Phil Rubin

CPGmatters: Coke Launches 'Shelf-Savvy Marketing' to Boost Sales, Create Value at Shelf

February 18, 2010

FROM RETAILWIRE:
In a presentation to retailers last month, Darren Marshall, VP of global customer and shopper marketing at Coke, said connecting with shoppers effectively calls for partnering with retailers to create value collaboratively. What do you think of Darren Marshall's seven habits of highly effective "shelf-savvy" marketers?      [more...]

Coke is smart to focus more closely on where customers are, beyond the traditional TV screen. It's a sign of progress to see the company begin to measure sales value as part of its marketing efforts.

Some of these "habits" include basic branding (i.e., "differentiation") so in terms of true customer-centricity, what about the habit of integrating a call to action to drive opt-in (e.g., tactically this would translate into joining My Coke Rewards) to extend the in-store investment to an ongoing addressable away-from-the-store relationship?