Camicado is Brazil’s largest home and décor retailer. In its physical stores, sales associates do more than sell. They guide. They are deeply trained in products, brands, and customer profiles. When someone walks into a Camicado store, there is always someone nearby who can understand what they like to cook, who they are buying a gift for, or why one particular pan is different from the ten others sitting next to it.

E-commerce never had that. It is not that the website lost this role over time. It simply never had it, because a website cannot stop someone in the aisle and ask what they are looking for.

The challenge was never to recover an experience that digital had lost. It was to build, from scratch, a digital equivalent of something that had always existed only in the physical store.

Our answer was to create thematic and brand pages. Coffee, barbecue, wine, baking, appetizers, bakery, happy hour, beer. Each became a destination of its own, bringing together curated products from different categories around a specific occasion or use case.

The same approach applied to premium brands such as KitchenAid, Le Creuset, Joseph Joseph, and Zwilling, each with its own dedicated space within the website.