--- title: The 6 Key Traits of a Successful Bricks and Clicks Retail Model description: A successful bricks and clicks retailer manages their online and brick-and-mortar stores in tandem. Here’s how they make it work. image: https://blog.miva.com/hubfs/Imported_Blog_Media/1902-Should-You-Unite-Your-Online-and-Offline-Retail-Experience-1-2-1.png --- - [![Miva, Inc logo.](https://www.miva.com/images/logos/miva-type-white.svg)](https://www.miva.com) - ![White X close button](https://www.miva.com/images/svg/icons/icon-x-white.svg) - Why Choose Miva - Solutions - [Why Miva Simplify Complexity](https://www.miva.com/why-miva) - [Platform Overview A Complete Ecommerce Solution](https://www.miva.com/platform-overview) - [Miva Connect Real-time Native Connections](https://www.miva.com/miva-connect) - [Vexture AI-powered Product Discovery](https://www.miva.com/vexture) - [PageBuilder No-code Page Creation](https://www.miva.com/pagebuilder) - [MivaPay Flexible Native Payment Solution](https://www.miva.com/mivapay) - Business Type - [B2B Robust Business Tools Built-In](https://www.miva.com/b2b-ecommerce) - [B2C Designed for Agility](https://www.miva.com/b2c-ecommerce-platform) - [Hybrid B2B + B2C, All Managed Together](https://www.miva.com/b2b-dtc-ecommerce-platform) - [Enterprise](https://www.miva.com/enterprise-ecommerce-platform) - Resources - Community - [Customer Stories Case Studies and Featured Stores Built With Miva](https://www.miva.com/customer-stories) - [Technology Partners An Ecosystem Built for Flexibility](https://www.miva.com/partners) - [Agency Partners Helping You Build and Grow](https://www.miva.com/miva-agency-partners) - Resources - [Resource Center Browse Our Extensive Library](https://www.miva.com/ecommerce-strategy-resource-guides) - [Blog Explore Miva Insights on Ecommerce](https://blog.miva.com/) - [Documentation Answers for All Your Miva Questions](https://docs.miva.com/) - [Get Pricing](https://www.miva.com/schedule-demo-admin) [![Miva, Inc logo.](https://www.miva.com/images/logos/miva-type-white.svg)](https://www.miva.com) - Why Choose Miva - Solutions - [Why Miva Simplify Complexity](https://www.miva.com/why-miva) - [Platform Overview A Complete Ecommerce Solution](https://www.miva.com/platform-overview) - [Miva Connect Real-time Native Connections](https://www.miva.com/miva-connect) - [Vexture AI-powered Product Discovery](https://www.miva.com/vexture) - [PageBuilder No-code Page Creation](https://www.miva.com/pagebuilder) - [MivaPay Flexible Native Payment Solution](https://www.miva.com/mivapay) - Business Type - [B2B Robust Business Tools Built-In](https://www.miva.com/b2b-ecommerce) - [B2C Designed for Agility](https://www.miva.com/b2c-ecommerce-platform) - [Hybrid B2B + B2C, All Managed Together](https://www.miva.com/b2b-dtc-ecommerce-platform) [![](https://www.miva.com/images/webp/apex-stat.webp)](https://www.miva.com/case-studies/apex-tools) Your Partner for Growth See how Apex Tool drove a 57% revenue lift with Miva's Vexture® solution. - [Enterprise](https://www.miva.com/enterprise-ecommerce-platform) - Resources - Community - [Customer Stories Case Studies and Featured Stores Built With Miva](https://www.miva.com/customer-stories) - [Technology Partners An Ecosystem Built for Flexibility](https://www.miva.com/partners) - [Agency Partners Helping You Build and Grow](https://www.miva.com/miva-agency-partners) - Resources - [Resource Center Browse Our Extensive Library](https://www.miva.com/ecommerce-strategy-resource-guides) - [Blog Explore Miva Insights on Ecommerce](https://blog.miva.com/) - [Documentation Answers for All Your Miva Questions](https://docs.miva.com/) - [Get Pricing](https://www.miva.com/schedule-demo-admin) - ![White, three-lined, menu icon.](https://www.miva.com/images/svg/icons/icon-menu.svg) # The 6 Key Traits of a Successful Bricks and Clicks Retail Model By Miva | October 28, 2021 - [B2C](https://blog.miva.com/tag/b2c) - [Ecommerce Selling](https://blog.miva.com/tag/ecommerce-selling) ![Retail bricks and clicks shopping](https://blog.miva.com/hubfs/Imported_Blog_Media/1902-Should-You-Unite-Your-Online-and-Offline-Retail-Experience-1-2-1.png) ### Before You Read On... See why top ecommerce brands use Miva’s no-code platform to run multiple stores, manage massive catalogs, and grow their revenue. [Book a Demo of Miva](https://www.miva.com/schedule-demo-admin) #### Here’s a riddle…what has four walls, a website, and has the potential to be wildly profitable? A successful bricks-and-clicks retailer! The difference between a brick-and-click and pure online business model is the existence of a physical, brick-and-mortar store. This model, sometimes called “click-and-mortar”, has become increasingly popular over the last few years. Many brick-and-mortar retailers have found great success in ecommerce and a fair number of digitally native brands are [breaking into the physical world](https://www.retaildive.com/news/e-commerce-pure-plays-set-to-open-850-stores-in-five-years/539320/). In this article, we discuss what a brick and clicks [retail ecommerce](https://www.miva.com/b2c-ecommerce-platform) model means for your business and share strategies for making it successful.[![Image of woman holding a tablet](https://no-cache.hubspot.com/cta/default/5193374/15e67812-010a-472b-ad28-6043c23fd1cf.png)](https://cta-redirect.hubspot.com/cta/redirect/5193374/15e67812-010a-472b-ad28-6043c23fd1cf)   What is a Bricks and Clicks (Click and Mortar) Business? A bricks and clicks (also known as clicks and mortar) business is one that sells through both online and physical channels. These merchants leverage their online storefront and their physical store real estate to create a seamless and convenient shopping experience. In today’s commercial landscape, a successful bricks and clicks retailer uses their online and offline stores in tandem, with each supporting the other in a single strategy. Since inventory, order details, and customer information are communicated between  website and physical stores, another thing to consider is cybersecurity. Click and mortar merchants need a strong [ecommerce security infrastructure](https://www.miva.com/guide-ecommerce-website-security-checklist) to protect company data and customer information from hackers and cyber-attacks. This is critical for building trust, loyalty, and long-term customer relationships. ## Benefits of Click and Mortar Today, shoppers expect a seamless buying experience on whatever channel is most convenient. Major retailers have developed online channels to complement their physical store channels, enabling shoppers to buy online and either have their item shipped to them or choose to pick it up at a store location. Sellers who leverage a click and mortar model are better positioned to increase their market reach by reaching customers where they are and enabling them to shop seamlessly between channels. The convenience of online shopping and of physical stores gives customers the ability to browse at their own leisure while also testing and picking up products in person. A click and mortar model also allows businesses to eliminate friction from the shopping experience and provide an overall better customer experience. These businesses can establish a competitive advantage over other businesses that offer just one model. A hybrid physical and digital business model can lead to higher conversions and revenue.![f86e25c193a00c8612d5ec4a5e34da8c@2x](https://blog.miva.com/hs-fs/hubfs/f86e25c193a00c8612d5ec4a5e34da8c@2x.png?width=770&name=f86e25c193a00c8612d5ec4a5e34da8c@2x.png) ## How to Use Click and Mortar for Your Business Here are six traits of a highly successful bricks and clicks business model and how to leverage this model for your business.  ### 1. Buy Online, Pick Up in Store Online shopping can be convenient and exciting, but it often fails to satisfy a customer’s desire for instant gratification. While visiting a store fills this need, it usually comes with the hassle and inconvenience of physically searching for products and standing in lines. With online ordering and in-store pickup, customers don’t have to choose between convenience and instant gratification. Retail giants like Target have begun using this advantage of the bricks-and-clicks model to [great success](http://fortune.com/2019/01/10/target-in-store-pickup/), leveraging their real-world presence to compete with Amazon. ### ![052022_BLOG_High-Bounce-Blog-Refresh_The 6 Key Traits of a Successful Bricks and Clicks Retail Model@2x](https://blog.miva.com/hs-fs/hubfs/052022_BLOG_High-Bounce-Blog-Refresh_The%206%20Key%20Traits%20of%20a%20Successful%20Bricks%20and%20Clicks%20Retail%20Model@2x.jpg?width=2520&name=052022_BLOG_High-Bounce-Blog-Refresh_The%206%20Key%20Traits%20of%20a%20Successful%20Bricks%20and%20Clicks%20Retail%20Model@2x.jpg)2. Augmented In-Store Browsing Customers who have become accustomed to the selection offered by online shopping can find the limitations of brick-and-mortar stores disappointing. Retailers with limited physical space can expand their selection by supplementing the in-store experience with tablets, scannable QR codes, or even self-service kiosks connected to their online store.![052022_BLOG_High-Bounce-Blog-Refresh_The 6 Key Traits of a Successful Bricks and Clicks Retail Model-3@2x](https://blog.miva.com/hs-fs/hubfs/052022_BLOG_High-Bounce-Blog-Refresh_The%206%20Key%20Traits%20of%20a%20Successful%20Bricks%20and%20Clicks%20Retail%20Model-3@2x.jpg?width=2520&name=052022_BLOG_High-Bounce-Blog-Refresh_The%206%20Key%20Traits%20of%20a%20Successful%20Bricks%20and%20Clicks%20Retail%20Model-3@2x.jpg) ### 3. Inventory Consistency If upsetting customers was an Olympic sport, inventory inconsistency would be a regular Michael Phelps. No one wants to waste a trip to the store for a sold-out product that the website says is in stock. To prevent overselling and customer dissatisfaction, bricks-and-clicks retailers need to keep their inventory synced, up-to-date, and consistent across all stores, online and off.[![Free Business Tool- Give Your Online Brand a Voice@2x](https://blog.miva.com/hs-fs/hubfs/Free%20Business%20Tool-%20Give%20Your%20Online%20Brand%20a%20Voice@2x.png?width=1540&height=500&name=Free%20Business%20Tool-%20Give%20Your%20Online%20Brand%20a%20Voice@2x.png)](https://www.miva.com/tools-brand-name-generator) ### 4. A Flexible Return and Exchange Policy Bricks-and-clicks models have a huge advantage over both pure ecommerce and brick-and-mortar stores when it comes to handling customer returns. When items purchased in a physical store can be returned online and vice versa, customers have the freedom to choose the most convenient option. This means happy customers and happy customers mean positive reviews, endorsements, and return purchases. ### 5. Stunning Showrooms For many customers, one of the most compelling aspects of brick-and-mortar shopping is the ability to thoroughly examine and become familiar with products prior to making a purchase. To engage these customers online, retailers should recreate this experience on their site with digital showrooms and detailed product views.![detailed online product page for a scooter](https://blog.miva.com/hs-fs/hubfs/detailed-product-page.png?width=1200&name=detailed-product-page.png) ### 6. In-Store Discounts Convenience and cost are often named as one of the primary reasons consumers choose online shopping vs in store shopping. Click-and-mortar retailers looking to drive more business to their physical locations can use cost-centric thinking to their advantage. [A recent survey](https://www.mytotalretail.com/post/retailers-still-missing-the-mark-on-consumer-pricing-and-technology-preferences/) has found that consumers expect lower prices and discounts on in-store purchases. Those surveyed reported that promotions, coupons, and lower prices are among the top factors that compel them to patronize brick-and-mortar stores as opposed to online ones. **Ready to start dominating click-and-mortar retail? Check out our whitepaper, [The Resilient Retailer’s Survival Guide](https://www.miva.com/whitepaper-retailer-survival-guide).** *This blog was published on February 19, 2019 and updated on October 27, 2021.* Love it? Share it! -   -   -   -   [Back to top](https://blog.miva.com/6-traits-bricks-and-clicks-retail#postAnchor) ### Want to read this blog offline? No worries, download the PDF version now and enjoy your reading later... Download PDF ![Image of Miva.](https://blog.miva.com/hubfs/Miva%2010/Miva%2010%20Email%20images/miva-logo-square.png) Miva Miva offers a flexible and adaptable ecommerce platform that evolves with businesses and allows them to drive sales, maximize average order value, cut overhead costs, and increase revenue. 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