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} "The True 'Colors' of Collaboration: Coca-Cola’s FIFA World Cup™ Anthem Crosses Borders with Local Remixes")
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} "Coca-Cola Has Donated 1 Million Community Recycling Bins in the U.S.")
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} "Coca-Cola Freestyle Unveils Next-Gen Fountain Dispenser, New Operating System and More")
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} "A Taste of Home: Local Artists Find Inspiration in Regionally Inspired Coca-Cola Flavors")
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} "Multiple Coke Brands Bubble Up in Fast-Growing Sparkling Water Category")
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FRONT PAGE
Just Poured
![ecommerce hero]({
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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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Food Courts for Foodies: Why Food Halls Are a Hit With Urban Dwellers
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The True 'Colors' of Collaboration:
Coca-Cola ’s FIFA World Cup™ Anthem Crosses Borders with Local Remixes -
MIX by Sprite™ Tropic Berry Launches Exclusively at McDonald's with 'That's the Mix' Campaign
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A Taste of Home: Local Artists Find Inspiration in Regionally Inspired
Coca-Cola Flavors -
Photos: Sugarbird and
Coca-Cola Collaborate for Capsule Collection
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Vienna Says Hello to the New World of
Coca-Cola -
Coca-Cola Scholars Foundation President Mark Davis Reflects on 30 Years of Changing Lives -
Fresca Gets a Fresh New Look
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New York Couple Celebrates Wedding With
Coca-Cola Flair
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A Corporate Transition:
Coca-Cola Associates Mentor Military Vets -
A Decade After the Wenchuan Earthquake,
Coca-Cola China Still Cares -
Life @ Coke
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Listen:
Coca-Cola CFO Kathy Waller Talks About the Future of Women in Business
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Coca-Cola ’s Military Share-A-Coke® Cans Available Exclusively at Dollar General -
Delta and
Coca-Cola Celebrate the Middle Seat With Exclusive Lounge at Boston Logan International Airport -
The True 'Colors' of Collaboration:
Coca-Cola ’s FIFA World Cup™ Anthem Crosses Borders with Local Remixes -
FIFA World Cup Trophy Tour by
Coca-Cola Reaches Home Stretch in Russia
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Coca-Cola ’s Military Share-A-Coke® Cans Available Exclusively at Dollar General -
Coca-Cola Joins PopTiendas Initiative to Revitalize Small Businesses in Puerto Rico -
A Corporate Transition:
Coca-Cola Associates Mentor Military Vets -
Coca-Cola Has Donated 1 Million Community Recycling Bins in the U.S.
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The True 'Colors' of Collaboration:
Coca-Cola ’s FIFA World Cup™ Anthem Crosses Borders with Local Remixes -
FIFA World Cup Trophy Tour by
Coca-Cola Reaches Home Stretch in Russia -
Jason Derulo,
Coca-Cola and Walmart International Team up with One World Play Project to 'Pass the Happiness' -
5 Highlights from U.S. Leg of FIFA World Cup Trophy Tour
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Simply Lightens Up With New Lower-Calorie Juice Drinks and Lemonades
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MIX by Sprite™ Tropic Berry Launches Exclusively at McDonald's with 'That's the Mix' Campaign
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Coca-Cola Freestyle Unveils Next-Gen Fountain Dispenser, New Operating System and More -
Share a Coke and Share the Summer: 2018 Campaign Focuses on Special Moments
COCA-COLA ON SOCIAL