When I think of Denmark and its economy, I get images of machinery, furniture, windmills, ham and pork. Then of course there is the famous shipping container logistics company Maersk that can be spotted across the world in any port or railway tracks.
… Oh and I almost forgot Legos!
They also have a decent electronics industry, including high-end consumer electronics. One of the stronger performers in this category is Bang & Olufsen, a company that designs audio and visual products, telephones.
Founded back in the mid-20s by two fellas called Peter Bang and Svend Olufsen, the company leads the line in luxury designs. Today, the Danish brand reaches customers in more than 700 stores as well as various online avenues.
Bang & Olufsen has a tradition of audio innovation, and pushes the boundaries of its technology. However, they ran into a technological issue of their own when their old ecommerce and content management platforms weren’t able to keep up to pace with the quickening velocity of the industry.
In addition, B&O wanted to be able to meet their customers wherever they are, in their own languages, regions, and whether they’re on laptop, mobile, or on display inside the store. But their tech stack at the time simply didn’t have the capabilities.
It had one monolithic platform that took care of its ecommerce and content management system necessities. This meant that the company was limited in its ability to connect and communicate with individual customers that is consistent in its messaging across channels. And also, their product website and its online store were actually separate sites, which meant that B&O had a hard time uniting digital with physical store sales.
Before they decided to change things up, Bang & Olufsen highlighted some requirements which they outlined as follows:
- The ability to deliver omnichannel experiences that can be tailored to each customer.
- The ability to integrate across a variety of in-store IT setups.
- The ability to shift from a monolithic structure to an agile structure that has headless capabilities.
Taking these into consideration, the company searched far and wide, up and down, to discover the best digital solution for them. That’s why they decided to keep to their promise of innovation and move their content to Contentful.
Contentful’s deconstructed architecture made it possible for B&O to be flexible in their ability to design customer experiences across digital and in stores. Built on AWS, Contentful is a headless content management system as well as holds ecommerce tools.
Contentful is characterized by fast response times and extensibility. And because the platform integrates CMS with ecommerce, Bang & Olufsen merged its two websites together. So now its customers can not only purchase products online but can also learn about them too.
After they integrated Contentful they soon began to realize the benefits, chiefly among them include a 60% increase in conversion rates online; a 200% increase in the rate of progression from cart to checkout; a 13% jump in the AOV; and a drop in load times from 20 seconds to 4 seconds.