The Performance Beacon

The web performance, analytics, and optimization blog

A Store Architected for the Digital Era

Written By Tom Lounibos

That’s how Andy Dunn, co-founder of SOASTA customer and online retailer of casual men’s clothing Bonobos, described his company’s new Guideshop in San Francisco’s iconic Union Square shopping district. Although Guideshop looks like a regular brick and mortar store, shoppers walk out empty-handed because all purchase are made online with quick shipping.

Dunn and his team are challenging the idea that the most important thing in the shopping experience is instant gratification: walking out with the actual product.

In the same article I read in Sunday’s San Francisco Chronicle, another SOASTA customer was also called out for creating a new shopping experience: Gilt.

Gilt Man will be hosting a pop-up event on June 1 for the American -made, artisanal menswear clothier Northern Grade. Again, the target is San Francisco’s Union Square. Gilt is marrying this event with an exclusive online sale.

I enjoy this innovative thinking. You have to push boundaries to change paradigms. Only time will tell if offline events translate directly to online sales.

In the meantime, kudos to our e-tail customers. Keep up the forward-thinking momentum!

Brad Johnson

About the Author

Brad Johnson

Brad is a cloud-testing pioneer who joined SOASTA in December 2008. His former roles as head of test and monitoring products at Compuware, Mercury Interactive and Borland prepared him well to disrupt the skeptical and established software quality market with updated approaches and technologies for continuous web and mobile testing.