Brick-and-click store, also known as “click and mortar shop”, is a business model that combines both physical retail store and online shop.

It combines two sales channels by implementing a unified retail strategy, helping businesses grow their customer base faster, as well as giving existing customers more opportunities to make purchases.

Usually, small businesses start with opening an online store and, only after having gained a sufficient number of regular customers, they open a physical store and offer customers a comprehensive shopping experience.

What are the advantages of a brick-and-click store?

  • Unified customer experience
    Having both online and physical stores as sales channels at their disposal, clients can order a product online and have it delivered to the physical location or see the product in-person in the store and then buy it online.
  • Target a larger customer base:
    Physical stores can bring more customers from a local community and online stores can extend the customer base to global consumers with the right marketing strategy.
  • Flexibility of operations
    Brick-and-click model allows both clients and sellers to run operations with more flexibility, that you wouldn’t be able to offer with a single sale channel.  For example returns can be handled offline, while the communication can be maintained online.

If you’re wondering if brick-and-click stores also have drawbacks, well the answer is yes. There are 3 main aspects to take into consideration:

1. Long onboarding:
Brick and mortar stores require more time to adapt their stores for e-commerce, and vice versa.

2. Additional costs:
Running both physical and online shops requires bigger investments.

3. Increased time investment
The inventory management across two sales channels requires more investment also in terms of time.

Before you decide to add a “brick” or “click” element to your current business model, you’ll want to determine whether it’s the right path for your business to take.