Revolutionizing Revenue Retention: AI-Powered Solutions for Consumer Packaged Goods in Emerging Markets

Collaborating for Change in CPG Loyalty Programs

The Challenge: Addressing Revenue Retention in Emerging Economies

Solution Overview: Lighthouse Loyalty Selling Story

Multi-Agent AI Architecture: Orchestrating Success

Implementing Guardrails: Ensuring Compliance and Relevance

Why Vxceed Chose Amazon Bedrock: Key Advantages

Business Impact and Future Outlook

Enhanced Customer Service: Automating Loyalty Engagement

Accelerated Revenue Growth: Boosting Enrollment Rates

Improved Operational Efficiency: Streamlining Processes

Conclusion: The Future of AI in CPG Sales Management

About the Authors: Experts Behind the Solutions

Harnessing AI for Customer Loyalty in CPG: A Collaborative Insight with Vxceed

This post was co-written with Cyril Ovely from Vxceed.

In the competitive landscape of Consumer Packaged Goods (CPG), companies face a pressing challenge in emerging economies: retaining revenue and nurturing customer loyalty effectively at scale. Despite significant investments—typically ranging between 15% and 20% of revenue—in trade promotions and retailer loyalty programs, uptake has historically hovered below 30%. This shortfall is largely attributed to the complexity of these programs and the need to tailor solutions to the individual needs of retailers.

Enter Vxceed’s Lighthouse Platform

Vxceed’s innovative Lighthouse platform is stepping up to tackle these challenges head-on. Trusted by leading global CPG brands across Southeast Asia, Africa, and the Middle East, Lighthouse offers field sales teams an advanced, AI-driven toolkit. This groundbreaking solution leverages generative AI to produce personalized sales pitches based on individual retailer data and emerging trends, enabling field representatives to engage retailers more effectively, overcome common objections, and enhance program adoption.

In this post, we’ll delve into how Vxceed utilized Amazon Bedrock to craft this powerful multi-agent solution that generates personalized sales stories for field sales teams at scale.

The Challenge: Addressing Revenue Retention for Brands

The CPG industry operates under a dynamic and demanding environment, particularly within emerging economies. Here, companies grapple with constant change, high customer expectations, and minimal barriers to entry. To counter these issues, CPG firms often allocate 15-20% of their annual revenue to loyalty programs, aimed at fostering relationships with retailers.

However, with traditional loyalty program uptake languishing below 30%, a fresh approach is needed. The sales teams, responsible for promoting these programs, often engage with millions of outlets, making personalized outreach vital. The challenge was clear: create unique, compelling narratives for each outlet that field sales teams could convincingly present.

To solve this issue, Vxceed turned to Amazon Bedrock—a fully managed service that provides access to high-performing foundation models (FMs) through a single API.

Solution Overview: The Lighthouse Loyalty Selling Story

Vxceed’s solution, the Lighthouse Loyalty Selling Story, combines cutting-edge technology to create an AI-powered sales enablement system. The architecture employs Amazon Bedrock along with AWS Lambda, Amazon API Gateway, and Amazon DynamoDB to ensure a secure, scalable platform.

Key Components:

1. Salesperson App: A mobile interface for field sales teams to access tailored sales pitches and interact with the system through a chat interface.

2. API Gateway & Security: Enhances security measures across the platform.

3. Intelligent Agents: A multi-agent system built using AWS Lambda, featuring:

   • Orchestration Agent: Manages workflows and coordinates interactions.
   • Story Framework Agent: Establishes the narrative structure.
   • Story Generator Agent: Produces personalized content using data insights.
   • Story Review Agent: Ensures content accuracy and compliance.
   • Brand Guidelines Agent: Maintains brand consistency.
   • Business Rules Agent: Enforces operational constraints.

4. Data Services Layer: Includes services for:

   • Outlet profile data and loyalty program details.
   • Access to historical and purchase profile information.
   • Integration with advanced analytics AI/ML models and data lakes.

5. Advanced Capabilities:

   • Q&A Service: Facilitates natural language interactions.
   • CTA Service: Streamlines the enrollment process for retail outlets.

Multi-Agent AI Architecture for Secure Orchestration

Vxceed’s multi-agent AI solution was designed specifically to manage personalized sales storytelling. This architecture allows agents to collaboratively create, validate, and deliver compelling sales pitches while adhering to business rules and brand guidelines.

Guardrails for Responsible AI Use

To ensure professional and relevant interactions, Lighthouse employs Amazon Bedrock Guardrails which filter out inappropriate content and maintain focus on customer-specific needs. These guardrails help establish boundaries, keeping conversations aligned with organizational values while addressing sensitive topics diplomatically.

Why Vxceed Chose Amazon Bedrock

Vxceed opted for Amazon Bedrock due to several compelling advantages:

• Enterprise-Grade Security: Ensures that all AI workloads and data remain securely within a private virtual cloud.
• Managed AWS Services: Minimizes integration efforts and provides comprehensive control over data and operations.
• Access to Multiple AI Models: Offers the ability to experiment with various foundation models for optimized performance.
• Robust AI Development Tools: Accelerates development with advanced tools for efficient orchestration.

Business Impact and Future Outlook

The implementation of Lighthouse has resulted in notable improvements:

Enhanced Customer Service: Achieving a 95% response accuracy rate, automating 90% of loyalty program-related queries, and significantly improving retailer experiences.

Accelerated Revenue Growth: With initial feedback pointing to a 5-15% increase in program enrollments, it’s clear that easing customer interactions can lead to tangible business outcomes.

Improved Operational Efficiency: The solution has led to a 20% reduction in enrollment processing time and saved approximately 2 person-months annually in administrative overhead.

Conclusion

Vxceed’s collaboration with AWS has led to the successful development of the Lighthouse Loyalty Selling Story, an innovative solution that empowers CPG companies with secure and effective AI-driven sales pitches. Looking forward, Vxceed plans to enhance the solution further by optimizing AI costs, adding multilingual capabilities, and integrating advanced tools for story generation.

If you’re looking to implement a similar AI-driven solution, consider exploring asynchronous AI agents using Amazon Bedrock. Initiate your journey into creating secure, AI-powered solutions today!

About the Authors

Roger Wang, Deepika Kumar, Jhalak Modi, and Cyril Ovely bring extensive experience in cloud architecture, AI, and the CPG landscape, ensuring that Vxceed and AWS’s strategic partnership not only innovates but also significantly improves the field sales journey for CPG companies around the globe.