Welkoop, a Dutch retailer with over 160 stores, is known for its knowledgeable staff, loyal customers and strong store network. But as online demand surged, the business needed a smarter, more scalable approach to fulfilment. That’s where OIL came in.
The challenge: When growth outpaces operations
Customer behaviour was already evolving, but the COVID-19 pandemic accelerated the shift. More Welkoop customers began shopping online, not just for smaller items, but for heavy and bulky products like pet food or garden equipment. E-commerce became a vital part of the business almost overnight, and fulfilment needed to catch up.
With customers moving fluidly between physical stores and digital platforms, fulfilment became more complex. Orders had to be orchestrated across DCs, stores and external partners, with logic that could manage partial shipments, channel-specific rules and real-time stock visibility.
Welkoop recognised the need for a future-ready approach that offered both flexibility and control. They wanted a solution that could connect systems, simplify integration and scale with their long-term ambitions, all without disrupting the customer experience.
That meant moving away from fixed, linear systems and towards a modern and adaptable architecture. OIL would sit at the centre, supporting smarter fulfilment and helping Welkoop serve customers better, faster and more personally.
- Scale beyond store fulfilment: Picking online orders in-store was no longer productive or sustainable.
- Handle complex omnichannel logistics: Orders had to be routed across DCs, stores, and dropship partners, with visibility at every step.
- Connect a growing tech ecosystem: With legacy systems in place, integration and agility became increasingly difficult.
At a glance: What OIL delivered
- Smarter fulfilment: Intelligent order routing and improved pick lists across stores, DCs and partners.
- Automated replenishment: Daily, data-driven replenishment with no more spreadsheets.
- Stock visibility: Real-time inventory across channels for better availability and faster delivery.
- Customer transparency: Delivery dates shown at checkout to reduce service queries and build trust.
- System integration: OIL connects seamlessly to ERP, CRM, POS and PIM.
- Loyalty & retention: Faster fulfilment and better availability reduced returns and kept customers happy.
“We were growing fast, we needed an OMS that could bring control, clarity and flexibility.”
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