There is a business fascination about all things ‘brick and mortar’. The physical retail venue for most shoppers is saying to go by the wayside as online and direct to consumer brands continue to gain market share of the retail commerce pie. There is no doubt that brick and mortar will always be present and most likely will continue to overly dominate the retail landscape for many decades, regardless of the internet trends.
It is interesting to read the history of mail-order catalogs that started even as far back as the late 1400’s, but begin to really come into being in the 1800’s and into the early 1900’s. There are even mail-order catalog companies that started out as late 2010 that thrive today. Yes, many of these mail-order catalog companies, such as Sears, Montgomery Wards, JC Penny’s and others started brick and mortar stores and online e-commerce presence today, and though downward direction they go in business, they still have brand presence and still have loyal shoppers that take part in all of their sales channels.
Brick and mortar do have meaning well beyond the traditional retail store front. I stare at cinder blocks of buildings and see the mortar that keeps it all glued together, making these two combo materials better with each other than they are apart. One provides the strength and the other fills in the gaps and keeps it steady. It’s a great business analogy that can translate to the foundation of any company and it reminds us to think about what really keep the pillars and walls of our business strong and able to withstand the resistance that it will face in the marketplace.
The brick of the company is the products and services it provides, it’s financial health and brand. The mortar is the employees and the company culture and the customers. Without enough of either one, you are either on a shaky ground and vulnerable to collapse or don’t have enough strength to support yourself. Think about the two sides of your business as brick and mortar and build a foundation to make your company stand strong.
