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SodaStream Signs with Complexica for AI-driven Retail Execution to Optimise In-field Sales

30 September 2019

Complexica Pty Ltd, a leading provider of Artificial Intelligence software for supply & demand optimisation, announced today that it has signed a contract with SodaStream Australia for the deployment of a number of software applications for optimising sales force activities and managing customer relationships and interactions within a retail execution setting. Under the contract, Complexica will provide SodaStream staff with advanced 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 award-winning Artificial Intelligence engine, Larry, the Digital Analyst®

“SodaStream is the world’s largest manufacturer, distributor and marketer of sparkling water making systems, and Australia represents one of our highest growth markets worldwide. As such, we are always seeking ways to stay ahead of growing customer demand to ensure that our products are promptly available in an ever-increasing number of outlets throughout the country,” said Mark Fenton, CEO of SodaStream Australia. “Our products are distributed across a broad set of outlets operating under different business models, ranging from ‘big-box retailers’ to small convenience stores. This affects our ability to influence range, share-of-shelf, and stock holdings at the store level, and also adds complexity to our retail execution and field sales model. Given the rise of Artificial Intelligence and prescriptive analytics in recent times, we have partnered with Complexica to help us automatically predict the ‘next best stores’ to visit at any given time, provide each rep with the 'next best conversations' for each store, and dynamically optimise individual call plans.”

“The deployment of Complexica’s Customer Opportunity Profiler (COP) for Retail Execution will deliver SodaStream Australia’s staff with real-time analytics, prediction, optimisation and prioritisation of execution, which are critical capabilities to optimise the traditional retail execution model,” said Leonardo Arantes, Director of Business Development at Complexica. “We look forward to supporting SodaStream as they accelerate growth in the Australian marketplace with AI-driven recommendations for more effective resource utilisation and more sophisticated conversations that unlock sales opportunities and mitigate risks.”

From humble beginnings in 1903, SodaStream has grown to become the world's largest manufacturer, distributor and marketer of home carbonation systems. With 1.5 billion litres of home-made sparkling water provided each year to millions of homes worldwide, it makes SodaStream one of the largest beverage companies in the world, with machines being sold in over 60,000 retail stores, in 45 countries worldwide. In 2018 SodaStream was acquired by PepsiCo. For more information about SodaStream Australia, please visit: https://www.sodastream.com.au/about 

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