CCA wanted to eventually move its trade customers from phone selling to internet ordering. However, many convenience outlets not only didn’t have a computer, but English was not their strong point! Many cynical retailers saw the move as a manoeuvre by Coke to save money.
After extensive trade research and internal stakeholder consultation, we developed a strategy that promoted online ordering’s core benefits. It was launched with an integrated internal and external education and incentive program.
Coke achieved a successful trial with take-up well above budget.