Hummel. Scoring Seamless Integration With Lobster.

Key Takeaways.

Hummel faced challenges with disconnected systems and inefficient stock management. Lobster helped consolidate and modernise their IT landscape.

50 %

reduction in time-to-market

4

legacy systems replaced by one central integration hub

10

different systems seamlessly connected

“For me, Lobster is like a premium German car: stable with high performance. It allows us to hire non-developers, which is key in today’s challenging hiring environment.”

Brian Kofoed

Hummel

CTO

Challenges.

Hummel’s rapid expansion led to system inefficiencies and disconnections between e-commerce and PoS.

Disconnected Systems.

No link between e-commerce and PoS systems, making it impossible for stores to see real-time inventory levels or replenish stock automatically. This caused delays and missed sales opportunities.

Stock Management.

Hummel had no access to automated updates or restocking via its PoS. As a result, stores frequently ran out of popular items without a way to reorder or notify customers, leading to lost revenue and dissatisfied shoppers..

Outdated ERP Performance.

The old ERP system struggled with scalability and performance issues, which slowed operations and couldn’t support Hummel’s rapid growth and global expansion goals.

Outcome.

Lobster has enhanced Hummel’s scalability and streamlined processes, preparing the company for future growth.

Increased System Connectivity.

With 10 systems now seamlessly connected, Hummel’s teams can access real-time data across all platforms, improving inventory management and ensuring better coordination between e-commerce and PoS.

Centralised Stock Updates.

Real-time stock level updates across PoS and e-commerce platforms mean stores never miss restocking opportunities, leading to fewer stockouts and better customer satisfaction.

Enhanced User Experience.

The simplified, no-code Lobster platform empowers non-developers to handle system integrations, reducing dependency on IT staff and improving operational efficiency across departments.

Best Outcome.

By consolidating four legacy systems into one scalable solution, Hummel can now focus on its growth ambitions with a flexible IT infrastructure that supports global expansion. This has improved overall performance, making the company more agile and efficient.

Approach.

To address these challenges, Hummel turned to Lobster for a scalable solution.

Step 1

Implementation & Onboarding.

With quick, efficient support and a strong relationship with their Key Account Manager, Hummel’s team was able to address issues promptly, resulting in a smooth transition and high user confidence in managing the new system.

Step 2

Training & User Autonomy.

Hummel opted for a customised onboarding experience, starting with Lobster’s Basic Training and progressing to Advanced Training within a few months. The tailored approach, which included in-person support from a Lobster consultant, allowed employees to train part-time while continuing their project work, ensuring minimal disruption to ongoing operations.

Technical Set-Up.

Lobster acts as a central middleware hub at Hummel, replacing four legacy systems and enabling the processing of EAI and EDI files. Its set-up seamlessly integrated 10 disparate systems, ensuring real-time data flow between PoS, e-commerce, and inventory.

Lower Costs.
Faster Processes.
Enhanced Efficiency.

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What's next.

Hummel aims to scale further, integrating with new markets and enhancing digital workflows.

Future Challenges

Hummel’s global expansion increases the complexity of integrating multiple marketplaces and systems. Leveraging tools like Microsoft’s Datalake and Fabric will be essential for scalability, seamless communication, and advanced analytics.

Lobster's role

Lobster will play a critical role in enabling Hummel to effectively manage the growing volume of data and integrations. By providing scalable, high-performance solutions, Lobster ensures that Hummel’s systems stay ahead of technological demands and market expectations

About Hummel.

Hummel is a Danish sports fashion company with a rich heritage, aspiring to be one of the top 10 sports brands worldwide. They are expanding globally, doubling their revenue targets in the coming years.

HQ: Aarhus, Denmark
Turnover: DKK 1.858 billion
Employees: 240 at HQ
Customer since: 2023