Click... and mortal

I was introduced to a new term today: "click & mortal". As opposed to a better known "click & mortar" term, which is the last boom's description of traditional business engaged in e-commerce, "click & mortal" must be describing e-commerce companies that were buried by the bust.

By the same token, the term "brick & mortal" must also exist, but has nothing to do with commerce.

From an anonymous online source:

Throughout the years, we have assisted our clients to transform their “brick and mortal” business to “click and mortal” business. They are happy on the results as thousands of dollars have been saved, the major benefits are reduction in office rental, staff cost as well as advertisement cost.

The "brick and mortal" approach must really be a hit with staff cost reduction initiatives.