Coca-Cola Albertsons Digital Endcap
At the Shopper Marketing Summit in March, Karen Sales, vice president of shopper marketing at Albertsons Cos., and Liza Etu, senior shopper marketing manager at Coca-Cola Co., presented findings and a case study on a digital endcap that began in three stores in 2014, rolled out to 250 stores in 2015 and then increased by 200 stores in 2016. The endcap consists of an interactive digital screen surrounded by Coke product. Google Cloud technology powers the screen, which includes Google's Eddystone wireless beacon for location-based abilities, delivering custom content to a shopper’s smartphone as they approach the screen. The content can be a coupon or branded content.