Consumer packaged goods (CPG) companies are facing a significant challenge in emerging economies: retaining revenue and increasing customer loyalty. Despite allocating between 15% and 20% of their revenue to trade promotions and retailer loyalty programs, adoption of these programs remains below 30%. This situation is attributed to the complexity and difficulty of meeting the individual needs of each retailer.
To address this issue, Vxceed has launched its Lighthouse platform, which includes an AI-backed loyalty module. This tool is used by some of the leading brands in the CPG sector across emerging markets in Southeast Asia, Africa, and the Middle East. Lighthouse provides field sales teams with generative AI-powered resources that enable them to create customized sales proposals based on specific retailer data and market trends. This functionality helps sales representatives connect with retailers more effectively, overcoming common objections and promoting greater adoption of loyalty programs.
The environment in which Vxceed operates is characterized by constant evolution in the CPG industry, where customer expectations are high and entry barriers are low, especially in emerging markets. In order to tackle these challenges, CPG companies continue to invest in annual promotions; however, their effectiveness has been limited by the complexity of loyalty programs that need to be personalized.
Vxceed’s solution, called Lighthouse Loyalty Selling Story, is based on Amazon Bedrock, a service that facilitates access to high-performance models through a single API. This solution utilizes a multi-agent architecture to generate personalized sales stories and includes a mobile application for sales teams to access these proposals. Additionally, it incorporates a layer of data services that provides crucial business insights.
The results of this implementation have been significant. Response accuracy has reached 95%, and 90% of inquiries related to loyalty programs have been automated, thereby optimizing the retailer experience. Furthermore, an increase in program enrollment of between 5% and 15% has been observed, and the time required to process these enrollments has been reduced by 20%, translating to savings equivalent to two months of administrative workload per region.
To further improve its offering, Vxceed plans to incorporate a language agent that will allow the generated stories to be presented in users’ native languages, enhancing the effectiveness of content generation. This advancement promises to revolutionize sales management in the CPG sector, offering efficient solutions tailored to the needs of companies and brands in this field.
Source: MiMub in Spanish
