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@eurosport_daytonaB2B setup
Hybrid B2C & B2BFounded in the 1980s, Eurosport Daytona remains a family-owned business. What began with managing orders via phone and email has grown into a scalable B2B eCommerce operation, delivering strong and measurable results.
The challenge
One of Eurosport Daytona’s initial challenges was processing B2B orders efficiently. The business used Shopify for online B2C sales, manually managed B2B orders, and relied on WordPress for their main eCommerce site. This setup was maintained by a third party and didn’t meet the standards required, prompting the team to search for a more robust solution.
Each morning, orders were manually keyed in for production. At the end of the day, the same orders were entered again to create invoices. “We were typing in every single B2B order twice - once in the morning to get it into production, and once at the end of the day”, Chris McIlrath, Marketing and eCommerce Specialist.
The existing wholesale setup limited product discovery. Customers largely reordered the same products, making it difficult to showcase new or wider ranges, and thus restricting opportunities to increase average order value (AOV).
The solution
SparkLayer enabled Eurosport Daytona to create Customer Groups, segmenting buyers based on their order history. Tiered pricing and discounts were then introduced, allowing customers to see their bespoke pricing immediately upon logging in.
This ensured that pricing agreed offline, whether with the Sales team, over email, or by phone, was accurately reflected online. As a result, pricing queries and manual adjustments were significantly reduced, as customers automatically see the correct prices.
Customer Groups also allowed the business to introduce free shipping based on order rules. Using SparkLayer, the team have set minimum order values for each customer segment, which must be met to unlock free shipping.
The Sales Agent tool has been widely adopted internally, allowing the team to build custom orders while encouraging customers to place orders themselves. “We build carts for customers using the Sales Agent tool - they then log in, review the order, and place it. It reduces the risk of errors and builds confidence in using the platform”, Chris McIlrath, Marketing and eCommerce Specialist.
Products are made to order, allowing for flexible quantities, supported by an integrated ERP for seamless inventory management. Eurosport Daytona also offers customisation, and SparkLayer has enabled this to be managed at scale, either directly by customers or via the Sales Agent tool for those who prefer working with the team.
The results
Moving to SparkLayer has dramatically cut order processing time by 150%, allowing customers to self-service and reducing team workload.
“Most of our time savings have come from the transition of customers placing orders for themselves. We’re not having to go through what we did before and hand-key every single item in twice. SparkLayer prevents issues with incorrect quantities and incorrect products - so it’s been a huge help and is saving us tons of time having to input orders”, Chris McIlrath, Marketing and eCommerce Specialist.
The time saved has been reinvested into scaling the business. Team members who previously focused on manual order processing are now able to support warehouse operations and handle a higher volume of customer activity.
“We haven’t eliminated anything, that wasn’t the goal - the goal was to prioritise our time and grow the business and create more revenue, and we’ve been able to do that with SparkLayer”, Chris McIlrath, Marketing and eCommerce Specialist.
Improved product visibility and a simpler ordering experience have directly contributed to 20% revenue growth. Customers are exploring a broader range of products and adding new items to their carts, leading to a noticeable increase in AOV.
New customers typically place their first order faster when registering as B2B buyers with Eurosport Daytona than with their previous system. Customer Groups and personalised pricing play a key role in accelerating this journey.
“We’ve found that any customers we have onboarded since implementing SparkLayer are instantly on the website, and usually order within the first day”, Chris McIlrath, Marketing and eCommerce Specialist. The business benefits from a strong partnership with SparkLayer, with ongoing support, feature updates, and regular calls with the Customer Success team to drive continued growth.
“SparkLayer has given us the ability to talk directly to B2B customers. Previously, they’d just order the parts they had ordered forever, and they’d never see any of the new products. SparkLayer has been so helpful for us getting them on the site and seeing all the new products, along with the ease of them placing their orders. Ultimately, this has led to an increase in AOV as buyers are placing orders for different products and exploring our new product ranges." ~ Chris McIlrath, Marketing and eCommerce Specialist
Explore more
To learn more about Eurosport Daytona, 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: