Challenge

The COVID-19 pandemic accelerated the growth of D2C channels. In early 2021, Breville partnered with commercetools to revamp its online store. This move aimed to cater to evolving customer needs and prepare for the post-COVID era.

Breville, which had been using the same commerce platform since 2007, recognized the importance of offering an omnichannel experience for consumers seeking all coffee-related products in one place. The dynamic expansion of the Breville brand, propelled by multiple acquisitions, brought about the need for standardization of technology across all of Breville’s brands. They needed an e-commerce solution that would unify and support multiple brands, languages, currencies, and business models and allow them to run complex promotional scenarios in this multinational and multi-brand setting.

Strategy

Breville chose MACH architecture as it provides them with the flexibility to use the same tools to cater to completely different business needs and models. Thanks to the API-first approach they can use any current and future channels and customize their e-commerce solution to reflect each brand’s complexity and uniqueness of their business models and audiences. Headless tools help Breville enhance the customer experience and meet the changing customer needs of today.

Method

Breville chose commercetools as their e-commerce solution and Voucherify as their promotion engine that integrated seamlessly with commercetools using API extensions.

Breville’s team can now run plenty of campaigns using advanced targeting across brands and locations thanks to a robust rules engine and metadata in both online and offline shopping contexts. The implementation was facilitated by Royal Cyber and Commerce Right.

Read the full case study here.