{"id":62719,"date":"2025-01-20T16:37:58","date_gmt":"2025-01-20T11:07:58","guid":{"rendered":"https:\/\/azira.com\/?post_type=case-studies&#038;p=62719"},"modified":"2025-03-21T19:54:04","modified_gmt":"2025-03-21T14:24:04","slug":"damart-drive-to-store","status":"publish","type":"case-studies","link":"https:\/\/azira.dev\/fr\/case-studies\/damart-drive-to-store\/","title":{"rendered":"Damart : Comment optimiser sa strat\u00e9gie d\u2019acquisition \u00e0 travers une campagne Drive To Store ?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"62719\" class=\"elementor elementor-62719\" data-elementor-post-type=\"case-studies\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-88486b4 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"88486b4\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-325e5fd\" data-id=\"325e5fd\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a367223 elementor-widget__width-initial elementor-widget elementor-widget-text-editor\" data-id=\"a367223\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>Les insights :<\/h2><h3><span style=\"color: #7d3bfd;\">D\u00e9fi :<\/span><\/h3><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Identifier des nouveaux profils f\u00e9minins et les attirer dans les magasins<\/span><\/li><\/ul><h3><span style=\"color: #7d3bfd;\">Solution :<\/span><\/h3><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Une op\u00e9ration drive-to-store ciblant une audience lookalike optimis\u00e9e\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Des visuels engageants pour g\u00e9n\u00e9rer du trafic en magasin<\/span><\/li><\/ul>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-855a88a\" data-id=\"855a88a\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-784cfad elementor-widget elementor-widget-text-editor\" data-id=\"784cfad\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>\u00a0Les r\u00e9sultats :<\/h2>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-67d9e13 elementor-widget__width-initial cs-result-count elementor-widget elementor-widget-counter\" data-id=\"67d9e13\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"counter.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-counter\">\n\t\t\t<div class=\"elementor-counter-title\">d'uplift<\/div>\t\t\t<div class=\"elementor-counter-number-wrapper\">\n\t\t\t\t<span class=\"elementor-counter-number-prefix\"><\/span>\n\t\t\t\t<span class=\"elementor-counter-number\" data-duration=\"3000\" data-to-value=\"26\" data-from-value=\"0\">0<\/span>\n\t\t\t\t<span class=\"elementor-counter-number-suffix\">,2%<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-14e3341 elementor-widget__width-initial cs-result-count elementor-widget elementor-widget-counter\" data-id=\"14e3341\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"counter.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-counter\">\n\t\t\t<div class=\"elementor-counter-title\">de profils expos\u00e9s<\/div>\t\t\t<div class=\"elementor-counter-number-wrapper\">\n\t\t\t\t<span class=\"elementor-counter-number-prefix\">1,<\/span>\n\t\t\t\t<span class=\"elementor-counter-number\" data-duration=\"3000\" data-to-value=\"3\" data-from-value=\"0\">0<\/span>\n\t\t\t\t<span class=\"elementor-counter-number-suffix\">M<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a1b0537 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a1b0537\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b93b0c0\" data-id=\"b93b0c0\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-660d09a cs-quote elementor-align-left elementor-tablet-align-left elementor-mobile-align-center elementor-widget elementor-widget-xpro-block-quote\" data-id=\"660d09a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"xpro-block-quote.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"xpro-block-quote-wrapper xpro-block-quote-layout-8\">\n\t<div class=\"xpro-block-quote-inner\">\n\t\t\t\t\t<span class=\"xpro-block-quote-icon\">\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" id=\"Layer_1\" x=\"0px\" y=\"0px\" viewBox=\"0 0 3776.1 3304.1\" style=\"enable-background:new 0 0 3776.1 3304.1;\" xml:space=\"preserve\"><style type=\"text\/css\">\t.st0{fill:#7e3cfe80;}<\/style><path class=\"st0\" d=\"M3385.4,1652.1h-575.9v-460.7c0-254.1,206.6-460.7,460.7-460.7h57.6c95.7,0,172.8-77,172.8-172.8V212.4 c0-95.7-77-172.8-172.8-172.8h-57.6c-636.4,0-1151.8,515.4-1151.8,1151.8V2919c0,190.8,154.8,345.5,345.5,345.5h921.4 c190.8,0,345.5-154.8,345.5-345.5v-921.4C3730.9,1806.8,3576.1,1652.1,3385.4,1652.1z M1312.2,1652.1H736.3v-460.7 c0-254.1,206.6-460.7,460.7-460.7h57.6c95.7,0,172.8-77,172.8-172.8V212.4c0-95.7-77-172.8-172.8-172.8H1197 C560.7,39.6,45.2,555,45.2,1191.4V2919c0,190.8,154.8,345.5,345.5,345.5h921.4c190.8,0,345.5-154.8,345.5-345.5v-921.4 C1657.7,1806.8,1503,1652.1,1312.2,1652.1z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\n\t\t<div class=\"xpro-block-quote-content\">\n\t\t\t\n\t\t\t<div class=\"xpro-block-quote-content-wrap\">\n\n\t\t\t\t\t\t\t\t\t<!-- Text -->\n\t\t\t\t\t<p class=\"xpro-block-quote-text\">\u201cNous effectuons de nombreux tests en Drive to Store actuellement, avec une probl\u00e9matique particuli\u00e8re chez Damart. Notre base de clientes fid\u00e8les est tr\u00e8s large, et nous les contactons r\u00e9guli\u00e8rement via diff\u00e9rents leviers de communication , il \u00e9tait donc prioritaire pour nous de g\u00e9n\u00e9rer du trafic incr\u00e9mental. L\u2019objectif \u00e9tait d\u2019aller chercher de nouvelles clientes et de les orienter vers les boutiques les plus proches. La collaboration avec Azira nous a permis de contacter un nombre important de profils, et d\u2019exclure du ciblage les clientes \u00e9tant d\u00e9j\u00e0 venues en boutique dans les 3 mois pr\u00e9c\u00e9dant la campagne, ce qui nous a permis d\u2019atteindre cet objectif. Merci \u00e0 toute l\u2019\u00e9quipe pour leur accompagnement et leur r\u00e9activit\u00e9.\u201d<\/p>\n\t\t\t\t\n\t\t\t\t<div class=\"xpro-block-quote-desc\">\n\t\t\t\t\t\t\t\t\t\t\t<!-- Title -->\n\t\t\t\t\t\t<span class=\"xpro-block-quote-title\">Damart<\/span>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-14d7ff8 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"14d7ff8\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c25c685\" data-id=\"c25c685\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4733f32 elementor-widget elementor-widget-text-editor\" data-id=\"4733f32\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h2>Dispositif<\/h2>\n<strong><span style=\"color: #7d3bfd; font-size:20px;\">Op\u00e9ration \u201cDrive-to-Store\u201d nationale : Black Friday<\/span>\u00a0<\/strong>\n<h2>Contexte<\/h2>\n<span style=\"font-weight: 400;\">Damart est historiquement positionn\u00e9 sur le march\u00e9 de l&rsquo;habillement aupr\u00e8s de la cible 55+. Une cible fid\u00e8le que l\u2019enseigne a pour habitude d\u2019adresser par le biais de SMS ou de mailings cibl\u00e9s.<\/span>\n\n<span style=\"font-weight: 400;\">En parall\u00e8le, la marque teste diff\u00e9rents leviers d&rsquo;acquisition afin d&rsquo;\u00e9largir sa cible. Le digital et les strat\u00e9gies de ciblage \u00ab\u00a0lookalikes\u00a0\u00bb permettent d&rsquo;atteindre cet objectif en ciblant des profils au comportement similaire \u00e0 la client\u00e8le historique Damart.<\/span>\n<h2>Objectif<\/h2>\n<span style=\"font-weight: 400;\">Azira a \u00e9t\u00e9 sollicit\u00e9 pour accompagner Damart dans sa strat\u00e9gie digitale afin d\u2019identifier des nouveaux profils f\u00e9minins, et de les attirer dans les magasins \u00e0 l&rsquo;\u00e9chelle nationale, lors du Black Friday.<\/span>\n<h2>Op\u00e9ration \u00ab Drive-to-Store \u00bb<\/h2>\n<h3>Une audience lookalike optimis\u00e9e<\/h3>\n<span style=\"font-weight: 400;\">La construction de l\u2019audience par les \u00e9quipes d\u2019Azira s\u2019est donc d\u00e9compos\u00e9e en deux phases :<\/span>\n<ul>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">L\u2019identification gr\u00e2ce au machine learning d\u2019une audience lookalike sur la base des clients existants de Damart<\/span><\/li>\n \t<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">L\u2019exclusion des clients existants de la base initiale<\/span><\/li>\n<\/ul>\n<span style=\"font-weight: 400;\">L\u2019objectif \u00e9tait de maximiser l\u2019acquisition de nouvelles clientes, en s\u2019assurant de ne pas exposer \u00e0 la campagne celles qui sont d\u00e9j\u00e0 fid\u00e8les \u00e0 l\u2019enseigne.<\/span>\n\n<span style=\"font-weight: 400;\">Ainsi, en identifiant une audience similaire \u00e0 la client\u00e8le f\u00e9minine actuelle, Azira a \u00e9t\u00e9 en mesure d\u2019exposer une nouvelle cible \u00e0 la campagne de Damart.<\/span>\n<h3>Des visuels engageants pour g\u00e9n\u00e9rer du trafic en magasin<\/h3>\n<span style=\"font-weight: 400;\">Les visuels mettant en avant les promotions du Black Friday ont \u00e9t\u00e9 diffus\u00e9s sous diff\u00e9rents formats (bandeau, interstitiel, pav\u00e9) sur les applications mobiles des profils f\u00e9minins identifi\u00e9s.<\/span>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-80f17e9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"80f17e9\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c07c03b\" data-id=\"c07c03b\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a495273 elementor-widget elementor-widget-image\" data-id=\"a495273\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1056\" height=\"632\" src=\"https:\/\/azira.dev\/wp-content\/uploads\/2025\/01\/Damart-mobile-x3.webp\" class=\"attachment-full size-full wp-image-62724\" alt=\"Damart mobile\" srcset=\"https:\/\/azira.dev\/wp-content\/uploads\/2025\/01\/Damart-mobile-x3.webp 1056w, https:\/\/azira.dev\/wp-content\/uploads\/2025\/01\/Damart-mobile-x3-300x180.webp 300w, https:\/\/azira.dev\/wp-content\/uploads\/2025\/01\/Damart-mobile-x3-1024x613.webp 1024w, https:\/\/azira.dev\/wp-content\/uploads\/2025\/01\/Damart-mobile-x3-768x460.webp 768w\" sizes=\"(max-width: 1056px) 100vw, 1056px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a9baf95 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a9baf95\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2e3086f\" data-id=\"2e3086f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-28fe835 elementor-widget elementor-widget-text-editor\" data-id=\"28fe835\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Afin d\u2019optimiser les performances et augmenter le trafic dans les magasins Damart, Azira a compl\u00e9t\u00e9 les cr\u00e9ations avec un Call To Action (CTA). Il s\u2019agit d\u2019un bouton, intitul\u00e9 ici \u201cJ\u2019y vais\u201d, qui propose \u00e0 l\u2019utilisatrice de se rendre dans le point de vente le plus proche.<\/span><\/p><h3>Les r\u00e9sultats\u00a0<\/h3>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4ee1d50 lottie-icons-wrap inrr three  cs-block elementor-section-content-middle elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4ee1d50\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7cf4ff0\" data-id=\"7cf4ff0\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-97d9174 heading-less-chiklet elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"97d9174\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-e265fc1 colChicklist-box\" data-id=\"e265fc1\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-35c3581 elementor-vertical-align-middle elementor-position-left elementor-widget elementor-widget-image-box\" data-id=\"35c3581\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"91\" height=\"80\" src=\"https:\/\/azira.dev\/wp-content\/uploads\/2025\/01\/ford-icon3.svg\" class=\"attachment-full size-full wp-image-62401\" alt=\"ford-icon3\" \/><\/figure><div class=\"elementor-image-box-content\"><div class=\"elementor-image-box-title\">Un uplift de<\/div><p class=\"elementor-image-box-description\"><b>26,2%<\/b><\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-3a8abc5 colChicklist-box\" data-id=\"3a8abc5\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-34053f6 elementor-vertical-align-middle elementor-position-left elementor-widget elementor-widget-image-box\" data-id=\"34053f6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image-box.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-image-box-wrapper\"><figure class=\"elementor-image-box-img\"><img decoding=\"async\" width=\"93\" height=\"90\" src=\"https:\/\/azira.dev\/wp-content\/uploads\/2025\/01\/ford-icon1.svg\" class=\"attachment-full size-full wp-image-62395\" alt=\"ford-icon1\" \/><\/figure><div class=\"elementor-image-box-content\"><div class=\"elementor-image-box-title\"><b>1,3 millions<\/b><\/div><p class=\"elementor-image-box-description\">de profils expos\u00e9s<\/p><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-501cefd elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"501cefd\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0f9e5c5\" data-id=\"0f9e5c5\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c008c13 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" 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