As part of its digital transformation strategy, Coca-Cola India is launching an app that will enable consumers to buy bulk jars of its mineral water brand Kinley online.
The beverages major will collaborate with its bottlers and distributors to execute direct home deliveries.
Last week, the company launched the service in Noida and will gradually expand it to the entire Delhi-NCR region.
Sanjay Rawal, Chief Information Officer, Coca-Cola India and South-West Asia, told BusinessLine , “By leveraging the power of the digital channel, we expect to expand our reach to a larger number of households and grow our bulk jar water business further. We will initially offer this service in the Delhi-NCR region and then look at expanding it to other cities. This is also one of the ways we are looking at using the online subscription model to enhance consumer experience through the digital medium. ”
As the company is focusing on widening its product portfolio, it is already in the process of getting bottlers and their salesforce to use digital tools.
Tech power
Coca-Cola India is also deploying a fleet of connected coolers, which are fitted with IoT devices, to gain key insights into consumers’ shopping behaviour. These devices detect temperature, humidity, number of times the coolers are closed and opened and assess the temperatures maintained.
“As a pilot we had equipped about 1,000 coolers with smart devices to get insights about various aspects such as the kind of cooling temperatures being maintained, consumer shopping behaviour and which products get traction in which regions. Now we are scaling up this pilot. We will be deploying about 5,000 connected coolers across the country,” Rawal said.
As of now, the company is focusing only on equipping new coolers with IoT devices. “By harnessing the power of technology to get consumer insights, we hope to engage better with our consumers. This will help us in implementing our strategy to go hyperlocal and provide choices tailored to consumers’ location and behaviour,” he added.
Rawal said the data analytics space will be a key focus for the company in the future. “We are building a data lake bringing together all the datasets from different parts of the organisation which can be analysed to formulate future strategies,” he added.