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Bricks and Clicks Business Model: 

A company integrates both offline (bricks) and online (clicks) presence.  For example, customers can go to a local store location and order a product or they can order products through the store's e-commerce website and have the item delivered via mail to their address or have it delivered to the local store location where they can pick it up.


Today it is common for every business to employ the bricks and clicks model.  Retail businesses that  don't also subscribe to the clicks model place themselves at a disadvantage because they're not reaching their potential customer base worldwide.





Examples of the Bricks & Clicks Business Model

Toy Retailer:  This company will generate revenues by selling its children’s toys at local stores and over the Internet via its e-commerce website.  It will buy wholesale and sell at a 35% markup.  Taxes will only be charged to customers that live in the same state where the product is shipped from.   Shipping charges will have to be paid by the customer.  It will attract customers to the site by engaging in link exchange with similar sites, advertising on other websites, and via an email marketing campaign targeted at mothers.  It will entice customers to buy by offering online holiday discounts.  The target audience is mothers who shop in greater numbers than fathers.  It will make up for any loss in profits by selling to a larger customer base as more and more people do their holiday shopping online.

Auto Parts Store:
  Generate revenues by selling new and used auto parts from local retail stores and through an e-commerce website.  Sell new and used parts at discount that is competitive with other bricks stores.  Focus on current vehicles, out of production vehicles, and vintage vehicles.  Obtain supplies directly from manufacturers that can offer volume purchase discounts.  Offer fast shipment (overnight, 2-day air, etc.).  Offer free shipment for certain items.  Allow customers to make online purchases and pickup their orders from a local store.  Provide delivery service within certain geographic areas.


Flower Shop:  Generate income from selling flowers from retail store locations and an e-commerce website.  Charg a 2% fee for local delivery (within a 5 mile radius).  Target event planners and local residents through direct mail marketing.  Setup an online registry for people to pre-register special occasions (such as brithdays, anniversaries, etc.) to have flowers delivered.


Women Accessory Shop:  Generate revenues by selling women's accessories in retail store locations as well as from an e-commerce website.  Focus on a few high demand items (for example, purse, hats, gloves, shoes, etc.).  Target the local female population through word of mouth marketing.  Offer promotional discounts for holidays.  Offer a four season (Winter, Spring, Summer & Fall) release of new items.  Allow customers to order through the e-commerce website and pickup their orders from the store location.


















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