Historic Parisian fashion house, Balmain has implemented leading provider of Distributed Order Management System (DOM), Fluent Order Management, across its online boutiques in Europe, the Asia Pacific region, as well as North and South America.

Balmain has more than 35 boutiques worldwide and as part of its new e-commerce and omnichannel strategy, Balmain’s digital team decided to replace its previous e-commerce platform with Salesforce Commerce Cloud to support 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 its marketing and communication plans. Fluent Order Management enables Balmain to sell its offerings on multiple marketplaces, with the latest designs now available on Farfetch, 24S, and Harrods.com.

Balmain creations will also 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 almost two-thirds (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 more easily. Customers will also be able to buy online and collect from a boutique or have items shipped from a boutique to their home. 

By relying on new real-time inventory, Balmain can see exactly which items customers are buying and where, enabling the house to manage its inventory more effectively, while personalising its customer service.

Balmain chief digital officer, Simon Cottigny said, “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 highest level of customer care to its clients—and we are determined to ensure that Balmain’s online sales meet that same demanding standard.”

Fluent Commerce CEO, Graham Jackson added, “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 ecommerce strategies during this global pandemic, giving them the flexibility to adapt and add additional revenue streams, whilst also providing more delivery options to customers.”