Throughout the first six months, General Mills attracted 2 million users to its Good Rewards loyalty programme, which is intended to play an important part in the company’s bigger linked commerce plan. Good Rewards, developed in collaboration with Fetch, is General Mills’ first customer loyalty programme that offers advantages across its entire portfolio and collects 60 million lines of first-party data every day. The addition of Good Rewards to the company’s existing digital platforms brings the total number of monthly active users to 14 million. General Mills is investing in updating its internal digital skills in order to better comprehend the digital shelf, as well as investigating home IoT via an internship with Smarter. General Mills is implementing supply chain digitisation in three ways: using enhanced data to develop sourcing models to drive productivity savings; testing and expanding the use of real-time analytics to eliminate waste in manufacturing lines; and digitising the flow of shipments from suppliers to their customers’ networks to better identify challenges, reduce waste, and optimise inventory.

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