Social commerce has the power to encourage conversation, build loyal commmunities and drive crucial sales, but how can grocery brands best capitalise? Watch our webinar to get answers from the experts.
Social commerce is on a steep upward trajectory right now.
According to a new report from Retail Economics, in partnership with TikTok, its value is set to double in the next four years to be worth nearly £16bn by 2028.
So, how can grocery brands make the most of its potential?
After all, those brands already reaping the rewards say social commerce can help to build brand awareness, drive loyalty and boost sales. And at a time when fmcg brands are battling to demonstrate their value against cheaper private label alternatives, and return to positive volume growth in many cases, those benefits have rarely looked more appealing.
So, how can brands leverage social commerce in such a way as to facilitate direct dialogue with consumers and build loyal communities? How can they use it to encourage discoverability of their products?
And – critically – how can they use these platforms to drive sales at a time when they’re seeking out ways to reduce their reliance on the major grocers?
In this Grocer Vision webinar, industry experts from Britvic, sports nutrition brand Warrior, TikTok Shop and international marketing firm VML share their exclusive insights on whether the hype behind social commerce stands up to scrutiny. They outline how to get started, how to overcome challenges and – for those already investing in this area - how to optimise existing strategies and make the most of all it has to offer.
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Meet the panel
Alan Fawbert, head of digital commerce, Britvic
Alan has been in the retail and the FMCG industry for over 20 years, with the last 10 leading digital commerce teams at Tesco, PepsiCo and Britvic. Alan’s current role is head of digital commerce for all Britvic brands in the UK, covering all channels in the retail and hospitality sector. The role focuses on working with retailers, wholesalers and delivery aggregators to ensure Britvic helps grow the soft drinks category across all digital touchpoints. Over the last 4 years, Alan has helped oversee the changes in the digital commerce market with a focus on winning in the emerging channels such as marketplace, social commerce and rapid delivery.
Christina Miller, chief social officer, VML, EMEA
Christina is the chief social officer of VML, EMEA. She joined VMLY&R in 2012 as one of the first team members in the social department. Over the past 11+ years, Christina has had the opportunity to create award winning work across a variety of categories — from quick service restaurants (Wendy’s) to lifestyle brands (New Balance) to CPG (Coca-Cola) — helping brands find the most meaningful ways to connect to their audience through conversation, content, and culture.
Christina was named to Forbes 30 Under 30, The Drum’s 50 Under 30: Outstanding Women in Creative in 2019, and Campaign’s Future Leader’s List for her work in marketing while at VML. Her work has been awarded by Cannes Lions, The One Show, Clios, & The Effies to name a few. She has also worked across various VML office locations, starting in Kansas City, then moving on to New York City and now residing in London for the past 4 years.
Kieran Fisher, founder and managing director, Warrior Supplements
Kieran Fisher is the founder of KBF Enterprises and sports nutrition brand Warrior, the business behind protein bars – Warrior RAW and CRUNCH. A true entrepreneur, Kieran established KBF Enterprises in 2008 and has executed an ambitious growth strategy which successfully integrates online and offline commerce. Warrior’s products are now available to buy in leading UK retailers including Tesco, Asda, The Range, WHSmith and Spar and in over 20,000 retail locations across the globe.
Matt Beane, head of FMCG, TikTok Shop UK
Matt started his career at Tesco where he worked in a mixture of commercial and ops roles in the UK and Asia. He then spent 8 years at Amazon where most of his time was spent most building out the Amazon Fresh business in the UK but also supporting on global FMCG strategy projects. Most recently he was CCO of a start-up acquiring and scaling brands that grew up on Amazon and Shopify before joining TikTok at the beginning of 2024.
Megan Tatum, moderator
Formerly features editor at The Grocer magazine, Megan now works as a freelance features journalist. Covering topics spanning retail, technology, health and sustainability, she writes for a variety of publications, with bylines in The Guardian, The Times, Wired UK and MIT Tech Revi.
