Bricks and clicks

Clicks to Bricks: The Value in the Retail Experience ...

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Bricks and clicks (aka clicks and bricks click and mortar ; bricks, clicks, and WAMBAM ('Web Application Filling Bricks and Mortars') is a jargon term for a business model in which a company integrates offline ( bricks ) and online ( click ) presence, sometimes with a third extra flipping (physical catalog).In addition, many will offer phone bookings and mobile apps, or at least provide sales support over the phone. The advent of mobile web has made businesses that operate the brick and click businesses are very popular, because it means customers can do tasks like shopping when they have free time and do not need to be in front of the computer, these users prefer to use mobile shopping sites.

A popular example of the bricks and clicks model is when a store chain allows customers to order products online or physically in one of their stores, also allows them to take their order directly at a local branch from the store or take it to their home. There are many alternative combinations of this model. The success of models in many sectors has reduced the credibility of some analysts who argue that the Internet will make traditional retailers obsolete through disintermediation.

Video Bricks and clicks

Histori
One of the first known purchases of a company practically operates a brick and clicks the business model is Pizza Hut pizza ordered over the internet in 1994. The huge spike in brick and click adoption came around the year 2000, with major retailers like Wal Mart starting websites that allow users to search for the same items they find in stores from the comfort of their homes.
Maps Bricks and clicks

Benefits

For company
Brick and click models are typically used by traditional retailers who have extensive logistics and supply chains, but are well known and often respected for their traditional physical presence. Part of the reason for its success is that it's much easier for traditional retailers to build an online presence than for startups to use pure online, or just for online retailers to build a traditional presence, including a strong and well-known brand, without having a big marketing budget. It can also be said that the adoption of a brick and click model where customers can return goods to brick and mortar stores can reduce wasted costs for businesses such as shipments for traditionally non-shipped and returned items.
For consumers
The brick and click business model can benefit various members of the customer base. For example, supermarkets often have different types of customers who need alternative shopping options; one group may want to see the goods directly before buying and like the convenience of quick shopping in the meantime, while other groups may require the convenience of different online shopping and get orders shipped when it suits them, having a brick and click model means both groups of customers satisfied. Earlier other online retailers have stated that they have found the benefit of adding brick-and-mortar presence to their online-only business, because customers can physically view and test the product before buying and get advice and support for whatever purchase they have buy. already made. In addition, consumers tend to feel safer and more confident using the brick-and-click business if they already know the brick-and-mortar brand.
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Disadvantages

For company

The main factor in the success or failure of this business model is controlling costs, as it usually maintains a physical presence - paying for a lot of physical buildings and their staff - requires a larger capital expenditure that only online businesses usually do not have. In contrast, businesses that sell more luxurious, often expensive, or just occasionally purchased products - such as cars - may find more general sales with a physical presence, due to the nature of more purchasing decisions, although they may still offer online product information. However, some car manufacturers like Dacia have introduced an online configurator that allows customers to configure and order complete cars online, just go to dealerships to pick up completed cars, which have proven popular with customers.

"On the other hand, only-online services can still be the best operation in its class because its executives focus only on online business." It has been said that brick and click business models are more difficult to implement than online models only. In the future, brick and click models may be more successful, but in 2010 some online businesses only grew at a staggering 30%, while some brick and click businesses grew at 3% range. The key factor for the brick business model and click to be successful "will, to a large extent, be determined by the company's ability to manage the trade-offs between separation and integration" of their retail and online businesses.

For consumers

Some argue that online shopping, which makes price comparisons easier for customers, drives 'races to basics', where retailers only compete on price, with quality and service deteriorating as a result. This is especially the case when shopping comparison websites like mySupermarket allow prices compared without visiting a reseller's website.
Prices listed online may not match the price listed offline. Reasons for this include mismanagement, and economy (online purchase and offline purchase overhead costs are different). This can cause confusion and deviation of expectations for buyers.
Buyers may buy more items than they need, because online businesses can show them more stuff, more promotions, and more advertising.

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Legislation

The advantage for consumers and the potential loss for businesses is that by adopting a brick and click business model and allowing customers to purchase goods or services remotely, it is enacted in many jurisdictions that consumers are given more rights to protect them. In the United Kingdom, for example, any goods purchased from bricks and business clicks through 'click and collect' services will enable buyer protection under the 2000 Consumer Safety Rules (Sales Return), namely the right to return the product or cancel service within 14 days of purchase for full refund. A similar right is granted to European Union citizens, who are protected under the European Directive 97/7/EC. In the United States, the Federal Trade Commission specifically regulates how long distance sales are to be made and the rights that consumers have, the '3 day' rule that allows goods ordered over the web to be returned within three days.

An example of a retailer violating this law is the Next UK clothing retailer, known to be unlawful by only allowing customers to return the items they order if they pay for the return shipping fee.

Bricks & Clicks Business Model - YouTube

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Important example

In the UK, this method is known as "Clicks and Collect". The term was coined by the English retailer Argos who has offered "Ring and Reserve" and "Text and Take Home" offers for phone and SMS reservations, where items will be stored so that the customer will pay at the store. Because these existing services use an alliteration for their name, they need a name for their online ordering proposition and come up with Clicks and Collect.

British retailer John Lewis has found success in adopting bricks and clicking on business models, with online ordering services beating brick and mortar sales over the past few years. The online auction website eBay has also launched a scheme in collaboration with the Argos catalog store that allows items sold by third parties to be collected at brick-and-mortar locations, allowing customers to collect items at their convenience rather than waiting at home for a shipping company.

In 2013, HMV music retailers went into administration despite having operated a brick and mortar store and online presence. This is ruled out by many people with high operational costs in terms of physical business, making HMV unable to compete with retailers with pure clicks like Amazon.com.