{"id":7258,"date":"2019-06-25T10:00:52","date_gmt":"2019-06-25T08:00:52","guid":{"rendered":"https:\/\/sbshoppingbasket.com\/?p=7258"},"modified":"2024-09-19T11:57:38","modified_gmt":"2024-09-19T09:57:38","slug":"phygital-the-360-experience-for-your-customers","status":"publish","type":"post","link":"https:\/\/sbshoppingbasket.com\/en\/blog\/phygital-the-360-experience-for-your-customers\/","title":{"rendered":"Phygital, the 360 experience for your customers"},"content":{"rendered":"\n

Phygital experience, discover what it is.<\/h3>\n\n\n\n

In today’s world, digital commerce has become an integral part of our daily lives. Over the past few years, online shopping has grown into a common habit. However, physical stores remain the primary channel for purchases. But what if we could merge both realities? This is where the phygital experience comes in, blending the physical and digital worlds. The goal is to integrate the best of both environments, as both play a significant role in our lives. Concepts like immediacy, immersion, and interaction are crucial in this context.<\/p>\n\n\n\n

Immediacy refers to things happening in real time. Immersion ensures the user becomes a part of the experience, while interaction focuses on creating meaningful communication between the brand and the user, sparking both physical and emotional engagement.<\/p>\n\n\n\n

When Amazon Go stores first launched, the idea was to eliminate all forms of physical payments\u2014whether card or cash\u2014in favor of digital payments through customers\u2019 Amazon accounts.<\/p>\n\n\n\n

But how has the trend evolved?<\/h4>\n\n\n\n

In the past, physical businesses would launch virtual stores after becoming established leaders in their industries. The next trend was omnichannel, which aimed to create a cohesive experience across all brand communication channels, providing customers with a 360-degree shopping journey. After that came the “click-to-bricks” approach, where successful online stores expanded into physical retail spaces. A notable example is the sunglasses brand Hawkers.<\/p>\n\n\n\n

\"banner-ebook-pos-eng\"<\/a><\/figure>\n\n\n\n

But why open physical stores?<\/h4>\n\n\n\n

Experiencing.<\/strong>
Space is created where users can touch, smell, and taste, the products they are planning on acquiring.<\/p>\n\n\n\n

Commitment.<\/strong>
Offering an activity in the physical world empowers the relationship between the client and the brand through direct interaction.<\/p>\n\n\n\n

Awareness.<\/strong>
The digital world is often a red ocean, where competition is particularly fierce just a few clicks away. Physical spaces are designed to capture attention, attract new customers, and raise visibility to both existing and potential customers.<\/p>\n\n\n\n

Physical and digital spaces<\/h4>\n\n\n\n

By definition, physical spaces are managed by people where interactions happen among people and with the brand. These are physical spaces where products can be physically tested and experienced.<\/p>\n\n\n\n

On the other hand, digital environments are accessible 24\/7; most of the processes there, being automated, provide that immediacy. These two worlds are often not well integrated, hence resulting in some kind of gap that can also be puzzling for users. Millennials do not like this separation between the two various environments. They would rather that both digital and physical space be in a state of continuum\u2014a challenge to truly create one “phygital” experience.<\/p>\n\n\n\n

Advantages of the digital world<\/h4>\n\n\n\n

Immediacy, time-saving.<\/strong><\/p>\n\n\n\n

First of all, the biggest advantage of online shopping is saving time. In this way, we won’t spend any time going to the store, waiting in lines to pay, and getting through crowds, which may sometimes turn out to be very frustrating. Secondly, we will be able to get comprehensive information on a product enabling us to read reviews and feedback from other users.<\/p>\n\n\n\n

Advantages of the physical world.<\/strong><\/p>\n\n\n\n

Physical stores appeal to emotions and human contact. Therefore, all the senses are used as a strategy to attract more people. The idea is to create a memorable experience that fuses the digital advantages with the physical environment.<\/p>\n\n\n\n

In addition, customers can also touch the employees to get answers, try out products, and feel materials among others. All of these\u2014summing up\u2014from music, decoration, the smell of the store, and so on, affect the customer experience and therefore must be extremely included in the general strategy of the brand.<\/p>\n\n\n\n

Technology and the latest devices<\/h3>\n\n\n\n

Beacons<\/strong><\/p>\n\n\n\n

A beacon is a small Bluetooth device that normally reaches up to 50 meters and sends information to smartphones.<\/p>\n\n\n\n

Augmented reality<\/strong><\/p>\n\n\n\n

Augmented reality makes the real world interactive through our smartphones. Further information about a product can show up on screen, or the product itself can be projected in the current environment since all is possible!<\/p>\n\n\n\n

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