The Forrester Wave™: Order Management Systems, Q2 2023

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Fluent Commerce now supporting growth of global apparel and footwear company VF Corporation

Fluent Commerce kicks off Asia Pacific rollout with VF Corp

Sydney: March 16th, 2023: Global order management vendor Fluent Commerce has partnered with customer experience firm Merkle, a dentsu company, to implement a new distributed Order Management System (OMS) for VF Corporation.

Founded in 1899, VF is one of the world’s largest apparel, footwear and accessories companies. It is home to brands including the North Face®, Vans®, Timberland® and Dickies®.

VF has launched the new OMS across several brands and expects to expand the implementation across the Asia Pacific region. The new platform will support online orders and sales by providing a single view of inventory. It will offer the capability for business users to handle customer queries more efficiently.

“Businesses with a global footprint and growth plans will have the ability to support many regions, channels and brands with one system, but still scale flexibly whilst allowing for customizations was paramount. We found that in Fluent Order Management,” said Patrick Deloy, Managing Director of Merkle/ Dentsu APAC Commerce and Loyalty.

VF’s products are sold in over 125 countries around the world. This includes branded ecommerce portals and approximately 1300 owned retail stores.

The implementation of Fluent Order Management includes Ship from Warehouse, Orchestration, Customer Service and Marketplaces integrations. The ability to handle return and refund will be turned on in the next phase of the rollout.

Graham Jackson, CEO at Fluent Commerce, said: “Fluent Order Management is the choice of many leading brands around the globe who are looking for a smart and proven platform which can adapt quickly to changing conditions and can scale easily as they grow.

“We are pleased to see our OMS being successfully rolled out by VF and look forward to working with Merkle on future phases of the project.”


About VF Corp

Founded in 1899, VF Corporation is one of the world’s largest apparel, footwear and accessories companies connecting people to the lifestyles, activities and experiences they cherish most through a family of iconic outdoor, active and workwear brands including Vans®The North Face®Timberland® and Dickies®. Our purpose is to power movements of sustainable and active lifestyles for the betterment of people and our planet. We connect this purpose with a relentless drive to succeed to create value for all stakeholders and use our company as a force for good. For more information, please visit

About Merkle

Merkle, a dentsu company, is a leading data-driven customer experience management (CXM) company that specializes in the delivery of unique, personalized customer experiences across platforms and devices. For more than 30 years, Fortune 1000 companies and leading nonprofit organizations have partnered with Merkle to maximize the value of their customer portfolios. The company’s heritage in data, technology, and analytics forms the foundation for its unmatched skills in understanding consumer insights that drive hyper-personalized marketing strategies. Its combined strengths in consulting, creative, media, analytics, data, identity, CX/commerce, technology, and loyalty & promotions drive improved marketing results and competitive advantage. With more than 14,000 employees, Merkle is headquartered in Columbia, Maryland, with 50+ additional offices throughout the Americas, EMEA, and APAC. For more information, visit

About Fluent Commerce

Fluent Commerce is a global software company focused on distributed order management for commerce. Both B2C and B2B organizations rely on their cloud native, highly flexible and fully scalable distributed order management platform to transform fulfillment complexity into a competitive advantage. Fluent Order Management provides accurate and near real-time inventory availability across multiple locations, order orchestration, fulfillment optimization fulfillment location management, in-store pick and pack, customer service, and reporting. This enables retailers, brands, and B2B organizations to fulfill orders profitably while delivering the best customer experience possible.

Fluent Commerce works with organizations such as JD Sports, L’Oréal, Ted Baker, LVMH and Dulux. For more information visit

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