CAMSS Case Study: Simplifying Complex Purchases with WooCommerce Product Types

Written by Sean Flannigan on July 6, 2018 Blog, Customer stories.

CAMSS sells durable, military-grade shelters made for quick set-up and easy transport. The shelters withstand extraordinary conditions like heavy winds, extreme temperatures, and snow loads. Their product is highly customizable, with multiple shelter size options and add-on accessories like lights, partitions, flooring, generators, and more. Their clients can choose from> endless combinations of shelters and accessories.

The variety and flexibility is great for business, but a challenge for store setup. Here’s how our team at Built Mighty worked with CAMSS to solve product type complexity problems they were facing and deliver a better experience for their customers, with WooCommerce.

The CAMSS homepage

The problem: Arrested Workflow and a Lack of Automation

CAMSS’ customer base consists largely of U.S. government purchasers who need detailed spec sheets to get budgetary approval. Their existing system was limited and time-consuming. Their quote system relied on a static request form that lacked a listing of the various product types CAMSS offered. 

The previous static quote request form used by CAMSS

When someone submitted a quote form, a member of the CAMSS team would review the request and send a follow-up email to confirm and better understand what they needed. This created a time-consuming back and forth to gather necessary information.

The spec sheet would then be manually generated by someone on the CAMSS team and sent off to the purchaser. Only after several interactions did the customer receive the information they needed to get purchasing approval.

CAMSS needed a smart solution — a way to automate and expedite the quoting process, something that could deliver specifications on demand.  Their overarching goal was to streamline the quoting and purchasing process for both themselves and their customers.

Existing Site Platform

Before we started working with CAMSS, they had a very simple, mostly informational WordPress site with a contact form, a quote request form, basic product information, and videos. There was no eCommerce at all.

Avenues for purchase were not entirely straightforward, sending potential customers to one of a few distinct and confusing contact forms to start the back-and-forth process of information gathering. Pricing information wasn’t introduced until the quote follow-up.

In an industry where the person ordering is often not the person paying, their quote-based process did make since — but the streamlining they needed demanded an eCommerce solution.

An Elegant WooCommerce Solution

A page on the new and improved CAMSS site showcasing their 20EX shelter

Along with giving the whole CAMSS site a design overhaul, we added the WooCommerce plugin to their WordPress site to open a path for solving their sluggish workflow.

[We] added the WooCommerce plugin to their WordPress site to open a path for solving their sluggish workflow.

To engage customers with the full array of product options, CAMSS wanted a robust configurator that would encompass all possible customizations. The configurator would also need to be able to deliver spec sheet on demand.

We gave each base product page images with tooltips that identify product features. From this page, the customer can decide to get the specs or request a quote based on the default product, or they can customize the product in the configurator.

An example of a base product page including an image with tooltips to identify product features

Using WooCommerce’s native product types, simple and variable, combined with Product Bundles and Composite Products, our developers were able to create a powerful configurator. This resulting interface dynamically populates spec sheets and quotes based on the customer’s chosen customizations.

An example of a base product page's image tooltip displaying a product

Once the customer makes all their product decisions, they get a catalogued and itemized quote, which they can choose to receive via email (through WooCommerce’s native email functionality), or as a PDF to print or downloaded.

The new catalogued and itemized quote request

With this new functionality, customers have immediate access to the spec sheets they need. CAMSS uncluttered their workflow, removing unnecessary information-gathering conversations and spec sheet generation. With these powerful WooCommerce solutions, we effectively eliminated the lag between quote and purchase.

With these powerful WooCommerce solutions, we effectively eliminated the lag between quote and purchase.

Fresh Configurator User Interface

The configurator UI is clean, attractive, and eminently functional.

As users change selections, product images change in real time to reflect the newly-customized product. This gives the potential customer a clear understanding of what the final product will look like.

Customizing the exterior of a CAMSS shelter using the configurator
Customizing the exterior of a CAMSS shelter using the configurator
The product configurator in action, customizing the interior of a CAMSS shelter
The product configurator in action, customizing the interior of a CAMSS shelter

We created the configurator with ease of use and convenience in mind. Building a customized product on this new feature is a breeze, with options available in expandable/collapsible accordion menus. All aspects of the shelter are changeable, from color and door style to flooring and lighting.

Leveraging this new customer-centric user interface, CAMSS now offers users a more streamlined experience — and simplifies things for for themselves. This helps with their existing customer base as well as with onboarding new clients.

WooCommerce was the right choice for this project, and our client, CAMSS, were delighted with the outcome. Stay tuned — we look forward to sharing more case studies in future.

Sean Flannigan is in charge of marketing at Built Mighty, WooExperts based in Seattle.

Start offering advanced product kits with the Composite Products extension

9 Responses

  1. dhruvshah11
    July 6, 2018 at 7:30 pm #


    Woocommerce is the best E-commerce type website. I am using woocommerce last 5 years but not having any issue. Great every time there are some updates it is benefit for us. Also it is very simple to use. Thank you for sharing!

  2. Adrian Wackernah
    July 9, 2018 at 9:44 am #

    It looks so easy but remember: you have to create a image for each combination which is a lot of work before product goes online.

    • Sean Flannigan
      July 9, 2018 at 5:18 pm #

      You’ve got that right, Adrian. There was plenty of custom coding on the part of our devs that went into this solution.

  3. Bradley Davis
    July 9, 2018 at 1:22 pm #

    Looks like an awesome product configuration solution.

    • Sean Flannigan
      July 9, 2018 at 5:19 pm #

      Thanks, Bradley! We think so.

  4. Piotr
    July 9, 2018 at 7:21 pm #

    That’s really nice tutorial. Creating this kind of shop would be very time consuming, but the effects are great!

    • Sean Flannigan
      July 9, 2018 at 7:23 pm #

      Thanks, Piotr! The end result was very nice.

  5. Nick Smith
    July 20, 2018 at 2:14 pm #


  6. neilgilmour2
    July 31, 2018 at 5:30 pm #

    Nice work guys!


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