SHOPPER INSIGHTS: Proprietary research and data. TYING INTO CONSUMER TRENDS: Partners with other CPG companies. STRENGTH OF BRANDS AND ASSORTMENT: Coke Zero turns five. THE COCA-COLA CO. uses shopper marketing to improve in-store relevance and drive purchases across categories. “Proprietary research and data are applied to create irresistible shopping experiences,” said Diane Wallace, vice president of shopper marketing for Coca-Cola North America. To influence behavior inside the ...

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