International retailer Safilo Group picks Fluent Commerce to boost delivery speed and convenience for customers


Openmind partnership with Fluent Commerce enables Smith Optics of Safilo Group to offer customers fast and affordable home delivery with an easy returns process

London, UK – 17.12.2019: Smith Optics, the world leader in the production of ski goggles and helmets along with premium sunglasses and prescription frames, has chosen Fluent Commerce, the world’s number one Distributed Order Management (DOM) platform to help make it faster and easier for customers to enjoy home deliveries and an easy returns process.

As part of the Italian eyewear retailer’s investment in its customer experience, Smith Optics has selected commerce specialist Openmind to implement Fluent Commerce to enhance convenience for customers.

Smith Optics, part of the Safilo portfolio of brands including Carrera, Polaroid and Oxydo, is a fully integrated Italian eyewear creator and worldwide distributor of premium sunglasses, optical frames and sports eyewear with its products stocked across 100,000 stores worldwide.

“Smith Optics and Safilo Group has chosen to use Fluent Commerce’s distributed order management platform as part of our new site architecture. Smith Optics is committed to providing our customers’ a best in class post-purchase experience with fast home delivery and self-service returns. Fluent’s offering will enable us to achieve our goals with a significantly improved order management process,” says Jennifer Karlson, head of eCommerce, Smith Optics.

The Safilo Group has seven directly owned manufacturing sites, with an extensive wholly owned global distribution network in 40 countries across North and Latin America, Europe, Middle East and Africa, and Asia Pacific and China. Safilo Group employs 6,594 staff worldwide.

“We are excited to be partnering with Smith Optics to help them deliver a smooth commerce experience and provide greater convenience to their customers. Fluent Commerce is a cloud native distributed order management platform that provides all the functionality needed for a retailer to offer ultimate delivery flexibility, and save time and money dealing with returns and courier shipping. We look forward to expanding our service to other brands of the Safilo group,” explains Rob Shaw, managing director, EMEA, Fluent Commerce.

Fluent Commerce’s technology suite includes software for in-store tooling, inventory and location management, customer service, fulfilment optimisation and reporting. For Smith Optics this means increased sales, reduced fulfilment costs and better customer retention.


About Author

Kizzi Nkwocha is the publisher of My Logistics Magazine, The UK Newspaper, The Property Investor, The Cryptocurrency Magazine, The Sussex Newspaper and Business Game Changer Magazine. Kizzi Nkwocha made his mark in the UK as a publicist, journalist and social media pioneer. As a widely respected and successful media consultant he has represented a diverse range of clients including the King of Uganda, and Amnesty International. Nkwocha has also become a well-known personality on both radio and television. He has been the focus of a Channel 4 documentary on publicity and has hosted his own talk show, London Line, on Sky TV. He has also produced and presented both radio and TV shows in Cyprus and Spain. Nkwocha has published a number of books on running your own business and in 2011 his team won the Specialized Information Publishing Association (SIPA) award for best use of social media.

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