This episode is brought to you by BIgCommerce

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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