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 YASS CLEAN. It's Tuesday. That's just how his business works. Hi, I'm retail strategist and founder of Resilient Retail Club, Catherine Erdly. This episode is brought to you by Faire . As you will hear in the actual show, they're offering 50% off and free shipping against your first order. Use the code "Resilient50" 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…

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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