How Phygital Customer Experience Is Transforming the Retail World

Not too long ago, omnichannel marketing was the preferred model for retailers across the globe. It helped increase turnover, improved the collection of consumer data, and provided better customer retention rates. 

Phygital: A new retail journey 

Consumers are phygital — they exist in the physical and the digital world. While they enjoy the interactiveness of seeing and touching products in a physical store, they also want the hassle-free experience that e-commerce stores provide. And so, it only makes sense for retailers to make both the worlds meet through phygital retail.  

Designing a phygital customer experience 

A successful phygital customer experience is one that combines the three I’s — Immersion, Immediacy, and Interaction. While immersion and immediacy come from the digital world, interaction is a characteristic of the physical realm. And so, any phygital design that cannot provide a quick, hassle-free, immersive, and interactive shopping experience will be unsuccessful in the long run.

Here are examples of some brands that implemented the perfect strategy to provide a powerful and unique phygital customer experience:

1. Amazon Go

Customers enter the store by scanning a QR code at the entrance. They then select products from the shelves, add them to their shopping bag, and simply walk out the door. 

This phygital customer experience is streamlined and convenient, allowing buyers to skip the hassle of waiting in-line at the checkout counter or interacting with sales staff. 

2. Nike 

Nike’s House of Innovation has mannequins with scannable QR codes, which allows customers to request sales associates to bring a specific color or size of an item on the sales floor.

Discover more about phygital customer experience