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Leveraging digital to drive brick-and-mortar sales…
Michael Hard, Chief Revenue Officer for Brickwork, a leading SaaS platform that enables retailers and brands to drive qualified online traffic to unique in-store experiences via geo-location features, joins Rob Sanchez and Pavan Bahl on location at Valtech’s Innovation Lab during NRF 2018 in New York. Valtech is a global digital agency focused on business transformation. MouthMedia Network is Powered by Sennheiser.
In this episode:
- In retail, a majority of customers still in brick and mortar stores, but 80% of path to purchase starts online, mostly on mobile
- Hard’s background, in software for a long time, worked with Microsoft for 17 years, ran digital advertising for the US, then started his own software companies
- Brickwork is into even more interesting applications built on foundation of last time
- Digital to store conversation for retail customers
- Helping brands them to scale platform
- The ability to create higher lifetime value of customer
- Clients like Kate Spade, Bonobos, a lot of value booking one-to-one appointments to drive traffic for boutiques, or getting celebrity into store to drive traffic and excitement
- Having rich experiences in stores, but if no one is aware of it why does it matter
- Case study of Urban Outfitters working to make themselves a critical part of neighborhood, making each store unique to that neighborhood, exposing events to wider range of people, search optimized for local search
- How Brickwork enables better workflows and more features such as appointment booking
- Adding globalization that offers appropriate localization using regional conventions
Integrations tracks all stages on user side from what ecommerce marketer thinks of it, email and marketing - From back/store side, systems retail associates or administrators think about (POS, inventory, clienteling)
- Level of lift to implement and manage is minimal due to design and support by Brickwork
- A sweet spot is a global brand with a big footprint
- Why Brickwork is focused specifically on retail
- Is there friction from employees/partners wanting to be able to take client books with them when leaving stores
- Hard’s takeaways from key cities, being from Arizona, small town guy in New York and finding your world there, and rowing for the USA Rowing Team
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