Coca Cola Leverages MoEngage to Deliver Hyper-personalized Retail Journeys | MoEngage
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PERSONALIZATION | ENGAGEMENT

Coca Cola Leverages MoEngage to Deliver Hyper-personalized Retail Journeys

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Coca Cola
About Coca-Cola

Coca-Cola (Singapore, Malaysia, and Brunei) is a major regional division of the global beverage leader. The team focuses on commercial and retail transformation, building strategic solutions to modernize operations across general trade.
The team developed “Coke Buddy,” a dedicated B2B platform designed to transform how Coca-Cola communicates, conducts transactions, and drives engagement with its massive network of general trade retailers, ranging from small shops to large wholesale businesses.

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Our core problem was the lack of personalization in our communication and engagement, which was previously a 'one size fits all' approach for promotions. We chose MoEngage because it offers a great blend of power and simplicity; the cross-segmentation is immense—it's endless what we can create through the tool. Crucially, automated journeys are a one-time job for a lifetime, and this gives us a lot of space and time to think about other strategic personalization use cases."

Abdul Mukkadem

Abdul Mukkadem

Director - Digital Commercial & AI

The Challenge

Coca-Cola needed to modernize its B2B engagement beyond outdated methods::

Generic Promotions: A one-size-fits-all approach failed to inspire individual retailer action.

Fragmented Data: Large volumes of disconnected data — transactions, multiple brands, and external factors like weather — prevented personalized outreach.

Manual Ordering: Reliance on sales reps for orders was inefficient; the goal was to move retailers to self-ordering via the B2B platform.
MoEngage Solution

Coca-Cola chose MoEngage for its simplicity and power to enable hyper‑personalized retail engagement.

Customized, Data-Driven Journeys: Expanded from 25 to 300+ targeted campaigns across brands and products.

Hyper-Personalized Delivery: Automated selection of best channel and timing (e.g., in-app vs. WhatsApp) to maximize impact.

Data Integration: Combined historical offline transactions with real-time behavioral data to tailor communications, e.g., engaging app visitors who didn’t purchase.

AI-Powered Efficiency:Used MoEngage AI for quick, complex segmentation and automated lifecycle management of high- and low‑engagement customers.

Products Used

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Customer Insights & Analytics

Create omnichannel, personalized experiences using AI-powered insights and analytics.

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Customer Journey Orchestration

Create unique, seamless experiences at every stage of your customer’s journey.

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Merlin AI

Merlin AI combines the creative genius of LLM with campaign performance to create data-driven copy and compelling visuals, enabling marketers to to maximize engagement and deliver more impactful campaigns independently while overcoming creative blocks.

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Omnichannel Flows

Create connected experiences at every stage of customer journey across channels using Omnichannel Flows.

Results

Coca-Cola achieved:

  • Widespread Self-Ordering Adoption: Shifted retailers from manual to digital orders.
  • Higher Off-Hours Sales: Campaigns drove late-night and weekend transactions.
  • Greater Efficiency: Automation reduced manual data work, freeing the team for strategic personalization.
  • Scalable Personalization: Growth from 25 to 300+ active journeys reflects the strategy’s expansion.

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