{"id":110208,"date":"2025-01-10T12:45:19","date_gmt":"2025-01-10T20:45:19","guid":{"rendered":"https:\/\/thegood.com\/?post_type=insights&#038;p=110208"},"modified":"2025-05-15T11:46:11","modified_gmt":"2025-05-15T18:46:11","slug":"omnichannel","status":"publish","type":"insights","link":"https:\/\/thegood.com\/insights\/omnichannel\/","title":{"rendered":"7 Expert Tips On How Retail Brands Can Launch A DTC Ecommerce Channel"},"content":{"rendered":"\n<p>Emarketer predicts that direct-to-consumer sales will peak at <a href=\"https:\/\/www.emarketer.com\/content\/us-direct-to-consumer-ecommerce-forecast-2024\" target=\"_blank\" rel=\"noreferrer noopener\">14.9% of all ecommerce sales in 2025<\/a>, yet many brands still rely solely on retail sales as a business strategy.<\/p>\n\n\n\n<p>New channels let you tap into additional audiences and volume, spurring growth and helping your business through harder times. After all, there\u2019s a reason our parents always told us not to keep all of our eggs in one basket.<\/p>\n\n\n\n<p>We\u2019re big fans of an omnichannel approach, so we talked to a group of experts on the topic to get their thoughts on why and how to navigate it like a pro.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Sam Selby, Co-founder, COO &amp; President at <a href=\"http:\/\/usedmobilehomesusa.com\" target=\"_blank\" rel=\"noreferrer noopener\">Used Mobile Homes USA<\/a><\/li>\n\n\n\n<li>Myra Ryder \u2014&nbsp;Director of Brand Strategy at <a href=\"https:\/\/www.kachava.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Ka\u2019Chava<\/a><\/li>\n\n\n\n<li>Dustin Kochis \u2014&nbsp;VP of Retail Strategy and Sales, <a href=\"https:\/\/www.kachava.com\/+\" target=\"_blank\" rel=\"noreferrer noopener\">Ka&#8217;Chava<\/a><\/li>\n\n\n\n<li>Andy Wang \u2014&nbsp;Managing Partner &amp; CGO, <a href=\"https:\/\/www.kchilites.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">KC HiLiTES<\/a><\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-case-for-dtc\">The case for DTC<\/h2>\n\n\n\n<p>For many retail products, adding a DTC channel is a surefire way to increase margins and grow your business.<\/p>\n\n\n\n<p>However, adding a DTC channel isn\u2019t just a way to grow revenue and margin. The upsides also include better relationships with your customers and greater insights to help you grow your brand.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-build-stronger-relationships-with-your-customers\">Build stronger relationships with your customers<\/h2>\n\n\n\n<p>Dustin Kochis, VP of Sales at Ka\u2019Chava, sees DTC as a powerful tool for connecting with customers. \u201cWe view DTC as a way to build stronger relationships with our customers. It\u2019s allowed us to educate them on our mission and products in ways that retail can\u2019t.\u201d<\/p>\n\n\n\n<p>Building these relationships via DTC is an approach that even legacy brands can leverage. Take Andy Wang of KC HiLiTES: when Wang acquired the decades-old company, he knew he wanted to take them digital. But it wasn\u2019t just the margins he was after.<\/p>\n\n\n\n<p>Wang had a vision for a new brand identity that he wasn\u2019t satisfied to leave in the hands of retail partners to represent. To emphasize the brand\u2019s quality and heritage, he built an image-driven website that not only sells products but tells the brand story better than retail alone could.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cWe went direct to consumer not only because of the revenue and margin, but because it gives us the ability to control our own destiny. If you can build a quality relationship with your customer, that becomes a moat for your business.\u201d <\/em><\/p>\n<\/blockquote>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-own-your-data\">Own your data<\/h2>\n\n\n\n<p>While the benefits of DTC on education and relationships are laudable, there\u2019s a notable third-order benefit of having an ecommerce channel that is arguably just as important: owning your data.<\/p>\n\n\n\n<p>\u201cHaving a direct customer channel is everything because it allows you to learn about your customers,\u201d says Sam Selby, Co-founder, COO &amp; President at Used Mobile Homes USA.<\/p>\n\n\n\n<p>Wang agrees. \u201cPeople are too fixated on margin and revenue. There\u2019s a treasure chest of information when users touch your website or interact with your content.\u201d<\/p>\n\n\n\n<p>Once Wang built his DTC arm, the benefits of owned data began to fuel his business in new ways.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cWhen we went direct to consumer, we got all of the emails and the psychographic details. It\u2019s a huge help in understanding who your customers are. When you go through distribution, that gets lost,\u201d Wang told us. \u201cThat\u2019s another really important thing that has become an asset. Using emails, analytics, and attribution models, that is where the gold is.<em>\u201d<\/em> <\/em><\/p>\n<\/blockquote>\n\n\n\n<p>The use cases for good data go both ways. When Myra Ryder, Director of Brand Strategy at Ka\u2019Chava, brought on a new VP of sales to help them go into retail, the existing data from DTC channels was critical in helping them to form a go-to-market strategy. \u201cYou really need the data,\u201d says Ryder.<\/p>\n\n\n\n<div class=\"wp-block-stackable-columns stk-block-columns stk-block stk-c842da9 reusable-block-2-column good-question-block\" data-block-id=\"c842da9\"><style>.stk-c842da9 {max-width:1500px !important;min-width:auto !important;margin-top:30px !important;margin-bottom:30px !important;}.stk-c842da9-column{max-width:941px !important;min-width:auto !important;}@media screen and (max-width: 767px){.stk-c842da9 {--stk-col-order-1:2 !important;--stk-col-order-2:1 !important;}}<\/style><div class=\"stk-row stk-inner-blocks stk-block-content stk-content-align stk-c842da9-column\">\n<div class=\"wp-block-stackable-column stk-block-column stk-column stk-block stk-8993c44 horizontal-form-container\" data-v=\"4\" data-block-id=\"8993c44\"><style>.stk-8993c44-container{margin-top:0px !important;margin-right:0px !important;margin-bottom:0px !important;margin-left:0px !important;background-color:#c3ddf0 !important;border-top-left-radius:12px !important;border-top-right-radius:12px !important;border-bottom-right-radius:12px !important;border-bottom-left-radius:12px !important;overflow:hidden !important;max-width:701px !important;min-width:auto !important;padding-top:40px !important;padding-right:35px !important;padding-bottom:40px !important;padding-left:35px !important;}.stk-8993c44 {margin-top:0px !important;}.stk-8993c44-container:before{background-color:#c3ddf0 !important;}@media screen and (max-width: 1023px){.stk-8993c44-container{padding-bottom:60px !important;}}@media screen and (max-width: 767px){.stk-8993c44-container{padding-bottom:60px !important;}}<\/style><style class=\"stk-custom-css\">.stk-8993c44 figure{margin:0 !important}<\/style><div class=\"stk-column-wrapper stk-block-column__content stk-container stk-8993c44-container stk-hover-parent\"><div class=\"stk-block-content stk-inner-blocks stk-8993c44-inner-blocks\">\n<div class=\"wp-block-stackable-heading stk-block-heading stk-block-heading--v2 stk-block stk-791f1b3\" id=\"span-style-color-0277-c-0-class-stk-highlight-enjoying-this-article-span\" data-block-id=\"791f1b3\"><style>.stk-791f1b3 {margin-bottom:12px !important;}.stk-791f1b3 .stk-block-heading__text{font-size:36px !important;color:#ffffff !important;}@media screen and (max-width: 1023px){.stk-791f1b3 .stk-block-heading__text{font-size:36px !important;}}@media screen and (max-width: 767px){.stk-791f1b3 .stk-block-heading__text{font-size:24px !important;}}<\/style><h3 class=\"stk-block-heading__text has-text-color has-text-align-center\"><span style=\"color: #0277c0;\" class=\"stk-highlight\">Enjoying this article?<\/span><\/h3><\/div>\n\n\n\n<div class=\"wp-block-stackable-text stk-block-text stk-block stk-30f99ae\" data-block-id=\"30f99ae\"><style>.stk-30f99ae {margin-bottom:20px !important;}.stk-30f99ae .stk-block-text__text{color:#ffffff !important;}<\/style><p class=\"stk-block-text__text has-text-color has-text-align-center\"><span style=\"color: #000000;\" class=\"stk-highlight\">Subscribe to our newsletter, Good Question, to get insights like this sent straight to your inbox.<\/span><\/p><\/div>\n\n\n\n\t\t\t\t\t\t<script>\n\t\t\t\t\t\t\twindow.hsFormsOnReady = window.hsFormsOnReady || [];\n\t\t\t\t\t\t\twindow.hsFormsOnReady.push(()=>{\n\t\t\t\t\t\t\t\thbspt.forms.create({\n\t\t\t\t\t\t\t\t\tportalId: 5834619,\n\t\t\t\t\t\t\t\t\tformId: \"64ede74e-e88f-44c7-996f-78859799755a\",\n\t\t\t\t\t\t\t\t\ttarget: \"#hbspt-form-1768299697000-6040713869\",\n\t\t\t\t\t\t\t\t\tregion: \"na2\",\n\t\t\t\t\t\t\t\t\tcssRequired: \".submitted-message { overflow: auto; } .hs-form-88422a7d-0355-4f27-b674-4b9fcc71560c, .hs-form-ac90f61a-a614-4bcd-b57a-18cd0e91ceff { color: #fff }\",\n\t\t\t\t\t\t\t})});\n\t\t\t\t\t\t<\/script>\n\t\t\t\t\t\t<div class=\"hbspt-form\" id=\"hbspt-form-1768299697000-6040713869\"><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-7-tips-for-thoughtfully-entering-dtc\">7 tips for thoughtfully entering DTC<\/h2>\n\n\n\n<p>If you\u2019re sold on its benefits, the next logical step is to do some digging into how to make the transition from retail to DTC painless. Here are seven tips from the experts to help you make it as smooth as possible.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-1-define-your-dtc-value-proposition\">1. Define your DTC value proposition<\/h3>\n\n\n\n<p>Launching a DTC channel isn\u2019t just about making your products available. It\u2019s about understanding what unique value you\u2019ll offer customers through this new channel.<\/p>\n\n\n\n<p>According to Selby, to succeed, you need to articulate why someone should buy directly from you versus through retail. \u201cYou have to figure out what your unique value is because you\u2019re not going to out-Amazon Amazon, and you\u2019re not going to out-Target Target.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-2-align-your-dtc-and-retail-strategies\">2. Align your DTC and retail strategies<\/h3>\n\n\n\n<p>One common concern for retail-driven brands is how a DTC channel might impact existing retail partnerships.<\/p>\n\n\n\n<p>Dustin Kochis, VP of Retail Strategy and Sales at Ka\u2019Chava, emphasizes the importance of alignment. \u201cYour DTC and retail strategies should complement each other, not compete. We\u2019ve found success by ensuring that our retail presence reinforces the brand while DTC drives education and deeper customer engagement.\u201d<\/p>\n\n\n\n<p>For example, offering exclusive products or bundles online can differentiate your DTC channel without undercutting retail partners on price.<\/p>\n\n\n\n<p>Selby shares, &#8220;To capture incremental customers without cannibalizing between channels, make sure you&#8217;re not just duplicating what your retail partners already offer.&#8221;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-3-establish-a-clear-dtc-marketing-plan\">3. Establish a clear DTC marketing plan<\/h3>\n\n\n\n<p>Most business leaders already know the value of a marketing plan, but when opening a new channel, it becomes even more important.<\/p>\n\n\n\n<p>Myra and Dustin from Ka\u2019Chava say, \u201cWhether it\u2019s through partnerships, Instagram, or other ad campaigns, often there\u2019s a familiarity with the brand once the consumer sees the product in-store. Leverage those educational, top-of-funnel touchpoints to stay ahead and top of mind.\u201d<\/p>\n\n\n\n<p>KC HiLiTES beefed up its digital marketing plans to generate a fast margin when it launched DTC. \u201cWe used a series of growth hacks to generate that margin. Then we had money to dump into marketing and could control the brand perception at scale,\u201d said Andy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-4-know-what-value-your-retail-partners-bring\">4. Know what value your retail partners bring<\/h3>\n\n\n\n<p>Selby emphasized the importance of knowing the value of retail partners, measuring their value, and finding ways to optimize the channel so you can make the most of the DTC transition. \u201cYou really need to understand how retail is different because that will help you take advantage of DTC most effectively.\u201d<\/p>\n\n\n\n<p>Wang finds insight in the pricing models of retail partners. \u201cIf the price is the same anywhere you can find it on the web, at the end of the day, that distributor or dealer has to add some value beyond price. If your brand is powerful enough, it makes it so that that dealer has to add some strategic value.\u201d That could come in extra exposure, a new customer base, or strategic learnings from their other partnerships.<\/p>\n\n\n\n<p>\u201cWe only work with the partners that add value to our company as a whole,\u201d finished Andy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-5-invest-in-expertise\">5. Invest in expertise<\/h3>\n\n\n\n<p>To thrive in DTC, your website needs to offer a seamless and engaging experience. Myra Ryder, Director of Brand Strategy at Ka\u2019Chava, highlights the role of storytelling and user-centric design; \u201cCustomers expect more than just a product listing online. They want an experience that reflects your brand\u2019s story and values. Your website should inspire trust, simplify the buying process, and communicate your unique benefits.\u201d<\/p>\n\n\n\n<p>She adds, \u201cYou need to find specialists and give it 110%&#8230; don\u2019t divert people and time from other teams.\u201d For Myra, that meant partnering with specialists like Dustin to own retail entry and The Good to optimize their DTC website.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-6-prepare-for-omnichannel-success\">6. Prepare for omnichannel success<\/h3>\n\n\n\n<p>Moving to an omnichannel approach comes with logistical and operational complexities. Andy Wang advises brands to prepare for changes in demand and fulfillment.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>\u201cWhen you add a DTC channel, you\u2019re not just adding revenue\u2014you\u2019re adding complexity. From inventory management to customer service, everything needs to scale to meet new demands.\u201d<\/em><\/p>\n<\/blockquote>\n\n\n\n<p>This can include integrating inventory systems, ensuring consistent pricing, and aligning marketing efforts across channels.<\/p>\n\n\n\n<p>And while <a href=\"https:\/\/thegood.com\/insights\/overcoming-channel-conflict\/\" target=\"_blank\" rel=\"noreferrer noopener\">channel conflict<\/a> can set you back, there are plenty of ways to combat it. Even tweaks to the actual product can make your omnichannel strategy more successful. When Ka\u2019Chava entered into retail, for example, they changed the packaging to reflect what DTC customers learned about via the website and shrunk down the retail package to land at a price point that was more palatable for new customers.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-7-don-t-fret-cannibalization\">7. Don\u2019t fret cannibalization<\/h3>\n\n\n\n<p>Kochis says there is \u201cno magic formula\u201d for predicting how a new channel will impact another channel\u2019s sales, and the endeavor is short-sighted anyway.<\/p>\n\n\n\n<p>When brought on to help Ka\u2019Chava enter retail, he warned the team about the possibility of seeing an initial dip in ecommerce sales, but he said not to worry. \u201cIt\u2019s a long play,\u201d says Kochis.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-unlock-a-dtc-strategy-like-the-experts\">Unlock a DTC strategy like the experts<\/h2>\n\n\n\n<p>Launching DTC is not a set-it-and-forget-it endeavor. As we established, data is your biggest ally in DTC. Track everything\u2014from website traffic and conversion rates to customer feedback. Use these insights to continually refine your approach.<\/p>\n\n\n\n<p>Expanding into DTC can unlock new opportunities for growth and customer engagement, but it requires careful planning and execution. By defining your value proposition, aligning with retail strategies, optimizing the digital experience, and adapting to omnichannel demands, you can set your brand up for success.<\/p>\n\n\n\n<p>Ready to take the leap? We have many resources on DTC ecommerce from 15+ years of optimizing for brands like yours. <a href=\"https:\/\/thegood.com\/insights\/\" target=\"_blank\" rel=\"noreferrer noopener\">Check them out here<\/a>.<\/p>\n\n\n\n<div class=\"wp-block-ugb-container ugb-container cta-button ugb-e894df8 ugb-container--v2 ugb-container--design-image2 ugb-container--collapse-on-mobile ugb-main-block\"><style>.ugb-e894df8-wrapper.ugb-container__wrapper{padding-top:0 !important;padding-bottom:0 !important;background-color:#000000 !important}.ugb-e894df8-wrapper > .ugb-container__side{padding-top:35px !important;padding-bottom:35px !important}.ugb-e894df8-wrapper.ugb-container__wrapper:before{background-color:#000000 !important}.ugb-e894df8-content-wrapper > h1,.ugb-e894df8-content-wrapper > h2,.ugb-e894df8-content-wrapper > h3,.ugb-e894df8-content-wrapper > h4,.ugb-e894df8-content-wrapper > h5,.ugb-e894df8-content-wrapper > h6{color:#ffffff}.ugb-e894df8-content-wrapper > 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class=\"ugb-container__content-wrapper ugb-e894df8-content-wrapper\">\n<h5 class=\"wp-block-heading\" id=\"h-find-out-what-stands-between-your-company-and-digital-excellence-with-a-custom-5-factors-scorecard\"><span style=\"color: #ffffff;\" class=\"ugb-highlight\">Find out what stands between your company and digital excellence with a custom 5-Factors Scorecard\u2122<\/span>.<\/h5>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link has-white-color has-main-blue-background-color has-text-color has-background no-border-radius wp-element-button\" href=\"https:\/\/thegood.com\/5factors\/\" target=\"_blank\" rel=\"noreferrer noopener\">GET YOUR SCORECARD<\/a><\/div>\n<\/div>\n<\/div><\/div><\/div><\/div><\/div><\/div>\n<div class=\"tkugp-items-wrap\"><div class=\"tkugp-bottomcontent\"><\/div><\/div>","protected":false},"author":36,"featured_media":110209,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","wpcf-summary":["Industry experts share their top tips for how retail brands can thoughtfully and successfully launch a DTC ecommerce channel."]},"insight-category":[32],"insight-tag":[7005,10082,7006,7004],"class_list":["post-110208","insights","type-insights","status-publish","format-standard","has-post-thumbnail","hentry","insight-category-customer-acquisition","insight-tag-b2c","insight-tag-customer-experience","insight-tag-ecommerce","insight-tag-marketing"],"acf":[],"featured_image_urls_v2":{"full":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-scaled.jpg",2560,1707,false],"thumbnail":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-150x150.jpg",150,150,true],"medium":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-300x200.jpg",300,200,true],"medium_large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-768x512.jpg",768,512,true],"large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-1024x683.jpg",1024,683,true],"1536x1536":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-1536x1024.jpg",1536,1024,true],"2048x2048":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-2048x1365.jpg",2048,1365,true],"teaser":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-380x215.jpg",380,215,true],"teaser-large":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-760x430.jpg",760,430,true],"insights-featured":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-600x400.jpg",600,400,true],"case-study-logo-small":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-113x75.jpg",113,75,true],"gform-image-choice-sm":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-300x300.jpg",300,300,true],"gform-image-choice-md":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-400x400.jpg",400,400,true],"gform-image-choice-lg":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-600x600.jpg",600,600,true],"profile_24":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-24x24.jpg",24,24,true],"profile_48":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-48x48.jpg",48,48,true],"profile_96":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-96x96.jpg",96,96,true],"profile_150":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-150x150.jpg",150,150,true],"profile_300":["https:\/\/thegood.com\/wp-content\/uploads\/pexels-negativespace-34577-300x300.jpg",300,300,true]},"post_excerpt_stackable_v2":"<p>Emarketer predicts that direct-to-consumer sales will peak at 14.9% of all ecommerce sales in 2025, yet many brands still rely solely on retail sales as a business strategy. New channels let you tap into additional audiences and volume, spurring growth and helping your business through harder times. After all, there\u2019s a reason our parents always told us not to keep all of our eggs in one basket. We\u2019re big fans of an omnichannel approach, so we talked to a group of experts on the topic to get their thoughts on why and how to navigate it like a pro. Sam&hellip;<\/p>\n","category_list_v2":"","author_info_v2":{"name":"Natalie Thomas","url":"https:\/\/thegood.com\/author\/natalie-thomas\/"},"comments_num_v2":"0 comments","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>7 Expert Tips for Launching a DTC Ecommerce Channel<\/title>\n<meta name=\"description\" content=\"Industry experts share their top tips for how retail brands can successfully launch a DTC ecommerce channel.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thegood.com\/insights\/omnichannel\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Expert Tips for Launching a DTC Ecommerce Channel\" \/>\n<meta property=\"og:description\" content=\"Learn 7 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