Grocery chains are massive, they're everywhere, and are a great opportunity to scale marketing. This Sobey's deal if all goes well could be the beginning of a huge run through that space. It's one of the largest spends by % of income for people, and a fantastic opportunity for insights, and additional marketing. Loop's system is ideal for this setup, and I could see it driving value for both parties, as well as improving customer experience. I can't wait to see how this turns out, and who signs up next!