Complexica's Promotional Campaign Manager (PCM) is part of our Decision Cloud® software platform, and can help you bring science and automation into your trade spend and promotional planning workflows. Powered by Larry, the Digital Analyst®, Promotional Campaign Manager (PCM) uses internal and external data sets to produce optimised plans with the right mix of promotions that drive category growth and penetration.
Based on sophisticated models that consider promotional lift, advanced price elasticity and cannibalisation modelling across segments, our robust and easy-to-use Promotional Campaign Manager (PCM) can help you:
- Assess promotional effectiveness and move away from the common practice of taking last year's plan and tweaking it
- Enable what-if simulation to automate the exploration of a large number of scenarios
- Enable predictive capabilities to forecast and measure the value of plans based on volume, revenue, and margin predictions
- Enable optimisation capabilities to run optimisation algorithms across a promotional program, whilst considering various constraints and objectives (e.g. trading terms constraints, market share objectives, etc).
- Automate data loading and manipulation and replace home-grown spreadsheets with a cloud-based system that provides multi-user access to centralised slotting boards, forward plans, and dashboard analytics
DOWNLOAD PCM specification sheet
Supplier portal for managing promotions
When it comes to creating and managing promotions, most retailers take the traditional approach to collaborating with their suppliers. This approach is based on managing multiple spreadsheets and is manual, time-consuming and error-prone. Suppliers manually enter their promotion submissions into a spreadsheet which is inflexible and lacks an online mechanism for negotiating with the retailer. This data is then uploaded into the retailers' system so that retailers' category managers have visibility of all submissions to review, approve or reject promotions. The suppliers do not have access to this data and negotiations are a one-way, manual task. Changes to promotions are handled internally by retailers after consultation with the suppliers – which can involve lengthy email exchanges and multiple phone calls. The lack of visibility, communication and collaboration often leads to strained supplier-retailer relationships and missed opportunities to deliver better customer value.
To address these challenges, Complexica’s PCM has an added functionality of supplier portal where retailers and suppliers can easily and effectively collaborate to manage pricing, promotions, and product range more efficiently.
Supplier portal allows the retailer to create, manage, and track multiple promotions while automating the process of approving price changes and discounts. The functionality also enables the retailer to establish rules around pricing and promotions so that they can easily control when and how promotions are offered. With a cloud-based supplier portal in place, retailers and suppliers can collaborate more effectively, leading to improved relationships and better value for customers.
Trade spend management and optimisation
Complexica's PCM application combines essential features of both Trade Promotion Management (TPM) and Trade Promotion Optimisation (TPO) systems:
For companies wishing to replace the home-grown spreadsheets and automate the labour-intensive processes for data loading and handling, customer planning and budgeting, TPM is usually the starting point. For businesses wishing to strategically manage their trade investments and use what-if scenarios to find optimised promotions, TPO offers an additional level of sophistication.
TPM and TPO components can be deployed together as part of Complexica's Promotional Campaign Manager (PCM) or in isolation, depending on business requirements. A TPO-only deployment of PCM can extract data (both transactional data as well as promotional slotting boards) from an existing TPM system to perform the necessary what-if analysis and optimisation, and then push back into TPM optimised promotional plans that deliver the right mix category growth and sustainable share.
Customer success story: Australian Liquor Marketers
To explore how our software can improve your promotional planning process and optimise the return on promotional activities, please contact us
Contact
To schedule a demo or learn more about our software products, please contact us:
"Larry will be our digital expert that will enable our sales team and add that technological advantage that our competitors don't have."
Kerry Smith
CEO, PFD Foods
$1.6 billion in revenue 
"Lion is one of Australasia’s largest food and beverage companies, supplying various alcohol products to wholesalers and retailers, and running multiple and frequent trade promotions throughout the year. The creation of promotional plans is a complicated task that requires considerable expertise and effort, and is an area where improved decision-making has the potential to positively impact the sales growth of various Lion products and product categories. Given Complexica’s world-class prediction and optimisation capabilities, award-winning software applications, and significant customer base in the food and alcohol industry, we have selected Complexica as our vendor of choice for trade promotion optimisation."
Mark Powell
National Sales Director, Lion
"At Liquor Barons we have an entrepreneurial mindset and are proud of being proactive rather than reactive in our approach to delivering the best possible customer service, which includes our premier liquor loyalty program and consumer-driven marketing. Given Complexica’s expertise in the Liquor industry, and significant customer base on both the retail and supplier side, we chose Complexica's Promotional Campaign Manager for digitalizing our spreadsheet-based approach for promotion planning, range management, and supplier portal access, which in turn will lift the sophistication of our key marketing processes."
Richard Verney
Marketing Manager
Liquor Barons
"Dulux is a leading marketer and manufacturer of some of Australia’s most recognised paint brands. The Dulux Retail sales team manage a diverse portfolio of products and the execution of our sales and marketing activity within both large, medium and small format home improvement retail stores. We consistently challenge ourselves to innovate and grow and to create greater value for our customers and the end consumer. Given the rise and application of Artificial Intelligence in recent times, we have partnered with Complexica to help us identify the right insight at the right time to improve our focus, decision making, execution, and value creation."
Jay Bedford
National Retail Sales Manager
Dulux
"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. 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."
Rod Pritchard
Interim CEO, Metcash - Australian Liquor Marketers
$3.4 billion in revenue 
"After evaluating a number of software applications and vendors available on the market, we have decided to partner with Complexica for sales force optimisation and automation. We have found Complexica’s applications to be best suited for our extensive SKU range and large set of customers, being capable of generating recommendations and insights without burdening our sales staff with endless data analysis and interpretation.
Aemel Nordin
Managing Director, Polyaire
"DuluxGroup is pleased to expand its relationship with Complexica, a valued strategic partner and supplier to our business. Complexica’s software will enable DuluxGroup to reduce the amount of time required to generate usable insights, increase our campaign automation capability, personalise our communications based on core metrics, and close the loop on sales results to optimise ongoing digital marketing activity."
James Jones
Group Head of CRM, DuluxGroup
"Instead of hiring hundreds of data scientists to churn through endless sets of data to provide PFD with customer-specific insights and personalised recommendations, Larry, the Digital Analyst® will serve up the answers we need, when we need them, on a fully automated basis without the time and manual processes typically associated with complex analytical tasks.”
Richard Cohen
CIO, PFD Foods
$1.6 billion in revenue 
"As a global innovator in the wine industry, Pernod Ricard Winemakers is always seeking ways to gain efficiencies and best practices across our operational sites. Given the rise of Artificial Intelligence and big data analytics in recent times, we have engaged Complexica to explore how we can achieve a best-in-class wine supply chain using their cloud-based software applications. The engagement is focused on Australia & New Zealand, with a view to expand globally."
Brett McKinnon
Global Operations Director, Pernod Ricard Winemakers
"70% - 80% of what we do is about promotional activity, promotional pricing -- essentially what we take to the marketplace. This is one of the most comprehensive, most complex, one of the most difficult aspect of our business to get right. With Complexica, we will be best in class - there will not be anybody in the market that can perform this task more effectively or more efficiently than we can."
Doug Misener
CEO, Liquor Marketing Group
1,400+ retail stores 
"The key thing that makes such a difference in working with Complexica is their focus on delivering the business benefits and outcomes of the project."
Doug Misener
CEO, Liquor Marketing Group
1,400+ retail stores
"Australia needs smart technology and people, and it has been a great experience for me to observe Complexica co-founders Zbigniew and Matt Michalewicz assemble great teams of people using their mathematical, logic, programming, and business skills to create world-beating products. They are leaders in taking our bright graduates and forging them into the businesses of the future."
Lewis Owens
Chairman of the Board, SA Water 
"Having known the team behind Complexica for some years ago now, I am struck by their ability to make the complex simple - to use data and all its possibilities for useful purpose. They bring real intelligence to AI and have an commercial approach to its application."
Andrew McEvoy
Managing Director, Fairfax Media - Digital 
"I have worked with the team at Complexica for a number of years and have found them professional, innovative and have appreciated their partnership approach to delivering solutions to complex problems."
Kelvin McGrath
CIO, Asciano 
“Working with Complexica to deliver Project Automate has been a true partnership from the initial stages of analysis of LMG’s existing processes and data handling, through scoping and development phase and onto delivery and process change adoption. The Complexica team have delivered considerable value at each stage and will continue to be a valued partner to LMG."
Gavin Saunders
CFO, Liquor Marketing Group
“Complexica’s Order Management System and Larry, the Digital Analyst will provide more than 300 Bunzl account managers with real-time analytics and insights, to empower decision making and enhanced support. This will create more time for our teams to enable them to see more customers each day and provide the Bunzl personalised experience.”
Kim Hetherington
CEO, Bunzl Australasia 
"The team behind Complexica develops software products that are at the cutting edge of science and technology, always focused on the opportunities to deliver a decisive competitive edge to business. It has always been a great experience collaborating with Matthew, Zbigniew and Co."
Mike Lomman
GM Demand Chain, Roy Hill Iron Ore 
"The innovations that the Complexica team are capable of continue to amaze me. They look at problems from the client side and use a unique approach to collaborating with and deeply understanding their customers challenges. This uniquely differentiates what they bring to market and how they deliver value to customers."
John Ansley
CIO, Toll Group 
"Rather than building out an internal analytics team to investigate and analyse countless data sets, we have partnered with Complexica to provide our sales reps with the answers they need, when they need them, on a fully automated basis. We are excited about the benefits that Larry, the Digital Analyst will deliver to our business.”
Peter Caughey
CEO, Coventry Group 
“Complexica’s Order Management System and Larry, the Digital Analyst will provide more than 300 Bunzl account managers with real-time analytics and insights, to empower decision making and enhanced support. This will create more time for our teams to enable them to see more customers each day and provide the Bunzl personalised experience.”
Kim Hetherington
CEO, Bunzl Australasia
"After an evaluation process and successful proof-of-concept in 2016, we have chosen to partner with Complexica to upgrade the technological capability of our in-field sales force. The next-generation Customer Opportunity Profiler provided by Complexica will serve as a key tool for sales staff to optimise their daily activities, personalise conversations and interactions with customers, and analyse data to generate actionable insights."
Stephen Mooney
Group Sales Capability Manager, DuluxGroup
$1.7 billion in revenue
"After evaluating a number of software systems available in the marketplace, we have ultimately selected Complexica as our vendor of choice for sales force automation and CRM. Given the large SKU range we carry and very long tail of customers we serve, Complexica’s applications are best suited to deal with this inherent complexity without burdening our staff with endless data entry."
Nick Carr
CEO, Haircaire Australia
Australia's largest distributor of haircare products
“Asahi Beverages is Australia’s largest brewer, supplying a leading portfolio to wholesalers and retailers, including some of Australia’s most iconic brands. Last year Asahi Beverages acquired Carlton & United Breweries, which is its Australian alcohol business division. To harness the strength of our expanded portfolio, we partner with our customers to run multiple and frequent trade promotions throughout the year, delivering long-term growth for both our business and theirs. Given the inherent complexity in optimising promotional plans and our continued focus on revenue and growth management, we have selected Complexica as our vendor of choice after a successful Proof-of-Concept of its world-class optimisation capabilities.”
Kellie Barnes
Group Chief Information Officer
Asahi Beverages
"Dulux is a leading marketer and manufacturer of some of Australia’s most recognised paint brands. The Dulux Retail sales team manage a diverse portfolio of products and the execution of our sales and marketing activity within both large, medium and small format home improvement retail stores. We consistently challenge ourselves to innovate and grow and to create greater value for our customers and the end consumer. Given the rise and application of Artificial Intelligence in recent times, we have partnered with Complexica to help us identify the right insight at the right time to improve our focus, decision making, execution, and value creation."
Jay Bedford
National Retail Sales Manager, DuluxGroup
"At Liquor Barons we have an entrepreneurial mindset and are proud of being proactive rather than reactive in our approach to delivering the best possible customer service, which includes our premier liquor loyalty program and consumer-driven marketing. Given Complexica’s expertise in the Liquor industry, and significant customer base on both the retail and supplier side, we chose Complexica's Promotional Campaign Manager for digitalizing our spreadsheet-based approach for promotion planning, range management, and supplier portal access, which in turn will lift the sophistication of our key marketing processes."
Richard Verney
Marketing Manager, Liquor Barons
