Future Commerce

Ingrid Millman Cordy returns to Future Commerce after her transition from Nestle Health Science to Chief Marketing Officer at HigherDose, where she's transforming infrared therapy and biohacking technologies into accessible wellness lifestyle products for everyone. Phillip, Brian, and Ingrid explore the intersection of intuitive wellness practices with data-driven marketing, the evolution of brand spirituality, and how premium wellness brands are finding their place between science and the metaphysical.

• Intuition Over Analytics: HigherDOSE allocates 15% to 20% of its budget towards experimental campaigns, balancing performance metrics with gut-driven brand decisions like Manhattan truck wraps
• Science Meets Spirit: The brand combines NASA-developed technologies with frequency-based wellness, hiring team members who have both data analysis skills and Reiki training
• Premium Democratization: At-home biohacking devices prove more cost-effective than recurring spa treatments, making exclusive wellness technologies accessible for daily use
• Post-Data Wellness: Consumers’ shift from tracking-obsessed biohacking toward intuitive, feeling-based self-care reflects a broader cultural movement that the brand embraces 
• [15:24] "We take a much more intuitive approach to wellness. I think the masculine biohacking world is very much about tracking your statistics and measurement... But we are trying more and more to relearn this type of methodology so it’s a lot more in tune with what we need." -- Ingrid
• [42:02] "The beauty of HigherDOSE is that we are actually where science meets the woo, right? There is tons and tons of scientific evidence that's been studied about the technologies that we sell." -- Ingrid
• [27:25] "It's funny to take a premium––really, frankly, elitist––brand and call it democratizing. But I agree. I think there's a lot of democratizing qualities about HigherDOSE." -- Ingrid
• [30:05] "When user-generated content started becoming popular, I was very deep in my premium luxury fashion and beauty headspace, where I was a late adopter. And I called it LGC, loser-generated content." -- Ingrid

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While everyone obsesses over AI shopping assistants, the real commerce transformation is happening in other spaces. Steve Norris from Logicbroker unpacks how Gen Alpha's $67 weekly spending habits, Roblox's 380 million users, and agentic tools are forcing retailers to reshape their operational backbones. 

• Loyalty has evolved from transactional to operational - Modern consumers demand authentic brand experiences over points and discounts, rewarding companies that consistently deliver on their stated values
• The supply chain is the overlooked frontier - While everyone focuses on AI shopping assistants, the transformative opportunity lies in agentic order routing, returns processing, and risk scoring
• Inventory visibility remains the ultimate blocker - Real-time visibility across distribution centers, stores, and supplier networks is still the foundational challenge preventing true omnichannel success
• "There are people that are buying now that aren't humans... That's just a weird statement when you say that out loud." - Steve Norris
• "We're moving from this transactional loyalty to more of this operational loyalty... which is like a brand's ability to be able to flawlessly execute on their position and their story." - Steve Norris
• "I used to hand-code web pages in Notepad.exe... I think we're in the notepad.exe stage of AI." - Phillip Jackson

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Klaviyo has become the de facto personal CRM for eCommerce. Ben Jackson, Managing Director for EMEA, joins us to unpack how brands move beyond campaign calendars into relationship-building at scale. We get into rocketship growth, why attribution is still broken, and how Castore’s multi-instance CRM model points to a future where both/and thinking beats false trade-offs.

• The marketer's identity crisis: Evolving from channel specialists to customer relationship managers orchestrating holistic experiences.
• Scale meets personalization: Castore manages 32 Klaviyo instances while maintaining intimate relationships through strategic automation.
• Attribution's cultural revolution: How brands are moving beyond "either/or" to "both/and" so they can measure immediate performance while building long-term value.
• Channel affinity intelligence: AI identifies not just preferred channels, but optimal timing to eliminate fatigue.
• "There's not many brands that you would get tattooed on yourself. But if you're a sports fan, if you're a supporter of a national team or a football club... that means you really care about the experience you have with that brand." - Ben Jackson on Castore's passionate customer base
• "Rather than our reliance being quite heavy on sending out a load of email blasts to try and tick revenue targets... Let's tell those stories. Let's give the customer who we know is already incredibly passionate a reason to be loyal." - Max Holland (Castore) on content-driven relationship building
• "If you're just following the data, you're following the past. If you're following the competition, you're following what everybody else has done, and it's really difficult to differentiate if you're gonna do that." - Ben Jackson on creative marketing philosophy
• "Some of the impact you have as a marketer today, typically you take credit for the success in that moment. But some of it is about building that brand, building that customer experience... that doesn't just last for that point of one transaction. It kind of lasts over years." - Ben Jackson on long-term value thinking

• Castore - Athletic wear brand managing 32 Klaviyo instances for partner teams and clubs
• Rory Sutherland - Behavioral economist discussing explore/exploit marketing philosophy
• K London - Klaviyo's European conference with 1,500 attendees and waiting list

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In a retail landscape obsessed with speed and conversion, Anthropologie has mastered something far more elusive: cultural alchemy. How do you transform a fleeting TikTok trend into a cross-category empire spanning everything from ceramic lamps to cashmere sweaters? COO Candan Erenguc reveals the operational artistry behind turning cultural moments into commerce gold, and why connection always trumps conversion. 

• Community over conversion - Building authentic customer relationships drives long-term success more than short-term sales optimization
• Cultural instinct beats data - When responding to viral moments and cultural trends, intuition often signals opportunities before data can catch up
• Choice trumps speed - Customers value optionality in how, when, and where they receive products more than just fast delivery
• Localized curation wins - Store-specific assortments based on neighborhood demographics and customer needs drive expansion success
• Cross-category trend application - Scaling cultural moments across diverse product categories (from eccentric lamps to dog sweaters) maximizes trend participation
• [00:03:13] "[Our merchant teams] are ahead of the curve, predicting trends. And if I may be so bold, they're influencing trends." - Candan
• [00:05:53] "It’s symbiotic. Our goal is to give customers what they want. But I think …sometimes they don't know yet what they want." - Candan
• [00:20:04] "Connection over conversion. You build the connection, everything else will come." - Candan
• [00:16:41] "I don't think that the most important thing is speed. I think the most important thing is choice." - Candan
• [00:19:43] "We're also at a time where people are much more savvy than we give them credit for." - Phillip

• Listen to Mindy Massey, Anthropologie Global Director of Stores, on the latest season of Step By Step.

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Retail realist Kate Fannin joins Future Commerce to explore how today’s leading brands are redefining the store experience. Spearheading Field Notes, Kate is analyzing in-store experiences at SKIMS, Swatch, Rituals, and more. In this episode, she explains why Return on Experience is becoming a critical metric, how pop-ups act as brand laboratories, and what makes some stores unforgettable while others fall flat.

• Return on Experience (ROE) trumps immediate conversion: Great retail experiences build trust and engagement over multiple visits rather than forcing day-one purchases. Customers may visit four or ten times before converting, especially for luxury or investment pieces.
• Know your brand story—and tell it consistently: The most successful stores have crystal-clear brand identity. Swatch excels because they know exactly who they are across generations, while other brands confuse customers by mixing messages or defaulting to celebrity associations.
• Sensorial brands must commit fully: Stores like Rituals in Dublin create immersive experiences (offering green tea, trial sinks, strong scents) that keep customers engaged, while half-measures feel clinical and forgettable like many current luxury retailers.
• Physical retail is about experimentation, not just sales: Pop-ups and flagship stores serve as brand laboratories where companies test market reception, gather customer data, and create shareable moments—even when immediate sales aren't the primary goal.
• "People buy stuff, they buy things, but they pay for an experience." - Kate Fannin
• "If you like their stuff, go online"—the worst possible thing someone could say about a store experience. - Kate Fannin on SKIMS
• "I wish marketing would change their name to engagement because that's really what companies and brands and stores should be focused on." - Kate Fannin

• Field Notes: Future Commerce's new premium retail analysis product measuring in-store return on experience
• SKIMS flagship store: Clinical Fifth Avenue showroom experience
• Swatch Times Square: Interactive, multigenerational retail experience with hands-on elements

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• Kate Fannin Consulting: katefanninconsulting.com

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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Nicole Tapscott, Chief Commercial Officer at Knix, dissects the anatomy of category disruption in an era where authenticity trumps algorithms. Drawing from two decades of scaling high-growth consumer brands like Casper and Mejuri, Tapscott reveals how Knix has redefined the intimate apparel industry into a movement of destigmatization through authentic celebrity partnerships. The conversation unpacks strategic insights on navigating the post-DTC landscape, premium retail expansions, data-driven personalization, and omnichannel orchestration—essential intelligence for building next-generation brands that thrive on vulnerability. PLUS: We talk Knix’s latest campaign with Kristen Bell and the first U.S. store opening in New York City.

• Next-gen brands prioritize channel agnosticism over DTC exclusivity - Success comes from meeting customers where they are, whether that's TikTok Shop, Nordstrom, or intimate retail experiences designed for vulnerable conversations.
• Cultural barrier-breaking requires authentic celebrity partnerships - Kristen Bell's decade-long customer relationship with Knix created campaign authenticity that audiences could immediately sense, proving that real relationships trump transactional endorsements.
• Product innovation emerges from customer vulnerability - Knix's best product developments, from ultra-thin technology to natural fiber collections, stem directly from customer feedback about their most personal needs and experiences.
• Physical retail serves emotional commerce needs - In categories requiring trust and education, stores become "vulnerability corners" where trained staff facilitate intimate conversations that e-commerce cannot replicate.
• Mission-driven marketing survives economic pressure - As consumer spending tightens, brands with clear purpose and authentic intention will outperform those focused solely on transactions.

• "DTC is no longer a differentiator. It's just table stakes. These brands are no longer defined by how they sell their product, but why they sell, and how they integrate into a customer's life." - Nicole Tapscott [00:08:35]
• "The best campaigns are based on a true insight and great representation... someone that really represents that message in a real authentic way." - Nicole Tapscott [00:15:51]
• "Listen to the customer. They're usually telling you the answer... The if you build it, they will come mentality of former businesses does not work. You actually have to build it where they want it." - Nicole Tapscott [00:51:16]

• Check out Future Commerce on YouTube
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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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In luxury resale, customer relationships can span decades as buyers become sellers and vice versa. Geronimo Chala, Chief Client Officer at Rebag, explains how the brand has evolved from a simple buyout model into a comprehensive lifestyle platform that prioritizes community over transactions. From developing membership models that grow customer funds by 27% annually to creating experiences where customers connect with each other rather than just the brand, Rebag's approach demonstrates the future of loyalty in an omnichannel world.

• Community over transactions: Rebag shifted from viewing customers as individual transactions to building "a sense of community" where customers feel they "own the company" through membership and engagement models. - Geronimo [08:30]
• No channel separation: "There really is no separation between e-commerce and the physical stores" because customers naturally move between digital and physical touchpoints in their shopping journey. - Geronimo [05:31]
• Person-first data collection: Rather than focusing on brands and colors, Rebag captures customers' "internal self, their core beliefs" and lifestyles to create meaningful connections before any transaction occurs. - Geronimo [17:44]
• Curated solutions, not overwhelming options: When you have too much to offer, "we have to first get to know that customer, collect that data from them to then evaluate" which services will be most impactful, like "a concierge" at a resort. - Geronimo [23:29]

• Charles Gorra (CEO and Founder, Rebag)
• Elizabeth Lane (Chief Marketing Officer, Rebag)
• Partnership with Macy's Inc. and Bloomingdale's

• Learn more about Endear
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In an era where retail often feels transactional, Akira has spent 23 years proving that personal connection drives business success. Eric Hsueh, co-owner of the Chicago-based fashion brand, reveals how their 40-store chain has scaled authentic relationships without losing its boutique DNA. Eric expands on how technology can enable human relationship, rather than replace it.

• Authenticity over automation: Akira actively combats formulaic retail interactions, training stylists to engage genuinely rather than asking "Can I help you find anything?" which Eric calls "nails on a chalkboard." - Eric [07:12]
• Micro-wins build macro loyalty: Individual moments—like finding the perfect jeans after 90 minutes—create lasting relationships that compound over years. "That's authenticity. And that is micro wins leading to building a business." - Eric [21:03]
• Technology enables, doesn't replace: Tools like texting and client data enhance personal relationships rather than scaling impersonal outreach. The focus remains "the one on one relationship, the personal connection." - Eric [16:14]
• Character comes first: When hiring, Eric prioritizes "energy, intelligence and integrity," with integrity being "first and foremost" because authentic relationships require genuine people. - Eric [09:14]

• Learn more about Endear
• Check out Future Commerce on YouTube
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• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
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After 33 years of redefining retail, Anthropologie has mastered creating stores that serve communities rather than just selling to them. Mindy Massey, who oversees stores across North America and the UK after 26 years with the brand, reveals how they've shifted from conversion to connection—empowering 10,000+ employees as community curators while maintaining authentic relationships at scale. Her insights offer a masterclass in why this approach matters more than ever as younger generations reshape retail expectations.

• Amplification over transformation: Anthropologie didn't reinvent their service strategy—they amplified 33 years of authentic relationship-building with better tools and deeper community integration. "I would say more than transformation. It's been like amplification... Our service strategy has always been built on a foundation of genuine connection." - Mindy [02:52]
• Wide lanes, strong guardrails: Success requires high accountability and clear brand standards while giving local teams wide creative latitude to serve their specific communities. "We do provide guardrails. But the lanes are kind of wide open for a localized approach." - Mindy [06:41]
• Authenticity drives KPIs, not vice versa: The brand prioritizes genuine relationships over metrics, trusting that real connections naturally generate better business outcomes. "The authenticity of the relationships is what drives the KPIs versus the KPIs driving the relationships." - Mindy [09:26]
• Ordinary to extraordinary: Every element of the operation embraces the philosophy of transforming simple materials into unexpected beauty. "So much of our heritage is steeped in making the ordinary extraordinary. You find something really simple and you make it super innovative." - Mindy [13:36]

• Tricia Smith (CEO, Anthropologie)
• Rockefeller Center store holiday display

• Learn more about Endear
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