Coca-Cola wanted to strengthen its retailer-collaboration in e-commerce. Coca-Cola wanted to increase the level of sophistication of its digital strategy even before engaging with its customer. It believed that developing retailer-collaboration in e-commerce would in return, accelerate the roll out of this digital strategy by providing a direct link to sales growth.
What they wanted
What we did
SparkOptimus supported shaping the Coca-Cola digital strategy with additional outside perspective to existing international Coca-Cola digital learnings. With this base, the collaboration with its key e-commerce partner was kicked-off. We detailed the tools for digital category management, combining quick wins with strategic digital initiatives and established the new processes, capabilities, and roles & responsibilities in both organizations.
What we achieved
The digital ‘omni-channel’ vision of serving consumers across both retail and out-of-home channels, as well as different digital channels (mobile, tablet, online) connects to the heart of Coke’s ambition to ‘always have a Coke at an arm’s length’. The new retailer-collaboration is operating without further support and generating additional sales on both sides.
What they said
“SparkOptimus supported us really well getting up to speed with digital: helping our organization to define our digital strategic vision and putting it into practice with both consumers and customers.”
– John Brands, Country Director at Coca-Cola Enterprises