Six Brick-and-Click Businesses in Singapore that are Revolutionising Retail Experiences

The brick-and-click business model is reshaping the retail landscape in Singapore. By seamlessly blending the traditional appeal of physical stores with the convenience and reach of online shopping, brick-and-click companies are offering customers the best of both worlds.

This hybrid retail approach differs from the Online to Offline (O2O) business models, as it truly integrates both channels, allowing customers to effortlessly transition between online and offline experiences.

Where O2O models are primarily designed to drive customers from the online world to offline touchpoints—such as encouraging them to visit a physical store or pick up their online orders in person—brick-and-click retailers create a more balanced approach. Such a strategy is a winning formula in a country like Singapore with high internet penetration, tech-savvy population, and dense urban environment.

However, implementing a brick-and-click business model is more than just setting up a website. It involves a commitment to creating a truly integrated experience, weaving together the digital and physical realms seamlessly.

In this blog, we will explore some brick-and-click examples and case studies in Singapore to understand how various businesses have successfully navigated this approach. By delving into their strategies and achievements, we aim to uncover key takeaways and best practices that can help other businesses looking to transition into the brick-and-click model.

1. Tangs: Merging Online and In-Store Shopping

Tangs, one of Singapore’s oldest department stores, has adopted the brick-and-click strategy by offering a comprehensive range of products both in-store and online.

Customers can browse Tangs' offerings online, choosing to have items shipped directly to their homes or reserved for in-store pickup. This option allows them to experience products firsthand before making a purchase, highlighting the importance of providing flexible fulfilment options in a brick-and-click model.

Key Takeaways: Enhanced Flexibility and Customer-Centricity

This brick-and-click model provides customers with greater control over their shopping journey. They can enjoy the convenience of online browsing and purchasing while also having the option to visit the physical store for a more immersive experience.

This flexibility caters to diverse preferences and enhances customer satisfaction, key factors for any legacy brand seeking to remain relevant and competitive in the modern retail landscape.

2. FairPrice’s Omnichannel Retail Strategy

FairPrice, a leading grocery retailer in Singapore, has successfully implemented an omnichannel strategy that seamlessly integrates online and offline shopping.

Customers can order groceries online and choose between home delivery or in-store pickup, making grocery shopping more convenient and accessible. Their strategic move in this direction has not only expanded their reach but also solidified their position as a forward-thinking brand in the grocery sector.

Key Takeaways: Streamlined Grocery Shopping for Busy Lifestyles

By offering such flexibility via their omnichannel approach, FairPrice caters to a new generation of shoppers who value convenience and may not have the time to do their grocery shopping in-store, demonstrating how traditional retailers can adapt to changing consumer lifestyles.

3. IKEA’s Seamless Shopping Journey

IKEA has mastered the art of blending online and offline shopping to create a seamless brick-and-click experience. IKEA’s customer-centric philosophy is evident in their thoughtful integration of digital and physical channels, ensuring a natural and intuitive transition for shoppers around the world.

Customers can explore IKEA's vast catalogue of furniture and homeware online and then visit a physical store to see and experience those products firsthand before making a purchase. This approach allows customers to visualise how furniture would fit in their homes, test its comfort, and assess its quality before committing to a purchase.

Key Takeaways: Enhanced Customer Satisfaction and Reduced Returns

By offering this integrated shopping journey, IKEA empowers customers to make informed decisions. This reduces the likelihood of returns and enhances customer satisfaction by ensuring that the products they purchase meet their expectations. Such evident benefits of cleverly utilising the digital space should be considered by businesses looking to improve their online presence.

4. Harvey Norman’s Retail Flexibility

Harvey Norman offers a balanced brick-and-click approach that caters to diverse shopping preferences. Customers can browse and test products in-store, receive expert advice from sales staff, and then choose whether to complete their purchase online or offline.

Such flexibility in their approach is particularly beneficial for products like electronics and furniture, where in-person experiences can significantly influence buying decisions.

Key Takeaways: Building Trust and Catering to Diverse Preferences

Harvey Norman’s approach builds trust by allowing customers to experience products firsthand before committing to a purchase. It also caters to varying customer preferences, accommodating those who prefer to buy online and those who value the in-store experience.

5. Challenger’s Digital Transformation

Challenger, a leading electronics retailer in Singapore, has successfully navigated the digital transformation to become a brick-and-click store. While maintaining a robust online presence, Challenger recognises the importance of physical stores for product demonstrations and personalised service.

Customers can visit these stores to experience electronic gadgets firsthand, receive expert advice, and enjoy tailored product recommendations.

Key Takeaways: Personalised Service and Enhanced Customer Loyalty

Challenger's brick-and-click model fosters a personalised shopping experience that is often difficult to replicate online. This personalised approach, combined with the convenience of online shopping, enhances customer loyalty and satisfaction.

6. National Library Board Singapore’s Hybrid Library Experience

Even public services in Singapore are embracing the brick-and-click model. The National Library Board (NLB) seamlessly integrates its online platform with physical library branches, allowing users to reserve books online, access digital resources like e-books and audiobooks, and visit libraries for in-person services like borrowing physical books or attending events.

Key Takeaways: Accessibility and Inclusivity for All

This hybrid model enhances accessibility and inclusivity by catering to diverse user preferences and needs. Those who prefer the convenience of digital access can browse and borrow e-books from the comfort of their homes, while those who enjoy the traditional library experience can visit physical branches to explore the collection and engage with library staff.

By offering both digital and physical options, organisations can create a more inclusive and accessible environment that caters to a wider audience, ensuring no one is left behind in the digital age.

The Future of Hybrid Retail: Brick-and-Click is Here to Stay

Brick-and-click companies are transforming the retail landscape, seamlessly merging the physical and digital shopping worlds to create a truly engaging, hybrid retail experience.

Examples of brick-and-click innovation from established retailers like Tangs and FairPrice to digital pioneers like Challenger showcase how this model enhances customer convenience, drives engagement, and meets diverse consumer needs. Blending online and offline channels provides consumers with flexibility and personalisation, marking a shift in retail that is set to shape the future of shopping in Singapore and beyond.

As technology continues to evolve, the synergy between physical and digital shopping channels will only strengthen, leading to more innovative, customer-centric retail strategies. Adopting a brick-and-click approach enables businesses to craft a more flexible and engaging shopping experience, ultimately better suited to the expectations of today’s connected consumers.

To fully capitalise on the potential of a brick-and-click model, businesses need the right resources to scale effectively, including adequate capital to support inventory growth, store upgrades, or expanded digital marketing. This is where Choco Up’s revenue-based financing solutions can empower hybrid retailers in Singapore. By providing retail business financing that aligns with your business's cash flow, Choco Up enables companies to seize opportunities, enhance customer experiences, and meet the growing demands of a brick-and-click strategy.

Equip your business for this retail evolution—partner with Choco Up to access the e-commerce funding you need to thrive in the future of retail.

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