Luxury audio brand Bang & Olufsen was founded in 1925 in Struer, Denmark. Its premium speakers, headphones, and televisions are now sold in more than 70 markets in Bang & Olufsen stores, on bang-olufsen.com and in select third-party retailers.
Ensuring the customer experience across all these channels has been a focus for B&O, with the brand prioritising the browsing-to-buying experience.
B&O has introduced new digital storefronts to connect its revamped ecommerce presence with its new brick-and-mortar flagship stores in key cities such as New York, Paris, Tokyo, and London.
The online store serves as a one-stop shop for customers to purchase the company’s luxury home electronics online, while its physical stores are designed to offer an immersive and tailored shopping experience.
Sidonie Robert-Degove, head of global retail at Bang & Olufsen, says: “With our global network of more than 400 Bang & Olufsen branded stores, we have a unique opportunity to give our customers a full product and brand experience like no other in our industry.”
Unified platforms
The brand has moved from a single monolithic platform to a microservice structure with headless components in a bid to link online and instore sales systems. B&O has collaborated with AWS, Contentful and commercetools to merge its two websites into one.
This move allowed for a unified digital experience by enabling customers to both discover and buy the newest products online. By linking ecommerce with instore IT systems, a consistent content experience was delivered across all instore digital platforms, irrespective of the presentation technology used.
This case study originally appeared in a recently published white paper, in association with Contentful.
This white paper, drawing upon Contentful’s expertise and ConsumerX data, explores the significance of customer engagement and personalised content in driving conversions. Additionally, it examines how AI tools are simplifying this process and offers insights into building a highly adaptable ecommerce platform.
This white paper features three full length profiles, with two additional brand snap shots, including: Moonpig, Costa Coffee, Pets Deli and Swarovski Optik.
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