What is the Benefit to a Dual Presence of E-commerce and a Brick and Mortar Store?

What is the Benefit to a Dual Presence of E-commerce and a Brick and Mortar Store?

The widespread use of innovative information technologies has drastically transformed the business environment. E-commerce platforms have rapidly evolved into expansive business transaction networks. However, e-commerce has not made brick-and-mortar stores obsolete. The traditional brick-and-mortar distribution systems have defied all odds to remain relevant in the supply chain. If anything, e-commerce has become a complimentary transaction channel to the brick-and-mortar store, and vice-versa. The combination of e-commerce and brick-and-mortar helps you maintain your competitive edge.


E-commerce is the use of Web-based applications to automate business interactions and transactions. It enables you to conquer geographical boundaries and interact with your customers from virtual locations. E-commerce integrates numerous software applications, such as online ordering platforms, payment systems and downloads portals, to achieve seamless transaction processing and product delivery. A brick-and-mortar store is the physical venue of your business, where customers walk in to view displays and purchase items.

Advancing Customer Relationship Management

The dual presence of an interactive e-commerce portal and a brick-and-mortar store enhances your customer relationship management capabilities. Customers can search for product information from your website, inquire for more product details, compare prices of different brands of similar products, seek bargains and place orders for their desired products. Customers can then come over to your store to feel, test and collect their items. Customers could also use your website to access after-sale services after purchasing items from your store. The brick-and-mortar store further affords you the opportunities for face-to-face interactions with your customers. This promotes customer loyalty and potentially generates repeat purchases.

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