How Bang & Olufsen Transformed Its Digital Business through Story-led Commerce

“Bang & Olufsen stands for craftsmanship, unique design and fantastic sound experiences. Therefore, it is important for us to give our customers the same experience of quality, even when we meet them on digital platforms. The digital market is increasingly playing a key role for exclusive products, and we are proud to now give our customers access to digital buying experiences that match their preferences.”

Tomas Antvorskov Krag, E-Commerce Director, Bang & Olufsen  


Since 1925, Bang & Olufsen has pioneered innovation in product design. Challenged to find their voice in the digital age, they turned to Publicis Sapient for a solution focused on design and experience that stood out in the market. We leveraged 100 years of history to tie B&O’s premium products and timeless brand value with digital language — creating connected experiences with one clear voice. 


We worked with B&O to bring a fresh global digital flagship store to life. A story-led commerce approach engaged consumers through immersive curated content, showcasing B&O’s rich history and products, while establishing continued commitment to quality sound and design. Shoppers see what’s in store beyond the buy with a touch of humanism that provokes relatable brand affinity. 

A technical solution was needed to support experiences at scale within a complicated ecosystem. Working with B&O’s existing fulfilment system, we integrated a microservices-based framework, alongside e-commerce solutions and a headless CMS.  


With a revamped digital presence, Bang & Olufsen took a major step in building the foundation for a stronger brand position in a competitive luxury market. With new brick-and-mortar flagships in key cities like New York, Paris, Tokyo, and London, B&O’s digital storefront connects the dots, serving as a trusted, one-point stop to buy world-leading luxury home electronics online. 

  • 23% Increase in conversions 
  • 27% Increase in revenue  


Bang & Olufsen



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Publicis Sapient

We bring a start-up mindset and agile methods to both established companies and the public sector to unlock value in ways that delight their customers and improve their operational effectiveness. Our approach to transformation is grounded in a view of both the company and the customers simultaneously, and is a unique fusing of strategy and consulting, experience and engineering with an enduring culture of problem-solving creativity.

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