William Hogben

CEO, FutureProof Retail

William Hogben is cofounder and CEO of FutureProof Retail. Prior to FutureProof William designed, developed and produced mobile apps. His first app was one of the 500 that launched the App Store. His apps have been featured in the New York Times, #1 in Entertainment, Best in Category at CES, and tweeted by Zuckerberg.

FutureProof Retail, started in 2013 by an experienced team of app developers (and impatient shoppers), brings a unique focus on ease of use to self-service systems.

The whole FutureProof team has deep experience in creating mobile & enterprise software applications. Our prior work experience includes the creation of branded mobile applications for Fortune 500 companies and sophisticated enterprise-class SAAS applications.

FutureProof Retail is a privately funded company with offices in New York. Our operations team is able to deploy locally to help your IT staff integrate your system.

  • Posted on: 05/15/2019

    Is Apple’s App Store a monopoly?

    I have been an app developer on the App Store since the day it launched, and now more than 30 apps later I haven't spotted any signs of them trying to influence app prices higher. They've always charged the same 30% to everyone since the beginning. I also publish on the Play Store and see no noticeable difference between the two in regards to pricing.
  • Posted on: 05/09/2019

    Are machine learning and AI the path to enhanced personalization?

    Machine learning and crowdsourcing/community building are the only scalable paths to personalization and both take considerable startup investment.
  • Posted on: 03/28/2019

    Is Dick’s making the right move by bringing its software development in-house?

    Dicks' current software vendors should take this as a wakeup call - Dick's would rather reinvent the wheel than use yours!
  • Posted on: 02/17/2019

    Will Google’s modular tech change how consumers buy smartphones?

    Did computers go modular? Do you cobble together your laptop from a bunch of parts? No, it's an inefficient way to design a nice system -- each part now needs to be adjusted to fit a more specific form factor, the system can't be as optimized or efficient as a whole when the components are swappable.
  • Posted on: 02/08/2019

    Are ‘spiritual’ brands more marketable than ever?

    The word "spiritual" is an empty vessel in practice - it conveys no specific meaning instead each consumer imagines their own interpretation. It's like salt, sprinkle it on any product name to add some flavor.
  • Posted on: 01/31/2019

    Social media responsiveness builds Millennial loyalty

    I think this is a subset of “responsiveness builds loyalty” or the inverse, ignoring people makes them not like you. Retailers shouldn’t worry about responsiveness to Millennials or on social media specifically, they need to be responding to customers wherever and however the customer reaches out.
  • Posted on: 08/29/2018

    Amazon’s warehouse workers become social cheerleaders

    It's not a fair game, but with so many players trying to shape the conversation online, it's not unexpected either. We can't control what makes it online, so the best bet is to make sure you, your friends and your kids understand the way online conversation shaping works and can apply critical thinking and skepticism.
  • Posted on: 08/22/2018

    Top reasons consumer data quality is failing retailers

    The solution is to test a list before you buy it. Got 100,000 customers on the list you want to buy? Get a sample of a few hundred and try it out. Anyone who won't offer a sample knows their list is dirty.
  • Posted on: 08/20/2018

    Are stock-up grocery trips becoming a thing of the past?

    Convenience stores are hitting grocery stores hard - for smaller trips it's nicer not to have to wait in line! Grocery stores and big box operators don't need smaller store concepts, they need more convenient ones - and mobile checkout/Amazon Go-type initiatives are the way forward there.
  • Posted on: 08/02/2018

    Who in retailing’s c-suites should drive customer experience?

    The biggest problem isn't what department owns CX, it's whether they can get the required inter-departmental cooperation to achieve it. CX can't be silo'd because it happens online, in-app, in-store and at home with the packaging. It's multidisciplinary, and it's about empathy - two traits retailers need to prioritize if they care about customer experience.
  • Posted on: 07/27/2018

    Can store associates do anything about rude customers?

    To quote Marcus Aurelius: "Tell yourself: The people I deal with today will be meddling, arrogant, dishonest, jealous, and surly. They are like this because they can’t tell good from evil. But I have seen the beauty of good, and the ugliness of evil, and have recognized that the wrongdoer has a nature related to my own -- not of the same blood or birth, but the same mind, and possessing a share of the divine. And so none of them can hurt me. No one can implicate me in ugliness."
  • Posted on: 07/26/2018

    7-Eleven franchisees have to pay up to stay in business

    Raising franchise prices makes sense if they re-invest that in capabilities that help all franchisees. If 7-Eleven does a good job of communicating the specific benefits they will use these funds to bring to owners, I believe they can be seen more positively. Retailers need to invest in transformation now, and that costs money. If they don't raise the fees, but see their relevance decline over the next 5 years, that wouldn't be an improvement.
  • Posted on: 07/02/2018

    Will California’s new privacy law set the standard for data protection?

    There's no harm in these laws -- they simply require you to get customer opt-in, which is an ethical requirement whether it's legal or not. The retailers who complain the most about this make me uneasy joining their loyalty programs -- sounds like they're selling my data to lists, etc. These privacy protections don't even go as far as GDPR, which are excellent protections, and many tech companies today that need to support GDPR in EU are supporting it wholesale in the US as well. Retailers who are concerned about this should channel that concern into writing nice, clear value propositions to their customers: this is what you will get if you grant access to your data. Ultimately, this will improve consumer trust and relationships -- at least among those companies that decide the customer's right to control their data is part of putting their customers first.
  • Posted on: 06/25/2018

    Dollar General pilots scan & go tech

    Hi Steve, As a provider of mobile self scanning solutions, I can speak to whether shoppers are more likely to use it for small purchases. The surprising answer is: No. In all of our stores, grocery, micro market, stadium and fashion verticals, the average shopping basket in dollars and items is the same or greater than without mobile self scanning. In fact, we often see people on very large shopping trips preferring mobile self scanning because they get to track their total before the checkout: useful when you're buying $400 worth of groceries for the week!
  • Posted on: 06/25/2018

    Dollar General pilots scan & go tech

    Brandon I agree with you in the short term, that mobile checkout is not a game changer. However, I think it will become a game changer -- because it encourages shoppers to adopt the retailer's app -- bringing the retailer into their pocket wherever they go. This is key to improving marketing, ecommerce, communications and customer service, you name it. Without a good reason to engage shoppers on their phones, brick and mortar retailers will struggle to gain their shoppers' attention!

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