ATLANTA — Coca-Cola Co. takes the retailer-supplier relationship to a new level with its Shopper Experience Innovation Center (SEIC) here, where it tests cross-category and category-driving marketing strategies. “I want to understand how we talk to a retailer in a way that’s going to really resonate with that retailer. So, a lot of the solutions that we develop and the things that we do are around how do we build the category,” said Ron Hughes, director of ...
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