About Hampers
Hampers is a leading UK retailer specialising in luxury gift hampers and baskets for both retail and corporate markets. With a focus on high-quality, artisanal products, they offer a diverse range of hampers containing premium food, beverages, and specialty items, carefully curated to delight recipients on any occasion. Their ecommerce business model combines exceptional product selection with outstanding customer service, catering to both individual customers and corporate clients looking for impressive gifting options.
The Challenges for Hampers
As Hampers' online business grew, they faced several challenges that were limiting their ability to scale efficiently and provide the personalised customer experience they aimed for:
- Fragmented Customer Data - Customer information was scattered across multiple systems, making it difficult to gain a unified view of client interactions and preferences.
- Limited Marketing Personalisation - Their existing marketing tools couldn't effectively segment and target different customer groups, such as retail vs. corporate clients.
- Disconnected Ecommerce Journey - The Magento 2 platform wasn't integrated with their marketing and sales systems, creating data silos and inconsistent customer experiences.
- Manual Sales Processes - The team was managing sales processes and customer follow-ups manually, which became increasingly inefficient as order volumes grew.
- Lack of Analytics - Limited visibility into customer behaviour, marketing performance, and sales pipelines was hampering data-driven decision-making.
- Complex Technical Requirements - Their business had several unique needs that required bespoke solutions and specialised technical expertise.
- Large Customer Base Management - With an existing customer list of 70,000+ people, Hampers needed a solution to effectively manage these relationships.
The Solution by PYB
Plus Your Business (PYB) worked closely with Phillip Davies, Commercial/Ecommerce Director at Hampers, to implement a tailored HubSpot solution that addressed their specific challenges and integrated with their Magento 2 platform.
HubSpot Package Implementation
Hampers implemented a comprehensive HubSpot solution including:
- Marketing Enterprise
- Sales Pro
- Service Pro
This combination gave Hampers ample power for growth while ensuring all customer data and interactions were centralised in the HubSpot CRM.
Comprehensive Discovery and Planning
PYB began with a thorough assessment of Hampers' business processes and technical requirements:
- In-depth workshops with key stakeholders to understand business workflows and pain points
- Detailed mapping of customer journeys across marketing, sales, and service
- Analysis of Magento 2 data structures and integration requirements
- Identification of bespoke functionality needed for Hampers' unique business model
- Development of a phased implementation plan that prioritised critical functionality
Strategic CRM Structure Implementation
The implementation focused on organising Hampers' data effectively within HubSpot's CRM structure:
- Setting up the four main "Objects" within HubSpot: Contacts, Companies, Deals, and Tickets
- Configuring custom properties for each object to match Hampers' business requirements
- Ensuring proper associations between objects (e.g., contacts associated with companies, deals linked to contacts)
Advanced Customer Segmentation with Lists and Filters
A key advantage of the implementation was sophisticated customer segmentation capabilities:
- Setup of both active lists (dynamically updated based on criteria) and static lists (snapshots at a point in time)
- Implementation of filters based on customer properties, behaviours, lifecycle stages, and purchase history
- Creation of segmentation strategies for both B2B and B2C customers
- Development of list structures to track customer progression (e.g., one-time buyers vs. repeat customers)
Custom HubSpot Implementation
The implementation was carefully designed to address Hampers' specific needs:
- Configuration of the Marketing Hub to enable sophisticated segmentation and targeting
- Setup of Sales Hub to streamline lead management and sales processes
- Implementation of custom properties and objects aligned with the gift hamper business model
- Development of automated workflows for order follow-up and customer engagement
- Creation of dashboards providing real-time visibility into marketing and sales performance
Bespoke Integration Solutions
A critical component of the project was the seamless integration between HubSpot and Magento 2:
- Custom development to synchronise customer data between Magento 2 and HubSpot
- Implementation of real-time order data flow to enable timely follow-ups and marketing
- Creation of specialised workflows to handle the unique aspects of hamper sales
- Development of workarounds for technical challenges to ensure smooth operation
- Thorough testing to ensure reliable data synchronisation and system stability
Workflow and Automation Implementation
PYB implemented sophisticated workflow automations to:
- Move prospects through the sales funnel automatically based on their actions
- Send targeted email sequences based on customer behaviour
- Update contact properties automatically based on website and purchase activities
- Integrate email marketing with advertising platforms for coordinated campaigns
- Measure effectiveness through goal-based workflows with clear conversion metrics
Smart Content and Personalisation
The implementation featured advanced personalisation capabilities:
- Smart CTAs on the website that change based on visitor segmentation
- Email content personalisation based on customer attributes and behaviour
- Integration with ad platforms to ensure consistent messaging across channels
- Testing frameworks for optimising content performance across segments
Training and Ongoing Support
To ensure successful adoption and long-term value, PYB delivered comprehensive support:
- Tailored training sessions for different teams (marketing, sales, customer service)
- Development of customised documentation and process guides
- Regular check-ins during the initial implementation phase
- Ongoing support to address questions and optimise system usage
- Strategic guidance for leveraging HubSpot's capabilities to drive business growth
Results
The implementation of HubSpot integrated with Magento 2 transformed Hampers' operations, enabling them to deliver more personalised customer experiences while improving operational efficiency.
HubSpot specialists you can trust and depend on
Martin & Elisa have been a real pleasure to work with, they successfully delivered our very challenging implementation that included many bespoke and unique elements that Plus your business we're able to resolve and workaround. If you are looking for a partner that is there by your side every step of the way, quick to respond and get what you need plus your business are ideal. HubSpot has many areas that are not always straight forward so you absolutely need a reliable partner to take you through the process of implementation, training and for the first few months as there is a lot to learn. Overall great service & support and I/we thoroughly recommend them!
Key Success Factors
Several elements contributed to the successful implementation:
- Technical Expertise - PYB's deep knowledge of both HubSpot and Magento 2 enabled them to develop effective integration solutions and workarounds for complex challenges.
- Strategic Approach - The implementation was guided by HubSpot's flywheel methodology, putting customers at the centre and reducing friction across marketing, sales, and service functions.
- Data-Driven Optimisation - Implementation of testing frameworks and analytics allowed for continuous improvement of marketing and sales processes.
- Responsive Support - The team's quick response to questions and issues ensured that the implementation maintained momentum despite the complexity involved.
- Partnership Approach - Rather than simply implementing technology, PYB acted as a trusted partner, working closely with Hampers to understand their business and deliver a solution that met their specific needs.
- Comprehensive Training - By providing thorough training and ongoing support, PYB ensured that the Hampers team could effectively leverage the new system from day one.
Project Focus
Integrating HubSpot with Magento 2 to create a unified platform for marketing, sales, and ecommerce operations in the specialised gift hamper market.
Technologies Used
- HubSpot Marketing Hub Enterprise
- HubSpot Sales Hub Pro
- HubSpot Service Hub Pro
- Magento 2 Ecommerce Platform
- Bespoke workflow solutions
