Going Bananas for Bonobos: A Unique Omnichannel Experience 

With more individuals shopping online, it should be no surprise that many successful retailers are developing their online presence, and largely, retailers have been rewarded for their digitalization. However, what this post aims to show you is that it is not the fact that moving online is improving retailers’ businesses, but rather because retailers are interacting with consumers more than just in physical stores. Theoretically, then, a business can initially only be online, and improve itself by incorporating physical stores in its retail value proposition as well. A business that is actively practicing this is Bonobos.

From a business student’s perspective, and prior to doing much research, I did think of some jarring issues. The fun atmosphere it provides may not be suitable for the professional clothing its selling, Bonobos went the opposite direction of most big name retailers and started focusing more on brick-and-mortar stores, and I thought it to be slightly absurd that a firm that is focusing on online-selling, spends huge amounts of money to have its flagship store on 5^thavenue in New York City. However, much to my surprise, Nordstrom’s bought Bonobos for $350 million, and on top of that, McKinsey & Company suggest that the sales per square foot of Bonobos are rival to retail goliath Apple. 

Headquartered in New York City, Bonobos is an online men’s apparel company and has received critical acclaim as one of Advertising Age’s Hottest Brands, and named to have the “Best Men’s Pants" byNew York Magazine. On top of their success with their online focus, Bonobos has made strides in enhancing their retail value proposition by opening their Guideshops, or physical gallery stores. Their Guideshops work by offering 1-hour appointments with a Bonobos Ninja (fashion consultant) and aim to provide an experience like no other; Ninjas offer drinks upon arrival, and these sessions are one-on-one. The company has re-invented the entire retail store format and essentially developed the entire Guideshop to be an activity zone. By doing so, they have not only been able to position themselves as a customer-centric brand, but also as an engaging one. Additionally, through the use of their Equateur blog, where customers’ stories are showcased, or the special appointments for grooms and groomsmen, this distinctive retailer is interacting with its customers in personal ways and during cherished moments. As seen above, Bonobos is proving that it goes beyond providing a fashionable selection and comfortable environment; by managing customer relationships and by personalizing and customizing the experience, they are able to transform general plan or unplanned shoppers who traditionally may not be interested in this type of clothing or be too intimidated to buy from them, into loyal customers.

With Bonobos having its Guideshops exclusively in the U.S, I cannot give a firsthand account of my experience with the company. However, after conducting this research, I can safely say that stores like these provide an intriguing area of study and are definitely a trend to watch out for. I have read similar posts such as Amazon’s move to brick-and-mortar stores and Frank & Oak’s take on men’s fashion, and I am both surprised and fascinated by the direction that these retailers are moving. With the very early retail re-imagination like Piggly Wiggly starting the DIY grocery shopping, to stores like Apple and Restoration Hardware popularizing showrooming and gallery stores, its amazing to see that retail will never really stop evolving. Presently, with firms trying to intercept customers as many ways as they can, their success with these endeavours is mainly positive, but definitely has people talking, and more and more firms are trying to put their own spin on it. Thus, for a store providing such a unique omnichannel experience, it should come as no surprise that people are truly going Bananas for Bonobos.