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Bang & Olufsen ecommerce upgrade sounds good

By Retail Technology | Thursday July 11 2019

Danish consumer electronics brand and retailer Bang & Olufsen has enhanced its online presence

Bang and Olufsen chose commercetools for its new online retail presence because of  its headless architecture and how the platform‘s flexibile microservices can create a truly  omnichannel experience for customers.
 
"We wanted maximum flexibility for the future of our ecommerce strategy," said Tomas Antvorskov Krag, director of ecommerce at Bang & Olufsen. "With the commercetools’ headless approach we can create inspiring shopping experiences for our customers. As a next step, we can flexibly integrate the physical stores of our retailers. “
 
The first step of the project was to merge the online presence of the Bang & Olufsen and Beoplay brands. 

Ecommerce system
 
Due to the headless architecture of the commercetools platform, which means the frontend and the backend ecommerce system are separated from each other, the implementation could be started immediately. 

React is the front end technology that integrates with commercetools.  Any  innovations are implemented step by step and B&O can work on the next steps simultaneously.

Contentful was chosen as a content management system (CMS) as it is an API-driven CaaS platform (content as a service) and as a headless solution perfectly matches the commercetools API interfaces.
 
The next step will be to combine the offline and online retail business and integrate a Click & Collect system for customers to  order online and pick up the goods in the store.
 

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