A 'Click and Mortar' shopper is someone who uses a combination of online and offline channels when making purchases. These shoppers appreciate the convenience and flexibility of being able to research products online, place orders through websites or mobile apps, and then either have the items delivered to their home or pick them up at a physical store location.
The COVID-19 pandemic accelerated the shift towards online shopping, prompting many retailers to strengthen their digital capabilities. The rise of e-commerce has conditioned shoppers to expect convenience and on-demand access to products. As online competition intensifies, traditional brick-and-mortar retailers are adopting click and mortar strategies to remain relevant.
Click and mortar retailers aim to provide a seamless, omnichannel experience across online and offline channels. This includes consistent branding, integrated loyalty programs, and the ability to check inventory online before visiting a store. Click and mortar retailing aligns with these changing shopping preferences.
The key characteristics and behaviors of "Click and Mortar" shoppers include:
- They utilize both digital tools (websites, apps) and physical retail locations as part of their shopping experience.
- Convenience and consistency across all shopping touch points are highly valued by this group. They want a seamless experience whether shopping online, on mobile, or in-store.
- They appreciate the option to choose how they receive their purchases - whether via home delivery or in-store pickup. This allows them to tailor the shopping experience to their needs and schedule.
- They may browse and research products online before going to a physical store to make the actual purchase, or conversely, they may see an item in-store but then order it online for home delivery.
- They tend to shop with retailers who have a strong omnichannel presence, meaning the retailer has both a user-friendly digital presence (website, app) and a network of physical store locations.
The "Click and Mortar" shopper leverages the best of both online and offline retail to create a convenient, flexible, and personalized shopping experience. They are a fast-growing segment of consumers who prioritize omnichannel integration and seamless interactions with their preferred brands.
