"Obviously if your name wasn't one of those 300 names, you couldn't find your name on a bottle," he said. There were only about 300 names available in the database, and many customers made it clear on social media that they felt left out. in 2014, it was an immediate hit, Skidmore said, but there was one drawback. When the company brought the campaign to the U.S.
If the name is available in the company database, the customer can preview of the bottle with their name on the label and place an order. The customer visits the website and enters their first name in a search box. Fans could visit to personalize virtual bottles. The Share A Coke promotion began in Australia in 2011.
"Being able to do that right on the product - you can't ask for a better experience than that." "Connecting our consumers' passions with our brand is always something we wanted to do," Skidmore said. Todd Skidmore reviews the evolution of the "Share A Coke" campaign.ĭuring a session at the recent Adobe Summit in Las Vegas, Todd Skidmore, senior manager of e-commerce at the Coca-Cola Company in the U.S., described how the company grew its direct-to-consumer Share A Coke campaign from a single SKU promotion to a shopping platform for 6,000 SKUs. What began as a single product promotion - Share A Coke - became a multi-product e-commerce campaign driving millions of sales. In the case of the country's leading beverage marketer, the Coca-Cola Company, that customer need was being able to share a sense of themselves on their beverage bottles. Brands looking to expand into e-commerce will succeed if they meet a customer need.
0 kommentar(er)
