B2B eCommerce agency services

Cooking up bigger B2B deals – Digital transformation for a leading commercial catering equipment supplier

A modernised user experience with a fresh, brand-aligned design

About Blue Badger

Blue Badger is the go-to wholesaler for dealers in commercial catering, laundry and refrigeration equipment. The UK-based firm sells over 5,000 products, from freezers and bottle coolers to tumble dryers and dishwashers, which are available to trade buyers across Europe via their website.

Blue Badger was struggling with a Magento eCommerce site that had so many extensions and customisations it could no longer be upgraded – risking potential security breaches as well as missing out on bug fixes and improvements.

In this project we delivered:

This is an
integrated project

Integrating your website, ERP, CRM and more can save you time and make you more money. This project contains the following integrations.

Magento / Hubspot

The challenge

When Blue Badger came to us for help, their existing eCommerce site was impacting:

Profitability: incorrectly calculated freight costs were being absorbed by the business
Customer satisfaction: the site was frustrating to use and hard to navigate
Employee satisfaction: the additional process steps that were required to fulfil orders heaped stress on the Blue Badger team
Sales process: the HubSpot integration was broken, so sales teams were manually updating lead progress
Digital transformation: Blue Badger’s wider vision to improve efficiency was being hamstrung by problems with the eCommerce platform

Blue Badger needed more than just a website rebuild—they needed a strategic eCommerce transformation that would streamline operations, enhance customer experience, and support long-term growth.

This was translated into four key objectives

Deliver a B2B eCommerce website built to best practice standards to increase speed and integrate all key data flows into Orderwise to reduce manual input.

Increase the visibility of C & A Building Products in search engines by improving organic search rankings for key terms, aiming for a 20% increase in rankings in the first 12 months.

Increase conversion rate on the website by 15% through ongoing analysis using conversion rate optimisation techniques.

Integrate the website with third-party tools to improve marketing and SEO and effectively manage customer relationships. Automating these processes to reduce manual data entry errors and lighten the workload for the internal team.

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Our approach

Getting to know the business

Over eight weeks, we got to know Blue Badger’s business inside out, using our FoundationsTM research and planning model. By immersing ourselves in their business, we:

Identified which features should be replicated from the old site, and which were redundant.
Challenged assumptions about essential versus nice-to-have functionality.
Recommended internal process changes to save on web development costs.
Identified which current extensions could be consolidated or delivered within a core Magento build.

Armed with our knowledge of Blue Badger and our experience in complex B2B eCommerce builds, we created a bespoke Magento site around the unique requirements of the business.

Blue Badger now has a fully functional B2B eCommerce website that reduces admin, allows customers to self-serve and supports growth!

Selecting the right
platform: Magento 2

We guided C & A Building Products through our proven platform selection framework, ensuring they landed on a solution that would support their long-term ambitions. Magento emerged as the best fit, offering the flexibility, scalability, and B2B-focused features needed to future-proof their eCommerce operations

Magento 2 Build: Migrate the existing functionality of the eCommerce website to Magento to build a reliable base for the automation of processes and integration of platforms. The Orderwise integration was split into separate projects for budget transparency and development efficiency.

Systems Integration: Implement an Orderwise integration to sync products, stock, customers, companies, credit, and orders, ensuring Magento reflects the master data maintained in Orderwise.

Website Launch Strategy: Develop a detailed launch plan to ensure a smooth transition for customers from the previous eCommerce software to Magento, using email marketing to manage the process.

SEO and Marketing Tools: Develop a comprehensive SEO strategy to achieve growth objectives, implementing SEMRush and providing training to the C & A team.

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