Hat Trick: Three Fluid Inc. Clients Make the Internet Retailer Hot 100 Best of the Web

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Fluid helps visionary e-retailers Benefit Cosmetics, Sur La Table and Wag.com rethink site design, shopper interaction and product merchandising to convert consumers’ increasingly social-centric online activities into bottom-line results.

Fluid creates engaging customer experiences that drive conversion, satisfaction and brand loyalty.

“We are thrilled to see three of our clients land a spot in the IR Hot 100 list — this is tremendous recognition of the breakthrough design and hard work of our respective teams,” said Kent Deverell, CEO of Fluid.

Fluid Inc., the digital shopping innovator, closes out an award-winning year, announcing that three of its retail clients have made the Internet Retailer “Hot 100 E-Retailers of 2012” — the annual list of e-commerce sites that the magazine’s editors deem to have broken new ground in the past year in ways that other e-retailers can learn from.

“We are thrilled to see three of our clients land a spot in the IR Hot 100 list — this is tremendous recognition of the breakthrough design and hard work of our respective teams,” said Kent Deverell, CEO of Fluid. “The common theme that unites Benefit Cosmetics, Sur La Table and Wag.com is the effective presentation of highly branded products while staying true to each brand’s strong story. We feel privileged to work with such powerful brands and clients that vest their trust in us.”

Benefit Cosmetics (http://www.benefitcosmetics.com) is known for its free-thinking and free-spirited approach to makeup, as well as its creative packaging, irreverent names and instant beauty solutions. The Internet Retailer editors liked the bold graphics, video tutorials on how to use its cosmetics, along with the social features, including a tool that lets consumers post and answer product questions, and a social club that connects Benefit fans with others around the world. “Commerce is very important, but like many brands or manufacturers, it is a big brand-building opportunity for us to express who we are and what we stand for,” said Valerie Hoecke, vice president of digital experience and commerce.

Innovative navigation that puts relevant deals right in front of the shopper caught the attention of the editors when they reviewed Sur la Table (http://www.surlatable.com). For this site, Fluid focused on interactive merchandising and conversion. For example, when a consumer mouses over a category in the top navigation bar, a fly-out window displays the site’s subcategories, as well as a large image highlighting a related promotion.

For Wag.com (http://www.wag.com), Fluid helped combine the hallmark efficiency of Quidsi, the parent company of Diapers.com and Soap.com, to deliver a whimsical experience that changes the way people shop for pet supplies. Internet Retailer’s editors noted the site’s novel navigation approach, which lets pet owners browse by animal type—not only cats and dogs, but reptiles, fish and other creatures—to find needed products in one section, each with its own color scheme that serves as an anchor. Wag.com has the benefit of learning from sister site Diapers.com, which was also developed by Fluid: “Pets are just a different type of baby,” said David Zhang, Wag.com’s site leader.

About Fluid
Fluid creates engaging customer experiences that drive conversion, satisfaction and brand loyalty. Fluid delivers these results though custom agency engagements and the Fluid Retail merchandising platform. Founded in 1999 and with offices in San Francisco, Chicago, and New York, Fluid’s customers range from mass-market retailers to luxury goods manufacturers, and include top brands such as: Benefit Cosmetics, Elie Tahari, Diapers.com, Nine West, Reebok, Sears, The North Face, and Vans. For more information, visit http://www.fluid.com, and follow us on Twitter @Fluid or Facebook.com/FluidInc.

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Stephanie Aldrete
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