In this conversation, Brent Peterson and Scott Ohsman engage with Hani from Adorama, discussing the company's evolution from a traditional retail store to a leading e-commerce platform. They explore how Adorama has transformed into an experiential brand that prioritizes customer engagement and community building. Hani emphasizes the importance of leveraging technology and first-party data to enhance customer experiences and compete in a challenging market. The discussion also touches on the significance of unlocking value beyond pricing and the company's optimistic outlook for the future. Takeaways Adorama has evolved from a physical store to a digital-first company.The company focuses on creating an experiential brand for its customers.Customer intimacy and engagement are key to Adorama's strategy.Leveraging technology is essential for enhancing customer experiences.First-party data collection is a priority for understanding customer needs.Adorama aims to unlock value beyond just pricing.The company has diversified into various sectors beyond photography.Community building is crucial for customer loyalty.Adorama is one of the largest sellers of drones in America.The future outlook for Adorama is optimistic, with plans for growth.Sound Bites "We are David. We know it.""First-party data rules.""Flat is the new up."Chapters 00:00Introduction to Adorama and Its Legacy 04:06Adorama's Evolution and Market Positioning 07:06Customer Experience and Community Engagement 10:23Digital Transformation and E-commerce Strategy 13:18Innovative Approaches to Customer Personalization 16:03Leveraging Technology and Data for Growth 19:09Future Outlook and Business Strategy