Brick and Mortar: Definition, advantages, and how traditional commerce works | Glossary

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What is Brick and Mortar?

The term Brick and Mortar refers to traditional businesses with a physical presence, such as shops, stores, or retail outlets open to the public.

Unlike e-commerce businesses that operate exclusively online, brick-and-mortar establishments allow customers to visit, examine, and purchase products directly in-store.

This business model relies on a tangible physical infrastructure consisting of buildings, facilities, and on-site staff to serve customers.

Why use Brick and Mortar and what are its benefits?

The brick-and-mortar model is of major interest for establishing a direct relationship of trust with customers thanks to human contact and the opportunity to try out products before purchasing.

This approach provides a sensory experience that online shopping cannot fully replicate, thereby strengthening customer loyalty and satisfaction.

In addition, it enables personalized advice on site and immediate management of consumer needs, which increases the perceived value of the offer.

How does Brick and Mortar work in practice?

A brick-and-mortar business operates via a physical location accessible to the public, equipped with a stock of products and staff dedicated to sales.

The operation is based on welcoming customers, presenting products, providing personalized advice, and finalizing purchases face-to-face.

Stores can also offer events, product trials, or additional services to enhance the customer experience and encourage purchases.

What are the advantages and disadvantages of brick-and-mortar stores?

The Brick and Mortar model offers several notable advantages:

Immersive customer experience with direct human interaction.
Opportunity to try or handle products before purchase.
Personalized advice and immediate service.
Building a strong local presence and lasting customer loyalty.

However, this model also has disadvantages:

High fixed costs related to premises, personnel, and logistics.
Limited geographic reach compared to online e-commerce.
Less flexible hours, which may restrict customer access.

Concrete examples and use cases of Brick and Mortar

A classic example of brick-and-mortar commerce is a clothing store located in a shopping mall that physically welcomes its customers.

Large chains such as Zara and Decathlon often combine this model with an online presence to offer an omnichannel experience.

Traditional restaurants and bookstores also benefit from this model, offering direct human contact and a personalized shopping experience.

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FAQ

What are the main differences between brick-and-mortar and e-commerce?

Brick-and-mortar retail is characterized by physical points of sale with direct contact, while e-commerce operates exclusively online without immediate physical interaction.

Is the brick-and-mortar model in decline with the rise of digital technology?

Although online commerce has grown significantly, the brick-and-mortar model remains essential for experiences that require human interaction and direct contact with products.

How can a brick-and-mortar business integrate digital technology?

Many traditional retailers are adopting an omnichannel strategy by combining physical stores with an online presence to maximize their reach and meet the expectations of modern customers.