Clicks and Mortar

"Clicks and Mortar" (also known as "Clicks and Bricks" or "Bricks and Clicks") is a business model that combines both online (clicks) and offline (mortar) operations. This approach allows businesses to take advantage of the benefits of both eCommerce and traditional brick-and-mortar retail stores. Companies that adopt this model typically have physical retail locations as well as a strong online presence, providing customers with multiple options for purchasing and interacting with the business.

Some of the benefits and advantages of the clicks and mortar model include:

• Wider market reach: By having both online and offline channels, businesses can reach a larger customer base, catering to those who prefer shopping in-store and those who prefer shopping online.

• Increased customer convenience: Customers can choose the shopping experience that best suits their needs, whether it's browsing products online and having them delivered or visiting a physical store to try items before purchasing.

• Greater brand visibility: A physical store can increase brand awareness and serve as a marketing tool, while an online presence can help businesses reach customers who may not have access to their physical locations.

• Omnichannel experience: The clicks and mortar model allows businesses to create an integrated and seamless customer experience across all channels. For example, customers can buy products online and pick them up in-store, or return online purchases at a physical location.

• Leveraging strengths of each channel: Physical stores can offer personalized customer service, instant gratification, and the opportunity to touch and feel products, while online channels can provide a wide product range, competitive pricing, and the convenience of shopping from anywhere at any time.

Despite its benefits, the clicks and mortar model also comes with some challenges, such as managing inventory across multiple channels, integrating technology and systems, and maintaining a consistent brand experience. However, when implemented effectively, a clicks and mortar strategy can provide a competitive advantage by offering customers the best of both worlds and catering to their evolving preferences and shopping habits.