Digital Dynamics: A Glimpse into Coca-Cola’s Omnichannel Strategies

December 07, 2023
Digital Dynamics: A Glimpse into Coca-Cola’s Omnichannel Strategies

AUBGers dived into the world of omnichannel sales thanks to the presentation on “Driving Coca-Cola’s eBusiness via Omnichannel Sales Approach,” led by Neliya Zlatanska, eKey Accounts Manager at CCHBC Bulgaria, whose journey from an intern at Adidas to an e-retail expert at Coca-Cola offered an inspiring narrative. The lecture was organised in collaboration with the Business Club and was part of the Corporate Partnership Program.

Zlatanska guided the audience through the intricacies of omnichannel commerce and shed light on the essence of adapting to today’s digital landscape. She delved into the transformative impact of global shifts and work-from-home trends on consumer behavior, offering valuable insights into how these dynamics are reshaping the fast-moving consumer goods (FMCG) sector.

The lecture provided a deep dive into the challenges and opportunities of adapting FMCG sales to the digital era. Zlatanska shared practical insights into successful omnichannel strategies, providing a roadmap for businesses to navigate the complexities of the modern market.

The partnership between AUBG and CCHBC continues to enrich the academic experience by bringing industry leaders like Neliya Zlatanska to the forefront. The lecture not only offered a glimpse into the dynamic world of eBusiness but also inspired the audience to embrace the evolving nature of commerce with enthusiasm and adaptability. As the digital landscape continues to evolve, collaborations like these ensure that students are well-prepared to meet the challenges of the future head-on.