IT


customers without adding more work to busy teams. It levels the playing field and helps merchants target their diverse customer base, which includes a variety of tradespeople as well as consumers.”


Ainge suggests that for merchants, AI’s real value is its ability to connect the customer journey from start to finish. It begins with online inspiration tools that capture attention and convert interest into enquiries. For trade customers, smarter, more personalised communication might take the form of targeted promotions or product recommendations, live product availability and real-time order updates to create a more tailored, personable service. It’s this kind of engagement that results in satisfied customers, stronger long-term relationships and more repeat business.


“For consumers, solutions that let them begin shaping a design online, and then refine it with showroom staff, help deliver a consistent experience that builds confidence and improves satisfaction.


“It is here that tools such as Cyncly Scan, our AI-assisted measuring application, come into their own. It allows designers, installers, and even consumers to generate an accurate floor plan quickly using just an iPhone, reducing time spent on site visits and helping projects move forward sooner. Crucially, it


the customer payment journey with GenetiQ’s integrated Clover payment solution, potentially cutting transaction costs by up to 50%. The benefits aren’t just about cost reductions. After three e-commerce systems over five years, the business found GenetiQ’s ecommerce solution balances essential features with real-world usability, while GenetiQ’s Toolbank integration allows the team to expand its lightside catalogue without additional warehousing or inventory risk. The operational advantages reach across all three branches. Staff will gain enhanced visibility into purchasing metrics and can review orders before they reach suppliers, enabling smarter negotiations. The built-in CRM opens more personal customer communication, whilst automation handles manual back-office tasks that previously


also takes room constraints into account, such as doors and windows, so the design process starts with a much stronger foundation. “From there, Spaces Flex, our next- generation consumer engagement platform, can bring the project to life. Using its AI Inspire Image-to-Design capability, customers can upload an inspirational image and see it converted into a 3D design that features your specific inventory. It accelerates engagement, improves collaboration and inspires customers while speeding up sales.


“Once a customer is engaged, AI continues to add value, helping your business be more profitable. By reducing the manual input required for quoting and using AI-driven pricing strategies to protect margins, you can take on more projects without increasing overhead.


“The intelligence revolution is an opportunity to redefine what a merchant can achieve. By choosing to do more with AI, you ensure your showroom stays competitive and delivers the modern experience customers expect.


“It’s a genuinely exciting time, and at Cyncly we’re proud to be helping to lead the intelligence revolution in the spaces-for-living industry. AI is making the work of merchants easier, more efficient and resulting in stronger sales. You can’t afford to ignore it.” BMJ


consumed valuable time. At the counter, the difference will be immediately felt. “Accessing what we need will be so much faster than before,” Stuart continues. “The ability to customise views so staff don’t see irrelevant clutter is extremely important.” The cloud-based platform also eliminates the complexity of remote desktop solutions, delivering direct access with better performance across the business. After 18 years with the same platform, Coomer is positioning itself for the next chapter, where efficiency, margin discipline, and service define the winners in a competitive market.


“We’re excited to work with businesses like Coomers who truly understand the value of community and collaboration,” says Simon Barber, Intact’s head of merchant sales UK. “They saw immediately how being part of a strong merchant network on GenetiQ would benefit them, and we’re looking forward to seeing how they leverage the platform to strengthen their competitive position in the years ahead.”


Coomers has branches in Bordon, Haslemere, and Alton, and is a founding member of the National Buying Group. BMJ


February 2026 www.buildersmerchantsjournal.net M


Border introduces Account Portal v2


erchant software provider Border Software has launched Account Portal v2, a web- based platform designed


to help merchants reduce administrative workloads and give trade customers greater control over their accounts. The system integrates with Border’s CounterAct merchant software and can operate as part of a new trading website or be incorporated into an existing site via a Magento-based framework.


The portal is aimed at reducing inbound customer service enquiries related to invoices, payments and order status by enabling account customers to manage key tasks independently. Users can view and update account details, track current and past orders, pay invoices, download statements and manage account settings from desktop or mobile devices.


For merchants, the platform offers a range of customisation options, including corporate colour schemes, logos and configurable permissions that determine what customers and staff can access. A configurable dashboard allows up to three banner messages to be displayed, which can be used to highlight promotions, service updates or seasonal information.


Additional features include integrated customer quotes, embedded or built-in forms that can route submissions to multiple email addresses, and advanced filtering tools for orders and returns. Invoicing tools allow customers to download, query or pay invoices and credits, with payment options including full balance settlement, selected date ranges or individual invoice payments. Statements can be viewed online, emailed or downloaded.


Border provides online training for portal configuration, user management and branding to align the platform with a merchant’s existing website design, including fonts, colours and logos.


According to the company, Account Portal v2 is positioned as a cost-effective solution for merchants of all sizes. Since its release, Border reports growing adoption among CounterAct users seeking to streamline account administration and improve self- service capabilities for their trade customers. To book a demo, have a chat about the full capabilities of customer Portal v2, or get a quotation, please contact:


sales@bordermerchantsystems.co.uk 25


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