Here’s How Coca-Cola Is Using Artificial Intelligence To Improve Customer Experience

by Trefis Team
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The Coca-Cola Company (NYSE:KO) is working on a smart digital vending machine powered by artificial intelligence which is likely to be launched in New Zealand soon, followed by a planned launch in the U.S.  The company is looking to connect its vending machines to the cloud, giving it an ability to control them digitally. This technology upgrade will allow Coca-Cola to remotely adjust the prices of products sold via these machines (digitally) making it easier to introduce discounts and promotions at a specific location. Further, customers will be able to buy their drinks from this vending machine via their smart phone even before reaching the machine and pick up the beverage once they are at it. This feature gives customers the ability to buy drinks for their family or friends in any location including another country. This technology will also allow the company to send personalized messages to its customers and provide a chat platform. Users can opt for conversations with the vending bot via Facebook Messenger and based on the customer’s data collected via Facebook the bot will customize its response. As companies look to make the retail experience convenient and digitally engage customers, this vending machine upgrade can help Coca-Cola understand customer behavior better and modify its products/services accordingly.

Digital Engagement, Convenient Pick Up Option

Recently, Amazon introduced an “Instant PickUp” facility which allows customers to order beverages and snacks via their smart phones and pick them up instantly from a conveniently located pick up point. Through this facility Amazon is looking to eliminate the need to carry hard cash or credit cards for buying these items since the Amazon account of the user would get charged for this purchase. What Coca-Cola is attempting through its smart vending machines is something similar, since it eliminates the need for the customer to insert hard dollars in a machine to get the desired product. Ordering via smart phones is more convenient and the customer can also be directed to the nearest vending machine based on his location.

Another advantage of this technology is that Coca-Cola will be able to engage its customers better and gather data on customer behavior. Several companies are benefiting from analysis of customer behavior based on data collected from digital platforms. McDonald’s recently highlighted the benefits of its customer data insights in modifying its products to suit customer needs and how this initiative improved the company’s sales.  With a smart vending machine, Coca-Cola can also leverage customer data to improve its services.

With dropping soda sales, digital innovations and better customer service can help Coca Cola in driving revenues. Further, these innovations can help the company manage its operations efficiently, leading to cost savings in the long term.

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