The Woods sells wooden floors and the materials that go with them. I built the internal application the business runs on: the leads and quotes at the front of the process, and the stock, purchasing, deliveries, and collections behind them.
The interesting part was never the CRM screens. It was that a quote for flooring is a measurement problem, that the customer conversation happens on WhatsApp, and that a signed quote has to reach purchasing, the warehouse, and accounting without anyone retyping it.
One inbox for WhatsApp
Customers write on WhatsApp, so the team answers there. The inbox is shared: messages arrive in real time, every conversation is attached to the customer record, and the next person to pick it up can see what was already said.
Two AI assists sit on top of it. One drafts a follow-up when a thread has gone quiet. The other reads a conversation and pulls out the details that belong on the customer record, so a salesperson is correcting a draft instead of filling in a form.
Quotes built from measurements
A quote starts from the room, not from a product list. The builder takes measurements and works out the area, the skirting, and the waste, then prices the result against the catalogue. Discounts past an agreed threshold need someone with authority to approve them.
A salesperson can also dictate the quote and have the system parse it into line items. When it goes out, the quote is frozen as a snapshot and sent as a PDF over WhatsApp, so what the customer received stays readable later even after the catalogue moves on.
Stock, purchasing, and delivery
Behind the quote sits the part that decides whether the promise holds. The catalogue tracks stock across warehouses and flags what is running low. When a proposal is paid, the purchase order it implies is raised automatically rather than remembered.
From there the system carries the order through requisitions, the shipping paperwork carriers ask for, the delivery itself, and the payments and statements that close it out.
