Liquor Barons has announced that it has selected artificial intelligence (AI) software from Complexica for promotional planning and supplier portal functionality.

The WA-based group chose Complexica’s Promotional Campaign Manager (PCM), part of Complexica’s Decision Cloud software platform, which is powered by an AI engine and uses internal and external data to provide practical decision support.

Richard Verney, Marketing Manager at Liquor Barons, said the group decided to employ such technology to deliver on overarching goals revolving around exceptional customer experiences.

“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,” Verney said.

“Given Complexica’s expertise in the liquor industry, and significant customer base on both the retail and supplier side, we chose Complexica’s PCM for digitalising 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.”

The PCM will support Liquor Barons processes by providing ‘mission-critical’ functionality for planning and analysing retail promotional campaigns, as well as predicting and optimising their effectiveness.

Leonardo Arantes, Business Development Director of Complexica, explained a bit about what that will mean for Liquor Barons.

“Promotional planning – in particular the process of engaging and collaborating with suppliers – is a high-value and yet time consuming exercise. One that, when done efficiently, can lead to positive decisions that grow the entire category. On the flipside, these processes carry the risk for duplication, manual re-work and data integrity issues, in particular when run from multiple spreadsheets,” Arantes said.

“Our Promotional Campaign Manager (PCM) will bring significant benefits to Liquor Barons’ operation and ensure they differentiate themselves through a best-in-class supplier experience. This will reduce effort across the board, while leading to improved decision-making, promotional effectiveness, supplier collaboration, and financial outcomes for the retail stores.”

The project’s first phase will be one of scoping and specification and will begin this month.

Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...

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