Bonobos, a popular retail website for men, never planned to open a physical store. But when customers started asking about it, and executives started seeing the engagement in-store interactions makes possible, it became an important pillar of the company’s strategy. With almost 30 hands-on locations—which Bonobos calls Guideshops— open, the company is learning to tailor the experience to its customers. Like Warby Parker, another brand that began online only, Bonobos soon discovered that men shopping for clothing — even those who begin their search on-line — actually enjoy being in a store. “People like to touch and feel clothing. They want the human interaction. The experience of being in a store is something customers appreciate,” says Erin Ersenkal, Bonobos’ chief revenue officer. “It’s great for helping us with repeat customers and acquiring new ones.” Read more at Forbes.