The impact of COVID-19 continues to be overwhelming and remains an unprecedented battle for businesses worldwide. 

They face many challenges and uncharted waters, with many organisations making tough decisions emerge more vital than ever. 

Undoubtedly, the worst-hit are the brick and mortar stores, and they suffered the worst annual loss in 2020. 

According to a BBC report, there was a fall of 0.3% due to COVID-19, and this is the worst annual sales performance the British Retail Consortium has ever recorded since 1995. 

Nevertheless, business leaders and CEOs face the crisis head-on and redesign their business models with digital transformation, adopting adaptable and agile operations and developing simplified structures. 

What is a clicks and bricks model?

A clicks and bricks model refers to a combination of online and in-person operations. They are also known as hybrid retail models with a physical location (brick and mortar) and an online sales channel (click). 

How does it work?

In challenging times when movement restrictions persist, using multichannel contactless distribution is essential. 

With the help of a clicks and bricks model, you as a retailer can effectively connect non-physical channels, including apps, call centres, the internet, with your physical store. 

This innovative combination becomes a convenient option for your consumers, and customers can make purchases from the comfort of their homes, increasing sales for your business. 

Some of the advantages of this model include flexibility of operation, improved consumer experience, and helps with brand building, image and growth. 

Inevitable in the New Normal

COVID-19 has brought with it boundless uncertainties. For businesses, this has meant robust adaption and survival. 

Companies worldwide have invested in software to make the most of hybrid work, providing a secure, personalised, and contactless experience for the customers and virtually collaborating within the organisation. 

In the IBM Institute of Business Value, executives highlight the plan to prioritise workforce safety and productivity through cost management and business adaptability. 

The report also highlighted that 59% of all the companies are implementing digital transformation at a much faster rate. 

Businesses making successful shifts in their business model and operations started by transitioning from a traditional brick-and-mortar e-commerce platform to accommodate drastic changes in consumer behaviour and preferences. 

The Deloitte State of the Global Consumer Survey of 2021 portrays that consumers remain hesitant to engage confidently with in-store services amid the sped-up vaccine roll-out. 

Actionable Checklist: Bricks to Clicks

The future of hybrid models looks promising, and data suggests that the change in behaviour due to the pandemic is here to stay. 

Want your business to thrive? It’s time to reinvent. 

The following are the core elements of making this transition: 

• Data Management: the motivation for retailers to make the transition might not be consistent, but it’s fundamental to incorporate operations with technologies that unify data. Use AI to centralise data received from consumers and evaluate for authenticity, accuracy and relevance. You can then use this data to enhance customer experience and personalise your services further. 

• Technology integration means integrating every online sales channel into their overall retail strategy. You don’t necessarily need to use every e-commerce platform or channel but ensuring your multiple touchpoints in operation are in sync is necessary. It means your organisation must establish connections between applications that are thorough, and the data is secure. 

• Contactless aspect: Today, zero-contact e-commerce is a crucial and increasingly vital aspect of the bricks to clicks journey. A competent and compelling website or app can enable customers to search, understand, and select products. This process minimises human intervention precisely with deliveries and drop-offs.

• Payment Integration: Customers’ use of contactless and instant payments increases daily. Hence, they need to be fast, easy, convenient and secure. For an online store, an integrated payment gateway is thus necessary. So choosing the right payment gateway that provides alternative modes of payment, instant customer support and fraud protection is an important business decision. 

• Security: You must not brush off the decision to take your business on the web. The design, structure and user-friendly interface of the company is highly critical. Privacy, cyber and financial threats are enormous risks of maintaining an online presence. Hence, you must ensure that the data collected are safe and the payments are secure.