Bonobos Case Study

New York City, NY

www.bonobos.com

Bonobos is a clothing company focused on delivering great fit, high energy, and superb customer experience. Launched in 2007 on the Internet with its signature line of better-fitting men’s pants to eliminate “khaki diaper butt,” Bonobos is now the largest apparel brand ever built on the web in the United States.

“From the beginning, having a customer dialogue has been a huge part of our growth. Our core DNA is to have better-fitting clothing for guys. Qualtrics lets us bring our customers into the design process—something that sets us apart from typical apparel companies.”

Craig Elbert

Vice President, Performance Marketing Bonobos

Challenges

  • Online business built solely on a direct-to-customer relationship
  • Commitment to research with the motto: “You get what you measure”
  • Needed an in-house research solution for greater flexibility

Solution

Bonobos selected Qualtrics Research Suite to:

  • Maintain a constant dialog with customers beyond social media and to facilitate interaction with customer service “ninjas”
  • Create great-looking online surveys that include humor to support its somewhat irreverent brand spirit
  • Create advanced surveys with conditional logic, using a wide variety of question types, while gaining insights from sophisticated analytics
  • Target specific markets such as the “Sporty Guy,” “Guy Next Door,” and “Men Who Wear Red Pants”

Results

  • Conducted over 24 sophisticated surveys last year, with MBA interns, using an easy-to-use, intuitive interface
  • Expanded product line using detailed customer feedback to design a slimmer-cut dress shirt and create a more affordable pant
  • Created customer questionnaire to facilitate customer segmentation, saving tens of thousands of dollars on consulting fees
  • Prototyped rules-based outfit recommendation system via surveys to learn what worked and what didn’t – before incurring significant web development costs

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