Menswear brand Bonobos announced the relaunch of its website on Shopify in October. The company cited numerous benefits that it will seek to realize. Examples include faster checkout and new “My Fit” profiles that sync sizing between Bonobos.com and its 48 physical stores, known as Guideshops.

Customers will see a host of new options when visiting Bonobos virtually or in physical stores. As they do, Bonobos hopes to build out its omnichannel capabilities and offerings for those shoppers.

“With Shopify, fit data now syncs across Bonobos.com and our selling systems, giving our Guides a real-time view of customers’ sizing preferences,” Ellen Pope, senior director of ecommerce at Bonobos, told Digital Commerce 360.

Bonobos broke down highlights for the new Shopify site at launch. They include:

Pope told Digital Commerce 360 that the goal of the Shopify work was to create a more connected shopping experience. Together, the companies tried to bring together what customers discover online with the personalized service they receive in the Guideshops. That vision extends beyond the My Fit profiles into the checkout experience and elsewhere.

“We’ve also introduced browse-on-web checkout, which allows a Guide to build a complete look with a customer and bring it directly into the in-store checkout without having to rebuild the cart,” Pope explained.

She added that together, these capabilities make it easier for customers to move between online discovery and in-person service.

Ultimately, she wants to see the Shopify site help to remove friction and make the experience more experiential and seamless.

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