Social Secrets for Retail 

Social media is no longer just a brand awareness tool, it’s where customers go to discover products, form opinions, build trust, and increasingly where they buy. That was the focus of our latest Coolr Sessions – Social Secrets for Retail. 

This session brought together leaders across retail and social to unpack one big question: how is social actually driving retail performance today? 

A big thank you to our panel: Megan Heinl, Partner & Director of Creative Content, John Lewis Partnership; Gavin Jewkes, Head of Business Marketing (UK, Benelux & Nordics), TikTok; Carl Cunard, Content Creator (12.5M+ followers); and Coolr’s very own Sammy Carrick, Creative Director. 

Here are the key takeaways from the session: 

The customer journey is no longer linear 
Megan from John Lewis explained that customers can switch their mindset instantly on social. They move from entertainment to shopping to inspiration and back again. “People’s missions can change rapidly – faster than on any other channel we’ve had before.” This creates both challenge and opportunity. Brands need content systems built for speed, responsiveness, and relevance.  

Discovery commerce has changed the game 
From TikTok’s perspective, Gavin highlighted one of the biggest behavioural shifts in modern retail. Traditional ecommerce is still intention-led, customers arrive with a mission. Social platforms, however, are powered by discovery – instead of seeking out products, products come to you. Serendipitous discovery is now one of the most powerful drivers of retail growth. 

Creators drive sales, but trust is key 
Audiences have become highly aware of forced advertising. The era of overly scripted influencer campaigns is over. Carl notes: “People see straight through it – people believe in real people.” 

The content that converts today is built on relatability, honesty, and consistency. Carl also emphasised that success isn’t about likes or follower counts anymore, but whether content is meaningful enough to be saved, shared, or rewatched. Retail brands should focus on creator-led content that audiences genuinely trust and act on. 

Trends don’t equal strategy – authenticity always wins 
As a heritage retailer, John Lewis is often asked how to balance consistency with trend-led platforms like TikTok. Megan explains: “It’s not just jumping on something for the sake of it. It’s asking: does this make sense for you, for the brand, and for your customer?” 

The brands winning on social are not just copying trends, they’re putting their own stamp on things and maintaining a clear identity. 

TikTok Shop success: strategy over experimentation 
For big brands and premium retailers considering TikTok Shop, the key to success is a committed, strategic approach rather than treating it as a test channel. The platform’s core product, GMB Max, combines organic, affiliate, and paid strategies, which must all be integrated to unlock its full potential. 

Brands should approach TikTok Shop with a mid-to-long-term strategy and treat it as an incremental sales channel, not just a marketing tool. 

Storytelling still sells, even on social media  
Sammy brought the conversation back to creative fundamentals and how storytelling remains the foundation of performance. Brands often rush straight to conversion, but they need to consider the story. His three key focuses are: 
– Plot: What are you trying to say?
– World: What universe does your brand create?
– Characters: Who brings it to life?

The strongest brands don’t just sell products, they build worlds people want to be part of. 

How to win in 2026 
Overall, the panel agreed that the next wave of retail winners won’t be those chasing every trend or relying on viral moments. They’ll be the brands that know what they stand for, build consistency, and create long-term cultural relevance. 

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We can’t wait to see you at the next Coolr Sessions!