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Our Vision and Bold Moves

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Sara’s story A millennial living in Chicago

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Sara’s personal profile is shared with her favorite airlines, hospitality groups, food companies, wellness apps, and omni-channel grocers.

Sara wakes up and checks her dashboard, which is automatically updated by biometrics and wearable tech.

When Sara hops on a plane to Las Vegas, a flight attendant offers her Kellogg snacks based on her metrics.

Kellogg works with an ecosystem of partners to manage Sara’s True Consumer ID on a shared data platform: nutrition stats, body chemistry, gut health, sleep cycle, etc.

Using advanced demand-sensing through the IBP, Kellogg’s agile Supply Chain responds to demand while the Commercial team collaborates with customers.

Sara’s dashboard prescribes post-flight essentials (extra water, supplements, an RXBAR, and probiotic snacks) and delivers them to her hotel room.

Sara attends a Stranger Things–inspired event that features Eggo. She meets a woman named Susan, who also loves the waffles and has come all the way from India to attend!

Sara has made a resolution to improve her fitness. Based on her metrics, she gets pointed to a local yoga studio. Afterward, her dashboard suggests a Special K protein drink.

Sara is interested in what’s in the food she eats, so she checks the label to see where the cheese in her Cheez-Its is from—turns out it’s from a nearby farm!

Sara flies back home. Her dashboard replenishes her pantry— including food made specifically for her—so she has optimal posttravel foods waiting for her.

Kellogg activates media partnerships to bring exciting, soughtafter food-discovery experiences with immersive technologies.

Kellogg runs analytics across our data and uses predictive modeling and AI to provide the best activity and nutrition recommendations.

By integrating this profile with additional data sources, Kellogg employees and partners derive deep, automatically generated insights about Sara.

Kellogg automatically analyzes Sara’s metrics and works with her hotel to stock her room with personalized products that meet her biome nutrition needs.

Kellogg uses block chain technology to trace all the ingredients in our products to provide farm-to-fork transparency.

Kellogg proactively replenishes Sara’s food, including personalized items, by activating our Supply Chain partners in frictionless commerce, aided by best-in-class logistics.


Our Vision and Bold Moves

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Sun-Jeung’s story A working professional in South Korea

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Sun-Jeung has created a personal profile on her mobile phone that aggregates information from her favorite online malls, hospitality groups, food companies, and social media apps.

Sun-Jeung’s profile incorporates data from her smart home and wearable tech—including a stomach sensor and contact lenses that measure her blood sugar—and sees a personalized message welcoming her to the day.

She gets up to find that her automatic, monthly pantry replenishment has arrived overnight. Included in it is a new flavor of cereal that’s sponsored by her favorite YouTube makeup artist.

Sun-Jeung gets a ping that her blood sugar is low and is pointed to a nearby vending machine with pre-made Kellogg products for her to grab and go.

Sun-Jeung meets her sister at a nearby shopping mall—she usually shops with this mall online but wants to spend quality time with her family. An attendant offers her a promo on snacks that she had put in her online cart but never purchased.

Sun-Jeung buys the snacks at a great price but still wants something new for dinner. Her phone pings her with an offer to purchase a food algorithm to print a new dinner cereal on her food printer at home. She invites her sister over to try it with her.

Kellogg works with online retail partners and uses our own eComm platform—including a B2B portal—to improve trade based on omni-channel and location data, delivered to customers and consumers in real time.

Using advanced technologies and insights about what kind of foods Sun-Jeung likes, our smart supply chain provides an algorithm so she can print food at home.

Kellogg works with an ecosystem of partners to manage Sun-Jeung’s True Consumer ID on a shared data platform—nutrition stats, body chemistry, gut health, sleep cycle, mood.

Kellogg’s open data platform surfaces deep insights and up-to-the-minute details about personal preferences and nutritional needs, while our Experience Management platform creates personalized content that keeps Sun-Jeung engaged.

Using advanced demand sensing through the IBP platform, Kellogg’s agile supply chain and commercial function proactively replenish Sun-Jeung’s pantry subscription, including new items we predict she’ll like.

Kellogg leverages our open data ecosystem to collect location data, biometrics, and consumer preferences to direct Sun-Jeung to a new, easily accessible food format.


Our Vision and Bold Moves

26

Saanvi’s story A mom living in India

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Saanvi uses her smartphone to sign up for a service to help upgrade her family’s eating habits based on their lifestyle and budget.

Saanvi is offered foods trending with families like hers at the best prices—they’re so good that she decides to order some packaged goods.

Saanvi walks to the corner store to get her children breakfast before school. She picks up a few servings of cereal and some fresh fruits.

Kellogg builds an open data ecosystem that continually improves upon Saanvi’s True Consumer ID— nutrition stats, household basket history, activity tracking, etc.

Kellogg aggregates our consumer insights and customer data and, through our eCommerce capabilities, is able to help Saanvi get the right products at the right price.

Saanvi sends a WhatsApp message straight to Kellogg to get her family’s favorite foods delivered straight to her door that very day. Plus, she can even pay through the app!

Saanvi likes this local shop because they carry smaller quantities, so she can always stick to her budget. And she has a side business as a seamstress; being a regular in the store is a great way to meet potential clients.

That afternoon, Saanvi receives her Kellogg delivery. She also receives a notification via WhatsApp to reorder for next week at an even better price if she shares the offer with her friends, which she happily does.

Kellogg uses deep insights to understand the preferred quantity and packaging for HFS stores to enable enjoyment of our foods and tap into the community aspect of frequent trips to the store.

Kellogg IBP, Commercial, and Supply Chain platforms make it easy to build a recurring relationship in new eCommerce markets.

Kellogg’s Supply Chain immediately picks up demand signals and works with vendors that manage our payment and inventory, and distribution partners to action secure delivery.

Our sales team uses their strong relationships with HFS to anticipate demand. Coupled with a demand-responsive Supply Chain and optimized distribution network, we ensure that the right foods are always available.

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Kellogg User Journeys  

Kellogg User Journeys  

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