In episode 185 of Total Retail Talks, Executive Editor Joe Keenan interviews Zak Normandin, founder and CEO of Iris Nova, parent company of innovative beverage brand Dirty Lemon, which sells it products via a direct-to-consumer conversational commerce model. Normandin addresses retail and grocery/CPG industry disruption, the future of text messaging as a commerce channel, and why Dirty Lemon is investing in brick-and-mortar retail stores as a growth channel.