Coca-Cola: Lens Platform Marks ‘Significant Evolution’ In Insights Sharing With Retailers
The Coca-Cola Company is launching a new data and insights platform known as Coca-Cola Lens that aims to share consumer behavior and industry trends in a digestible manner.
The platform, available at Coca-ColaLens.com, is geared toward retailers and foodservice providers and leverages both internal and external data and information. It's meant to be easily accessible to provide information on current trends and perspectives about the future.
It also represents a significant evolution in how the company shares insights with its retail partners, Melanie Daigle, senior director of segmentation and tools at Coca-Cola North America, told CGT in an email.
“Historically, our approach to sharing insights with partners involved one-on-one discussions using more static, periodic reports and presentations,” she noted. “These methods, while valuable, did not always allow for real-time access or the ability to tailor information to specific scenarios our partners faced.”
The interactive platform is launching with 16 thought leadership stories that have been curated by Coca-Cola subject matter experts and use both proprietary and non-proprietary data sources, including information from the U.S. Bureau of Labor, U.S. Census Bureau, Forbes, the Washington Post, Businesswire.com, and other sources.
New content, intended to provide further context to the data, will be released each quarter, with early articles focused on macro forces and trends, diner psychology, digital trends, meal missions, e-commerce shares, and Gen Z.
“The focus is on taking the data available and providing easy-to-navigate articles that tell the story behind the data with actionable insights or thought starters for a retail or foodservice partner to be able to infuse into their business strategy [and] decisions for continued growth,” said Daigle.
Although they’ve yet to test Coca-Cola Lens with specific retail partners, the No. 10 publicly owned consumer goods company strategically involved its customer teams in the development process to take a collaborative approach, per Daigle.
“By integrating feedback from these customer-facing teams, we have crafted a platform that we believe will empower our retail partners to navigate the evolving consumer landscape with confidence, leveraging deep insights to anticipate and meet consumers,” she said.
