Click and Mortar: The Omnichannel Ecommerce Business Model



In today’s digital age, businesses are constantly seeking innovative ways to connect with customers and provide seamless shopping experiences. One such model that has gained traction is the Click and Mortar approach, which combines the best of both online and offline retail strategies. This omnichannel eCommerce business model offers customers the convenience of online shopping with the personalized touch of brick-and-mortar stores.

What is Click and Mortar?

Click and Mortar is an omnichannel retail strategy that integrates a retailer’s online presence with its brick-and-mortar shop. This approach allows customers to interact with a brand both online and in-person, creating a cohesive shopping experience across multiple channels. By offering customers the flexibility to shop however they prefer, Click and Mortar retailers can enhance customer satisfaction and drive sales.

The Benefits of Click and Mortar

1. Enhanced Customer Experience

One of the key advantages of Click and Mortar is its ability to provide customers with a seamless shopping experience. By integrating online and offline channels, retailers can offer customers the convenience of browsing and purchasing products online, with the option to pick up or return items in-store. This flexibility enhances the overall shopping experience and helps build customer loyalty.

2. Increased Sales Opportunities

Click and Mortar retailers have the opportunity to reach a wider audience by leveraging both online and offline channels. For example, a customer may discover a product online but prefer to try it out in person before making a purchase. By offering a try-before-you-buy option, such as the “Try with Mirra” Shopify app, retailers can convert online browsers into in-store customers, ultimately driving sales.

3. Cost-Effective Operations

Integrating online and offline channels can also help retailers reduce operational costs. For example, by allowing customers to order online and pick up in-store, retailers can save on shipping costs and reduce the need for large warehouse spaces. Additionally, Click and Mortar retailers can optimize their inventory management by leveraging data from both online and offline sales channels.

4. Seamless Customer Data Integration

Another benefit of Click and Mortar is the ability to seamlessly integrate customer data across all channels. This allows retailers to gain a holistic view of their customers’ shopping behaviours and preferences, enabling them to personalize marketing campaigns and improve customer engagement.

Implementing Click and Mortar: Tips and Strategies

1. Leverage Technology

Invest in technology solutions that streamline the integration of online and offline channels, such as the “Try with Mirra” Shopify app. This app allows eCommerce fashion brands to offer a try-before-you-buy or free home try-on option for customers, enhancing the overall shopping experience.

2. Provide a Seamless Shopping Experience

Ensure that customers can easily transition between online and offline channels without any disruptions. This includes offering consistent branding, pricing, and product information across all channels.

3. Offer Flexible Fulfilment Options

Give customers the option to choose how they receive their products, whether it’s through home delivery, in-store pickup, or curbside pickup. This flexibility can help cater to different customer preferences and enhance convenience.

4. Focus on Customer Service

Provide excellent customer service across all channels to build trust and loyalty with your customers. This includes offering personalized recommendations, addressing customer inquiries promptly, and resolving any issues efficiently.

By integrating online and offline channels, retailers can enhance customer satisfaction, drive sales, and build brand loyalty. By leveraging technology and focusing on providing excellent customer service, retailers can successfully implement Click and Mortar strategies and stay ahead in today’s competitive retail landscape.