- Index hide
In order to further strengthen the “brand love”, the brand of soft drinks indicated that this new establishment is aligned with the “Real Magic” campaign.
The brand explained that the London store is equipped with a bar designed to attract the attention of Generation Z and millennials.
The positioning of a brand today is given thanks to a large number of strategies, which remain in the memory of consumers. iconic brands like Coca-Cola, which is known throughout the world, has had a great positioning of its brand due to the great strategies it carries out, such as the creation of exclusive merchandising for each of its consumers.
With the advancement of new technologies and the new digital era, positioning a brand can be easier, so the use of merchandising has become a great marketing tool for a firm.
According to data from specialists, merchandising is defined as a strategy to promote a product or a brand to influence the consumer purchase decision either at the point of sale or in the online channel.
Likewise, experts add that contributing to the experience of a brand, marketing is an effective tactic to help differentiate a brand from its competition, as well as to open a continuous income stream that directly benefits the bottom line.
Coca Cola and its first merchandising store in Europe
Coca-Cola opened its first store in Europe in the city of London with which it wants to win the hearts of its fans even more. According to the firm, the store is located in Covent Garden, and sells accessories and premium clothing with the Coca-Cola logo.
In order to further strengthen the “brand love”, the brand of soft drinks indicated that this new establishment is aligned with the campaign “Royal Magic” launched by Coca-Cola in September of last year, and was born with the aim of lighting up “consumer-centric” experiences.
Michelle Moorehead, vice president of licensing and retail for the American multinational, explained that “with this store, Coca-Cola hopes to operate in a more humane way and get closer to the consumer.”
“We want to provide unique experiences to our customers,” he said.
Coca Cola explained that its new store is focused on fashion with products marketed as premium that include collaborations with designers such as Soho Grit, Alma de Ace, BAPE, Herschel and Staple.
Coca Cola and the Direct-to-consumer
This new strategy is added to the one that the American brand has launched various strategies such as the DTC (Direct-to-consumer) field, an area that has been investing for some time, such as, for example, the Your Coca-Cola online marketplace.
The company explained that the Covent Garden store is the first of these characteristics in Europe, and announced that after that it will continue with the launch of the same store in the United States.
“Innovation can take many forms and this new store is a way to innovate and bring our brand to new customers and engage with existing customers to spread the love of Coca-Cola,” says Moorehead.
“We believe that combining unique online experiences with powerful face-to-face experiences will be crucial in bringing the best of Coca-Cola to our fans,” they add.
The brand’s store in London is equipped with a bar designed to attract the attention of the Generation Z and millennials.
There are many brands currently that have merchandising and many times it is consumers who show off their loyalty to a firm by showing their collections, as is the case of a user on social networks who showed off part of its merchandising of Dr. Simi, who is the advertising mascot of Farmacias Similares.
This image of Dr. Simi has managed to be promoted in various situations thanks to its merchandising items, even with celebrities who have received this type of stuffed animal in their hands from their fans, as it emerged at the Coldplay concert in Monterrey.
Now read:
Archaeological rescue plan of AMLO at the wrong time with INAH actions
They revive the strategy that Pepsi used to win over Coca-Cola consumers
Why go to Google Analytics 4? Learn it in this course