The beverage category falls under 'instant consumption,' which means that impulsive consumption behaviours will occur when consumers feel thirsty. When online and offline prices do not vary, consumers hardly actively purchase beverages online.
Coca-Cola collaborated with JD.com for its 531 Super Brand Day to deliver the brand message, 'At This Golden Moment,' as well as a series of creative activations. On 31st May, every order through Coca-Cola’s online vending machine was promised to be delivered within 2 hours by the JD.com delivery crew.
