Episode Details

Is Omnichannel really dead? How are niche brands reaching an entirely new (or not so new) generation of customers? And does Coty know what to do with Kylie Cosmetics? Find out during our LIVE NRF 2020 episode where Phillip and Brian are joined by Ingrid Cordy!

Main Takeaways:

• Brian and Phillip are joined by Ingrid Cordy live from NRF 2020!

• The Future Commerce Vision 2020 Retail Report is out and contains tons of predictions for where commerce is heading in 2020.

• The Filter Bubble restricts people from ever seeing content from outside their social circle, but how do we expand our social awareness?

• What brands are going to be making exits in 2020 and why?

Is Monoculture Dead?: What is Monoculture?: 

• There will never be another Michael Jackson in regards to his pop iconography, as many more content creators create content and media. 

• As the world is becoming more fragmented and more niche, you begin to find your niche community that provides its unique perception of reality. 

• Forty years ago, everyone shared the same media experiences (such as the moon landing), which became cultural moments of the world. 

• The visuals we have from mainstream media of pivotal moments in history would never occur today because we now view events through Snapchat and Instagram stories.

The Filter Bubble: The Power of Influence:

• Download the Future Commerce Vision 2020 Retail Report to get more insight on the Filter Bubble and other predictions the team has made.

• Almost 2.5 billion people participate in the properties that Facebook owns, and with those numbers, Facebook has the power to influence an election.  

• Television was the first disruptor in politics, and the debate between Kennedy and Nixon swayed the vote in Kennedy's favor and served as a turning point between media and politics.

• Facebook will not fact check ads going into the political season, which is an example of a stance that social media platforms can take when it comes to delivering content to their users.

Positive Shifts: Sorting Through the Noise: 

• How do aspirational brands reach no customers if the world views of potential clients are so limited due to the filter bubble?

• Getting people to explore outside of their bubble is a big challenge. 

• Your social circle and the people around you affect the way that you see the world, so smaller niche brands enjoy an audience that is outside of the mainstream culture. 

• Aspirational brands can be effective, but Phillip predicts this will be based on word of mouth and the trust you have from your social circle. 

• Ingrid predicts an increase in the need for social proof and refinement in the next generation of influencers.

Looking Ahead: Shifting from Growth to Staying Power:

• We are coming out of a period of brands going through explosive growth, but Brian predicts we are ent