Definition of BRICK AND MORTAR ORGANIZATION
by Apriyani Dwiyanti NIM 2301903506
An offline company is referred to as “Brick & Mortar” (Traditional).
In a contrast to an internet company, a brick-and-mortar firm services its consumers in a physical location. The term “brick-and-mortar” refers to a physical presence where clients may interact with a company in person. Brick-and-mortar companies include places like grocery stores, banks, and clothing boutiques. Internet-based businesses, even those that offer tangible goods, are not regarded to be traditional brick-and-mortar establishments.
How the Term Got Its Start
Businesses having a physical location were first referred to as “brick and mortar” in 1992. The word was used to distinguish between brick-and-mortar companies and those operating only online. In the construction of the commercial real estate, brick and mortar are the building materials often employed. As a result, the word “outdated” has been connected to it in the context of business and marketing ever since. a physical location for a business
Educate brick-and-mortar businesses about the importance of electronic channels in the marketing of their products and services, which are still in their infancy.
References :
https://www.tandfonline.com/doi/abs/10.1080/08276331.2010.10593471