Phygital: online and offline

"Physical + digital = Phygital a process that integrates the two to craft ease, convenience, and autonomy in the consumers journeys, creating a hybrid buying experience." Mix the online and offline world.

Source: mjvinnovation

In this blog, we tell you all about phygital, the combination of the physical and online worlds and how to make them reinforce each other. Ensure a seamless transition to win over more customers.

Phygital refers to the combination of offline and online communication, a contraction of physical and digital. Consider, for example, the product information people search for on their smartphones when they are physically shopping. Research shows that as many as 50% of consumers use online resources while shopping.

Source: managementsite

Nowadays, psygital plays an important role in attracting new customers and retaining existing ones. The integration of various channels must be seamless. The customer journey must be well suited to the needs of the customer. That way you get more engagement, more loyalty and thus more sales.

As mentioned earlier, 50% of consumers use online resources during shopping. Think price comparisons, other models, different color options or specifications displayed more clearly. Conversely, store visitors are asked to submit some information in exchange for a reward in the mail. Physical stores generally deliver a better experience than online Web shops. To make your complete brand as strong as possible, it is important to pull this together as much as possible.

For example, since Covid-19 we have seen the change on terraces where you scan with a QR code to order your drinks and/or food. Those are then physically brought to the right table though. In addition, there are now apps from clothing stores that have a virtual fitting mirror. Here the online and offline worlds come together well. It seems as if you are in a physical store and trying on, while doing so online. Furthermore, there are furniture stores that allow you to use holograms to show 3D products in the app to see how they would fit in your home. Physical stores are also increasingly using online tools to enhance the combination. Think, for example, of tablets that display exact stock. In doing so, they make no distinction between being available online or offline.

So what all do you need to consider to apply psygital in your business?

• Easy/effective: make it as easy and comfortable as possible for a customer to make a purchase. Combining online and offline reduces the distance between "window shopping" and the moment of purchase.
• Independent/independent: offer your product/service through multiple channels. This gives your potential customers the chance to decide which channel to use to make a purchase. This brings with it a larger target audience but also multiple interactions with multiple outlets. It is important for the customer to decide HOW they proceed to purchase.
• Compelling: Customers choose which part of the experience (customer journey) they are a part of. They choose online, offline or the combination of both. Within each part are entertainment elements within the buyer journey.

How can you make sure your psygital works as well as possible in your business?

1. Make sure you give extra attention a strategy used across the multiple channels. Thanks to this tactic, you integrate the various channels. In doing so, set one central goal: engage your audience. So put the customer at the center of the strategy processing.
2. Use actions for like online and offline. Despite being 2 different platforms, there are plenty of ways to bring them together. Make sure the campaign drives sales, expands customer relationships and that there is a need to use both channels. Thus, the customer is compelled to know/use the different channels.
3. Technology is your best friend. Devices and technology is a connection between the physical and digital worlds. This does not have to cost a lot by developing special apps, but a small adaptation can add a lot of value. Such as a website that is also suitable to open on cell phones.
4. Provide an unforgettable experience. Experience marketing is becoming bigger and more important, surprise your customers in a unique way. Nowadays people are more looking for sensation and experience so incorporate this into your campaign.

Conclusion

Make sure phygital online and offline overlap seamlessly across channels to offer your customers a consistent shopping experience. The threshold between offline and online should be as low as possible and vice versa. Customers have more say than ever; they decide when, where and how to store. To fulfill this desire, you need to use various channels in a creative way.

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