The Herbtender was founded by husband-and-wife team Mark and Laura Neville, driven by a shared passion for natural wellness solutions. Initially operating purely as a B2C brand, the company quickly saw B2B demand grow from retailers, including major partners such as Holland & Barrett. This prompted a shift towards a hybrid model, combining B2C and B2B operations. As B2B demand increased, The Herbtender expanded their team and brought on a dedicated sales force to support further growth.
The challenge
While The Herbtender’s Shopify platform efficiently supported their B2C operations, the business initially processed B2B orders manually.
Orders were processed via email or phone, creating inefficiencies and limiting growth potential. The sales team was committed to scaling the business but lacked a platform that could match their ambition.
A key challenge was encouraging customers to explore new or different products. Orders placed by phone or email were often repeat purchases of familiar items, with minimal opportunity for buyers to browse the full product range.
Without easy access to the website for ordering, there was limited potential to increase AOV or introduce customers to new products.
The solution
Onboarding to SparkLayer was smooth and straightforward. The Herbtender team ran training sessions to ensure the sales team was comfortable and confident using the new platform, including the Sales Agent feature.
Internal guides were also created to ensure consistent use of the platform across the business.
The Sales Agent feature has been particularly useful for the team, who often work remotely or on the road, allowing them to manage orders efficiently while away from the office.
The team can place and track orders on behalf of their customers at any time, and from within brick-and-mortar stores by logging into SparkLayer.
With the platform, customers themselves can place orders at any time, removing the constraints of normal business hours or differing time zones. This has led to an increase in orders being placed, as customers are no longer reliant on staff to be online.
“Customers don’t have to contact us to process their orders. They can log in themselves, view the products, and see their specific pricing. It’s helped us give our trade customers the best possible experience”, Anny Colangelo, Marketing and eCommerce Manager.
SparkLayer’s discount functionality has been instrumental in engaging customers, both new and existing. Launch offers, special deals, and monthly promotions have helped establish a consistent rhythm, particularly when onboarding new trade customers.
These promotions encourage first orders and ensure that buyers are introduced to a wider range of products.
The results
Since implementing SparkLayer, The Herbtender has seen a measurable increase in AOV and greater visibility for new and promotional products. Targeted promotions for specific customer groups and seasonal campaigns have driven additional orders, and customers are now exploring products outside of their usual selections.
“Without SparkLayer, we might not have had those orders. Promotions encourage customers to stock up on products they may not have purchased otherwise”, Anny Colangelo, Marketing and eCommerce Manager.
SparkLayer Analytics has also transformed reporting and decision-making. The analytics tool has been invaluable in providing a clear picture of revenue and customer behaviour.
“It’s incredible to have this level of data at our fingertips. We can quickly understand performance and share clear insights with stakeholders without having to piece information together from multiple platforms”, Anny Colangelo, Marketing and eCommerce Manager.
“We’re always thinking about how we can prepare the business for long-term growth while delivering the best customer experience. SparkLayer Analytics has played a huge role in helping us do that. We have ambitions of doubling our customer base again this year, so we really need to set ourselves up for scalable success - we wouldn’t be able to do that as a team without SparkLayer" ~ Anny Colangelo, Marketing and eCommerce Manager
Explore more
To learn more about The Herbtender, 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: