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

Workshops and office tours gave our team a first-hand view of Blue Badger’s B2B business

You might view it as a website, but it is the essential part of our operations.

Alison Harvey | Operations Manager

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.

Technology

Magento

Hubspot

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!

We help to grow B2B eCommerce businesses

Whether you sell online or generate leads if you are a B2B or D2C business we can help to grow your business. We work across major platforms such as Adobe Commerce, Magento, Shopify & BigCommerce as well as offering a suite of integration options.

View our work