Case / E-commerce + B2B + Wallet · 2023 — present

Ufa · 12+ cities Cameo since 1992

Cameo.
Digita ecosystem
for medical clothing.

For Cameo, Russia’s largest manufacturer of medical apparel, we developed an online store, a B2B portal for wholesale customers, a rewards program with Apple/Google Wallet cards, and a dedicated health platform.

What have we accomplished → View case study

kamey.ru/ufa

Ufa ✦

Kazan ✦

Yekaterinburg ✦

Tyumen ✦

Chelyabinsk ✦

Rostov-on-Don ✦

Novosibirsk ✦

Nizhny Novgorod ✦

Izhevsk ✦

Ufa ✦

Kazan ✦

Yekaterinburg ✦

Tyumen ✦

Chelyabinsk ✦

Rostov-on-Don ✦

Novosibirsk ✦

Nizhny Novgorod ✦

Izhevsk ✦

32+

years in the medical apparel market

12+

cities with brand-name stores

digital products within the ecosystem

1000+

SKU in the clothing and accessories catalog

What have we accomplished

Four products,
one ecosystem.

All under a single design and data architecture—a storefront for end consumers, a dashboard for wholesale customers, loyalty cards in the wallet, and a health platform.

Online Store

kamey.ru and 12+ regional stores with a unified catalog, shopping cart, and payment system.

B2B Customer Portal

Wholesaler's Personal Account: personalized prices, price lists, order history, and documents.

Wallet Cards

Cameo Bonus Cards in Apple Wallet and Google Wallet — with real-time balance updates and push notifications.

health.kamey.ru

A dedicated health platform for health-related products and services.

About the project

Cameo — medical apparel since 1992.

A Russian manufacturer of medical apparel with headquarters in Ufa and brand-name stores in ten regions. For over 30 years, we have been outfitting thousands of doctors, nurses, and students across the country. We have created a digital ecosystem for them that integrates retail, wholesale, and a loyalty program.

01 A single catalog with over 1,000 items: robes, suits, blouses, pants, shoes, accessories
02 12+ regional storefronts under a single codebase
03 Segments: retail, wholesale, students — each with its own prices and UX
04 Personal account with order history and settlement documents
05 Rewards program in Apple/Google Wallet
06 health.kamey.ru — a separate sub-brand for health products

“In the past, each channel operated independently: retail, wholesale, and the loyalty program. We brought them together into a single digital ecosystem with a shared customer base anda unified rewards system.”

— Halikov Studio, product team

Stack and role

Storefront, B2B, and Wallet —
in one architecture.

A Nuxt front end built on top of 1C-Bitrix, a standalone service for generating Wallet-passes, and integration with online payment gateways, Bitrix24 CRM, and logistics systems. A single design token ensures that all products are consistent with the brand’s style.

⌘ Technologies

A native JavaScript stack on top of 1C-Bitrix

Frontend

Nuxt 3 Vue 3 TypeScript SCSS PWA

Backend & integration

1C-Bitrix Node.js PostgreSQL REST API 1C:Trade Management

Wallet & Loyalty

Apple PassKit Google Wallet API Web Push CRM-integration

Infrastructure

Docker CI/CD CDN Online cash registers SMS / Email

✦ Our steos

From audit and design system to production

Audit of the existing website and UX research
Design system and prototypes in Figma
Online Store on Nuxt 3 + Bitrix
12+ regional sites from a single codebase
B2B customer portal with personalized prices
Apple/Google Wallet with rewards
health.kamey.ru as a sub-brand
Support and development

Case

Problem → Solution → Result.

The client operates in three segments simultaneously: retail, wholesale, and loyalty programs. Each segment operated independently and was losing customers at the points of overlap. The goal was to bring everything together into a single digital ecosystem.

Problem

Three channels—three separate worlds with no shared customer base or rewards.

Retail operations were handled through an old online store, wholesale through managers and Excel price lists, and loyalty programs through plastic cards that customers kept losing. Data was not integrated, reporting was done manually, and the customer experience was fragmented between the store, the checkout, and a call to a manager.

Solution

A unified platform: store + B2B + digital loyalty.

We built a modern front end using Nuxt on top of Bitrix and deployed over 12 regional storefronts from a single codebase. We developed a B2B dashboard featuring personalized pricing, price lists, and order history. We launched an Apple/Google Wallet service—the loyalty card lives in the customer’s wallet and is updated via push notifications.

Result

A unified customer database, digital rewards, and a dedicated health channel.

Retail and wholesale operate on a single platform with a unified customer base and a shared bonus balance. Wallet cards are issued instantly, without physical cards. We launched health.kamey.ru—a separate sub-brand for health products, which scales independently of the main store.

Store ✦

Catalog ✦

Product Page ✦

Cart and Checkout ✦

B2B Customer Portal ✦

Price Lists ✦

Order History ✦

Apple Wallet ✦

Google Wallet ✦

health.kamey.ru ✦

Store ✦

Catalog ✦

Product Page ✦

Cart and Checkout ✦

B2B Customer Portal ✦

Price Lists ✦

Order History ✦

Apple Wallet ✦

Google Wallet ✦

health.kamey.ru ✦

Functionality

All four products
follow the same logic.

Below are the four deliverables, each presented as a separate section: the online store, the B2B dashboard, Wallet loyalty cards, and health.kamey.ru.

01 · Online Store

Retail Storefront

Primary sales channel: a unified storefront with over 12 regional versions, a shared catalog, and a shopping cart. From the first click to checkout—a seamless experience.

Catalog with live filters.

Over 1,000 styles of robes, suits, blouses, and pants. Filters by color, size, type, and segment update the feed without reloading. Stock levels—from 1C in real time.

Filters: color, size, type, brand
Facets with number of matches
Quick add to cart

kamey.ru/catalog/

Product page — all on a single screen.

Hero Gallery, size and color selection, store availability, recommendations. The “Add to Cart” and “Buy in 1 Click” buttons are pinned to the screen.

Size chart and selection guide
Availability by store
One-click purchase

kamey.ru/catalog/medical-suit-001/

02 · B2B Dashboard

Wholesale and corporate customers

A private account for clinics, stores, and educational institutions. Personal prices, downloadable price lists, order history, and closing documents.

Custom quotes and price lists.

Each wholesale customer sees their own prices. The price list can be downloaded as an Excel or PDF file with a single click, and is automatically updated from 1C.

Custom discounts by agreement
Download the price list in Excel and PDF
Quickly create an order from the price list

kamey.ru/b2b/prices/

Order history and documents.

All orders, delivery notes, invoices, and shipping documents in one place. Filters by date and status, export the list, and repeat the previous order with a single click.

Delivery notes, invoices, shipping documents
Repeat previous order
Export register to Excel

kamey.ru/b2b/orders/

03 · Loyalty program

Loyalty cards in Wallet

The Cameo loyalty card lives right in Apple Wallet and Google Wallet. No plastic, no loss, with real-time balance updates and push notifications.

Card in the customer's wallet.

Customers can add a card to their Wallet with a single tap from a website or an email. The balance bonus balance, barcode, and program tier—all on one side of the card, just like at Starbucks or Lululemon.

Apple Wallet (PassKit)
Google Wallet API
Real-time balance updates
Barcode for store checkout

CAMEOMEDICAL CLOTHING

loyalty
card

Bonus balance

1,250pts

Level

Silver · −7%

Card №

2401‑8759‑9310

Landing page for the loyalty program.

A separate page explaining the mechanics, program tiers, cashback calculations, and a button to add a card to your Wallet.

How Bonuses Work
Program Tiers and Discounts
Direct Addition to Wallet

kamey.ru/bonus/

04 · health.kamey.ru

Health sub-brand

A separate platform for health-related products and services. Its own brand identity, a shared customer base, and a unified loyalty program with the main store.

A separate sub-brand within the overall ecosystem.

health.kamey.ru—an independent storefront for health products. It has its own homepage, its own catalog, and its own communication style, but shares a common customer base, a shared rewards wallet, and a unified backend.

Separate domain and design
Shared customer database and rewards
Same backend and CMS

health.kamey.ru

Mobile version

A store and office in your pocket.

Responsive layout starting at 360px. Mobile purchases, B2B customer portal at your fingertips, Wallet card on the lock screen.

Store · Mobile

Dashboard · Mobile

Wallet · iPhone

Cameo online

Visit
to explore the Cameo ecosystem.

Visit our online store or health platform—and see how we’ve integrated retail, wholesale, and a loyalty program into a single digital ecosystem.

Open kamey.ru health.kamey.ru

Cameo. Digita ecosystem for medical clothing.

Four products, one ecosystem.

Online Store

B2B Customer Portal

Wallet Cards

health.kamey.ru

Cameo — medical apparel since 1992.

Storefront, B2B, and Wallet — in one architecture.

A native JavaScript stack on top of 1C-Bitrix

From audit and design system to production

Problem → Solution → Result.

Three channels—three separate worlds with no shared customer base or rewards.

A unified platform: store + B2B + digital loyalty.

A unified customer database, digital rewards, and a dedicated health channel.

All four products follow the same logic.

Retail Storefront

Catalog with live filters.

Product page — all on a single screen.

Wholesale and corporate customers

Custom quotes and price lists.

Order history and documents.

Loyalty cards in Wallet

Card in the customer's wallet.

Landing page for the loyalty program.

Health sub-brand

A separate sub-brand within the overall ecosystem.

A store and office in your pocket.

Visit to explore the Cameo ecosystem.

Studio

Services

Cameo

Связанные услуги

Cameo.
Digita ecosystem
for medical clothing.

Four products,
one ecosystem.

Storefront, B2B, and Wallet —
in one architecture.

All four products
follow the same logic.

Visit
to explore the Cameo ecosystem.