click-and-mortar

With reference to a traditional brick-and-mortar, big box store that exists in the real world, this play on words represents a traditional company that has succeeded in integrating the Internet into its existing channels. Click-and-mortar stores generally target consumers (B2C). For example, Gateway lets potential buyers try out its computers at their local Gateway Country Store, but customers must make their purchases online. There are also several conventional retailers (known online as etailers) with e-commerce sites that allow consumers to return online purchases at the physical stores.