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Luxury Italian shoemaker Santoni polishes online and store UX for international growth

Santoni Shoes: improving cross channel UX

Luxury Italian shoemaker Santoni is enhancing its customer experience both on and offline with the addition of click and collect, ship from store and buy online and return in store services.

Founded in 1975 by Andrea and Rosa Santoni, the company began as a small family business selling only classic buckle and lace-up shoes, but has since grown into a global brand selling luxury leather shoes, handbags and apparel in Europe, Asia and the United States.

Working with Fluent Commerce’s distributed Order Management System (OMS) Santoni customers can now get the slick experience of Click & Collect, Ship from Store and being able to buy online and return in store.

Francesco del Bosco, Chief Innovation Officer at Santoni, explains: “It is critical for us to ensure that our customer experience lives up to our brand, which stands for discreet luxury and quality without compromise. Fluent Commerce stood out to us as a vendor with a strong track record of working with leading luxury brands. We look forward to working with them and their partners to optimise our omnichannel strategy and ultimately enhance our customer experience.”

In 2021, Santoni unveiled an innovative strategy in China with the launch of a store on Tmall, Alibaba Group’s B2C platform. The company operates flagship stores in key international cities, including Milan, Paris, London and New York. The U.S. market currently accounts for 15 percent of the brand’s business.

Santoni, which employs 700 people globally, will roll out Fluent Order Management in Italy and the United States. The platform will support Santoni’s warehouse operations in each respective region and approximately 20 Points of Sale.

Graham Jackson, CEO at Fluent Commerce, adds: “Santoni has an enviable history for quality craftmanship. We look forward to implement a distributed OMS which complements and enhances their reputation for producing luxury products, and delivers a contemporary, flexible shopping experience for their customers.”

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