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How	Bonobos	is	Driving	the	Omnichannel	
Vision	with	mPOS		
and	Clienteling	
	
DOMINIQUE	ESSIG,	Chief	Experience	Officer,	Bon...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 How Bonobos is Driving the Omnichannel Vision
with mPOS and Clienteli...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Today’s Agenda
@FitForCommerce | @Bonobos | @TulipRetail
marketing@fi...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
How many of you have stores?
Quick question…
How many of you think yo...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Not just stocking shelves, looking for products, ringing customers up...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Findings from the NRF-FFC Omnichannel Retail Index 2016
63%of retaile...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Omnichannel and Digital
Marketing
Data/Analytics-based
Customer segme...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Strategy, business model, and tactics must reflect your omnichannel a...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
1 2
We have now expanded that focus on fit to the entire closet
We st...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
1
Superior Customer Service
Free Shipping + Returns
90-day Return Pol...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
11
Guideshops are a
physical opportunity
for customers to
experience ...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
12
Leveraging technology to reduce hassle
The Guideshop Point of Sale...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
13
Measuring Success
High Satisfaction scores
12% increase in AOV
...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
So, what’s the next evolution of clienteling?
Extending the relations...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
The number one investment in 2017
Store Associates
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
With Tulip Clienteling, Bonobos Guides can impact the bottom line by
...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Store Associate
Hardware
Retail Integration Hub
Tulip Commerce Engine...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Store associates are
going to be the
biggest investment
in 2017 for r...
Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
Contact us | Meet us
FitForCommerce | marketing@fitforcommerce.com | ...
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How Bonobos is Driving the Omnichannel Vision with mPOS and Clienteling

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Presentation from Retail’s BIG Show, January 15-17, 2017. DOMINIQUE ESSIG, Chief Experience Officer, Bonobos
MARK STEELE, EVP, Sales, Tulip Retail
BERNARDINE C. WU, CEO, FitForCommerce

Published in: Retail
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How Bonobos is Driving the Omnichannel Vision with mPOS and Clienteling

  1. 1. 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
  2. 2. 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
  3. 3. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Today’s Agenda @FitForCommerce | @Bonobos | @TulipRetail marketing@fitforcommerce.com For copy of slides, email:
  4. 4. 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?
  5. 5. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 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 –
  6. 6. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 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
  7. 7. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 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
  8. 8. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 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 –
  9. 9. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
  10. 10. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 1 2 We have now expanded that focus on fit to the entire closet We started with a simple challenge
  11. 11. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 1 Superior Customer Service Free Shipping + Returns 90-day Return Policy 30 Guideshops across country Great customer experience
  12. 12. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 11 Guideshops are a physical opportunity for customers to experience our brand in real life
  13. 13. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 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
  14. 14. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 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.
  15. 15. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 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
  16. 16. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 The number one investment in 2017 Store Associates
  17. 17. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 With Tulip Clienteling, Bonobos Guides can impact the bottom line by driving customer engagement both inside and outside of the store.
  18. 18. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
  19. 19. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
  20. 20. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
  21. 21. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
  22. 22. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
  23. 23. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
  24. 24. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17
  25. 25. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 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.
  26. 26. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Store associates are going to be the biggest investment in 2017 for retail. Don’t fall behind.
  27. 27. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Contact us | Meet us FitForCommerce | marketing@fitforcommerce.com | booth 2442 Tulip Retail | https://tulip.io | booth 4346 Thank You!

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