Complexica Pty Ltd, a leading provider of Artificial Intelligence software for supply & demand optimisation, announced today that Arnott’s Group has selected Complexica's Decision Cloud® software platform for trade promotion optimisation – which will include AI-based forecasting capability – to be implemented in 2021. Complexica’s Promotional Campaign Manager (PCM), and Larry, the Digital Analyst® – which are part of the Decision Cloud® software platform – will provide Arnott’s with advanced capabilities for optimising the value of future promotions based on volume, margin, and net price realization, as well as generating what-if scenarios for different price points, promoted package groups, promotional mechanics, frequencies, and other variables and KPI objectives.
“Arnott’s is one of Australia's largest producers of biscuits, supplying a collection of leading consumer brands to retailers, and running multiple and frequent trade promotions throughout the year. Optimising promotional plans with the right mix of products, discounts and frequencies, to drive volume and margin growth is a complicated task that requires considerable expertise and effort,” said Shannon Davidson, Arnott’s Director, Commercial & IBP. “Given Complexica’s world-class prediction and optimisation capabilities, we have selected Complexica as our vendor of choice for promotional optimisation.”
The Arnott’s Group is home to several of Australia’s most iconic and beloved brands, including Tim Tams, Shapes, Jatz, Tiny Teddies and Wagon Wheels, amongst others. Employing over 2,900 people in markets across Asia Pacific, the Arnott’s Group portfolio of brands continues the 155-year legacy of the Arnott family with dominant market share of familiar household products. For more information about Arnott’s Group, please visit: www.arnotts.com
“We’re delighted to add Arnott’s as a significant new customer of Complexica, and are looking forward to working together in the area of promotional optimisation,” said Matt Michalewicz, Complexica’s CEO. “Given the complexity and large volume of promotional campaign data, as well as the vast number of variables that impact upon the promotional landscape, we have found this area ideally suited for the application of advanced Machine Learning and Artificial Intelligence-based methods. From our experience, improved marketplace outcomes can be achieved through the optimisation of promotional plans against a variety of objectives, constraints, and business rules.”
As part of Complexica's Decision Cloud® software platform, the Promotional Campaign Manager (PCM) provides mission-critical functionality for planning and analyzing retail promotional campaigns, as well as predicting and optimising their effectiveness. The Promotional Campaign Manager (PCM) uses internal and external data to provide practical decision support for promotional activities, as well as:
- Replace home-grown spreadsheets with a cloud-based system that provides multi-user access to centralised slotting boards, forward plans, and dashboard analytics
- Provide predictive capabilities to forecast and measure the value of plans based on volume, revenue, and margin predictions
- Provide optimisation capabilities to produce optimised promotional plans based on a variety of constraints and objectives (for example maximising margin in one territory while not decreasing revenue in others)
- Automate data loading, handling, and manipulation
Promotional Campaign Manager (PCM) is powered by Complexica’s award-winning AI engine – Larry, the Digital Analyst® – which is based on the latest advances in Artificial Intelligence and Machine Learning methods and techniques.