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DEB OLER: We look at the fact that there's 18 million
businesses out in the United States that are potential
customers to Grainger.
And I wish they were all ours today, but they're not.
So one of the areas that we really think digital has the
ability to help us with is really building awareness with
businesses that don't today necessarily know who we are or
what we do or how we can help them.
So one of the things that we believe digital really helps
us with is this notion of awareness and acquisition of
new businesses, which is not necessarily traditionally been
how we've thought about our marketing campaigns.
But looking into the future, we think that's much more of
an opportunity for us to really get into dialogues,
discussions, put ourself where those target acquisition
customers are, and really begin to help them understand
why partnering with us may be a win-win for both of us.