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Metcash to Use AI for Promotional Planning Optimisation in Liquor

20 August 2018

Metcash’s liquor division, Australian Liquor Marketers (ALM), is taking its marketing to the cloud after signing an agreement with Complexica for standardising and optimising its promotional activities using Artificial Intelligence. ALM supports more than 2700 independently-owned stores operating under the IBA banner group including Cellarbrations, the Bottle-O, IGA Liquor, Thirsty Camel, and Porters Liquor.

“Following a successful proof-of-concept earlier this year, we have selected Complexica as our vendor of choice for standardising and optimising our promotional planning activities,” said interim CEO of ALM, Rod Pritchard. “Complexica’s Promotional Campaign Manager [PCM] will provide us with a cloud-based platform for automating and optimising promotional planning for more than 2700 stores, leading to improved decision-making, promotional effectiveness, and financial outcomes for our retail stores.”

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.

To read the full story, please visit: https://www.cmo.com.au/article/645261/metcash-use-ai-promotional-planning-optimisation-liquor-division 

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