Kenya Breweries Limited (KBL) has rolled out an online platform to allow its customers to get their orders directly from the distributors.
Dubbed Diageo One, the platform that has been on trial for almost a year has now been expanded to distributors and retailers as well across the country to order stock.
Speaking at the launch, KBL Managing Director (MD) Mark Ocitti said the platform is a powerful solution that will streamline and expedite transactions between distributors and downstream trade partners such as bars, cash-and-carry shops and other retailers.
“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. Specifically, this new digital platform will help retailers make informed purchase decisions by keeping themselves up to date on
distributor inventory, product promotions, brand campaigns and more. Simply put, putting the power of seamless trade in their hands,” said Ocitti.
“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,” he added.
KBL seeks to leverage data and analytics from the platform for better precision and innovation customized to its consumers’ needs.
East African Breweries Limited (EABL) Commercial Director Joel Kamau said the platform will work for distributors the same way as The Bar (ke.thebar.com), a digital-based platform that is revolutionising the way consumers order drinks.
“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,” said Kamau.
“We want to bring the benefits of advanced technology right through our route to market.”
KBL revenues grew 10 per cent in the half-year to December 31, 2023, with evolving digital transformation driving sales expansion, as consumers explore spaces and occasions to connect and enjoy across price tiers.