Kenya Breweries Limited (KBL) is introducing a new technology platform called Diageo One to help retailers order products online from their distributors more efficiently. After a successful trial period, this platform is now being expanded for wider use across the country. It aims to ensure retailers can place timely orders and receive high-quality products from the alcoholic beverages maker.
Mark Ocitti, the Managing Director of KBL, emphasized at the customer launch that Diageo One will simplify transactions between distributors and retailers, such as bars and shops. He highlighted that the platform will provide retailers with real-time information on inventory, promotions, and brand campaigns, enabling them to make informed purchase decisions easily.
Ocitti stressed the importance of adapting to the digital age to meet consumer needs effectively. He noted that empowering customers with the ability to place orders instantly is crucial for success in today’s market.
The Covid-19 pandemic accelerated digital transformations in the consumer goods industry, shifting power towards consumers and emphasizing their experience. This trend is supported by increased access to mobile and internet services in Kenya, leading to more online purchases. KBL aims to leverage data and analytics to innovate and cater to changing consumer preferences.
Joel Kamau, EABL Commercial Director, highlighted that the Diageo One platform will benefit distributors similarly to how The Bar revolutionized consumer drink orders. He emphasized the importance of putting advanced technology in the hands of trade partners to enhance the route-to-market process.
KBL reported a 10 percent revenue growth in the half-year ending December 31, 2023, attributing it to evolving digital transformation efforts. These initiatives aim to connect consumers across different price tiers and occasions, driving sales expansion.
