Ruggable, a company that sells machine-washable rugs, has adopted a technology stack comprised of Contentful, Next.js, and Shopify to improve its digital storefront and attract new customers. The company initially used Shopify for ecommerce but found it limited in terms of content management and production speeds. After adopting Contentful, Ruggable was able to migrate its content incrementally, building a headless website that is now used across eight different storefronts in five languages. The company uses Contentful's personalization features, including Ninetailed, to segment customers and improve conversion rates by 25%. Ruggable also utilizes UTM parameters and Optimizely for web experiments and AB testing content. The company has been able to scale its content production with a team of just three creators and little to no developer support, thanks in part to Contentful's ecosystem of pre-built integrations.