The Forrester Wave™: Order Management Systems, Q2 2023

See the Results

Philippines Retail Chain ‘SM Retail’ goes live with Fluent Order Management

Sydney: February 7, 2023, SM Retail, the largest retail chain of stores in the Philippines has successfully implemented a new distributed Order Management System (OMS) from Fluent Commerce. 

SM Retail is the country’s leading retailer with a nationwide portfolio of department stores, supermarkets and specialty stores – including dedicated hardware, home and toy stores.

Fluent Order Management is used by leading global brands, including JD Sports, L’Oréal, Ted Baker, LVMH and Dulux to manage orders, inventory and fulfillment both in-store and online.

Fluent Order Management has gone live across nation-wide for SM Retail with the option to be used by over 50 brands, with Shop SM being first cab off the rank. The implementation includes new Click & Collect and Home Delivery features – in addition to providing SM Retail with a single view of inventory in both its stores and warehouse.

Fluent Order Management was implemented in partnership with Merkle, a Dentsu International customer experience management company. 

A key driver for SM Retail was the desire to make their in-store and online shopping experience seamless for customers. By using Fluent Order Management, SM Retail customers can now pay online and pick up in store – or vice versa.

Prone to adverse weather conditions such as earthquakes and typhoons, SM Retail wanted a platform with dynamic logic which could source and route items from different locations in emergency situations.

“The Philippines poses unique logistical challenges, which is why it is also important that we now have the ability to dynamically manage our inventory in response to increased demand for items or if unforeseen disruptions occur,” says Camila Lopez Lala-an, SAVP – Omnichannel, ShopSM. 

“As one of the largest retailers in the Philippines, ensuring the best customer experience in each one of our stores is paramount. By implementing Fluent Order Management, we are giving our customers the flexibility to choose how they want to shop, at a time that suits them,” continues Lopez Lala-an.

In 2020 SM Retail launched its ‘Call to Deliver’ service, a hybrid shopping platform that allows customers to get all their daily essentials from their chosen SM store branch with the help of a personal shopper.

“We are pleased to see SM Retail go live with Fluent Order Management and look forward to hearing about the positive impact it is having on the shopping experience of its customers.

“Multi-brand inventory is complex, but ultimately, it will provide SM Retail with much more control over their stock and the most efficient way to get that stock into the hands of its customers,” said Pranatharthi Haran, Managing Director, APAC, Fluent Commerce. 

About SM Retail 

SM’s deeply-rooted market presence in the Philippines stems from retail. Located in downtown, Manila, Mr. Henry Sy, Sr. opened the first Shoemart Store in 1958 where he offered a variety of shoes from both the country and abroad. He pioneered business systems remembered to this day by his loyal shoppers and employees. His innovative approach to customer service helped build a highly recognized brand which, in turn, enabled Shoemart to grow and evolve into a full-service department store; hence, changing its brand name into the simpler and more appropriate SM.

Always aiming to make life better for his customers, Mr. Sy expanded his merchandise to fulfill his commitment to offer a one-stop shopping experience. SM’s tagline, “We’ve Got It All For You” has become a guiding principle for the level of service that SM lives up to until today and has helped transform it into a household name. For over six decades, SM has developed generations of loyal customers, many of whom still fondly call the store Shoemart.

This site is registered on as a development site. Switch to a production site key to remove this banner.