San Francisco, CA (PRWEB) June 07, 2012
Fluid, Inc., a leader in digital commerce, today announced that upscale linens and homewares company Serena & Lily has utilized the latest capabilities from Fluid Retail: Configure, a product configuration solution that provides its online shoppers with new product personalization and social sharing features in its Make Your Bed tool.
Visitors to the Serena & Lily website can now customize and visualize their bedding by mixing and matching patterns and prints using real photography, then share their designs with friends and family via social networks like Pinterest and Facebook. Consumers can also find inspiration for their creations from a series of suggested bedding options called “Favorite Looks” and from background information about each pattern. All signature designs are from Serena & Lily.
“Fluid worked seamlessly with our in-house creative department to construct the Make Your Bed tool with an interactive user experience and to implement a product configuration module that builds community. Our team can easily create and share different looks and bedding configurations and inspire our consumers to do the same,” said Melissa Richardson, director of ecommerce and online marketing at Serena & Lily. “The tool’s intelligent design allows users to search our inspirational ‘Favorite Looks’ by gender and age, then choose from our selection of duvets, sheets, euro shams, standard and king shams, blankets and throw pillows to view their individual creation as a whole. It’s incredible to see how many options become available when you mix and match our designs. Hundreds of products can create thousands of designs.”
The on-demand Fluid Retail Platform module allows forward-looking brands like Serena & Lily to effortlessly engage consumers in a rewarding and immersive experience that can be managed and frequently updated without IT involvement. The product configurator solution is easy and affordable to implement and maintain, and is compatible with existing assets and infrastructure, including ecommerce platforms, analytics services, and manufacturing and fulfillment systems. For example, with the Serena & Lily launch, Fluid’s configuration solution is integrated with the retailer’s current imaging products from Adobe Scene7 to maintain image workflow and familiarity, and speed time to market.
In addition to integrating with assets from vendors like Adobe Scene7, the fast and highly responsive product configurator solution can include Fluid-built, three-dimensional models of products and assets, instant color changes, zoom, multiple views, 360-degree rotations, and roll-over or click interactions. Fluid Retail Platform’s product customizer solution is compatible across mobile and tablet devices, providing easy consumer access anywhere, anytime without additional complexity for the manufacturer.
“Serena & Lily’s new functionality is very interesting in that they’ve stepped into the mass customization product market, without the need to think about the added stress of customized product manufacturing and fulfillment,” said Kent Deverell, CEO of Fluid. “Instead, they’re delivering me-commerce experiences by arming consumers with the inspiration and power to build their own designs from existing merchandise. From that unique customization model to the way they’re interacting with their customers and empowering users with social sharing tools, it’s a truly brilliant and engaging site.”
Serena & Lily has entered into a shared revenue model as part of its agreement with Fluid. This means that, instead of paying an upfront fee to license and maintain the Fluid Retail Platform, Serena & Lily compensates Fluid based on a percentage of the revenue that the on-demand technology generates. Revenue share models make market-leading technologies accessible and affordable to retailers, and forge ongoing, collaborative relationships between retailers and vendors.
“This is the definition of a true partnership,” said Deverell. “We have a vested interest in the success of this customization project, and we’re going to do everything in our power to ensure that the Serena & Lily team have the tools and training they need to maintain a fresh and interactive website. This type of shared investment and hands-on involvement is atypical for vendors in the ecommerce industry, but it’s exactly what we need to do to ensure that our retail partners are capable of delivering the kinds of experiences that tech-savvy consumers have come to expect.”
About Fluid Retail: Configure
Consumers are looking for a personalized and immersive experience – one that allows them to interact with products, and connect with brands. To compete, retailers need to deliver a personalized product on a mass scale. Fluid Retail: Configure is the market leading on-demand product customization module that allows retailers to scale, and continuously evolve customization offerings. Rapid to implement, it has a much lower cost of ownership than custom-built systems and provides a superior customer experience, based on Fluid’s configuration expertise.
Fluid delivers award-winning digital agency services and on-demand visual merchandising solutions that are focused on innovating digital commerce. Our work for world-class customers like The North Face, Quidsi Brands (Diapers.com, Soap.com, Wag.com, Casa.com), Sears, Benefit Cosmetics, JELD-WEN, and Brooks Brothers spans consumer experiences across the web, social and mobile. Brands and retailers tap our unique combination of custom consulting, strategic design and development services, and our scalable, easy-to-implement Fluid Retail Platform solutions to delight and engage today’s digitally savvy consumers, while building engagement, increasing brand loyalty and driving conversions.
Fluid is headquartered in San Francisco, with offices in New York and Chicago. For more information, visit http://www.fluid.com, and follow us on Twitter @Fluid or Facebook FluidInc.
Serena & Lily is an upscale linens and homewares company based in Sausalito, Calif. The company originated in October 2003 when Serena Dugan and Lily Kanter met and shared a desire for sophisticated options in nursery design. Eight months later, they released their first collection of nursery bedding with Serena’s original fabric designs, offering consumers fresh and unexpected looks for the nursery. The designs quickly became the go-to choice of tastemakers and celebrity moms alike, and created demand for the duo to apply their signature color and pattern to children’s bedding. The company has since evolved into a lifestyle luxury brand that offers unique home décor for every room in the house, including bedding, furniture, rugs, lighting, baby gifts, bath, outdoor, paint and fabric by the yard. In 2009, the company launched its online Bazaar with one-of-a-kind and limited edition items that give a house a soul. To shop Serena & Lily or sign up to receive the catalog, please visit serenaandlily.com. To keep up with Serena & Lily online, visit twitter.com/serenaandlily and facebook.com/serenaandlily. To download the iPad app, visit serenaandlily.com/apps.