Kenya Breweries leverages digital platforms to drive gross sales development  | Meals Enterprise Africa

KENYA – Kenya Breweries Ltd (KBL) has leveraged on digital platforms to drive gross sales development, with transactions made by means of its platform Diageo One skyrocketing from 8 % to 60 % within the monetary 12 months ending June 30, 2024.  

The corporate’s Managing Director, Mark Ocitti, attributed the expansion to the profitable implementation of the Diageo One cellular app, which enhanced supply effectivity to retailers from 80 % to 90 % throughout the identical interval. 

Launched in 2023 after a one-year trial, Diageo One at the moment helps 12,000 lively retailers.  

The app streamlines operations by enabling distributors to optimize their supply routes and offering a platform for KBL to introduce and promote new merchandise extra successfully. 

Ocitti highlighted the app’s transformative influence on KBL’s engagement with commerce companions, permitting distributors and retailers to put orders immediately and with confidence in product availability and well timed supply. 

“The expansion of our Digital Web Gross sales Worth is a stellar achievement, reflecting our dedication to digital innovation and seamless commerce,” Ocitti acknowledged. 

EABL Industrial Director Joel Kamau emphasised that Diageo One has optimized prices and improved operational effectivity throughout the provision chain.  

He famous that the platform supplies retailers with full visibility of KBL’s product portfolio, pricing, and promotional alternatives.  

Retailers additionally profit from a loyalty program the place they’ll earn factors by means of their purchases. 

KBL has been leveraging on digital platforms to drive development in beverage gross sales. In 2022, KBL launched The Bar, a cutting-edge direct-to-consumer digital market to satisfy prospects’ demand for fast, straightforward, and handy purchasing. 

The platform connects on-line customers to KBL’s merchandise from mainstream distributors, supermarkets and key retailers. 

In line with KBL, each platforms are a part of its accelerated digital technique to succeed in new audiences and improve gross sales and profitability – reflecting modifications in shopping for behaviour and growing e-commerce consciousness on account of Covid-19. 

Kenya is the third largest e-commerce market in Africa after South Africa and Nigeria. 

In line with the Worldwide Commerce Administration (ITA), income within the e-commerce market in Kenya is projected to succeed in US$900m in 2024, with the variety of customers anticipated to succeed in 12.26 million.