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.

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