American Golf, which describes itself as the UK’s largest golf retailer, has rolled out a new order management system to drive online growth.

The company, which was established in 1978, currently has over 80 stores in the UK, making up a third of the golf retail market share. It sells golf equipment, apparel, and clubs from the biggest brands in golf as well as exclusive brands like Stromberg, Benross, and Greg Norman, as well as providing golf insurance, free customer fitting from 300 accredited store fitters, and Club Card rewards.

American Golf said that it is replacing legacy systems with an order management system from Fluent to meet its ambition to become the “ultimate one stop destination for everything a golfer requires”.

The new platform aims to improve the customer experience by giving a real-time view of items available to purchase in a bid to mitigate cancelled orders and overselling.

Customers will also have access to an endless aisle experience, allowing them to place orders in store.

American Golf now has the capabilities of Ship from Store and Click & Collect, allocating stock in local stores.

“We’re thrilled to be working with Fluent Commerce as we modernise our technology platform to drive an improved customer experience,” said Simon Owers, chief finance officer 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.”

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