Thursday, January 7th, 2021 - Complexica

Complexica Pty Ltd, a leading provider of Artificial Intelligence software for supply & demand optimisation, announced today that it has expanded its relationship with DuluxGroup into the area of retail execution. DuluxGroup has been a strategic customer of Complexica since 2016, and this new contract will see DuluxGroup extend its use of Complexica’s Customer Opportunity Profiler (COP) and Larry, the Digital Analyst® – which are part of the Decision Cloud® software platform – into the Dulux Retail business unit.

“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," said Jay Bedford, Dulux National Retail Sales Manager. "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."

DuluxGroup is a leading marketer and manufacturer of some of Australia’s most recognised and leading brands, across paints, coatings, sealants, adhesives, garden care and other home improvement product categories. With origins dating back to 1918, the company is committed to helping consumers to imagine and create better places and spaces in which to live and work. DuluxGroup generates annual revenues in excess of $1.7 billion and employs approximately 4,000 people across Australia, New Zealand, Papua New Guinea, South East Asia, China and the United Kingdom. For more information about DuluxGroup, please visit:

COP Retail Execution

“The deployment of Complexica’s Customer Opportunity Profiler (COP) will deliver the Dulux Retail team with real-time analytics and recommendations to optimise their planning, communication and execution of sales related activity. We look forward to supporting the Dulux Retail business and helping them identify and capitalise on growth opportunities that creates enduring value for them and their customers” said Leonardo Arantes, Director of Business Development at Complexica.

Complexica's Customer Opportunity Profiler (COP) monitors all customers & prospects in real time – including their sales volumes, social media activity, complaints, service levels, and more – to identify opportunities or problems as they emerge. Through this continuous analysis, the Customer Opportunity Profiler (COP) can direct sales staff to the largest opportunities or problems in each territory, and arm them with personalised messages and value-adding insights for each call. 



Contact Profile


Complexica is a leading provider of Artificial Intelligence software applications that can optimise sales, marketing, and supply chain decisions, particularly for manufacturers, distributors, and retailers characterised by a large SKU range and long tail of customers.  We were founded upon the research of several world-renowned computer scientists, and have commercialised an award-winning Artificial Intelligence platform called Larry, the Digital Analyst® which powers our enterprise software applicationsFor more information about Complexica, please visit:

Matthew Michalewicz
P: 0422813898


One of Australia's Most Iconic Brand Turns to Artificial Intelligence




More Formats

View QR Code