Pemberbot

Pemberbot is an orchestrator of chatbots in a global B2B and D2C solution for The Coca-Cola Company mainly focused on connecting WhatsApp chatbot numbers, in different countries, to meet different objectives of the company. ^[1]

History

The Chatbot Orchestrator was initially created as an independent WhatsApp channel in Mexico for the Coca-Cola en tu Hogar channel in October 2020 in Mexico as Pemberbot in tribute to John Pemberton, American pharmacist and Confederate States Army veteran who is best known as the inventor of Coca-Cola. ^[2]

Intended as a growth point for CCETH through a point of contact with consumers that aims to facilitate their shopping experience while allowing an end-to-end vision of it, through Conversational commerce (WA) enabling ​to buy Coca-Cola Family products easily from a cell phone and paving the way towards the digitization of Consumers. Functioning as a WhatsApp contact which fulfills an e-commerce function buying products, keeping a track of orders, reorder and receiving promotion and rewards. Also the consumer can find contact with a human agent for support inside WA enabled during working hours. The customer can carry out almost all the actions chatting, however actions to complete an order or enter more private data such as payment cards are carried out on a personalized and independent web page (botview) to which the consumer is redirected from Whatsapp. Yalo is a company that was already using this perspective in clients like Domino's Pizza and BurgerKing in Mexico.^[1]

Later extended in 2021 to create an independent WhatsApp channel for a B2B bottler product in Chile, as markets with 100% Coca-Cola penetration ^[3]

In 2022, the Orchestrator further expanded its operations to include Brazil, Paraguay, and Guatemala by developing independent WhatsApp chatbots. Also in 2022, another branch of the orchestrator was introduced as a webchat within one of the company's B2B web e-commerce channels. However, chatbots within web channels are not the priority or the bulk of revenue for the TCCC chatbot orchestrator. There is various literature that justifies not investing in this type of strategy. For example, previously in Germany, a study by Fittkau and Maaß Consulting (2017)reported that only a small fraction (3.5%) of consumers liked to use chatbots as communication channels when on websites and webshops, followed by 23.5% who eventually could think of using them. ^[4]

In 2022 The Coca-Cola Company e-commerce chatbot channel for CCETH program launched in Mexico as Pemberbot surpassed its web-based counterpart in e-commerce total revenue contribution in 2022, in the market with the highest penetration of the Coca-Cola brand globally,^[5] being the first example in LATAM where a conversational ecommerce chatbot leads sales results and emerges as the reference channel for consumers.^[1]

In 2023, other orchestrator branches began to be created for the creation of products outside of LATAM.

See also

• The Coca-Cola Company
• Chatbot
• WhatsApp
• Conversational commerce

References

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