Definition
Clicks and Mortar, also charmingly referred to as bricks and clicks, is a hybrid business model which seamlessly integrates an e-commerce platform (‘clicks’) with the traditional charm and utility of brick-and-mortar locations. This strategy allows organizations to offer the irreplaceable tactile consumer experience of physical stores, complemented by the convenience and reach of online shopping.
Advantages of Clicks and Mortar
Enhanced Customer Experience
Rooted in synergy, this model provides the consumer with multiple channels to engage with, leading to a more versatile and satisfying shopping journey. Imagine being able to feel the fabric of a couch you admired online. Touché!
Greater Market Reach
Merchants are not restricted to foot traffic but can dance their way through digital footprints as well, reaching patrons far beyond their geographical confines.
Omni-channel Synergies
It leverages analytics across both platforms to better understand consumer behaviors, ensuring that every promotional email is as personal as a handshake.
Risk Management
By spreading their presence across online and offline platforms, businesses can more effectively hedge against risks associated with either channel exclusively.
Key Considerations
Coherent Brand Experience
Synchronizing your brand’s online aura with its physical persona is akin to getting twins to agree on a WhatsApp status—necessary, but tricky!
Integrated Logistics
Ensuring inventory synchronization can sometimes feel like herding cats, but is critical to avoid telling a customer their coveted item is in stock online when it’s actually only available in the shop next door.
Technology Investment
Going clicks and mortar isn’t just a status update—it requires robust IT infrastructure to ensure seamless integration of all sales channels.
Related Terms
- Omni-Channel Retailing: The sophisticated cousin of clicks and mortar, offering a fully-integrated shopping experience that goes beyond mere coexistence to provide a unified customer journey.
- E-Commerce: The art of selling goods online—the digital side of clicks and mortar.
- Physical Retail: The traditional hand-shake and smile aspect of retail, where shoppers can touch, feel, and see products.
Further Reading
- “Omni-Channel Strategies in U.S. and Japan” by Melody C. Y. Kiang and Seung Kyoon Shin - A deep dive into different strategies for clicks and mortar businesses.
- “The Art of Retail: Winning Customers and Building Brand Loyalty” by Rachel Sheehan - Details the importance of physical customer experiences in the digital age.
In the realm of retail, Clicks and Mortar are proving that sometimes, you really can have your cake and eat it—both in-store and online! So, the next time you’re debating between shopping in pajamas or public, remember, there’s a business model built just for that indecision.
