Coca-Cola tests NFC-enabled vending machines to bolster mcommerce presence - Mobile Commerce Daily - Payments
NEW YORK – A Coca-Cola executive at ad:tech said the beverage giant is piloting a program with Google Wallet where consumers can use their mobile device to pay for a drink at 200 of its vending machines across the United States.
During the “Brands and Innovation – Spreading Stories to Create Value “ keynote session, the executive discussed how mobile plays an integral part in the company’s overall strategy. According to the executive, evolution is absolutely mandatory and the landscape is constantly changing, as should marketers.
“We’re doing a trial with Google Wallet and it’s great for those consumers who don’t have cash but want to buy a coke,” said Wendy Clark, senior vice president of integrated marketing communications and capabilities at The Coca-Cola Co., Atlanta. “We’re experimenting with this.
“The combination of mobile commerce and location technology moves our business from the point of sale to the point of thirst,” she said. “If we know where you are and that you are thirsty we can move you to the nearest outlet to quench that thirst.
“We have to place bets and we have to take risks if we want to feel innovation in the way that we market.”
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