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Coke Exec: The Online Shopper Today Expects A Lot More

October 15, 2017: 12:00 AM EST
A Coca-Cola executive says online customers have grown impatient, demanding, and bored, as their expectations become “higher and higher” when it comes to service. Coke’s global customer director Simon Miles told a recent grocery industry meeting that companies need to up their game to meet shopper expectations, which can be summed up in one word: “free” (or close to it). That presents a lot of challenges in terms of logistics, supply chain, and products. Online grocery selling will evolve into two streams: auto-replenishment of boring but essential basics, and service-orientated ways to lure shoppers into buying products they may not have previously considered.
Victoria Craw, "Coca-Cola Global Customer Director Says Online Shopping Has Failed to Inspire Consumers", News.com.au, October 15, 2017, © News Limited
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