allstar Fecht-Center

Relaunch online store with Shopware 6: allstar commissions echolot.Group and apollon

Founded in 1964 by Johanna Messemer and her son Roland, allstar quickly developed into the leading manufacturer of fencing sporting goods. After only one year after its foundation, allstar equipped national and international fencers for the world championships for the first time and became the official supplier of the German Olympic team in 1968. At the latest since the World Fencing Championships in Hamburg in 1978, when over 95 percent of the finalists competed in allstar gear, allstar has been the undisputed No. 1 in fencing worldwide with the unmistakable red allstar logo. For decades they have been the outfitter of the German national team and for more than 15 years they have been the official supplier and partner of the International Fencing Federation (FIE).

To ensure that the top supplier for fencing sports can continue to offer its athletes and customers only the best, allstar decided to relaunch its previous online presence. The relaunch did not refer to the design of the website, but mainly to the online store. This was because the previous online store was no longer compatible with the new version of the ERP system “SAP Business One”. Therefore the powerful store system “Shopware” in its latest version 6 came into question. apollon realized the relaunch in close cooperation with the advertising agency echolot.Group.

Founded in 1964 by Johanna Messemer and her son Roland, allstar quickly developed into the leading manufacturer of fencing sporting goods. After only one year after its foundation, allstar equipped national and international fencers for the world championships for the first time and became the official supplier of the German Olympic team in 1968. At the latest since the World Fencing Championships in Hamburg in 1978, when over 95 percent of the finalists competed in allstar gear, allstar has been the undisputed No. 1 in fencing worldwide with the unmistakable red allstar logo. For decades they have been the outfitter of the German national team and for more than 15 years they have been the official supplier and partner of the International Fencing Federation (FIE).

To ensure that the top supplier for fencing sports can continue to offer its athletes and customers only the best, allstar decided to relaunch its previous online presence. The relaunch did not refer to the design of the website, but mainly to the online store. This was because the previous online store was no longer compatible with the new version of the ERP system “SAP Business One”. Therefore the powerful store system “Shopware” in its latest version 6 came into question. apollon realized the relaunch in close cooperation with the advertising agency echolot.Group.

CUSTOMER NEEDS

New look

Relaunch of the previous online presence including the online store.

New Shop System

Introduction of the store system "Shopware 6" for e-commerce.

Integration

Linking the online store with the ERP system "SAP Business One".

Dealer network

Mapping of the worldwide dealer network in the online store.

Solution

Quality, innovation and service – these three values determine the actions at allstar. These values had to be taken into account in the new design of the online presence. In addition, visitors should experience a contemporary shopping experience that stands out from the given standards for store systems. Since Shopware is very flexible in this respect and business models can be individually designed, the echolot.Group was able to fully develop the design in the sense of allstar. After the design draft was available and optimized and approved together with apollon, it went into the implementation. apollon programmed the new website and set up Shopware 6 in parallel. In the process, the standard Shopware design was modified and tailored to the requirements and the brand of allstar. Afterwards Shopware 6 was directly linked to the ERP system of SAP.

With the new online store, visitors to allstar now have more options than with the previous solution. For example, there are now many items that can be configured. If a customer wants to buy an epee, for example, he can select the blade, bell or handle shape according to his preferences directly in the store and immediately find out the corresponding price for it. Even if he wants to provide an article with his brand or a country flag, this is already possible when ordering.

In order to have the required equipment in time, the website has a tournament calendar. The calendar integrated into the website provides information at any time about when possible tournaments are scheduled. Not only in Germany, but worldwide. At the same time, the calendar informs you at which events allstar will be on site, so that you can purchase products from the specialist sporting goods supplier directly at the respective event.

Apart from articles of fencing sport, allstar equips also entire fencing halls with appropriate products. To support the imagination of the customer, a virtual fencing hall was realized. In this room, visitors can view articles at the designated places, the so-called hotspots, and order them directly if required. The plan here is to implement a 3D configurator in the future so that the selected products can be experienced directly in the room, creating an even better product experience.

As allstar is the leading brand in fencing today, the supplier not only sells through its own online store, but also through dealers all over the world. Therefore, it was especially important to map the worldwide dealer network in the online store. The dealers of allstar can gain separate access to the online store and benefit directly from the B2B advantages. After successful login, each dealer receives his individual conditions. Without consultation, completely automated.

CUSTOMER VOICE​

CONVINCE YOURSELF​

NOTHING CONVINCES MORE THAN YOUR OWN IMPRESSION.​

6,000 articles with several variants, 66 dealers worldwide and present in all countries where fencing is practiced (153 countries). This is allstar!