Unathi Mhlatyana, Managing Director of Mondelēz Southern Africa, alongside Amelia Vorster, Customer Services and Logistics Director, underscores the importance of delivering on commitments to both retailers and customers. Ensuring reliability and consistency is fundamental to fostering business growth and long-term partnerships.
The latest Salesforce State of the Connected Customer Report for South Africa reveals a shift in consumer expectations. Modern customers demand greater data privacy, increased transparency, and a customer-centric approach from their favourite brands. While many South Africans remain loyal to specific brands, there is a growing need for these brands to enhance their offerings to maintain customer trust.
The report identifies three key areas where preferred brands excel:
- Data Privacy and Transparency: 49% of customers trust their preferred brands to manage data responsibly.
- Customer-Centricity: 44% of customers feel that their needs are prioritized.
- Accessibility: 44% appreciate the ease of accessing relevant information.
However, challenges remain, as 55% of customers feel overwhelmed by excessive communication, and only 24% report being actively asked for feedback. To improve customer engagement, brands should focus on:
- Strengthening data security through cloud-based CRM systems.
- Enhancing personalisation by leveraging AI and unified customer insights.
- Ensuring consistent communication across multiple platforms.
Mondelēz Southern Africa has been named the #1 Supplier in South Africa in the annual Advantage Report “Voice of Retailers” survey. This recognition underscores the company’s commitment to fostering strong retail partnerships and delivering value across the supply chain.
The 2024 Voice of South African Retailers report, compiled by Advantage Group Africa, assesses supplier performance across 26 key metrics, including collaboration, trust, strategic alignment, and customer-centricity. These insights highlight the dynamics of supplier-retailer relationships and their impact on commercial outcomes.
One of the standout findings of the report is the improvement in trust and collaboration scores. While retailers’ perception of suppliers has consistently improved year-on-year, suppliers’ views on South African retailers have declined slightly. This dynamic underscores the importance of continuous engagement and alignment between partners.
Key Highlights from the Advantage Report:
#1 Supplier Overall: Mondelez led the rankings among the top 25 FMCG manufacturers in South Africa.
Excellence Across Competencies: Mondelez secured the top spot in seven out of 26 key performance metrics.
Significant Trust Score Improvement: The company’s trust rating increased by 17 points (scored on a scale of -100 to +100).
Retailers praised Mondelēz for its commitment to collaboration and innovation:
- “Mondelēz excels in daily collaboration, with a hands-on approach that sets it apart. We are pleased with the data that Mondelēz provides and its support in overcoming growth challenges.” – National Retailer
- “Mondelēz is collaborative, progressive, and demonstrates courage by pushing boundaries and setting ambitious targets. The company consistently presents well-considered plans to achieve these goals.” – National Retailer
Mondelēz’s approach to supplier-retailer relationships is deeply rooted in transparency and accountability. The company recognizes that trust is not built overnight but requires a deliberate strategy that aligns internal operations with external expectations. By adopting a One Mondelēz approach, the company ensures cross-functional collaboration to deliver on commitments and create shared value.
Key Strategies for Strengthening Retail Partnerships:
- Prioritizing Customer Feedback: Actively seeking and integrating customer insights to refine strategies.
- Fostering Transparency: Open and honest communication to address challenges collaboratively.
- Aligning Business Goals: Ensuring all departments work towards common objectives that support retail partners.
- Driving Innovation: Leveraging emerging trends and technologies to stay ahead in a competitive market.
Securing the top spot in the Advantage Report is a milestone, but maintaining this position amid fierce competition requires ongoing innovation and strategic investments. Mondelez remains committed to evolving its brand and product offerings to meet retailer and consumer expectations.
Key Strategies to Enhance Customer Experience:
- Leveraging Technology for Personalization: Using data analytics and CRM tools to tailor experiences based on customer preferences.
- Providing an Omnichannel Experience: Ensuring seamless interactions across digital and physical platforms.
- Training and Empowering Employees: Investing in workforce development to improve customer interactions and foster a culture of responsiveness.
- Gathering and Acting on Customer Feedback: Actively listening to consumers to identify areas for improvement and adapt to changing market dynamics.
- The Path Forward: Commitment to Customer-Centric Growth
At its core, Mondelez’s success is driven by a commitment to understanding and responding to consumer needs. Market share serves as a reflection of a brand’s ability to forge meaningful connections with customers.
In today’s dynamic landscape, businesses must recognize that customer experience (CX) is not just an operational consideration but a strategic imperative. By prioritizing customer trust, retail partnerships, and continuous innovation, Mondelez is not only strengthening its own market position but also setting an industry benchmark for excellence.
Main Image: Mondelez
