Device Optimization Feature from Fluid

Linc Wonham
by Linc Wonham 05 Oct, 2011

The increasing use of smartphones and tablets is changing how consumers browse and shop, forcing online retailers to do more than just shrinking down their product images to fit an assortment of screen sizes. Fluid is one company looking to solve the issue for merchants, offering a new solution in dynamic product merchandising.

The Fluid Experience device optimization feature enables retailers to create the proper visual presentation for all "touch" devices, offering a better visual experience and easier navigation for consumers. The customizable solution fits seamlessly into ecommerce platforms and integrates with back-office systems, can be tested and implemented quickly and requires no training or IT involvement to manage.

"Our technology automatically detects the type of device being used, quickly adapts and offers the best possible presentation of rich-media product displays," says Brian Biggs, senior director of product management at Fluid, Inc. "This will only become more important as the number of devices grows."

Merchants need only use one version of a product image to deploy their displays across multiple platforms. Only one version of the image needs to be downloaded, and Fluid Experience does the rest. One of the first companies to use the feature was clothing and lifestyle retailer Elie Tahari.

"Mobile and desktop users are catered to from the same platform, and the new implementation is able to detect our site visitor's device and serves up the optimal presentation," says chairman Elie Tahari. "We couldn't be more pleased with how our partners have helped us showcase the elaborate detail and fine workmanship that Elie Tahari is known for."

Fluid's customers range from mass-market retailers to luxury goods manufacturers such as Coach,, Nine West, Reebok, Sears, The North Face and Vans.