By now you probably have a pretty good idea that I really admire BONOBOS… I like most of the company’s products (at least for the price:quality ratio), their customer service experience, their A+ referral program, their product fulfillment flow and accuracy, their web marketing strategy, the company’s personality, and the overall business model.
My only beef with Bonobos is that I think they overuse the “ninja” term that many tech companies have grown to throw out there to compensate for the fact many of these guys got their asses kicked in school during the 90s. ”Ninja Customer Service Representatives” just does not sound cool to me (even if you wear ”Green Crocodandies“). In fact, I saw a banner ad for Bonobos at UrbanDictionary.com when looking up the word “ninja.” I’m telling you… great online marketing!
Ninja term aside, I would like to share my personal experience from my recent order with Bonobos. It started upon receiving this email…
I believe this email came as a result of several referrals I have gladly made over the past few months to many of my style conscious friends (Edwin, Ben, Bobby, etc.). All I can say is that rewarding referrals is one of the most powerful marketing tools an emerging brand can use. I INSTANTLY acted upon this offer knowing I had until August 1st to make a purchase and cash my credit in! I ordered a snazzy pair of Blue Steel Boot Cut Twill Pants for the upcoming summer afternoons I plan on spending with my lovely wife and French Bulldog Lily around our pad in Playa Del Rey. Upon closing the deal with Bonobos I referred a number of other friends to join in the fun and purchase something from them through their referral function during the checkout process – I was happy so I needed to share and give back some love for the $50 off coupon.
Within seconds of purchasing my new pair of Blue Steels (which came out to exactly $50 w/ free UPS Ground shipping) I received a customary detailed order confirmation with all of the details and tracking info I needed to keep tabs on my purchase as it went through the distribution channel. Being that it was being shipped from Massachusetts it took 5/6 days to travel across the country (pretty average for ground shipments) and I had no problem waiting. If for whatever reason the pants did not fit or I was not satisfied I knew Bonobos of one of their “ninjas” had my back. Check out their return policy for yourself…
I have to say, the order process was flawless – not a single ounce of sloppiness. After getting back home one night I found this lovely box waiting for me…
The box, the packing slip, the tissue paper, the folding, the polybagging, the barcode, and even the placement of the UPS label was beautifully executed and complemented the overall experience. As I may have said before… your brand is EVERYTHING YOU DO!! My Bonobos experience was, top to bottom, a reflection of their brand and their attention to detail. You may be asking yourself, “Why is this guy getting a b_ _er on over a box with tissue paper and a packing slip?” Honestly, what I love is the fact that a company is taking such steps to go out of their way and perfect their process in order to give each client a quality experience… it’s not so much about the clothes for Bonobos as much as it is about customer satisfaction (and offering a more competitive price by bypassing retailers). Yes, the pants are comfortably outstanding, but the confidence and happiness they provided throughout the online shopping experience (and referral process) makes me want to return to them FIRST next time I have a need for a pair of pants. I hope they never forget what they truly are about when it comes to their brand.
Unfortunately I cannot get this experience nor gain this kind of trust from most retailers (even high-end specialty stores and boutiques)… I often have to deal with some chump or texting little diva who is not happy to be working lousy hours and doesn’t have much to contribute with regards to information about the product I am buying… and to top it off I have to pay an inflated price due to the mark-ups required for the store to help pay for the overpriced real estate where they are located (as well as an additional few bucks in parking). There is something beautiful about online exclusive brands….
I love where companies like Bonobos are taking their brands, their experience, and their customers. It’s not quite as extreme as what Napster did to the music industry, but it is with absolute certainty I see the start of a future where trade shows and the traditional retail environment are going to experience one hell of a ride back to pre “Great Recession” levels.
