Fra Centra til Shopify: Frama forenklede deres B2B-løsning og gav kunderne en inspirerende shoppingoplevelse
CASE: Frama

From Centra to Shopify: How Frama Simplified Their B2B Solution and Provided Customers with an Inspiring Shopping Experience

"We knew that our old solution couldn't keep up with our ambitions. With DTAILS's help, we now have a B2B platform that is both stable and inspiring for our customers."

– Oscar Can Yilmaz Jantzen, Head of Operations, Frama.

The Challenge: A Heavy and Inflexible Solution

After assisting Frama, a Danish design company with global success, in developing their impressive B2C shop, the next step in the journey was to build a B2B platform that could match the same high standard and support Frama’s growth objectives.

Their previous B2B platform, built on Centra, was not only costly to maintain; it was also complicated to work with, requiring a developer’s assistance for even the smallest change, which took time. This made it difficult for Frama to scale their business and provide their B2B customers with the exceptional service and experience they desired.

Frama wanted a solution that could match their B2C shop in terms of both design and flexibility. It was therefore crucial that the new platform could handle advanced pricing structures and complex logistical needs, while being intuitive and easy to use. Shopify B2B was a natural choice, and with a few customizations, Frama finally has a future-proof solution.

Who is

Frama

Frama is a Danish design company that creates everything from furniture and home accessories to beauty products and perfumes. Their design philosophy focuses on crafting meaningful, aesthetic objects and experiences that support mindful living. Based in Copenhagen, they operate globally. Their B2B clients include distributors, architects, stores, and hotels. A complex setup.

framacph.com

The Solution: A Clear Vision and a Well-Designed Architecture

We collaborated with Frama to design their B2B architecture from the ground up. The result is a Shopify B2B solution that not only meets their high aesthetic standards but also ensures stability and scalability. With Shopify, we were able to deliver around 80% of the functionality through standard features, while tailoring the remaining 20% to Frama's specific needs, including custom-developed integrations and adjustments. The integration of Business Central now provides Frama with a solid foundation that optimizes workflows and streamlines data flow between systems.

In the following, we'll dive into three key areas that have been particularly important for Frama on the new B2B platform: customers' expectation of a B2C-like experience, a flexible pricing structure, and handling complex logistics.

B2B Customers Expect B2C Quality

Today, B2B customers expect an experience that is as inspiring and simple as a B2C experience. Heavy, cumbersome B2B platforms can easily deter customers and inhibit growth. Frama understood the importance of creating a B2B solution where their customers can "shop like B2C." With Shopify B2B, Frama has got a platform that ensures just that—an inspiring and seamless experience that meets the practical demands of B2B contexts.

Shopify B2B is an extension of the admin section. The store itself is built in the same way as a B2C shop with plenty of opportunities to create a beautiful and functional shop.

In addition, Frama wanted both the sales team and customer service to be able to use Shopify for all aspects of order management and quoting. Here, we have added new features that enable:

  • Viewing stock status when creating draft orders
  • Exporting draft orders to polished PDF quotes
  • Adjusting discount levels on the standard price list directly in Shopify
Flexible pricing structure

Frama has a complex pricing structure with more than 150 price lists across customer segments and currencies. Previously, maintaining these lists was a time-consuming and overwhelming process. However, with our assistance, Frama now has a system where all prices are extracted from Business Central, transformed into price lists in all currencies in an Excel sheet, which, once processed, can easily be imported directly into Shopify all at once.

Shopify B2B allows businesses to keep track of their customers and define which products a buyer can view and at what price the product can be purchased. Want to know more about Shopify B2B? Then read our guide to Shopify B2B here.

Complex logistics

Frama's product range spans from delicate ceramic items to heavy concrete furniture. With production and distribution across various locations worldwide, a platform that can handle both complexity and diverse logistics needs is essential.

With Shopify and Business Central, we've made it possible to streamline Frama's logistics, ensuring that everything from inventory management, order processing, to shipping operates seamlessly. This includes real-time inventory updates and automated order fulfillment, ensuring customers receive their products as quickly as possible.

A Result That Promotes Growth and Efficiency

Frama has gained a B2B platform that reflects their brand, is easy to manage, and most importantly – their customers love it. The previously cumbersome and expensive solution has been replaced with a stable, scalable platform that delivers an exceptional customer experience.

A custom app ensures synchronization from one Mastershop to three other shops

With multiple B2C and B2B shops operating in different regions and currencies, it's crucial for Frama to maintain consistent content across all shops. We developed a solution where content and layout from Frama's Master shop are synchronized to three other shops using our #SupremeSyncer-app. This ensures that Frama's brand experience remains the same, no matter where in the world customers are located.

Frama can quickly update content and make changes in their master shop, such as alterations to themes, products, catalogs, etc., and have these changes distributed to all other shops at once. This saves both time and resources, giving Frama a significant advantage in maintaining a consistent customer experience across markets.

Do you want to learn more about Shopify Markets and Expansion stores and how to choose the right strategy for global e-commerce? Then read our Shopify Markets guide here.

Discover more about Frama's solution.

The Shopify B2B architecture is designed with standard functionality but customized by DTAILS to enable Frama to manage their large volume of price lists and synchronization between their different shops more efficiently.

DTAILS has ensured a seamless integration between Shopify and Business Central, which automates inventory management and financial processes, significantly streamlining Frama's business operations. Microsoft has launched a standard integration for Shopify, which for many customers might be sufficient. For Frama, we have chosen to create a custom integration to meet their unique needs.

Shopify Plus allows Frama to operate in four currencies and with up to 150 price lists, all of which can be automatically updated with a solution developed by DTAILS.

Frama has 4 Shopify shops. 2 for B2C and 2 for B2B. This is because their US market has its own 2 shops to meet accounting regulatory requirements.

"The new solution has fundamentally changed the way we work, and our B2B customers are thrilled with the enhanced shopping experience we can offer."

– Oscar Can Yilmaz Jantzen, Head of Operations, Frama.

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