Coca-Cola embraces “new school” shopper marketing

This event report discusses how Coca-Cola, the beverage company, is working with retailers in the US to improve performance.

Coca-Cola embraces "new school" shopper marketing

Stephen WhitesideWarc

Shopper marketing is undergoing a profound transformation. More specifically, the "old school" model, where brands were utterly dominant, has been replaced by a "new school" approach based on genuine partnerships between retailers and suppliers.

That was the message of Alison Lewis, the outgoing SVP/marketing for North America at Coca-Cola, while speaking at the Shopper Marketing Expo, held in Chicago in October 2013.

In the recent past, Lewis suggested, the relationship was so unbalanced that major players like Coca-Cola could present a proposal to a vendor, promise no kind of customisation and...

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