#FitnessPH - BeWell Levels Up Health Retail with the Halo Effect of TikTok Shop
Today, I want to share an inspiring story about BeWell, a trusted leader in health supplements that has embraced the digital age to meet the evolving needs of consumers. By launching new products exclusively on TikTok Shop before they hit retail shelves, BeWell has created a buzz that not only strengthens its online presence but also drives in-store demand. This innovative approach is redefining the future of health retail, and I can't wait to tell you all about it.
The Halo Effect: Online Visibility Boosts Offline Sales
Imagine discovering a fantastic health supplement during a TikTok Shop live selling session. You take a screenshot, and the next time you're at your local drugstore, you use it as a reference to find that exact product. This is the magic of BeWell's digital-first strategy. By maximizing online engagement, BeWell has created a halo effect where heightened online visibility directly boosts offline sales. It's incredible how TikTok Shop's interactive features can influence in-store purchases, proving that digital visibility translates into real-world demand.
Connecting with Consumers
"For many Filipinos, the path to better health begins online," says Lance Cheng, CEO of BeWell Nutraceuticals Corp. "TikTok Shop has enabled us to be part of this decision-making journey, positioning BeWell not just as a product, but as a trusted presence in their wellness routine." When consumers walk into stores looking for BeWell after discovering it online, it reaffirms the brand's impact both online and offline.
Strategic Assortment Drives Higher Sales
BeWell faced a challenge with lower average order value (AOV) compared to its peers. To address this, the brand introduced well-curated bundle offers, gradually increasing AOV from ₱114 to ₱285. Initially, BeWell's top-performing products were in the Kids Vitamins segment. However, the brand strategically shifted focus to its adult supplement range, particularly BeWell Zinc Protect. This pivot, supported by exclusive TikTok Shop-only bundles, resulted in a +25% increase in BeWell Zinc Protect sales in Q4 2024.
Live Selling and Affiliate Marketing
BeWell has leveraged TikTok Shop’s live selling capabilities to drive consumer engagement and conversions. With an extensive daily live schedule and a strong network of in-house affiliates, BeWell has sustained growth and expanded its reach. This strategy has been instrumental in achieving a +11% quarter-over-quarter increase in live room gross profit margin (GPM) and a +35% rise in live enter room rates.
Exclusive Online Launches
BeWell’s commitment to digital-first strategies extends to product launches, with every new product debuting exclusively on TikTok Shop before becoming available in retail stores. This approach has successfully built anticipation and driven initial demand, ensuring that by the time products hit offline shelves, they already have a dedicated consumer base searching for them.
Through consistent participation in TikTok Shop’s Brand Fiesta campaigns and sustained investments in paid ads, BeWell has achieved a +12% quarter-over-quarter increase in Shop Ads revenue in Q4 2024. With a 5-star shop experience score on TikTok Shop, BeWell continues to lead in delivering quality products and a seamless shopping experience.
Franco Aligaen, Marketing Lead of TikTok Shop Philippines, shares, “BeWell has demonstrated how a health brand can thrive in social commerce by making wellness more accessible and engaging. Through TikTok Shop’s interactive features, they’ve created a shopping experience that feels both seamless and community-driven.”
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