Although the pandemic accelerated the digital transformation of many companies in Colombia, the truth is that companies such as Grupo Nutresa, For five years, they had been working on a transformation model that included a critical section: capacity development.
That’s why this organization was given the first Digital Transformation Portfolio Award, Which has 19 brands and reports annual sales of over US$50 million.
The group defined that digital growth begins with the human transformation of each employee, This includes changing mental models, working style, developing talent and hiring specialized talents in digital affairs.
To lead this process, Grupo Nutresa created a working group headed by a Digital Transformation Leader who is part of the organization’s top management. Similarly, with this position there is a team specializing in strategy and digital experience that guides the processes, adding experts in analytics, digital media, ways to discover and apply new technologies. All this human ingenuity allows us to connect the current needs of consumers and customers to the opportunities presented by new ways of working.
Additionally, the company also focused on digitally evolving organizational processes from raw material procurement to the way they interact with the consumer.
In this manner of discovering new complementary models in the context of a range of products or other services, Grupo Nutresa Develops Point of Sale Measurement Project with Artificial Intelligence (AI) – Developments in Operations Support Procedures; This included digital buyer activation services at the point of sale and adopted the model of listening to media and social networks.
Likewise, it developed its own and outsourced home delivery line with the highest standards of service, safety and technology. They implemented dynamic routing tools to optimize the fleet and be more efficient in the delivery process.
Similarly, it included e-commerce service through logistics partners to guarantee the customer experience and the fulfillment of the service promise.
In addition to adopting all data and analytics.
Milestones that mark sales
To connect with consumers and customers, Grupo Nutresa built its own digital platforms during 2020, which allowed it to gain knowledge and adjust operational processes, such as: Excellent activation of the capability of domicile, analysis and digital point of sale to leverage business decisions.
Today there are 30 different brand platforms, 662 digital assets, and digital brands have been created that bring this type of consumer closer, as is the case with ViBowls.
Finally, the development of the purchasing project which facilitates collaboration between Suppliers, Negotiators and Users, with the economic benefit of being a digital commerce-type platform that allows to perform sales and management transactions.
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