Could TikTok be a key survival tool for indies?

When you walk into TJ’s Latestop in Hemel Hempstead, not only will you find your favourite snacks, but you might also catch owner George Philips filming a live video for his 20,000 TikTok followers.

The Londis retailer has become a well-known face on screens, thanks to his savvy use of TikTok. A mix of humour, creativity and effort has seen his store’s page attract over 80,000 likes. But why is George investing so much time into the app?

With three new stores opening in the area, he claims TikTok helps his business “stand out” from the local competition - mostly larger chains.

Marketing for retail giants “often lacks the personal touch indies can offer,” he tells Convenience Store. “They have a lot more advertising power than us, so TikTok is our way of showing what we’re about and the bargains we have. One thing that these big shops can’t offer is that community feel.”

That’s why it’s important to “shout about your current promotions which are bigger than those offered by big companies” and “sell them to your customers,” George says.

The app has increased sales on products that wouldn’t normally sell, he explains. “It keeps people very informed of the items we sell, many shoppers walk into the store and go straight to the products that are shared on our TikTok page.”

It is also a “great tool” to promote new products in store. He recently posted a video announcing the arrival of viral confectionery brand SoSweet. After the announcement, shoppers - particularly children after school - rushed into the store in search of the new range. 

One of the best features of the app is TikTok LIVE, according to George. “When I host a live video on our store’s TikTok page, they include me serving customers, discussing the latest deals and store tours. I like to use the lives to explain what we’re about, what we do and how we support our community, including our charity work,” he says.

Moreover, the store’s presence online has led to brand and supplier collaborations. “Companies are getting in touch because they are aware of my page. We’ve had a lot going on with companies who want to do launch days with us, such as Coca-Cola. 

“New product competitions and launch days bring people to the area, it’s something for our community to enjoy and it brings a bit of excitement and fun,” adds George.

If a retailer is looking to build store presence on TikTok, George says “you’ve got to be committed”. He advises retailers not to take themselves too seriously online. “If you’re too worried about what you’re going to look like on the internet then it’s never really going to work. You’ve got to actually want to do it,” he says.