#DF19: How Kellogg’s is using mobile to improve B2B orders

Kellogg’s has rolled out a B2B mobile app to help convenience retailers place orders of snacks and cereals.

Speaking at Dreamforce 2019 in San Francisco this week, Rob Birse, head of global B2B commerce at Kellogg’s, described how it created a content-rich B2B mobile app featuring artificial intelligence and gamification.

“Mobile first has got to be the only approach you adopt,” said Birse. “It’s the business tool of the future, especially for high-growth markets.”

Birse explained how without a mobile app, the food manufacturer found it difficult to reach its smaller retail clients. He showed delegates at the Dreamforce conference the rich B2C-style mobile experience, and said: “but don’t be fooled – it’s B2B and curated for this store type, location and size.”

The food manufacturer worked with Salesforce to create innovative features on the app. The vendor’s AI-powered Einstein tool takes data from the retailer’s order history and trading information to surface a suggested order of products. The app informs the retailer to stock up on certain products, depending on any demand forecasting information provided by Kellogg’s – for instance it may suggest to purchase more Rice Krispies if an advertising campaign is about to launch.

The Kellogg’s B2B app can also suggest products that sell successfully in similar stores and provide a forecast of predicted revenue to encourage the retailer to add these products to their basket.

If there are no changes to the suggested order, the cart is pre-populated so the retailer can easily place the order with one click.

Another feature of the app is a reward programme to incentivise merchandising best practice.

Birse described how a store owner or manager would be encouraged to take a “shelfie” – a photograph of the shelves in their cereal aisle for example – and upload via the app. The app will use Einstein vision analysis to compare the image against a database of planograms which determine store design best practice and make suggestions on moving certain products to optimise for greater revenue.

“We have millions of opportunities across the world, and we’re a step closer every year to the perfect store,” said Birse.