WWD Digital Beauty Forum: Iris Nova’s Zak Normandin on Selling Via SMS

Zak Normandin has some ideas about the future of commerce. The founder and chief executive officer of Iris Nova is building his portfolio of wellness beverage brands outside the constraints of traditional retail. For starters, there’s c-commerce — or, conversational commerce, which Normandin predicts will someday replace e-commerce as the platform of choice on which consumers will prefer to buy products from brands they love. Iris Nova’s direct-to-consumer collagen water brand Dirty Lemon counts over 90 percent of its sales as happening over SMS, on a proprietary tech platform that allows consumers to order and reorder beverages directly from the brand over text. “We knew that if we were going direct-to-consumer we’d need a technology component that would allow consumers to place orders for product, but also to reorder at any time,” said Normandin, of the brand’s 2015 launch. “That’s something traditional e-commerce infrastructure didn’t allow for.” Zak Normandin  Patrick MacLeod for WWD Thanks to on-demand delivery apps such as Postmates and services such as Amazon Prime Now, consumers have become used to instant gratification when it comes to purchases, said Normandin — and he doesn’t think that is going away. “We’re pairing this idea of being able to get things when you want them with

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