Coca-Cola Bottling Canada Gains Data Edge With Instacart Consumer Insights Portal
Coca-Cola Bottling Canada looks to advance its consumer engagement strategy by tapping into real-time, first-party grocery shopping data.
It is working with Instacart for the effort, leveraging a new Consumer Insights Portal built on data from nearly 100,000 stores and more than 1,800 retail banners.
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The company gains a clearer picture of how consumers discover and choose its products across customer channels, said Tara Scott, chief new growth officer and VP alternative revenue streams for Coca-Cola Bottling Canada, in a statement.
The data pool includes insights into brand- and retailer-specific product-level sales data and performance, search behavior, substitution patterns and promotion impact based on real-time transactions rather than modeled data or survey panels.
Additionally, it highlights actions across the path to purchase, showing what consumers search or click on, or consider, before purchasing.
Using the platform, the company can analyze information such as brand switching, trial drivers and repeat rates, helping its marketers to optimize promotions, product placement and media strategies.
“It has helped us move faster on decisions around promotion strategy and retail planning," said Scott. "We’re excited to keep building on these insights as we aim to advance our role as valued customer partners.”
