Future Commerce Podcast: eCommerce, DTC and Retail Strategy

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Jackson Jeyanayagam, VP of DTC at Clorox, joins us today to talk about Clorox's DTC strategy, launching a new brand for an under-served, generation segment in the marketplace, and how his past experiences have prepared him and brought a fresh perspective to his current role.
What is BEHAVE? BEHAVE makes candy that is better for you: low sugar, natural ingredients, no artificial ingredients, and good taste. Currently, BEHAVE offers two options of gummies, sweet and sour. BEHAVE started from a lack of alternative options in the candy department, which typically had people giving up candy altogether. Originally, BEHAVE planned to be a mix of DTC and retail. Due to COVID, they’re now only doing DTC. BEHAVE thrived throughout COVID by surrounding themselves with the right investors, partners, vendors, and employees. Where is BEHAVE headed? Self-awareness is a cornerstone of how we should operate, both as individuals and businesses. BEHAVE is engaging in their own self-awareness by seeing the current market and making decisions accordingly. BEHAVE is recognizing the shift in the market towards comfort items and online shopping Eventually, BEHAVE plans to get into retail. BEHAVE is doing things differently - marketing towards adults instead of children. This effectively is bringing consumers back to the category of candy who have previously abandoned it. When there is a product category that customers have abandoned, it is an opportunity to recapture customers. LINKS Check out BEHAVE’s website or Instagram. Crunchbase listing for BEHAVE 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!
Ingrid joins the show today while Phillip is on vacation. We chat about the impact 2020 has had on business growth (and in some cases, decline) and Walmart's new partnership which has the potential to help small businesses.
Read the Retail Rebirth Report here. Read Insiders #045: The New Dada Here. Read Insiders #046: The New Formal Here. Find us at 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!
Nilla Ali joins the show to talk all things BuzzFeed commerce, the affiliate model, and respond to some criticism BuzzFeed has drawn.
Italic is a new way of shopping - a yearly membership grants its customers exclusive access directly to manufacturers of name brands, at a fraction of the cost. Jeremy Cai, CEO at Italic joins Phillip to chat all things Italic, including their business model, and what is next for Italic.
Floyd is rethinking furniture. They make near-heirloom quality that you'll want to keep - possibly forever, and they deliver right to your door. Floyd is a different type of direct to consumer brand. In this episode, Brian sits down with Kyle Hoff, Co-Founder, and CEO of Floyd to discuss how Floyd is rethinking sustainability - by offering quality, comfortable, and beautiful furniture.
Local commerce is making a comeback and the digital realm is crucial to its success. OfferUp strives to create a platform that enables anyone to buy and sell locally. Nick Huzar, CEO of OfferUp joins the show to discuss how they're evolving with local commerce.
Did you know that lawns are the 3rd largest agricultural product? Lawn care doesn't need to be filled with pesticides and this week, Brian is joined by Coulter Lewis, Founder & CEO at Sunday Lawn Care, to talk about how Sunday is changing the Lawn Care industry.
We have some big news here at Future Commerce! The Stairway to CEO podcast is joining Future Commerce. Every Tuesday, Lee Greene, host of Stairway to CEO will bring you fresh and insightful interviews with CEOs and Founders, highlighting their journey to leading a company. You don't want to miss it! Like & Subscribe to the Stairway to CEO podcast to catch the official relaunch on June 23.
Black lives matter. The retail and e-commerce industries can do better to "put up or shut up" when it comes to diversity. Brian & Phillip discuss how brands can leverage their voices and adopt more transparent practices to help build a better future for our communities.
Peloton, Mirror, fanaticism, and the intersection of digital communities with real-world experiences. Featuring Ingrid Milman Cordy.
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 Summer@summerjelinek.com. 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!
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Podcast Details

Created by
Future Commerce
Podcast Status
Jan 1st, 2005
Latest Episode
Sep 25th, 2020
Release Period
Avg. Episode Length
About 1 hour

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