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Omnichannel retail strategy
Business model by which a company integrates both offline and online presences / From Wikipedia, the free encyclopedia
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Omnichannel retail strategy, originally also known in the U.K. as bricks and clicks,[citation needed] is a business model by which a company integrates both offline (bricks) and online (clicks) presences, sometimes with the third extra flips (physical catalogs).
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By the mid-2010s, many (physical store) retailers offered ordering via their website, mobile phone apps, as well as by voice over the telephone.[3] The wide uptake of smartphones made the model even more popular, as customers could browse and order from their smartphone whenever they had spare time.[4] The model has historically also been known by such terms as clicks and bricks, click and mortar, bricks, clicks and flips, and WAMBAM, i.e. "web application meets bricks and mortar".[5])