American Express Shares Brands’ Clicks to Bricks Stories with Online’s Day Off


E-commerce is arguably one of the best things to happen to the retail world, but more brands than ever are trying to master an omnichannel approach that blends online and offline into the ideal customer experience. Now, American Express is stepping in to promote “Online’s Day Off” on Saturday, September 20, to highlight the unique brick-and-mortar experiences of some of the hottest online brands.

American Express has partnered with Birchbox, Bonobos and Rent the Runway for the one-day shopping event that was previewd earlier this week with a panel of thought-leaders including Katia Beauchamp, Co-Founder and Co-CEO of Birchbox, Jennifer Fleiss, Co-Founder and Head of Business Development of Rent the Runway, Steve Chien, EVP and GM of Shutl North America, and Andy Dunn, who spoke to trends of inter-connectedness in fashion, retail and e-commerce.

“Online’s Day Off, like many of the other small merchant-focused initiatives supported by American Express, was created to connect our small merchant partners to seasoned entrepreneurs and industry experts who can help them successfully navigate a changing business environment,” said Ed Jay, EVP, Merchant Services, Americas, American Express, in a press release. “Most importantly, we want to help small merchants and what better way to do that than to provide resources that enable them to grow their business.”[more]

Both Birthbox and Rent the Runway are new to physical retail, as both brands recently opened up their first permanent retail stores in New York City. 

“Though we launched as a digital brand, it turns out that having an offline presence has been a successful sales, marketing and service channel so we’re excited to share our insights as part of Online’s Day Off,” said Andy Dunn, CEO and founder of Bonobos. “We’ve learned that the future of retail isn’t exclusively online or offline, which is why we are further driving the ‘clicks to bricks’ movement.”

The special shopping event Saturday showcases three emergent online-only brands: GLAMSQUAD, Mantry and Ringly, which will be hosted in-store by Birchbox, Bonobos and Rent the Runway. “Online’s Day Off will provide a platform for smaller online-only brands to test the waters offline in a no-risk environment,” said Dunn.

Shoppers can access special offers such as limited edition Online’s Day Off gift bags, hair and make-up touch ups at Birchbox, food and beverage tastings at Bonobos, and manicures, cupcakes and champagne at Rent the Runway. eBay’s Shutl is providing same-day delivery to those who buy products at the event. 

—Sheila is a New York-based writer/producer, co-founder of Third Eye Media and an avid believer in the power of the media for change. Connect with her on Twitter: @srshayon