Coca-Cola localizes the global with digital campaigns

Author

Stephen Babcock
February 16, 2023

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Coca-Cola is a global company. Using digital tools, it is connecting with consumers on a local level. CEO James Quincey outlined how the CPG gained positive results by tapping voice tech, the metaverse and Gen Z insights in regions such as Vietnam, India and Latin America.

Returns are surging to start 2023, as ecommerce continues to offer friendly policies that make it easy for consumers to send items back. Amid the pullback in consumer spending, “transforming returns from a cost center into a customer experience ‘wow’ moment is critical,” writes Veho chief commercial officer Eric Swanson.

Shopify’s growth slowed down in 2022, but the ecommerce software company is still seeing expansion. This is thanks in part to a focus on enterprise brands and in-store commerce. The company shifted with the economic environment, and is putting more focus on operational acumen this year. “Profitability is a consequence of growth and efficiency combined over time,” CEO Tobi Lütke said.

Luxury resale marketplace The RealReal became the latest ecommerce platform to make significant cuts. It will lay off 7% of its workforce, and close stores in four cities while scaling back offices and other operations. Sales growth has remained strong amid high demand for recommerce, but the company is facing issues with profitability.

“The World of Martha” now has a home on Amazon, with a new collection of cookware, bedding, and textiles. Alongside essentials, the storefront includes video content and recipes for inspiration. It follows similar recent moves by Amazon to open dedicated homes for Gap and Rent the Runway. More and more, Amazon is becoming the digital mall.

From the grocery aisle to TV to the internet, attribution evolved as new forms of media emerged. Probabilistic approaches like marketing mix modeling gave way to deterministic models like first and last-touch attribution that moved at the pace of the web. Now, a new era of privacy standards is signaling a return to multilayered models that take into account not only how a campaign performed, but how an action in one part of the chain impacted all of the others. – Sponsored content with Tradeswell

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