Post by mamun22 on Feb 3, 2024 0:15:07 GMT -4
Using phygital to connect the online and offline worlds will allow you to create closer, more efficient, and human customer experiences. We’re living in the digital era, and it’s no longer deemed bizarre to buy all kinds of products on the internet. That fact is why we place such importance on the digital customer experience. According to data from the 2020 edition of IAB Spain’s annual e-Commerce Study 2020, 72% of internet users shop online. Nonetheless, the key lies in bringing online and physical sales together: 52% of respondents buy in both channels, and they predict that 78% of them will, while only 13% will only buy in brick-and-mortar and 9% will only buy online. The COVID-19 pandemic inevitably accelerated changes in Spaniards’ consumption habits and caused digital purchases to grow. Despite that, many of us miss interacting with sales associates and the personalized service we can get going into a store, and we’re not yet ready to give it up. In the face of this duality, there’s a new concept that tries to bring the best of e-commerce and brick-and-mortar retail together: phygital. What is the phygital experience? Phygital marries both the online and offline environments by taking the best aspects from each space to create a much more complete and satisfying customer experience.
The phygital phenomenon distinguishes itself from other marketing tactics with its multichannel focus where the consumer’s purchasing process is fluid and familiar. Phygital commerce The user browses and buys, but they also feel; this is why, despite the fact we can get just about anything we desire using our smartphones, two out of ten consumers still prefer to conclude their purchasing project in a brick-and-mortar store. The opposite also occurs: How many times do we go into a store to see, touch, or try on an item that we later order online? Interpersonal interactions continue to be a critical and highly-valued element for customers, implying that the physical and Telegram Data emotional components of making purchases should always be there. Phygital takes the best components from the digital retail experience like immediacy, immersion, and speed and the chance to interact with people, the product, and more that you get from a brick-and-mortar retail experience. This approach is the best way to satisfy a demanding, hyper-connected consumer and meet their needs through multiple platforms. The demographics that best fit the bill for the ideal consumers of phygital experiences are Millennials and Generation Z, forcing us to craft 360° Marketing strategies that straddle both brick-and-mortar and online retail concepts that fit in a phygital world. A prominent example of this online and offline marriage is the Amazon Go grocery store with more than 20 locations in the US. A customer scans a code with their smartphone, picks up the products they wish, and then leaves the store without passing through the traditional checkout line. Instead, the mix of tech solutions means they’ll get an electronic receipt detailing the amount Amazon will charge to their account. How can we make the phygital user experience a reality? Phygital focuses on making the “three I’s” a reality: immediacy, immersion, and interaction.
Here’s what each entails: Immediacy: Works to ensure things happen at an exact moment in time Immersion: The user is part of the experience. Interaction: The generation of communication is needed to activate the more physical and emotional part of the purchasing process. To achieve a genuinely phygital experience, there must be a technology that facilitates the introduction of immediacy or immersion. On the other hand, the interaction that the digital realm lacks by nature gets introduced. phygital commerce These three conditions applied to phygital make the consumer feel more connected to the brand, generate trust, reinforce empathy, and improve the user experience. To give a clearer idea of how this works in practice, here are two real-life examples: Examples of the phygital concept in practice Rebecca Minkoff While web design’s importance in retail is evident, some brands go one step further by using technology in their retail stores to transform their customers’ experience. Take fashion brand Rebecca Minkoff, who did just that in her SoHo flagship in New York City. Shoppers can choose the items they want to try on by using touch screens placed throughout the store. When they’re ready, they’ll get a message on their phone with the fitting room number, where they’ll find all the items they requested. But what happens if they need a bigger size?
The phygital phenomenon distinguishes itself from other marketing tactics with its multichannel focus where the consumer’s purchasing process is fluid and familiar. Phygital commerce The user browses and buys, but they also feel; this is why, despite the fact we can get just about anything we desire using our smartphones, two out of ten consumers still prefer to conclude their purchasing project in a brick-and-mortar store. The opposite also occurs: How many times do we go into a store to see, touch, or try on an item that we later order online? Interpersonal interactions continue to be a critical and highly-valued element for customers, implying that the physical and Telegram Data emotional components of making purchases should always be there. Phygital takes the best components from the digital retail experience like immediacy, immersion, and speed and the chance to interact with people, the product, and more that you get from a brick-and-mortar retail experience. This approach is the best way to satisfy a demanding, hyper-connected consumer and meet their needs through multiple platforms. The demographics that best fit the bill for the ideal consumers of phygital experiences are Millennials and Generation Z, forcing us to craft 360° Marketing strategies that straddle both brick-and-mortar and online retail concepts that fit in a phygital world. A prominent example of this online and offline marriage is the Amazon Go grocery store with more than 20 locations in the US. A customer scans a code with their smartphone, picks up the products they wish, and then leaves the store without passing through the traditional checkout line. Instead, the mix of tech solutions means they’ll get an electronic receipt detailing the amount Amazon will charge to their account. How can we make the phygital user experience a reality? Phygital focuses on making the “three I’s” a reality: immediacy, immersion, and interaction.
Here’s what each entails: Immediacy: Works to ensure things happen at an exact moment in time Immersion: The user is part of the experience. Interaction: The generation of communication is needed to activate the more physical and emotional part of the purchasing process. To achieve a genuinely phygital experience, there must be a technology that facilitates the introduction of immediacy or immersion. On the other hand, the interaction that the digital realm lacks by nature gets introduced. phygital commerce These three conditions applied to phygital make the consumer feel more connected to the brand, generate trust, reinforce empathy, and improve the user experience. To give a clearer idea of how this works in practice, here are two real-life examples: Examples of the phygital concept in practice Rebecca Minkoff While web design’s importance in retail is evident, some brands go one step further by using technology in their retail stores to transform their customers’ experience. Take fashion brand Rebecca Minkoff, who did just that in her SoHo flagship in New York City. Shoppers can choose the items they want to try on by using touch screens placed throughout the store. When they’re ready, they’ll get a message on their phone with the fitting room number, where they’ll find all the items they requested. But what happens if they need a bigger size?