Collaboration to Enhance Consumer Experiences using Alibaba’s Big Data Capabilities and Innovative Marketing Solutions
PepsiCo Greater China Region (GCR) and Alibaba Group recent partnership will enable PepsiCo to further enhance consumer experiences by leveraging Alibaba’s data to introduce innovative marketing initiatives, customised products and integrated omnichannel solutions. The agreement was signed by Mike Spanos, President & CEO, PepsiCo GCR and Jet Jing, Vice President of Alibaba Group at the PepsiCo Asia R&D centre in Shanghai.
“Developing our e-commerce business is one of PepsiCo’s strategic priorities,” said Mike Spanos, President & CEO, PepsiCo GCR. “Through this collaboration, we will fully take advantage of Alibaba’s platform and data to carry out more innovative experiments, perfect PepsiCo’s products and services, and enhance online consumer experiences. Our joint effort with Alibaba will help us lead the ever changing consumer trend and better serve Chinese consumers.”
“We are pleased to collaborate with PepsiCo, a leading multinational company. Alibaba Group is committed to enabling brands by helping them leverage our big data capabilities and omnichannel solutions to further drive strategic growth in the China market,” said Jet Jing, Vice President of Alibaba Group.
The strategic agreement is built upon the existing success between PepsiCo and Alibaba in their e-commerce partnership. Since establishing a flagship store on Tmall in 2012, PepsiCo has launched a series of innovative online marketing initiatives. Recent examples include PepsiCo’s 2016 Super Brand Day, Quaker’s co-branded campaign with Tmall during Alibaba’s 11.11 Global Shopping Festival and Kumamon branded Lay’s gift campaign during Chinese New Year. In addition, PepsiCo expanded its reach in rural China by leveraging the distribution channels through Alibaba’s Rural Taobao programme.