Grupo CRC Grupo CRC turned industrial reputation into a digital sales channel
THE BRAND
Grupo CRC has been a national reference in remanufacturing refrigeration compressors since 1992, serving companies such as Carrefour, Petrobras, Gerdau, Pão de Açúcar and Eurofarma. But all that authority lived offline: it relied on relationships, referrals and the telephone. Elleven Digital built a digital platform that unified the four divisions of the business, opened a B2B e-commerce for parts and lubricants and turned the team's technical knowledge into acquisition content.
THE CHALLENGE
Thirty years of technical reputation and nationally significant clients, operating with a digital presence incompatible with its own size. Three concrete problems:
Invisible authority. The operation was known by those who already knew it. Anyone searching Google for "Bitzer compressor remanufacturing" or "Copeland valve plate" found distributors, not the specialist.
Four divisions, one confusion. Remanufacturing, parts, lubricants and services communicated like separate businesses. A customer arriving through lubricants had no idea the same company remanufactured their compressor.
Parts sales stuck at the counter. A catalogue of hundreds of technical items — pistons, valve plates, fluids, manifolds — depended on manual quotes, email and phone, with national logistics already in place and idle on the digital side.
THE ELLEVEN SOLUTION
Elleven Digital developed the project as a commercial platform, not as an institutional website.
Architecture by division. Each front got its own territory — remanufacturing, parts, lubricants, services — with distinct journeys but cross-navigation. Someone arriving for oil discovers the remanufacturing.
Native B2B e-commerce. A complete technical catalogue, product search, visible pricing, up to 6 interest-free instalments, multiple payment methods, an account area and a cart — so the technical buyer can get it done without depending on a salesperson.
Proof before the argument. ISO certification, brands served, client portfolio and real, named testimonials from partners such as Shrieve, SM Guanabara and TKJ Suprimentos placed at the decision points.
A technical content engine. A blog fed by the company's own engineering repertoire — on-site remanufacturing, equipment lifespan, the truth about "original oil" — capturing the real questions maintenance managers have before buying.
A measurement foundation. GTM, tracking and LGPD compliance from day one: the channel was born measurable.
