Shoppers have come to expect the familiar General Mills brands they see on grocery store shelves. But consumer experiences now extend far beyond store aisles — to shoppers’ phones, social media accounts, and everyday lives. Today, consumers want deeper connections with brands who know them personally.

Yet, building consumer relationships can be difficult for manufacturers who sell through grocery stores and other retailers.

Thanks to its multi-pronged data strategy and suite of digital platforms such as Box Tops for Education, Good Rewards, Betty Crocker, and Pillsbury, General Mills has many ways to understand consumer spending habits. Yet, the company needed better tools to leverage its data to reach consumers on a more personal level while maintaining privacy.

With the power of AI + Data + CRM, General Mills has a clearer picture of its consumer data and a connected marketing technology stack to tailor communications to the right audiences, building lasting relationships. Here’s how.