Case Study- Implementing HubSpot in a Hardware Retailer with E-Commerce and In-Store Sales

Business Overview- This case study focuses on a hardware retailer that operates a hybrid sales model, with 50% of sales coming through their e-commerce platform and the other 50% through their physical retail store. The business offers a wide range of products, from DIY tools and construction materials to home improvement essentials. With an extensive customer base, the retailer faces the challenge of effectively managing both e-commerce and in-store sales processes, ensuring a seamless customer experience across channels, and driving engagement both online and offline.

The retailer’s customer base includes-

  • Online shoppers- These customers typically browse and purchase products via the retailer’s website, with the convenience of home delivery or store pickup options.
  • In-store shoppers- These customers prefer to visit the store in person to purchase products, gather advice from staff, or physically inspect items before buying.
  • Hybrid customers- Some customers engage both online and in-store, researching products online before making a purchase in-store or placing an order for delivery after a store visit.

The retailer has grown substantially in recent years but now faces several challenges in managing and nurturing customer relationships, particularly when it comes to integrating the e-commerce and in-store sales experiences.

The Challenge-

  1. Fragmented Customer Experience- There is a lack of integration between the e-commerce and physical store experiences, making it difficult to track customer interactions across both channels.
  2. Customer Data Silos- Sales and customer data for in-store and online shoppers are kept in separate systems, making it difficult for staff to have a 360-degree view of customer interactions.
  3. Inconsistent Communication- Communication with customers is disjointed, with separate workflows for online and in-store purchases. There is no centralised system for managing follow-up emails, promotions, and customer service inquiries.
  4. Missed Cross-Selling and Upselling Opportunities- Without an integrated CRM system, the retailer struggles to identify opportunities to cross-sell or upsell based on customers’ purchasing behaviours across both online and in-store channels.
  5. Managing Multiple Touchpoints- With customers engaging through different touchpoints (website, store, phone, social media), it’s challenging to provide a consistent customer experience and ensure timely follow-ups, especially for high-value items or repeat customers.

Solution- Implementing Hubspot CRM for Integrated Sales and Customer Engagement

To address these challenges, we recommended and implemented Hubspot CRM as a centralised solution to manage both the retailer’s e-commerce and in-store customer interactions. Here’s how we customised Hubspot to fit their needs-

1. Centralised Customer Database-

HubSpot’s CRM allowed the retailer to bring together all customer data—whether the customer engaged online or in-store—into one centralised system. Every customer was tagged based on their purchasing history, including-

  • Online purchases (date, frequency, product categories)
  • In-store visits (items viewed, questions asked, store interactions)
  • Hybrid purchases (products researched online, then bought in-store or through click-and-collect)

This unified customer database enabled the sales team to view each customer’s complete purchase history, enabling more personalised follow-ups, targeted promotions, and better customer service.

2. Customised Sales Funnels for Online and In-Store Purchases-

We set up two distinct but interconnected sales funnels within HubSpot-

  • E-commerce Funnel- The e-commerce funnel was designed to track leads from the website. We set up workflows that captured customer interest (via website interactions, abandoned carts, etc.) and nurtured these leads through email marketing, product recommendations, and promotional offers.
  • In-store Funnel- The in-store funnel tracked customer interactions during visits to the physical store, including sales inquiries, product demos, and purchases. Sales reps could record in-store interactions, and the system would automatically trigger follow-up emails and reminders for special offers, new stock, or seasonal promotions.

By creating these parallel funnels, the retailer ensured that both online and in-store customers were nurtured appropriately, without siloing one type of customer over the other.

3. Seamless Integration with E-Commerce Platform-

HubSpot’s integration with popular e-commerce platforms (e.g., Shopify, WooCommerce, Magento) allowed the retailer to automatically sync customer and order data from the e-commerce store into the CRM. This integration enabled the retailer to-

  • Track online customer behaviour- Including page views, time spent on product pages, cart abandonment, and purchase history.
  • Automate abandoned cart reminders and follow-up emails with personalised offers or discounts to encourage customers to complete their purchases.
  • Integrate loyalty programs and offers across both online and in-store channels, ensuring customers received consistent rewards for their purchases, regardless of where the transaction occurred.

This integration helped the retailer create a unified view of customers, which was vital for making informed decisions about customer outreach, upselling, and engagement.

4. Automated Workflows for Customer Engagement-

The retailer leveraged automated workflows within HubSpot to engage customers at various stages of the buying journey-

  • Post-purchase workflows- These automated workflows were triggered after a customer made an online or in-store purchase, with follow-up emails thanking the customer, asking for feedback, or recommending complementary products.
  • Customer service workflows- These workflows ensured timely responses to customer service inquiries, with automated ticket creation and task assignment for both online and in-store queries.
  • Re-engagement campaigns- The system automatically identified dormant customers and triggered re-engagement campaigns, offering discounts, exclusive offers, or notifications about new products that fit their preferences.

Automation streamlined customer communication, ensuring that no lead or customer was overlooked, regardless of whether their initial interaction was online or offline.

5. Omnichannel Customer Experience-

HubSpot’s customer journey tracking and segmentation capabilities allowed the retailer to provide an omnichannel experience, tailoring communication based on customer preferences. For example-

  • Hybrid Customers- For customers who shop both online and in-store, HubSpot tracked all their touchpoints and created targeted communication, ensuring they received personalised offers and product recommendations based on both their in-store and online activities.
  • Product Recommendations- Based on customers’ purchasing behaviours and interests, HubSpot could automatically trigger personalised product recommendations through email, SMS, or in-store alerts, increasing cross-sell and up-sell opportunities.

This omnichannel approach ensured that customers had a seamless experience, whether they were browsing products online, purchasing in-store, or moving between the two.

6. Reporting and Analytics-

To ensure the retailer was continually improving their customer engagement and sales efforts, we set up customised reports and dashboards in HubSpot. These reports included-

  • E-commerce performance metrics- Including online sales, conversion rates, and cart abandonment statistics.
  • In-store performance metrics- Including foot traffic, sales by product category, and sales rep performance.
  • Customer engagement tracking- Measuring the effectiveness of email campaigns, in-store promotions, and cross-channel campaigns.

These reports helped the retailer gain valuable insights into which sales strategies were working and where there was room for improvement, empowering them to make data-driven decisions.

Results

After implementing HubSpot, the hardware retailer experienced significant improvements in both online and in-store sales, as well as in customer engagement and satisfaction-

  • Increased Sales Conversion- By automating follow-up emails for abandoned carts, personalising offers, and providing timely reminders, the retailer saw a 25% increase in online sales conversion.
  • Improved In-Store Engagement- Sales reps were able to track customer interactions in real time, resulting in improved follow-up and a 15% increase in in-store upsells.
  • Better Cross-Selling and Upselling- The retailer saw a 20% increase in revenue from cross-selling and upselling opportunities, thanks to personalised product recommendations powered by HubSpot’s customer data.
  • Optimised Customer Experience- The seamless integration of e-commerce and in-store interactions led to a more streamlined and consistent customer experience, improving customer satisfaction and loyalty.

Implementing HubSpot CRM allowed the hardware retailer to unify their online and in-store sales efforts, improving customer engagement, sales conversion, and overall operational efficiency. With a centralised CRM, automated workflows, and personalised communication, the retailer was able to create a seamless, omnichannel customer experience that drove growth across both sales channels.

For retailers with a hybrid sales model like this, HubSpot provides a powerful tool to integrate e-commerce and physical store interactions, ensuring no customer is left behind and maximising sales opportunities.

If you’re looking to optimise your sales processes, engage customers more effectively, and improve cross-channel sales, contact emarkable to learn how HubSpot can work for your business.

Richard Coen

With over 21 years of experience in Digital Marketing, 31 years in sales and 25 years in business development, Richard assists companies to develop key growth strategies on a local or international basis. He can assist marketers to achieve balance in their approach to key areas affected by the growth in digital marketing.