Your website is your business address on the Internet. Prospective customers will visit your website to learn more about your business. They want to know who you are, what your products and services are about, and how your business can address their pressing problems and concerns.
Years ago, running a brick and mortar was the goal for many aspiring businesspeople. Then came eCommerce, with its lower startup cost, wider reach, and global footprint. Since, many hail brick and mortar as a dying breed — or already dead.
With eCommerce projected to make up 17.5% of global retail sales by 2021, it’s no surprise many have given eCommerce the crown. Despite eCommerce’s success, many businesses have found a different way to carve out their success: click and mortar.
What are Click and Mortar Businesses?
Click and mortar businesses, also known as brick and click, are a type of business that fuses an eCommerce presence with a physical brick and mortar store. In doing so, they can cater to local customers with a storefront while also serving those wishing to shop online, from anywhere at anytime.
In short, these businesses have found a way to unite the two rival houses into one more effective operation.
The Perks of Click and Mortar
Beyond having a fun and trendy title, click and mortar businesses have numerous perks that eCommerce and brick and mortar locations lack on their own.
- Complete customer experience: As an online shopper, your experience is over the moment you complete your purchase or close the website. Similarly, your journey ends the moment you walk out of a brick and mortar location.
With click and mortar, customers are given the chance to continue their journey. As a patron of your physical store, they can head home and hop online for updates on your brand, articles from your blog, and shop to their heart’s content. Conversely, an online shopper can go into your store for that personal experience only physical locations provide.
- Wider and more diverse audience: With a physical location you can capture a local audience very well. Online stores have more of an uphill battle when it comes to brand recognition and finding an audience, but they also have access to a larger audience base.
Combining the two lets you build a local base while also promoting your online store. On the other end of the spectrum, your online store can also promote your physical store, which can help those traveling through the area find it or even result in people traveling just to visit your store. (Who hasn’t made a trip for a store?)
- Better analytics: It’s no secret that websites can collect a boatload of analytics on visitors. eCommerce sites have access to cart abandonment, purchase history, time on page, and more. Brick and mortar business have their own analytics as well, like what time people like to come in the store, when they leave, if certain products are demoed, etc.
By combining the two sets of analytics, you can get a clear picture of your customers, their shopping habits, and ultimately deliver a more personalized experience.
- Stronger brand awareness: Brand awareness for popular local businesses is tough to beat. That is, until you factor in an online presence that can feed off that awareness to become popular with a wider audience. With the right design elements you can create an online presence that keeps people engaged, and then convert them into customers at your physical store.
Becoming a Click and Mortar Business
While you can’t successfully become a click and mortar business overnight, you can start your journey toward becoming one pretty quickly.
Fundera has created a visual on becoming a click and mortar business that will help guide you to a place of increased brand awareness, wider audience reach, and success!