Hot Sauces & Future Commerce v2: Conspiracy Theory

• The Killers have released a hot sauce collab, each named after one of their albums.
• Phillip used to listen to conspiracy theory radio as a child and was exposed to conspiracies about the X-Files being a vehicle to desensitize us to alien life.
• Elements of Disney’s The Mandalorian could be seen as a conspiracy theory: Baby Yoda, being cute in his vehicle by The Mandalorian’s side, could be allowing us to normalize putting our children in pandemic-proof bubbles.

What Is Mixy?

• “It’s a place to get your brand out in front of new people.” - Daniel Dixon
• Mixy is a marketplace that helps DTC brands get their brand discovered by new consumers and incentivize those consumers by saving them money.
• Daniel came from the DTC world from an omnichannel sports nutrition brand. Mixy came from working inside of a brand and working as a consultant for brands—trying to solve the problem of encouraging consumers to try new brands.
• Mixy provides consumers with five $20 gift cards under the stipulation that they can’t spend it all in the same place, which encourages them to try new brands.
• Mixy solves challenges in DTC by bringing like-minded brands together and benefits customers in the form of discount without brands actually discounting.
• Mixy is bringing bundling, which has been done in the digital product space, to physical products.

The Future for Mixy

• As for now, Mixy is only integrated with Shopify and would like to expand to new platforms.
• “When [consumers] think of gift cards, they think of Nike or Amazon… They’re not thinking of gift cards for great small to medium sized DTC brands.” - Daniel Dixon on how Mixy is getting consumers comfortable with using gift cards for smaller brands.
• Mixy is looking into expanding their product selection, currently adding one brand every week. These brands are curated and fit together to be mutually beneficial to brands and consumers.

Links

• Check out Season Four of Step by Step, where we talk about competing with big brands as a smaller DTC brand.
• Read Phillip’s article on dead celebrities: Insiders #059: “Virtual Influencers Killed The Dead Celebrity”.
• Check out Future Commerce Episode 29: “Body Data is the Next Revolution”
• Subscribe to our new weekly newsletter, The Senses.

 

If you have any comments or questions about this episode, you can reach out to us at [email protected] or any of our social channels. We love hearing from our listeners!