Brick and mortar

"Brick and mortar" is an English expression, literally translatable as "mattone e malta" (or cemento), used to describe companies and business models that operate via a physical presence, typically with retail outlets or premises accessible to customers. The term emerged with the advent of e-commerce to distinguish them from businesses operating exclusively online (known as "pure click" or "e-tailer"). This category includes traditional retail shops, supermarkets, boutiques, restaurants, and offices open to the public.

What it's for / Why it's important

A brick and mortar business is crucial for building a relationship of trust with the consumer, offering the possibility of direct human interaction and personalised service. The physical presence allows customers to see, touch, try out, or test products before purchase, reducing uncertainty. Often, the physical shop becomes an experiential place, fundamental for working on brand reputation and brand loyalty.

When it's used / In what context it is useful

It is used in all contexts of traditional retail and commerce. It is particularly useful when a company wants to offer a shopping experience based on the immediate availability of the product and human contact. In modern marketing, the winning strategy often involves integrating a brick and mortar model with an online presence (the click and mortar model), to maximise competitive advantages and offer a complete and integrated customer experience (omnichannel).

Practical example

A chain of bookshops with several outlets distributed throughout a city is a classic example of a brick and mortar business. When the company decides to also open an e-commerce platform for selling books online, it transitions to a click and mortar model, using the physical shops also as a collection point for web orders (a "Click & Collect" strategy) or for handling returns, while simultaneously encouraging further purchases in-store.