Fluent Commerce launches new partner program

Australian order management software vendor Fluent Commerce has launched a new channel program with a point-based scaling system.

Originally stemming from freight business Parcelpoint in 2013, Fluent provides an inventory availability and distributed order management platform for retailers.

Its new program is called the Fluent Commerce Global Partner Program 2024 and features the three tiers of Surf Community, Surf Pro and Wave Champion at the top.

A statement from Fluent claims current Wave Champions include Accenture, Amblique, Ayata, Capgemini, Epam, Grid Dynamics, Merkle, Orium, Pivotree, Valtech and Viseo.

Partners can climb through the tiers by taking on a range of criteria, such as closing deals, qualifying pipeline, accelerator building, marketing activities, sales mastery and training resources.

By gaining a higher tier, partners can gain various levels of demand and brand awareness activities and marketing initiatives as well as partnership development tools and enablement choices.

In terms of marketing initiatives, Surf Community partners receive base marketing, with a logo swap on websites and ad hoc initiatives. Surf Pro partners meanwhile get bumped up to intermediate marketing, which also get the partnership promoted on social media, a press release on customer announcements and access to joint content and thought leadership. At Wave Champion, partners gain access to the previous benefits as well as in-person and virtual events.

It supersedes its previous globally managed partner program, which was less formalised and had an opt-in model.

“Over the past decade we have worked hard to form deep and enduring partnerships with best-of-breed integrators and consultancies around the world,” said Chad Hooker, VP of global channel and alliances at Fluent.

“What we have learned is that the more we invest in these relationships, the better the outcome for our customers and Fluent Commerce as a whole. But we didn’t want to design a partner program that looks and feels the same as everyone else’s. I believe we have achieved something that’s fresh, engaging and unique.

“Our intention is that this program will reward and recognise our most important partners for their invaluable work. It will also further enhance engagement with up and coming partners and deliver smart tools and programs which improve project delivery.”

The program is supported by new branding with its Koala mascot DOM, who has been described by the vendor as a “surfing OMS [order management system] nerd.

According to Fluent’s statement, the vendor has over 200 partners in its network, which include tier one integrators, global digital consultancies and specialist ecommerce agencies.