Clicks and Bricks
Clicks and Bricks is a business strategy that combines traditional retail outlets with online commerce. Also known as ‘Clicks and Mortar’ (Clicks for the internet, Mortar for the building itself), a good example of this concept is online shopping, which allows well established businesses such as supermarkets to sell their products in the evolving marketplace.
Chairman of Microsoft, Bill Gates predicted that by 2007 the majority of the Western world would be living a ‘web lifestyle’, where the clicks and bricks method would have given way to pure internet action from within the home. However, as many companies still combine the two approaches it seems that the consumer does require the use of conventional retail outlets. With this in mind, the battle between the traditional methods of business and innovative online trade continues.
