Future Commerce

Show notes coming soon.

Main Takeaways: Somehow Google Docs has become the future of eCommerce, or ecommerce or E-Commerce or however everyone wants to spell it (eCommerce is correct) There's a virtual mall in Google Docs, and it's insanely cool Phillip may or may not be really into Jurassic Park Brands are finding "scrappy" new ways to get feedback from their customers eCommerce has become the name of the new shopping game, could that be a forever thing? Google Docs is The Future of Everything: At Least Right Now: There's so much going on in the world during quarantine, and Google Docs is somehow the thing right now. And somehow everybody has decided that Google Docs are how we do everything, even how we throw shopping sprees. Not to 'Googlesplain but the mind-blowing game-changer is how business are using it as a collaboration tool with the world writ-large Seventy movies revolve around body-switching, just in case you needed to know that, and you do because Phillip's Insiders (#036) this week, aptly called Freaky Friday revolves around this very concept Everyday eCommerce gets more accessible, because of the body swap that occurred between eCommerce and brick-and-mortar What would have happened in Freaky Friday was forever (we may find out) Jurassic Park is an incredibly frightening movie, which somehow relates to Google Docs Brands are utilizing all elements of Google Drive to do all kinds of crazy cool things (lots of fun links below) eCommerce Is Bodyswapping With Brick and Mortar: With everything that's happening in our community, from massive eCommerce numbers in the wake of a complete brick-and-mortar shut down, and the possibility of COVID-19 continuing, bands are finding ways to utilize Google Docs (especially Google Sheets) in unique ways. Still, brands are also trying to find ways to entertain and distract their customers in the wake of a global pandemic. And we're seeing a semi-body swap that's happening between brick-and-mortar and eCommerce, with a forced way that's happening is with returns. One of the things that's very different in the age of COVID-19 is returns, often quite an in-store experience for customers. Which is why customers often choose in-store brands that make returning a product a seamless experience Now, though, with online brands often being the only option, shopping is happening online, and now customers have to contend with eCommerce return policies as well (which could get tricky) Phillip takes the time to mention a new Future Commerce sponsor, Relay Cloud. This platform makes returns easier for everyone (customer and company), which is very helpful right now. And just to mention another cool Google Doc concept, Bambu Earth, put together a form for customers to fill out so they could send "love letters" to first responders, and they aggregated feedback for customers, and then baked it into ad-creative for first responders. And as Brian so eloquently said: a lot of these google docs solutions are just a great example of brands not always having to have the perfect solution. Future Commerce Is Having Fun: So Much Going On The Horizon: Phillip says the show is more fun this week, Brian says the show is always fun, and that's up to the audience to decide, but there are so many great stories this week. And even with all the fun, this is the most boundary-filled time in recent times, and so brands can take risks, as Brian said, now is the time for brands to get scrappier than ever. It's the New Abnormal, one might say. One of the best parts of all of this, and there are advantages for brands willing to try new things during this period, is how much fewer fanfare initiatives need to have right now. Instead of putting together fancy dramatic productions, brands can send a Google doc form to customers, put together a presentation on Slides, or relay information in a Google Doc that everyone can view. It's a new kind of User Generated Content, where customers can just participate in a new way Brian: We're in a moment right now where people are more excited to contribute than trolls are to destroy." (This is so Tweetable it needs to be Tweeted) Digitally native brands are now fundamental scrappier, and the operators in those brands are more skilled and wear more hats, and they are the ones who know how to work the moment (from a conversation between Phillip and Matt Axline from 4x400) New Things Are Coming Up: Even More Future Commerce Fun: Brands are starting to engage with their brands in new ways, which is so important, which is going to lead to reinforced customer expectations. The brands that are getting scrappy and doing the work right now to get the job done are going to set themselves up directly. Which is very much a PSA to brands: Do the work so that you can succeed in the brand new world. Phillip and Brian bring up a returning sponsor, Gladly, who are doing incredible things when it comes to customer service, radically personal if you will. Future Commerce is going to be doing some pretty cool projects with Gladly, so make sure you're signed up to our mailing list to always be in the know (and get some really fantastic content in your inbox). Phillip decides to end the show with a brand new segment: What was the last thing you bought online? (links below) Phillip and Brian agree that Monoprice is the absolute best Also, we have an incredible market research report coming out with Klayvio called 9x9 in a few weeks (hint: it's super freaking awesome) Important links from the show: Google Doc for eCommerce workers impacted by COVID-19 adult content warning Unbound Babes Google Doc of recommendations Elliot Google Sheets Mall Phillip and Brian's recent purchases: Monoprice double wall water bottle Tracksmith Hare AC Other episodes mentioned: Episode 155 with Farmgirl Flowers Episode 132 with Tracksmith Have any questions or comments about the show? You can reach out to us at hello@futurecommerce.fm or any of our social channels, and we love hearing from our listeners!

Christina Stembel joins Brian to discuss what the last few months has looked like from a CEO and owner of a "nonessential" business's perspective.

Brian sits down with Ariel Kaye, CEO and founder of Parachute Home to discuss innovation in crisis as a home goods brand.

Gen Z founders Lesley De La Uz of LUDU, Madison Semarjian of Mada, and Chris Meade of Crossnet join the show to discuss their journeys as some of the first Gen Z founders in the retail world.

Main Takeaways: We have a super exciting guest this week, and she used to work for the happiest place on earth Brian's not on the show this week so, things might get a little dark Does anyone do branding better than Disney (probably not) What does the future of commerce, the future of brands, the future of this planet even look like anymore? Was February Two Months or Two Years Ago? Since time has absolutely no meaning anymore, it seems like February was forever ago, but two months ago, Phillip and Lianne met Summer Jelinek at Future Stores Miami after hearing her deliver an inspirational, impactful, keynote speech about authentic customer experience. So let's talk more about Summer: Summer Jelinek is a speaker and trainer with over twenty years of leadership experience with major corporations like Walt Disney Corporation, Disney Institute, and HEB. Summer connects with audiences all over the world by redefining what consumer experience means in a modern context. In an age where consumer experience has become all-important, where the social contract between brands and customers is in full effect, this level of understanding is essential to the growth of modern companies. Fun fact: Summer first fell in love with the idea of the consumer experience at a ski ranch in New Hampshire and a dude ranch in Colorado Do All Brands Know Their Audience As Well As Disney Does? One of the most important considerations for any company is to know their audience and to have their audience consistently be a part of the brand's journey. Disney has their branding down to a science. Summer says Disney brands absolutely everything from their pretzels to their soft drinks, and it's all a part of the story. "It's just who doesn't want to eat a little bit of magic and pixie dust whenever you're having a bad day"? Phillip mentions an essential aspect of the brand-customer relationship: "The better you know your audience, the more receptive I think they'll be to the kind of messaging that you could craft at this moment." Summer says that Walt Disney World is an economic indicator, when the economy is good people are going to Disney, and when it's terrible people stop going (editor's note: whoa ) It's worth noting that Disney has handled the crisis and results of it rather well; even as the parks have closed, it's felt as though the pixie dust has dimmed a little bit. Retail Right Now: What Does The Situation Even Look Like? Amidst the raging COVID-19 pandemic, questions remain on everyone's mind, what is the new normal in retail, and how are brands and consumers going to adjust to the current situations? Phillip asks Summer what she thinks about the current situation on the ground? There's a lot to consider: Firstly, there are a lot of brands who are doing incredibly well, and specific categories are booming (at least right now) because of the pandemic, while others are struggling to stay afloat And as Summer mentions, right now, whether a brand is doing well, we're all just trying to survive through this. The trick for businesses who are not doing as well right now is to become creative and figure out what they're next steps are, regardless of how long this lasts, with the information we all have right now. Summer has some advice for brands looking at this right now: Instead of asking, why is this happening to me, ask how are we going to survive and why is this happening for me? What am I going to learn? What am I going to do differently? How am I going to set myself apart as a leader of the pack? While most businesses may have the technology in place, adapting to the current environment may be more of a people problem. A Sense of Normalcy Is What We All Need: Looking to the future is essential, but it's just as important to figure out what consumers need right now, and the steps that are essential to keep everyone safe. So how does one feel normal in the middle of a global pandemic that has led to almost 20% unemployment? Summer mentions that one of the struggles for brands may be having to give consumers an authentic brand experience even while limiting human interaction Phillip brings up a company that has managed to keep its authentic brand experience undiluted: Chick-fil-A, which as a brand (a fast-food one at that that even has GF options) has managed to maintain a sense of normalcy even as they follow the rules. Summer gives her perspective for the next six months and says that there will be growing pains as everything reopens, but we may all be better for it. There is a lot that brands can do with this time, and even join in and celebrate with their customers as this all comes to some kind of end, it could be an inspiring time for brands. Extra notes: Phillip mentions an article he wrote for FC Insiders called From Plows to Swords, it's fantastic, and you can read it here Also mentioned during the show is a piece by Brian on authenticity in brand experiences during COVID-19, you're going to want to read that as well, check it out here. If you want to reach out to Summer (and you should), you can go to → SummerJelinek.com And Summer also mentioned that if anyone is looking for resume help during this scary time with lots of layoffs, you can send her an email at . Also, → What is something that a brand has done that has made you feel a sense of normalcy during this chaotic time? Let us know in the content section on Futurecommerce.fm, or reach out to us on Twitter, Facebook, Instagram, or Linkedin. Have any questions or comments about the show? You can reach out to us at Hello@futurecommerce.fm or any of our social channels; we love hearing from our listeners!

"I think that eCommerce only grows as we move forward, as people are being forced to realize the benefit of shopping online." Today's interview unpacks the eCommerce investment and technology adoption efforts of DTC consumer electronics and home automation brand, Wyze.

"What we are Witnessing is the Humanity of Love" is a phrase that shook us in this interview. Brands like Rhone, M. Gemi, Cotopaxi, and more have banded together to raise hundreds of thousands of dollars for COVID-19 relief in a matter of days. On pace to raise over one million dollars in the month of April alone, they have gained the attention of over 60 other brands ready to join their ranks. Sign up today at Brands for Better's website: brandsxbetter.com

Klaviyo's Director of Product Management joins us to talk about Klaviyo's COVID-19 response and their sudden transformation into a collaborative media organization. Using their own data and insights, as well as consumer research, they're helping businesses make real-time decisions during the economic fallout of coronavirus. Main Takeaways: What does the next generation and cutting edge commerce even mean anymore? Phillip and Brian are joined this week by Jake Cohen, Director of Product at Klaviyo to talk all about how Klaviyo has responded to the COVID-19 pandemic How can companies respond to this pandemic in a way that centers their customer's needs and wants? March has been the longest year in history What can insights regarding consumer behavior help brands better understand their customers? A New Reality: How Klaviyo Has Adapted To Their Customers Needs: Phillip and Brian are joined this week by Jake Cohen, Director of Product at Klaviyo, who was late but for an excellent reason. Klaviyo decided that business, as usual, wasn't right in this new reality, so they repurposed half of their marketing team for an extraordinary project Klaviyo spun up a news organization in three days (whoa) they've administered surveys to both consumers and brands to help both sides understand where the money is going. Now they are spinning up content guides and tutorials to help brands address the changes that are happening every single day at this crazy time Also, Jake announces a new part of the Klaviyo website that is 100% dedicated to this effort to help both companies and consumers (so cool). COVID-19 Calamity: How Will The Crisis Change How Marketing Works? "Never let a good crisis go to waste" (bad in politics, useful in our industry as long as it's customer-centric). One of the fundamental truths of marketing: The truth about humans is that It takes triggers to get us to have action. Klaviyo's primary goal is to help customers, which is why they've been building this new content goldmine. Consumers usually break up buying into essentials and non-essentials: except now this has all been turned on its head (the emergence of the new essential category). Klaviyo is working to bring all the insights directly to customers so that they can then use those insights to exist in this new world of spending and selecting. Brands Coming Together: Business Coming Together In Partnership: Recently, Phillip moderated a digital panel which Jake was on along with Olivia McNaughten from Yotpoo and Jan Soerensen from Nosto all about the current state of customer experience. Is COVID-19 forcing companies to step it up and innovate? One of the values that Klavivo has recently dusted off is that they work publically, and that ethos has helped guide this new project that aimed at helping business grow SPEED> PERFECTION Klaviyo is on track to publish 15 pieces of content on what is going on and what to do about it for 11 days! Writers note: Our new in-episode music is my new favorite thing The Story of Today: Stitching Together Insights For Better Buying: So what is the story behind buying patterns and consumer behavior in this new world that we all somehow live in now? Specific brand categories seem to be performing super well during this crisis: beauty and cosmetics seem to be staying healthy as part of the new essentials category Fulfillment centers are working hard to ship out to their customer (and working with local government), but are also working hard to keep their employees safe with proactive and preventive measures. Zoom works super well until it doesn't Some brands are seeing massive bumps of anywhere to 200-1000% (over 50% of brands are seeing these enormous numbers) Spending Shoots Up: People Are Buying Comfy Clothes: So, where are consumers spending their money right now? People are spending more, but they are putting their money into "new essential categories" aimed at making the fact that everyone is stuck at home maybe forever a bit more comfortable March has been the longest month of Phillip's month (ditto). Jake says that one way to look at spending is through Maslow's hierarchy of needs, each rung representing a different layer of consumer spending which may be one of the coolest ways to understanding how people are spending their money, If you have kids, you have an entirely different set of needs (i.e., surviving and keeping your kids entertained) If you want to check out Klaviyo's daily briefings and participate in their survey, click here → Also, you can email Jake Cohen at and send him all your feedback on what they are doing. As always: We want to hear what our listeners think! What is the number one consumer spending insight that you have seen throughout the COVID-19 pandemic? Let us know in the content section on Futurecommerce.fm, or reach out to us on Twitter, Facebook, Instagram, or Linkedin. Have any questions or comments about the show? You can reach out to us at Hello@futurecommerce.fm or any of our social channels; we love hearing from our listeners!

We point out some bright spots in the wake of COVID-19 and offer up our help to businesses needing to obtain grants from the SBA at this time. Future Commerce is offering assistance to SMB eCommerce businesses who need help applying for Small Business Administration Disaster Recovery loans. Drop us a line at hello@futurecommerce.fm and we'll do our best to get you the right resources. Links: 1909 West Palm Beach: weare1909.org SBA Disaster Recovery Loan Process: Resource portal here Future Commerce Insiders #031 Summersalt launches emotional support hotline