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Brickwork Bridges Gap Between E-Commerce and In-Store

Considering more consumers chose to shop online than in-store during Thanksgiving weekend this year, according to the National Retail Federation (NRF), it’s clear that brick-and-mortar needs to step up its game if it wants to survive these shifting shopping habits.

But, as the saying goes, if you can’t beat them, join them. That’s where Brickwork comes in.

The New York-based technology start-up on Thursday introduced a software platform solely designed to help retailers turn online browsers into in-store shoppers.

“Brickwork is the antidote for slumping store traffic and a mediocre store experience. Brands can engage the millions of customers browsing online with the promise of a better, more personal experience in-store,” David Munczinski, founder and CEO, explained. “Cyber Monday was record setting this year, but I can’t help but wonder how much bigger the entire weekend could have been if retail brands were leveraging their websites to identify and activate additional visitors into stores?”

Already used by the likes of Urban Outfitters, J.Crew and Bonobos and backed by such investors as Beanstalk Ventures and Novel TMT Ventures, Brickwork wants to enrich the data and content around brick-and-mortar through search-optimized store pages and allowing customers to book personal shopping appointments or RSVP for exclusive access to new product or in-store events.

Retailers will then receive detailed analytics describing how customers made their way from websites to stores.

“By offering the online visitor the ability to make in-store appointments with personal shoppers, surface interesting store events and access contextually relevant store information, Brickwork enables retailers to address their very valuable physical store shopper whenever they start researching online,” Ken Seiff, founder and managing partner at Beanstalk Ventures, noted. “Since store conversion is 10x online conversion, moving online traffic into the stores could well be the lowest hanging fruit in retail.”