SodaStream is taking a leap into artificial intelligence (AI) as it looks at changing how it goes to market in the coming few years. Complexica will shortly provide SodaStream staff with capabilities for dynamic call planning, guided-selling, route optimisation, CRM, and order processing, through the deployment of its Customer Opportunity Profiler (COP), Touchless CRM, and Order Management System (OMS), which are collectively powered by Complexica’s artificial intelligence (AI) engine, Larry the Digital Analyst. While the AI solution is being rolled out for sales opportunity management initially, it is hoped the project will grow in scope to include above and below the line activities in future.
General manager of SodaStream, Mark Fenton, said as someone who loves data, he is particularly excited to see what AI can do with its database once it is fully implemented. “We used a sales-based CRM called Pepperi previously, which is appropriate for what it does, but it’s basically data collection and doesn’t have any intelligence built-in. The use of AI interested me, particularly for making smart database decisions to improve efficiency and improved rates of sales,” he told CMO.
The team has spent months with Complexica talking this though and landed on key outcomes to deliver. Fenton is confident once it gets to implementation stage, it will go well.
“The business gets amazing data from retailers already, and also get weekly sku-based data, so will be utilising that data to direct sales teams to areas of opportunity and to more effectively manage weekly call cycles. There is no point in visiting stores with plenty of stock, so each will have a call cycle generated based on where opportunities are, and based on the business and differentiating variables,” he said.
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