Breville operates in multiple regions across eight brands and its websites fill a critical role in supporting the customer journey. By partnering with Adobe, Breville has accelerated the team’s development of consistent and personalised branded content across its portfolio of brands.

“Breville was looking to expand to more than a dozen new countries, but we faced constraints with our existing content management system (CMS),” Breville general manager of global software products, Sarah Robinson told Appliance Retailer.

“To enable the infrastructure to efficiently scale at speed, we made the decision to migrate the websites to Adobe Experience Manager as a Cloud Service from an older, on-premises version of the software. As a result, Breville’s implementation team partnered with Adobe Ultimate Support to successfully complete the migration.

“We developed a strong working partnership between our technology team, our product team, and Adobe, making productive use of most of the new capabilities very quickly.”

Previously, Breville’s 100-plus microsites were bespoke with different designs, but the company was apprehensive about the possibility of each one requiring a new build.

“With Adobe Experience Manager we can take advantage of a single, more global website template and easily adjust smaller items to individual market needs,” Robinson explained.

“A headless architecture provides a primary vehicle for global content distribution and curation while maintaining flexibility to choose front-end solutions that are the best fit for its use cases. Since we standardised our websites on one primary build with a reusable component strategy, we’ve halved our time to market for a full ecommerce site and can upgrade custom microsites in months instead of years. The benefits in terms of time, costs, and scalability are considerable.”

Breville general manager of global software products, Sarah Robinson.

The solution also simplified the approach to launching new websites for the Baratza and Lelit brands recently acquired by Breville.

“It would have taken a long time to re-think every brand and start afresh. With our new environment, we can re-use 50% to 60% of our core content and then add in more customised elements, which become part of our content library moving forward. We can layer on the brand and the styling by re-using most of our primary content assets while customisng certain aspects for particular countries or languages,” Robinson said.

“Further, the cloud approach automates upgrades of the latest features and security protections, reducing dependency on Breville’s technology services team while supporting the high availability and performance that website visitors expect.”

In the past, the majority of Breville’s customers would interact through the call centre. The company wanted to deliver a premium and personalised approach through its online capability to provide customers with the same high level of ‘thoughtful handholding’.

“The time saved due to efficiencies made with Adobe’s technology means the team can focus on providing new capabilities to customers, such as better pre-purchase experiences that help ensure customers get the best value and product fit for their needs,” Robinson said.

“The team transformed more than 100 microsites into landing page experiences with a category or product focus. In-depth product information and decision tools help shoppers select the ideal coffee machine, juicer, countertop oven or other appliance. It also provides tutorials, training, masterclasses and recipes with the ability to self-service while spending more time engaging with products.”