Main Page | See live article | Alphabetical index

Bricks and clicks business model

Bricks and clicks is a business strategy or business model in e-commerce by which a company attempts to integrate both online and physical presences. It is also known as Click-and-mortar or clicks-and-bricks.

For example, an electronics store may allow the user to order online, but pick up their order immediately at a local store. Conversely, a furniture store may have displays at a local store from which a customer can order an item electronically for delivery.

The bricks and clicks strategy has typically been used by traditional retailers who have extensive logistical and supply chains. Part of the reason for its success is that it is far easier for a traditional retailer to establish an online presence than it is for a start-up company to employ a successful pure strategy, or an online retailer to establish a traditional presence. This strategy has contradicted analysts who believed that the internet would render traditional retailers obsolete through disintermediation.

Table of contents
1 Advantages of the model
2 See also
3 Finding related topics

Advantages of the model

Click and mortar firms have the advantage in areas of existing business models and products. In these cases it is better to retain ties to your physical company. This is because they are able to leverage their competencies and assets, including:

Pure dot.coms, on the other hand, have the advantage in areas of new e-business models that stress cost efficiency. They are not burdened with brick and mortar costs and can offer products at very low marginal cost. However, they do tend to spend substantially more on customer acquisition.

See also

Finding related topics