A premium consumer brand's new product launch ships on time because the plumbing was ready first
A new product line goes on shelf in early October, with pre-sale a month earlier. HyAlly is building the D2C 3PL integration, inventory centralisation, SKU harmonisation, and marketplace-to-Odoo flows that make the date.
Sector
Premium Consumer Brand
Solution
Operations Intelligence
Status
Phase 2 SOW in client review. Plan covers mid-July to early November.
Challenge
- Pre-sale early September. On-shelf early October. New product line and accessories at the 3PL by late September. No room to slip.
- Shopify Plus upgrade in July. B2B 3PL operations cannot break during the ERP migration. The existing iPaaS stays primary for some flows.
- Inventory is split across a D2C 3PL and a B2B 3PL. One launch needs one source of truth.
- Marketplace order data has to flow into Odoo without breaking the existing ERP handoff.
Approach
- Sequence workstreams by critical path. D2C 3PL integration and inventory centralisation first. SKU harmonisation and marketplace-into-Odoo run in parallel.
- Keep the existing iPaaS as primary for B2B 3PL flows. Validate iPaaS-to-Odoo flows during Sprints 3 to 4 rather than rebuilding the connector.
- Pre-sale order management is designed in Sprint 2 and built before the pre-sale window opens.
- Defer non-launch workstreams (email-platform migration, marketing setup audit, the brand site redesign, social commerce) to Phase 2B post-launch.
What shipped
- D2C 3PL integration, order push, shipment confirmation, tracking number sync to Shopify, bidirectional inventory.
- New product inventory model in Odoo with real-time stock view across both warehouses.
- Pre-sale order management, payment capture flow, allocation rules, cancellation and refund handling, customer triggers.
- SKU harmonisation across ERP, Odoo, Shopify, and the marketplace.
- Marketplace-into-Odoo flows for D2C order capture and reconciliation.
Outcomes
- Pre-sale live and accepting orders in early September.
- New product line on shelf in early October with inventory accurate across both warehouses.
- B2B continuity preserved throughout the cutover.
- Same operational team running everything from one place by launch day.
Stack
- Odoo
- Shopify (Plus from July)
- iPaaS for B2B 3PL flows
- D2C 3PL
- B2B 3PL
- marketplace seller portals
- Kestra for orchestration
- legacy ERP for handoffs in flight
- PostgreSQL warehouse for the consolidated view
What's next
Phase 2B picks up after the launch, email-platform migration off the legacy provider, marketing setup audit, the brand site redesign, and social commerce. With the foundation in place, each one is a sprint, not a project.
Quote (pending sign-off)
"Placeholder pending sign-off from the E-commerce and Digital Marketing lead."
E-commerce and Digital Marketing, Premium Consumer Brand
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