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Brick-and-Mortar Stores and Online Businesses
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Brick-and-Mortar Stores and Online Businesses
Introduction
Physical stores and Internet/e-commerce stores are fundamentally different because they
are based on entirely different paradigms due to their operation modes and customer interfaces.
Brick-and-mortar stores are stationery-based stores that emphasize the physicality of the shop to
enable consumers' direct accessibility to products. On the other hand, online stores emphasize
convenience, products available in their stores, and relatively low prices since operating online
stores is cheaper.
Brick-and-Mortar Stores
Strengths
First, customers can touch and feel, which is more relevant in cases like clothing,
furniture, etc. Second, customers are allowed to acquire products and use them at home without
necessarily coming into contact with the service providers. Third, face-to-face communication
has numerous benefits over web-based technologies for customer service and satisfaction
(Kuczwara, 2017). Last but not least, the specific nature of beer traditions and the potential to
adapt them to the local conditions and clients' demands.
Weaknesses
First, they have pointed out that rental, utility, and staff wages are usually considerably
higher. Secondly, the market has a limited scope, and it is confined to customers in the local
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area. Finally, self-service technology also forces customers to travel, which may be an enemy to
some people.
Online Businesses
Strengths
It can be bought anytime and anywhere, making it an excellent option for a customer.
Finally, because online shops do not need a physical space to stock the products, they can stock
more varieties. Reduced overhead costs can further leverage the opportunity to set a more
competitive price than a conventional eating joint (Misra, Baranwal, & Jha, 2017). Lastly,
market access is one of the most potent powers of international business since it enhances the
market potential of the trading partners.
Weaknesses
First, customers must wait for shipping to continue with their purchases. The ability to
touch is eliminated, which poses a problem when customers want to evaluate products before
making purchases. Finally, technical challenges have the potential to affect the running of
businesses and the experience that customers get.
Recommendations
Store owners must create an online platform that works hand in hand with the physical
store.
Promote community activities and participate in local organizations to build strong
customer bonds.
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Take advantage of physical interactions that cannot be offered through an online store.
Augment live models for trying on clothes, smart mirrors, and sales through mobile POS
for better customer engagement.
Beyond a Webstore
A practical approach to moving beyond the website will require improving supply chain
logistics, using data to tailor marketing and promotions, and delivering outstanding physical and
virtual customer experiences.
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References
Kuczwara, D. (2017, November 9). Brick-and-Mortar vs. Ecommerce Stores: How to Leverage
the Best of Both. Business.com; business.com. https://www.business.com/articles/brick-
and-mortar-vs-ecommerce-stores/
Misra, P., Baranwal, S., & Jha, M. (2017). Brick and mortar store vs. online shopping
experience: a study. International Journal of Information Technology and Management,
16(2), 133. https://doi.org/10.1504/ijitm.2017.083862
