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. 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. Retail’sBIGShow2017|#nrf17Retail’sBIGShow2017|#nrf17 Today’s Agenda
@FitForCommerce | @Bonobos | @TulipRetail
marketing@fitforcommerce.com
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”
–
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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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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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.

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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 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

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

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Contact us | Meet us
FitForCommerce | marketing@fitforcommerce.com | booth 2442
Tulip Retail | https://tulip.io | booth 4346
Thank You!