Retail Food Group invests in marketing automation to drive digital transformation

Owner of brands such as Michel's Pattiserie, Crust and Donut King to roll out Marketo platform

Retail Food Group (RFG) will rollout Marketo’s marketing automation platform as part of ambitions to digital transform its brands.

RFG owns a number of food retail brands including Gloria Jean’s Coffees, Donut King, Crust and Michel’s Patisseries. Group chief digital officer, Kevin Wordon, said the technology investment stemmed from the desire to transform the customer experience and drive franchise efficiency.

With a commitment to putting the customer at the centre of the organisation, and an objective to build loyalty through better engagement, Wordon said it was vital RFG gained the ability to communicate on an individualised basis to consumers in a relevant and timely way.

Prior to joining RFG in June, Wordon was the head of digital for travel retailer, Flight Centre, and spearheaded roll out of the Marketo platform across the group’s B2B business globally. He said he was confident in the technology’s ability to deliver personalised one-to-one conversations at scale that could drive revenue opportunities across the business.

“We will be using Marketo to drive sales and loyalty amongst our customer base, generate leads in new franchise partner recruitment, and enhance network communications among thousands of internal stakeholders across the globe,” he said.

Wordon said the marketing automation would provide a stepping stone in transforming all aspects of the business and encouraging digital adoption across the group.

The business is based around a franchising model and has 2530 global outlets. In its most recent FY16 annual financial report, the group reported a 30 per cent increase in revenue to $274.6 million and 20.5 per cent rise in net profits to $66.4m.

Marketo A/NZ managing director, Bill Binch, said RFG’s big challenge is to bring millions of interactions across multiple market-leading brands together into a single view of the customer.

“Using Marketo will provide a 360-degree view of customers, empowering RFG to boost engagement and drive valuable incremental revenue for franchise partners using rich behavioural data,” he said. “RFG is taking exciting steps towards digital transformation and we’re glad to be a part of that journey.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in