Click and mortar

Sara Heegaard March 3, 20222 minute read

Sara is a copywriter focused on lifting up Recharge's merchants, partners, and their customers. Before Recharge, her past lives included writing and editing at four different subscription... Full bio

What is click and mortar?

Click and mortar (also known as bricks and clicks, or the omnichannel business model) is a business model that combines both online and offline commerce experiences. For example, businesses in this category might enable customers to shop in both a brick and mortar retail store and via an ecommerce store. This integrated business model enables businesses to reach a wider group of customers while allowing customers the flexibility to shop and browse products using a variety of methods, independent of location. Because this model has so many benefits for both consumers and merchants, more and more retailers are employing the approach, from small business owners to large retail chains.

Benefits of the click and mortar business model

Transitioning to this business model can benefit both ecommerce and brick and mortar retailers. For ecommerce companies, adding a physical storefront can reduce digital marketing expenses and shipping costs while driving traffic to both their website and physical storefronts. For brick and mortar stores, integrating ecommerce strategies into the overall business strategy allows for the automation of certain business operations, such as customer service and inventory management. This model can also provide retail stores greater insight into consumer information and shopping data, influencing marketing strategies and allowing for more personalized approaches to the shopping experience both on their website and via their physical store.

What is omnichannel retail strategy?

An omnichannel retail strategy enables click and mortar business to seamlessly combine online and offline operations. This can include shopping for products in a physical store, browsing on mobile applications, and browsing on a website. The deeper the integration is among these various channels, the more seamless the customer experience will be, helping foster brand loyalty, boost retail sales, brand awareness, and more.