How can the brick mortar stores synergise with E-commerce offerings to create a better value for customers ?

Use the e-commerce to offer better pricing, better info so the customer can choose the best product for his needs. You can go with pre-orders, discounts, and any other marketing gimmicks to bring the customer to the store, since being a brick-mortar store you are actually focused on client interaction with a representative. So you can have the store where the customers needs the stores to be, sell online, allow user to experience the product in the store and so on.