Coca-Cola has launched the ‘Coke2Home’ app in the Indian Ocean atoll that facilitates consumers to order their favourite
For Ibrahim Juman, a resident of Male, a beautiful Indian Ocean atoll in the heart of Maldives, life over the past few months has become a tad easier. Gone are the days when he had to maneuver through the city’s traffic-clogged streets to frequent his preferred retail store to buy bottles of water or, for that matter, his favourite beverages.
Recalls Juman how carrying heavy cases of water on a daily basis while returning home from work formed a usual chore of his life - at least till sometime back. Not that it made life difficult as such, but it albeit was a tedious process given that the air traffic controller and master trainer stays on the third floor of an apartment with his wife and child. Now, he simply orders online.
Juman is not the only one. Scores of people have started embracing the digital wave in Male and ordering online, thanks to the Coke2Home app that The
Adds Hamdhoon, another resident and businessman living in Male says: “Order placing takes just a few seconds now and its hassle free.” Consumers can now pay online and track the delivery real-time that in turn help them cut down on their anxiety of waiting for their order and schedule their day accordingly. Earlier, I used to call nearby shops multiple times for the delivery.”
Echoing the same sentiment, Fathmath Abdulla adds: “My address is difficult to find as it is inside a small unnamed lane off the main road. So, the delivery staff had to go through a lot of trouble to find it. Despite this, they made sure to deliver a few hours after I placed the order.”
The Click-till-Delivery Process
The Coke2Home app - a first of its kind in the beverages industry in Maldives, allows consumers to set multiple delivery locations and tag them to a single user ID. So, they can order from anywhere, and get their drinks delivered to their home or office.
“I liked the option of managing multiple addresses from a single account,” says Mohammed Rifaz, one of the customers delighted by the new user experience. “I order to my office, home and my mom’s place.”
For Razzaq, who works as admin-in-charge at the Auditors General Office, taking care of the basic necessities of the employees is always at the core. Given that the company headcount is over 140 people, he used to often find it much difficult to get water to office. “Now with the eco-friendly option of 18.9ltr Flagon, I have found a great solution.”
Razzaq has not only registered on Coke2Home App but he also orders Flagons Jars for all his colleagues in his office. “My biggest worry has been taken care of,” he says with a beaming smile.
Internet penetration in Maldives, says a study, grew from a mere 6.9 per cent in 2005 to a whopping 53.6 per cent in 2016 – a rise that experts say, highlights the potential of online consumption in the beautiful island nation. It is this connected customer who is the cornerstone of Coke’s digital strategy.
Currently, 3000 consumers are registered on the Coke2Home app. The insights into consumer preferences that the app provides, the improvement in consumer connect, and the ability to promote discounts and value deals make it a valued tool for the consumers.
With internet penetration increasing every year and the number of smartphone users surging, it has become almost imperative for corporates today to adopt diverse strategies and transform their distribution channels and consumer touch points to accelerate digital access to customers to remain relevant and competitive.
For Coke, however, the journey in Maldives has been thirty years long and its recently-launched app is yet another ‘feather to its cap’ as the world’s largest beverage maker innovates and iterates from all its new learnings. Finally, as the saying goes, it’s all about a continuous journey with an attempt to slide into the everyday hum of its customers’ lives.