The Trust Deficit: Brand Transparency and the New Rules of Retail

This episode is brought to you by Commerce.

In today’s market, trust isn’t just a differentiator — it’s a requirement. But proving your brand lives up to its claims? That’s where things get complicated.

In this episode of Retail Remix, host Nicole Silberstein sits down with Kimberly Shenk, Co-founder and CEO of Novi Connect, to explore how consumer trust is evolving. Drawing from her unique background as a U.S. Air Force data scientist, Kimberly shares how Novi is helping brands and retailers like Amazon, Target, Sephora and Ulta back up products’ health, safety and sustainability claims with real data — and why it matters more now than ever. Together, they discuss:

• Why traditional brand trust is no longer enough — and what’s replacing it;
• What consumers today actually care about when it comes to ESG — and how to communicate it;
• The measurable impact of verified product claims on discovery, conversion and loyalty; and
• How AI and large-language models are reshaping online merchandising in the digital age.
  
  

RELATED LINKS

• Learn more about Novi Connect’s work with retailers
• Check out the NYU Stern Sustainable Market Share Index
• Read more about shifting trust dynamics in the article from McKinsey: Consumers care about sustainability—and back it up with their wallets
• Explore trends in values-based commerce from Retail TouchPoints
• Check out past episodes of Retail Remix

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What is Retail Remix?

The rules of retail are constantly changing. Today, we're in an exciting new era where brands can differentiate through experience and use technology to connect with customers in new and exciting ways. Retail Remix is a new podcast series brought to you by Retail TouchPoints, the industry's leading source for news, insights and research for all things customer experience. Every week, we sit down with someone who is helping put a new spin on the retail experience. Hear from the top practitioners, analysts and innovators in retail, and see what new engagement opportunities await.