The Future of Commerce: Why Business Owners Can't Afford to Ignore McKinsey’s 'NeXT Commerce'
Date published: October 30th, 2024
Imagine this: A customer buys a pair of running shoes from your store. But instead of the relationship ending there, it’s only the beginning.
In the following days, they join a running group through your app, follow a personalized training plan you provide, book a race spot through your platform, and even consult a sports doctor you recommend.
Each of these touchpoints keeps them coming back to your brand—not just for the next pair of shoes but for a comprehensive running experience the likes of which they had never experienced before.
This is NeXT commerce, and it's redefining the way businesses interact with customers.
So, What Is NeXT Commerce?
NeXT commerce goes beyond the traditional "add-to-cart, checkout, done" model of e-commerce.
It’s about becoming a part of your customer’s lifestyle, not just their shopping habits.
As McKinsey illustrates in their diagram, e-commerce is only a fraction of what customers now expect from brands.
They don't just want products; they want experiences, community, and long-term value that extends well beyond the products themselves.
Take Nike, for example. The brand is no longer just about selling shoes and apparel. With its Nike Training Club and Nike Run Club apps, customers don’t just buy a pair of running shoes—they gain access to guided workouts, personalized training plans, and an engaged community of fellow runners.
Nike’s ecosystem extends far beyond the original transaction, making the customer feel like the brand is a partner in their fitness journey. Every time users open these apps or track their runs, Nike remains at the top of their minds, keeping customers loyal through continuous value creation for their users and customers.
This seamless blend of product and lifestyle experience is what makes NeXT Commerce an absolute game-changer.
By integrating additional services, like fitness tracking, community engagement, and expert advice, Nike is no longer just a retail brand—it’s a vital part of its customers' day-to-day lives.
Most businesses are now discovering that the right guidance makes transforming from a product provider into an integral part of their customers' lives easier.
At Words that Sell Now, we’ve seen firsthand how a well-crafted approach can turn occasional buyers into loyal customers and even brand advocates months or years after their initial purchase.
Why Should You Care? Isn’t Your Business Already Optimized For Maximum Sales Anyway?
Because your customers’ expectations have fundamentally changed—and they’re not going back.
Consumers today are no longer just buying products; they’re buying into ecosystems.
Businesses that thrive in this environment are those that recognize their customer journey is multi-dimensional.
It’s about more than just meeting a need at the moment of purchase.
It's about enriching their lives long after the transaction.
Let’s examine Peloton, an excellent example of a company that has transformed from a simple product provider into a lifestyle brand.
At first glance, Peloton seems to be just selling exercise bikes and treadmills, which are quite expensive. But customers are buying access to a world of live-streamed and on-demand fitness classes, personal trainers, and a supportive community.
Peloton has built a brand that connects people, motivates them daily, and offers much more than the base hardware.
This continuous engagement cycle ensures that Peloton customers stay loyal and engaged for months—sometimes even years—after making their initial purchase.
So what does this all mean to you since you’re not Peloton or Nike?
Well, it means businesses that focus solely on a transaction and the delivery of the product purchased lose out on building long-term, valuable relationships that can drive recurring revenue and brand loyalty.
For business owners ready to move beyond the transactional and build deeper customer relationships, having a strategic partner can save you time, effort, and money.
Rather than trying to navigate the complexities of this shift alone, a well-crafted approach can ensure you get it right the first time, preventing wasted resources, such as money or time, and unlocking growth potential far sooner.
The Power of Personalization and Connection
The key to this shift is personalization.
Businesses that offer a one-size-fits-all product are falling behind.
In contrast, those who tailor their offerings to their customers’ individual lives—through customized meal plans, relevant health apps, or access to local experts—are winning.
Starbucks is a prime example of this. Through its mobile app and rewards program, Starbucks goes beyond selling coffee.
The app offers personalized drink recommendations based on past orders, birthday rewards, and seasonal offers tailored to your preferences. This personalized connection keeps customers returning, not just for the coffee but for the convenience and feeling of being personally catered to.
The more customers use the app, the more personalized the experience becomes.
As a result, Starbucks has built a deeper emotional connection with its customer base, turning a morning coffee run into a highly customized experience.
On a smaller scale, consider Stitch Fix.
This online personal styling service uses data and algorithms alongside human stylists to send customers clothes tailored to their tastes, sizes, and preferences.
Every delivery feels curated just for the customer, creating a sense of exclusivity.
Clients feel like the service knows them personally, and constantly refining their style profile ensures each new box feels more customized than the last. This level of personalization creates a sense of connection and trust that makes it hard for customers to walk away from the brand.
The power here is clear: The more your business can integrate itself into your customers' lives in a personalized way, the more indispensable you become to them.
Personalization drives repeat purchases, fosters brand loyalty, and turns customers into life-long advocates for your business.
The Takeaway for Business Owners
NeXT commerce isn't a trend—it's the future of how customers engage with brands.
As a business owner, you must look beyond the traditional e-commerce model. Ask yourself:
How can I become a part of my customer’s ongoing journey?
What complementary services or experiences can I offer to build long-term relationships?
How can I integrate my product into a broader ecosystem that fulfills my customer’s lifestyles?
You don’t need a multi-million dollar app to replicate Starbucks’ success in building lifelong relationships.
You can engage your customers through much simpler means, like personalized emails or exclusive offers based on their preferences, and still create a strong sense of loyalty.
Even a small, local coffee shop with a minimal advertising budget and no tech-savvy employees willing to build apps can instantly apply NeXT commerce principles.
For example, you as the coffee shop owner could offer a customized coffee subscription that includes virtual brewing classes or exclusive tasting notes, host a “Barista for a Day” experience, or create rotating art and music events with local talent.
Look at Birch Coffee in New York City—they turned their small chain of shops into a community hub by creating cosy nooks with communal tables and libraries, hosting free book clubs, and encouraging customers to stay and socialize.
You could follow a similar model by fostering connections through local book or discussion groups, creating an inviting atmosphere that encourages customers to spend time in your space.
Birch Coffee even takes it further with an interactive brewing guide on its website. The guide offers detailed instructions for each type of espresso maker, helping customers recreate the perfect cup at home.
Birch Coffee’s interactive brewing guide encourages customers to engage with the brand at home, creating a shared experience and keeping the brand top of mind with each new brew.
You could also offer sustainability rewards for customers who bring reusable cups or hold seasonal coffee journeys where you introduce drinks and events inspired by different coffee-growing regions worldwide.
Even a mindfulness morning with yoga and coffee tailored to wellness goals can elevate your brand into a community hub rather than just a coffee stop.
So, What’s the Main Lesson I can Implement Today?
It’s not about resources; it’s about creativity and connection.
Businesses focusing solely on transactions miss the long-term relationships that drive recurring visits and loyalty.
Even without a high-tech app, you can be a part of your customers’ lives by creating meaningful experiences and partnerships.
If you can find creative ways to integrate these strategies into your customers’ experiences, you’ll be ready to capitalize on this profound shift in consumer culture.
While you could implement these strategies yourself, we can save you time and energy and guarantee that you will get it right the first time.
We’ve helped businesses create meaningful connections with their customers by weaving creativity, personalization, and strategic partnerships into their marketing.
The right approach can turn simple transactions into long-term relationships that inspire loyalty and growth.
Ready to Elevate Your Customer Relationships?
NeXT commerce isn’t just the future—it’s your opportunity to build deeper connections with your customers and foster lasting loyalty.
But you don’t have to navigate this journey alone.
At Words that Sell Now, we specialize in turning creative ideas into strategies that seamlessly integrate your brand into your customers' lives.
If you’re interested in achieving these future-proof results, I suggest we collaborate to fast-track the transformation of your business’s marketing efforts to align with NeXT Commerce.
Click the button at the top right of this page and fill out our customized contact form, and we’ll get in touch within 24 hours to explore how we can help you drive growth and create a loyal community around your brand.
Your next step starts today. Let’s make it one that takes all these consumer trends into account.
Best regards,
The Team at Words That Sell Now
