Marketing in Consumer Service 5.0

Phygital experience is here to change current marketing trends. The tendency to focus the attention of any business strategy on the consumer is evidence of this. Until recently, digital marketing alone has given good results for businesses, but in the midst of many technological advancements, some of the most cost-effective ways of digital campaigns are no longer very effective…

Users are constantly changing their interests and it is clear that they need more and more triggers to feel attracted and understood by brands. Awaiting new generations of consumers, companies undoubtedly need to innovate in marketing resources, and then create a phygital experience for better communication with customers. This type of strategy combines the business of the digital world with that of the physical world in order to stimulate all the senses of the users as much as possible. If you want to know what this topic is and how you can implement it, keep reading this article in which we will tell you everything you need to know about it.

What is a phygital experience?

The phygital experience includes a mix of digital in-store strategies for each brand. It is geared towards using innovative technology that makes the consumer experience unique and unparalleled while interacting with the brand. Phygital experiments can be conducted in different ways, the most important of which is the ability to apply techniques that are most suitable for the niche market of the brand and the target audience that will benefit from it.

For the phygital experience to be positive, the technologies with which the user interacts in the store must facilitate certain processes or actions. For example, they should make it easier for them to access a product or make their visit to the store more fulfilling and interactive.

Finally, the biggest advantage of implementing this type of strategy is that the user has a good brand impression. The idea is that customers benefit while they visit, that they discover new ways to interact with products and that their needs are satisfied. This is without a doubt the perfect formula for customers who want to return.

Phygital experience vs. digital experience

It is true today that a significant portion of users prefer to purchase products online, but this practice has an obstacle that prevents close interaction with the consumer. Since the development of the digital age, many consumers have discovered the shortcomings of online commerce in aspects such as advice and human communication, which is why there is currently concern about how to mitigate this type of problem.

Consumer 5.0 is described as the new age customer, represented by the growing generations that have high expectations in terms of customer relationships. In the age of technology boom, it is difficult to convince them by internet methodologies alone. This is why so many brands are turning to other resources, combining the best of a 360-degree customer relationship and experience that can be provided in a physical space, with the most innovative technologies that make the buying process easier.

Many brands have chosen to implement the omnichannel strategy whereby customers can choose the means by which they want to make their purchases, which is why there are physical stores, online stores, purchases through social networks etc. For Customer 5.0, the differences between a physical store and an e-commerce site are not visible. Thus, the phygital strategy goes a step further and integrates online and offline channels so that the consumer gets the best version of the work.

Phygital experiment techniques

Phygital experience is still a new concept, but big companies are starting to implement this strategy to anticipate the future needs of their customers and always give them the best impression. Some of the most widely applied techniques for delivering a phygital experience include:


Beacons are devices that store information about products, structures, and companies, among many other sources. Using Bluetooth, they can transmit relevant product information to users around them via smartphones or media devices. At the same time, it generates data that the company can use to make better use of the products it sells.

RFID (Radio Frequency Identification)

RFID is an innovative technology that replaces traditional product tags. These devices have the ability to provide multiple data about a product, ranging from information such as volume, inventory, usage forms and frequency of purchase to data on product logistics. It is a great help for both companies, because it allows them to make accurate inventories in a few minutes, and for users, to whom it offers a series of advantages and convenience at the time of purchase.

This type of technology is used in “smart installation rooms”. The mirrors are then RFID-coupled and make the customer’s experience more complete and satisfying: they provide them with useful data to improve the purchasing process, for example by telling them which items to collect or even on what occasions the garment is worn, among many other functions.


Kinect is a specialized mirror technology that can recognize and interact with the human figure through store products. It is especially useful for clothing stores.

augmented reality

Augmented reality is another technology that can produce a great vegan experience. It makes it possible to recreate spaces through devices by observing how products interact or research in a particular place or on a particular person. It makes it possible to better understand the product and even increase its comparability with other products in the application recommendations.

Examples of companies using the phygital experience


Nike is one of the great brands that is interested in recreating the phygital experience for customers in their stores, allowing every user to interact with the products and making their purchase 100% satisfactory.


Ikea is a great example of how brands can use virtual and augmented reality to improve their customers’ purchases and delight by customizing every detail of their products and shopping experience.

Amazon GB

Amazon Go is one of the most technologically advanced stores for a phygital experience. It prioritizes the customer experience as much as possible by saving time without having to stand in line to pay and by getting recommendations for future purchases.


Phygital experience is a trend that has gained momentum in recent years and is expected to continue to grow. The use of advanced technologies, in addition to helping the company optimize its investments, allows customers to feel more specific and empathetic to the brand, which now better understands their needs and simplifies their purchasing processes.

As the consumer is constantly changing, we need to bring some of our technology into the physical stores to build customer loyalty and increase the likelihood of repeat purchases in our business.

About the author

Michelle Hernandez: Member of the Communications and Marketing team at and Habitium.Fr –

Education: BA in Psychology – MSc in Neuromarketing and Big Data.

Contact: [email protected]

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