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Reference.org
Omnichannel retail strategy
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<p>Omnichannel retail strategy, originally also known in the U.K. as bricks and clicks, is a <a href="/facts/Business_model/TL9XXsQa">business model</a> by which a company integrates <a href="/facts/Online_and_offline/rhxAKfol">both offline (<i>bricks</i>) and online (<i>clicks</i>)</a> presences, sometimes with the third extra <i>flips</i> (physical <a href="/facts/Trade_literature/AafKXhuG">catalogs</a>). </p><p>By the mid-2010s, many (physical store) retailers offered ordering via their website, mobile <a href="/facts/Mobile_app/r7vp6meo">phone apps</a>, as well as by voice over the telephone. The wide uptake of smartphones made the model even more popular, as customers could browse and order from their smartphone whenever they had spare time. The model has historically also been known by such terms as clicks and bricks, click and mortar, bricks, clicks and flips, and WAMBAM, i.e. "web application meets bricks and mortar".) </p>