This article discusses the benefits of an extensible content platform in resolving legacy CMS headaches and providing teams with tools to build robust digital experiences. A case study of Staples Canada, a large retailer in Canada, is presented, highlighting how they used Contentful's extensible content platform to replatform their website, improve customer experience, increase traffic, and deliver personalized content to customers. The article showcases the flexibility, ease of use, and scalability of Contentful, which enabled Staples Canada to achieve significant results without a personalization engine.