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Liquor Marketing Group Embarks upon “Project Automate” with Complexica

21 December 2015

Complexica Pty Ltd, a leading provider of Artificial Intelligence software for optmising sales & marketing activities, announced today that it has signed a contract with Liquor Marketing Group for the delivery of its cloud-based Promotional Campaign Manager (PCM). 

“Dubbed 'Project Automate', the goal is to increase the quality, timeliness, and effectiveness of our promotional campaigns, as well as the financial outcomes achieved by our retail stores. We see the project as a key stepping stone to becoming best in class when it comes to promotional effectiveness at a retail level,” said Gavin Saunders, Finance Director of Liquor Marketing Group. “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”.

Established in 1977, LMG is one of Australia’s leading alcohol marketing groups, representing more than 1,400 retail outlets that turnover in excess of $1 billion. LMG operates several independent retail brands – including Bottlemart, Bottlemart Express, Sip’n’Save, Sip’n’Save Cellars and Harry Brown – and provides the negotiating power, consumer brand expertise, and support to compete successfully in the off-premise retail marketplace. For more information about Liquor Marketing Group, please visit: www.lmg.com.au

Complexica's Promotional Campaign Manager (PCM) will centralise and automate a wide variety of complex analytical tasks associated with the process of building effective promotional campaigns for more than 1,400 retail stores. The software will provide:

  • Automated data loading and handling, interpretation, and analysis of the purchase history and scan data of more than 25,000 SKUs;
  • Automated analytics for understanding the effectiveness of promotional campaigns in previous time periods; and
  • Robust analytical capabilities required by LMG’s head and state offices to share promotional campaign activities with its retail stores and liquor suppliers.

Complexica's Promotional Campaign Manager (PCM) will interface with LMG’s data warehouse to access store-level purchase history and scan data, so that LMG staff can build promotional campaigns and pricing on a product, product group, and region level. The software will also replace the current promotional processes and systems used by LMG, which are based on a variety of spreadsheets and ad-hoc reports.

Topics: liquor pricing and promotions, liquor retail, promotional planning, Larry the Digital Analyst, Promotional Planning Optimisation, Liquor Marketing Group


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