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O’Reilly Selects Broadleaf Commerce As Its Next Generation E-Commerce Platform

O’Reilly management says it was crucial that its new solution meet the complex requirements of the automotive aftermarket industry and provide the company with advanced merchandising and marketing functionality.

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OReilly - LogoO’Reilly Automotive has selected Broadleaf Commerce as its next generation e-commerce platform. Broadleaf Commerce provides B2C and B2B e-commerce platform solutions to simplify the complexities of omni-channel commerce and digital experience management. Other customers include The Container Store, Pep Boys, Google and Vology.

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O’Reilly management says it was crucial that its new solution meet the complex requirements of the automotive aftermarket industry and provide the company with advanced merchandising and marketing functionality. Due to its intricate and substantial customization needs, O’Reilly closely evaluated Broadleaf to determine its ability to handle the catalog, integration and scalability needs.

“Within a few weeks, Broadleaf proved their ability to handle our complex challenges, including the ability to scale to millions of SKUs and handle our store integration requirements,” said Jeff Lauro, senior vice president of information systems at O’Reilly. “With the move to Broadleaf, we will be able to modernize the overall experience for our customers.”

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“The Broadleaf framework is designed for customization,” said Brian Polster, CEO of Broadleaf Commerce. “Although we have provided solutions for the automotive aftermarket industry before, O’Reilly’s requirement for deep omni-channel integration across thousands of stores was an interesting challenge. We worked together with the O’Reilly team to prove that Broadleaf could sufficiently address these problems and are excited about partnering with O’Reilly to help them achieve their vision.”

As of Dec. 31, 2015, O’Reilly operates 4,571 stores in 44 states. With newly heightened merchandising and marketing functionalities, the platform will allow O’Reilly to provide customers with a uniform and optimized online and mobile experience, including enhanced on-site search mechanisms and tailored content delivery, according to Broadleaf.

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