In this episode of Retail Disrupted, host Natalie Berg speaks with Susannah Schofield OBE, Director General of the Direct Selling Association, on why people still buy from people, and what retail can learn from direct selling as AI rapidly changes discovery.
They discuss trust, community-led selling and personal recommendations, plus how social commerce and live shopping fit into today's discovery feed.
CHAPTERS
00:00 - Why Community Sets Brands Apart When Everyone Has AI
03:33 - What Direct Selling Looks Like Today
07:18 - Why Social Commerce Is Changing How People Discover Brands
10:06 - Is AI Eroding Consumer Trust?
20:34 - Is Live Shopping Just QVC With More Authenticity?
26:22 - Where Direct Selling Is Headed Next
ABOUT OUR GUEST
Susannah Schofield OBE is the Director General of the Direct Selling Association, the industry body for direct-to-consumer (D2C) retail in the UK. Prior to her appointment as leader of the Association, Susannah spent 18 years at Royal Mail, culminating in her holding the Board-level role of Commercial & Innovation Director, where she led a team of 300.
A passionate advocate for women and young people in business, Susannah was awarded an OBE for her work in this area in the 2015 Queen’s Honours List. She continues to champion women in business, and is a regular speaker on the importance of flexible working and portfolio careers. As well as being a published author (of business strategy book Mind the Gap), Susannah has lectured for The University of Kent and City, University of London, and also served as an advisor to the Department for Business, Innovation and Skills (BIS).
ABOUT THE PODCAST
🎙️ Retail Disrupted is an award-winning Top 5% Global Podcast. Every week, retail analyst Natalie Berg speaks with the leaders and disruptors shaping the future of retail.
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