From a Dealer Network to Direct-to-Consumer Sales
CAM has been manufacturing childcare products since 1969 — pushchairs, car seats, feeding, sleep and hygiene products for children from 0 to 12 years — and has always sold through a network of authorised dealers. With OTO it built its first proprietary e-commerce, opening a direct-to-consumer sales channel for the first time.
The challenge we started from
CAM’s catalogue is not a straightforward one: six macro product categories, each split into several subcategories, for a total of more than 25 product families. Every single item behaves like a small configurator: the Modus pushchair, for example, comes in 4 colours combined with 2 types of compatible car seat, making 8 different price combinations — and each combination needs its own dedicated photo set. What was needed was a structure able to hold that depth without disorienting the buyer, to integrate several payment methods (cards, PayPal, Apple Pay, instalments) and clear shipping rules, and above all to coexist with the long-standing dealer network without cannibalising it or creating channel conflict.
The solution we implemented
We chose Shopify as the platform for its ability to handle multiple variants per product cleanly while keeping loading speed and a simple checkout. We built a dual-entry taxonomy and defined a product page standard able to handle variant combinations and their respective prices in an orderly way, and integrated every payment method required, including instalments. Finally, we set transparent rules for free shipping and returns. The dealer network was kept as an active, visible channel, with a dedicated page for customers who prefer to buy in person.
The results achieved
CAM now has a fully operational direct channel, able to carry a deep and highly configurable catalogue without sacrificing clarity of navigation or speed at the point of purchase. The site combines flexible payments, transparent shipping and returns, supporting content (manuals, guides, blog) and a product experience that handles dozens of colour and model combinations per item — giving parents, for the first time in the company’s 57-year history, the chance to buy directly from the manufacturer.
Skills applied to this project
- Custom e-commerce development
- Conversion-oriented UX/UI design
- Technical architecture for multi-channel management
- Advisory on the shift from a dealer network to direct sales
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