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

Giulia Miotti is Senior Ecommerce Experience and Performance Manager at Bang & Olufsen, the Danish luxury audio brand where Scandinavian design meets high-fidelity sound.

With over a decade of international experience across Adidas, Escada, and B&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.

In This Conversation We Discuss:

• [00:00] Introduction
• [02:20] A century of maintaining brand craftsmanship
• [05:02] Kicking off the brand’s digital transformation
• [09:46] Sponsor: IntelliGems
• [11:47] Building omnichannel Ecommerce roadmaps
• [15:03] Sponsor: Klaviyo
• [17:24] Legacy systems and internal friction
• [18:17] Piloting in-store appointment bookings
• [23:40] Sponsor: eFulfillment Service
• [25:59] Winning over franchisees with customer data
• [27:19] Callouts
• [27:29] Optimizing for AI search and AEO
• [36:48] Why strong SEO fuels AI search success
• [39:02] Final thoughts and where to find Giulia

Resources:

• Subscribe to Honest Ecommerce on Youtube
• High-end Headphones, Speakers, and Televisions bang-olufsen.com/en/int 
• Follow Giulia Miotti linkedin.com/in/giulia-miotti-digital/ 
• Book a demo today at intelligems.io/ 
• Get your free demo klaviyo.com/honest 
• Lower scale costs today eFulfillmentService.com/honest 

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