Ingrid Millman Cordy returns to Future Commerce after her transition from Nestle Health Science to Chief Marketing Officer at HigherDose, where she's transforming infrared therapy and biohacking technologies into accessible wellness lifestyle products for everyone. Phillip, Brian, and Ingrid explore the intersection of intuitive wellness practices with data-driven marketing, the evolution of brand spirituality, and how premium wellness brands are finding their place between science and the metaphysical.

• Intuition Over Analytics: HigherDOSE allocates 15% to 20% of its budget towards experimental campaigns, balancing performance metrics with gut-driven brand decisions like Manhattan truck wraps
• Science Meets Spirit: The brand combines NASA-developed technologies with frequency-based wellness, hiring team members who have both data analysis skills and Reiki training
• Premium Democratization: At-home biohacking devices prove more cost-effective than recurring spa treatments, making exclusive wellness technologies accessible for daily use
• Post-Data Wellness: Consumers’ shift from tracking-obsessed biohacking toward intuitive, feeling-based self-care reflects a broader cultural movement that the brand embraces
• [15:24] "We take a much more intuitive approach to wellness. I think the masculine biohacking world is very much about tracking your statistics and measurement... But we are trying more and more to relearn this type of methodology so it’s a lot more in tune with what we need." -- Ingrid
• [42:02] "The beauty of HigherDOSE is that we are actually where science meets the woo, right? There is tons and tons of scientific evidence that's been studied about the technologies that we sell." -- Ingrid
• [27:25] "It's funny to take a premium––really, frankly, elitist––brand and call it democratizing. But I agree. I think there's a lot of democratizing qualities about HigherDOSE." -- Ingrid
• [30:05] "When user-generated content started becoming popular, I was very deep in my premium luxury fashion and beauty headspace, where I was a late adopter. And I called it LGC, loser-generated content." -- Ingrid

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While everyone obsesses over AI shopping assistants, the real commerce transformation is happening in other spaces. Steve Norris from Logicbroker unpacks how Gen Alpha's $67 weekly spending habits, Roblox's 380 million users, and agentic tools are forcing retailers to reshape their operational backbones.

• Loyalty has evolved from transactional to operational - Modern consumers demand authentic brand experiences over points and discounts, rewarding companies that consistently deliver on their stated values
• The supply chain is the overlooked frontier - While everyone focuses on AI shopping assistants, the transformative opportunity lies in agentic order routing, returns processing, and risk scoring
• Inventory visibility remains the ultimate blocker - Real-time visibility across distribution centers, stores, and supplier networks is still the foundational challenge preventing true omnichannel success
• "There are people that are buying now that aren't humans... That's just a weird statement when you say that out loud." - Steve Norris
• "We're moving from this transactional loyalty to more of this operational loyalty... which is like a brand's ability to be able to flawlessly execute on their position and their story." - Steve Norris
• "I used to hand-code web pages in Notepad.exe... I think we're in the notepad.exe stage of AI." - Phillip Jackson

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Klaviyo has become the de facto personal CRM for eCommerce. Ben Jackson, Managing Director for EMEA, joins us to unpack how brands move beyond campaign calendars into relationship-building at scale. We get into rocketship growth, why attribution is still broken, and how Castore’s multi-instance CRM model points to a future where both/and thinking beats false trade-offs.

• The marketer's identity crisis: Evolving from channel specialists to customer relationship managers orchestrating holistic experiences.
• Scale meets personalization: Castore manages 32 Klaviyo instances while maintaining intimate relationships through strategic automation.
• Attribution's cultural revolution: How brands are moving beyond "either/or" to "both/and" so they can measure immediate performance while building long-term value.
• Channel affinity intelligence: AI identifies not just preferred channels, but optimal timing to eliminate fatigue.
• "There's not many brands that you would get tattooed on yourself. But if you're a sports fan, if you're a supporter of a national team or a football club... that means you really care about the experience you have with that brand." - Ben Jackson on Castore's passionate customer base
• "Rather than our reliance being quite heavy on sending out a load of email blasts to try and tick revenue targets... Let's tell those stories. Let's give the customer who we know is already incredibly passionate a reason to be loyal." - Max Holland (Castore) on content-driven relationship building
• "If you're just following the data, you're following the past. If you're following the competition, you're following what everybody else has done, and it's really difficult to differentiate if you're gonna do that." - Ben Jackson on creative marketing philosophy
• "Some of the impact you have as a marketer today, typically you take credit for the success in that moment. But some of it is about building that brand, building that customer experience... that doesn't just last for that point of one transaction. It kind of lasts over years." - Ben Jackson on long-term value thinking

• Castore - Athletic wear brand managing 32 Klaviyo instances for partner teams and clubs
• Rory Sutherland - Behavioral economist discussing explore/exploit marketing philosophy
• K London - Klaviyo's European conference with 1,500 attendees and waiting list

• Check out Future Commerce on YouTube
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• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
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Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!