Amy Lanigan

Even as consumers flock to buy products online—more than $900 billion worth last year—the e-commerce market is still largely dominated by clunky storefronts. But these four companies are finding smarter ways to create a more dynamic, social retail experience.

Amy Lanigan
Photo by TOBY BURDITT

VP of client strategy / Fluid / San Francisco

Problem: Combining commerce with social media is a foreign concept for many major retailers.

Solution: Fluid is a one-stop-shop digital agency that has helped companies such as Brooks Brothers, Diane von Furstenberg, and the North Face reimagine how they interact with customers online. To help promote Rachel Roy, for example, Fluid launched a first-of-its-kind Facebook pop-up shop.

"As an industry, we're always on the brink of the next big thing. Our company helps clients navigate these shifts—in the best-case scenario, we're also driving the shifts. Customization is hot in the market right now, and we offer businesses a platform called Configure, which allows shoppers to design or personalize products. For example, we are building a tool for Brooks Brothers that lets the user customize shirts and ties. Tools like this offer instant color changes, zoom, multiple views, and more, giving shoppers the ability to explore and visualize their ideas in an accurate and realistic environment. Custom designs can then be published to Facebook and Twitter, or shared via email, all in keeping with Fluid's mission of making shopping a social experience."

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