how bonobos is driving the omnichannel vision with mpos and clienteling
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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
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Bernardine WuFounder & CEO
Dominique EssigChief Experience Officer
Mark SteeleEVP Sales
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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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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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going to be the biggest investment in 2017 for retail.
Don’t fall behind.
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