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Speaking at a recent investor day for Metcash, ALM CEO Chris Baddock has outlined a transformation of its digital business as one of four key initiatives. The other three initiatives include driving brand awareness and appeal, owned and exclusive brands and supply chain flexibility and efficiency. He added: “It’s no good having great systems if you don’t have great data, so we have to clean our data and make sure there is a conduit between the retailer and ourselves, so that we can use that data to give the most effective and efficient promotional programs.”

ALM has already started working with Complexica to use artificial intelligence to develop promotional plans and also to help predict marketplace performance.

Bringing merchandising, loyalty and marketing strategies and insights ever-closer together to improve customer service is the name of the game for West Australia’s Liquor Barons liquor retailer as it brings on a fresh promotional planning platform. Liquor Barons is a WA-only retail co-operative with 80 liquor stores split into two brands: Liquor Barons (64 branded stores); and Bucks Off. The business has signed an agreement with Complexica for its Promotional Campaign Manager (PCM) product to help automate and streamline promotional planning and supplier portal functionality. Project scoping commences in January through to March and the intention is to go live with the platform from mid-2021.

Complexica Managing Director Matt Michalewicz has discussed the rise of artificial intelligence and its potential for the drinks industry at a Drinks Association webinar. 

“For the liquor industry in particular, advances in Artificial Intelligence systems and Machine Learning algorithms can drive improvements in high-value areas such as trade spend and promotional planning, pricing, demand forecasting and inventory optimization, as well as multi-channel marketing and sales activities,” Michalewicz said. "The problem is that there has been so much technological development in the recent past, that most liquor industry participants are unaware of what’s now possible and the benefits that can be realised.”

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.

Complexica Pty Ltd, a leading provider of Artificial Intelligence software for optimising sales, marketing, & supply chain decisions, announced today that its award-winning Promotional Campaign Manager (PCM) software has gone live on time and on budget within Metcash’s liquor division - Australian Liquor Marketers (ALM). Next month, Complexica and ALM will kick off phase 2 of the project, which will introduce advanced prediction and optimisation capabilities into the deployed system.  

“We are  excited to progress our partnership with  Complexica to the next phase, with the initial roll out of their Promotional Campaign Manager (PCM) software being well received by the business and delivering on the promise of removing duplication and manual work from our processes. Phase two of the project will allow us to build promotional programs using advanced prediction and optimisation algorithms, to ensure the best possible outcomes for our retailers,” said Joel Zamek, General Manager of Merchandising at Australian Liquor Marketers.

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 Pty Ltd, a leading provider of Artificial Intelligence software for optmising sales & marketing activities, announced today that it has signed a contract with Liquor Marketing Group for the delivery of its cloud-based Promotional Campaign Manager (PCM).