So growing ecommerce in the marketplace is key to being able to attract more advertisers. What we can do that some other people can't do is we can connect the dot between an ad you may have paid for digitally and a subsequent purchase in a physical store so that you can see the ad actually worked. So it too is an omni business for us.

It was always the plan to bring things together, but just like the structure, it needed to be separate for a while for good reasons. We couldn't pick at store level the full Supercenter for a while. It's a lot harder to receive an e-commerce order and pick a toy at Christmas on time than it is to pick the strawberries every day, because you know where they are.

I think we've seen it all. The e-commerce store is the interesting one.

Everybody loves convenience, everyone wants to save time. But we had built a business called the Supercenter business that was one stop shopping that helped people save time and you had instant gratification because you could walk in the Supercenter and you could get 120,000 SKUs, and they were the best items from around the world.

People were wondering, "How do you even do food e-commerce? Are we going to be dropping strawberries on somebody's doorstep? It doesn't feel like we're going to be doing that". But what we believed is that in the US pickup might work. So we started in California and then Denver, and a team started working to put everything in place to do grocery pickup and in the beginning we even had a separate app. It was an orange online grocery app.

Customers want to save money and time and have the broadest assortment of items, and we think that by bringing e-commerce and digital capabilities together with the stores, we can do things that a pure e-commerce player can't.