The Future of Commerce? Themes From Visions 22 - Episode 246

INTERVIEW WITH PHILLIP JACKSON AND BRIAN LANGE

DESCRIPTION

In today’s podcast, we are talking with Phillip Jackson and Brian Lange from Future Commerce, a retail media and research brand. Kiri, Phillip, and Brian are discussing VISIONS 22, the new extensive audiovisual trends report by Future Commerce.

Phillip Jackson is co-founder of Future Commerce, a retail media and research brand, and heads up Commerce Strategy at Rightpoint, a 2021 Forrester CX Strategy Challenger-rated consultancy.

Brian Lange is the co-founder of Future Commerce and an industry veteran, with over a decade of experience on the agency side of commerce.

Future Commerce is a retail and e-commerce-focused media company with newsletters, podcasts, and research to help brands grow with purpose.

Make sure you tune in to find out more!

“It’s the best of Future Commerce in one tidy package”

— [Visions] Brian Lange

KEY TAKEAWAYS

According to Phillip, Visions is a few things, it's an annual report, including a big meaty report, but also it's an overview of the current evolution of commerce, and the report identifies 8 of the themes.
The report is audiovisual, Phillip and Brian explain that the way we engage with our media individually is different, and is very diverse from one person to the next. The idea is to get their insights out to as many people as possible. Some people prefer text, some prefer podcast.
One of the themes of the report is, “The profitability of distraction” and the tagline here is that ‘our collective distraction is your profit. And this is where the authors call out some brands’ search for new channels or ways to reach customers as essentially fads. And among those fads, you call out Livestream shopping, Web 3, and social commerce.
The profitability of distraction is glorified and there are benefits to this. We’re living in an ever-changing world, and the one method to mitigate against the future is to be diversified as individuals and businesses.
As consumers, brands can also get distracted by many different channels. However, with some clients of Acadia, we’ve seen great results with TikTok and Livestream shopping, when used right. This subject touches on another point of the report, a plurality of identity.
Kiri moderated two sessions during the visions summit on two more of the themes, ‘Plurality of identity’ and ‘the homogenization of experiences’, and those really produced interesting conversations.
Beyond being philosophically interesting, the authors see digital and e-commerce folks using this material in different ways. There’s a forthcoming practical application companion guide for anyone who prefers the tips & tricks type of report.