The click and mortar is a business model that pertains to all companies that leverage the sales of their products and services through both a physical storefront and a website or other online channels.
It originated as the evolution of the term "brick and mortar," which is used to refer to the physical presence of businesses through retail outlets.
The click and mortar model, on the other hand, offers the possibility to purchase both online with a simple “click”, and in a store “mortar”.
Why is click and mortar important?
With the advent of the internet and technology, there have been new business models pertaining to online sales (for example, Amazon or eBay).
Over time, businesses have realized the benefits of online sales for their business, thus proposing eCommerce as an alternative channel to the physical store.
The click and mortar model is becoming increasingly popular in the business world and pushes companies to implement strategies that promote a greater integration between the online and physical channels.
This type of integration involves promoting seamless shopping experiences, across various channels and touchpoints, allowing customers to view the product in-store and purchase it online.
It also allows for home delivery or purchasing on the website and picking it up in-store.
The advantages of click and mortar
The click and mortar model brings several benefits to the company that can be achieved through direct customer contact in-store, as well as through online sales.
The benefits that click and mortar bring to physical stores include:
- In the store, customers can test and see the products;
- It also allows for direct contact with the staff;
- A positive customer experience can have an impact on customer experience;
As for online sales, on the other hand:
- It offers customers the convenience of shopping without leaving home;
- It has flexible return policies;
- They have led customers to customer loyalty, meaning loyalty.
Hence, the term click and mortar defines all commercial activities carried out partly on the Internet and partly through the physical presence of traditional retail outlets.
For instance, a store collects orders via the Web and the customer pays with a credit card.
It takes advantage of discounts and promotions, and then picks up the purchased goods at the nearest store location to their home.
In this way, the store can save on staff costs and keep the number of salespeople inside the physical store to a minimum.
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