American Golf, has launched Fluent Order Management, a distributed Order Management system (DOM) to improve customer experience, operational efficiencies and to drive revenue.

Founded in 1978, American Golf offers customers a wide range of golf equipment, apparel and clubs from the biggest brands in golf, as well as exclusive brands from International Leisure Group such as Stromberg, Benross and Greg Norman. With one-third of the UK golf retail market share, American Golf has over 80 stores nationwide, a transactional website and app, and offers customers a huge range of services from golf insurance and personalised products to Club Card rewards and free custom fitting from over 300 accredited store fitters.

In their ambition to become the ultimate one stop destination for everything a golfer requires, American Golf is implementing Fluent Order Management, which will provide a real-time view of inventory. The platform gives a real-time view of items available to purchase (ATP) – mitigating cancelled orders and overselling. Customers will now benefit from an endless aisle experience, allowing them to place orders in store, with fulfilment flexibilities to ensure orders are shipped in the most efficient and cost-effective manner.

“We’re thrilled to be working with Fluent Commerce as we modernise our technology platform to drive an improved customer experience,” said Simon Owers, CFO of American Golf. “This is an exciting period of growth for the business, and we believe that Fluent Commerce is best placed to support us on that journey.”

“It’s always exciting to work with a leading brand such as American Golf,” commented Rob Shaw, GM EMEA at Fluent Commerce. “We’re delighted to be able to deliver the business benefits associated with highly effective order management and the potential for business growth that comes with this. We look forward to a productive and successful partnership together.”