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Recorded live at VISIONS Summit: NYC 2024, join Alicia Esposito for her sitdown with Seb Reetz, Bloomreach’s Solutions Consulting Lead of the Americas. They dive into the fascinating intersection of AI and art, exploring how AI is transforming both the creation and consumption of art discussing the ethical considerations, creative opportunities, and practical applications of AI in the artistic process. Seb shares insights from his current projects, including a thought-provoking video game that leverages AI for ideation and voice generation.
AI: The Artist’s New MuseKey takeaways:
AI tools aid in ideation and proof of concept, helping artists and writers like Seb generate and refine ideas.AI has the potential to revolutionize customer experience through personalized, cross-channel interactions.[00:30] Seb: "I sell AI on a day-to-day basis. I also am a writer for video games. So I definitely think about AI and the sort of ethics around it."[10:00] Seb: "AI is a really powerful tool to help with that. So again, I go back to the you're the air traffic controller as the marketer."Associated Links:Bloomreach11 LabsPrague Arts FestivalCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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Recorded live at VISIONS Summit: NYC 2024, join Paul Canetti as he sits down with Reggie James and Ruby Thelot. We explore the concept of being "too online" and whether the dichotomy between digital and physical worlds is still relevant. Ruby and Reggie share their thoughts on the cultural shifts driven by our online presence, the importance of physical spaces, and the impact of digital status-seeking on our everyday lives. Listen now!
From Avatars to AIKey takeaways:
The line between digital and physical worlds is increasingly blurred. While there's a fascination with the physical realm, the digital world offers unparalleled opportunities for status and connection.The pursuit of online status can drive people to act differently in the physical world, often using public spaces as stages for digital content creation.As technology evolves, so do our cultural norms. The value of images and digital content is changing, prompting a re-evaluation of what we consider real or trustworthy.Looking ahead, there's potential for more personalized, artisanal digital experiences. This shift might move us away from mass-produced technology toward bespoke digital solutions.The future of software and digital experiences may lie in highly personalized, artisanal creations rather than scaled, mass-market solutions.[00:02:30] Reggie James: "We tend to hit these just accelerated, you know, Internet superhighway vibes mentally, and then you step outside and you realize, actually, the pace of this environment is significantly slower."[00:03:30] Ruby Thelot: "There is certainly this fascination that we now have for the physical realm. As soon as we're allowed to go online, suddenly we're like, oh, no, wait. It's gotta be analog or it's gotta be we wanna go back to the physical."[00:05:30] Reggie James: "Utilizing public space as a playground for digital status creates this weird, just using up of this previously shared social resource."[00:09:00] Ruby Thelot: "Once we are able to generate images that have the semblance of reality, the value socially of images erodes. We can think of it even in a judiciary context where we start to question the veracity of the images that are presented."[00:27:00] Paul Canetti: "It might be that when it's all said and done, there was this 50-ish year period of humanity where we spent a lot of effort creating these kinds of interfaces and these new ways to accomplish things. And then in the end, we'll come back to something that looks a lot like it did pre-computer.”Associated Links:Links & Resources:
Ruby Thelot's new book on design and beauty theoryNathan Jurgenson's essay "The IRL Fetish"Eugene Wei's insights on online status optimizationMartin Guerre (movie) featuring Gérard DepardieuMaggie Appleton's discussions on home-cooked softwareWilliam Morris and the Arts and Crafts MovementCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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Welcome to a special episode of Future Commerce, recorded live from the Outdoor Retailer conference held at the beautiful Tracy Aviary. In this episode, Brian sits down with industry leaders to discuss the future of omnichannel retail in the outdoor industry. Discover insights into enhancing the customer journey, reducing checkout friction, and optimizing operations to create seamless, memorable experiences for both B2B and B2C markets.
Key Takeaways[00:02:30] - Elcee Vargas: "The prevailing research right now is that 70% of carts are abandoned, which is an overwhelmingly large number."[00:07:00] - Jordan: "We do a ton of A/B testing to create the quickest checkout experience. Taking a 120-second checkout process down to 6 seconds makes a huge difference."[00:21:30] - Travis: "With payments being the lifeblood of your company, you can't disrupt the revenue coming in and where it's going."[00:36:00] - Ken: "The closer you are to the top of search results, the more opportunities you have to make sales. Shipping plays a huge part in this."[00:39:00] - Carl: "Making sure you've got something that feeds these different channels is crucial for scalability and success."Maintaining customer relationships during off-seasons helps keep the brand top-of-mind, ensuring readiness to purchase when the season returns.Ensuring that your technology stack is cohesive and scalable is essential for seamless operations across B2B and B2C channels.Automating processes and having real-time visibility into inventory and sales trends can help manage tax implications and optimize inventory management.Continual A/B testing and optimization of the customer experience, especially at checkout, can lead to significant improvements in efficiency and customer satisfaction.Associated Links:Links & Resources:
Learn more about Klaviyo, Stripe, Avalara, ShipStation, NetSuite, BigCommerceCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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Feat. Nilla Ali, CEO of GAAN Creative
Join us as we explore the impact of algorithms on content creation, the challenges of scaling media businesses, and the rise of creators as the new media moguls. Our special guest, Nilla Ali, formerly of BuzzFeed and CEO of GAAN Creative, shares her journey from leading BuzzFeed's commerce business to building a content network for premium creators. We discuss the future of media, the role of AI, and the importance of quality content in an ever-changing digital landscape. Listen now!
It’s all a Volume GameKey takeaways:
[07:35] "Commerce through content really evolved. Initially, it was just links in content." - Nilla Ali[17:00] "Creators are winning because the quality of their content is much higher than publishers." - Nilla Ali[27:30] "The benefit and pitfall of the Internet is everyone can see what's working, and they can replicate it easily." - Nilla Ali[36:30] "AI generated content will have a cliff where it stops being relevant." - Nilla AliAI has the potential to generate large volumes of content, but there's a risk of declining quality over time as AI-generated content relies on existing human-created content. For creators to sustain their businesses, they need diversified revenue models that include subscriptions, brand partnerships, and affiliate marketing, rather than relying solely on social media platforms.As AI becomes more prevalent in content creation, there is a need for regulation to ensure quality and prevent the spread of low-quality content. This could help maintain the integrity of media and content industries.Associated Links:Learn more about GAAN Creative and Nilla AliCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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LIVE from Outdoor Retailer 2024
In this episode, we explore the transformative trends shaping the outdoor retail industry LIVE from the Big Commerce Summer Camp during Outdoor Retailer. From the rise of resale markets, to the importance of real-time inventory data, we uncover how technology and cultural shifts are driving the future of outdoor retail.
AI and Automation: A Double-Edged SwordKey takeaways:
Walmart's strategy emphasizes creating a personalized, branded experience to engage Gen Z and Millennial shoppers, showcasing the importance of knowing your customer.Deck Commerce's focus on sustainable practices aligns with Gen Z's values, proving that eco-friendly initiatives can foster long-term customer loyalty.Feedonomics discusses the critical role of real-time inventory data in omnichannel retail, enabling instant commerce and enhancing the shopping experience.Walmart's restored program exemplifies how resale markets are gaining traction, driven by consumers' desire for sustainability and cost savings.The panel stresses the importance of modern, flexible technology stacks to meet the demands of the upcoming Gen Alpha shoppers, who expect seamless, immersive experiences.Bridging the gap between online and in-store shopping, brands must create emotionally engaging digital experiences that replicate the tactile feel of physical products.Me & the Bees Lemonade shows that having a strong, purposeful mission can create deep emotional connections and lasting customer loyalty.Associated Links:Links & Resources:
Learn more about Walmart Marketplace, Deck Commerce, Feedonomics, Me & the Bees Lemonade, and BigCommerceCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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London PayPal Meetup: https://www.meetup.com/london-paypal-meetup-group/events/301151281/
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Futurism in review: flying cars and frictionless commerce
Phillip and Brian chat about the futurism movement in art and how it relates to commerce, specifically, the idea of passatisme, which is an obsession with the past that signals everything backward would be supplanted by futurism. Generally, it sounds a lot like effective acceleration or the beginning of a movement where people are railing against a prevailing nostalgic posture that culture has of looking backwards, and they are aggressively trying to pull the culture into looking forward. It feels very much like a Future Commerce thing to talk about, so we did. Listen now!
Believe in Pasta. Believe in the Future.Key takeaways:
{00:11:46} - “One of the dangers of futurism is that it's let's throw everything good out, and replace it with whatever isn't that. Let's not look to the past to inform the future. Let's not enjoy things that we've had, and there's a dichotomy and also a distrust of things that people found to be good previously, and a belief that things can and will be better in the future no matter what, so we should just not even look to the past. I think that there's a lot of danger in this way of thinking about the future.” - Brian{00:19:47} - “What's really interesting here is that our modernist futurism is dystopic, But retrofuturism was optimistic. So we can be nostalgic for the past's vision of the future, which I think is its own interesting dichotomy.” - Phillip{00:31:31} - “The end game of eliminating friction is a specific kind of future that a specific set of people out there are looking for where certain activities are eliminated from intervention in any way or requirement for a human to be involved.” - Brian{00:43:58} - “If the future is gleaming cities with flying cars, I'm not entirely sure that that's the future that I'm looking for, which is a specific quality of life. It is a specific set of things that I hope for, and I think that there are ways to get there here and now that we could be investing in and taking big swings around that would make a meaningful difference for commerce and for the general populace.” - BrianAssociated Links:Brian’s 2020 Future Commerce Insiders article It’s Time to Build Things That LastInsiders #167: Heavenly Bodies: Worldbuilding through Brand Collaborations, by Angelica FreyCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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Walmart is Experimenting in the Present to Create the Future
In this episode Phillip and Brian discuss Walmart Realm and the plays that Walmart has been making towards a younger female media-savvy audience. There's so much there that is shopping content, it is ecommerce-centric, but it's entertainment, and it just gets the ecommerce crowd so riled up. Listen now and join the conversation!
Absolutely Locked InKey takeaways:
{00:29:03} - “It's for an in-store audience, and that's also really important. This is an opportunity to pre-sell. We talked to BK Beauty about the point of transaction and where it actually exists and it actually exists in people's minds first. So they may make a decision to buy something. They may or may not buy it online, but if they see it in this experience and they see the creative they like promoting this, they might make a decision that the next time they're in Walmart with their parents they will beg them to get it.” - Brian{00:41:01} - “This idea of putting everyday low price products right next to the other products that you might buy and spend a lot of money on is a thing that Walmart's been beating a drum on for a long time, and it didn't just start in these virtual shopping worlds.” - Phillip{00:52:57} - “There are signals of what is the future of commerce to Walmart. It's in any one of these things are the present of consumer that I think is directional for the ways that we'll buy in the future. And if anything, they're just fostering great relationships with content creators right now in various channels.” - PhillipAssociated Links:Learn more about Walmart RealmThe Senses article, Y’allternative: The Walmart Realm BreakdownCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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Recorded Live at B2B Online Chicago
Philips has done a great job setting up a center of excellence for commerce, essential for larger conglomerates and companies with multiple divisions. Antonio Espinoza, Head of Digital Engagement and Strategy at Philips shares his insights in this interview with Brian at B2B Online Chicago. Listen now!
Purchasing is Person to PersonKey takeaways:
{00:15:17} - “The experience we were providing was not one that the average consumer today expects. Amazon is this gold standard. And so when we thought about the structure we had to have, the enablement we had to provide to our businesses and to the regions, we had to be thinking about things like that and really trying to understand customer first what had to evolve.” - Antonio{00:22:06} - “There is a difference on how these things are being deployed. Is it just being slapped on to a solution, or is there a meaningful use case? And B2B actually might be the place where you're going to see more benefits upfront of using AI before consumer starts to.” - Brian{00:22:55} - “No matter how you and your organization decide to leverage or not leverage it, being close to really understanding what it is, how it is being used, the upsides and the downsides or the places to kind of look out for is just so critically important.” - Antonio{00:28:17} - “Save humans for things that are better done by humans and let the systems handle things that are better handled by systems.” - Brian{00:29:36} - “Gone are the days where we should be interrogating and asking a 100 questions of what kind of experience do they want. We need to better leverage the data and the understanding that we have of them already to deliver these automated tailored experiences to allow them to get more of their time back to do the higher order things that they need to do.” - AntonioAssociated Links:Learn more about Antonio Espinoza and PhilipsStep by Step episode The Consumerization of B2B, Feat. Kirsten GreenCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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Funnels can change in the same way that ad creative is more personalized and targeted, and it's really hard to reproduce what ad creative looks like for you and for me because we are fundamentally different people. What if the funnel was also something that was truly dynamic and related more to who the person is or what the ad creative was that brought you there? That's what FERMÀT Commerce does.
In this last episode of Season 3 of Decoded, Phillip sits with Rishabh Jain and Rabah Rahil from FERMÀT, live at South by Southwest, to discuss what the future of ecommerce can look like now that FERMÀT is a part of it.
“People buy through content.”{00:11:59} - “A lot of times what we think about when we think about data associated with the person, we think about things that are immutable. But candidly, you and I have different expectations, and we want different things depending on the context that we're in. And so you're going to have to have the data on all of that context and actually meet the person in that context.” - Rishabh{00:19:57} - “We need the right friction in the right place so that people actually use their brains. When people don't use their brains, then all kinds of weird things happen, like chargebacks or nasty reviews. We have buyer's remorse. There are things that happen when it's too slippery. Need a little bit of friction. The right kind.” - Phillip{0025:08}} - “If you're really happy with your brand, where you are, what you're doing, don't play around in the main house. Go party again with these constellation sites and don't mess around with returning customer revenue, with your brand equity. Go explore in these other ways that are really value-generative, but really derisk the things that you want to because a redesign is almost always going to lower your conversion rate.” - Rabah{00:22:45} - “When you're in the middle, you have to be able to send value to everybody in the ecosystem. And that's how, as a company, you end up growing. And that's also sort of like I mean, it's a more fun way to build business also, just to be totally candid.” - RishabhAssociated Links:
Learn more about FERMÀTHave 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 -
Today on the pod, Emma Apple Chozick joins us and is an incredible guest who we've known for a couple of years now, and with whom we did a great collab, if you will, with her former employer Thingtesting. These days she is breaking down the world of cultural events and brand partnerships and also a little bit of the explainer content that's out there and providing consulting and the opportunity for collaborations that build partnerships and community that make sense for everyone involved.
Trifecta of OpportunityKey takeaways:
{00:15:54} - “There's a short term opportunity that we all have in business and in brand building where you can quickly and probably pretty effectively monetize some opportunity. But if you think long term, the question that really begins to make itself apparent is do we have a viable strategy? Over the long term, how do I grow a very trustworthy audience? How do I have a relationship with an audience if my entire relationship with them from the very get go is based on some commercial nature?” - Phillip{00:20:13} - “I think about partnerships as people to people, brands to people, and brands to investors. All of these different moments in which you're bringing in new people into the conversation and they can bring their community, you can bring your community, and let's make something big and exciting and thoughtful here.” - Emma{00:24:43} - “I do think that people still need to be thoughtful in the collaborations they're doing. And sometimes you look at a collab and you're like, okay, this feels a little bit of someone trying to reach for press, and that's not really how I look at collaborations. I think they genuinely need to make sense.” - Emma{00:39:36} - “You have to think about who you're getting in front of and why you want to get in front of those people because if that audience demographic is not going to resonate with you as a brand or your product or whatever the mishmash of the two products is, then it's not really worth anyone's time to invest in creating that partnership. I think the best partnerships happen when the audiences are aligned on something.” - EmmaAssociated Links:Learn more about Emma Apple Chozick and gr8 collab. Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printThe MUSES Journal is here! Grab your copy of our latest annual journal today at musesjournal.comSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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In the world of marketing, much like gambling, we take calculated risks. We strategize, we forecast, and we adjust. Today on Decoded, we'll look beyond numbers and wagers through Blaise Pascal, whose thoughts, often poetic and deeply personal, remind us that at the core of all of our strategies lies a human touch.
“Good ideas don’t matter. Good people do.”{00:07:11} - “A lot of magic happens when you allow yourself to be bored. I actually think that's when really interesting things come about.” - Rabah{00:11:05} - “When people ask me how much I should post on social media, that's not the right question. The question is, how many times can I post while generating value?” - Rabah{00:18:02}} - “In investing, you actually would rather be right once or twice really heavy. Whereas in marketing, it's the opposite. I want to figure out where I'm right and use it almost more of as experimentation to palpitate the elephant. And then when I do find a really awesome well to dig, then I'm going to put more rigs on that land and then keep doing that.” - Rabah{00:22:45} - “Having intersectional knowledge gets really, really interesting. That's when you can really find some big unlocks.” - RabahAssociated Links:
Learn more about Rabah Rahil and FERMÀTHave 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 -
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 allKey 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.” - AnastasiaAssociated Links:Learn more about Anastasia Kārkliņa Gabriel and Cultural Intelligence for MarketersCheck out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printThe MUSES Journal is here! Grab your copy of our latest annual journal today at musesjournal.comSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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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.” - RabahAssociated Links:Learn more about Rabah Rahil and FERMÀTHave 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 -
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 CommodityKey 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” - RoAssociated Links:Book a call directly with Ro Trivedi from Pietra to learn more!Check out Future Commerce on YouTubeCheck out Future Commerce+ for exclusive content and save on merch and printThe MUSES Journal is here! Grab your copy of our latest annual journal today at musesjournal.comSubscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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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.” - AndyKey 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 GroupLearn more about Andy Judd and PoppiListen 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 CommerceHave 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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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 DiversityHear 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!
{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.” - SteveKey TakeawaysCurology 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 CurologyListen 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 CommerceHave 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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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.” - GregKey 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 SystemsListen 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 CommerceHave 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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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.” - RabahKey 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 FERMÀTCheck out Trekonomics by Manu SaadiaHave you checked out our YouTube channel yet?Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce worldListen to our other episodes of Future CommerceHave 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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