Kellogg’s strategy for staying ahead of the ecommerce curve
With B2B organizations of all sizes wrestling with how to compete in B2B ecommerce and build buying experiences that lead to higher customer retention and sales, Kellogg’s Rob Birse told attendees at the EnvisionB2B Conference & Exhibition how the global food manufacturer and marketer is tackling those issues.
In an era when B2B buyers are becoming digital-first customers, manufacturers and suppliers not only need to be more forward thinking to stay ahead of the competition. They also must seize the opportunities ecommerce presents to grow sales and increase customer retention.
If you believe you can change an industry with your strategy, then you are onto something. Rob Birse, vice president, global ecommerce, Kellogg Co. One way to achieve those goals is through data analytics. Addressing an audience during a keynote “fireside chat” at the EnvisionB2B Conference & Exhibition in Chicago Friday, Rob Birse, vice president, Global Ecommerce for Kellogg Co., talked about the multinational food manufacturer’s use of data to create a better value proposition for its customers that goes beyond purchasing through digital channels. Capitalizing on digital data
As a manufacturer, Kellogg collects data on the retail outlets that sell its food products. By analyzing what the company knows about a retailer’s operation through in-store and B2B sales data, Kellogg can make recommendations to help a retailer improve its operations.
“Our data strategy is to make data more in the moment to create a value proposition for our customers,” Birse said. “Use of data is about the insights that can be gathered from it, and we have a lot of dynamic data available to us.”
Building on that point, Paul do Forno, managing director for Deloitte Digital, who chatted with Birse for the keynote, added that before a company can use data to make great recommendations to its B2B customers, […]
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