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 and 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 the following:
- 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 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 be a marketing tool. At the same time, 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 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.