definition, examples of using a digital strategy that works

You must have heard of the term ” figital without really knowing what exactly that word meant. To begin to see more clearly, did you know that when you order products, be it food or clothing online, you choose a order the collection directly in the storewhich was part of the figital strategy ? The phygital is part of the Marketing strategy that combines the digital and the physical. What is phygital, what is it for? What are the benefits of this marketing strategy? We explain everything to you in the rest of this article.

What is phygital?

Phygital was born in 2013, a crucial period in which consumption patterns it began to evolve as all purchases were made physical stores. The term phygital was coined by an Australian agency called Momentum which registered the name “An agency for the Phygital World”. The digitization began to prevail over the physical, radically changing the consumption habits. It was therefore necessary to adapt to these new changes.

Definition of phygital

As explained above, phygital includes customer experience physical and digital. That is to say, the physical experience we have in the store such as contact and the relationship with the customerwith the digital experience like online interactions with brand representatives.

Why choose a phygital approach and how to implement it?

With the arrival of E-commerce, the phygital strategy represents the best channel for retailers and brands to differentiate themselves and offer customers a better customer experience. Opting for a phygital strategy makes it possible streamline the customer journey in points of sale, increase online visibility, customer loyalty creating an experience that fits their expectations and increasing traffic to the store.

Example of figital use

Payment card reader used in stores for the phygital strategy

As explained above, phygital applies to the physical and the digital. For physical figital solutions, this mainly involves:

  • Order terminals that allow customers to order an item that is not currently available in the T.
  • Of the mobile apps sellers provide information to customers about products, the order trackingproposal of personalized articles taking into account the personal preferences of the customer.
  • Interactive windows showing product recommendations and descriptions.
  • The installation of mobile payment terminals in order to reduce queues and waiting times at the checkout counters

Signs like Sephora have been able to take advantage of the phygital, such as paying for purchases at the payment terminals located in the store. The Amazon group makes extensive use of phygital to facilitate and optimize its immense logistic service. Indeed, the Amazon distribution center with an area of ​​80,000 m2 located on the Île de France in Brétigny-sur-Orge currently has over 4,000 autonomous shuttles that move products every day. Thanks to phygital, Amazon offers an efficient and sustainable management of its stocks in addition to the guarantee of fast deliveries. The Timberland brand has also launched a new phygital store concept in New York where customers can use mini-tablets made available to them by allowing them to scan product labels for information.

For phygital digital solutions, these are mainly social networks that help increase the visibility of a store or point of sale, the implementation of click and collect. The user can then carry out one or more Online shopping and collect them in the shop. Thanks to phygital, it is also possible for the consumer to do electronic booking (online booking) of an item available in the store with no obligation to purchase.

The phygital is a marketing technique allowing very effective increase the relationship with the customer and turnover. According to the ACSEL barometer, which is the leading digital transversal association in France whose main mission is to increase the digital transformationover 69% of companies recorded an improvement in operational efficiency thanks to the implementation of a phygital strategy.


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