New E-Commerce Tool Allows Shoppers to Interact Via Facebook
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- May 28 2009
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- 6 comments
Fluid Social 2.0, a new e-commerce tool that allows online shoppers to connect with friends via Facebook and live online chats before they make a purchase, launched on Wednesday and has already signed on several well-known brands, including Vans.
“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.’”
Fluid Social 2.0 will allow shoppers to “go shopping together, show each other what they like, ask for and receive feedback and help each other find the right product” and “allows people to suggest products, chat about and give thumbs up/down on products in real time via chat and asynchronously using Facebook Connect,” according to a press release from Fluid Inc.. The collaborative shopping service is priced based on the application’s effectiveness on company’s sites, and starts at $12,000 per year. Click HERE to read the entire release.
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May 29th, 2009 at 9:00 pm
And how does this drive business to the independent retailer?
June 1st, 2009 at 9:43 pm
why is that ALWAYS the question? I don't work for Vans, but a solid brand with fantastic heritage creates a new, unique product offering to remain contemporary and cool, and the specialty retailer has to ask, "What's in it for me?". So tired of that bs. When stores are cutting orders back and closing doors left and right, isn't it up to the brand to get creative and maintain a positive growth somehow? Who cares how it drives more customers to you?? Maybe they're reaching more customers through networking sites and increasing brand awareness…which then might bring some people in. In the meantime, deal with capitalism and make your store better than the next, and you'll be fine. Or, maybe you could get creative too and make a store contest for the best Vans shop design through their site and get your customers stoked on Vans.