The ITG Technology Center has designed A custom artificial intelligence solution to predict the distribution of Selmark sales. Specifically, ITG has applied AI techniques to know, with a success percentage of 92%, the demand for products of the Galician lingerie brand.
From the Technological Institute of Galicia (ITG) they advance that development materializes in a pilot based on AI that, first, collect historical sales data from various internal sources, secondly, homogenizes the information to guarantee its coherence and treatment and, finally, performs complex analysis through a predictive system Advanced composed of two types of algorithms.
The data display form is designed to facilitate decision making agilely, and allows Selmark to improve the management of the company’s production lines and its logistics chain. With this solution, Selmark can also adjust the manufacture to the estimated sales, optimizing the activity of the commercial department and the sales network, and allowing a more efficient allocation of resourceswith the consequent cost reduction.
This improvement would not only provide tangible benefits to More than 5,000 points of sale in 40 countries where the lingerie brand operates, but would also expedite the replacement of stocks and launches more aligned with trends, directly impacting the experience of buying consumers.
In addition, this development has been carried out using free technological tools, which has meant a low cost of implementation for the company, making it possible to apply AI accessible. On the other hand, the solution allows identifying the establishments that best connect with the market with only 8% of purchases made At the beginning of each campaign.
These stores, being in direct contact with consumers, are able to detect Emerging changes in purchase trends before they are reflected in conventional data. The key is to identify the customer’s need and define with him a minimal viable solution, which is often conditioned by the quantity and quality of the available data.
Level of success
The Director of the IA de ITGA division, Óscar González, explains that starting there, the most important thing is to improve that quantity and quality of the data, while training the model so that it can adapt to new contexts and maintain its level of success. In the case of Selmark, with whom they work since 2022They have found a company with a clear vision of continuous improvement and innovation.
In recent years, the brand has invested in a sustained way in technologies and methodologies that reinforce their responsible growth and consolidate His leadership in the lingerie sector. Diego Piñeiro, Innovation Director of Selmark, stresses that “the use of AI tools is another step in our path to digital transformation and reinforces our ability to anticipate market changes,” he explains.
The Galician teaching was the best -selling attorney brand in Spain in 2024 and, at present, it is present in 48 countries. In the short term it is proposed to bring its lingerie to India and the United States. The firm was half a century of life in full way with a record turnover 30 million euros -They keep an annual growth of more than 15%- and 5,000 points of sale.
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