Master of Business Administration (Executive)
S P Jain School of
Global Management, Mumbai
The Digital Future of
General Mills – Drive advantage Shopper influence by via
Vishal Wankhede, emum10160433, EMBA04, Jan 2018
While B2C ecommerce (business-to-consumer electronic commerce) is
expected to hit $2.4 trillion worldwide in near future, the truth is, it’s less
than a third of B2B’s $7.7 trillion.
FMCG world of doing business has been changing
with the introduction of ecommerce and the adaption of digital retail models.
On-line shopping could be divided in two broad categories when it comes to how consumers
consume their daily needs -Spearfishing and full baskets. There are times when
consumers would go and search online for a product which they have either not
found in shops or are single items, whereas full basket would be more of
replenishing for a week or a month. Majority of an organization growth will
start coming from full basket model, where they would stock up products as same
going to a grocery shop.
eCommerce has been generating a lot of buzz at
General Mills (GMI) lately and justifiably so! and we are looking for ways to deliver eCommerce across the
globe. Our senior leaders emphasize the importance of eCommerce during our
Annual Company Meeting, last month’s Analyst Call and in various interviews.
This brings me to a question “What is the
direction that General Mills is going with e-commerce?”.
To drive eCommerce forward, an organization needs
to change the way they do business. eCommerce is all about the individual
consumer and how effective we can be at influencing their path to purchase.
GMI is driving eCommerce through 4 core strategies:
· Win the Digital Shelf: We want to become Digital Category
Captains for the Digital Shelf.
· Drive Advantaged Shopper Influence:
We are working with our retail partners to help them optimize their product
· Globalize Capabilities: We want to
build and globalize advantaged eCommerce processes and capabilities across
· Drive organization Integration:
Facilitate increased engagement and integrations across organization.
My aim would be to do more research and focus
on the second strategy “Drive advantaged
shopper influence” and the goal would be to enhance customer on-line
As we do business with our retailers It’s time
for us to start partnering with them to optimize our product content. Optimize
would mean a streamlined way of searching of a product, rather providing too
much information on the search. Product content or what you see on a portal
plays an important role to make an end-consumer move from search to buy.
Our study would be focused on how do we partner
with our retailers to provide them an standardized form of doing on-line
business. With retailers having an challenge in resources, technology and
industry awareness, it would be a great to help them to grow and in-turn grow
our business. A win-win for everyone.
Today there exists a challenge of getting data
from our retailer’s online portal as there is no single source or
standardization among everyone. As we overcome this challenge, having data for analysis will provide us insights on
how our consumers shop and understand their pattern and behavior. Getting
information linked to connected data and deriving analytical reporting will
help not only us but the retailers to sell more and make more margins.
This research would not only concentrate on
changing the way we do business, but also how ad which technologies would help
us to provide a better customer experience.
mills internal employees