Kenya Breweries Limited (KBL) is scaling up the rollout of a new technology platform to enable retailers to place orders online. The platform, dubbed Diageo One, has been on trial for the last year and has now been scaled for more distributors and retailers across the country to use to order stock. The new option will ensure retailers order their stocks on time and get quality products from the alcoholic beverages maker.
Speaking at the customer launch, KBL Managing Director Mark Ocitti said the platform is a powerful solution that will streamline and expedite transactions between distributors and downstream trade partners such as bars, cash-and-carry shops, and other retailers.
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“From what we have seen in the trial stage, Diageo One will revolutionise the way we engage with our trade partners – distributors and retailers – at the point of purchase,” said Mr Ocitti said. “Specifically, this new digital platform will help retailers make informed purchase decisions by keeping themselves up to date on distributor inventory, product promotions, brand campaigns and more. Simply put, putting the power of seamless trade in their hands.”
Even as the times change, he said KBL’s success depends on effectively reaching its consumers with the right products. “We operate with the primary focus of being our customers’ most preferred partner and creating the most efficient customer experience and in the digital age, there is nothing more powerful than putting the power in their hands to place orders instantly,” Mr Ocitti said.
The Covid-19 pandemic led to a dramatic and lasting shift within the consumer goods industry leading to technology upgrades and digital innovations and moving power from brands to consumers and driving emphasis on their experience. These shifts are further driven by access to mobile and internet services among Kenyans shifting their purchases online. This is helping companies such as KBL to leverage data and analytics for better precision and innovation, tailored to consumers’ changing tastes and preferences.
EABL Commercial Director Joel Kamau said the platform will work for distributors the same way as The Bar (ke.thebar.com), a digital-based platform that is revolutionising the way consumers order for drinks.
“One of the greatest advantages of the rapid advances in technology over the last two decades is the power it puts in the hands of the consumers. Our trade partners now have this platform on their palms and can order quality drinks from KBL via our distributors and serve their customers on time and in full. We want to bring the benefits of advanced technology right through our route to market,” said Mr Kamau.
KBL revenues grew 10% in the half-year to December 31, 2023, with evolving digital transformation driving a growth in sales, as consumers explore spaces and occasions to connect and enjoy across price tiers.
