EP195 - Coca-Cola VP of Shopper Marketing April Carlisle April Carlisle, VP of Shopper Marketing National Retail Sales, The Coca-Cola Company. In this broad-ranging interview, we discuss Coca-Cola's digital footprint and strategy, digital shopper marketing, the evolution of e-commerce for consumables and grocery, and the future of shopper marketing. April was inducted into the P2PI’s 26th Hall of Fame this year. Don't forget to like our facebook page, and if you enjoyed this episode please write us a review on itunes. Episode 195 of the Jason & Scot show was recorded on Monday, September 16th, 2019, live from the Grocery Shop trade show in Las Vegas, NV. http://jasonandscot.com Join your hosts Jason "Retailgeek" Goldberg, Chief Commerce Strategy Officer at Publicis, and Scot Wingo, CEO of GetSpiffy and Co-Founder of ChannelAdvisor as they discuss the latest news and trends in the world of e-commerce and digital shopper marketing. Automated Transcription of the show Transcript Jason: [0:24] Welcome to the Jason and Scott show this episode is being recorded live from grocery shop trade show in Las Vegas on Monday September 15th 2019, I'm your host Jason retailgeek Goldberg and unfortunately Scott was unable to join us so you're getting twice the Jason for half the cost of that's a value in any case but today we have a special value because we replace Scott with a small the far smarter April Carlyle who's the VP of Shopper marketing at the well let me get the title right, because Scott teases me that I have a long grandiose title and I feel like yours has many words is mine. April: [1:04] Is it actually longer than yours. Jason: [1:05] I think it might be so April is VP Shopper marketing national retail sales at Coca-Cola North America. April: [1:13] Yes you got it right. Jason: [1:14] Exactly and so I'm hoping you get paid by the work. April: [1:17] Do I get paid by the number of Cokes that I helped sell. Jason: [1:21] One of those could be pretty lucrative. I liked it so there's probably no one listening to this podcast that's not familiar with the Coca-Cola Company. And yet I have a feeling a lot of listeners don't fully appreciate the full scope of coke so can you give us the elevator pitch that we might not know about your brand. April: [1:42] For sure so our new positioning is beverages for life, so yes we have amazing sparkling brands that you know and have known for a hundred thirty years so Coca-Cola. Diet Coke Sprite Fanta Etc but we also have an amazing water portfolio with smart water and Topo Chico, and vitamin water and Dasani and we are in the juice business with Minute Maid where in the TV asnis with Gold Peak and peace tea wear in value-added Dairy with. Fairlife so we have pretty much any non-alcoholic beverage I need you may have we probably have a brand that either is in our full portfolio or we have lots of friends that are partnering with to see how they're going to do in the future. Jason: [2:27] Until I know this from personal experience when you come to visit you you can cater to all needs everyone is well hydrated at every meeting. April: [2:35] That is true we have free beverage vending machines all over the building and Tackle even have an app the tells you which particular excuse are in each vending machines you can go find the beverage that's right for you but having said all that you know most people have eight glasses of Beverage a day and we're only capturing one of the eight so that's huge upside opportunity and we're constantly looking for how can we meet more of our consumers needs. Jason: [3:00] That it's great to have a broad time to approach and it kind of helps insulate you from antitrust issues I like that. Comes up a lot with Amazon these days so we were teasing in the opening about the title what the heck does a VP of Shopper marketing do at Coke. April: [3:18] So what are the basics so if you aren't familiar with the world of Shopper marketing it's a world that I've actually helped Pio