Czech companies combine online and offline sales for the ultimate experience

28. 05. 2024 | Natalie Bezděková

In today’s dynamic retail world, customers have more shopping options than ever before. Online shopping has radically changed the way we acquire goods, but traditional brick-and-mortar stores still hold their place. This article compares online and offline stores and examines their advantages and disadvantages to provide a complete overview of both sides of the business process.

Offline stores: An irreplaceable personal experience

Physical stores offer customers a personal experience that online shopping can’t quite replace. Using the right lighting, colour schemes and scents can enhance the sensory experience and reinforce the brand image. “Every e-shop welcomes a brick-and-mortar store. Customers can physically see and test the goods in person, which is not possible through an e-shop,” says Jiří Stabla, founder of Stabla Cannabis Pharmacies and Brand.

Omnichannel approach.

Many companies today are moving to a model of linking e-commerce with brick-and-mortar stores, which allows them to offer customers a seamless and comprehensive shopping experience. This strategy combines the benefits of online and offline shopping to enhance customer convenience and satisfaction. “The cost of this strategy can vary – from zero to million-dollar investments,” explains Jan Skovajsa, CEO of myTimi and Bondbot.

The key to efficiency

Linking online and brick-and-mortar stores requires the right technology tools to effectively connect the two sales channels. The right solution can significantly improve the efficiency of business processes and bring a competitive advantage. “The key is to define the requirements and select the right tools in line with the vision of the business. If you have the right e-shop and ERP system, the connection can be relatively inexpensive,” says Tomas Vacek, partner at advertising and marketing agency Contexto.

Generational differences and pricing policy

The price of goods is influenced by many factors, including the cost of production, distribution and sales. Commercial space rent, energy and labour costs are reflected in the final price of goods, which is crucial, especially in a highly competitive environment. “The preference between online and offline commerce varies by generation. Generation Z, which grew up with smartphones, prefers online shopping,” points out Ondřej Tyleček, CEO of creative agency Fairy Tailors.

Understanding these differences is essential for effective customer targeting and achieving a balance between online and offline sales.

Zdroj foto: Marketing strategy-freepik

Author of this article

Natalie Bezděková

I am a student of Master's degree in Political Science. I am interested in marketing, especially copywriting and social media. I also focus on political and social events at home and abroad and technological innovations. My free time is filled with sports, reading and a passion for travel.


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