Marketing at the service of the consumer 5.0

The phygital experience is here to change current marketing trends. And the tendency to focus the attention of any commercial strategy on the consumer is proof of that. Until recently, digital marketing alone has given businesses good results, but amidst so many advances in technology, some of the most cost-effective digital campaign methods are no longer as effective…

Users are constantly changing their interests and it is clear that they need more and more stimuli to feel attracted and understood by brands. Anticipating new generations of consumers, companies must undoubtedly innovate in marketing resources, hence the creation of the Phygital experience for better contact with customers. This type of strategy combines the actions of the digital world with those of the physical world in order to stimulate all of the users’ senses as much as possible. If you want to know what this theme is and how you could implement it, continue reading this article where we will tell you everything you need to know about it.

What is a phygital experience?

The physical experience involves the combination of digital strategies in each brand’s physical stores. It is geared towards using innovative technology that makes the consumer experience while interacting with the brand unique and unmatched. Phygital experiences can be delivered in a number of ways, the main one being applying the technologies best suited to the brand’s niche market and the audience that will benefit from it.

In order for the phygital experience to be positive, the technologies that the user interacts with in the store must facilitate certain processes or actions. For example, you need to make it easier for them to access a product or make their visit to the store more satisfying and interactive.

Finally, the biggest benefit of using this type of strategy is that the user has a good impression of the brand. The idea is that customers benefit during their visit, that they discover new ways of interacting with the products and that their needs are met. This undoubtedly represents the ideal formula to make the customer want to come back.

Phygital experience vs. digital experience

Today, while a large proportion of users prefer to buy products online, this practice has a barrier that prevents close interaction with the consumer. Since the advent of the digital age, many consumers have recognized the shortcomings of online commerce in aspects such as advice and human contact, which is why the current concern is how to mitigate this type of problem.

Consumer 5.0 is referred to as the customer of the new era, represented by the rising generations who are characterized by high expectations of the customer relationship. In times of tech boom, it is harder to impress them through online methods alone. For this reason, many brands are turning to other resources, combining the best of the 360-degree customer relationship and experience that can be delivered in a physical space with the most innovative technologies that facilitate the buying process.

Several brands have opted for the multi-channel strategy, where customers can choose the means through which they want to make their purchases, that’s why there are physical stores, online stores, shopping through social networks, etc. For the 5.0 customer are not see the differences between a physical store and an e-commerce site. The Phygital strategy therefore goes one step further, merging the online and offline channels so that the consumer gets the best version of the deal.

Technologies for the phygital experience

The Phygital experience is still a new concept, but large companies are beginning to implement this strategy to anticipate the future needs of their customers and always give them the best impression. Some of the most widely used technologies to deliver a phygital experience are:


Beacons are devices that store information about products, structures, companies and many other sources. Via Bluetooth, they can transmit relevant product information to users in their vicinity via smartphones or media devices. At the same time, it generates data that the company can use to make better use of the products it sells.

RFID (Radio Frequency Identification)

RFID is an innovative technology that replaces traditional product labels. These devices are able to provide a wide range of data about the product, from information such as size, stock, forms of use and frequency of purchase to data on the logistics of the product. It is of great help both for companies, since it allows them to carry out accurate inventories in a few minutes, and for users, to whom it offers a series of advantages and conveniences at the time of purchase.

This type of technology is used in “smart dressing rooms”. The mirrors are then linked to RFID and make the customer experience much more complete and satisfying: they provide him with useful data to improve his purchase, for example telling him which pieces to combine or even the occasions when he should wear the garment among many other functions.


Kinect is a specialized mirror technology that can recognize and interact with the human figure through in-store products. It is especially useful for clothing stores.

Expanded reality

Augmented Reality is another technology that can create a wonderful phygital experience. It makes it possible to recreate spaces through devices by observing how products would interact or look in a specific place or person. This will make it possible to better understand the product and even increase the possibility of comparing it with other products included in the recommendations of the application.

Examples of companies using the Phygital experience


Nike is one of the great brands that has strived to recreate a phygital experience for customers in their stores, allowing each user to interact with the products and make their purchase 100% satisfactory.


Ikea is a great example of how brands can use Virtual Reality and Augmented Reality to optimize their customers’ purchases and make them happy by personalizing every detail of their products and their shopping experience.


Amazon Go is one of the most technologically advanced stores for the Phygital experience. It prioritizes the customer experience as much as possible, saving time without queuing to check out and getting recommendations for future purchases.


The phygital experience is a trend that has gained momentum in recent years and is expected to continue to increase. The use of advanced technologies not only helps the company to optimize its investments, but also allows the customer to feel more identified and empathetic with the brand, which now better understands their needs and simplifies their purchasing processes.

As the consumer continues to change, we need to bring some of the technology we have into physical stores to strengthen customer loyalty and increase the likelihood of repeat purchases from our store.

About the author

Michelle Hernández: Member of the Communications and Marketing team of and Habitium.Fr –

Education: Degree in Psychology – Masters in Neuromarketing and Big Data.

Contact: [email protected]

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