Fluid Inc. Moves to Larger SF Offices As New Clients and Awards Fuel Growth

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Digital shopping innovator responds to emerging market trends with expanded executive team and new “social commerce” products.

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We've really hit our stride in terms of being able to help some of the best brands in the world create and optimize their e-commerce and social commerce results - while delivering highly branded and engaging customer experiences.

Following unprecedented growth in 2010 that was fueled by new and expanded client relationships by its Agency Group and the successful adoption of the Fluid Social product suite, Fluid has relocated its headquarters to the heart of San Francisco’s retail district, just blocks from Union Square. The new facility more than doubles the company’s San Francisco office space and is in addition to the fast-growing New York office, which was added in early 2010.

“2010 was a banner year for Fluid,” said co-founder and CEO Kent Deverell. “We’ve really hit our stride in terms of being able to help some of the best brands in the world create and optimize their ecommerce and social commerce results - while delivering highly branded and engaging customer experiences.”

Fluid selected for highly visible customer websites
Fluid added a great roster of new agency clients in 2010, including Soap.com, the follow-on venture of Quidsi — the company behind diapers.com and the fastest-growing online retailer for the last three years. Fluid was also selected by Benefit Cosmetics, Jones Apparel Group, Kmart, PetCareRX, Sur La Table, and UGG Australia to drive their customer engagement initiatives.

Fluid worked with numerous clients to launch new ecommerce experiences during 2010, the most notable of which include:

  •     Jeld-Wen: Fluid launched a complete site redesign for America’s largest manufacturer of doors and windows. The site leverages Fluid Experience for rich product presentation, Fluid Configure, to design custom doors and windows with thousands of options for design and finishes, and Fluid Social to allow customers to chat and share custom designs with their dealer, designer, architect, or spouse. Jeld-Wen’s dealer network is already seeing benefits from this improved interaction between the brand and its customers.
  •     Soap.com: Fluid’s success with the design of diapers.com, led to a wholly new challenge to make the often-mundane products found in the drugstore the equivalent of runway models for the launch of Soap.com. Outstanding experience design (XD) work focused on the most common user tasks make the site a joy to shop while driving increases in average order size and order frequency.
  •     Theory.com: Fluid redesigned the Theory website to increase conversions and average order size, while still maintaining the brand’s unique look and feel.

Winning creative
Fluid’s creative excellence was recognized by several trade and industry associations. Fluid received an AdWeek Buzz award for its Rachel Roy pop-up shop and three “Best in Class” IMA awards for the MillyNY site, DVF’s Social Catalog, and Vans Custom Shoes. Fluid also received five “Outstanding Achievement” IMA awards, and the DVF Social Catalog is a finalist in the prestigious National Retail Federation’s RAMA Racie Awards.

Fluid technology turns Facebook Pages into vibrant e-commerce destinations
Fluid launched Fluid Social Fan Shop in 2010 and it has already become a runaway success. Fan Shop provides a rich, compelling shopping experience within Facebook so that brands can interact with their customers on their Facebook Pages, where consumers are spending an increasing amount of time. Brands using Fluid’s Fan Shop include: Coach, Ghirardelli Chocolates, Nine West, Rachel Roy, Roots, The North Face, Pottery Barn Teen, and Vans.

“Our Fan Shop product has proved extremely popular with leading brands, allowing them to quickly innovate and experiment with social commerce programs at a reasonable cost without giving up the great branded experiences they are known for,” said Peter Goldie, Fluid’s SVP & GM of products & marketing. “For 2011, we have some major innovations in the works to provide marketers with new ways to interact with their shoppers.”

Product and agency businesses spearheaded with executive appointments
Kent Deverell, co-founder of Fluid, was promoted to CEO in October 2010, and has been focused on defining Fluid’s five-year growth plan, which includes expanding and refining the Fluid Retail product team around sales growth, customer service and product development and focusing the Agency Services group on industry-leading innovative and creative solutions, effective delivery, and strategic client management. Kent’s years leading the customer-facing account teams provide him with the direct insights needed to ensure Fluid can best meet its diverse customers’ rapidly evolving needs.

Peter Goldie joined Fluid as SVP & GM of products & marketing to lead the growth of Fluid Retail, the company’s SaaS platform for social commerce, custom products, and rich media enhancement for all ecommerce platforms. Peter brings a track record of growing software businesses to a market dominant position, having launched and guided such brands as the Oscar-winning Maya 3D graphics package, and the ubiquitous Flash platform from Adobe Systems.

Fluid is also excited to announce the addition of Weston Stander to lead Agency Engineering, and Dana Yobst to grow the Product Sales and Business Development group. Weston and Dana bring great leadership depth and track records in their respective fields and round out Fluid’s seasoned management team.

Fluid: Digital Shopping Innovation
Fluid creates engaging customer experiences that drive conversion, satisfaction and brand loyalty. Fluid delivers these results though custom agency engagements and the Fluid Retail Experience Platform. Founded in 1990 and with offices in San Francisco and New York, Fluid’s customers range from mass-market retailers to luxury goods manufacturers, and include top brands such as: Diapers.com, Coach, Nine West, Pottery Barn, Reebok, Sears, The North Face, and Vans. For more information, visit http://www.fluid.com and follow us on Twitter @Fluid or Facebook FluidInc.

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