As Chief Experience Officer, Andrew has helped to establish Fluid’s reputation as one of the leading digital shopping providers serving retailers and branded manufacturers. An early advocate of merging brand and eCommerce, Andrew has successfully developed truly integrated shopping experiences for leading brands from pure play and multi-channel retailers to branded manufacturers.
Andrew has been a digital shopping pioneer since 1996 when he launched one of the first eCommerce portals while at Entasis Design + Development, an interactive media firm he co-founded. In 1997, Entasis Design + Development merged to form Fluid, Inc.
Andrew’s innovations include the introduction of the first real-time collaborative product configurator—a solution that eliminated the “click, wait and see” of server side product configuration and allowed consumers to experiment with personalization without penalty. As a pioneer in interactive product display, Andrew helped to shape the introduction of one of the earliest rich interactive digital merchandising solutions, and technology to make product display portable across multiple channels.
Recently, Andrew has led Fluid in pioneering two key areas of social commerce: the integration of social into the online store, and establishing highly-branded shopping experiences on social media networks, such as a VIP pop-up store for the Jones Apparel brand Rachel Rachel Roy, and the first live streaming event on Facebook with the Sears Kenmore Live Studio.