SodaStream incorporates AI to boost sales in Australia

SodaStream Australia has partnered with artificial intelligence (AI) software supplier, Complexica, to supports sales staff in its retail stores.

In an effort to boost growth and sales across the country, 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 the company’s award-winning AI engine, Larry the Digital Analyst.

SodaStream Australia’s CEO, Mark Fenton, says Australia is one of the company’s fastest growing markets and it’s important to keep ahead of the game.

“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,” he explains.

“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.”

The COP for Retail Execution will provide staff with real-time analytics, prediction, optimisation and prioritisation of execution, which are critical capabilities to optimise the traditional retail execution model, according to 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,” he says.

Providing 1.5 billion litres of homemade sparkling water each year to millions of homes worldwide, SodaStream is one of the largest beverage companies in the world, with machines being sold in over 60,000 retail stores, in 45 countries worldwide.

“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,” adds Fenton.

“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.”