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 Brick and mortar is a traditional business
located in streets that deals with its customers face to face in stores that
the business owns or rents. Macys, Target, Wal-Mart are popular Brick and
Mortar businesses usually allocated in more than one location (Hudson, 2017). Brick and Mortar
businesses have numerous advantages. When a customer comes to a store they are
able to see, hold and touch the product. They have face to face interaction.
The stores are able to win the customers trust. Moreover, the customers can
purchase and get the goods on spot which gives the customers instant
gratification. Consumers usually spend more time and purchase more items in the
stores than they intend to. However, there are some disadvantages in operating
traditional Brick and Mortar business. It incurs operational costs such as
renting, leasing, employees conducting transactions, utility charges.

Several
years ago a panel of retail convention assumed that the Brick and Mortar would
be doomed in few years’ times as the online web based businesses like Amazon
were taking over who had low operating costs with higher flexibility. However, in the fall of 2016, a survey of
millennial shoppers regarding their preference between online and brick and
mortar shopping. 62% of the respondents said that they still prefer to shop in
a physical space rather than online. This proves that there are still a number
of people who prefer to shop and buy at the store. People value relationships
more than the reviews online as customers have realized that the reviews are
not always accurate (Hudson, 2017).

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 The holiday seasons are the busiest times
of the Brick and Mortar stores. For example, the Thanksgiving customers are
highly excited to buy gifts for their loved ones. The promotions and the
discounts offered by the store makes the consumers a lot more satisfied while
purchasing the goods (Hudson, 2017).

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