Prolan Benelux distributes marine-grade and industrial coatings across Belgium and the Netherlands. The customers are not shoppers, they are site managers, applicators, drydock leads, and infrastructure contractors. They do not message asking for "the white one." They message asking for a primer that will hold a tidal zone for seven winters, a floor coat that will not lift under a 4-tonne forklift, or a topcoat that will pass a Class-A chloride exposure test.
Behind the desk sits a WooCommerce catalogue of several hundred coatings, primers, thinners, and sample packs, with live stock across two regional warehouses. The job was to take the knowledge of a senior Prolan technician and put it on the same line as the WooCommerce dispatch button.
From a photo of a job to a Woo SKU on a dispatch list.
Three real applications, three coatings, three same-day dispatches, picked from a trilingual chat that reads the site, not the search bar.
The desk used to live on photos forwarded to a senior technician on a Tuesday afternoon. Today the photo lands, the spec is read inside sixty seconds, the WooCommerce SKU is locked, and the drum is on a pallet before the contractor has put the phone down.
A coatings desk that reads the job and ships the same day.
A site manager sends a phone photo of rusting hull plate. The agent reads the surface, the environment, and the brief, then matches the right Prolan coating from the WooCommerce catalogue, including the primer, the topcoat, and the recommended drying window. 82% spec-to-product match accuracy across Benelux marine, industrial, and coastal applications.
When the buyer confirms, the agent locks the order against Woo stock, books the same-day dispatch window, and pushes the picking note to the warehouse. Same-day dispatch on chat orders has held above 94% over the first nine months, with €2.8M of coatings moving through the chat funnel.
The results.
Spec photos turn into the right product, in seconds.
The senior-technician judgement that used to gate every quote now runs inside the chat. The agent reads the surface, the environment, and the brief, then matches the right Prolan coating from the WooCommerce catalogue.
€2.8M of coatings dispatched same-day from chat.
When the buyer confirms, the agent locks the order against Woo stock, books the same-day dispatch window, and pushes the picking note to the warehouse. Same-day dispatch on chat orders has held above 94%.
NL, FR, and EN replies, without three teams.
Flemish applicators message in Dutch. Walloon contractors message in French. Dutch site engineers message in English. The agent replies in kind, in the Prolan technical voice, with the same WooCommerce price and the same dispatch cut-off.
Sample-pack auto-triggers from the conversation.
When a new contractor mentions a project but is not ready to order, the agent offers a sample pack and triggers the dispatch directly from chat. The sample arrives the next day in branded Prolan packaging. The chat picks up the relationship on delivery without a single follow-up email from the team.
A trilingual desk that reads the job.
Coatings distribution in the Benelux runs on three languages and one promise. Dispatch today, if you call before cut-off. The Prolan agent turns that promise into a chat thread that reads the surface, picks the SKU, and books the dispatch in the language the buyer speaks.
The desk used to live on a Tuesday-afternoon technician. Now it lives on the chat, in three languages, every day.
Want this for your distribution desk?
A 20-minute walkthrough on your catalogue, your Woo, and the warehouses you ship from. No slide deck.