The "clicks and bricks" strategy, combining online and offline shopping, is crucial in today's retail environment to meet customer demands. This approach enhances consumer engagement and satisfaction by blending the practical advantages of physical stores with the convenience of online shopping. However, there are challenges to overcome when implementing clicks and bricks, including technological integration, reliable inventory control, and consistent service quality. This study focuses on exploring the impact of this strategy on consumer value co-creation, emphasizing engagement, satisfaction, and the factors that contribute to successful implementation.