytics, you look at the average time to purchase most your customers have in there and that’s what you go off of?

Drew: You can, yeah. Google Analytics has a recency and frequency report and you can use that to just search on the left hand there for recency. You can see what the average time to initial purchases. But part of the key with the discount ladders, you can use them to encourage an initial purchase, you can use them to encourage a second purchase, a third purchase. Really any kind of customer activity where you can measure that latency, you can put on a discount ladder.

A lot of people get hung up on the timing. I don’t think you should, because any discount ladder is better than just the sort of shotgun approach that most retailers use, which is “Let’s give a discount to everyone.” There’s this sort of this traditional discount ladder in retail called a 30-60-90 discount ladder. So if 30 days pass without a second or third activity, then you pass on your first discount, if 60 days pass without any further activity, you pass on the second discount, and if 90 days pass without any activity, you pass on the third discount. So don’t get hung up on timing. If you can’t figure it out in Analytics or with a spreadsheet, then just start with a 30-60-90 discount ladder.

Andrew: And maybe you just answered the question in terms of not getting too hung up on things, but you kind of talked about a purchase lifecycle where people are engaged in a kind of ambivalence and then they kind of fade away. I’m sure some businesses have that just for their one product, but what about like let’s say high lifetime value in businesses where… Like for example I’ll just use, a lot of times when working on my van, maybe I’ll get into a project where I place two or three orders. I’ll place a big order for a bunch of stuff and then a couple of other little ones when I realize I forgot some things, and then I won’t buy anything for another nine months, or maybe even a year.

Then I’ll do another big project, come in and place another rush of four or five orders. So they’re almost like cycles within a larger cycle, and if that company who I was buying from, if I noticed just like you did with Bed, Bath & Beyond…It’s so funny you mentioned that because Anny, she waits for those all the time, those 20% off coupons. Anyway, if I noticed that they were doing the same thing, I probably would start to modify my behavior to take advantage of some of those discounts. So any thoughts on how you should do it differently if you have high lifetime value customers that it kind of cycles in waves?

Assume One Customer, One Lifecycle

Drew: Yeah, you don’t always have to assume that it’s one customer, one lifecycle. You can have several life cycles for one individual person, and oftentimes, it’s best to just treat those as separate lifecycles. So in your case, I would almost think of a project as a customer lifecycle where you’re getting into the project, you’re doing some retrofitting or you’re putting in your lights into the van or your fuzzy seats…

Andrew: The dice, let’s say I have fuzzy dice.

Drew: Yeah, the dice.

Andrew: I gotta have the dice.

Drew: ..and that takes a while. Maybe it’s two or three months of work and then the project ends and you’re not in project mode on the van anymore, and you’ve defected as a customer? If that were my business, I would probably treat it as two or three different lifecycles for that individual customer. But for most businesses, it’s one lifecycle.

Andrew: If you’re listening and you wanna get more about this, you wanna check out Drew’s follow up episode which he mentioned, Getting Started With Your Own Discount Ladder, nerdmarketing.com/2. That’s the number ‘2’, not written out, but the number ‘2’. It’s where you can head over and get more of that discount goodness in Drew’s voice.

Drew, before we wrap things up for the day, I wanna do a lightning round with you? We’ve been doing those with guests recently and we’re talking for the show and I don’t think I’ve done one with you. So are you game for going through with this?

Drew: Have you done one with Bill D?

Andrew: I don’t think so. I’m not sure.

Drew: The yeah, I’m game. I gotta be the top guest.

Andrew: A little slap on the face to Bill here. What would you have said if I… Would you have declined if I said Bill had done one?

Drew: No. I guess in either guess I’d have to do one, being your top guest.

The Lightning Round

Andrew: Your answers just wouldn’t have been as good. You wouldn’t even try to start. All right. So here’s the question. First question… And again, these are questions that most of our guests have answered in recent episodes, so beware you’re being judged relative to all these other people. How much money is enough? What would be your number where, if you had it in the bank, you wouldn’t retire forever, but you’d feel comfortable where you didn’t feel like you had to go out and start another company or a job for financial security?

Drew: Enough would be 5 million bucks.

Andrew: Five million.

Drew: Nice would be 10 million.

Andrew: So it’s 10 million?

Drew: I would say enough is 5 million enough, enough. Enough is enough to live and spend time with my family but in an ideal world, 5 million bucks in the bank.

Andrew: What did you wanna be when you were a kid?

Drew: I wanted to be a spy.

Andrew: Did you really?

Drew: Yeah. And I was, I became an intelligence officer in the Navy, so I accomplished that dream.

Andrew: That’s awesome.

Drew: I did. I was really into spy novels. Spies or comedy writing, those are the two things.

Andrew: How many hours a week do you work right now?

Drew: Thirty to forty. Ideally, if it’s a full week, 40, but most weeks, it’s 30.

Andrew: What do you usually think about in the shower?

Drew: Is this lightning or I can take a longer time to answer?

Andrew: No. These are good, these are good. I mean, the lightning is part of my side. I try to keep my questions brief, but…

Drew: I think about business in the shower, how to grow my business.

Andrew: I did too, but it sounds really funny when somebody actually says it out loud.

Drew: Why?

Andrew: I don’t know.

Drew: That’s all I ever think about in the shower, I would say. Even now, my kids know…I don’t know… They just know when I go to the bathroom, when I’m taking a shower or otherwise, they just know it. Like I’m away for 30 seconds and I can hear them at the other room…

Andrew: You hear that on the door, you hear the “Daddy, daddy, what are you doing in there?”

Drew: Yes. I mean they’re with my iPad like, “Oh, let’s see how the patriots did.” And then it’s like solitude gone in 30 seconds, and the shower is the same thing now. They’re really into taking their clothes off and coming in the shower with me, so it was like my area for solitude and just thinking is gone, certainly gone.

Andrew: Drew’s business is crushing, not because he had children but because his one time of coming up with his brilliant insights was interrupted when his children joined him in the shower.

All right, next question. If one thing was gonna bring upon the fall of civilization in the next 25 years, what would it be?

Drew: I just finished this book called “Daemon” and I highly recommend it, by a guy named Daniel Suarez. If there is going to be… We’re talking about the fall of civilization right now, just like collapse of the dollar or something, but I think it’s the singularity sort of like when computers achieve some sort of self-awareness.

Andrew: If you had to leave your current job or business to work for any company, which company would it be? So you can be an entrepreneur for some reason, the singularity has said that’s not gonna happen. You’ve gotta work for one company, but you can pick anyone.

Drew: I would say nuclear proliferation would be also a part of that. So if I had to leave my current job or business to work for any company, which would it be?

Andrew: Yeah.

Drew: This is a tough one for entrepreneurs because like this is working for any company is so unattractive. It’s a more interesting question if you say a company and a period of time. Like it would’ve been interesting to work for Apple when Jobs was there. Maybe Amazon for the right job.

Andrew: Really? Go to Amazon?

Drew: I think for the right job, Google, Amazon. These are companies that are really changing the world right now. Facebook for the right job, or for the right role. What if I wouldn’t know. Is that the wrong answer?

Andrew: No. There is no wrong answer. It’s totally up to you.

Drew: Maybe government for the right job would be interesting.

Andrew: You’ve gotta pick one now. I’m gonna pin you down. You’ve gotta pick one company today, 2016 Drew. This not the lightning multiple-choice round.

Drew: I would leave to be one of the head writers at Saturday Night Live.

Andrew: I like it. There you go. What do you spend most of your discretionary money on?

Drew: Food and travel, easy.

Andrew: Where would you live if you could live anywhere in the world and cost, practicality, and your current community wasn’t an issue? So I would personally pay for everything and fly all your friends and family out there etc. etc. You only had to worry about location.

Drew: Stockholm, Copenhagen. I really like Scandinavia. I love it.

Andrew: What’s one of the most generous things someone has done for you?

Drew: New York is so good too, and I’ve been… What was the next question?

Andrew: What’s one of the most generous things someone has done for you?

Drew: Generous thing someone has done for me? I don’t wanna sound harsh but I mean no one has taken a bullet for me or I don’t have like a mysterious donor, Ms. Havisham, like paying my school bills or anything. Generous thing…?

Andrew: Ladies and gentlemen, the first ever self-made man, Drew Sanocki. I present to you.

Drew: No. This wasn’t for me but like what my wife went through to give us our kids, I certainly appreciate what she went through. I don’t know if that’s generosity. I mean my parents, my parents putting us first, putting our family first, putting the kids first…

Andrew: You gotta pick one Drew. Is it gonna be your family, your parents, or your wife?

Drew: I’ll go with my wife because she may be listening to this.

Andrew: Good safe bet…

Drew: She does things for me everyday.

Andrew: All right, last question. Assume you’re facing jail time and you can flee to another country and serve no time with confidence that you’ll never be caught, but you’ll have to give up all of your assets and can never return to the U.S. How much jail time would you be willing to serve and remain in your country, and this is all assuming that what you did, you’re being falsely accused of. How much time would you serve in jail for a crime you didn’t commit to not have to give up your life here?

Drew: Can I bring my family with me?

Andrew: To the other country? Yes.

Drew: Yeah. I would say six months.

Andrew: God, Drew.

Drew: Why? Is that right?

Andrew: There is no right…

Drew: What did people say?

Andrew: They’re all over the board and everyone is from… It tends to be on the lower side of the spectrum, but people are all over the board.

Drew: What kind of jail is it?

Andrew: That’s a good question.

Drew: What happens to me in there?

Andrew: You don’t know. You gotta roll the dice.

Drew: Is it like a minimum-security prison, one of those white-collar crime things?

Andrew: Moz does not come and do seminars at the jail. You’d have to live with that.

Drew: So it’s on the other end of the spectrum.

Andrew: Yeah. Drew, awesome man. That wraps up the lightning round and I think our episode here. So again if you liked what you heard on Drew’s podcast, again, nerdmarketing.com, the next episode in the series is at number 2. So nerdmarketing.com/2. Drew it’s, as always good to have you on and we’ve been enjoying what you’ve been doing over at Nerd. So thanks man.

Drew: This is great Andrew. I appreciate the exposure to your audience with my podcast. I hope you guys enjoy it.

Andrew: Hopefully, you’ll be able to get six or seven people over your way if I’m lucky, if the audience, heads over there in a stampede.

Drew: It’s like wanders into the wrong podcast and find it was something else.

Andrew: Awesome. Thanks Drew.

Drew: Yeah, thank you.

Andrew: Want to connect with and learn from other proven e-commerce entrepreneurs, join us in the eCommerceFuel private community. It’s our tight-knit vetted group for store owners with at least a quarter million dollars in annual sales. You can learn more and apply for membership at eCommerceFuel.com. Thank so much to our podcast producer, Laura Serino for all of her hard work in making this show possible and to you for tuning in. Thank you for listening. That’ll do it for this week, but looking forward to seeing you again next Friday.

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