Complexica Pty Ltd, a leading provider of Artificial Intelligence software for supply & demand optimisation, announced today that it has signed a contract with Lion for the deployment of its award-winning Promotional Campaign Manager (PCM), powered by Complexica's Artificial Intelligence engine, Larry, the Digital Analyst®. The cloud-based application will provide Lion with advanced capabilities for predicting the value of future promotional plans based on volume, revenue, and margin, as well as generating what-if scenarios and optimised plans based upon a variety of constraints, business rules, and KPI objectives.
“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,” said Mark Powell, Lion’s National Sales Director. “Given Complexica’s world-class prediction and optimisation capabilities, award-winning software applications, and significant customer base in the food & alcohol industry, we have selected Complexica as our vendor of choice for trade promotion optimisation.”
“We’re delighted to add Lion as a significant new customer and look forward to working together in the years ahead,” said Matt Michalewicz, Complexica’s CEO. “Given the complexity and sheer volume of promotional campaign data, as well as the vast number of variables that exist in the workflow of building a promotional plan, we have found this area ideally suited for advanced machine learning and Artificial Intelligence techniques. From our experience, improved marketplace outcomes can be achieved by reducing the time and labour needed to explore a variety of what-if scenarios, as well as accurately predicting the future performance of promotional plans and optimising outcomes against a variety of objectives, constraints, and business rules.”
Lion is a leading beverage and food company with a portfolio that includes many of Australasia’s favourite brands in beer, wine, spirits, dairy, juice & more. The company employs more than 6,500 people across Australia and New Zealand, and takes great pride in its local manufacturing footprint, spanning 38 sites that include large breweries, craft breweries, wineries, dairy farms, milk, yoghurt and juice sites as well as hospitality venues. For more information about Lion Drinks, please visit: https://www.lionco.com/