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FRONT PAGE
Just Poured
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As a teenager, John Carroll’s first job was bagging groceries at his local supermarket in Miami. Now, three decades later, he’s focusing his time on the digital shopping experience, leading Coca-Cola North America’s business in the fast-moving eCommerce space.
“This is, without a doubt, the greatest retail revolution we’ve seen over the last 50 years,” said Carroll. “The brick-and-mortar world and the online world are merging. Mass retailers are buying smaller online companies, and online retailers are developing an offline presence. And it’s all being driven by how and where people are shopping.”
Kantar Retail estimates that eCommerce today accounts for just 2% of grocery sales but that number is expected to climb to 8% by 2025. And according to iSHOP data, 23% of U.S. shoppers are shopping online each month for groceries.
Coke’s eCommerce strategy entails working with retail and restaurant customers to find ways to sell more beverages in more buying occasions. It also includes building eCommerce capabilities across the company and its network of bottling partners – from digital marketing to supply chain – to grow in today’s technology-driven “omni-shopping” landscape.
“eCommerce is not a channel,” Carroll said. “It’s how people are buying, receiving and experiencing our products. Winning in this ‘route to me’ environment means following the consumer, and pushing ourselves to think very differently. It’s an either-disrupt-or-be-disrupted scenario we see as more of an opportunity than a challenge.”
Here are six ways Coke is embracing the retail revolution:
‘Alexa, please order me a Coke’: The company is partnering with Amazon Echo and other smart speakers to attach its beverages to voice-activated orders. “We’re thinking about it as the next platform not only to get on shopping lists but also to build our brands with new and engaging experiences” “It’s all about convenience – making your life easier and getting away from the 90 minutes a week you have to spend in the store.” The company also is finding ways to drive beverage purchases through restaurant customers’ mobile ordering apps.
Making Coca-Cola brands ‘pop’ on the digital shelf: For years, Coke has used in-store merchandising to drive impulse purchases as shoppers approach the beverage aisle. Now, the company is applying the same creative rigor online by using high-resolution photos, inspirational copy and targeted marketing to inspire clicks.
Capitalizing on the food delivery occasion: Coca-Cola is partnering with restaurant delivery services like Uber Eats and DoorDash to find ways to add beverages to-go food orders, and with meal-kit delivery service Chef’d to curate Coke beverage pairings with menu items. with. “We estimate that as little as 10 percent of all delivery service orders include one of our products, so the opportunity is huge,” explained Carroll, who said the company is doing delivery pilots in markets like Philadelphia and Charlotte. “We’re trying to deliver a better to-go food experience for consumers and drive our profits for our customers.” Similar work is underway with goPuff, an on-demand convenience store delivery startup catering to college campuses.
Click, collect… and refresh: Tacking on last-minute beverage orders to “click-and-collect” orders – where shoppers buy online and pick up their grocery orders in stores or at lockers – is a key priority.
Direct-to-consumer order fulfillment: For the first time in Coke’s more than 100-year bottling history, bottlers are delivering select brands directly to consumers’ homes via a pilot called eFulfillment. Shoppers can order multi-packs of specialty products like TaB, Fresca and Coca-Cola from Mexico and have them shipped directly to their doorstep. Local bottlers pick, pack and ship the orders.
Building emerging brands: The company’s Venturing & Emerging Brands (VEB) unit and its innovation partners are approaching the digital marketplace in new ways. “We want to leverage eCommerce as an incubation tool,” Carroll said. “We’re determining how eCommerce can build brands online before taking them to the next level. And we can hyper-target our marketing with precision communications.”
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SUBMIT NOW!
SUBMIT NOW!
What makes an everyday moment a 'Coca-Cola Moment'? Submit your best pics and show us!
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IN THE NEWS
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#JOURNEYTV
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STAY & SIP
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Georgia High School Students Cook Up a Brighter Future with
Coca-Cola Culinary Internships -
Chick-fil-A’s New Frosted Sunrise Features Simply Orange Juice
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Food Courts for Foodies: Why Food Halls Are a Hit With Urban Dwellers
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Handcrafted
Coca-Cola Handbag Earns a Sparkling Record -
Free the Bid: Why Coke Supports Movement to Promote Female Advertising Talent
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Forever 21 Launches
Coca-Cola Capsule Collection -
'Historias de Bar' Celebrates 65 Years in Spain
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12 Years Running: Panini’s FIFA World Cup™ Digital Sticker Album is More Popular Than Ever
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Handcrafted
Coca-Cola Handbag Earns a Sparkling Record -
Forever 21 Launches
Coca-Cola Capsule Collection -
Vienna Says Hello to the New World of
Coca-Cola
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One Young World: Investing in
Coca-Cola ’s Future Global Leaders -
Sneak Peek:
Coca-Cola Employees Treated to 'Dear Future' Screenings -
Meet Curtis: A Charlotte, N.C.-Based Employee Featured in Coke’s 'Dear Future' Ad
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Meet Jeff: A Miami-Based Employee Featured in Coke’s 'Dear Future' Ad
![brands-228-60-7e3bc83d.jpg]({
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Sprite Continues to Keep Summer Fresh with its Newest Program, 'The Fresh Faces Series'
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Arby’s Sets Guinness World Records for Largest and Smallest Ads With
Coca-Cola Partnership Reveal -
12 Years Running: Panini’s FIFA World Cup™ Digital Sticker Album is More Popular Than Ever
-
Still at the First Sip: Why
Coca-Cola – and Other Brands in the Company’s Expanding Portfolio – Are Poised for Growth
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Coca-Cola Opens LEED-Certified Plant in Yunnan, China -
WeCare Her,
Coca-Cola 5by20 X JD Pilot Store Launches in China -
One Young World: Investing in
Coca-Cola ’s Future Global Leaders -
Coke Scholars Rebuild Houston Homes After Hurricane Harvey
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12 Years Running: Panini’s FIFA World Cup™ Digital Sticker Album is More Popular Than Ever
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See Highlights from the International Leg of the 2018 FIFA World Cup™ Trophy Tour by
Coca-Cola -
Coca-Cola 600 Partners with NASCAR, USO to Honor Military Families -
Watch: POWERADE Scores With New ‘That’s Some Kind of Power’ Spot Ahead of 2018 FIFA World Cup
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-
Coca-Cola Opens LEED-Certified Plant in Yunnan, China -
Arby’s Sets Guinness World Records for Largest and Smallest Ads With
Coca-Cola Partnership Reveal -
WeCare Her,
Coca-Cola 5by20 X JD Pilot Store Launches in China -
One Young World: Investing in
Coca-Cola ’s Future Global Leaders
COCA-COLA ON SOCIAL