American Golf tees up OMS update

UK golf retailer, American Golf has launched a new distributed Order Management system (DOM) to improve customer experience, operational efficiencies and to drive revenue

American Golf is putting customer experience at the forefront 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 giving a real-time view of items available to purchase (ATP) - mitigating cancelled orders and overselling. Customers will now benefit from an endless aisle experience, allowing them to place orders in store, with fulfilment flexibilities to ensure orders are shipped in the most efficient and cost-effective manner.

“We’re thrilled to be working with Fluent Commerce as we modernise our technology platform to drive an improved customer experience,” said Simon Owers, CFO of American Golf. “This is an exciting period of growth for the business, and we believe that Fluent Commerce is best placed to support us on that journey.”