Bart Group CASE

How We Built a Fully Autonomous B2B Profit Engine from the Ground Up

IMPLEMENTED UNDER WHITE LABEL

the client

The James Lane brand is a part of the Bart Group. The wholly owned Australian family business with over 40 years of vast experience and tailored expertise which have helped thousands of people pick a better bed. With more than four decades of brand history, when the Bart family behind the locally owned business, Sleeping Giant, James Lane embarked upon their dream to help Aussies get a better night’s sleep.

They Asked for a Digital Facelift. We Unlocked a New Revenue Stream

The objective was never just to "modernize" their website. It was to solve a massive strategic vulnerability: their entire business was dependent on a single, outdated B2C sales channel. We didn't just give them a refresh; we engineered a brand-new, high-velocity B2B sales channel from the ground up, designed to capture a lucrative customer segment they had been completely unable to serve. While we upgraded their existing consumer site, the real win was building the new automated B2B platform that opened up an entirely new stream of revenue.

Tools
and
integrations

Multi-Carrier Shipping Software, an all-around- shipping and freight management platform that connects to 100+ carriers and shopping systems in the region. It serves as a delivery broker system. Where by the merchant's request, matches the perfect courier service and creates the shipping from the warehouse to the customer's address.

True eCommerce personalization. Create a personalized shopping experience across the purchase journey. Real-time personalization, behavior-triggered emails, advanced product recommendations, and segmentation.

Advanced review system, that collects, stores, and analyzes feedback data from a variety of sources in order to accurately determine customer needs for each individual product.

Smart mailing marketing system that allows the company to work individually with each customer based on an array of data, such as region, purchase history, browsing history, and behavior on the site.

award-taking one of the most advanced search and discovery platfrom with seamless integration with Adobe Commerce.

Tools and integrations

Advanced review system, that collects, stores, and analyzes feedback data from a variety of sources in order to accurately determine customer needs for each individual product.

Smart mailing marketing system that allows the company to work individually with each customer based on an array of data, such as region, purchase history, browsing history, and behavior on the site.

award-taking one of the most advanced search and discovery platfrom with seamless integration with Adobe Commerce.

Complex Order, Shipping and Availability Configuration. We Didn't Just Connect Their Warehouses. We Gave Them an AI Logistics Brain

Their fulfillment process was a chaotic game of guesswork. With multiple stores, warehouses, and product sizes, every single order was a high-risk bet, costing them a fortune in inefficient shipping and delayed deliveries. We didn't just "configure" their system; we engineered a central, intelligent logistics brain that automatically calculates the single most profitable and efficient way to fulfill every order in real-time. The system instantly analyzes all variables—product location, customer distance, and warehouse capacity—to ensure every order is shipped from the smartest possible location, every single time.

We Found the 2 Biggest Sales Killers in Their Checkout. Then We Eliminated Them

Shipping and payment are where profitable orders go to die. The client's complex shipping rules were confusing customers, and the high price of large orders was causing hesitation. We didn't just "add a feature"; we engineered a two-pronged assault on cart abandonment. First, we built an intelligent shipping system that automatically handles all their complex rules, always presenting the perfect option to the customer. Second, we built a custom installment payment function that removes the final barrier to purchase, making it a no-brainer for customers to buy more.

The #1 Reason Customers Don't Buy? Price. We Made That Irrelevant.

You can have the best products in the world, but if the price tag causes hesitation, you lose the sale. We built a custom system to destroy the price objection before it ever happens. We engineered a seamless integration that takes their seven complex payment methods and turns them into a single, powerful sales tool. By automatically calculating and displaying the most attractive installment option for every product, we made large purchases feel like a small, easy decision for the customer, dramatically boosting AOV and closing more high-value sales

Payment services coordination and configuration

We Built an AI That Sells Smarter AND Ships Cheaper.

Generic recommendation engines are dumb. They suggest products that kill your profit margin by shipping them from a warehouse across the country. We didn't just build a recommendation tool; we engineered a custom, location-aware profit engine from the ground up. The system doesn't just ask, "What will this customer buy next?"; it asks, "What is the most profitable product this customer will buy next, based on their location?" This created a powerful one-two punch: it systematically pulled the Conversion Rate lever by showing hyper-relevant products, while simultaneously protecting the Profit Margin lever by slashing shipping costs.