UK-based athletic retailer Hibbett Sports has deployed omnichannel commerce technology provider Radial’s order management system, customer service and payment, tax and fraud solutions.

Using the solutions, the retailer has launched www.hibbett.com, its first transactional e-commerce site.

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Besides optimising the company’s order management process, the solution is expected to improve fraud prevention capabilities while enhancing its online and in-store shopping experience.

"By partnering with Radial, we are able to provide a reliable, seamless, and best-in-class experience for our customers after they tap the add-to-cart button."

Through Radial’s order management system, Hibbett intends to integrate the inventory from its nationwide network of more than 1,000 stores.

Radial chief revenue officer Steven Birdsall said: "Radial offers the e-commerce foundation retailers need to evolve alongside customer expectations.

“With a fully integrated and scalable technology and services stack, retailers can manage everything from high-volume product launches to everyday transactions while guaranteeing a top-quality brand experience."

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New features of www.hibbett.com allow stores to fulfil online orders.

In addition, the features allow the company to expand assortment and customer options through a fully integrated dropship channel, managed by Radial.

Hibbett Sports digital commerce vice-president Bill Quinn said: "Being successful in e-commerce and omnichannel is imperative to our future. By partnering with Radial, we are able to provide a reliable, seamless, and best-in-class experience for our customers after they tap the add-to-cart button."

The payments, tax and fraud solutions provided by Radial are set to allow the retailer to ensure a frictionless shopping experience for customers.

The company also receives additional services from Radial in the form of customer care operations, call centre expertise and technology in order to manage customer engagements on-demand.