Now, some people might tell you that physical retail is dying, but that’s just not true. Sure, some retail brands are struggling, but retail as we know it is simply shifting beneath our feet. The fact is, modern customers use a combination of channels when shopping for products. They start their journeys online, where they can compare options from several retailers in a few clicks. But before they make their decision, they often want to see the product in the flesh.

And that’s where Brick and Mortar retailers have a huge advantage over their E-Commerce-only competitors.

Are you interested in capturing a slice of that multichannel consumer spending? Then you need to know about clicks to bricks. This strategy is all about driving online shoppers to your physical retail space. It might involve having shoppers browse an online catalog and purchase items in-store, or it might mean offering online ordering and in-store collection. Either way, the phygital retail experience starts online and ends in-store.

If you’re thinking about going retail-only, you could be missing out on a big opportunity. After all, ecommerce now takes a 21.3% stake of all retail sales. By combining both channels, you can give your customers the best of both worlds. There’s an option for every customer, regardless of where they prefer to shop.

So what are the benefits of a clicks to bricks strategy? Well, for one thing, physical stores offer lower customer acquisition costs (CAC). CAC is on the rise, and more businesses are flocking to online sales channels to capture new customers, which means higher prices for already-limited advertising slots. But if you’re running a retail store alongside your ecommerce website, you have a significant advantage. Rent is now described as the new CAC.

Another benefit is that you can capture local online shoppers. It’s risky to leave a customer’s decision of whether to enter your retail store up to chance. Instead, you can use social media to drive local customers offline and into your store. More people are online than ever before, so take advantage of that fact.

And finally, having a local presence is a significant or very significant influence on which brands consumers choose to purchase from. In fact, almost half (47%) of consumers said so in a recent study conducted on behalf of Shopify. So if you want to provide a local presence for your customers, a clicks to bricks strategy might be just what you need.

Want an unfair advantage over your competition?