2015 Predictions: Coca-Cola Enterprises

By Alex Spencer

CCE Headshots_Simon_2229

Over the next fortnight, we’ll be posting a series of 2015 prediction pieces from a range of guest authors, starting with Simon Miles, digital director at Coca-Cola Enterprises.

Social commerce
Social commerce is growing at an incredible speed, with many retailers becoming aware of the mass reach that social platforms can offer. For example, this year Amazon enabled shoppers to add products to their basket through the #AmazonCart hashtag on Twitter.

Brands are now able to measure the true value of social activity and demonstrate a clear ROI for investing in it. This is changing the face of business and disrupting the retail landscape and I expect this to continue in 2015.

Retailers need to keep customers at the forefront of their mind, providing relevant content and targeted marketing. For example, earlier this year we activated our Share A Coke campaign through Facebook, overlaying data from Dunnhumby with insight from Facebook to create a fully integrated campaign, enabling shoppers to purchase a personalised bottle of Coca-Cola from their local store. This kind of micro-targeting and personalisation is key to generating one-to-one conversations that have real relevance to shoppers.

Payment technology
There’s a lot of hype around Apple Pay and contactless payment at the moment, especially as …read more

Source:: Mobile App News