Samenvatting

Coca-Cola European Partners Netherlands (hereafter: CCEP-NL) launched a website called the Coca-Cola Club (hereafter: the Club) at the start of January, 2019. This website was meant to help CCEP-NL sell more products to businesses who buy below 2.500 liters of Coca-Cola products on a yearly basis. In total, 2.500 potential customers signed up and visited the Club once in the first quarter of 2019, but rarely used the Club afterwards. In fact, only twenty-three percent of users had used the Club more than one time by the end of the first quarter of 2019. The Club is an essential part of the sales objectives set by CCEP-NL in 2019 and the future, therefore this thesis aims to provide CCEP-NL with an advice which, once implemented, encourages use of the Club.