The Forrester Wave™: Order Management Systems, Q2 2023

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Historic Luxury House Balmain Rolls Out Fluent Order Management To Deliver An Improved Online Customer Experience

PARIS, June 13th, 2023 – The historic Parisian fashion house Balmain has implemented the leading provider of Distributed Order Management System (DOM), Fluent Order Management, across its online boutiques in Europe, the APAC region and both North and South America.

Founded by Pierre Balmain in 1945, Balmain is followed by millions of lovers of fashion across the world, and it has more than 35 boutiques worldwide. As part of the house’s new e-commerce and omnichannel strategy, Balmain’s digital team decided to replace its previous e-commerce platform with Salesforce Commerce Cloud, allowing the house to support future online sales growth, while improving customer experience.

The change in e-commerce strategy aims to allow Balmain to reach new luxury customers and markets, building directly upon and complementing the house’s innovative marketing and communication game plans. Fluent Order Management enables Balmain to sell its offerings on multiple marketplaces, with the house’s latest ready-to-wear and accessory designs now available on Farfetch, 24S, and Balmain creations will also soon be carried on and several other luxury fashion websites. Online marketplaces like these are in full expansion, with the sales channel accounting for 62% of all e-commerce sales, worldwide.

Going forward, Fluent Order Management will allow Balmain to provide faster delivery times for customers and manage returns much more easily. Customers will also be able to buy online and collect from one of the house’s boutiques or have items shipped from a boutique to their home.

Moreover, by relying on new real-time inventory, Balmain will be able to see exactly which items customers are buying and where, enabling the house to manage its inventory more effectively, while personalizing its service to customers.

As this house enjoys rapid growth in all regions of the world, we know that adopting tools like Fluent Order Management will help us to best adapt to an increasing flow of online orders,” notes Balmain Chief Digital Officer Simon Cottigny. “In addition, it helps guarantee that we continue building upon a long and distinctive heritage. For over 75 years, Balmain has set itself apart in the luxury universe, due to this house’s obsession with extending only the very highest level of customer care to its clients—and we are determined to ensure that Balmain’s online sales meet that same demanding standard.

It’s great to see another iconic luxury brand roll out Fluent Order Management and take their customer experience up to another level. Our partnership with VISEO has demonstrated exactly what we can do to support businesses like Balmain with their ecommerce strategies during this global pandemic, giving them the flexibility to adapt and add additional revenue streams, whilst also providing more delivery options to customers,” said Graham Jackson, CEO, Fluent Commerce.

About Balmain

Balmain is a renowned French luxury fashion house that was founded in 1945 by Pierre Balmain. 75 years ago, when Pierre first introduced his “New French Style,” it immediately became clear to all that his eponymous house was offering a distinctly fresh, bold and feminine conception of haute couture, one which broke with many of the well-established conventions of the era. His audaciousness paid off.

Since 2011, Balmain’s Creative Director, Olivier Rousteing, has been inventively building upon Pierre Balmain’s extraordinary legacy, while always remaining true to his own determination to design clothes that reflect the way his diverse, powerful, and global audience wishes to live today. Balmain has been a leader embracing entertainment as a key pillar on its marketing strategies, searching for new ways to engage with its audience and reach out to potential new clients.

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