Golf Business News – American Golf introduces Streamlined Order Management to accelerate online growth

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

With a third of the UK golf retail market share, American Golf has over 80 stores nationwide, a commercial website and app, and offers customers a wide range of services from golf insurance and personal products to Club Card rewards and free customization from up. 300 certified shop fitters.

In their desire to be the ultimate one-stop shop for everything a golfer needs, American Golf is putting the customer experience first 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 providing a real-time view of items available for purchase – reducing canceled orders and oversights. Customers will now benefit from a ‘seamless experience’, which allows them to place orders in-store, with flexibility to ensure that orders are shipped in the most efficient and cost-effective manner.

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

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

“We are excited to partner with Fluent Commerce as we modernize our technology platform to improve the customer experience,” said Simon Owers, American Golf’s chief financial officer. “This is an exciting time for business growth, and we believe Fluent Commerce is the best place to support us on this journey.”

“It’s always a pleasure to work with a leading brand like American Golf,” commented Rob Shaw, general manager of EMEA at Fluent Commerce. “We are pleased to be able to deliver the business benefits associated with effective order management and the business growth opportunity that comes with this. We look forward to a fruitful and successful partnership together.”