Future Commerce

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.

• [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.

Links & Resources:

• Learn more about Klaviyo, Stripe, Avalara, ShipStation, NetSuite, BigCommerce
• Check out Future Commerce on YouTube
• Check out Future Commerce+ for exclusive content and save on merch and print
• 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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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!

Key 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 Ali
• AI 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.

• Learn more about GAAN Creative and Nilla Ali
• Check out Future Commerce on YouTube
• Check out Future Commerce+ for exclusive content and save on merch and print
• 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.

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.

Key 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.

Links & Resources:

• Learn more about Walmart Marketplace, Deck Commerce, Feedonomics, Me & the Bees Lemonade, and BigCommerce
• Check out Future Commerce on YouTube
• Check out Future Commerce+ for exclusive content and save on merch and print
• 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.

London PayPal Meetup: https://www.meetup.com/london-paypal-meetup-group/events/301151281/

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 Alani™ from 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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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! 

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.” - Brian

• Brian’s 2020 Future Commerce Insiders article It’s Time to Build Things That Last
• Insiders #167: Heavenly Bodies: Worldbuilding through Brand Collaborations, by Angelica Frey
• Check out Future Commerce on YouTube
• Check out Future Commerce+ for exclusive content and save on merch and print
• 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.

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!

Key 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.” - Phillip

• Learn more about Walmart Realm
• The Senses article, Y’allternative: The Walmart Realm Breakdown
• Check out Future Commerce on YouTube
• Check out Future Commerce+ for exclusive content and save on merch and print
• 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.

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!

Key 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.” - Antonio

• Learn more about Antonio Espinoza and Philips
• Step by Step episode The Consumerization of B2B, Feat. Kirsten Green
• Check out Future Commerce on YouTube
• Check out Future Commerce+ for exclusive content and save on merch and print
• 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.

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. 

• {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.” - Rishabh

Associated Links:

• Learn more about 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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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.

Key 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.” - Emma

• Learn more about Emma Apple Chozick and gr8 collab. 
• 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.

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!

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