The No. 35 consumer goods company has tapped Google to serve as its data and analytics cloud partner, in which it will leverage artificial intelligence to further brand value and consumer relationships. As part of this, Google Cloud will create more personal and predictive consumer experiences across General Mills’ 100-plus brands.
The relationship is expected to help General Mills develop more personalized products, hasten its supply and demand planning decisions, enhance customer and partner service reliability, and more affordably create scalable IT platform capabilities.
As it migrates its workloads to Google Cloud, it will also have the ability to build new digital services and offerings in an agile manner.
Jaime Montemayor, General Mills chief digital and technology officer, called the partnership and important step in helping it lead during an data- and relationship-driven era.
"This will help modernize our infrastructure and deepen our connection with our consumers to better anticipate their needs,” he noted.
"From improving supply chain management to enhancing customer experiences, data has the power to transform the CPG industry," said Thomas Kurian, CEO, Google Cloud. "As their preferred cloud provider, we believe this partnership will provide General Mills with data-driven insights that enable them to develop deeper and more personalized consumer relationships."
Headquartered in Minneapolis, General Mills includes such brands as Cheerios, Pillsbury, Betty Crocker, Nature Valley, Blue Buffalo and Häagen-Dazs in its portfolio. It also picked up Tyson Foods’ pet treats business for $1.2 billion earlier this year.
The company generated $18.1 billion in sales in fiscal 2021.
As personalization becomes table stakes for consumer goods brands, food and beverage giants like PepsiCo are seeking new ways to drive brand engagement thanks to traditional methods losing their luster.
Ongoing supply chain issues took a worse-than-expected toll on Nike during its fiscal first quarter; however, the company remains optimistic about its membership strategy, which is now increasingly leveraging data and analytics for more personalized experiences.
Leverage consumer data properly and you'll create lasting, loyal relationships that revolve around customer value. Take one misstep in a world hyper-focused on the customer experience, and consumers will brand you "creepy" and flee.