Click and mortar
What is Click and Mortar?
Click and mortar, also known as bricks and clicks, is a retail model that combines both online and offline shopping experiences. It allows customers to purchase goods through a website or mobile app as well as in a physical shop, offering flexibility and convenience across channels. This approach has become increasingly popular in the UK retail sector, enabling businesses to reach a wider audience while catering to varying customer preferences.
By blending ecommerce with a high street presence, retailers can create a more complete customer experience. For example, a shopper might browse products online, check stock availability at their nearest store, and then choose either home delivery or Click & Collect. This model suits both traditional retailers expanding online and digital-first brands opening physical locations.
Why Does It Matter?
Click and mortar offers several advantages for modern retail. It allows online businesses to reduce shipping costs by offering in-store collection and returns, while physical retailers benefit from digital tools that enhance customer service, manage inventory, and track shopper behaviour across touchpoints. It also supports more personalised marketing, as integrated systems provide richer insight into purchasing patterns. Adopting this model doesn’t just improve convenience, it also increases trust and engagement. When customers can interact with your brand in more than one way, they’re more likely to return, spend more, and recommend you to others.
What Is an Omnichannel Retail Strategy?
An omnichannel retail strategy supports the click and mortar approach by ensuring all sales channels are fully integrated. It allows customers to move smoothly between in-store and online interactions without friction: whether they’re checking prices on their phone while in a shop, booking in-store appointments online, or receiving consistent promotions across channels.In today’s retail landscape, offering a connected experience isn’t just a bonus, it’s a competitive advantage. Businesses that invest in omnichannel strategies are better equipped to meet customer expectations, improve operational efficiency, and drive long-term growth.
