Question · Q1 2026
Sarah asked for an update on Valvoline's technology initiatives, specifically if the move to a cloud-based architecture provides competitive advantages and what those are. She also inquired about the current focus areas in advertising and early results.
Answer
Lori Flees, President and CEO, Valvoline, detailed investments in retail-specific technology (CRM, SAP, HRIS, cloud migration, SuperPro replatforming), citing benefits like reduced maintenance costs, back-office efficiencies, and improved customer service. She expects technology spend growth to moderate. On advertising, Lori Flees described a sophisticated playbook including lifecycle management and new customer acquisition strategies, noting continuous improvement in performance, productive return on ad spend, and optimization of discounting/net pricing.
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