Weaving global digital transformation
Weaving global digital transformation
Weaving global digital transformation
Client
Camira Fabrics
Camira Fabrics
Industry
Manufacturing
Manufacturing
Services
Strategy · eCommerce · Web Development · CRM · PPC · CRO · AI & Automation
Camira, a global name in sustainable contract textiles, engaged us to lead a multi-year digital transformation programme and modernise their customer experience.
Camira, a global name in sustainable contract textiles, engaged us to lead a multi-year digital transformation programme and modernise their customer experience.
Reengineering Camira’s Digital DNA
Reengineering Camira’s Digital DNA
We delivered global digital transformation - launching a headless eCommerce platform, overhauling their CRM, embedding AI, and streamlining internal operations to deliver growth, efficiency, and 5-star service at scale.
We delivered global digital transformation - launching a headless eCommerce platform, overhauling their CRM, embedding AI, and streamlining internal operations to deliver growth, efficiency, and 5-star service at scale.
Our mission
Our mission
Our mission
Element were tasked to revolutionise the business from a dated and traditional offline operation to an industrty pioneering, digital-first leader, providing a world class customer first digital experience. Our aim was to elevate Camira online without compromising the trusted, reputation-built relationships that defined Camira’s offline success, all while modernising internal systems and reducing operational costs.
Element were tasked to revolutionise the business from a dated and traditional offline operation to an industrty pioneering, digital-first leader, providing a world class customer first digital experience. Our aim was to elevate Camira online without compromising the trusted, reputation-built relationships that defined Camira’s offline success, all while modernising internal systems and reducing operational costs.
The challenge
The challenge
The challenge
Camira’s digital transformation journey began with a common yet complex formula: modernising a legacy key account model built on manual processes, long sales cycles, and high-touch service. The challenges? • A legacy business model rooted in manual, high-touch B2B sales • Long history of problematic digital agency relationships • Fragmented tech stack with limited system integration and siloed data • Large volume of manual admin workload • Inconsistent processes across global regions • No sales attribution or visibility into marketing ROI • Risk of disrupting industry leading CX by adopting a digital first model
Camira’s digital transformation journey began with a common yet complex formula: modernising a legacy key account model built on manual processes, long sales cycles, and high-touch service. The challenges? • A legacy business model rooted in manual, high-touch B2B sales • Long history of problematic digital agency relationships • Fragmented tech stack with limited system integration and siloed data • Large volume of manual admin workload • Inconsistent processes across global regions • No sales attribution or visibility into marketing ROI • Risk of disrupting industry leading CX by adopting a digital first model
Blending digital strategy, technology and automation to ignite global growth.
Blending digital strategy, technology and automation to ignite global growth.
Discover
We immersed ourselves in Camira’s operations, mapping out legacy workflows and identifying high-friction points. Disconnected systems, underused CRM tools, and inefficient fulfilment processes were slowing growth. But the vision was clear: modernise without compromising the high standards of service Camira is known for.
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Spark
We developed a roadmap to replatform the digital estate. Our strategy focused on growth, scalability, effieciency, automation, and ease of adoption. We proposed a composable headless architecture, an intuitive CRM experience, AI-powered tools and automation workflows, powered by a global performance marketing campaign. The goal: futureproof infrastructure, real-time visibility, and measurable commercial return.
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Ignite
Platform Development & Architecture We implemented a modular architecture using Umbraco CMS, Next.JS, and Vercel. APIs seamlessly connected the platform to ERP, PIM, and CRM systems — ensuring real-time product data, accurate stock levels, customer specific pricing, and synchronised customer records across regions. Global eCommerce Rollout Launched a multi-currency D2C eCommerce solution across UK, EU and North America. Customers gained 24/7 access to Camira’s product catalogue, real-time fulfilment, and seamless self-serve ordering. UX & Personalisation Our research informed key optimisations: simplified navigation, smarter customer flows, and personalisation by market and segment. AI & Automation Develped industry first digital tools for Camira's customers to drive inspiration, engagement and conversions. Starting with a reverse image search tool powered by machine learning, followed by a multi-language AI chatbot via HubSpot’s Customer Agent, whilst automating key sales and service workflows to reduce admin, speed up response times and increase conversion rate. CRM Transformation We migrated Camira from Microsoft Dynamics to HubSpot, selected for its award winning usability, intuitive UX and Outlook integration. To drive adoption, we launched a CRM Champions programme, delivered department-specific onboarding, embedded role-based automation, and replaced manual reporting with live dashboards — turning CRM into the central hub for sales, marketing and service operations. Performance Marketing & Acquisition Developed and managed a global acquisition strategy using Google Ads PMAX campaigns, focusing on new customer acquisition and brand visibility to boost the newly developed eCommerce proposition. CRO & Experimentation We ran a structured CRO programme across product and checkout flows, using A/B and multivariate testing. Every change was insight-led and continuously refined to maximise on-site engagement and conversion.
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Measure
We established a reporting infrastructure that gave Camira complete visibility into digital performance — from board-level commercial dashboards to campaign attribution models and CRM pipeline tracking. Real-time data was surfaced through integrated tools, enabling fast decision-making, agile iteration, and confident investment planning across teams and territories. • £1.2M in D2C eCommerce revenue by Year 3 (up from £70k) • £500k+ annual uplift via CRO experimentation • 200% increase in order volume • 4x ROI on Google Ads PMAX campaigns • Two full-time roles saved via automation • £60k saved in CRM licensing over 3 years • CRM adoption increased from 26% to 95% • Consistent 5-star TrustPilot reviews • Winner: Umbraco Ecommerce Solution of the Year 2024
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Position #6
Discover
We immersed ourselves in Camira’s operations, mapping out legacy workflows and identifying high-friction points. Disconnected systems, underused CRM tools, and inefficient fulfilment processes were slowing growth. But the vision was clear: modernise without compromising the high standards of service Camira is known for.
Position #2
Position #3
Position #4
Position #5
Position #6
Spark
We developed a roadmap to replatform the digital estate. Our strategy focused on growth, scalability, effieciency, automation, and ease of adoption. We proposed a composable headless architecture, an intuitive CRM experience, AI-powered tools and automation workflows, powered by a global performance marketing campaign. The goal: futureproof infrastructure, real-time visibility, and measurable commercial return.
Position #2
Position #3
Position #4
Position #5
Position #6
Ignite
Platform Development & Architecture We implemented a modular architecture using Umbraco CMS, Next.JS, and Vercel. APIs seamlessly connected the platform to ERP, PIM, and CRM systems — ensuring real-time product data, accurate stock levels, customer specific pricing, and synchronised customer records across regions. Global eCommerce Rollout Launched a multi-currency D2C eCommerce solution across UK, EU and North America. Customers gained 24/7 access to Camira’s product catalogue, real-time fulfilment, and seamless self-serve ordering. UX & Personalisation Our research informed key optimisations: simplified navigation, smarter customer flows, and personalisation by market and segment. AI & Automation Develped industry first digital tools for Camira's customers to drive inspiration, engagement and conversions. Starting with a reverse image search tool powered by machine learning, followed by a multi-language AI chatbot via HubSpot’s Customer Agent, whilst automating key sales and service workflows to reduce admin, speed up response times and increase conversion rate. CRM Transformation We migrated Camira from Microsoft Dynamics to HubSpot, selected for its award winning usability, intuitive UX and Outlook integration. To drive adoption, we launched a CRM Champions programme, delivered department-specific onboarding, embedded role-based automation, and replaced manual reporting with live dashboards — turning CRM into the central hub for sales, marketing and service operations. Performance Marketing & Acquisition Developed and managed a global acquisition strategy using Google Ads PMAX campaigns, focusing on new customer acquisition and brand visibility to boost the newly developed eCommerce proposition. CRO & Experimentation We ran a structured CRO programme across product and checkout flows, using A/B and multivariate testing. Every change was insight-led and continuously refined to maximise on-site engagement and conversion.
Position #2
Position #3
Position #4
Position #5
Position #6
Measure
We established a reporting infrastructure that gave Camira complete visibility into digital performance — from board-level commercial dashboards to campaign attribution models and CRM pipeline tracking. Real-time data was surfaced through integrated tools, enabling fast decision-making, agile iteration, and confident investment planning across teams and territories. • £1.2M in D2C eCommerce revenue by Year 3 (up from £70k) • £500k+ annual uplift via CRO experimentation • 200% increase in order volume • 4x ROI on Google Ads PMAX campaigns • Two full-time roles saved via automation • £60k saved in CRM licensing over 3 years • CRM adoption increased from 26% to 95% • Consistent 5-star TrustPilot reviews • Winner: Umbraco Ecommerce Solution of the Year 2024
Position #2
Position #3
Position #4
Position #5
Position #6
Discover
We immersed ourselves in Camira’s operations, mapping out legacy workflows and identifying high-friction points. Disconnected systems, underused CRM tools, and inefficient fulfilment processes were slowing growth. But the vision was clear: modernise without compromising the high standards of service Camira is known for.
Position #2
Position #3
Position #4
Position #5
Position #6
Spark
We developed a roadmap to replatform the digital estate. Our strategy focused on growth, scalability, effieciency, automation, and ease of adoption. We proposed a composable headless architecture, an intuitive CRM experience, AI-powered tools and automation workflows, powered by a global performance marketing campaign. The goal: futureproof infrastructure, real-time visibility, and measurable commercial return.
Position #2
Position #3
Position #4
Position #5
Position #6
Ignite
Platform Development & Architecture We implemented a modular architecture using Umbraco CMS, Next.JS, and Vercel. APIs seamlessly connected the platform to ERP, PIM, and CRM systems — ensuring real-time product data, accurate stock levels, customer specific pricing, and synchronised customer records across regions. Global eCommerce Rollout Launched a multi-currency D2C eCommerce solution across UK, EU and North America. Customers gained 24/7 access to Camira’s product catalogue, real-time fulfilment, and seamless self-serve ordering. UX & Personalisation Our research informed key optimisations: simplified navigation, smarter customer flows, and personalisation by market and segment. AI & Automation Develped industry first digital tools for Camira's customers to drive inspiration, engagement and conversions. Starting with a reverse image search tool powered by machine learning, followed by a multi-language AI chatbot via HubSpot’s Customer Agent, whilst automating key sales and service workflows to reduce admin, speed up response times and increase conversion rate. CRM Transformation We migrated Camira from Microsoft Dynamics to HubSpot, selected for its award winning usability, intuitive UX and Outlook integration. To drive adoption, we launched a CRM Champions programme, delivered department-specific onboarding, embedded role-based automation, and replaced manual reporting with live dashboards — turning CRM into the central hub for sales, marketing and service operations. Performance Marketing & Acquisition Developed and managed a global acquisition strategy using Google Ads PMAX campaigns, focusing on new customer acquisition and brand visibility to boost the newly developed eCommerce proposition. CRO & Experimentation We ran a structured CRO programme across product and checkout flows, using A/B and multivariate testing. Every change was insight-led and continuously refined to maximise on-site engagement and conversion.
Position #2
Position #3
Position #4
Position #5
Position #6
Measure
We established a reporting infrastructure that gave Camira complete visibility into digital performance — from board-level commercial dashboards to campaign attribution models and CRM pipeline tracking. Real-time data was surfaced through integrated tools, enabling fast decision-making, agile iteration, and confident investment planning across teams and territories. • £1.2M in D2C eCommerce revenue by Year 3 (up from £70k) • £500k+ annual uplift via CRO experimentation • 200% increase in order volume • 4x ROI on Google Ads PMAX campaigns • Two full-time roles saved via automation • £60k saved in CRM licensing over 3 years • CRM adoption increased from 26% to 95% • Consistent 5-star TrustPilot reviews • Winner: Umbraco Ecommerce Solution of the Year 2024
Position #2
Position #3
Position #4
Position #5
Position #6
Looking ahead...
With a future-ready stack in place, Camira is accelerating digital expansion—especially across North America. The next chapter? 3D product configuration, real-time visualisation tools, and even deeper AI integration.
With a future-ready stack in place, Camira is accelerating digital expansion—especially across North America. The next chapter? 3D product configuration, real-time visualisation tools, and even deeper AI integration.