What Is the Definition of a Brick and Click Store?
Brick and click stores – also known as “click and mortar shops” and “clicks and bricks” – represent a business model that unifies two sales channels (Elogic Commerce) and allows merchants to operate both online and offline (Ecommerce Platforms). In other words, the customers can either place an order on the company’s e-shop or shop in a physical retail store.
Their increasing popularity is a result of the constant growth of the e-commerce market, while brick-and-mortar stores still remain a necessity for most retail businesses.
It’s also a way to address the diversity in consumer behaviors. For example, many people often prefer to place orders online and pick them up directly from the store. It may be more convenient for them to browse through an online catalog than walking through a store. Other times, the opposite applies and physical stores operate like showrooms. Customers visit them just to assess the products and then place an online order.
Example of an Integrated Store
Nike is a company that has implemented this model successfully, reaching an increase of 19% in digital sales in the first quarter of 2022, while maintaining a steady growth overall. They combined a strong eCommerce strategy, supported by digital marketing initiatives, with their iconic retail presence. What is more, they developed an innovative integration between the digital and the physical to create a unique brand experience.
The House of Innovation is a hybrid between the online store and the classic retail store. This allows customers to customize their shopping experience in multiple ways. One of them consists in selecting the desired items from the website and trying them on in the store. The customer will find their products in a locker that’s opened using the Nike app. Then, they can do self-checkout through the same app, by scanning the product barcodes. You can find more information about their brick and click store in this video.