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ShoeStories creates a unique omnichannel experience for brides

Written by
Saad Merchant
Published on
December 8, 2020

"Every shoe, a different story, that's what ShoeStories stands for."

ShoeStories was founded in 2020, as part of Elsa Colored Shoes, the market leader in bridal accessories in Europe with a 55% share. They discovered Alumio when they were attempting to build a consistent and accessible shopping experience in bridal shoes, across all their online channels, to keep up with their changing customer preferences.

Most modern brides discover and interact with brands and bridal stores on social media. For example, a bride can first see the perfect outfit on Instagram or visit a web store to find out more about the outfit and other accessories. However, the customer might eventually choose to buy the dress or shoes in another store nearby or search online for the product elsewhere. ShoeStories identified this potential gap in the customer journey and wanted to remove the risk of losing multichannel shoppers.

To help create a more real-time shopping experience for customers, ShoeStories decided to integrate their e-commerce platform (Adobe Commerce) with their ERP (XL-ENZ). Such integrations are traditionally created using custom code, which is costly and time-consuming. The Alumio low-code integration platform enabled ShoeStories to seamlessly connect these two disparate platforms in a fast, flexible and future-proof way, via one user-friendly web interface. The platform enabled them to create, monitor, and manage all their connected software and data from one intuitive dashboard, with automated logging.

Creating this e-commerce to ERP integration with Alumio didn't just help make the entire ShoeStories' catalog available on their online store, but it also ensured that the multiple colors and sizes from the ShoeStories' collections get correctly updated. The integration also resulted in streamlining and automating the entire order process, updating inventory and product availability effectively, and presenting the right product prices, especially during sales. Most importantly, it helped ShoeStories showcase its latest products to multi-channel shoppers, across online channels and social media platforms, in real-time.

Currently, Alumio is working with ShoeStories to enhance their integrated systems with new data flows. These aim to improve B2B transactions, build better visibility on the order process, and upgrade the overall online experience.


Adobe Commerce

Adobe Commerce, formerly known as Magento, is a multichannel e-commerce platform based on open-source technology through which online merchants are provided with a flexible shopping cart system. The platform provides wide control over the look, content, and functionality of online stores. It also offers powerful marketing, search engine optimization, and catalog-management tools.


Reflecta's XL-ENZ is an ERP software developed for the fashion industry. It is a fully integrated order and production processing system used by more than 200 renowned brands. It consists of separate modules with solutions specifically for distributors, fashion wholesalers, CMTs, and private labels.

Why ShoeStories chose Alumio

✓ Rapid delivery of integrations and faster time to market.

✓ Unique API-driven omnichannel experience for the bridal shoe market.

✓ A foundational architecture with scalable infrastructure and software interchangeability.

✓ Future-proof integration for all the software and endpoints.

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Endpoints connected:
Saad Merchant
Copywriter at Alumio
Saad has a decade's worth of experience in writing all kinds of content for digital marketing mediums. At Alumio, he became fascinated with the idea of application integrations. He now enjoys "integrating" all his marketing experience to explain how Alumio works in a way that's fun, inventive, and easy to understand. On a personal level, he's busy attempting to integrate his passion for philosophy, anime, gaming, fiction, cinema, food, and the art of good conversation.

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