In a world where
consumers shop on their phones, hate being “sold to,” and want everything
instantly… what’s a retailer to do?
Coca-Cola’s Julie Hamilton had answers at the annual World Retail Congress in Rome, Italy. The forum brings together several hundred top-tier executives across all major retail sectors, including food, beverages, fashion, technology, entertainment and finance.
In a headlining speech, the company's chief customer and commercial leadership officer discussed five major themes reshaping the world of retail:
Today’s retail landscape
is defined by disruption. Hamilton pointedly described how technology is empowering
shoppers at an unprecedented pace. “They have a much deeper understanding of
the ramifications of their purchase... and they demand faster, better and more accurate
information about the products they buy and its community and environmental impact.”
Traditional retail models are also challenged by the growth of non-linear
paths to purchase “that can involve social media, store visits and online
purchase, sometimes all at once,” she added. Hamilton said that although these changes may
appear to be “redefining everything we do” in retail, this landscape is in many
ways not new to Coca-Cola . “Dating back 129 years, we’ve always embraced the
challenge of remaining relevant to each new generation.”
Coca-Cola – must have a relentless focus on building their capabilities and portfolio for tomorrow, not today. Retailers must use data and research to “deeply understand” their customers and consumers in order to “go where they are going, sometimes before they get there,” she said. Companies likeCoca-Cola
will be successful by constantly evaluating and refining their business models so
our system can adapt as quickly as our customers and consumers need us to.
Coca-Cola as an example of continuously evolving a
powerful brand to capture new consumption opportunities that meet the needs of
each new generation of consumers.
“Unlike 100 or even five years ago,” she said, “today our consumers can enjoy aCoca-Cola with sugar or without, in small or
large portions, or in low-, no- and full calorie versions. In other words, we
are not standing still.”
Hamilton said companies must also support their brands with the right retail experiences, which are increasingly all about “customization and personalization.” Hamilton walked attendees through the "Share a Coke" and Coke Bottle 100 campaigns, which allowCoca-Cola to “build relationships with consumers,
not just transactions.”
Coca-Cola used to track in-store
execution with paper forms and hand-held devices. “That generated outputs that
had to be analyzed, which is time-consuming,” Hamilton said. “Now, using a
smartphone or tablet,” she said, “our merchandisers can take a picture of the
retail environment and get an instant assessment of execution using photo
recognition."
Hamilton talked about Coca-Cola’s use of augmented reality and other leading-edge in-store innovations. “Ultimately these kinds of technologies let us bring our brands to life in a “faster and more relevant way.”
“There aren’t that many industries that continually let you re-invent yourself and push the boundaries of creativity and capability,” she concluded.
Coca-Cola’s Julie Hamilton had answers at the annual World Retail Congress in Rome, Italy. The forum brings together several hundred top-tier executives across all major retail sectors, including food, beverages, fashion, technology, entertainment and finance.
In a headlining speech, the company's chief customer and commercial leadership officer discussed five major themes reshaping the world of retail:
1. Changing and Changing Fast

Julie Hamilton onstage at the World Retail Congress
2. Understanding the ‘Past is Present’
It’s important to recognize the “past is already present” in the world of retail. Because consumers’ shopping habits are changing so quickly, all companies – includingCoca-Cola – must have a relentless focus on building their capabilities and portfolio for tomorrow, not today. Retailers must use data and research to “deeply understand” their customers and consumers in order to “go where they are going, sometimes before they get there,” she said. Companies like
3. The Importance of the ‘Three Rs’
The key to any business staying relevant is based on what Hamilton calls the “Three R’s.” Companies must deliver:- The right and relevant brands;
- The right retail experience; and
- The right kind of consumer engagement and marketing.
“Unlike 100 or even five years ago,” she said, “today our consumers can enjoy a
Hamilton said companies must also support their brands with the right retail experiences, which are increasingly all about “customization and personalization.” Hamilton walked attendees through the "Share a Coke" and Coke Bottle 100 campaigns, which allow
4. How Execution Drives Growth
Flawless execution is another differentiator in today’s marketplace.Hamilton talked about Coca-Cola’s use of augmented reality and other leading-edge in-store innovations. “Ultimately these kinds of technologies let us bring our brands to life in a “faster and more relevant way.”
5. The Case for Optimism
Hamilton closed out her World Retail Congress remarks by making a potent and personal case for optimism. “I’m a shamelessly glass-half-full person,” she said. The consumer landscape won’t ever stop changing. What’s important, Hamilton argued, is to step back from the swirl and recognize the “amazing potential" out there – for Coke's customers, consumers, employees and stakeholders around the world.“There aren’t that many industries that continually let you re-invent yourself and push the boundaries of creativity and capability,” she concluded.
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