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Food & Liquor Manufacturers

Manufacturers and suppliers of branded food & liquor products typically go to market via major retailers and distributors, each channel bringing presenting its own set of challenges and opportunities, including:

  • Retailers extensively using price-based promotional strategies to win market share
  • Consumers trained to expect price reductions
  • Manufacturers fighting amongst themselves (and against the retailer’s private label brands) for a share of shelf and consumers’ dollars
  • Working capital locked up in inventory with limited shelf life and based on inaccurate demand forecasts
  • Stretched field teams thinly spread across a long-tail of stores and hospitality venues to call on

These challenges and opportunities can often be tackled with a more sophisticated, science-based approach to optimise trade spend promotions, inventory & working capital, and your in-field sales force structure and activities.

Complexica’s solutions for Food & Liquor manufacturers include:





Building Materials 

Companies that operate in the increasingly competitive and concentrated building materials industry are typically characterised by a high degree of complexity that stems from large product ranges,  and an equally large number of customers ranging from large retailers, trade centres, and major builders, all the way down to a long tail of small trade businesses. From our experience, the sophistication levels vary significantly in this industry, with the more advanced companies making more effective use of data and decision analytics to drive effective margin and volume growth.

Complexica’s solutions for suppliers of Building Materials include:






The impact of good and bad decisions are typically magnified within pharmaceutical companies, as the resources involved come at a high cost and often time critical - no matter which decision you are making: sales, marketing or supply chain. Add to this an ever-increasing regulatory framework on market access, pricing, and collection and use of data, and complexity and consequence of decisions increases even further.

In this highly specialised industry, opportunities exist for more sophisticated activities that improve sales & marketing ROI, and better decisions – be it in reduced consignment stock exposure; more accurate forecasts for contract manufacturing, or predictive replenishment to optimise working capital.

Complexica’s solutions for Pharmaceutical manufacturers include:





Wholesale & Distribution 

Wholesalers & distributors are tasked with bringing products to market, and their operations are typically characterised by a large product range, long tail of customers, and very thin margins. As such, the their is little room for error in making pricing and supply chains decisions when managing the inherent complexity of a wholesales/distribution operation. And no matter if you distributing Auto Parts, Electronics, Health Products, Appliances, Consumer Goods, Building Materials, Food, or Liquor, the everyday priority is the same, to optimise sales activities in a such way that leads to revenue and margin growth, as well as retention of customers and improvement in wallet shares and market share metrics.

Complexica’s solutions for Wholesalers & Distributors include:



Financial services


Financial Services 

In the highly competitive and regulated environment of providing financial services products, it's not unusual for customers to sway between states of engagement, confusion, and dis-engagement. Given the high acquisition cost of new customers, it’s important for financial institutions to prevent churn, increase engagement, and improve share of wallet through the quality & timing of their customer interactions.

Complexica’s solutions for providers of the Financial Services include:


Consumer goods


Consumer Goods 

No matter if you are manufacturing consumables, appliances or electronics, effective management of trade spend and price-promotion strategies are critical to building both market share and brand equity, as well as the category itself. But doing so in a way that ensures you have the right stock at the right stores and that promotional activities are effectively executed is a never-ending challenge for limited in-field resources – especially given the different business practices of various retailers, which affects the ability to influence range and share-of-shelf. Optimising resource allocation across pricing and trade promotions, replenishment, and retail execution workflows require a data-driven, science-oriented approach to understanding and managing the inherent trade-offs to improve decision making and business outcomes.

Complexica’s solutions for manufacturers of Consumer Goods include:

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Regardless of whether you retail products for liquor, food, auto parts, electronics, building materials, office supplies or consumer goods, the everyday reality of retailing is the same: consumers are more informed, more value-oriented, wanting a better omni-channel experience and trained to expect price reductions. In such a fast-paced and highly competitive landscape, margin pressure and stock availability are a constant, which makes it critical to effectively manage price-promotion strategies and stay on top of supply chain processes.
Complexica’s solutions for Retailers include:



To schedule a demo or learn more about our software productsplease contact us:

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"Larry will be our digital expert that will enable our sales team and add that technological advantage that our competitors don't have."

Kerry Smith
CEO, PFD Foods
$1.6 billion in revenue
PFD Food Services uses Complexica's Order Management System

"Lion is one of Australasia’s largest food and beverage companies, supplying various alcohol products to wholesalers and retailers, and running multiple and frequent trade promotions throughout the year. The creation of promotional plans is a complicated task that requires considerable expertise and effort, and is an area where improved decision-making has the potential to positively impact the sales growth of various Lion products and product categories. Given Complexica’s world-class prediction and optimisation capabilities, award-winning software applications, and significant customer base in the food and alcohol industry, we have selected Complexica as our vendor of choice for trade promotion optimisation."

Mark Powell
National Sales Director, Lion

"Our products are distributed across a broad set of outlets operating under different business models, ranging from ‘big-box retailers’ to small convenience stores. This affects our ability to influence range, share-of-shelf, and stock holdings at the store level, and also adds complexity to our retail execution and field sales model. We have partnered with Complexica to help us automatically predict the ‘next best stores’ to visit at any given time, provide each rep with the 'next best conversations' for each store, and dynamically optimise individual call plans."

Mark Fenton
CEO, SodaStream

"Following a successful proof-of-concept earlier this year, we have selected Complexica as our vendor of choice for standardizing and optimising our promotional planning activities. Complexica’s Promotional Campaign Manager will provide us with a cloud-based platform for automating and optimising promotional planning for more than 2,700 stores, leading to improved decision-making, promotional effectiveness, and financial outcomes for our retail stores."

Rod Pritchard
Interim CEO, Australian Liquor Marketers
$3.4 billion in revenue
 Australian Liquor Marketers choose Complexica’s Promotional Campaign Manager

"After evaluating a number of software applications and vendors available on the market, we have decided to partner with Complexica for sales force optimisation and automation. We have found Complexica’s applications to be best suited for our extensive SKU range and large set of customers, being capable of generating recommendations and insights without burdening our sales staff with endless data analysis and interpretation. 

Aemel Nordin
Managing Director, Polyaire
Polyaire chooses Complexica for sales force optimisation and automation

"DuluxGroup is pleased to expand its relationship with Complexica, a valued strategic partner and supplier to our business. Complexica’s software will enable DuluxGroup to reduce the amount of time required to generate usable insights, increase our campaign automation capability, personalise our communications based on core metrics, and close the loop on sales results to optimise ongoing digital marketing activity."

James Jones
Group Head of CRM, DuluxGroup

"Instead of hiring hundreds of data scientists to churn through endless sets of data to provide PFD with customer-specific insights and personalised recommendations, Larry, the Digital Analyst® will serve up the answers we need, when we need them, on a fully automated basis without the time and manual processes typically associated with complex analytical tasks.”

Richard Cohen
CIO, PFD Foods
$1.6 billion in revenue

"As a global innovator in the wine industry, Pernod Ricard Winemakers is always seeking ways to gain efficiencies and best practices across our operational sites. Given the rise of Artificial Intelligence and big data analytics in recent times, we have engaged Complexica to explore how we can achieve a best-in-class wine supply chain using their cloud-based software applications. The engagement is focused on Australia & New Zealand, with a view to expand globally."

Brett McKinnon
Global Operations Director, Pernod Ricard Winemakers

"70% - 80% of what we do is about promotional activity, promotional pricing -- essentially what we take to the marketplace. This is one of the most comprehensive, most complex, one of the most difficult aspect of our business to get right. With Complexica, we will be best in class - there will not be anybody in the market that can perform this task more effectively or more efficiently than we can."

Doug Misener
CEO, Liquor Marketing Group
1,400+ retail stores
Liquor Marketing Group LMG uses Complexica's Promotional Campaign Manager

"The key thing that makes such a difference in working with Complexica is their focus on delivering the business benefits and outcomes of the project."

Doug Misener
CEO, Liquor Marketing Group
1,400+ retail stores
Liquor Marketing Group LMG uses Complexica's Promotional Campaign Manager

"Australia needs smart technology and people, and it has been a great experience for me to observe Complexica co-founders Zbigniew and Matt Michalewicz assemble great teams of people using their mathematical, logic, programming, and business skills to create world-beating products. They are leaders in taking our bright graduates and forging them into the businesses of the future."

Lewis Owens
Chairman of the Board, SA Water

"Having known the team behind Complexica for some years ago now, I am struck by their ability to make the complex simple - to use data and all its possibilities for useful purpose. They bring real intelligence to AI and have an commercial approach to its application."

Andrew McEvoy
Managing Director, Fairfax Media - Digital

"I have worked with the team at Complexica for a number of years and have found them professional, innovative and have appreciated their partnership approach to delivering solutions to complex problems."

Kelvin McGrath
CIO, Asciano

“Working with Complexica to deliver Project Automate has been a true partnership from the initial stages of analysis of LMG’s existing processes and data handling, through scoping and development phase and onto delivery and process change adoption. The Complexica team have delivered considerable value at each stage and will continue to be a valued partner to LMG."

Gavin Saunders
CFO, Liquor Marketing Group
Liquor Marketing Group LMG uses Complexica's Promotional Campaign Manager

“Complexica’s Order Management System and Larry, the Digital Analyst will provide more than 300 Bunzl account managers with real-time analytics and insights, to empower decision making and enhanced support. This will create more time for our teams to enable them to see more customers each day and provide the Bunzl personalised experience.”

Kim Hetherington
CEO, Bunzl Australasia
Bunzl Australia uses Complexica's Order Management System

"The team behind Complexica develops software products that are at the cutting edge of science and technology, always focused on the opportunities to deliver a decisive competitive edge to business. It has always been a great experience collaborating with Matthew, Zbigniew and Co."

Mike Lomman
GM Demand Chain, Roy Hill Iron Ore

"The innovations that the Complexica team are capable of continue to amaze me. They look at problems from the client side and use a unique approach to collaborating with and deeply understanding their customers challenges. This uniquely differentiates what they bring to market and how they deliver value to customers."

John Ansley
CIO, Toll Group

"Rather than building out an internal analytics team to investigate and analyse countless data sets, we have partnered with Complexica to provide our sales reps with the answers they need, when they need them, on a fully automated basis. We are excited about the benefits that Larry, the Digital Analyst will deliver to our business.”

Peter Caughey
CEO, Coventry Group

“Complexica’s Order Management System and Larry, the Digital Analyst will provide more than 300 Bunzl account managers with real-time analytics and insights, to empower decision making and enhanced support. This will create more time for our teams to enable them to see more customers each day and provide the Bunzl personalised experience.”

Kim Hetherington
CEO, Bunzl Australasia
Bunzl Australia uses Complexica's Order Management System

"As the leading brand of plasterboard in Australia, CSR is always seeking ways to provide a better customer experience and solidifying the Trade Centres' reputation for providing quality, value and local expert advice. Given the rise of Artificial Intelligence and big data analytics in recent times, we have engaged Complexica to explore how we can provide the Gyprock Trade Centre team with predictive insights on sales and customers, as well as optimised recommendations that are store and customer-specific, rather than endless reporting that needs to be analysed and interpreted."

Troy Jones
Regional General Manager, CSR

"After an evaluation process and successful proof-of-concept in 2016, we have chosen to partner with Complexica to upgrade the technological capability of our in-field sales force. The next-generation Customer Opportunity Profiler provided by Complexica will serve as a key tool for sales staff to optimise their daily activities, personalise conversations and interactions with customers, and analyse data to generate actionable insights."

Stephen Mooney
Group Sales Capability Manager, DuluxGroup
$1.7 billion in revenue
Dulux Group uses Complexica's Customer Opportunity Profiler

 "After evaluating a number of software systems available in the marketplace, we have ultimately selected Complexica as our vendor of choice for sales force automation and CRM. Given the large SKU range we carry and very long tail of customers we serve, Complexica’s applications are best suited to deal with this inherent complexity without burdening our staff with endless data entry."

Nick Carr
CEO, Haircaire Australia
Australia's largest distributor of haircare products
Haircare Australia to use Complexica's Customer Opportunity Profiler, CRM and Order Management System


Some of our Customers