Improving sales force effectiveness at Lantmännen Unibake Norway

2021.AI is using AI to increase sales force value, offering critical customer insights and product recommendations

Lantmännen Unibake (LMU) is a leading manufacturer with expertise in frozen bakery products for retail and foodservice. With a broad reach and large market, they serve consumers around the clock and across the world every day. LMU provides its customers with high-quality products and innovative solutions with the goal of ensuring success for all. With 2021.AI, LMU’s sales force now has access to state of the art machine learning predictions in their everyday work.

The challenge

With high levels of competition, companies need to ensure that they are accurately fitting their customers’ needs.  LMU wants to boost sales within the Norwegian market with their expanding sales force. To succeed, the sales force needs to improve upon meeting specific customer needs by suggesting the best-fit products. In order to get the best customer-product match and accurately predict sales, LMU looked to innovate its sales strategy with the use of AI. 2021.AI planned and built a recommender and sales forecasting engine for LMU, focusing specifically on the Norwegian market, with plans to expand into more countries in the future based on the recommender’s success.


The solution

2021.AI combined three machine learning models to create a unique solution for the sales force. The models consist of sales forecasting, collaborative filtering, and product success classification. Individually, they help forecast, suggest product recommendations, and help define why a product might be successful. Used together they create a strong overall prediction engine. 2021.AI integrated management rules related to the market share and whether a customer can purchase a given product based on LMU’s customer segments. The data used for this system was transaction data of products sold from LMU to clients, information about LMU’s product catalog, along with customer information.

“Working with 2021.AI to deploy data-driven sales across Europe is a major step forward in driving a digital transformation through AI/Machine Learning.”

Pia Molander Wistam - Norrtälje Municipality

Christian Nakskov

Global Head of Digital, Lantmännen Unibake

The final model was trained using thousands of transactions combined with related customer and product information. The prediction output is available with data descriptives in an easy to use dashboard. In Norway, the key account managers and sales representatives have been onboarded to the new dashboard so that they can use the prediction results in their day to day work.

Lantmännen Unibake and 2021.AI worked together to:

  Use AI to identify the potential improvement of data-driven sales

  Define and collect the best data relevant for the modeling

  Build an AI model to forecast sales and product recommendations using 2021.AI’s Grace Enterprise AI Platform

  Take the model into production on the platform providing full support for life-cycle management

The results

Each sales representative and key account manager in LMU Norway now has access to state of the art machine learning predictions and recommendations for their customers. This access will enable the sales force to become more data-driven and meet their client’s needs more accurately by strategically fitting product recommendations. This project also lifts the company’s business intelligence strategy from being descriptive to including predictive elements that, together with 2021.AI’s platform, can easily be scaled across other markets.

“The combination of three models enables Lantmännen to predict the upcoming sales and predict what customers want to buy.”

 Björn Preuß

Björn Preuß

Lead Data Scientist – 2021.AI

Through the AI solution, sales representatives now have an overview of the best products to recommend at their fingertips, helping them fulfill their customers’ needs and meet their quotas.

Project highlights

  2021.AI and Lantmännen Unibake worked together to innovate their sales strategy with the use of AI

  The combination of three machine learning models help to predict customer behaviour and make product recommendations that meet the customer’s needs

  The project has also lifted the company’s business intelligence strategy by including predictive elements that can be expanded further into more countries

About the project

This project is run in collaboration with Valcon Consulting and Lantmännen Unibake. 2021.AI powering the AI solutions, including use case and model development, continued platform support, and retraining of models.

About Lantmännen Unibake

Lantmännen Unibake is one of Europe’s leading suppliers of high-quality bakery products to retailers, wholesalers and the food service industry. With 36 bakeries in 21 countries across Europe, the US and Australia, they offer a wide range of brands, products and solutions for professional customers and consumers alike. Lantmännen Unibake market their leading frozen and fresh bakery products for retail and food service markets in more than 60 markets around the world.

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