Click‐and‐Brick Electronic Commerce

In this chapter an overview of the click and brick approach to electronic commerce is provided. This approach involves the integrated use of traditional and Internet based sales channels. The chapter introduces the basic motivations behind a click and brick model, identifying sources of synergy between physical and virtual operations. Management strategies that can help to alleviate channel conflicts are described. The chapter also highlights the types of benefits that can accrue to companies that successfully integrate the Internet with existing physical operations. Several example cases are provided to illustrate the basic framework.