Technology
Paris fashion icon Balmain boosts order management to improve experience
June 15, 2023
Parisian fashion house Balmain is deploying the distributed order management system from Fluent Order Management across its online boutiques, in the Americas and Europe, to improve the online customer experience.
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, according to a press release.
Balmain creations will also soon be carried on GaleriesLafayette.com and several other luxury fashion websites.
Founded by Pierre Balmain in 1945, Balmain 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 will allow Balmain to reach new luxury customers and markets, building directly upon and complementing the house's marketing and communication game plans.
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 homes.
"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," Balmain Chief Digital Officer Simon Cottigny said in the release. "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."
