Stöckli omni-channel e-commerce platform

Stöckli Swiss Sports AG has expanded stoeckli.ch from a web shop into an omni-channel platform: one range, one stock, the same product data, whether people buy in store, online or through specialist retailers. The most striking part of it is the digital binding setup.

What cloudtec contributed

The platform is run by Stöckli’s own team in Malters. cloudtec supplied two parts:

• the service bus that connects the surrounding systems: ERP, Magento and PIM are attached to it via REST APIs, partly implemented together with other Stöckli partners;
• the dealer portal, the B2B channel for specialist retailers, as a custom development.

The service bus is the reason all channels see the same data: prices, availability and product information come from one leading source instead of being maintained separately in each channel and drifting apart over time.

Having the binding set up online

The biggest hurdle when buying skis online is not the ski but the binding. It is set according to height, weight, boot sole length and skiing ability, in line with the applicable standards and safety regulations. For a long time this simply could not be done online. So skis were sold without a fully mounted and adjusted binding.

Stöckli designed an end-to-end process for this, which cloudtec implemented: you submit the necessary details when you buy, for example directly from your smartphone. A Stöckli specialist sets the binding with certified testing equipment, the ski is delivered ready to ride, and a final check after receipt is part of the process. Every step is documented.

Why this is more than a shop feature

Completing a purchase on the web is standard. A safety-relevant craft step between order and delivery is not: it links shop, workshop, logistics and follow-up check into a chain in which every step passes its data on to the next. That is exactly what the service bus is for.

For Stöckli this means the online channel sells the same range as the shop, along with a service that used to be tied to the shop. For specialist retailers it means their own portal instead of orders by phone and email.

You will find the range and the ordering process on stoeckli.ch.