IT


BE MORE, DO MORE


BMJ looks at how AI tools can help merchants connect with more buyers.


T


he most successful builders’ merchants know that working smarter is no longer just a mantra but a digital necessity. In a world where DIY merchants are making inroads with design services, success belongs to those who can connect and adapt to changing technologies. Cyncly’s Solutions group senior director Alex Ainge explains: “The ambition is simple: be more. Be more connected, more efficient, and more creative. Increasingly, that vision is realised through artificial intelligence, which brings new capabilities. Far from replacing the human touch, AI is an enabler that allows merchants to turn potential into performance, connecting every step from the first spark of inspiration to the final installation.”


COOMERS SWITCHES TO INTACT’S GENETIQ


Turning 75 in 2026, Hampshire independent builders merchant Coomers Timber & Building Supplies has changed up its technology provision, in order to power its next stage of competitive growth.


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fter 18 years with the previous ERP system, Coomers recognised that Intact’s GenetiQ product, was what they required, finding it outperformed their current application in multiple key areas.


“Changing ERP systems wasn’t a decision we took lightly,” says Coomers’ operations manager Charlie Stuart. “But it became obvious that our previous provider hadn’t developed their product as far as Intact and had a long way to go to catch up.” Operating three branches across southern England, Coomers is deeply rooted in a


complex network of buying groups, suppliers, and merchant networks unique to the UK market. For a business managing multiple sites and focused on sustainable growth, it found that constraints with its existing system were holding back its competitive edge. Development moved slowly, partner integrations were limited, and the system’s architecture wasn’t meeting Coomers’ needs. “We needed a partner who truly understood the UK merchant model,” Stuart adds. “ With so many NBG merchants already using Intact’s systems, we could see it was proven technology that understood businesses like ours.


“What gives you trust in a long-term partnership is how industry partners and other merchants talk about it,” he continues. “When everyone’s on the same page and no one has anything negative to say, that sense of community speaks volumes. Knowing that Intact has made that commitment to independent merchants like us, meant we knew exactly who we wanted beside us for the next chapter of our growth.” However, the decision wasn’t only about alignment. Coomers will also maintain significant transaction cost saving secured through a Clover NMBS deal. It will improve


www.buildersmerchantsjournal.net February 2026


Cyncly’s Solutions group believes that AI can help streamline this process by reducing the time taken by automating data handling. “AI acts as a digital co-pilot that empowers your team to be more than just order-takers” continues Ainge. “By automating repetitive admin and data collation, AI frees showroom staff to focus on what they do best: building relationships and closing sales.


“Just as 3D CAD software revolutionised visualisation, AI is now the means to do more, from faster inspiration to a more effective ‘back office’. It optimises purchasing, pricing, and supply chain logistics, ensuring merchants remain agile and deliver flawlessly, even in a fluctuating market.”


The modern market


Today’s buying journey begins long before a customer steps into a showroom. To be more connected, merchants must engage with today’s digital-first shoppers who use AI tools like ChatGPT or Gemini for initial inspiration. “Independent merchants can do more with AI by using specialised tools to level the playing field” says Ainge. “Take marketing, for example: tools such as SocialBee, Buffer and Hootsuite can support the creation of social content, streamline scheduling, and help analyse which posts perform better. This makes it easier to reach today’s digital-first


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