Bugaboo: Powering The Stroller with APIs
Bugaboo International is a Dutch design company that develops and produces mobility products. Bugaboo is known for its innovative and breakthrough design of strollers. The company began as a small start-up in 1999, but grew rapidly over the next ten years to become a global player. Bugaboo products are now available in more than 50 countries.
Challenges & Opportunities
The Bugaboo brand is well-known for providing innovative products loaded with intuitive functionalities. Bugaboo strollers catapulted to success in the early 2000s and became a must-have for expecting celebrities and soccer moms alike. With lightening speed growth came challenges, however: the innovative designer pram manufacturer’s clunky legacy system and siloed back-end operations just couldn’t keep up with the brand’s growing popularity.
Bugaboo was originally selling the stroller only through direct retailer channels worldwide. However, as demand for the stylish strollers exploded, Bugaboo realized the need to quickly transform into a global brand with a cutting-edge e-commerce platform. Bugaboo aimed to bring all of its data services into one API platform and prepare for a digital future.
In order to keep up with customer demand for a faster shopping experience and an appetite for innovative new features, Bugaboo decided to partner with Apigee. As the first step of their digital journey, Bugaboo launched its brand new e-commerce website on the Apigee Edge platform to provide integration capabilities to multiple third-party systems. “Leveraging Apigee gives our consumers a smooth, mobile shopping experience that is similar to the performance they can expect from our strollers,” says Ronald van Drunen, e-business director at Bugaboo. Through the new e-commerce website powered by the Apigee platform, Bugaboo customers now have the ability to visually configure the high-end pushchairs along with Bugaboo accessories before they add it to their cart or save it to their profiles.
While their digital journey has only just begun, Bugaboo has already seen some clear benefits of their digital transformation. Through the new digital platform, Bugaboo now offers better app features to its mobile customers, including unified log-in across mobile devices.
The pushchair manufacturer has also asked Apigee to establish a new developer portal that will make it easier for developers to build innovative apps that leverage the company’s digital assets, while also giving Bugaboo control and insight into API usage. This new developer portal will expose all of the data for use by developers, bloggers, and other interested parties, potentially to create new products for the company. The development portal is expected to provide Bugaboo with granular insights into everything occurring within its digital landscape.
- Modernize clunky legacy system and siloed back-end operations
- Bring all data services into one API platform
- Transform into global brand with a cutting-edge e-commerce platform
- Keep up with customer demand for a faster shopping experience
- Deliver better app features to mobile customers
- Expose data for use by developers through new developer portal to create innovative new products