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On Tuesday, May 21, 2024, New York City was abuzz with excitement as some of the brightest minds in commerce and marketing gathered for BRAVE COMMERCE Live, an event hosted by the teams at MikMak and Profitero behind the popular BRAVE COMMERCE Podcast. This remarkable meeting of industry leaders was a celebration of innovation, growth, and the evolving landscape of commerce. Now, the entire content library from the event is available on-demand, offering invaluable insights for those looking to stay ahead in the ever-changing world of commerce.
Embracing the New Era of Commerce
The journey of commerce has been nothing short of revolutionary. From traditional in-store experiences to the dynamic world of online shopping and the rise of social commerce, the landscape has continually evolved. Today, consumers are more engaged, dynamic, and digitally influenced than ever before, ushering in a new era of intelligent commerce. BRAVE COMMERCE Live was designed to prepare industry leaders for this new era, equipping them with the strategies and insights needed to transcend boundaries and keep pace with ever-changing consumer behaviors.
Rachel Tipograph, Founder and CEO of MikMak, and Sarah Hofstetter, President of Profitero, hosted the event. Both are co-hosts of the BRAVE COMMERCE podcast and well-respected figures in the commerce world. Their vision and expertise set the stage for a series of compelling sessions that challenged attendees to think boldly and embrace innovative approaches.
Top Sessions to Have on Your Radar as A Commerce or Marketing Professional
All of the BRAVE COMMERCE Live sessions provided thought-provoking and insightful conversation to the stage. Here are just a few of the most popular sessions we recommend watching first:
Hosts’ Welcome
Over the years, BRAVE COMMERCE hosts Rachel Tipograph and Sarah Hofstetter have made it a point to focus on the experiences and stories of their guests, and not themselves. As a result, they have never used this platform to highlight the work they do in their day-to-day roles: Tipograph as the founder and CEO of consumer analytics firm MikMak, and Hofstetter as president of eCommerce intelligence firm Profitero.
To set the stage for the event, Rachel and Sarah shared the professional wisdom they bring to their work every day, and spoke on the latest industry insights and what to expect in the new Era of Intelligent Commerce.
Key Takeaways:
- The consumer is more digitally connected than ever before—8 in 10 consumers say retail purchases are influenced by digital touchpoints.
- 66 percent of traffic comes from Social, and the majority of that is from Meta.
- Amazon is losing against Walmart when it comes to grocery, with a 50% decline in Amazon grocery traffic in the past 90 days.
- There is a clear trend of shrinking basket size, but profitability remains a priority with brands reporting a 116 percent increase in a dedicated focus on pricing and promotions.
How Bravery Drives Commerce Growth
Diana Hausling, SVP, GM, Consumer Experience & Growth at Colgate-Palmolive, delivered a powerful session on the role of bravery in commerce leadership. She emphasized the importance of breaking free from conventional boundaries and embracing new technologies with a clear purpose.
Key Takeaways:
- Don’t limit yourself to pre-existing boxes for your career, department, or any aspect of your work.
- Understand the objectives behind adopting new technologies.
- Power doesn’t come from a title but from the authority and influence you wield within your organization.
Hausling’s insights resonated with attendees, highlighting the importance of courage and clarity in driving commerce growth. You can check out the recording of this session in our BRAVE COMMERCE Live Content Library here.
Keynote: The Art of Brand Building
In a captivating keynote session, celebrity entrepreneur Tia Mowry and 4U President Karima McDaniel shared the origin story of 4U by Tia, a pioneering haircare brand. Their discussion with the hosts provided a deep dive into the intricacies of building a brand from scratch and the lessons learned along the way.
Key Takeaways:
- Successful partnerships are built on trust and mutual respect.
- Aligning your community, product, and messaging is crucial for success.
- The old brand-building templates no longer suffice in meeting today’s consumer needs.
Mowry and McDaniel’s journey underscored the importance of authenticity and alignment in brand development, offering a roadmap for aspiring entrepreneurs and established brands alike.
If this session sounds interesting to you, watch the recording in our BRAVE COMMERCE Live Content Library here.
Commerce Media: Revolutionizing Consumer Engagement
Connecting with consumers has never been easier, yet it has never been more complex. This session explored how three brands are revolutionizing consumer engagement through innovative media strategies. Attendees learned about the importance of authentic relationships and the evolving role of media in commerce.
Key Takeaways:
- No matter how much data you have, the consumer should always be at the heart of your marketing strategy.
- Applying creative consumer marketing strategies to internal education can yield significant benefits.
- “Comments are the new content,” leveraging consumer feedback can drive engagement and innovation.
