Sportswear and equipment retailer, Under Armour, is deploying an omnichannel retail ecosystem in a partnership with technology partners, Emakina and Fluent Commerce.
The platform will provide a single real-time view of orders, customers and inventory via a customizable order management system developed by Fluent Commerce, according to a press release.
"With e-commerce growth last year in MENA region outpacing UK and US markets, now is a great time to offer our customers a convenient way to interact with the Under Armour brand and purchase products by launching a localized site. With the support of the global and regional teams, we're now implementing the Under Armour website with omnichannel capabilities, offering our customers the opportunity to shop in either English or Arabic and in their local currency," Gaurav Sharma retail director at Under Armour, said in the release.
Emakina created a branded digital experience for Under Armour, providing customers a place to discover and interact with the brand's products via desktop, phone and tablet. Advanced omnichannel features, such as pay and collect and real-time inventory are now part of the consumer experience.
Emakina was able to adapt Fluent Commerce's technology to provide Under Armour with additional functions to meet the brand's unique business requirements.
The platform will launch in the United Arab Emirates and in the Kingdom of Saudi Arabia.
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