integrates both offline (bricks) and online (clicks)
presence. For example, customers can go to a local
store location and order a product or they can order
products through the store's e-commerce website and have
the item delivered via mail to their address or have it
delivered to the local store location where they can pick
Today it is common for every business to employ the
bricks and clicks model. Retail businesses that
don't also subscribe to the clicks model place
themselves at a disadvantage because they're not
reaching their potential customer base worldwide.
Examples of the Bricks & Clicks Business Model
Toy Retailer: This company will generate
revenues by selling its children’s toys at local stores and over the Internet
via its e-commerce website. It will buy wholesale and sell at
a 35% markup. Taxes will only be charged to customers that
live in the same state where the product is shipped from.
Shipping charges will have to be paid by the customer. It
will attract customers to the site by engaging in link
exchange with similar sites, advertising on other websites,
and via an email marketing campaign targeted at mothers. It
will entice customers to buy by offering online holiday
discounts. The target audience is mothers who shop in
greater numbers than fathers. It will make up for any loss
in profits by selling to a larger customer base as more and
more people do their holiday shopping online.
Auto Parts Store: Generate revenues
by selling new and used auto parts from local retail stores and
through an e-commerce website. Sell new and used parts at
discount that is competitive with other bricks stores. Focus
on current vehicles, out of production vehicles, and vintage
vehicles. Obtain supplies directly from manufacturers
that can offer volume purchase discounts. Offer fast shipment
(overnight, 2-day air, etc.). Offer free shipment for certain
items. Allow customers to make online purchases and pickup
their orders from a local store. Provide delivery service
within certain geographic areas.
Generate income from selling flowers from retail store locations and
an e-commerce website. Charg a
2% fee for local delivery (within a 5 mile radius). Target
event planners and local residents through direct mail marketing.
Setup an online registry for people to pre-register special
occasions (such as brithdays, anniversaries, etc.) to have flowers
Women Accessory Shop: Generate revenues by selling
women's accessories in retail store locations as well as from an
e-commerce website. Focus on
a few high demand items (for example, purse, hats, gloves, shoes,
etc.). Target the local female population through word of
Offer promotional discounts for holidays. Offer a four season
(Winter, Spring, Summer & Fall) release of new items.
Allow customers to order through the e-commerce website and pickup
their orders from the store location.