Kenya Breweries Limited [KBL] has enhanced its distribution process by launching a digital platform, Diageo One, enabling retailers to efficiently place orders online. This innovation, following a year-long trial, aims to modernize the supply chain, allowing retailers across Kenya to timely order and receive quality products from the alcoholic beverages manufacturer.
The platform is designed to facilitate seamless interactions between distributors and retailers, including bars and shops, by offering real-time access to inventory, promotions, and product information.
Mark Ocitti, the Managing Director of KBL, highlighted that Diageo One represents a significant shift in how the company engages with its trade partners, promising to revolutionize the purchase process by empowering retailers with up-to-date information and the ability to make immediate orders. This move is part of a broader digital transformation strategy, responding to the shifts in consumer behavior accelerated by the Covid-19 pandemic, which has seen a more considerable emphasis on digital solutions and consumer experience in the consumer goods industry.
The adoption of digital platforms reflects the changing dynamics within the market, where advancements in technology grant consumers and retailers more control and flexibility. Joel Kamau, EABL Commercial Director, echoed this sentiment, noting that such technological advancements align with consumer demands for efficiency and quality service. KBL’s revenue growth of 10% in the latter half of 2023 underscores the positive impact of digital transformation on the company’s sales and customer engagement strategies.