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Mixing Traditional and Digital Shopping Experiences

Posted on 9.23.2015

Tuxedo rental retailer Generation Tux has created a unique and engaging experience for its online customers that blends traditional and digital shopping together.

To create this experience, the retailer leveraged Fluid’s Visual Mix & Match solution, which enables digital shoppers to create and visualize bundles of related products. Through the solution, consumers can combine multiple layers of apparel items to create a realistic look, similar to how they would in a traditional store setting.

“This technology isn’t just about launching a new feature,” said Matt Schow EVP of eCommerce and Marketing of Generation Tux. “It’s about implementing a new way of doing business. The GenTux Studio brings unparalleled ‘high-tech’ to a traditionally ‘high-touch’ experience, updating the industry to meet the demands of today’s consumer through a digital-first platform. It is a highly engaging tool and is going to fundamentally change the way people shop online.”

While apparel is a difficult category to visualize and curate effectively online, Fluid’s Visual Mix & Match solution helped Generation Tux create an outfit builder tool dubbed teh GenTux Studio. Through this tool, customers can mix and match components like jackets and shoes to cufflinks and pocket squares. What’s more, the tool enables consumers to visualize their creation in real-time, and even provides two different views – the bust view or laydown view.

“From apparel to home decor, shoppers are already mixing and matching in the brick and mortar environment, and they increasingly expect to be able to do the same online,” said Kent Deverell, co-founder and CEO of Fluid. “Now this experience can be scaled infinitely, visually combining an unlimited number of products contextually both online and via in-store apps. It represents a step forward in how brands can enhance their customer’s experience of their products, not only building customer loyalty, but also increasing Average Order Value and conversion rates as shoppers are better able to visualize what they’re buying.”


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