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Coca-Cola U.S. Uses Technology And Data To Personalize It’s Drinks
Liz Unamo| 25 de junio de 2018
CocaCola Outlet
Now, more than ever, Coca-Cola North America is coming up with new ways to make sure its beverages are within everyone’s reach and satisfy everyone’s taste by means of technology and product innovation, new distribution channels and data-driven decisions” Chaly Jo Moyen, the beverage company’s senior VP of Strategy, Planning and Decision Science, said on Monday at the Beverage Digest Market Smarts conference. “Our main job is tracking what consumers want.” Coke aims to meet consumer demands by personalizing its beverages and packaging for different occasions and needs, and which range from drinks with functional benefits (e.g. ZICO coconut water, Honest Tea, Core Power) to mini cans with the right size for their core sparkling brands, such as those with local or imported ingredients. Such innovation includes tapping into the growth of e-commerce and rethinking how beverages are sold and delivered. This includes orders placed online or through a mobile app, or purchasing solutions based on subscriptions. For example, Coca-Cola partners with goPuff, which makes quick convenience-store deliveries and which started out serving college campuses. It also uses digital technology to create new consumer experiences through innovative programs like sip & scan, which gives Coke customers instant access to fun, prizes, sweepstakes and more by scanning icons on Coca-Cola products with their mobile phones. Or the MyCoke platform that lets stores replenish their beverage inventories and schedule future orders online. Coke North America’s Decision Science and Data Strategy Center of Excellence analyzes all the data captured by the brand’s digital ecosystem in order to provide teams across the whole company a big picture of the opportunities it has in store.
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