Hartmann Group boosts sales with predictive AI algorithms


E-voluciona by Intelcia develops a solution for one of the main European suppliers of professional healthcare products and services. Thanks to this innovation, product sales per hour in inbound call have increased by 38% and the average ticket of their outbound orders by 68%.

E-voluciona by Intelcia, the innovation area of Intelcia -a company specialized in outsourcing services with more than 20 years of experience- has developed a predictive algorithms solution to increase cross-selling and up-selling of the Hartman Group, a company specialized in the manufacture and marketing of medical devices and high performance professional solutions.

Faced with the Group’s challenge of increasing the number of products sold per order, average ticket per order and improving sales per hour, E-voluciona by Intelcia developed and implemented two complementary Artificial Intelligence (AI), algorithmic models, to maximise the probability of cross-selling and up-selling. The result of the project is a successful case that categorises retail customers according to their propensity to up-sell in addition to allowing the recommendation of specific pharmaceutical products on a case-by-case basis.

“At Hartmann, we designed a customer view model based on Classification and Potential. Our multichannel structure allows us to combine impacts in a way that improves the use of the resources we have,” explains David Diez Castro, head of CRM Spain & Region 2 at Laboratorios Hartmann.

And he adds: “Working with Intelcia, we realised that our telephone sales channel had room for improvement, and with its predictive E-voluciona algorithm, we can offer those products of interest first. In the telephone channel, every second counts. Combined with promotions and complementary products to those of regular consumption, we improve the average amount ordered, and we can offer what they need or will need, by consumption behaviour in the area, offering products with a better Sell-Out to pharmacies.”

Improvement in product sales

Thanks to the participation of E-voluciona by Intelcia, Grupo Hartmann achieves a 38% improvement in its sales per hour of pharmaceutical products in the inbound service. This result is motivated by the recommendation of products. In addition, there is an increase of 68% in the average ticket per order and 76% in the average number of products per order in the outbound service due to the possibility of segmenting customers according to sales propensity.


Methodology: Smart Analytics Center

The operational model applied by E-voluciona by Intelcia in the Hartmann case is based on developing two Artificial Intelligence algorithmic models. The first algorithm analyses the time value associated with the customer in the portfolio during the last six months of its activity. A second algorithm complements the action by recommending pharmaceutical products based on the customer’s recent purchase history.

The combination of both algorithms, together with the operational execution and the constant analysis of the data, is the methodology followed by E-voluciona by Intelcia to help Grupo Hartmann to increase its sales.

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