Metcash has implemented Complexica's artificial intelligence (AI)-powered Promotional Campaign Manager (PCM) to bring a little more ‘smarts’ to its promotional and retailer profitability. Phase one is complete, after the agreement was signed last year, within Metcash’s liquor division, Australian Liquor Marketers (ALM), which operates out of 15 distribution centres in Australia and New Zealand. In July, Complexica and ALM kicked off phase two of the project, which will introduce advanced prediction and optimisation capabilities into the deployed system.
Complexica's PCM provides functionality for planning and analysing retail promotional campaigns, as well as predicting and optimising their effectiveness. Powered by Complexica’s Artificial Intelligence engine, Larry the Digital Analyst, PCM uses internal and external data to provide practical decision support for promotional activities. General manager of merchandising at ALM, Joel Zamek, told CMO the project was born out of the need to improve its retail promotions offering.
“Within ALM is a component of the business called Independent Brands Australia, and we run all the promotional programs for about 1500 retailers. This was really about improving our offer and making some fact-based decisions,” he said. "We previously used gut feel and retailer input to make decisions around promotions, so it was about bringing some smarts into that space to improve our retailer profitability."
To read the full article, please visit: https://www.cmo.com.au/article/663350/metcash-engages-complexica-bring-smarts/
