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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

I found decent information in your article. I am impressed with how nicely you described this subject, It is a gainful article for us. Th...

Daniel Hughes

What 1800 Flowers is doing to create a consistent customer communications experience

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

It's actually a nice and helpful piece of info. I am satisfied that you shared this helpful information with us. Please stay us informed ...

FIO Homes

How a brand facelift and content strategy turned real estate software, Rockend, around

Read more

I find this very strange. The Coles store i shop in still has Flouro lights? T though this would have been the 1st thing they would have ...

Brad

Coles launches new sustainability initiative

Read more

Well, the conversion can be increased by just using marketing, but in general if you are considering an example with Magento, then it is ...

Bob

How Remedy is using digital marketing and commerce to drive conversion

Read more

Blog Posts

Why conflict can be good for your brand

Conflict is essentially a clash. When between two people, it’s just about always a clash of views or opinions. And when it comes to this type of conflict, more than the misaligned views themselves, what we typically hate the most is our physiological response.

Kathy Benson

Chief client officer, Ipsos

Brand storytelling lessons from Singapore’s iconic Fullerton hotel

In early 2020, I had the pleasure of staying at the newly opened Fullerton Hotel in Sydney. It was on this trip I first became aware of the Fullerton’s commitment to brand storytelling.

Gabrielle Dolan

Business storytelling leader

You’re doing it wrong: Emotion doesn’t mean emotional

If you’ve been around advertising long enough, you’ve probably seen (or written) a slide which says: “They won’t remember what you say, they’ll remember how you made them feel.” But it’s wrong. Our understanding of how emotion is used in advertising has been ill informed and poorly applied.

Zac Martin

Senior planner, Ogilvy Melbourne

Sign in