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DTC 631 - TikTok Shops Anniversary, ALOHA Pop up, PDP View Count Monday, August 26, 2024 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](. 👋 BFCM 👀 10 Omnichannel Tactics To Stand Out This BFCM Inboxes are BURSTING at the seams during BFCM. If you’re going status-quo and not finding new ways to stand out and engage, your messaging WILL get buried. 😕 Klaviyo’s got years of BFCM experience, and they want to help you reach your customers where and when they want to hear from you. [Their newest guide, 10 Omnichannel Tactics Proven to Drive BFCM Sales](, will give you insights on: - Smarter segmentation strategies - Sign-up form optimization for list growth - How to reach more people faster on socials with Klaviyo’s Lookalike Audience Builder - Building an impactful post-purchase journey And SO much more (think: personalization, social proof, testing, etc.). You’re prepping your campaigns, make sure you’re also prepping [the strategy to ensure they get seen](. ✅ [Read The Guide Here]( *Sponsored TIKTOK SHOPS INSIGHTS 🎉 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 👇 - By the end of 2023, [there were 500,000 TikTok Shop merchants selling to U.S. users](, double the number three months earlier. - Gen Z consumers [between 18 to 24 are 3.2x more likely]( than the average consumer to make a purchase on TikTok Shops. - More than [11% of U.S. households have purchased a product through TikTok Shops]( since its launch, and the majority of customers are repeat customers. - TikTok Shop has [a 68% market share in the social shopping industry](, while competitors like Instagram Checkout and Facebook Shop account for less than 1%. - And… [55% of TikTok users use the platform for brand and product discovery](. 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? [Yes!]( [I’m undecided]( [No, we are focusing on other platforms]( SCALE PROGRAMS 🛒 Be a Part of Someone’s Everyday Shopping Experience When your brand creates adaptive apparel for people with disabilities, it’s important your products are available in more places, to remain more accessible as a company—just like No Limbits. But being a seller in [Walmart Marketplace’s ecommerce ecosystem]( doesn’t only help boost your online presence. It also gives you access to: - 👥 Millions of online customers - 📈 Innovative programs that help you scale - 💻 Walmart’s omnichannel advantage So, open the door to opportunity like No Limbits and get started on [Walmart.com]( today. [Learn More]( *Conditions apply. *Sponsored SITE POP-UP DESIGN 🥥 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! 💸 MERGERS & ACQUISITIONS - Knowde [secures $60 million, bringing its total funding to date to $175 million](. - Linktree [acquires social media scheduling tool Plann for an undisclosed amount](. ⚡ QUICK HITS 🛒 How are your abandoned cart campaigns performing? With Poplar’s direct mail, you can get virtually 100% open rates and drive 4-6x incremental ROAS for your campaign. [Try Poplar for your brand](. * 🔝 Gain the upper hand against your competitors. Unlock real-time insights into your top competitor’s sales, pricing, and sentiment data with Particl. [Get your first two weeks for FREE here](. * 🌐 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! Can't view the image? [Click here]( 📰 NEWS - Amazon [announces they will host a Prime Big Deals Day sale in October](. - Google Ads [updates PMax modification campaign request form](. - TikTok [revises alcohol advertising policies to allow alcohol adverts on the platform with certain restrictions](. 📅 MARKETING EVENTS [Female Founder World]( - A transformative event for female entrepreneurs and marketers, offering expert-led sessions on content strategy, SEO, and social media in a supportive, empowering environment. 🗓 Sept 5. 📍🇺🇲 Los Angeles, USA. 🏢 Conference. 💰 $70 [eCom North: eCommerce Conference]( - Ecom North is a leading event for Canadian ecommerce entrepreneurs, offering expert insights, networking, and tailored content to help businesses scale and thrive in a competitive marketplace. 🗓 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 [SEE ALL FUTURE EVENTS]( SPONSOR DTC 📥 Got a B2B Biz? Join dozens of B2B companies finding demand-gen success through our niche community of 160k brand leaders and founders this year. [Talk to our team to learn more](. Have you heard our latest podcasts? - 🌪️ Cherene Aubert on [Using the Tornado Effect to Scale ILIA Beauty]( - 💡 [AKNF 431:]( Develop Your Own Data-Backed Creative Strategy - 🧊 Brock Mammoser on [Frost Buddy’s $30M TikTok to Meta Pipeline]( - 🤔 [AKNF 429:]( Are Your Amazon Ads Cannibalizing Organic Results? - 🔪 Brandon Horoho on [Scaling Montana Knife Company with VIPs]( - ⭐ [AKNF 427:]( How to Structure Your Google Ads Campaigns Don’t forget to [rate the DTC Podcast]( on Apple (⭐️⭐️⭐️⭐️⭐️) DTC Newsletter is written by [Rebecca Knight]( and [Frances Du](. Edited by [Eric Dyck](. Was this email forwarded to you? Sign up [here](. Please note that items in this newsletter marked with * contain sponsored content. 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