Fluid Puts the “Fun” in Functionality for Quidsi’s New Online Pet Supply Store: Wag.com

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Leader in highly branded e-commerce destinations challenges Fluid to make it fun and memorable to find everything you need for your pet. The result combines Quidsi’s hallmark efficiency with a whimsical experience that changes the way people shop for pet supplies.

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Designed by Fluid, Wag.com is the latest website from e-commerce leader, Quidsi.

Wag.com and its sister websites prove that retailers who focus on scale and efficiency don’t have to rely on sameness — there’s always room for creativity to make that emotional connection with the consumer—which earns love for the brand and drives sales.

Digital shopping innovator, Fluid Inc., has again partnered with Quidsi, the parent company of Diapers.com and Soap.com, to deliver a new retail destination for pet owners: Wag.com. The new website, which just launched, combines Fluid’s expertise in creating engaging, branded—but above all—highly shoppable Web experiences with Quidsi’s well-honed efficiency and customer-focused attention to detail. With Wag.com, Fluid and Quidsi have blended the convenience of a huge online pet store with the personal appeal of a neighborhood boutique, making it easy for shoppers to love it.

With Diapers.com, Quidsi quickly established itself as the company that occupied the nexus of superlative e-commerce execution and highly branded and functional e-tail websites. Quidsi and Fluid replicated that commercial success with Diapers.com (baby care), Soap.com (household essentials), and BeautyBar.com (prestige beauty). This string of hits have changed consumers’ expectations of e-commerce websites by combining the focus and customer connection of a specialty store with the scale, efficiency, choice, value and reliability of a massive global retailer. For each website, Fluid’s digital agency partnered with Quidsi to develop a unique, authentic brand experience, bringing its deep expertise in brand immersion and customer conversion to help Quidsi drive consumer loyalty and spectacular results.

Wag.com: special strokes for pet owners of all stripes
For each new vertical market, the Fluid-Quidsi collaboration has innovated by adding a few standout features that make shopping more enjoyable and efficient than on competing websites. For Soap.com, Fluid designed “My Lists,” a personalized section to help shoppers organize and remember the items they regularly order. For Wag.com, the focus is on the strong bond between people and their pets. Recognizing that pet owners tend to identify with their chosen animal friend, Fluid developed comprehensively themed sections of the website for six different types of pets: dogs, cats, birds, fish, reptiles, and small animals.

Quidsi and Fluid aimed for a modern aesthetic with touches of whimsy and nostalgia to surprise and delight shoppers, giving them impetus to explore the vast selection of top pet brands and products available. Wag.com introduces two new concepts: the “First Day” widget that ensures a new pet owner purchases the pet basics, and the “Pampered Pet Boutique” that showcases objects of desire in a high-end fashion store approach.

“Fluid goes way beyond what other agencies can deliver by creating online brand experiences that have a vibrant, rich, beautiful identity but are at the same time modern, functional and extremely shoppable,” said Josh Himwich, vice president of ecommerce solutions at Quidsi. “Fluid understands that our customers want more than just a transactional website; they want to identify with a brand that speaks to them. With Wag.com, we’ve been able to accomplish that.”

“The Quidsi team continue to inspire us to search for new ways to make their online brands relevant and useful to their customers, and this process always leads to great ideas and execution,” said Andrew Sirotnik, chief experience officer at Fluid. “Wag.com and its sister websites prove that retailers who focus on scale and efficiency don’t have to rely on sameness — there’s always room for creativity to make that emotional connection with the consumer which in turn earns love for the brand and drives sales.”

About Wag.com
Wag.com is the ultimate online destination for the passionate pet parent, offering more than 10,000 products -- including food, treats, litter, toys, vitamins and health goods, grooming supplies, clothes, accessories and more. Orders over $49 are delivered for free in two days or less. The site carries both mass and specialty brands, offering pet owners a time-saving, hassle-free way of getting everything they need to care for their pet, be it a dog, cat, fish, bird, reptile or other small animal. Wag.com is part of the Quidsi family of sites, which is dedicated to making life easier for people through fast, free shipping, amazing product selection and extraordinary customer service. For more information, visit http://www.Wag.com.

About Quidsi Inc.
Quidsi is one of the world's fastest growing e-commerce companies and parent of Diapers.com (baby care), Soap.com (everyday essentials), BeautyBar.com (prestige beauty) and Wag.com (pet care). The company's mission is to make life easier for consumers by creating a new type of e-commerce experience, delivering in 1-2 days and providing incredible customer service. Quidsi is redefining e-commerce by combining the focus and one-on-one connection of a specialty store with the scale, efficiency, choice, value and reliability of a national retailer.

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 1998 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: Coach, 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 FluidInc.

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