Traeger Grills created the wood pellet grill category and built a passionate community of outdoor cooking enthusiasts. But Traeger is more than a hardware innovator; they are a technology company that connected millions of Wi-Fi-enabled grills to a rich digital ecosystem of apps and online content.

As their vision for a seamless, connected cooking experience grew, their digital content platform couldn’t keep up. The technology that should have been fueling their growth had become a barrier, holding back their marketing teams and limiting their ambition for what shopping could become.

The challenge: overcoming legacy platform limitations

Traeger’s growth was accelerating faster than their technology could handle. They needed a solution that could deliver personalized experiences to every customer, but their platform had become inflexible and slow. This created workflow bottlenecks and directly compromised site performance.

Development teams were trapped in a rigid system that only allowed releases twice monthly. This restrictive approach made it impossible to respond quickly to opportunities or test new ideas. Simple tasks like launching a sale became expensive, time-consuming projects that required developer resources.

Meanwhile, marketing teams faced the complexity of managing content separately across every channel. This directly contradicted their core ambition to “create once, publish everywhere“, across their website and mobile app, and even the screens on their Wi-Fi-enabled grills. They had a vision for unified, personalized experiences but their technology created barriers instead of removing them.

The platform struggled under increased traffic during peak periods, risking site stability exactly when performance mattered most. Traeger knew they needed to transform their entire digital foundation to fuel the next stage of their growth.

The solution: a headless CMS for speed and agility

Traeger chose to rebuild with a headless architecture powered by Amplience. They selected Amplience to empower their teams, giving them the freedom to create without limitations.

Built on Amazon Web Services (AWS), our Commerce Experience Platform delivers the global scale, security, and performance that ambitious brands like Traeger demand. The platform provides a powerful API layer, using services like Amazon API Gateway, that acts as the crucial bridge between Traeger’s content and any screen. This foundation also unlocks extraordinary future possibilities. Traeger can now explore Amplience’s generative AI capabilities to create everything from auto-generated product copy to personalized landing pages in seconds.

The core of the solution is our integrated platform, combining Dynamic Content, our headless CMS, and Content Hub, our powerful DAM. This created a single, flexible content engine that fulfilled their “create once, publish everywhere“ vision. Traeger’s developers gained the freedom to build compelling front-end experiences with modern technologies like React.

Using Dynamic Content, business users now have complete control. They can assemble pages from components, plan entire campaigns in a visual calendar, and schedule content to go live across any channel without writing a line of code. Meanwhile, Dynamic Media ensures every rich image and video is automatically optimized for performance, ensuring visuals load instantly across every device.

This architecture removes barriers and maximizes agility. Traeger can now create personalized, successful experiences that convert browsers into customers and customers into passionate advocates.

The results: increased site performance, conversions and growth

Amplience transformed Traeger’s ability to deliver compelling digital experiences and accelerate growth. The impact was felt across the entire digital ecosystem. The new, resilient architecture effortlessly handled huge spikes in traffic, while publishing content to the mobile app became significantly more flexible. Traeger attributes the substantial conversion increase directly to the powerful combination of dramatically improved site speed and a superior user experience (UX).

• 2x faster site performance - driving substantial conversion increases.

• 98% faster release schedule - from twice monthly to daily publishing capability.

• Record-breaking sales performance - surpassing previous peaks typically seen only during major holidays.

• Complete business user control - campaigns launch in minutes, not months.

The transformation has streamlined operations and unlocked extraordinary potential. This new digital foundation allows Traeger to accelerate growth by transforming their brand experience across every touchpoint.