– Rhya Johnston-Wallace, Head of Digital, FRAMA.
FRAMA encountered the classic challenge that rapidly growing businesses often face: Their webshop was fast and visually stunning, but lacking in features, riddled with errors, nearly impossible to further develop, and extremely time-consuming to maintain.
Who is
Frama
FRAMA is a Danish brand experiencing significant international growth. The company sells everything from specially developed perfumes to handcrafted kitchens and exquisite stools. These elegant products are available in their own flagship store, online, and through a large network of retailers both domestically and abroad.
FRAMA struggled. Basic maintenance was time-consuming and costly, with too many manual processes diverting focus from new development initiatives and dreams. The system lacked general structure and automation, leading to a high risk of errors and poor customer experiences. As if that weren't enough, there were also no analytical tools for user and purchase behavior, nor data to execute marketing campaigns. Overall, it was an outdated solution, contrary to FRAMA's ambitions.
After an initial needs clarification and workshop, we agreed that FRAMA needed a custom theme with a wide range of exciting functionalities tailored to their detail-oriented design.
– Rhya Johnston-Wallace, Head of Digital, FRAMA.
We decided on a phased rollout: initially launching a B2C setup with Klaviyo and Gorgias, followed by a focus on B2B and the underlying business needs. The BTC platform features a fast and responsive custom theme with great flexibility and complete control over how content is presented. Everything from order confirmation and invoices to automations and email campaigns is styled in FRAMA's minimalist aesthetic. Among the features provided to FRAMA are:
▪︎ A comprehensive structure with metafields for easy content management.
▪︎ Full support of Shopify Markets.
▪︎ Analytics tools for user and purchase behavior.
Automations that nurture and retain customers – driving significant sales.
▪︎ A configurator that assists customers in quickly and easily finding the right shelving system.
