Purpose and benefits

Today’s competitive climate increasingly requires companies to integrate virtual- (clicks) and physical- (bricks) world initiatives as a corporate strategy.
Internally, the company’s virtual units must drive more business to or through physical facilities, while bricks units must similarly boost virtual channels.
Externally, customers must be able to interact with the company through virtual or physical channels, switch between channels, and receive the same products, services, and prices through any channel.