The business technique which assures the multiplier effect combining the online store on Internet and store physical distribution system which exists in actuality, or it is the enterprise which adopts the technique such as that.
For example, it does multiplexer channel conversion and the reservation and the order which of the commodity do sale and information offer with the actual store and whichever of Internet via Internet, delivery of the commodity and as for the payment of price the method etc. that correspond it is induced to the store.
As for the merit for enterprise, when it can utilize the existing brand, marketing cost of the advertisementand the like (customer acquisition cost) sharing existing below in thing, stock management and the physical distribution aspect etc. which are attached cheaply net principal occupation enterprise (the pure player) with in comparison, you can list the fact that among other things it can utilize effectively. For the user, the point that is the merit the choices spread in regard to commodity selection and the payment of price well the delivery etc. of the commodity.
Origin of word the brick & the mortar (brick-and-mortar) is called the ? ?. The brick & the mortar, with thing of the strong building which is set with the brick and the plaster, are the store of the bank of former times. The worldwide first Internet principal occupation bank security first network bank it has begun operating in 1995 October it could use the brick & the mortar as the word which displays the existing bank, but vis-a-vis such net principal occupation bank.
The original of the expression, click & the mortar, assumes that the president of stock company Charles ??…?? of the United States and cooperation CEO, the ???? S Pot rack (David S. Pottruck) it is the person. "Click and Mortar" (2000 July) with the book which is said (collaboration) it is in the same person.
Charles ??…?? is known as the major company of online trade, but it is the discount broker who has the store in the All-American. ??…?? had advanced to the online trade from early on with personal computer communication, but influence to the existing store was considered, commission discount the online was made 2 discounts. The cheap transaction commission where 1 or less of 4 parts of ??…?? you say to there the net principal occupation stock company the market entered in the weapon. Also ??…?? opposed, in 1996 newly founding net private account e ??…?? with Web,, but this e ??…?? and usually as for account because it is designed, as another ones the customer of e ??…?? not be able to utilize the store, usually the customer of account net transaction had the problem that even with when it does commission it is expensive. Because of this, ??…?? integrated both accounts to 1998, the store positioned of the customer support center such as account establishment and investment counsel, transaction established the business conditions that it is done with Internet. As a result, degree of customer satisfaction increased, came to the point of with acquiring big difference in the profit aspect, E*Trade of the American online trade industry 2nd rank (almost it does not have the store) vis-a-vis, reached the point where it is observed as success example "of click & the mortar".
The Pot rack person with that book, the mortar creates business, when it is the passion which produces the customer has explained. Very passion it is something which becomes the discriminatory conversion primary factor of other companies in Internet business, you insist that very enterprise culture and the leadership which support that passion are important. |
