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Brick, click and flip means selling through three channels: a physical store, an ecommerce website or app, and a printed catalog or similar physical marketing piece. Customers can browse the catalog and then order online, by mail, or by telephone. The phrase is more specific than “brick-and-click,” which refers to a store and online shopping without requiring a catalog.
What each part of “brick, click and flip” means
- Brick: A physical retail shop or stores where customers can visit in person.
- Click: Ecommerce through a website, including mobile commerce sites and apps, as described in Sparkstone’s 2012 explainer.
- Flip: A printed catalog or other tangible marketing material that customers can browse.
The catalog is not necessarily where the sale happens. It can introduce products and direct shoppers to place an order online, by mail, or by telephone.
How it differs from brick-and-click
| Retail model | Physical store | Online or mobile shopping | Printed catalog or tangible marketing |
|---|---|---|---|
| Brick-and-click | Yes | Yes | Not required |
| Brick, click and flip | Yes | Yes | Yes |
The key distinction is the third channel: brick, click and flip explicitly includes printed product discovery alongside the store and online shop.
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Why a retailer might use all three channels
A catalog gives customers a tangible way to discover products while the website provides digital shopping access. Resilient Profit Partners’ 2018 article describes that combination as a potential benefit, while also pointing out the cost of maintaining a physical location, a website, and printed marketing. Those are tradeoffs described by that article, not measured outcomes that apply to every retailer.
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Examples in older explanations
Sparkstone’s 2012 explainer names Next, Wilkinson, and Tesco as examples; Resilient Profit Partners’ 2018 article also discusses Trader Joe’s “Fearless Flyer.” These are historical examples from those sources, not confirmation of the retailers’ current channel mix. The 2018 article describes a 12-page personalized Simple Truth catalog and a 24-page monthly “Fearless Flyer”; those refer to specific printed pieces, not industry-wide figures or evidence of sales impact.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Is “WAMBAM” another name for it?
Resilient Profit Partners’ glossary gives “WAMBAM” as an alternate expression. Treat it as that glossary’s usage rather than a standardized or widely established term.
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