TikTok Shop has
become a pivotal player in digital commerce, reshaping consumer interactions
with 'Shoppertainment', a unique blend of entertainment and commerce, to create
a dynamic platform where businesses of all sizes thrive. With a focus on
innovation, TikTok Shop has continually evolved its offerings to meet the
diverse needs of brands and consumers.
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| Niks Fojas, Category Lead for Food & Beverage/FMCG at TikTok Shop |
"At TikTok
Shop, we're dedicated to empowering businesses to succeed in the digital world.
Our platform combines entertainment and commerce to create a lively space where
brands of all sizes can connect with consumers. By continuously evolving and
listening to our community's needs, we're shaping a more engaging and inclusive
online shopping experience," shared Niks Fojas, Category Lead for Food
& Beverage/FMCG at TikTok Shop.
Nestlé's
Utilization of TikTok Shop's ACE Indicator System: A Success Story
Nestlé, a global
leader in the food and beverage industry, exemplifies the success achievable
through TikTok Shop's innovative framework. During the 4.4 Summer Saya
Campaign, Nestlé experienced a significant surge, emerging as the top brand in
the Food and Beverage category with a 50% uplift in orders. According to
Nestlé, this growth is attributed to the brand's strategic implementation of
TikTok Shop's ACE (Assortment, Content, and Empowerment) indicator system.
"Partnering
with TikTok Shop has allowed us to tap into the pulse of consumer trends in the
food & beverage industry. By embracing innovation and leveraging TikTok
Shop's platform, we've connected with our audience and elevated the shopping
experience for food and beverage enthusiasts. This partnership underscores
Nestlé's dedication to staying at the forefront of digital commerce, enriching
the way people experience and enjoy our products," said Stephanie Sy, Head
of Digital Transformation at Nestlé.
Central to Nestlé's
strategy was optimizing its presence on TikTok Shop to highlight promotions and
campaign-exclusive products. This focus on Assortment optimization yielded
significant growth metrics, including a notable 41% increase in Search GMV and
a 5% growth in Showcase GMV.
Nestlé's content
strategy also played a pivotal role in engaging consumers and driving purchase
intent. By hosting extended self-live sessions, the brand created immersive
shopping experiences, leading to a 66% increase in self-live GMV and a
substantial 137% increase in orders. Collaborations with key opinion leaders
(KOLs) and multi-channel network (MCN) affiliates further bolstered Nestlé's
brand presence, resulting in a 15% increase in the number of creators and a
substantial 45% increase in Affiliate Stock Keeping Unit (SKU) orders.
Additionally,
empowering creators and maximizing Shop Ads were key components of Nestlé's
success strategy. Thematic brand campaigns like the Nestle March Mega Sale
resonated with consumers, resulting in a +240.75% uplift in Return on
Advertising Spend (ROAS) and a +520% surge in daily live GMV.
As Nestlé continues
to leverage the features of TikTok Shop's ecosystem, it highlights the
platform's evolving role in shaping social commerce dynamics. Through collaborative
efforts and strategic initiatives, this partnership signifies a step forward in
enhancing the online retail experience, demonstrating TikTok Shop's potential
for growth and innovation.
"TikTok Shop
serves as a dynamic marketplace where brands like Nestlé can truly innovate and
connect with consumers on a deeper level," added Fojas. "Our
collaborative efforts with Nestlé showcase the power of engaging content and
strategic initiatives, driving tangible results and fostering authentic
brand-consumer relationships in the digital realm."
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