Guess We Doin’ “Omnimodal” Now?
Welcome to Friday, futurists.
Before we get to our selection of the biggest news of the week, we have to address the singularity in the room: Shopify hired a physicist as its new CTO.
OK, OK. While Mikhail Parakhin has a Master’s degree in (checks notes)... High Energy Particle Beams… it’s his work at AI startup (and would-be ‘Google Killer’) Perplexity, and formerly Bing AI, that signals the futureproof intent of Shopify’s newest executive hire…
🚨🚨Speaking of AI, our VISIONS Summit: Los Angeles lineup is looking incredible. Leaders from AI Los Angeles, UTA, and cultural insights experts like Linda Ong of Cultique will be sharing at the Summit.
Tickets are selling fast. Register today at futurecommerce.com/visions and save 20% on your ticket with a Future Commerce Plus membership.
“Guess We Doin’ Omnimodal Now”
“We need another buzzword like we need a hole in the head,” is how my post on LinkedIn began. Yes, and, new terminology emerges when our old paradigms fail us.
“Omnimodal” is the latest buzzword. But what does it mean?
First, a primer: consumers are spending time in algorithmic channels with infinite, contextual, content. They tweak, tune, and refine these algorithms through implicit, and explicit, behaviors. Swipe away, like, dislike, negative comments, shares; all signals of fascination or disdain.
As we prepare for new consumer futures, we are going to see these new modes of search and discovery evolve into concrete customer expectations.
In fact, some are already happening.
In our newest research, “New Modes”, we had consumers report that there are algorithmic media channels (like TikTok) and non-commerce media channels (like Pinterest and Twitch) that are vital to their shopping journey, even if they don’t frequent them on a monthly basis. Platforms like Twitch and Pinterest are both grossly overlooked by the thought leader industrial complex as part of the consumer journey.
This shift represents new modalities of user control:
- Context over channels
- Intent over segment
- Streams over search
The “omni” in omnimodal signifies a future-first mindset in planning for the new, contextual, customer expectation.
Read more about the ‘omnimodal’ retailer in our newest research, out today today at futurecommerce.com/newmodes
— Phillip
P.S. Fall Fun at Future Commerce. This week on the podcast, we’re walking through the fall lineup; new columns, new podcast launches, and new research. Listen through the new lineup over on Spotify or Apple.
Reimagined Retro. Mattel collaborates with the makers of Nokia to launch a Barbie-themed flip phone priced at $130. This device, true to the nostalgic charm, focuses solely on texting and calling, greeting users with a cheerful "Hi Barbie" upon powering up.
Atemporal Zine Launch: The zine launch ‘Atemporal’ by domingob showcases a blend of artistic and identity exploration. Friend of the pod and Executive Director of Strategy at dotdotdash, Nick Susi, shares his essay "Multitudes of Self" as part of this visually stunning publication. Digital downloads are already available; print copies will launch in pre-order soon.
Hunch No More. Pizza Hut’s new Moving Box Table is a dual-purpose packaging design that transforms into a miniature table. This clever innovation not only provides a practical solution for those mid-move meals but also redefines what pizza packaging can do.
You Can’t Commerce the Cremated. In a quirky TikTok trend, a user cleaned a random grave, sparking widespread engagement and varied reactions, including disgust. While some hailed her for honoring the dead, others in the comments were less impressed, highlighting the often-contentious nature of covert self-promotion at the expense of the defenseless. And who’s more defenseless than the dead?
Art + Commerce: Contractors at the National Gallery’s Sainsbury Wing discovered a letter dated July 1990 from John Sainsbury (Lord Sainsbury of Preston Candover) hidden within a false column in the Sainsbury’s Wing at the storied museum. The note, buried within the building’s construction, uncannily anticipated the current demolition of false columns. Sainsbury’s is a top-4 grocer in the United Kingdom, with nearly 16% of market share.
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