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Bang & Olufsen.

Bringing B&O's global commerce strategy to life.

Bang & Olufsen is a global luxury lifestyle brand founded in 1925 in Struer, Denmark by Peter Bang and Svend Olufsen. The rich heritage built around the relentless determination to create products that push the boundaries of audio technology continues to place the company at the forefront of audio innovation. Bang & Olufsen employs around 1,000 people and operates in more than 70 markets.


During spring 2018 Bang & Olufsen decided to consolidate their two main product lines - B&O Home and Beoplay into one brand: Bang&Olufsen. Digital plays a central role in their new strategy including the development of a new global commerce platform containing all their products throughout all price ranges and categories. Besides ambitious sales goals and second to none digital customer services, one central KPI was to empower B&O‘s dealers to use the platform for their individual sites ensuring a consistent brand experience across all B&O digital presence.


Throughout a 4-month consultancy phase (5 sprints) we helped Bang & Olufsen define their digital technical strategy and lay out an overall road map for the global build and launch. This included extensive insights gathering where we conducted a wide range of stakeholder interviews, performed documentation reviews, and system analysis to draw up an as-is picture of the current technical setup. To get an in-depth understanding of where B&O wanted to go, we conducted a series of workshops and various market research activities. Based on these insights we mapped out and prioritized opportunities for B&O’s future technical setup and documented it all in a simple gap-analysis connecting the dots from the as-is-picture to the ideal to-be-picture.


The end result was a recommendation on the technical software stack, an overall technical road map, and a definition of the initial MVP with all features mapped out needed for v1. Finally, we facilitated the system vendor selection process. B&O ended up choosing a combination of Commercetools and Contentful as main systems.

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