Bricks and clicks refers to a business model that combines traditional brick-and-mortar stores with online e-commerce platforms. This term highlights the integration of physical and digital channels in the retail industry, allowing customers to shop both in-store and online. The “bricks” represent the physical stores, while the “clicks” represent the online aspect of the business. This hybrid approach offers customers the convenience of shopping from the comfort of their own homes, while still having the option to physically interact with products in a store setting. This strategy has become increasingly popular in recent years as it allows businesses to reach a wider audience and cater to the changing shopping habits of consumers.