Coke Connects with Customers

Posted by Deborah Chaddock Brown on November 10, 2009 under Connecting Moments, Customer Moments | Be the First to Comment

Today reporter Melissa Lee showcased a new coca-cola machine called the FreeStyle.  Located in Manhattan, the machine allows you to mix and match Coke products to make a drink all your own.  There are over 104 possible combinations.

Why?

Coke wants to know what consumers find interesting; when they drink, what they mix, how often.  By bringing the machine out to the streets, they will capture valuable consumer data which will help them in configuring their next great Coca-Cola combination.  As a kid we called that the “suicide.”  We’d take our cup to the soda fountain and put a little of each choice in the cup and ooh and ahh over its unique and wonderful flavor.  I’m not so sure I’d do that now, but the options do set your imagination reeling.

Tomorrow, Wednestday night at 9est. there is a special called The Real Story:  Behind the Real Thing in which viewers will have the opportunity for the first time to enter Coke’s innovative lab. 

As I researched this post I took a trip out to Coca-Cola and discovered a webland of fun.  I had no idea you could accommulate points to win stuff - not just a hat or t-shirt but game stations.  The website offers Coke Worldwide - the chance to connect with the product at charity functions, to see how coke can be used in recipes.  They’ve done a great job of taking a simple product – the beverage I personally can’t live without – and turned it into an entire entertainment for the whole family.

Impressive.  Coke makes an effort to connect with customers. 

How are you connecting with customers? 

Do you make it easy to try? 

Do you help them give back to the community? 

Do you invite suggestions?

In what ways do you connect with customers to grow your business?  If you made a freestyle machine of your products and services so customers could mix and match – what might they select that would surprise you?  hmmm.