How Bonobos is Driving the Omnichannel Vision with mPOS and Clienteling

How Bonobos is Driving the Omnichannel
Vision with mPOS
and Clienteling

DOMINIQUE ESSIG, Chief Experience Oﬃcer, Bonobos
MARK STEELE, EVP, Sales, Tulip Retail
BERNARDINE C. WU, CEO, FitForCommerce

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 How Bonobos is Driving the Omnichannel Vision
with mPOS and Clienteling
–
Bernardine Wu
Founder & CEO
Dominique Essig
Chief Experience Officer
Mark Steele
EVP Sales

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Today’s Agenda
@FitForCommerce | @Bonobos | @TulipRetail
marketing@fitforcommerce.com
For copy of slides, email:

Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
How many of you have stores?
Quick question…
How many of you think your sales associates are
meeting customer expectations? Exceeding?

Not just stocking shelves, looking for products, ringing customers up… they also have to
be digitally-connected personal shoppers, fulfillment specialists, brand champions,
customer advocates, and service agents.
Expectations of Today’s Sales Associate
–

Findings from the NRF-FFC Omnichannel Retail Index 2016
63%of retailers empower sales associates to
look up items online or from another store if the
item is not available.
61%of retailers offer buy in store and
ship anywhere.
32%of retailers offer the ability to buy
online and pick up in store.
What We’re Seeing and Hearing

Omnichannel and Digital
Marketing
Data/Analytics-based
Customer segmentation
Personalization
Single View of the Customer
Cross-Channel
Enablement
Data: Master Data
Management, CRM, BI
Order Management,
Inventory look-up
Operations: Ent Inventory,
Fulfillment, Store Ops
Omnichannel Customer
Experience
Merchandising
Store / Site / Mobile / Social /
Wholesale / etc. Experience
Content and Context
Customer Service
“Personalization is the New Omnichannel”
–
Knowing her interests
to prove relevancy.
Knowing her preferences.
Helping her find it quickly.
Wherever, however,
whenever she wants.
Mastering Omnichannel

Strategy, business model, and tactics must reflect your omnichannel aspirations.
• Understand your customer - what channel does your target customers prefer to
research, browse, and purchase in?
• Conduct gap analysis between current customer journey and the ideal shopping
experience
• Invest deliberately in table stakes vs. best practices vs. innovation
• Test, adjust, test, adjust…
Thrilling Your Customer
–

1 2
We have now expanded that focus on fit to the entire closet
We started with a simple challenge

1
Superior Customer Service
Free Shipping + Returns
90-day Return Policy
30 Guideshops across country
Great customer experience

11
Guideshops are a
physical opportunity
for customers to
experience our brand
in real life

12
Leveraging technology to reduce hassle
The Guideshop Point of Sale
• Due to rapid store growth Bonobos needed a way to enable Guides with the tools
necessary to serve the customer
• Launched POS with the goal of a smoother and more customer-friendly shopping journey
• Guides use one tool for from the onset of an appointment, through shopping the catalog,
checkout, and post appointment follow up
• Integrated customer profile and account across all channels and devices
Pilot Jan 2016, rolling out to all stores in April 2016

13
Measuring Success
High Satisfaction scores
12% increase in AOV
4.7% increase in UPT
And rising NPS scores
Most importantly, customer data is fed back into centralized data warehouse to feed
reporting, customer personalization, and marketing programs across channels.

So, what’s the next evolution of clienteling?
Extending the relationship between Guide and customer beyond 4 walls to:
• Create an easier process to following up with customers
• Increase in-store and at-home conversions
• Enable “standardized” communications with clients
Clienteling Key Features
1. Customer Information: view past shopping history, style preferences, and notes
2. Top Customer: view and access the last 100 customers captured
3. Client Follow-Ups: consolidated messaging history and standardized best practices on
communication cadences
4. Store Associate Performance: associate, conversion, traffic, and loyalty metrics

The number one investment in 2017
Store Associates

With Tulip Clienteling, Bonobos Guides can impact the bottom line by
driving customer engagement both inside and outside of the store.

Store Associate
Hardware
Retail Integration Hub
Tulip Commerce Engine
Existing IT Systems
Easy and cost effective, Tulip works alongside a
retailer’s existing enterprise backend, without
replacing it.

Store associates are
going to be the
biggest investment
in 2017 for retail.
Don’t fall behind.

How Bonobos is Driving the Omnichannel Vision with mPOS and Clienteling

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How Bonobos is Driving the Omnichannel Vision with mPOS and Clienteling