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

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in