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Bonobos: Cyber Monday surpassing aggressive expectations

The 10th official Cyber Monday, the marketing term for the online-shopping focused Monday after Thanksgiving in the United States, kicked off Monday. And on Sunday, the National Retail Federation released a survey showing that more people shopped online than in stores during Thanksgiving weekend—103 million online versus 102 million in stores—as consumers continue to shift away from the bricks-and-mortar rush.

And the increased traffic on the busiest day of the year for online shopping had some casualties— including Target (TGT), whose website intermittently locked out some users due to high traffic.

Yahoo Finance sat down with e-commerce pioneer Andy Dunn, co-founder and CEO of men's clothing seller Bonobos, to break down just how important Cyber Monday has become and how his company manages the extreme spikes in online traffics and calls.

"It's been a wild day... It's a little bit ahead of our expectations, which were aggressive and so we're excited that all is going well," Dunn said.

Bonobos—launched in 2007—has gained popularity for its hassle-free shopping catered primarily to men.  Founded as an online-only shopping experience offering pants that fit like they were custom-made, the company reinvented retail by rolling out its Guideshop stores, which emphasize one-on-one service and experiential perks.

The company also announced a partnership with Nordstrom (JWN) in 2012 that is still thriving, according to Dunn, who highlighted Nordstrom’s forward-thinking acquisitions of Trunk Club and Hautelook along with its strong costumer service.

"It's not just about online... People still want to touch and feel clothes," he said.

But Dunn said the bricks-and-mortar presence functions more as a supplement to the retailer's e-commerce focus. He emphasized the importance of the online business, where "ninjas" -- the company's term for customer service representatives -- are expected to answer approximately 10,000 customer inquiries today. And the company is ready to handle the spike in traffic, having learned learned much from its 2011 Cyber Monday experience when its site crashed. All seemed to go smoothly on this crucial shopping day, and Dunn said he was ready for his shift as nighttime ninja at Bonobos headquarters.

 

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