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Bonobos bolsters sales via exclusive mobile-only offers

June 13, 2011

Men’s apparel brand Bonobos is offering mobile-only exclusives and promotions to on-the-go consumers via its new mobile-optimized site.

In conjunction with the launch of its mobile site, the company is offering an exclusive mobile offer of 20 percent off purchases for the first 200 hundred customers on their first mobile order. Bonobos partnered with Mobify for the mobile initiative.

“Service is the underlying principle of what we are doing at Bonobos – from providing clothes that actually fit guys well to affording high-touch customer service through our well-educated Ninja program,” said Richard Mumby, vice president of marketing at Bonobos.

“We were able to see from the underlying metrics of our prior mobile site that we weren’t delivering on the high standards we set for ourselves,” he said. “Conversion and bounce rates were significantly worse than our desktop site.

“However, our average order on the prior site was more than 40 percent higher than our desktop site, indicating that there was a strong appetite for Bonobos on the go.”

Mobile objective
According to Mr. Mumby, there were three key objectives.

First, the company wanted to make it easier for its existing customers to get what they want, when then want it.

The mobile site carries forward many of the company’s design principles of its desktop site, but smooths them out for a mobile experience.

Second, it was important for Bonobos to make the best first impression for new customers.

“The underlying technology does not require modifications to URLs, running on proxies or scraping,” Mr. Mumby said. “We can easily optimize for mobile search and display ads, driving potential customers to a site with a clear user experience and brand position.

“We have been experiencing incredible growth in new customers, so a mobile-optimized site was a far better solution for us right now than developing native apps,” he said. “Third, we wanted to diversify our channels for promoting unique offers.

“Right now, we have a mobile-exclusive offer for 20 percent off of purchases. Having a well-structured mobile site will afford one more lever to deliver a unique customer experience.”

Customer first
The mobile site lets consumers browse, check-out and click to call.

Additionally, customers can shop the latest styles and new releases will be available instantly.

Consumers can browse by categories such as pants, shorts, suits, shirts and swimwear along with apparel, accessories and footwear.

The company is rolling out an email campaign in the next few weeks, informing its customers about the new mobile site.

“It is important that customers are reminded that they have a new, improved way to buy Bonobos products,” Mr. Mumby said. “Before launching our mobile site, we received more than 10 percent of our traffic from mobile devices.

“We understand that this is going to continue to increase at a fast clip over the next three years,” he said. “It makes smart financial sense to improve our key metrics as this volume increases, but it also deepens our relationship with our customers.

“Bonobos customers are incredibly strong brand advocates. If guys are out at a game or at the bar, we want them to be able to show off the breadth of Bonobos products with great ease.”

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at

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