The Brick growth playbook

In Shopify's domain settings, keep www.thebrick.com as the primary domain and set the extra hostnames to redirect to it (or 301 them page to page at the CDN). Keep only the genuine careers and CSR content on its own host. Confirm every canonical tag points to www, submit only the www sitemap, and use Search Console on each stray host to speed removal. Decide separately what fr.thebrick.com should become (see the French store idea): until then, redirect it page to page rather than to the homepage. Track the number of indexed pages on each extra host weekly until it reaches zero.

It brings the links and ranking signals for high-intent pages (guarantees, warranties, mattress and Canadian-made collections) onto one address, so the www pages rank higher. It also stops shoppers meeting a careers or csr address at the moment they decide to trust the store. This is a settings change and a redirect map, not a rebuild.

[ ] List all domains attached to the Shopify store
[ ] Primary domain: www.thebrick.com
[ ] careers. and csr.: keep real careers/CSR pages, 301 everything else page to page
[ ] fr.: page-to-page redirects until the French store decision
[ ] Canonicals point to www on every template
[ ] Only the www sitemap submitted
[ ] Search Console verified for each host; removals for top copies
[ ] Emails, ads and QR codes updated
[ ] Weekly indexed-page count per host

• Real careers or CSR pages break

  Map those pages first and leave them on their own host.

• French traffic lost from fr.thebrick.com

  Redirect page to page, not to the homepage, until the French store decision is made.

• Search resultsWeb searches on November 3, 2026 return store pages on three extra hostnames instead of www.thebrick.com: careers.thebrick.com/pages/mattress-guarantees-and-warranty, /pages/warranties-and-protection-plans, /pages/dreamcloud-mattresses, /collections/canadian-made-furniture and /collections/mattresses-accessories; csr.thebrick.com/pages/90-night-mattress-policy, /pages/nectar-mattress-trial-warranty and /pages/help-centre; and fr.thebrick.com/pages/appliance-and-electronics-warranty and /pages/careers-home, both with English titles.Source
• Your websiteMattress pages: a "90 Night Price & Comfort Guarantee" on new purchases, extended to a "180 Night Satisfaction Guarantee with the purchase of any same size mattress protector"; a lifetime mattress warranty (25 years of protection in total) on sleep sets of $799 or more bought with a metal bed frame on the same invoice.Source
• Search resultsIndexed pages also include a product marked as no longer available online (Deluxe Memory Foam Queen Sofa Bed Mattress, $599.97), pages 26 to 37 of the all-furniture-mattresses-excludes-online-only collection, a ".oembed" copy of the managers-sale-day collection, a collection handle spelled "mattesses-mattress-protectors", and two separate pages for the London mattress stores (/pages/mattress-stores-london and /pages/store-london-mattress-stores).Source

Add a short badge to every mattress product and collection page: 90 nights as standard, 180 with a same-size protector. Link it to the policy. In the cart, when a mattress has no protector, offer the matching size with one line: add this and get 180 nights. Train store staff to use the same words so online and in-store match.

Shoppers compare trial lengths. A longer, conditional guarantee makes the protector a reason to buy rather than an add-on, which lifts both conversion and attach rate.

• Shoppers miss the condition

  State the protector requirement in the badge itself, not only in the policy.

• More exchanges in the longer window

  Track exchange rates by trial length and adjust the offer if needed.

• Your websiteMattress pages: a "90 Night Price & Comfort Guarantee" on new purchases, extended to a "180 Night Satisfaction Guarantee with the purchase of any same size mattress protector"; a lifetime mattress warranty (25 years of protection in total) on sleep sets of $799 or more bought with a metal bed frame on the same invoice.Source
• Competitor researchRivals' homepages (November 3, 2026): Sleep Country offers "up to 100 nights" to try a mattress, will "beat it by at least 5%", and has free courier delivery over $75 and Flexiti 0% financing; Structube has "over 75 locations" and free delivery over $299; Leon's, The Brick's sister banner, leads with "TAKE 3 YEARS TO PAY WITH 0% INTEREST" on the FlexitiCard and "Free Local Delivery". All three have a "Français" switch in the header.See the research Source
• Search resultsWeb searches on November 3, 2026 return store pages on three extra hostnames instead of www.thebrick.com: careers.thebrick.com/pages/mattress-guarantees-and-warranty, /pages/warranties-and-protection-plans, /pages/dreamcloud-mattresses, /collections/canadian-made-furniture and /collections/mattresses-accessories; csr.thebrick.com/pages/90-night-mattress-policy, /pages/nectar-mattress-trial-warranty and /pages/help-centre; and fr.thebrick.com/pages/appliance-and-electronics-warranty and /pages/careers-home, both with English titles.Source

Use the plan expiry date to send a Listrak sequence: 30 days before expiry (what you will get), on expiry (your credit is ready, here is how to use it), and at 60 and 80 days (time left, the $400 minimum stated plainly). Personalise it with the room the plan covered, for example a matching piece or a mattress for a sofa buyer. Add a store-locator link, because the credit is redeemed in store.

These customers already bought from The Brick, chose a plan and had no problems. They are the warmest audience the company has, with a dated reason to come back. Telling them clearly also removes a common complaint.

• Missing or stale contact data on older plans

  Add an SMS fallback and a line on receipts telling customers about the credit.

• Credit cost rises with redemptions

  The $400 minimum already protects margin; track incremental basket size.

• Your websiteFurniture Protection Plan Plus: 36 or 60 months of cover (12 months for decorative accessories), with claims started at the purchasing store; with no claims, a "Full Circle" credit of the plan price can be redeemed toward a furniture, mattress or accessories purchase of $400 or more (before taxes) within 90 days after the plan expires.Source
• Customer reviewsTrustpilot (November 3, 2026): TrustScore 1.6 from 887 reviews, 225 in the last 12 months; 75% one-star and 19% five-star; replies to 99% of negative reviews within 48 hours, mostly with a template asking the reviewer to email the reviews team. Recurring themes: missed or rescheduled delivery windows, wrong or damaged items, protection-plan terms customers say they were not told about (such as a credit that needs a larger purchase), slow repairs and unreturned calls. Positives: patient sales staff, smooth exchanges and polite delivery crews.Source
• Your websiteHomepage (scanned November 3, 2026): title "Furniture Store, Mattresses & Appliances - The Brick" and description "Saving You More at The Brick, with over 220 stores across Canada"; a Shopify store offering Afterpay, Klarna and Shop Pay Installments, with a Listrak email sign-up and links to Facebook, Instagram and TikTok (@brickwarehouse) and YouTube. The homepage has no social share image.Source

Set a rule for retired products: redirect to the closest live product or collection, or show a strong find-similar block and keep the page only if it still earns traffic. Rename the mattesses handle, with a redirect. Keep paginated pages crawlable but stop them from being the landing page for broad searches, and make sure .oembed and other alternate formats are not indexed. Merge the duplicate store pages (see idea 12). Run the same audit monthly.

A big catalogue with constant sale collections creates thin and duplicate pages quickly. Pruning them sends crawl attention and ranking signals to live, in-stock pages, and stops shoppers landing on dead ends.

• Redirecting pages that still earn traffic

  Check clicks per URL before redirecting; keep and improve pages that earn them.

• #1 Send the careers, csr and fr copies of the store back to www.thebrick.com, starting with the mattress guarantee pages

• Search resultsIndexed pages also include a product marked as no longer available online (Deluxe Memory Foam Queen Sofa Bed Mattress, $599.97), pages 26 to 37 of the all-furniture-mattresses-excludes-online-only collection, a ".oembed" copy of the managers-sale-day collection, a collection handle spelled "mattesses-mattress-protectors", and two separate pages for the London mattress stores (/pages/mattress-stores-london and /pages/store-london-mattress-stores).Source

Replace the chat script with a lightweight chat button that loads the full widget on click or after the shopper has been on the page for a while. Review the Tag Manager container for duplicate or unused tags and give each tag a named owner. Compress the hero image, which is the largest element on the page. Re-test after each change and keep the field data passing.

Chat matters to the few who use it. Loading it on demand speeds up the page for everyone else, especially on older phones and during heavy sale traffic, without losing the service.

• Fewer chats

  Keep the button visible in the same place; roll back if chat starts drop.

• Google PageSpeedHomepage, November 3, 2026: mobile score 64 and desktop 48; in the lab the main content appears at 15.0s on mobile and 3.5s on desktop, but real visitors pass Core Web Vitals (LCP 2.4s, INP 124ms, CLS 0.03). The page weighs 5.3 MB across 420 requests and 18 third parties; the LivePerson chat loads 600 KB at page load and Google Tag Manager 321 KB; unused JavaScript totals 798 KB (about 2.6s). The largest element is a Black Friday hero image. Four accessibility issues: buttons and links without accessible names, headings out of order, list markup and small touch targets.Source

Add a branded share image and description to the homepage and every main template. Product pages should show the product photo, name and price; collection and campaign pages should show the campaign image. Set a rule that every new campaign landing page ships with its own share image. Test the previews on the main social and messaging apps.

Furniture is a shared decision: couples and families send links to each other before buying. A clear preview with the product and price lifts clicks on every share at no media cost.

• Prices in previews go stale

  Pull price from the live product data, not a fixed image.

• Your websiteHomepage (scanned November 3, 2026): title "Furniture Store, Mattresses & Appliances - The Brick" and description "Saving You More at The Brick, with over 220 stores across Canada"; a Shopify store offering Afterpay, Klarna and Shop Pay Installments, with a Listrak email sign-up and links to Facebook, Instagram and TikTok (@brickwarehouse) and YouTube. The homepage has no social share image.Source
• News coverageJune 17, 2026 (GlobeNewswire): Alphonso Davies, captain of Canada's men's national team, was named The Brick's brand ambassador, launched with the "Score Big Savings Event" and a fan meet-and-greet at The Brick Park Royal in West Vancouver, where everyone in the autograph line received a $50 gift card toward a $499+ furniture or mattress purchase. The Brick, founded in 1971, is a wholly owned subsidiary of Leon's Furniture Limited, which has 301 stores across Canada under various banners.Source
• Your websiteSocial channels: YouTube @thebrickhome has 3,300 subscribers, 318 videos and 7.2 million views; Instagram and TikTok run as @brickwarehouse.Source

Reply to each negative review with a short, specific note: the issue in the customer's own terms, a named case owner (first name and role), and a promise to call within 48 hours. Close the loop publicly when it is fixed, and invite the customer to update the review. Tag every review by theme (delivery, damage, plan, repair, callback) and send a weekly theme count to operations.

Future shoppers read the replies as much as the reviews. A visible fix shows what happens when something goes wrong, and the theme count turns reviews into an operations report.

• Promising callbacks the team cannot keep

  Start with capacity for 48 hours; extend the promise only if the SLA holds.

• Customer reviewsTrustpilot (November 3, 2026): TrustScore 1.6 from 887 reviews, 225 in the last 12 months; 75% one-star and 19% five-star; replies to 99% of negative reviews within 48 hours, mostly with a template asking the reviewer to email the reviews team. Recurring themes: missed or rescheduled delivery windows, wrong or damaged items, protection-plan terms customers say they were not told about (such as a credit that needs a larger purchase), slow repairs and unreturned calls. Positives: patient sales staff, smooth exchanges and polite delivery crews.Source

Send a short review invitation a few days after delivery or pickup, from the email address on the order. Ask a one-question rating first: happy customers go to the public review page, and unhappy ones go straight to a case owner (idea 7). Invite every customer the same way, so there is no selective invitation. Show the rating on product and store pages once it reflects real customers.

Asking everyone gives a more accurate picture, and that usually lifts the score. Early warnings also reach care before the customer posts.

• Breaking review-platform rules

  Invite every customer the same way; never filter who gets the public link.

• #7 Replace the templated Trustpilot reply with a named case owner and a 48-hour fix

• Customer reviewsTrustpilot (November 3, 2026): TrustScore 1.6 from 887 reviews, 225 in the last 12 months; 75% one-star and 19% five-star; replies to 99% of negative reviews within 48 hours, mostly with a template asking the reviewer to email the reviews team. Recurring themes: missed or rescheduled delivery windows, wrong or damaged items, protection-plan terms customers say they were not told about (such as a credit that needs a larger purchase), slow repairs and unreturned calls. Positives: patient sales staff, smooth exchanges and polite delivery crews.Source
• Your websiteHomepage (scanned November 3, 2026): title "Furniture Store, Mattresses & Appliances - The Brick" and description "Saving You More at The Brick, with over 220 stores across Canada"; a Shopify store offering Afterpay, Klarna and Shop Pay Installments, with a Listrak email sign-up and links to Facebook, Instagram and TikTok (@brickwarehouse) and YouTube. The homepage has no social share image.Source

The evening before, send a text with a two-hour window, a checklist (adult at home, mattress bagged, old appliance ready for pickup) and a one-tap reschedule. On the day, send a live arrival update when the crew is one stop away. Log every missed window with a reason code, and review the codes weekly by distribution centre.

Most delivery anger comes from waiting without information. Narrower windows and a checklist cut failed first attempts, which saves a second truck run and prevents a one-star review.

• Windows promised but missed

  Pilot first and set the window from real route data.

• Customer reviewsTrustpilot (November 3, 2026): TrustScore 1.6 from 887 reviews, 225 in the last 12 months; 75% one-star and 19% five-star; replies to 99% of negative reviews within 48 hours, mostly with a template asking the reviewer to email the reviews team. Recurring themes: missed or rescheduled delivery windows, wrong or damaged items, protection-plan terms customers say they were not told about (such as a credit that needs a larger purchase), slow repairs and unreturned calls. Positives: patient sales staff, smooth exchanges and polite delivery crews.Source
• Your websiteCollection pages offer free local delivery "when you purchase any mattress on your FlexitiCard"; the store has a Canadian-made furniture collection (/collections/canadian-made-furniture) and a "Proudly Canadian" about page; the network includes The Brick, The Brick Mattress Store and The Brick Outlet, and the careers pages describe seven distribution centres.Source
• Your websiteQuebec: stores trade as "Brick" (for example Anjou and Lebourgneuf) with English-titled store pages; the French delivery guide for Quebec is a PDF versioned July 2022 ("v0722") covering mattress bags, an adult present at delivery, and pickup of one old appliance for each new one bought.Source

Decide whether fr.thebrick.com (or a /fr path) is the French store, then make it complete: translated navigation, collections, product titles and descriptions, policies, help centre and checkout, with hreflang between English and French pages. Turn the delivery PDF into a French help page. Add a Français switch in the header that keeps the shopper on the same product. Start with the top 500 products by Quebec sales and the mattress and appliance categories.

Quebec shoppers search and buy in French. A complete French store competes for those searches and removes friction at checkout, where competitors already offer French.

• Machine translation reads badly

  Have Quebec staff review every template and the top products.

• Prices or stock differ by language

  Use one catalogue with translated fields, not a second store.

• #1 Send the careers, csr and fr copies of the store back to www.thebrick.com, starting with the mattress guarantee pages

• Search resultsWeb searches on November 3, 2026 return store pages on three extra hostnames instead of www.thebrick.com: careers.thebrick.com/pages/mattress-guarantees-and-warranty, /pages/warranties-and-protection-plans, /pages/dreamcloud-mattresses, /collections/canadian-made-furniture and /collections/mattresses-accessories; csr.thebrick.com/pages/90-night-mattress-policy, /pages/nectar-mattress-trial-warranty and /pages/help-centre; and fr.thebrick.com/pages/appliance-and-electronics-warranty and /pages/careers-home, both with English titles.Source
• Your websiteQuebec: stores trade as "Brick" (for example Anjou and Lebourgneuf) with English-titled store pages; the French delivery guide for Quebec is a PDF versioned July 2022 ("v0722") covering mattress bags, an adult present at delivery, and pickup of one old appliance for each new one bought.Source
• Competitor researchRivals' homepages (November 3, 2026): Sleep Country offers "up to 100 nights" to try a mattress, will "beat it by at least 5%", and has free courier delivery over $75 and Flexiti 0% financing; Structube has "over 75 locations" and free delivery over $299; Leon's, The Brick's sister banner, leads with "TAKE 3 YEARS TO PAY WITH 0% INTEREST" on the FlexitiCard and "Free Local Delivery". All three have a "Français" switch in the header.See the research Source

Build a sleep-set builder on mattress pages: pick the mattress, then add the matching foundation, metal frame and protector. A progress line shows what each step unlocks: 180 nights with the protector, and the 25-year warranty once the set reaches $799 with a frame. Show the total and the monthly payment. Mirror the same bundle in store.

It raises average order value with items most mattress buyers need anyway, and turns warranty conditions into a clear reward.

• Shoppers feel upsold

  Keep the mattress-only path one click away.

• #2 Put the 180-night guarantee on every mattress page and in the cart, with the protector that unlocks it

• Your websiteMattress pages: a "90 Night Price & Comfort Guarantee" on new purchases, extended to a "180 Night Satisfaction Guarantee with the purchase of any same size mattress protector"; a lifetime mattress warranty (25 years of protection in total) on sleep sets of $799 or more bought with a metal bed frame on the same invoice.Source

Pick one URL pattern for store pages and redirect duplicates into it. Give every page the same useful block: hours, directions, parking, phone, which banners are at that address (The Brick, Mattress Store, Outlet), popular in-stock items for pickup, local reviews and structured data for local search. Link each page to its business profile, and keep hours in sync from one source.

Local searches carry strong buying intent, and a full, unique store page outranks a thin duplicate. It also links the website to the stores, where furniture is still mostly bought.

• Stock shown is out of date

  Show only items with reliable store stock, or say check availability.

• #1 Send the careers, csr and fr copies of the store back to www.thebrick.com, starting with the mattress guarantee pages
• #4 Clean up the catalogue pages search engines see: retired products, deep pagination, .oembed copies and the mattesses handle

• Search resultsIndexed pages also include a product marked as no longer available online (Deluxe Memory Foam Queen Sofa Bed Mattress, $599.97), pages 26 to 37 of the all-furniture-mattresses-excludes-online-only collection, a ".oembed" copy of the managers-sale-day collection, a collection handle spelled "mattesses-mattress-protectors", and two separate pages for the London mattress stores (/pages/mattress-stores-london and /pages/store-london-mattress-stores).Source
• Your websiteHomepage (scanned November 3, 2026): title "Furniture Store, Mattresses & Appliances - The Brick" and description "Saving You More at The Brick, with over 220 stores across Canada"; a Shopify store offering Afterpay, Klarna and Shop Pay Installments, with a Listrak email sign-up and links to Facebook, Instagram and TikTok (@brickwarehouse) and YouTube. The homepage has no social share image.Source
• Your websiteQuebec: stores trade as "Brick" (for example Anjou and Lebourgneuf) with English-titled store pages; the French delivery guide for Quebec is a PDF versioned July 2022 ("v0722") covering mattress bags, an adult present at delivery, and pickup of one old appliance for each new one bought.Source

Film a series of two-minute help videos for the top-selling categories: setting up a power recliner, levelling a fridge, first use of a dishwasher, caring for leather and fabric, assembling a bed frame. Put each one on the matching product pages, in the post-delivery email and on the help centre. Track which videos cut related calls.

Help content is evergreen and searchable. It reduces care contacts and returns, and gives the channel a reason to subscribe.

• Videos go out of date as models change

  Film by product type, not by model, where possible.

• Your websiteSocial channels: YouTube @thebrickhome has 3,300 subscribers, 318 videos and 7.2 million views; Instagram and TikTok run as @brickwarehouse.Source
• Customer reviewsTrustpilot (November 3, 2026): TrustScore 1.6 from 887 reviews, 225 in the last 12 months; 75% one-star and 19% five-star; replies to 99% of negative reviews within 48 hours, mostly with a template asking the reviewer to email the reviews team. Recurring themes: missed or rescheduled delivery windows, wrong or damaged items, protection-plan terms customers say they were not told about (such as a credit that needs a larger purchase), slow repairs and unreturned calls. Positives: patient sales staff, smooth exchanges and polite delivery crews.Source

Write a one-screen summary in plain language: what is covered, what is not, how to start a claim (store, phone, online), how long a repair usually takes, and how the Full Circle credit works. Show it before the plan is added at checkout and in store, and repeat it in the confirmation email with a link to start a claim online. Track claims and complaints that mention the plan.

Clear terms at the point of sale prevent the surprises that turn into one-star reviews, and build trust in the plan, which supports attach rates over time.

• Lower attach rate when terms are clearer

  Track attach rate; fewer disputes are worth a small dip.

• Your websiteFurniture Protection Plan Plus: 36 or 60 months of cover (12 months for decorative accessories), with claims started at the purchasing store; with no claims, a "Full Circle" credit of the plan price can be redeemed toward a furniture, mattress or accessories purchase of $400 or more (before taxes) within 90 days after the plan expires.Source
• Customer reviewsTrustpilot (November 3, 2026): TrustScore 1.6 from 887 reviews, 225 in the last 12 months; 75% one-star and 19% five-star; replies to 99% of negative reviews within 48 hours, mostly with a template asking the reviewer to email the reviews team. Recurring themes: missed or rescheduled delivery windows, wrong or damaged items, protection-plan terms customers say they were not told about (such as a credit that needs a larger purchase), slow repairs and unreturned calls. Positives: patient sales staff, smooth exchanges and polite delivery crews.Source

Add a small financing block under the price on product pages: the monthly payment for each option the item qualifies for, the term, the interest rate, any fees and the minimum purchase, with a link to full terms. Highlight the FlexitiCard perks that apply, such as free local delivery on mattresses. Use the same block in the cart. Have legal approve the wording before launch.

Big-ticket shoppers think in monthly payments. Showing them clearly, with full terms, lifts conversion and builds trust.

• Incomplete disclosure

  Show full terms beside every payment figure and get legal sign-off.

• Your websiteHomepage (scanned November 3, 2026): title "Furniture Store, Mattresses & Appliances - The Brick" and description "Saving You More at The Brick, with over 220 stores across Canada"; a Shopify store offering Afterpay, Klarna and Shop Pay Installments, with a Listrak email sign-up and links to Facebook, Instagram and TikTok (@brickwarehouse) and YouTube. The homepage has no social share image.Source
• Your websiteCollection pages offer free local delivery "when you purchase any mattress on your FlexitiCard"; the store has a Canadian-made furniture collection (/collections/canadian-made-furniture) and a "Proudly Canadian" about page; the network includes The Brick, The Brick Mattress Store and The Brick Outlet, and the careers pages describe seven distribution centres.Source
• Competitor researchRivals' homepages (November 3, 2026): Sleep Country offers "up to 100 nights" to try a mattress, will "beat it by at least 5%", and has free courier delivery over $75 and Flexiti 0% financing; Structube has "over 75 locations" and free delivery over $299; Leon's, The Brick's sister banner, leads with "TAKE 3 YEARS TO PAY WITH 0% INTEREST" on the FlexitiCard and "Free Local Delivery". All three have a "Français" switch in the header.See the research Source

Create a standard kit for every new franchise opening: a complete store page live two weeks before opening, a verified local business profile, a geo-targeted email and social push to existing customers within driving distance, local ads pointing to the store page, and a first-month in-store pickup offer for online orders. Report first-90-day results to the franchisee.

A repeatable kit makes every opening faster and shows franchisees what head office brings. Shared online and in-store data makes the website a growth tool for the franchise network.

• Franchise and corporate priorities differ

  Agree the kit and the reporting with franchisees before launch.

• #12 Merge the duplicate store pages and give each of the 220+ store pages local stock, hours and reviews

• News coverageLeon's Furniture Limited, The Brick's parent, Q2 2026 (August 7, 2026): revenue down 2% to CAD 631.2 million, same-store sales slightly down and delivered units up; digital and in-store channels complement each other, "with online sessions and sales both growing"; four new franchise locations opened; management is cautious on the rest of 2026 and on Asian shipping lanes.Source

Add accessible names to icon buttons (menu, search, cart, carousel arrows), fix the heading order, correct the list markup and enlarge touch targets to at least 48 pixels with spacing. Apply the fixes in the theme so every page benefits, then add an accessibility check to the release checklist.

These are template fixes with site-wide reach. They make mobile navigation easier for everyone and open the store to shoppers using screen readers.

• Larger targets crowd the mobile header

  Group secondary links in the menu.

• Google PageSpeedHomepage, November 3, 2026: mobile score 64 and desktop 48; in the lab the main content appears at 15.0s on mobile and 3.5s on desktop, but real visitors pass Core Web Vitals (LCP 2.4s, INP 124ms, CLS 0.03). The page weighs 5.3 MB across 420 requests and 18 third parties; the LivePerson chat loads 600 KB at page load and Google Tag Manager 321 KB; unused JavaScript totals 798 KB (about 2.6s). The largest element is a Black Friday hero image. Four accessibility issues: buttons and links without accessible names, headings out of order, list markup and small touch targets.Source

Build a 30-day care program for every delivered order. A check-in message on day 2 asks whether everything arrived as expected, with a link to report a problem with photos. Reports go into one online claim form that opens a case with a named owner and a target response time, and shows its status online. Further check-ins on day 14 and day 30 point to care videos and the plan summary. Damage and defect reports feed back to vendors and distribution centres.

Catching problems early, with photos, speeds up fixes and cuts repeat calls. It also turns the period that creates most negative reviews into a visible service.

• More reported problems at first

  Expect it: problems that used to be silent now get fixed before they turn into reviews.

• #7 Replace the templated Trustpilot reply with a named case owner and a 48-hour fix
• #14 A one-screen protection-plan summary at checkout and in the confirmation email

• Customer reviewsTrustpilot (November 3, 2026): TrustScore 1.6 from 887 reviews, 225 in the last 12 months; 75% one-star and 19% five-star; replies to 99% of negative reviews within 48 hours, mostly with a template asking the reviewer to email the reviews team. Recurring themes: missed or rescheduled delivery windows, wrong or damaged items, protection-plan terms customers say they were not told about (such as a credit that needs a larger purchase), slow repairs and unreturned calls. Positives: patient sales staff, smooth exchanges and polite delivery crews.Source
• Your websiteSatisfaction Guarantee page: open furniture, floor models, special orders and As-Is items are excluded; once packaging is removed, refunds or reselections are generally not offered; a 1-year repair warranty applies where the manufacturer gives none; the 7-day refund covers decorative accessories, art work, area rugs and lamps.Source
• Your websiteFurniture Protection Plan Plus: 36 or 60 months of cover (12 months for decorative accessories), with claims started at the purchasing store; with no claims, a "Full Circle" credit of the plan price can be redeemed toward a furniture, mattress or accessories purchase of $400 or more (before taxes) within 90 days after the plan expires.Source

Connect checkout to delivery capacity by postal code and distribution centre. Shoppers pick a day and a window they can rely on, see the earliest date for in-stock items, and choose haul-away where it is offered. Orders with back-ordered items show a realistic date upfront. Feed the slot into the evening-before text (idea 9) and the care program (idea 18).

Choosing a slot cuts failed deliveries and calls about when the truck is coming, and an honest date at checkout prevents the back-order surprises reviewers describe.

• Fewer early slots lowers conversion

  Show the earliest reliable date; test whether honesty costs sales.

• #9 Text customers a two-hour delivery window the evening before, and a live arrival time on the day

• Your websiteCollection pages offer free local delivery "when you purchase any mattress on your FlexitiCard"; the store has a Canadian-made furniture collection (/collections/canadian-made-furniture) and a "Proudly Canadian" about page; the network includes The Brick, The Brick Mattress Store and The Brick Outlet, and the careers pages describe seven distribution centres.Source
• Customer reviewsTrustpilot (November 3, 2026): TrustScore 1.6 from 887 reviews, 225 in the last 12 months; 75% one-star and 19% five-star; replies to 99% of negative reviews within 48 hours, mostly with a template asking the reviewer to email the reviews team. Recurring themes: missed or rescheduled delivery windows, wrong or damaged items, protection-plan terms customers say they were not told about (such as a credit that needs a larger purchase), slow repairs and unreturned calls. Positives: patient sales staff, smooth exchanges and polite delivery crews.Source
• News coverageLeon's Furniture Limited, The Brick's parent, Q2 2026 (August 7, 2026): revenue down 2% to CAD 631.2 million, same-store sales slightly down and delivered units up; digital and in-store channels complement each other, "with online sessions and sales both growing"; four new franchise locations opened; management is cautious on the rest of 2026 and on Asian shipping lanes.Source

Create an online Outlet section fed from store and Outlet inventory: each item photographed, graded (like new, minor marks, visible wear) with the flaw shown, priced, located at a named store, and reserved online for pickup or local delivery. State the return terms for these items clearly on every listing. Add new arrivals to a weekly Outlet email.

It turns slow, store-bound stock into searchable inventory, brings value shoppers into stores, and clears floor space faster at better recovery than marking down until someone walks by.

• Disappointment with condition

  Show the flaw in the photos and keep grading strict.

• Cannibalising full-price sales

  List only true floor and Outlet stock, not new items.

• Your websiteSatisfaction Guarantee page: open furniture, floor models, special orders and As-Is items are excluded; once packaging is removed, refunds or reselections are generally not offered; a 1-year repair warranty applies where the manufacturer gives none; the 7-day refund covers decorative accessories, art work, area rugs and lamps.Source
• Your websiteCollection pages offer free local delivery "when you purchase any mattress on your FlexitiCard"; the store has a Canadian-made furniture collection (/collections/canadian-made-furniture) and a "Proudly Canadian" about page; the network includes The Brick, The Brick Mattress Store and The Brick Outlet, and the careers pages describe seven distribution centres.Source
• Competitor researchRivals' homepages (November 3, 2026): Sleep Country offers "up to 100 nights" to try a mattress, will "beat it by at least 5%", and has free courier delivery over $75 and Flexiti 0% financing; Structube has "over 75 locations" and free delivery over $299; Leon's, The Brick's sister banner, leads with "TAKE 3 YEARS TO PAY WITH 0% INTEREST" on the FlexitiCard and "Free Local Delivery". All three have a "Français" switch in the header.See the research Source

Turn haul-away into a visible trade-in. On every appliance page, show a checkbox to remove the old appliance on delivery, with any fee or condition stated, in every province where it can be offered. Add an emergency-replacement collection (fridges, washers, dryers in stock for the earliest delivery) and pair it with the delivery-slot picker. Partner with certified recyclers and report the volume diverted.

Removing the old appliance is a practical reason to buy from The Brick instead of an online-only seller. It also gives the brand a credible recycling story.

• Haul-away rules differ by province

  Show the option only where it is confirmed, with terms by postal code.

• #19 Let shoppers pick a delivery slot at checkout from live capacity

• Your websiteQuebec: stores trade as "Brick" (for example Anjou and Lebourgneuf) with English-titled store pages; the French delivery guide for Quebec is a PDF versioned July 2022 ("v0722") covering mattress bags, an adult present at delivery, and pickup of one old appliance for each new one bought.Source
• Your websiteHomepage (scanned November 3, 2026): title "Furniture Store, Mattresses & Appliances - The Brick" and description "Saving You More at The Brick, with over 220 stores across Canada"; a Shopify store offering Afterpay, Klarna and Shop Pay Installments, with a Listrak email sign-up and links to Facebook, Instagram and TikTok (@brickwarehouse) and YouTube. The homepage has no social share image.Source

Produce a short series with the ambassador and the Canadian factories behind the collection: who makes the sofa, where, and why it lasts. Put the videos on the Canadian-made collection page and in social, give that collection its own homepage spot outside sale periods, and tag Canadian-made items in search filters. Measure collection traffic and sales against the sale-event-only campaigns.

It gives the ambassador something to say beyond a sale, adds a reason to buy that is not price, and is easy for shoppers to share.

• Made-in-Canada claims need proof

  Confirm each item's origin with suppliers before it is tagged.

• Your websiteCollection pages offer free local delivery "when you purchase any mattress on your FlexitiCard"; the store has a Canadian-made furniture collection (/collections/canadian-made-furniture) and a "Proudly Canadian" about page; the network includes The Brick, The Brick Mattress Store and The Brick Outlet, and the careers pages describe seven distribution centres.Source
• News coverageJune 17, 2026 (GlobeNewswire): Alphonso Davies, captain of Canada's men's national team, was named The Brick's brand ambassador, launched with the "Score Big Savings Event" and a fan meet-and-greet at The Brick Park Royal in West Vancouver, where everyone in the autograph line received a $50 gift card toward a $499+ furniture or mattress purchase. The Brick, founded in 1971, is a wholly owned subsidiary of Leon's Furniture Limited, which has 301 stores across Canada under various banners.Source