Brick-and-mortar-first

The business strategy prioritizing physical retail locations, emphasizing in-person customer experiences and brand presence through physical stores as the primary channel for sales and customer interaction. This approach often sees online operations as supplementary to, and in service of, the physical locations. It places a strong emphasis on real estate, store design, and the traditional aspects of retail like inventory management, staffing, and local marketing, building brand recognition with this strategy. This strategy contrasts with an online-first or digital-first approach, putting the customer experience, product presentation, and localized sales practices in a physical location.

Brick-and-mortar-first meaning with examples

• A local hardware store adopting a 'brick-and-mortar-first' approach focuses on building relationships with the community. They would invest in attractive store layouts and provide knowledgeable staff to assist customers, aiming to encourage repeat business and offer personalized service through the local community. This strategy requires a different focus.
• A clothing boutique, embracing a 'brick-and-mortar-first' strategy, selects a prime location in a high-traffic area. The store's interior design, window displays, and personal styling services are designed to draw customers in and cultivate a sense of community. Their online store is secondary, focused on supporting local.
• A bakery uses a 'brick-and-mortar-first' strategy; the aroma of fresh bread, the display of cakes, and the ability to offer immediate product availability is key to this. Building loyalty is their primary objective, utilizing an online presence for menu updates and occasional pre-orders, but the physical store remains the heart.
• A bookstore pursues a 'brick-and-mortar-first' strategy emphasizing curated book selections, author events, and comfortable reading spaces, aiming to offer the personal experience that is unique to book stores. Their website focuses on showcasing events and offering basic order for in-store pickup to drive traffic. This strategy involves careful placement of books.
• A furniture retailer, championing a 'brick-and-mortar-first' approach, invests in showrooms to display products and create realistic living settings. Customers can touch and experience the furniture firsthand, with staff trained in home design to provide advice, complementing with limited online ordering and local delivery.