Background
With a strong B2C channel already up and running, premium bedding and loungewear brand, SNURK, wanted to add another string to their eCommerce bow - B2B. To maximise their hybrid offering, increase operational efficiency, and streamline ordering, SNURK partnered with SparkLayer to optimise their digital capabilities.
The challenge
SNURK initially started selling at a B2B level in 2007, and have since added a popular B2C side to their eCommerce setup. Following market shifts and a recent migration to Shopify, SNURK were looking for a solution that could keep up with their multi-channel demand.
Managing a hybrid offering via two separate websites led to workload duplication and inefficiencies. Uploading products and updating PDPs twice each time they made changes was time-consuming and left them open to potential errors. The eCommerce team was keen to implement an alternative quickly to boost their B2B channel and keep up with orders from their dual customer base.
The internal team also wanted a platform that enabled enhanced functionality and flexibility so that they could keep up with changing wholesale expectations. With competition becoming increasingly steep, SNURK needed a way to differentiate themselves in the marketplace.
SNURK also wanted to boost their internal operational efficiency; namely streamlining data analysis and improving existing inventory management - two manual tasks eating into their team’s valuable time. There were some additional challenges around performance monitoring, meaning the team wasn’t reporting accurately across the board.
Potentially more importantly, SNURK were also looking for a solution that would boost customer adoption and repeat business. With legacy, manual processes widely used across their customer base, SNURK needed an intuitive interface that would encourage migration to their eCommerce setup - all while increasing use, buyer satisfaction, and repeat business.
The solution
In pursuit of unifying their hybrid eCommerce tech stack, SNURK installed SparkLayer and were quickly up and running. Using SparkLayer’s B2B-specific features, the SNURK team established customer groups - these link to tailored price lists, specific order rules (like varying minimum and maximum basket totals), and customised messaging.
Prioritising customer satisfaction at the core of the platform migration, everyone involved in the project was committed to creating an enhanced experience. SparkLayer replicates typical B2C-style eCommerce sites, providing a frictionless buying journey.
Our simplified ordering experience includes the ability to upload CSV files rather than manually entering orders product by product. This functionality means SNURK can upload collections of products and isolate specific product lists to set customer groups. They’ve been using the Locksmith app to hide upcoming products from the majority of their customer groups, aside from those they want to provide with preordering access.
SNURK have been utilising our minimum and maximum order rules, as well as establishing Sales Agents within their team. With a smooth onboarding process, SNURK are seeing growing levels of adoption across the business.
The results
By consolidating B2B and B2C sales, SNURK have reduced workload and improved efficiency. With onboarding, team training, and ongoing support from our global team, SNURK were able to configure B2B-only settings quickly and start taking orders almost immediately.
Linked to this is the ability to establish customer groups and assign specific product lists, preordering functionality, and price lists respectively. This level of personalisation has seen increased buy-in from the existing wholesale customers, as well as re-engagement with inactive buyers. SNURK have enhanced control over their cash flow, margins, and forecasting, too.
With familiar interfaces and widgets, including pricing and shipping options, SNURK saw strong levels of customer adoption early on. As a result of their improved front-end functionality, SNURK were able to reengage with inactive customers, leading to a boosted brand perception and increased sales. Customers have seen significant time saved each month thanks to SparkLayer’s CSV uploads for ordering, automation, and rapid reordering.
On top of that, SNURK’s eCommerce team has noted tangible benefits internally and from customer feedback. SparkLayer’s ability to sit on top of existing eCommerce stores means that SNURK are able to manage hybrid product and price lists from one place - halving the time previously needed when duplicating lists for their hybrid customers.
The option to provide preordering for select customer groups adds a layer of customer experience and acts as both an incentive and a reward. SparkLayer’s tailored order rule feature has supported SNURK’s growth plans by encouraging large purchases and minimising the volume of smaller, lower-value orders. As a result, this has increased the respective ROI on their shipping and handling fees.
"There are a lot of people who we didn't originally plan to migrate as customers because they hadn't ordered since 2022 that suddenly came out of the woodwork when we said we had a new platform… I think it rejuvenated our B2B from the old very technical boring system to a more beautiful system." ~ Sarah van Waardenburg, eCommerce Manager
Explore more
To learn more about SNURK, their product range, and the story of their brand, visit their website.
To see how SparkLayer works with Shopify, you can explore via the links below: