1 The sweet sound of omnichannel success How Publicis Sapient helps Bang & Olufsen harness Contentful's extensible content platform for faster digital delivery March 10, 2020 1

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Introductions 3 Om Singh Head Of Engineering, Nordics at Publicis Sapient Mark Demeny Director of Content Management Strategy at Contentful Kevin Zellmer VP of Partnerships at Contentful

4 1. The state of the stack 2. How a connected tech stack helps businesses stay competitive 3. Customer spotlight: How Bang & Olufsen create engaging experiences 4. Q&A Quick overview 4

5 Brands are assembling digital experience stacks. The state of the stack: … and the best digital experience platform will win in the digital-first era.

Gartner: The market is moving from suites to stacks Survey reveals majority of companies now prefer a best-of-breed approach 6 “[...] Buyers seeking to assemble a constellation of point solutions, backed by an integration muscle and renewed collaboration with IT.” Source: “A 360 Review of the Integrated Suite”, Gartner 2019

Business agility requires a unified stack Flexibility is needed and help content flow across services to deliver the best CX 7 Challenges: ● Large projects ● Hard to maintain ● Complex integrations ● Siloed content Results: ● Slow response to market changes ● Slow time to value ● Unstable workarounds ● Disconnected experiences Suites vs. Stacks

8 Organizations and employees already come with existing technologies and expertise In business terms: … and making this work is key

Power content across all your digital channels Flexible APIs purpose-built to simplify the access and delivery of content 9 3rd Party Systems User Management API Content Management API Contentful’s content platform Custom applications PIM EDW Cloud Storage eCommerce Preview API Mobile app Digital kiosk Modern website In-store experience DAM Delivery API Image API

10 Content lies at the heart of every customer experience The state of your CX:

11 Content lies at the heart of every brand experience The state of your CX:

12 The state of your CX: Content lies at the heart of every digital experience

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A content platform sits at the core of your DX stack 14 Content Platform Commerce Marketing Translation Collaboration Analytics Optimization and personalization Developer and editor productivity Digital asset management Deployment and delivery Artificial intelligence

15 Building digital experience platforms is hard. The truth is:

Businesses need an integrated ecosystem Technology partners Solution partners ● Complementary functionality ● Best of breed ecosystem ● Leverage existing tech investments ● Build digital experiences ● Integrate solutions ● Services ○ Implementation ○ Enablement ○ Migration Contentfuls’ App Framework

Expertise ● Certified & trained headless CMS experts ● Content modeling pros ● Access to knowledge and best practices Performance ● Faster time to market ● Get the most ROI on tech and marketing investments ● KPI-driven projects Unified support ● Focus on enabling, adoption and change management ● Global support ● RFP and technical scoping assistance 17 Our partners help brands build their DXPs

Contentful Partner 18 How Publicis Sapient helps Bang & Olufsen harness Contentful's extensible content platform for faster digital delivery

19 OUR SCALE RECOGNITIONS PUBLICIS GROUPE 20,000 Passionate People 55+ Offices Globally Connected 30 Years of Digital Pioneering and Customer Innovation 1 Company & P&L YOU We are the Digital Business Transformation hub of Publicis Groupe THE POWER OF ONE DEEP INDUSTRY EXPERTISE Consumer Products, Energy & Commodities, Financial Services, Health, Public Sector, Retail, Telco/Media/Technology, Transportation & Mobility, Travel & Hospitality Global leader in technology 2,000+ large-scale projects for major brands 50%+ of the internet retailer top 100 Choose Publicis Sapient Leader: digital experience services The Forrester WaveTM Q4 2017 Leader: Digital CX/Transformation consulting IDC 2017 Leader: CRM and customer experience services Gartner 2019 Leader: Global digital business transformation accelerators Forrester wave 2019 Partnership of the year: Lloyds & Publicis Sapient FStech awards 2019 19 Publicis Sapient at a glance

Brand Strengthening the luxury brand experience Products and innovation Core capabilities, and strong lifecycle management Distribution and channels Targeted go to market approach Competencies and processes Reduce complexity and build capabilities ● How can we strengthen our brand story? Our Mission on B&O ● How can a platform help us innovate faster? ● How can we tell a consistent brand story across channels? ● How can we use data to make better decisions in the future?

Brand Strengthening the luxury brand experience Products and innovation Core capabilities, and strong lifecycle management Distribution and channels Targeted go to market approach Competencies and processes Reduce complexity and build capabilities ● Building a luxury brand experience around the ‘moments that matter’ for our customers, across the lifecycle ● Delivering new propositions in concierge service, multiroom & loyalty ● Taking brand-led digital commerce into store ● Creating best-in-class customer service through advanced data, UX and customer care capabilities • Connecting the consumer ecosystem to drive enhanced targeting, product selection, purchase and onboarding • Bringing digital commerce into app and store • Continue to extend market reach • Trialing new digital retail opportunities such as travel retail • Trialing opportunities in CRM and ‘closed’ retail for destocking ● Unlocking capabilities in data, advanced analytics, CRM & machine learning ● Creating an agile digital content engine to leverage marketing investment, and activate ‘story- led’ commerce in-store, in-app and through social ● Increasing UX and agility in digital product to deliver best in class experience, alongside best in class customer insight ● Embrace advanced analytics and machine learning (tied to the consumer ecosystem) to drive lifecycle management at a 1-2-1 level Our Mission on B&O

Extensibility = omnichannel Title Name Image Article Story Title Name Image Image Carousel Hero image Thumbnail Banner Call to action

23 Headless was the only way. We realized:

Why Contentful 24 B&O requirements Assess /Analyze Contentful Drupal Sitecore Adobe Research reports •• Headless and microservices based •• Fast time-to-value and publishing speed •• Easy on boarding and adoption for users •• Centralized digital store for all channels Budgeting Experience Inputs Contentstack Shortlist 1. 2. 3.

Luxury experience design Accelerator integration with new luxury experience JUNE JULY AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUNE JULY Milestones Execution Kickoff Luxury experience Kickoff MVP Launch Country roll outs Country roll outs Kick of target platform build for complete headless Commercetools foundation More Hero features Additional hero features Initial project goals & milestones

Experience design Strengthening the luxury brand experience Products and innovation Core capabilities, and strong lifecycle management Data and analytics Targeted go to market approach How we did Reduce complexity and build capabilities ● Story led user journeys ● Unfold beauty of possessing a brand which is luxury ● Unfold cross content collaboration with Rimova, Bentley etc ● Creating best-in-class customer service • Conversion + 23% • Revenue + 42% • Average Order Value + 27% • Decisions about fixes and new implementation are data driven ● Timelines and Budget was fixed ● Team spanned across five Sapient offices. ● Working end-to-end prototype was ready within 8 weeks from start ● Interim launch was successfully released in 4 months ● Headless content and commerce platform ● Future proof API-first approach ● Hosted on cloud ● Agility across new audiences, new territories and new routes to market ● Release every week Business Results and Impact Rolled out 10 languages Release time from 3 months to 1 week AOV increased by 27% Onboarded 6 brands

Key considerations 27 The mental shift: A content-centric and multi-channel world The architectural shift: SaaS, API-first and extensible CMS like Contentful ● Organizational agility ○ Easy to deploy to new audiences and markets ● Flexibility and better performance ○ Increase in KPIs as a result of this agility ○ Modular stack can quickly adapt to changing requirements ● Story-led user journeys: ○ For editors who have worked on traditional CMS it takes a while to understand how to use headless ● Experience design from the start: ○ Needs to be considered from the beginning to grow successfully 1. 2.

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Questions? 29 Please drop your questions in the Q&A box 29

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