Case Study: The Coca-Cola Company boosts D2C transactional engagement with Softcrylic

The Coca-Cola Company boosts transactional engagement to 4% with Softcrylic

The Coca-Cola Company, a global beverage corporation, faced the challenge of understanding how the COVID-19 pandemic impacted user behavior on its new Direct to Consumer (D2C) websites. Partnering with vendor Softcrylic, the goal was to measure this impact on purchase intent KPIs for online versus in-store finding, especially after a recent migration to Google Tag Manager and Google Analytics.

Softcrylic implemented a solution using Google Analytics 360's enhanced ecommerce capabilities and created dashboards in Data Studio. Despite an overall 12% drop in web traffic, transactional engagement grew by 1.5 points over the 2% goal, with some brands seeing over 20% growth. This clear shift to online purchasing led to a full D2C rollout. Softcrylic successfully scaled the analytics implementation for over 20 brands, enabling Coca-Cola to double down on its online strategy.

The Coca-Cola Company