Click and Mortar, also known as “Bricks and Clicks,” refers to a business model that seamlessly integrates physical retail with digital channels, offering customers the flexibility to shop both online and in-store.
Customers are becoming hungrier for great deals. They’re using every tool available to them to ensure their time and money is well spent. Now more than ever, customers are trying to improve their own customer experience.
Nothing ruins a customer’s experience more than feeling like they’ve been on a wild goose chase. Whether it be product stock not being up to date on a store website, to poor in-store experiences, to not getting the chance to feel secure in their purchasing decision-there’s a lot that can turn a customer off.
That’s why serious retailers need to ensure their Clicks and Mortar strategy is holistically marrying online and offline experiences to bring more customers to their business.
Let’s analyse why Clicks and Mortar goes a long way to improving customer experience
- How Clicks and Mortar works
- 5 statistics that prove Clicks and Mortar is essential for retail
- The benefits of Clicks and Mortar for retailers
- The appeal of Clicks and Mortar for customer experience
How Clicks and Mortar works
Clicks and Mortar merges the traditional brick-and-mortar retail experience with eCommerce elements. Here’s how it typically works:
- Physical Presence: Clicks and Mortar businesses have physical store locations where customers can visit and make purchases in person. These stores offer a tangible shopping experience, allowing customers to see, touch, and try products before buying them.
- Online Platform: In addition to their physical stores, Clicks and Mortar businesses also have an online presence. This can take the form of a website, mobile app, or both, where customers can browse products, place orders, and make payments remotely.
- Integration: One of the key aspects of the Clicks and Mortar model is the seamless integration of online and offline operations. This means that customers can enjoy a consistent experience across both channels. For example, they may be able to order products online and pick them up in-store, or vice versa. Inventory and pricing information are often synchronised between the physical and online channels to avoid discrepancies.
- Customer Experience: Clicks and Mortar businesses prioritise providing a convenient and flexible shopping experience for customers. This includes options like click-and-collect (order online, pick up in-store), in-store returns for online purchases, and the ability to check product availability across all channels.
- Adaptability: Clicks and Mortar businesses are able to adapt to changing consumer preferences and market trends by leveraging both online and offline channels. They can experiment with different strategies, such as offering exclusive online promotions or hosting in-store events, to attract and retain customers.
5 statistics that prove Clicks and Mortar is essential for Australian retail
Bringing online and offline strategies together is so crucial to create a nuanced shopping experience.
It’s important to recognise that customer experience isn’t only covered in-store. It also includes how customers see your product in advertising, digital marketplaces, product reviews, and even communication they receive and the experience they have before and after they make a purchase.
Lightspeed has surveyed hundreds of Australian customers to discover their buying preferences, and here’s what the data has revealed:
1. 42% of customers will only visit a store if they can first check the product’s availability on the store’s website
The integration of online and offline experiences isn’t just about offering convenience; it’s about creating a holistic brand experience. Customers are precious with their time, so they want to ensure they’re not embarking on a wild goose chase.
2. 56% of shoppers want the ability to see products in real life
Getting access to samples or trials is important enough to encourage a customer’s decision to shop in-store. With digital advertising the undisputed way of attracting customers to stores, it’s up to retailers to properly incentivise customers to see products in the flesh.
3. 46% of shoppers also want to compare items in person
Whether it’s shoes, pot plants or a couch, every purchase is to some degree an emotional one. So it is no surprise that customers want the chance to compare products before making their final decision.
4. 25% of shoppers are more likely to visit a local store to get unique and locally-made products
With a quarter of surveyed customers declaring they love their locals, it’s a clear opportunity for retailers to embrace their community spirit and begin advertising through digital channels what’s on offer.
5. 34% of shoppers say access to special deals for locals is a key driver when it comes to visiting local stores
A considerable amount of shoppers are willing to visit stores, for unique products or deals for locals. If you do offer these, this is where your digital advertising can cut to the bone and geo-target prospects to get them into your stores.
The data is crystal clear – the future belongs to those who can provide a seamless experience across all consumer touchpoints.
The 3 major benefits of Clicks and Mortar for retailers
The Click and Mortar model represents several benefits for retailers who want to reach more customers and grow their revenue.
1. Increased customer reach
Through eCommerce platforms, Click and Mortar businesses can extend their reach beyond geographical boundaries. This expanded market presence enables retailers to tap into new customer segments and drive revenue growth.
2. Seamless integration of physical stores and digital channels
Click and Mortar seamlessly integrates the best of both worlds: the tactile experience of shopping in-store and the convenience of online transactions. This hybrid approach caters to diverse consumer preferences, ensuring a frictionless shopping journey for all.
3. Competitive advantage in a crowded market
Embracing Click and Mortar enables retailers to gain a competitive edge in the market. By offering a comprehensive retail experience that combines convenience, personalization, and innovation, businesses can differentiate themselves from pure-play online or offline competitors.
The appeal of Clicks and Mortar for customer experience
The tangible experience offered by brick-and-mortar, still holds a fundamental attraction for customers, challenging the widely accepted assumption that physical retail is in its sunset years.
The power of the physical store lies in its ability to create a true connection with consumers. When we talk about the appeal of brick-and-mortar stores, it’s not about transactional efficiency; it’s about human interaction, and the connection to a brand’s identity. Retailers who recognise and harness this emotional resonance won’t just survive – they’ll thrive.
Furthermore, by offering both online and offline shopping options, Click and Mortar retailers provide consumers with unparalleled convenience. Customers can choose the most convenient channel based on their preferences, schedule, and immediate needs.
No more wild goose chases, Clicks and Mortar can be your golden goose
It all comes down to creating a satisfying customer experience. From the initial product research online, to visiting a store, to how staff interact with customers, to ease of checkout.
The future lies in mastering this synergy, in recognising that the consumer journey is no longer a linear path but a tapestry where each thread represents a touchpoint between physical and digital interactions.
By embracing this hybrid model, retailers can unlock new opportunities for growth, innovation, and customer satisfaction in the digital age.
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