CHICAGO, Nov. 30,
2023 /PRNewswire/ -- Kellanova – previously Kellogg
Company – Vice President, Omni and E-Commerce, Manish Sharma recently discussed omni-commerce
and why it is critical to today's shopper and the future of
business.
Kellanova News Stories – Omni-commerce defines today's
shopper journey
By Manish Sharma, Vice President, Omni
and E-Commerce, Kellanova
What is "omni- commerce" and why is it such a popular buzzword?
Any business worth its salt has a robust omnichannel strategy, and
Kellanova, previously Kellogg Company, is no different. We've asked
Manish Sharma, Vice President
of Omni and E-Commerce, to tell us more about omni-commerce and why
it's critical to Kellanova's growth.
Q: Manish, how do you define
omni-commerce?
Manish: Omnichannel is a buzzword. At
Kellanova, the best way to define omni-commerce is integrating all
the different channels, from online to offline, into the shopper
experience. In today's world, it's essential to have a strategy and
an approach to win where shoppers are shopping by providing them an
experience that helps make the buying journey easier.
Q: Why is an omni approach so
important?
Manish: It's important because consumers
are already shopping in an "omni" way. They are seamlessly shopping
online, offline and through multiple platforms. So, we need to
build our thinking to meet them where they are.
Q: How is Kellanova meeting consumers where they
are?
Manish: At Kellanova, we are building
best-in-class commercial capabilities. Whether it's data, content,
marketing, supply chain or our business strategies, we are
continuously optimizing and building capabilities across those
pillars to be ahead of the learning curve.
We're also developing an ecosystem of partners to help us become
a leader in the space. For example, a few key partners include
retailers and technology companies. As we test and try programs
with retailers, it enables us to better meet consumers' needs and
partnering with technology companies helps us to better understand
what's coming next and integrate new tools.
Q: How do we keep up with the evolving shopper and why is
that so critical?
Manish: Truly understanding our
consumer helps us to define our strategies to win. Understanding
behavior and predicting future behavior is key to that. The
consumer journey used to be linear, but now it's very complex.
Shoppers have varying touch points throughout the buying journey,
and that is constantly being reshaped.
Q: What is the future of omni and how is it
evolving?
Manish: The future of omni is bright,
frictionless, experiential and everywhere. There is an enormous
opportunity to unlock omni-channel growth as consumers migrate from
store-only to omni. Consumers also like convenience and will
consistently seek experiences that help them to shop seamlessly in
an efficient manner.
And stores are going to evolve into less of a place where we go
to "shop" and more into experiential centers for consumers to
experience brands. Shoppers are shopping everywhere. They're not
only shopping in-store, but also online, via social media and
through varying apps. Being where they are in each moment will help
maintain relevance.
Kellanova (NYSE: K) is a leader in global snacking,
international cereal and noodles, and North America frozen foods with a legacy
stretching back more than 100 years. Powered by differentiated
brands
including Pringles®, Cheez-It®, Pop-Tarts®, Kellogg's
Rice Krispies
Treats®, RXBAR®, Eggo®,
MorningStar Farms®, Special
K®, Coco Pops®, and
more, Kellanova's vision is to become the world's best-performing
snacks-led powerhouse, unleashing the full potential of our
differentiated brands and our passionate people.
Kellanova is guided by our purpose to create better days and a
place at the table for everyone through our trusted food brands. We
are advancing sustainable and equitable access to food by
addressing the intersection of hunger, sustainability, wellbeing,
and equity, diversity & inclusion, with the ambition of
creating Better Days for 4 billion people by the end of 2030. Visit
www.Kellanova.com for more information.
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content:https://www.prnewswire.com/news-releases/kellanova-executive-omni-commerce-defines-todays-shopper-journey-302001753.html
SOURCE Kellanova