Brick and click is jargon used to describe a brick-and-mortar store that implemented an omnichannel retail business model. The term “brick” stands for the physical location while “click” stands for online purchases. This means that customers can shop both online and in-store from a brick-and-click retailer.
Brick and click is also known as click and mortar. Both of these terms mean the same thing: a business approach in which customers can order online and the store will deliver their products at home. Nowadays, there are a lot of stores that took the brick-and-click approach because most people do their research online before purchasing products.
There are also options like BOPIS (buy online, pick-up in-store) which help increase customer satisfaction. Another great thing about brick-and-click stores is that customers can order at any time of the day (or night) and still get to go to the store to pick the order or have it delivered at their front steps.
Brick and click vs brick and mortar
There are a few differences between these 2 types of business models:
- The location where the products are being sold
Brick-and-click stores allow customers to order online and then collect the products in-store or have them delivered to their home address. Traditional brick-and-mortar shops sell their products exclusively inside a physical store.
2. Payment method
Brick-and-click stores usually offer customers only the possibility to purchase online and pay with a card or via transfer. However, some stores accept cash payments when the products arrive at the customer. Brick and mortar stores accept all types of payments, from cash to meal vouchers.
3. Marketing channels and activities
Most brick-and-click shops focus on digital marketing because the costs are lower and the ROI is bigger. Brick and mortar stores use traditional, in-store marketing tactics to attract and retain customers.
Examples of brick and click businesses
The first business that tried out this approach was Pizza Hut, in 1994. In 2000, more and more stores tried to include a website where customers could check out their products and research before stepping into the store and making the purchase.
One of the most well-known stores that is using brick-and-click is Walmart.