The Company permanently works on the adaptation to the changes and to significant risks associated with customers, shoppers and consumers. For this purpose, Grupo Nutresa constantly monitors the trends consolidated by its internal Market Intelligence Unit and by means of the information obtained during the permanent interaction with the market by the networks and Businesses.
- Reconfiguration of the current customer segments and creation of new segments.
- The desire of consumers to know the origin, functionality and traceability of products.
- The significant growth of digital purchasing driven by the COVID-19 pandemic will transition from a trend to being an important part of the business model.
- Offering differentiated value propositions adjusted to the new needs and perspectives of the customers.
- Working collaboratively with the customers to be able to meet the consumers’ information-related needs.
- Capitalizing on the opportunities provided by the digital platforms to ensure close relationships with customers, consumers and shoppers.
- Maintaining the Organization’s highest level of competitiveness.
- Continue strengthening the co-creation environments with customers to ensure the generation of value and the Organization’s sustained relevance.
Future outlook and goals for 2030
- Continue consolidating value propositions for clients, consumers, shoppers and customers.
- Creating memorable experiences and engagement models that enable achieving the customer satisfaction and loyalty goals while maintaining the levels of excellence.
- Exploring new geographies and implementing new alternative distribution models and other market entry methods with attractive value propositions.
- Developing new digital capabilities, which is an essential factor in contributing to the formulation of new business models, driving the evolution of the digital ecosystem, reinforcing the decision-making processes and the business management, and strengthening and developing capabilities related to big data and predictive analytics.
- Contributing directly to the evolution of the stakeholders and the construction of a future where development benefits everyone.
Success stories and acknowledgments [GRI 103-3]
- Comercial Nutresa was ranked No. 1 in Colombia in terms of the consumption sector collaboration index rating
This index measures the corporate capabilities for developing collaboration in three categories: logistical, overarching collaboration and commercial processes. The acknowledgment also highlights Comercial Nutresa’s employee engagement and support model for customer development. It was awarded by Logyca, the leading logistics firm in Latin America.
- For the third consecutive time, Grupo Nutresa occupies the first place in the 2020 edition of the 2WAY Goodwill award
With this accolade, Grupo Nutresa settles in as the company with the best reputation in Colombia based on six reputational pillars: solidity and track record; value offer; talent and well-being; social responsibility and sustainability; innovation and leadership; and ethics and transparency. The ranking is determined based on the yearly survey conducted by 2WAY Goodwill Consulting.
- Acknowledgment awarded to the Cold Cuts Business for its dynamic distribution models
This accolade underpins the contribution to the development and expansion of the supply chain in Colombia within the large company category. It was granted by the firm Zona Logística.
Differentiated value propositions for the customers
Since 2014, Grupo Nutresa measures the customer satisfaction levels in the massive networks in Colombia with the support of the firm Ipsos Napoleón Franco. In 2020, the Company scored the highest rating over the past four years, thus fulfilling its MEGA 2020 and maintaining excellence-level ratings in relation to the international standards.
Customer training for the generation of capabilities
The work on enhancing capabilities is significantly important for both Grupo Nutresa and its customers, as it is focused on bridging gaps to enable sustainability and business development. Therefore, the Organization carried out the following actions:
- Deployment of virtual schools focused on enhancing skills and capabilities related to digital tools, new business models, customer service, business strategies, point of sale management, and employee health and safety.
- More than 4.000 customers from the massive networks in Colombia benefited from the virtual schools.
- 6.050 customers participated in awareness-raising webinars and online discussion conferences.
- 1.070 customers received training from the Cold Cuts Business in Panama and the Ice Cream Business in Colombia to address topics such as product transformation and business development.
- 20 customer-focused events were organized by La Recetta with the aim of developing capabilities related to gastronomy and technical and commercial aspects. As part of this initiative, the Company organized and held three training sessions at the production units of prisons in Colombia.
- 59 commercial agents received training from Comercial Nutresa to address matters related of sustainability, risks, the code of corporate governance and business continuity, taking into account their contribution and impact on the sustainability of the traditional channel in Colombia.
Development of differentiated and memorable experiences
- Design of multiple experiences with key international clients of the Coffee and Biscuits Businesses, as well as in Cordialsa’s international networks in Ecuador, Cordialsa U.S.A. and Tresmontes Lucchetti in Mexico.
- Strengthening of the ability to design and assess the experience by the massive networks in Colombia, Novaventa and the Retail Food Business with regard to the differentiated attributes of the value proposition, such as loyalty programs, direct purchase of the Novaventa entrepreneurs model, the Cold Cuts Business’s catalog sales, online sales and the delivery service.
- Deployment of co-creation activities with the participation of more than 500 customers to enhance their knowledge and propose improvements for the processes that would benefit both the customers and the Businesses.
- Reinforcement of the role of sellers as business developers carried out by Comercial Nutresa. 232 clients from the wholesaler and minimarket segments were engaged.
- 468 customers from the coffee and bakery shops segment were provided with assistance related to the transformation products by Comercial Nutresa, enabling them to expand their finished-product portfolio and to have a better value proposition for their shoppers.
- Participation of La Recetta in five mass campaigns deployed via social networks as support to the gastronomy industry with the aim of mitigating the impact of the economic effect on their customers.
- More than 577.500 customers were engaged by Novaventa, Comercial Nutresa, La Recetta and the Ice Cream Business through their loyalty programs to strengthen the business relationship and promote a two-way growth.
Sales channels and networks
In response to the COVID-19 pandemic and seeking the way to continue serving and supporting all of its customers and clients, Grupo Nutresa explored and implemented in an agile and efficient manner new market entry models with the activation of channels such as:
- Support via telephone.
- Order reception via social networks and emails.
- Development of synergies by means of multiple digital platforms.
- Implementation of apps, chatbots and websites.
Strengthening the commercial and distribution processes to reduce the environmental impact
- Expansion of Comercial Nutresa’s clean transport fleet for the distribution process. Eleven electric vehicles, three gas-powered vehicles, two electric tricycles and two electric bicycles were acquired. This allows adopting environmentally friendly practices with low pollutant gas emissions and improving the ergonomic conditions for the delivery personnel.
- More than 5.000 assets (such as freezers and snack conservation refrigerators) were delivered by the Ice Cream Business and Comercial Nutresa; such assets have improved eco-efficiency features regarding energy and refrigerant consumption according to the international standards.
- 62.695 kg of recyclable materials were used for manufacturing exhibition and product visibility elements.
- Implementation of the cross docking model in the mass distribution platforms to contribute to a lesser fuel consumption and optimized routes.
Commercialization models with social impact
- 20.800 food packages were delivered by the Ice Cream Business to independent retailers from the alternative channel as support to customers during the mandatory lock-down period introduced in Colombia in response to the COVID-19 pandemic.
- 1.703 entrepreneurs received training from Novaventa with the support of the SENA (Colombian National Learning Service) and Asobancaria (Colombian Bank and Financial Institution Association), addressing topics such as financial education, entrepreneurship and selling points. Such training activities included 200 individual tutoring sessions for Novaventa’s leader entrepreneurs.
- 56 ceviche vendors from Cartagena and their families were supported by the Biscuits Business through its Saltín Noel brand and with the support of Fundación Nutresa; the support included food packages, digital courses and biosecurity kits.
Cincel acknowledged Servicios Nutresa, Colcafé, Cordialsa Ecuador, Compañía Nacional de Chocolates Costa Rica and Molinos Santa Marta in 2015 for their excellent management of organizational climate matters and their commitment to their employees.