Coca-Cola Adapts Marketing Expertise To The E-commerce Experience

Coca-Cola, which knows a thing or two about driving store traffic, is using that knowledge to enhance its e-commerce tactics in a world where customers are increasingly likely to purchase beverages using an online cart rather than a grocery store cart. To that end, it is improving the appearance of its digital store shelves,” integrating with voice technologies like Amazon Echo, and adding impulse buy options to click-and-collect pickup lockers. The idea behind these changes is to focus on current customers to drive digital sales, with the help of grocers and other online partners. It is also experimenting with direct-to-consumer marketing.