Rene and the team at B&S determined that adopting a headless architecture would enable them to overcome their challenges, and deliver on their digital transformation objectives. They selected Commercetools to power their backend commerce functionality and Bloomreach Experience (brX) to power their frontend experience.
brX has applications in content management, search & merchandising and analytics, enabling the easy creation of AI-powered, personalized customer experiences.
Easier to Use
“Bloomreach is a user-friendly solution which immediately appeals to our business users,” says Rene, “Business users who need to start providing the content to the platform can do so easily so that we can provide the relevant customer experience.”
brX is built with both the developer and business user in mind. The flexibility of the platform makes it easy to build on and features like in-context editing and AI-powered search mean the creation of the front end experience is fast and effortless.
This ease of use was critical to the adoption of the platform – if B&S teams did not embrace the new technology then how would they deliver a better experience to their customers?
“I believe in the headless commerce system but you need to provide ‘the head’ to the business or it will be too technical an approach for them. Preferably the head is more in the content space than the commerce space where it’s easier for us to onboard the business users – it’s closer to the way they feel and approach these kinds of applications.”
Easier for Customers
Ultimately, B&S were undertaking this transformation for the good of their customers.
“It’s very relevant to improve the ease of doing business with us to increase the share of customers.” says Rene, “Providing a high level of ease of use and trying to take the pain out of your customer’s daily life – as long as you have an easy way of doing business then you will be a partner of choice.”
brX enables B&S to make shopping really easy for their customers. It powers personalized search results so people can find the products they are looking for quickly, and enables the delivery of relevant content to the right shopper at the right time.
By improving the digital experience for their customers, B&S are not just increasing online sales, but are influencing a broad range of business objectives.
“Lots of improvement can be made that relate to higher sales or better margins; but also to improve category management, improve loyalty, improve engagement with customers – these are also important areas that we use the digital landscape for.”
Ultimately, the digital transformation project has been such a success that it has even influenced how business units are thinking about their relationships with their customers.
“We are taking quite a big jump in capabilities on this digital platform which also enhances the enthusiasm that people bring” reflects Rene.
“We’ve seen at least two of our business units basically change their logo because of the new approach and say ‘well actually the old logo doesn’t reflect who we are and what we want to do’. It’s getting quite beyond the traditional ‘let’s create a new webshop approach’.”