Everyone’s going bananas over the Alibaba IPO filing this week.  Not that a $109 or $121 or $250 billion valuation

The trees have long been composted. The candy canes eaten. The Menorahs put away and thank you notes written.But most

At Fluid we pride ourselves on driving digital commerce innovation. We also know it when we see it. Whether you’re a retailer, pure play ecommerce brand or a branded manufacturer, here are some examples you need to see this week. They reflect bigger trends influencing our industry.

Digital commerce innovations:

1. Mack Weldon’s use of video: Vine. Instagram. Cinemagr.am (their freeze motion functionality is fantastic). A phone that leads with its camera. Video is hot. Mack Weldon uses it for product shots directly on category pages. Hello conversion and PR. Martin + Osa (RIP) did this in 2008. Why is it better now? Compressed video formats, smartphone penetration, bandwidth and adoption of digital video.

Their Sock Drawer bundle includes enough socks to avoid laundry for a month.

Trends: Use of video, Creative product bundling

2. Wantful’s gift finder: Wantful is Red Envelope meets Fab.com. As brands begin to think about holiday gift guides, Wantful is worth a look. Madlibs-style fill in the blanks and visual sliders add to the product filtering process. Gift guides don’t have to be turn-key.

Trends: Creative filtering of product sets, Gifting (hello Holidays)

3. Manpacks subscription for basics: Once you get through the interstitial pages, you can create your own basics packs for men – delivered on a quarterly basis (or time frame of your choice). Underwear, socks, razors (and condoms!) for you or as a gift. Wine-of-the-month clubs have a whole new twist (and a recurring revenue stream).

Trends: Subscription retail, Emphasis on essentials (and repeat purchases)

Last week we asked “Is Responsive Web Design Right for Retailers?” and you responded. Our interview with Steve Reighgut, Fluid’s Director of Engineering, struck a cord with readers and retailers. Right on.

So we continue the RWD conversation with Abigail Hart Gray, Fluid’s V.P. of User Experience. Fluid’s UX team is at the forefront of designing in digital to meet and exceed consumer needs. RWD gives them a new palette with which to play.

My top three take-aways:

1. In-the-moment needs matter: Decisions about RWD should come down to whether customers have expectations of your brand that differ by device.

2. RWD is mobile’s best friend: In Abigail’s words, “Mobile is the final frontier of shit usability. RWD is a panacea for this almost universal issue.” (Seriously why would I say that any differently?)

3. RWD can increase mobile conversion rates: The notion that consumers aren’t willing to convert on mobile is outdated. It’s blaming users for a usability issue – that RWD can help solve.

Now on to the interview…

[Amy] What is Responsive Web Design?

[Abigail] In its most pure definition it is a device agnostic way to manage your website with a single code base that works across any screen resolution.

RWD detects device resolution and then adjusts content layout and interactive feature differences based on the screen real estate of the device being accessed.

[Amy] What’s the best thing about it?

[Abigail] RWD requires much less maintenance cost and ensures device appropriate experiences without having to worry about adjusting for new devices that hit the market – which we know happens every day. The experience is always going to look good.

[Amy] What’s the biggest challenge of RWD?