Episode #100
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 matter the channel, no matter the product, all three agree that trust is the most important factor to build in your brand, even as consumers increasingly research products across multiple platforms before making purchases. This conversation isn’t all data. The hosts engage Erika in an honest discussion about what it takes for brands to succeed in today's omni-channel environment, highlighting the need for authentic influencer partnerships to the critical need for basic brand readiness (yes, including having ingredient lists on your website!) If you’re a supplement brand strategizing your next move, a retailer wondering how to compete with digital channels or simply curious about where the industry is headed, this episode breaks down the daunting topic with our hosts' signature blend of expertise and personality. Plus, you'll finally understand the difference between having a TikTok presence and actually selling on TikTok Shop—a distinction that's more important than you might think. Enjoy our vodcasts here or on YouTube . Prefer to tune in via podcast? Join us on Spotify or Apple Podcasts . Thank you to our sponsor GnuSante . In this episode: 0:35 – Lip balm round robin: Does tallow on your lips count as protein? 4:34 – Do we need to reconsider how we talk about ‘channel strategy’? 6:27 – Thank you to our sponsor GnuSante. 7:21 – Erika describes the ‘halo effect’ and how it impacts different channels. 9:00 – The channel of discovery is not always the channel of purchase. 9:15 – Trust and education is a highlight of the natural channel. 13:00 – Breaking down when in-store shopping is preferred. 14:50 – Tips for brands to create a positive experience across channels 15:35 – We can’t forget about foundational experiences online. 16: 42 – Brands should lean into trust and transparency amidst the influx of brands unprepared to enter the market. 18:55 – Supplement companies are becoming more intentional and dialing into who their consumers are. 20:28 – Many brands that began in the practitioner channel are seeing growth now that they’re moving to ecommerce. 23:21 – Erika’s take on the natural and specialty channel’s current trajectory. 25:29 – Accessibility of practitioner brands on and e-commerce brands is helping them grow. 26:30 – Consumers are seeking out all types of support, which shifts spending dynamics into different channels. 28:00 – Having a TikTok account is different than having a product listed on TikTok Shop; both are valid, but with different goals. 28:40 – TikTok Shop owns the social commerce selling space. 29:56 – Subscribe to NFM for more retail-focused insights and reporting. 31:32 – Erika answers: Should your brand be on TikTok Shop? 32:17 – Utilizing creators instead can be a powerful growth driver for brands wanting to improve their social presence. 34:50 – There’s a huge opportunity in dollars when utilizing TikTok shop. 35:39 – It all comes back to trust, no matter the platform you’re on.
