Kellanova Achieves Retail Excellence with Wiser: A Comprehensive Case Study

Background

In the ever-evolving landscape of the Consumer Packaged Goods (CPG) industry, Kellanova (formerly Kellogg Canada) stands as a testament to strategic innovation and adaptive success.

Born from the rich legacy of the Kellogg brand, the newly independent company is in the throes of a transformative journey, redefining its approach to evolving market challenges and opportunities.

This case study delves into the intricacies of Kellanova's long-lasting partnership with Wiser, focusing on the adaptation of the Retail Execution Management (REM) platform to support Kellanova seamlessly toward continued sales growth.

Through the insights of Alexandre Comtois, Kellanova's National Sales Director, we uncover the challenges, strategic solutions, and outcomes of this pivotal alliance.

Challenge

The transition from Kellogg Canada to Kellanova was not just a rebranding but a strategic realignment to harness the full potential of its product portfolio in the global snacking arena. With leading brands under its belt, the company faced several critical challenges in optimizing retail sales and execution for enduring market penetration. Comtois highlighted a few key obstacles:

• Geographical and Operational Hurdles
  With redefined sales territories, Kellanova sought to optimize sales coverage to reduce inefficiencies for territory managers while ensuring the effectiveness of any field resources.
• Optimizing Sales Force Activities
  The need for a tool that could enhance in-store execution, improve planning and forecasting, and provide a granular view of sales activities was evident. As Comtois pointed out, “We were laser-focused on optimizing the team’s time and space, and to ensure they’re effective.”
• Leveraging Data for Competitive Advantage
  Kellanova needed to provide a robust system to effectively utilize data, enabling quick onboarding and sustained sales growth through insightful, data-driven strategies.

Solution

The introduction of Wiser’s Retail Execution Management tool marked a turning point for Kellanova, evident again with the recent adaptation of the solution for the changing teams. This strategic solution was multifaceted, addressing the core challenges head-on:

• Mobile App and Interface for Real-Time Data
  The REM tool equipped field teams with an intuitive mobile app, facilitating in-store activities and decision-making with instant access to data and actionable insights. Comtois emphasized, “The Wiser tool is key for us to be successful in-store … It’s a huge acceleration in terms of our ability to execute with a third-party sales team.”
• Comprehensive Reporting for Strategic Oversight
  The tool’s reporting aspect remained a game-changer for Kellanova, enabling management to monitor and evaluate the efficiency and effectiveness of all field resources. “Not only will the [Wiser] product continue to help us evaluate performance … it’s the best way for us to evaluate the broker as well,” Comtois noted, highlighting the tool’s role in performance reviews and strategic decision-making.
• Data-Driven Sales and Marketing Strategies
  Leveraging Point-of-Sale (POS) reporting, Kellanova's sales team gained a competitive edge, transforming data into actionable sales opportunities. “The reporting creates opportunities for our team to focus on what they have to sell to the store in order to increase their performance … Having it at the tip of their finger is very useful,” Comtois shared, underscoring the tool’s impact on in-store success.

“Once you try [Wiser REM], you'll love it. It's easy, efficient, and versatile, a complete tool for the whole team.”

Alexandre Comtois

National Sales Director

Results

The implementation of Wiser’s REM tool catalyzed a series of outcomes for Kellanova, evidencing the power of strategic tech integration in retail execution:

• Operational Efficiency and Enhanced Coverage
  By optimizing the allocation of sales resources and reducing travel times, Kellanova achieved greater efficiency and comprehensive retail coverage. The reporting features of the REM tool allowed for precise planning and resource allocation, ensuring maximum impact and increased visit targets with minimal wasted effort.
• Accelerated Sales Growth and Market Share Expansion
  The data-driven insights provided by the REM tool enabled Kellanova to identify and exploit sales opportunities more effectively, leading to market share growth. Comtois proudly reflected on this achievement, stating, “We have a solution where reps approach every store with opportunities in hand… This is definitely a competitive advantage for us,” with the team attributing an increase in monthly in-store sales “wins” to insights provided from the tool.
• Foundation for Continuous Improvement and Innovation
  The REM tool not only addressed immediate challenges but also laid the groundwork for ongoing optimization and strategic refinement. “Our reality is that we’re a new company… and we’re going to continue to evolve and grow over time. The [Wiser] product is perfect to allow this flexibility,” Comtois remarked, highlighting the tool’s role in establishing benchmarks and guiding future improvements.

Conclusion

Kellanova's strategic partnership with Wiser and the continuous refinement of the REM tool represent a successful partnership in the CPG industry.

This case study not only showcases the transformative effects of embracing innovative solutions but also highlights the importance of data-driven decision-making in achieving retail excellence. Kellanova's journey from Kellogg Canada to becoming a global snacking powerhouse is a compelling narrative of strategic foresight, operational efficiency, and competitive advantage.

As Comtois aptly concludes, “Once you try [Wiser REM], you’ll love it. It’s easy, efficient, and versatile, a complete tool for the whole team,” underscoring the undeniable impact of the REM tool on Kellanova's triumphant march towards retail and market leadership.