SMART MARKET: HOW DIGITALIZATION OPTIMIZES SALES IN THE WOOD INDUSTRY

In an increasingly competitive market, speed and accuracy in customer service are key factors for differentiation. However, the sales network in the wood industry faces significant challenges: limited access to real-time technical and operational information, slow communication with customers, and difficulties in managing the natural variability of products.
At Finvalia, we have set the challenge of digitizing the sales process to solve these issues. To do this, we will study and develop a system based on Artificial Intelligence and advanced language models that will revolutionize access to information and commercial efficiency.

Information, a key resource in the sale of wood veneer and plywood

One of the main challenges in the marketing of wood veneer and plywood boards is the difficulty of accessing accurate and up-to-date information. These products have high natural variability, which complicates their standardization and requires specialized technical knowledge.
Currently, the sales team has to make multiple inquiries and access scattered documents to obtain information about batch sizes, service dates, or possible combinations. This process slows down decision-making and can lead to lost sales opportunities.
Moreover, when being out of the office due to travel and lacking immediate access to critical data such as available stock or delivery times, delays in communication with customers occur, reducing operational efficiency.

Sales assistant available 24/7

To address these challenges, the smart market project incorporates the development of a commercial bot based on artificial intelligence, designed to provide quick and accurate responses to the sales network based on four parameters:

1. Instant information inquiry: the bot will use natural language processing (NLP) models and advanced neural networks (LLM) to respond to natural language questions about products, technical specifications, and stock availability.
2. Generation of realistic images: using Generative Adversarial Networks (GAN) techniques, the system will be able to display simulations of different veneer combinations, respecting manufacturing possibilities. This will allow for a more precise visualization of the product.
3. Access to real-time operational data: the bot will integrate with internal systems such as ERP and Data Warehouse, providing information on product availability and delivery times from any location.
4. Optimization of the sales process: by reducing the need for multiple calls and inquiries, the system will improve the customer experience, speed up responses, and increase the conversion of opportunities into actual sales.

A strategic advancement for the sales network

The initial demonstrator of this technology will be implemented in Finsa’s Northwest branch, focusing on the veneer and plywood product range manufactured at the Padrón plant. As its benefits are validated, the solution will be expanded to the rest of the sales network.
This project represents a decisive step towards an intelligent and sustainable 4.0 factory, where digitalization not only optimizes internal processes but also boosts the company’s competitiveness in a constantly evolving sector.