WEST PALM BEACH, Florida, September 29, 2021– (BUSINESS WIRE) – Future Commerce, the retail media research startup that aims to help e-commerce companies create strategic vision, today announced the release of its second Nine by nine report, which celebrates 81 innovative brands, retailers, services and collective organizations across nine categories that define what makes a brand meaningful to today’s consumer.
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Future Commerce Nine by Nine 2021 Report Categories (Graphic: Business Wire)
This year’s report explores the nature of the customer who, after relying on e-commerce to meet their needs during the pandemic, has gone back to brick and mortar. It was there that she discovered more direct-to-consumer brands than ever before. She also finds an explosion of private labels occupying an increasingly important space. When shopping online, she sees that DTC brands are engaging in more channels than ever before. Not only are brands omnichannel, but now their customers are too.
âClaims regarding the size and scale of the digital shift in e-commerce during the pandemic have been grossly overestimated,â said Phillip Jackson, co-founder of Future Commerce. âThe point is, customers are returning to in-store purchases, and emerging brands will need to go omnichannel in order to meet customers where they are. “
During the preparation of this report, nine recurring themes have surfaced during our pandemic year:
DTC matures. Digital native brands that have gone beyond the ‘DTC’ moniker and evolved into full omnichannel retail. Skims, the official underwear brand of the US Olympic team, and NOBULL embody the DTCers who have come of age.
Including. Brands that embrace – and provide products for – every person, regardless of gender, size, income level or skin condition. Rihanna became a billionaire thanks to her successful inclusive beauty brand, Fenty. Girlfriend Collective deserves to be celebrated for its ethical and size-inclusive brand market.
Put the C in CX. Every brand talks about putting the customer first, these brands do it in a meaningful way for the consumer, like CAMP, who has built a toy store that their customers can play in.
Niche markets. Organized markets, like Radical Girl Gang, select brands for their audience so their customers get the biggest and best products available.
Private label “Grails”. Some private labels, like Target’s Cat & Jack â¢ and Hearth & Hand â¢, have found the holy grail: better than branded products, and more affordable too. Customers love them.
Metaverse as a shopping center. These are the brands – Etherum, Discord, Bored Ape Yacht Club – that combine to digitally replicate real life. They fuel the economy of the Metaverse and various communities, and give consumers a definite purpose during their stay.
I can’t afford real life yet (CARLY). Last year’s report introduced CARLY, but the pandemic changed her a bit. She still cares about social justice, but now she identifies with what she buys. She still doesn’t have a lot of money, but she’ll fall for a non-sexist handbag from Telfar.
The art of performance as a business. These brands take advantage of the absurd to make their voices heard and their operators are divided into three operating modes: artists, authors and anarchists. The perfect example of this category: Elon Musk, The PT Barnum of performance art.
Well-being. Well-being continues to take center stage in our psyche, but the category is expanding to new horizons. Alma’s Marketplace makes it easy for people to find mental health services, while Apple fights child pornography. Walmart is launching health clinics in thousands of its hypermarkets and doing more to ensure consumers have access to health care than all of our politicians put together.
âCustomer expectations before the pandemic were focused on speed of delivery and brand promise. Today, as we face supply chain and inventory challenges, we see that customer expectations are focused on price and availability, âsaid Brian Lange, co-founder of Future Commerce . .
Create nine by nine
To create this report, Future Commerce researched a wide range of diverse thinkers, founders, builders and innovators. In partnership with market research firm Method + Mode and the Future Commerce Expert Network (which includes operators of brands like Tapestry, Clorox, Starbucks, Disney, SC Johnson and Wayfair), billions of consumer signals via the networks social media were extracted using Surge.ai, and dozens of operators interviewed, and together a framework was created that not only assesses the effectiveness of a brand’s ability to change the world, but helps to discover emerging brands that are working hard to build a better future.
Nine by nine is available for immediate download, free of charge. Download now at www.ninebynine.report
About future trade
Future Commerce is a media company dedicated to discovering and exchanging ideas that lead to future-altering results for us and the world around us. We deliver a vertically oriented podcast specific to the retail world trusted by nearly 20,000 people each month, along with programming focused on many verticals, with a single voice and a diverse group of contributors, views and opinions that millions of people trust. . Learn more at www.futurecommerce.fm.
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