Lifestyle brand takes on rich media touch device-optimisation feature to maximise presentation

Lifestyle brand takes on rich media touch device-optimisation feature to maximise presentation

Elie Tahari is one of the first to implement Fluid Experience device optimisation as part of the company’s new e-commerce website.

The digital software company Fluid revealed the early retail adopter as it made its Fluid Experience touchscreen device optimisation feature available for online shopping websites.

It is designed to optimise the shopping experience on 'touch' devices, such as smartphones, tablets or kiosks, with device-optimised presentation of rich-media product displays.

Making the most of touchscreens

“Our technology automatically detects the type of device being used, quickly adapts and offers the best possible presentation of rich media product displays,” said Brian Biggs, senior director of product management at Fluid.

“It’s about ensuring features like product zoom are seamless and even entertaining,” he added. “The navigational methods of the desktop don’t necessarily apply and there’s an opportunity to really elevate the experience. This will only become more important as the number of devices grow.”

“With Fluid’s device optimisation feature, mobile and desktop users are catered to from the same platform. Fluid’s implementation is able to detect our site visitor’s device and serves up the optimal presentation,” said Elie Tahari, chairman. “We couldn’t be more pleased with how our partners at Fluid have helped us showcase elaborate detail and fine workmanship that Elie Tahari is known for.”

Consolidated services wrapper

The software firm said a production team’s workflow not need to change, where one version of an image can be used to deploy product displays dynamically optimised for multiple devices, ensuring the best experience across every customer touchpoint, while reducing production workload for retailers with limited time and creative resources.

It also allows marketers and merchants to implement product configuration, text personalisation and multi-variant testing with point-and-click controls that need not involve IT, according to the company. And customers can choose between hosting their own assets and using the Fluid content delivery network (CDN) to also maximise the speed of site performance.