Increasing marketing spend effectiveness
Coca-Cola wanted to strengthen its retailer collaboration in e-commerce, increasing the level of sophistication of its digital strategy before engaging with customers. It believed that retailer collaboration in e-commerce would accelerate the roll-out of this digital strategy by providing a direct link to sales growth.
“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 BrandsCountry Director Coca-Cola Enterprises
SparkOptimus helped shape the Coca-Cola digital strategy by providing additional outside perspective to existing international Coca-Cola digital learnings. This formed the basis for collaboration with its key e-commerce partner. We detailed the tools for digital category management, combining quick wins with strategic digital initiatives and defined the new processes, capabilities, and roles & responsibilities in both organizations.
The digital ‘omnichannel’ 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 within arm’s length’. The new retailer collaboration is operating without further support and generating additional sales on both sides.