PUBLISHED DATE: 2026-09-21 05:08:06

Bang and Olufsen Story Led Commerce Case Study | Publicis Sapient

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Bang & Olufsen Grows Online Revenue by 27%

How richer product content made premium audio easier to explore and purchase online.

Summary

A new online experience brought Bang & Olufsen’s product stories to customers will beyond its physical stores.
23 % increase in conversions
27 % increase in revenue

Summary

Client Bang & Olufsen
Industry Consumer Products
Topic Experience & Commerce
In this customer story

Intro

Bang & Olufsen had built its reputation on products people could see, hear and experience in person. But that rich storytelling was harder to carry beyond its physical stores, limiting how customers could discover the craftsmanship and design that define its premium audio products online. The company worked with Publicis Sapient to bring more of that story to digital commerce. Together, they launched a new online experience that combined richer product content with a simpler way to explore and shop, helping the brand reach more customers without losing what makes its products distinct.

The Problem

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.

The Solution

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 fulfillment system, we integrated a microservices-based framework, alongside e-commerce solutions and a headless CMS.

The Impact

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.

Awards

" 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

Meet our author

Bjorn Elmberg
Client Lead, Nordics

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