Coca-Cola - Digital Transformation Journey

Coca-Cola is another big brand that is on a digital transformation journey

Speaking at the Adobe Symposium in Singapore this week, Mariano Bosaz, VP Digital Transformation for Greater China and Korea at The Coca-Cola Company said digital transformation “enables us to extend the experience that goes the product, we can beat the real thing using augmented reality”.

Adding “Our digital transformation has focused on four areas. The first area and the most relevant for today is our experiences, how do we enhance our customer experiences when they touch our product and our brands? How do we provide better experiences to the customers that sell our products?

Operational transformation

“The second part is around operational transformation and is about how to leverage data and technology and how to improve internal processes to enhance our speed to market.”

Business transformation

“The third area is around business transformation and how we disrupt ourselves before others disrupt us.”

Cultural transformation

“And finally, our cultural transformation and this is one that is the hardest for any company to do, we are asking our teams and experts to touch people’s hearts and love our brands. We are thinking about human behaviour in a different way and going beyond the storytelling, beyond the 30 second or three second media, to provide services to engage with them in a personal way,”