CMO

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

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