This week, I’m writing about topical news that’s taking over LinkedIn feeds - lots of people back tracking on their viewpoints alongside how brands can win by better understanding their online content. Finally, my thinking about TikTok and how the playbook needs to be ripped up!

Happy reading!

#1 Market Halls Victoria: The Future of Dining & Brand Collaboration?

I was at Market Halls Victoria last week - and let me tell you, this place gets it right.

A buzzing atmosphere, an insane variety of street food from different cultures, and a bar that keeps the drinks flowing. It’s not just a food hall - it’s an experience.

And it got me thinking: Is this the future of dining and brand engagement?.

Why Market Halls Victoria Works

• ✅ Choice Without Compromise – From bao buns to burgers, sushi to tacos, you’re not stuck with one menu. Ideal for groups, picky eaters, or anyone who just likes options (my wife).

• ✅ Community & Atmosphere – It’s more than just eating - it’s about socialising, discovering, and sharing experiences. The energy here makes you want to stay.

• ✅ Scalability & Experimentation – For food brands, Market Halls provides a low-risk, high-visibility platform to test concepts before scaling into bigger locations.

The Digital Connection: Endless Possibilities

• 🔹 QR-Driven Experiences – Imagine scanning a QR code at a food stall and instantly accessing behind-the-scenes content, recipe ideas, or brand stories.

• 🔹 Collabs with Influencers & Creators – A prime location for live food reviews, TikTok content, and social engagement that amplifies brand awareness.

• 🔹 AI-Powered Personalisation – What if Market Halls used AI-driven recommendations based on your food preferences, guiding you to the perfect dish?

• 🔹 Loyalty & Data Integration – Digital memberships, app-based ordering, or integrated CRM systems could provide personalised discounts and track customer habits.

A Prime Spot for Brand Collaborations

Brands looking to connect with urban, experience-driven consumers should be all over this. Whether it’s food, drinks, lifestyle, or tech, there’s an opportunity to engage in a high-traffic, high-energy environment.

• 💡 Imagine: A drink brand launching a limited-edition cocktail collab with a vendor. Or a CPG brand using the space for live sampling, tying in social media activations to boost reach.

Market Halls Victoria is more than just great food - it’s a blueprint for where dining, digital, and branding opportunities collide.

Is this the future?

#2 Digital Shelf Optimisation

In the competitive landscape of eCommerce, brands that continuously optimise their digital shelf content, especially in response to seasonal trends, position themselves for greater success. This ongoing refinement addresses common pain points and ensures products remain visible and appealing to consumers year-round.

The Imperative of Continuous Optimisation

Static product listings can lead to decreased visibility and engagement. To maintain a competitive edge, brands must:

• Adapt to Seasonal Trends: Align product content with seasonal events, holidays, and consumer behaviours to stay relevant.

• Enhance Product Discoverability: Regularly update keywords, descriptions, and images to improve search rankings and attract potential buyers.

• Monitor Competitor Strategies: Keep an eye on competitors' content and pricing to identify opportunities for differentiation and improvement.r expanding into larger retailers in that region.

Case Study: Kraft Heinz's Digital Shelf Success

Kraft Heinz exemplifies the power of continuous digital shelf optimisation. Managing over 3,000 SKUs across various categories, the company recognised the need for consistent and accurate product content.

By implementing a centralised platform, Kraft Heinz streamlined content updates, ensuring that product information remained current and compelling across all channels. This approach not only enhanced the consumer experience but also improved operational efficiency.

Overcoming Common Pain Points

Brands often face challenges such as outdated product information, inconsistent branding, and slow response to market changes. To address these issues:

• Implement Automated Monitoring: Utilise tools that alert teams to discrepancies or outdated content, allowing for prompt corrections.

• Leverage Data Analytics: Analyse consumer behaviour and feedback to inform content updates and product offerings.

• Foster Cross-Functional Collaboration: Ensure marketing, sales, and product teams work together to maintain cohesive and effective digital shelf content.

Utilising Tools for Optimisation

To streamline the optimisation process, brands can leverage tools like ShelfBoost. This free platform assists in generating and refining product content, ensuring it aligns with current market trends and consumer expectations. By incorporating such tools, brands can maintain agility and responsiveness in their digital shelf strategy.

#3 TikTok: The New Epicenter of eCommerce

TikTok is no longer just a trend engine - it’s now the beating heart of modern commerce.

Once a platform known for viral dances and short-form content, TikTok has evolved into a sales powerhouse, influencing how consumers discover, evaluate, and purchase products at scale.

Why TikTok is Reshaping Commerce

• It Creates Instant Demand
  Unlike traditional eCommerce, where consumers search for what they already need, TikTok pushes products to users before they even think about buying. The power of “TikTok made me buy it” lies in its ability to create demand in real-time through engaging, organic content.

• Seamless Path from Discovery to Purchase
  With TikTok Shop, brands now have a frictionless way to convert engagement into sales. Instead of users leaving the app to search for a product elsewhere, they can buy it instantly within the platform - turning content into commerce at the speed of a swipe.

• Community-Driven Selling
  TikTok’s commerce model thrives on trust and relatability. Unlike traditional ads, people are influenced by real users, creators, and micro-influencers who make shopping feel more personal.

The New Commerce Funnel: Powered by TikTok

🛍️ Trends Start on TikTok → A product goes viral through influencers, UGC (user-generated content), or TikTok’s algorithm.

🔍 Discovery Happens on TikTok (and Social) → Consumers see the product multiple times in different contexts, reinforcing interest.

💳 First Purchase via TikTok Shop → One-click buying without leaving the platform makes conversion effortless.

💬 Engagement Continues on Owned Channels → Brands nurture new customers through email, community groups, and exclusive content.

🔄 Repeat Purchases on Amazon or Retail → Once hooked, consumers often turn to Amazon or physical retail for convenience and replenishment.

The Brands Winning on TikTok Commerce

1. L’Oréal is leveraging TikTok to drive beauty trends and push product discovery through creator-led tutorials.

2. Dyson saw a massive sales surge for its Airwrap Styler after TikTok users started sharing real-life results, driving unprecedented organic demand.

3. CeraVe’s TikTok virality led to months-long sellouts, with customers hunting for their products both online and in-store.

The Takeaway for Brands

TikTok isn’t just influencing what people talk about—it’s dictating what they buy. If brands aren’t optimising for TikTok’s new commerce model, they’re missing out on the most powerful sales driver of the digital era.

The question isn’t if TikTok will dominate commerce. It’s how fast brands will adapt.

Free Tools to Help your Brand

Digital Shelf - ShelfBoost: Optimise Your Product Listings with Ease

ShelfBoost is your ultimate tool for creating or optimising Product Detail Pages (PDPs) on Amazon, Shopify. Tesco, Wallmart, Target, Sainsbury’s. Whether you're launching a new product or revamping an existing listing, ShelfBoost helps you craft high-performing, search-optimised content that drives sales and boosts engagement.

Benefits of ShelfBoost:

• Increase Sales: Optimised PDPs mean better visibility, improved conversion rates, and higher revenues.

• Save Time: Say goodbye to hours spent tweaking titles, descriptions, and bullet points—ShelfBoost does the heavy lifting.

• Search-Friendly: Integrates SEO best practices to help your product rank higher on Amazon and other digital shelves.

• Customised Content: Tailors content to your product’s tone, audience, and seasonal needs.

Perfect for eCommerce sellers who want to stand out in crowded marketplaces and turn casual browsers into loyal customers.

Audience Builder - PersonaForge: Build Your Ideal Customer Profile Instantly

PersonaForge is your AI-powered tool for crafting detailed customer personas tailored to your brand, industry, and market. By simply inputting a few key details, PersonaForge delivers rich insights that can shape your marketing strategies, product development, and overall brand direction.

Benefits of PersonaForge:

• Understand Your Audience: Get a clear picture of who your ideal customer is, what they care about, and how they behave.

• Actionable Insights: Use detailed personas to align your campaigns, messaging, and product features to real customer needs.

• Cross-Industry Use: Works for brands across all sectors, from startups to established businesses.

• Save Resources: No need for expensive focus groups or time-consuming market research—PersonaForge delivers insights instantly.

With PersonaForge, you can transform vague assumptions into sharp, strategic actions that drive results.