NAIROBI, Kenya, Sep 2 – Sales made via Kenya Breweries Limited’s (KBL’s) digital platform grew from 8 to 60 percent in the last financial year ending June 30, 2024.
KBL Managing Director Mark Ocitti said that the use of Diageo One improved the delivery rate to retailers from 80 to 90 percent in the period.
Currently, there are 12,000 active retailers on the Diageo One, which was rolled out in 2023 after a one-year trial period.
The mobile app enables distributors to plan their drop-off routes better and for the beverage manufacturer to introduce and sell new products.
“When we rolled out Diageo One in 2023, our intention was to change the way we engage with our trade partners – distributors and retailers – at the point of purchase,” Ocitti said.
“All they need now is the app on their phone or tablet, and they can place their orders instantly with the knowledge that whatever they want is available and will be delivered.” He added.
“The growth of the Digital Net Sales Value to the business is a stellar achievement and this consistent performance reflects our dedication to digital innovation and the use of technology to have seamless trade.”
EABL Commercial Director Joel Kamau said the rollout of Diageo One has optimized costs and improved end-to-end operations for both the company and its distributors.
“Diageo One has given us the ability to engage the retailers at scale and frequently as they also have full visibility of our product portfolio and prices. Retailers can also see the promotions they are eligible for and how to participate, as well as the loyalty program, where they can shop and earn points,” said Kamau.
In the review period, EABL’s sales grew by 15 percent, with the Kenyan business contributing 65 percent.
