Julia Metaxas - Head of Growth at Lulu and Georgia
Client Information:
Background:
Lulu and Georgia is an online home décor and lifestyle destination offering furniture, rugs, lighting, and home accents, including exclusive designer collaborations and curated collections.
As a Shopify merchant using HubSpot, Lulu and Georgia needed a reliable way to make its commerce data available to the sales teams working inside its CRM. This included customer information, detailed Shopify product variants, custom properties (Shopify meta fields), and Shopify draft orders.
Lulu and Georgia partnered with Unific to connect Shopify and HubSpot through the Unific Commerce Data Foundation and Quotific CPQ products. Shopify orders are synchronized into HubSpot as deals, allowing teams to view and manage relevant commerce activity through HubSpot while Shopify remains the primary source of truth.
Together, these products provide a more complete view of customers, deals, products, and draft-order activity inside HubSpot.
To address these challenges, Lulu and Georgia implemented Unific’s Commerce Data Foundation and Quotific CPQ.
Commerce Data Foundation automatically brings Shopify commerce information into HubSpot. Shopify orders are synchronized as HubSpot deals and associated with the appropriate customer records. These deals are populated with relevant transaction, product, and product variant information, giving HubSpot users access to more complete ecommerce data while Shopify remains the primary source of truth.
Unific also worked with Lulu and Georgia to customize the sync around its data requirements. This included support for additional properties such as purchase order numbers and calculated values. These customizations help ensure that the information available in HubSpot reflects Lulu and Georgia’s processes rather than relying on a generic data structure.
Quotific CPQ extends this foundation by synchronizing Shopify draft orders with HubSpot deals. Draft-order information is automatically populated and updated on the associated HubSpot records, reducing duplicate data entry and helping the CRM reflect the latest information from Shopify. Their sales team may also edit the draft orders without leaving HubSpot, thus avoiding the extra tab to open the Shopify admin just to edit the draft order.
Together, Commerce Data Foundation and Quotific CPQ provide the data layer needed to make HubSpot’s broader tools more useful. By automatically synchronizing and enriching HubSpot records, Unific gives Lulu and Georgia the foundation to take greater advantage of:
Rather than requiring teams to manually populate or reconcile this information, Unific continuously brings relevant Shopify data into HubSpot. This makes commerce information available where teams can report on it, automate around it, and use it to support customer interactions.
HubSpot offers extensive reporting capabilities, but the accuracy of every report depends on the data available inside the platform.
Commerce Data Foundation and Quotific CPQ automatically populate HubSpot with Shopify customer, transaction, product, product variant, and draft-order information. Because Shopify orders and draft orders are represented as HubSpot deals, Lulu and Georgia has the underlying CRM data required to report on commerce and sales activity through HubSpot.
This foundation enables Lulu and Georgia to build reports around the information relevant to its business without relying as heavily on manual data entry or disconnected records. While individual reports can be customized according to the company’s needs, Unific provides the accurate and continuously updated data required to make those reports meaningful.
Unific does more than transfer information between platforms. By synchronizing, organizing, and enriching Shopify data inside HubSpot, it makes that information available for action.
Relevant properties can support report filters, workflow enrollment criteria, lists, pipeline automation, email personalization, sales follow-up, and customer service processes. This allows Lulu and Georgia to use the same underlying commerce data across multiple HubSpot tools.
Accurate data allows HubSpot workflows to respond to meaningful customer and deal activity.
Lulu and Georgia has the data foundation to automate processes based on customer history, product information, deal properties, purchase activity, and draft-order status. These workflows can support internal notifications, customer follow-up, sales tasks, email communication, segmentation, and service automation.
Shopify orders sync into HubSpot as deals, while Shopify draft orders are also represented through HubSpot deals using Quotific CPQ.
This gives teams greater visibility into commerce activity through HubSpot pipelines. Accurate deal properties and customized stage mapping provide a stronger foundation for pipeline organization, deal monitoring, and reporting.
Automatically synchronizing Shopify data into HubSpot reduces the need for teams to enter the same information in both platforms. This saves time while lowering the possibility of incomplete, duplicated, or inconsistent records.
Updates from Shopify keep the corresponding HubSpot records current, giving teams a more reliable source of information for reporting and follow-up.
HubSpot users can access customer information alongside relevant product, purchase, deal, and draft-order details.
This gives marketing, sales, and service teams more context when reviewing customer records. Instead of looking only at basic contact information, teams can understand a customer’s broader purchase relationship with Lulu and Georgia.
With reliable commerce data available inside HubSpot, Lulu and Georgia has the foundation to make deeper use of HubSpot’s reporting, workflows, email, pipelines, sales, and help desk capabilities.
HubSpot provides the tools, while Unific supplies the accurate commerce data those tools require. This allows the CRM to function as more than a database: it becomes a system through which teams can analyze information, automate processes, and act on customer and deal activity.
The collaboration between Unific and Lulu and Georgia connected Shopify commerce operations with HubSpot through Commerce Data Foundation and Quotific CPQ.
Shopify orders are synchronized into HubSpot as deals, while Quotific brings Shopify draft orders into the CRM and keeps the associated deal information updated. Product variant support and customized properties, including purchase order numbers and calculated values, help ensure that HubSpot reflects the information required by Lulu and Georgia’s processes.
Most importantly, the implementation provides Lulu and Georgia with an accurate and reliable data foundation inside HubSpot.
HubSpot’s reports, workflows, emails, pipelines, sales tools, and service capabilities are powerful, but their value depends on the quality of the data behind them. By automatically synchronizing, populating, and enriching Shopify commerce data inside HubSpot, Unific provides the information those tools need to operate effectively.
With Shopify serving as the source of truth and HubSpot providing the tools to report on and act on that information, Lulu and Georgia can take fuller advantage of its CRM without relying on duplicate entry or disconnected data.
In simple terms, HubSpot provides the engine, while Unific provides the commerce data that allows it to run.