Universal Robina Expands E-Commerce Presence with Strong Performance on TikTok Shop

Universal Robina Corporation (URC), one of the country’s largest food and beverage manufacturing companies, has successfully navigated a shift in digital innovation with impressive results.

For almost 65 years, URC products such as Jack 'n Jill Piattos, Great Taste Coffee, and C2 Cool & Clean have been household mainstays in the Philippines. Building on its market leadership, URC entered TikTok Shop, the popular social media app's integrated e-commerce function, in May 2023 as a strategic move to stay up with changing customer preferences.

Last year's "6.6" sale was a watershed point in URC's online journey, proving the company's capacity to adapt and prosper in a digital-first environment. Using TikTok Shop's ACE Indicator System, which focuses on Assortment, Content, and Empowerment, URC created a powerful sales strategy with attractive bargains such as up to 30% off and a special 10+1 offer on Great Taste items, which became best-sellers. The campaign resulted in a spectacular 227% rise in Total Gross Merchandise Value (GMV), marking a watershed moment in URC's digital expansion.
 
"The response we received from our live events on TikTok Shop has been truly encouraging. As a company who has been delighting consumers of different generations with good food choices, we understand the importance of adapting to the changing landscape of consumer preferences. Live streaming provides us with an opportunity to tell our brand stories in an engaging and interactive way which helps us to better connect with our audience,” said Mian D. David, URC Chief Marketing Officer.

Since it began live streaming, URC has streamed more than 130 hours of content every month. This resulted in a 285% increase in GMV from live sessions compared to the first campaign, as well as a 350% rise in Gross Profit Margin (GPM) for live events.

"URC’s ability to blend traditional retail values with innovative e-commerce strategies showcases a bold reimagining of the shopping experience. By harnessing the ACE Indicator System, URC has optimized its product assortment and content and empowered its team to experiment with new approaches. This is a clear indication that in the fast-evolving digital landscape, agility and creativity are crucial for unlocking growth and engaging consumers in meaningful ways," shared Niks Fojas, Partner Solutions Lead at TikTok Shop Philippines.

Using today's most popular online platforms, URC continues to broaden its reach and stay engaged with customers. By leveraging e-commerce and interactive online features, the firm is adapting to changing buying patterns and making its items simpler to locate and enjoy. For URC, it is all about keeping up with the trends while remaining loyal to its mission of satisfying everyone with healthy culinary options.