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that contributed to the success or failure of the bricks and clicks business
Major factor in the
success or failure of this business model is in the Control of
cost, as maintenance of physical presence, paying for many physical
store premises and their staffing, requires larger capital expenditure which
online only businesses do not usually have.
The bricks and clicks
model was used by traditional retailers who had extensive logistics and supply
chains and were well known and often respected for their traditional physical
presence. It became easier for a traditional retailer to establish an online
presence than it is for a start-up company to employ a successful purely online
one, or for an online only retailer to establish a traditional presence. This
led to their success.
Trade-offs in the transitions to clicks and
The key factor for a
bricks and clicks business model to be successful was to be determined by a
company’s ability to manage the trade-offs between separation and
integration" of their retail and online businesses.
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