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The Bricks and Clicks business model
refers to the marriage of traditional ways to conduct a business (often
using direct, face-to-face contacts with customers) and Internet ways to
interact with customers (often via websites, email, FTP and other
internet technologies).
The Clicks and Mortar business
model, as it is also called frequently, suggests that
traditional sales channels can be
operated along or even in an integrated way with internet sales
channels.
Typical advantages of
Bricks and Clicks strategies are the leveraging of:
1)
Core competencies
2) Existing supplier networks
3) Existing distribution
channels
4) Brand equity
5) Trust (perceived stability)
6) Existing customer base
7) Lower weighted average cost of capital (WACC)
8) Organizational
learning
The Click and Mortar model
offers an advantage in areas of business where it is better to retain
ties to a physical company and leverage competencies and
assets. Pure dot.coms, on
the other hand, have an advantage in areas that stress cost
efficiency. They are not burdened with brick and mortar costs and
can offer products at very low marginal cost. However, they do tend to
spend substantially more on customer acquisition.
Book: Robert Spector - Anytime, Anywhere: How the Best Bricks-and-Clicks
Businesses Deliver Seamless Service To Their Customers - 
Book: Martin Lindstrom - Clicks, Bricks and Brands -
Book: Martin Brighty, Dean Markham - Winning E-Brand Strategies:
Developing Your Online Business Profitability -
See also:
Porter Competitive Forces
| Porter Competitive Advantage
|
Resource-Based View
| Parenting Advantage
| Prahalad
|
Just-in-time |
TDC matrix |
Outsourcing
More management models
|
Summaries of 2,000 management methods