XXXLutz: Driving Rapid Growth and Competitive Advantage with Seamless Omnichannel Journeys

XXXLutz, Europe’s second largest furniture retailer, was striving to deliver flawless omnichannel experiences to its customers. The retailer had established its digital branch several years ago, which had grown quickly and become a significant revenue contributor alongside its brick-and-mortar stores. However, with the rapid expansion and brand acquisition, the company had built up a complex and distributed technology ecosystem supporting front-end and back-end processes, including omni-channel customer journeys. The applications underpinning XXXLutz’s omnichannel customer experiences spanned multiple platforms and a multicloud and Kubernetes architecture. This complex stack, coupled with the retailer’s rapid growth, created silos across the organization, where different teams managed different applications and types of infrastructure with disparate tools. This fragmented approach made it difficult to get end-to-end visibility of customer journeys or understand how the systems supporting them were interconnected. Without this insight, it was challenging to identify the root-cause of issues in customer journeys, which impacted conversions and put XXXLutz’s revenue and customer loyalty at risk.

XXXLutz is Europe’s second largest furniture retailer with over 25,700 employees and a revenue of approximately €5.34 billion. The company operates over 370 stores and has a significant digital presence. The retailer is focused on delivering seamless omnichannel experiences to its customers, offering them the flexibility of how and where they buy. To support this strategy, XXXLutz established its digital branch several years ago, which has grown quickly and become a significant revenue contributor alongside its brick-and-mortar stores. The company is also focused on rapid expansion through brand acquisition.