KENYA – Kenya Breweries Ltd (KBL) has leveraged on digital platforms to drive sales growth, with transactions made through its platform Diageo One skyrocketing from 8 percent to 60 percent in the financial year ending June 30, 2024.
The company’s Managing Director, Mark Ocitti, attributed the growth to the successful implementation of the Diageo One mobile app, which enhanced delivery efficiency to retailers from 80 percent to 90 percent during the same period.
Launched in 2023 after a one-year trial, Diageo One currently supports 12,000 active retailers.
The app streamlines operations by enabling distributors to optimize their delivery routes and providing a platform for KBL to introduce and sell new products more effectively.
Ocitti highlighted the app’s transformative impact on KBL’s engagement with trade partners, allowing distributors and retailers to place orders instantly and with confidence in product availability and timely delivery.
“The growth of our Digital Net Sales Value is a stellar achievement, reflecting our commitment to digital innovation and seamless trade,” Ocitti stated.
EABL Commercial Director Joel Kamau emphasized that Diageo One has optimized costs and improved operational efficiency across the supply chain.
He noted that the platform provides retailers with full visibility of KBL’s product portfolio, pricing, and promotional opportunities.
Retailers also benefit from a loyalty program where they can earn points through their purchases.
KBL has been leveraging on digital platforms to drive growth in beverage sales. In 2022, KBL introduced The Bar, a cutting-edge direct-to-consumer digital marketplace to meet customers’ demand for quick, easy, and convenient shopping.
The platform connects online consumers to KBL’s products from mainstream distributors, supermarkets and key retailers.
According to KBL, both platforms are part of its accelerated digital strategy to reach new audiences and enhance sales and profitability – reflecting changes in buying behaviour and increasing e-commerce awareness as a result of Covid-19.
Kenya is the 3rd largest e-commerce market in Africa after South Africa and Nigeria.
According to the International Trade Administration (ITA), revenue in the e-commerce market in Kenya is projected to reach US$900m in 2024, with the number of users expected to reach 12.26 million.
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