DuluxGroup steps up AI investments for retail execution

Paints retailer and marketer extends use of artificial intelligence for retail sales optimisation

DuluxGroup has stepped up its artificial intelligence (AI) investment to further improve its retail execution game.

The paint retailer has again expanded its investment into Complexica’s marketing and sales platforms, extending the use of the vendor’s Customer Opportunity Profiler and Larry digital assistant across its retail business unit. The two AI-powered offerings are part of Complexica’s Decision Cloud platform.

DuluxGroup first signed up to Complexica in 2016, initially rolling outCustomer Opportunity Profiler (COP)system for its trade paints, texture coatings and protective coatings business. In 2018, DuluxGroup then extended usage to its group digital capability team, integrating COP with the Adobe Campaign Platform to drive more personalised campaigns.

At the time, the company said Complexica’s software will enable DuluxGroup to reduce the amount of time required to generate usable insights, lift campaign automation capability, help it to personalise communications based on core metrics, and close the loop on sales results to optimise ongoing digital marketing capability.

In the latest news statement, DuluxGroup national retail sales manager, Jay Bedford, said upping the AI technology ante was about helping better manage a diverse portfolio of products and execute sales and marketing activity within large, medium and small format home improvement retail stores.

"We consistently challenge ourselves to innovate and grow and to create greater value for our customers and the end consumer,” he said. “Given the rise and application of artificial intelligence in recent times, we have partnered with Complexica to help us identify the right insight at the right time to improve our focus, decision making, execution, and value creation."

DuluxGroup markets and manufactures paints, coatings, sealants, adhesives, garden care and other home improvement product categories. Brands include Dulux, Yates, Selleys and Cabot’s. 

Complexica director of business development, Leonardo Arantes, said COP will deliver real-time analytics and recommendations that will help DuluxGroup staff optimise retail planning, communication and related sales executions. The tool is designed to monitor customers and prospects in real time across key indicators such as sales volume, social media activity, complaints and service levels, informing sales staff of insights for next-best actions and personalised messaging.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

 

 

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
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in