How Bang & Olufsen Rebuilt Ecommerce for a 100-Year Brand

<p>Giulia Miotti is Senior Ecommerce Experience and Performance Manager at Bang &amp; Olufsen, the Danish luxury audio brand where Scandinavian design meets high-fidelity sound.</p><p></p><p>With over a decade of international experience across Adidas, Escada, and B&amp;O, she's built her career at the intersection of digital innovation and brand storytelling; leading content, SEO and AI search, and ecommerce growth strategies that bring a legacy brand confidently into a digital-first, omnichannel future.</p><p></p><p><b>In This Conversation We Discuss:</b></p><ul><li>[00:00] Introduction</li><li>[02:20] A century of maintaining brand craftsmanship</li><li>[05:02] Kicking off the brand’s digital transformation</li><li>[09:46] Sponsor: IntelliGems</li><li>[11:47] Building omnichannel Ecommerce roadmaps</li><li>[15:03] Sponsor: Klaviyo</li><li>[17:24] Legacy systems and internal friction</li><li>[18:17] Piloting in-store appointment bookings</li><li>[23:40] Sponsor: eFulfillment Service</li><li>[25:59] Winning over franchisees with customer data</li><li>[27:19] Callouts</li><li>[27:29] Optimizing for AI search and AEO</li><li>[36:48] Why strong SEO fuels AI search success</li><li>[39:02] Final thoughts and where to find Giulia</li></ul><p></p><p><b>Resources:</b></p><ul><li><a rel="noopener noreferrer nofollow" href="https://www.youtube.com/c/HonestEcommerce?sub_confirmation=1" target="_blank">Subscribe </a>to Honest Ecommerce on Youtube</li><li>High-end Headphones, Speakers, and Televisions <a rel="noopener noreferrer nofollow" href="http://bang-olufsen.com/en/int" target="_blank">bang-olufsen.com/en/int</a> </li><li><b>Follow Giulia Miotti </b><a rel="noopener noreferrer nofollow" href="http://linkedin.com/in/giulia-miotti-digital/" target="_blank"><b>linkedin.com/in/giulia-miotti-digital/</b></a><b> </b></li><li><b>Book a demo today</b> at <a rel="noopener noreferrer nofollow" href="http://intelligems.io/" target="_blank">intelligems.io/</a> </li><li><b>Get your free demo </b><a rel="noopener noreferrer nofollow" href="http://klaviyo.com/honest" target="_blank">klaviyo.com/honest</a> </li><li><b>Lower scale costs</b> today <a rel="noopener noreferrer nofollow" href="http://eFulfillmentService.com/honest" target="_blank">eFulfillmentService.com/honest</a> </li></ul><p></p><p><b>If you're enjoying the show, we'd love it if you </b><a rel="noopener noreferrer nofollow" href="https://getpodcast.reviews/id/1447700156" target="_blank"><b>left Honest Ecommerce a review on Apple Podcasts</b></a><b>. It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!</b></p>