What is phygital?

For a very long time, we have opposed physical commerce on the one hand and digital strategy on the other. But today, these two processes are recognized by many as complementary. Together, they form the so-called “phygital”, opening the way to new promising strategies for companies.

With the new habits of the increasingly omnipresent, informed and sought-after consumers, the point of sale must reinvent itself. Companies are encouraged to take digital transformation and to develop bridges between the physical world and the digital world. Thus, Phygital is increasingly being used to create new and immersive experiences at the physical point of sale, in earnest with digital tools.

How to determine the phygital?

This term has appeared in marketing vocabulary since 2013, and is a contraction between the words “physical” and “digital.” It is a hybrid marketing strategy that combines online commerce with physical store commerce.

One of the strategies that Phygital has enabled is to use technology to create a link between the digital world and the physical world. The goal is to provide the user with an interactive experience with customer relationships and human contact, but also with the digital experience and online interactions.

This includes, for example, installing touchscreen tablets available to customers, allowing them to check product stock or place an order directly from the device.

On the contrary, the customer can get acquainted with a product on the Internet, look for reviews, and then go to the store for advice and make a purchase. Click, collect, drive, and web-to-store services are widely used today to create more connections between the digital and physical point of sale.

Phygital is not just about commerce, we are hearing more and more about organizing phygital events, which consists of bringing together physical or remote people for the same event via a digital platform. It can be a seminar, conference, conference, symposium, etc.

Why incorporate Phygital into its strategy?

With the advent of the web, our consumer and purchasing habits have changed. Digital technology is more than ever a part of our lives and “classic” physical businesses need to adapt.

Today, consumers seek online information about a product before they buy it. However, material things remain as important as ever and our generations are still very attached to their purchases in stores.

Brands are interested in connecting the two in their strategy so that their users are both online and in person. Consumers today want to be able to shop whenever they want, from anywhere and on any channel.

So the advantages of the phygital are numerous:

  • Simplify the in-store shopping journey and improve the customer experience
  • Distinguish yourself from the competition
  • Traffic generation at the point of sale
  • Promote fame and visibility
  • Increase the amount of medium basket
  • Personalizing the relationship with the client

By achieving the synergy between the physical and virtual worlds, companies can deliver a seamless and personalized experience.

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