Why we picked Umbraco

Matsiu Zederlowko, Elevie, wage 2017 It's up to you. You're gonna be on stage. Yeah. Do you need help taking it off? No, it's not... Okay. Let's... We good for time? Yeah, I think just take a seat and... Take a seat. Take a seat. Hello. Oh, we're on. Good afternoon, all. Hopefully you've had a nice lunch, you've had a nice break, and now we're gonna have a nice panel session with three customers who are using Embraer. So we're gonna do a quick introductions. So first off, Christian, tell us a little bit about yourself. This sounds like a dating show. Yeah. No, I'm a marketing manager at Capella Industries who produces Lambretta watches. We own the brand. Okay, so Lambretta watches has an Embraer coset, yes? Yes. So next up in the middle, Vidar, is that right? It works. So Vidar, it says you work here for Komplete. So who is Komplete? Komplete Group. Komplete, yeah. It's a group of webshops located in Norway, but we have webshops in Scandinavia and in Germany. So what does Komplete sell? Everything. Everything? Soon. Pharmacy products, electronics, computers, and car parts. Makeup. Good stuff. Watches? Yeah, some. So again, I'm terrible with names. Alfredo. That's perfect. So Alfredo, you work at the Council of the European Union? Yeah. I'm part of the digital team which manages the online presence of the institution. So we are in charge for all the information we give to the public, to the delegates, the press, on behalf of the Council of the EU. Okay, so how this is going to work, we're going to get each of these three guys to tell us a little bit more about their EMBRACO sites. So these are not agencies or developers, these are our end clients who use an EMBRACO site. So we're going to hear about why they've chosen EMBRACO and we'll take it from there. So Christian, I think you're up first. You're going to tell us a little bit more about Lambretta watches. Yes. Take it away. Thank you. Everybody's doing okay? Yep. Had some nice partying yesterday? Not too hangover? A little bit. Good. You should be. So Lambretta watches. Let me tell you a little bit about our timeless desires. As I said, I'm the marketing manager at Capella Industries. I'm a member for five years. Before that, I was an art director at some different advertising agencies in Sweden. So Capella Industries is a family-owned design company founded in the year 2000. We design and produce fashion watches. And as we say, our mission is to fashionize the world of watches. Our headquarters is in Gothenburg, on the Swedish west coast. And we have sales offices in five different places around the world. We export to more than 50 countries and both to the domestic and tax-free markets. Our four current brands are, of course, Lambretta watches, Panos Emporio, Elegant Beach watches, Poseidon diving watches, and Velox, which are futuristic design watches, smart watches. So Lambretta. What was Lambretta? Lambretta. Lambretta. Lambretta. Christian, do you own one of those bikes? I don't know if you heard me. Of course. So it all started in Milan, Italy in 1947. Ferdinando Innocenti, I think, owned a factory that produced airplane engines for the Italian Air Force. But after the end of World War II, he kind of ran out of business. So he needed something else to do. And he was inspired by the American army who had brought their kind of scooters to transport people and intelligence. So he revolutionized transport with producing scooters for the masses. They had colorful design and were cool and very affordable. So. These became an icon in Italy, then in England, and then the rest of the world. Lambretta watches' designs are inspired by the glorious days of these Lambretta scooters. And the key ingredients are fun, glamour, and attitude. We call this refined Italian retro. Our. Core business is travel retail, not e-commerce yet. 70 to 80% of our sales is in travel retail. And then, of course, we're also in regular domestic retail in 28 countries, I think. Such as boutiques, shops, department stores all over the world. But this is a kind of tough. Market to grow in and to maintain business in. It requires a big sales force. We also do corporate sales. We design custom made watches for companies and brands such as Toblerone, Jägermeister, Masta, Emirates, and some other companies. We also sell watches. We also sell watches. We sell watches directly to companies that buy them as gifts for their customers, clients, employees. So when it's time for Christmas now, you and your companies knows who to contact. Special place for you, yes. And a new channel we have now is e-commerce. Like I said, travel retail is a key channel for Lambretta watches. We're available at 125 airport and airport. We're also available at 143 airport and airport stores across the globe. Also on airlines and cruise lines. We supply more than 100 airlines and a lot of cruise lines. Most of the big ones and a lot of small ones as well. So I don't know if everybody says not from Denmark, I guess. So some of you who flew in here probably came across Lambretta watches. Otherwise, you can look. For it's on your way back. So as I said, we sell a lot of watches to traveling people. So how do we reach our customers easier when they are not traveling? So we came up with a great idea. Let's try that thing called e-commerce. In travel retail, we have one of the most sold watches in the air. We have multiple awarded watch designs. And great marketing. Since I'm marketing manager. We're visible to one billion travelers each year. That's a pretty good number. So in travel retail, we saw lots of similarities to e-commerce. The customers are attracted to fun and unique brands. They're time conscious. And they're very picky. And they like good deals. So it's perfect to sell affordable watches. And give luxury to them. As we have. So we did a try with another platform. Not Umbraco. It didn't go so well. It was a very big solution. But we didn't use many of those functions. It wasn't very flexible. It's hard to use the CMS. Not friendly buying and purchasing a watch took forever. And difficult with APIs and connections. And so on. And very difficult and expensive to develop. And we don't like that. So, hallelujah. We'll close that one down after a year and a half, I think. And hallelujah, there came a new web agency. Webmind. Great one. I can recommend it. And they introduced to us Umbraco. Which we loved from the beginning. So this will only be running for a couple of months. We currently have one e-commerce shop. With three currencies. Members in broker forums. Newsletter studios. And two business to business info sites. We like it because it's flexible. It's a flexible CMS. It's very stable e-commerce. And it's very user friendly. Improving. And in the progress we have one new e-commerce shop. More shipping options. The new gift card app. More info sites. And now that we have a good site. We're going to invest a lot in SEO, adverse and recharging with this one. It wasn't worth it with the old one. And soon we're going to have more e-commerce shops. Multiple languages. We're going to connect it to our Navision. Corporate watch sites. And so on and so on. So let me show you a little bit about our site. So here we have the Lambretta watch site. It's user friendly. Less is more feeling. With a very dynamic CMS. We have these nice puffs here that I call them. I don't actually know what it's called. But I call them puffs. We can have them in a couple of different sizes. Here we have three medium ones and four small ones. And we can choose which ones we want to have shown in the desktop view. And in the mobile view. Like in the mobile view we only have these three top ones. So the scrolling isn't too long. It takes forever. So Christian, just to interject. So you as a team, is it really easy for you as a team to use a Vraco to edit and update all of these sites? Yeah, it's very easy. We actually do everything ourselves. You don't get Webmind involved? No. You guys do it? Good for us, not for them maybe. Because they don't make as much money as maybe they wanted. But for us it's very good. Because we can change this like every day, every hour. It's very easy. It's a great CMS to work with. On the opposite from the one we had before that took forever. We can do anything ourselves. We had to contact them. And we got ruined. And we didn't sell any watches on it. So this is very easily adapted and dynamic. For example, here we have an item list. Here now, today, we show best sellers. And it lists our best sellers. And tomorrow we can have Father's Day gifts. Then it lists other watches. And Christmas gifts, Valentine's gifts, and so on. Thanks. A few minutes to change it. On the bottom here we have our live feed from Instagram. So when Instagram changes, someone uploads an image. It also changes here. It's a nice live feed here. We have a cool search part. I like it. So let's find a watch. I want a black watch. So then it lists everything related to black with the item names and small thumbnails of the watches. And shows how many results there are. But I want a black chronograph that I like. I don't have to type it all. Chronograph. Slow? Yes. Okay. So then it lists them here. And I can click on this. Show 11 results. Slow internet. So here I see the 11 black chronographs we have. So I can pick one here and easily buy one of them. But actually I'm buying a watch on my way back for my wife or mistress. I haven't decided yet. Maybe for both. It's good prices. So here we see a category page. A nice overview of the watches in this category. A lot of focus on the products. We also have a heading here and a small text. Good for SEO, I've heard. So let's buy the white one. It's not this slow. It's the Wi-Fi here. Thank you. So here's the product page. With a clear add to cart button that you see directly. And we have product images here. And the lifestyle images here. That you can click on and go on. So that looks fantastic, Christian. Is there anything else that you want to tell us about Lambretta in the meantime? Before we move on to Vidar? Yeah, I can show you. Because Umbraco has such a good CMS. Yes. How do I get here? We have actually all of them. Actually also made. I'm just going to drag this. Because this is a page dedicated for our sales channels. Like airlines. So this one I actually did all by myself. Our web agency made a template for me. And then I can do all the rest of it. Easy and it looks good. So here they can find interesting valuable information. Only for them. Yes. And now. Umbraco top five. Why we love it. And it's number five. It's open source. Number four. It's secure and confident. Number three. It's the plug-in. It's the plug-in and apps. Number two. Flexible and user friendly. And now you're excited, right? Number one. It's endless possibilities. Limited only by our imagination. So tomorrow a few people are going to the bingo. I have here three places you can win. Nice ones. Oh la la. Yes. And for you who aren't the lucky winners. We have a special code garden 16 discount until June 30th. You get 50% discount with voucher code CG16. Oh, I can do that. Thank you. Awesome. Thank you, Christian. So Vidar, let's talk about complete. So whilst Vidar just quickly jumps up. So we're going to run through each of these guys. And then we're going to take some questions as a team. And then I'm going to jump out into the audience. And we're going to take any questions from you guys. So Vidar, tell us more about complete. Yeah. So as I said, complete group is a group of web shops. Yes, Vidar. It's me. I'm a web developer. And we have our own developer team. At complete, we have had that for ages. So the solution we run is been running the latest 16 years or so, I think. But that's not in Morocco, though. 16 years. No, it's not in Morocco. But that's one of the key parts that is kind of interesting in how we solve this. So this is some numbers. 7.3 billion is in Norwegian crowns. It's about 815 million euros. And 16 web shops, yeah. That's the logos. Some of you might have seen them. So complete is the mother shop that we have had for since 1996. And we started our first website in 97. And yeah, it has grown a bit since then. And we now cover all these stores. With the product range. So just looking at that slide there, you seem to sell absolutely everything. From electronics to baby stuff to medication. Yeah. Wow. And also the medication part is kind of interesting because up until now, it hasn't been illegal to sell prescription medicines online in Norway. So that law has been changed right about the last six months. So is that particular site, and like you said, the law has changed in the last six months. Is that site now in Morocco? No. It's still, okay, so we're coming back to that part. Good, good, good. So it runs on the old platform that we have been refactoring now for a couple of years. Yeah, the product range that we mentioned. Yeah, exactly. So the thing is, as I said, we refactored this solution. And we needed to have a new CMS system because the old one, well, there was no old one actually. It was only loose tools. It was kind of sad to see them. I will show them in the... So was it even a CMS as we know it? No. No. It was a form view to add hard-coded HTML. Wow. So I presume no content editors could ever update the site because they would add to no HTML. They needed to learn HTML, yeah. Okay. And I'll show you the screenshot from that system tomorrow at our talk. So you'll get more details then. But yeah, we needed to do new tools. And we are now actually 50 developers. And working 50 developers at one codebase is kind of painful. So we decided to do services out of it. So we just take one feature out of the big monolith and do a service out of it. And then we needed new CMS systems, obviously. So we decided to create one CMS for doing one task, actually. So we now have created one we call Marketing CMS. And it's responsible for making campaign pages and front pages and landing pages for the categories and so on. So that's actually the only thing it does. Very, very good. Anything else to add for the time being? No. So let's take a look. Yeah. Okay. Okay. So I'm now connecting to our test environment, actually. So... Okay. Better? So we have a root node here for all stores. And then we can go into... So I can pick a node. Just... Which one? It's kind of a page like this. And obviously, you can see a grid system here. So... And when we were to demo Umbraco for the first time, it was the same week as the grid was launched in 7.2, I think. Okay. Yeah. So lucky there to show it off. And so... I have a hierarchy here with everything. We can have a look on the demo, for instance. Yeah. So the Wi-Fi is a bit slow. And also, this is connected through VPN. So... So we have... What we have done, as I said, we have a lot of developers ourselves. So we do develop on Umbraco ourselves as well. We have hired one expert, Kenneth, from CodeWise. So we started off with the expert and tried to get it right from the start. Okay. And that was a good decision, I think. So the key part was they, as I said, came from a form view to add the hard-coded HTML. And then all of a sudden, they were able to put in product lists by pasting product numbers. And they were able to create product search lists and, yeah, things they haven't done at all. Oh, sorry. I didn't prepare a list of SKUs. That's kind of sad. There you have it. Then you can add a big list of SKUs. We can watch one here, I think. Yeah. Okay. So you guys have helped or built in custom grid editor components to allow your content editors to build these kind of fancy landing pages. Yes. So that's one of the key parts for why we chose Umbraco, because it's open source. And we can really dig into the code and see what we need to do if we need to change something. And also, it's so very flexible and extensible. So we knew that our customers who have been working, yes, with a crappy tool, but even they knew how they wanted to work. They have had workarounds on this old system. So they had a routine that worked very well for them. So we needed to adapt to that routine. And then we needed to be able to create tools custom made for them. So when you see the one, yeah. Imagine, earlier they had to put in one product at a time in that form view. And now they can paste the list and get this list of products in a couple of minutes, seconds even. Okay. So this is Black Friday test, I think. You can see there are no, yeah, the rich text editor is the only editor from the core, actually. Okay. Everyone else is custom made. So, and we have very much focus on SEO. So we have added the one that we can put in for a small image and a large image and also require the old text. So, and that fits our custom needs very much. Very, very good. Yeah. Awesome. I don't know. I think that's good. I think we'll move on to Alfredo and then we'll take some questions as a group. So I'll tell you a few words about the European Union. So in this particular case, the Council of the European Union. If I'm able to open the browser because I'm not a Mac guy. Thank you. Thanks a lot. I'm showing you this page on purpose. It's our splash page. So you land on our site and the first thing you see normally is the selection of language you need to make. Why do I want to mention that? Because that's one of our major assets. We provide information in all the languages of the European Union. But it's also one of the major constraints on the editorial and development side for us. Imagine there are agenda or communication from the president of the European Council. And the Council going out. You need the content to be produced, immediately translated, back to you and published simultaneously if possible on all languages. The website you see now is not built in Umbraco. You guys are in the process of converting to Umbraco. We are about to switch to Umbraco. So what you see right now will be migrated to the CMS. Which we have chosen. And why that? While we are fairly satisfied with the front end of the website, behind there is a very difficult process of publishing. So you need to imagine again we are sometimes under stress for publishing content. Make it bulletproof, perfect, because it's an official statement or declaration. And the assistants and editors find the current system very difficult on an interface level. And slow. Imagine the current CMS we have, which I don't want to name. Forces us to produce separate blocks of content for the text, for the attachments, for the images, for the videos. And then go back. It sounds very repetitive. It's repetitive. It's time consuming. It's prone to errors. And part of our power users, editors and assistants. Sometimes are not interested in the way the CMS works. They just need to get the job done. So again there was a very complex internal process. A lot of user tests. Prototypes being shown by Umbraco and other CMS which came to our location. Showed what could be possible. We tested the solution with many of our colleagues. Even before we had an external audit on our current CMS. And finally we decided to switch to Umbraco. Now it all sounds very nice and fun. But we are conscious of some needs that Umbraco for us will need to be able to provide. Let's say. First of all again the smooth management of the multilingual version of the website. And the translation workflow. The ease and speed of publication. And stability. Of the system. Because the current CMS we have many times goes down for reasons which are unknown. And not easy to manage on a technical level. So in fact we were running on Umbraco a few years ago. Much longer before I joined the council. Then a decision was made to move to a commercial solution. And a few years back we find ourselves selecting again Umbraco. We were very happy with my colleagues this morning to see that in version 8 there is such a nice to see multilingual tool management. Conscience and variations. Yep. Which looks very good. So just to put some pressure on you. Release it as soon as possible. Because we are working as hard as we can. To go live with the latest version available. And that's it. In a nutshell. No. Thank you very much. So I think. Yeah. Thank you. So I think we will take some questions then. So first thing that springs to mind. I know that we kind of loosely covered it individually. But why did your company decide to choose Umbraco? What was kind of the turning point so to speak? Who wants to chime in first? Vidal. Come on. So why did Komplet decide? Okay. Umbraco is the CMS we're going to go for. What was the kind of the key thing that stood out for you guys? Actually it was we the developers that forced it in. So to say. We saw that we could really extend it. And do whatever they wanted us to do. They is the users. Okay. The marketing departments and so on. And we knew that they were demanding on meeting their needs. Despite the tool they had. But we knew that they wanted to do exactly one bit of thing. Okay. And we saw that we can do that with Umbraco. But we met skepticism. Okay. For what reason? Because they have seen what we have provided them before. So. But that's just surely your work. Yeah. So why would you try to force a new system on us? But we told them that this is a totally different thing. And also it was a great platform to start with. Okay. Yeah. Every key feature was already made. So we could do our custom things. So there's a lot of things out of the box that you could use. And then if it didn't quite meet your requirements. You could easily kind of tweak it and extend it. Yeah. So because of the service architecture. We saw that it could be providing APIs with the JSON data. Okay. Yeah. Christian. From a. I know not Moebius. Not from a technical perspective. But maybe from a marketing perspective. Do you know why Lambretta chose Umbraco over competitors? Yeah. As I said before. We had another solution that we didn't really like. So. We were presented with some different solutions. And we fell for Umbraco. Because it's open source. And the combination we think with Umbraco and Ucommerce is perfect. Because we like that Umbraco is open source. But Ucommerce isn't. Okay. So you keep mentioning open source there. But as a kind of a customer. Is that important to you? That the CMS that you choose or decide to choose to run your business on is open source? No. As I understand it. Since it's open source. It's easier for our web agency. I'm only the person that says do that and do that and do that. And then they can do it. But that's appealing to you though. Yes. From a marketing perspective. To say look developers. My team. We need to build this. And you've got a little bit of confidence that they can do it. They never say no. Unfortunately we can't do that. That was the case with the other side. No we can't do that. No we can't do that. And everything. It's not possible. It's going to cost you so, so, so much. And here it's always oh okay. No problem. And the day after it's done. Awesome. Kind of. Kind of. Kind of. Depends on what it is. Yeah. Awesome. Alfredo. I know you briefly touched there on what you're doing. On why the EU Council chose Umbraco. But is there any kind of specifics that kind of springs to mind that's why you guys are moving over? We produce a lot of documentation with 10,000 reasons for each CMS we evaluated. So. But if I should name two I think for Umbraco was the ease of publishing. So very easy process to produce one piece of content and get it published. Yeah. The preview functionality might sound very. Triggered if you want. But it's important for us to be aware of how the content will look like on different devices. And on the technical level again many reasons but we also have the benefit of leveraging internal resources which know the platform and the code. Yeah. So with your sites kind of all relatively big. Yeah. Massive size really. How does. How do you feel that Umbraco handles kind of the large volume of traffic? Do you think Umbraco can just kind of deal with large volume of traffic? Vidal you're smiling at me. Yeah. Because we are dealing a lot of dealing with the traffic. It's high traffic size. We have a lot of front end servers. And because of that Umbraco is working as a back end service actually for our shops. We have not that big of a problem with it on the campaign page. But yes of course there are a lot of services going to request data from the service. And we have had some issues that we needed to solve on the load balancing. Now it's two servers that runs Umbraco. Okay. So with some cash on the front end and some adjustments to the Umbraco service it works. Okay. So but we also are planning a couple of more services. Umbraco installations. And one of them is a standalone service. So. Fantastic. We will have two servers running that as well. It's not that high traffic section of the page. So yeah. Christian. More from a maybe content perspective editing. Do you think Umbraco is like a say the marketing team obviously updating the site? Do you think like day to day you can have many content editors all working on the site? Updating the site live in real time? Is there a relatively big team of you? Yeah. It's never been a problem. And we can have a feature too. I think that you can send different people can translate. Yes. Like we can send it to translating agency and then just get those parts and they can translate it for us. And we think and click okay and we check everything and do it live. And that workflow just kind of works with how you guys work. Yeah. Awesome. That's great to hear. Alfredo. More in terms of yeah. How the EU Council is going to take on I suppose relatively high load sites. Do you think Umbraco. I know you guys haven't switched yet. But it's obviously must be something that you've reviewed in fine detail with the technical guys. We did. We know that the traffic to the website has been increasing. Yeah. And constantly over the last years. Mm-hmm. Both organically and both because of kind of promotional campaigns that we move forward. But also because simply there are so many topics at the moment which are EU related. So yes that's an important requirement. But normally we have a pretty good confidence that the CMS should be able to handle the type of traffic we have. But we will put in place also the solutions on a technical level. Possibly CDN or whatever is needed to make sure this happens. Yeah. Good. So I suppose this is a question more about now that you've used Umbraco. What things do you think could be improved upon? Nothing is perfect. And is there something that kind of stands out in your mind that could be improved? I'll skip that one. And probably in a few months. A few months then. Of course. Yeah. Obviously you're coming at it more from a development angle. Is there anything that you think could be improved in Umbraco to kind of make your life easier for your content editors? Yeah. There are some parts. We ran for a couple of months of developments without any obstacles actually. Okay. That's good. Yeah. We were like doing everything we wanted without any stops. But when we were to do manipulation. We were to do manipulation on the list view. We met some obstacles. And so actually the list view part. Okay. Is the one that we have missed customization. For any specific reason? Yeah. Yeah. For what was it? We needed to duplicate the code to actually get in new columns that wasn't properties. And to do actually just status indications and so on. Put in an icon for it. Put in an icon for if the page was published or not. Because the is published column is lying sometimes. Is lying? Yes. Okay. Sometimes it does. And so the list view and also we wanted to split it into three so that you can have one list of published campaigns and one list of unpublished campaigns and one that was out of date. Okay. And then things were a bit tied together with the paging and the search and so on. So. So a bit more loosely coupled list views would be great for us. Very, very nice. Christian, more from I suppose day to day use. Is there like when you are editing a page do you find something cumbersome or something frustrating that you do day to day when you are updating the site? I'm always frustrated. You're always frustrated. Maybe not so much on Brocco. No. So far. I'm not the developer. So I don't really know the tricky parts. But so far with the CMS and content and everything I haven't found anything. And I think we sell to like 78 countries or something like that on the website. So it runs 24-7. A lot of different time zones. And it just keeps on going and the web borders keep streaming in. So I'm happy. That's good. That's good. So I suppose we will spin that question then. So we've talked about what you think could be improved. But maybe what's the best thing you find in Brocco? Obviously the extensibility. The extensibility from a developer point of view. Yeah. But could you maybe talk Vida on behalf of your kind of content editors? Do you know kind of is it just because you've managed to build a custom kind of UI or components that they're getting the best experience? Do you think that's... Also the ease of... It's kind of minimalistic. It's not any fuss and a lot of boxes that's not necessary. It's very clean and nice to use for them. But there are some... There have been some questions about the publish button and so on. And that it should be possible to configure it. So that... You can choose what it actually did or didn't do. So that you could have save instead of save and publish as default and so on. A couple of configuration questions. And also the alert messages was a bit cryptic sometimes. So we needed to go into that. And the message service or what it was called. We needed to add some more error messages there. Alfredo, I know you guys are not really using it yet. But... Maybe from the demos or when you was evaluating it. Was there anything that kind of stood out? Was like, yes, this is definitely the thing that is my favorite. Is it just... I know you mentioned earlier content publishing. Was it just because it's so easy to type content in? I think the interface for a content editor, it's very easy. Especially compared to what we use right now. So I will say that that's one of the main features. Christian? I already did my top five. Okay, all right. It is, as I said before, so far I have not had a no from our agency. That no, that's not possible to do. So far it's okay. We can do that and we can do that. And it's just easy to work with. Very user friendly for me. Awesome. So is there any advice you guys could give if anyone was considering switching their business or company site to Umbrako? Why they should consider it over competitors? You look a bit stumped. Vidar, any suggestions? I can't come up with anything right away. But, yeah. I don't know. No? Okay. Alfredo, any suggestions that if they were considering reviewing against other platforms, why they maybe should choose Umbrako over? No, I wouldn't be comfortable to give that kind of advice. But for sure for us it has been a good exercise to deeply test this CMS compared to other ones before taking the decision. So maybe the advice is simply to really understand what your needs are. Check the systems and you'll probably find out that one is better than the other one. For us it seems Umbrako should be the solution. Okay. So did you guys, when evaluating CMSs, did you guys build like a prototype or something very small to kind of give a good indicator to evaluate the CMS? We had three prototypes to test from different providers. One was Umbrako. I think it was Neil actually coming to our offices and showing it. So based on that and on the capability of the prototypes to satisfy some basic needs, we were able to draw down some conclusions. Okay. Vedant? I think perhaps the best advice is to be realistic about your goals and what you want to achieve because I think many customers are aiming too high and don't realize what they're aiming for. And I think that's what they need to do themselves. As the guy before here said, it was you can't have a Homer layback. Was it that? I think he called it. Homer Simpson layback. Okay. Push the magic button and think that the system will do everything for you. If you are aiming too high, you will need to do a lot of work. And I think by starting on Umbrako, you will have a great start that is really, really good. And then you can extend it and do the things you actually want to do and see that you can do. Okay. Yeah. Do not go for Adobe Marketing Cloud or whatever it's called. It will not be finished. Okay. Christian? Maybe give us a little bit of advice on maybe why you think it's important to go for Adobe. you think building an e-commerce site on Umbraco is probably the best way forward? Oh, next question. Why? Or any feedback in terms of advice for choosing Umbraco and deciding to build an e-commerce site on Umbraco? Umbraco? Since I'm not developing it, it's kind of hard to answer. Okay, that's fine. But it just works. The thing is, the solution we have with Umbraco and e-commerce, we think is very good. As I said before, that Umbraco part is open source, but that e-commerce is not. So it feels a little bit more secure for that important part, sort of. And that we like. Awesome. Fantastic. So as we're nearing the end of our session, I want to now see if any of you guys have got any questions for these guys. Okay, I'm going to run out to you. Hold fire. Far away, sir. So I have two questions for Christian. You said, the first version that you had was very expensive, didn't work well. So presumably you invested a lot of money into that solution. What was it in particular that your agency, I think it was Webmine you said, what was it they presented to you that convinced you to go with Umbraco? Was it a simple demo? Was it some sales materials or something else? They showed us a demo that we really liked. And we spent a lot of money on the last solution that we had to pay all the time. And here we got a solution that could grow step by step. We didn't have to buy like the full package from the beginning. We could, our website kind of pays itself. We have a certain percentage each. Month that goes back into the websites. Same with the SEO and AdWords and everything. And here we could feel that we could build it step by step. That was the difference from the last one that we got a full package and we only used like 5% because we didn't need the other stuff. We want to decide ourselves what we want on our site or what functions and everything. Great. And then my second question, you mentioned, how you could update your homepage, the feature products, like you might update them for Father's Day or Valentine's Day. Is that something that your content editors are doing manually? Or do you guys use some sort of personalization plugin to do that automatically by detecting what day it is or something like that? That was a very good idea. I'm going to tell our ADC. That's the next thing. Great idea. No, actually. We have to do it manually. But good. Okay. I'm bringing that. Vidar, how about you and your stores? Are you guys using any sort of personalization to display what products are shown to your customers? Yeah, we are using Rich Relevance. So what we do is do the strategy and so on in the Rich Relevance admin panel. And then we have some IDs that we then put into the campaign page in Umbraco. And then the render code will take care of the rest. So you won't see any preview of the Rich Relevance in Umbraco. But you will get a preview of the campaign page and then you will get it. Great. Thank you. So do we have any more questions before we wrap up? Don't be shy. We're not scary. Want to see me dance again? We can do. Please. No. I think with that being said, we're five minutes early. So let's wrap up. Thank you very much. Thank you. Thank you. Thank you. Thank you. Thank you, Warren. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you. Thank you.