The hybrid clicks and bricks business model
Abstract
Innovative strategies that can be used in employing physical storefronts in combination with virtual storefronts to maximize value to both the customers and the business are discussed. Allowing customers to return or exchange Web-purchased goods at physical stores instead of having to ship them back, removes one of the perceived obstacles to shopping online. It also induces them to visit the company's physical stores for additional purchases. Offering repair services at physical stores for goods purchases online also help the customer avoid packing and shipping plus leads customers to the stores. Furthermore, customers should be able to make use of a company's Internet capability for learning about products, getting recommendations, and placing orders while utilizing their physical stores for quick access to merchandize.
Publication Title
Communications of the ACM
Recommended Citation
Prasarnphanich, P., & Gillenson, M. (2003). The hybrid clicks and bricks business model. Communications of the ACM, 46 (12), 178-185. https://doi.org/10.1145/953460.953498
