The Official Fluid Blog

Too often when shopping online, I run across amazing lifestyle images featuring a product I would like to buy (or at least learn more about) but the retailer makes it difficult or impossible to find. Typically I’ll click on the image only to be faced with a confusing category page where if I’m lucky, I might find the product I’m after.

The simple fact is that lifestyle imagery is engaging and fun: just look at the stack of Williams-Sonoma or Patagonia catalogs on the average consumer’s coffee table. However, turning that imagery into something web-ready by adding copy takes too much time and specialized resources (designers) and might even detract from the imagery itself. This is disappointing because as in the offline world, vivid imagery is engaging and can both build brand and increase the chance a customer will buy that item.
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Retailers are bringing it big this holiday. While we, the gift seekers, think of people on our lists, drink hot cocoa and make out under the mistletoe, retailers are busy making gift giving easier.

The four examples you need to see:

1. Etsy’s Gift Guide

The best use of Facebook liking data that I’ve seen yet. Pick a friend and Etsy matches their likes (and interests) to Etsy products. It’s a peep show of the possibilities this public data holds.

2. J.Crew’s Very Merry Gift Guide

This stands out for two reasons: 1. Talk about beautiful, curated collections. It tells a story that makes me forget that it’s cross-sell. 2. Of-the-month offering. Subscription selling finally meets style. Why aren’t more brands doing this? Expect them to be doing so in 2011.

3. Victoria’s Secret Gift Cards (on Facebook)

Sharing gets sexy. Not only can you comment on photos from last night’s holiday party, now you can share a gift card – without ever leaving Facebook. Buying just got easier for last-minute Lucys. (Starbucks has Facebook gift cards too).

4. Coach’s Gift List (on Facebook)

The ripple effect of Polyvore permeates this design (as it continues to do throughout fashion). Drag and drop from Coach’s yummy collection to a wish list within Facebook – and affiliate each item with a friend.

Who’s going to top this in 2011? Fluid has some tricks up our sleeve. Exciting.

Happy Holidays,
Amy