Artificial intelligence helps salespeople with predictive analytics and automation

By Roseli Andrion  |  FAPESP Innovative R&D – Observing his father’s daily problems in managing a product distributor encouraged Brazilian computer scientist Gustavo José Querino de Vasconcelos to create a tool that combines artificial intelligence and advanced data analysis to optimize the sales process and increase the efficiency of sales teams.

The solution was developed based on the practical needs of companies that sell consumer goods with a regular repurchase pattern, such as cosmetics and pharmaceutical distributors. According to Vasconcelos, the tool can be used by companies of different sizes and adapts to the specific needs of each business.

“The initial focus was on internal salespeople who work on the phone and contact other companies to sell products that they buy on a recurring basis,” he explains. “In a short time, however, we realized that the system is also useful for external salespeople.” He points out that this versatility has been an important differentiator for the product.

The platform, called Nupedido, analyzes purchase histories and identifies trends, and then informs salespeople about the ideal time to contact each customer. In addition to the time variable, the system incorporates suggestions for complementary products based on consumption patterns, significantly increasing the chances of successful cross-selling.

One of the key benefits of the system is that it shortens the learning curve for new salespeople. “When a new salesperson joins the company, they’re given a portfolio of customers and generally don’t know their purchase history or the characteristics of the products they’ll be selling. Our solution speeds up the adaptation process significantly.”

The platform also includes features that allow salespeople to make suggestions based on statistical data. “When suggesting a new product to a customer, the salesperson can back up the recommendation with information on the repurchase rate of that item by similar customers to increase the credibility of the suggestion. It’s a tool to help the salesperson sell more products based on data.”

Versatility and practical applications

The tool can be integrated with WhatsApp – strategically chosen for its popularity in Brazil and its ease of use. “The salesperson doesn’t even have to go into the app to look for information: they can request it directly through WhatsApp and immediately receive relevant data,” Vasconcelos describes. “This includes previous orders, product suggestions for that customer, photos of those items, prices and detailed descriptions. All of this can be instantly shared with the customer to make the purchase decision more informed.”

The platform can also be used by customers themselves: it works like a B2B e-commerce, where they can place their orders themselves directly on the system. In this autonomous shopping process, artificial intelligence suggests complementary products – increasing the average ticket even without the direct intervention of a salesperson, based on suggestions that really interest the buyer.

According to Vasconcelos, the platform’s clients have reported positive results. They pay a fixed monthly fee plus an additional fee per agent. “Those who’ve used other platforms report that the intuitive features and ease of use are important differentiators that justify the investment in Nupedido.”

The entrepreneur explains that with the solution, the same sales team can cover a much larger area and serve more customers efficiently. “This expansion of operational capacity is one of the main benefits for companies that adopt the solution, especially at a time when many organizations are looking to optimize their human resources.”

Perspectives

Nupedido participated for two years in the incubation program of the Incubator of Technology-Based Companies of the State University of Campinas (INCAMP) and is currently receiving support from FAPESP's Innovative Research in Small Businesses Program (PIPE).

In the future, Vasconcelos plans to implement an automated marketing system that will send personalized suggestions to customers – such as special offers and reminders to repurchase – based on consumption patterns identified by artificial intelligence. “We can send personalized discount coupons for the purchase of new suggested products, or even have the shopping cart ready for them to just confirm which items they want to buy. Because the platform calculates the likelihood of repurchase based on the behavior of similar customers, the offers will have greater conversion potential.”

The computer scientist points to the tool’s potential to maintain efficiency and improve results in a scenario where companies are looking to optimize operations. “The salesperson becomes more of a consultant, adding real value to the relationship with the customer,” he says. “Instead of focusing on repetitive and administrative tasks, they can spend more time on strategic activities, such as developing deeper relationships with customers and solving more complex issues that require human intervention.”

This means that the company gets a new sales boost. “For example, if it has ten salespeople, it’ll still have that team, but it’ll be able to serve a much larger number of customers. In other words, it’ll cover a much larger area than before.”

Trend

Although similar systems – using artificial intelligence to optimize product sales – are still few and far between, the initiative represents a trend in the segment. “These solutions are more common in the services market,” Vasconcelos points out. “Most companies are reducing the number of salespeople and giving more control of the purchase to the customer. The platform supports this trend because the salesperson doesn’t have to go to the customer every month and can act more as a consultant to answer questions.”

The platform is still under development and new features will be added on a regular basis. In this way, the system will remain relevant and effective. Currently, the tool has three active clients. “The combination of ease of use, integration with the popular WhatsApp and the possibilities of artificial intelligence create a set of features that make it possible to optimize the sales process while contributing to the modernization of the sector.”