How Breville seamlessly rolled out 16 localized sites to support global growth in only 6 months

As Breville spearheaded highly personalized services while expanding internationally, it became evident that its previous eCommerce solution couldn’t keep up with the scale and speed of innovation the company envisioned. Over time, the kitchen appliance manufacturer began to experience significant delays in launching new solutions and localized sites, severely impacting its growth plans. 

With Breville’s list of brands expanding, including beanz.com, the company maintained disparate technology stacks for each brand, which became increasingly inefficient, difficult to maintain and costly. 

Furthermore, the company was evolving toward more lifestyle experiences, launching services such as Breville+, to offer integrated multimedia content, recipes, recommendations, appliances and more — all tailored to each brand’s target customer. 

This growth and expansion made centralizing all of Breville’s brands onto a single technology stack a necessary step to achieve economies of scale and build personalized experiences. 

Breville recognized that supporting multiple channels and locales driven from a single project instance needed a highly flexible and scalable solution that would allow the company to standardize its tech stack, streamline global operations and deliver engaging customer experiences.

commercetools Composable Commerce for B2C emerged as the right solution to meet the manufacturer’s ambitious strategy. It was the only way to consolidate all the disparate platforms and enable Breville to provide a cohesive, intuitive and informative customer experience, including the creation of new services, promotions and channels, including Breville+. 

By utilizing a single commercetools project and product catalog, along with unique API extensions, Breville simplified the integration with their promotion engine powered by Voucherify. Cross-brand promotions, such as providing customers with discounts on coffee bean subscriptions through Beanz when purchasing eligible coffee machines from Breville, were crucial in driving product adoption while enhancing customer loyalty and increasing revenue. 

Global expansion also featured high on Breville’s plan, with initial region-specific site launches, starting with Beanz US and Breville US. Once these localized sites were up and running, additional regions were quickly deployed, with new features added incrementally. 

The composable implementation took approximately six months and was supported by system integrator Royal Cyber. This established the foundation for a single commerce platform across all brands and channels on a global scale.

With a clear vision to “Inspire consumers to make every food moment a perfect occasion,” Breville was able to rapidly unify the customer experience and product visibility across multiple consumer channels and brands with commercetools. This transformation included D2C brand stores for Breville and Beanz in over 16 countries — such as Australia and the United States — in only six months. The company rapidly rolled out additional regional sites, deploying a total of 24 by the time the digital transformation project was complete, and reached 80 by the end of 2024. 

New features were launched to leverage synergies between the Breville and Beanz brands, including support for gift cards, advanced product bundling and cross-promotions, all the while ensuring site performance and stability. 

Another innovative feature supported by commercetools is the ability to offer advanced purchase and subscription options. For example: A 1kg bag as a one-time purchase, plus a 250g bag on a weekly subscription in a single checkout journey. 

With the “Breville lifestyle” in full swing, the company can continue crafting consistent shopping journeys across digital touchpoints, collecting constant customer feedback and personalizing experiences. For instance, Beanz customers can take a “coffee quiz”  — a guided selling process that provides tailored recommendations for coffee bean roasts and blends tailored to their specific taste profile.    

As part of its transition to composable commerce, Breville also transformed into a product-led organization. Multiple teams now build and deploy features and enhancements regularly and independently, with development now being done completely in-house. This transformation positions Breville at the forefront of modern commerce technology, empowering developers to build high-performing, scalable and easy-to-maintain code using their preferred languages. This approach has made Breville an attractive workplace for developers who want to innovate and be part of a forward-thinking company.

Finally, the scalable, extensible commerce capabilities enabled Breville to rapidly replatform to composable commerce and drive multiple brands from a single commercetools platform instance, reducing operational costs and development effort whilst boosting customer experience and loyalty.