Click and mortar

Click and mortar is a model that corresponds to a traditional company from the distribution sector, having added online activities (click) to its initial activity of selling in physical stores (mortar).

Also referred to as “brick and click,” this distribution model is opposed to that of the pure player, which designates a business that has strictly involved online sales, from the beginning of its activity, without ever going through a traditional point of sale.

The use of this term related to retail goes back to the early 2000s. It’s at this time that some physical brick-and-mortar stores chose to jump on the internet bandwagon and to launch into ecommerce.

This is, for example, what stores like Walmart did. In other words, click and mortar means "click and store."

Whether used by B2B or B2C businesses, the challenge of this model is to find the right balance between the traditional sales channel and the online channel. Thus, these two product distribution channels must seem coherent and complementary in the eyes of customers.

The transition to this cross-channel operating mode requires some logistical adjustments and the implementation of an adapted marketing strategy.

Similarly, it often leads to the deployment of new services. For example, with click and mortar, internet users can make their purchases online and pick them up free of charge in a store near their home. This is known as "click and collect."

Click and mortar offers advantages for both customers and merchants. It makes it possible to target more customers.

On the internet, consumers can take the time to shop at home and compare offers while enjoying the proximity of a shop, which is very useful for picking up products, asking a salesperson for advice, or benefiting from after-sales service.

Click-and-mortar stores therefore benefit from a double presence, both physical and dematerialized, to attract a maximum of consumers and generate additional sales.

The click-and-mortar model offers additional sales potential.

Moreover, it’s a process that builds loyalty. Through the site, the customer feels recognized or can find a trace of their previous purchases.

They can also take advantage of promotional offers, either directly on the site or through promotional actions distributed by email or even on social networks.

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