Press Release High-End Audio Company Bang & Olufsen Kicks Off its Digital Strategy with commercetools

commercetools author image Stephanie Wittmann
Stephanie Wittmann
July 2019

Headless, microservices-based platform enables the creation of luxury brand experience across digital channels.

Munich (Germany) / Struer (Denmark), Juli 2, 2019 – Sound, Design and Craftsmanship – that’s what Bang & Olufsen‘s audio systems stand for. The Danish consumer electronics manufacturer is currently working on a new setup of its digital presence. For the new website, Bang and Olufsen opted for commercetools – above all because of its headless architecture and the omnichannel experience that can be created thanks to the platform’s flexible microservices. The integration with commercetools and React as frontend technology started in August 2018. A promising liaison – the English version of the site went live in February.

Bang & Olufsen kicks off its digital strategy with commercetools
We wanted maximum flexibility for the future of our e-commerce strategy. With the commeretools’ headless approach we create inspiring shopping experiences for our customers. As a next step, we can flexibly integrate the physical stores of our retailers.
Tomas Antvorskov Krag

Director, E-Commerce, Bang & Olufsen

The first step was to merge the online presence of the Bang & Olufsen and Beoplay brands.  Discussing with solution partner Kruso, it quickly turned out that commercetools perfectly covered the requirements of the new website.

Smooth transition

Due to the headless architecture of the commercetools platform, which means the frontend and the backend are separated from each other, the implementation could be started immediately. Thus, innovations are implemented step by step and B&O can work already on the next steps simultaneously. Contentful was chosen as a content management system. As it is an API-driven CaaS platform (content as a service) and a headless solution it perfectly matches the commercetools API interfaces.

We are pleased to accompany a traditional supplier such as Bang & Olufsen on its next steps towards the future of digital commerce. High-quality products like these not only require stylish presentation options in the store. The online presence must reflect the sonic brilliance and the astounding design. With commercetools, Bang & Olufsen provides the basis – and remains flexible for tomorrow’s e-commerce solutions.
Dirk Hoerig

CEO and Co-Founder, commercetools

Great things to come

The next steps will be to combine offline and online business. The idea is to integrate a “Click & Collect” system, where customers can order online and pick up the goods in the store. Reversely, it will be possible to order products that are out of stock in the digital catalogue and get them delivered home. “The integration of the real-life shops means that the cash register systems must be connected to the online system via flexible API interfaces, ” explains Hoerig. “commercetools provides such solutions as flexibly adaptable microservices – one of the reasons why Bang & Olufsen chose our software.”

For more information, make sure to read the Possibility Story of Bang & Olufsen.

commercetools author image Stephanie Wittmann
Stephanie Wittmann
July 2019

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