– Rhya Johnston-Wallace, Head of Digital, FRAMA.
FRAMA faced the classic challenge that rapidly growing businesses often struggle with: Their webshop was fast and beautiful, but lacking in functionality, filled with errors, almost impossible to develop, and very time-consuming to maintain.
Who is
Frama
FRAMA is a Danish brand experiencing significant international growth. The company sells everything from custom-developed perfumes to handcrafted kitchens and exquisite stools. These elegant products are available in their own flagship store, online, and through a vast network of retailers both domestically and internationally.
FRAMA struggled. Basic maintenance was time-consuming and expensive – and far too many manual processes distracted from new development initiatives and dreams. The system lacked general structure and automation, increasing the risk of errors and poor customer experiences. As if that wasn't enough, there were also no analytical tools for user behavior and purchasing data to execute marketing campaigns. All in all, an outdated solution that went against FRAMA's ambitions.
After an initial needs assessment and workshop, we agreed that FRAMA needed a custom theme with a wide range of exciting features tailored to their detail-oriented design.
– Rhya Johnston-Wallace, Head of Digital, FRAMA.
We decided to implement a gradual rollout: initially focusing on a B2C setup with Klaviyo and Gorgias, then shifting attention to B2B and the underlying business needs. The BTC platform features a fast and responsive custom theme, offering great flexibility and full control over how content is presented. Everything from order confirmation and invoicing to automations and email campaigns is styled in FRAMA's minimalist design. FRAMA has received, among other things:
▪︎ A comprehensive structure with metafields for easy management of content.
▪︎ Full support for Shopify Markets.
▪︎ Analytics tools for user and purchase behavior.
Automations that nurture and retain customers—driving significant sales.
▪︎ A configurator that easily and quickly helps customers find the right shelving system.
