Bricks And Clicks – A Traditional Business Model

Abstract 

The bricks and clicks business model imply combining a traditional shopping site (the brick) and a channel of e-commerce or online shopping (click). Often this market model is named “brick and click,” “click and mortar,” and “clicks and bricks.” This paper aims to outline the concept of bricks and clicks, as the first emphasizes solidity and viability and the second the strategic role.

Keywords: bricks and clicks business model; bricks and clicks store; bricks and clicks model; bricks and clicks strategy 

Definition: Brick-and-click is a marketing concept under which an organization runs an online shop (the clicks) and a traditional store (the bricks), combining them into a common shopping approach.

Introduction 

The Internet also expanded retailers’ versatility to run an online arm outside their traditional shops. The internet platform provides possible advantages in selling online shopping items, but it also faces new challenges. 

Opening an online shopping channel, the “click” arm, can cause rival retailers to reassess several main strategic approaches.

The Art of Bricks and Clicks

Digitalization is considered a significant motivation for reform in considering how the Internet is advertised and retailed. This marketing model essentially enables small companies to leverage two separate distribution platforms while introducing a single market approach. In other terms, integrating all media with brick and click business models enables retailers to give consumers more buying opportunities, thus growing their income and future brand presence.

Therefore, key players like Goal and Walmart should be used as bricks, clicks, and markets such as Old Navy, Petco, and DSW. 

Perhaps, while the idea of bricks and clicks is more widely applicable to companies with distribution centers and then open an online shop, there are instances of flip — popular e-commerce businesses investing in brick-and-mortar locations. 

The Bricks and Clicks Model Pro and Cons 

One potential advantage is the following: besides offering customer service in-store, an internet outlet distributes products to global customers well beyond a local region.

Moreover, using web analytics software can help a physical store optimize in-person deals. Reaching clients in a physical location can provide input in real-time for a more substantial internet presence.

This business model’s drawbacks and having e-commerce and a brick-and-mortar presence provide extra operating expenses, including purchasing a shop surveillance device and covering daily website maintenance costs. Additionally, two-channel asset control, translating web analytics into effect, and reducing differences between online and offline experience, take additional time to introduce and maintain.

Conclusion Brick-and-click stores are thriving when internet purchases are growing year after year. Welcome a brick-and-click approach to set up your company for growth. As mentioned in this part, applying this strategy: increased consumer service and gave a strategic advantage in an affluent industry.