“Direct With Consumer”: The Power Dynamic Shift from Brand to Consumer

Welcome to Season 3! Infinite Shelf is back and Orchid Bertelsen, Chief Operating Officer at Common Thread Collective, is joining Ingrid as co-host this season, and there is much to discuss this season. What do we do with DTC next? What is that balance between making it feel like you have a dialog with your consumers and you're connected to your consumers, but ultimately, as the brand, being the expert and the one making the curated decisions? How do we go forward from here? Listen now!

Not Your Mom’s Private Label

• {00:08:22} “There is no DTC without social media, and there would never have been. They complement each other. They enable each other to exist.” - Ingrid
• {00:012:06} “The combination of social media and DTC really inherently sparked the change in power dynamics between brand and consumer.” - Orchid
• {00:019:21} “One of the biggest threats to DTC is private label.” - Orchid
• {00:023:10} “In terms of power dynamics in this new world where we don't have this laser focus on DTC, DTC does not equal eCommerce. DTC is a subset of that.” - Orchid
• {00:025:08} “DTC graduated to not just being a sales channel, but being a brand ethos or a marketing strategy. And I'll be the first person to admit how important that is while at the same time, out of the other end of my mouth, I'm going to say not every brand needs to touch your heart.” - Ingrid
• {00:029:42} “The people that are going to have these more successful businesses, omnichannel going forward, are the ones that just are constantly innovating. They're making their in-store experience better. They're making their online presence better. They're improving their products. And I think that's a beautiful thing.” - Ingrid
• {00:031:30} “The tide has receded. What you're seeing now is that the strongest, most holistic thinking brands will win when they view every channel as a lever that they can pull. The smartest business people who balance business and experience will win.” - Orchid

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• Want to hear more? Check out past episodes here
• Love your new co-host? Check her out on LinkedIn
• Check out other Future Commerce podcasts

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