“Where’s my name?”  This single question harked
by social media followers beckoned the next great idea to build
on the success of #ShareaCoke. The massively viral campaign
offered a surge of Coke sales (more than 1 million bottles in
the first year), but also provided a springboard for launching
the company’s first direct to consumer eCommerce initiative.

“[The allure of] getting your name printed on a bottle wasn’t
going to live forever,” noted Todd Skidmore, Direct to Consumer
eCommerce Manager at Coca-Cola, during his session at Imagine
2017, this week in Las Vegas. “We saw there were other
opportunities around occasions, such as weddings, or birthday
celebrations. People will buy multiple bottles with multiple
names, allowing Coke to be part of those special moments in
their lives.”

The iconic brand wanted to expand the value of the campaign’s
impact by adding hundreds of licensed Coca-Cola merchandise
SKUs in the two-month timeframe leading up to the holiday
shopping season. This, Skidmore said, was the brand’s crash
course in eCommerce. Coke saw substantial gains from its
efforts to evolve and adapt to meet consumer demands:

  • More than 600,000 names captured in the database, via
    Magento;

  • 22% increase in AOV, attributed to the added merchandise
    options (i.e. for occasions when consumers purchase high
    quantities of bottles);

  • 125K gifts purchased during the holiday season thanks to
    the one-stop shop for all things Coca-Cola; and

  • Cyber Monday 2016 captured the most traffic and purchases
    on the site since its inception two years prior.

Here are 4  key lessons from Coke’s homerun rollout:

  1. Direct access to consumers drives
    substantial engagement
    – “When you can directly
    connect with the consumer you can follow the journey from
    first click all the way through channels, and ultimately to
    purchase,” Skidmore noted. “The flexibility of the Magento
    platform, as well as the partner ecosystem, provided the
    support required to drive business for this new
    initiative.”

  2. Social buzz and integration is an important slice
    of the pie
    – “The reason we launched this site is
    because consumers asked, ‘Where’s my name?’ on social
    media,” Skidmore noted. “We constantly use it as a tool to
    drive business. We leverage Facebook’s sharing capability
    to enable customers to share their sporting team’s bottle
    to their profiles and feed. People can then click on link
    and enter directly to the cart page to purchase a bottle.
    It’s been exciting to see people coming through share links
    – so we’re creating and utilizing social media that drives
    commerce.”

  3. Take a data first approach to optimize future
    initiatives
    – When making decisions about future
    business initiatives, look closely at data trends to
    consider the habits, trends, and offerings that will enable
    your consumers to purchase seamlessly. Coke is capturing
    the names, phrases, and logos pertinent to their consumers.

  4. Innovation powers press coverage – While
    the iconic Coca-Cola brand carries clout, Skidmore noted
    that it was the innovative approach to commerce that drove
    a great deal of interest in various press outlets. “We
    received coverage from various mainstream outlets, but also
    links from college forums as the team logo initiative
    rolled out. You get unpaid press that expands the value of
    your initiative when you come up with new and innovative
    concepts.”

Check out more highlights of Todd Skidmore’s
session, and stay in touch with show takeaways by following the
event hashtag #MagentoImagine