The expression “Brick and Mortar“, comes from the Anglo-Saxon world and is used to refer to businesses that operate under a traditional, point-of-sale-based business model.
The expression “Brick and Mortar“, in fact, is contrasted with “Click and Mortar,” which refers to business models involving an integration of the online and offline worlds.
Although for many industries, digital transformation and the advent of eCommerce has meant a major shift in the business model, the same has not been true for many others, for whom physical store presence is still a critical success factor.
Some products do, in fact, need to be seen and touched before they can be purchased, but even so, the point of sale can no longer be considered just the touchpoint of purchase.
Increasingly at the point of sale, the aim is to offer consumers increasingly comprehensive experiences where they can experience and discover the brand.
Personalisation of the customer experience, in fact, is also increasingly about the point of sale, so much so that this is still a key touchpoint of a consumer’s customer journey even for products that can be purchased online.
It is no coincidence that many brands, giants in the global eCommerce market, have chosen to open stores as well. The goal in this case is precisely to try to build a trusting relationship with their consumers by working on brand reputation and brand loyalty.
