Fluent Commerce Order Management solution provides American Golf with real-time view of its inventory

American Golf has launched the Fluent Order Management solution.

It is replacing legacy systems with the distributed order management system, which will provide a real-time view of inventory.

The aim is to improve the customer experience by giving a real-time view of items available to purchase, 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. 

AyataCommerce, a technology services company and partner of Fluent Commerce, led the implementation. American Golf now has the capabilities of Ship from Store and Click & Collect, allocating stock in local stores to better serve customers. 

“We’re thrilled to be working with Fluent Commerce as we modernise our technology platform to drive an improved customer experience,” says Simon Owers, CFO at 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.” 

“It’s always exciting to work with a leading brand such as American Golf,” comments Rob Shaw, GM EMEA at Fluent Commerce. “We’re delighted to be able to deliver the business benefits associated with highly effective order management and the potential for business growth that comes with this. We look forward to a productive and successful partnership together.” 

2024 RTIH INNOVATION AWARDS

Omnichannel retail was a key focus area for the sixth edition of the RTIH Innovation Awards.

The awards, sponsored by Vista Technology Support, Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended last week’s gathering.