how bonobos is driving the omnichannel vision with mpos and clienteling

HowBonobosisDrivingtheOmnichannelVisionwithmPOSandClienteling

DOMINIQUEESSIG,ChiefExperienceOfficer,Bonobos

MARKSTEELE,EVP,Sales,TulipRetailBERNARDINEC.WU,CEO,FitForCommerce

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How Bonobos is Driving the Omnichannel Vision with mPOS and Clienteling

–

Bernardine WuFounder & CEO

Dominique EssigChief Experience Officer

Mark SteeleEVP Sales

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Today’s Agenda

@FitForCommerce | @Bonobos | @TulipRetail

[email protected]

For copy of slides, email:

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How many of you have stores?

Quick question…

How many of you think your sales associates are meeting customer expectations? Exceeding?

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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

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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

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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”

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Knowing her interests

to prove relevancy.

Knowing her preferences.

Helping her find it quickly.

Wherever, however,

whenever she wants.

Mastering Omnichannel

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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

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1 2

We have now expanded that focus on fit to the entire closet

We started with a simple challenge

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1

Superior Customer Service

Free Shipping + Returns

90-day Return Policy

30 Guideshops across country

Great customer experience

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11

Guideshops are a

physical opportunity

for customers to

experience our brand

in real life

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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

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13

Measuring SuccessHigh 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.

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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 Features1. 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

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The number one investment in 2017

Store Associates

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

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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.

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rf17 Store associates are

going to be the biggest investment in 2017 for retail.

Don’t fall behind.