Brick and mortar is a traditional businesslocated in streets that deals with its customers face to face in stores thatthe business owns or rents. Macys, Target, Wal-Mart are popular Brick andMortar businesses usually allocated in more than one location (Hudson, 2017). Brick and Mortarbusinesses have numerous advantages. When a customer comes to a store they areable to see, hold and touch the product.
They have face to face interaction.The stores are able to win the customers trust. Moreover, the customers canpurchase and get the goods on spot which gives the customers instantgratification. Consumers usually spend more time and purchase more items in thestores than they intend to. However, there are some disadvantages in operatingtraditional Brick and Mortar business. It incurs operational costs such asrenting, leasing, employees conducting transactions, utility charges.
Severalyears ago a panel of retail convention assumed that the Brick and Mortar wouldbe doomed in few years’ times as the online web based businesses like Amazonwere taking over who had low operating costs with higher flexibility. However, in the fall of 2016, a survey ofmillennial shoppers regarding their preference between online and brick andmortar shopping. 62% of the respondents said that they still prefer to shop ina physical space rather than online. This proves that there are still a numberof people who prefer to shop and buy at the store. People value relationshipsmore than the reviews online as customers have realized that the reviews arenot always accurate (Hudson, 2017). The holiday seasons are the busiest timesof the Brick and Mortar stores. For example, the Thanksgiving customers arehighly excited to buy gifts for their loved ones.
The promotions and thediscounts offered by the store makes the consumers a lot more satisfied whilepurchasing the goods (Hudson, 2017).