+38%
Order fulfilment speed
92%
Manual data entry eliminated
↓ 54%
Client complaint rate
5 → 1
Systems consolidated
The challenge
Five disconnected systems across operations, sales, and dispatch meant data lived nowhere and decisions were made on gut.
Atralogix manages third-party logistics for 80+ retail clients across the UK and Ireland. Their operations ran across five separate platforms — a legacy WMS, a standalone CRM, a spreadsheet-based dispatch system, a separate invoicing tool, and a client-facing portal that was never properly integrated with any of them. Customer data existed in triplicate with no single source of truth.
Our approach
System rationalisation
We mapped every data flow across the five systems, identified the 14 manual handoff points that created delays and errors, and built a migration plan that consolidated everything into a single HubSpot implementation with a custom middleware layer connecting the WMS.
Custom workflow engine
Standard HubSpot workflows couldn't handle the complexity of their dispatch-to-invoice cycle. We built a custom automation layer on top of HubSpot's API that handles order state transitions, exception routing, and client notification triggers.
AI anomaly detection
An AI layer monitors order status patterns and flags anomalies — delayed collections, unusual dwell times, mis-routed shipments — before they become client complaints. Dispatchers receive prioritised exception queues rather than raw data.
“We used to start every Monday not knowing which fires were real. Now we have a single system that tells us exactly what needs attention and why.”
James Nkosi
Operations Director, Atralogix
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