CHRIS: Absolutely. I just want to say, that is so dead on with talking about the buying group customer experience. And we know for a lot of folks listening to this, you're busy and you're trying to operate the business in addition to getting another piece of software in place or getting something optimized.
That is what companies like ours focus on. And we really want to help you at least be aware of some of the things that you may not know and that you may not have been exposed to. With some of these features, you want to have this set of thoughts running through your mind at all times. First of all, try to put yourself in the shoes of your customer and some of the different roles that those customer avatars are going to represent.
What are some of the personas and what are they thinking and what do they need? You probably have different personas, different types of roles that are going to be interacting within your site. There's a demographic consideration there too. So you might even have different kinds of preferences for how to navigate the site depending on someone's demographic background or their disposition to technology, for example.
You want to be able to present this data with a visual format, maybe with a Wizard format, so maybe some pictures and icons with a hierarchical structure. So we need to be able to bring in basic catalog information from the group buying platform, but present it in a compelling way that makes sense. And you don't want to overdo it either, because, frankly, people are busy. They're not coming to your site to be wowed in most cases. I don't think they're opposed to that, but that's not their purpose for being there. They're trying to get work done and get value and purchase something that they need. So it needs to tend toward having a baseline, a very solid utility throughout their experience.
Ask yourself, what does that mean for the different personas? You're going to need to have a great hierarchy. And this can be very challenging. We hear, “Oh, yeah, great hierarchy. No big deal.” Well, actually it is. That's probably one of the biggest problems most businesses face. You're busy scaling this business, your entire team is busy scaling the business. And so how do you get a great hierarchy?
We can do a couple of different things, and I won't go into all the weeds here, but the main concept would be, we can bring it in. Maybe we need to review and audit together and make sure that this is solid [plan], but we can bring it in from a source of truth. We can also leverage industry best practices for hierarchical structure, and we can pull from standard hierarchical structure. I'm talking about categories, attributes within each subcategory. Think different product types and what are the nuances of what buyers group customers would search and filter on for those different product types?