Powering Expansion through Digital Transformation

Written by
Published on
November 16, 2020

Meet Obelink, a renowned Dutch company specializing in camping and outdoors. What began as a family-run business in 1959 swiftly transitioned into one of the largest camping and outdoor stores in Europe, selling across seven webshops in several European countries. With over sixty years of successful business experience, Obelink has become a key player in the industry and anticipates an equally successful future.

However, with customer demand changing daily, businesses must naturally follow suit and adapt to new markets. In view of this, Obelink’s successful future inevitably involves connected applications and the ability to be flexible. In other words, it involves Alumio.

Before venturing into the future, it is helpful to look in the rearview mirror and see what Obelink encountered along the way… Like many organizations, Obelink already had a complex set of applications with multiple data silos at the start of the project. Among these applications were an ERP, WMS, POS, and e-commerce, and if that wasn’t enough, a PIM system was due to be added into the mix! With a future-focused vision, Obelink's objective was to create standardized  e-commerce processes that would support total digitalization and accommodate rapid expansion. The integrations Obelink was interested in having were the following:


  • B2C customer (company and contacts) data login and account creation process
  • Stock and availability
  • Omnichannel order process POS, e-commerce via RetailVista ‍


  1. Magento 2 PWA for e-commerce
    Future-proofing was one of the reasons for Obelink to switch to  Adobe Commerce (formerly Magento) since the modern architecture and API allows for Adobe Commerce to be modified in a modular way. In other words, with Adobe Commerce, a component that no longer meets future requirements can be swiftly replaced by one that does. Additionally, since Obelink wanted to go beyond renewing its e-commerce site, the transition to Adobe Commerce offered the perfect opportunity to start with a clean slate. However, some questions needed to be addressed: How could this new e-commerce platform be connected with the rest of the IT ecosystem? How would it be possible to make the entire landscape of applications modular? And how well was it prepared to connect with new applications and platforms?
  2. ERP via RetailVista
    RetailVista is an excellent POS cloud solution, given its flexibility, scalability, and integration-friendly features. However, some of the flexibility and features for loyalty challenged Alumio to solve some complex issues relating to loyalty points, such as gift cards needing to be synchronized between ERP, WMS, POS, and the Webshop. Alumio addressed all these issues and enabled Obelink to digitalize key business processes since their IT ecosystem was no longer slowing them down.
  3. Enterprise Resource Management (ERP) via BlueRetail
  4. Warehouse Management System (WMS) via RealtimeWMS
  5. Point of Sale (POS) via RetailVista

"As we look to expand and to digitize our organization further, we know that the foundation we have built with Alumio will not only help us scale our e-commerce platform as needed but also enable us to create a seamless customer journey across all channels." -Obelink

Why Obelink chose Alumio

✓ Scalable and future-proof infrastructure and software interchangeability

✓ Alumio's monitoring features help the high performance of the integrations

✓ Unlocking and unifying data from legacy and homegrown systems

✓ Digitizing all business processes using Alumio as one central hub for all integrations

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