According to the IAB Spain 2018 e-commerce study, at least seven out of ten users shop online. Despite this capillarity, 22% of users lack physical interaction, so they browse, search and choose online, but then buy in-store. In response to this behavior, a new approach was born that seeks to combine the best of e-commerce with that of shops: phygital.
We live in the digital age and for no one (or almost) it is more a fantasy to shop, of any kind, on the internet. Phygital combines the online world with the offline one trying to take the best aspects of each one to create a more complete and satisfying customer experience. The main feature of this approach is the multi-channel approach, thanks to which the consumer purchasing process becomes more fluid and easier.
The user browses and buys, but also has feelings; this is why, although it is possible to buy anything using our smartphones, 22% of us still prefer to complete the purchase in a physical store. But the opposite can also happen: how many times do we enter a store to see, touch or try an item that we subsequently order online? Interpersonal interactions continue to be a defining and highly valued element for customers. This implies that both the physical and the emotional components should coexist in the purchasing processes.
Phygital takes the best traits of the digital sales experience such as immediacy, immersion and speed, while from the retail experience it draws the opportunity to interact with people and with the product and more. And this is the best way to satisfy a demanding, hyper-connected consumer who seeks to meet their needs across multiple platforms. The ideal consumers of phygital experiences are obviously Millennials and Generation Z.
Phygital focuses on making the three I’s, immediacy, immersion and interaction, reality. Here’s what it means:
- Immediacy: ensuring that things happen at a precise moment;
- Immersion: making the user part of the experience;
- Interaction: generating an exchange, necessary to activate the most physical and emotional part of the purchasing process.
To obtain an authentically phygital experience, it is essential that there is a technology that facilitates the introduction of immediacy and immersion on the one hand, and interaction must be introduced on the other, which the digital world lacks by nature.
These three conditions applied to the phygital make the consumer feel more connected to the brand, generate trust, strengthen empathy and improve the overall user experience.
Offering a phygital experience to your customers can help them move more easily within your spaces. Creating human interactions will increase their trust in the brand and, consequently, their sales. Remember that customers are looking for connected experiences where physical and digital coexist in the customer journey. We are no longer just talking about the digital experience, but about the customer experience. And this is precisely the goal of a successful strategy.
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