What is phygital?

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Have you heard of phygital yet ? If not, now is the time! Indeed, 82% of consumers expect more digitalization from the points of sale they frequent 1 .

If click and collect seems obscure to you or if you don't use your social networks to highlight the news of your stores... this article is designed to help you better develop your drive to store strategy .

Phygital is no longer the future, it's happening now switzerland phone number library to ensure that your customer journey is optimized (but not only that!).


1. What is phygital?
2. How to do phygital?
3. Why do phygital?
4. Examples of phygital strategies
Conclusion


phygital definition

1. What is phygital?
What if we simply started by defining what phygital is ? It is an omnichannel marketing strategy that links both the physical (stores & establishments) and the digital (website and online platforms). The goal is to combine them in order to create a unique, interactive and complete customer experience as part of the digitalization of points of sale .

Human contact is associated with online interactions and vice versa. Whether it’s the chatbot on your website, the checkout in one of your stores, or your latest Facebook post, everything must be consistent and send the same image .

You have every interest in implementing a phygital strategy and therefore improving your customer experience: it is estimated that 86% of consumers would be prepared to pay more for a better experience 2 .


do phygital

2. How to do phygital?
Now that you know what phygital is, you may be wondering how to implement it, and through which tools? We present several of them, whether physical or digital.

Digital tools
Here is a more or less exhaustive list of the different tools to implement on your digital platforms:

Social networks : by interacting and communicating on these, you will be able to generate traffic in store . Make sure to relay all the actions in your stores but also to create the event on social networks to invite your prospects to move.
Website : it is online and it is the first window that your potential customers can consult, so it is part of your phygital strategy. Your site must reflect your stores and be as clear as possible. Your information must be complete and consistent with what can be found elsewhere (physical and digital).
Store locator : consumers use the internet to find you, and if they have trouble doing so, they won't go anywhere. The Store locator is a good way to overcome this: you can gather all your points of sale (or resellers) in the same place by indicating several key pieces of information (opening times, address, reviews, etc.). Enough to generate traffic in your establishments !
Product locator : this time, it is not to find one of your stores but rather to know the availability of a product (and the quantity available) and in which store. Customers therefore do not travel for nothing and can consult the alternatives in case of unavailability.
Online reservation : following on from the product locator, once the customer has become aware of the availability of the product they are looking for, they can reserve it online and then come and collect it in store.
Click & collect : same principle as online booking, we no longer present it so much it is used since Covid. Click and collect allows you to buy a product directly online and then come and collect it in store , sometimes in a dedicated corner, sometimes not.
Chatbot and online customer service : Indeed, all of your company's online interactions with your customers are part of the digital experience. Even your chatbot or customer service must be consistent with the rest of your communications and information.


Physical tools
And here are also some tools/actions to develop in your points of sale:

Interactive terminal : they are often present in the CHR sector but they have their place elsewhere. They allow you to quickly give information to consumers, to buy or reserve products and obviously and above all to streamline the checkout process.
Connected mirror : to ease the queue in the fitting room or simply to improve your customers' experience, connected mirrors and virtual fitting rooms are a very innovative and differentiating tool.
Pay by phone : Whether it’s Apple Pay or another solution, this allows your customers to pay faster, without having to drop off and put away all their products. Plus, they save time by not having to wait in line.
Augmented reality : with a phone or a VR (virtual reality) headset, it is possible to quickly visualize (or even try) a product.
QR code : Today, almost everyone is equipped with a smartphone. The use of QR codes can provide more information about a product or even provide a real-time demonstration video, if necessary.
POS and Print : sometimes, there is no need for innovation or even electricity to go phygital! Some printed visual elements reminiscent of your digital communications will be enough to extend your customers' experience.


why phygital

3. Why do phygital?
Increase your in-store traffic
It is estimated that 3 out of 4 consumers are more likely to go to a store if they get the right information during their first search on the internet 3 . Digital is a significant source for your in-store traffic . It encourages drive-to-store.

If you provide clear, key information using the tools discussed earlier, you will be able to attract your prospects and customers at the point of sale.



Personalize your customer experience
Thanks to phygital , you support your customer throughout their journey : from their online discovery to the post-purchase, including the in-store experience.

You can interact with your customers throughout their experience: for example, by communicating about a promotion on social networks and then sending a personalized RCS to remind them of this offer and a link to your Store locator to find the address of the nearest store. Then, in store, indicate where the offer is located using POS . Finally, your interactive terminals will be set up to pay more quickly with your phone and contactless.