Partner Success with AWS / Consumer Packed Goods / United States

November 2024
Traeger
Amplience

Traeger Grills Tastes More Conversions with Headless CMS from Amplience on AWS

Learn how Traeger Grills adopted a headless CMS from Amplience to streamline marketing and allow developers to push new releases faster.

2X

increase in site performance

98%

faster release schedule for new features

Overview

For decades, Traeger has led the way in wood-fired grills. The company’s signature wood pellet grill is massively popular among chefs and backyard barbecuers alike. But as Traeger’s following grew, it needed to amp up its ecommerce experience to align with its innovative brand. Spanning an ecommerce website, native application, and millions of Wi-Fi-enabled grills, Traeger sought a solution that would provide maximum agility for connecting with customers quickly across all channels. Adopting a headless architecture that runs on Amazon Web Services (AWS) and uses AWS Partner Amplience as a headless content management system (CMS) was the clear path forward.

Traeger

Opportunity | Traeger’s Following Pushes Site and App Traffic to New Heights

As Traeger began modernizing its ecommerce platform, finding a solution that could personalize the experience to each customer—without compromising site performance—was a key requirement. The company decided on a headless CMS because it would provide more flexibility for Traeger’s developers to customize its site, application, and in-grill interface. A headless CMS focuses solely on content management and does not handle the user-facing presentation layer. Content is shared via APIs and developers can render it in a variety of formats, allowing for more flexibility in designing user experiences.

With its existing technology stack, developers could only release new website functionality twice a month. However, this pace wasn’t sustainable as Traeger gained more market share and the site gained more traction. “Everything was starting to really bust at the seams, so to speak,” said Ryan Newman, EVP of Technology at Traeger . “A lot of the impetus were issues with our speed and site performance, our ability to iterate and move quickly, and being able to leverage modern technologies like React and Vue.” For instance, updating the site to run a new sale was a costly process that took weeks or sometimes months.
 

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Amplience created a positive psychology—not only for our team—but also for the business to see the mobile app and the website as living, breathing things.”

Ryan Newman
Executive Vice President of Technology, Traeger

Solution | Headless CMS from Amplience Benefits Developers and Marketers

After searching for the perfect-fit headless CMS, Traeger decided on Amplience. As an AWS Partner, Amplience brings together data, performance insights, and generative artificial intelligence (AI) to help brands deliver persuasive, personalized content for every shopping context.

Amplience uses a variety of AWS services, including Amazone Elastic Compute Cloud (Amazon EC2), Amazon SageMaker, and Amazon Bedrock. It offers an API layer powered by Amazon API Gateway for moving content between the CMS and the frontend of Traeger’s site, application, and grills. “The API layer is the bridge that allows us to define key constructs that make up Traeger’s digital footprint, and then push that content to the appropriate screen at the appropriate time,” Newman said. For example, the Traeger website includes several content types and schema definitions. But Amplience acts as a framework for creating and choosing content so that marketing and sales teams can easily personalize the experience for customers. In addition, Traeger has begun experimenting with Amplience’s AI playground, which uses Amazon Bedrock to generate AI-driven shopping experiences. Traeger’s marketing and sales teams can take advantage of these generative AI capabilities to quickly create personalized landing pages and draft product copy.

Outcome | Site Performance Accelerates by 2X for More Conversions

The move to Amplience not only streamlined marketing efforts, it also afforded new flexibility for Traeger’s developers. “We've completely flipped the old delivery schedule on its head,” Newman said. “Ever since we launched, we've been able to make a release at least once a day and sometimes more.” This allowed the team to work through their backlog of new features and push more updates into production. “Amplience created a positive psychology—not only for our team—but also for the business to see the mobile app and the website as living, breathing things,” Newman said. By moving to a headless solution that separates the frontend from the backend, the team was also able to improve site performance. Overall, Traeger’s site now loads twice as fast as it did before Amplience. This—combined with upgrading the UX of the site—helped boost conversions in a big way.

 

About Traeger

Traeger Grills is the creator and category leader of the wood pellet grill, an outdoor cooking system that ignites all-natural hardwoods to grill, smoke, bake, roast, braise, and barbecue. Traeger grills are versatile and easy to use, empowering cooks of all skillsets to create delicious meals with a wood-fired flavor that cannot be replicated with gas, charcoal, or electric grills.

About AWS Partner Amplience

Amplience is the AI Content company that brings together data, performance insights and generative AI—helping businesses deliver persuasive content for every shopping context, fueling truly personalized and connected experiences.

AWS Services Used

Amazon Bedrock

Amazon Bedrock is a fully managed service that provides a single API to access and utilize various high-performing foundation models (FMs) from leading AI companies. It offers a broad set of capabilities to build generative AI applications with security, privacy, and responsible AI practices.

Learn more »

Amazon EC2

Amazon EC2 is AWS's service that provides secure, scalable computing capacity in the cloud. It offers a broad selection of instance types optimized for different use cases, with choices of processor, storage, networking, operating system, and pricing models.

Learn more »

Amazon SageMaker

Amazon SageMaker is a fully managed machine learning service that provides tools and infrastructure to build, train, and deploy ML models at scale, including large foundation models for generative AI.

Learn more »

Amazon API Gateway

Amazon API Gateway is a fully managed service that makes it easy for developers to create, publish, maintain, monitor, and secure APIs at any scale. APIs act as the "front door" for applications to access data, business logic, or functionality from your backend services.

Learn more »

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