The Official Fluid Blog

We’ve just returned from Shop.org’s Annual Summit in Las Vegas. Most of what happened in Vegas shouldn’t stay in Vegas. It’s well worth sharing. Ten highlights in 140 characters or less…

1. If you’re getting bad reviews on a product you probably shouldn’t be selling it. [Session: Terry Lundgren, CEO, Macy's]

2. Starbucks is the McDonald’s of the middle class. And McDonald’s is owning this by competing up. Their take? 4 bucks for coffee is dumb. [Session: Sucharita Mulpuru, Forrester]

3. Everyone else is in = why 50% of retailers are in social media. 34% see a + biz impact. Note: This is social bc it’s worth talking about. [Session: Sucharita Mulpuru, Forrester]

4. Walking through the Expo Hall wearing a non-retailer pass is like walking into a singles bar wearing a denim vest and waving a red flag.

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Fluid is excited to announce the launch or new site for Calvin Klein Fragrances, http://www.calvinkleinfragrances.com/. Fluid has been working with the Calvin Klein Fragrances team for several months to develop a new site that integrates the entire Calvin Klein fragrance line into a single, unified site experience while allowing each brand to express its own individuality. Individual fragrances include ck one, eternity, obsession, euphoria, escape and the latest addition to the line, ck free.

We are pleased to announce an exciting addition to the Fluid team. Amy Lanigan has recently joined Fluid as Director of Client Strategy after previously serving as Assistant Director of Strategy at AKQA. While at AKQA Amy worked with high profile clients such as Target, Gap and Charles Schwab.

We’ve brought Amy on because gone are the days where retailers can rigidly control virtually every aspect of their online presence and shopping experience. Blogs and customer reviews mean consumers have a voice in the conversation. Content is increasingly portable and flexible. Conversion funnels begin before consumers get to your site and social networks allow consumers unprecedented influence over what friends and strangers are buying online and in stores. This complex landscape requires shopping and brand experiences that are thoughtful, flexible and strategic.

It is Amy’s job to help our clients plot a path through this evolving landscape, particularly in social media, and to make sure everything Fluid deploys is on target from both a quantitative business and brand perspective.

Welcome, Amy.