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Behind the scenes of Baby Bunting’s long-awaited digital transformation

There’s a saying that when life gives you lemons, make lemonade. While this may not be the exact phrase Baby Bunting would use to describe its recent digital transformation, it is an apt one, given the ambitious project grew out of a major tech failure.  In 2019, Baby Bunting relaunched its e-commerce site on a new platform that was intended to give the specialty retailer more digital features and functionality. But it was plagued with problems, and the business had to revert to its old w