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Balmain makes fluent addition

By Retail Technology | Friday June 16 2023 | UPDATED 16.06.23

French fashion house Balmain has implemented Fluent Order Management across its online boutiques in Europe, the APAC region and both North and South America

As part of the house’s new ecommerce and omnichannel strategy, Balmain’s digital team decided to replace its previous ecommerce platform with Salesforce Commerce Cloud, allowing the house to support future online sales growth, while improving customer experience.

The change in ecommerce 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 Harrods.com.

Marketplaces

Balmain creations will also soon be carried on GaleriesLafayette.com 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 personalising 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.

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