Application of BRICK AND MORTAR ORGANIZATION
by Apriyani Dwiyanti NIM 2301903506
Several prominent online e-commerce firms have recognized the value of the brick-and-mortar model, and are building physical facilities to take advantage of the benefits of conventional retail. There are a number of examples of companies using physical stores to promote their goods, such as Amazon.com, Inc. While constructing cashier-less food shops in Seattle and hundreds of bookstores throughout the nation, Amazon also made the $ 13.7 billion acquisition of wholesaler Whole Foods in 2017, which many experts think underscores Amazon’s urgent desire to bolster its physical retail footprint. However, in today’s environment, technology and the internet also play a critical role in the success of brick and mortar establishments. Technology-based payment methods, ordering alternatives, and websites that are the most up-to-date tend to be the most popular in retail stores. There is a continuing need for consumers to find more efficient and time-saving methods to shop and buy what they want.
There is still a need for brick and mortar businesses, despite the fact that they are no longer as essential as they once were. Despite the rise of online retail establishments, many organizations are adapting to the changing times and now provide both online and brick-and-mortar choices to their customers.
It’s becoming more common for companies who were formerly “internet only,” like Amazon and Boll and Branch, to open brick-and-mortar storefronts in order to compete with brick-and-mortar establishments. Both online buying and face-to-face contact are available to consumers thanks to a large number of merchants’ combined presences.
All significant shops in the 19th and early to mid-20th century had a tiny physical and mortar presence, which developed as the firms became larger. McDonald’s, which began with only one modest restaurant and has now grown to approximately 36,000 locations in over 120 countries, is a good illustration of the significance of maintaining a physical presence.
References :
https://www.tandfonline.com/doi/abs/10.1080/08276331.2010.10593471
https://en.wikipedia.org/wiki/Brick_and_mortar
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3652548