The Official Fluid Blog

Mariano Ferrario contributed to this post.

Fluid (@Fluid) collaborated with Lipman and Diane von Furstenberg to create a tweet-infused online catalog for DVF’s fall collection. You can experience the interactive catalog here.

Rich interactivity + iPad / iPhone compatibility.

The online catalog is richly interactive but coded so that it can be fully experienced on the iPad / iPhone. The video player, interactive carousels and screen transitions are all HTML5, delivering a great shopping experience and letting DVF reach its audience on the all the devices that matter.

Fully twitter-enabled catalog experience.

To put it mildly, Diane von Furstenberg is an avid twitterer (<@InsideDVF>) and her posts are addictive. The catalog is built around her most iconic statements – like “I always wanted to live a man’s life in a woman’s body” – and letting users retweet her latest posts directly from within the catalog.

Most interesting is that each product has it’s own hashtag – e.g. #jane bolero – encouraging users to tweet out what they like at a product level (they can tweet/share/like the catalog as a whole as well). The result is product-specific tweets with unique bit.ly links to each product detail page that help track the consumer’s path through the social shopping funnel and the traffic driven from their shares, likes & tweets.

A recent article on Advertising Age, “Brands bet on iPad to Expand eCommerce Reach“, discusses how eCommerce sites are looking to the iPad to provide more interactive and engaging product browsing experiences.

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Almost everyone has heard about and seen the Old Spice videos swarming across the Internet this week, and nearly everyone has regarded this campaign as brilliant, because Old Spice has done something that is very hard to do: they successfully and intentionally created something viral.

How did Old Spice make virality happen?

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Coach is the latest retailer to leverage Fluid products to launch a pop-up shop on their Fan Page within Facebook in just a matter of weeks. Take a look!:
Note: you’ll have to Like the brand first to access the exclusive, pre-sale content:
http://www.facebook.com/#!/Coach?v=app_130296760321957


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*Thank you* to the people behind the “people’s choice” Adweek Buzz Award! And special thanks to our great clients at Rachel Roy and the Jones Apparel Group. We’re thrilled to get this recognition for the facebook pop-up store for Rachel Roy!

(more on the facebook fan shop and why it worked here)

Join us today for a Webinar focused on Social the Sells. We’ll present 7 ideas that work (and 3 that we’re keeping our eyes on).

Time: 10am PT / 1pm ET

Speakers:
Andrew Sirotnik, Fluid, Founder/CXO
Amy Lanigan, Fluid, Director of Strategy

A sneak peak:
- Sold out sales on Facebook
- Liking after Levi’s
- Mobile sharing during shopping
- Live streaming chefs

There are still a few slots available. Register here.

You’ve heard the news by now. “Fans” on Facebook are no longer. It’s all about “Likes.” We’ve moved from roaring crowds to the realm of school crushes and ice cream.

Prior to the change we did a survey. We wanted to know the degree to which people were getting involved with brands on Facebook. Are fans in it for the arm candy or are they locked in long-term? Is all of this brand fanning one big booty call?

The results: 35.3% described their relationship with brand pages as Love ‘em and Leave ‘em.

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Here at Fluid, we believe retailers need to make the most of their page real estate.  With so many products and specials to feature, retailers need a clean and elegant way to present engaging content to their customers.  Using interactive banners that rotate on your homepage or category landing pages is a very effective way of doing that, enabling you to present your customers with much more rich and enticing imagery.  With Fluid Experience, you can make those banners easily and quickly.

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At Fluid, we continually look to the offline world to draw inspiration for improving the online shopping experience. Nowhere does this tenet drive our work more than Fluid Experience, our interactive merchandising tool.

When we think about great real world shopping experiences, there is a common theme to every flagship store and back alley pop-up shop: excellent product presentation. In the offline world, it’s guaranteed that there will be a real live product to pick up, inspect and share. You need only watch shoppers in a average apparel store to see how picking up an item, holding it up and glancing in the mirror creates an emotional attachment.

This simple act is so basic in the offline world that it’s too easy to overlook when envisioning the online experience. While best practices dictate things like the Add to Cart button being above the fold and intuitive search and browse functionality, it’s important not to lose sight of the basics:

Outstanding product presentation is a ticket to the game. Without it, consumers are may look elsewhere for this emotional attachment.

Scene 7 was kind enough to validate this philosophy in their recent “What Shoppers Want” survey. The Cliff’s Notes version is this:  shoppers want rich, vivid product imagery and the ability to browse views and colors and zoom in with simple mouse over actions. Clicking is too much work.  They want to “go big” and inspect every last detail of the product with minimal effort,  just as they would in the offline world.

At Fluid, we designed Fluid Experience from the ground up to produce rich, easy-to-use product displays that are unparalleled in the e-commerce landscape. Almost as important, we made them incredibly simple to build and change so you can experiment and find out what delights your customers.

In the spirit of going big, we took a few minutes to put together a demo that does just that. Simple mouse movements change views and expose zoom. Plus you can click View Larger for even greater detail and zoom. We think you’ll agree that it’s difficult to go back to just an average product image.