Unlimited assortment for Ochsner Sport - Dropshipping Integration

How to grow without more storage?

Ochsner Sport, part of the Deichmann Group, faced a classic retail challenge: customers expect a wide range of products and high availability. But every additional product in the warehouse ties up capital, requires space, and carries the risk of not being sold. Online customers compare product ranges in seconds — anyone who can't deliver loses the sale.

The strategic answer was dropshipping: range partners deliver directly to end customers. Ochsner Sport significantly expands its product range without requiring additional warehouse space. Crucially, the approach was designed to strengthen the brand. A marketplace model was deliberately avoided — it would have been faster, but would have reduced control over the customer experience.

The technical challenge: the complex product data model had to be extended — for products that Ochsner Sport never physically handles. The split-order processing between the dropshipping partner, Ochsner Sport, and the Deichmann merchandise management system had to function seamlessly. And onboarding partners with widely varying levels of technological maturity — from API integration to Excel upload — needed to be made possible.

Together with ITARICON from vision to implementation

We brought ITARICON on board as a partner with deep SAP expertise. This collaboration was crucial: ITARICON contributed SAP know-how, while we provided e-commerce and integration expertise.

It all started with a stakeholder analysis and the design of the solution vision "Dropshipping Advanced." We involved all parties: the strategic dropshipping partners, senior management, the application owners at Ochsner Sport, and those responsible for ordering and warehouse systems at Deichmann. Using the BPMN2 standard, we modeled both the current and target processes. This proven method created a shared, transparent common language across all stakeholders.

What set us apart: we developed an integrated application and information flow architecture that also incorporated legacy systems. Rather than working against existing structures, we built bridges between the old and new worlds. We understood the reality of many enterprise projects: new business models meet established IT landscapes. What matters is how you deal with that.

The collaboration with Ochsner Sport was partnership-based and conducted at eye level. Together, we navigated the complexity of the corporate environment and found pragmatic solutions.

The dropshipping supplier portal as the centerpiece

Product data onboarding: Suppliers can feed their products into the Ochsner Sport online shop via SAP Commerce and SAP Product Content Management. Depending on their level of technological maturity, various options are available: from direct connection via APIs to a simple Excel upload. This flexibility was crucial for onboarding smaller partners without their own IT department.

Split order processing: The technical centrepiece. When customers place orders with Ochsner Sport, the system automatically identifies which products are shipped from the company's own warehouse and which are delivered via dropshipping. The order is split, routed to the respective systems, and tracked throughout the entire process. In doing so, we orchestrate various applications: inventory management, order systems, and suppliers' purchasing systems.

Integration layer with SAP BTP: The SAP BTP Integration Suite serves as the central platform. It connects the distributed applications within the Deichmann Group and enables process automation. We identified interfaces, designed them technically, and implemented them on both the application and integration sides.

Extended product data model: We adapted the existing, complex product data model for dropshipping products — items that Ochsner Sport never physically handles but must fully control.

With the initial onboarding of strategic partners, the flexible concept proved its worth in practice: partners with varying technological capabilities were successfully onboarded.

Growth without limits – for everyone involved

The dropshipping solution creates measurable added value on multiple levels:

Revenue scaling through a broader product range: Ochsner Sport significantly expands its assortment – without additional warehousing. Investment costs are reduced, and the risk of unsold goods is eliminated. At the same time, control over the customer experience is maintained. The brand is strengthened: customers experience a wider range of products and high availability under one brand, with a consistent shopping experience.

Process automation reduces manual effort: What previously had to be coordinated manually now runs automatically. The team can focus on strategic tasks: selecting new partners, optimising the product range, and improving the customer experience.

For customers: A significantly broader product range and better availability. Products that were previously unavailable can now be ordered. Delivery is seamless – the technical complexity remains invisible.

For dropshipping partners: Access to Ochsner Sport customers. The flexible onboarding process enables participation even for smaller partners without extensive IT resources.

For the Deichmann Group: The use of SAP BTP Integration Suite opens the door to further integration projects. The platform offers a wide range of opportunities for business IT scaling. The expertise built up and the established processes can be transferred to other Deichmann brands.