Complexica Pty Ltd, a leading provider of Artificial Intelligence software for supply & demand optimisation, announced today that Phase 2 of its award-winning Decision Cloud® Promotional Campaign Manager (PCM) has gone live within Metcash’s liquor division, Australian Liquor Marketers (ALM). The Phase 2 roll-out of the cloud-based application provides Metcash/ALM with advanced capabilities for predicting marketplace performance of future promotional plans, as well as generating what-if scenarios and optimised plans based upon a variety of constraints, business rules, and KPI objectives.
"Given the sheer complexity of our promotional planning workflow, we have always believed this area of our business is ideally suited for advanced Machine Learning and Artificial Intelligence technologies," said Simon Cleave, ALM's National Retail Category Manager. "Phase 2 of Complexica's Decision Cloud® Promotional Campaign Manager (PCM) has provided our team with world-class prediction and optimisation capabilities, allowing us to predict the future performance of promotional plans and optimise marketplace outcomes. We look forward to using the Artificial Intelligence functionality of Complexica's software platform to build promotional programs that ensure the best possible outcomes for our retailers."
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.
Complexica's Decision Cloud® Promotional Campaign Manager (PCM) provides mission-critical functionality for planning and analyzing 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) is used by ALM to centralise and automate a wide variety of complex analytical tasks associated with the process of building effective promotional campaigns for thousands of retail stores. The Promotional Campaign Manager (PCM) interfaces with ALM’s internal systems, so that staff can optimise promotional campaigns and pricing at a product, product group, and region level," said Mike Costa, Director of Strategic Accounts and Customer Success at Complexica. "The deployment of phase 2 functionality has enabled ALM to create optimised plans and prioritise their promotional banner store activities."