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Fluid Inc to redesign Charlotte Russe web & mobile sites
Nov '11
Charlotte Russe, specialty retailer of “fast fashion,” value-priced apparel and accessories, has selected Fluid Inc., the digital shopping innovator, to redesign its ecommerce web and mobile sites to dramatically increase conversion rates online and drive in-store traffic through highly effective mobile and social networking elements.

“We are excited to have Fluid as our partner in the redesign of our new site and look forward to having them bring their extensive experience in the ecommerce and social media areas to building a fun and dynamic experience for our customers,” said Evelyn Lee, senior VP, marketing and ecommerce at Charlotte Russe.

Through its agency strategy and design services, Fluid will create a fun, interactive digital shopping experience with rich visual merchandising; bringing Charlotte Russe customers, primarily millennials, as close to the fast fashion brand as possible. The millennial generation is an inherently social group. They are constantly multitasking, shopping and sharing with friends online using PCs or mobile devices.

In collaboration with Charlotte Russe, Fluid will customize the web sites with its proven social and mobile features to meet millennial customers where they are at all times; online. Fluid aims to drive social shopping behavior and empower customers to access the social power of their personal networks directly where and when they want it – at the point of consideration.

“We're thrilled to be partnering with Charlotte Russe to help present their on-trend fashions in a more engaging and social manner that influences immediate purchase decisions online,” said Isaac Newton, Fluid's vice president of agency sales. “In the competitive “fast fashion” market, it's important that rapidly growing retailers like Charlotte Russe mimic the in-store experience online, constantly maintain their fun, party-like atmosphere, share a wide assortment of new fashions, and enable customers to bring their friends to the fun and interactive site.”

“Designing for the millennial segment is particularly exciting because their expectations and behaviors will be defining the next generation of digital experience design as we know it,” said Bridget Fahrland, Fluid's director of strategy. “They don't see a divide between social, ecommerce, mobile, store and customer service. As we create an integrated, engaging and delightful experience, we will also creating what the future of digital should look like.”

Charlotte Russe is a growing, mall-based specialty retailer of fashionable, value-priced apparel and accessories. Charlotte Russe provides exciting, fashion-forward merchandise that appeals to a broad range of customers, with a core emphasis on the lifestyle trends of young women in their teens and twenties. As of January 1, 2010, Charlotte Russe operated over 500 stores throughout 45 states and Puerto Rico.

Fluid creates engaging customer experiences that drive conversion, satisfaction and brand loyalty. Fluid delivers these results though custom agency engagements and the Fluid Retail interactive merchandising platform.

Charlotte Russe Holding Inc

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