Case Study: How Coca-Cola Explored a New Approach to Shelf Strategy

Using enriched attributes to refine planograms and better reflect shopper behavior

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The Brand

The Coca-Cola Company

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One of the most recognized beverage brands in the world, Coca-Cola continues to lead in innovation across product development, marketing, and retail strategy.

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The Category

Sports & Isotonic Beverages

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A functional category where product choices are increasingly driven by health-related attributes—like sweetener type, electrolyte source, and functional claims. In a category where health and function drive shopper decisions, Coca-Cola knew that simply grouping products by brand or size was no longer enough.

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The Opportunity

Coca-Cola’s team wanted to go beyond traditional brand or package-based segmentation. They saw a growing disconnect between how shoppers navigate the aisle and how planograms were built—missing emerging consumer preferences at the attribute level.

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The Solution

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In collaboration with Harmonya, Coca-Cola explored a new approach using AI-powered product enrichment to better understand ingredient-level details across their assortment. The team used Harmonya’s enriched file and attribute tags to:

• Segment products by sweetener, electrolyte source, and colorant
• Visualize planograms based on these shopper-relevant attributes
• Begin integrating tags into JDA and space planning tools

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The Results

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While early in implementation, Coca-Cola has already seen clear value in using enriched data to improve how they think about shelf layout:

• Identified high-growth product types (e.g., stevia-based drinks) that lacked shelf visibility
• Recognized misalignment between shopper interest and current shelf arrangement
• Gained new language and insights for retailer conversations and internal planning

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View a webinar featuring this case study here: https://harmonya.com/blog/webinar-recap-how-coca-cola-is-rethinking-shelf-strategies-using-enriched-product-data

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What’s Next

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Coca-Cola is now exploring how this approach can scale—testing localized use cases, store-specific assortment planning, and application in additional beverage segments. The framework built with Harmonya has laid the foundation for smarter, more shopper-centric decisions.

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