Omnichannel retail strategy, originally known in the United Kingdom as bricks and clicks, is a business model in which a company integrates both offline, physical, and online presences so a customer can move between them. By the mid-2010s many physical-store retailers offered ordering through their website, a mobile app, and by phone in addition to the store itself, and the wide adoption of smartphones made the approach more popular still, since customers could browse and order from a phone during any spare moment. The model has also historically been described by terms such as clicks and bricks, click and mortar, and bricks, clicks and flips.
Facts
Core MechanismThe company operates both a physical retail presence and an online ordering channel as one integrated business, including services such as click and collect where an order placed online is picked up in person at a store. 1 Origin YearThe source describes 2000 as the year adoption of the bricks and clicks model surged, not a precise founding date for the strategy itself. Connections
Associated With
Walmart integration of its online marketplace with buy-online-pickup-in-store and same-day delivery from its physical stores is a widely cited real-world example of an omnichannel retail strategy.
Sources
1. Wikipedia, Omnichannel Retail Strategy Encyclopedia Article
WikipediaWikipedia: Omnichannel retail strategy, Home delivery section
The great surge in adoption of the bricks and clicks model came around 2000, with large retailers, such as Walmart, starting websites that allow users to browse some of the same goods that they would find in store from their personal computer screens.
Wikipedia: Omnichannel retail strategy, Click and collect section
Another implementation of the omnichannel model is when a store offers consumers a choice of purchasing products either online to be picked-up later inside or outside one of their retail stores (click and collect, curbside pickup).
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