BATTLE CREEK, MICH. — In order to scale and adapt to ever-changing consumer expectations, businesses must take an end-to-end approach to digital solutions, said Lesley Salmon, global chief information officer at Kellogg Co.
Ms. Salmon recently published an article that offers advice on doing business in a digital world and suggests companies focus on a few key areas for improving their end-to-end approaches.
She said the primary focus should be on attracting and retaining talented people who can deliver digital solutions.
“For me, it’s all about people – having the right people working through great partnerships with key business stakeholders, understanding their needs, anticipating them, and then responding to them,” she said. declared. “To attract and retain the right people, we need to satisfy their thirst to experiment, to fail fast, and to learn.”
She also highlighted the importance of incorporating customer-centric technology, citing Kellogg’s use of NaviLens technology in 2020 as an example.
After learning about the millions of people in the UK who suffer from vision loss and their difficulty reading information on packaging, Kellogg launched a successful pilot project which integrated NaviLens into its packaging, enabling consumers to access information with accessibility tools on their smartphones.
Ms. Salmon also emphasized data-driven decision-making. According to her, the combination of Kellogg’s data and analytics with marketing resources has enabled the company to create a rich omnichannel experience that precisely tailors product offerings, pricing and messaging to consumers’ needs.
“Data has always been available, but never in the abundance that it is today,” she said. “Freeing data from silos is critical to meeting consumer needs and preparing for the future consumer experience.”