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Physical and digital – these two words were used to coin the term we’re going to talk about today. Phygital is a new trend in both online and offline trade, and it’s all about having the best of both worlds. In this post, we want to show you what phygital is like in practice and what benefits you can expect when you implement this strategy.
Although phygital has a lot in common with omnichannel, it’s a bit different thing, as it concentrates mostly on brick-and-mortar stores. Let’s have a closer look at this strategy.
Put shortly, phygital is based on the convergence of both physical and digital worlds with digital technologies seamlessly integrated into the physical sales environment. The goal, obviously, is to offer better, more integrated customer experiences.
Perhaps you’ve noticed that brick-and-mortar stores are becoming more and more digital. For example, take a look at this picture:
Would you say it’s a shoe store? Not necessarily, right? It looks more like a computer store or a mobile operator’s point. That’s a real-life example of phygital in action. This store belongs to the Polish shoe retail chain eobuwie.pl. In this company’s stores, the selection of products is made using tablets. Clothes and shoes can be tried on in fitting rooms where pre-selected products are already waiting for the customer. And then, there’s the esize.me device. It’s a scanner that performs 3D scans of customers’ feet, allowing for precise footwear fitting.
That’s just one example, but phygital experiences may involve the use of multiple digital technologies, such as:
Even though we talk about phygital strictly in the context of commerce, this trend has become visible in many other sectors, including education, entertainment, and healthcare.
There are at least five good reasons why you ought to consider phygital if you’re running a retail company. Here they are:
Of course, there’s no one universal answer to this question, as it all depends on what you actually want to do. Regardless of the answer, all the needed technological solutions are already here, and many of them are actually very popular and, therefore, more affordable.
Think of interactive displays. These are nothing but large tablets. All you need is good software that will enable your customers to do everything they need to do in order to place an order. Such software should offer:
If, on the other hand, you want to go far and wide with phygital, you’ll need professional technological support. Devices that scan your customers’ physique or foot size and shape are more advanced and frequently custom-made for a given company.
So, in order to implement phygital in your store, consider these five steps:
Mind you, phygital comes with some challenges and questions you need to think about before you start implementing these technological solutions. First off, the more advanced phygital solutions you need, the more technological advancement they will take. You must think about the necessary IT infrastructure and reliable connectivity between different technologies. To some extent, you’ll have to turn your brick-and-mortar stores into small data centers.
Secondly, you ought to consider privacy and data security. If you want to implement phygital safely and lawfully, you must prioritize privacy protection and data security and adhere to applicable data protection regulations. There must also be adequate security measures. This is crucial as a successful phygital environment is based on customer trust.
Without a doubt, phygital is a big trend in retail. If you operate in this sector, think about digitizing your physical stores. If you do it the right way, you will make your business operate smoothly and more effectively. And this is where our role begins. If you need help with designing and implementing phygital solutions in your store, feel free to reach out! Our team will be happy to talk about your ideas and how they can be implemented!
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