Trust matters more than the channel in retail strategy
We welcome Erika Craft back to the podcast in this episode of The Natural List! Co-hosts Adrienne Smith and Jessica Rubino talk with Erika Craft about the evolving landscape of supplement retail channels. We know consumer shopping behaviors are fundamentally shifting across natural retail, e-commerce, practitioner channels and more, not to mention and the explosive growth of TikTok Shop.
In this episode, the trio examines why traditional channel silos are breaking down, and Erika shares insight into the "halo effect"—where sales in one channel drive discovery and purchases in others. No…
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