Social platforms such as TikTok, Instagram and YouTube are collapsing the traditional retail funnel. Today, discovery, engagement and purchase often happen almost instantly, forcing retailers to rethink not just how they attract customers, but how they convert and retain them. The challenge is complicated by the fact that each platform has its own content style and expectations, and different demographics interact with them, and with brands, in their own distinct ways.
For retailers, this shift poses difficult questions around merchandising, marketing and fulfilment. Product stories and campaigns must resonate with a range of age groups, retail media and creator content must feel helpful rather than intrusive, and the operations stack must support an environment in which “see now, get now” is becoming the norm. Order management systems, inventory visibility and fulfilment speed now sit at the centre of the impulse-to-intent journey.
These topics framed discussion at an exclusive roundtable hosted by Retail Gazette and Columbus, attended by leaders from Charles Tyrwhitt, Chanel, Searcys, Benefit Cosmetics, Open House, Sunset Hospitality Group, Anglepoise, Doodle/Okido, and Puttshack.
Loyalty shifts: from points to emotional connection
Columbus’ Retailers Guide to 2025 found that while loyalty programmes remain part of the picture, offers and points are no longer enough to drive retention. Retailers increasingly recognise that loyalty is something earned through attention, trust and emotional connection, built over time. Rather than a top-down model of incentives and rewards, loyalty is now understood as a two-way relationship in which retailers need to play a more active and authentic role.
Attendees agreed that customers are looking for experiences that feel genuine and aligned with their values and lifestyle. One participant noted that “customers want authenticity and real experiences, not manufactured ones,” adding that in-store and hospitality settings can offer the kind of personal, meaningful engagement people respond to. Social platforms can reinforce this sense of authenticity, but only if the content feels sincere.
Rising expectations and the critical role of fulfilment
Customer expectations continue to climb, shaped by experiences with leading online retailers. Delivery speed remains important, but shoppers now judge brands by how seamless the checkout process feels, how well problems are handled, and how transparent fulfilment is throughout. A modern Order Management System has become essential. As one attendee said, “there is nothing more frustrating than seeing the ‘out of stock’ sign on a product that has been promoted via TikTok or Facebook.”
The importance of strong fulfilment is magnified by the fast, often unpredictable sales surges driven by social media. A beauty brand in the room described how sales for one product rose by 90 per cent after a creator recommendation. But when customers browse online, purchase through an app, collect in store and return an item at a gym locker, the experience must feel effortless, even if the systems behind it are complex.
Using CRO and data to connect social, online and store behaviour
Many retailers are now applying Conversion Rate Optimisation tools beyond their websites, analysing behaviour across social channels and physical stores as well.
These insights are increasingly used to personalise experiences and ensure that the authenticity and trust built through social channels carries through to the online store and the shop floor. Several retailers discussed efforts to empower frontline staff, giving them more freedom to build closer customer relationships both in person and over the phone.
Different demographics, different behaviours
The roundtable highlighted clear differences in how demographics engage with social media. Baby Boomers, while often sceptical of technology, are active users of Facebook for information gathering. They still prefer in-store shopping but are becoming increasingly comfortable browsing, and in some cases purchasing, through social channels. One retailer described an in-store event for customers aged 50+ that was largely driven by social media promotion.
Generation X tends to use social media to stay connected with friends and family but is increasingly willing to buy through platforms like Facebook and Instagram. One retailer reported strong success with a Facebook campaign aimed at men aged 47 and over, noting that this demographic seemed far more comfortable impulse-buying there than on TikTok.
Millennials and Gen Z, by contrast, are entirely at ease researching and purchasing through their phones. Both groups are heavily influenced by digital creators, and Gen Z in particular is drawn to short-form video. They tend to trust influencers more than traditional media and are comfortable making impulse purchases online, especially for lower-priced items.
Although TikTok is proving extremely effective at raising awareness and driving quick conversions for lower-ticket products, attendees felt that it has not yet fully established itself as a platform for premium, high-value purchases. Some reported a growing number of older users on TikTok, though they tend to browse more than buy.
Opportunities and pressures of TikTok
TikTok was described as both an enormous opportunity and a major operational challenge. The volume and frequency of content required is significantly greater than on Instagram, and several participants noted that even large content teams struggle to keep up. Some likened TikTok’s evolution to a modern version of shopping channels like QVC, particularly for beauty, where influencers can rapidly drive demand.
The immediacy of the platform also carries risks. One brand described how a word used innocently in one market turned out to be a slur in another, forcing them to react quickly to contain potential backlash. TikTok’s speed can amplify both positive momentum and negative sentiment, making it resource-intensive to manage.
Trust, authenticity and human support
Trust and authenticity emerged as two of the biggest concerns, especially in fulfilment and customer service. Many retailers are struggling to balance cost efficiency with the need for genuine human support, and several attendees noted a growing “hatred of automation and chatbots” among their customers.
Garret Cunningham, VP of CX at Columbus, described their “lagniappe” approach, in which small, unexpected gestures delight customers and empower staff. These moments work best when they feel real rather than routine. One brand shared that offering free spare parts generated surprising loyalty, with customers naming their products and treating them almost like part of the family.
The roundtable made clear that retailers are working to connect emotional resonance, operational excellence and platform-specific content in a rapidly changing environment. Social media, particularly TikTok, has become a powerful driver of awareness and impulse purchasing, but it demands authenticity, agility and a high volume of content.
As buying journeys grow shorter and expectations rise, the most successful retailers will be those who align their social strategies with demographic behaviours, deliver transparency and reliability through operations, empower staff to build genuine relationships, and maintain authenticity across every interaction.
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