Providing customers with differentiated value propositions that contribute to their growth, profitability and sustainability, allowing Grupo Nutresa to contribute to the development of the communities by means of their commercial relations.
Strategy and Progress
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Risks and opportunities
GRI 103-1
Grupo Nutresa continues to further into the knowledge and understanding of the multiple customer segments in order to fine-tune the strategies and initiatives intended to strengthen the relationship and the business growth, supporting them in their development needs so that they can deal with the constant introduction of new actors into the market.
The acceleration of change in the markets and the speed of the technological advances generate an opportunity for Grupo Nutresa’s digital transformation. Customer information as the knowledge basis is a key aspect in this transformation, allowing to make progress in the individualization of the needs and a greater generation of value for both parties.
The Organization has been diversifying its service and assistance channels, facilitating the access to them and improving their timely management to respond to the changes occurring in the market and to provide a better service experience.
Customer positioning as an essential part of the business activity of Grupo Nutresa’s Businesses becomes an opportunity to integrate allies and new strategies that generate social and economic value into the Organization’s initiatives. In addition, the strengthening of the distribution channels allows to expand the coverage and improve the product and service offer.
Outlook
The changes of the customers’ competitive setting with the introduction of new business formats and models require a greater preparation by the current customers for them to be able to subsist. That is why Grupo Nutresa will keep on strengthening the loyalty-building elements with actions that contribute to the development of the customers’ capabilities.
The Company will continue to work on developing mechanisms that allow to know and understand the needs of our customers in advance, with the purpose of designing and executing experiences that respond to and exceed their expectations.
The Organization will keep on managing its customers’ information as the knowledge basis for the decision-making process and a continuous improvement that enables it to listen to, act upon and learn in order to deliver a differentiated and consistent experience in every interaction.
In order to fulfill its goals for 2020, Grupo Nutresa will continue to develop capabilities in its chain, adding value to the business and to the communities involved in the strategies. That is why the training contents will be continuously updated to guarantee their relevance in terms of the market challenges, thus developing capabilities among our customers for them to achieve a higher level of competitiveness and sustainability.
Success stories and acknowledgments
GRI 103-3
Pozuelo was awarded the “Galardón Detallista” (Retailer Accolade) acknowledgment by the customers affiliated with the National Chamber of Retailers and Akin Agents of Costa Rica for the management work of its sales force, the support provided by the company and the quality of its products.
The Tresmontes Lucchetti Business received the Business Evolution Award from “Sociedad de Fomento Fabril” (Manufacturing Promotion Society) in Chile. This accolade recognizes practices in the areas of corporate governance, sustainability, inclusion, education and innovation, with transparency as its cross-sectional axis.
Comercial Nutresa was presented with the Julio Villazón Baquero Business Merit as Business of the Year for its business track record in innovation practices, organizational changes and competitive strategies that stimulate the productive and commercial transformation, and that have served as inspiration for young entrepreneurship promises.
Progress in 2018
GRI 103-3
Customer training for the generation of capabilities
The customer training programs are developed in a practical way to respond to the needs of each segment and to develop capabilities among them and in their setting.
In 2018, more than 4.000 customers received training in capabilities related to the adequate administration for their businesses, point-of-sale management, regulatory compliance, and product transformation and profitability enhancement. The purpose of the training activities consisted in making their businesses more competitive, comprehensively increasing their sales, ensuring a better service provision to their consumers and, in turn, improving their quality of life.
Additionally, more than 150 commercial agents and marketers received training with the aim of becoming sustainable entrepreneurs by developing their managerial capabilities.
In the Food Service channel in Colombia, La Recetta organized theoretical and practical training activities about bread-making and confectionery as part of a program focused on the resocialization of productive projects for prison inmates, totaling 90 people in three states.
Fundación Nutresa’s program “Aula Itinerante” (Traveling classroom) was implemented with the aim of reinforcing the Ice Cream Business’s alternative sales channel among 52 customers in Montería, Valledupar, Cúcuta and Pasto.
In the catalog sales channel, the training modules were enhanced in order to develop capabilities among the individual entrepreneurs regarding subjects as social networks and nutrition.
Finally, Fundación Nutresa’s social intervention methodology was implemented in two ceviche-producing associations located in La Boquilla, Cartagena. The activities carried out with these associations consisted in performing diagnostic exercises, as well as determining the baseline for the families that form them, and several intervention routes have been established based on these exercises for the development of capabilities.
Customer loyalty buildup
In 2018, more than 16.500 customers received the benefits of the multiple loyalty-building and engagement programs that acknowledge their loyalty and commitment to Grupo Nutresa’s brands. The programs are focused on supporting customers on their day-to-day challenges and rewarding their loyalty by means of events, the delivery of experiences, seminar scholarships, training and learning opportunities, and redemptions that contribute to the consolidation of their businesses.
With a sustainability-based focus, between 2017 and 2018, a total of 3.000 traditional-channel customers were supported and assisted in the development and transformation of their operations and points of sale, thus generating double-digit growth rates in their businesses overall and in the Company’s portfolio. Similar actions were implemented in Panama and Costa Rica, with more than 1.300 customers.
By means of the alliance established with Bancolombia, a total of 283 credits totaling COP 6,5 billion were granted to Comercial Nutresa’s traditional-channel customers.
New support and sales channels
Grupo Nutresa continues to work on the development of digital capabilities to transform the way how it interacts and creates value with its customers through the implementation of practices such as e-commerce, website integration, social network presence and management, process automation, and exploration and design of new business models that allow to improve the customer experience in each interaction.
Development of the employees’ customer-focused capabilities
The human and technical capabilities of the employees and commercial allies are strengthened to provide the customers with qualified assistance and advice based on empathy and on the understanding of their needs, going from transactional models to relational models that build competitiveness and sustainability for them.
Environmentally friendly sales processes
Grupo Nutresa continued working on the implementation of initiatives that contribute to the reduction of the environmental impact in the operations, such as: the purchase of 2.940 carbon credit units in 2018 in order to compensate the emissions derived from product distribution, the optimization of the vehicle fleet with the aim of reducing the number of vehicles necessary for the operation, the negotiation with suppliers to request the use of environmentally friendly materials for exhibition elements, commercial assets, advertising material and promotional activities that allow a broader utilization at the moment of their final disposal.
Total energy consumption (GWh) outside of the Organization GRI 302-2
Related ODS
