Cologne / Bad Vilbel, September 24, 2026 - Whether checking a product's availability online, picking up items in store, or, in the future, receiving deliveries directly from the nearest toom Baumarkt, customers today expect flexible shopping options that fit seamlessly into their everyday lives. For project-based DIY purchases in particular, transparency about available stock is essential, so customers know before they visit that the products they need are on the shelf. To keep improving this shopping experience, toom Baumarkt and fulfillmenttools, two companies within the REWE Group, combine their retail and technology expertise. Together, they lay the foundation for improved stock availability across all locations and channels, transparent shipping costs, and future delivery models such as ship-from-store, in which online orders can be shipped directly from stores.

The two companies will show how retail and technology expertise work together within the REWE Group on September 30, 2026, at RETAIL NXT in Bad Vilbel near Frankfurt am Main. In a joint masterclass, Cordula Mehler, Head of Omnichannel Commerce & Digital Services at toom Baumarkt, and Mark Byerly, Head of Customer Success at fulfillmenttools, will explain how toom is developing its omnichannel services step by step and using a modern order management platform to build the basis for future delivery and service offerings. The focus is not only on more efficient processes, but above all on a more convenient, flexible, and customer-centric shopping experience: from reliable stock information to pickup to the fastest and most cost-efficient delivery.

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From rigid shipping rules to a scalable fulfillment foundation

At the core of the collaboration between toom and fulfillmenttools is the introduction of the Agentic Order Management System, which orchestrates both delivery orders (Click & Deliver) and pickup orders (Click & Reserve) based on actual availability. This further improves both customer satisfaction and the profitability of Click & Deliver orders.

The goal is to route Click & Deliver orders efficiently across different shipping channels while making optimal use of existing fulfillment capacity. This involves fulfillment centers, stores in the future, and connected dropshipping partners. It is an important step toward delivering on the customer promise reliably and cost-effectively. As a result, delivery times can be shortened, product availability increased, and orders handled more flexibly. At the same time, existing resources across the store and logistics network are used more efficiently. The overarching goal is to support customers as well as possible in completing their projects, whether they shop in store, reserve items, pick up goods, or have them delivered to their homes.

"With fulfillmenttools, we have a partner at our side that supports our omnichannel strategy with technology and understands our requirements as a retailer. The new order management structure lays the foundation for making our existing services more efficient and gradually expanding them with additional fulfillment models such as ship-from-store. This is how we are creating the conditions for an even more flexible and customer-centric shopping experience," says Cordula Mehler, Head of Omnichannel Commerce & Digital Services, toom Baumarkt GmbH.

Mark Byerly, Head of Customer Success at fulfillmenttools, also emphasizes that technological progress and practical implementation can go hand in hand: "The project with toom shows how retailers can use a modern order management platform to digitize existing processes while building the foundation for future omnichannel models. We are especially pleased to be carrying out this project with a company within the REWE Group. As a spin-off of REWE digital, we know the demands of retail first-hand. That makes it all the more rewarding to support toom, a partner from the 'REWE Group family,' in making its fulfillment processes future-proof."

The collaboration between toom and fulfillmenttools marks an important step in the evolution of toom's omnichannel strategy. fulfillmenttools' Agentic Order Management System digitizes the existing Click & Reserve and Click & Deliver processes and lays the groundwork for efficiently integrating additional fulfillment and shipping models such as ship-from-store. By combining retail expertise with technological innovation, the partners are creating the conditions for new service offerings and an even more flexible shopping experience for customers.

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Key terms at a glance

• Ship-from-store: Online orders are shipped directly from a store instead of exclusively from a central warehouse.
• Click & Reserve: Customers reserve an item online and pay for it when they pick it up in store.
• Click & Deliver: Customers order and pay for an item online and have it conveniently delivered to their home.
• Agentic Order Management System (Agentic OMS): An intelligent order management system that uses AI to make decisions autonomously, such as selecting the best shipping location, monitoring inventory, and optimizing orders automatically.

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Project scope

At a glance, the collaboration currently includes:

• Implementation of an agentic order management system with cross-channel inventory visibility as the foundation for toom's pickup and delivery processes; ship-from-store is planned to follow.
• Optimization of shipping costs for Click & Deliver from toom's shipping locations, the fulfillment center (FFC) and distribution stores (DS), extended to include ship-from-store shipments, in order to fulfill the customer promise cost-effectively.
• An initial rollout at one location (FFC and DS are treated the same way), with a planned pilot phase to expand to a small number of additional locations.

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About toom: With around 300 stores in its portfolio (toom Baumarkt, B1 Discount Baumarkt), 18,000 employees, and gross revenue of around EUR 3 billion, toom is one of the leading companies in the German DIY retail sector. The company is part of the REWE Group. The cooperative REWE Group is one of the leading retail and tourism groups in Germany and Europe. In 2025, the company generated total external sales of more than EUR 96.5 billion. Founded in 1927, the REWE Group has around 380,000 employees in 21 European countries. +++ Since 2016, toom has held the "audit berufundfamilie" certificate. Through "audit berufundfamilie," an initiative of the non-profit Hertie Foundation, toom takes a forward-looking approach as an employer and supports its employees through different stages of life and the challenges that come with them.

About fulfillmenttools: fulfillmenttools offers an Agentic Order Management System that combines fulfillment processes with AI-powered decision-making. The platform replaces rigid rules with embedded AI agents that automate decisions across the entire order lifecycle, from routing and availability promises to exception handling. This enables retailers and brands worldwide to improve the customer order experience, increase efficiency, and ultimately grow revenue and profitability. Its MACH-certified, API-first architecture brings inventory, orders, and fulfillment together in a single decision layer. The result: a smarter, faster, and more resilient fulfillment system that continuously evolves.

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