Balmain bolsters customer experience with Fluent Commerce

Historic luxury house Balmain deploys Fluent Order Management to deliver an improved online customer experience.

The Parisian fashion house has implemented a 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, supporting 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 Harrods.com. 

Balmain creations will soon be carried on GaleriesLafayette.com and 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.

In the future, Fluent Order Management will allow Balmain to provide faster delivery times for customers and manage returns much more quickly. 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 homes.  

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.

Simon Cottigny, Chief Digital Officer at Balmain, says: "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."

"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," says Mr Cottigny. 

Graham Jackson, CEO of Fluent Commerce, says: "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 e-commerce strategies during this global pandemic, giving them the flexibility to adapt and add additional revenue streams whilst also providing more delivery options to customers," says Mr Jackson.