Is Phygital a New Dimension in Customer Experience?

by The Scalers Offshore Development Teams In India

Over the last decade, the digital world has been slowly but surely creeping into our physical lives. Not too long ago, in-store marketing was considered the best model for retailers across the globe. It provided excellent impulse buy rates, promoted sales through promotions, and increased turnover significantly. However, today, omnichannel marketing is quickly replacing the traditional in-store model.

Retailers have now embraced the phygital model — an approach that bridges the gap between physical and digital channels to give consumers a completely seamless experience that draws the best of both worlds. Through phygital marketing, retailers can provide their customers with an ultimate, highly personalized shopping experience that is truly one-of-a-kind.

Effective phygital retail strategies

If you're looking to enhance your phygital customer experience, then here are a few strategies that you should consider.

1. Click and collect

Click and collect is one of the most demonstrative features of phygital retail and has been implemented by many stores worldwide, including Nike, Starbucks, and IKEA. Click and collect offers customers the convenience of online shopping without waiting for days for the products to get delivered. One can simply place the order online and pick it up from their nearest retail outlet.

2. In-store reviews

User reviews are becoming an incredibly powerful tool in the sales cycle, and retail stores have found a way to integrate it with their offerings. By displaying curated online user reviews on products in their store, retailers can deliver value and nudge people along in their buyer journey.

3. Cashier free shopping

Cashier-free shopping enables customers to make purchases in the store, pay for the products digitally, and then leave the store with the product. Amazon Go is an excellent example of this approach.

Phygital experiences

4. Virtual and Augmented Reality

An emerging technology that has become an integral part of the phygital customer experience is virtual and augmented reality. From allowing users to virtually 'try-on' clothes to sending location-based push notifications based on where they are, the options are endless.

As digitalization continues to permeate consumers' lives, phygital is the ideal strategy to produce a holistic marketing space.