Minneapolis — The Coca-Cola Co. entered the e-commerce channel in early 2013 and learned a lot in the ensuing 18 months about how to connect with e-commerce audiences. This evolution has put a new twist on Coca-Cola’s traditional marketing goal: to have Coke within an arm’s length of desire.
In late October, market research company eMarketer estimated that U.S. e-commerce sales would reach $305.7 billion in 2014, an increase of nearly 16% from the year before, and account for 6.5% of all U.S. sales.