Contextual Commerce Explained: How Retail “Runs on iOS”

Unified commerce is everywhere — but Pim Vijftigschild (Chief Commercial & Partner Officer at New Black) argues the next wave is bigger: contextual commerce.

In this episode, we break down what “contextual” actually means in retail: capturing the interaction that leads to the transaction, rebuilding the “black book” level of customer understanding, and why most enterprise retail architectures (and RFPs) are stuck in the past.

We also get into why modern retail transformation is 15% technology and 85% courage, how retailers get trapped in Frankenstacks and “best-of-breed” RFP thinking, and why click & collect became the wake-up call for legacy systems.

Plus: a look at New Black’s NRF plans, including iOS Avenue (a live store experience built with an ecosystem of partners) and a world tour concept designed to help retailers bring NRF inspiration back home and translate vision into execution.

What you’ll learn:

How to convert any interaction into a transaction

Why retail tech stacks must shift from an enterprise pyramid to a customer-first funnel

The hidden failure in best-of-breed RFPs (and what’s missing)

Why “open heart surgery” is the right metaphor for POS change

How brand communities move from one-way “clienteling” to two-way belonging

Guest: Pim Vijftigschild, Chief Commercial & Partner Officer, New Black Topic: Contextual commerce, retail transformation, platform strategy, communities, NRF

📌 If you’re evaluating unified commerce, POS modernization, OMS, or trying to escape a fragmented stack — this is the conversation to listen to.

💬 JOIN THE CONVERSATION Which trend discussed today do you think will impact the industry most? Let us know in the comments below!

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