Coca Cola Enterprises (CCE) is communicating with retailers and helping to reinforce its marketing campaign via virtual assistants installed in wholesale depots across London.

The global drinks brand is using virtual assistants called 'Isabelle' in wholesaler Dhamecha's cash and carry depots around the capital city to inform retailers how they can maximise sales in their stores and best support the company's 'Share a Coke' campaign.

Isabelle will be moved between selected Dhamecha depots throughout the summer, and the wholesaler's trading director Mukesh Vithlani said he was confident the "innovative" technology will help promote "a great sales opportunity" for retailers.

"We're always looking for fresh new ideas to inspire our customers and this technology from CCE is one of the most innovative we've seen," he explained.

The virtual assistant is provided by technology company Tensator, which recently rolled out a virtual 'employee' at Grafton shopping centre in Cambridge to greet customers on their arrival.

Commenting on the Coca Cola campaign, Ajay Joshi, head of media and technology at Tensator, said: "It's fantastic that the product was so well received by CCE and Dhamecha, with such a creative application for one of the most innovative marketing campaigns of the past few years."

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