A Digital Transformation in the Age of Innovation
In an era where digital innovation is reshaping consumer engagement, Universal Robina Corporation (URC), one of the country’s largest food and beverage manufacturing companies, has successfully navigated this shift with impressive results. For over 65 years, URC brands such as Jack 'n Jill Piattos, Great Taste Coffee, and C2 Cool & Clean have been staples in Filipino households. Building on its strong market leadership, URC entered TikTok Shop, the integrated e-commerce feature of the popular social media app, in May 2023—a strategic step to keep pace with evolving consumer trends.
URC's Digital Journey and Strategic Vision
Last year’s “6.6” sale was a key moment in URC’s online journey, demonstrating its ability to adapt and thrive in a digital-first world. By using TikTok Shop’s ACE Indicator System, which focuses on Assortment, Content, and Empowerment, URC crafted a strong sales strategy with enticing deals, including up to 30% off and a special 10+1 offer on Great Taste products, which became best-sellers. The campaign led to a remarkable 227% increase in Total Gross Merchandise Value (GMV), marking a significant milestone in URC’s digital growth.
URC's foray into TikTok Shop wasn't merely a tactical move; it was a reflection of its broader strategic vision to align with contemporary consumer behavior. The ACE Indicator System enabled URC to fine-tune its offerings, ensuring that the products met consumer preferences and demands. By focusing on empowerment, URC fostered an environment that encouraged creativity and innovation within its team, creating a holistic approach to e-commerce that resonates with today's digital-minded consumers.
Live Streaming: Enhancing Consumer Interaction and Experience
Another key element of the campaign was the use of live streaming, an essential tool for engaging with today’s consumers in the digital marketplace. During its 9-hour live stream, URC was able to showcase a wide range of products in an innovative, dynamic, and entertaining format. "The response we received from our live events on TikTok Shop has been truly encouraging," said Mian D. David, URC Chief Marketing Officer. This engagement strategy not only captured attention but also enabled URC to tell its brand stories in a more interactive way, fostering a deeper connection with the audience.
Since it first started live streaming, URC has broadcast over 130 hours of content each month. This has brought about a 285% increase in GMV from live sessions compared to the initial campaign, alongside a 350% improvement in Gross Profit Margin (GPM) for live shows. By leveraging the power of live streaming, URC has effectively bridged the gap between traditional retail and modern e-commerce, creating an immersive shopping experience that appeals to diverse consumer segments.
The Blending of Traditional Values with Modern E-commerce
"URC’s ability to blend traditional retail values with innovative e-commerce strategies showcases a bold reimagining of the shopping experience," shared Niks Fojas, Partner Solutions Lead at TikTok Shop Philippines. By harnessing the ACE Indicator System, URC has optimized its product assortment and content and empowered its team to experiment with new approaches. This is a clear indication that in the fast-evolving digital landscape, agility and creativity are crucial for unlocking growth and engaging consumers in meaningful ways.
URC's approach to e-commerce doesn't merely focus on sales; it emphasizes a richer consumer experience. By tapping into the interactive features of platforms like TikTok Shop, URC has managed to keep its products accessible and appealing. This blend of traditional values and modern tactics ensures that URC remains relevant and competitive, providing value that extends beyond mere transactions.
The Future of Consumer Engagement with URC
Embracing today’s most popular digital platforms, URC continues to expand its reach and stay connected with consumers. By tapping into e-commerce and interactive online features, the company is keeping up with evolving shopping habits and making its products easier to find and enjoy. For URC, it’s all about moving along with the times while staying true to its purpose, delighting everyone with good food choices.
Looking ahead, URC's commitment to innovation and consumer-centric strategies promises a future where the lines between online and offline shopping blur, creating a seamless experience. As URC continues to leverage digital platforms, it will likely explore new technologies and partnerships to further enhance its offerings, ensuring that it remains at the forefront of consumer engagement in a rapidly changing world.
A Commitment to Innovation and Consumer Delight
URC’s journey into the digital realm is a testament to its commitment to innovation and consumer delight. By embracing digital platforms and redefining consumer engagement, URC is not only adapting to the times but also leading the way in shaping the future of retail. For more information on URC, visit urc.com.ph, and to explore URC's offerings and special promotions, visit URC's TikTok Shop.
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