Betty Crocker Goes B2C

General Mills signs on for catalog fulfillment solution

Minneapolis  May 6, 2002  Gage Marketing Services, a provider of integrated marketing solutions, today announced the expansion of its business-to-consumer (B2C) technology platform and its partnership with General Mills.

Although new to the integrated marketing software, General Mills is not new to doing business with Gage Marketing Services, which has provided fulfillment services to General Mills for the last 25 years.

General Mills will be the first client to use the new platform, and Gage Marketing Services will also work with the company to develop a catalog fulfillment solution using Gage's Global Enterprise Management System (GEM) for marketing, fulfillment, inventory management and customer care.

Gage Marketing Services' proprietary software suite, GEM, integrates the front-end of the customer relationship, like sales, catalogs and call centers, with such back-end processes as payment, fulfillment, transportation and logistics. According to Gage Marketing Services, by incorporating General Mills' catalog expertise into its GEM platform, General Mills will experience improved B2C relationships when diverse aspects of the customer interaction are integrated under one technological platform.

General Mills' Betty Crocker and Making a Home catalogs will use the GEM catalog system to fulfill orders.

"With the recent growth of [customer relationship management] and fulfillment solutions, we selected Gage Marketing Services because they truly understood our business and customers," said Cherie Handberg, fulfillment operations manager, at General Mills. "Gage Marketing Services' industry expertise and their ability to bring added value with GEM to our growing catalog fulfillment needs made this an easy decision."

Terry Niles, president of Gage Marketing Services added that today's technological advancements enable companies to take a more strategic and business-minded approach to their marketing campaigns. "Gage Marketing Services platform transcends the gap between the company and its customer by integrating traditionally disparate processes such as promotional offers, inventory management, customer service and transportation logistics.  Ultimately, this integrated approach results in cost savings, efficiencies of scale, greater flexibility and, most importantly, a better customer experience."

Gage Marketing Services' has facilities located in Minnesota, Illinois, Michigan, California, Texas, Canada and Mexico.