Joe Bananas had invested in Zoho as their CRM with the intention of connecting it to their Shopify data. The import failed. Rather than a functioning system that answered operational questions, the team was left with an empty CRM and the same reporting gaps they had started with, plus the time and cost of a failed implementation behind them.
Case Study: Joe Bananas
How a Custom Integration Finally Gave a Premium Retailer One View of Every Sale, Store, and Staff Member
Image Credit: Joe Bananas
COMPANY
Joe Bananas (joebananas.com.au)
INDUSTRY
Premium Menswear Retail
LOCATIONS
The Rocks (Sydney) · QVB (Sydney) · Melbourne · Fashion Island, Newport Beach CA (USA)
Challenge
Two separate Shopify stores, no unified reporting, Zoho CRM failure left team blind on sales performance across stores and staff
Solution
Custom Shopify-to-HubSpot integration connecting AU and US stores into one CRM, plus HubSpot Marketing Hub onboarding
Orders Synced
~400/month in real time
1,000+ historical orders back-filled from May 2025
Delivery
~10 weeks from scoping to live deployment
Workstreams
1. HubSpot Onboarding
2. Klaviyo Migration
3. Custom Shopify Integration
SERVICES DELIVERED
HubSpot Service Hub Pro · Marketing Hub Pro · Custom Shopify ↔ HubSpot Integration
Tech Stack
Shopify Plus (AU) + Shopify Plus (US) ↔ [T&H Custom Integration] ↔ HubSpot CRM
The Numbers That Matter
0
ORDERS SYNCED MONTHLY
Every order from both Shopify stores lands in HubSpot within seconds of being placed
0
+
HISTORICAL ORDERS BACK-FILLED
May 2025 onwards — full sales history available in HubSpot from day one
0
COUNTRIES. 1 DASHBOARD.
AU and US stores unified in a single HubSpot portal for the first time
0
LOCATIONS. 1 VIEW.
The Rocks, QVB, Melbourne, Fashion Island, AU Online, US Online — every sales channel in a single HubSpot portal
The Challenge:
Two Stores, Two Countries, Zero Visibility
Joe Bananas is an established premium menswear brand with physical stores in Sydney, Melbourne, and Newport Beach California, and two separate Shopify Plus stores serving their Australian and US markets online. The brand has been built on quality, personal service, and long-term customer relationships. The problem was that the data infrastructure had never kept up with the business's geographic reach.
When Kim Bourke, who leads operations across all locations, needed to understand how the business was actually performing, which stores were selling, which staff members were driving revenue, and which customers were buying across both markets, there was no clean answer. The previous CRM, Zoho, had failed to import Shopify data correctly, leaving the team without the sales visibility a multi-location retail business fundamentally requires.
The Zoho Failure
Two Stores, Two Silos
The AU and US Shopify stores operated completely independently, with different currencies, different customer databases, and different order histories. There was no consolidated view of total revenue, no way to identify customers who purchased in both markets, and no reporting that reflected the business as a whole. For a brand with ambitions to grow its international presence, this was a structural problem that only gets more expensive to solve the longer it is left.
No Sales-by-Staff Visibility
With in-store POS transactions processed by individual staff members across four locations, Kim had no reliable way to see who was selling what. There was no individual performance dashboard, no way to identify top performers, and no way to spot which team members might need support. Managing a dispersed retail team without individual sales data meant every performance conversation was based on instinct rather than numbers.
Cash Flow Visibility at Risk
Without real-time reporting on sales by location and order status, Kim had limited visibility into cash flow timing. Knowing which orders are outstanding, which are paid but unshipped, and what revenue is landing this week versus next month is a basic operational requirement. Without it, financial planning becomes reactive rather than proactive.
The risk wasn't just inefficiency.
In solar installation, sending the wrong specs to site — wrong panel model, wrong battery, wrong mounting location — doesn't just waste time. It wastes a truck roll, an installer's day, and a customer's trust. The manual process was a data integrity risk at scale.
The missing piece was not more data. It was connection.
Both Shopify stores were generating rich transactional data. The problem was that none of it was connected to a CRM, so it existed only inside Shopify's own reporting, fragmented by store and invisible at a business level. Building the bridge that made existing data useful was the entire job.
The Solution: One Custom Integration. One Source of Truth.
T&H Digital scoped and delivered a three-workstream engagement: HubSpot platform onboarding, email marketing migration, and a fully custom Shopify-to-HubSpot integration built specifically for Joe Bananas' two-store, two-country operation. The centrepiece was a custom data transformation layer, not an off-the-shelf connector, designed around how Joe Bananas actually operates.
Integration 1:
Sales & Marketing Hub Onboarding
We onboarded Blast Away Guys onto both HubSpot Sales Hub and Marketing Hub, configuring their pipeline, deal stages, and contact database from the ground up. Every marketing activity is now tracked — from the first click to the signed quote — giving the team full visibility into what's driving revenue.
Integration 1:
Sales & Marketing Hub Onboarding
We onboarded Blast Away Guys onto both HubSpot Sales Hub and Marketing Hub, configuring their pipeline, deal stages, and contact database from the ground up. Every marketing activity is now tracked — from the first click to the signed quote — giving the team full visibility into what's driving revenue.
Integration 2:
The Custom 'Pick 'n' Mix' Quote Template
The upsell engine at the heart of the system.
We built a fully custom HubSpot CMS quote template designed specifically for Blast Away Guys' multi-service model. Rather than a flat quote, customers see a modular 'Pick 'n' Mix' layout — their primary service front and centre, with clearly presented recommended add-ons (gutter cleaning, roof treatments, pest/bug spray) at a glance. The result? Upsells aren't a conversation the team has to initiate. They're baked into the quoting experience — and the numbers prove it works.
Integration 2:
The Custom 'Pick 'n' Mix' Quote Template
The upsell engine at the heart of the system.
We built a fully custom HubSpot CMS quote template designed specifically for Blast Away Guys' multi-service model. Rather than a flat quote, customers see a modular 'Pick 'n' Mix' layout — their primary service front and centre, with clearly presented recommended add-ons (gutter cleaning, roof treatments, pest/bug spray) at a glance. The result? Upsells aren't a conversation the team has to initiate. They're baked into the quoting experience — and the numbers prove it works.
Integration 3:
Bi-Directional ServiceM8 Integration (Tradiate)
We built a real-time, bi-directional bridge between HubSpot and ServiceM8 using our Tradiate integration. The moment a quote is accepted in HubSpot, a complete job appears in ServiceM8 — client details, service line items, site address, and all relevant notes synced automatically. No re-typing. No risk of data loss.
✓ Accepted quote triggers instant job creation in ServiceM8
✓ Client record, address, and service details synced automatically
✓ Quote line items map directly to job billing — what was sold is exactly what gets invoiced
✓ Zero manual data entry between sales and field teams
✓ Job completion in ServiceM8 automatically closes the deal in HubSpot
✓ Post-job automations trigger: Thank You email, review request, and re-booking reminder
✓ Full service history visible in HubSpot for marketing segmentation
✓ Customer retention campaigns triggered by job type and service history
Integration 3:
Bi-Directional ServiceM8 Integration (Tradiate)
We built a real-time, bi-directional bridge between HubSpot and ServiceM8 using our Tradiate integration. The moment a quote is accepted in HubSpot, a complete job appears in ServiceM8 — client details, service line items, site address, and all relevant notes synced automatically. No re-typing. No risk of data loss.
✓ Accepted quote triggers instant job creation in ServiceM8
✓ Client record, address, and service details synced automatically
✓ Quote line items map directly to job billing — what was sold is exactly what gets invoiced
✓ Zero manual data entry between sales and field teams
✓ Job completion in ServiceM8 automatically closes the deal in HubSpot
✓ Post-job automations trigger: Thank You email, review request, and re-booking reminder
✓ Full service history visible in HubSpot for marketing segmentation
✓ Customer retention campaigns triggered by job type and service history
Integration 4
Automated Quote Follow-Up
Marketing Hub now does the heavy lifting that used to consume 3–4 days of manual effort every month. Every unanswered quote gets a structured, timed follow-up sequence — a friendly nudge at the right moment, automatically. No chasing. No awkward calls. No quotes left to go cold.
Integration 4
Automated Quote Follow-Up
Marketing Hub now does the heavy lifting that used to consume 3–4 days of manual effort every month. Every unanswered quote gets a structured, timed follow-up sequence — a friendly nudge at the right moment, automatically. No chasing. No awkward calls. No quotes left to go cold.
The Tech Stack: How It All Connects
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This isn't a Zapier workaround. We built a custom, production-grade integration designed to handle Blast Away Guys' job volumes reliably — with built-in error handling, automated alerts, and architecture that scales as the business grows into Auckland and beyond.
The Tech Stack: How It All Connects
01
Shopify Plus AU (Sydney + Melbourne Stores)
02
Shopify Plus US (Fashion Island, Newport Beach)
03
T&H Custom Bridge (Webhook Integration Layer)
03
HubSpot CRM (Service Hub + Marketing Hub)
The integration is one-way by design: Shopify is the source of truth for all transactional data. Every order, whether placed in-store at The Rocks, online from the US store, or at Fashion Island in Newport Beach, flows into HubSpot as a structured Deal within seconds of being placed via webhooks. Nothing is written back to Shopify.
Every Store. Every Channel.
Every Staff Member.
For the first time, every sales touchpoint in the Joe Bananas business is visible in one place:
POS Location
Country
Sales Visibility in HubSpot
The Rocks, Sydney
🇦🇺 Australia
Live: Real-time deal sync and POS staff ownership
QVB, Sydney
🇦🇺 Australia
Live: Real-time deal sync and POS staff ownership
Melbourne
🇦🇺 Australia
Live: Real-time deal sync and POS staff ownership
Fashion Island, Newport Beach
🇺🇸 USA
Live: USD orders normalised to company currency
Online (AU Store)
🇦🇺 Australia
Live: e-commerce orders tracked with channel attribution
Online (US Store)
🇺🇸 USA
Live: e-commerce orders tracked with channel attribution
The Before vs After
-
Zoho failed to import Shopify data — team had no CRM-level sales visibility
-
AU and US stores completely separate — no way to view combined performance
-
No sales-by-staff reporting — impossible to track individual performance
-
No sales-by-location reporting — cash flow visibility was a guessing game
-
Duplicate contacts across AU and US lists — marketing database unreliable
- 1,000+ historical Shopify orders invisible in CRM — no baseline for reporting
- Every Shopify order syncs to HubSpot as a Deal within seconds of being placed
- Both stores feed one HubSpot portal — national and international view in one place
- Every deal is owned by the POS staff member who processed it — individual dashboards live
- Sales by POS location visible in real time — The Rocks, QVB, Melbourne, Fashion Island
- Email-based contact matching ensures every customer has one record across both stores
- May 2025 onwards back-filled — full sales history available from day one
The Technical Challenges
Worth Knowing About
This wasn't a standard integration. Several genuinely complex problems had to be solved to make the data reliable and the reporting accurate.
One additional challenge was resolved before go-live: duplicate SKUs existed across product variants — including in the Parry range — that would have corrupted product reporting from day one. T&H Digital identified and resolved these in collaboration with Kim during the build phase, ensuring the data was clean before a single order synced.
Partial Fulfilment Tracking
Shopify tracks fulfilment at line-item level. The integration derives a deal-level status of Unfulfilled, Partially Fulfilled, or Fulfilled from logic across all line items. Kim can see exactly where every order stands.
Order Discounts as Negative Line Items
HubSpot does not natively support order-level discounts. We represent them as a negative-value line item called Order Discount, preserving accurate revenue figures without distorting the deal value.
SKU-Based Product Deduplication
Both stores share the same product catalogue. Products are keyed by SKU rather than by store, preventing duplicate product records and enabling clean combined reporting across AU and US.
POS Staff Deal Ownership
The integration maps Shopify staff member emails to HubSpot user accounts, so every deal is automatically owned by the rep who processed the sale. Individual performance dashboards are accurate from the moment an order is placed.
HubSpot Onboarding:
The Platform That Makes Reporting Possible
Underpinning the integration is a fully configured HubSpot Service Hub Pro and Marketing Hub Pro environment, with user setup, contact and deal architecture, and email marketing configured to consolidate the AU and US contact databases into a single master list. Contact deduplication across both Shopify stores ensures every customer has one record in HubSpot, regardless of which store they have purchased from or how many times.
Every Store. Every Channel.
Every Staff Member.
For the first time, every sales touchpoint in the Joe Bananas business is visible in one place:
| POS LOCATION | COUNTRY | SALES VISIBILITY IN HUBSPOT |
| The Rocks, Sydney | 🇦🇺 Australia | Live: Real-time deal sync and POS staff ownership |
| QVB, Sydney | 🇦🇺 Australia | Live: Real-time deal sync and POS staff ownership |
| Melbourne | 🇦🇺 Australia | Live: Real-time deal sync and POS staff ownership |
| Fashion Island, Newport Beach | 🇺🇸 USA | Live: USD orders normalised to company currency |
| Online (AU Store) | 🇦🇺 Australia | Live: e-commerce orders tracked with channel attribution |
| Online (US Store) | 🇺🇸 USA | Live: e-commerce orders tracked with channel attribution |
The Results: What Kim Can See Now That She Couldn't Before
Every Order. Every Channel. No Manual Work.
Around 400 orders arrive across the AU and US stores every month. Every one of them lands in HubSpot as a structured Deal within seconds. Before the integration, none of that data made it into a CRM. Now the complete commercial picture of the business is visible, searchable, and reportable in one place, without anyone moving data between systems by hand.
Staff Performance Is No Longer a Guessing Game
For the first time, Kim can see total sales by team member, unfulfilled orders assigned to each rep, and individual performance across any date range, without asking anyone to pull a manual report. Managing a dispersed retail team across four locations just became a data exercise rather than an instinct exercise.
A Year of Sales History From Day One
Rather than starting with an empty CRM, T&H back-filled all Shopify orders from May 2025 into HubSpot Deals before go-live. Kim did not have to wait months to build up enough data for meaningful reporting. Customer purchase frequency, best customer analysis, and year-on-year comparisons were all available on day one.
Location-by-Location Revenue, Live
The POS location dashboard shows sales totals for The Rocks, QVB, Melbourne, and Fashion Island in real time. This is not a weekly export from Shopify. It is a live view of where revenue is being generated across two countries, updated with every transaction. Kim identified this reporting gap as directly affecting her ability to manage cash flow. That gap is now closed.
For the first time, Kim and her team have a single dashboard showing every order, every customer, and every team member's performance across Australia and the USA in one place.
Running a business on instinct and running it on information are two different things. This integration is what makes the second one possible.
Built to Grow With the Business
Joe Bananas is an expanding brand. The integration was built to scale with that expansion. Adding a new store location means adding a new ServiceM8 account or Shopify sales channel, not rebuilding the system. As the US presence grows, as new store locations open, and as the customer database deepens across both markets, the HubSpot foundation handles the additional volume without structural changes. The reporting Kim can access today is the same reporting that will work when the business is twice the size.
What Could Automation Save Your Business?
Based on an average of 15 minutes per manual quote follow-up, here's what automated quote chasing saves a cleaning or trade business like yours:
Quotes / Week
Time Saved / Week
Time Saved / Month
10 quotes
~45 mins
~3 hours
25 quotes
~2 hours
~8 hours
50 quotes
~4 hours
~16 hours
100 quotes
~8 hours
~32 hours
For Blast Away Guys with their job volume, this translates directly to 3–4 recoverable staff days every single month — time now invested in growth, customer relationships, and delivering great work.
What Could Automation Save Your Business?
Based on an average of 15 minutes per manual quote follow-up, here's what automated quote chasing saves a cleaning or trade business like yours:
| QUOTES / WEEK | TIME SAVED / WEEK | TIME SAVED / MONTH |
| 10 quotes | ~45 mins | ~3 hours |
| 25 quotes | ~2 hours | ~8 hours |
| 50 quotes | ~4 hours | ~16 hours |
| 100 quotes | ~8 hours | ~32 hours |
For Blast Away Guys with their job volume, this translates directly to 3–4 recoverable staff days every single month — time now invested in growth, customer relationships, and delivering great work.
What Joe Bananas Says
"PLACEHOLDER — Interview with Kim Bourke not yet conducted. Recommended question: 'Before the integration, how did you actually find out how each store was performing? Walk me through what that process looked like. And what does it look like now?' This will surface the specific manual workaround that is currently missing from the case study and provide the emotional before/after contrast the testimonial needs."
— Kim Bourke — PLACEHOLDER
Operations Lead, Joe Bananas
Who This Solution Works For
The custom Shopify-to-HubSpot integration framework built for Joe Bananas delivers the same unified visibility for any multi-location or multi-store retail business that's outgrown its current reporting setup.
If you're running more than one store and you can't answer 'who sold the most this week and where' in under 30 seconds — this is the integration that fixes it.
Premium retail brands with stores across multiple cities or countries
Shopify Plus merchants running separate AU and international stores
Retailers with in-store POS and online e-commerce needing unified reporting
Brands managing a dispersed sales team across physical locations
Any retailer whose CRM has failed to connect properly to Shopify
Businesses migrating away from Zoho, Salesforce, or another CRM
Retailers who need individual staff performance dashboards
Brands with multi-currency operations needing consolidated revenue reporting
Growing retailers planning international expansion
Any business making financial decisions without real-time sales visibility
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Our Credentials
HubSpot Certified Solutions Partner
ServiceM8 Integration Specialist
Published Integration Developer
Our Credentials
HubSpot Certified Solutions Partner
ServiceM8 Integration Specialist
Published Integration Developer
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Custom Shopify Integration · HubSpot Implementation · Multi-Location Retail · Sales Reporting & Dashboards