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ABSTRACT
Coca-Cola Amatil is the largest bottler and distributor of non-alcoholic, bottled beverages in the
Asia Pacific, and one of the largest bottlers of Coca-Cola products in the region. Previously,
Coca-Cola Amatil (CCA) relied on manual tools to help their field force audit their products in
the store. The results collected were often dated, limited in measurements and inaccurate due to
manual inputs. Similarly, CCA’s tele-sales reps had even poorer visibility as they depended on
over-the phone updates for their in-store information. CCA needed a solution that was accurate,
real-time, and provided them eyes into the store.
INTRODUCTION
Trax, an automated image recognition technology platform that uses computer vision solutions
to boost the sales and revenue of their clients, has been a key tool in improving Coca-Cola’s
Amatil performance. Evidently, Coca-Cola Amatil also relies heavily on the productivity and
ability of their extensive network of sales representatives to distribute and sell products. Trax is
able to support Coca-Cola’s lifeline, the sales representatives and call center agents across the
Asia-Pacific region. By utilizing Trax technology that allows them to get detailed reports and
analyze current and future trends and issues Coca-Cola Amatil’s front-line teams are more
productive and are able to improve the company’s revenue
Trax is essential in ensuring that companies such as Coca-Cola Amatil transition from ineffective
traditional manual verification systems into more effective systems. Traditional manual
verification systems were rendered outdated as they were costly and timely, and resulted in a
decrease in productivity and sales as representatives spent a lot of time auditing rather than
marketing and selling products. Overall, in the fast-paced world, this had a negative impact on
the company’s market share price.
METHODOLOGY
Trax uses computer vision technology such as mobile apps, fixed cameras and even robots to
take pictures of merchandise shelves in order to provide their clients with a real time analysis of
store conditions, in a cost effective and timely manner. Coca-Cola Amatil sales representatives
are able to monitor the manner in which products are displayed in stores in real time, without
being physically being there and they can also ensure that stores never run out of stock. The
direct and detailed reports assist front line staff in monitoring locations that may be falling
behind on company expectations. Trax reported that as a result of image recognition, sales
representatives could invest up to 60% more time in selling products, a major boost for revenue.
Trax works to support and improve existing systems and for Coca-Cola Amatil, they were able to
collaborate and support existing call centers by giving them real time data, store layouts and
information on competing products. This meant that call center agents had more effective sales
and their time was used more productively.
IMPACT
Trax promises clients up to 5% increase in sales by using their technology and within five
months of partnering with Trax, Coca-Cola Amatil’s market share in the Asia-Pacific region had
increased by 1.5%. Companies such as Coca-Cola stand to gain more than just an increase in
sales, other key business analytics also improve with the use of this computer vision solution.
By integrating Trax’s retail execution solution, CCA’s field and tele sales reps were finally
getting an accurate understanding of what was happening in the outlet. With real-time images of
their coolers, sales reps could immediately identify any performance gaps and apply corrective
actions in the store. In addition, reports on shelf share and competitive insights enabled them to
drive real category opportunities in the store and over the phone with store managers.
MARKETING STRATEGIES AND GROWING SALES
The partnership between Trax and Coca-Cola Amatil has been beneficial in that, Trax technology
is able to provide Coca-Cola Amatil with good marketing strategies and sales techniques based
on market analysis. Trax gives competitive analysis and reports on shelf share. Front line teams
get an objective and realistic view on store conditions and they are able to see how well they are
doing compared to their competition. This opportunity for front line teams, clients, and store
managers to collaborate and strategize on how they can improve store conditions and products.
This thereby boosts marketing and sales.
RECOMMENDATIONS
Although Coca-Cola Amatil is one of the largest bottlers of Coca-Cola products in the Asia-
Pacific region, it still faces challenges related to lower product diversification in comparison to
Pepsi, one of its biggest rivals. In addition, legislation issues related to water management by the
company have directly impacted marketing and revenue. Trax’s technology provides detailed
reports that identify key performance issues and emerging trends. With these reports frontline
staff are able to solve issues, identify trends and predict any foreseeable issues. This allows
companies such as Coca-Cola to stay ahead of the competition. In Trax's perspective, nowadays
retail market, the number different brands products have risen linearly, while shelf space has
shrunk at the same rate. Using customer insight and data analysis, Trax believes through years of
retail service experience that consumer goods companies are increasingly inclined to combine
retail and technology to provide a new generation of retail experience.
CONCLUSION
Through the study of consumer insights and retail trends, in the process of Trax's data services,
the sales growth trend of many stores has become very obvious. Coca-Cola uses technology to
bring their "perfect store" concept into real life. In the process of Trax helping it realize the
digitalization of the shelves, those very ‘flexible’ products have begun to be continuously
identified. With the help of data analysis, the shelf share of these ‘flexible’ products can be
planned to increase. At the same time, for those rigid commodities, it is necessary to
appropriately reduce the shelf quota. This means that using the same shelf area will create more
sales.
REFERENCES
CONCLUSION
Review time and cost
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