Definition: Brick & Click is a business model in which a company operates both an online store (the clicks) and an offline store (the bricks) and integrates the two into a single retail strategy.
Integration of online and offline sales portals is the major challenge of successfully running a brick & click store. Inventory, in particular, must be kept in sync to prevent overselling or underselling. If a single inventory is drawn from, a non-available item could be accidentally sold, but if separate inventories are used, an available item could needlessly sit in stock.
In general, use of a single POS system for both online/offline components of the store is the best solution. It needs to be an automated, real-time system that syncs inventory across all channels if it is to streamline and simplify accounting processes.
While ecommerce in the U.S. presently accounts for only 20% of sales transactions and 7% of sales revenue, its market-share has been consistently growing by about 10% per year and reached $1.2 trillion by 2013. Thus, offline-only stores are missing out on a major market and other brick-and-click benefits, including:
To maximize sales, brick-and-click establishments should not only sell through their home website but also through other online channels, including: