What can “bricks” and “clicks” have in common? In an increasingly technological and digitalized world, companies can not think of approaching the consumer only through traditional physical channels such as stores, but it is necessary to adopt new technologies and take advantage of these new opportunities.
It is the case of many national and international realities, among these, the one that is doing it in the most innovative way is Zara that has managed to perfectly integrate the online and traditional stores. The Spanish company, leader of fast fashion, inaugurated at the beginning of the 2018 the first store in the world created specifically for online purchases: this shop characterized the typical minimalist style of the fashion house hosts small selections of the men’s and women’s collections and is devoid of of dressing rooms and registers to pay in cash. The customer who enters the completely high-tech shop can only look and touch the clothes, but the purchase is all online. The shop is equipped with many mirrors that act as interactive screens that through a scanner with radio frequencies recognizes the figure in the mirror and offers the right size and fashion tips to complete the look.
Zara‘s strategy is a clear “bricks and clicks” strategy capable of continuously reinforcing the company’s image.
“I do not have time to shop: buy online!”
The strategy adopted by the giant Zara, like many other companies, consists in integrating the commercial presence of the online company (click) and the offline presence (brick) to browse, order and collect the products.
This need was born in the mid of 80s with the first telephone orders and teleshopping, up to the 90s with the advent of e-commerce: the advent of the internet and technological progress have allowed retailers to adopt a multi-channel approach to reach the customer with an important impact on the strategy and profits of the retailer.
The decision to move towards the “bricks and clicks” strategy has also been pushed by a more and more technological type of consumer who can enjoy the opportunity to choose between the more traditional online and offline purchase, but also that has the possibility to observe the online offer and buy in the store or directly receive the products at home or in the nearest store. In this way any type of consumer, from the most traditional to the most technological, is satisfied.
Thanks to this strategy, the company is able to broaden its customer base and offer a complete customer experience. However, behind the “bricks and clicks”, there is the risk that the online channel will start a run at the lowest price at the expense of quality and a comparison between websites to identify the best offer with a consequent confusion in the mind of the consumer towards the brand and the risk for the company to lose its competitive position.