Future Commerce

Rene Federico, US Head of Marketing at Primark, joins Future Commerce to discuss the international retailer's first major marketing push in America after a decade of organic growth and physical retail expansion. Drawing on over 20 years at heritage brands like Nike and Converse, she shares insights on building brand relevance in a performance-obsessed era, translating the "joy of shopping" to different US markets, and why the customer should always be the hero of the story.Stat Chasers Never WinKey takeaways:Brand relevance makes you less interchangeable with competitors in the marketThe marketing funnel has collapsed—social media now operates across all stagesInnovation thrives under constraints; limited resources drive creative solutionsTrue brand equity isn't measured on a 30-day dashboard; free yourself from over-measuring creative campaignsCustomers deserve brands that enable participation, not just transactions[00:12:28] "You can stat chase or you can build strategies that help you win as a team. The outcomes will be different depending on your approach." – Rene Federico[00:33:06] "Consumers don't shop your org chart, they shop your brand. Business models don't shop—customers do." – Rene Federico[00:45:31] "When you get someone to buy something, that is an exertion of power. It means somewhere in their conscience, you've been able to affect a choice. We're in a moment where the customer is the hero of the story." – Rene FedericoIn-Show Mentions:"That's So Primark" campaignHerald Square flagship opening Spring 2026Associated Links:Check 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! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In a climate where most consumers are concerned about tariffs (84%) and inflation (80%), the holiday season is poised to be a battlefield for retention and revenue. Optimove’s Moshe Demri, SVP of Global Revenue, joins Future Commerce to walk through the 2025 Consumer Holiday Shopping Report and explain why the “charm customer” (those responsive to modest 10%-15% discounts) may be the key to sustainable growth.The Cherry-Picker’s DilemmaKey takeaways:Meet the three customer archetypes: Full-price buyers who purchase regardless of promotions, cherry pickers who chase deep discounts and rarely return, and "charm customers" who respond to modest 10%-15% discounts and show the highest retention rates over time. (The fourth archetype: Brian)Transparency as a competitive advantage: Brands that communicate their promotional calendar early (like telling customers in October "this is the only Black Friday promotion you'll see from us") build trust while competitors exhaust and frustrate their audiences.Post-holiday retention begins at checkout: Collecting gift-giving data and offering time-sensitive follow-up promotions can transform one-time gift purchasers into repeat customers. The key is creating urgency without devaluing the brand.Communication requires quality, not quantity: Dodging customer fatigue is worth the awareness risk.  Dialing back from daily to weekly emails might be the better move for companies this year.Strategic budget allocation matters more than discount depth: Want to boost long-term profitability and brand equity? Give your VIP customers high-value discounts and experiences, not low-tier cherry-pickers who are unlikely to stick around. From the Episode:Optimove’s 2025 Holiday Shopping ReportNew Modes: 2025 UpdateLearn more about this episode’s sponsors, Optimove, Aptos, and Future Commerce Plus. Associated Links:Check out Future Commerce on YouTubeCheck out Future Commerce Plus 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! 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🆕 Access to our newest analysis feature for members, Field Notes, our retail space analysis briefing. Featuring brands like Swatch, Printemps, and Skims. Access to our new Word of Mouth Index with Fairing, a brand new member benefitSave 15% on Future Commerce print journals and merchExclusive 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.

Are the days of product hype, Black Friday rushes, and format innovation behind us? Phillip, Brian, and Alicia hold Shoptalk Fall conversations to the light of agentic culture and predict an increasingly inevitable flattening of tangible novelty. PLUS: Alicia brings on-the-ground insight and breaks down key highlights and impactful sessions from Shoptalk Fall. Peak Format & Innovation SlumpKey takeaways:"Black Friday is every day" has killed the magic of seasonal shopping - constant sales and price monitoring tools have transformed holiday anticipation into year-round algorithmic optimization, stripping away the communal excitement of traditional retail eventsWe're trapped in efficiency over joy - consumers secretly crave the experiential magic of shopping but have locked themselves into frictionless "couch commerce" that prioritizes speed over satisfaction, leaving us operationally optimized but emotionally emptyIn-person retail needs to maintain its experiential advantage - many stores have become fulfillment centers where online order carts block aisles and associates are too busy pulling digital orders to provide the human connection that should differentiate physical retailHome Depot's efficiency wake-up call - Anne Marie Campbell revealed how using sales associates to fulfill online orders degraded in-store service, which inspired the retailer to create a separate team just for fulfilling online orders and ultimately protect the quality of service and experience “Creators are basically the new Black Friday.” – Phillip“It feels like we’ve come to the end of product…People used to be crazy about TVs as an innovation product. Now, there’s no interest at all. You can get an 80” HDTV for $500. We’ve peaked at the end of format for a lot of these products.” – Brian“‘We’re here on earth to fart around.’ – Kurt Vonnegut” – Brian LangeIn-Show Mentions:Read our Shoptalk Fall recap on InsidersNew Modes 2025 ReportSalish Matter at the American Dream MallAssociated Links:Check 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! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Digital Shelf Institute’s Lauren Livak Gilbert joins us in the future: By 2030, successful commerce professionals will function as orchestrators rather than specialists. This transformation requires organizations to shift from hierarchical pyramid structures to more dynamic, amoeba-like models that can pivot rapidly to solve problems and capitalize on opportunities. P.S. Listen to part two of this conversation on Unpacking the Digital Shelf. Catch Digital Shelf Institute’s report, Reinventing the Organization for Omnichannel Success.“It Depends.” (And “Culture Means Everything”)Key takeaways:Stop asking where ecommerce sits - The right question is how to fundamentally change how organizations work to match how consumers actually shop across all channelsCommerce leaders must become orchestrators - Future success requires professionals who can coordinate across sales, marketing, supply chain, and customer experience rather than operating in functional silosAI enables strategic thinking - By automating remedial tasks like content creation and competitive analysis, AI frees up human talent for higher-value strategic work and cross-functional collaborationChief Growth Officers represent true omnichannel leadership - Unlike Chief Digital Officers (which were transitional roles), CGOs who own the entire consumer journey represent the permanent future of commerce organizationJoint business planning must integrate all functions - Brands showing up as one unified company to retail partners will become essential for maintaining competitive advantage and accessing new opportunities[00:16:39] "We shouldn't be asking, ‘where does ecommerce sit?’ We should be asking, ‘how are we fundamentally changing how we work to match the way that the consumer shops?’" -- Lauren[00:12:01] "Instead of being a digital marketer and like a traditional marketer, you're just a marketer who understands digital in store and every single other channel, including social commerce that you're seeing your consumer shop at." -- Lauren[00:23:47] "The true definition of omnichannel is having a leader who is accountable for the entire consumer journey. That's what a Chief Growth Officer is." -- Lauren[00:42:46] "Because commerce is culture." -- LaurenAssociated Links:Check 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! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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.When NASA Tech Meets Kitchen Table StartupKey Takeaways: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 wrapsScience Meets Spirit: The brand combines NASA-developed technologies with frequency-based wellness, hiring team members who have both data analysis skills and Reiki trainingPremium Democratization: At-home biohacking devices prove more cost-effective than recurring spa treatments, making exclusive wellness technologies accessible for daily usePost-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." -- IngridAssociated Links:Check 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! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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. Key takeaways: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 valuesThe 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 scoringInventory 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 JacksonAssociated Links:Learn more about LogicbrokerCheck 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! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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.If You’re Just Following the Data, You’re Following the PastKey takeaways: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 thinkingIn-Show Mentions:Castore - Athletic wear brand managing 32 Klaviyo instances for partner teams and clubsRory Sutherland - Behavioral economist discussing explore/exploit marketing philosophyK London - Klaviyo's European conference with 1,500 attendees and waiting listAssociated Links:Check 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! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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. The Genius Behind That Viral DressKey takeaways:Community over conversion - Building authentic customer relationships drives long-term success more than short-term sales optimizationCultural instinct beats data - When responding to viral moments and cultural trends, intuition often signals opportunities before data can catch upChoice trumps speed - Customers value optionality in how, when, and where they receive products more than just fast deliveryLocalized curation wins - Store-specific assortments based on neighborhood demographics and customer needs drive expansion successCross-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." - PhillipIn-Show Mentions:Listen to Mindy Massey, Anthropologie Global Director of Stores, on the latest season of Step By Step.Associated Links:Check 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! 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🆕 Access to our newest analysis feature for members, Field Notes, our retail space analysis briefing. Featuring brands like Swatch, Printemps, and Skims. Access to our new Word of Mouth Index with Fairing, a brand new member benefitSave 15% on Future Commerce print journals and merchExclusive 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.

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.Key Takeaways: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 FanninIn-Show Mentions:Field Notes: Future Commerce's new premium retail analysis product measuring in-store return on experienceSKIMS flagship store: Clinical Fifth Avenue showroom experienceSwatch Times Square: Interactive, multigenerational retail experience with hands-on elementsAssociated Links:Check 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 CommerceKate Fannin Consulting: katefanninconsulting.comHave 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.

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.Customers Are Already Telling You the AnswerKey takeaways: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.Key Quotes:"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]Associated Links:Check 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! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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.Curating the Re-Sale LifecycleKey takeaways: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]In-Show Mentions:Charles Gorra (CEO and Founder, Rebag)Elizabeth Lane (Chief Marketing Officer, Rebag)Partnership with Macy's Inc. and Bloomingdale'sAssociated Links:Learn more about EndearCheck 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! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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.“I Believe In Stores”Key takeaways: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]Associated Links:Learn more about EndearCheck 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! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

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.The Multi-Gen EffectKey takeaways: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]In-Show Mentions:Tricia Smith (CEO, Anthropologie)Rockefeller Center store holiday displayAssociated Links:Learn more about EndearCheck 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! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Live at Klaviyo London, Kunle Campbell joins Future Commerce to explore the tension between idealistic wellness brands and the realities of scaling in a capitalist system. Kunle and Phillip explore intentionality, identity formation, and how conscious consumers can navigate the cascade of marketing messages while staying true to themselves.Know Thyself, Choose BetterKey takeaways:Pure idealism faces scalability challenges: Growing wellness brands often must compromise their founding principles to reach broader audiences and achieve economies of scale, as demonstrated by Whole Foods' evolution from commune cooperative to mainstream retailer.Identity exchange drives commerce decisions: Every purchase represents an identity transaction where consumers either align with authentic values or fall prey to manufactured personas pushed by predatory marketing tactics.Self-knowledge enables intentional consumption: Understanding your personal predispositions (Kunle recommends DNA tests, blood work, meditation, or breathwork) allows for more conscious brand alignment and purchasing decisions.Consciousness awakening shifts market dynamics: Social media influencers educating consumers about ingredient transparency and wellness principles are forcing traditional retailers like Tesco to create accelerator programs for "Better For You" brands.Key Quotes:[00:01:56]: "Culture is communication, it's community. It's the zeitgeist... At the core, if you go deeper into culture, I think the value system is very, very fundamental." – Kunle Campbell [00:06:22]: "In order to change the world, like at scale, you're going to have to make some compromises... Pure idealism is not enough in a capitalist system." – Kunle Campbell [00:19:25]: "Marketing clutter says, 'this is an identity. Claim it. Take it,' and then you lose your inner person." – Kunle Campbell [00:26:35]: "Don't lose self... There are brands out there that would sort of merge with your own unique wants and needs based on what you need for yourself." – Kunle Campbell In-Show Mentions:John Mackey's "The Whole Story" book and Whole Foods' evolutionJoe Dispenza meditation methodology and body scanning techniquesTesco's Better For You brand accelerator programAssociated Links:Check 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! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Will systems-driven commerce be the death of our (Brian’s) peace? This week, Phillip and Brian explore how artificial intelligence is reshaping expertise, the chokehold inflexible systems have on modern life, and the meaning of the digital afterlife. Plus: learn how brands like American Eagle are balancing controversy and virality to shock themselves into relevancy while feeling minimal aftershocks.One Year Closer to the Digital AfterlifeKey takeaways:The ChatGPT Expert Problem: AI is enabling a new class of "nouveau experts" who cite disparate cultural theorists like Freddie DeBoer and Peter Turchin to sound authoritative, creating sophisticated-sounding but potentially hollow analysisPeak Inflexibility: Modern life is increasingly controlled by inflexible systems that eliminate human judgment and serendipity, from cell phone stores that can't override basic functions to restaurants requiring months-advance reservationsOne-Round Game Marketing: Brands like American Eagle are adopting political-style "one-round game" tactics, where temporary controversy and outrage generate attention without long-term brand damage, as demonstrated by Sydney Sweeney's "good genes" campaignThe Post-Internet Brain: We're outsourcing memory, emotions, and even nostalgia to algorithms, with AI potentially eliminating the need to ask questions by providing contextual information before we realize we want it[00:25:55] Brian: "I believe that there is a set of business leaders out there that see ChatGPT as a way to make decisions about their business... they're sending it to an entity that effectively is confirmation bias."[00:24:27] Phillip: "What we found in our primary research is that TikTok doesn't show up for direct like spear fishing—that's Amazon. It doesn't show up for inspiration like window shopping—that's Instagram. And it doesn't show up for entertainment or learning—that's YouTube."[00:54:49] Brian: "Someday we're not going to call it the internet anymore, actually. Because it's actually an extension of our brains. It's a way for us to store information."[01:13:54] Phillip: "A blonde woman talking about her good genes. You’re telling me that not one person thought about this? This is perfectly engineered for outrage."In-Show Mentions:Jack Conte on X: TikTok vs. YouTube as search enginesAlex Greifeld on X: “One round game marketing”Associated Links:Check out Future Commerce on YouTubeCheck out Future Commerce Plus 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 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! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

The hunt for certainty is killing creativity.Rory Sutherland, chairman of Ogilvy and the poet of persuasion, joins us live from Klaviyo London to challenge marketing's obsession with thin-tailed attribution. Brands are facing an existential crisis in an increasingly brandless, chat-interface powered world, but Sutherland believes that current measurement models are not designed to allow marketers to test, fail, learn, and grow, systematically destroying breakthrough potential.Key takeaways:Technology evolves from option to obligation: Parking apps that liberated us from coin machines now trap those without smartphones, while McDonald's screen-only outlets eliminate human flexibilityMarketing is fat-tailed, business is not thin-tailed: "10% of what you do delivers 130% of the value, but you don't know what the 10% is in advance." But marketing’s current measurement system is designed for us to fail. Attribution models punish necessary failures and do not credit long-term breakthroughsInterface changes redistribute power overnight: When fundamental interaction modes shift from typing to voice and stores to apps, established advantages can disappear instantly, creating opportunities for complete market disruptionBrand value is multifarious, not monolithic: Fame, trust signals, and decision-making heuristics remain valuable even as chat interfaces challenge traditional brand expression. "People will come and find you rather than you having to find them." – Rory Sutherland[00:06:13] "Interface change is always disruptive, because if you change the interface within which people choose and act, you fundamentally change behavior." - Rory Sutherland[00:20:25] "There's a concern I always have about technology, which is the extent to which a lot of technology arrives as an option and ends up as an obligation." - Rory Sutherland[00:42:47] "There's a danger that what [AI is] doing is enshrining groupthink. It's taking groupthink and effectively engraving it." - Rory SutherlandLinks & In-Show Mentions:Learn more about OgilvyCheck 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! Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

A replay from VISIONS Summit: NYC featuring YouTuber and architect Dami Lee.From the stage of VISIONS Summit at MoMA, Dami Lee reveals why the most chaotic spaces often teach us the most about what it means to be human. As a licensed architect turned YouTube storyteller with over 200 million views, she's discovered that making architecture approachable isn't about simplifying complexity, it's about finding the human stories embedded in our built environment. Through her exploration of places like Kowloon Walled City, Dami demonstrates how the most profound spaces emerge not from master plans but from organic human adaptation, creating connections and meaning through what philosophers call "rhizomic growth."When a Deeper Connection Is Better Than a Wider OneKey takeaways:Human framing trumps technical perfection: No matter how many hours spent making content beautiful or technically accurate, none of it matters without taking time to make it human and frame architecture from a human angle.Personal investment drives authentic storytelling: Topics perform best when team members have genuine personal connections to the subject matter, leading to deeper research and more compelling narratives.Rhizomic processes create unexpected connections: Non-linear, seemingly inefficient creative processes allow for serendipitous discoveries and cross-categorical insights that wouldn't emerge through structured approaches.Extremes ignite curiosity: Audiences gravitate toward architectural stories that push boundaries—like the world's densest city—because extremes reveal fundamental truths about human behavior and adaptation.Associated Links:Check out Dami Lee on YouTubeCheck 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! 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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