Kellanova Canada’s Journey to Retail Excellence: A Comprehensive Case Study
In the ever-evolving landscape of the Consumer Packaged Goods (CPG) industry, Kellanova Canada (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 Canada’s long-lasting partnership with Wiser, focusing on the adaptation of the Retail Execution Management (REM) platform to support Kellanova Canada seamlessly toward continued sales growth.
Through the insights of Alexandre Comtois, Kellanova Canada’s National Sales Director, we uncover the challenges, strategic solutions, and outcomes of this pivotal alliance.
Challenges
The transition from Kellogg Canada to Kellanova Canada 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 Canada 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 Canada needed to provide a robust system to effectively utilize data, enabling quick onboarding and sustained sales growth through insightful, data-driven strategies.
Solutions
The introduction of Wiser’s Retail Execution Management tool marked a turning point for Kellanova Canada, 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 Canada, 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 Canada’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.
PRODUCTS USED:
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 Canada, 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 Canada 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 Canada 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.
Kellanova Canada’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 Canada’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 Canada’s triumphant march towards retail and market leadership.
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