LL Bean takes a new step in the commercial adventure with commercetools


Iconic outdoor brand gets a facelift in digital commerce

LL bean selected commercetools pioneering headless commerce to further modernize its commerce architecture and improve the experiences consumers love from the brand. The multi-year agreement forms the basis of LL Bean’s ongoing digital commerce transformation initiative, which includes physical and digital B2C channels globally.

The pandemic has highlighted the need for the iconic 100-year-old outdoor retailer to digitize its brand experience across channels and the need to act quickly to meet rapidly changing customer demand. LL Bean realized the need for a modern commerce architecture that would propel their digital experience into the future.

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With the new commercetools solution, LL Bean can enhance their in-store and online experience, blending physical and digital retail lines including social commerce, point-of-sale systems, pop-up shops, customer base and transactional customer service that will define the brand for the next hundred years.

“As our largest channel, our e-commerce experience is essential to our business and also brings our brand to life,” said Nick wilkoff, Marketing Director of LL Bean. “We believe that the commercetools platform will allow us to further enhance our e-commerce experience, while allowing us to leverage our current microservices architecture and best-in-class solutions. “

LL Bean opened their first digital store in 1995, when online shopping was in its infancy and an all-in-one commerce platform could do the trick. With rapidly changing consumer buying habits and the need for greater flexibility, LL Bean embarked on a digital transformation journey that included the disruption of its all-in-one monolithic commerce platform. one and the development of its own personalized microservices to differentiate itself from its competitors and better serve its customers.

The MACH (Microservices, API-first, Cloud-native and Headless) commercetools architecture approach was a natural progression, allowing LL Bean to realize its vision of having a technology that it can extend, and that will naturally improve. collaboration between business and IT stakeholders.

“We are excited to help LL Bean embrace their ‘Be a Stranger’ mantra in digital commerce by helping them deliver truly unique and differentiated shopping experiences,” said Dirk Hoerig, CEO and co-founder of commercetools. “With the commercetools platform, LL Bean will gain the freedom to quickly experiment, iterate and deploy the best commerce experiences for their customers’ needs. “

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