Future Commerce

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**Future Commerce**

Future Commerce is the culture magazine for Commerce. Hosts Phillip Jackson and Brian Lange help brand and digital marketing leaders see around the next corner by exploring the intersection of Culture and Commerce.

Trusted by the world’s most recognizable brands to deliver the most insightful, entertaining, and informative weekly podcasts, Future Commerce is the leading new media brand for eCommerce merchants and retail operators.

Each week, we explore the cultural implications of what it means to sell or buy products and how commerce and media impact the culture and the world around us, through unique insights and engaging interviews with a dash of futurism.

Weekly essays, full transcripts, and quarterly market research reports are available at https://www.futurecommerce.com/plus

Latest Episodes:

Conspicuous Consumption Feb 11, 2022

Show notes

Crossborder, Spotify, and The Truths of Modern Living

“A lot of growth in retail and eCommerce is trying to sell you things that really nobody actually needs.” - Phillip
Behavioral purchasing modes help explain personal shopping habits and the need to stock up on a product one really likes. We all have behavioral purchasing modes, even though each individual might go about it differently.
Step by Step Season 7 Preview: The future of many brands is to go cross-border. But American brands cannot expect that other countries and cultures will have the same shopping habits and demand curve as US markets.
“The way that [brand operators] think about that consumer has to change, which means that maybe the whole purpose of [the] brand and the way [operators] market changes too.” - Philip
Buying items from Amazon is just pure fun. The Amazon Advertising ecosystem is also a prime example of conspicuous consumption.
You would think with DTC era and the growth of Amazon prime that recycling matters would increase, but they've actually been spiraling down.
Brian offers a genius new venture to Amazon for cardboard recycling. Hey Jassy, take note.
“Modern living, our work is really just waste management. Most of our lives are just spent managing our waste. I don't think it's that far from the truth.” - Brian

Associated Links:

Phillip’s recent Insiders piece: The Death & Rebirth of Neutrality
Subscribe to our Casting Visions Twitch Stream as we build in Public. Check out Casting Visions!
Subscribe to Insiders and Senses!
Listen to our other episodes of Future Commerce
Infinite Shelf Season 2 coming later this month!
Stay tuned for our newest season of Step by Step…coming soon!

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.

The Big Show Must Go On (The Top 5 Takeaways from NRF 2022) Jan 28, 2022

Show notes

A Pop-Up Amazon Go?

Overall, health safety was top of mind for everyone
“The safety protocols and the vaccine protocols worked very well for this event, and I think it proves we can have large scale events even if they're lightly attended.” - Phillip
The shining star of NRF ‘22 was the innovative Amazon Go Pop Up Store on the main floor, providing attendees with convenient snacks and needs.
Maybe they should consider hosting it a different weekend? Not MLK weekend…
“Prior to the 90s, there was the age of clientele and glamor to retail that NRF to some degree represented.” - Brian
“Ecom can be an invisible industry. And you know what that's doing? It's taking the glamor out of the industry.”- Brian

Associated Links:

Subscribe to Insiders and Senses!
Listen to our other episodes of Future Commerce
Listen to our newest podcast, Infinite Shelf

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.

Magdalena Kala: "I'm a Consumer Needs and Wants Investor" (From DTC to Web3) Jan 21, 2022

Show notes

“Every Company Will Be a Crypto Company”

Mags is someone who is thinking about the future of the startup ecosystem. She’s passionate about why and how people spend their time, money, and attention
“The reality is people will always have needs, they will always buy things and services to fulfill those needs. New brands will still be launching.” -Mags
The journey of NFTs is still early. In many ways they’re very similar to DTC brands as its become easy to launch, and the early movers have made a lot of money
In return, we’ve gotten flooded with too many options that are not differentiated
“My gut feel right now is that Web3 is about technical capabilities and about user needs. But it's also about culture and ethos and the mentality around what that actually means and then why the centralization matters.” -Mags
“Initially, every company is a tech company and then every company is a fintech company, and at some point every company will be a crypto company.” -Mags
NFTs are loyalty. They’re a way to assign value to what it means to be associated to a brand
“The benefit of a DAO is just the speed of organization.”- Brian
Live Streaming is just a part of content, and content is important and will continue to be in the future. It’s a matter of storytelling

Associated Links:

Learn more about Magdalena Kala
Subscribe to Insiders
Listen to our other episodes of Future Commerce
Listen to our newest podcast, Infinite Shelf

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.

Relationship Commerce (Feat. Eddie Hsieh, Ordergroove and Daniel Kim, Hawaii Volcanic Beverages) Jan 14, 2022

Show notes

Connecting Acquisition Back to Subscription

Hawaii Volcanic Beverages is a purpose-driven ultra-premium alkaline water and active lifestyle brand based in Hawaii.
Ordergroove helps innovative brands enable Relationship Commerce with successful subscription, predictive reorder, and membership experiences.
“Water brands have a tremendous opportunity in really high, densely populated metropolitan areas…no one wants to lug around a case of water in the subway, walk up 10 flights of stairs to their apartment on a monthly basis. So why not just order it online?” -Daniel
There are three major parts of relationship commerce. How you get them to enroll, the way you retain them, and the way you extend lifetime value.
“Ordergroove provides this platform or this flexibility out of the box for people.” -Eddie
“What eCommerce enables us to do is eliminate those barriers of not having those distribution points to where even if we have someone come all the way from New York to Hawaii to buy our water and they want to take that product home with them, they can still jump on our website and get a case delivered to them all the way in New York.”-Daniel

Associated Links:

Learn more about Eddie Hsieh and Ordergroove
Learn more about Daniel Kim and Hawaii Volcanic Beverages
Subscribe to Insiders
Listen to our other episodes of Future Commerce
Listen to our newest podcast, Infinite Shelf

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.

Our Favorite Shopping Scenes (What classic movies teach us about modern commerce) Jan 12, 2022

Show notes

Living Rent-Free in our Brains

The drop culture and the hype culture have created a much shorter attention span.
“We trample over each other to get the goods we want.” -Phillip
Guided commerce has an emotional and personal impact when you do it in person, in such a way that it never lands the same when you’re doing it from a questionnaire.
“Those sorts of sensory moments in commerce are often overlooked, but those are the things that actually make customer experience.” -Phillip
“Ee-commerce is democratized access to at least the understanding of what's available and to browse and to shop unfettered.” -Phillip

Associated Links:

Episode 225: Jingle All the Way
Insiders #009: Shop Like It’s Your Job
Phillip’s TikTok
Subscribe to Insiders
Listen to our other episodes of Future Commerce
Listen to our newest podcast, Infinite Shelf

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.

2022 Predictions: Back to the Future Jan 07, 2022

Show notes

Predicting the Ecom, DTC, and Tech winners and losers of 2022

It’s a new year and spoiler alert…Brian still loves Costco. He’s actually banking that it becomes the biggest retail winner of 2022, whereas Phillip is rooting for GAP Brands (Old Navy, Banana Republic, Atheta)
Will Amazon come out as the biggest retail loser of 2022? Possibly. Everyone is feeling the effect of disinformation and it doesn’t seem to be getting better
Could beauty brands be leading the way in DTC this year? Phillip and Brian are thinking Harry’s and Hero Cosmetics
“To criticize a direct to consumer brand is to somehow intrinsically criticize its founding team and the small amount of people that work on it. That has to change.” -Phillip
Who will take home the gold for biggest media winner of 2022? HBO Max, Netflix, or could Youtube come out on top?
“YouTube is completely untouched and maybe it should be the biggest winner of 2022.” -Phillip
“Here's my loser for media: None. I think media is on a trajectory. Media continues to dominate.” -Brian
The rise of the Aggressive Aesthetic: brands are becoming loud. They’re starting to stand out in a sleek and bold way.

Associated Links:

Insiders #092: These Brands I Trust
Episode 8: Body Data
Subscribe to Insiders
Listen to our other episodes of Future Commerce
Listen to our newest podcast, Infinite Shelf

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.

Mid-Season Highlight Special Dec 31, 2021

Show notes

Phillip and Brian join Ingrid on Infinite Shelf to chat about the best highlights throughout the season thus far. Tune in now! Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.

"Pour Some Out for Old Yeller" (The Best of 2021) Dec 24, 2021

Show notes

"This is Not Van Gogh"

Today we're reviewing the best of the podcast in 2021, but instead of
Branded resale enables you to have a better understanding of how things are being bought and sold and how your brand is having a life after you’re done
“The most sustainable product in the world is the one that already exists.” -Adam
“Brands are actually a new kind of canvas. They are a piece of art to some degree.” -Phillip
We live in a world full of existential crises, but it's kind of fun. Sometimes other people won't agree with you that something should exist until they do.
It’s easier to start carbon counting when you're small and your needs are small and you have a less complicated business. It's much harder to do it later on, and that's true of everything.

Associated Links:

Brands mentioned: Spirited Away, Curious Elixirs
Episode 191: Net Neutrality and the Deplatforming of Trump
Episode 194: “The Most Sustainable Product is One That Already Exists”
Episode 195: “Adorkable” Brands, Blands, and CARLY
Episode 196: Non-Fungible Podcast
Episode 66: Leading Indicators of Unchecked Inflation
Episode 202: "Well Made": You Need to Have a Reason Why Something Should Exist
Episode 205: Rally and The Age of Fractional Ownership
Episode 219: Project Gigaton: The SMB and DTC Impacts of Climate Accountability
Subscribe to Insiders
Listen to our other episodes of Future Commerce
Listen to our newest podcast, Infinite Shelf

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.

“Algorithmic Secularism”: Reviewing the Big Ideas from 2021 on Future Commerce Dec 17, 2021

Show notes

The First Ever Future Commerce Draft

Every person has a blind spot, and your mind fills that gap. But what are we missing?
“We resort to hard data or often like quantifiable knowledge instead of gathering true, in the moment insight from people from their perspective, that first person perspective, which is really, really hard to validate.” -Brian
Experience is different from every moment to every moment. We often don’t pay attention to the data that is related to our narrative.
“I believe what we do is more art than it is expert analysis, right? Or an exploration of thought leadership. What we're doing is trying to communicate big, hairy ideas. And sometimes you can't communicate every single idea with logic and reason, and data. Sometimes you have to communicate it with art.” -Phillip
There is a power struggle. We can break the power struggle by having discourse. Having discourse is the future of brand building and equitable brand relationships.

Associated Links:

Insiders #107: Dork Mode: An Antidote to the Sea of Sameness
Insiders #088: Paula’s Choice: On Blind Spots and Phase Cancellation
Insiders #070: Phenomenological Brands
Insiders #077: So You Think You’re a Collector
Insiders #068: Proselytize
Insiders #108: The Idolatry of the Algorithm
Insiders #080: Rethinking Brand Power Structures
Insiders #92: These Brands I Trust
Subscribe to Insiders
Listen to our other episodes of Future Commerce
Listen to our newest podcast, Infinite Shelf
Check out our latest report Nine by Nine
Watch the Nine by Nine live experience

Have any questions or comments about the show? Let us know on Futurecommerce.fm, 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.

“A Flat Line Isn’t a Flatline” — a BFCM Recap Dec 03, 2021

Show notes

The Way We’re Shopping Has Changed Forever

When looking at Black Friday/Cyber Monday recaps, retail analysts and reporters drew a little bit of a flat line
Brands are seeing underwhelming sales growth on Amazon's Black Friday. “In general, performance for many brands was somewhat muted compared with the bumper 2020 sale event. A considerable factor could be that it appears that shoppers did not flock to Black Friday deals as eagerly this year.”- Kiri Masters, Forbes
“More and more of these types of companies are being transparent with their data, even though they're private companies. As they become more dominant, they're helping us to understand the landscape a little more in the way that they're sharing data.” -Phillip
Walmart was still the leader in brick-and-mortar sales on Black Friday, with nearly 59% of consumers who shopped in-store stepping into one of the box store locations. Over 42% visited physical Target locations, while approximately 30% went to Best Buy and 21% went to Kohl’s.
“The way we're shopping has changed forever.” -Phillip
Walmart was still the leader in brick-and-mortar sales on Black Friday, with nearly 59% of consumers who shopped in-store stepping into one of the box store locations.
The future is here but not equally distributed yet. Market leaders are making investments in the metaverse, this might be an area where more brands are going to make investments and become more experimental.

Associated Links:

Salesforce Data
Forbes- Kiri Masters
Barron’s Thursday Stats
Adobe stock
Pymnts Black Friday
Poolsuite NFT Launch
Insiders #108: The Idolatry of the Algorithm
Adweek Boston Protocol
Buweiser launches NFT cans
Subscribe to Insiders to get our exclusive offers for Black Friday!
Listen to our other episodes of Future Commerce
Listen to our newest podcast, Infinite Shelf
Check out our latest report Nine by Nine

Have any questions or comments about the show? Let us know on Futurecommerce.fm, 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.

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A Pop-Up Amazon Go?

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“Every Company Will Be a Crypto Company”

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