# Custom CRM and AI sales agent for an electronics chain

> A chain selling used electronics from Europe gets its own CRM with roles, pipelines, orders and stock, plus an AI sales agent that lifted conversion 5–8%.

URL: https://emilus.dev/en/cases/electronics-store-chain/
Emilus · hello@emilus.dev · https://t.me/brrr28

1. [Emilus](https://emilus.dev/en/)
2. [Case studies](https://emilus.dev/en/cases/)
3. Electronics store chain

Custom software

Status: In production

The chain sells through its stores, messengers, a website and the phone. Instead of an off-the-shelf CRM it now runs its own: roles, pipelines, orders, warehouses and stock, with every call from Binotel, its cloud phone system, in the customer card. On top sits an AI sales agent that advises from the catalog and live stock, closes simple sales itself and hands the customer to a manager.

At a glance

**Client:**
A chain of stores selling used electronics from Europeretail and B2B, in stores and online

**Service:**
Custom software · plus emilus. Agent and emilus. Integrator

**Status:**
In production at the clientits own CRM and an AI sales agent for inbound

**Sales channels:**
Stores, messengers, website, phoneplus a marketplace and the chain's own Telegram channel

The “before” numbers and the conversion gain are per client data; the rest of the result and the payback are an estimate.

## Where the client started

The chain sells used business-grade electronics from Europe to consumers and to companies. It sells through its stores, online managers, a Telegram channel, Instagram, Facebook, the website, a marketplace and the phone. The catalog and stock lived in the accounting system, sales and chats in an off-the-shelf CRM, and calls in Binotel. That CRM didn't assign customers to managers, call records were hard to export, and leads got lost on the way to a sale. Managers answered everything, including messages that had nothing to do with buying. What the best sellers knew was never written down, so every new manager started from zero.

**7**

sales channels: stores, a Telegram channel, Instagram, Facebook, the website, a marketplace and the phone

*per client data*

**3**

separate systems: accounting, an off-the-shelf CRM and telephony

*per client data*

**B2C + B2B**

retail and sales to companies

*per client data*

The main requirement The system belongs to the company: its own modules, its own data, and no dependence on an off-the-shelf CRM.

## What the system does

- **Brings requests from Telegram, the website widget, Instagram, email and Binotel calls into one customer card,** so no lead gets lost on the way to a sale.
- **Assigns customers to managers by rules:** channel, customer type and workload. A team lead can reassign by hand.
- **Keeps roles apart.** Admins, team leads and managers each see only their own work, so other people's customers, margins and wholesale prices stay closed.
- **Runs its own pipelines and deals instead of an off-the-shelf CRM,** so the company can add the modules it needs on its own terms.
- **Shows orders, warehouses and stock for every store from the accounting system,** so a manager can say “in stock” in a second, without calling the store.
- **Puts every Binotel call into the customer card** with a recording that doesn't disappear, and lets the team lead listen to calls and search them.
- **Takes care of off-topic requests and the simplest sales** of items listed on the website, so managers can focus on complex deals.
- **Suggests a sensible upgrade from the price list,** such as a faster drive or more memory, and works out the extra cost, so the average order grows without a manager stepping in.
- **Hands the customer to a manager with the full history** when a person is needed: wholesale, a complex configuration, a warranty case.
- **Learns from deals closed by the best managers** and shows the team lead how each person works: requests, response time, conversion, upsells.

Payments, invoices and delivery stay as they were. For service and warranty the agent answers only simple questions; anything complex goes to a person.

**Illustration** · How the system works

### The architecture in plain terms

The custom CRM keeps requests from every channel, calls and the action log in one place. The AI sales agent takes the catalog and stock from the accounting system, and a manager runs the deal.

**Channels:**
Telegram · website widget · Instagram · email · Binotel

**Integrations:**
accounting system: catalog and stock · Binotel: calls and recordings · file storage

## How it works

**One request's path: from a message to a deal**

1. customer · **Request** · Messenger, website, email or a call
2. CRM · **Customer card** · All channels and calls in one card
3. CRM · **Routing** · By rules; a team lead can reassign
4. AI sales agent · **Consultation** · Filtering, advice, a simple purchase
5. manager · **Complex deal** · Gets the customer with the history and runs the deal
6. accounting system · **Orders and stock** · For every store, in the card
7. AI · **Learning** · Closed deals feed the knowledge base

## Results and payback

**+5–8%**

conversion to sale in the first month with the AI sales agent

per client data

**100%**

of Binotel calls recorded in the customer card

estimate

**up to 20%**

of requests the AI closes on its own: off-topic ones and simple website sales

estimate

**Project payback: ≈5.5 months *estimate*** · At 3,000 requests a month, every thousand brings 105–108 sales instead of 100. That is ≈20 more sales at 2,000 UAH margin each and ≈50 manager hours saved, so the $6k System package on our pricing page pays back in ≈5.5 months.

## What's live

1. live The new CRM: roles, pipelines, orders, warehouses and stock
2. live Inbound from every channel and routing of customers to managers
3. live An AI sales agent working from the catalog and stock that closes simple sales itself
4. live Binotel calls in the customer card

The service behind this case

## [Custom software](https://emilus.dev/en/services/custom-software/)

A CRM of your own and modules built around the company's processes. The AI layer is [emilus. Agent](https://emilus.dev/en/services/ai-agent/); the links to accounting and telephony are [emilus. Integrator](https://emilus.dev/en/services/integrator/). Price after the brief.

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[All case studies](https://emilus.dev/en/cases/)

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