Community as a Retail Differentiator

Future Commerce Podcast: eCommerce, DTC and Retail Strategy

Community-building is powering everything from product innovation to commerce platforms. In this episode we dive into how to build a community and how to do it with authenticity. Plus: how did Kanye West's Yeezy brand shape the entire footwear industry in just 5 years?

Show Notes

Main Takeaways:

• Phillip realizes that some content ages better than others.
• Retail renaissance will always be relevant.
• How does community impact the world around us?

Adidas vs Nike: Battle of the User Experience:

• Adidas cracks the Global Top 100 Brands 2018 list.

• Nike remains on the list at #29.

• According to Phillip, Nike is setting the stage for where footwear should be but is Adidas's app changing the buyer experience?

• Phillip almost buys Adidas after Nike sneaker sells out in 31 minutes.

• Adidas app seems to allow for a unique user experience, while Nike just seems like a responsive website.

• Does Adidas's unique approach to customer engagement mean they will pull ahead of Nike?

Does Brian love Kanye like Kanye loves Kanye?

• Kanye's "Yeezy" changed the footwear game forever.

• Yeezy's used to be a luxury product, but production is ramping up to over a million pairs for the upcoming sneaker.

• Kanye West's ability to be a content creator and foster community is unparalleled in the sneaker industry.

• Yeezy is the brand other brands love to copy.

• Brian is definitely a Kanye West fan.

Social Platforms and Communities:

• Reddit becomes the third most-used website behind Amazon and Youtube.

• Reddit surged ahead and surpassed Facebook.

• Facebook users seem to be all about engaging with Facebook and known social contacts.

• Reddit users create distinct communities and engage in community-based conversation.

• Commerce works in a similar structure to Reddit in terms of engagement: sharing experiences and sharing ideas.

• Magento is a great example of a "commerce-based community."

Beyond the $$: Community Building is Helping Companies Grow:

• Early adopters of the web self-organized into enthusiastic communities like dial-up BBS.

• Phillip realizes he may, in fact, be older than Brian.

• Former Payless shoe rep built XO communications by installing dial-up services in Payless stores and is successful because he focuses on community rather than company building.

• Throughout the 90's and early 2000's, companies like Microsoft and Google follow this path as well.

• Everything comes down to community building: where products are sourced, how they are made, and the ethics of the process.

Community Building Basics:

• Don't try to control the conversation or the message.

• Tell a story as a brand that fosters conversation.

• Let users engage in the conversation, and listen to feedback.

• Always be open to change and adaptation.

Examples of Community Builders: King of Pops and Bitter Southerner:

• King of Pops makes popsicles popular by setting up shop at every music festival in Atlanta in 2018.

• King of Pops create community and conversation at their popsicles stands.

• The Bitter Southerner an online opinion magazine gives a voice to opinionated southerners sick of being caricatures, with related apparel.

• Wearing Bitter Southerner apparel opens up conversations about real "southern values", and allows for community building.

• The future of branding is all about having conversations.

Retail tech is moving fast, and Future Commerce is moving faster.