For generations, the builders’ merchant counter has been the heartbeat of our industry, a place where relationships are built, advice is given, and where business gets done.
As technology continues to reshape every corner of the retail industry, a new player is stepping up to the branch counter: Artificial Intelligence.
Before you roll your eyes, this isn’t about robots replacing people or science fiction taking over your branch. It’s simply about using technology to help your existing teams do what they already do best; serve customers faster, smarter, and better.
From Buzzword to Business Tool
In less than two years, AI has moved from hype to everyday reality. The larger retailers across every sector are already using it to forecast future demand, manage pricing, automate some services and streamline their logistics.
And it’s starting to reshape the builders’ merchant world too. Predictive stock tools now reorder products before they run out, chatbots handle out-of-hours customer queries and intelligent pricing systems monitor competitors to protect margins.
A recent UK industry survey by eCommerce agency PushOn found that almost half of businesses in the sector (49%) now view the rise of AI and automation as the single most significant trend shaping their digital strategies, ahead of platform upgrades, product information management systems and other
traditional priorities.
The report, Building the Future: The Evolution of Construction eCommerce, highlights a sharp acceleration in AI adoption across the industry. Nearly two-thirds of firms surveyed said they are already using AI to deliver personalised recommendations to customers, with many planning to expand into forecasting, smarter search, and enhanced customer experience tools over the next 12 months.
A Real-World Example: GPH Builders Merchants
Take GPH Builders Merchants in Scotland. Operating from four branches and managing over 25,000 SKUs, they’ve replaced intuition-based ordering with a data-driven inventory optimisation system, powered by AI forecasting tools.
Before the change, branch managers relied on monthly averages and gut instinct to decide what to stock and what to order. That approach worked really well for years, until it didn’t. Now, algorithms analyse historical sales, seasonality and regional demand, automatically suggesting what to reorder and when.
The result is much better stock visibility, fewer out of stocks, less cash tied up in slow-moving stock, and happier trade customers.
It’s a textbook example of how small to medium-sized merchants can use AI pragmatically; not to replace experience, but simply to enhance it. The technology takes care of the repetition; the people focus on service.
People, Not Robots
Let’s be clear: AI can’t read a site plan, share a joke with a long-standing customer or calm a frustrated tradesperson. That’s where human experience still and probably always will, matter the most.
But it can free up branch staff from the repetitive, time-consuming tasks that sap energy, time and focus. Instead of juggling paperwork or answering endless “is this in stock?” calls, they can concentrate on advice, problem-solving and relationship building.
AI isn’t taking the counter away from people, it’s giving it back to them and making it far more valuable and effective all at the same time.
Why This Matters Now
The timing couldn’t be better. AI is no longer reserved for the largest businesses; it’s built into the systems most merchants already use, from EPOS to CRM’s and inventory software. Meanwhile, a new generation of tradespeople expects instant answers and mobile-first convenience. They already use AI in
their personal lives every day, whether checking traffic, ordering food, or finding a product.
They’ll soon expect the same speed and reliability from their merchant and that means now is the perfect moment to experiment, learn and adapt.
Getting Started
If the concept feels daunting, start small:
- Audit your data
AI depends on clean, accurate system information. - Experiment with automation
Try reorder prompts or dynamic pricing alerts. - Train your team
Help staff see AI as a tool to support and make their jobs easier, not a threat. - Keep it customer focused
Every improvement should make your customers lives easier and remove their pain points.
Early adopters are already seeing the benefits, faster service, fewer stock-outs and stronger loyalty.
The Bottom Line
AI isn’t about removing people; it’s about removing friction. It’s about predicting needs before they’re spoken, managing stock before it runs out, and giving teams more time to deliver real customer service, building loyalty and leading to customers who always return.
In an industry where expectations are rising fast, AI will soon move from optional to essential. The merchants who embrace it early will run more efficiently, serve more responsively and build deeper loyalty.
Those who wait will one day look up from the counter and realise the future has already arrived.
Steve Collinge is an international speaker, influencer and retail commentator. He is Managing Director of Insight Retail Group Ltd and Executive Editor of Insight DIY.
Follow Steve on LinkedIn and Twitter.
