The ice cream business model has long needed an overhaul, often relying on manual processes to determine when to reorder and deliver a new batch of product.
Unilever has transformed this space, launching a frictionless, digital tool that allows retailers to easily stock up on ice cream whenever needed. Additionally, the company has rolled out several innovative pilots, including smart freezers that automatically detect out-of-stocks, location data-optimized delivery, and automated WhatsApp chatbot functionality to communicate inventory needs.
Unilever’s approach for retail partners centers on an e-commerce app — Ice Cream ERTM or electronic route to market — through which retailers can order stock, transfer payment electronically, monitor selling stock, and browser offers and discounts.
Source: Consumer Goods