We use our own and third-party cookies to optimize your experience on this site, including to maintain user sessions. Without these cookies our site will not function well. If you continue browsing our site we take that to mean that you understand and accept how we use the cookies. If you wish to decline our cookies we will redirect you to Google.
Already have an account? Sign in.

 Remember Me | Forgot Your Password?

Coca-Cola’s Douglas Says E-Commerce Is Not Really A Sales Channel

September 6, 2017: 12:00 AM EST
The head of Coca-Cola North America says the company is succeeding in e-commerce, but brick-and-mortar retail remains the backbone of sales. Sandy Douglas told the Barclays Global Consumer Staples Conference that e-commerce is not really a sales channel but “a way for consumers to research, to buy, to experience brands.” It is a way for companies to reach potential buyers who use mobile and other digital devices. Coke’s big opportunity is in “quenching thirst,” something that is delayed in the e-commerce experience. Douglas said Coca-Cola still looks to the shopping routine, takeaways, delivery, and home consumption as the big opportunities in selling.
Leonie Roderick, "Coca-Cola: Ecommerce should not be seen as a channel", Marketing Week, September 06, 2017, © Centaur Communications Ltd (a member of the Centaur Media plc group)
Case Studies & Best Practice
North America
United States of America
Comment & Opinion
Companies, Organizations
Marketing & Advertising
Developed by Yuri Ingultsov Software Lab.