Milling & Baking News - October 6, 2020 - 10

Business

Strong foundation propelling
Kellogg e-commerce growth
Continued from Page 1

e-commerce (strategy), what I call a
freedom and a framework type approach. We set a clear vision with
clear metrics of what we want to
achieve, capabilities we needed to
develop. We created a framework
that allows the local market to adapt
to that based on the dynamics of that
market. So, the Latin America e-commerce market looks very different
than a Europe market."
The approach has allowed Kellogg
to develop an overarching e-commerce
strategy while giving the regional
leaders the flexibility and agility to

that progress was measured appropriately.
"Growth is easy in e-commerce,"
she said. "What's not easy, is how do
you grow your share at the pace or
better than offline? How do you make
sure it's not dilutive to the P&L? How
do you make sure you're leading category growth in the markets in which
you are participating? How do you
make sure your brands are healthy so
that they have good search rankings
and ratings and reviews? It's those
core KPIs that we consistently measure against."
Investments included digital shelf

'In the US, e-retail is obviously critical, because
there is very strong retail development. There
is strong consumer and shopper adoption. It is
growing very fast.'
- Julie Bowerman,
Kellogg Co.

ensure that rigid strategy and analytics are not followed at the expense of
quick and successful execution.
"Fast forward to 2020 and COVID
hit," she said. "We had done a lot
of the heavy lift already in building those core foundation needs of
a healthy e-commerce business. We
were able to capitalize on COVID at
an accelerated pace."
In a presentation earlier in September, Kellogg said its e-commerce
business nearly doubled as a percentage of global retail sales, to about
6% in the second quarter ended June
30. Additionally, sales growth accelerated as the quarter progressed.
Roughly 90% of the company's global
e-commerce sales were generated by
its top 20 brands.
Ms. Bowerman identified three areas included in the heavy lifting that
made this sales growth possible - talent, setting a strategy and investment.
For talent, Kellogg began by creating a
corporate team led by Ms. Bowerman.
"We also brought in across our four
regions key leaders, a lot of external
leaders, candidly, who are relatively
new to the company, who had come
up in technology and the digital ecommerce space," she said. "So we
really upped our game on talent."
Central to developing the strategy was identifying core key performance indicators aimed at ensuring
10 / October 6, 2020

Milling & Baking News

analytics tools and training.
"Here's a good example," she said.
"We just completed a several-month
training process with the US sales organization. About 300 people went
through an e-commerce fundamentals training. The thinking there is we
just need everyone in the organization, not just people with an e-commerce title, to be articulate on e-commerce, to be able to talk to a customer,
be able to address an e-commerce
customer's needs and speak that language. We continue to make significant investment in the training of our
people."
Elaborating on the importance of
training, Ms. Bowerman said a ranking US retailer announced plans
about a year ago to integrate e-commerce and offline sales.
"Most customers are doing the
same," she said. "If you think about
multi-channel customers, multi-channel being on and offline commerce,
they have in most cases integrated
that line relationship. So it used to
be in the early stages of e-commerce
grocery, they might be separate buyers. You could have an e-commerce
salesperson and a brick-and-mortar
salesperson. By and large that doesn't
exist anymore with the multi-channel
customers. We need to have one account person or the team of account
people be able to work with that

buyer and be as articulate in the online world as they are in the offline
world, if that's how the retailer operates."
Kellogg's divides e-commerce into
three pillars - e-retail, business-tobusiness (B2B) and direct-to-consumer (D2C).
Managers in each region where the
company operates are expected to
analyze the three pillars and decide
where Kellogg "should play," Ms.
Bowerman said.
Retail development, consumer
adoption, the competitive landscape
and other factors help determine
which pillars Kellogg should address
with commercial activity and implementation, she said.
"In the US, e-retail is obviously
critical, because there is very strong
retail development," she said. "There
is strong consumer and shopper
adoption. It is growing very fast. So
we put a lot of emphasis on that part
of the pillar."
Kellogg also is making a large B2B
investment, allowing retailers to migrate from manual ordering processes to digital ordering. The shift allows
sales teams to focus on customer
management and strategic selling
rather than the more manual tasks of
the sales process, she said.
She said digitizing ordering provides the company and customer
with further benefits.
"What we're able to do with that is
understand much more robustly the
cadence of that retailer's ordering
process - what they order," she said.
"We can help them manage and stock
much more easily. Serve new products to them or pricing promotions to
them in a much more digitized way."
While D2C e-commerce is progressing in the United States, it's not
as important to Kellogg as the other
pillars.
"It has a role in terms of brand
building and brand engagement,"
she said.
RXBAR is an example of a brand
with a direct-to-consumer platform.
"I wouldn't say across our entire
portfolio would you be able to do
that," Ms. Bowerman said. "We follow the consumer on this to be honest
with you. By and large, our consumer
doesn't want to have to go to a separate branded store to buy something I
buy every week in my grocery store.
That's not the role of B2C - stock up
and replenishment of our core brands
and packs. Consumers aren't shopping that way." MBN
bakingbusiness.com / world-grain.com


http://www.bakingbusiness.com http://www.world-grain.com

Milling & Baking News - October 6, 2020

Table of Contents for the Digital Edition of Milling & Baking News - October 6, 2020

Milling & Baking News - October 6, 2020 - 1
Milling & Baking News - October 6, 2020 - 1
Milling & Baking News - October 6, 2020 - 2
Milling & Baking News - October 6, 2020 - 3
Milling & Baking News - October 6, 2020 - 4
Milling & Baking News - October 6, 2020 - 5
Milling & Baking News - October 6, 2020 - 6
Milling & Baking News - October 6, 2020 - 7
Milling & Baking News - October 6, 2020 - 8
Milling & Baking News - October 6, 2020 - 9
Milling & Baking News - October 6, 2020 - 10
Milling & Baking News - October 6, 2020 - 11
Milling & Baking News - October 6, 2020 - 12
Milling & Baking News - October 6, 2020 - 13
Milling & Baking News - October 6, 2020 - 14
Milling & Baking News - October 6, 2020 - 15
Milling & Baking News - October 6, 2020 - 16
Milling & Baking News - October 6, 2020 - 17
Milling & Baking News - October 6, 2020 - 18
Milling & Baking News - October 6, 2020 - 19
Milling & Baking News - October 6, 2020 - 20
Milling & Baking News - October 6, 2020 - 21
Milling & Baking News - October 6, 2020 - 22
Milling & Baking News - October 6, 2020 - 23
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Milling & Baking News - October 6, 2020 - 40
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Milling & Baking News - October 6, 2020 - 48
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