Metcash to use AI for promotional planning optimisation in liquor division

Metcash using Complexica AI

Metcash’s liquor division, Australian Liquor Marketers (ALM), is taking its marketing to the cloud after signing an agreement with Complexica for standardising and optimising its promotional activities using AI.

ALM supports more than 2700 independently-owned stores operating under the IBA banner group including Cellarbrations, the Bottle-O, IGA Liquor, Thirsty Camel, and Porters Liquor.

“Following a successful proof-of-concept earlier this year, we have selected Complexica as our vendor of choice for standardising and optimising our promotional planning activities,” said interim CEO of ALM, Rod Pritchard.

“Complexica’s Promotional Campaign Manager [PCM] will provide us with a cloud-based platform for automating and optimising promotional planning for more than 2700 stores, leading to improved decision-making, promotional effectiveness, and financial outcomes for our retail stores.”

Complexica's PCM provides functionality for planning and analysing retail promotional campaigns, as well as predicting and optimising their effectiveness. Powered by Complexica’s Artificial Intelligence engine Larry, the Digital Analyst, PCM uses internal and external data to provide practical decision support for promotional activities.

Complexica's PCM will centralise and automate a wide variety of complex analytical tasks at ALM associated with the process of building effective promotional campaigns for more than 2,700 retail stores, and will interface with ALM’s internal systems, so that staff can build promotional campaigns and pricing on a product, product group, and region level.

ALM operates out of 15 distribution centres in Australia and New Zealand. With annual revenues in excess of $3.4 billion, ALM is Australia’s largest broad-range liquor wholesaler, supplying over 12,000 liquor-licensed premises throughout

Australia.DuluxGroup upped its investment into machine learning

and algorithmic-based virtual assistance technology and signed an expanded partnership with Complexica in March this year.

Nine months after announcing its initial investment into the Complexica Customer Opportunity Profiler (COP) system for its trade paints, texture coatings and protective coatings business, the company extended usage to its group digital capability team

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu   

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in