Kellanova has operated in Australia for more than 100 years and is known for iconic breakfast cereals such as Kellogg’s® Nutri-Grain® and the much-loved stackable snack brand Pringles®. Today, the brand is on a mission to become the world’s best performing snacks-led powerhouse, unleashing the full potential of its differentiated brands and passionate people.
Planning and execution slowed down by siloed systems and data.
Kellanova strives to deliver the best customer experience, which includes ensuring the right products are on the right shelves and offer value for the consumer. To deliver on this goal, Kellanova embarked on a journey to enhance its commercial planning processes. Siloed systems and data impacted efficiency, and processes like creating new promotions took up to two weeks to implement. The business was looking for a solution that could provide real-time data and feedback from the field, to help optimise promotions and ensure product availability.
By automating some of its current processes, the Kellanova team were looking to increase speed and efficiency to reconcile and gain insights into promotion performance. As Kellanova’s current trade promotion management (TPM) solution was coming to end of life, the team set itself the goal of transforming end-to-end commercial processes by adopting a single platform that had the capabilities to support revenue growth management (RGM), Trade Promotion Management, and Retail Execution (REX).
With Salesforce’s integrated platform, we can unify our commercial functions and ensure our products are on the right shelf, at the right time.
Kate CollaredaIT Director, Kellanova
Consumer Goods Cloud brings greater speed and intelligence to trade promotions management.
Consumer Goods Cloud provides Kellanova with a seamless integrated platform for category, customer and consumer planning from end to end. It has also transformed trade promotions, which account for a large portion of retail sales in Australia and New Zealand.
The deployment, a first for Kellanova globally, brings promotion planning, execution, claims management, and reporting onto a single platform. The process starts with scenario planning, where key account managers and sales analysts collaborate to model and compare different promotions, such as two-for-one deals or half-price offers. They can then select the preferred promotion and its customers and push it live as soon as it's approved.
The process has replaced a manual spreadsheet-driven workflow, reducing the time to create new promotions by up to two weeks. What’s more, promotions are now planned and optimised based on real-time data and their impact on the business.
“We can now spend more time with customers, make better decisions, and quickly pivot to change future outcomes, including the results of our next quarter,” said Travis Miller, National Business Manager, Kellanova.
Data Cloud provides real-time visibility of performance and cuts claims processing time by 99.8%.
Data Cloud unifies data from over 20 systems to enable the new TPM process. These include Kellanova's ERP, demand and supply planning systems, and financial reporting.
Centralising this data has provided the business with greater visibility of performance, including sales and promotion-related claims from retailers. The data is real-time, too, thanks to Data Cloud which has reduced claims processing time by 99.8%. This enables Kellanova to process 500 claims in five minutes, the same amount of time it previously took to process a single claim. The faster claims processing has also enabled faster posting of transactions to the P&L.
In addition to these improvements, Data Cloud facilitates more efficient and accurate financial reporting and will soon enable auto-posting of transactions to Kellanova’s ERP. This enhancement will enable claims within expected thresholds to be paid automatically, reducing time spent on back-office administration.
Agentforce to support continued transformation and amplify productivity.
Kellanova is progressing its vision for a unified digital platform, integrating retail growth management, TPM, and retail execution. The next phase involves extending Consumer Goods Cloud to enhance retail execution and enable seamless collaboration between key account managers and field teams. For example, field teams will receive immediate details of planned promotions, enabling them to effectively monitor stores and assist retailers with product availability and display. This will ultimately boost cost efficiency and support the business’s goal of getting the right products on the right shelves at the right time.
Agentforce offers an opportunity to enhance Kellanova’s capabilities by providing autonomous AI agents that support more streamlined processes and enable more intelligent planning by the team.
The business is exploring the use of agents to enable account managers to optimise customers’ plans and enhance consumer engagement.
Consumer Goods Cloud connects retail planning and execution, providing Kellanova with an integrated platform to drive efficiency and growth. Key account managers and sales analysts now use Trade Promotion Management to model different scenarios and choose the best promotions based on their impact on the business and value for consumers.
The solution is enhanced by Data Cloud which unifies the company data to automate workflows and enable smarter decisions. Data Cloud also facilitates faster, more accurate reporting by enabling Kellanova to freeze data when preparing financial statements.
When deployed, Agentforce will enhance operational efficiency across the consumer goods business. By streamlining data analysis and automating routine tasks, it will support key account managers in planning promotions more effectively and enabling teams to focus on strategic decision-making.
Rather than simply replace its TPM solution, Kellanova wanted to completely transform its TPM process. With the size and profile of the Australian consumer goods market representing an ideal testbed for innovation, the local Kellanova team also wanted to establish a best practice approach for others to follow. The business engaged the product and industry expertise of Salesforce Professional Services to meet these goals.
The team supported Kellanova to challenge the status quo and streamline more than 200 of its business processes, ultimately maximising the value of its Salesforce deployment.
Professional Services also enabled Kellanova to unlock the full potential of Data Cloud and become the first to use the hyperscale data engine for claims processing.
Through this partnership, Kellanova has not only transformed TPM but has also laid the groundwork for more intelligent, data-driven category planning and enhanced retail execution.
Both Kellanova and Salesforce were dedicated to achieving the right outcomes, which is what made this such an effective partnership.
Beatriz BelzCommercial IT Manager, Kellanova
