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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)
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