What Is a Bricks and Clicks Business? (& How Does It Work?)
The business world is evolving at lightning speed. Gone are the days when companies had to choose between operating exclusively online or offline. In today’s competitive environment, a bricks and clicks model—combining a physical store presence with an online platform—offers the best of both worlds. But what exactly does this hybrid business model involve, and why is it becoming a preferred choice for retailers and service providers worldwide?
This comprehensive guide explores the definition, benefits, challenges, and strategies for running a successful bricks and clicks business.
Understanding the Bricks and Clicks Model
The term bricks and clicks (also called “clicks and mortar”) refers to a business that operates both a physical location (“bricks”) and an online store (“clicks”).
- Bricks: Traditional retail stores, service centers, or offices where customers can visit in person.
- Clicks: Digital platforms—such as e-commerce websites, apps, and marketplaces—where customers can browse, shop, and interact virtually.
This hybrid approach allows businesses to reach customers across multiple channels, ensuring flexibility, convenience, and brand visibility.
Examples of Bricks and Clicks Businesses
- Walmart: Physical retail stores combined with a powerful online shopping experience.
- Apple: Flagship stores for immersive product demos and an online store for convenience.
- Nike: Local outlets with a seamless e-commerce platform.
- Small businesses: Local boutiques with Shopify or WooCommerce stores.
Why Bricks and Clicks Works in Today’s Market
Consumer behavior has shifted dramatically. Shoppers no longer differentiate sharply between online and offline—they expect brands to be present wherever and whenever they want to engage.
Here are a few reasons why this model thrives:
- Omnichannel convenience – Customers can shop in person, order online, or use click-and-collect services.
- Stronger brand trust – Physical stores provide tangibility, while online platforms offer accessibility.
- Expanded market reach – Serving local, national, and even international customers becomes possible.
- Better customer data – Businesses can track both in-store and online behavior for targeted marketing.
Benefits of a Bricks and Clicks Strategy
1. Wider Audience Reach
By having both an offline and online presence, you can attract different segments of your audience. Those who prefer shopping in person will visit your store, while digital-savvy customers can shop online from anywhere.
2. Increased Sales Opportunities
Combining sales channels often leads to higher revenue. For example, a customer might discover your product in-store but purchase later online—or vice versa.
3. Greater Customer Loyalty
Providing a seamless experience across both platforms builds trust and repeat business. Loyalty programs can bridge the gap between the two, rewarding both online and offline purchases.
4. Enhanced Marketing Options
With both bricks and clicks, your marketing can leverage:
- Local advertising to attract foot traffic.
- SEO and PPC campaigns to capture online leads.
- Social media engagement for brand storytelling.
5. Flexibility in Changing Market Conditions
During situations like COVID-19 lockdowns, online stores kept businesses running. Conversely, when online competition is high, physical stores can stand out through personal service.
Challenges in Managing a Bricks and Clicks Business
While the benefits are appealing, managing this hybrid model comes with its own set of challenges:
- Inventory management – Synchronizing stock between online and offline stores.
- Technology integration – Ensuring your point-of-sale (POS) and e-commerce systems communicate effectively.
- Consistent branding – Keeping messaging, tone, and visual identity aligned across platforms.
- Staff training – Equipping employees to serve customers in-store and online.
- Increased operational costs – Running two channels often requires more resources.
How Bricks and Clicks Businesses Operate
Step 1: Unified Inventory System
A central inventory system ensures that online listings match in-store stock. This avoids customer frustration from purchasing unavailable products.
Step 2: Omnichannel Marketing
Businesses combine digital ads, SEO, social media, and local promotions to target customers across touchpoints.
Step 3: Integrated Customer Experience
Whether a customer shops in person or online, their experience should feel consistent. This includes pricing, return policies, customer service, and promotions.
Step 4: Data-Driven Insights
By tracking online behavior (clicks, conversions) and offline data (store visits, sales), companies can personalize offers and predict demand.
Best Practices for a Successful Bricks and Clicks Business
1. Invest in the Right Technology
- Cloud-based POS systems like Shopify POS or Square.
- E-commerce platforms such as Shopify, WooCommerce, or Magento.
- Inventory management software like TradeGecko.
2. Create Seamless Click-and-Collect Options
Allow customers to buy online and pick up in-store (BOPIS). This drives foot traffic and can lead to additional purchases.
3. Maintain Consistent Branding
From your store signage to your website layout, brand consistency fosters trust and recognition.
4. Optimize Your Website for Local SEO
Even with a global online presence, local search engine optimization ensures you capture nearby customers searching for your products.
5. Train Staff for Omnichannel Service
Your employees should be comfortable assisting both in-store customers and those making online inquiries.
Case Study: The Transformation of a Small Retailer
Consider a local bookstore that decided to implement a bricks and clicks approach:
- Before: Relied solely on in-store sales, struggling with declining foot traffic.
- After: Launched a Shopify store, offered click-and-collect, promoted events online, and grew sales by 40% in the first year.
The Future of Bricks and Clicks Businesses
With the rise of AI, augmented reality shopping, and advanced data analytics, the integration between physical and digital experiences will only deepen. Retailers may soon offer:
- Virtual store tours
- AI-powered product recommendations
- Personalized in-store offers based on online browsing history
Final Thoughts
A bricks and clicks business offers the perfect blend of physical and digital advantages. By combining the trust and tangibility of in-person shopping with the reach and convenience of online platforms, businesses can thrive in an increasingly competitive marketplace.
If you’re ready to build or enhance your bricks and clicks business, hiring a professional digital marketing partner can make all the difference. Hire AAMAX, a full-service digital marketing company offering Web Development, Digital Marketing, and SEO Services, to create an integrated strategy that connects both your physical and online presence for maximum results.
