This is a fascinating time to be working in technology and IT. There has been real acceleration of digital innovation in recent years, and we can see change taking place, bringing many benefits to our industry.
Increased automation can speed up processes, but it also makes them less labourintensive, which helps to drive diversity and attract a new generation of talent into the industry. New technologies are also advancing product development and elevating the client experience. The positives – and opportunities for improvement – are endless.
At the Donaldson Group, our goal is to challenge and change the industry to be more sustainable, more innovative and more efficient. As proud pioneers in the construction sector, we’re keen to consider new ways of working with emerging technologies, while also tackling the current problems of skills shortages.
We’re investing in and strengthening our customer experience, with a focus on digitisation, automation and artificial intelligence (AI). We want to ensure that we’re at the forefront of digital technology, while challenging ourselves to think outside the box; be more innovative and explore new avenues.
ARTIFICIAL INTELLIGENCE
One of the most exciting new avenues to explore in our sector is how we best utilise AI. I’ve seen many technologies being heralded as the next industrial revolution, but this is the first one in 20 years I can see having a ground breaking impact on our industry – and indeed life in general.
With our focus on driving sustainability, innovation and efficiency, we’re investigating ways AI can automate time-consuming manual processes, which will allow us to channel our talents and time into value-added activities.
There are limitations when it comes to AI. While it is clever, it is still just an enabler – artificial intelligence not actual intelligence. It has the potential to reshape work, but not replace it. However, this is a crucial point in the process and adoption of AI. By investing in it early we can stay ahead of the market and future proof our business while continuing to add value for our customers.
Although AI is still very much in its infancy, the results can be extremely effective. At Kitchens International, for example, we’ve been exploring how AI can assist our designers; specifically, how Adobe AI toolset can automatically unwrap and recreate initial 3D models of a kitchen from a Pinterest style mood board that a customer has brought in.
We still need designers to understand our customers and perfect these models to fit the real-life space in our customers’ homes, but it allows us to quickly home in on what our customer wants. It speeds up the process, freeing up our design colleagues to develop new and creative ideas.
Another AI tool we are looking to adopt is Microsoft’s Copilot AI tool to assist in automating repetitive back-office tasks and being better placed to pick out themes and messages for our data.
We’re also adopting AI in our Business Intelligence analysis, through the use of tools like Phocas AI, to enable non-technical users to create the reports they need to make key business decisions.
E-COMMERCE
Earlier this year, our merchant business, MGM Timber launched an online service and e-commerce platform for DIY and trade customers. Based on customer feedback, we developed a new website and trade portal to improve their experience. It’s extremely advanced for the sector and one of the only sites in the UK with this level of functionality.
The site has individual user logins for trade customers to access the same benefits they would usually gain in-store. Tradespeople are also able to adopt the portal and can customise their quote documents to be issued to their own customers.
Customer service is one of our greatest strengths at MGM Timber, so it was important to us that the technology and software was never intended to replace the in-branch experience. However, it gives customers the flexibility to access their account in their own time and not just during our opening hours.
REVOLUTIONISING VISUALISATION
Our kitchen retailer business, Kitchens International has taken our software capabilities one step further with the launch of a visual selector tool for developers and housebuilders.
This platform was born out of an internship initiative with Entrepreneurial Scotland. Our CEO, Andrew Donaldson, tasked an intern from the ES Saltire Scholars programme with a project investigating the potential of virtual reality (VR) within the Group. Our then intern, Euan Gibson-Smith explored our sites to see where operations could be improved. Euan realised that our Interiors division would benefit from additional virtual visualisation tools, specifically the contract division of Kitchens International, and has since taken this even further with full house visuals.
Using cutting-edge technology, the initial platform enabled prospective homeowners to select and order their kitchen using 3D visualisation, and in turn, bring their dream kitchen to life.
Developers and housebuilders can showcase the premium kitchen designs on offer, as well as the elements that customers can modify. Property holders can walk through their own kitchen on any device at any time, and design the space by changing colours, materials and appliances. The tool automatically prices up all upgrades and places them into an online basket that can be processed via any device.
The reaction to this platform was so successful, Euan’s internship turned into a full-time permanent position in the Group, and we looked at where else we could use a similar solution. This has led to the development of a totally new brand within the Group, Spec3D.
Spec3D is a fully walkable 3D house visualisation and selector tool, and the only one on the market. The software provides everything needed to digitalise entire show homes and manage and sell upgrades in full 3D. It allows housebuilders and developers to showcase all their new homes – and sell them – before they’ve even been built.
This tool gives housebuilders the power to let customers select key elements – such as kitchen units, bathroom tiles and bedroom enhancements – put them together and explore a realistic 3D version of their new home, from any device, at any time. As with the kitchen selector, the tool prices items as they’re added, and it has a customer management system that helps sales staff sell their homes easier.
The reaction so far has been fantastic. Customers are finding that it dramatically decreases consultations; reduces errors with a more streamlined management system; increases average upgrade order values and provides a more enjoyable house buying experience for all.
BUSINESS PROCESS IMPROVEMENT
Over the last eight years, we’ve increasingly been working with SafetyCulture, a global technology company that empowers teams to drive daily improvements across their organisations. We use it in a number of applications – from health and safety checks, to quality assurance in the production and installation phases. We also use it specifically with Donaldson Timber Systems to provide customers with a visual record of their building, showing all products and fire protections and cavity barriers have been installed to specification.
TECH FOR GOOD ALLIANCE
As part of our company ethos, we’re always looking for ways to create a positive impact for the communities we serve. Last year we decided to share some of our growing tech expertise to support third sector organisations, and we joined the Tech for Good Alliance.
Launched by not-for-profit organisation Scottish Tech Army, the Tech for Good Alliance enables businesses to harness technology to improve inclusion, equity and sustainability while developing tech skills. As part of the alliance, we provide support for third sector organisations through skilled volunteering, access to our technology, and financial support to drive positive change.
Our first project has been partnering with charity, Fife Young Carers. Our volunteers are developing a new website and delivering valuable digital marketing support, so they can better serve the people and communities which they work with. It’s humbling to be able to give back in this way; and it continues our learning and experience in this area too.
MOVING FORWARD
Evolution in the construction industry has always been gradual, but every step we’ve taken has made our workers safer, our buildings stronger, and the process more efficient. Technological innovation is no different.
Investing in these advancements is strengthening our business, future-proofing our offering, and making our colleagues’ dayto- day roles easier.
This passion for embracing new ideas and exploring new and better ways of working has been part of our ethos at Donaldsons for 163 years and what makes us the industry leaders we are today. I’m excited to see where it takes us next.
