Learn about the description of a brick-and-mortar store as well as its methods of selling and consumer outreach. Explore the benefits of the brick-and-mortar approach and make relevant comparisons with other selling methods.
What Are Brick-and-Mortar Stores?
You might be familiar with retail companies such as Amazon.com and Lands' End, which allow you to purchase goods through online websites and product catalogs. Unlike these companies, brick-and-mortar store establishments are physical locations that execute business operations through a constructed storefront. These stores also embrace the in-person customer experience, offering company associates and accessible inventories.
Advantages and Disadvantages
We just discovered that brick-and-mortar stores are retailers with active storefronts, such as The Home Depot or Wal-Mart. These brick-and-mortar stores do have some advantages over other retailing methods, such as online shopping. For example, they offer enhanced customer interaction with store employees and allow consumers to physically hold and/or try on the product they wish to purchase. However, drawbacks persist for owners of brick-and-mortar stores as well. For the store owner, there is an operating cost impact to provide merchandise through physical locations. However, the potential for stores to make a sale become greater.
Brick-and-mortar marketing is the direct reference to the business strategy identified as servicing customers with an interactive means within the confines of the store's products, or a traditional storefront if you will. During the explosion of the .com era in the 1990s, the term was coined to give identity to the marketing strategy separate from the boom of online retailers.
The main and most critical marketing objective for a brick-and-mortar business is generating awareness. Advertising, direct mail, and promotions are some the common methods utilized to bring awareness to the targeted audience and to create foot traffic in the store. Revealing the new location is important, as is brand imaging and differentiating from competitors to draw a crowd.
What differentiates brick-and-mortar marketing from other selling strategies is the focus on the benefits of buying from a physical store where the customer can have confidence in the product because they can see and touch the merchandise. We often draw attention to the convenience of online shopping and the immediate gratification it creates, but the shopping experience and retail atmosphere are elements of the store-based promotion.
You have likely noticed that all selling strategies will at some point institute sales promotions and discount programs. The brick-and-mortar establishments typically coordinate sales events and promotions into their overall marketing strategy. Locations use the generated traffic to boost and excel the store experience and to grow the customer base.
Sales are also a fundamental part of the marketing strategy for brick-and-mortar stores, which is somewhat different from online shopping and self-service kiosks. The public relations and advertising teams are tasked with attracting customers to the store, and at this point, the customer experience and generation of sales is in the hands of the service staff and associates. Loyalty and discount programs are often used to entice ongoing business and in turn, also provide the business with important data which can be used for further campaigns.
Let's review. Brick-and-mortar store establishments are physical locations that execute business operations through a constructed storefront. These stores also embrace the in-person customer experience, and differ from online retailers like Amazon.com and Lands' End. Some advantages of a brick-and-mortar store are they offer enhanced customer interaction with store employees and allow consumers to physically hold and/or try on the product they wish to purchase. A major disadvantage is an operating cost impact to provide merchandise through physical locations. Marketing strategies include generating awareness, consumer confidence, and sales promotions and discount programs for loyal customers.