Future Commerce

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!

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!

Dive into the world of provocative advertising as the discussion centers on a bold Skechers campaign that's shaking up norms. Explore the unexpected rise of sexualized content in ads and the public's reaction to it. The conversation also delves into how brands leverage celebrity endorsements, with highlights like Bella Hadid’s fragrance. Discover how these endorsements shape consumer identity and reflect deeper cultural implications in today’s market.

Kate Fannin, a retail consultant and analyst, shares insights on transforming store experiences. She explains why Return on Experience (ROE) is vital, emphasizing that memorable visits foster customer trust over immediate sales. Fannin showcases brands like SKIMS and Rituals, where immersive environments enhance engagement. She also highlights pop-ups as experimental spaces for brands to connect with customers, demonstrating how clear storytelling can differentiate successful stores from those that fail to resonate.

Nicole Tapscott, Chief Commercial Officer at Knix, unveils how authenticity reshapes the intimate apparel industry. With 20 years in consumer branding, she discusses the power of celebrity partnerships, like Kristen Bell's, to foster genuine connections. Tapscott emphasizes the need for brands to meet customers wherever they engage, from TikTok to retail stores. She shares how customer vulnerability drives innovative product development and the importance of building emotional connections for lasting brand loyalty.

In the luxury resale market, customer relationships evolve into lasting communities. Geronimo Chala from Rebag reveals how shifting focus from transactions to community fosters loyalty. They emphasize the seamless blend of digital and physical experiences, ensuring customers feel connected both online and offline. By collecting data on customers' core beliefs, Rebag personalizes interactions to meet individual needs. Ultimately, the approach highlights the power of human connection in building loyalty and enhancing the shopping experience.

In this engaging talk, Eric Shah, co-owner of Akira, shares insights from their 23-year journey in Chicago's fashion scene. He emphasizes the power of genuine customer connections over transactional interactions and how 'micro wins' lead to lasting loyalty. Eric discusses how technology should enhance, not replace, personal relationships in retail. Hiring for integrity and authenticity is key, as is fostering a positive workplace culture to better connect with customers. Akira's success lies in its commitment to personalized service in a digital age.

Mindy Massey, Global Executive Director of Stores at Anthropologie, shares her vision of transforming brick-and-mortar retail into community hubs. With 26 years at the brand, she explains how Anthropologie amplifies authentic relationships rather than just metrics. Mindy discusses empowering over 10,000 employees as community curators and the importance of localized creativity within brand guidelines. She emphasizes that genuine connections drive success, reshaping retail expectations for younger generations in the process.

Kunle Campbell, a wellness expert and e-commerce consultant, delves into the tug-of-war between idealistic wellness brands and the harsh realities of capitalist scaling. He highlights how brands like Whole Foods evolved, often compromising core values for wider appeal. Campbell stresses the importance of self-knowledge for intentional consumption, suggesting DNA tests and mindfulness practices. He also discusses the power of social media influencers in promoting transparency and how they're reshaping market dynamics to favor more authentic consumer choices.

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!