BDLA Motorbikes Boosts Profitability with Proactive Delivery Management
BDLA Motorbikes is a family-run motorcycle accessories and clothing retailer, built on a simple mission: to offer high‑quality motorcycle gear at competitive prices.
Founded by Billy and Diane Coulthard, the business began by sourcing and selling motorcycle boots and helmets through their eBay store, before launching their own eCommerce website in 2009. By 2014, weekend shipping volumes had grown to as many as 400 orders, prompting the move to their current 2,500‑square‑foot warehouse in Daybrook, Nottingham.
Scaling Operations with Smarter Order Management
As the business grew, managing operations manually became increasingly challenging.
Billy Coulthard explains:
“In the early stages of the business, I managed stock levels, customer data and revenue from a single Excel file. As we expanded, it quickly became too much to handle.”
When Billy’s son Adam joined the business in 2012, he encouraged the team to adopt an order management system. That search led them to Linnworks, enabling BDLA Motorbikes to synchronise operations through a single platform.
“Linnworks has given us greater control of listings and stock levels across multiple sales channels, including our WooCommerce website and online marketplaces,” Billy adds.
One Collection, Multiple Carriers
Through its integration with Linnworks, BDLA Motorbikes was introduced to Whistl Parcels, enabling a more streamlined and flexible delivery operation.
“We were very fortunate to be recommended Whistl Parcels by Linnworks. They provide a single collection across multiple carriers,” says the team.
Whistl Parcels’ business development and account management teams analysed BDLA Motorbikes’ diverse and dynamic product range, tailoring a delivery solution that combined domestic and international services from trusted carriers including Evri, Yodel, DHL Parcel UK and DPD - all managed in one place.
Proactive Delivery Management That Puts Customers First
Before partnering with Whistl Parcels, BDLA Motorbikes’ customer service team often found themselves responding reactively to delivery enquiries.
Adam Coulthard explains:
“Previously, we were reacting to customer queries. By introducing Whistl Parcels’ SMART Notifications platform, we’re now far more proactive in managing the delivery experience.”
This shift has had a measurable impact on customer satisfaction. Proactive delivery updates have generated strong positive feedback across BDLA Motorbikes’ digital channels, including 99.9% positive feedback on eBay and 99% positive seller status on Amazon.
