Overview
The Coca-Cola Company is a global beverage corporation and one of the world’s most valuable and recognizable brands. In 2019, Softcrylic performed a complete digital analytics tagging migration from Ensighten to Google Tag Manager and Google Analytics and streamlined implementation with GTM’s integrated ecommerce capabilities.
The Challenge
Post-Migration, Coca-Cola began a proof of concept for a Direct to Consumer (D2C) experience on 7 select websites. This experience would allow users to find products in a nearby store or, for the first time in Coca-Cola’s history, to purchase beverages online. When Covid-19 hit the U.S in 2020, the proof of concept was still in progress, and Softcrylic was presented with the challenge of helping Coca-Cola understand the impact of the COVID-19 pandemic on user behavior within their D2C experience.
Strategy
Softcrylic helped Coca-Cola identify and measure online KPIs, while layering in market conditions such as the start of COVID-19 pandemic, Coca-Cola’s media spend cuts, and trends of workers working from home. Customizing Google Analytics 360’s enhanced ecommerce capabilities, Softcrylic established two main purchase intent KPIs: Find In Store CTR vs Find Online CTR. The goal of the D2C experience was to reach a transactional engagement percentage of 2%. Softcrylic used Data Studio to create a dashboard that would help communicate findings effectively and in an ongoing method. PowerBI was also used to tie-in web behavior from Google Analytics with other internal data from Coca-Cola using BigQuery and Amazon AWS.
Results & Business Impact
By mid-April 2020, the overall web traffic was down by more than 12% during a 90-day trend. Despite this decrease, overall transactional engagement was up by 1.5 percentage points over the goal of 2%. Some brands had more than 20% transactional growth. This was led by a clear inflection point in purchase behavior after March 1st, shifting preference from finding in store to finding online.
By May 2020, transactional growth had surpassed 4%, with web traffic in continued decline. This was a clear sign for Coca-Cola to double down on finding products online and led to a full rollout of D2C experience for all their brands. Softcrylic was able to scale the Google Analytics and GTM implementation while continuing to monitor performance as Coca-Cola rolled out the D2C experience to 20+ brands within the next 6-months.
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