Recently, a type of consumer has been consolidating that requires relating to brands both from the physical and online. This is where the trend comes in. phygitalwhich is making a bigger and bigger hole in the world of marketing.
What is Phygital or Phygital
The term phygital refers to the connection of two environments: online and offline (fitness or physical + digital: phygittal). Specifically, it talks about integrating the best of the physical and digital worlds in order to create a dynamic communication ecosystem between the user and the product. Em Castilian translates as phygitalalthough it is not yet very widespread.
The phygital tendency is characterized, above all, by its multichannel targeting in which the customer experience throughout the purchase process is smooth and satisfying even if it is done online, by phone or in the store (or even in all of them at the same time).
A new kind of “shopping experience”
We must bear in mind that today it is very rare for users to interact with brands by only going to stores or exclusively making their purchases online.
The phygital reveals a new kind of ‘shopping experience’ in which the line between the online and offline worlds is becoming increasingly blurred. They are no longer parallel worlds, but interconnected worlds. In this sense, the two environments increasingly depend on each other.
The best of the offline and online world
Phygital means taking the best of the digital environment and the physical world and integrating it all together. While the digital domain highlights the immediacy, the immersion Y the speed; of the physical world emphasizes the possibility of interacting with real people and supposes a contact point important with the client that greatly influences their loyalty.
Phygital: the most immediate future for marketers
The phygital appears as the most immediate future in the future of marketing campaigns. It’s a shape shape new and different to simultaneously reach customers through two channels (physical world and online environment).
Offers marketers multiple application possibilities to drive and also allows advertisers to respond to two of the great needs of potential clients:
- Try and check the products before buying them.
- Search for products online and find the best deals in a more comfortable way.
Technologies for phygital marketing
There are technologies that have made it possible to combine the offline world with the online world, such as codes QR, which allow the insertion of additional information about the company, web addresses, etc. Other notable ones are:
- : Virtual reality immerses the user in a virtual world, while augmented reality (augmented reality) allows you to see the real world with added information as virtual objects. For example, to see how a piece of furniture would look in a house, as they have already tried or. is another example of this technology.
- Proximity marketing or: They are devices that function as beaconsby means of short-range bluetooth signals that offer a highest precision positioning. These sensors locate the user wearing a compatible device and send information to the consumer about the establishment where you are.
- or internet of things: is a technology that connects everyday objects to the Internet, thus turning them into smart objects. The internet of things facilitates data management, the creation of new business models and favors connections in places that are difficult to access.
The “phygital” stores
In an environment that is becoming more and more phygital, we must not forget that there are now new models of interactive stores that are designed to attract the most digital users. These establishments make use of new experimental technologies in order to offer multichannel and original experiences to the consumer (touch screens, sensors, mobile content, etc.).
The phygital experience not only takes advantage of online technology to facilitate the convenience of the consumer in the physical establishment, but also to introduce elements of revelry and entertainment that have a emotional impact positive in the user’s shopping experience.
A good example was the phygital campaign carried out in 2012 by AC with Facebook. In this case, a small digital screen was placed on the hangers of each article in which it was possible to see the number of ‘likes’ that particular garment had received on the social network.
The future of phygital: optimizing the (digital) consumer experience
It is quite possible that the future of phygital will focus, above all, on optimize in a digital sense consumer experience in stores. Although the user likes to buy a lot on the Internet, it must be recognized that this channel is incapable of providing the sensations produced by buying in a physical establishment.
In fact, even Amazon isn’t resisting the phygital trend. Last year his first physical stores of books in the USA with more than 3,000 titles selected according to their figures on the platform (number of stars, if they had been read in 3 days or less, etc.).
In short: what is phygital
Phygital is characterized by being multi-channel but is on its way to becoming a more unified and uniform. Undoubtedly, commerce is irremediably oriented towards a phygital format in which the consumer can be seduced both at home and in the store.
A new scenario that both brands and marketers cannot lose sight of.
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