Future Commerce

Latest Episodes:

Building Culturally Intelligent Brands May 17, 2024

Show notes

Phillip and Brian sit down and have an enlightening conversation with the author of Cultural Intelligence for Marketers: Building an Inclusive Marketing Strategy, Anastasia Kārkliņa Gabriel. This book is the “How It's Made” for building culture-shaping brands, providing more understanding of how boardrooms, researchers, and foresight professionals think about their work. Listen now and join the conversation!

Not a burden of some, but a responsibility of all

Key takeaways:

{00:07:39} - “When we think about resonance, naturally, I think we ought to ask, "Well, how do we actually shift our attention on the customer, understand their experience in regards to issues of equity, or just generally their unique lived experience within the category in relation to the product?" And start there rather than start with the question of how to make the brand appear more inclusive or more culturally fluent.” - Anastasia
{00:18:22} - “It all starts with research. If we cannot understand the cultural landscape fully and comprehensively and the role that the brand plays at the intersection of category and culture, then it becomes challenging to actually execute strategy that is attuned to those realities and to execute effectively.” - Anastasia
{00:27:10} - “When we think about what is driving consumers at a deeper emotional level, I think we can often move away from some of those biased perceptions of what people care about based on how they look or what they read like on paper.” - Anastasia
{00:34:58} - “The way that I propose to think about culture is really it invites us to think about culture as a set of practices, a set of values, as a set of beliefs that are guiding us to determine what is normal, what is common sense, what is acceptable, what is desired, what is valued in a culture.” - Anastasia
{00:42:03} - “I have a more positive outlook on the intersection of commerce and culture because it seems that they're kind of inseparable, and people speak in public and exchange ideas in the same spaces where they shop and pick up products and discover brands.” - Anastasia

Associated Links:

Learn more about Anastasia Kārkliņa Gabriel and Cultural Intelligence for Marketers
Check out Future Commerce on YouTube
Check out Future Commerce+ for exclusive content and save on merch and print
The MUSES Journal is here! Grab your copy of our latest annual journal today at musesjournal.com
Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

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[DECODED] Polymaths and Philosophers May 14, 2024

Show notes

Gottfried Wilhelm Leibniz was much more than Isaac Newton's rival. He was a polymath who dabbled in everything from music to metaphysics and embodied the spirit of true deep generalism. Modern marketers can connect the dots, even if you didn't know they exist, by studying continual change: from calculus or clicks.

"Absorb what's useful, reject what's useless."

{00:10:04} - “A lot of people think that there are these tried and true tactics for this and that and the other thing. And there's just so much nuance to our businesses, and then there's so much nuance to the scale that you're at. There's so much nuance to the context of the company.” - Rabah
{00:19:38} - “Every part of a digital experience, perhaps your website, every product recommendation, every marketing message, could be tailored in the future to reflect the unique needs and desires and the context of the individual consumer. What Leibniz teaches us through monadology is about our interconnectedness: to a brand, to a purchase, to a product, and each other.” - Phillip
{00:34:27} - “The way I define or bifurcate marketing from sales is marketing is selling one to many. Sales is selling one-to-one. And now you're seeing a blurring of the lines with technology. Now I can market almost one to one, not in the actual literal sense, but in that persona, jobs to be done, where that person is on their customer journey, and what I know about them.” - Rabah

Associated Links:

Learn more about Rabah Rahil and FERMÀT
Have you checked out our YouTube channel yet?
Subscribe to Insiders and The Senses to read more about what we are witnessing in commerce.
Listen to our other episodes of Future Commerce

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Are we Post-“Point-Solution” in eCom? May 10, 2024

Show notes

Ro Trivedi joins the show to discuss founding Pietra, a modern infrastructure platform that helps entrepreneurs start and operate eCommerce businesses more profitably. Listen now!

Nobody Wants to Tinker on a Commodity

Key takeaways:

The ability to build billion-dollar businesses with small teams is within reach, thanks to technological advancements and the reallocation of resources toward high-value activities.
The future of commerce lies in quickly bringing concepts to market, allowing businesses to design and manufacture products in a matter of weeks.
The integration of AI-driven marketplaces will revolutionize the process of finding the best suppliers and factories, simplifying negotiations and streamlining production.
The future will see businesses effortlessly selling on multiple sales channels, seamlessly connecting websites, social media platforms, and marketplaces for global reach.
Efficiency and automation will become paramount for eCommerce businesses, enabling entrepreneurs to focus on differentiation and storytelling rather than spending unnecessary time on operations.
{00:36:28} “So I think the future looks a lot like [integrated services]. Pull in data from the market, figure out the trends, and start designing great products very quickly.” - Ro
{00:24:06} “Everyone's just running a business at the base level. And then very quickly, a creator who might have a really awesome handle on content marketing meets a counterpart who's excellent at paid ads. And when you zoom out over a 12-month period, guess what? They are the same business” - Ro

Associated Links:

Book a call directly with Ro Trivedi from Pietra to learn more!
Check out Future Commerce on YouTube
Check out Future Commerce+ for exclusive content and save on merch and print
The MUSES Journal is here! Grab your copy of our latest annual journal today at musesjournal.com
Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

[STEP BY STEP] Data-Centric Decisions for Culturally-Relevant Brands May 08, 2024

Show notes

In this final episode of Step by Step Season 13, we sit down with Andy Judd and Liz Mayer to unpack the transformative power of data in shaping omnichannel strategies. This episode emphasizes the necessity of staying culturally relevant and adaptable to thrive in the ever-evolving eCommerce arena. Listen now!

In this episode:

{00:20:00} “I use the term ‘1000 points of light’ with my team because that's ultimately what you're trying to do: you're trying to take all of these pieces and say, okay, What does that show me? And what does that tell me?” - Andy
{00:35:48} “You can change the plan. You can change the actions, but don't change the vision. Don't change the goal.” - Liz
{00:25:34} “I think it's about finding those crosshatches of how I bring content to bear behind a really powerful cultural moment? And then underneath that is selling this, you know, anthemic story around the future of soda.” - Andy

Key Takeaways:

To create a successful omnichannel strategy, brands should focus on aligning their growth ambitions with their sales and marketing strategies.
When considering different marketing channels, brands must have a clear understanding of their objectives and measurable goals.
The balance between technical expertise and creativity is crucial for executing a successful omnichannel marketing strategy.
Brands should prioritize cultural relevance and fluidity in their marketing efforts to connect with consumers meaningfully.
Empowering employees and trusting them to make data-driven decisions is key for adapting to changing consumer behaviors and cultural moments.

Associated Links:

Learn more about Liz Mayer and The Partnering Group
Learn more about Andy Judd and Poppi
Listen to more Step by Step episodes.
Have you checked out our YouTube channel yet?
Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world!
Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on Futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

[STEP BY STEP] Exploring Channel Diversification for DTC Brands: How to Expand and Not Explode May 07, 2024

Show notes

Hear about Curology’s evolution from acne solutions to anti-aging and hair loss products and its retail ventures, featuring critical insights for DTC brands aiming to elevate their brands. Listen now!

Category Expansion and Channel Diversity

{00:20:39} “It's all about buyers. If you don't have people coming in the door, then nothing else matters. “ - Steve
{00:21:41} “If you love a brand or if you love a a service provider, you should be rooting for them to be making money because them staying in business is the, key to your happiness.” - Phillip
{00:32:34} “What I would say for DTC companies that are earlier in that journey is do what you're doing, you know, really, really well, but then start to have those conversations around diversifying channels both in terms of how and where you sell, but also how you reach consumers. You will you will not go wrong.” - Steve

Key Takeaways

Curology has leveraged its knowledge in acne treatment to expand into other areas like anti-aging and hair loss.
Curology focuses on diversifying channels and products to reach more customers and build its brand.
Keen Decision Systems has helped Curology make more precise marketing decisions and diversify its investments.

Associated Links:

Learn more about Steve Siegal and Curology
Listen to more Step by Step episodes.
Have you checked out our YouTube channel yet?
Subscribe to Insiders and The Senses to read more of what we are witnessing in the commerce world!
Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on Futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

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[STEP BY STEP] Maintaining the Cool Factor: Scaling Your DTC Brand in Traditional Channels May 06, 2024

Show notes

How does a DTC brand “grow up?” In our 13th season of Step by Step, we’re partnering with Keen Decisions Systems to answer that question as we explore how DTC brands evolve beyond their digital origins into mature omnichannel retailers. In this episode, we tap into industry expert, Greg Dolan, CEO of Keen Decision System’s insights and dive deep into topics like measuring ROI, optimizing spend across channels, retaining a brand’s “cool” factor and brand voice, and making data-driven decisions to achieve sustainable growth.

Whether you operate a small DTC brand or are transitioning between channels as an enterprise brand, this season of Step by Step will help you grow your brand and build foundations for long-term success.

In this episode:

{00:00:56} “DTC isn't dead. It's actually just growing up. It's evolving.” - Brian
{00:22:00} “Being able to understand whether stagnation is a marketing problem or an external factor problem or an external environment factor is really important.” - Greg
{00:32:14} “What are you guys trying to achieve? What is your current budget? What are you currently doing? And what do you want to do differently? And then that decision frame becomes the basis for how we move forward with that relationship and guide the brand to the growth that they're expecting.” - Greg

Key Takeaways:

Brands should focus on growing sustainably and right-sizing investments in legacy channels to free up funds for new channels.
Balancing top and bottom-of-the-funnel tactics is crucial to building brand equity, sustaining growth, and maximizing profit potential.
Successful brands understand the changing marketplace, make data-driven decisions, maintain a balance between traditional and modern channels, and align organizational structures for efficient marketing efforts.

Associated Links:

Learn more about Greg Dolan and Keen Decision Systems
Listen to more Step by Step episodes.
Have you checked out our YouTube channel yet?
Subscribe to Insiders and The Senses to read more of what we are witnessing in the commerce world!
Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on Futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

[DECODED] Conjectures and Commerce May 03, 2024

Show notes

Is the “path of least resistance” a universally true experience? Do all customers experience resistance the same way? In this episode, Rishabh Jain and Rabah Rahil from Fermát explore this idea through the legacy of polymathic thinker Pierre de Fermat, who pioneered the principle of least time in the 1660s.

Forging ‘desire paths’

{00:20:48} “In the nondeterministic consumer world, you have millions and millions and millions of opportunities to screw up a test with a customer because they don't behave in a controlled way.” - Phillip
{00:25:55} “I think, you know, there's a saying where it's like the future's already here. It's just unevenly distributed. This already happens. And the place this happens is in B2B.” - Rishabh
{00:47:06} “The website is turning into the business card...I think zero-click commerce is going to be the path.” - Rabah

Key Takeaways

While the “path of least resistance” is a maxim in conversion rate optimization, optimization is highly personal to the customer and their motives. The nature of CRO will evolve with more 1-1 personalized and ephemeral experiences.
The ‘website’ as a monolith is a construct of search engine optimization. In the coming future, the rise of constellation sites allows for personalized customer experiences.
Brand roles and channels will need to adapt as privacy changes shape the future of web commerce. Zero-click commerce could bea future of online shopping. The website model is evolving, and multiple user experiences and types of interfaces will become a norm.

Associated Links:

Learn more about Rishabh Jain and FERMÀT
Check out Trekonomics by Manu Saadia
Have you checked out our YouTube channel yet?
Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Pickleball and the Enthusiast Economy Apr 26, 2024

Show notes

The enthusiast economy drives purchasing trends in all areas of the economy—especially in sports, driving consumers to desire the same equipment as the best players. Premium pickleball apparel brand PB5Star is futureproofing by building a sustainable business model and systems during accelerating growth. Listen now!

PB5star and the Pickleball Phenomenon

Key takeaways:

- The enthusiast economy drives purchasing trends in sports, making consumers want the same equipment as the best players.

- Pickleball's rapid growth offers opportunities for brands to cater to players and enthusiasts beyond the sport itself.

- Building a brand requires patience, focus on core values, and understanding customers' needs and wants.

- PB5star aims to bring fashion, performance, and a cool vibe to pickleball while supporting players and contributing to the sport's growth.

- The sport's accessibility, community elements, and connection to wellness contribute to its rising popularity.

- PB5star is looking to expand into wholesale distribution channels, partnering with retailers to reach a wider audience while maintaining its direct-to-consumer presence. The brand founders emphasize patience, staying focused on core values, and being prepared to pivot as necessary to navigate the challenges of building a brand in an emerging industry.

- Shaping the future of pickleball will require investing in and supporting players who can help enhance the sport's growth.

[00:03:36] "When you have the nerds of the sport sort of driving the outcome, a lot of the population will end up following a lot of that as they want to have the pieces of equipment that the best players are going to use and the best people in their community are going to use." — Brian
Excerpt 2: [00:27:09] "If you work with good people who have good common sense, they have a great personality and good values at heart. They're the sorts of people we want to work with, and they're the sorts of businesses we want to work with as well." - Chris Gallagher, Founder of PB5star

Associated Links:

Check out PB5Star and use code “SUPERSTARS” at checkout
Check out Future Commerce on YouTube
Check out Future Commerce+ for exclusive content and save on merch and print
The MUSES Journal is here! Grab your copy of our latest annual journal today at musesjournal.com
Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

*Teaser* IMMUNE TO ADS Apr 24, 2024

Show notes

Get ad-free episodes and bonus content, including the full recording of this podcast, by joining Future Commerce+ at futurecommerce.com/plus

Save 15% on Future Commerce print journals and merch
Private GPT access with BundleIQ
Exclusive invites to physical events, dinners, and priority invites to industry events (SXSW, Art Basel, VISIONS)
Ad-free episodes and bonus content!

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Blink to Pay Apr 19, 2024

Show notes

Spatial commerce is all the rage thanks to the Apple Vision Pro… but are brands using it correctly? Phillip and Brian chat with a friend of the pod, Rob Petrosino, on the future of (spatial) commerce and digital twinning. Listen now!

Your home is the store of the future

Key takeaways:

- Spatial computing is nascent, with current devices being bulky and heavy. The form factor is a challenge for consumer adoption but has more immediate applications in specific industries like design and repair.

- The adoption of head-mounted displays for B2B use cases is likely to outpace consumer adoption due to cost considerations.

- Digital twinning is a crucial aspect of spatial computing, allowing for accurate 3D representations of physical products and spaces. This technology has potential in various industries like fashion, interior design, and personalized shopping experiences.

- AI plays a significant role in optimizing spatial experiences by offering predictive analytics, personalized recommendations, and conversational commerce. It accelerates the adoption curve by analyzing vast amounts of data to enhance user experiences.

- The future of commerce lies in combining physical spaces with digital experiences to create immersive shopping environments. Brands should focus on telling engaging stories through spatial design that involves narrative elements.

- The implementation of pay-with-biometrics technology in physical stores is a precursor to what might be possible in spatial commerce.

- In terms of current apps on Apple Vision Pro, there is room for improvement in providing novel experiences that are seamlessly integrated with fully-fledged ecommerce capabilities.

{00:10:22} - “If you look at calculators, you had a massive computer that was the size of a room for a calculator. You had, you know, the evolution of the TI83, and now you have a calculator on your phone. You're going to see the same progression. We're at the biggest and worst the devices will ever be. It'll only get smaller, better, faster, which will increase adoption.” - Rob
{00:17:21} - “Having that digital twin is really a massive form factor for these experiences because having a 360 degree experience around something is really where we are going when it comes to any experience, but specifically the commerce space.” - Rob
{00:24:08} - “How do I combine {the physical and the digital} into a live experience using a magic mirror or a head mounted display or a personal device that kind of enhances that experience? So that's where I see the evolutionary path. And I think all of those are possible, and that's the leading indicator is you're starting to see organizations bring physical spaces into digital experiences.
{00:29:49} - “The amount of data that we throw off in our digital footprints is exceptionally high. When you start plugging in artificial intelligence to that, it now gives a massive pool of data.” - Rob
{00:43:55} - “It seems like the people that went to go build the first experiences maybe weren't perfectly aligned with the purchaser of the Apple Vision Pro. I feel like there's a huge opportunity. The Apple Vision Pro is one of the greatest signifiers of a type of buyer that has existed in the past 10 years.” - Brian
{00:47:21} - “There might be a skew here that we just haven't picked up on yet where there might be an opportunity to reach a more affluent female crowd that we just haven't tapped into yet because we tend to think of tech adopters and early adopters as being older affluent males. So there's maybe also a little bias in the way that we think about how these things are being built.” - Phillip

Associated Links:

Check us out on YouTube
Learn more about Rob Petrosino and PeakActivity
Check out Future Commerce+ for exclusive content and save on merch and print
The MUSES Journal is here! Grab your copy of our latest annual journal today at musesjournal.com
Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.