{"id":270,"date":"2023-11-01T21:31:47","date_gmt":"2023-11-01T21:31:47","guid":{"rendered":"https:\/\/realrisk.digital\/erisk\/?p=270"},"modified":"2023-11-01T21:31:49","modified_gmt":"2023-11-01T21:31:49","slug":"coca-cola-rgm-acelera-sus-plataformas-digitales-b2b-para-ampliar-la-personalizacion-mayorista","status":"publish","type":"post","link":"https:\/\/erisk.realrisk.net\/?p=270","title":{"rendered":"Coca-Cola RGM acelera sus plataformas digitales B2B para ampliar la personalizaci\u00f3n mayorista"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>RGM de Coca-Cola se esfuerza por acelerar sus plataformas B2B digitales para una mejor adaptaci\u00f3n de la arquitectura de productos, precios y empaques, que se espera que reduzcan la falta de existencias y optimicen la ubicaci\u00f3n del inventario f\u00edsico. La empresa de bienes de consumo tambi\u00e9n est\u00e1 ampliando su cobertura de estas plataformas eB2B y aumentando los esfuerzos de personalizaci\u00f3n para sus clientes minoristas.<\/strong><\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">A continuaci\u00f3n, la informaci\u00f3n completa en ingl\u00e9s: <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Coca-Cola\u2019s latest RGM efforts include accelerating its\ndigital B2B platforms for better tailoring of product, price, and packaging\narchitecture, which are expected to reduce out of stocks and optimize physical\ninventory placement. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The consumer goods company is also expanding its coverage of\nthese eB2B platforms and increasing personalization efforts to its retail\ncustomers. Early pilots indicate that Coca-Cola customers receiving push\nnotifications written by artificial intelligence are more likely to purchase\nrecommended SKUs, resulting in incremental retail sales, the company said.&nbsp; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe&#8217;re just scratching the surface of what&#8217;s possible, but\nwe&#8217;re investing in digital capabilities now to expand our potential down the\nroad,\u201d said James Quincey, Coca-Cola Company CEO, on an earnings call. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Why This Matters: Digital Retail Relationships <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There are currently 6.9 million customers connected to\nCoca-Cola\u2019s B2B platforms. Having customers on these 24\/7 platforms can enable\nmore productive and lucrative relationships with both large and less-modern\nindependent retailers. Once a more efficient relationship has been established,\nthe CPG can layer on an AI component for greater personalization.&nbsp; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a strategy that\u2019s extending into Coca-Cola\u2019s U.S.\nbottling partners, which are similarly investing in their digital capabilities\nthroughout their supply chain and operations. A number of international\nbottlers have been working in coordination on an AI-supported B2B relationship\nover a platform that provides suggested purchase orders, said Quincey. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThere&#8217;s a lot going on and there&#8217;s a lot of connectivity\namong the bottlers on the enterprise software side because \u2026 [most] use a\nshared platform to get things done that&#8217;s referred to internally as CONA. So\nthere&#8217;s a lot of investment on making sure the supply chain is as efficient as\nit can be and a lot of support from ecosystem partners to get it done.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pack Diversity Opportunities <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Coca-Cola sees more opportunities to leverage greater\npackaging diversity in the United States, a marketplace that offers opportunity\nfor more segmentation, said Quincey. This includes a range of can sizes and its\nnew PET bottles made of recycled plastic.&nbsp;\n<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cWe&#8217;re not capturing all the opportunities that are there,\nand the leveraging of greater pack diversity actually helps in an environment\nwhere, as you have in the U.S. at the moment, certain segments of consumers\nfeel under disposable income pressure and would look for more affordable\noptions,\u201d said Quincey. \u201cAnd yet, there are plenty of segments either in terms\nof their income or in terms of the channels they&#8217;re going and spending in who\nare more disposed for premium options.\u201d&nbsp; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Other regions, including Latin America and Europe, are successfully using more packages, he noted.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>RealRisk \/<\/strong> <em>Fuente: Coca-Cola <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>RGM de Coca-Cola se esfuerza por acelerar sus plataformas B2B digitales para una mejor adaptaci\u00f3n de la arquitectura de productos, precios y empaques, que se espera que reduzcan la falta&hellip; <\/p>\n","protected":false},"author":2,"featured_media":271,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[8],"tags":[54,91],"class_list":["post-270","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mercados","tag-coca-cola","tag-estrategias"],"jetpack_featured_media_url":"https:\/\/erisk.realrisk.net\/wp-content\/uploads\/2023\/11\/Captura-de-pantalla-2023-11-01-161559.png","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/erisk.realrisk.net\/index.php?rest_route=\/wp\/v2\/posts\/270","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/erisk.realrisk.net\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/erisk.realrisk.net\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/erisk.realrisk.net\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/erisk.realrisk.net\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=270"}],"version-history":[{"count":0,"href":"https:\/\/erisk.realrisk.net\/index.php?rest_route=\/wp\/v2\/posts\/270\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/erisk.realrisk.net\/index.php?rest_route=\/wp\/v2\/media\/271"}],"wp:attachment":[{"href":"https:\/\/erisk.realrisk.net\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=270"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/erisk.realrisk.net\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=270"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/erisk.realrisk.net\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=270"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}