KENYA – Kenya Breweries Limited (KBL), part of East African Breweries Ltd (EABL), is extending the implementation of its technology platform, Diageo One, aimed at enabling retailers to place orders online efficiently.  

Following a successful one-year trial, the platform is now being scaled up to involve more distributors and retailers across Kenya. The platform aims to streamline transactions and enhance the ordering process for distributors, bars, cash-and-carry shops, and other retail partners. 

Mark Ocitti, Managing Director of KBL, emphasized the transformative impact of Diageo One, stating that it would revolutionize engagements with trade partners at the point of purchase. 

The platform provides retailers with essential information on distributor inventory, product promotions, brand campaigns, and more, facilitating informed purchase decisions.

“From what we have seen in the trial stage, Diageo One will revolutionise the way we engage with our trade partners – distributors and retailers – at the point of purchase,” said Ocitti said 

Ocitti added, “Even as the times change, our success depends on effectively reaching our consumers with the right products. We operate with the primary focus of being our customers’ most preferred partner and creating the most efficient customer experience, and in the digital age, there is nothing more powerful than putting the power in their hands to place orders instantly.” 

Joel Kamau, EABL Commercial Director, compared the functionality of Diageo One to The Bar, a digital-based platform transforming the way consumers order drinks.  

Kamau said, “One of the greatest advantages of the rapid advances in technology over the last two decades is the power it puts in the hands of the consumers.  

Our trade partners now have this platform on their palms and can order quality drinks from KBL via our distributors and serve their customers on time and in full. We want to bring the benefits of advanced technology right through our route to market.” 

The platform aligns with the broader industry trend of leveraging technology upgrades and digital innovations, emphasizing consumer experience and shifting purchasing behaviors online. 

The COVID-19 pandemic has accelerated digital transformation within the consumer goods industry, prompting brands to adapt and cater to changing consumer preferences. The power dynamic has shifted from brands to consumers, with a growing emphasis on enhancing customer experiences through technology. 

KBL reported a 10 percent growth in revenues for the half-year ending December 31, 2023. The adoption of digital platforms has played a crucial role in driving sales growth as consumers explore various spaces and occasions for social connection and enjoyment across different price tiers. 

The news comes after Diageo, through EABL, announced the selection of Kenyan digital startup Wowzi to the inaugural cohort of its accelerator program. 

The accelerator program, known as Fusion by Diageo, aims to identify leading innovators to co-develop the next generation of digital products that will elevate consumer experiences.

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