A retailer who has a physically established store may plan to expand its business through the e-commerce platform. At the same time, a successful online business may be converted into a brick-and-model store to provide an in-person experience to the customers. The brick-and-click business model operates in both ways. Hence it can be said that this model is specific for individual businesses. Apart from the direction of implementation, the brick-and-click model follows a few basic principles of operation. They are as follows:
Flexibility: This model aims to provide flexibility to customers to choose from two types of purchase channels. It increases customer convenience and reliance on the business due to its presence on different platforms. A simple example of customer satisfaction from this model is the easy return of online delivered orders to the physical retail store, which helps customers save their shipping charges and avail feedback or complaint services more conveniently.
Unified shopping experience: This principle revolves around providing a wholesome, smooth, and seamless experience to the customer by placing the functions of both channels in a synchronized way. A suitable example would be using the online platform to update the customer with inventory stock before they visit an offline retail store to purchase them. Better customer service: The involvement of two channels and their unified operation can help customers get more access to the merchandise information, convenience of purchase, pre-order placement, better visibility, and so on. Growth and brand building: Providing better customer experience, accessing to get more customers, and becoming more visible can help a retailer build its brand. This may help the business to get more profit and grow.
Just like any other growth and marketing strategy, the application of the clicks and bricks model has its pros and cons. 1. Benefits :
The benefits of bricks and clicks are as follows:
This business model helps the business to come out of the concept of fixed customer size. The online channels of stores distribute their goods outside a local area and make it reach global consumers.
Analytics is a powerful tool to analyze customer behavior. They help refined and customized in-person service in the retail store. Also, physical stores can help collect real-time customer feedback and reflect their modified service in the online platform.
A wide range of customers is reached and served with this business model. Existence in multiple platforms can help retailers remain up to date, competitive and relevant.
The drawbacks of bricks and clicks are as follows:
Working as an online store and functioning in physical form incurs extra costs like purchasing a security system, variable bills like electricity, labor charges, online website maintenance fee, etc.
As brick and mortal retail stores are traditionally established ways of selling, it takes time. Moreover, it involves a learning curve to adapt to the new online, internet, and e-commerce system.
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