Social commerce is revolutionising consumer engagement, especially on platforms like TikTok.
- Retail Economics predicts the social commerce sector will double its value to £16bn by 2028.
- PUMA, guided by Rhys Harbinson, is tapping into this potential through strategic affiliate partnerships and TikTok LIVE.
- PUMA’s approach to creating compelling shoppable videos is setting a benchmark in the industry.
- The collaboration between PUMA and TikTok UK illustrates a promising model for direct-to-consumer outreach.
Social commerce is increasingly becoming a pivotal method for brands to engage with consumers directly. Platforms like TikTok are at the forefront of this change, providing avenues for interaction that go beyond traditional marketing.
According to insights from Retail Economics, the social commerce market is projected to grow significantly, reaching an estimated £16bn by 2028. This growth is driven by platforms’ ability to facilitate brand storytelling and direct consumer dialogue, enhancing personalised shopping experiences.
PUMA exemplifies successful utilisation of these platforms, with Rhys Harbinson, DTC Multichannel Manager, leading its strategic initiatives. They effectively leverage affiliate partnerships, aligning with influencers to expand their reach and influence in the market.
One of PUMA’s key strategies includes utilising TikTok LIVE, a feature that enhances consumer engagement through real-time interaction and shoppable content. This approach not only increases visibility but also drives incremental sales by integrating the shopping experience seamlessly into social engagement.
The production of shoppable videos is another area where PUMA excels. By crafting content that is both engaging and easy to shop from, they manage to attract and retain consumer interest effectively, thus setting a high standard in the industry.
The collaboration between PUMA and TikTok UK, particularly with figures like Gustavo Mondo, underscores a successful model of direct-to-consumer interaction. This partnership highlights the importance of innovative strategies in commercial success.
PUMA’s strategic engagement with social commerce on TikTok sets a compelling example for other brands to follow.
