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

Page: https://stenobird.com/podcast/honest-ecommerce-14292/how-bang-olufsen-rebuilt-ecommerce-for-a-100-year-brand
Text version: https://stenobird.com/podcast/honest-ecommerce-14292/how-bang-olufsen-rebuilt-ecommerce-for-a-100-year-brand.md
Podcast: [Honest Ecommerce](https://stenobird.com/podcast/honest-ecommerce-14292)
Published: 2026-08-24T14:00:00+00:00
Episode link: https://api.riverside.com/hosting-analytics/media/577b7092a2edb0be5665c96abfdd84ef991b06bb12cada8cb8ff3fb012044fc1/eyJlcGlzb2RlSWQiOiI1MzcyMTZiZS1lZjMwLTQwYTktYTNhNy0zNDM2MGQ0YjMxYWUiLCJwb2RjYXN0SWQiOiIzMDI0ZGVhZS04MjFlLTQxOTUtYWQ2YS05MDNiNWYzYjZkZGYiLCJhY2NvdW50SWQiOiI2MDdjNTAxZGU4YjZhMjQ3ZDYzZGVhZjEiLCJwYXRoIjoibWVkaWEvY2xpcHMvNmE4YzAzYWYyOWJmMmI2ZTllODVjZjkxL2hvbmVzdC1lY29tbWVyY2UtY29tcG9zZXItMjAyNi04LTI0X18xMC00MS0xOS5tcDMifQ==.mp3
Audio file: https://api.riverside.com/hosting-analytics/media/577b7092a2edb0be5665c96abfdd84ef991b06bb12cada8cb8ff3fb012044fc1/eyJlcGlzb2RlSWQiOiI1MzcyMTZiZS1lZjMwLTQwYTktYTNhNy0zNDM2MGQ0YjMxYWUiLCJwb2RjYXN0SWQiOiIzMDI0ZGVhZS04MjFlLTQxOTUtYWQ2YS05MDNiNWYzYjZkZGYiLCJhY2NvdW50SWQiOiI2MDdjNTAxZGU4YjZhMjQ3ZDYzZGVhZjEiLCJwYXRoIjoibWVkaWEvY2xpcHMvNmE4YzAzYWYyOWJmMmI2ZTllODVjZjkxL2hvbmVzdC1lY29tbWVyY2UtY29tcG9zZXItMjAyNi04LTI0X18xMC00MS0xOS5tcDMifQ==.mp3
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JSON: https://stenobird.com/v1/public/podcasts/honest-ecommerce-14292/episodes/how-bang-olufsen-rebuilt-ecommerce-for-a-100-year-brand
Duration seconds: 2400

## Resource

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 If you're enjoying the show, we'd love it if you left Honest Ecommerce a review on Apple Podcasts . It makes a huge impact on the success of the podcast, and we love reading every one of your reviews!

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## Transcript

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