Innovation in the Marketplace

Our customers are the grocery stores, restaurants, convenience stores, movie theaters, outdoor kiosks and amusement parks, among many others, that sell our beverages to our consumers. We work closely with our customers and other business partners to benefit our consumers.

Our Collaborative Customer Relationship Model helps develop and deliver "perfect shopper" experiences. With more than 70 percent of consumer decisions made in-store, we have redesigned our marketing in the retail environment to best capture this opportunity with shoppers. Through this system, knowledge about consumers and shoppers can be shared immediately between our Company and our retail customers through technological innovations. Knowledge flows both ways. We share best practices across markets; customers bring us ideas on everything from new beverages to better supply chain and inventory management.

We continue to innovate the way we go to market with some of our customers. This includes partnering on initiatives such as FIFA World Cup™ promotions, recycled packaging and an automated replenishment program that streamlines ordering.

We are sharing knowledge with customers large and small to multiply the mutual benefits of such partnerships. In China, the U.S., Japan and Germany, for example, we have worked with our major customers to study and share shopper insights, creating merchandising innovations in stores that have yielded more effective product displays, more competitive store placements and increased sales for our customers and our Company.