How retailers can build demand on TikTok

About this episode

Catherine Erdly interviews Luke Arnall-Cameron about leveraging TikTok for retail success and the shift towards discovery commerce.

What would it mean for your retail business if — right now, at this very moment — three thousand creators were actively requesting samples to promote your brand? That's not a fantasy for Luke Arnall-Cameron, founder of YAS CLEAN. It's Tuesday. That's just how his business works. Hi, I'm retail strategist and founder of Resilient Retail Club, Catherine Erdly. In this episode, I sit down with Luke Arnall-Cameron — a former John Lewis graduate buyer and marketing director turned TikTok creator and brand founder — to unpick one of the most significant shifts happening in retail right now: discovery commerce. TikTok Shop has fundamentally changed how products reach consumers. Instead of paying for ads, brands are now building creator networks — and the smartest ones are doing it in a way that mirrors exactly what every good retailer already knows about range building, customer loyalty, and repeat purchase. Luke launched YAS CLEAN in November 2024. His first livestream generated £70,000. Within his first year he fulfilled over 650,000 orders across six countries, sold 10,000 bottles of one product in seven days, and achieved 45% repeat customer rates in December — for a cleaning brand…

People in this episode

Host: Catherine Erdly

Guest: Luke Arnall-Cameron

Topics covered

• TikTok marketing
• discovery commerce
• creator networks
• retail strategy
• customer loyalty

Keywords

• TikTok
• retail
• YAS CLEAN
• creator economy
• marketing strategy
• customer engagement
• e-commerce

Mentioned in this episode

Organizations: YAS CLEAN, John Lewis, TikTok

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