Fluid Announces Fluid Social 2.0 – Adds Facebook and Collaborative Shopping Functionality to Make Online Ecommerce Truly Personal

JanSport, Vans Use Fluid Social to Provide Shoppers With Purchase Validation From Friends via Facebook Connect and Real-Time “Co-Browsing”

Fluid, Inc., developers of innovative online retail solutions that drive conversion and brand loyalty, today unveiled the next generation of Fluid Social, the leading e-commerce tool for connecting shoppers with the opinions of friends at the point of decision on ecommerce sites. Fluid Social 2.0 lets retailers quickly and easily incorporate Facebook and online chat functionality – the two most powerful social networking tools – directly into the online conversion flow. Fluid Social 2.0 lets shoppers get immediate purchase validation from within the retail site and encourages shared discovery of new products by shopping with friends. JanSport and Vans have recently launched Fluid Social 2.0. Five other retailers, including Chrome Bags and Ghirardelli, have also signed on and will launch implementations in the coming months.

In offline shopping, the opinions and validation of friends, trusted associates and experts play a significant role in purchase decisions. People go shopping together, show each other what they like, ask for and receive feedback and help each other find the right product. In the online world shopping has been a solitary undertaking where one person views one website in isolation. Fluid Social 2.0 allows people to suggest products, chat about and give thumbs up/down on products in real time via chat and asynchronously using Facebook Connect. This not only helps consumers receive immediate and personalized feedback on products and purchases, but draws new shoppers to the retailer’s site.

JanSport (www.JanSport.com) is the first to deploy the Fluid Social 2.0 Facebook integration. After signing into Facebook, shoppers on the JanSport site can publish questions about products, create wish lists, suggest alternatives and comment on products to friends within their Facebook network without ever leaving the JanSport site. In addition, friends can comment on and interact with products via zoom, multiple views and color change on Facebook through a custom-branded application. Comments and ratings made on the Facebook site also appear on the JanSport site. When shoppers add new Facebook friends they automatically gain access to the new friend’s comments and favorite products.

“The Fluid Social application allows us to truly embrace a community-based marketing approach,” said Laurie Heller, marketing communications manager for JanSport. “We recognize that our consumers spend a great deal of time on Facebook and we’re excited to bring them a seamless online experience. From reviewing products to commenting and chatting with friends about the latest JanSport gear, Fluid Social enables us to connect with consumers by leveraging the success of our Facebook fan page directly on JanSport.com.”

Online footwear and apparel innovator Vans (www.Vans.com) has implemented Fluid Social 2.0 to help shoppers design custom shoes. Peer approval and social validation is an important part of buying a custom product. The integration of real-time chat and design-sharing within the product configurator helps shoppers collaboratively configure a product to their needs and also draws new shoppers into the online store. This new mode of shopping transforms online buying from a mere transaction to an entertaining, interpersonal activity.

“Vans has deep roots in custom shoes. We were an early leader in offering custom footwear in the offline world and we think this site reinforces that brand heritage,” said Katie Bongiovanni, director of Ecommerce for Vans. “The new version of Fluid Social lets us not only unleash our shoppers’ inspiration, but create community and draw new users into the Vans experience.”

“Shopping is by nature a social activity in the offline world. The lack of interpersonal communication, collaboration and fun has prevented online shopping from living up to its potential,” said Andrew Guldman, Fluid’s vice president of engineering. “Fluid Social 2.0 makes online shopping what it should be – shared, interactive and personal. The improved shopping experience will increase conversion, deepen brand relationships and extended the customer community.”

Pricing and Availability

Fluid Social’s collaborative shopping is available now in a performance-based pricing model where clients pay based upon the effectiveness of the application. Pricing starts at $12,000 annually.

About Fluid, Inc.

Fluid creates engaging online retail experiences that drive conversion, customer satisfaction and brand loyalty. Founded in 1990, Fluid has a customer list that includes major online retailers such as Reebok, Lucky Brand Jeans, Diapers.com, Warner Entertainment and The North Face, among others. More information about Fluid is available at www.fluid.com.
Contacts

Evans Public Relations, Inc.
Nicole Conley, 1-831-464-8060
nicole {at} evanspublicrelations(.)com