>> Announcer: Live from the Wynn Hotel in Las Vegas, it's theCUBE, covering Magento Imagine 2018. Brought to you by Magento. >> Hey, welcome back to theCUBE, I'm Lisa Martin, live at the Wynn, Las Vegas at Magento Imagine 2018. We've had a really cool day here talking about lots of facets of commerce, e-commerce, and really talking about commerce as a center of gravity around digital transformation. If you drink Coke like I do, you're going to be pretty excited to hear our next guest. We've got Todd Skidmore, the manager of eCommerce from Coca-Cola. Todd, thanks so much for joining us. >> Thanks for having me. >> So I'm super thirsty now, there's probably some Coke bottles behind us. >> (laughs) Yeah, exactly. >> So everybody knows the iconic Coca-Cola brand and the Share A Coke branding that you guys have been using a long time. As retail, and really as consumers, as we've really started to change the way, not just that we buy, but the experience that we want to have, I'd love to hear the journey that you guys are on at Coca-Cola to make a product that's been around for how long, really personal. So talk to us about what the Share A Coke journey is, and let's start with why you even started it. >> Perfect. Yeah, so the campaign actually started really as an opportunity to connect with consumers in a more personal way, and it was an in-store campaign. It started in Australia, actually, in 2011, and was hugely successful, so it moved its way across the world and made it to the U.S. in 2014 and of course, you can imagine the U.S. as big as it is, and we have the distribution, and complexities, and manufacturing, took a few years to bring it, but it was hugely successful in 2014, but of course, success breeds opportunities, and with that, people started going, "Well, I can't find my name on a bottle "in the store, how can I get my name?" Posting on social media, et cetera, which is great exposure, but we had an opportunity, so when we brought the program back for the next summer, the campaign in-store as well, we also brought in our first foray into direct-to-consumer e-commerce where you are able to go onto the site, personalize a bottle yourself, and get any name on a bottle. You weren't restricted to what was in the store, or even if it was in the store and you couldn't find it, now you had an opportunity to bring that to life. So that's kind of been the journey, and that was three years ago when we launched the site, and now we've gone from just basically selling one skew, which was a Coke bottle, infinitely customizable one skew, but one skew, to now we have over 6,000 skews on the site, including licensed merchandise, lots of different bottle options, all kinds of stuff, so. Really, the whole thing has been about connecting with consumers, listening to what consumers want, and then bringing those experiences and the brand in a really special and unique way. >> I love that you're listening and taking that consumer feedback and identifying by doing so, I imagine, using big data and analytics, to then identify additional business models and revenue streams for Coca-Cola. >> Yeah, so, the crazy thing is we started it and the big thing was you can get your name on a bottle. Well, then we started realizing by looking at the data that people were using it for weddings, and events, and all kinds of things, and reunions, and graduation parties, and so being able to customize it and have it for an event like that brings really a special, you know, the Coca-Cola to those occasions, which is exactly what we want as a company, is to be a part of the communing and occasions like that, so being able to use that data to drive our products and also drive our marketing. So now we don't just talk about getting your name on a bottle, we talk about these occasions and marketing. We have a whole wedding page, talking about weddings, et cetera, so. >> Wow! That's cool. So you guys are a award finalist here at Magento Imagine 2018 for the Imagine Excellence Awards in the Customer Insights category, and it's kind of (mumbles) with what you were just saying in terms of listening to customers, but also from a data-driven standpoint, you mentioned marketing, and I'm a marketer, and marketing is now a science because there is so much data available, but as consumers we want that. We want an experience, whether its Coca-Cola or some other retailer, we want them to know enough about us, to not steal our data, but to be able to deliver a seamless experience regardless of channel, that's relevant to me as a person, as a human. And that's something that you guys will find out, I guess tonight at the awards ceremony. >> Yeah we'll see what happens tonight, but yeah. So we definitely try to use as much data as we can to inform where we're going to take the next program, marketing campaign, et cetera. So it's listening to what people are buying or even saying in the reviews, et cetera, so. >> So in terms of the genesis done in Australia, and then brought it to the states as an in-store program seasonal, a few years ago you've launched the online direct-to-consumer, I imagine, mobile, tablet, any way that they want to consume it. >> Yep. >> Talk to us about opening up this channel, direct-to-consumer and what that is helping achieve from a business perspective. >> Well, I think it's another way to sort of certainly learn more about what our consumer wants, and we certainly get probably the best data that you can get on an eCommerce site than you get even compared to almost any other type of platform or way we've had in the past. We've had rewards programs in the past which was also another way to get great consumer data, but this is one where you absolutely know if someone makes a purchase they're making an investment in your brand, which means you know that's a valuable customer, and that's a valuable consumer that you can then understand that's the type of people that we want to be associated with, market to, and have them be a part and connected to our brand. >> So the responsiveness to your consumers is quite clear. If we take a look at, you said 6,000 skews now? >> Todd: Yeah. >> So it's expanded beyond the actual Coca-Cola bottle. So many different opportunities. How are you using technology to help manage and track all these different skews and ensure that supply and demand is in sync. >> So, we do the best that we can while-- we are, I will be honest with you, we're a pretty scrappy bunch within Coca-Cola, and we have an analytics team, or person I should say, a 'team', person, and we rely on that to pull that data down and analyze it and take a look at what's happening. We're of course reviewing that and reacting to it as quickly as can. I talked about an example in my speaking session earlier today where, at Coachella, TeenVogue picked up one of our outfits and took a picture of a model there. It started trending on Instagram, and it was only offered in-store, in our brick and mortar stores. We were able to get it up online within 24 hours so we could start reacting, so of course that just happened days ago. >> Right. >> So, we're really trying to be progressive and fast and agile about reacting to what consumers are interested, because they were on Instagram going, "Hey, where can I buy this?" et cetera, and so being able to sort of react and do those things is exciting. >> Absolutely. One of the things that I find interesting, and we've talked a lot about this today with out guests, is the conveniences that we expect as consumers, right? We want to be able to go to any device wherever we are and buy whatever we want, and expect that it's going to show up in a little brown box on the doorstep two days later. How are you seeing trends in the consumer space spill into the corporate space? >> Maybe reword that again so I... >> So you're selling to consumers, and you're doing a lot of pivoting, "Hey, they want this, they want that." >> Todd: Oh, okay, so like corporate orders? >> Exactly, exactly. >> Yeah, I mean, I think really we all know that the whole business world and everybody's lives are coming together. It used to be traditional, it was like work was my work and personal was my personal. That's not the case anymore, and also with e-commerce sites, b to b sites now are becoming more like d to c sites. People are expecting much more of it, expectations are much higher from what you're going to deliver on a b to b site. So I think all these worlds are sort of merging, and I think from a corporate perspective, they see an opportunity with a Coca-Cola brand, and we want to be able to deliver that on the corporate side as well, so. >> So is that business growing then, in terms of companies coming to the website to, like you see with, you said weddings and other occasions, is corporate buyers now kind of at that level? >> Yeah, so we even have hotels buying for events on our site now, so we have some relationships there that we've tapped in to, which is the great thing about Coca-Cola is we have all these partnerships with properties, entertainment, et cetera, and we try and bring all those things. That's been a big focus of mine, is taking advantage of the things that Coke already has in place, and bringing them to a new way, and a new way to sort of participate in those partnerships via the bottles basically. >> So the website is by... >> Well, you can go to cokestore.com, that's the easiest way, or shareacoke.com. The reason we've sort of moved to the cokestore.com, think about it, it was kind of a program to begin with, now Share A Coke is just a piece of sort of an overall direct-to-consumer offering that we have. >> So, exciting opportunity tonight with being a finalist with this award, what are some of the things that you're looking forward to as 2018 continues in terms of, maybe some of the next iterations of products or opportunities based on what you're hearing from your consumers? >> Yeah, I think the next year or so is really going to be interesting and where we go in terms of direct-to-consumer and what things we can push into further, I mean we know we've got a really good, solid, we know that we need to to be able to offer something that is special and unique so we will continue to follow that path of, we're not going to try and compete in selling something that you can get everywhere else. It just doesn't make sense. But we want to be able to offer things that we can truly offer that are unique from what you can get elsewhere. >> And continue that personalization, and relationship. >> Yeah, that'll be driving our roadmap forward will we always be unique, special, personal, exactly. >> Awesome, well Todd, thanks so much for stopping by and sharing about Share A Coke. >> Yeah. >> Now I know where to go to order a bottle since you didn't bring me bottles that say Lisa on them. >> I should've brought you a bottle, yes. >> That's okay, next time. >> Yeah, alright, perfect, thanks. >> Thanks so much again for your insight, really interesting conversation. >> Alright, thanks for having me. >> We want to thank you for watching theCUBE. I'm Lisa Martin, live at Magento Imagine 2018. I'm going to go get myself a Coke. I'll be right back with my next guest, see you then.