Click and mortar
Click and mortar is a business model that combines physical shops with online sales, integrating both channels
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
The phrase plays on brick and mortar (physical retail) and click (e-commerce). It can arise from a traditional retailer opening an online shop or from a digital brand opening its own stores.
Its value lies in integration: buying online and collecting in store, returning online purchases to a shop, or checking stock at each location. When that integration covers every touchpoint and the experience is seamless, it is called omnichannel; if channels operate separately, it is closer to multichannel.
Also known as
clicks and mortar, bricks and clicks
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