American Golf, the UK’s largest golf retailer, has launched Fluent Order Management, a distributed order management system that is designed to improve customer experience, operational efficiencies and to drive revenue. 

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 putting customer experience at the forefront by replacing legacy systems with Fluent Order Management, which will provide a real-time view of inventory. 

The platform will improve the customer experience by giving a real-time view of items available to purchase – 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.

American Golf is now able to offer ‘Ship from Store’ and ‘Click & Collect’, allocating stock in local stores to better serve customers.

AyataCommerce, a technology services company and longstanding partner of Fluent Commerce, led the implementation of Fluent Order Management with American Golf.

“We’re thrilled to be working with Fluent Commerce as we modernise our technology platform to drive an improved customer experience,” said Simon Owers, chief financial officer 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, general manager 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.”