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Good morning,
It’s hard to believe that TikTok Shops launched only a year ago and has already become a powerful player in the ecommerce landscape.
Now that its one-year anniversary is fast approaching, we’re taking a look at how big brands like Coca-Cola, PacSun, and Benefit Cosmetics have leveraged the platform to connect with younger consumers and increase sales.
Let’s get to it!
Here’s what you’ll find in today’s DTC:
🎉 We look at how major brands are leveraging TikTok Shops to rake in sales using these creative tactics.
🥥 Why protein bar brand ALOHA’s pop-up design works so well for email segmentation.
💡 And…learn how including this one feature on your PDPs can increase purchase intent by 30%!
You’re reading this newsletter along with new subscribers from: El Rayo Tequila, Jack Allen’s Kitchen, and People’s Choice Beef Jerky. 👋
👀 10 Omnichannel Tactics To Stand Out This BFCM
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🥥 WHY ALOHA’S Pop-Up Does An Excellent Job Of Capturing Customer Intent
Let’s face it: many site pop-ups are 💩
The offer can be unclear, there’s a mismatch between the CTA and what the user REALLY wants or triggers at the wrong time.
However, the Pilothouse team found a stellar pop-up that’s worth looking into. 🔍
Aloha is a brand that sells plant-based protein bars and you can tell that the thinking behind this pop-up just makes sense.
Why this works:
Let’s break it down into two parts.
It answers the why: It’s clear what the users get out of signing up. The offer is strong 15%. The full-screen layout renders well on mobile.
But they take it one step further.
Below they also ask visitors what they are interested in, which helps prime the customer to buy.
To click is low effort, and now Aloha has a crucial data point to use for email segmentation.
You can apply this same design to other niches like jewelry (e.g., What are you interested in? Necklaces, Sets, Earrings, Rings) and send more targeted messaging later on to improve conversions.
Test this out to level up your email segmentation strategy and see if this helps with your online sales!
🎉 Are You Planning To Use TikTok Shops for Q4?
While the TikTok U.S. ban may still happen in 2025, the app continues to experience incredible growth in brand engagement, especially with Gen Z consumers who use the hashtag #TikTokMadeMeBuyIt to show how the platform has influenced their purchasing decisions.
In 2023 alone, TikTok Shops generated over $11 billion in gross merchandise volume, with beauty and personal care accounting for 22.5% of that total.
And the repeat purchase rate is growing.
Let's dive into the stats 👇
As we approach TikTok Shops' one-year anniversary and the platform matures, brands can potentially reach more new customers by leveraging this tool.
So how do you increase sales on TikTok Shops? Let's look at creative tactics used by three major brands that invested heavily and have seen great results.
1️⃣ PacSun’s Discounting Strategy
This apparel brand is one of the top stores on TikTok Shops. How? By offering thousands of items at 30 to 50% off for customers seeking a good deal.
👉 They leverage TikTok Live Shopping to promote discounts which encourages affiliates to spread the word and post try-on videos to fuel excitement.
2️⃣ Benefit Cosmetics and Exclusivity
The cosmetic brand has been actively using TikTok Shops for the past year and hosts regular live streams with huge viewerships.
👉 The brand released their Fan Fest mascara on TikTok Shop exclusively for the first 48 hours and promoted it on live stream before making it available on other platforms.
They also promoted their collaboration with Scrub Daddy on TikTok Shops first to build buzz.
3️⃣ Coca-Cola Leverages TikTok Trends
The brand launched its new raspberry-flavored beverage Happy Tears Zero Sugar on TikTok Shops and quickly sold out in just a few hours.
👉 The brand teamed up with TikTok creators to spread the word with unboxing videos. The ‘hype kits’ included branded merch and the new drink.
Since the soda was launched on Random Acts of Kindness Day, Coca-Cola also encouraged influencers to film themselves completing random acts of kindness for the campaign, which leans into one of the platform's most popular trends, #Hopecore.
The takeaway?
Take advantage of exploring TikTok Shops as Q4 approaches.
This could be an integral part of your BFCM campaign to reach more Gen Z consumers and build trust with customers willing to repurchase.
Do you plan on using TikTok Shops as part of your BFCM strategy?
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🌐 IN THE SOCIAL SPHERE
Did you know adding this feature to your PDP page can help with conversions?
A report revealed that showing how many customers viewed a product can motivate more customers to add an item to their cart.
Something worth testing out before we head into Q4!
📅 MARKETING EVENTS
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🗓 Sept 6. 📍🇨🇦 Toronto, Canada. 🏢 Conference. 💰 FREE-$5000
C-Suite Mastermind - An exclusive, intimate event for 50 DTC brand founders and executives, featuring mentor-led presentations, panels, and workshops focused on growth strategies, performance marketing, and brand scaling, combined with unique networking and coastal activities.
🗓 Sept 18-19. 📍🇨🇦 Victoria, BC. 🏢 Conference. 💰$1,995
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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.
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