Coca-Cola FEMSA has adopted omnichannel as an enabler that empowers both its employees and its customers, without replacing the human factor ; and seeks the integration of data and digital tools to enhance the capabilities of its sales force and ensure that the value proposition is realized at the physical point of sale.
In an interview with Grupo T21, Juan Pablo Velasco, the company’s Marketing and Commercial Capabilities Director, pointed out that omnichannel seeks to integrate technology with traditional physical execution to enhance the value delivered to the customer .
“By omnichannel, we mean definitely using all the data, technology, artificial intelligence, and digital tools we’ve been developing, but to empower the physical side, that is, our true strength (…) Our value proposition is fulfilled when the product physically reaches the customer. That’s where we’re delivering on our promise,” he said.
Velasco shared that digitization only makes sense when it solves real customer needs and facilitates the work of those operating in the market . He also noted that the company’s approach moves away from cold automation to focus on a service platform that supports the growth of small businesses.
“The platform vision becomes a success when we put the customer at the center. As we continue to understand our customers, truly putting them at the center to address pain points and opportunities, we believe this platform can continue to deliver many successes and much growth. We believe it can also become a service platform,” he said.
Vision for the Future: To enhance the platform
The main challenge for the organization lies in communicating in the best way that technology is meant to empower people , such as shopkeepers and pre-salespeople, and not to replace them.
Looking ahead, Coca-Cola FEMSA projects that its digital platform will evolve beyond basic transactions to become a comprehensive service ecosystem. Regarding the path forward, Velasco concluded that the platform is constantly being improved and that efforts will be made to refine its value propositions .
“We believe the platform has the potential to continue growing, to further refine our value propositions, and to expand our service level beyond transactions to include value-added services and additional services for our clients. For example, more detailed order tracking, asset tracking, and things like that. We believe it can also become a service platform,” he concluded.
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