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, the Digital Analyst®, 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 out Customer 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.
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."
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