Ecommerce Movers & Shakers: BORN
Welcome to the 2nd in the series where we focus on the change-makers and innovators of the ecommerce world. We’ll be finding out what makes them tick and their view of the world.
This week we caught-up with global ecommerce and content production monolith BORN.
Agency Name: BORN Group
Date Founded: April 1st 2011
Location: Headquarters New York City & London
BORN is an award-winning global digital agency that delivers Brand Experience Design Enterprise Commerce. It has a core focus on creative, content and commerce. It provides a holistic suite of market-leading services, from large-scale image production to bespoke content experiences and innovative ecommerce solutions and is perhaps the only company in its genre to provide ERP services – order to cash, procure to pay, financials.
Why do business choose you over others?
BORN is usually selected because of its breadth and depth of offerings and global reach. It is a full-service digital agency that offers a customer technology and experience blue printing, many specialisms like creative design (segmentation, UX, UI, personas, journeys), content production, integrations, conversion rate optimization, data cognition/insights, multi-channel support (events, email, print, web, social, broadcast and so on), and ecommerce services.
It serves over 40 end markets (industries) and has a vast array of case studies showcasing proven work.
What’s your agency culture like?
BORN believes it works. Has a bit too much fun but is a family even if a bit crazy.
Its teams are loyal to one another and responsible to one another and are always there to offer help when it’s needed with a “no task too small” attitude. It has a strong inclination towards innovation and often step beyond the bounds of traditional ecommerce to develop unique projects together, like its recent product design for a “smart shower,” or a proprietary “roles and responsibilities workshop” template.
What are your preferred eCommerce platforms to develop on, and why?
BORN is platform agnostic because we feel that technology should be an expression of the brand, not vice versa. After it gets to know a brand and understand its voice, people, vision, etc., its ecommerce expertise allows it to determine what technology will best fit the brand’s needs, and it develops from there. To that effect, it have hundreds of credits across Salesforce Commerce Cloud, SAP Commerce, Adobe/Magento, BigCommerce, and IBM, as well as CMS platforms, OMS solutions, PiM and ERP.
Which 3 sites are you most proud of and why?
Red Bull Shop: www.redbullshop.com
Red Bull approached BORN to fully redesign their online store to better represent their 14 brands and products while continuing to engage and excite their global customers.
We developed a mobile first strategy and modular framework to encompass their rich brand content with a simple an intuitive ecommerce journey.
Montblanc is a German manufacturer of luxury writing instruments, watches, accessories and leather goods founded in 1906. Born were tasked with redesigning the site to improve the customer experience and drive conversion and engagement.
We developed an omni-channel strategy linking their rich editorial within commerce journeys. A new improved navigation and filtering was developed to simply the product offering to customers. New modular components were designed throughout the site to allow for rich personalisation and merchandising to.
Milk Makeup: www.milkmakeup.com
BORN leveraged Salesforce Commerce Cloud to create a digital platform that showcased Milk Makeups beautiful content and unique brand aesthetic while improving the overall usability of the site in order to greatly increase conversions.
Building on SFCC’s native capabilities, we also created a custom-built shoppable video player that allows users to shop directly from branded lifestyle videos. This feature encourages visitors to convert when they are at their most informed, engaged and inspired.
What do you think are the biggest eCommerce industry challenges?
Technology changes: eCommerce giants are massively revamping tehri technology stacks and adopting cloud strategies. The rate of change (upgrades, new features) is tough to cope with for many brands that are technology talent poor.
Channel conflicts: Many brands sell indirectly and through affiliates and as they adopt a direct to consumer approach, they need to ensure that they do not cannibalize one channel for another.
Being unique vs differentiated: The internet brings a world of choice to fickle customers. Brands need to deliver stand-out experiences that are memorable, unique and rewarding or face the risk of being like others and then having to highlight marginal differentiation which is not obvious to the buyer.
Ecommerce in 2025: what’s your prediction on the state of eCommerce? What’s going be hot, and what’s not?
- More data driven, cognitive science will find application
- Order orchestration when many channels are at play
- Taking the front end order taking/selling to back end processes in a seamless way – order to cash, procure to pay and financials.
- iOT – voice based applications, connected devices
- Sites that serve as vending machines bereft of differentiated experiences with immersive, personalized content.
- Ugly (sites need to look good even if they are B2b)