Definition of Bricks-and-Clicks

Bricks-and-Clicks refers to a business model that combines both traditional brick-and-mortar stores and e-commerce websites for selling products or services. This approach allows customers to enjoy the benefits of both in-person shopping experiences and the convenience of online shopping. As a result, businesses can reach a wider customer base, offering them a seamless and flexible shopping experience.


The phonetic pronunciation of “Bricks-and-Clicks” is: /ˈbrɪks-ənd-ˈklɪks/

Key Takeaways

  1. Bricks-and-Clicks combines the benefits of both physical stores and online shopping, creating an enhanced and convenient customer experience.
  2. By integrating a store-based and an online presence, businesses can cater to consumers’ diverse shopping preferences and expand their market reach.
  3. Implementing a Bricks-and-Clicks strategy can help businesses adapt to changing consumer behavior and preferences, and strengthen their competitive advantage in the retail industry.

Importance of Bricks-and-Clicks

The term “Bricks-and-Clicks” is important in digital marketing as it refers to a business model wherein companies combine both physical retail locations (bricks) and online platforms (clicks) to offer their products and services.

This integrated approach allows businesses to achieve a broader customer reach, providing convenience and various purchasing options to consumers.

Additionally, it facilitates the utilization of multiple marketing channels, building brand loyalty, and fostering seamless communication with the customers.

As a result, the Bricks-and-Clicks model enables businesses to stay competitive in a rapidly changing market landscape by meeting the evolving customer demands and preferences.


The purpose of the bricks-and-clicks model in digital marketing is to create a seamless and comprehensive shopping experience for consumers by blending the best aspects of both traditional brick-and-mortar stores and online e-commerce platforms. This approach enables businesses to leverage their physical store presence and the reach of digital channels to effectively cater to diverse customer needs, preferences, and expectations.

By combining the tactile, experiential aspect of an in-store visit with the convenience, accessibility, and wealth of information provided by online platforms, companies can increase sales, heighten brand engagement, and foster customer loyalty with this omnichannel strategy. Bricks-and-clicks is utilized to cultivate a robust and recognizable brand presence across multiple touchpoints, both online and offline.

As consumers increasingly rely on integrated shopping experiences, businesses can harness the strengths of each channel to better serve their customers. For instance, online platforms can be used to access comprehensive product information, discounts, and promotions, while physical stores can offer immediate product availability, personal assistance, and the opportunity to assess quality before making a purchase.

Additionally, businesses can innovate with click-and-collect services, in-store returns or exchanges, and personalized in-store experiences based on online browsing data, creating a comprehensive and tailored shopping journey for their customers.

Examples of Bricks-and-Clicks

Walmart: Walmart is a prime example of a bricks-and-clicks retail model. They have over 11,000 physical stores worldwide, including their well-known Supercenters, in addition to a robust online presence through their website and mobile app. They offer customers the opportunity to browse and shop for products online, and choose to have items shipped or picked up in-store, providing a seamless and convenient shopping experience.

Best Buy: Best Buy, a leading electronics retailer, has successfully implemented a bricks-and-clicks model. With over 1,000 physical stores, Best Buy allows customers to browse and purchase products online and pick them up in-store or have them shipped. They also offer in-store support and services for their online sales, giving customers the convenience and expertise they seek. The company’s mobile app and extensive online presence have made them a leader in the electronics retail industry.

Target: Target is another retail giant that has embraced the bricks-and-clicks approach, combining their physical store locations with a strong online presence via their website and mobile app. Customers can choose from various categories like fashion, home essentials, and electronics, and either have their purchases shipped or opt for in-store pick up. Additionally, Target offers exclusive online deals and sales, creating a cohesive and flexible shopping experience for their customers.


What is a Bricks-and-Clicks business model?

A Bricks-and-Clicks business model refers to a company that has both a physical retail presence (brick-and-mortar stores) and an online e-commerce platform (clicks) for sales and customer service. This type of business model allows customers to shop for products and services both in-store and online, providing them with an omnichannel shopping experience.

What are the benefits of a Bricks-and-Clicks business model?

There are several benefits to a Bricks-and-Clicks business model, offering advantages from both the physical and digital world. Some key benefits include increased reach, potential cost savings, and convenient purchasing options for customers. Additionally, businesses who adopt this model can use their physical locations for in-store pick-up and returns, making it easier for customers to engage with their brand.

What challenges can a Bricks-and-Clicks business face?

A Bricks-and-Clicks business can encounter challenges in balancing the needs of both online and in-store customers, as well as managing the increased complexity of inventory management and logistics. These businesses may also face competition from both traditional brick-and-mortar stores and pure e-commerce companies, putting pressure on their pricing strategies and making it difficult to differentiate themselves in the market.

How can a business transition to a Bricks-and-Clicks model?

A business can transition to a Bricks-and-Clicks model by developing an e-commerce platform and integrating it with their existing physical store infrastructure. This may involve investing in web development, digital marketing, order fulfillment, and customer service support. A successful transition will require ongoing analysis and optimization of the online store, and potentially re-evaluating traditional retail practices to better accommodate the needs of both online and in-store customers.

What are some successful examples of Bricks-and-Clicks businesses?

Some well-known examples of successful Bricks-and-Clicks businesses include Walmart, Target, and Best Buy. These companies have managed to leverage their strong physical retail presence while investing in digital platforms to create an engaging and convenient shopping experience for their customers.

Related Digital Marketing Terms

  • Omnichannel Retail
  • E-commerce Integration
  • Click-and-Collect
  • Physical Store Presence
  • Seamless Customer Experience

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