CCE GB launches state of the art Shopper Research Centre - A first for the Coca-Cola business globally
Tuesday, March 16, 2010
Coca-Cola Enterprises Ltd (CCE) today announced a three year partnership with Red Dot Square Solutions (RDSS), providers of virtual reality software. This partnership, which is a first for Coca-Cola any where in the world will enable CCE to set new standards in research capability, insights and analysis to support its expertise in shopper marketing merchandising solutions for customers of all sizes across all channels.
The Red Dot Square Solutions (RDSS) software will operate from a dedicated CCE branded facility called the 'CLIC' (Collaboration, Learning and Insights) Centre at CCE's head offices in GB, Charter Place, West London.
The cutting-edge software delivers interactive virtual shopping experiences across a range of different environments. The technology replicates the shopper's experience in store and can scale from the detail on individual packaging on shelf to the aisles of a full sized supermarket. With the ability to track users' eye movements the technology enables a much deeper insight into the specific triggers and barriers that can influence a shopper on their route to purchase.
The continually evolving data will enable CCE to refresh and invigorate its shopper insights on an ongoing basis, and influence category planning using the latest available information. The new technology will also influence and inform NPD and packaging development, as well as future brand planning and initiatives.
Craig Smith, Vice President Marketing and Strategic Planning at CCE comments: "We're delighted to announce our three year partnership with Red Dot Square Solutions and officially open our Collaboration, Learning and Insights Centre (CLIC). Customer partnerships are at the heart of this approach and the new virtual store technology is already helping to step change our capability to maximize merchandising solutions in the Soft Drinks category.
"RDSS enables us to test different ways of invigorating the shopping experience and use these findings to demonstrate the impact of different initiatives with our customers. We can showcase the advantages of in store activations up front and inform the choices our customers face."
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Notes to editors
For more information please contact: Simone Harvey - simone@mercieca.co.uk / 020 7485 0100
Coca-Cola Enterprises Ltd (CCE) is a UK based subsidiary of Coca-Cola Enterprises Inc, the world's largest marketer, producer and distributor of The Coca-Cola Company's (TCCC) products.
CCE manufactures and distributes products for TCCC as well as products for other brand-owners, throughout England, Scotland and Wales, employing around 4,500 people in Great Britain across seven manufacturing sites and a number of regional offices and depots.
CCE is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection.
CCE manufactures and distributes the following TCCC brands: Coca-Cola, diet Coke, Coke Zero, Fanta, Dr Pepper, Sprite, Schweppes, Schweppes Abbeywell, glaceau, Relentless, Powerade, Oasis and 5 Alive. In addition, CCE also distributes Monster, Appletiser, Ocean Spray and Capri-Sun on behalf of other brand owners.
CCE has the largest share of soft drinks in the UK[1] with on-going brand and product innovation continuing to reinforce this position of leadership within the category. Coca-Cola is the UK's number one selling soft drink[2] and remains one of the most innovative brands in the world today.
About Red Dot Square Solutions
RDSS creates intelligent, 3D real-time models of leading retail outlets, which are used by retailers and manufacturers across the Globe to study how customers shop. RDSS has recently been acquired by WPP, the World's leading marketing services and communication's company.
[1]AC Nielsen Total Coverage to 31.10.09
[2]AC Nielsen Total Coverage to 31.10.09
