Coca-Cola actively supports its biggest partners in retail and food service with e-commerce. For medium-sized and smaller parties, it is not feasible for CCEP to support them individually as well. This is also because many of these partners are not yet mature in the field of e-commerce.

GROUP7 organized a webinar with Coca-Cola for medium-sized and smaller partners in food service. These parties receive an offer for 1:1 guidance from GROUP7. This guidance is partly based on Coca-Cola’s best practices.

The challenge

To be successful in e-commerce, you must ensure good availability, visibility and findability of your range. That turns out to be easier said than done.
In about half of the wholesalers’ web shops we find a different result for the keyword ‘cola’, such as chocolate, cola candy or pina colada. How can you solve that?

And if your search works well, ‘activation’ will come later. For example, how do you activate a new Fuze tea flavor in the webshop? And preferably you offer glass bottles to restaurants, while fast service mainly sees plastic bottles.

The solution

GROUP7 explained the principles in a webinar and offered 1:1 follow-up guidance for the wholesalers present. The guidance is partly based on Coca-Cola’s way of working for larger partners. It leads to participants moving higher on Coca-Cola’s RED score. The market leader in soft drinks awards these scores for e-commerce maturity.