Click and Brick

Paper Summary:

This paper looks at the different marketing and business strategies of companies whose business is solely through their website (click-and-click companies) and those whose website is an additional source of sales (brick-and-click); but who physically have a storefront. Their strategies are compared for their effectiveness and ability to reach the audience the companies seek.

From the Paper:

"The first characteristic of the Internet store is the importance of the web site. The web site is the basis of the Internet store, with accessibility and ease-of-use determining whether the customer will purchase from the store and return to the store. The web site is the equivalent of a retail store front's location, if it is easy to get to, customers will be more likely to visit it again. Unlike retail stores, the biggest concern is how easy the store is to move around in. Ease-of-use is said to be the most significant factor, with ease-of-use comprising three attributes: how quickly the web site downloads, how easy the first page is to understand and how easy it is to navigate between pages (Kotler 48). Click-and-click retailers have built their businesses based on the online presence and so tend to be aware of how important the web site is. Part of their marketing strategy involves making the web site as convenient and easy-to-use as possible."

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