Speaking at a recent investor day for Metcash, ALM CEO Chris Baddock has outlined a transformation of its digital business as one of four key initiatives. The other three initiatives include driving brand awareness and appeal, owned and exclusive brands and supply chain flexibility and efficiency. He added: “It’s no good having great systems if you don’t have great data, so we have to clean our data and make sure there is a conduit between the retailer and ourselves, so that we can use that data to give the most effective and efficient promotional programs.”
ALM has already started working with Complexica to use artificial intelligence to develop promotional plans and also to help predict marketplace performance.
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