Coca-Cola: ‘E-commerce should not be seen as a channel’

Coca-Cola says digital transformation and e-commerce are its top priorities, as the fizzy drinks company claims its products are among the fastest selling online.

Coca-Cola believes e-commerce is playing an increasingly important role for the business, but warns that its image of only being the remit of digital “pure players” is wrong and should be challenged.

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Speaking at the Barclays Global Consumer Staples Conference yesterday (5 September), the company’s executive vice president of Coca-Cola North America, Sandy Douglas, spoke about the “digitisation” of the business, and how technology is changing the way it serves consumers.

E-commerce, she claims, gives it the opportunity to reach people using their mobile devices in their homes – and believes there is room for further growth due to the popularity of its products among online retailers. That said, she believes e-commerce still has an image problem that needs tackling.

Read more at Marketing Week: https://www.marketingweek.com/2017/09/06/coca-cola-e-commerce-not-seen-channel/

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Author: (no) relation

“As I've grown older I have learnt that pleasing everyone is impossible but pissing everyone off is a piece of cake.”

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