Coca Cola's CDO David Godsman recently sat down with Adweek and discussed how much customers enjoy a digital touchpoint in their vending transaction. Coca Cola has taken this observation and begun to embed digital services such as AI, chatbots, and mobile apps into their global offerings. They begin these experimental digital rollouts in test markets such as Japan and then apply learned best practices elsewhere until they become global and commercialized.
Coca Cola has been experimenting with AI and chatbots in efforts to enhance the vending experience. AI is being used to optimize vending machine placement and also underpins the Coke On platform - a mobile loyalty program. Another key takeaway from the discussion deals with Coca Cola's continued development of their data management. They are adapting their use of data to look at customers more holistically and treat them as consumers of the Coca Cola brand as a whole rather than its individual products. Godsman explains that this shift allows Coca Cola to build a better relationship and dialogue with their clients.
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