Funnels can change in the same way that ad creative is more personalized and targeted, and it's really hard to reproduce what ad creative looks like for you and for me because we are fundamentally different people. What if the funnel was also something that was truly dynamic and related more to who the person is or what the ad creative was that brought you there? That's what FERMÀT Commerce does. In this last episode of Season 3 of Decoded, Phillip sits with Rishabh Jain and Rabah Rahil from FERMÀT, live at South by Southwest, to discuss what the future of ecommerce can look like now that FERMÀT is a part of it. “People buy through content.”{00:11:59} - “A lot of times what we think about when we think about data associated with the person, we think about things that are immutable. But candidly, you and I have different expectations, and we want different things depending on the context that we're in. And so you're going to have to have the data on all of that context and actually meet the person in that context.” - Rishabh{00:19:57} - “We need the right friction in the right place so that people actually use their brains. When people don't use their brains, then all kinds of weird things happen, like chargebacks or nasty reviews. We have buyer's remorse. There are things that happen when it's too slippery. Need a little bit of friction. The right kind.” - Phillip{0025:08}} - “If you're really happy with your brand, where you are, what you're doing, don't play around in the main house. Go party again with these constellation sites and don't mess around with returning customer revenue, with your brand equity. Go explore in these other ways that are really value-generative, but really derisk the things that you want to because a redesign is almost always going to lower your conversion rate.” - Rabah{00:22:45} - “When you're in the middle, you have to be able to send value to everybody in the ecosystem. And that's how, as a company, you end up growing. And that's also sort of like I mean, it's a more fun way to build business also, just to be totally candid.” - RishabhAssociated Links:Learn more about FERMÀTHave you checked out our YouTube channel yet?Subscribe to Insiders and The Senses to read more about what we are witnessing in commerce.Listen to our other episodes of Future Commerce Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.