ATLANTA -- The Coca-Cola Co. has introduced a new retail marketing strategy aimed at converting more shoppers into buyers. Coke describes OBM/XT (occasion-based marketing/extra) -- a reinvention of its five-year-old OBM initiative -- as a consistent communication system inside the retail environment that's themed around occasions. The goal is to get consumers to consider and convert to Coke -- and other brands -- more frequently inside the store. OBM/XT recommends cross merchandising ...

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