Twenty years ago, Bugaboo kick-started a pushchair revolution, changing the game with innovative products that had at their heart the desire to make parents’ lives easier. Two decades on, Bugaboo continues to push its products forward, both by developing its cutting-edge capabilities and by developing new products that go beyond just strolling.

Founded in the Netherlands in 1996, Bugaboo employs 1,200 people in 12 countries and its products are available in 50 markets. The brand’s success comes from its dedication to inventing, developing, testing and manufacturing products that combine beautiful design with long-lasting functionality. Made to use every day; designed to last a lifetime.

4 months to launch in 26 markets

A platform migration, a new design, the implementation of a brand new content management system, all in just four months. This was the challenge that Dept took on Bugaboo. Through intensive collaboration, smart solutions, extensive knowledge of Salesforce Commerce Cloud and groundbreaking innovation, Bugaboo.com is a future-ready, contemporary webshop.

Bugaboo brought Dept on board in June and there was a hard deadline of Black Friday to get the new site live in 26 markets. 

Fortunately, SFCC features such as the brand new Page Designer tool, Livewords and customisation tools made the project a success. Since the brand offers a unique product that is configurable, Dept also developed a pushchair configurator for customers to customise their ideal stroller.

COOPERATION, CUSTOMISATION & INNOVATION

The aim was to create a great brand experience, not just a great shopping experience. Customisation was the key distinguishing benefit of Bugaboo to communicate. Any new design would need to evoke the benefit, showing the depth of personalisation and control that Bugaboo provides parents with, as well as easily showcasing the depth of available Bugaboo designs and add-ons.

Salesforce Commerce Cloud was an ideal match for this project. The platform is very useful for companies looking for a quick to market solution, and makes it easy to promote and track a broad product catalogue. Additionally, there are a number of unique features that were highly useful in building this project for its Black Friday launch, as well as setting the site up for future success.

A perfect match with Salesforce

Page Designer is one of those unique to Salesforce tools, a webpage builder that uses a drag and drop system to quickly add assets to any page, enabling easy tracking from reusable elements. In doing so, Page Designer saves costs and lead time by expediting the process of page creation. It also empowers the marketing team, offering a simple system to build new user friendly landing pages for any future digital campaign.

Custom components can be added to Page Designer, giving the site owner a greater array of page features to use, as well as greater control of the site. For Bugaboo, Dept created product carousels and drag and drop video elements, among other features, to add more verve to each launch page.

To solve the challenge of translating a website to run in 26 different countries, Dept worked with Livewords. This guaranteed the brand messaging was landing in each target market, a major challenge for any brand with international reach.

Finally, the range of customisation tools available through the Salesforce platform enabled deeper developer customisation, a useful platform benefit for Bugaboo. Through the customisation tools, Dept created a configurator, giving consumers the opportunity to customise a Bugaboo pram to their own preferences and needs.

This is the H2 Title style

Based on the Bugaboo brand style, we created their webshop, applied UX patterns, and made maximum use of the standard features included in SFCC to save costs and lead time. One of the tools to create the brand’s new webshop is Page Designer: a new feature of SFCC that makes it easy for marketing departments to create content pages in a user-friendly environment. It works like a canvas where elements can be cleverly added and changed via drag and drop. This makes it easy for websites to edit and change their website layout when needed.