Brandless, the direct-to-consumer startup that sells most of its organic, non-GMO “better for you” products for just $3 each, is beginning to test pop-ups and “spaces and places in real life,” as CEO and co-founder Tina Sharkey said in a keynote at NRF 2019: Retail’s Big Show earlier this year.
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Sharkey emphasized the importance of direct relationships when building a brand. “The path to purchase is way less important than the path to passion,” she said, noting that meaningful relationships are cultivated after a purchase, not simply to get new customers in the funnel.
Brandless nurtures its community through conversations, collaboration and personal interactions with customers.
“Our brand is about a community that’s steeped in kindness and truth and trust and transparency, and this is how you build relationships," she said. “By connecting people and making it happen.”
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