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Metcash Selects Complexica's Artificial Intelligence Software for Promotional Planning Optimisation within its Liquor Division

21 August 2018

Complexica Pty Ltd, a leading provider of Artificial Intelligence software for optimising sales, marketing, and supply chain decisions, announced today that it has signed a contract with Metcash’s liquor division - Australian Liquor Marketers (ALM) - for the delivery of its award-winning Promotional Campaign Manager (PCM). 

“Following a successful proof-of-concept earlier this year, we have selected Complexica as our vendor of choice for standardizing and optimising our promotional planning activities,” said Rod Pritchard, Interim CEO of Australian Liquor Marketers. “Complexica’s Promotional Campaign Manager will provide us with a cloud-based platform for automating and optimising promotional planning for more than 2,700 stores, leading to improved decision-making, promotional effectiveness, and financial outcomes for our retail stores.”

Australian Liquor Marketers (ALM), the liquor division of Metcash, operates out of 15 distribution centres in Australia and New Zealand. With annual revenues in excess of $3.4 billion, ALM is Australia’s largest broad-range liquor wholesaler, supplying over 12,000 liquor-licensed premises throughout Australia. ALM supports over 2,700 independently-owned stores operating under the IBA banner group. Well-known IBA brands include Cellarbrations, the Bottle-O, IGA Liquor, Thirsty Camel and Porters Liquor. For more information, please visit: https://www.metcash.com/our-businesses/liquor

Complexica's Promotional Campaign Manager (PCM) provides mission-critical functionality for planning and analysing retail promotional campaigns, as well as predicting and optimising their effectiveness. Powered by Complexica’s award-winning Artificial Intelligence engine - Larry, the Digital Analyst® - 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 

Complexica's Promotional Campaign Manager (PCM) will centralise and automate a wide variety of complex analytical tasks at ALM associated with the process of building effective promotional campaigns for more than 2,700 retail stores. The Promotional Campaign Manager (PCM) will interface with ALM’s internal systems, so that staff can build promotional campaigns and pricing on a product, product group, and region level.

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