How arko / HUSSEL masters omnichannel

FMCG and food

min read

Sweetly connected: How arko/HUSSEL masters omnichannel

arko / HUSSEL creates a seamless omnichannel experience for its customers by linking its store and online business. Customers benefit from new pick-up and delivery options.

At the start of the project in 2022, arko and HUSSEL were part of Deutsche Confiserie Group GmbH & Co. KG, Germany’s largest specialist confectionery retailer. The group operated around 250 company-owned stores across Germany, complemented by a strong partner-based presence in grocery retail and bakeries. This extensive store network formed the backbone of the brand’s success and provided a strong foundation for future digital expansion.

As part of its strategic development, arko and HUSSEL set out to build a new eCommerce setup and seamlessly connect it with the existing store network. The goal was to introduce omnichannel services such as Click & Collect, ship-from-store and same-day delivery from the ground up. Manual processes and decentralized structures made scalable fulfillment impossible. To orchestrate orders, inventory and service providers across channels, a flexible OMS was required and fulfillmenttools proved to be the ideal partner to build a future-proof Omnichannel setup.

Facts and Figures

Brands

>250

Stores

Months of implementation time

The challenges for arko/HUSSEL

Creating a consistent customer experience

With no existing online shop in place, arko and Hussel faced the challenge of launching eCommerce entirely from the ground while seamlessly connecting it to the existing store network.

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Replacing manual and inefficient processes

Existing manual and error-prone processes have to be digitalized and standardized to enable efficient fulfillment operations and ensure fast onboarding of store employees at scale.

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Ensuring scalability and future readiness

The solution needed to scale quickly across a large store network and remain flexible enough to adapt to changing business requirements and future omnichannel use cases.

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Reducing dependency on service providers

Fulfillment and logistics were tightly coupled to individual service providers, limiting flexibility and making changes or adjustments time-consuming and complex.

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Project scope

Building a new eCommerce setup with store-based Omnichannel fulfillment from day one.

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Technology and project consulting for food retail

End-to-end consulting covering technology, fulfillment processes and best practices in food retail to create a scalable and omnichannel-ready foundation.

Decentralized model based on store network

From day one, the new online shop was directly connected to physical stores as fulfillment locations. Thanks to the Advances Order Routing, orders are fulfilled entirely from stores.

Picking with Store Operations App

Introduction of Click & Collect and ship-from-store including same-day delivery, enabling fast and flexible fulfillment while using the fulfillmenttools Global Inventory Hub

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Composable architecture for omnichannel growth

Design and implementation of a modern, composable eCommerce architecture to support digital sales and enable future omnichannel and fulfillment use cases.

"fulfillmenttools is equipped with broad omnichannel expertise in the food sector. So we were very well advised in terms of technology and processes. The additional product and fulfillment expertise is particularly helpful in combination with the cloud-based and modular platform, which we could simply adapt to our requirements and needs to scale quickly."

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Sabrina Terwort-Duczek

Head of Trade and Shopper Marketing, arko GmbH

Project results

Arko and Hussel successfully launched Omnichannel eCommerce without a central warehouse, using its store network to improve service levels, offering short delivery times and scale fulfillment efficiently across locations.

Seamless Omnichannel experience

Customers benefit from a consistent omnichannel experience with integrated digital and in-store touchpoints, enabling convenient ordering, pick-up and fast local delivery.

Higher digital service quality

The introduction of standardized fulfillment processes significantly increased the digital service level and reliability across stores and channels.

Fast delivery from local stores

By using stores as fulfillment locations, delivery times are short while store inventory is utilized more efficiently within the eCommerce setup.

Scalable store rollout achieved

More than 30 stores are connected to the OMS directly after the implementation, with a clear rollout path to integrating over 250 stores nationwide.

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