Brian talks with Point of Rental e-commerce strategy lead Caleb Yell about how rental e-commerce has shifted from a "nice to have" to a business-critical tool and how you can avoid a lot of the growing pains that come from implementing it. You'll learn about the tools being used to digitize counter workflows online (e-sign, ID verification, ACH/payments), common breakdowns, and the need for optimized consumer-facing images and descriptions.  They cover underused tools, key metrics to watch, and highlight the need for great SEO, especially in the AI age.