#tftsf

Bonobos has always fascinated us. An apparent inverse the traditional model of physical-first retail, Bonobos is an ecommerce retailer that utilizes physical “Guideshops” in order to provide customers with the option of understanding the different fits of their suits, shirting, casualwear and signature chinos. That being said, Bonobos maintains its status as exclusively ecommerce because customers can’t buy the merchandise in store. Here’s a list of the factors that we find important:

1. Storytelling

The store name Bonobos originated from a species of apes, whom are the most evolved apes on the planet. You may think, what does an ape and a retail store have in common? Bonobos the brand wanted to build a menswear brand for the most evolved men on planet earth. On social media, they maintain a very casual, down-to-earth and environmentally friendly persona, which is fitting for the nature of the brand.

2. Store Drivers

Searching Bobonos with mobile is a seamless experience. The SEO localization was able to pick up the nearest stores, along with a link to enter their GuideShops site and an embedded map with the nearest locations, all within two scrolls on my mobile. Their website has a clear, functional, and simple UI. Within minutes, I was able to set up an appointment at the Flatiron location for later in the day. The only drawback was that Bonobos didn’t offer me suggestions or alternatives based on my selections.

3. Luring Passersby

Located in the heart of Manhattan, the Flatiron location is hard to miss. Bonobos kept the facade of the store aligned with the branding of the website, and the product-forward presentation of the window display gave me a good idea of what the brand has to offer. Great CTA in the window display, which coaxed me into the store.

4. Associate Communication & Customer Journey

Perhaps one of the most personalized shopping experience I have ever had. The associate or “guide,” was friendly, knowledgeable and pleasantly helpful. The only downfall was lack of inventory on a few items due to the difficulty in coordinating availability with a warehouse (no items are actually up for sale in the store itself!

5.Ease of transaction

You can place your order right from the store, and they also offer a discount off your first order! Not only do I have the (almost) instant satisfaction of receiving the product one day after purchasing it, but I also got to try it on, and most importantly, I didn’t have to schlep it home.

6. Post-shopping

Not only did I leave with a cart full of items, ready to be reviewed and potentially purchased at my earliest convenience, but I also received a personalized email from the associate, specifying items I expressed interest in, yet decided not to put in my cart. Very helpful, and very sincere.

Overall Satisfaction

We present to you a modern set of flexible criteria:

1. Storytelling

From first introduction to a brand, to falling in love with a product, to becoming a long time loyal customer.  We look at the consistency of platform storytelling across touch points.

2. Store Drivers

From search listings to store locator.  How well is the brand’s site designed to accommodate the modern Customer Journey not only on desktop but most importantly on Mobile? How does the brand influence me to want to go into the store?  Does it drive intent, appointments, phone calls?

3. Luring passersby

How did the brand attract me into the store?

4. Associate communication & Customer Journey

How was I introduced to the brand and the shopping experience? How was I guided through the experience? How often were recommendations made based on my selections? How did the layout and design of the shopping space influence my journey

5. Ease of transaction

How simple was the checkout process?

6. Post-shopping

(How) did the brand keep in touch with me after I left the store?