Coca-Cola is embarking on a digital transformation in its revenue growth management (RGM) efforts, aiming to enhance customer experiences. The company is accelerating its digital B2B platforms to customise product offerings, pricing, and packaging architecture, with the goal of reducing stockouts and optimising inventory placement. By expanding its eB2B platforms and implementing personalised strategies, Coca-Cola has witnessed early success. AI-driven push notifications have led to increased purchases of recommended stock-keeping units (SKUs), driving incremental retail sales. With 6.9 million customers connected to their B2B platforms, Coca-Cola envisions more productive and lucrative relationships with both large and independent retailers. This strategy extends to their U.S. bottling partners, fostering efficient AI-supported B2B relationships for better supply chain operations and connectivity. Additionally, Coca-Cola recognises opportunities in diversifying packaging, particularly in the U.S., to cater to different consumer segments and preferences, with an emphasis on affordability and premium options. Coca-Cola’s digital investments are paving the way for future growth and innovation.

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