Overview
Rocha Gumar S.A. is an established provider of high-quality industrial supplies, agro-industrial materials, and corporate uniform (dotaciones) solutions. Serving multiple industries with distinct product requirements, they needed a comprehensive digital platform. This case study highlights how their marketplace was redesigned to catalog highly varied inventory while building an authentic community through social commerce.
Boko Digital stepped in to consolidate Rocha Gumar’s diverse business segments into a high-performance digital B2B engine. Following the agreed Scope of Work, the team mapped out a category-segmented mega menu to route diverse audiences and crafted a unified UI/UX design language that bridges the rugged world of agriculture with professional enterprise uniforms. Boko Digital built a scalable layout complete with an automated Instagram integration and highly detailed collection page filtering. Finally, the development team engineered a dynamic, multi-functional Product Details Page and optimized the entire framework for fluid mobile responsiveness, ensuring heavy-duty clients can manage supply logistics straight from the job site.
The Challenge
Rocha Gumar faced a complex catalog management problem. Their brand simultaneously serves three completely different commercial audiences: construction managers looking for geotechnical fabrics, agricultural business owners looking for greenhouse shade nets (polisombras), and human resources teams buying tailored corporate uniforms (dotaciones).
Their original system struggled to showcase this broad variety effectively. Because there was no clear visual separation at the top navigation level, a buyer looking for safety helmets or corporate backpacks was often distracted by bulk industrial pallets or construction meshes. Furthermore, the previous collection layouts lacked deep filtering, meaning users had to scroll endlessly through hundreds of unrelated materials to find items within their budget or check if a product was in stock. Because their corporate clothing business relies heavily on showing high-quality, real-world examples, the lack of real-time social proof hurt conversion rates. Finally, farm managers and field construction engineers exclusively browse inventory on mobile devices while working on-site, where slow loading speeds and unoptimized mobile layouts made ordering nearly impossible.
Solution
Category-Segmented Mega Menu
To eliminate user confusion, Boko Digital engineered an expansive mega menu that splits the storefront into distinct product families based on image_3d3d79.png. Upon hovering, users see columns divided into key categories like Fabrics (such as enclosure fabrics and shade nets), Meshes, Ropes, Storage, Point of Purchase (POP), and Geotextiles. This allows an operations manager sourcing floors and pallets or a contractor looking for geotextiles to navigate directly to their target department instantly.
Custom UI/UX Design
Boko Digital engineered a clean, multi-track UI/UX architecture that gracefully organizes Rocha Gumar’s varied product lines. The site utilizes a clean, modern grid layout paired with high-contrast section dividers to visually isolate industrial materials from personal equipment. Deep corporate data, material density ratings, and clothing sizing charts were carefully integrated into cohesive, cleanly styled information blocks, ensuring the platform looks like an elite B2B hub.
Seamless Mobile Responsiveness
To accommodate on-site procurement teams, Boko Digital built the marketplace with an adaptive, mobile-first design strategy. Complex data matrices, detailed inventory tables, and high-volume order forms were completely optimized to fit smaller screens. Touch-friendly navigation targets, collapsible product description tabs, and lightweight image compression allow field workers to seamlessly review product details and place wholesale orders over standard mobile data networks.
Instagram Integration
To bridge the gap between physical production and digital presence, Boko Digital integrated a live Instagram media feed directly onto the platform. This dynamic feature allows Rocha Gumar to automatically show off their latest customized corporate clothing projects, client case studies, and agricultural materials in real-world environments. The social gallery features direct checkout hooks, turning an inspiring Instagram post into an immediate funnel to the respective product collection.
Product Collection Page Filters
Buyers can simultaneously sort through massive inventory lines using highly precise technical parameters, allowing them to instantly isolate products based on price ranges or real-time availability
Product Page Details
The Product Details Page (PDP) was re-architected to dynamically adapt to the item being viewed: it highlights technical specs and wholesale pricing for agro and construction materials, while instantly shifting to showcase personalization options, colors, and embroidery guidelines for corporate uniforms and gear.
Results
The newly launched digital marketplace completely transformed how Rocha Gumar S.A. manages their diverse operations:
Minimized Catalog Confusion:
- The combination of a structured mega menu and advanced price and availability filters allowed B2B buyers to instantly navigate their specific industry track, dramatically reducing checkout abandonment.
Enhanced Social Proof & Trust:
- The live Instagram integration successfully showcased the high quality of Rocha Gumar's custom work, driving greater interest from enterprise HR departments looking for premium clothing lines.
Dynamic Information Delivery:
- The adaptive Product Details Page successfully streamlined the buying process by instantly matching the information displayed—whether heavy material specifications or uniform personalization options—to the exact needs of the customer.
Seamless Field Sourcing:
- Optimizing for fluid mobile responsiveness enabled field engineers and agricultural procurement teams to easily order critical supplies like shade nets, geotextiles, or safety accessories directly from their job locations.
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