Future Commerce

Join us at the final events of the year! All of our events can be found at futurecommerce.com/eventsDecember 9: Future Commerce LIVE at The MooreRSVP: Apply to attend hereDecember 11: Commerce Conversations At Sea 2.0RSVP: Apply to attend here Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Kate Fannin, a retail and customer experience expert with a rich history at brands like Gap and Estée Lauder, emphasizes the crucial need for meaningful customer connections in commerce. She argues that while technology has advanced, real human engagement remains essential. Fannin highlights the concept of Return on Experience (ROE), asserting that people don’t just buy products; they invest in experiences. The conversation also addresses the challenges of digital luxury marketing and the importance of integrating online and offline interactions for richer shopping experiences.

We are joined by the brilliant Jacob Matson, Developer Advocate at Mother Duck, to discuss the new frontier of data application, the evolution of computing, and Brian’s taste in wine. Get nerdy with us and learn about the unlimited potential for customized consumer experiences powered by advanced databases and more tech forecasts – brought to you by a frontline data expert. Augmenting Aesthetics, from Fine Wine to Interior DesignKey takeaways:[00:25:46] “Our hardware is scaling faster than we can create data, and that’s changing how we think about software.” –Jacob[00:23:54] “If everyone’s buying the same canned software, we’ll converge on the same experiences—and that sounds terrible.” –Jacob[00:29:00] “It's not that we were necessarily doing things the wrong way in the past…we came up against the limitations of the technology that was available to us, whether it be cost or speed.” –Brian[00:37:19] “SQL might just be the lingua franca that bridges the gap between business users, developers, and AI.” –Phillip[00:50:27] “Imagine encoding all your knowledge and taste into a bot—your brand's experience could truly feel unique.” –Jacob[00:52:21] “People are gonna have to get used to technology having a perspective on what things might look like, and some level of confidence around that perspective.” –Brian[00:55:52] “Things are getting easier, and software is finally starting to work for us instead of against us.” –JacobAssociated Links:Learn more about Mother DuckFollow Jacob Matson on TwitterCheck 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.

Jack Kavanagh of Shopanova joins us to share his unique perspective on cutting through the noise of marketing fads and focusing on strategies that truly drive growth. From balancing trends with long term strategies to harnessing the power of tools like Triple Whale’s Sonar for precise ad targeting, we dive deep into the realities of scaling eCommerce businesses in 2024. Discover how agility, better data segmentation, and a holistic approach to metrics can revolutionize your business.Don’t Miss the Forest for the TreesKey takeaways:Not all data points deserve attention—focus on those tied to measurable outcomes, like revenue and customer growth, rather than vanity metrics.Tools like Sonar by Triple Whale empower businesses to manage data and ad performance efficiently without expensive expertise.[05:50] "Sometimes you miss the forest for the trees. Focus on connecting people with a product that improves their lives." – Jack[13:30] "Brand owners have been burnt by marketing gurus just like Facebook moms have been burnt by fad supplements." – Jack"[00:24:14] People go after their biceps hard, but by the time they've got them, it's over. It's all about calves now. What really matters is a healthy body." – Brian[34:30] "The allure of tools like Sonar is they solve complex problems hands-free. That’s where advertising is now." – JackAssociated Links:Learn more about Sonar, Triple Whale’s Meta integrationCheck 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.

We sit down with Brandon Kuipers, Co-founder and CMO of Zox, to discuss how a family arts-and-crafts project evolved into a globally recognized e-commerce brand. Hear how Zox grew from a family project to an international success by leveraging data-driven marketing, and how emerging tools like Triple Whale's Sonar have unlocked global markets. From Kitchen Table to Global BrandKey takeaways:Leveraging the right data tools, like Sonar, significantly improved Zox's data visibility, enabling them to optimize ad performance in international markets.Localized strategies, like creating region-specific products such as language-adapted designs, can help deepen market engagement.[00:06:32] “Building a business is about innovating, even when you feel like you have it figured out.” — Brandon[00:17:54] Once Sonar was set up, our data accuracy went from tracking almost none of our conversions to tracking just about every conversion." — Brandon[00:20:30] “Sonar has been the missing link, reopening markets we thought had closed down.” — Brandon[00:25:18] “Even if an ad flops in the U.S., it can still perform well in other regions. Nothing is wasted.” — Brandon[00:28:30] “This level of visibility is enabling full-on product pivots to better address new markets.” — Brian Associated Links:Learn more about Sonar, Triple Whale’s Meta Integration.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.

Kellet Atkinson, Product Manager at Triple Whale, brings a wealth of experience in e-commerce technology to the discussion. He emphasizes the importance of first-party data in a privacy-focused landscape and how it can transform marketing strategies. The conversation delves into the evolution of e-commerce analytics through AI, highlighting the challenges of data interpretation and the necessity of clean data. They also explore the balance between human intuition and machine learning in decision-making, alongside innovative tools like Sonar that enhance ad performance.

“Email’s stability in a changing digital world makes it one of the few reliable channels left for brands, even after ten years.” Seasoned eCommerce and email marketing expert Greg Zakowicz joins Brian and Phillip to unpack the holiday inbox squeeze. The Tried and True, Yet Hackable, Email CampaignKey takeaways:[00:01:41] “Email’s stability in a changing digital world makes it one of the few reliable channels left for brands, even after ten years.” – Greg[00:05:46] “Honing in on your unique value, especially if you’re a small brand competing with giants, is more critical than ever.” – Greg [00:08:23] “Strategic timing, like sending a campaign around a product’s peak usage time, can make a huge difference in engagement.” – Phillip[00:25:23] “People want creative, engaging content even if it’s transactional; small touches can make emails stand out in crowded inboxes.” – Greg [00:30:08] “Just because everyone’s doing 25% off doesn’t mean it’s the only thing that works; there’s room for creativity in how you present offers.” – Greg Associated Links:Learn more about OmnisendCheck 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.

Phoebe Yu, a UX designer and content creator, dives into the cultural dimensions of user experience design. She discusses how Japan's unique communication style has influenced design trends and emphasizes the importance of user feedback across cultures. Phoebe highlights the differences between low context and high context cultures, showcasing their effects on e-commerce usability. She also shares insights on reducing user friction and encourages curiosity about diverse cultural practices, ultimately advocating for tailored design approaches.

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Spooky Commerce finishes with an epic finale as we explore the mysterious history of Seattle's iconic Pike Place Market. Phillip, Brian, and Sarah share tales of ghost sightings, haunted (coffee) grounds, and the rich lore behind one of the oldest continuously operating markets in the U.S. PLUS: Phillip and Brian debrief a tragedy involving AI-to-human relationships and discuss the challenges parents face as children gain unrestricted access to AI tools. The Roast With the GhostTW: This week’s episode discusses sensitive subject matter, including suicide.Key Takeaways:AI taking on a life of its own: Children have unrestricted access to increasingly lifelike AI tools. Pike Place Market is home to more than just vendors: It's rumored to house spirits from Seattle’s early days.Kells yeah: Kells Irish Pub sits on a former mortuary and a former indigenous burial site – and is one of Seattle’s most haunted locations. [00:09:30] “​​The thing is, the difference between what you were doing and what an AI is doing is you are interacting with real people. Message boards were human-to-human communication. It was just instantaneous. This is like, getting sucked into a video game that has no end.” – Brian[00:18:00] "This thing (AI) has escaped containment." – Phillip[00:25:22] “Brian’s developed a palate that's sophisticated enough to taste the ghost in Pike Place roast.” – Phillip[00:03:35] "The building that Kells Pub exists in is the Butterworth and Sons building, which was not only a former mortuary, but it was also built on top of tribal burial grounds.” – Sarah[00:40:00] “There's just there's so many elements here that would actually enable this sort of storytelling around the place.” – BrianAssociated 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 Commerce Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.