Coca-Cola's 15,000-square-foot Shopper Experience Innovation Center lets the beverage company work with retailers to test concepts such as product displays and store layouts. At the center, which opened in May, retailers can test shopper reactions before bringing the concept to their own stores. "I want to understand how we talk to a retailer in a way that’s going to really resonate with that retailer. So, a lot of the solutions that we develop and the things that we do are around how do we build the category," said Ron Hughes, director of shopper experience innovation for Coca-Cola Refreshments.
Coke lets retailers test new concepts at marketing innovation center