brickandclick

Brick-and-click is a retail business model that combines physical storefronts with online commerce. Also known as brick-and-click or click-and-brick, the approach seeks to provide a unified shopping experience across channels, letting customers shop online, in-store, or via mobile devices.

The term emerged in the late 20th century as e-commerce expanded. Early attempts faced siloed systems, but advances in inventory management, data sharing, and integrated point-of-sale and e-commerce platforms have allowed retailers to align online and offline operations more closely.

Core features include centralized inventory visibility across channels, flexible fulfillment options such as buy-online-pickup-in-store and ship-from-store, and policies that enable cross-channel returns. Marketing and loyalty programs are typically synchronized to maintain a consistent customer experience.

Benefits include expanded reach, greater convenience for customers, and the ability to leverage data from both channels to tailor offers and improve stock performance. It can also enhance cross-channel sales by ensuring product availability and consistent service.

Challenges include channel conflict between online and store sales, higher costs from maintaining integrated systems and cross-channel logistics, and the need for robust IT infrastructure, data governance, and employee training.

The model remains common across sectors, with many retailers pursuing omnichannel strategies that blend online and offline experiences to meet consumer expectations.