From Clicks to Bricks Strategy & Consumers’ National Culture An Empirical Research on the Influence of Customers’ National Culture on the “From Clicks to Bricks” Strategy

Abstract

In recent years, despite the growing success and potential of e-commerce, a counter-trend called 'From Clicks to Bricks' has developed. Numerous online companies have in fact started to open new physical shops or expand existing ones, implementing their physical presence. This research aims to provide a clear explanation of the From Clicks to Bricks counter-trend and how it provides a strategic advantage to online businesses in order to help entrepreneurs and investors make their decisions. The main contribution to the academic literature is made by analysing the effects of national customer culture on the effectiveness of the From Clicks to Bricks strategy. To investigate and achieve these objectives, an online survey was constructed and sent to a wide and varied audience. The results suggest that the national culture of consumers does not have a direct linear influence on the effectiveness of the strategy. In fact, it was found that the factors that most influence the effectiveness of the strategy are the emotions felt by customers during in-store shopping and the purchasing preferences of consumers. In addition, the results indicate that demographic attributes are key elements to consider for B2C retail strategies. The implementation of a physical store in Asia would lead to a conversion of 60% of consumers, who instead of comparing online offers to search for the cheapest one, would immediately purchase the product. Finally, for more than 60% of respondents it is important to have the ability to purchase a product both online and in-store because it enhances their shopping experience.