San Francisco–based Fluid Inc.’s interactive-merchandising technology has been catching on with online retailers and marketers.

The company recently signed on Huntington Beach, Calif.–based plus-size clothing company Kiyonna Inc. as well as New York–based retailer Paragon Sports and San Francisco–based beauty firm Bare Minerals.

Fluid markets Concept Display, a set of interactive tools aimed at enhancing the online shopping experience. The technology allows consumers to do everything from change the color of a sweater with a click of a mouse and zoom in on a zipper to within a millimeter’s view. Other tools include “hot spot” merchandising, which features zoom technology on selling points of a product.

Plus-size specialist Kiyonna will use Fluid’s external magnifier tool in conjunction with its multiple product views tools to give its customers a full look at every detail of its wedding dresses as well as other pieces in its line.

Paragon will use the company’s integrated inventory interface to ensure proper product availability is presented to customers at all times, and BareMinerals.com will use the system to allow its customers to inspect products combined in a gift set in much greater detail.

Kiyonna founder Kim Camarella-Khanbeigi said she hopes to enhance the online shopping experience for customers. “At Kiyonna, we sell a feeling, not a product,” she said. “Fluid’s Concept Display lets us convey that sentiment to our online customers in ways that were not possible without interactive technology or with solutions from other vendors. Concept Display creates a powerful and tangible online experience for our customers at every step of the shopping experience and is still flexible enough to customize for each product we sell.”

For more information, visit www.fluid.com. —Robert McAllister